Presentation Secrets: How to deliver an Exceptional Presentation the Steve Jobs style?

Here is the Secret guide to create Engaging Presentations based on the International Best Seller Book 'The Presentation Secrets of Steve Jobs'

Have you ever had the opportunity to witness a presentation by Steve Jobs during an Apple Event?

If so, you may have noticed that his presentations adhere to Aristotle's classic five-point plan for creating a persuasive argument: 

1. Begin with a story or statement that arouses the audience’s interest.

2. Pose a problem or question that requires solution or answer.

3. Offer a well-thought-out solution to the problem that has raised.

4. Describe specific benefits for adopting the course of action set forth in solution.

5. Conclude with a call to action.

Steve Jobs delivering Presentation

In this article, we will explore and learn the secrets behind the seemingly ordinary presentations delivered by an extraordinary person on Earth.

First of all, Structure your presentation in three-act Play. A dramatic play—a meticulously crafted and well-rehearsed performance that informs, entertains, and inspires.

Act 1: Create the Story.

A compelling story with strong narrative will give you the confidence and ability to captivate your audience.

Act 2: Deliver the Experience.

To turn your presentations into visually appealing and “must-have” or indispensable experiences.

Act 3: Refine and Rehearse.

Pay attention to your body language, verbal delivery and even your choice of attire. Strive to make your “scripted” presentations sound natural and conversational.

By following these guidelines, you can elevate your presentation skills and deliver a mind-blowing performance, just like Steve Jobs.

Each act must be separated by short intermissions. It will help you take your presentations to an entirely new level.

Now, let’s delve into each act in details:

Act 1: Create the Story

SCENE 1: “Plan in Analog.”

Visualize, plan, and create ideas.

• Start planning before you open the presentation software. Sketch your ideas on paper or whiteboards.
• Try to incorporate elements that make your presentation alive: headline, passion statement, three key messages, analogies, demonstrations, partner showcase, customer evidence, video clips, and props.
• Remember, it is not the choice of presentation software (PowerPoint, Keynote, etc.) that matters but rather, how you craft and deliver the story.

SCENE 2: “Answer the One Question That Matters Most.”

• Listeners are always asking themselves one and only question: “Why should I care?” Neglecting this question will result in your audience dismissing you.
• Find the only one thing behind your idea/product/service that ultimately benefit to your listener and then focus on it. For that you have to ask yourself, “Why should my listener care about this idea/information/product/service?”
• Ensure that the one thing must be communicated clearly, repeating it at least twice in the conversation or presentation. Eliminate any complex buzzwords and jargon to enhance the clarity of your message.
• Consistency is the key - That one thing should remain consistent across all of conversations and presentations.

SCENE 3: “Develop a Messianic Sense of Purpose.”

• Understanding this fundamental truth will enable you unravel the enigma behind Jobs’s extraordinary charisma.
• Dig deep to identify your true passion. Ask yourself, “What am I really sharing?” Once you identify your true, genuine, authentic passion, share it with fervor.
• Develop a personal “passion statement.” In one sentence, tell your prospects why you are genuinely excited about working with them. Your passion statement will be remembered long even after all other statements are forgotten.
• If you want to be an inspiring speaker but you are not doing what you love, consider a change. Passion—a messianic zeal to make the world a better place—makes all the difference.

SCENE 4: “Create Twitter-Like Headlines.”

• Developing headlines that fit into limited character sentences will enhance your ability to persuasively communicate your ideas.
• Create your headline, a one-sentence vision statement for your company, product, or service. The most effective headlines are concise (140 characters maximum), are specific, and offer a personal benefit.
• Consistently reinforce the headline in your conversations and marketing material: presentations, slides, brochures, collateral, press releases, and website.
• Remember, your headline is a declaration that presents your audience a vision of a brighter future. It’s not about you. It’s about them.

SCENE 5: “Draw a Road Map.”

