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1、像乔布斯一样做商业演讲简介原文作者在看过08年1月中乔布斯的一场演讲后，发现其演讲技术日渐精湛，演示的手段推陈出新。所以继06年4月在商业周刊发表How to Wow Em Like Steve Jobs 一文之后，其再次总结（主要根据07年WWDC和08年Macworld上的演讲）出来了乔布斯能够如此成功进行演讲的十大因素。当苹果公司CEO史蒂夫-乔布斯开始今年（2008年1月）的Macworld时，我们看到他的商业演讲（以下简称：演讲）水平更上了一层楼。所有人都希望能够在演讲中能更加简明扼要，乔布斯做到了，并且他做得更好。就好象之前听过他演讲的听众说的那样，他不是要简单的卖一份牛排，更是要
2、让牛排上那滋滋的热气充分的“勾引”你，激起你的购买欲望。经过分析后，我觉得他的演讲中有十大元素能勾起听众聆听的欲望。我还曾经将他在2007年Macworld中的一些演讲内容写进我的最新的书里面。但是现在看起来，他掌握观众情绪的水平真的达到了非常高的一个境界。 十大元素一 设定一个主题。“There is something in the air today.”乔布斯用这简简单单的一句话作为Macworld的开场白。正是这样，他为他的演讲设定了一个主题，那就是暗示在今天有一个最重要的产品将要公布，那就是超轻薄的笔记本电脑Macbook Air。所有的演讲都需要一个主题，但是一般你都不会把向他那样
3、如此的开门见山又如此的简明扼要。去年，在他的演讲里他讲了二十分钟后才点到题，“Today Apple reinvents the phone.”所以，在演讲中当你已经点题之后，你需要做的是从始至终都要围绕你的主题说事。二 显示出你对主题内容的巨大兴趣乔布斯一直的其门下产品的工业设计为傲，并表现出相当的激情。在演讲过程中，他经常喜欢用一些extraordinary-非同寻常的, amazing-精湛的, 还有cool-酷这样的词汇来形容他的产品。当讲到iPhone支持定位新特性时，乔布斯说“这用起来真爽”。绝大多数的主讲人都会在演讲中给出时间来演示这些亮点。记住，你的听众们想要得到一种被震撼的感
4、觉，而不是来找个地方睡觉。所以下次当你在进行演讲的时候，一定记得把你对产品的热爱倾注进去。如果你觉得你的产品真的很好，那就直接说出来！还有很多的主讲人经常把自己的演讲中的兴奋点去掉。你可以这样想，如果你自己对你的产品都没什么热情，你的客户会怎么样？三 制造一条主线乔布斯有一次是这样为自己的演说制造主线的，他说“There are four things I want to talk about today. So lets get started今天有四件事情要告诉大家，我们开始把。”。在接下来的整个演说里，他都口头的在开始说每一件事情时都对上一件事情做了一个总结，也点醒将要说的下一件事，其中
5、的转换非常的简要，但是足够让听众理解到接下来他将要说什么。举个例子来说，在介绍完iPhone的几个功能之后，他说到“The iPhone is not standing still. We keep making it better and better and better. That was the second thing I wanted to talk about today. No. 3 is about iTunes.=iPhone不会止步不前，我们会将它的功能做的更加完善。这是我今天说的第二件事情，接下来的第三件事情是关于iTunes的。”形象的说，给自己的演讲内容做一个清单对
6、听众们的意义就好象是走路的时候路边设置一个路牌一样。四 将数据赋予实际意义当乔布斯宣布他们的iPhone迄今应销售400万台的时候，他不是简单的告诉大家这样的一个数据，而是用一个合理的算式给大家进行解释“Thats 20,000 iPhones every day, on average=平均每天我们售出20000台iPhone”。接下来他说到“What does that mean to the overall market?=这对于整个手机市场来说有着什么意义呢？”，他在大屏幕上为大家显示出了美国智能手机市场的整体状况，还有令人激动的iPhone的市场占有率。同时他也指出苹果现在的市场占有
7、率是其他三家竞争者之和。从这里我们看出，如果不给数据赋予意义，那么它永远就是在纸上枯燥的数字而已，对听众来说也是没有说服力的。五 试着制造一个让人难以忘怀的时刻。所有人都会在演说里这么做。乔布斯的每次演说都会做这么一个桥段。今年的Macworld上，他就是宣布MacBook Air的上市。为了演示它有多么的薄，乔布斯说它完全可以装在一个标准的信封里。然后他拿出一个装着MacBook Air的信封，并从信封中抽出MacBook Air展示给在场所有观众。那又如何定义这个难忘的时刻呢？从一开场您就得不断的给听众制造迎接这一时刻到来的气氛。六 做一个美观的图片滚动的视频演示当所有人都恨不得用数据、文
