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The Wall Street Journal Bestseller!
Updated to include Steve Jobs's iPad and iPad2 launch presentations
Former Apple CEO Steve Jobs’s wildly popular presentations have set a new global gold standard—and now this step-by-step guide shows you exactly how to use his crowd-pleasing techniques in your own presentations.
The Presentation Secrets of Steve Jobs is as close as you'll ever get to having the master presenter himself speak directly in your ear. Communications expert Carmine Gallo has studied and analyzed the very best of Jobs's performances, offering point-by-point examples, tried-and-true techniques, and proven presentation secrets in 18 "scenes," including:
- Develop a messianic sense of purpose
- Reveal the Conquering hero
- Channel your inner Zen
- Stage your presentation with props
- Make it look effortless
With this revolutionary approach, you’ll be surprised at how easy it is to sell your ideas, share your enthusiasm, and wow your audience the Steve Jobs way.
Excerpt. © Reprinted by permission. All rights reserved.
The Presentation Secrets of Steve JobsHow to Be Insanely Great in Front of Any AudienceBy Carmine Gallo
McGraw-HillCopyright © 2010 Carmine Gallo
All right reserved.
Chapter OneSCENE 1
Plan in Analog
Marketing is really theater. It's like staging a performance.
Steve Jobs has built a reputation in the digital world of bits and bytes, but he creates stories in the very old-world tradition of pen and paper. His presentations are theatrical events intended to generate maximum publicity, buzz, and awe. They contain all of the elements of great plays or movies: conflict, resolution, villains, and heroes. And, in line with all great movie directors, Jobs storyboards the plot before picking up a "camera (i.e., opening the presentation software). It's marketing theater unlike any other.
Jobs is closely involved in every detail of a presentation: writing descriptive taglines, creating slides, practicing demos, and making sure the lighting is just right. Jobs takes nothing for granted. He does what most top presentation designers recommend: he starts on paper. "There's just something about paper and pen and sketching out rough ideas in the 'analog world' in the early stages that seems to lead to more clarity and better, more creative results when we finally get down to representing our ideas digitally," writes Garr Reynolds in Presentation Zen.
Design experts, including those who create presentations for Apple, recommend that presenters spend the majority of their time thinking, sketching, and scripting. Nancy Duarte is the genius behind Al Gore's An Inconvenient Truth. Duarte suggests that a presenter spend up to ninety hours to create an hour-long presentation that contains thirty slides. However, only one-third of that time should be dedicated to building the slides, says Duarte. The first twenty-seven hours are dedicated to researching the topic, collecting input from experts, organizing ideas, collaborating with colleagues, and sketching the structure of the story.
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! In fact, as you will learn in later scenes, texts and bullets are the least effective way to deliver information intended to be recalled and acted upon. Save your bullet points for grocery lists.
Visually engaging presentations will inspire your audience. And yes, they require a bit of work, especially in the planning phase. As a communications coach, I work with CEOs and other top executives on their media, presentation, and public speaking skills. One of my clients, a start-up entrepreneur, had spent sixty straight days in Bentonville, Arkansas, to score an appointment with Wal-Mart. His technology intrigued company executives, who agreed to a beta test, a trial run. Wal-Mart asked him to present the information to a group of advertisers and top executives. I met with my client over a period of days at the offices of the Silicon Valley venture capital firm that invested in his company. For the first day, we did nothing but sketch the story. No computer and no PowerPoint—just pen and paper (whiteboard, in this case). Eventually we turned the sketches into slide ideas. We needed only five slides for a fifteen-minute presentation. Creating the slides did not take as much time as developing the story. Once we wrote the narrative, designing the slides was easy. Remember, it's the story, not the slides, that will capture the imagination of your audience.
The Napkin Test
A picture is the most powerful method for conveying an idea. Instead of booting up your computer, take out a napkin. Some of the most successful business ideas have been sketched on the back of a napkin. One could argue that the napkin has been more important to the world of business ideas than PowerPoint. I used to think that "napkin stories" were just that—stories, from the imagination of journalists. That is until I met Richard Tait, the founder of Cranium. I prepared him for an interview on CNBC. He told me that during a cross-country flight from New York to Seattle, he took out a small cocktail napkin and sketched the idea of a board game in which everyone had a chance to excel in at least one category, a game that would give everyone a chance to shine. Cranium became a worldwide sensation and was later purchased by Hasbro. The original concept was simple enough to write on a tiny airline napkin.
