1.ThePresentation Secretsof SteveJobs HowtoBe InsanelyGreat inFrontofAnyAudience CarmineGallo Columnist,

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Thislimitationofliability shallapplytoanyclaimor 14. causewhatsoeverwhether suchclaimorcausearisesin contract,tortor otherwise. Tomyfather,Franco,an insanelygreatman whohaslivedan extraordinarylife Thispageintentionallyleft blank 15. CCOONTE NTENT NTSS Acknowledgments vii Prologue:HowtoBeInsanely Great 16. inFrontofAnyAudienceix ACT1CREATETHE STORY 1 SCENE1PlaninAnalog 3 SCENE2AnswertheOne QuestionThatMattersMost 17. 15 SCENE3Developa MessianicSenseofPurpose 27 SCENE4CreateTwitter- LikeHeadlines 39 SCENE5DrawaRoadMap 18. 49 SCENE6Introducethe Antagonist 63 SCENE7Revealthe ConqueringHero 75 INTERMISSION1Obeythe Ten-MinuteRule 19. 83 ACT2DELIVERTHE EXPERIENCE 85 SCENE8ChannelTheir InnerZen 87 SCENE9DressUpYour Numbers 20. 105 SCENE10UseAmazingly ZippyWords 113 SCENE11SharetheStage 127 SCENE12StageYour PresentationwithProps 21. 137 SCENE13RevealaHoly ShitMoment 151 INTERMISSION2Schiller LearnsfromtheBest 161 ACT3REFINEAND REHEARSE 22. 165 SCENE14MasterStage Presence 167 SCENE15MakeItLook Effortless 179 SCENE16Wearthe AppropriateCostume 23. 195 SCENE17TosstheScript 199 SCENE18HaveFun 207 Encore:OneMoreThing215 Notes219 Index233 24. v Thispageintentionallyleft blank AC ACKKNNO OW 25. WLLEEDDGGM MEENNTTSS Thisbookisacollaborative effort.Thecontenttook shapewiththehelpof family,colleagues,andthe amazingstaffatMcGraw- Hill.Bigthankstomyedi- tor,JohnAherne,forhis 26. enthusiasmandcounsel,and toKenyaHenderson,for makingitallhappen! McGraw-Hill design,marketing,andpublic relationsstaffareamongthe best inthebookpublishing industry.Imhonoredthey sharemy 27. excitementaboutthesubject. Mywife,Vanessa,manages ourbusinessatGallo Commun- icationsGroup.Sheworked tirelesslytopreparethe manuscript. Howshefoundthetime betweenjugglingour businessandcar- 28. ingforourtwochildrenis beyondthescopeofmere mortals. Manythankstomyeditorat BusinessWeek.com,Nick Leiber, whoalwaysseemstofinda waytoimprovemycolumns. As always,thankyou,Ed Knappman,myencouraging 29. agentat NewEnglandPublishing Associates.Edsknowledge andinsight aresecondtonone. Iowethankstomyparents, FrancoandGiuseppina,for their unwaveringsupport.Thank you,Tino,Donna,Francesco, 30. Nick, Patty,Ken,andmanyother closefriendsandfamily members whounderstoodwhyI couldntbearoundorwhyI hadtoskip golfonweekends.Backto thecourse! Mygirls,JosephineandLela. 31. YouareDaddysinspiration. All yourpatienceduringDaddys absencewillberewarded withan insanelygreatvisittoChuck E.Cheese. vii Thispageintentionallyleft blank 32. PRO PROLLO OGGUUEE HowtoBe InsanelyGreat inFrontof 33. AnyAudience Apersoncanhavethe greatestideaintheworld completelydifferentand novelbutifthatperson cant convinceenoughother people,itdoesntmatter. GREGORYBERNS 34. SteveJobsisthemost captivatingcommunicatoron the worldstage.Nooneelse comesclose.AJobs presenta- tionunleashesarushof dopamineintothebrainsof hisaudience.Somepeoplego togreatlengthstogetthis 35. hit,evenspendingthenight infreezingtemperaturesto ensure thebestseatatoneofhis speeches.Whentheydont getthat buzz,theygothrough withdrawals.Howelsedo youexplain thefactthatsomefans threatenedtoprotestJobss 36. absencefrom aconferencehehadkeynoted foryears?Thatswhat happened whenAppleannouncedthat Jobswouldnotdeliverhis tradi- tionalkeynotepresentationat MacworldExpoin2009. (Apple 37. alsoannouncedthatitwould bethelastyearinwhichthe com- panywouldparticipateinthis annualtradeshowproduced by Boston-basedIDGWorld Expo.) ix x 38. PROLOGUE ApplevicepresidentPhil Schillerfilledinforthe legendary presenter.Theexpectations werenearlyimpossibleto meet,but Schillerperformedadmirably preciselybecauseheused manyof 39. Jobsstechniques. Nevertheless,Jobswas missed.Thesunisset- tingonthefirstgenerationof rebelliouswhizkidswho invented thePC,commercializedthe Internet,andgrewtheir companies intopowerhouses,wrote reporterJonFortt.1 40. ASteveJobskeynote presentationisan extraordinaryexpe- rience,andhedoesntgive manyofthem.Although fans, investors,andcustomers hopetoseemoreofhimat Apple events,givenhisleaveof absencein2009formedical 41. reasons andAppleswithdrawalfrom MacworldExpo,theremight be feweropportunitiestoseea masteratacrafthehashoned for morethanthreedecades.(It waslaterconfirmedthatJobs had 42. undergoneasuccessfulliver transplantandwouldreturn to work.)Thisbookcapturesthe bestofJobsspresentations and reveals,forthefirsttime,the exacttechniquesheusesto inspire hisaudience.Bestofall,you canlearnhisskillsandadopt 43. his techniquestoblowawayyour audience,givingpeoplea high theywillcraveagainand again. WatchaMacworldkeynote Stevenotes,astheyare knownamongtheMac faithfulandyouwillbegin 44. torecon- sidereverythingaboutyour currentpresentations:what yousay, howyousayit,andwhat youraudienceseeswhenyou sayit.I wroteacolumnaboutSteve Jobsandhispresentation skillsfor 45. BusinessWeek.com.It quicklybecamehugely populararound theworld(DanielLyons,aka FakeSteveJobs,even featuredit). ItappealedtoMacandPC ownersalikewhowantedto improve thewaytheysellthemselves andtheirideas.Aselectfew 46. read- ershadseenJobsinperson, whileothershadwatched videoof Jobsonline,butthevast majorityofreadershadnever seenhim giveakeynote.Whatthey learnedwaseye-openingand forced 47. manyofthemtogobackto theproverbialdrawingboard. Foreducationalpurposes,use YouTubeasacomplementto thetechniquesrevealedinthe pagestofollow.Atthis writing, therearemorethan35,000 clipsofSteveJobson YouTube,afar 48. largernumberthanformost otherhigh-profileCEOs, includ- ingVirginsRichardBranson (1,000),MicrosoftsSteve Ballmer PROLOGUE xi (940),andtheformerheadof GeneralElectric,JackWelch 49. (175). Inthiscase,YouTubeoffers arareopportunitytoread abouta particularindividual,learn aboutspecifictechniquesthat make himsuccessful,andseethose techniquesinaction. WhatyoulllearnisthatJobs 50. isamagneticpitchmanwho sellshisideaswithaflair thatturnsprospectsinto custom- ersandcustomersinto evangelists.Hehascharisma, defined bytheGermansociologist MaxWeberasacertain qualityof 51. anindividualpersonality,by virtueofwhichheissetapart fromordinarypeopleand treatedasendowedwith supernatu- ral,superhuman,oratleast specificallyexceptional powersor qualities.2Jobshasbecome superhumanamonghismost loyalfans.ButWebergot 52. onethingwrong.Weber believedthatcharismawas notaccessibletothe ordinaryperson.Onceyou learnexactlyhowJobscrafts anddeliversoneofhis famouspre- sentations,youwillrealize thattheseexceptionalpowers are availabletoyouaswell.If 53. youadoptjustsomeofhis techniques, yourswillstandoutfromthe legionsofmediocre presentations deliveredonanygivenday. Yourcompetitorsand colleagues willlooklikeamateursin comparison. 54. Presentationshavebecome thedefactobusinesscommu- nicationtool,writes presentationdesignguru NancyDuarte inSlide:ology.Companies arestarted,productsare launched, climatesystemsaresaved possiblybasedonthequality ofpre- 55. sentations.Likewise,ideas, endeavors,andevencareers canbe cutshortduetoineffective communication.Outofthe millions ofpresentationsdelivered eachday,onlyasmall percentageare deliveredwell.3 56. DuartetransformedAl Gores35mmslidesintothe award- winningdocumentaryAn InconvenientTruth.Aswith AlGore, whositsonApplesboard, SteveJobsusespresentations asa transformativeexperience. Bothmenarerevolutionizing 57. busi- nesscommunicationsand havesomethingtoteachus, but whereGorehasonefamous presentationrepeateda thousand times,Jobshasbeengiving awe-inspiringpresentations sincethe 58. launchoftheMacintoshin 1984.Infact,theMacintosh launch, whichyouwillreadaboutin thepagestofollow,isstill one ofthemostdramatic presentationsinthehistory ofcorporate xii 59. PROLOGUE America.Ifinditamazing thatJobshasactually improvedhis presentationstyleinthe twenty-fiveyearssincethe launch. The1984presentationwas toughtobeatoneofthe greatest 60. presentationsofourtime. Still,Jobsskeynotesatthe Macworld Expoin2007and2008were hisbestever.Everythingthat he hadlearnedaboutconnecting withaudiencescametogether to createtrulymagnificent moments. 61. Nowthebadnews.Your presentationsarebeing comparedwith thoseofSteveJobs.Hehas transformedthetypical,dull, technical, ploddingslideshowintoa theatricaleventcomplete withheroes, villains,asupportingcast, andstunningbackdrops. 62. Peoplewho witnessaSteveJobs presentationforthefirsttime describeitas anextraordinaryexperience. InaLosAngelesTimes articleabout Jobssmedicalleave, MichaelHiltzikwrote:No AmericanCEOis 63. moreintimatelyidentified withhiscompanyssuccess. ..Jobsis Applesvisionaryand carnivalbarker.Ifyouwanta tasteofthelat- terpersona,watchthevideo oftheoriginaliPodlaunch eventin October2001.Jobss dramaticcommandis 64. astonishing.Viewing theeventrecentlyon YouTube,Iwasontheedge ofmyseat,even thoughIknewhowthestory cameout.4JobsistheTiger Woodsofbusiness,raising thebarfortherestofus. Nowthegoodnews.Youcan identifyandadopteachof 65. Jobsstechniquestokeep youraudiencemembersat theedgeof theirseats.Tappingintohis qualitieswillhelpyoucreate your ownmagnificent presentationsandgiveyou thetoolstosell yourideasfarmore persuasivelythanyouhave 66. everimagined. Consider ThePresentationSecretsof SteveJobsyourroadmap topresentationsuccess.Its ascloseasyouwilleverget tohav- ingJobsspeakdirectlyin yourearasyoupresentthe value 67. behindyourservice,product, company,orcause.Whether you areaCEOlaunchinganew product,anentrepreneur pitching investors,asales professionalclosingadeal, oraneducatortry- ingtoinspireaclass,Jobs hassomethingtoteachyou. 68. Most businessprofessionalsgive presentationstodeliver informa- tion.NotJobs.ASteveJobs presentationisintendedto create anexperienceareality distortionfieldthatleaves hisaudi- 69. enceawed,inspired,and wildlyexcited. PROLOGUE xiii MovingOnUp Assoonasyoumoveonestep upfromthebottom,your 70. effective- nessdependsonyourability toreachothersthroughthe spoken andwrittenword.5 PETERDRUCKER Someofthemostcommon termsusedtodescribeSteve Jobsare 71. seductive,magnetic, captivating,and charismatic.Other terms,typicallyrelatedtohis interpersonaltraits,areless flattering. Jobsisacomplicatedman whocreatesextraordinary products,cul- tivatesintenseloyalty,and alsoscarestheshitoutof 72. people.Heis apassionateperfectionistand avisionary,twoqualitiesthat create acombustiblecombination whenthewaythingsaredo notmatch thewayJobsbelievesthey shouldbe.Thisbookisnot intendedto 73. tackleeverythingaboutSteve Jobs.Itisneitherabiography ofthe mannorahistoryofApple. ThisbookisnotaboutJobs theboss, butaboutJobsthe communicator.Andalthough thebookwill helpyoucreatefarmore effectivepresentations,it 74. leavestheartof presentationdesigntomore qualifiedauthorswhoselife workis dedicatedtothefieldof graphicdesign.