In his talk, Carmine Gallo demonstrates how extraordinary leaders such as Steve Jobs, Bill Gates, and others communicate the vision and the value behind their service, product, or brand.
Gallo addressed the Stanford GSB as part of the Mastery in Communication Initiative's Expert Speaker Series. Gallo is author of "The Presentation Secrets of Steve Jobs" .
0:00 on 0:02 the more 0:05 good afternoon thank you thanks for inviting me today wanna help 0:09 all love you sell your ideas the state jobs away 0:13 I like to call this the new rules are persuasive presentations 0:17 because I think to a law to view these techniques 0:20 will be new or at least maybe it's a new way of looking at an old problem 0:26 which shares how do we sell our ideas 0:30 affectively as graduate students and Stanford 0:33 you all have ideas to share you have ideas for new products new businesses 0:40 new methods new ways of doing things ideas that are gonna change the world 0:44 some people are better 0:47 then others at telling their story Steve Jobs for example 0:53 is an extraordinary story teller is so exceptional in fact I wrote an entire 0:58 book on him 0:59 the Presentation Secrets of Steve Jobs now this book I am proud to say is 1:04 becoming international bestseller 1:06 in companies around the world companies that recruit from Stamford 1:11 or using some of these techniques to completely transform 1:16 the way they communicate vision behind their companies 1:20 how many have you were here when Alan Mulally spoke 1:23 see your for last week Alan call me personally last year call me on my cell 1:29 phone I was actually in the GM 1:31 at the time on my treadmill kinda embarrassing runnin out thank you 1:35 why is this guy calling from Detroit any said this is Alma wali from four dis 1:39 wanna know 1:40 I read this covered conference really helped a lot so 1:43 that's the kinda run reaction on getting from people 1:46 but it's not just about Steve Jobs I'm going to 1:51 give you ideas from many many other communicators 1:55 who consciously or not apply the very same techniques 2:00 when they're pitching their companies are pitching their products but let's 2:04 begin with in premise 2:06 hope we can all agree with a person can have the greatest idea in the world 2:10 but if that person can I convince enough other people 2:13 it doesn't matter it's always matter to Steve Jobs 2:17 Steve Jobs always thinks differently 2:21 about communicating their vision behind 2:24 Apple and watching the rest of us learned I learned quite a bit 2:28 techniques that I now offer my clients my clients 2:33 touch your life every single day for the computers you buy 2:38 to the electronic gadgets you use to the foods you eat 2:43 to the medical devices that keep you healthy to the cars you drive to the 2:47 ghastly goes into those cars 2:49 in the energy that keeps america moving forward my clients are in the news every 2:53 day 2:54 they improve your life every day and they are using these techniques 2:57 and some of them here medtronic especially which is a big client the 3:02 mine 3:03 recruits directly from Stanford and they are using these techniques 3:07 so I hope that you are a receptive audience I want to teach you some of the 3:12 techniques 3:13 that we use with high-level executives game 3:17 should I go through them the ones that apply to you specifically the ones that 3:22 you can adopt a day 3:23 for your very next presentations start with the most important one 3:27 passion passion is 3:30 everything you cannot inspire 3:33 unless you're inspired yourself and first aide jobs passion plays a very 3:39 very important role 3:40 at Apple in 1997 Steve Jobs returned to Apple 3:45 after a 12-year absence Apple was very close to bankruptcy at the time Steve 3:51 Jobs held an informal staff meeting 3:53 I'm a show you a clip from that meeting its informal 3:57 you can tell because he's wearing shorts when he really wants to dress up to 4:01 where 4:02 blue jeans a running shoes so informal staff meeting but listen 4:06 to parole passion would play 4:10 in revitalizing the Apple brand when 4:16 Martin held lose their own 4:20 he world the world 4:24 and were here 4:27 you us 4:31 well yeah 4:35 we're on a long one well 4:39 well what the 4:44 where all and 4:50 were is mean 4:54 well one or no 4:59 them well 5:05 well cool 5:08 cool with