Page 68 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

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Draw a Road Map

Today we are introducing three revolutionary products.
STEVE JOBS, REVEALING THE iPHONE

n January 9, 2007, thousands of Mac faithful
watched as Steve Jobs delivered an electrifying
announcement. “Today Apple reinvents the phone,”
OJobs said as he revealed the iPhone for the first time
to the public. 1
Before delivering that headline, however, Jobs added to the
drama and suspense when he told the audience that Apple
would introduce not one, but three revolutionary products. He
identified the first one as a wide-screen iPod with touch con-
trols. This met with a smattering of applause. Jobs said the
second product would be a revolutionary mobile phone. The
audience cheered that announcement. And the third, said Jobs,
was a breakthrough Internet communications device. At this
point, the audience members sat back and waited for what they
thought would be further product descriptions and perhaps
some demos of the three new devices—but the real thrill was yet
to come. Jobs continued, “So, three things: a wide-screen iPod
with touch controls, a revolutionary mobile phone, and a break-
through Internet communications device. An iPod, a phone,
and an Internet communicator. An iPod, a phone—are you get-
ting it? These are not three separate devices. This is one device,
and we are calling it iPhone.” The audience went wild, and Jobs
basked in the glow of nailing yet another product launch that
would solidify Apple’s role as one of the world’s most innovative
companies.

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