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Want to Present Like Steve Jobs?
Part Two
(Founder of Apple Computers)
Last month we presented goals 1 & 2 on How to Present Like Steve Jobs. This month we will review goals 3 & 4.
Sell the Benefit
GOAL THREE: EXPLAIN THE REAL-WORLD PROBLEM, THEN OFFER YOUR SOLUTION.
Once Jobs reveals his one-liner — his core vision — he immediately launches into a discussion of why the world needs a new phone. A solution is inspiring only when it cures a real-world pain. Jobs sells the benefit of the phone by first describing the current state of the industry. The problem, he says, “is [smartphones] are not that smart, and they are not that easy to use. We want to make a leapfrog product that is way smarter than any mobile device has ever been and super easy to use. That is what iPhone is.”
Again, Jobs sets up a problem and offers a solution: “We’re going to use the best pointing device in the world,” he says. “A device we’re all born with. Our fingers.” Jobs then describes Apple’s new “multi-touch” technology that accurately responds to the touch of a finger to bring up applications on the phone.
Most speakers describe the solution before the problem. Jobs flips it around to make it easier for the listener to follow.
Hot Tip
ENCOURAGE OTHERS TO REACH THEIR POTENTIAL
Jobs asked a team to work around the clock for two years to create the iPhone. Participating in the creation of a revolutionary product certainly must have kept them energized. But Jobs capped off their effort by asking them to stand, publicly praising them at the end of his presentation.
How do you think his employees would have felt if Jobs had taken all the credit? It would have been demoralizing. Instead, they were praised in front of their families and thousands of media, analysts, peers, and partners who were assembled for the launch.
Paint a Picture
GOAL FOUR: USE A CAPTIVATING STORYLINE TO STRUCTURE YOUR PRESENTATION.
Jobs tells the iPhone story by using several techniques:
1. Stick to the rule of three. We remember lists in groups of three. Jobs unveiled the iPhone and built drama at the same time by saying, “Today we are introducing three revolutionary products. The first is a wide-screen iPod with touch controls, the second is a revolutionary mobile phone, and the third is a breakthrough Internet communications device.” For added emphasis, he repeated the three products three times, then delivered the knockout: “These are not three separate devices. This is one device! Today Apple is going to reinvent the phone!”
2. Tell personal stories. During one section of the presentation, Jobs’s clicker suddenly stopped working. He mentioned it with a smile, knowing that someone backstage would take care of it, then told a story about how he and Apple cofounder Steve Wozniak had built a TV jammer and used it to block TV signals at Wozniak’s college dorm. He used the opportunity to make an emotional connection with his audience. Once the problem was solved, Jobs continued as if it had all been planned. Effortless but powerful.
3. Keep it visual. In a Steve Jobs presentation, you will not find bullet points, mind-numbing data, or lists of numbers on slides. When Jobs mentioned each of the three products — an iPod, a phone, an Internet communicator — a slide with an image of the product appeared. When he discussed the “ultimate pointing device” — your fingers — all the audience saw on the screen was an image of a finger touching the iPhone.
Too much text on the screen distracts from the speaker’s words. Strike the right balance between visual and verbal by creating slides that are big on images and low on text.
4. Rehearse. Jobs rehearses presentations for hours. Nothing is taken for granted. He knows the flow of his story, how he is going to build up to a big moment, what he is going to demonstrate, and how he will open and close the presentation. He appears effortless — but only after hours of rehearsal. Motivation takes preparation.
Big Idea
REINFORCE AN OPTIMISTIC OUTLOOK
Nobody launches revolutionary products without an optimistic outlook. Since his earliest days of tinkering with computers, Jobs has had an unshakable belief that his products would change the world. In each of his presentations, Jobs speaks the language of hope and opportunity.
Near the end of his iPhone launch, Jobs said, “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 beginning and we always will.” Always end your presentations on a hopeful note.
For some great ideas on presentation skills & public speaking, visit the Tips Booklet section of our website.
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7 Ways to Survive a Layoff
By Cherie Berkley, Special to PayScale.com
A slumping economy may be a red flag that layoffs are close behind. You may know someone who can use this information. Stop hiding under your desk and take control. Here are 7 ways to help you keep the pink slip at bay when the economy is down.
1. Plan ahead. Most times you will be tipped-off by layoff rumors circulating around your office (or in the press, as was the case for the Yahoo layoffs in early 2008). This is your warning to create a plan of action. Start by assessing how valuable you think your job or department is (or is not) to the company. This is a critical time to stay on your Ps and Qs. Be punctual, maintain good relationships with co-workers, dress professionally, and continue to work hard. But also keep an eye out for other job opportunities as a safeguard. Have an updated resume ready to go. Forgoing lavish shopping sprees is likely a good idea, too. Put any extra cash into your savings account so you have a cushion to fall back on.
2. Network, network, network. If you suspect layoffs are on the horizon, start connecting with your network. Let people know you are looking for a new job and send them an updated resume. Additionally, don't stop meeting new people. Research professional organizations and find out when and where they meet. If you haven't already, sign up for an online professional social network like Linkedin. And, ask friends for other networking ideas.