coral 5:12 is that when the wall 5:15 with hand yet in well 5:19 who people with passion 5:24 can change the world for the better this will certainly believes that 5:28 Richard Tait was a quiet the mind about five years ago 5:32 classic American entrepreneur or sketches an idea 5:36 on the back up an airplane napkin during a cross-country flight 5:40 an idea for a board game which 5:43 everyone could excel in one area or another 5:46 some people are better at trivia art culture 5:49 music what game did he build 5:53 cranium walk in Ukrainian headquarters 5:57 and you are hit with a wave of fine 6:00 enthusiasm and engagement the likes of which I've rarely seen in corporate 6:05 America 6:06 but again you need to understand that it starts from the leader 6:10 it starts from the entrepreneur whose vision it was to build back company 6:14 weapons Richert a passionate about 6:17 passion is contagious by the way 6:20 he is passionate not so much about building 6:24 board games he's passionate about building self-esteem 6:28 and he comes across in every conversation you have with them 6:31 and every television interview especially when he's asked a question 6:35 like 6:36 where did great ideas come from 6:40 it he no 6:44 his his 6:47 his purses 6:50 was here 6:54 as you know his 6:57 first he had a GRT who 7:02 that rises much who was it 7:07 yes is all my heart your his 7:11 and that is a his 7:15 procedure here you see it you know it 7:18 I his 7:21 yet said your his 7:29 course he say he s 7:33 Bhosale you know well 7:37 go or you see gateway his 7:47 30 yes never gone 7:50 sources his 7:54 all or years of chayon 7:59 we sold a million games with no advertising our customers are our best 8:03 sales force 8:04 did you see the reaction to the host 8:08 passion is contagious when I first worked where for Richard Tait 8:12 a colleague of mine said that within five minutes you're going to want to 8:16 work at cranium 8:17 now I didn't go to work for cranium but I understand I understand 8:21 when I interviewed Suzy Orman who is one of the world's great financial planners 8:25 I asked her point blank I so what makes you such an extraordinary communicator 8:29 she said because I've learned to appeal to somebody's heart before their brain 8:33 I understand what you saying you need to make emotional connections with people 8:38 you need to share what you're passionate about she's not passionate about mutual 8:42 funds 8:44 Suzy Orman is passionate about avoiding the crushing 8:48 financial debt that caused so much pain for her and her family she was growing 8:52 up 8:53 what does Starbucks cell where they sell 8:58 profit so why is it that when I interviewed Howard Schultz for 9:02 BusinessWeek article and 9:03 a book about three years ago he rarely mention the word coughing 9:07 I do so in poppy because that's not what he is selling 9:11 any was very adamant about it they are selling 9:14 a workplace that treats people with dignity and respect 9:19 happy customers are happy employees Eagle happy customers 9:25 what a formula words from Starbucks 9:28 but he rarely mention the work of Bani said how or what 9:31 why are you talking about copy that's what you sell 9:34 he said washer ally coughing but that's not what my business stands for 9:40 so you need to ask yourselves 9:43 what a passionate about and it's not the obvious 9:46 Howard Schultz is not passionate about a copy Suzy Orman is not selling mutual 9:51 funds Richard Tait is not selling board games 9:54 and Steve Jobs is not selling computers he selling tools to help you on leash 9:59 your personal creativity there's a big difference 10:03 but that's the very first question you need to ask yourself when you're 10:06 creating the message 10:07 behind your product the company or service when said that I'm truly 10:11 passionate about 10:13 now let's dig into Real Techniques 10:16 that you can use today for your very next presentation 10:19 how many have you on twitter that my twitter handles carmine gallo 10:24 like to follow me I'd like to continue this conversation with you 10:28 how many are characters does Twitter allowed 10:32 14 i think is a great exercise if you cannot explain what you doing to 140 10:38 characters 10:39 go back to the drawing board it's important 10:43 because your brain cranes mean be for details 10:48 on neuro scientist at the University