• Follow or adopt one of the most powerful principles of persuasion: The Rule of Three.
• Begin with a list of all the key points you want to convey to your audience about your product, service, company, or initiative.
• Next, categorize the list until you are left with only three major message points. These three points will serve as a verbal road map for your pitch or presentation.
• To enhance the narrative, add rhetorical devices such as personal stories, facts, examples, analogies, metaphors, and third-party endorsements under each message.

SCENE 6: “Introduce the Antagonist.”

• To engage your audience, introduce a common villain that the audience can turn against. Once you introduce an enemy, the stage is set for the next scene.
• It is important to establish the problem before revealing your solution. Begin by painting a vivid picture of your listeners’ pain point and ask “Why do we need this?” 
• Spend some time describing the problem in detail. Make it tangible. Build the pain. Introduce antagonist early in your presentation to set stage for the next scene.
• Create an elevator pitch for your product using the four step method:
• Simply create a one-sentence answer for the following four questions: (1) What do you do? (2) What problem do you solve? (3) How are you different? (4) Why should I care?
• Pay particular attention to question number 2, “What problem do you solve?” Remember, nobody cares about your product. People care about solving their problems.

SCENE 7: “Reveal the Conquering Hero.”

• Introduces a hero the audience can rally around. The hero offers a better way of doing something, breaks from the status quo, and inspires people to embrace innovation. Before introducing Hero, describe the current state of the industry (or product category).
• This will help the audience understand the pain points that they are experiencing and the need for change. Once the antagonist has been established, we can then present our vision of where the industry or product category could be by offering our cure for the pain they suffer.

Extra bite:

Finally, it is important to keep in mind the ten-minute rule and give your listeners’ brains a break.

TechCrunch organizers believe that eight minutes is the ideal amount of time in which to communicate an idea. If you cannot express your idea in eight minutes, you need to refine your idea. That will ensure that our message is clear and concise.

Act 2: Deliver the Experience.

SCENE 8: “Channel Their Inner Zen.”

• Simplification is a key feature in all of Apple’s designs. Jobs applies the same approach to the way he creates his slides. Every slide is designed to be simple, visual appealing and captivating.
• Avoid bullet points. Always only with few exception. Bullet points are suitable for the material intended to be read by your audience, like books, documents, and e-mails. However, it comes to Presentation slides, the use of pictures is far more effective.
• Focus on conveying one theme per slide, and complement that theme with a photograph or image.
• Learn to create visually aesthetic slides. Above all, keep in mind that you do not have to be an artist to build slides rich in imagery.

SCENE 9: “Dress Up Your Numbers.”

• Data is meaningless without context. Jobs makes statistics come alive and, most important, discusses numbers in a context that is relevant to his audience.
• Utilize data to support the key theme of your presentation, while carefully selecting the figures you wish to present. Avoid overwhelming your audience with excessive amount of numbers.
• Make your data specific, relevant, and contextual. In other words, present the numbers into a context that is relevant to the lives of your listeners.
• Employ rhetorical devices, such as analogies, to enhance the impact of your numerical data.

SCENE 10: “Use ‘Amazingly Zippy’ Words.”

• Simplify your text by removing redundant language, buzzwords, or any complex jargon.
• Have fun with words. Feel free to use enthusiastic language to express your confidence in your product. Use superlatives or descriptive adjectives to convey excitement.

Remember, the words you use in your presentation must be:

Simple: Free of jargon and with few syllables.

Concrete: Very specific phrases. Short, tangible descriptions instead of long, abstract discussions.

Emotional: Incorporate Descriptive adjectives.

SCENE 11: “Share the Stage.”

• Whenever necessary and if possible, incorporate testimonials, feedback, reviews, videotape (no more than two minutes), popular blog, highly reputable publications into your presentation to support your claims in presentation.
• Publicly thank employees, partners, and customers who have given their contribution in it.

SCENE 12: “Stage Your Presentation with Props.”

