by Peter Watts
What would you do if you could “hold the internet in your hand”?”
This was the question posed by Apple Chief Executive Steve Jobs at the San Francisco launch of the Apple iPhone. Within hours, the catchphrase “the internet in your hand” had telegraphed around the globe. I heard it that same evening, on the radio of a London taxi, prompting my driver to comment: “You couldn’t pay for publicity like that could you?”
Was it the product that had made the news, or was it the presentation abilities of Steve Jobs? A new book by Businessweek columnist, Carmine Gallo, “The Presentation Secrets of Steve Jobs” has taken the famous Jobs style and laid it out as a how-to guide, promising the secrets of “How to be insanely great in front of any audience.”
The art of public speaking is governed by rules existing since the time of the ancient Greeks. It’s a challenge to find new things to say that haven’t, at some point in the past 2,000 years, been said before!
To be original, an author must either create a whole new lexicon on presenting (unlikely!) or stick to the proven formula. Repetition of the same ideas is a common blight. This is where Carmine Gallo’s book surprises. It re-visits the tried and tested rules of public speaking that every presenter needs to understand, while presenting those concepts by analyzing them through the style of a modern master.
The result is an example-packed guide with ideas taken from the Web 2.0 world. Gallo demonstrates how Steve Jobs crafts messages that spread from audience to audience; hence what Jobs says at 10 am in San Francisco, is repeated in the back of a cab by 7pm in London!
While many guides focus on what happens during the presentation, Gallo’s book has a focus on what we should be doing before the presentation. Four fifths of effective presenting lies not in the delivery, but in the preparation, and Carmine Gallo demonstrates this by showing how groundwork and rehearsal is a clear factor in Steve Jobs’ success.
During February, I’ll review three of the ideas demonstrated in “The Presentation Secrets of Steve Jobs”:
February 8th: “The one question that matters most”
February 15th: “Create Twitter-like headlines”
February 22nd: “Introduce the antagonist”
The book itself contains a great deal more.
“The Presentation Secrets of Steve Jobs” by Carmine Gallo
Published by: McGraw Hill