Washington John Medina taught me this 10:52 he said carmine when primitive man went into a tiger 10:56 he did not ask how many teeth does the tiger have 11:00 he asked will eat me should I rode 11:04 big picture be for details this is the way your brain 11:09 wants to process information what's wrong with this lot 11:17 typical slide right this was delivered by Morgan Stanley analyst at a 11:22 technology conference 11:24 she had about 20 minutes and she wanted to deliver 11:28 aid big ideas in themes that's too much information 11:32 was the big picture before the details these actually support are 11:37 water theme a couple journalist who were in the room at the time 11:41 worried about it much more simply but they focused on the big picture 11:44 one of the headliners was the mobile Internet is growing faster than you ever 11:49 imagined 11:51 now imagine should come out to say 11:54 the mobile internet is growing faster than you've ever imagined 11:58 and I'm gonna tell you why what's more interesting this slide which I created 12:02 in 12:03 two minutes for this one 12:06 big picture be for details 12:10 Steve Jobs does this all the time 12:13 when he introduced the Mac Book Air this could have been a very 12:16 typical slide the average communicator would have created a slide like this 12:22 today we are very excited to introduce a fan lightweight notebook computer 12:27 it has a 13 inch widescreen display backlit keyboard Intel processor 12:32 what's the problem here too much information 12:36 what's the big picture in a sentence it's the world's thinnest 12:40 notebook well 12:44 isn't that much more interest in any easier for you to process 12:48 van all the details first it's the world's thinnest notebook that's the way 12:53 Steve Jobs 12:54 framed it when you notice about the slide 12:58 simple visual and when he delivers 13:02 the headline but one thing think he wants you to remember 13:06 that's all the house on the slide he does this 13:10 or the time in every presentation what's the iPad 13:14 the iPad is our most advanced technology 13:17 in a magical and revolutionary device that was his second slide when he 13:21 introduced the iPad 13:22 because that's all he wants you to know right now be four getting into the 13:25 details 13:27 I didn't notice at a number label price 13:31 they stopped using that this was the only time you actually use that maybe 13:35 people started 13:36 thinking to themselves eight hundred dollars its spot unbelievable 13:40 unbelievably high maybe but it's interesting that was the last time I saw 13:45 it on that one slide 13:47 again Apple does this all the time a few months ago when they introduced 13:51 the beatles on iTunes go to the website what agency 13:54 the Beatles now on iTunes how many have you 13:57 would have the courage your company's 14:01 to affectively de quatre your website will move 14:06 everything else except when one thing you want people to get across 14:10 one thing you want people to remember again the Apple website they do this 14:15 all the time it takes courage to be simple 14:20 it takes courage to communicate simply 14:23 if you cannot communicate what you do 14:27 in 10 words or less a short sentence 14:31 for sale 140 characters go back to the drawing board 14:36 once you give me the big picture as an audience member 14:39 I need to understand the problem that you're trying to Sol 14:44 I call this introducing the antagonist because 14:47 every great story and a presentation is a story 14:51 every great story requires a chiro and a villain 14:55 so think I'm your presentation the same way in 1984 when Steve Jobs first 14:59 introduce macintosh 15:01 mcintosh obviously the Mac was the hero IBM 15:05 was the villain at least in the steam jobs narrative 15:10 so he actually crafted the story IBM would 15:14 play the the bill in part of the role 15:17 Mac would come in to save the day IBM was a mainframe computer at the time 15:22 mainframe computer maker just getting into personal computers for the first 15:26 time 15:26 and state jobs created this this presentation and messaging 15:31 around Apple will be the only one to stand in 15:35 in IBM's way make the world safer aus creative people in the world 15:40 his nose very dramatic stuff but he actually crafted the narrative 15:44 but more often than not the enemy 15:48 in a Steve