8、字、图片把自己的视频演示塞满的时候，乔布斯没有这么做。乔布斯的视频演示中只有很少量的文字，绝大多数的情况也是只有一张简单的图片。举个例子来说，当他说到将要说第一件事的时候，整个屏幕上只有一个阿拉伯数字“1”，就这么简单，就是一个数字。当他在介绍iPhone的时候，屏幕上每次也只显示一张iPhone的图片或正面，或背面，或侧面。当有文字内容需要介绍的时候，他经常只是在屏幕上选择最精炼的一句或者几句话来展示，并且很少配以图片。就比方说“There is something in the air.”在演讲中加入图片介绍是现在演讲的一个趋势。但真正能引起人关注的是在视频演示中用最精炼的语言和最大张的图
9、片。七 给观众看一场“秀”乔布斯的演讲中经常会有一些电影中使用的转场，镜头切换等效果。他不是给台下听众们一些枯燥的信息，而是给他们看一场“秀”。像拍摄的短片，产品功能的视频介绍，还有请一些重量级的嘉宾都是他经常用到的手段。在08年1月的Macworld上他请来了福克斯电影公司的CEO Jim Gianopulos，英特尔的CEO Paul Otellini。总的来说你可以用以下这几个方面来增强你的演讲的可看度：多媒体内容，视频版的产品演示，或者请几个大佬上台帮你说几句。八 不要纠缠在一个小差错上不管你多么努力的去做的演讲，总有一些小失误是难以避免的。曾有一次，乔布斯在介绍Apple TV的某个
10、功能时曾需要实时调用一些在线的照片，这时候遇到了一次尴尬的断网，他想要的照片没有显示出来，他淡淡一笑说道“我想Flickr今天可能停止了对这张照片的服务”。之后他把自己刚才介绍过的Apple TV的一些重要功能重申了一遍。就是这样，就是一个小差错，不要太当回事。我经常看到一些人被这样的一些小失误弄得惶恐不安。不要为这一些小失误纠缠。开心点，没有几个人会在意那些小失误的。九 告诉客户使用你的产品对他们有什么好处当大多数人只是在展示产品的功能的时候，乔布斯却是展示这些新功能是怎样给你的生活带来好处的了。当他在介绍iTunes中的电影租赁业务时，他说，我们一直在思索一个更好地把电影提供给大家的方式，
11、他在解释新功能亮点的时候是这么说的，我们不提供租赁音乐的服务是因为大家都想拥有这些音乐，这些歌你一辈子里面可以听上成千上万次，但是大多数人看一个电影只看一次，或者有那么不多的几次。这样看来,对电影来说，租赁就是一个好办法，不用花多少钱，不会占用你多少硬盘空间，你的听众们可能经常会问,这些东西对我到底有什么意义？那你要做的就是回答这个问题,不要让他们猜你说得是什么，简单直接的把这些产品、服务中能给客户带来的好处告诉给他们。十 排练！排练！再排练！乔布斯永远不会给那些没有任何准备的听众们带来一场情节安排的过于复杂的演讲。有时候在和Apple的工作人员交谈的时候我得知乔布斯每次演讲前都花大量的时间进
12、行整体的排练。所以这也是为什么你在他的演讲中能够看到他口头的表述与大屏幕的演示是那么精确的同步。当他在试图演示iTunes的电影租赁功能时,电影海报适时的出现在了大屏幕上面。整个演讲过程都是这么精准的进行着。所以说，乔布斯能够给大家展示这么优秀的演讲，努力排练是功不可没的。Deliver a Presentation like Steve JobsWhen Apple (AAPL) CEO Steve Jobs kicked off this years Macworld Conference & Expo, he once again raised the bar on presentati
13、on skills. While most presenters simply convey information, Jobs also inspires. He sells the steak and the sizzle at the same time, as one reader commented a few years ago.I analyzed his latest presentation and extracted the 10 elements that you can combine to dazzle your own audience. Bear in mind
14、that Jobs has been refining his skills for years. I broke down his 2007 Macworld keynote in a previous column (BusinessW, 7/6/07) and in a chapter in my latest book. Still, how he actually arrives at what appear to be effortless presentations bears expanding on and explaining again.1. Set the theme.
