- 1. Plan in analog
Jobs prepares presentations in the world of pen and paper. He brainstorms, sketches and draws on whiteboards.
- 2. Plan in Analog
Exact messages are decided on for new products, and used consistently across all platforms: presentations, Web sites, advertisements, press releases, and even the banners than are unfurled after Jobs' keynote.
- 3. Create Twitter-friendly Headlines.
Can you describe your product or service in 140 characters? Jobs offers a headline, or description, for every product; each fits in a Twitter post.
- 4. Create Twitter-friendly headlines
Introducing the MacBook Air in January, 2008, he said, "The world's thinnest notebook." More information was available, but you already knew a lot.
- 5. Introduce the Antagonist
In every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation.
- 6. Introduce the Antagonist
Before he introduced the famous "1984" ad, Jobs said, "IBM wants it all." Apple would be the only company to stand in its way. A villain allows the audience to rally around the hero -- you, your ideas and your product.
- 7. Stick to the Rule of Three
The human brain can absorb three or four chunks of information at any one time. Too much information, people won't remember a thing. Every Steve Jobs presentation is divided into three parts.
- 8. Stick to the Rule of Three
On September 9, 2009, Jobs returned after a medical leave. He had three things to discuss: iPhone, iTunes and iPods.
- 9. Strive for Simplicity
Apple chief design architect Jonathan Ive said Apple's products eliminate clutter. The same philosophy applies to Apple's marketing and sales material.
- 10. Strive for Simplicity
Most of Steve Jobs' slides are visuals -- photographs or images. When are there words, they are astonishingly sparse. Steve Jobs tells the Apple story. The slides compliment the story.
- 11. Reveal a "Holy Smokes" Moment
People forget words and actions, but not how you made them feel. Jobs creates water-cooler moments that everyone talks about later. These show stoppers are completely scripted
- 12. Reveal a "Holy Smokes" Moment
Jobs unveiled the MacBook Air at Macworld 2008 by removing the computer from an inter-office envelope. Everyone who saw it, or read about it, remembered it.
- 13. Sell Dreams, Not Products
Great leaders cultivate a sense of mission among their employees and customers. Jobs says he wants to put a "dent in the universe." True evangelists are driven by a zeal to create new experiences.
- 14. Sell Dreams, Not Products
Jobs, launching the iPod: "In our own small way we're going to make the world a better place." Most people saw a music player, Jobs saw a tool to enrich lives. Great products matter, but passion, enthusiasm and emotion will set you apart.
Expert Voices 