Jobs presentation is not 15:51 a competitor or one competitor its could be a category 15:55 our problems in need of a solution so when Steve Jobs introduced the iPhone in 15:59 2007 he can just point to 16:02 one villain but a problem among 16:05 all the villains in need of a solution 16:08 watch as he outlines the problem 16:12 and offers a solution all in two minutes 16:16 what we want he 16:19 hugh 16:23 on he'll 16:26 and whitewater well 16:29 home well hit a wall or 16:34 yes over here or 16:37 he more whether there were any not 16:40 here hooooome 16:43 war why see 16:46 his 16:51 slightly what while yet 16:54 who yeah 16:59 bomb here so are you 17:03 war pose bottles polls here 17:06 page him he 17:11 well he saw 17:15 what happens all you if 17:19 we have a whole was all he was 17:22 for you well also yeah 17:25 3 yes any more 17:28 a user him twice 17:33 Sol Weiss which is also home 17:37 who low-loss wall 17:40 I wambaugh 17:43 him he lives 17:48 now here on out 17:52 right for you so I'll 17:56 his I S yeah 17:59 perfect who won I'll 18:03 yeah well walk 18:06 knowing what's up one for you 18:12 well for me why he was so all 18:15 or what while a we're 18:19 his wanted me quality 18:23 hell all much which is long your 18:27 me but young 18:31 I'll you for more here 18:36 your I'm who are 18:41 you all yet 18:44 waaaait 18:48 iPod I alright 18:53 I'm glad it stopped there take 'em a viewer bats light we're going to get 18:58 back to something like that what do you notice about those slides by the way 19:01 simple visual 19:04 who knows what he did he did three things he informed 19:08 he educated any and fun at the same time 19:11 information education and entertainment all in two minutes 19:16 I find that quite extraordinary very few communicators have that skill 19:20 but you need to begin by asking yourself what problem do I saw 19:24 what problem do I saw West 19:28 prevailing here and then you can offer the solution 19:32 enter the hearer the solution better sell a benefit though 19:36 what's the benefit behind it people want to know what's in it for me 19:41 I learned this in journalism 101 I went to UCLA 19:44 went to Northwestern to study journalism 19:48 then I went to CNN and some other media albert's after that 19:52 but I learned this my first aid journalism school what's in it for me 19:56 why do I care let me show you an example 19:59 on how we sell the benefit ins summer my clients 20:03 at CES this year 20:07 Intel launched a new microprocessors call Sandy Bridge 20:11 that's the code named Sandy Bridge actually is the 20:14 largest biggest technological leap in Intel's history 20:17 it's a big deal for Intel and it's a big deal for consumers 20:21 here's the technical definition Sandy Bridge is based 20:27 on the 32 nanometer manufacturing process 20:30 its processing cores feature hyper-threading and Turbo Boost 20:34 Technology 20:34 already have you inspired and excited about running out today to buy one of 20:39 these new computers 20:40 now good he gets it 20:43 that's powerful stuff that's actually technology that's going to improve your 20:49 life significantly 20:50 but I don't see too many hats and nobody's interested yet 20:53 okay let's try this well if you walk into a Best Buy 20:58 and somebody said something like think the microprocessors the brains of your 21:03 computer 21:04 now with these Intel chips you get two brains in one computer 21:08 it's the fastest chip on the market what does that mean to you 21:13 video games will look amazingly realistic 21:17 you'll be able to transfer video and uploaded to YouTube much more quickly in 21:21 fact what took four minutes to encode 21:23 will now take thirty-seconds in finally it's much more energy efficient 21:28 that means you'll get much longer battery life so the next time 21:34 any %uh view or looking for a new computer 21:37 do you think you're gonna ask for this new generation Intel processor 21:41 do you think you want it now yes 21:44 yeah more hands why I 21:48 what I told you earlier is exactly 21:52 the same thing it was exactly the same 21:55 think but I changed the messaging 21:59 instead of focusing on that ship and its features 22:02 what would the features do for you cell 22:08 the benefit introduced the hero which is your product 22:11 your service your company but you better tell me why I needed