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The Presentation Secrets of Steve Jobs – Review

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TPSoSJ CoverI just finished reading The Presentation Secrets of Steve Jobs by Carmine Gallo as a part of my personal quest to achieve the ranks of the world’s Master Salesmen. It was a very quick read (only about 4.5 hours) but I am already reading it a second time. It is a step by step checklist for the creation of an exceptional presentation; therefore, I recommend reading it once all the way through to understand the concept in its entirety, then read it one section at a time as you actually create a presentation.

It’s no secret that I’m a Steve Jobs fan. Everyone has their own opinion about him and Apple, but I think it’s safe to say that everyone would agree that he was an amazing presenter. In this book, author and executive coach Carmine Gallo explains Steve’s recipe for planning, creating, and delivering an exceptional presentation. The recipe is broken up into three parts. The number three is a significant part of any Steve Jobs, and, by extension, any great presentation. Sets of three are easy to digest retain. These steps are:

Step 1: Create the Story

Steve believed that a great presentation should be like a great play. It should have a solid story, a protagonist with a clear purpose, an antagonist, an intermission to allow the audience to regroup, etc etc. Who wants to listen to a presentation that’s packed with technical jargon and disconnected information? Nobody! A presentation should be like a play.

Step 2: Deliver the Experience

If the presentation is like a play, then the presenter is an actor. Channel your passion for the product that your presenting and amplify it for your audience to see. Make your numbers and other technical information mean something to your average audience member e.g. “1000 songs in your pocket” versus “A 5 GB harddrive and external dimensions of 4.02 x 2.43 x 0.78 inches”. Use descriptive and emotional words and phrases, and make sure that your delivery coincides with the emotions of each moment in the story. Use props, have co-stars, and create an “AHA!” moment that peaks your audiences emotions and makes them realize what the whole story is about. Make your performance, and by extension the information memorable. Your audience shouldn’t “hear” your presentation, they should “experience” it!

Step 3: Refine and Rehearse

Steve made his presentation look so effortless. Effortlessness is no easy feat. It took him hundreds of hours of rehearsal for every presentation. A great actor rehearses his lines and knows them front-ways and back so that he can focus on the details when it comes time to perform for an audience. If you’ve learned the lines and the information, you can emphasize your body language, your ability to play to the audience, and your passion for the product!

Gallo does an excellent job of explaining exactly how to achieve each of these goals within a presentation. The book is short, but it is absolutely packed with simple, understandable instructions for replicating an exceptional Steve Jobs presentation. Since 90% of jobs include a sales component of some kind (selling a product or service, selling your own skills, selling a belief, etc) the small amount of time it takes to read this book are well worth it for just about anyone. There is even a disclaimer on the book by best-selling author Martin Lindstrom:

"Be Forewarned - if you pick up this book, your presentations will never be the same again."

It will take a SIGNIFICANTLY larger amount of time to truly learn and apply each step within the recipe, but the ability to deliver a Steve Jobs caliber performance will be an invaluable expertise. In my quest for greatness, the time will be well spent!

I purchased the audiobook using audible.com; however, if you need a copy of the book, you can find a free PDF copy here.



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