Book Rapper iPresent

8/8/2019 Book Rapper iPresent

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Drid rm : Carmi Ga; Th Prstati Scrts St Jbs

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Geo McDonald 2009 For More Info click on these links Blog Email the Author Other issues reely available at: www.BookRapper.com Page 2

Th BCarmine Gallo; The Presentation Secrets o Steve Jobs

Spd RAP

Apple CEO Steve Jobs is a charismatic, inuential, zippy presenter. Hes a natural model to learn rom: Theart o presenting your big idea rom the stage. With video links to YouTube , this issue is a skillul keynotetraining program.

Th Big IdaSteve Jobs oers a typical presentation mode. Its a lietimes work to master. Now, lets add a twist. Mix insome digital media and we have a whole new speaking game. From natural presentations to virtual ones.

Yr ChagScript it, rehearse it and perorm it. Get on stage and strut your idea in ront o a live audience. I dare you!

RESOURCES : anything you use to generate wealth.

ACTIONS : an act o will, a deed completed.PROFITS : to gain an advantage or beneft.

iPrstiPresentH t thra yr adic i St Jbs
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Ctts : iPrst

BR RevIew : THe PReSenTATIon SeCReTS o STeve JoBS

RAP1 : wHY SHoulD I CARe?

RAP2 : BIG DeSIGn

RAP3 : lITTle DeSIGn

RAP 4: GeTTInG IT Down, PAT

RAP5 : STAnD AnD DelIveR

ACTIon : one MoRe THInG...

BR ConTexT : THe vIRTuAl PReSenTeRCoMPAnIon PIeCeS

SCRIPT

ReHeARSe

PeRoRM

SPeCIAl eDITIonThis is a special video-assisted issue oBook Rapper.

Thanks to YouTube you can learn more than usual.

Read our words andwatch Steve Jobs in action.

A video link is oered with each RAP.

Yr Acti Pa or this issue is to read the RAPs,then watch the videos.

Look or the points weve discussed and more...

Note: I the link weve listed is not available, do a searchor the Video title - it may be available elsewhere.

B Rappr Issues are not direct summaries o the books we review. We take what we consider to be the most important ideas rom the book. We then re-package these key ideas so you can easily digest them in about 30 minutes. We also make it clear how you can take decisive action to benet rom these insights.In some parts we ollow the book closely and in others we add our own models and interpretations. Given the B Rappr Issue is much smaller than the bookwe may not cover each chapter. I you want more details than whats in this issue then buy the book.
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BR Ri : Th Prstati Scrts St JbsCarmine Gallo; The Presentation Secrets o Steve Jobs - How to be Insanely Great in Front o Any Audience; McGraw-Hill; New York; 2010.

PRCIS This book is a broad stroke guide to enthrallingyour audiences. Steve Jobs is a charismatic master

presenter. He epitomizes the Apple Way. Design iscrucial, simplicity essential and excellence always thegoal. Gallo steps us through a clear, readable, engagingstory leaving numerous clues or you to improve yourperormances.

eATuReS 18 clear chapters split into three Acts.

Neat chapter summaries.

A plethora o precise examples o Jobs in action.

BeneITSHaving a great idea is useless unless you can inectothers with it. This books tells you how.

Its a beautiully simple book design and layout. I yourewriting your own book, learn rom this one.

wHoS IT oRGot an idea to present? Yep, thats you! We all do...

Warning : Its not PC. Its Pro-Mac. Cast aside your biasto open the door to resh learnings.

Book RAPPeR THInkS...I love this book or the idea that it is as well as the execution. Pick a star, model them, distinguish it or others to implement.Simply brilliant so we can all be electriying in ront o any audience. Gallo gets the Job done. C mon, you know I had to say that!

R e C o MM e n DA T I o n

CARMIne GAlloCommunications coach and columnist.

Previously he wrote: Fire Them Up! - How the best

companies motivate and inspire their employees.Plus a couple o other books.

