Steve Jobs Public Speaking 101: “Mere Mortals,” “Un-be-lie-va-ble,” “HUGE,” “Wouldn’t It Be…,” “Pretty Cool, Huh?”

Posted Aug 8, 2008

Dave Caolo has written an interesting piece on The Unofficial Apple Weblog about how to present like Steve Jobs.  Bud Tribble coined a term about Steve Jobs’ charisma called the “reality distortion field.”  Jobs is an expert at convincing people about anything mix of exaggeration, marketing, charisma, charm, etc.

Before some of the Apple Inc. (NASDAQ:AAPL) major events, it takes weeks and weeks of rehearsals to perform the magic that Steve Jobs has on stage. 

On the YoZi blog, there are 10 steps that are given to be able to publicly speak as good as Jobs.  The 9 steps are:
1. Set the theme (“There is something in the air today” before talking about MacBook Air at MacWorld.)
2. Demonstrate enthusiasm (use words like “amazing,” “cool,” “extraordinary,” etc.)
3. Provide an outline (“There are 4 things I want to talk about today.” Number the items as you discuss them.)
4. Make numbers meaningful
5. Try for an unforgettable moment (In the last MacWorld, Jobs put the MacBook Air in a manila envelope and took it out)
6. Create visual slides
7. Give em’ a show (enhance presentations with videos, product demos, and others to say a few words)
8. Don’t sweat the small stuff (If there is a glitch in the presentation, shrug it off and move on)
9. Sell the benefit (how does your product help end consumers?)
10. Rehearse, rehearse, rehearse.

Another step is to emphasize on certain key phrases such as “Mere Mortals,” “Un-be-lie-va-ble,” “HUGE,” “Wouldn’t It Be…,” “Pretty Cool, Huh?”  Check out the video below.


Related Link:
1. The Unofficial Apple Weblog