communication effectiveness

How Steve Jobs Did "It"

It is common knowledge that Steve Jobs set an extremely high standard for the presentations he delivered. But how did he do it? How was he able to give presentations that not only provided valuable information, but also potentially allowed people to apply that information and teach it to others?

The YouTube video below is a clear demonstration of how and why Steve Jobs was so successful. And there are lessons here from which every presenter — and indeed every leader — can learn.

First, Mr. Jobs matched the needs of his audience with his business objectives. In this example, he clearly defines the future direction of Apple computers for developers, and how that direction will influence the ways in which developers can support Apple's hardware with meaningful products.

Second, he carefully structures the conversation. It would be easy to imagine him having this same conversation with three people sitting around a boardroom table, or with 3000 software developers in an auditorium. He pauses between ideas to allow the audience to absorb what is being said. By delivering his ideas conversationally, he is able to convey his message and personality effectively.

Third, he minimizes the visual aids he uses. While one could make the case that one or two of the visuals did not add value (were the binoculars really necessary?), most did not distract from what was being said, and indeed directly supported his objectives. Rather than bombarding the audience with words on a screen, he minimizes the number of words and carefully selects a few images that help the audience follow his ideas.

By using these strategies, Steve Jobs presented a completely new direction to developers in a way that enhanced understanding. By simply paying attention, developers could go back to their office and effectively explain his vision to their colleagues.

And that is the true test of presentation success. If you’d like to test the power of this approach, watch the YouTube video now, and see if you can explain his vision to a colleague tomorrow morning over coffee in relaxed conversation.

Then try that with the “average” presentation you attend this week and compare the results.