164 Resonate
Jobs’s Sparkline
Establish What Could Be
“This is a day I’ve been looking forward to for two and a
half years. Every once in a while, a revolutionary product
comes along that changes everything. … Today we’re intro-
ducing three revolutionary products of this class. The first
one is a widescreen iPod with touch controls. The second
is a revolutionary mobile phone, and the third is the break-
through Internet communications device. So three things: A
widescreen iPod with touch controls, a revolutionary mobile
phone, and a breakthrough Internet communications device.
An iPod, a phone, and an Internet communicator. An iPod,
a phone…are you getting it? These are not three separate
devices. This is one device. And we are calling it iPhone.”
Establish What Is
Jobs sets up what is in perfect form. He gives an
update on the market and performance of several
products: Intel transition, retail stores, iPod, iTunes,
and Apple TV. He demos the recently released
Apple TV.
Lure with Suspense
Jobs has a magical sense for
creating suspense. For fifteen
minutes, he reviews the hard-
ware features of the iPhone by
clicking through photos of the
device while it is turned off. Yes,
off! When he finally powers up
the iPhone and demonstrates
the scrolling feature for the first
time, the audience gasps and
breaks into roaring applause.
Create Contrast
Jobs comes back down to
what is a few times in the
speech by comparing the
iPhone features with current
products on the market that
amplify the magnitude of
this breakthrough.
What could be
1:00 0:10 0:20 0:40 0:50
What is
0:00 0:30
Marvel
Laughter
Clap
Video
Demo Product
Guest Speaker
Speaking
S.T.A.R. Moment
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Deliver Something They’ll Always Remember 165
The New Bliss
Jobs ends his presentation having enthusiastically moved his
audience from what is to what could be. But he doesn’t stop there.
He reminds them of Apple’s revolutionary product heritage and
assures them that they’ll do this again. His ending sets the stage for
a new beginning. “I didn’t sleep a wink last night. I was so excited
about today because we’ve been so lucky at Apple. We’ve had
some real revolutionary products. The Mac in 1984 is an experience
that those of us that were there will never forget, and I don’t think
the world will forget it either. The iPod in 2001 changed everything
about music. We’re going to do it again with the iPhone in 2007.
We’re very excited about this. There’s an old Wayne Gretzky quote
that I love: ‘I skate to where the puck is going to be, not where it
has been.’ We’ve always tried to do that at Apple since the very,
very beginning, and we always will. Thank you very, very much.”
1:10 1:20 1:30 1:40
Be Flexible
When the clicker stops working, he
pauses, smiles, and fills the time it
takes to fix it with a funny story about
how he and Steve Wozniak used a TV
jammer as a prank on unsuspecting
college students when they were in
high school. Carmine Callo said, “In
this one-minute story, Jobs revealed a
side of his personality that few people
get to see. It made him more human,
engaging, and natural. He also never
got flustered.”
9
Make Them Marvel
Jobs creates a sense of wonder by
interjecting phrases that invite the
audience to marvel at the product.
A few examples of the language
he uses: “This is a revolution of the
first order—to really bring the real
Internet to your phone! … Isn’t that
great? … So we think this is pretty
cool. …We’ve designed something
wonderful for your hand, just won-
derful. … It’s pretty awesome.”
Invite Guest Speakers
Jobs invited three
partners to present.
The first two breezed
through their parts
but the Cingular/AT&T
CEO read through cue
cards, repeated what
was already said, and
rambled way longer
than he should have.
Too bad.
Keep Them Engaged
When Jobs demos the new features, he
doesn’t merely go through a checklist of
the features—he plans clever scenarios.
Every thirty seconds or so, he showed a
new feature by completing a task the way
a real user would. He makes phone calls to
a colleague while another colleague calls
him; he checks his visual voicemail and
plays a message from Al Gore congratulat-
ing him on the launch; he calls Starbucks to
order four thousand lattes to go. He varied
the tasks in his demo forty-seven times to
make it a riveting demonstration.
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It’s a great feeling to deliver a presentation after which everyone is buzzing
with excitement at the watercooler; or your presentation is splashed on
front-page news; or social media sites pick it up—and suddenly millions have
seen your presentation.
The presentations that get repeated have memorable moments in them.
These moments don’t happen on their own; they are rehearsed and planned
to have just the right amount of analytical and emotional appeal to engage
both the minds and hearts of an audience.
Captivate your audience by planning a moment in your presentation that
gives them something they’ll always remember.
166 Resonate
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