Steve Jobs has a well-earned reputation for being a dynamic, compelling and passionate public speaker. With all the expectations on his shoulders, he manages to break free from the boring CEO speech model; and he has relegated Power Point to its appropriate position as a visual aid. If Steve Jobs can do this with the whole world watching, so can you!
Take these three moments from his 2008 keynote:
1) Create a theme in a few words. Deliver it with flair, creating a feeling of expectation.
In 2008 Jobs opened his keynote with the phrase "there's something in the air." With that simple sentence, he provoked the audience's interest and stated his theme in just 5 words. Who didn't want to stick around with their eyes and ears open to find out what was in the air?
2) Make numbers and statistics meaningful by putting them in context and illuminating them cleverly.
Jobs stated that Apple had sold 4 million iPhones up to that day. To communicate how powerful that number is, he then said the iPhone had been on the market for 200 days, so 4 million units sold over 200 days means they have sold 20,000 unite per day. That gives the number context and power.
Jobs introduces his 4th new product by showing a photo of a Sony notebook. He displays a simple chart with some basic numbers about the size and performance of the Sony. Then a picture of an interoffice envelope appears on the screen.
Jobs then held up a real interoffice mail envelope. And out of that envelope he pulled a MacBook Air. That dramatic 30 seconds will make a lasting impression that people will talk about ever after.
3) Show your passion. Jobs stands fully open to the audience--no podium, no pointers, no darkness. He is out there doing his thing. He trusts his own personality to help him connect with the audience. And his passion and enthusiasm strengthens his audiences' physical and emotional passion about Apple.
One more thing is perfectly clear: Jobs rehearses and rehearses and rehearses. Nothing is left to chance, both in his words and delivery and in the technology that supports him, in order to make the whole show look effortless. That's what wows the audience.
When you hear yourself saying I DON'T have time or money; and when you hear yourself saying I DO have to write detailed slides decks and open by thanking people and give the audience a handout with all the slides--stop yourself and think of Steve Jobs.
Being the co-founder and innovative genius behind Apple is something no one can do but Steve Jobs.
Being a dynamic speaker is something you CAN do, just like Steve Jobs. Watch just the first 10 minutes of his MacWorld 2008 keynote and get inspired to break free from your old speaking restrictions and deliver an amazing message.
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