http://nabochainuk.blogspot.jp/2012/09/the-presentation-secrets-of-steve-jobs-1.html.html
ACT 2 DELIVER THE EXPERIENCE
Steve Jobs does not deliver a presentation. He offers an experience.
SCENE 8 Channel Their Inner Zen
Devoid of bullet points. That's right - no bullet points.
Putting the same information on a slide in text form that is coming out of our mouths usually does not help - in fact, it hurts our message.
Hint: bullets demand note taking. The minute you put bullets on the screen you are announcing, "Write this down, but don't really pay attention to it now." People don't take notes when they go to the opera.
http://sethgodin.typepad.com/seths_blog/2008/10/nine-steps-to-p.html
"The ability to simplify means to eliminate the unnecessary so that the necessary may speak."
Wordy slides detract from the experience. Simple slides keep the focus where it belongs - on you, the speaker.
White Space
"In Job's slides, you can see evidence of restraint, simplicity, and powerful yet subtle use of empty space."
http://www.presentationzen.com/
It takes confidence to deliver your ideas with photographs instead of words. Since you can't rely on the slides' text as a crutch, you must have your message down cold. But that's the difference between Jobs and millions of average communicators in business today. Jobs delivers his ideas simply, clearly, and confidently.
Einsten's Theory of Simplicity
If you can't explain it simply, you don't understand it well enough.
Plain English Campaign
Since 1979, this UK-based organization has been leading the fight to get governments and corporations to simplify their communications.
http://www.plainenglish.co.uk/
Author and advertising expert Paul Arden says that people go to a presentation to see you, not to read your words. "Instead of giving people the benefit of your wit and wisdom (words), try painting them a picture. the more strikingly visual your presentation is, the more people will remember it."
(from "It's Not How Good You Are, It's How Good You Want to Be")
Leonardo da Vinci stated, "Simplicity is the ultimate sophistication."
著者Carmine Galloのページ
http://www.carminegallo.com/
SCENE 9 Dress Up Your Numbers
Few people can grasp the concept of 700 billion, but they know lattes and college tuitions. Those numbers are specific and relevant.
SCENE 10 Use"Amazingly Zippy" Words
Jobs speaks the same way onstage as he does offstage. He has confidence in his brand and has fun with the words he chooses.
Don't be afraid of using simple words and descriptive adjectives. If you genuinely find a product "amazing," go ahead and say so. After all, if you're not excited about it, how do you expect the rest of us to be?
The words Jobs chooses to announce a new product have three characteristics:
- Simple. Free of jargon and with few syllables.
- Concrete. Very specific phrases. Short, tangible descriptions instead of long, abstract discussions.
- Emotional. Descriptive adjectives.
http://badpitch.blogspot.jp/
Your listeners and viewers are attempting to categorize a product - they need to place the concept in a mental bucket. Create the mental bucket for them. If you don't, you are making their brains work too hard.
Director's Notes
- Edit, edit, and edit some more.
- Run your paragraphs through thee UsingEnglish tool to see just how "dense" it is. http://www.usingenglish.com/
- Have fun with words.
He features supporting characters who perform key roles in the narrative.
Great actors are often said to be "giving"; they help other actors in the scene give better performances.
Everyone needs to shine for the good of the show.
Know What You Don't Know
He knows what he doesn't know. Jobs shares the spotlight with other actors, who add credibility and excitement to the plot.
Give Credit Where Credit's Due
Don't forget to credit the people who make it possible. I shows your customers that you are a person of integrity, and, by praising your employees or colleagues publicly, you inspire them to work harder for you.
Jobs built a rapport with his audience by acknowledging the people who matter - the people who build the products and the people who by them.
SCENE 12 Stage Your Presentation with Props
Kawasaki Method
Jobs introduces stage props in every presentation, usually during demonstrations. In The Macintosh Way, Guy Kawasaki writes that master communicators give good demo.
According to Kawasaki, good demos are as follows:
- Short.
- Simple.
- Sweet.
- Swift.
- Substantial.
I've rarely seen anyone use more props than a young Italian entrepreneur and television host, Marco Montemagno.
http://marcomontemagno.com/
Here are three guidelines he follows to create dynamic moments:
- Give your audience something to do.
- Ask someone to share the stage.
- Make use of your skill onstage.
It makes more sense to bring in an outsider who speaks directly to the intended audience.
Remember: individuals are more likely to act on information they have a connection with, but they cannot connect with anything that they have not internalized. Visual learners connect through seeing.
Commit to the demo. Commit to your demo, especially if your product has any entertainment value at all. Have fun with it.
SCENE 13 Reveal a "Holy Shit" Moment
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
The "holy shit" moment had been scripted to elicit an emotional response; the presentation as theater.
One Theme
The secret to creating a memorable moment is to identify the one thing - the one theme - that you want your audience to remember after leaving the room.
They will forget many of the details, but they will remember 100 percent of what they feel.
The presentation was meant to create an experience and to bring the headline to life. It struck an emotional connection with the listener.
The brain doesn't pay attention to boring things. It does pay attention to an "emotionally charged event."
If you can get the brain to put what amounts to a chemical Post-it note on an idea or a piece of information, the item will be more "robustly processed" and easily remembered.
Just as playwright sets the stage early and reveals the plot over time, Jobs never gives away the big moment right out of the gate. He builds the drama.
Every Steve Jobs presentation (...) is scripted to have one moment that will leave everyone talking.
Jobs has changed many things about his presentation style (...). Through it all, one thing has remained consistent - his love of drama.
Director's Notes
- People crave beautiful, memorable moments. Build them into your presentation. The more unexpected, the better.
- Script the moment. Build up to the big moment before laying it on your audience. Just as a great novel doesn't give away the entire plot on the first page, the drama should build in your presentation.
- Rehearse the big moment. Do not make the mistake of creating a memorable experience and having it bomb because you failed to practice.
http://www.slideshare.net/
ACT 3に続く。
http://nabochainuk.blogspot.jp/2012/09/the-presentation-secrets-of-steve-jobs-3.html.html
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