and how it will 22:16 improve my life 22:18 was the big question when Steve Jobs introduced the iPad 22:22 a lot of people were skeptical face they ask themselves a wide 18 22:26 another device I have a smartphone and I 22:29 have a laptop what's in it for me Steve Jobs gave us the answer 22:38 for at 22:42 law you 22:45 him we'll 22:48 10 were who all 22:52 it'll he 22:56 whose or and he here 23:00 well war me all 23:03 your me the walls 23:06 girl why water 23:10 anything all 23:13 water who will 23:16 that while 23:21 all well what 23:24 well freeholder 23:28 all while 23:31 way all 23:36 here all 23:40 will walking 23:44 Wong he 23:47 warm me 23:52 he 23:55 whatever me well 24:00 he 24:03 now people law 24:07 network problem is 24:10 well any I 24:15 it 24:19 200 wall place 24:22 who'll so 24:25 the whole he'll 24:29 he who 24:33 the repair 24:37 while yet 24:40 while he 24:44 will all wall 24:56 who wall 25:00 here 25:04 well 25:09 he always just happens to have one right here 25:16 yeah he informs 25:20 he educates and entertains when's the last time you laughed at a 25:24 presentation had fun with it that takes courage 25:27 but it also takes thought you need to answer the question before you even 25:32 opener slights 25:33 why should my audience care because that's the only question on their minds 25:39 there don't really care about your technology or your features 25:42 or the commission that you need to make I don't care about any a bad it is wanna 25:47 know what's in it for me why should I care 25:49 answered that don't leave them guessing now I know many have you 25:55 average the first years unless I'm mistaken are taking 25:58 a lot of quantitative courses that room yeah 26:02 what a heavy financial courses this year let's talk about something that 26:06 bromine numbers to life Steve Jobs will rarely 26:10 introduce a data point 26:13 a statistic without putting it into some kinda Contax 26:18 that people can understand so for example in 2001 when Steve Jobs 26:24 introduced 26:25 the iPod for the first time he said it had 26:28 5 gigabytes of storage widened Ubuntu storage 26:33 mean I I know what is it today many view may have purchased the latest 160 gigs 26:38 something like that 26:39 but was five gigs in 2001 what does that mean anybody 26:43 5 gigabytes of storage okay that's not that interesting on I'm sure what 26:49 remains 26:49 all in man 1,000 songs 26:52 storage capacity for 1,000 songs now what's more interesting 26:57 but Steve Jobs goes one step further its 1,000 songs 27:01 in your pocket now I'm interested 27:05 now I'm inspired Steve Jobs does this 27:08 all the time as do all the other executives at 27:11 Apple I've seen many other presentations as well it's very effective 27:16 don't just throw out a big number without putting it into some kind of 27:21 contacts 27:22 that is relatable to me in my life 27:26 cisco has the same type of challenge Cisco makes big 27:30 routers and switches then nobody ever sees 27:34 so they become very good at putting big numbers into perspective the making a 27:38 very interesting 27:39 last year siskel released a CRS 3 router 27:43 capable of handling 322 terabits per second 27:48 big numbers in it but very interesting is just sounds like a big number 27:53 so when john chambers the CEO was giving presentations on it 27:57 in every presentation and every interview he will even use the number 28:02 322 terabits 28:04 but he did say powerful enough to stream every movie ever made 28:09 in four minutes powerful enough to download the entire library of congress 28:14 in one second that's interesting 28:19 that actually got picked up by a lot of mainstream press 28:23 who otherwise would have no business card brain a Cisco router 28:27 but he made it interesting put 28:31 numbers into perspective bring numbers to life 28:35 I just want to introduce the concept for you because I know a lot of view are 28:39 taking those sorta those classes in your first year wanna buy been doing in the 28:44 last few slights 28:45 I've been trying to keep them a simple as possible and as visual as possible 28:50 when you are creating slides it helps to think 28:54 visually how many have you here 28:57 powerpoints create power points how maybe use PowerPoint 29:01 everybody how many do you use Apple Keynote 29:06 K appear via so beautiful program very refined