Gallo writes regularly or Businessweek.comon communicating more eectively with youremployees.

Hes also a communications skills coach or CEOs,Executives and the like.

Visit him at: http://carminegallo.com

STeve JoBS(Just in case you dont know...)

The Big Apple himsel! Jobs isco-ounder and CEO o Apple.Fortune magazine declared himCEO o the Decade.
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5/14


RAP1 : why Shd I Car?PRoIT : w a gt thigs t d... S, hy d I spd my aab tim istig t y? I y dt ai this, yt ha a adic... whats th mbr thig yr adic ats t ? whats thir majr ccr?

IDenTIY THe eneMY

It is now 1984. It appears that IBM wants it all. Apple is

perceived to be the only hope to oer IBM a run or its

money***

The most advanced phones are called smartphones,

so they say The problem is they are not so smart and

they are not so easy to use.

The only problem with Microsot is they just have no

taste. And I dont mean that in a small way. I mean thatin a big way.

***All quotes are by Steve Jobs unless another nameis displayed.

PReSenT THe HeRoWhos the enemy? Whats the problem youre solving?

Why do we need this? Think o your avourite movie... Every great story hasa hero and a villain. Batman and the Riddler. Luke andDarth. Al Gore and the Environment.

For high emotional engagement you need someone tocheer or and someone to rail against.

Create the villain early. The goal is to make some spacein the brain. Its like giving someone an empty coeecup. It demands it be lled. It sets up a tension, thatrequires a solution.

And, describe the problem in detail. Place us r ight therein the thick o it. This is why it doesnt work...

This sets up the rest o your presentation. Grab myattention early, rally the troops and together wellconquer the enemy.

The villain/hero is crucial or your branding too...

See the Mac and Pc ads on the Apple website.

Also, see Book Rapper issue Brand Worship or more.

CHAnGe THe woRlDWere here to put a dent in the universe.

Find something you love to do so much, you cant waitor the sun to rise to do it all over again.

...going to bed at night saying weve done somethingwonderul, thats what matters to me.

Lets be honest... Its not about the money. Its not aboutmaking a sale. It s not even about your product.

Apple create products to release human potential.Steve Jobs is out to change the world.

To be this successul you need to tack le something yound interesting. Without this, you wont make it throughthe tough times.

For you, its about looking back at the end o your day/year/lie and saying to yoursel, I did good!

For your audience, its about rallying them to a betteruture, a better world and a r icher lie.

Thats the job o a leader. To present a context thatstimulates people to take action.

To do this... get in touch with your passion, love andpurpose. Your most powerul presentations will comerom here!

I you cant look yoursel in the eye, then you wont beable to ace your audience with strength, power andclarity.

Whats your call to action?

http://www.youtube.com/watch?v=HhsWzJo2sN4
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RAP2 : Big DsigPRoIT : Br y tch yr sids y ha t pa hr yr gig. Ths thr big pictr mts ar crcia tramig yr prstati.

wHeRe ARe we GoInG?Today we are introducing 3 revolutionary products.

I want to spend time with you talking about theeconomy, our industry, and the work we are doing atMicrosot.

Ive got our things Id like to talk to you about today, solets get started

Speeches need to be written or the ear, not the eye.

Obvious? You bet. And you can help your audienceollow you by oering a numbered sequence.

Tell your listeners where youve been and where youre

going.The Rule o Three is a potent tool. Comedians know itworks. Obama does too. And so does your brain!

Group your ideas in sets o three to turn a naturalrhythm. Good. Better. Best.

Plan: Introduction, 3 points, conclusion.

Talk: three sentences in each paragraph, three pointswithin sentences, three examples in each set.

Make a list o all the points you want to make. Groupthem until you have only three major messages. Checkhow weve structured this issue.

Add story elements to each key point personalstories, acts, examples, analogies, metaphors, third-party endorsements. Done!