(Formore references,tips, andvideoclipsofthe presentationscited throughoutthebook,visit 75. carminegallo.com.)Whatthe bookdoesofferisthemost thorough breakdownofexactlyhow Jobscraftsanddeliversthe storybehind theApplebrand.Youwill learnhowJobsdoesallofthe following: Craftsmessages 76. Presentsideas Generatesexcitementfor aproductorfeature Deliversamemorable experience Createscustomer evangelists Thetechniqueswillhelpyou createyourowninsanely great 77. presentations.Thelessons areremarkablysimpleto learn,but applyingthemisuptoyou. SpeakingthewaySteve speaks xiv PROLOGUE requireswork,butthebenefit toyourcareer,company,and 78. per- sonalsuccesswillbewell worthyourcommitment. WhyNotMe? WhenIappearedonCNBCs TheBigIdeawithDonny Deutsch,Iwasstruckbythe hostsinfectiousenergy. Deutsch 79. offeredhisviewersthispiece ofadvice:Whenyousee someone whohasturnedhispassion intoaprofit,askyourself, Whynot me?6Iurgeyoutodothe same.Whenyoureadabout Jobsinthepagestofollow, askyourself,Whynotme? WhycantIener-gizemy listenerslikeJobs?The 80. answeris,Youcan.As youll learn,Jobsisnotanatural. Heworksatit.Althoughhe always hadatheatricalflair,his stylehasevolvedand improvedover theyears.Jobsisrelentlessly focusedonimprovement, laboring 81. overeveryslide,everydemo, andeverydetailofa presentation. Eachpresentationtellsa story,andeveryslidereveals ascene. Jobsisashowmanand,as withallgreatactors,he rehearses untilhegetsitright.Bea yardstickofquality,Jobs 82. oncesaid. Somepeoplearentusedto anenvironmentwhere excellenceis expected.7Thereareno shortcutstoexcellence. PresentinglikeJobswill requireplanningand practice,butifyouare committedtoreachingthe top,thereisnobetterteacher thanApples 83. mastershowman.(SeeFigure 1.) PerformanceinThreeActs ThePresentationSecretsof SteveJobsisstructuredlike oneofJobss favoritepresentation metaphors:athree-actplay. Infact,aSteve Jobspresentationisvery 84. muchlikeadramaticplaya finely craftedandwell-rehearsed performancethatinforms, enter- tains,andinspires.When Jobsintroducedthevideo iPodon October12,2005,hechose theCaliforniaTheatreinSan Joseas 85. hisstage.Itwasan appropriatesettingasSteve dividedtheprod- uctintroductionsintothree acts,likeeveryclassic story.Inact 1,heintroducedthenew iMacG5withbuilt-invideo camera. Act2kickedofftherelease ofthefifth-generationiPod, 86. which playedvideocontentforthe firsttime.Inact3,hetalked about 87. PROLOGUE xv Figure1Applesmaster showmanturnspresentations 88. into theatricalexperiences. PhotobyJustin Sullivan/GettyImages iTunes6,withthenewsthat ABCwouldmaketelevision shows availableforiTunesandthe newvideoiPod.Jobseven intro- 89. ducedjazzlegendWynton Marsalisasanencore. InkeepingwithJobss metaphorofapresentationas aclassic story,ThePresentation SecretsofSteveJobsis dividedintothree acts: Act1:CreatetheStory. 90. Thesevenchaptersor scenesin thissectionwillgiveyou practicaltoolstocraftan exciting storybehindyourbrand.A strongstorywillgiveyouthe confi- denceandabilitytowinover youraudience. 91. Act2:Deliverthe Experience.Inthesesix scenes,youwill learnpracticaltipstoturn yourpresentationsinto visually appealingandmust-have experiences. Act3:Refineand Rehearse.Theremaining fivesceneswill 92. tackletopicssuchasbody language,verbaldelivery, andmak- ingscriptedpresentations soundnaturaland conversational. Evenyourchoiceof wardrobewillbeaddressed. Youwilllearn whymockturtlenecks,jeans, andrunningshoesare 93. suitable forJobsbutcouldmeanthe endofyourcareer. xvi PROLOGUE Shortintermissionsdivide theacts.Theseintermissions con- tainnuggetsofgreat 94. informationculledfromthe latestfindings incognitiveresearchand presentationdesign.These findings willhelpyoutakeyour presentationstoanentirely newlevel. WhatAreYouReally Selling? 95. Jobsisthemasterattaking somethingthatmightbe consid- eredboringahunkof electronichardwareand enveloping itinastorythatmadeit compellinglydramatic, writesAlan DeutschmaninTheSecond ComingofSteveJobs.8Only 96. ahand-fulofleaderswhomI havehadthepleasureof meetinghave thisskill,theabilitytoturn seeminglyboringitemsinto excit- ingbrandstories.CiscoCEO JohnChambersisoneof them. Chambersdoesnotsell routersandswitchesthat 97. makeupthe backboneoftheInternet. WhatChambersdoessellis human connectionsthatchangethe waywelive,work,play,and learn. Themostinspiring communicatorssharethis qualitythe 98. abilitytocreatesomething meaningfuloutofesotericor every- dayproducts.StarbucksCEO HowardSchultzdoesnotsell coffee. Hesellsathirdplace betweenworkandhome. Financial guruSuzeOrmandoesnot selltrustsandmutualfunds. 99. She sellsthedreamoffinancial freedom.Inthesameway, Jobsdoes notsellcomputers.Hesells toolstounleashhuman potential. Throughoutthisbook,ask yourself,WhatamIreally selling? 100. Remember,yourwidget doesntinspire.Showme howyourwid- getimprovesmylife,and youvewonmeover.Doitin away thatentertainsme,andyoull havecreatedatrue evangelist. Alongtheway,youllalso discoverthatSteveJobsis 101. motivated byamessianiczealtochange theworld,toputadentin theuni- verse.Inorderforthese techniquestowork,youmust cultivatea profoundsenseofmission.If youarepassionateaboutyour topic, 102. youre80percentcloserto developingthemagnetism thatJobs has.Fromtheageoftwenty- onewhenJobscofounded Applewith hisfriendSteveWozniak, Jobsfellinlovewiththe visionofhow personalcomputingwould changesociety,education, 103. andenter- PROLOGUE xvii tainment.Hispassionwas contagious,infecting everyoneinhis presence.Thatpassioncomes acrossineverypresentation. Weallhavepassionsthat 104. driveus.Thepurposeofthis book istohelpyoucapturethat passionandturnitintoa storyso mesmerizingthatpeoplewill wanttohelpyouachieve your vision.Yousee,itsquite possiblethatyourideasor products 105. vastlyimprovethelivesof yourcustomersfrom computers, toautomobiles,tofinancial services,toproductsthat createa cleanerenvironmentbut thegreatestproductinthe worldwill beuselesswithoutastrong brandevangelisttopromote 106. it.If youcannotgetpeopleto care,yourproductwillnever stand achanceofsuccess.Your audiencewillnotcare,they willnot understand,norwilltheybe interested.Peopledonotpay atten- 107. tiontoboringthings.Donot letyourideasdiebecause you failedtopresentthemina waythatsparkedthe imaginationof yourlisteners.UseJobss techniquestoreachthehearts andthe mindsofeveryoneyouhope toinfluence. 108. AsJobsoftensaystokickoff apresentation,Nowletsget started. Thispageintentionallyleft blank 109. ACTI Create theStory Creatingthestory,theplot,is 110. thefirststeptoselling yourideaswithpower, persuasion,andcharisma. Succeedingatthisstep separatesmediocrecommu- nicatorsfromextraordinary ones.Mostpeoplefail tothinkthroughtheirstory. Effectivecommunicators plan 111. effectively,develop compellingmessagesand headlines,make iteasyfortheirlistenersto followthenarrative,and introduce acommonenemytobuildthe drama.Thesevenchapters or scenesinAct1willhelp setthefoundationfor 112. presentation success.Eachscenewillbe followedbyashortsummary ofspe- cificandtangiblelessonsyou caneasilyapplytoday.Lets review thesceneshere: SCENE1:Planin Analog.Inthischapter,you 113. willlearnhow trulygreatpresenterssuchas SteveJobsvisualize,plan, and createideaswellbeforethey openthepresentation software. SCENE2:Answerthe OneQuestionThatMatters Most. 114. Yourlistenersareasking themselvesonequestionand one questiononly:WhyshouldI care?Disregardthis question, andyouraudiencewill dismissyou. SCENE3:Developa MessianicSenseof Purpose.Steve 115. Jobswasworthmorethan $100millionbythetimehe was 1 2CREATETHESTORY twenty-five,anditdidnt mattertohim.Understanding this onefactwillhelpyouunlock thesecretbehindJobss 116. extraor- dinarycharisma. SCENE4:Create Twitter-LikeHeadlines. Thesocial networkingsitehaschanged thewaywecommunicate. Developingheadlinesthatfit into140-charactersentences will 117. helpyousellyourideasmore persuasively. SCENE5:DrawaRoad Map.SteveJobsmakeshis argument easytofollowbyadopting oneofthemostpowerful principles ofpersuasion:theruleof three. 118. SCENE6:Introduce theAntagonist.Everygreat SteveJobs presentationintroducesa commonvillainthatthe audience canturnagainst.Oncehe introducesanenemy,the stageisset forthenextscene. 119. SCENE7:Revealthe ConqueringHero.Every greatSteve Jobspresentationintroduces aherotheaudiencecanrally around.Theherooffersa betterwayofdoing something, breaksfromthestatusquo, andinspirespeopleto embrace 120. innovation. SCE SCENNEE1 1 PlaninAnalog Marketingisreallytheater. 121. Itslikestaginga performance. JOHNSCULLEY SteveJobshasbuilta reputationinthedigital worldof bitsandbytes,buthecreates storiesintheveryold- worldtraditionofpenand paper.Hispresentationsare 122. theatricaleventsintendedto generatemaximumpub- licity,buzz,andawe.They containalloftheelementsof great playsormovies:conflict, resolution,villains,and heroes.And, inlinewithallgreatmovie directors,Jobsstoryboards theplot 123. beforepickingupacamera (i.e.,openingthepresentation software).Itsmarketing theaterunlikeanyother. Jobsiscloselyinvolvedin everydetailofa presentation:writ- ingdescriptivetaglines, creatingslides,practicing demos,and 124. makingsurethelightingis justright.Jobstakesnothing for granted.Hedoeswhatmost toppresentationdesigners recom- mend:hestartsonpaper. Theresjustsomething aboutpaper andpenandsketchingout roughideasintheanalog 125. worldin theearlystagesthatseemsto leadtomoreclarityand better, morecreativeresultswhen wefinallygetdownto representing ourideasdigitally,writes GarrReynoldsin PresentationZen.1 126. Designexperts,including thosewhocreate presentationsfor Apple,recommendthat presentersspendthemajority oftheir timethinking,sketching,and scripting.NancyDuarteis the geniusbehindAlGoresAn InconvenientTruth.Duarte 127. suggests thatapresenterspendupto ninetyhourstocreatean hour-long presentationthatcontains thirtyslides.However,only one- 3 4CREATETHESTORY 128. thirdofthattimeshouldbe dedicatedtobuildingthe slides,says Duarte.2Thefirsttwenty- sevenhoursarededicatedto researchingthetopic, collectinginputfromexperts, organizingideas, collaboratingwith colleagues,andsketchingthe structureof 129. thestory. BulletsKill Thinkaboutwhathappens whenyouopenPowerPoint. Ablank- formatslideappearsthat containsspaceforwordsa titleand subtitle.Thispresentsa problem.Thereareveryfew 130. wordsina SteveJobspresentation.Now thinkaboutthefirstthing yousee inthedrop-downmenuunder Format:Bullets& Numbering. Thisleadstothesecond problem.Therearenobullet pointsin 131. aSteveJobspresentation. Thesoftwareitselfforces youtocre- ateatemplatethatrepresents theexactoppositeofwhat you needtospeaklikeSteve!In fact,asyouwilllearninlater scenes, textsandbulletsaretheleast effectivewaytodeliver 132. informa- tionintendedtoberecalled andactedupon.Saveyour bullet pointsforgrocerylists. Visuallyengaging presentationswillinspire youraudience. Andyes,theyrequireabitof work,especiallyinthe 133. planning phase.Asacommunications coach,IworkwithCEOsand othertopexecutivesontheir