One of the most famous corporate napkin stories involves Southwest Airlines. A lawyer at the time, Herb Kelleher met with one of his clients, Rollin King, at the St. Anthony's Club, in San Antonio. King owned a small charter airline. He wanted to start a low-cost commuter airline that avoided the major hubs and instead served Dallas, Houston, and San Antonio. King sketched three circles, wrote the names of the cities inside, and connected the three—a strikingly simple vision. Kelleher understood immediately. Kelleher signed on as legal counsel (he later became CEO), and the two men founded Southwest Airlines in 1967. King and Kelleher would go on to reinvent airline travel in the United States and build a corporate culture that would earn Southwest's place among the most admired companies in the world. Never underestimate the power of a vision so simple that it can fit on a napkin!
The Story Takes Center Stage
In Beyond Bullet Points, Cliff Atkinson stresses, "The single most important thing you can do to dramatically improve your presentations is to have a story to tell before you work on your PowerPoint file." Atkinson advocates a three-step storyboard approach to creating presentations:
Writing -> Sketching -> Producing
Only after writing—scripting—the scenes does he advocate thinking visually about how the slides will look. "To write a script, you need to momentarily set aside PowerPoint design issues like fonts, colors, backgrounds, and slide transitions. Although it might sound counterintuitive, when you write a script first, you actually expand your visual possibilities, because writing defines your purpose before you start designing. A script unlocks the undiscovered power of PowerPoint as a visual storytelling tool in ways that might surprise and delight you and your audiences." With a completed script in hand, you'll be ready to sketch and "produce" the experience. The script, however, must come first.
Nine Elements of Great Presentations
Persuasive presentation scripts contain nine common elements. Think about incorporating each of these components before you open the presentation program, whether you work in PowerPoint, Keynote, or any other design software. Some of these concepts will be explored in more detail later, but for now keep them in mind as you develop your ideas.
What is the one big idea you want to leave with your audience? It should be short (140 characters or less), memorable, and written in the subject-verb-object sequence. When Steve Jobs unveiled the iPhone, he exclaimed, "Today Apple reinvents the phone!" That's a headline. Headlines grab the attention of your audience and give people a reason to listen. Read USA Today for ideas. Here are some examples from America's most popular daily newspaper:
>> "Apple's Skinny MacBook Is Fat with Features"
>> "Apple Unleashes Leopard Operating System"
>> "Apple Shrinks iPod"
Aristotle, the father of public speaking, believed that successful speakers must have "pathos," or passion for their subject. Very few communicators express a sense of excitement about their topic. Steve Jobs exudes an almost giddy enthusiasm every time he presents. Former employees and even some journalists have claimed that they found his energy and enthusiasm completely mesmerizing. Spend a few minutes developing a passion statement by filling in the following sentence: "I'm excited about this product [company, initiative, feature, etc.] because it ______________________." Once you have identified the passion statement, don't be bashful—share it.
THREE KEY MESSAGES
Now that you have decided on your headline and passion statement, write out the three messages you want your audience to receive. They should be easily recalled without the necessity of looking at notes. Although Scene 5 is dedicated to this subject, for now keep in mind that your listeners can recall only three or four points in short-term memory. Each of the key messages will be followed by supporting points.
METAPHORS AND ANALOGIES
As you develop key messages and supporting points, decide on which rhetorical devices will make your narrative more engaging. According to Aristotle, metaphor is "the most important thing by far." A metaphor—a word or phrase that denotes one thing and is used to designate another for purposes of comparison—is a persuasive tool in the best marketing, advertising, and public relations campaigns. Jobs uses metaphors in conversations and presentations. In one famous interview, Jobs said, "What a computer is to me is the most remarkable tool that we have ever come up with. It's the equivalent of a bicycle for our minds."
