Add this to the list of books I wish I wrote but didn’t: The Presentation Secrets of Steve Jobs – How to Be Insanely Great in Front of Any Audience.
This is a book about dead simple and inspiring communication… it’s messaging GOLD. Steve Jobs and Apple provide a lens through which to teach you frameworks.
The book reinforces so many For Impact Concepts: Selling at 30,000′, Altitude, Simplicity, Visual Engagement, Finding the Transformational Purpose.
If For Impact were a university this would be required reading for For Impact Communication 101. In class we would discuss how to apply these concepts to the 1:1 selling setting – mostly by setting them in a dialogue context.
From Gallo’s intro:
You will learn how Jobs does all of the following:
- Craft messages
- Presents ideas
- Generates excitement for a product or feature
- Delivers a memorable experience
- Creates customer evangelists
To this I would add one superseding bullet: “Changes the world.”
“If you pay close attention to Jobs, you will see that he doesn’t “sell” products; he sells the dream of a better future.” (See Steve Jobs Close)
“The most inspiring communicators share this quality—the ability to create something meaningful out of esoteric or everyday products. Starbucks CEO Howard Schultz does not sell coffee. He sells a “third place” between work and home. Financial guru Suze Orman does not sell trusts and mutual funds. She sells the dream of financial freedom. In the same way, Jobs does not sell computers. He sells tools to unleash human potential. Throughout this book, ask yourself, “What am I really selling?” Remember, your widget doesn’t inspire. Show me how your widget improves my life, and you’ve won me over. Do it in a way that entertains me, and you’ll have created a true evangelist. Along the way, you’ll also discover that Steve Jobs is motivated by a messianic zeal to change the world, to put a “dent in the universe.” In order for these techniques to work, you must cultivate a profound sense of mission.”
So… yeah… you can see why I like the book!