Anyone who was present for Steve Jobs’ keynote speech at this year’s Macworld conference in San Francisco (or anyone who watched online), in which he introduced the iPhone as a groundbreaking new product, knows how captivating a speaker the Apple CEO is. And anyone who saw the long lines in anticipation of the iPhone’s release date knows how effective the PR hype has been.
Communications coach Carmine Gallo recently wrote up a great critique of Jobs’ presentation, packed with some useful tips for the rest of us to improve our public speaking skills:
- Build Tension. A good novelist doesn’t lay out the entire plot and conclusion on the first page of the book. He builds up to it. Jobs begins his presentation by reviewing the “revolutionary” products Apple has introduced. According to Jobs, “every once in a while a revolutionary product comes along that changes everything…Apple has been fortunate to introduce a few things into the world.” Jobs continues by describing the 1984 launch of the Macintosh as an event that “changed the entire computer industry.”
- Stick to One Theme Per Slide. A brilliant designer once told me that effective presentation slides only have one message per slide. One slide, one key point. When Jobs introduced the “three revolutionary products” in the description above, he didn’t show one slide with three devices. When he spoke about each feature (a widescreen iPod, a mobile phone, and an Internet communicator), a slide would appear with an image of each feature.
- Add Pizzazz to Your Delivery. Jobs modulates his vocal delivery to build up the excitement. When he opens his presentation by describing the revolutionary products Apple created in the past, his volume is low and he speaks slowly, almost in a reverential tone. His volume continues to build until his line, “Today Apple is going to reinvent the phone.” Be an electrifying speaker by varying the speed at which you speak and by raising and lowering your voice at the appropriate times.
- Practice. Jobs makes presentations look effortless because he takes nothing for granted. Jobs is known to rehearse demonstrations for hours prior to launch events. I can name many high-profile chief executives who decide to wing it. It shows. It always amazes me that many business leaders spend tens of thousands of dollars on designing presentations, but next to no time actually rehearsing. I usually get the call after the speaker bombs. Don’t lose your audience. Rehearse a presentation out loud until you’ve nailed it.
- Be Honest and Show Enthusiasm. If you believe that your particular product or service will change the world, then say so. Have fun with the content. During the iPhone launch, Jobs uses many adjectives to describe the new product, including “remarkable,” “revolutionary,” and “cool.” He jokes that the touch-screen features of the phone “work like magic…and boy have we patented it.”