media,presentation,and public speakingskills.Oneofmy clients,astart-up entrepreneur,had spentsixtystraightdaysin 134. Bentonville,Arkansas,to scorean appointmentwithWal-Mart. Histechnologyintrigued com- panyexecutives,whoagreed toabetatest,atrialrun. Wal-Mart askedhimtopresentthe informationtoagroupof advertis- 135. ersandtopexecutives.Imet withmyclientoveraperiod of daysattheofficesofthe SiliconValleyventure capitalfirm thatinvestedinhiscompany. Forthefirstday,wedid noth- ingbutsketchthestory.No computerandnoPowerPoint 136. just penandpaper(whiteboard,in thiscase).Eventuallywe turned thesketchesintoslideideas. Weneededonlyfiveslides fora fifteen-minutepresentation. Creatingtheslidesdidnot takeas 137. muchtimeasdevelopingthe story.Oncewewrotethe narrative, PLANINANALOG5 designingtheslideswas easy.Remember,itsthe story,notthe 138. slides,thatwillcapturethe imaginationofyour audience. TheNapkinTest Apictureisthemost powerfulmethodfor conveyinganidea. Insteadofbootingupyour computer,takeoutanapkin. Some 139. ofthemostsuccessful businessideashavebeen sketchedon thebackofanapkin.One couldarguethatthenapkin hasbeen moreimportanttotheworld ofbusinessideasthan PowerPoint. Iusedtothinkthatnapkin storieswerejustthat 140. stories, fromtheimaginationof journalists.ThatisuntilI metRichard Tait,thefounderofCranium. Ipreparedhimforan interview onCNBC.Hetoldmethat duringacross-countryflight from 141. NewYorktoSeattle,hetook outasmallcocktailnapkin and sketchedtheideaofaboard gameinwhicheveryonehad a chancetoexcelinatleast onecategory,agamethat wouldgive everyoneachancetoshine. Craniumbecamea 142. worldwidesen- sationandwaslater purchasedbyHasbro.The originalconcept wassimpleenoughtowrite onatinyairlinenapkin. Oneofthemostfamous corporatenapkinstories involves SouthwestAirlines.Alawyer 143. atthetime,HerbKelleher met withoneofhisclients,Rollin King,attheSt.Anthonys Club,in SanAntonio.Kingowneda smallcharterairline.He wantedto startalow-costcommuter airlinethatavoidedthemajor hubs 144. andinsteadservedDallas, Houston,andSanAntonio. King sketchedthreecircles,wrote thenamesofthecitiesinside, andconnectedthethreea strikinglysimplevision. Kelleher understoodimmediately. Kellehersignedonaslegal counsel 145. (helaterbecameCEO),and thetwomenfounded Southwest Airlinesin1967.Kingand Kelleherwouldgoonto reinvent airlinetravelintheUnited Statesandbuildacorporate culture thatwouldearnSouthwests placeamongthemost 146. admired companiesintheworld. Neverunderestimatethe powerofa visionsosimplethatitcan fitonanapkin! 6CREATETHESTORY TheStoryTakesCenterStage InBeyondBulletPoints,Cliff 147. Atkinsonstresses,The singlemost importantthingyoucandoto dramaticallyimproveyour pre- sentationsistohaveastory totellbeforeyouworkon your PowerPointfile.3Atkinson advocatesathree-step storyboardapproachto 148. creatingpresentations: WritingSketching Producing Onlyafterwritingscripting thescenesdoeshe advocate thinkingvisuallyabouthow theslideswilllook.To writea script,youneedto 149. momentarilysetaside PowerPointdesign issueslikefonts,colors, backgrounds,andslide transitions. Althoughitmightsound counterintuitive,whenyou writea scriptfirst,youactually expandyourvisual possibilities,because 150. writingdefinesyourpurpose beforeyoustartdesigning.A script unlockstheundiscovered powerofPowerPointasa visualstory- tellingtoolinwaysthat mightsurpriseanddelight youandyour audiences.4Witha completedscriptinhand, 151. youllbereadytosketchand producetheexperience. Thescript,however,must comefirst. NineElementsofGreat Presentations Persuasivepresentation scriptscontainninecommon ele- ments.Thinkabout 152. incorporatingeachofthese components beforeyouopenthe presentationprogram, whetheryouwork inPowerPoint,Keynote,or anyotherdesignsoftware. Someof theseconceptswillbe exploredinmoredetaillater, butfornow 153. keeptheminmindasyou developyourideas. HEADLINE Whatistheonebigideayou wanttoleavewithyouraudi- ence?Itshouldbeshort(140 charactersorless), memorable,and writteninthesubject-verb- objectsequence.WhenSteve 154. Jobs unveiledtheiPhone,he exclaimed,TodayApple reinventsthe PLANINANALOG7 phone!5Thatsaheadline. Headlinesgrabtheattention ofyouraudienceandgive peopleareasontolisten. ReadUSATodayfor 155. ideas.Herearesome examplesfromAmericas mostpopular dailynewspaper: ApplesSkinny MacBookIsFatwith Features AppleUnleashes LeopardOperatingSystem AppleShrinksiPod 156. PASSIONSTATEMENT Aristotle,thefatherofpublic speaking,believedthat success- fulspeakersmusthave pathos,orpassionfortheir subject. Veryfewcommunicators expressasenseofexcitement about 157. theirtopic.SteveJobsexudes analmostgiddyenthusiasm every timehepresents.Former employeesandevensome journal- istshaveclaimedthatthey foundhisenergyand enthusiasm completelymesmerizing. Spendafewminutes 158. developingapas- sionstatementbyfillingin thefollowingsentence:Im excited aboutthisproduct[company, initiative,feature,etc.] because it.Onceyouhaveidentified thepassion statement,dontbebashful 159. shareit. THREEKEYMESSAGES Nowthatyouhavedecided onyourheadlineandpassion state- ment,writeoutthethree messagesyouwantyour audienceto receive.Theyshouldbe easilyrecalledwithoutthe 160. necessityof lookingatnotes.Although Scene5isdedicatedtothis subject, fornowkeepinmindthat yourlistenerscanrecallonly threeor fourpointsinshort-term memory.Eachofthekey messageswill 161. befollowedbysupporting points. METAPHORSAND ANALOGIES Asyoudevelopkeymessages andsupportingpoints,decide on whichrhetoricaldeviceswill makeyournarrativemore engag- 162. ing.AccordingtoAristotle, metaphoristhemost important thingbyfar.Ametaphora wordorphrasethatdenotes one 8CREATETHESTORY thingandisusedtodesignate anotherforpurposesof compar- 163. isonisapersuasivetoolin thebestmarketing, advertising, andpublicrelations campaigns.Jobsuses metaphorsinconver- sationsandpresentations.In onefamousinterview,Jobs said, Whatacomputeristomeis themostremarkabletoolthat 164. we haveevercomeupwith.Its theequivalentofabicycle forour minds.6 Salesprofessionalsarefond ofsportsmetaphors:Were all playingforthesameteam; Thisisntascrimmage;its 165. forreal; orWerebattingathousand; letskeepitup.While sports metaphorsworkfine, challengeyourselftobreak awayfrom whatyouraudienceexpects.I cameacrossaninteresting meta- 166. phorforanewantivirussuite ofapplicationsfrom Kaspersky. Thecompanyranfull-page ads(theoneIsawwasin USAToday) thatshowedadejected medievalsoldierinafullsuit ofarmor walkingaway,withhisback towardthereader.The 167. headline read,Dontbesosad.You wereverygoodonceupona time. Themetaphorcompared todaysInternetsecurity technologies (Kasperskyscompetitors)to slow,cumbersomemedieval armor, 168. whichofcourseisnomatch fortodaysmilitary technology.The companyextendedthe metaphortothewebsitewith animage ofasuitofarmorandthe sametagline.Themetaphor wascon- sistentthroughoutthe companysmarketing 169. material. Analogiesareclosecousins ofmetaphorsandalsoare very effective.Ananalogyisa comparisonbetweentwo different thingsinordertohighlight someareaofsimilarity. Analogies 170. helpusunderstandconcepts thatmightbeforeigntous. The microprocessoristhebrain ofyourcomputerisan analogythat workswellforcompanies suchasIntel.Inmanyways, thechip servesthesamefunctionin thecomputerasabrain 171. servesina human.Thechipandthe brainaretwodifferentthings with likefeatures.Thisparticular analogyissousefulthatitis widely pickedupbythemedia. Whenyoufindastrong analogythat 172. works,stickwithitandmake itconsistentacrossyour presenta- tions,website,andmarketing material.Jobslikestohave fun withanalogies,especiallyif theycanbeappliedto Microsoft. Duringaninterviewwiththe WallStreetJournalsWalt 173. Mossberg, PLANINANALOG9 Jobspointedoutthatmany peoplesayiTunesistheir favorite applicationforWindows. Itslikegivingaglassofice waterto someoneinhell!7 174. DEMONSTRATIONS Jobssharesthespotlightwith employees,partners,and prod- ucts.Demosmakeupalarge partofhispresentations. When Jobsunveiledanewversion oftheOSXoperating system,code- 175. namedLeopard,atApples WorldwideDevelopers Conference (commonlyabbreviated WWDC,theannual conferenceisan Appleeventtoshowcasenew softwareandtechnologies)in June2007,hesaidLeopard hadthreehundrednew features.He 176. chosetentodiscussand demonstrate,includingTime Machine (automatedbackup),Boot Camp(runsWindowsXPand Vista onMac),andStacks(file organization).Insteadof simplylist- ingthefeaturesonaslide andexplainingthem,hesat 177. down andshowedtheaudiencehow theyworked.Healsochose the featureshewantedthepress tohighlight.Whyleaveitto the mediatodecidewhichof threehundrednewfeatures werethe 178. mostcompelling?Hewould tellthem. Doesyourproductlenditself toademonstration?Ifso, script itintothepresentation.Your audiencewantstosee,touch, and experienceyourproductor service.Bringittolife. 179. IworkedwithGoldman Sachsinvestorstoprepare theCEO ofaSiliconValley semiconductorstart-upthat wasabouttogo public.Thecompanyshrinks chipsthatcreateaudiosound for mobilecomputers.Aswe wereplanningtheinvestor 180. presenta- tion,theCEOpulledouta chipthesizeofafingernail andsaid, Youwouldntbelievethe soundthatthisgenerates. Listento this.Heturnedupthe volumeonhislaptopand playedmusic 181. thatimpressedthoseofus whowereintheroom.Itwas ano- brainertousethesame demonstration(withamore dramatic buildup)whentheexecutive pitchedthecompanyto investors. TheIPOwentontobecomea hugesuccess.Aninvestor 182. who hadunderwrittenthe companylatercalledmeand said,Idont knowwhatyoudid,butthe CEOwasahit.Ididnthave the hearttosaythatIstolethe ideafromtheSteveJobs playbook. 183. 10CREATETHESTORY PARTNERS Jobssharesthestagewith keypartnersaswellashis products.In September2005,Jobs announcedthatallof Madonnasalbums wouldbeavailableon iTunes.Thepopstarherself 184. suddenly appearedviawebcamand jokedwithJobsthatshehad triedto holdoutaslongaspossible butgottiredofnotbeingable to downloadherownsongs. Whetheritsanartistoran industry 185. partnerliketheCEOsof Intel,Fox,orSony,Jobs oftenshares thestagewithpeoplewho contributetoApples success. CUSTOMEREVIDENCE ANDTHIRD-PARTY ENDORSEMENTS Offeringcustomer evidenceortestimonialsis 186. animportant partofthesellingcycle.Few customerswanttobe pioneers, especiallywhenbudgetsare tight.Justasrecruitersask forref- erences,yourcustomerswant tohearsuccessstories.This is 187. especiallycriticalforsmall companies.Yoursalesand marketing collateralmightlookgreatin thatglossyfour-color brochure,but itwillbemetwithahealthy degreeofskepticism.The number oneinfluenceriswordof mouth.Successfulproduct 188. launches usuallyhaveseveral customerswhowereinvolved inthebeta andwhocanvouchforthe product.Incorporate customerevi- denceintoyourpitch. Includingaquoteissimple enough,but 189. trygoingonestepfurtherby recordingashorttestimonial and embeddingthevideoonyour siteandinyourpresentation. Evenbetter,invitea customertojoinyouin person(orviaweb- cam)atapresentationoran importantsalesmeeting. 