program 29:11 all my clients use PowerPoint 97 percent of us use PowerPoint slide and use 29:16 PowerPoint as well for compatibility reasons 29:18 with this goes beyond PowerPoint i've seen. really 29:22 of all keynote presentations as well 29:25 II so I don't think it's so much the presentation software 29:29 as much as as it is how to tell the story 29:32 using the software 29:36 I think what happens is Microsoft empower points or dove 29:40 make it easy to be mediocre this is what it does 29:43 in forces you to create a title slide 29:47 and then add belts and more bullets in some bullets into a really in the weeds 29:53 and although this empty space we can have bad so let me 29:57 add some cheesy clipart and other 30:01 I'm an MBA so I need to add a charging a squiggly line 30:05 and there you have it when suddenly a slut 30:11 at least so I thought when I first created that slide 30:14 until I saw this 30:20 that's a real slide this was 30:24 delivered in the US among the US military commanders 30:28 and one general actually said he actually said this 30:31 if I can understand the slide will have won the war 30:36 so I thought I could make a really bad PowerPoint what I wanted to but this 30:40 stops it 30:41 there's no way I can compete that is a bad power point slide 30:45 what's the difference what's the difference 30:48 the difference is that a slide in a Steve Jobs presentation 30:53 simply compliments the messenger 30:56 it's Steve Jobs telling the story Steve Jobs is the narrator think it was sort 31:01 of a Broadway play 31:02 because he is very theatrical Steve Jobs's 31:06 the central figure the narrator 31:09 the slides for the backdrop that's all they do is served 31:12 the compliment the story the average power point slide has 31:17 14 words it is difficult 31:20 to find foreign words in 10 31:23 slides in a Steve Jobs presentations 31:26 you will get words and text and images as well 31:30 there's a reason for this whether he's doing it consciously or not 31:35 neuroscientist will tell you there is something called 31:38 pictures superiority it's simply means when information is delivered 31:43 verbally people were member about 10 percent of the information 31:48 add a picture or an image with attention goes up to 65 percent 31:55 in fact too many words on a slide is actually very difficult for the brain to 31:59 process 32:00 because according to John Medina who I talk to 32:03 the brain interprets every letter as a picture 32:07 so what happens is the brain is literally choking 32:11 on text are some love you 32:15 more thoughtful one so smart MBA's are thinking and themselves 32:18 well I can read it doesn't bother me when I'm reading 32:21 yet now try reading and have somebody else talk to the same time can you 32:26 process both 32:27 now so why do we expect people to do so we're giving power point presentations 32:32 let's create warning slides with a hundred words on them in a minute on 32:35 something really complicated 32:37 and I would expect you to concentrate on either one it doesn't work 32:41 when Steve Jobs do when we create let me create a really ugly slide 32:45 around the Mac Book air this I think would have been a typical 32:50 slot but again 32:53 after looking at that ever PowerPoint this looks by genius 32:58 are those %uh view who are looking at is closely can tell there's different font 33:03 sizes 33:03 different sizes shapes there's a little clip art because 33:07 god forbid we had empty space this gives you all the details about the Mac Book 33:12 Air 33:13 when Steve Jobs and his team were trying to decide how we communicate 33:17 the vision behind this computer in a way that everybody's gonna remember 33:21 and how do we do that in the slide came up with this 33:27 its author its fit since I wanna momma loves 33:32 why do you need any text on a what's more interesting 33:36 was more memorable this but not 33:39 but this takes thought say this doesn't take a lot of thought 33:43 let's just throw a bunch words on the sly 33:46 that takes practice spot research at a time 33:50 so think visually and in order to think visually 33:54 guess what you've got a start like this 33:57 sketching brainstorming white morning 34:00 be four you open up the slights 34:04 visual slides help in creating what scared 34:08 a holy smokes moment this is that one moment in a