Carmine Gallo - The Presentation Secrets of Steve Jobs

How to Be
Insanely Great
in Front of Any Audience

Carmine Gallo

Columnist, Businessweek.com

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.

ISBN: 978-0-07-163675-9

MHID: 0-07-163675-7

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-163608-7, MHID: 0-07-163608-0.

All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.com.

TERMS OF USE

This is a copyrighted work and The McGraw-Hill Companies, Inc. (McGraw-Hill) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hills prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

To my father, Franco, an insanely great man
who has lived an extraordinary life

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 editor, 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. Im honored they share my excitement about the subject.

My wife, Vanessa, manages our business at Gallo Communications Group. She worked tirelessly to prepare the manuscript. How she found the time between juggling our business and caring 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. Eds 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 couldnt be around or why I had to skip golf on weekends. Back to the course!

My girls, Josephine and Lela. You are Daddys inspiration. All your patience during Daddys absence will be rewarded with an insanely great visit to Chuck E. Cheese.

A person can have the greatest idea in the worldcompletely different and novelbut if that person cant convince enough other people, it doesnt matter.

GREGORY BERNS

The concepts in this book will help you win over an audience in ways that youve never imagined. Ive seen it happen. Ive watched business professionals around the world adopt these techniques to win multi-million dollar accounts. Ive met Apple Store employees who use the book to learn to pitch new products on the showroom floor. Thousands of readers in North America, Asia, Europe, and South America have reinvented their presentations with these techniques. If you read this book and study its examples, your presentations will never be the same. And thats the point. Your customers, employees, investors, and partners are bored to death with the same old lackluster style of presentation design and delivery. But a Steve Jobs presentation is unlike anything youve ever seen. It informs, educates, and entertains.

It illuminates and inspires. Best of all, because Steve Jobs does presentations by the book, you can adopt his template to rock the house in your very next presentation!

Since The Presentation Secrets of Steve Jobs was first published, many individuals and businesses have used this book to change the way they tell their own stories. Those case studies alone can, well, fill an entire book. Theres the story of a major medical device manufacturer whose marketing team has completely overhauled its presentations based on this book. Theres the story of a global energy company whose leaders are using the book to change the way they pitch foreign governments. Theres the story of the law firm managing partner who bought the book for every one of the firms attorneys. Theres the story of the CEO for a major European media conglomerate who read the book and admonished his sales staff, no more bullet points! Theres the story of the sales team at a popular social networking site who used the book to pitch their company prior to launching a hugely successful IPO. Theres also the story of the prominent technology analyst who called Steve Jobss business rival and urged him to read the book. (The CEO wasnt pleased to get the tip so the analyst added the caveat, I think every CEO should read it.) There are the stories of MBA students at Stanford, Berkeley, UCLA, and other universities who are learning ideas that are not taught in school. This book has touched professionals in every industry and in nearly every part of the world. It will touch you and transform the way you tell your brand story.