190. Doyouhavethird-party reviewsofyourproduct? Alwaysuse third-partyendorsements whenavailable.Wordof mouthisone ofthemosteffective marketingtoolsavailable, andwhenyour customersseean endorsementfroma 191. publicationoranindivid- ualtheyrespect,itwillmake themfeelmorecomfortable about theirpurchasingdecisions. VIDEOCLIPS Veryfewpresenters incorporatevideointotheir presentations. 192. Jobsplaysvideoclipsvery often.Sometimesheshows video ofemployeestalkingabout howmuchtheyenjoyed working PLANINANALOG11 onaproduct.Jobsisalso fondofshowingApples mostrecent 193. televisionads.Hedoessoin nearlyeverymajornew product announcementandhasbeen doingsosincethelaunchof the famousMacintosh1984 SuperBowlad.Hesbeen knownto enjoysomeadssomuchthat heshowedthemtwice.Near 194. the endofhispresentationat ApplesWWDCinJune 2008,Jobs announcedthenewiPhone 3G,whichconnectsto higher-speed datanetworksandcostsless thantheiPhonethatwas currently 195. onthemarket.Heshoweda televisionadwiththetagline Its finallyhere.Thefirstphone tobeattheiPhone.When the thirty-secondspotended,a beamingJobssaid,Isntthat nice? Wanttoseeitagain?Lets rollthatagain.Ilovethisad. 196. 8 Includingvideoclipsinyour presentationwillhelpyou standout.Youcanshowads, employeetestimonials, scenesof theproductorofpeople usingtheproduct,andeven customer endorsements.Whatcouldbe 197. morepersuasivethanhear- ingdirectlyfromasatisfied customerifnotinperson, then throughashortvideoclip embeddedinyour presentation?You caneasilyencodevideointo digitalformatssuchas MPEG1, 198. WindowsMedia,or Quicktimefiles,allofwhich willworkfor mostpresentations.Keepin mindthattheaverageviewed clip onYouTubeis2.5minutes. Ourattentionspansare shrinking, andvideo,whileprovidinga greatwaytokeepthe 199. audience engaged,canbeoverusedif lefttoruntoolong.Use videoclips inyourpresentations,but avoidclipsthatrunmuch longerthan twotothreeminutes. Videoisaterrifictoolfor eventhemostnontechnical 200. ofpre- sentations.Iwashelpingthe CaliforniaStrawberry Commission prepareforaseriesof presentationssettotake placeonthe EastCoast.Commission membersshowedmeashort videoof 201. strawberrygrowers expressingtheirloveofthe landandthe fruit.Theimagesof strawberryfieldswere gorgeous,andIsug- gestedtheycreateadigital fileofthevideoclipand embedit inthepresentation.Inthe presentationitself,they 202. introduced thevideobysaying somethinglikethis:We realizethatyou probablyhavenevervisiteda Californiastrawberryfield, sowe decidedtobringthefarmers toyou.Thevideoclipwas the 203. 12CREATETHESTORY mostmemorablepartofthe presentation,andtheEast Coast editorslovedit. FLIPCHARTS,PROPS, ANDSHOW-AND-TELL Therearethreetypesof learners:visual(themajority ofpeople 204. fallintothiscategory), auditory(listeners),and kinesthetic(peo- plewholiketofeeland touch).Findwaystoappeal toeveryone. Apresentationshould comprisemorethanjust slides.Usewhite- boards,flipcharts,orthe high-techflipchartatablet 205. PC. Bringpropssuchas physicalproductsforpeople tosee,use, andtouch.InScene12, youlllearnmuchmoreabout reaching thethreetypesoflearners. Mostcommunicatorsgetso caughtupintheslides: 206. Which fontshouldIuse?ShouldI usebulletsordashes?Should I includeagraphhere?How aboutapicturethere?These arethe wrongquestionstobeasking intheplanningstage.Ifyou have 207. atangibleproduct,findother waysoutsideoftheslide deckto showitoff.OnOctober14, 2008,Steveintroducedanew line ofMacBookscarvedoutof onepieceofaluminum,a unibody enclosure.AfterJobs discussedthemanufacturing 208. process, Appleemployeeshandedout examplesofthenewframe so audiencememberscouldsee itandtouchitfor themselves. Incorporatingallofthese elementsinapresentation will 209. helpyoutellastoryworth listeningto.Slidesdonttell sto- ries;youdo.Slides complementthestory.This bookissoftware agnostic;itavoidsadirect comparisonbetween PowerPointand Keynotebecausethesoftware isnotthemaincharacterin 210. an effectivepresentationthe speakeris.Jobshimself startedusing ApplesKeynotesoftwarein 2002,sowhatarewetomake ofthe extraordinarypresentations Jobsgavedatingbackto 1984?The 211. softwareisnottheanswer. ThefactthatSteveJobsuses Keynote insteadofPowerPointdoes notmeanyourpresentation will lookmorelikehisifyou maketheswitch.Youwill, however, winoveryouraudienceby spendingmoretimecreating 212. theplot thanproducingtheslides. Useanotepadorwhiteboard toscriptyourideas.Itwill help youvisualizethestoryand simplifyitscomponents. WhenJobs 213. PLANINANALOG13 AristotlesOutlinefor PersuasiveArguments ASteveJobspresentation followsAristotlesclassic five-point plantocreateapersuasive argument: 214. 1.Deliverastoryor statementthatarousesthe audiences interest. 2.Poseaproblemorquestion thathastobesolvedor answered. 3.Offerasolutiontothe problemyouraised. 215. 4.Describespecificbenefits foradoptingthecourseof action setforthinyoursolution. 5.Stateacalltoaction.For Steve,itsassimpleas saying, Nowgooutandbuyone! returnedtoApplein1996, takingoverforoustedGil 216. Amelio, hefoundacompanywith morethanfortydifferent products, whichconfusedthecustomer. Inaboldmove,heradically simplifiedtheproduct pipeline.InInsideSteves Brain,Leander KahneywritesthatJobs 217. calledseniormanagement intohis office.Jobsdrewavery simpletwo-by-twogridon thewhite- board.Acrossthetophe wroteConsumerand Professional, anddowntheside,Portable andDesktop.9Under Jobs,Applewouldofferjust 218. fourcomputerstwo notebooksandtwodesktops aimedatconsumerand professionalusers.Thisis oneof manystoriesinwhichwe learnthatJobsdoeshisbest thinking whenhesthinkingvisually. Whetheryouplanbestona white- 219. board,ayellowlegalpad,or Post-itnotes,spendtimein analog beforejumpingtodigital. Yourultimatepresentation willbefar moreinteresting,engaging, andrelevant. 220. 14CREATETHESTORY DIRECTORSNOTES Startplanningbeforeyou openthepresentationsoft- ware.Sketchideasonpaper orwhiteboards. Incorporatesome,ifnot all,ofthefollowingnineele- mentstomakeyour 221. presentationcomealive: headline, passionstatement,threekey messages,analogies, demonstrations,partner showcase,customer evidence, videoclips,andprops. SpeakinglikeJobshas littletodowiththetypeof 222. pre- sentationsoftwareyouuse (PowerPoint,Keynote,etc.) andeverythingtodowith howyoucraftanddeliverthe story. SCE 223. SCENNEE2 2 AnswertheOne QuestionThat MattersMost Youvegottostartwiththe customerexperienceand work 224. backtowardthetechnology nottheotherwayaround. STEVEJOBS,MAY25, 1997,WORLDWIDE DEVELOPERS CONFERENCE InMay1998,Applelaunched asplashynewproductaimed at shoringupitsdwindling shareofthecomputer 225. market,which hadsunktounder4percent. WhenJobsunveiledthenew translucentiMac,he describedthereasonfor buildingthe computer,thetargetmarket, andthebenefitcustomers would seefrombuyingthenew 226. system: Eventhoughthisisafull- blownMacintosh,weare targeting thisforthenumberoneuse consumerstellustheywanta computerfor,whichistoget ontheInternetsimplyand fast. Werealsotargetingthisfor 227. education.Theywanttobuy these.Itsperfectformostof thethingstheydoin instruction ...Wewentoutandlooked atalloftheconsumer products outthere.Wenoticedsome thingsaboutthempretty much 228. universally.Thefirstisthey areveryslow.Theyareall using lastyearsprocessor. Secondly,theyallhavepretty crummy displaysonthem...likely nonetworkingonthem... old- generationI/Odevices,and whatthatmeansistheyare 229. 15 16CREATETHESTORY lowerperformanceand hardertouse...andthese things areuuugly!So,letmetell youaboutiMac.1 Afterdescribingthe weaknessesofcurrent productsinthe 230. precedingexcerpt,Jobsdrew averbalroadmapforhis audience, listingthefeatureshewould explaininmoredetail. (Learnmore aboutdrawingaroadmapin Scene5.)Theaudience learnedthat thenewiMacwasfast(it screams)andthatithada 231. gorgeous fifteen-inchdisplay,alarge amountofbuilt-inmemory, and componentsthatwouldmake accessinganetworkeasier forstu- dentsandhomeusers.Inone ofhistypicalsurprise moments, 232. Jobsthenwalkedtothe centerofthestageandpulled thecover offthenewcomputer. Youraudiencewantstobe informed,educated,and enter- tained:informedaboutyour product,educatedonhowit works, 233. andentertainedwhile learningaboutit.Aboveall, peoplewant toknowtheanswertoone question:WhyshouldIcare? Lets takeacloserlookatthat iMacexcerpt.Jobstoldthe audience, whatthatmeansis...Jobs connectsthedotsforhis 234. listeners. Althoughhemightleavethe industryinthedarkabout future Applereleases,henever leaveshisaudienceguessing whenthe productisfinallyintroduced. Whyshouldyoucareabout Apples 235. newcomputer,MP3player, phone,orgadget?Dont worry.Jobs willtellyou. TheRumorsAreTrue Foryears,Applehada rivalrywithInteleven settingfireto anIntelbunnymanina1996 TVspot.Onedecadelater, 236. Apple putitsrivalrytorestand announcedthatIntel processorswould poweritsnewMacintosh systems,replacingIBMs PowerPC chips.OnJune6,2005,Jobs announcedtheswitchat Apples 237. WorldwideDevelopers ConferenceinSanFrancisco. Rumorsoftheswitchhad beenfloatingaroundfor months, andmanyobservers expressedconcernaboutthe transition. ReportersforeWeek magazinefounditdifficultto believeApple 238. wouldswapthePowerPCfor Intel,sincethePowerPChad workedwellforthebrand. Developersweregrumbling. Jobshad ANSWERTHEONE QUESTIONTHATMAT TERSMOST17 toconvincetheaudiencethat theswitchwastherightthing 239. todo.Hispresentationwas enormouslypersuasivein chang- ingpeoplesopinions because,usingplainand directlanguage, heansweredtheonequestion thatmatteredmost:Why should Applescustomersand developerscare? 240. Yes,itstrue.Wearegoing tobeginthetransitionfrom PowerPCtoIntelprocessors. Now,whyarewegoingtodo this?Didntwejustget throughgoingfromOS9to OSX? Isntthebusinessgreatright now?Becausewewantto make 241. thebestcomputersforour customerslookingforward. Now, Istoodupheretwoyearsago andpromisedyouthis[slide showsdesktopcomputerwith 3GHz],andwehaventbeen abletodeliverittoyou.I thinkalotofyouwouldlike a 242. G5inyourPowerBook,and wehaventbeenableto deliver it.Butthesearenteventhe mostimportantreasons.As we lookahead,thoughwehave somegreatproductsnow,we canenvisionsomeamazing productswewanttobuildfor 243. you,andwedontknowhow tobuildthemwiththefuture PowerPCroadmap.Thats whyweregoingtodothis.2 Jobsarticulatedtheargument soconvincinglythatfew peopleintheaudiencethat dayleftwithoutahigh degreeof confidencethatthetransition 244. hadbeentherightthingfor Apple,itsdevelopers,andits customers. WhyShouldICare? Duringtheplanningphaseof yourpresentation,always remem- berthatitsnotaboutyou. Itsaboutthem.Thelisteners inyour 245. audienceareasking themselvesonequestion WhyshouldI care?Answeringthatone questionrightoutofthegate will grabpeoplesattentionand keepthemengaged. IwaspreparingaCEOfora majoranalystpresentation and 246. askedhowheplannedtokick itoff.Heofferedthisdry, boring, andconfusingintroduction: Ourcompanyisapremier developer ofintelligentsemiconductor intellectualproperty solutionsthat dramaticallyaccelerate complexsystem-on-a-chip 247. designswhile 18CREATETHESTORY ChannelYourBestSteve JobsImpression Inthesummerof2006,Intel releasedaprocessorbranded Core2Duo.Theduostood 248. fordual-core,meaningthere weretwocores,orbrains,on eachmicroprocessor.That may notsoundexciting,butifyou answertheonequestionthat mattersWhyshouldIcare? itbecomesvery interesting. Taketwoscenarios:Inboth 249. scenarios,acustomerwalks intoacomputerstoreand asksthesalespersonfor information aboutnotebookcomputers. Thesalesprofessionalinthe first scenariohasnotreadthis bookandfailstoanswerthe one 250. questionthatmatters.The salespersoninthesecond scenario ismorelikelytowinthesale, byvirtueofchannelinghisor her innerSteveJobsand answeringtheonequestion onthemind ofthecustomer:Whyshould Icare? 