Apple CEO Steve Jobs took the stage unexpectedly on Wednesday, March 2, to introduce the new iPad2. After a Steve Jobs presentation the question that I typically hear is “Can anyone give a presentation like Steve Jobs?” The answer is yes—anyone can use his techniques. Of course, not everyone will have a product as compelling as a new iPad, but Jobs’ presentation techniques are capable of being replicated. The techniques are so predictable Steve Jobs himself uses the techniques in each and every presentation. Here are a few of them.
Stick to the Rule of 3. The human brain can process three or, at most, four points of information in short term memory. Since that’s the case then don’t bombard your audience with 23 points. Three will suffice. Steve Jobs and Apple’s marketing department know this very, very well. According to Jobs the iPad2 has three improvements. It’s thinner, lighter, and faster. If that’s all you know about the new device, it tells you a lot. This three-part description of the iPad also appeared on the home page of the Apple Web site as soon as Jobs unveiled it on stage. Apple’s Web site and marketing collateral are also consistently aligned with the executives’ presentations.
Share the Stage. A Steve Jobs presentation is rarely a one-man show. He shares the stage with other executives who appear in person or on video. Wednesday’s iPad2 launch was no exception. Jobs shared the stage with several others including Randy Ubillos, Apple’s chief video architect, and Jonathan Ive, Apple’s head designer, who appeared on video. Jobs also took a moment at the end of his presentation to thank Apple’s employees and their families. When delivering a presentation, it’s not all about you. Share the stage with the product and those who helped create it.
Create visual slides. A Steve Jobs presentation is highly visual. His slides are comprised mostly of images and some text. Instead of showing a slide that only contains bullet points (as most presenters do), an Apple slide will be divided into two—image on the left and a short list on the right. This is an effective way of displaying pictures and words. Researchers have discovered that images are more easily processed when they appear on the left side of the screen. This technique works regardless of the presentation software you choose to use: PowerPoint or Apple Keynote.
Finally, Steve Jobs is not afraid of showing his enthusiasm. During the iPad2 introduction, he said “I’m just blown away by this stuff” or “It blows my mind” and “It’s so cool.” If you’re genuinely excited about something, tell us. Most presentations are stiff, boring, and just plain dull. Enhance your presentation with some simple techniques that Steve Jobs uses to bring products to life.