如何像乔布斯那样做个吸引人的演讲 How to Wow 'Em Like Steve Jobs
The Apple CEO is well known for his electrifying presentations. Here are five tips to make your next talk just as mesmerizing -- or close
作者：Carmine Gallo
苹果公司在三十年里不断创新，它给我们带来了全新体验的计算机并改变了我们聆听音乐的方式。而极具人格魅力的公司创始人史蒂夫·乔布斯将公司提升到了一个新的高度。任何观看过乔布斯演讲的人都会认同，他是美国最为杰出的公司演讲者之一。乔布期从很早以前就知道，一个领导人必须是该公司的品牌发言人。
Apple Computer (AAPL), now celebrating 30 years of innovation, has revolutionized the way we use computers and listen to music. Now its charismatic co-founder, Steve Jobs, has transformed the corporate pitch. Anyone who has watched a Jobs keynote will tell you he is one of the most extraordinary speakers in Corporate America. Jobs learned a long time ago that a leader must be a company evangelist and brand spokesperson.
作为一个专栏作家和记者，我花了大量的时间来观看乔布斯的演讲。他真是棒极了。无伦是发布像iPod那样的电子玩意，还是酒吧三明治，最主要的目的就是要赢得客户。以下是我从乔布斯演讲中总结出的五个重点，看看他是如何通过演讲技巧来做到这一切的。
As a communications coach and former business journalist, I have spent plenty of time with Apple executives and have watched my share of Jobs' presentations. He is magnificent. But whether you are pitching a hot gizmo, such as the iPod, or a hot sub sandwich, a story is a story and your goal is to win customers. Here are Jobs' five keys to a dazzling presentation.
*传达“利益”概念 Sell the Benefit
乔布斯在演讲中不是在推销商品实物，他传达的是一种体验信息。乔布斯不像大部分的技术人员，在演讲中充斥着那些令人麻木的数据统计，而是在向听众兜售他们能从新产品中得到何种“利益”！举例来说，在发布30G iPod时，他这样说明这个产品对用户的意义——用户可以随身携带7500首歌曲、25000张照片、或者是长达75小时的视频。
而在介绍第一台Intel Mac时，他向用户解释，双核芯片使新的Macbook Pro比旧款Powerbook G4快上四倍，是“令人尖叫”的产品。他强调这是苹果制造的最薄的笔记本电脑，同时还有很多今人惊奇的新特性，如更亮的宽屏幕、内置摄像头方便用户进行视频会议。事实上这不是在谈论技术，而在说技术可以为你带来什么！
Steve Jobs does not sell bits of metal; he sells an experience. Instead of focusing on mind-numbing statistics, as most technologists tend to do, Jobs sells the benefit. For example, when introducing a 30 GB iPod, he clearly explains what it means to the consumer -- users can carry 7,500 songs, 25,000 photos, or up to 75 hours of video. In January when Jobs introduced the first Intel (INTC)-based Mac notebook he began by saying, "What does this mean?"
He went on to explain the notebook had two processors, making the new product four to five times faster than the Powerbook G4, a "screamer" as he called it. He said it was Apple's thinnest notebook and comes packed with "amazing" new features like a brighter wide-screen display and a built-in camera for video conferencing. It's not about the technology, but what the technology can do for you.
*练习再练习 Practice, Practice, and Practice Some More
在产品发布的期间，乔布斯会无视其他任何事情。他不断的温习和演练手中的资料。商业周刊06年2月6号的文章中写道，“乔布斯在发布新产品时，就像一位老朋友在你的客厅中向你展示一项他的发明！而背后的事实是，这样的亲和力是建立在无数次的排练上的。”文章中还写道，乔布斯常常要花四个小时来做准备，因为他要了解演讲中的每一张幻灯片和每一处展示细节。
Jobs takes nothing for granted during product launches. He reviews and rehearses his material. According to a Business Week article on February 6, 2006, "Jobs unveils Apple's latest products as if he were a particularly hip and plugged-in friend showing off inventions in your living room. Truth is, the sense of informality comes only after grueling hours of practice." The article goes on to say that it's not unusual for Jobs to prepare for four hours as he reviews every slide and demonstration.