3. Stay positive. Getting laid off stinks, but whether you're anticipating a layoff or have already become a victim, you can't let it completely steal your joy. Be careful not to depress or annoy your friends and contacts with sob stories. You will be more productive and attractive to employers with a positive attitude.
4. Don't burn bridges. Often, people who get laid off score big by becoming a contractor or consultant for the same employer. The upside is that consultants usually make more money than full-time employees. Also, contracting puts money in your pocket while you continue to look for salaried work. Even if your employer can't rehire you in another capacity, someone there may happily give you a lead elsewhere - if you stay in good graces.
5. Follow a dream, keep learning. A layoff can sometimes be a blessing in disguise. If it happens to you, it may give you the final push you need to start a business venture long deferred. Is your dream to go back to school? Getting another degree or certification may give you a serious advantage in landing a new gig.
6. Take care of yourself. Being laid off, or anticipating it, can be one of the most stressful periods in life. You will be no good to your current or prospective employer if you don't take care of your main asset: you! Continue working out, or get started, to manage stress levels. Don't forget to eat a healthy diet, too.
7. Be flexible. Finding a new job takes time - often more than we'd like. Be patient in your job search but also be flexible enough to broaden your interests so you don't limit your options in an already tight job market.
Avoid a Layoff Before It Comes
The best way to avoid a layoff is to prepare long before there's a threat. Here are some quick tips:
- Be a problem solver, not a problem causer.
- Look like a winner: dress to impress and project confidence.
- Keep smiling and have a good attitude.
- Work hard and help others along the way.
- Keep your skills fresh. Stay current with training - even if you have to pay for it yourself.
For some free career planning tips, click here to visit our Career Planning page.
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No Handheld Cell Phone Talking While Driving
According to SB 1613, effective July 1, 2008, those caught talking on a hand-held cell phone while driving will be fined up to $50 per violation. Hands-free devices are permitted. The new law does not apply to individuals using a cell phone to contact a law enforcement or public safety agency for emergency purposes, or to emergency services professional while operating an authorized emergency vehicle.
What You Should Do:
• Update your policies to reflect these requirements.
• If you provide cell phones to employees, consider providing hands-free devices as well.
• Ensure employees never use their cell phones while driving. Remind them to pull over their car to take a call, and never require them to take calls for work while on the road.
Separate legislation that becomes law the same day prohibits all drivers under 18 from using any mobile device at all while driving - emergency calls exempted.
Question: What happens when your employee who is talking on a company issued cell phone plows into another vehicle, or worse, even causes a fatality?
Answer: Fortunately, this law only applies to the driver of the vehicle. Employers will not be ticketed or otherwise fined, but if they require employees to use their mobile phones while driving, or employers are not clear enough in their prohibition of the use of phones, they can be held liable for costs associated with car accidents while the employee is working.
Question: What happens if your company needs employees to be available in their cars via mobile phone, such as with salespeople? Should employees be supplied with a hands-free device?
Answer: The law does not provide an answer to this question. But we strongly recommend against requiring employees to be available by mobile phone while driving, as it exposes businesses to significant liability. An argument can be made that if hands-free devices are provided to employees in response to this law, businesses are endorsing the use of phones while driving and could be held liable.
Question: And what about the popular push-to-talk phones, are they ok?
Answer: No. The law does, however, provide an exception for those operating a commercial motor truck or truck tractor (excluding pickups) to use a two-way radio operated by a "push-to-talk" feature. And a push-to-talk feature attached to a hands-free ear piece or other hands-free device is acceptable.
Question: Can drivers dial, text or read email while driving?
Answer: The law is unclear on this issue, but if there is an accident when this happens, your company could be vulnerable to liability.
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Fireworks Safety
HR to Go wants everyone to have a safe Fourth of July. Please treat fireworks with respect, read all of the cautions and warnings and use common sense. Lighting fireworks indoors, throwing them from automobiles and lighting multiple devices at the same time can lead to accidents and are not how fireworks are intended to be used. Always obey all local laws pertaining to the use of fireworks.
If you see someone misusing fireworks, stop them. Show them the correct way to use consumer fireworks and do not ever use professional fireworks or illegal explosives. Do your part and everyone will be safer.
A few reminders for you this month:
* Use fireworks and sparklers only outdoors.
* Only persons over 12 years of age should handle sparklers of any type. Too many young people get burned by sparklers every year. By keeping sparkers out of youngsters, we can reduce these injury rates.
* Obey local laws. If fireworks are not legal where you are, don’t use them. If drought conditions mean a ban on fireworks, follow the law.
* Only use fireworks as intended. Don’t try to alter them or combine them.
* Fireworks and alcohol do not mix. Have a designated “shooter”
* When all else fails, use common sense. Respect fireworks and sparklers as the great American tradition they are, but also respect the fact that the must be used with caution.
Have a wonderful & safe holiday!
For more information on firework safety click here.
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