251. ScenarioOne CUSTOMER:Hi,Im lookingforanotebook computerthatis lightandfastandincludesa DVD. SALESPERSON:You shouldlookforanIntelCore 2Duo. CUSTOMER:OK.Ididnt 252. knowIntelmakescomputers. SALESPERSON:They dont. CUSTOMER:Canyoutell memore? SALESPERSON:AnIntel dual-coreprocessorhastwo perfor- manceenginesthat simultaneouslyprocessdata 253. ata fasterrate. CUSTOMER:Oh.MaybeI shouldlooksomewhereelse. Ofcoursethecustomerin thisscenariowilllooksome- whereelse.Althoughthe salespersonwastechnically accurate, 254. thecustomerhadtoworkfar toohardtofigureouthowthe newsystemwouldmakethe personslifebetter.Ittook too muchbrainpower,andas youlllearn,thebrainisa lazypiece ofmeatthattriestopreserve energy.Makethebrainwork 255. toohard,andyoullloseyour audience.Thecustomerhad onequestioninmindandone questiononly.The salesperson failedtoansweritand seemedindifferent,even arrogant.Lets 256. ANSWERTHEONE QUESTIONTHATMAT TERSMOST19 tryitagain.Thistime,the salespersonwilldoastellar Steve Jobsimpression. ScenarioTwo SALESPERSON:Hi,canI helpyoufindsomething? 257. CUSTOMER:Sure.Im lookingforanotebook computer.One thatislightandfastand includesaDVD. SALESPERSON:Youve cometotherightplace.We havea hugeselectionofsmall notebooksthatareblazingly 258. fast.Haveyouconsidereda systemwithanIntelCore2 Duo? CUSTOMER:Notreally. Whatsthat? SALESPERSON:Thinkof themicroprocessorasthe brainof yourcomputer.Now,with theseIntelchips,yougettwo 259. brainsinonecomputer.What thatmeanstoyouisthat youcandoalotoffunand productivestuffatthesame time.Forexample,youcan downloadmusicwhileyour computerisrunningafull virusscaninthebackground, anditwontslowdownthe systematall.Yourproduc- 260. tivityapplicationswillload muchfaster,youcanwork onmultipledocumentsatthe sametime,yourDVDs willplaymuchbetter,and yougetmuchlongerbat- terylifeontopofit!And thatsnotall:thedisplaysare gorgeous. 261. CUSTOMER:Great.Please showmethosecomputers! Inthisscenario,the salespersonspokeinplain English, usedtangibleexamplesto maketheproductrelevant, and answeredtheonlyquestion thatreallymatteredtothe cus- 262. tomer:WhyshouldIcare abouttheprocessor? Retailerswho traintheirsalesstaffsto describeproductsinthisway will standoutfromthe competition.Cometothink ofit,thereis aretailerthatdoesexactly thatApple.Walkintomost 263. any Applestore,andyouwillbe greetedbyenthusiasticmen and womenwhoareeagerto explainhowAppleproducts will makeyourlifebetter. 20CREATETHESTORY 264. minimizingrisk.Iwas dumbfoundedandsuggested hetakea pagefromtheSteveJobs playbook,eliminatingallof thebuzz- wordssuchasintelligentand solutionsandsimply answeringone question:Whyshouldyour customerscareaboutyour 265. product? TheCEOrevisedhis introduction.Hedecidedto walk onstageandaskeveryoneto takeouthisorhercellphone. He said,Ourcompanycreates softwarethatisusedtobuild the 266. chipsinsidemanyofthe phonesyoureholdingup.As those chipsgetsmallerand cheaper,yourphoneswillget smaller,last longeronasinglecharge, andplaymusicandvideo,all thanks toourtechnologyworking behindthescenes. 267. Whichintroductionwouldbe moreeffectiveingrabbing yourattention?Thesecond one,ofcourse.Itisfreeof jargon and,byansweringtheone questionthatmatters,gives theaudi- enceareasontolisten. Reportersareskilledat 268. answeringtheonequestion fortheir readers.Payattentionto productdescriptionsinthe NewYork TimesorUSAToday.Articles arewrittentobefollowed and understood.Forexample,on January20,2009,Cisco Systems 269. announcedthatitplanneda bigpushintotheserver market,a categorydominatedbyIBM, HP,andDell.Theproduct would beaserverwith virtualizationsoftware.Now, virtualizationis oneofthemostcomplicated conceptstoexplain. 270. Wikipedia definesservervirtualization asamethodofpartitioning a physicalservercomputerinto multipleserverssuchthat each hastheappearanceand capabilitiesofrunningonits ownded- 271. icatedmachine.3Gotit? Didntthinkso.TheNew YorkTimes AshleeVancetooka differentapproach: Virtualizationprod- uctsletcompaniesrun numerousbusiness applications,rather thanjustone,oneach physicalserver,allowing 272. themtosave electricityandgetmoreout oftheirhardwarepurchases. 4 Thedifference,ofcourse,is thatVanceansweredtheone questiononthemindsofher readersWhatdoes virtualiza- tionmeantome?Inthis 273. case,sheidentifiedher audienceas investors,ITdecision makers,andbusinessleaders whowould careaboutsuchthings. ANSWERTHEONE QUESTIONTHATMAT TERSMOST21 Yourlistenersareasking 274. themselves,WhyshouldI care?If yourproductwillhelpyour customersmakemoney,tell them.If ithelpsthemsavemoney, tellthem.Ifitmakesiteasier ormore enjoyableforthemto performaparticulartask,tell them.Tell 275. themearly,often,and clearly.Jobsdoesntleave peopleguessing. Wellbeforeheexplainsthe technologybehindanew productor feature,heexplainshowit willimprovetheexperience people havewiththeircomputers, musicplayers,orgadgets. 276. Table2.1offersareviewof someotherexamplesofhow Jobs sellsthebenefitbehindanew productorfeature. TABLE2.1JOBSSELLING THEBENEFIT DATE/PRODUCT BENEFIT 277. January7,2003 UsingKeynoteislike havingaprofessional Keynotepresentation graphicsdepartmenttocreate yourslides. software Thisistheapplicationtouse whenyour 278. presentationreallycounts.5 September12,2006 Theall-newiPodnanogives musicfans iPodnano moreofwhattheylovein theiriPodstwice thestoragecapacityatthe sameprice,an 279. incredibletwenty-four-hour batterylife,and agorgeousaluminumdesign infivebrilliant colors.6 January15,2008 WithTimeCapsule,allyour irreplaceable TimeCapsulebackup 280. photos,movies,and documentsare serviceforMacsrunning automaticallyprotectedand incrediblyeasy LeopardOS toretrieveiftheyareever lost.7 June9,2008 281. Justoneyearafter launchingtheiPhone, iPhone3G werelaunchingthenew iPhone3G.Itstwice asfastathalftheprice.8 September9,2008 Geniusletsyou automaticallycreateplaylists 282. GeniusfeatureforiTunes fromsongsinyourmusic librarythatgogreat together,withjustoneclick. 9 22CREATETHESTORY AvoidSelf-Indulgent, 283. Buzzword-FilledWastesof Time Answertheonequestionin allofyourmarketing materials: website,presentationslides, andpressreleases.The people whoshouldknowbetter publicrelationsprofessionals are 284. oftentheworstviolatorsof thisrule.Themajorityof press releasesareusuallyself- indulgent,buzzword-filled wastes oftime.Fewmembersofthe pressevenreadpress releases, becausethedocumentsfailto answertheonequestionthat 285. mattersmosttoareporter Whyshouldmyreaderscare? As ajournalist,Iveseen thousandsofpressreleases andrarely, ifever,coveredastorybased onone.Mostother journalists wouldconcur.Fartoomany pressreleasesfocuson 286. corporate changes(management appointments,newlogos, newoffices, etc.)thatnobodycaresabout, andifpeopleshouldhappen tocare,theinformationisfar fromclear.Readpress releases issuedonanygivenday,and 287. youwillgonumbtryingto figure outwhyanyonewouldcare abouttheinformation. Forfun,Itookafewsamples frompressreleasesissued withinhoursofoneanother. Thedatedoesnotmatter.The majorityofallpressreleases violatethesamefundamental 288. principlesofpersuasion: Industriesannouncedtoday thatithassignedan exclusivedistribution agreement with . Under 289. terms of the agreement,willbetheexclu- sivenationaldistributorof s dieselexhaustfluid.Now, seriously,whocares?Iwish 290. Icouldtellyouhowthenew distributionagreement benefitsanyone,even shareholders.Icant,because therestofthepressrelease neveranswersthequestion directly. has 291. been named 2008 Pizza ChainoftheYearbyPizza Marketplace.Thepress ANSWERTHEONE QUESTIONTHATMAT TERSMOST23 292. releasesaidthishonorcomes afterthechaindelivered consistentprofits,six quartersofsame-storesales increases,andanew managementteam.Now,if the chainoffereditscustomersa specialdiscounttocele- bratethishonor,itwouldbe 293. newsworthy,butthepress releasementionsnothingthat distinguishesthispizza chainfromthethousandsof otherpizzaparlors.This typeofreleasefallsunderthe lookatuscategory announcementsthatare largelymeaninglessto anyone 294. outsidetheexecutivesuites. hasannouncedtheaddition oftheAnnualReporton ChinasSteelMarketin2008 andtheOutlookfor2009 reporttotheiroffering. Really?Imsuremillionsof peoplearoundtheworld werewaitingforthisnew 295. report!Justkidding.Thisis anotherexampleofawasted opportunity.Ifthisrelease hadstartedwithonenew, eye-openingpieceofinfor- mationfromthenewreport,I mighthavebeenslightly moreinterested.However, thatwouldhavemeantput- 296. tingthereaderfirst,and, sadly,mostPRproswho write pressreleasesintendedfor journalistshaveneverbeen trainedasjournalists themselves. Heresanothergem,courtesy ofanelectriccompanyin Hawaii: 297. todayannouncedthat hasbeennamedpresident and CEO, effective January 1, 2009. 298. replaces , who stepped down as presidentandCEOinAugust 299. ofthisyear.Wealsolearned thatthenewCEOhasthirty- twoyearsofexperiencein theutilitiesindustryandhas livedonthebigislandfor twentyyears.Isntthat wonderful?Doesntitgive youa warmfeeling?Again,this pressreleaserepresentsalost 300. opportunitytoconnectwith thecompanysinvestors 24CREATETHESTORY andcustomers.Iftherelease hadstartedwithonething thatthenewCEOplannedto doimmediatelytoimprove service,itwouldhavebeen 301. farmoreinterestingand newsworthy. Forthemostpart,press releasesfailmiserablyat generat- inginterestbecausethey dontanswertheone questionthat mattersmosttothereader. Donotmakethesame 302. mistakein yourpresentation,publicity, andmarketingmaterial. Nobodyhastimetolistento apitchorpresentationthat holdsnobenefit.Ifyoupay closeattentiontoJobs,you willsee thathedoesntsell products;hesellsthedream 303. ofabetter future.WhenApplelaunched theiPhoneinearly2007, CNBC reporterJimGoldmanasked Jobs,WhyistheiPhoneso impor- tanttoApple?Jobsavoided adiscussionofshareholder value 304. ormarketshare;instead,he offeredthevisionofabetter experi- ence:IthinktheiPhonemay changethewholephone industry andgiveussomethingthatis vastlymorepowerfulin termsof makingphonecallsand keepingyourcontacts.We 305. havethe bestiPodweveevermade fullyintegratedintoit.Andit has theInternetinyourpocket witharealbrowser,reale- mail,and thebestimplementationof GoogleMapsontheplanet. iPhone 306. bringsallthisstuffinyour pocket,anditstentimes easierto use.10Jobsexplainsthe whybeforethehow. Youraudiencedoesntcare aboutyourproduct.People care aboutthemselves.According toformerAppleemployee and 307. MacevangelistGuy Kawasaki,Theessenceof evangelismisto passionatelyshowpeople howyoucanmakehistory together. Evangelismhaslittletodo withcashflow,thebottom line,or co-marketing.Itisthepurest andmostpassionateformof 308. sales becauseyouaresellinga dream,notatangibleobject. 