15、 There is something in the air today. With those words, Jobs opened Macworld. By doing so, he set the theme for his presentation (BusinessW, 1/15/08) and hinted at the key product announcementthe ultrathin MacBook Air laptop. Every presentation needs a theme, but you dont have to deliver it at the s
16、tart. Last year, Jobs delivered the theme about 20 minutes into his presentation: Today Apple reinvents the phone. Once you identify your theme, make sure you deliver it several times throughout your presentation.2. Demonstrate enthusiasm. Jobs shows his passion for computer design. During his prese
17、ntation he used words like extraordinary, amazing, and cool. When demonstrating a new location feature for the iPhone, Jobs said, It works pretty doggone well. Most speakers have room to add some flair to their presentations. Remember, your audience wants to be wowed, not put to sleep. Next time you
18、re crafting or delivering a presentation, think about injecting your own personality into it. If you think a particular feature of your product is awesome, say it. Most speakers get into presentation mode and feel as though they have to strip the talk of any fun. If you are not enthusiastic about yo
19、ur own products or services, how do you expect your audience to be?3. Provide an outline. Jobs outlined the presentation by saying, There are four things I want to talk about today. So lets get started Jobs followed his outline by verbally opening and closing each of the four sections and making cle
20、ar transitions in between. For example, after revealing several new iPhone features, he said, The iPhone is not standing still. We keep making it better and better and better. That was the second thing I wanted to talk about today. No. 3 is about iTunes. Make lists and provide your audience with gui
21、deposts along the way.4. Make numbers meaningful. When Jobs announced that Apple had sold 4 million iPhones to date, he didnt simply leave the number out of context. Instead, he put it in perspective by adding, Thats 20,000 iPhones every day, on average. Jobs went on to say, What does that mean to t
22、he overall market? Jobs detailed the breakdown of the U.S smartphone market and Apples share of it to demonstrate just how impressive the number actually is. Jobs also pointed out that Apples market share equals the share of its top three competitors combined. Numbers dont mean much unless they are
23、placed in context. Connect the dots for your listeners.5. Try for an unforgettable moment. This is the moment in your presentation that everyone will be talking about. Every Steve Jobs presentation builds up to one big scene. In this years Macworld keynote, it was the announcement of MacBook Air. To
24、 demonstrate just how thin it is, Jobs said it would fit in an envelope.Jobs drew cheers by opening a manila interoffice envelope and holding the laptop for everyone to see. What is the one memorable moment of your presentation? Identify it ahead of time and build up to it.6. Create visual slides. W
25、hile most speakers fill their slides with data, text, and charts, Jobs does the opposite. There is very little text on a Steve Jobs slide. Most of the slides simply show one image. For example, his phrase The first thing I want to talk to you about today was accompanied by a slide with the numeral 1
26、. Thats it. Just the number. When Jobs discussed a specific product like the iPhone, the audience saw a slide with an image of the product. When text was introduced, it was often revealed as short sentences (three or four words) to the right of the image. Sometimes, there were no images at all on th
27、e slide but a sentence that Jobs had delivered such as There is something in the air. There is a trend in public speaking to paint a picture for audiences by creating more visual graphics. Inspiring presenters are short on bullet points and big on graphics.7. Give em a show. A Jobs presentation has
28、ebbs and flows, themes and transitions. Since hes giving his audience a show instead of simply delivering information, Jobs includes video clips, demonstrations, and guests he shares the stage with. In his latest keynote, the audience heard from Jim Gianopulos, CEO and chairman of Fox Filmed Enterta
29、inment, and Paul Otellini, CEO of Intel (INTC). Enhance your presentations by incorporating multimedia, product demonstrations, or giving others the chance to say a few words.8. Dont sweat the small stuff. Despite your best preparation, something might go wrong as it did during the keynote. Jobs was
30、 about to show some photographs from a live Web site, and the screen went black while Jobs waited for the image to appear. It never did. Jobs smiled and said, Well, I guess Flickr isnt serving up the photos today. He then recapped the new features he had just introduced. Thats it. It was no big deal
31、. I have seen presenters get flustered over minor glitches. Dont sweat minor mishaps. Have fun. Few will remember a glitch unless you call attention to it.9. Sell the benefit. While most presenters promote product features, Jobs sells benefits. When introducing iTunes movie rentals, Jobs said, We th
32、ink there is a better way to deliver movie content to our customers. Jobs explained the benefit by saying, Weve never offered a rental model in music because people want to own their music. You listen to your favorite song thousands of times in your life. But most of us watch movies once, maybe a fe
33、w times. And renting is a great way to do it. Its less expensive, doesnt take up space on our hard drive Your listeners are always asking themselves, Whats in it for me? Answer the question. Dont make them guess. Clearly state the benefit of every service, feature, or product.10. Rehearse, rehearse,
34、 rehearse. Steve Jobs cannot pull off an intricate presentation with video clips, demonstrations, and outside speakers without hours of rehearsal. I have spoken to people within Apple who tell me that Jobs rehearses the entire presentation aloud for many hours. Nothing is taken for granted. You can
35、see he rehearsed the Macworld presentation because his words were often perfectly synchronized with the images and text on the slides. When Jobs was showing examples of the films that are available on the new iTunes movie rental service, one poster of a particular film appeared at the exact moment he began to talk about it. The entire presentation was coordinated. A Steve Jobs presentation looks effortless because it is well-rehearsed.