iPresent: How to enthrall your audience like Steve Jobs – Part 2
Derived from : Carmine Gallo; The Presentation Secrets of Steve Jobs
RAP1 : Why Should I Care?
PROFIT : We’ve all got things to do… So, why would I spend my valuable time listening to you? If you don’t nail this, you won’t have an audience… What’s the number one thing your audience wants to know? What’s their major concern?
Watch the video, read the RAP and apply it.
Identify the Enemy
“It is now 1984. It appears that IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money…” *
“The most advanced phones are called ‘smartphones’, so they say… The problem is they are not so smart and they are not so easy to use.”
“The only problem with Microsoft is they just have no taste. And I don’t mean that in a small way. I mean that in a big way.”
* All quotes by Steve Jobs.
Present the Hero
Who’s the enemy? What’s the problem you’re solving? Why do we need this?
Think of your favourite movie… Every great story has a hero and a villain. Batman and the Riddler. Luke and Darth. Al Gore and the Environment.
For high emotional engagement you need someone to cheer for and someone to rail against.
Create the villain early. The goal is to make some space in the brain. It’s like giving someone an empty coffee cup. It demands it be filled. It sets up a tension, that requires a solution.
And, describe the problem in detail. Place us right there in the thick of it. This is why it doesn’t work…
This sets up the rest of your presentation. Grab my attention early, rally the troops and together we’ll conquer the enemy.
The villain/hero is crucial for your branding too…
See the Mac and Pc ads on the Apple website.
Also, see Book Rapper issue Brand Worship for more.
Change the World
“We’re here to put a dent in the universe.”
“Find something you love to do so much, you can’t wait for the sun to rise to do it all over again.”
“…going to bed at night saying we’ve done something wonderful, that’s what matters to me.”
Let’s be honest… It’s not about the money. It’s not about making a sale. It’s not even about your product.
Apple create products to release human potential. Steve Jobs is out to change the world.
To be this successful you need to tackle something you find interesting. Without this, you won’t make it through the tough times.
For you, it’s about looking back at the end of your day/year/life and saying to yourself, ‘I did good!’
For your audience, it’s about rallying them to a better future, a better world and a richer life.
That’s the job of a leader. To present a context that stimulates people to take action.
To do this… get in touch with your passion, love and purpose. Your most powerful presentations will come from here!
If you can’t look yourself in the eye, then you won’t be able to face your audience with strength, power and clarity.
What’s your call to action?