Carmine Gallo

Carmine Gallo is a communication skills coach who works with leading companies like Intel, IBM, Chase, The Home Depot, Bank of America and others. He is the founder of Gallo Communications, a consulting firm.

In this book, Gallo talks about fundamental principles that allowed Steve Jobs to innovate brilliantly constantly. This book offers seven general principles that Steve Jobs applied to achieve genuine breakthrough success.

PRINCIPLE #1 – DO WHAT YOU LOVE: Passion is everything. Innovation is a new way of doing things that improves our lives. Innovation cannot flourish unless you are truly obsessed with making something better, be it a product, service or career. Steve Jobs says “have the courage to follow your heart and intuition. They somehow already know what you truly want to become.” Steve chooses to follow his heart through his entire career and that passion, he says, has made all the difference. It is difficult to come up with new and creative ideas that move society forward if you are not passionate about the subject.

PRINCIPLE #2 – PUT A DENT IN THE UNIVERSE: Aspire to change the world. Innovation does not take place in a vacuum. You need to know what your ultimate destination is and you need to inspire others. Steve Jobs never underestimated the power of vision to move a brand forward. He set out with a vision to change the world and he pushed through with his vision. What is your vision for your product, brand or career? If there is one fundamental characteristic that every innovator has, it is seeing things not for what they are, but for what they could be. The famous Steve Jobs’ quote of putting a dent in the universe refers to having a vision of creating what was not there before. To innovate, you have to be able to see it before anyone else does.

PRINCIPLE #3 – KICKSTART YOUR BRAIN: This appeals to creativity. Creativity leads to innovative ideas. Job believes that a broad set of experiences expands your understanding of the human experience. A more comprehensive understanding leads to breakthrough that others may have missed. Breakthrough innovation requires creativity and creativity requires that you think differently about the way you think. Steve jobs say “creativity is just connecting things.” Steve Jobs created new ideas because he spent a lifetime exploring new and unrelated things. Look outside your industry for inspiration.

PRINCIPLE #4 – SELL DREAMS NOT PRODUCTS: Your customers don’t care about your product, your brand or your company. They care about themselves, their dreams, hopes and ambitions. To win them over, you have to help them fulfill their dreams. A lot of times, people think they are crazy, but in that craziness we see genius.

PRINCIPLE #5 – SAY NO TO UNNECESSARY: Steve Jobs says “Innovation comes from saying NO to one thousand things to make sure we don’t get on the wrong track or try to do too much.” Jonathan Ive, Apple design guru says: “We are absolutely consumed by trying to develop a solution that is very simple because as physical beings, we understand clarity.” Customers demand simplicity, and that requires you to eliminate anything that clutters the user’s experience.

PRINCIPLE #6 – CREATE AN INSANELY GREAT EXPERIENCE: Don’t move product, instead enrich lives and watch your sales soar. People don’t want products, or even services for that matter. They want to know what they can do with them. Jobs has made the Apple store the gold standard in customer service by introducing genuine innovation that any business can adapt to create a deeper more emotional connection with their customer. For instance, in an Apple store, there are consultants, experts and even geniuses, but no cashier. Tony Hsieh, Zappos CEO said, “ if you just think about what makes customers and employees happy, in today’s world, that ends up being good for business as a whole.” As leaders, we are called to design a working environment in which our teams can feel themselves and be creative. Design an insanely great experience for the customers and equally for the staff members.

PRINCIPLE #7 – MASTER DELIVERING THE MESSAGE: You can have the most unique idea in the world, but if people can’t get excited about it, it doesn’t matter. Steve Jobs is considered the greatest corporate storytellers worldwide because his presentations inform, educate and entertain. There are no bullet points in Steve Jobs presentations. Instead, he thinks visually and iconically; therefore everything he touched was iconic: Apple, Pixar, iPod, iPhone, iPad, iMac and himself.

Innovation takes confidence, boldness and discipline to tune out negative voices. As Jobs said, “Don’t let the noise of others opinions drown out your inner voice.”

THE BIG THREE – KEY POINTS

Key point #1: Design amusement parks for the mind where staff members and the customer can live an excellent experience. Capture those experiences in processes and innovation will flow.

Key point #2: Innovation is for people that sound crazy. The thing about smart people is they sound crazy to dumb people. Surround yourself with crazy.

Key point #3: Never underestimate the power of vision to move a brand forward.

One Last Thing

“When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family, have fun, save a little money.” That’s a very limited life.

Life can be much broader once you discover one simple fact: Everything around you that you call life was made up by people that were no smarter than you and you can change it, you can influence it, you can build your own things that other people can use.

