Steve Jobs
Authors: Presentation Secrets
The Presentation
Secrets of
Steve Jobs
How to Be
Insanely Great
in Front of Any Audience
Carmine Gallo
Columnist, Businessweek.com
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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.
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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
Prologue: How to Be Insanely Great
SCENE 2
Answer the One Question That Matters Most
SCENE 3
Develop a Messianic Sense of Purpose
SCENE 4
Create Twitter-Like Headlines
SCENE 6
Introduce the Antagonist
SCENE 7
Reveal the Conquering Hero
INTERMISSION 1
Obey the Ten-Minute Rule
SCENE 8
Channel Their Inner Zen
SCENE 10
Use “Amazingly Zippy” Words
SCENE 12
Stage Your Presentation with Props
SCENE 13
Reveal a “Holy Shit” Moment
INTERMISSION 2
Schiller Learns from the Best
SCENE 15
Make It Look Effortless
SCENE 16
Wear the Appropriate Costume
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