ASTeR THAn TwITTeRMacbook Air: The worlds thinnest notebook

Twitter is a piano tuner or the mind. It orces you to beclear, crisp and concise. 140 characters or your entiremessage. Thats it.

When scripting your key points make it easy or yourlisteners to catch them. Write a key phrase, a headline, atweet, something they can take home and re-use.

Ten words or less is ideal. Be specic, memorable andprovide a personal benet. Say it well, say it oten.

Repeat it consistently. Jobs said reinvent the phonevetimes in his 2007 Macworldunveiling.

HolY SHIT!In January 2008, Jobs said: This is the MacBook Air, so

thin it even ts inside one o those envelopes you seeoating around the ofce. He then walked across thestage, picked up such an envelope and pulled out anotebook computer. The crowd went wild.

It was a moment that stole the audiences breath. Youcould hear the gasps, see the jaws drop and hear holyshit echo around the room.

The secret to a holy shit moment is ocus. Focus on onething. And, one thing only.

Like a good joke teller you need to lead your audiencedown one path and... hit them over the head with asurprise they didnt see coming!

Your holy shit moment could be an announcement, amemorable story or a stunning demonstration.

Think o a Speilberg movie moment. Indiana Jones isconronted by a sword wielding maniac. What shouldhe do? Pull out his gun, o course...

Create the tension, hold it, then release!

Script the memory, rehearse it well and perorm itperectly!

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RAP3 : litt DsigPRoIT : oay, y gt yr stry straight, y pt i th big pictr mts ad y ca dsig th dtais yrprrmac. Its tim t crat yr sids, ma yr stats ccrt ad s sm zippy rds.

Zen IT!Words on Steve Jobs slides:

2007

Thank you.

1

Your presentation is not about your slides. Sorry todisappoint you.

Theyre important and theyre only one aspect o thewhole show.

Jobs slides are zen-like: Great photos; ew words; evenewer bullet points.

The natural deault o PowerPoint and Keynote is bulletpoints. Ignore them.

Aim or one slide, one theme and usually one image.

Your brain loves pictures. It can read words only becausethe letters are seen as pictures.

And, or your audience words are slower to digest, takelonger to get it and require more energy.

Less is more. Give your images some breathing space.

Let your audience listen to your words rather thandeciphering your slides.

ReAl nuMBeRSWeve sold our million iPhones to date. I you divide

our million by 200 days, thats twenty thousand iPhonesevery day on average.

Its twice as ast at hal the price.

1000 songs in your pocket.

In 2001, Jobs introduced the Apple iPod. The devicecosts $399. It weighed 6.5 ounces and it had 5Gbcapacity.

It would have been easy to emphasize these technicalspecs. But, Jobs didnt. He took a dierent path.

He captured it all in six words: One thousand songs inyour pocket.

Its useul to use stats and data in our presentations tomake a point. However, its only useul or your listenersi they can grab onto what youre talking about.

Use analogies to make your numbers real, concrete andtangible.

Make them t our everyday lie so we can get em in aash and with ease.

See Book Rapper issue The Sticking Pointor more.

woRDS THAT ZInGPlug it in. Wirrrrr... Done.

We made the buttons on the screen look so good, youllwant to lick them.

The number one lust object.

Ever heard anyone call a computer a lust object beore?Well, why not? Its simple, clear and you get it.

Forget the jargon, the complexity and the spin. Say it

like it is. Use un, tangible and amiliar words.

Run your paragraphs through http://www.usingenglish.com/resources/text-statistics.php to nd out howsimple your words are to understand.

Use the unnest, sparkling, twinkling words you can.Add some resh, spicy avours to your think ing!

http://www.youtube.com/watch?v=ASkis57blsc
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RAP4 : Gttig it D PatPRoIT : A atht trais r match day. A msicia practics r a rcita. St Jbs rharss r Macrd. Thyr a prppig tpc i a cat h it mattrs. Hrs thr mts t csidr t gt yrs rady...

