Oral Presentation.pdf

8/21/2019 Oral Presentation.pdf

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ORAL PRESENTATION

Prof. Dr. DUONG Nguyen Vu


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Steve Jobs


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Steve Jobs’ Secrets


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Observation 1


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1. Plan the Talk

• A Steve Jobs presentation has all the elements of a

great movie—heroes and villains, stunning visuals,

and a supporting cast. And, like a movie director,

Steve Jobs "storyboards" the plot.

Before you go digital and open PowerPoint, spend

time brainstorming, sketching, or white-boarding.

Remember, you’re delivering a story. Slides

complement the story.


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Observation 2


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2. FOCUS ON BENEFITS

• Steve Jobs sells the benefit behind every new product or

feature—and he’s very clear about it:

Why buy an iPhone 3GS? Because "it’s twice as fast at half the

price.”

What’s so great about Time Capsule? " All your irreplaceable

photos, videos, and documents are automatically protected

and easy to retrieve if they’re ever lost."

Your listeners are asking themselves one question: why should

I care? Nobody cares about your product or service. They only

care about how your product or service will improve their lives.


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Observation 3


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3. Sell Dreams, Not Products

• Steve Jobs doesn’t sell computers. He sells the promise of a

better world.

• When Jobs introduced the iPod in 2001, he said, "In our own

small way, we’re going to make the world a better place."

Where most people see the iPod as a music player, Jobs

presents it as tool to enrich people’s lives.

Of course, it’s important to have great products. But passion,enthusiasm, and a sense of purpose beyond the actual

product will make the difference.


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Observation 4


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4. Create Friendly headlines

• Steve Jobs offers a headline, or description, for every

product and each headline can easily fit in a Twitter™ post.

• For example, when Jobs introduced the MacBook Air™ in

January 2008, he described it simply: "The world’s thinnest

notebook ." That one sentence speaks volumes. Jobs will fill

in the details during his presentation and on the Apple Web

site, but he finds one sentence to position every product.

Can you describe your product or service or problem in 140

characters?


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Observation 5


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5. Draw a Roadmap

• Jobs outlines the story—the narrative—at the beginning

of every presentation.

• At the Sept. 9, 2009, music event, Jobs told the audience

he would be talking about three products: iPhones™,

iTunes™, and iPods™. Along the way he provides verbal

guideposts such as "iPhones. The first thing I wanted to

talk about today. Now, let’s move on to the second,

iTunes."

Help your listeners follow the storyline.


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Observation 6


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6. Create Visual Slides

• There are no bullet points in Job’s presentations. Instead herelies on photographs and images. Where the averagePowerPoint slide has 40 words, it's difficult to find seven wordson 10 of Jobs' slides.

• The technique is based on the idea that information is moreeffectively recalled when text and images are combined.

• For example, when Steve Jobs unveiled the Macbook Air™,Apple's ultra-thin notebook computer, he showed a slide of the

computer fitting inside a manila envelope. That image was wortha thousand words. "Simplicity is the ultimate sophistication,"Jobs once said.

Be sophisticated. Keep it simple!


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Observation 7


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7. Demo

• In addition to stunning visual backdrops (his slides), SteveJobs brings props for show and tell.

• After introducing new products or features, Jobs will

often sit down at a computer or pick up an iPhone anddemonstrate how it works. These demos are simple, butoften very dramatic.

• When Jobs introduced Macintosh in 1984, he walked to

the center of a darkened stage and slowly pulled thecomputer from inside a black bag. He pulled a floppy diskout of his pocket, slowly inserted it into the computer,and walked away as the computer came to life.


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Observation 8


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8. Plan “water cooler” moments

• There's always one moment in a Steve Jobs presentation

that is the water cooler moment, the one part of the

presentation that everyone will be talking about.

• These showstoppers are completely scripted ahead of

time. For example, when Jobs unveiled the MacBook

Air™, he removed the computer from an inter-office

envelope to show just how thin it was. It's the one

moment from Macworld 2008 that everyone remembers.

Plan a showstopper.


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Observation 9


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9. Obey the 10-Minute Rule

• Neuroscientists have found that the brain gets tired after

10 minutes of any presentation.

• In other words, no matter how engaging the speaker,

audiences will tend to tune out after approximately 10

minutes.

• A Steve Jobs presentation lasts about 1.5 hours but every

10 to 15 minutes, he breaks up the content with video,demonstrations or guest speakers.

Don't give the audience time to get bored.


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10. Use “Catchy” words


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11. Practice – A Lot


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12. Dress Appropriately


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13. Make Numbers Meaningful

• In every Apple presentation, big numbers are put into context.

• On Sept. 9, 2009, Apple Vice-President Phil Schiller said that 220

million iPods had been sold to date. He placed that number into

context by saying it represented 73% of the market.

• He broke it down even further—and took a jab at the

competition—by saying Microsoft was " pulling up the rear " with

its 1% market share.

• Schiller learned his technique from Jobs who always puts large

numbers into a context that's relevant to his audience.


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14. Share the Stage


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16. One More Thing … HAVE FUN!

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Oral Presentation.pdf