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Steve Jobs

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The Presentation

Secrets of

Steve Jobs

How to Be

Insanely Great

in Front of Any Audience

Carmine Gallo

Columnist, Businessweek.com

New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto

Copyright © 2010 by Carmine Gallo. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-163675-9

MHID: 0-07-163675-7

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To my father, Franco, an insanely great man

who has lived an extraordinary life

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CCOONTE

NTENT

NTSS

Acknowledgments

vii

Prologue: How to Be Insanely Great

in Front of Any Audience ix

ACT 1
CREATE THE STORY

1

SCENE 1
Plan in Analog

3

SCENE 2
Answer the One Question That Matters Most

15

SCENE 3
Develop a Messianic Sense of Purpose

27

SCENE 4
Create Twitter-Like Headlines

39

SCENE 5
Draw a Road Map

49

SCENE 6
Introduce the Antagonist

63

SCENE 7
Reveal the Conquering Hero

75

INTERMISSION 1
Obey the Ten-Minute Rule

83

ACT 2
DELIVER THE EXPERIENCE

85

SCENE 8
Channel Their Inner Zen

87

SCENE 9
Dress Up Your Numbers

105

SCENE 10
Use “Amazingly Zippy” Words

113

SCENE 11
Share the Stage

127

SCENE 12
Stage Your Presentation with Props

137

SCENE 13
Reveal a “Holy Shit” Moment

151

INTERMISSION 2
Schiller Learns from the Best

161

ACT 3
REFINE AND REHEARSE

165

SCENE 14
Master Stage Presence

167

SCENE 15
Make It Look Effortless

179

SCENE 16
Wear the Appropriate Costume

195

SCENE 17
Toss the Script

199

SCENE 18
Have Fun

207

Encore: One More Thing 215

Notes 219

Index 233

v

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AC

ACKKNNO

OW

WLLEEDDGGM

MEENNTTSS

This book is a collaborative effort. The content took

shape with the help of family, colleagues, and the

amazing staff at McGraw-Hill. Big thanks to my edi-

tor, John Aherne, for his enthusiasm and counsel, and

to Kenya Henderson, for making it all happen! McGraw-Hill

design, marketing, and public relations staff are among the best

in the book publishing industry. I’m honored they share my

excitement about the subject.

My wife, Vanessa, manages our business at Gallo Commun-

ications Group. She worked tirelessly to prepare the manuscript.

How she found the time between juggling our business and car-

ing for our two children is beyond the scope of “mere mortals.”

Many thanks to my editor at BusinessWeek.com, Nick Leiber,

who always seems to find a way to improve my columns. As

always, thank you, Ed Knappman, my encouraging agent at

New England Publishing Associates. Ed’s knowledge and insight

are second to none.

I owe thanks to my parents, Franco and Giuseppina, for their

unwavering support. Thank you, Tino, Donna, Francesco, Nick,

Patty, Ken, and many other close friends and family members

who understood why I couldn’t be around or why I had to skip

golf on weekends. Back to the course!

My girls, Josephine and Lela. You are Daddy’s inspiration. All

your patience during Daddy’s absence will be rewarded with an

insanely great visit to Chuck E. Cheese.

vii

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PRO

PROLLO

OGGUUEE

How to Be

Insanely Great

in Front of

Any Audience

A person can have the greatest idea in the world—

completely different and novel—but if that person can’t

convince enough other people, it doesn’t matter.

GREGORY BERNS

Steve Jobs is the most captivating communicator on the

world stage. No one else comes close. A Jobs presenta-

tion unleashes a rush of dopamine into the brains of

his audience. Some people go to great lengths to get this

hit, even spending the night in freezing temperatures to ensure

the best seat at one of his speeches. When they don’t get that

BOOK: Steve Jobs
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