presentation 34:13 that everybody is going to remember everybody remembers when Steve Jobs 34:18 poll the Mac Book Air out available at least everybody who was in the audience 34:22 that day 34:24 John Medina taught me he said carmine the brain does not pay attention 34:28 too boring things so don't make it boring 34:33 when the brain detects an emotionally charged a bet 34:38 anger fears surprise it actually releases dopamine into the system 34:43 acting as a mentor posted out sane remember 34:47 this create now one moment 34:50 a surprise Steve Jobs did so when he introduced the iPhone 34:54 he could have come out and said hey we're really excited today to introduce 34:58 this new technology 34:59 it's Apple's new smartphone first time app was created a phone I can't wait to 35:04 tell you about it 35:05 yeah he could have done that most people would have instead Steve Jobs 35:09 did this today 35:14 more he me 35:17 well 35:26 is a live stream of hong people in 35:42 herein 35:54 for who 35:58 unit hit us 36:06 his wats polls 36:10 what hear your own wall 36:13 to unity class not cool 36:20 all here 36:24 all in 36:38 who are the the 36:54 here phone 36:58 pretty entertaining isn't it 37:01 lets the Twitter finally headline for that presentation 37:05 today Apple reinvents the phone 37:09 that was on a press release on their website in the presentation 37:13 what's the one thing you want me to remember where 37:18 you create visual presentations or you think 37:21 about how to move away from the slides in order to 37:25 create visa motion charged offense 37:28 it helps to think about it this way what's a multi-sensory experience I can 37:32 create 37:33 that has absolutely nothing to do with the slides 37:36 sometimes the most memorable parts have a presentation 37:39 are not about what's on the slide and yet we spend ninety 37:43 8 percent of our time getting the farts just wide in the white images 37:47 oftentimes gonna think about how to connect with people 37:52 beyond the slide Bill Gates has been doing a very good job this 37:57 Bill Gates is now the world's largest plan for Best and he has the challenge 38:02 have talking about global problems very complicated problems 38:07 in simple to understand language which has been doing very very well 38:12 last year he gave a talk about reducing childhood deaths from malaria 38:17 the most memorable part of his presentation 38:21 one that went viral had nothing to do with his slides 38:25 although the slides were beautifully created they were very visual 38:28 water damage is very powerful slots but the most 38:32 memorable part of his presentation was multi-sensory 38:36 it went beyond the slides we're always 38:40 war on you all run 38:44 who were novel 38:48 your good 38:52 and hit 38:57 Priory yeah 39:00 the 39:04 year Perry worrying yeah 39:07 we're really going well 39:11 me yet yeah he on 39:14 your going yet 39:17 all the law now I'm 39:21 or heroes problem here 39:24 the a were 39:28 were around the move in 39:35 for you 39:36 all for that ok 39:45 you now yeah 39:49 he was gonna say those mosquitos are not affected 39:52 are as a that is astonishing he created a multi-sensory experience it was a 39:57 memorable experience 39:59 and you got people to laugh about a serious subject like malaria 40:03 but he made a memorable and I know as a fact that he's always thinking 40:07 about how to communicate is very difficult issues 40:10 Inouye that people can understand that others 40:14 one other topic I just want to introduce to you briefly I'm not going to go into 40:19 it 40:19 we could do a whole half day workshop on this but we're not going to today I just 40:23 wanna introduce it to you because it's important 40:25 you have all these things you could create a wonderful PowerPoint 40:29 presentation grade messaging you've got a hero to villain 40:32 but you have to deliver it well you have to deliver effectively 40:36 this is called mastering stage presence great communicators all have great 40:41 presence 40:42 this is an important statistic sixty-five percent 40:45 sixty-five percent of the impression that you leave on someone has little to 40:50 do with your message 40:52 it has to do with your facial expressions your verbal deliver your 40:56 body language 40:57 there are three things the you can do today 41:02 that will help you stand out from