11Sell dreams,notproducts. ANSWERTHEONE QUESTIONTHATMAT TERSMOST25 309. DIRECTORSNOTES Askyourself,Why shouldmylistenercareabout this idea/information/product/servi Ifthereisonlyone thingthatyouwantyour listenertotakeawayfrom the conversation,whatwouldit 310. be?Focusonsellingthe benefitbehindtheproduct. Maketheonethingas clearaspossible,repeatingit at leasttwiceinthe conversationorpresentation. Eliminate buzzwordsandjargonto enhancetheclarityofyour 311. message. Makesuretheonething isconsistentacrossallof your marketingcollateral, includingpressreleases, website pages,andpresentations. Thispageintentionallyleft blank 312. SCE SCENNEE3 3 Developa MessianicSense ofPurpose 313. Wereheretoputadentin theuniverse. STEVEJOBS NewYorksluxury,Upper WestSideapartmentbuild- ing,theSanRemo,islocated onSeventy-FifthStreet withcommandingviewsof CentralPark.Itsmost 314. famousresidentsreadlikea whoswhoofcontempo- raryculture:TigerWoods, DemiMoore,Dustin Hoffman,Bono, and,atonetime,ayoung manonamissionSteve Jobs. In1983,Jobswas aggressivelycourtingthen PepsiCo 315. presidentJohnSculley. Appledesperatelywantedto bringin someonewithSculleys marketingandmanaging experience, butdespiteStevescharm, Sculleyfailedtobudge.The posi- tionwouldrequirethat Sculleyrelocatehisfamilyto 316. theWest Coast,anditpaidlessthanhe wanted.Onesentencewould changeeverything.One sentencethatwould transformApple, shiftthetrajectoryof Sculleyscareer,andbegin Jobssamazing pathfromwhizkidtofailure 317. toheroand,finally,to legend. InhisbookOdyssey,Sculley recountstheconversation that wouldleadtohisdecisionto takethejob.The conversation 27 28CREATETHESTORY 318. alsoprovidedoneofthemost famousquotesinthehistory of corporateAmerica. AccordingtoSculley,We wereonthebalconyswest side, facingtheHudsonRiver, whenhe[Jobs]finallyasked me 319. directly:Areyougoingto cometoApple?Steve,I said,Ireally lovewhatyouredoing.Im excitedbyit;howcould anyonenot becaptivated?Butitjust doesntmakesense.Steve, Idlovetobe anadvisertoyou,tohelpyou inanyway.ButIdontthink 320. Ican cometoApple. SculleysaidJobsshead dropped;hepausedand staredatthe ground.Jobsthenlookedup andissuedachallengeto Sculley thatwouldhaunthim.Jobs said,Doyouwanttospend 321. the restofyourlifeselling sugaredwaterordoyouwant achanceto changetheworld?1Sculley saiditwasasifsomeone deliveredastiffblowtohis stomach. TheRealityDistortionField Sculleyhadwitnessedwhat 322. ApplesvicepresidentBud Tribble oncedescribedasJobss realitydistortionfield:an abilityto convinceanyoneof practicallyanything.Many peoplecannot resistthismagneticpulland arewillingtofollowJobsto the 323. promisedland(oratleastto thenextcooliPod). Fewpeoplecanescapethe Jobscharisma,amagnetism steepedinpassionforhis products.Observershave saidthat thereissomethingaboutthe wayJobstalks,the enthusiasm 324. thatheconveys,thatgrabs everyoneintheroomand doesnt letgo.Evenjournalistswho shouldhavebuiltupan immunity tosuchgravitationalforces cannotescapetheinfluence. Wired .comeditorLeanderKahney interviewedJobsbiographer 325. Alan Deutschman,whodescribeda meetingwithJobs:Heuses yourfirstnameveryoften. Helooksdirectlyinyour eyeswith thatlaser-likestare.Hehas thesemovie-stareyesthatare very hypnotic.Butwhatreally 326. getsyouisthewayhetalks theres somethingabouttherhythm ofhisspeechandthe incredible enthusiasmheconveysfor whateveritishestalking aboutthat isjustinfectious.2 327. DEVELOPAMESSIANIC SENSEOFPURPOSE29 DoWhatYouLove DeutschmansaidtheSteve JobsXfactoristheway hetalks. 328. Butwhatexactlyisitabout thewayhetalksthatpulls youin? Jobsspeakswithpassion, enthusiasm,andenergy.Jobs himself tellsuswherehispassion comesfrom:Youvegotto findwhat youlove.Yourworkisgoing tofillalargepartofyour 329. life,and theonlywaytobetruly satisfiedistodowhatyou believeis greatwork.Andtheonlyway todogreatworkistolove what youdo.Ifyouhaventfound ityet,keeplooking.Dont settle.3 330. Weallhaveaunique purpose.Somepeople,such asJobs, identifythatpurposefroman earlyage;othersneverdo, because theyarecaughtupin catchingupwiththeJoneses. Onesure waytolosesightofyour purposeistochasemoney 331. forthesake ofchasingmoney.Jobsisa billionaireandan extraordinary communicatorprecisely becausehefollowedhis heart,hispas- sion.Themoney,hemost certainlyknew,wouldcome. FINDINGYOURCORE 332. PURPOSE Whatisyourcorepurpose? Onceyoufindit,expressit enthusias- tically.Oneofthemost profoundexperiencesofmy journalism careerhappenedduringan interviewwithChris Gardner.Actor 333. WillSmithplayedGardnerin themovieThePursuitof Happyness. InThatCraziness,WeSee Genius Ithinkyoualwayshadtobe alittledifferenttobuyan Apple computer.Ithinkthepeople whodobuythemarethe creative 334. spiritsinthisworld.Theyare thepeoplewhoarenotout justto getajobdone;theyreoutto changetheworld.Wemake tools forthosekindsofpeople... Wearegoingtoservethe peoplewho havebeenbuyingour productssincethebeginning. 335. Alotoftimes, peoplethinktheyrecrazy. Butinthatcraziness,wesee genius. Andthosearethepeople weremakingtoolsfor.4 STEVEJOBS 30CREATETHESTORY Intheeighties,thereal-life 336. Gardnerpursuedanunpaid internship tobecomeastockbroker.He washomelessatthetime, spending nightsinthebathroomofan Oakland,California,subway sta- tion.Tomakethesituation evenharder,Gardnertook careofhis 337. two-year-oldson.Thetwo slepttogetheronthe bathroomfloor. Everymorning,Gardner wouldputontheonesuithe had,drop hissonoffatavery questionabledaycare,and takehisclasses. Gardnerfinishedtopofhis class,becameastockbroker, 338. and earnedmanymillionsof dollars.ForaBusinessWeek column,I askedhim,Mr.Gardner, howdidyoufindthestrength tokeep going?Hisanswerwasso profoundthatIrememberit tothis 339. day:Findsomethingyou lovetodosomuch,youcant waitfor thesuntorisetodoitall overagain.5 In BuilttoLast:Successful HabitsofVisionary Companies, authorsJimCollinsandJerry 340. Porrasstudiedeighteen leading companies.Theirconclusion: individualsareinspiredby core valuesandasenseofpurpose beyondjustmakingmoney. 6 Fromhisearliestinterviews, itbecomesclearthatJobs wasmore 341. motivatedbycreatinggreat productsthanbycalculating how muchmoneyhewouldmake atbuildingthoseproducts. InaPBSdocumentary, TriumphoftheNerds,Jobs said,Iwas worthoveramilliondollars whenIwastwenty-three,and over 342. tenmilliondollarswhenI wastwenty-four,andovera hundred milliondollarswhenIwas twenty-five,anditwasnt thatimpor- tant,becauseIneverdidit forthemoney.7Ineverdid itforthemoney.Thisphrase holdsthesecretbetween becominganextraordinary presenterandonemiredin 343. mediocrityfortherestof your life.Jobsoncesaidthatbeing therichestmaninthe cemetery didntmattertohim;rather, goingtobedatnightsaying weve donesomethingwonderful, thatswhatmatterstome.8 Greatpresentersare 344. passionate,becausethey followtheirhearts.Their conversationsbecome platformstosharethat passion. MalcolmGladwellsharesa fascinatingobservationin Outliers.Hearguesthatmost oftheleaderswhoare responsible 345. forthepersonalcomputing revolutionwerebornin1955. Thats themagicyear,hesays. AccordingtoGladwell,the chronol- ogymakessensebecausethe firstminicomputer,the Altair, 346. DEVELOPAMESSIANIC SENSEOFPURPOSE31 wasintroducedin1975, markingoneofthemost important developmentsinthehistory ofpersonalcomputers.He states: 347. Ifyouweremorethanafew yearsoutofcollegein1975, then youbelongedtotheold paradigm.Youhadjust boughtahouse. Youremarried.Ababyison theway.Youreinno positionto giveupagoodjoband pensionforsomepie-in-the- 348. sky$397 computerkit.9Likewise,if youweretooyoung,you wouldnotbematureenough toparticipateinthe revolution. Gladwellspeculatesthatthe idealageoftechindustry titans wasaroundtwentyortwenty- one,thosebornin1954or 349. 1955. SteveJobswasbornon February24,1955.Hewas bornatthe righttimeandintheright neighborhoodtotake advantageof themoment.Gladwellpoints outthatJobsisoneofan amazing 350. numberoftechnologyleaders bornin1954and1955 (including BillGates,PaulAllen,Steve Ballmer,EricSchmidt,Scott McNealy, andothers).Gladwells conclusionisthatthesemen becamesuc- cessfulpreciselybecause computerswerenotbig 351. moneymakers atthetime.Theywerecool, andthesemenlovedto tinker.The message,claimsGladwell,is: toachievesuccess,dowhat youfind interesting.Dowhatyou love,andfollowyourcore purpose.As 352. Jobshassaid,yourheart knowswhereitwantstobe. THELUCKIESTGUYSON THEPLANET OnMay30,2007,SteveJobs andBillGatessharedthe stageina rarejointappearanceatthe technologyconferenceD:All Things 353. LustforIt InaNewYorkTimesarticle afterthelaunchofthe MacBookAir, JohnMarkoffwroteabout witnessingSteves enthusiasmin person.Markoffspentthirty minuteswithJobsafterthe con- 354. ferenceandnotedthatJobss passionforpersonal computing cameacrossevenmoreso thanitdidwhenhewas performing onstage.Jobsexcitedlytold Markoff,Imgoingtobe thefirst oneinlinetobuyoneof these.Ivebeenlustingafter 355. this.10 32CREATETHESTORY Digital.WallStreetJournal columnistsWaltMossberg andKara Swishercoveredavarietyof topicswiththetwotech titans.In responsetoaquestionabout BillGatesssecondactasa 356. philan- thropist,JobscreditedGates formakingtheworldabetter place becauseGatessgoalwasnt tobetherichestguyinthe cemetery. Youknow,ImsureBillwas likemeinthisway.Imean,I grewupfairlymiddle-class, 357. lowermiddle-class,andI never reallycaredmuchabout money.AndApplewasso successful earlyoninlifethatIwas veryluckythatIdidnthave tocare aboutmoneythen.Andso Ivebeenabletofocuson work 358. andthenlateron,myfamily. AndIsortoflookatusas two oftheluckiestguysonthe planetbecausewefound whatwe lovedtodo,wewereatthe rightplaceattherighttime, and wevegottentogotowork everydaywithsuperbright 359. people forthirtyyearsanddowhat welovedoing.Andsoits hard tobehappierthanthat.And soIdontthinkaboutlegacy much.Ijustthinkabout beingabletogetupevery dayand goinandhangaroundthese 360. greatpeopleandhopefully cre- atesomethingthatother peoplewillloveasmuchas wedo. Andifwecandothat,thats great.11 Nowhereinthatquotedoyou hearJobsspeakofwealth, stockoptions,orprivate 361. planes.Thosethingsarenice, butthey dontmotivateJobs.His drivecomesfromdoingwhat heloves designinggreatproductsthat peopleenjoy. RallyPeopletoaBetter Future DonaldTrumponce 362. remarked,Ifyoudonthave passion,you havenoenergy,andifyou donthaveenergy,youhave noth- ing.Itallstartswith passion.Passionstirsthe emotionsofyour listenerswhenyouuseitto paintapictureofamore meaning- 363. fulworld,aworldthatyour customersoremployeescan playa partincreating. MarcusBuckingham interviewedthousandsof employees whoexcelledattheirjobs duringhisseventeenyearsat the 364. DEVELOPAMESSIANIC SENSEOFPURPOSE33 OprahSharesJobssSecret toSuccess Followyourpassion.Do whatyoulove,andthemoney willfollow. 