• Demonstrations play a very crucial role in every Jobs presentation.
• Build in a product demo during the planning phase of your presentation. Keep the demo concise, impactful, and meaningful. If possible, involve another team member to participate in the demonstration.
• Provide something for every type of learner in your audience: visual, auditory, and kinesthetic.

Kawasaki Method

In The Macintosh Way, Guy Kawasaki writes that master communicators give good demo. Kawasaki describes the five qualities of an outstanding demonstration. According to Kawasaki, good demos are as follows:

Short: A good demo does not suck the wind out of your audience.

Simple: A good demo is simple and easy to follow. “It should communicate no more than one or two key messages. The goal is to show the audience enough to get them tantalized but not so much that they get bewildered.”

Sweet: A good demo “shows the hottest features and differentiates your product from the competitor’s.” There’s more: “You have to show real functionality.

Swift: A good demo is fast paced. “Never do anything in a demo that lasts more than fifteen seconds.”

Substantial: A good demo clearly demonstrates how your product offers a solution to a real-world problem your audience is experiencing. 

SCENE 13: “Reveal a ‘Holy Shit’ Moment.”

• In presentations, just when listeners think they have seen all there is to see or heard all there is to hear, springs a surprise for them. The moment must be planned and scripted in advance for maximum impact.
• Plan a “holy shit” moment. It need not be a breakthrough announcement. Something as simple as telling a personal story, revealing some new and unexpected information, or delivering a demonstration can leave a lasting impression on their audiences.
• People always crave for beautiful, memorable moments. Build them into your presentation. The more unexpected, the better.

Just as a great novel doesn’t give away the entire plot on the first page, the drama should build in your presentation. Think about ways to add the element of surprise to your presentations. Create at least one memorable moment that will amaze your audience and have them talking well after your presentation is over.

Rehearse the big moment. Do not make the mistake because you failed to practice. It must come off crisp, polished and effortless. Make sure demos work and slides appear when they’re supposed to. The demo and slides should be tested to avoid any technical glitches.

Act 3: Refine and Rehearse.

SCENE 14: “Master Stage Presence.”

• How you say something is as important as what you say. Body language and verbal delivery account for 63 to 90 percent of the impression you leave on your audience. Steve Jobs is the prime example of a speaker whose delivery matches the power of his words.
• Pay attention to your body language. Maintain eye contact, have an open posture, and use hand gestures when appropriate. Don’t be afraid of using your hands. Research has shown that gestures reflect complex thinking and give the listener confidence in the speaker.
• Vary your vocal delivery by adding inflection to your voice, raising or lowering your volume, as well as speeding up and slowing down. Also, let your content breathe. Pause. Nothing is as dramatic as a well-placed pause.
• Record yourself. Watch your body language, and listen to your vocal delivery. Watching yourself on video is the best way to improve your presentation skills.

SCENE 15: “Make It Look Effortless.”

• Few speakers rehearse more than Steve Jobs. Steve Jobs is renowned for his extensive rehearsal process. Those closest to him are well aware of the significant amount of time he dedicates to preparation. Recent research has shed light on the number of practice hours required to achieve mastery in a specific skill.
• There are no “naturals.” Steve Jobs is an extraordinary presenter because he put in the efforts. Although the observation Gladwell makes in Outliers applies specifically to musicians, the vast amount of research on the subject of peak performance shows that practice is the common thread among all individuals who excel at a particular task. Neuroscientist and musician Daniel Levitin believes that the magic number is ten thousand.
• Ten Thousand Hours to Mastery The emerging picture of such studies is that ten thousand hours of practice is required to achieve the level of mastery associated with being a world-class expert—in anything . . .
• Practice, practice, and practice some more. Don’t take anything for granted. Thoroughly Review every slide, every demo, and every key message. You should know exactly what you’re going to say, when you’re going to say it, and how you’re going to say it.