Sales professionals are fond of sports metaphors: "We're all playing for the same team"; "This isn't a scrimmage; it's for real"; or "We're batting a thousand; let's keep it up." While sports metaphors work fine, challenge yourself to break away from what your audience expects. I came across an interesting metaphor for a new antivirus suite of applications from Kaspersky. The company ran full-page ads (the one I saw was in USA Today) that showed a dejected medieval soldier in a full suit of armor walking away, with his back toward the reader. The headline read, "Don't be so sad. You were very good once upon a time." The metaphor compared today's Internet security technologies (Kaspersky's competitors) to slow, cumbersome medieval armor, which of course is no match for today's military technology. The company extended the metaphor to the website with an image of a suit of armor and the same tagline. The metaphor was consistent throughout the company's marketing material.
Analogies are close cousins of metaphors and also are very effective. An analogy is a comparison between two different things in order to highlight some area of similarity. Analogies help us understand concepts that might be foreign to us. "The microprocessor is the brain of your computer" is an analogy that works well for companies such as Intel. In many ways, the chip serves the same function in the computer as a brain serves in a human. The chip and the brain are two different things with like features. This particular analogy is so useful that it is widely picked up by the media. When you find a strong analogy that works, stick with it and make it consistent across your presentations, website, and marketing material. Jobs likes to have fun with analogies, especially if they can be applied to Microsoft. During an interview with the Wall Street Journal's Walt Mossberg, Jobs pointed out that many people say iTunes is their favorite application for Windows. "It's like giving a glass of ice water to someone in hell!"
Jobs shares the spotlight with employees, partners, and products. Demos make up a large part of his presentations. When Jobs unveiled a new version of the OS X operating system, code-named Leopard, at Apple's Worldwide Developers Conference (commonly abbreviated WWDC, the annual conference is an Apple event to showcase new software and technologies) in June 2007, he said Leopard had three hundred new features. He chose ten to discuss and demonstrate, including Time Machine (automated backup), Boot Camp (runs Windows XP and Vista on Mac), and Stacks (file organization). Instead of simply listing the features on a slide and explaining them, he sat down and showed the audience how they worked. He also chose the features he wanted the press to highlight. Why leave it to the media to decide which of three hundred new features were the most compelling? He would tell them.
Does your product lend itself to a demonstration? If so, script it into the presentation. Your audience wants to see, touch, and experience your product or service. Bring it to life.
I worked with Goldman Sachs investors to prepare the CEO of a Silicon Valley semiconductor start-up that was about to go public. The company shrinks chips that create audio sound for mobile computers. As we were planning the investor presentation, the CEO pulled out a chip the size of a fingernail and said, "You wouldn't believe the sound that this generates. Listen to this." He turned up the volume on his laptop and played music that impressed those of us who were in the room. It was a no-brainer to use the same demonstration (with a more dramatic buildup) when the executive pitched the company to investors. The IPO went on to become a huge success. An investor who had underwritten the company later called me and said, "I don't know what you did, but the CEO was a hit." I didn't have the heart to say that I stole the idea from the Steve Jobs playbook.
Jobs shares the stage with key partners as well as his products. In September 2005, Jobs announced that all of Madonna's albums would be available on iTunes. The pop star herself suddenly appeared via webcam and joked with Jobs that she had tried to hold out as long as possible but got tired of not being able to download her own songs. Whether it's an artist or an industry partner like the CEOs of Intel, Fox, or Sony, Jobs often shares the stage with people who contribute to Apple's success.
CUSTOMER EVIDENCE AND THIRD-PARTY ENDORSEMENTS
Offering "customer evidence" or testimonials is an important part of the selling cycle. Few customers want to be pioneers, especially when budgets are tight. Just as recruiters ask for references, your customers want to hear success stories. This is especially critical for small companies. Your sales and marketing collateral might look great in that glossy four-color brochure, but it will be met with a healthy degree of skepticism. The number one influencer is word of mouth. Successful product launches usually have several customers who were involved in the beta and who can vouch for the product. Incorporate customer evidence into your pitch. Including a quote is simple enough, but try going one step further by recording a short testimonial and embedding the video on your site and in your presentation. Even better, invite a customer to join you in person (or via webcam) at a presentation or an important sales meeting.
Do you have third-party reviews of your product? Always use third-party endorsements when available. Word of mouth is one of the most effective marketing tools available, and when your customers see an endorsement from a publication or an individual they respect, it will make them feel more comfortable about their purchasing decisions.
