Page 84 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

INTRODUCE THE ANTAGONIST 65

smartphones on the market, which, Jobs would argue, weren’t
very smart. Listed in the left column of Table 6.1 are excerpts
from the actual presentation; the right column shows the words
3
or describes the images on the accompanying slides. Pay atten-
tion to how the slides act as a complement to the speaker.

TABLE 6.1 JOBS’S iPHONE KEYNOTE PRESENTATION
STEVE’S WORDS STEVE’S SLIDES
”The most advanced phones are called Smartphone
‘smartphones,’ so they say.”
“They typically combine a phone plus Smartphone
e-mail plus a baby Internet.” Phone + Email + Internet
“The problem is they are not so smart and Smartphone
they are not so easy to use. They’re really Not so smart. Not so easy
complicated. What we want to do is make a to use.
leapfrog product that is way smarter than
any mobile device has ever been.”
“So, we’re going to reinvent the phone. Revolutionary UI
We’re going to start with a revolutionary
user interface.”

“It is the result of years of research and Revolutionary UI
development.” Years of research &
development
“Why do we need a revolutionary user Image of four existing
interface? Here are four smartphones: the smartphones: Motorola Q,
Motorola Q, BlackBerry, Palm Treo, Nokia BlackBerry, Palm Treo, and
E62—the usual suspects.” Nokia E62
“What’s wrong with their user interface? The The top half of each image
problem with them is in the bottom forty. fades away, leaving just
It’s this stuff right there [points to keyboards the bottom half—
on the phones]. They all have these the keyboard
keyboards that are there whether you need
them or not. And they all have these control

continued