Page 27 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

8 CREATE THE STORY

thing and is used to designate another for purposes of compar-
ison—is a persuasive tool in the best marketing, advertising,
and public relations campaigns. Jobs uses metaphors in conver-
sations and presentations. In one famous interview, Jobs said,
“What a computer is to me is the most remarkable tool that we
have ever come up with. It’s the equivalent of a bicycle for our
minds.” 6
Sales professionals are fond of sports metaphors: “We’re all
playing for the same team”; “This isn’t a scrimmage; it’s for real”;
or “We’re batting a thousand; let’s keep it up.” While sports
metaphors work fine, challenge yourself to break away from
what your audience expects. I came across an interesting meta-
phor for a new antivirus suite of applications from Kaspersky.
The company ran full-page ads (the one I saw was in USA Today)
that showed a dejected medieval soldier in a full suit of armor
walking away, with his back toward the reader. The headline
read, “Don’t be so sad. You were very good once upon a time.”
The metaphor compared today’s Internet security technologies
(Kaspersky’s competitors) to slow, cumbersome medieval armor,
which of course is no match for today’s military technology. The
company extended the metaphor to the website with an image
of a suit of armor and the same tagline. The metaphor was con-
sistent throughout the company’s marketing material.
Analogies are close cousins of metaphors and also are very
effective. An analogy is a comparison between two different
things in order to highlight some area of similarity. Analogies
help us understand concepts that might be foreign to us. “The
microprocessor is the brain of your computer” is an analogy that
works well for companies such as Intel. In many ways, the chip
serves the same function in the computer as a brain serves in a
human. The chip and the brain are two different things with
like features. This particular analogy is so useful that it is widely
picked up by the media. When you find a strong analogy that
works, stick with it and make it consistent across your presenta-
tions, website, and marketing material. Jobs likes to have fun
with analogies, especially if they can be applied to Microsoft.
During an interview with the Wall Street Journal’s Walt Mossberg,