Very few presenters incorporate video into their presentations. Jobs plays video clips very often. Sometimes he shows video of employees talking about how much they enjoyed working on a product. Jobs is also fond of showing Apple's most recent television ads. He does so in nearly every major new product announcement and has been doing so since the launch of the famous Macintosh 1984 Super Bowl ad. He's been known to enjoy some ads so much that he showed them twice. Near the end of his presentation at Apple's WWDC in June 2008, Jobs announced the new iPhone 3G, which connects to higher-speed data networks and costs less than the iPhone that was currently on the market. He showed a television ad with the tagline "It's finally here. The first phone to beat the iPhone." When the thirty-second spot ended, a beaming Jobs said, "Isn't that nice? Want to see it again? Let's roll that again. I love this ad."
Including video clips in your presentation will help you stand out. You can show ads, employee testimonials, scenes of the product or of people using the product, and even customer endorsements. What could be more persuasive than hearing directly from a satisfied customer—if not in person, then through a short video clip embedded in your presentation? You can easily encode video into digital formats such as MPEG 1, Windows Media, or Quicktime files, all of which will work for most presentations. Keep in mind that the average viewed clip on YouTube is 2.5 minutes. Our attention spans are shrinking, and video, while providing a great way to keep the audience engaged, can be overused if left to run too long. Use video clips in your presentations, but avoid clips that run much longer than two to three minutes.
Excerpted from The Presentation Secrets of Steve Jobsby Carmine Gallo Copyright © 2010 by Carmine Gallo. Excerpted by permission of McGraw-Hill. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.
From the Back Cover
WALL STREET JOURNAL BESTSELLER
"Be forewarned: if you pick up this book, your presentations will never be the same again."
―Martin Lindstrom, bestselling author of Buyology
"The Presentation Secrets of Steve Jobs reveals the operating system behind any great presentation and provides you with a quick-start guide to design your own passionate interfaces with your audiences."
―Cliff Atkinson, author of Beyond Bullet Points and The Activist Audience
"Now you can learn from the best―both Jobs and Gallo. Whether you are a novice presenter or a professional speaker like me, you will read and reread this book with the same enthusiasm that people bring to their iPhones."
―David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave
"No other leader captured an audience like Steve Jobs did and, like no other book, The Presentation Secrets of Steve Jobs captures the formula Steve uses to enthrall audiences."
―Rob Enderle, The Enderle Group
- ASIN : B002Z8IWMS
- Publisher : McGraw Hill; 1st edition (October 2, 2009)
- Publication date : October 2, 2009
- Language : English
- File size : 7180 KB
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- Text-to-Speech : Enabled
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- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 347 pages
- Best Sellers Rank: #441,025 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
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Reviewed in the United States on March 4, 2011
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The back stories about Jobs are entertaining and inspiring. This is well written and I look forward to reading more from this author.
I ordered the first Windows-compatible model on launch day. I had to wait until then because I didn't have a working Mac at the time; now I have two of them. Since then, I've accumulated new iPods at the rate of roughly one a year. Some day soon I'll be able to open a small museum featuring all of them and the three inch thick PowerBook that I used in grad school (it came with a whopping 32 Mb hard drive).
Am I a prodigal gadget geek? A spendthrift music maven. Nah. I blame the presentation skills of Steve Jobs.
You can't get very far studying current ideas about presentations and public speaking without the example of Steve Jobs popping up over and over again. And for good reason-- he excels at selling us stuff. Jobs is one of the few CEOs of a large corporation who is a household name and whose presentation skills clearly add value to his company. His showmanship at Apple's product launches generate buzz and demand-- if not lust-- for Apple's products. Clearly my expanding collection of superseded iPods proves that I'm not immune. And when Jobs was ill there was a great deal of concern about whether Apple would be able to generate anything close to that excitement without him and whether the company would be mortally wounded by his absence at these events. His value to Apple is so great that the SEC opened an investigation into whether shareholders had been harmed because Jobs' illness had been downplayed. If he wasn't around to convince us we had to have stuff that we never knew we needed, who would?
