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The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience Hardcover – October 2, 2009
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About the Author
Carmine Gallo is the communications coach for the world’s most admired global brands. A former anchor and correspondent for CNN and CBS, Gallo has addressed executives at Intel, Cisco, Google, Medtronic, Pfizer, and many others. Gallo writes "My Communications Coach," a regular column for Forbes.com. He has written several bestselling and award-winning books, including The Innovation Secrets of Steve Jobs. Gallo has been featured in The Wall Street Journal, The New York Times, Success magazine, and on CNBC. Gallo’s latest book, The Power of Foursquare, reveals how innovative businesses around the world are leveraging new mobile marketing tools to attract and engage customers. Gallo, who lives in Pleasanton, California, with his wife and two daughters, may be found online at www.carminegallo.com.
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The author, Carmine Gallo shared 18 things that Jobs did in his presentations that every communicator needs to do. Here are a few that jumped out to me personally as applicable for pastors.
Plan in analog. Before starting to write a sermon or presentation, know where it will go. Don't start with pictures, slides, graphics, notes or handouts. Research, plan, know the goal and then write it.
Answer the question that matters most. According to Gallo, when people listen to a presentation they have one question, "Why should I care?" While that is not the only question a pastor should answer in a sermon, I believe Gallo is right in that, if you don't answer this question it will be hard to keep their attention when you get to Jesus.
Create twitter-like headlines. This has been written about by Dave Ferguson in The Big Idea and Andy Stanley in Communicating for a Change. Have one main idea you are trying to get across, not 3 or 5 points. One thing, hammer it over and over.
Make it look effortless. Preaching is hard work, it is weighty. But, when you stand up to preach, you should be so prepared that it looks effortless. You should know your topic, be ready, confessed your sins to God, preach with a right heart that it just flows out of you.
Here are a few other things that jumped out:
-Jobs didn't sell products, he sold the dream of a better future.
-Jobs explained the why before the how.
-The people who are crazy enough to think they can change the world are the ones who do.
-Your brain craves meaning before details.
-In a presentation, start with the big picture - the problem - before filling in the details (your solution).
-Always answer, "Why do you need this?"
-Ideas are more easily remembered when associated with a picture.
Presentation Secrets of Steve Jobs clearly outlines the elements Jobs used so successfully, and (key for me) takes the emphasis off the slides and puts it where the rubber hits the road: my interaction with the audience. Planning and outlining, thinking through what I need to get across, engaging the audience members - I was able to do all those things much more effectively. I still keep that presentation and review it occasionally before doing a new one, as a sort of shorthand for all the lessons I learned from Gallo's book. I've re-read the book as well.
Very good purchase - returned in results much more than I paid for it. I'd recommend it to anyone who realizes that they can do better in their presentations, but isn't sure how to go about it. Much more thorough and effective than the occasional articles about presentations you may see in various places, with hands-on advice and examples. And a pleasure to read as well! 5 stars.
If you have answered, "Yes", to any of these questions, then this book is for you. This book vindicates your feeling that there is a better way to conduct sales meetings, to craft PowerPoint presentations, and to use the technology towards the purpose for which it was designed. Granted, this is not the only book that makes this claim - and it does seem that there is a cottage industry among "communications consultants" who have written similar books - but this is clearly the best one I've read.
And, this is for two reasons I think: First, Gallo focuses on one person's presentation style - Steve Jobs - on whom we can all agree that he is a master of this game. And, second, Gallo has done the hard work of identifying and outlining what makes Jobs' presentations really work. Jobs creates a storyline, treats the presentation as theater, and enacts it as performance.
With Gallo as a guide - and his suggestion that we all study Jobs's presentations available on YouTube - we are encouraged to have the courage to give better presentations and to stand up to our colleagues and superiors who insist on giving the same old boring PowerPoint presentation, because "it is what it is."
The only reason that I didn't give this book a 5-star rating is that Gallo suggests that we, like Jobs, create drama in our presentations by offering a foil or enemy, like Jobs does with Microsoft. I have always felt that this was hokey and unnecessary, and although I'm a Mac enthusiast, I wish Apple would stop doing this. If you can get past this minor criticism, you will rate this a 5-star book for yourself.