Record your presentation. Spend a couple of hundred bucks on a camcorder and record yourself. You don’t need to record the entire presentation. The first five minutes should give you plenty of information. Look for distracting body language and verbal tics, or fillers. When possible, review the video with someone else.

As you watch the video, pay close attention to these five areas:

Eye contact

Body language

Filler words

Vocal delivery

Energy

Filler words such as “ah,” “um,” and “you know” should not disqualify someone from public office, nor should they limit a person’s effectiveness as a business leader. Even it will not detract from your ability to persuade an audience, All too often, though, fillers will diminish your influence in the eyes of others and can damage your efforts.

Here are three ways to eliminate fillers from your remarks:

Ask for feedback

Tap the glass method: someone tap a water glass with a spoon every time you use a filler word.

Record yourself, and play it back in the presence of others

Leave your comfort zone. Most people underestimate how little energy they actually have during a presentation. When they are asked to go “over the top” and to leave their comfort zone, they hit the right note.

Use the bucket method to prepare for tough questions. You will find that most lines of questions will fall into one of seven categories.

Bucket Method:

Identify the most common questions likely to be raised and place the questions into “buckets,” or categories. There might be only one question in a bucket. The point is to reduce the number of questions for which you must prepare. It’s uncanny to say but the majority of questions will fall into about seven categories.

Create the best answer you have for the category. And this is critical—the answer must make sense regardless of how the question is phrased. You must avoid getting pulled into a detailed discussion based on the wording of the question.

Listen carefully to the question, and identify a key word—a trigger—that will help you isolate the correct bucket from which to pull to your answer.

Look the person in the eye and respond with confidence.

SCENE 16: “Wear the Appropriate Costume.”

• Dress like the leader you want to become, not for the position you currently have. Great leaders dress a little better than everyone else in the room. Remember, Jobs has the easiest wardrobe selection in the world: it’s the same for all of his presentations but when Jobs was looking for funding at the bank, he dressed in an expensive suit.
• Wear clothes that are appropriate for the culture.

SCENE 17: “Toss the Script.”

• Jobs talks to the audience, not to his slides. He makes strong eye contact because he has practiced effectively. 
• Don’t read from notes except in special circumstances in which you must follow a step-by-step process, such as a demonstration.
• When you must read from notes, create no more than three or four large-font bullet points on one note card or sheet of paper. Create one note card per slide. If you’re using speaker’s notes in Keynote or PowerPoint presentation software, keep your bullet points to no more than three or four. One is even better.
• Use the visuals on your slide to prompt you to deliver just one key theme—one main message—per slide. Think “one theme per slide.”

Five Steps to Tossing the Script

Write your script in full sentences in the “notes” section of PowerPoint.

Highlight or underline the key word from each sentence, and practice your presentation.

Delete extraneous words from your scripted sentences, leaving only the key words.

Memorize the one key idea per slide.

Practice the entire presentation without notes, simply using the slides as your prompter.

SCENE 18: “Have Fun.”

• Despite the extensive preparations that go into a presentation, things don’t always go according to plan.
• Treat presentations as “infotainment.” Your audience wants to be educated and entertained. Have fun. It’ll show.
• Never apologize. You have little to gain from calling attention to a problem. If your presentation hits a glitch, acknowledge it, smile, and move on. If it was not obvious to anyone but you, do not call attention to it.

Change your frame of reference. When something does not go exactly as planned, it did not “go wrong” unless you allow it to derail the rest of your presentation. Keep the big picture in mind, have fun, and let the small stuff roll off your back. 

I have provided you with all the necessary materials for any type of presentation. Utilize them as per your requirements. Please note that while you may reduce the number of scenes required for your presentation, it is imperative that all three acts are covered in order to make your presentation truly exceptional.

Resources:
'The Presentation Secrets of Steve Jobs - How to Be Insanely Great in Front of Any Audience' - Carmine Gallo, Columnist, Businessweek.com