MAke IT look eASYPractice isnt the thing you do once youre good. Its the

thing you do that makes you good.Malcolm Gladwell, Outliers.

Theres three ways to make your presentations lookeasy and eortless. The rst way is to practice. So is thesecond and third way.

Jobs rehearses and rehearses and rehearses. Then hepractices some more.

Hes as meticulous about his presentations as he is overthe design o all the Apple products.

10,000 hours o deliberate practice will make you a

world expert... See Book RappersAnti-Sel-Help.

The key to getting over nerves is the knowledge thatyoure well rehearsed.

Review everything. Video your practice. And, geteedback rom respected mentors.

Prepare or tough questions by using the Bucket Method.Most questions will all into a handul o categories.Prepare answers or these buckets. Listen or key wordsand use these to steer your response to your bucketcategories.

eMBoDY YouR woRDSYour body plays a undamental role in the believabilityo your message.

Michelle Bowden, Dont Picture Me Naked.

Research shows that gestures reect complex thinking.And, they give the listener condence in the speaker.

Being authentic in our speaking is when our words andgestures t. Alternatively, we can smell a lie when thebody and acial expressions dont match your words.

Be open in your postures, your eyes and your handgestures.

Mix up your vocal variety. Change the TONE o yourvoice... As well as y-o-u-r p--a--c--e... And... Pause.

The best way to improve your presenting perormanceis to record yoursel on video.

DITCH THe SCRIPTBe a yardstick o quality. Some people arent used to an

environment where excellence is expected.Would an actor use notes?

Jobs speaks casually, conversationally and clearly to hisaudience. He perorms mostly without notes allowinghim to connect with his listeners.

One o the best approaches or ditching your script isto use one idea per slide. The slide then becomes onedistinct prompt.

Heres a ve step strategy or ditching your script...

Write your script in the notes section o PowerPointor Keynote and practice your presentation.

Highlight key words in each sentence. Then practice.

Practice using only your key words

Memorize the one key idea per slide. Then practice.

Practice the entire presentation using the slideimages as your only prompt.

I you really, really, really have-to use your notes thenuse a trick Steve did at Macworld 2007: create a notesbook. Small, neatly bound with colour-coded tabs to

match your talk sections.

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9/14


PRoIT : At sm pit, y d t ac th msic, gt stag ad strt yr stf. Hrs thr thigs t csidras y stad ad dir yr big ida.

RAP5 : Stad ad Dir

SHARe THe STAGeUsing Keynote is like having a proessional graphicsdepartment to create your slides. This is the applicationto use when your presentation really counts.

Our brains crave variety. Ater 10 minutes we need a break.

There are many ways to do this. Change the topic, thepace or the activity.

Add a video clip. I its short, sharp and sensational, whynot play it again. Steve does. Want to see it again?

Add some evidence, testimonials and endorsementsrom others.

Even better, add another person to your presentation.Get an audience member, a pre-planned guest or apresentation partner to join you on stage.

PlAYInG DReSS-uPSThe all-new iPod nano gives music ans more o what

they love in their iPods twice the storage capacity atthe same price

Steve Jobs is renowned or wearing blue jeans, a blacksweatshirt and a pair o running shoes on stage.

Its his corporate uniorm.

It works because hes a billionaire, hes the CEO and hehas a reasonably good record at creating insanely greatproducts.

Hes also a rebel and theyre not supposed to t in.

And, they are an expensive brand o jeans.

I this is your thing, go or it.

Enough said.

So, what are you going to wear? Heres some rules othumb to consider...

Dress to be the person you want to become.

Dress a little better than everyone else in the room.

Be appropriate or the culture youre addressing. EvenJobs wore a suit to meet a banker.

PRoP Me uP!With Time Capsule, all your irreplaceable photos,

movies and documents are automatically protectedand incredibly easy to retrieve i they are ever lost.

