Genius. Legend. Visionary.
These are but a few of the ways people have described the late, great Steve Jobs But beyond his business acumen, the man behind Apple® computers and Pixar Animation Studios
was perhaps the greatest keynote speaker of our time. There are more than
57,000 links to his presentations on YouTube.

What made his presentations so amazing that people all over the world want to see them? More
importantly, how can the rest of us learn from Steve to inspire our audiences
the way he did? In her excellent book, The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, Carmine Gallo takes us behind the scenes and offers Steve’s ten secrets that you can use for presentations that will inform, engage and, yes,
astound your audience.
Ten Secrets for Insanely Great Presentations
According to Carmine Gallo, before planning your presentation, it is critical to know the answer to the question that matters most to your audience: "Why should I care?" It is important to know how the point you are making or the product you are selling will change or improve the audience's lives. Here are Steve Jobs' ten secrets for giving great presentations:
1. Plan in analog. Brainstorm in advance of creating your presentation. You can use a pen and paper, a whiteboard or, better yet, a mind map like this:

DO NOT use PowerPoint to outline your presentation. It should only be used in the final step! (More on this later.)
2. Create Twitter-friendly headlines. Describe your product or service in 140 characters or less. Preferably, much less. Steve introduced the MacBook Air as simply, "The world's thinnest notebook." About the first-generation iPod, he tweeted, "It's one thousand songs in your pocket."
3. Introduce the villain. Steve
saw a presentation as a three-act play that must tell a story, but what is a
story without a hero and a villain? Before he introduced the famous 1984 ad to
a group of Apple salespeople, he set the stage, casting “Big Blue” as Goliath. ”IBM
wants it all,” he warned, and defiantly asserted that only Apple stood in its
way. His dramatic moment sent the crowd into frenzy.
While
the villain doesn’t have to be a competitor, it must be a common foe that your
audience will want to join with you in rallying against. Your product is then revealed
as the conquering hero.
4. Create visual slides. As
Carmine writes, “Neuroscientists are finding that the best way to communicate
information is through text and pictures, not text alone.” As for bullet
points, Steve never, ever, used them
and neither should you. Carmine has a section in her book titled, “Bullets
Kill” that describes why you should avoid using PowerPoint to create your
presentation.
Think
about what happens when you open PowerPoint. A blank-format slide appears that
contains space for words—a title and subtitle. This presents a problem. There
are very few words in a Steve Jobs presentation. Now think about the first
thing you see in the drop-down menu under Format: Bullets & Numbering. This
leads to the second problem. There are no bullet points in a Steve Jobs presentation.
The software itself forces you to create a template that represents the exact
opposite of what you need to speak like Steve!
Take a look at
the following comparison of bullet-point slides compared to the same
information, presented visually.

5. Practice, a lot. Most
people read their presentations off of their PowerPoint slides. This is why
most presentations are boring. Steve treated every slide as piece of poetry and
every presentation as a theatrical event. He wasn’t a natural presenter; he worked
very hard at it. Rehearse your presentation, toss the script and look at your
audience. Practice at making it look effortless.
6. Obey the ten-minute rule. It’s
a scientific fact that the brain gets tired after ten minutes. Steve’s
presentations typically lasted an hour and a half. He would break them up into
short intervals of ten minutes or less by interspersing videos, demonstrations,
or guest speakers. Don’t let your audience get tired or you’ll lose them.
A
great way to keep your audience’s attention when presenting information is
though sequencing, which builds the story within a visual one step at a time,
making the information much easier to digest.

7. Dress up your numbers. We often deal with large numbers or data that an
audience can’t comprehend without context. Breaking them down and presenting numbers
visually can overcome this. Notice how much more effectively the chart below
illustrates sales figures as opposed to a matrix of data.

8. Reveal a 'holy smokes' moment. Maya Angelou said, “People will forget what you said, people will forget what you
did, but people will never forget how you made them feel.” Steve Jobs always
produced a memorable moment in a presentation. When he introduced the MacBook
Air, he told his audience that while everyone had seen manila envelopes
floating around the office, what they had never seen was someone pulling a
notebook computer out of one—which is precisely what he did. The audience went
wild and images of that moment remain emblazoned in people’s minds more than 4
years later.
9. Sell dreams, not products. When it looked at the iPod, the world saw a
music player. What Steve Jobs saw was a tool to enrich people’s lives. Howard
Schultz of Starbucks didn’t have a passion to sell coffee; his vision was to
create an experience: a ‘third place’ between home and work where people would
want to gather. The dream met the customer’s need and the product sale took
care of itself.
10. Have fun! When was the last time you saw someone enjoying
giving a presentation? Steve Jobs had fun in every keynote. He made jokes at
his own expense. While most people give presentations to deliver information,
Steve always created an experience that his audience would enjoy and remember.
Most importantly, he sold them on becoming a part of his dream, not his
product.
How SmartDraw Will Help You Knock Their Socks Off
SmartDraw is the best tool for helping you
to create an insanely great presentation – it offers mind maps and storyboards
for the creative process and an array of templates for creating amazing
visuals. One of the great things about SmartDraw is that you don’t have to be
able to draw to use it—everything is automated and simple.
PowerPoint, on the other hand, sucks you
into thinking about slides, transitions, animations and themes without
carefully considering more important concepts like content, message, and
sequence of information. As mentioned, the very design of the software forces
you to use text and bullets that are the exact opposite of a great Steve Jobs
type presentation!
You can build a
well-organized, visually rich and animated presentation using SmartDraw. Once
your work is finished, SmartDraw will convert it into a PowerPoint slideshow
that is ready to present with one click. Amazing but true!
Check out this tutorial to help you get started using SmartDraw to create your next presentation.