Deliver Something They’ll Always Remember 163
Steve Jobs has the uncanny ability to make audience
engagement appear simple and natural. His presenta-
tions compel an audience’s undivided attention for
an hour and a half or more—something that very few
presenters can do.
Case Study: Steve Jobs
MacWorld 2007 iPhone Launch
Shocking Statistics: • Jobs didn’t just state a large num-
ber; he put the scale of that number into a context the
audience would understand. “We are selling over five
million songs a day now. Isn’t that unbelievable? Five
million songs a day! That’s fifty-eight songs every sec-
ond of every minute of every hour of every day.”
“Steve Jobs does not deliver a presentation. He offers
an experience.”
Carmine Gallo
6
Jobs’s reputation for marketing brilliance already has the
audience coming in to the presentation in a frenzied
state of excitement, and he brilliantly keeps them there
with dramatic suspense and an intriguing delivery. This is
an uncommon skill for a CEO, or anyone, for that matter.
Jobs purposefully builds anticipation into each of his pre-
sentations—which have been described as an “incredibly
complex and sophisticated blend of sales pitch, product
demonstration, and corporate cheerleading, with a dash
of religious revival thrown in for good measure.”
7
Over the
years, he has used every type of S.T.A.R. moment. Below
are four from his 2007 iPhone launch presentation. www
Repeatable Sound Bites: • During the keynote address,
Jobs used the phrase “reinvent the phone” five times,
the same phrase that Apple used in their press release.
After walking through the phone’s features, he ham-
mered it home once again: “I think when you have a
chance to get your hands on it, you’ll agree; we have
reinvented the phone.” The next day, PC World ran a
headline stating that Apple would “reinvent the phone.”
8
Note: Duarte Design does not work with Steve Jobs. This example was chosen for its
historical significance as one of the greatest product launch presentations of all time.
Evocative Visuals: • The audience
laughed when he said, “Today
Apple is going to reinvent the
phone, and here it is….” He then
showed an iPod faked-up to look
like it had an old rotary dial on it
to tease the audience.
Memorable Dramatization: • In the past, Jobs had pulled
an iPod out of his coin pocket and removed a MacBook
Air from an interoffice envelope. For this launch, a fea-
ture of the product itself created the dramatic moment.
The new interface was so revolutionary that the audi-
ence gasped the first time he used the scrolling feature.
Later, Jobs said, “I was giving a demo to somebody
a little while ago at Apple. I finished the demo and I
said, ‘What do you think?’ He told me this: ‘You had
me at scrolling.’”
Notice on page 164 to 165 how the bulk of his presenta-
tion centers on what could be. Not many presenters can
sustain the momentum there, yet he keeps interest with a
tightly rehearsed demo that showcases the revolutionary
new features and demonstrates them in humorous and
unexpected ways. See page 139 for a master list of ways
to deliver contrast. Jobs incorporates many of these in
his presentations too.
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