Most o Jobs presentations are product launches.

He goes urther than talking about, explaining anddescribing these wonderul new toys.

Jobs is the master o the demo. Theyre short, simpleand well-rehearsed.

He has un, knows how they work and ocuses theaudiences attention on him.

An easy trap to all into is to demonstrate ALL theeatures o a new technology. Dont!

Jobs highlights a handul o ki ller applications only. Hesnot trying to show you the ull movie, only the trailer toget you interested.

Demos and props are insanely great or drawing on thevarious learning styles o your audience.

Theres something to look at, to listen to and touch.

I youre not comortable with a demo - get someoneelse to do it or you.

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Acti : o Mr Thig... PRoIT : St Jbs has a habit sayig that... o Mr Thig... w, r gig past St! Hrs t mr ids tcti yr traiig. ejy!

http://www.youtube.com/watch?v=UF8uR6Z6KLc http://www.youtube.com/watch?v=jULUGHJCCj4
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BR Ctt : Th virta PrstrTRue ConneCTIonSDo you know where the word phoneycomes rom?

I you guessed it had something to dowith the telephone, then youre on the

right track.

The rst phone conversations were notconsidered to be real conversations.

They were phoney. Today this word issynonymous with ake and alse.

Most o us now accept phone calls asbeing a valid way to catch up, chat upand make up with our riends, amily andcolleagues.

Other communication modes have taken

a similar path.Email was considered not a truecommunication mode. It didnt let youexpress your tone o voice. : )

Txting wasnt either particularly becauseit did a hatchet job on our traditionalways o spelling.

Now, social media is under the samespell. Theyre not real riends, theyremerely riendlies.

new CoMMunICATIonSDigital media is changing the way wecommunicate.

Many o our communication industriesand proessions are morphing too or at

least they need to be!

Newspapers are no longer viable intheir current orm.

Independent Bloggers have become acompelling new media channel.

Mass media advertising has beenGoogled.

Traditional PR has a eather-like impacton public opinion.

The movie industry has been outplayedby the gaming revolution.

Speakers Bureaus and other brokers arelosing their voice. Google lets you tap thesource directly.

PReSenTATIon MoDeSThis Book Rapper issue is centred on keynote presenting.

And like everyone else, proessional speakers will need to heed the seeds o digitalmedia. Their path sounds like the introduction o the telephone: a move rom thenatural to the virtual.

A natural conversation is ace-to-ace, in real-time and two-way.

A virtual conversation may be the opposite:

Face to Place: Like a phone call, the speaker and the audience are in dierent places

Time-Reel: Like an audio recording, the listener tunes in when it suits them

One-Way: Like TV, the audience is not able to interact with the speaker

Or, it may be a hybrid, some combination o these three styles.

Lets have a look at how this might play out (continued over the page)

ACe To ACe

ReAl-TIMe

one-wAY

ACe To PlACe

TIMe-Reel

Two-wAY

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BR Ctt : Th virta Prstr, Part 2THe TYPICAl PReSenTeR

The typical stage presentation occurs in ront o a live audience. Itsace-to-ace, in real-time, but one-way.

The voice on stage commands the audience. And, the audiences role isto be respectully passive. In other words, sit down, shut-up and listen.

There may be time or questions and this is usually just a bit at the end.

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THe YouTuBe PReSenTeRThe YouTube Presenter places a pre-recorded presentation on a website,DVD or an iPod.

Whilst the initial recording may be in ront o an audience, the viewer othe digital recording watches ace-to-place, in t ime-reel and one-way.

This new avenue is an essential part o the speakers promotionalarmoury. Most speakers have one on their website. They ideally would

have a YouTube channel. And, they may include video ootage on aDVD dollar-earning product.

THe TwITTeR PReSenTeR This one is a game changer! Remarkably, all six presentation modescould be involved. It plays out as a Typical Presenter with an addedinteractive twist.