the vast majority of public speakers and 41:06 communicators 41:07 number one I contact make eye contact eighty ninety percent of the time 41:12 that's why I don't like it when people have too many notes to read from 41:16 or if you put too many words on the slide you're breaking eye contact 41:20 Steve Jobs where early breaks eye contact he will turn to a display 41:25 bring something up in turn back to the audience open posture 41:30 open simply means there's nothing in between me n you 41:33 if I had delivered this presentation exactly the same way 41:37 by Denso like this the whole time with about the different pressure on you 41:42 want the same content is 65 percent of the impression I believe in on you 41:48 has little to do with the contact and also 41:51 hand gestures use hand gestures i'm italian 41:55 so it's easier for me to use hand gestures but its 41:59 okay researchers are finding that complex thinkers 42:03 use complex gestures lot of people ask me what do I do with my hands to a key 42:08 member Park 42:09 think about be animated be animated in voice and body 42:14 and finally was swept all this together never forget 42:19 the you are selling dreams not products 42:23 because your customers do not care 42:27 about your company they don't care about your product or your service but they do 42:32 care about themselves 42:33 their hopes their bowls their dreams their ambitions 42:37 help them achieve their dreams and you inspire them your win them over 42:42 Steve Jobs has always been in the business 42:45 on selling drains when he first got together with Wozniak in the spare 42:50 bedroom 42:51 up his parents house in 1974 that actual word started 42:56 not the garage they were just playing with electronics 42:59 and Steve Jobs had a vision he said I would love to make computers there 43:03 easy to use for everyday people he was always selling 43:08 dreams in 1997 remember I told you that he returned to Apple 43:13 after being away for about 12 years he returned to Apple 43:17 in his first major presentation the following year 43:20 he paused at the end of his presentation 43:23 and reminded people up what Apple stood for 43:27 as a brand very powerful moment that 43:33 and that 43:38 law you know the mall 43:42 a little hit 43:47 wall 43:48 yet who walk 43:54 yes all 43:58 yet lawful 44:01 at one 44:05 wobble wart 44:11 he 11 44:14 here 44:19 the world Allahu 44:22 lawful why you'll 44:28 the called 44:32 still you'll he won 44:38 the here create 44:41 cool yet 44:46 cool whoever 44:49 wat yet who'll 44:54 the whole he said 44:59 that home medial 45:04 so people of you'll 45:09 lot of good 45:12 he warning 45:30 how can you not be inspired by that 45:33 but I see what he's doing is focusing on the customer and their needs in their 45:38 hopes and their goals 45:39 he's always thinking differently about how to communicate and articulate the 45:44 vision 45:45 behind his products he's not just selling computers 45:49 and now and true steve Jobs fashion those have you have seen Steve Jobs 45:54 presentations know that he always ends 45:56 with one more thing that one thing that typically is the most important product 46:01 introduction when we just leave you with a one more thing today 46:05 don't let the bozos get the dow they're always be 46:10 naysayers in skeptics and people who don't believe in your ID or believe in 46:15 your dreams 46:16 don't let them dissuade you a mention what one young man must apply when he 46:22 heard things 46:23 like we don't need you you having gone through college app 46:27 get your fill of my desk 46:30 get outta here you stink we're not gonna buy a product 46:33 or there's no reason why anybody would want a computer in their home 46:37 as you can guess by now Steve Jobs heard 46:41 all of these things then stop when a Disney executive 46:46 whose real what's to revitalize the 46:49 Disney Stores ask Steve Jobs for advice Steen said 46:53 dream bigger that's my advice to you dream 46:57 bigger so that's my price for you folks today 47:00 dream bigger see genius in your craziness believe in yourself 47:06 believe in your ideas and a ball 47:09 the labor and communicate those ideas with confidence 47:14 clarity and passion because it's those ideas 47:17 that are going to change the world thanks for inviting me to spend your 47:22 the lunch hour with the actors