365. Mostpeopledontbelieveit, butitstrue.12 OPRAHWINFREY Galluporganization.After interviewingthousandsof peakper- formers,hearrivedatwhat heconsidersthesinglebest definition ofleadership:Greatleaders 366. rallypeopletoabetter future,he writesinTheOneThingYou NeedtoKnow.13 AccordingtoBuckingham,a leadercarriesavividimage inhisorherheadofwhata futurecouldbe.Leadersare fas- cinatedbythefuture.Youare 367. aleaderif,andonlyif,you are restlessforchange,impatient forprogress,anddeeply dissat- isfiedwiththestatusquo. Heexplains,Asaleader, youare neversatisfiedwiththe present,becauseinyourhead youcan 368. seeabetterfuture,andthe frictionbetweenwhatis andwhat couldbeburnsyou,stirsyou up,propelsyouforward.This is leadership.14Jobssvision musthavecertainlyburned him,stirredhim,and propelledhimforward.Jobs oncetoldJohn 369. Sculleyhedreamedthat everypersonintheworld wouldown anApplecomputer.ButJobs didnotstopthere.Heshared that dreamwithallwhowould listen. Trueevangelistsaredriven byamessianiczealtocreate new 370. experiences.Itwas characteristicofSteveto speakinbothvivid andsweepinglanguage, writesSculley.Whatwe wanttodo, he[SteveJobs]explained,is tochangethewaypeopleuse com- putersintheworld.Weve gotsomeincredibleideas 371. thatwill revolutionizethewaypeople usecomputers.Appleis goingto bethemostimportant computercompanyinthe world,far moreimportantthanIBM. 15Jobswasnever motivatedtobuild computers.Instead,hehada 372. burningdesiretocreatetools to unleashhumanpotential. Onceyouunderstandthe difference, youllunderstandwhat sparkedhisfamousreality distortion field. 373. 34CREATETHESTORY AnIncredibleJourney Applewasthisincredible journey.Imean,wedidsome amazing thingsthere.Thethingthat 374. boundustogetheratApple wasthe abilitytomakethingsthat weregoingtochangethe world.That wasveryimportant.Wewere allprettyyoung.Theaverage age inthecompanywasmidto latetwenties.Hardly anybodyhad 375. familiesatthebeginning,and weallworkedlikemaniacs, andthe greatestjoywasthatwefelt wewerefashioningcollective works ofartmuchliketwentieth- centuryphysics.Something important thatwouldlast,thatpeople contributedtoandthencould 376. giveto morepeople;the amplificationfactorwasvery large.16 STEVEJOBS WhatComputersandCoffee HaveinCommon LeeClow,chairmanof TBWA/Chiat/Day,the 377. agencybehind someofApplesmost notableadcampaigns,once saidofJobs, Fromthetimehewasakid, Stevethoughthisproducts could changetheworld.17Thats thekeytounderstanding Jobs.Hischarismaisaresult ofagrandbutstrikingly 378. simplevisionto maketheworldabetter place. Jobsconvincedhis programmersthattheywere changing theworldtogether,makinga moralchoiceagainst Microsoft andmakingpeopleslives 379. better.Forexample,Jobs gavean interviewtoRollingStonein 2003inwhichhetalked aboutthe iPod.TheMP3playerwas notsimplyamusicgadget, butmuch more.AccordingtoJobs, Musicisreallybeing reinventedin 380. thisdigitalage,andthatis bringingitbackintopeoples lives. Itsawonderfulthing.Andin ourownsmallway,thats how weregoingtomakethe worldabetterplace.18 Wheresomepeopleseean iPodasamusicplayer,Jobs seesaworldinwhich 381. peoplecaneasilyaccesstheir favoritesongsandcarrythe music alongwiththemwherever theygo,enrichingtheirlives. DEVELOPAMESSIANIC SENSEOFPURPOSE35 Jobsremindsmeofanother businessleaderwhomIhad the 382. pleasureofmeeting, StarbucksCEOHoward Schultz.Priortoour interview,Ireadhisbook, PourYourHeartintoIt. Schultzispas- sionateaboutwhathedoes; infact,thewordpassion appearson nearlyeverypage.Butit soonbecameclearthatheis 383. notaspas- sionateaboutcoffeeasheis aboutthepeople,thebaristas who maketheStarbucks experiencewhatitis.You see,Schultzscore visionwasnottomakea greatcupofcoffee.Itwas muchbig- 384. ger.Schultzwouldcreatean experience;athirdplace between workandhomewherepeople wouldfeelcomfortable gather- ing.Hewouldbuilda companythattreatspeople withdignity andrespect.Thosehappy employeeswould,inturn, 385. providea levelofcustomerservicethat wouldbeseenasagold standard intheindustry.WhenI reviewedthetranscriptsfrom mytime withSchultz,Iwasstruckby thefactthatthewordcoffee rarely 386. appeared.Schultzsvision hadlittletodowithcoffee andevery- thingtodowiththe experienceStarbucksoffers. Somemanagersare uncomfortablewith expressingemo- tionabouttheirdreams,but itsthepassionandemotion that 387. willattractandmotivate others,writeCollinsand Porras.19 Communicatorssuchas SteveJobsandHoward Schultzare passionateabouthowtheir productsimprovethelivesof their customers.Theyrenotafraid toexpressit.Coffee, 388. computers, iPodsitdoesntmatter. Whatmattersisthattheyare moti- vatedbyavisiontochange theworld,toleaveadentin the universe. Thisbookisfilledwith techniquestohelpyousell 389. yourideas moresuccessfully,butno techniquecanmakeupfora lackof passionforyourservice, product,company,orcause. Thesecret istoidentifywhatitisyoure trulypassionateabout.More often 390. thannot,itsnotthe widget,buthowthewidget willimprove thelivesofyourcustomers. Hereisanexcerptfroman interview JobsgaveWiredmagazinein 1996:Designisafunny word. Somepeoplethinkdesign meanshowitlooks.Butof 391. course,if youdigdeeper,itsreally howitworks.Thedesignof theMac wasntwhatitlookedlike, althoughthatwaspartofit. Primarily, itwashowitworked.To designsomethingreallywell, youhave 392. togetit.Youhavetoreally grokwhatitsallabout.It takesa 36CREATETHESTORY TheCharismaticLeader WhenIwasntsurewhatthe 393. wordcharismameant,Imet Steve JobsandthenIknew.20 FORMERAPPLECHIEF SCIENTISTLARRY TESLER passionatecommitmentto reallythoroughlyunderstand some- thing,chewitup,notjust 394. quicklyswallowit.Most peopledont takethetimetodothat.21 Yes,grokisthewordJobs used.JustasHowardSchultz isntpassionateaboutthe productitself,coffee, Jobsisntpassionateabout hardware.Hespassionate abouthow designenablessomethingto 395. workmorebeautifully. ThinkDifferent LosAngelesadagency TBWA/Chiat/Daycreatedan Appletelevi- sionandprintadvertising campaignthatturnedinto oneofthe mostfamouscampaignsin corporatehistory.Think 396. Different debutedonSeptember28, 1997,andbecameaninstant clas- sic.Asblack-and-white imagesoffamousiconoclasts filledthe screen(AlbertEinstein, MartinLutherKing,Richard Branson, 397. JohnLennon,Amelia Earhart,MuhammadAli, LucilleBall,Bob Dylan,andothers),actor RichardDreyfussvoicedthe narration: Herestothecrazyones.The misfits.Therebels.The trouble- makers.Theroundpegsin thesquarehole.Theones 398. whosee thingsdifferently.Theyre notfondofrules.Andthey have norespectforthestatusquo. Youcanquotethem,disagree withthem,glorifyorvilify them.Abouttheonlything you cantdoisignorethem. 399. Becausetheychangethings. They pushthehumanraceforward. Andwhilesomemaysee themasthecrazyones,we seegenius.Becausethe people whoarecrazyenoughto thinktheycanchangethe world 400. aretheoneswhodo.22 DEVELOPAMESSIANIC SENSEOFPURPOSE37 Thecampaignwonatonof awards,becameacult favorite, andlastedfiveyears,which isaneternityinthelifecycle ofad campaigns.Thecampaign 401. reinvigoratedthepublics appetitefor allthingsApple,includingan interestinoneofthemost influ- entialiconoclastsinthe computerworld,SteveJobs himself. In TheSecondComingofSteve 402. Jobs,AlanDeutschman,who, asmentionedearlier,was pulledintoJobssreality distortion field,describesameeting betweenJobsand NewsweeksKatie Hafner,thefirstoutsiderto seethenewThink Differentads. 403. AccordingtoDeutschman, HafnerarrivedatApples headquar- tersonaFridaymorningand waitedalongtimeforJobsto show up.Finallyheemerged.His chinwascoveredbystubble. He wasexhaustedfromhaving stayedupallnightediting 404. footage fortheThinkDifferent televisionspot.Thecreative directors atChiat/Daywouldsendhim videoclipsoverasatellite connec- tion,andhewouldsayyesor no.Nowthemontagewas finally 405. complete.Stevesatwith Katieandtheywatchedthe commercial. Stevewascrying.Thats whatIloveabouthim,Katie recalls.It wasnttrumpedup.Steve wasgenuinelymovedbythat stupid ad.23 406. ThoseadstouchedJobs deeplybecausetheyreflected every- thingthatpushedJobsto innovate,excel,andsucceed. Hesaw himselfinthefacesofthose famouspeoplewhoadvanced the humanraceandchangedthe world. 407. Asajournalist,Ilearnedthat everyonehasastorytotell.I realizewearenotallcreating computersthatwillchange the waypeoplelive,work,play, andlearn.Notwithstanding, the factisthatmostofusare sellingaproductorworking onaproj- 408. ectthathassomebenefitto thelivesofourcustomers. Whether youworkinagriculture, automobiles,technology, finance,or anynumberofother industries,youhavea magnificentstory totell.Digdeeptoidentify thatwhichyouaremost 409. passionate about.Onceyoudo,share thatenthusiasmwithyour listeners. Peoplewanttobemovedand inspired,andtheywantto believe insomething.Makethem believeinyou. TheresanoldWayne 410. GretzkyquotethatIlove, SteveJobs oncesaid:Iskatetowhere thepuckisgoingtobe,not whereit 411. 38CREATETHESTORY 412. hasbeen.Wevealways triedtodothatatApple. Sincethevery, verybeginning.Andwe alwayswill.24 DIRECTORSNOTES Digdeeptoidentifyyour truepassion.Askyourself, WhatamIreallyselling? Heresahint:itsnotthe 413. widget,butwhatthewidget candotoimprovethelives ofyourcustomers.What youresellingisthedreamof a betterlife.Onceyouidentify yourtruepassion,shareit withgusto. Developapersonal passionstatement.Inone 414. sen- tence,tellyourprospects whyyouaregenuinely excited aboutworkingwiththem. Yourpassionstatementwill berememberedlongafter yourcompanysmission statementisforgotten. 415. Ifyouwanttobean inspiringspeakerbutyouare not doingwhatyoulove, considerachange.After interview- ingthousandsofsuccessful leaders,Icantellyouthat, whileitspossibletobe financiallysuccessfulina job 416. youhate,youwillneverbe consideredaninspiringcom- municator.Passiona messianiczealtomakethe world abetterplacemakesallthe difference. SCE 417. SCENNEE4 4 CreateTwitter-Like Headlines TodayApplereinventsthe phone! STEVEJOBS, MACWORLD2007 418. WelcometoMacworld 2008.Thereissomething clearlyintheairtoday.1 Withthatopening line,SteveJobssetthetheme forwhatwould ultimatelybethebig announcementofhis keynotepresentationthe introductionofanultrathin 419. note- bookcomputer.Noother portablecomputercould compareto thisthree-pound,0.16-inch- thindreambook,assome observ- erscalledit.SteveJobsknew thateveryonewouldbe searching 420. forjusttherightwordsto describeit,sohediditfor them: MacBookAir.Theworlds thinnestnotebook. TheMacBookAirisApples ultrathinnotebookcomputer. Thebestwaytodescribeitis as,well,theworldsthinnest note- 421. book.Searchforworlds thinnestnotebookon Google,andthe searchenginewillreturn aboutthirtythousand citations,most ofwhichwerewrittenafter theannouncement.Jobstakes the guessworkoutofanew productbycreatingaone- 422. linedescrip- tionorheadlinethatbest reflectstheproduct.The headlines worksowellthatthemedia willoftenrunwiththem wordfor word.Yousee,reporters(and youraudience)arelooking fora 423. categoryinwhichtoplace yourproductandawayof describing theproductinonesentence. Taketheworkoutofitand write theheadlineyourself. 