The Typical Presenter stands in ront o a live audience in real time. In

that live audience, listeners may be tweeting in real-time to an onlineaudience that is ace-to-place.

The presenter may be doing all the audible talking in the room. And,another conversation via the Tweets may be happening simultaneouslyin the same room and outside it.

The presenter has a choice. They can try to stop the tweeting and thiswould be reputational suicide. Thats not a real option.

The real choice is whether they interact with the Tweeps or not.

The reex action may be to resist - why get involved with somethingthat you dont quite understand...

Be warned! There have already been cases reported where presentershave been Twit-attacked and been oblivious to it. Could you imaginehaving the roomul o people youre addressing laughing at you withoutyou knowing? Disaster! And, the tweets stay on the public timeline oranyone else to see at a much later date. Total disaster!

The better question to ask is: What could happen i we interacted withthe Tweeps?

Think o it as a chance or real-time eedback. That sounds simple enoughand its not so easy.

Its the same challenge organizations are acing rom digital media.

Gone are the days o one-way communication. Advertising and PRproessionals are struggling as a result.

And, now our Proessional Speakers accustomed to their one-waymessages are next in the ring line. Its time to adopt a two-waypresentation mode. Alternatively, you risk being attacked in the veryroom in which youre presenting. And, you may not even notice!

Speaker beware!

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THe weBInAR PReSenTeR The Webinar Presenter has the opportunity o the Typical Presenterrom a distance. They can present a one-way talking, slide-driven, multi-media presentation.

However, built-in to the typical webinar technology are tools or two-way conversations. You can run polls, ask questions and have multiplespeakers in multiple locations.

You can also record the event or listeners to view it later.

Typically the Webinar Presenter is not in ront o a live audience, althoughthe technology makes this easy to do.

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13/14


Cmpai PicsPRoIT : wat mr? Th bis thig t d is by a cpy Gas b ad rad that w y sct 12 bs a yar sy its gd! Ad, hrs a cp thr rsrcs t td, hac ad rich yr arig.

DonT PICTuRe Me nAkeD

Want more details? Turn to Australias queen opresentation Michelle Bowden.

Her books a DIY guide or enchanting your nextaudience.

Its lled with practical tips.

Its got exercises or you to implement.

And, there are concise models to rap your headaround your presentation and your audiencearound your little nger.

Michelle Bowden, Dont Picture Me Naked, 2009.ISBN: 9780980409031

www.michellebowden.com.au

Book RAPPeR ISSueS

Gallo reers to a couple o books weve covered in earlier Book Rapper issues...

Macm Gads OutliersGf Cis Talent is Overrated

Book Rapper Double Issue : Anti-Sel Help

Grgry Brs Iconoclasts

Book Rapper Issue : Eye Create

And, this one is a supercharged reerence or your Enemy/Hero story...

Our other issues are snazzy too! Theyre reely available rom our website.

Dgas Atis The Culting of Brands

Book Rapper Issue : Brand Worship
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wat e Mr?ABouT THe AuTHoRHi olks! Thanks or reading Book Rapper. I think weve all got our own special genius. Mine isto take a whole bunch o inormation and distil it into some simple yet co-ordinated pattern.I used to be an architect. And, or me, tracking trends and working out how they it togetheris just like designing a building. Cheers, Geo

eMAIl Me...Share your results, eedback, thoughts, questions, suggestions, etc. [email protected], tweet with me at twitter.com/BookRapper

ABouT Book RAPPeRDIY :This document is our DIY solution.

We suggest the actions you couldtake and you personalize them to your

situation.

Custom : We also design custom solutionsor your unique situation.

Delivery : This can be delivered in a

variety o ways depending upon what youneed. This might be one-on-one coachingor mentoring, or group events such askeynote presentations, acilitating strategic

planning meetings or creating projects toachieve speciic outcomes.

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We only select 12 books a ye ar, so a booksgot to be good or us to RAP it.

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