Carmine Gallo - The Business Secrets of Steve Jobs: Presentation Secrets and Innovation secrets all in one book!

Copyright 2012 by Carmine Gallo. All rights reserved. Manufactured in the United States of America. 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: 978-0-07-179441-1
MHID: 0-07-179441-7

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ISBN: 978-0-07-179475-6
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The Presentation Secrets of Steve Jobs

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ISBN: 978-0-07-163608-7
MHID: 0-07-163608-0

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ISBN: 978-0-07-163675-9
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The Innovation Secrets of Steve Jobs

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ISBN: 978-0-07-174875-9
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The Business Secrets of Steve jobs is in no way authorized, prepared, approved, or endorsed by the estate of Steve Jobs and is not affiliated with or endorsed by any of his past organizations.

McGraw-Hill books 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.

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.

Why study Steve Jobs? The Apple cofounder is the most captivating communicator on the world stage. No one else comes close. A Jobs presentation unleashes a rush of dopamine into the brains of his audience. Some people go to great lengths to get this hit, even spending the night in freezing temperatures to ensure the best seat at one of his speeches. When they dont get that buzz, they go through withdrawal. How else do you explain the fact that some fans threatened to protest Jobss absence from a conference he had keynoted for years? Thats what happened when Apple announced that Jobs would not deliver his traditional keynote presentation at Macworld Expo in 2009. (Apple also announced that it would be the last year in which the company would participate in this annual trade show produced by Boston-based IDG World Expo.)

Due to health-related reasons, Jobs has done fewer presentations than in the past but he still manages to make appearances for major announcements like he did for the iPad2 in March 2011 and for the unveiling of Apples cloud strategy in June 2011. Even so, there are fewer and fewer Steve Jobs keynotes. As reporter Jon Fortt wrote: The sun is setting on the first generation of rebellious whiz kids who invented the PC, commercialized the Internet, and grew their companies into powerhouses.

A Steve Jobs keynote presentation is an extraordinary experience and, since there might be fewer opportunities to see a master at a craft he has honed for more than three decades, I wrote this book to capture the best of Jobss presentations and to reveal, for the first time, the exact techniques he uses to inspire his audience. Best of all, you can learn his skills and adopt his techniques to blow away your audience, giving people a high they will crave again and again.

Watch a Macworld keynoteStevenotes, as they are known among the Mac faithfuland you will begin to reconsider everything about your current presentations: what you say, how you say it, and what your audience sees when you say it. I wrote a column about Steve Jobs and his presentation skills for BusinessWeek.com. It quickly became hugely popular around the world (Daniel Lyons, aka Fake Steve Jobs, even featured it). It appealed to Mac and PC owners alike who wanted to improve the way they sell themselves and their ideas. A select few readers had seen Jobs in person, while others had watched video of Jobs online, but the vast majority of readers had never seen him give a keynote. What they learned was eye-opening and forced many of them to go back to the proverbial drawing board.