*图形化 Keep It Visual
在乔布斯演讲时，通常条条杠杠的文字内容很少出现。每一张幻灯片都尽量用图形来表达。如当他谈论计算机内部的新芯片时，背景就会在产品边上配上一张色彩丰富的芯片图片。对！就是这么简单、明了。
苹果公司的演讲不是用主流的PowerPoint软件来创作的。但事实上，用PowerPoint也能像它一样做成图形化的效果。关键在你制作时候，一定要具有尽量用图片来取代条条杠杠文字这样的观念。曾有一个公司的副总，计划通过一份包含80多张大量信息的幻灯对其客户做演讲，而这一切都要被压缩在短短的40分钟里。可想而知，他的客户如何能接受。
我建议他用图形方式来表达他的信息。于是，他对幻灯进行了修改，将内容缩减至10多张图片丰富的内容。结果，第二天，报纸就报道了投资人和分析师对他的演讲反响强烈，公司股票也随后上扬17%。这结果正是从乔布斯的图形化表达中所吸收到的。
Speaking of slides, there are very few bullet points in a Jobs presentation. Each slide is highly visual. If he's discussing the new chip inside a computer, a slide in the background will show a colorful image of the chip itself alongside the product. That's it. Simple and visual.
Apple's presentations are not created on PowerPoint, as the vast majority of presentations are. But PowerPoint slides can be made visual as well. It's a matter of thinking about the content visually instead of falling into the habit of creating slide after slide with headlines and bullet points. I once worked with the vice-president of a public company who planned to show more than 80 data-heavy slides in a 40-minute presentation. Imagine how quickly his audience would have tuned out.
After I showed him just how visual his message could be, he went back to the drawing board, dismantled his existing presentation, and reduced it to about 10 image-rich slides. The next day a newspaper reporter wrote that my client had "wowed" analysts and investors. The stock rose 17% in the days that followed. Take a cue from Jobs and help your listeners visualize the message.
*激情无限 Exude Passion, Energy, and Enthusiasm
乔布斯具有一种充满感染力的激情。当发布videio iPod时，他说，“这是我们所制造过的最棒的音乐播放器”“它具有无与伦比的屏幕！”“色彩极为出色！”“视频效果令人惊叹不已！”
而我在指导一些客户演讲时，常常不得不让他们暂停下来，提醒他们，要对自己所表达内容注入激情。他们通常能领会我的意思，但不一会儿又会失去激情，重新被带回到“演讲状态”中。而在乔布斯的演讲中，时刻能感受到这种激情。
没有比80年代中期，乔布斯劝说史考利加入苹果更具煸动性的例子了。“你是愿意一辈子都卖苏打水，还是与我一同改变世界？”结果这位百事公司的官员选择了后者。尽管他最终以失败收场，但从这件事上，我们能看出乔布斯的使命感——这种从苹果公司创立至今一直延续着的使命感。
Jobs has an infectious enthusiasm. When launching the video iPod, Jobs said, "It's the best music player we've made," "It has a gorgeous screen," "The color is fantastic," and "The video quality is amazing."
The first time I watch my clients present, I often have to stop them to ask if they are sincerely passionate about their message. They usually assure me they are, but they tend to lose energy and enthusiasm when they fall into "presentation mode." Jobs carries his enthusiasm into his presentations.
There is no better example of Jobs' passion than the famous story of how he convinced John Sculley to lead Apple in the mid '80s by asking him, "Do you want to sell sugared water all your life or do you want to change the world?" The former Pepsi executive chose the latter and, although the pairing ultimately failed to work out, it reflects Jobs' sense of mission -- a mission that he conveyed consistently in the early years of Apple and continues to today.
*and one more thing...
在每场演讲快结束时，乔布斯会补充道，“and one more thing...”。然后，它可能会是一件新产品，一种新功能或者一个乐团节目秀。这个举动使乔布斯的演讲变得更像是一场盛会：有一个冲击力的开场，中段是产品演示，一个精炼总结，最后还有“one more thing...”，好一个“再来一次”（encore）！
At the end of each presentation Jobs adds to the drama by saying, "and one more thing." He then adds a new product, new feature, or sometimes introduces a band. He approaches each presentation as an event, a production with a strong opening, product demonstrations in the middle, a strong conclusion, and an encore -- that "one more thing!"
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