So it isn't surprising that many of the leading presentation experts focus on Jobs as a clear example of how strong presentations can make a real impact. What has amazed me is how many of these writer (Gar Reynolds, Presentation Zen; Guy Kawasaki, all kinds of great books) have actually worked with Apple or on Steve Jobs' presentations. It seems that Apple isn't just a place where they create great presentations but also a crucible of thought on what it takes to make a presentation great.
Now Carmine Gallo has written The Presentation Secrets of Steve Jobs with the idea of pulling back the curtain on Jobs' big presentations to show us how they are put together and some techniques that we can borrow to improve our own talks. Probably the most important thing that Gallo reveals is how much work actually goes into crafting one of Jobs' presentations. Despite the fact that the final results are persuasive, polished, and entertaining, Steve Jobs is not a natural presenter who just gets up in front of an audience and speaks off the top of his head. Instead, he relies on a whole team of professionals who spend weeks helping him write, design and rehearse every one of his talks. Suddenly it makes sense that so many of those experts have personal experience with Jobs.
While this might initially seem discouraging to those of us who don't have the resources of an entire corporation at our disposal, it's actually very liberating to know because it means you don't have to be a "natural" either. With enough thought, planning and practice anyone can improve their public speaking skills. Sure, it's going to take some effort to put together and deliver a really great talk, but making the effort can help you rise above the sea of bad presentations out there. Work hard on your presentation and deliver it in a way that makes it look effortless and you can be a star!
Some of the other major strategies that Gallo focuses on include:
Making time for rehearsal: Jobs rehearses his presentations over and over and over again until he's confident that he knows his material and that he's got all of the various elements (script, slides, props, demos) just right. Rehearsing will help you iron out the kinks in your own talk and calm your nerves when you're confident that you know what you're going to say.
Taking the needs of your audience into consideration: It isn't enough to just get up in front of an audience and share information or try to sell something. Steve Jobs knows that he needs to meet the expectations of his audience if he wants to hold their attention. They need to see Steve Jobs up on stage in his familiar black turtleneck with cool new gadgets, jokes, slick slides and product demos (preferably short ones). You need to be just as aware of the needs of your audience and focus on how you're going to engage them.
Displaying your passion for your topic: If you don't feel strongly about what you're talking about, how do you expect your audience to care? Gallo repeatedly quotes Jobs discussing his belief that his success is due to the fact that he feels passionately about his work. There's a great scene where Jobs tears up during the editing of Apple's "Think Different" commercials because he is so moved by the message that he's helping craft. He sees Apple as having changed the world in a positive way and encourages others to do work that they really believe in. Anyone who has ever worked to sell a product or an idea knows that it's a lot easier when you're selling something that you can believe in yourself.
Creating an antagonist: One of the best ways to build strong emotions for a product-- create a villain. Jobs often contrasts the ideas he's presenting against examples of other companies (Microsoft), products (the PC) or technical limitations (slow internet access on conventional cellphones). Presenting a problem and offering a solution is a great way to win over an audience while building excitement and loyalty.
There is much more to recommend in The Presentation Secrets of Steve Jobs, though the book does have a few drawbacks. Using the example of one public figure throughout is an interesting way to focus attention, though some readers may want to hear about the strategies of other speakers. And it does get repetitive hearing the same Apple launch presentations recounted over and over again. The design of the book itself is also a bit awkward-- side topics are often jammed into the main text in a way that makes it hard to follow.
But this is a book that has a lot of valuable concepts for students of public speaking, especially those who don't come to it as "naturals" and need tips on how to prepare in order to overcome that challenge.
I have always admired the oratorical skills of Steve Jobs, particularly the brilliant Apple keynote speeches and his iconic commencement address at Stanford. I do
my fair share of public speaking and aspire to have the smooth style, brevity and enthusiasm that are intrinsic to the grand master. Carmine Gallo does an inspiring job in deconstructing the key elements of the Jobs' oratorical techniques so as to understand how to deliver a phenomenal presentation. This book was an easy and interesting read and I found it to be of great utility and immediately integrated the tenets and secrets of Steve Job's rhetorical skills and passionate style into my own public addresses, whether the audience be one person or an auditorium-full of people. In the following words, I will summarize the salient points made by Carmine Gallo.