Once you learn that, you’ll never be the same again.” ~ Steve Jobs

The Presentation Secrets of Steve Jobs covers everything from the basics of presenting, including structure and concepts on slide design, to scripting and the detailed dress rehearsals that set Jobs’ success apart from others. Steve Jobs was always eager and hungry to learn, advance and excel. His philosophy was to do what you love, view setbacks as opportunities and dedicate yourself to the passionate pursuit of excellence. The author, Carmine Gallo, does an excellent job dividing the book into three sections he calls acts. The first act is about creating the story that you want to deliver in the presentation. The second act is all about the stage; how to not lecture but rather give an extraordinary experience on the stage. The third act is about refining and becoming better. Let’s take a deep look into each act:

ACT 1 – CREATE THE STORY

Develop a messianic sense of purpose. Jobs has been giving astounding and inspiring presentations for decades. A very famous one was during the unveiling of the first Macintosh in 1984. From the stage, before the entire room goes totally dark, he says, “You have seen some pictures of Macintosh, now I want to show you Macintosh in person. All of the images that you’re about to see on the large screen will be generated by what is in that bag.” What happens next is a crowd applauding and cheering every step of the way. Without saying a word, Jobs shows how easy it was to take the Macintosh out of the bag and how the entire presentation fit in a packet through a floppy disk. The audience laughed and applaud. For the first time, the world saw a computer with multiple fonts, the ability to play chess and serve as a calculator. He walked back to the microphone and delivered his final pitch, “Now, we’ve done a lot of talking about Macintosh recently, but today for the first time ever, I’d like to let Macintosh speak for itself.” He walked back to the computer and the big screen displayed the words “Hello, I am Macintosh. It sure is great to get out of that bag…” The computer then cleverly “throws a punch” at IBM by saying “Never trust a computer you can’t lift.” The crowd couldn’t get enough of it, applauding and cheering. Probably one of the most exciting four minutes of any product launch presentations ever made. Yes, Steve and his Macintosh delivered the messianic message that “from this point on, COMPUTERS ARE PERSONAL!”

Even now, that launch remains one of the most dramatic presentations in corporate history.

Below is the link for your enjoyment. It’s worth the watch!

https://www.youtube.com/watch?v=8bepzUM1x3w

Do what you love. This has been Steve Jobs’ secret to success. He says, “ You’ve got to find what you love, going to bed at night saying I have done something wonderful, that’s what mattered.” He was inspired by a purpose beyond making money. Jim Collins says some managers are uncomfortable with expressing emotions about their dreams, but it’s passion that will attract and motivate others.

Plan in Analog: the most important thing you can do to improve your presentation dramatically is to have a story to tell before working on your powerpoint. Genuinely great presenters like Steve Jobs visualize, plan and create ideas on paper or whiteboards well before they open their PowerPoint software. Nancy Duarte recommends that a presenter spend 90 hours on 30 slides. But only one-third of the time is spent building slides. Another third rehearsing, but the first third is spent collecting ideas, organizing ideas and selecting story.
Create Twitter-like Headlines.
Stick to the rule of 3: Create the story, deliver an experience, refine and rehearse.
Introduce the antagonist.

ACT 2 – DELIVER THE EXPERIENCE

Eliminate clutter: Steve Jobs made it clear by saying simplicity is the ultimate sophistication. He spent more time taking things out of the slides. In his view, an image, a single word or a simple sentence was more than enough to be used as a visual aid.
Reveal a “holy shit” moment: People will forget what you said, but they will never forget how you made them feel. Create an emotionally charged event ahead of time. Identify the one thing that you want your audience to remember and talk about long after your presentation is over. For Steve Jobs, this became his trademark, “One More Thing…” He used it at the end of every presentation. It was his HOLY SHIT moment that many looked forward to. FaceTime and iTV (AppleTV) were both originally introduced as the “One More Thing.”

Note: If you haven’t yet noticed, every Bite has a section called “One Last Thing.” It was inspired by the desire to create one final “Holy Shit” moment for the reader, leaving him or her pondering the message or argument.

ACT 3-REFINE AND REHEARSE

Master Stage Presence: Steve Jobs has a commanding presence. His voice, gestures and body language communicate authority, confidence, and energy. He maintains eye contact, open posture and hand gestures with the audience. Body language delivery, all are very important. Cisco researched and found that the body language and vocal tone account for about 63% of communication. You can only improve your body language and vocal delivery when you practice.
Wear appropriate costume: Steve Jobs is the anti-Cher. When you invent revolutionary computers, music players and smartphones, your audience will give you permission to dress any way you want.
Have fun: Don’t lose sight of the fact that the audience wants to be informed and entertained. Each of Jobs’ presentations is “infortainment.” He teaches his audience something new, reveals new products and has fun doing it.

Steve Jobs said, “Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. Stay hungry. Stay foolish.”

THE BIG THREE – KEY POINTS

Key point #1: People will forget what you said, but they will never forget how you made them feel. Infortain your audience!

Key point #2: Plan and deliver a “Holy Shit” moment. This is as critical as the presentation itself.

Key point #3: Presentation principles are not limited to the stage, a document or a product. A conversation can benefit from the same principles as long as you want to be unforgettable.

One Last Thing

“People would confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides. People who know what they’re talking about don’t need PowerPoint.” Steve Jobs, Biography by Walter Isaacson

Archive for: Carmine Gallo