When he took the stage recently to introduce Apple’s new tablet computer, the iPad, Steve Jobs turned in another classic performance. Jobs doesn’t follow a presentation template but as outlined in my new book, The Presentation Secrets of Steve Jobs, he does consistently follow the same principles that have turned Apple product launches into an art form. The iPad announcement on Wednesday, January 27th was no exception: classic Steve Jobs.
Leander Kahney, editor of the popular blog, Cult of Mac, posted this slideshow which shows how Jobs’ iPad presentation reflected the exact techniques that I discuss in the book. Among them:
Create Twitter Friendly Headlines. Every Apple product announcement carries a one sentence description–or headline–that fits within a 140 character Twitter post.
Introduce an Antagonist. Every Jobs presentation introduces a problem and a solution.
Stick to the Rule of Three. Jobs divides his presentation into three chunks which makes it easier for his audience to retain information in short term memory.
Build Visual Slides. Apple slides are striking in their simplicity.
Use “Amazingly Zippy” Words. Jobs uses emotional “right brain” words to describe products.