Regarding the use of data during a presentation, make it specific, relevant, and contextual. Speak in simple, clear, and direct language. Unclutter and eliminate redundant language, buzzwords, and jargon. Edit, edit, and edit some more. Gallo references Kawasaki's qualities of an outstanding demonstration: simple, short, sweet, swift and substantial.
Make an effort to stroke the dopamine receptors of your audience. After all, your customers are your sales force and the most potent evangelists for your cause.
Dopamine greatly aids memory and information processing and if you can get the brain to put a chemical "post-it" note on an idea, it will be more robustly processed and easily remembered. Powerful terms, when integrated them into your talks, will help release the dopamine, as will an emotionally charged delivery. SJ loved the following zippy words: amazing; incredible; gorgeous; insanely great; coolest; buckle up; put on your shoulder harness; lust object; stunning; miraculously engineered.
Presentation skills are fundamental. It is important to maintain good eye contact and positive body language: an open body without fidgeting or other distracting habits without looking back at slides or hiding behind the lectern. The delivery should vary the vocal volume, inflection, and cadence. Filler words should be avoided and pauses should be used in their place. Unleash your inner Zen by using very few words and plenty of compelling visuals. An energetic delivery is quintessential--passion in the voice, a bounce in the step, and a smile on the face are inspirational. Enthusiasm makes one likable. Share your passion for your, subject and your enthusiasm will be contagious.
One's speaking style should be informal and casual. Never read slides or turn your back to the audience. Slides should be highly visual with one key idea only. Memorize the one key idea per slide. Practice the entire presentation without notes simply using slides as prompter. Spontaneity is the result of planned practice!
Steve Jobs consistently adheres to the rule of three: the human mind can only consume three points of information in short-term memory. Our brains crave meaning before detail, so deliver the big picture before filling in the details. If you can't describe your product or service in 140 characters or less, go back to the drawing board. Every great book or movie has a hero and a villain. Consider a presentation in the same way--a theatrical event complete with a protagonist and antagonist. Jobs uses the rhetorical device of raising a question and providing the answer. Your audience is asking what's in it for me? Don't leave them guessing. The villain can be a competitor or in many cases a problem in need of a solution.
Most presenters have more information than they can easily convey in a short amount of time. Don't try to squeeze in everything. Simplify communications. If you want to deliver a Jobs-worthy presentation, avoid content overload. The 10-minute rule simply states that your audience will lose attention after 10 minutes. At the 10-minute mark introduce a break in the action: a video, stories, another speaker, and a demo all can be effective. A prop is anything to take the attention away from the presentation and gives the audience a break from the slides. They appreciate the diversion.
In summary, Carmine Gallo's book is a winner and will prove to be of great help in improving the communication skills of anybody doing a presentation. I only wish that the presenters at many of the medical lectures that I have attended had read this book!
Andrew Siegel, M.D.
AUTHOR OF: PROMISCUOUS EATING--UNDERSTANDING AND ENDING OUR SELF-DESTRUCTIVE RELATIONSHIP WITH FOOD
Top reviews from other countries
It is easy to read, and the simpler ideas can be put straight into practice. If you have depended on death by Powerpoint and are a huge fan of bullet points this may be bad news for you! However if you wish to improve the effectiveness of your communication it is definitely worth a look. Like other reviewers, I suggest you accompany it with one of the books on picture presentation. Whilst Gallo does talk about this, The Zen Presentation book goes into more detail and compares poor with adequate and what the author regards as the optimum.
If you can only afford one book I would recommend this.
Whilst good, I would supplement this book with Presentation Zen: Simple Ideas on Presentation Design and Delivery (Voices That Matter) and Presentation Zen Design: Simple Design Principles and Techniques to Enhance Your Presentations (Voices That Matter) as the book has less information on the process of designing slides to support you presentation.
I have been on a number of presentation workshop and this book supports and builds on what I've leant first hand. It is also ideal for someone new to presentation.
In short: buy it.
1. It is nothing new
2. Steve Jobs was seemingly no more than a competent presenter so not many good examples to highlight the successful use of certain techniques:It is pretty inelegant in explaining why certain techniques are important, which is a major failure in a text about rhetoric.
3. It becomes irritating, continually demanding that you accept Steve Jobs as the master presenter of his age in a whining accent and irritatingly over-pronounced syllables.