39 424. 40CREATETHESTORY 140CharactersorLess Jobscreatesheadlinesthat arespecific,arememorable, and,best ofall,canfitinaTwitter post.Twitterisafast- growingsocial 425. networkingsitethatcould bestbedescribedasyourlife between e-mailandblogs.Millionsof userstweetaboutthedaily hap- peningsintheirlivesandcan choosetofollowthe happenings ofothers.Twitterischanging thenatureofbusiness 426. communi- cationinafundamentalway itforcespeopletowrite concisely. Themaximumpostor tweetis140characters. Characters includeletters,spaces,and punctuation.Forexample, Jobss 427. descriptionoftheMacBook Airtakesthirtycharacters, includ- ingtheperiod:Theworlds thinnestnotebook. Jobshasaone-line descriptionfornearlyevery product,and itiscarefullycreatedinthe planningstagewellbefore thepre- 428. sentation,pressreleases,and marketingmaterialare finished. Mostimportant,theheadline isconsistent.OnJanuary15, 2008,thedayofthe MacBookAirannouncement, theheadline wasrepeatedinevery channelofcommunication: presentations, 429. website,interviews, advertisements,billboards, andposters. InTable4.1,youseehow AppleandJobsconsistently deliv- eredthevisionbehind MacBookAir. Mostpresenterscannot describetheircompany, product, 430. orserviceinonesentence. Understandably,itbecomes nearly SettingtheStageforthe MarketingBlitz TheminuteJobsdeliversa headlineonstage,theApple publicityandmarketing teamskickintofullgear. Postersare 431. droppeddowninsidethe MacworldExpo,billboards goup, thefrontpageoftheApple websiterevealstheproduct and headline,andadsreflectthe headlineinnewspapersand mag- azines,aswellason televisionandradio.Whether 432. its1,000 songsinyourpocketor Theworldsthinnest notebook,the headlineisrepeated consistentlyinallofApples marketing channels. CREATETWITTER LIKE HEADLINES41 433. TABLE4.1JOBSS CONSISTENTHEADLINES FORMACBOOKAIR HEADLINE SOURCE WhatisMacBookAir?Ina Keynotepresentation sentence,itstheworlds thinnest 434. notebook.2 Theworldsthinnest notebook.3 WordsonJobssslide ThisistheMacBookAir. Itsthe Promotingthenewnotebook ina thinnestnotebookinthe 435. world.4 CNBCinterview immediatelyafter hiskeynotepresentation Wedecidedtobuildthe worlds Asecondreferenceto MacBookAir thinnestnotebook.5 436. inthesameCNBCinterview MacBookAir.Theworlds thinnest Taglinethataccompaniedthe notebook. full-screenphotographofthe new productonAppleshome page 437. AppleIntroducesMacBook Air Applepressrelease TheWorldsThinnest Notebook.6 Wevebuilttheworlds thinnest SteveJobsquoteintheApple press 438. notebook.7 release impossibletocreate consistentmessagingwithout aprepared headlinedevelopedearlyin theplanningstage.Therest ofthe presentationshouldbebuilt aroundit. 439. TodayAppleReinventsthe Phone OnJanuary9,2007,PC Worldrananarticlethat announced ApplewouldReinventthe Phonewithanewdevice thatcom- binedthreeproducts:a mobilephone,aniPod,and anInternet 440. communicator.Thatproduct, ofcourse,wastheiPhone. The iPhonedid,indeed, revolutionizetheindustry andwasrec- ognizedbyTimemagazineas theinventionoftheyear. (Just twoyearsafteritsrelease,by theendof2008,theiPhone 441. had grabbed13percentofthe smartphonemarket.)The editorsatPC 42CREATETHESTORY Worlddidnotcreatethe headlinethemselves.Apple providedit initspressrelease,andSteve Jobsreinforceditinhis 442. keynote presentationatMacworld. Applesheadlinewas specific,memo- rable,andconsistent:Apple ReinventsthePhone. Duringthekeynote presentationinwhichJobs unveiledthe iPhone,heusedthephrase 443. reinventthephonefive times. Afterwalkingtheaudience throughthephonesfeatures, hehammeredithomeonce again:Ithinkwhenyou havea chancetogetyourhandson it,youllagree,wehave reinvented 444. thephone.8 Jobsdoesnotwaitforthe mediatocreateaheadline. He writesithimselfandrepeats itseveraltimesinhis presenta- tion.Jobsdeliversthe headlinebeforeexplaining thedetails 445. oftheproduct.Hethen describestheproduct, typicallywitha demo,andrepeatsthe headlineimmediatelyupon endingthe explanation. Forexample,hereishow JobsintroducedGarageBand forthe 446. firsttime:Todaywere announcingsomethingso cool:afifth appthatwillbepartofthe iLifefamily.Itsnameis GarageBand. WhatisGarageBand? GarageBandisamajornew promusic tool.Butitsforeveryone.9 Jobssslidemirroredthe 447. headline. Whenheannouncedthe headlineforGarageBand,the slideon thescreenread: GarageBand.Amajornew promusictool.Jobs followedtheheadlinewitha longer,one-sentence descriptionof 448. theproduct.Whatitdoesis turnyourMacintoapro- quality musicalinstrumentand completerecordingstudio, Jobstold theaudience.Thisistypical Jobsmethodforintroducing a product.Herevealsthe headline,expandsonit,and 449. hammersit homeagainandagain. TheExcitementofthe Internet, theSimplicityofMacintosh TheoriginaliMac(thei stoodforInternet)made gettingonthe Webeasierthanever.The 450. customerhadtogothrough onlytwo stepstoconnecttothe Internet.(Theresnostep three,actor JeffGoldblumdeclaredin onepopularad.)The introduction CREATETWITTER LIKE HEADLINES43 451. capturedtheimaginationof thecomputerindustryin 1998and wasoneofthemost influentialcomputer announcementsofthe decade.Accordingto Macworld.com,theiMac redeemedSteve Jobs,whohadreturnedto Applein1997,anditsaved 452. Apple itselfatatimewhenthe mediahadpronouncedthe company allbutdead.Jobshadto createexcitementabouta productthat threwsomecommon assumptionsoutthewindow theiMac 453. shippedwithnofloppydrive, aboldmoveatthetimeanda decisionmetwith considerableskepticism. iMaccombinesthe excitementoftheInternet withthesim- plicityofMacintosh,Jobs saidasheintroducedthe computer. 454. Theslideonthescreen behindJobsreadsimply: iMac.The excitementoftheInternet. Thesimplicityof Macintosh.Jobs thenexplainedwhomthe computerwascreatedto attract:con- sumersandstudentswho wantedtogetontheInternet 455. simply andfast.10 TheheadlinesSteveJobs createsworkeffectively because theyarewrittenfromthe perspectiveoftheuser.They answer thequestion,WhyshouldI care?(SeeScene2.)Why 456. shouldyou careabouttheiMac?Because itletsyouexperiencethe excite- mentoftheInternetwiththe simplicityofMacintosh. OneThousandSongsinYour Pocket Appleisresponsibleforone ofthegreatestproduct 457. headlines ofalltime.Accordingto authorLeanderKahney,Jobs himself settledonthedescriptionfor theoriginaliPod.OnOctober 23, 2001,Jobscouldhavesaid, Todaywereintroducinga new, 458. ultraportableMP3player witha6.5-ouncedesignanda 5GB harddrive,completewith Appleslegendaryeaseof use.Of course,Jobsdidnotsayit quitethatway.Hesimply said,iPod. Onethousandsongsinyour pocket.11Noonecould 459. describeitbetterinmore conciselanguage.One thousandsongsthatcould fitinyourpocket.Whatelse istheretosay?Onesentence tells thestoryandalsoanswers thequestion,WhyshouldI care? Manyreporterscoveringthe eventusedthedescriptionin 460. theheadlinetotheirarticles. MatthewFordahlsheadline inthe AssociatedPressontheday oftheannouncementread, Apples 44CREATETHESTORY NewiPodPlayerPuts1,000 SongsinYourPocket.12 Applesheadlinewas memorablebecauseitmeets 461. threecriteria:itisconcise (twenty-sevencharacters),it isspecific(onethousand songs), anditoffersapersonal benefit(youcancarrythe songsinyour pocket). Followingaresomeother examplesofAppleheadlines that 462. meetallthreecriteria. Althoughsomeoftheseare slightlylon- gerthantenwords,theycan fitinaTwitterpost: ThenewiTunesstore. AllsongsareDRM-free. (Changesto iTunesmusicstore,January 2009) 463. Theindustrysgreenest notebooks.(NewMacBook familyof computers,introducedin October2008) Theworldsmost popularmusicplayermade evenbetter. (Introductionofthefourth- generationiPodnano, September 464. 2008) iPhone3G.Twiceasfast athalftheprice. (Introductionof iPhone3G,July2008) ItgivesMacusersmore reasonstolovetheirMacand PCusers morereasonstoswitch. (IntroductionofiLife08, 465. announced July2007) Applereinventsthe phone.(Introductionof iPhone,January 2007) Thespeedandscreenof aprofessionaldesktop systeminthe 466. worldsbestnotebook design.(Introductionofthe seventeen- inchMacBookPro,April 2006) Thefastestbrowseron theMacandmanywillfeel itsthebest browserevercreated. (UnveilingofSafari,January 2003) 467. KeynoteBeatsPowerPointin theBattleoftheHeadlines MicrosoftsPowerPointhas onebigadvantageover Apples Keynotepresentation softwareitseverywhere. Microsoftcom- mands90percentofthe computingmarket,and 468. amongthe 10percentofcomputerusers onaMacintosh,manystill use CREATETWITTER LIKE HEADLINES45 469. HeadlinesThatChanged theWorld WhentheGoogleguys, SergeyBrinandLarryPage, walked intoSequoiaCapitaltoseek fundingfortheirnewsearch- enginetechnology,they describedtheircompanyin one 470. sentence:Googleprovides accesstotheworlds informa- tioninoneclick.Thats sixty-threecharacters,ten words.An earlyinvestorinGoogletold methatwiththosetenwords, theinvestorsimmediately understoodtheimplications of 471. Googlestechnology.Since thatday,entrepreneurswho walk intoSequoiaCapitalhave beenaskedfortheirone- liner,a headlinethatdescribesthe productinasinglesentence. As oneinvestortoldme,Ifyou cannotdescribewhatyoudo 472. in tenwordsorless,Imnot investing,Imnotbuying, Imnot interested.Period. Followingaresomemore examplesof world-changingheadlines thataretenwordsorless: Ciscochangestheway 473. welive,work,play,and learn.Cisco CEOJohnChambers,who repeatsthislineininterviews and presentations Starbuckscreatesathird placebetweenworkand home. StarbucksCEOHoward 474. Schultz,describinghisidea toearly investors WeseeaPConevery desk,ineveryhome. Microsoft co-founderBillGates, expressinghisvisiontoSteve Ballmer, who,shortlyafterjoiningthe 475. company,wassecond- guessinghisdecision. Ballmer,currently MicrosoftsCEO, saidGatessvisionconvinced himtostickitout.Witha per- sonalnetworthof$15 billion,Ballmerisgladhe did. 476. PowerPointsoftware designedforMacs.Whilethe actualnum- bersofpresentations conductedonPowerPoint versusKeynote arenotpubliclyavailable, itssafetosaythatthe numberof Keynotepresentationsgiven dailyisminusculein 477. comparison withPowerPoint.Although mostpresentationdesigners who 46CREATETHESTORY arefamiliarwithboth formatsprefertoworkinthe moreele- gantKeynotesystem,those samedesignerswilltellyou 478. thatthe majorityoftheirclientwork isdoneinPowerPoint. AsImentionedinScene1, thisbookissoftwareagnostic becauseallofthetechniques applyequallytoPowerPoint or Keynote.Thatsaid,Keynote isstilltheapplicationthat 479. SteveJobs prefers,andtheTwitter-like headlinehecreatedto introducethe softwarewascertainlyan attentiongrabber.Thisis another brand-new