The Presentation Genius of Steve Jobs Carmine Gallo Business Week

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    The PresentationGenius of

    Steve Job

    Carmine GalloColumnist, BusinessWeek.co

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    10 Techniques Jobs Used to Inform, Educate

    and Entertain

    Steve Jobs Presentation Genius

    For more than three decades, Steve Jobs transformed product launchesinto an art form. His bold vision for media consumption and his rise as theworlds most celebrated corporate storyteller helped make Apple the mostvaluable company in the world. His presentations became the primary fodderfor technology news and speculation media, always occupying above-the-foldcoverage usually reserved for reporting on the worlds most important political,social and sporting events.

    Whether youre a CEO, manager, entrepreneur, small business owner or sales/marketing professional, theres so much you can learn from the man that turnedproduct launches into global events. Here are 10 key techniques that Jobs

    used to inform, educate and entertain.

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    3: Introducing the AntagonistIn nearly every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation.

    In 1984, the villain was IBM, known as Big Blue at the time. Before Jobs introduced the famous 1984 television ad toa group of Apple salespeople, he created a dramatic story around it. IBM wants it all, he said. Apple would be the onlycompany to stand in its way. It was very dramatic, and the crowd went crazy. Branding expert Martin Lindstrom says thatgreat brands and religions have something in common: the idea of vanquishing a shared enemy. Jobs created a villain thaallowed the audience to rally around the hero Apple and its products.

    A villain doesnt necessarily have to be a direct competitor. It can also be a problem in need of a solution. When Jobs

    introduced the iPhone in January 2007, his presentation at Macworld focused on the problems mobile phone users wereexperiencing with the current technology. The iPhone, he said, would resolve those issues. Setting up the problem opensthe door for the hero to save the day.

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