Tweet

Presentation Skills and the CEO: What Steve Jobs has to teach about power presentations

Guest post by: Aileen Pincus

Article Overview: He's arguably the strongest corporate spokesman presenting in America today. Just what makes Apple's Steve Jobs so good and what can other executives learn from his presentation style? A lot as it turns out, says executive communications coach Aileen Pincus.

Presentation Skills and the CEO: What Steve Jobs has to teach about power presentations

Steve Jobs is in a class by himself, but that doesn't mean executives can't learn a lot from his presentation style.The Apple CEO, back from a health sabbatical which he reluctantly revealed involved a liver-transplant, took the stage for the company's keynote address.He was met by a wildly enthusiastic crowdbut onceagain, he did not disappoint. "I'm vertical, back at Apple and loving every minute of it" he said, receivingto thunderousapplause. Apple as a company is strong, but Jobs' reputation for best-of-class presentations isn't just a function of stock values. Nor is his reputation on stage necessarily a reflection of Apple's overall communication strength. Many in fact wondered if the dynamic and famously private CEO hadn't become too identified with his company, as stock prices fell when word of his illnessbelatedlyleaked out. So if it's not Apple's overall communications that's chiefly responsible forJobs'reputation as a presentation all-star, orsolelyabout the performance of the company itself---what is behindJobs' unrivaled reputation as a dynamic spokesman for the Apple brand? Andwhat about that performancecan other executives can learn from? There are indeed an array of skills Jobs presses into service on behalf of his company that other executives can adapt to their own needs; skills that aren't unique to Jobs himself, but that every exceptional presenter can lean on. These include: Be a storyteller. Six of the most powerful words assembled in the English language are "Let me tell you a story." Here we are, gathered to hear what we assume will be another boring presentation on company balance sheets with little connection to our own bottom line and suddenly, we're riveted. A story, you say? Right or left brain, we're drawn in. Make that story about where we've been as a company or group or organization, and about where we're going, and we'll stay riveted. Make it inspirational about what we're poised to achieve if we put our minds to it, and it will be repeated and used over and again to convince others. Take it up a level. Don't confuse presentations with meetings. When you present, do it "above the clouds", not from down into the weeds. Stay away from small detail and the minutiae of decision making. This is not the time for an in-depth delineation of options rejected along the way, ledgers and balance sheets, numbers and charts that require detailed analysis and time for consideration. This is a medium for broad strokes and the background against which your audience will then consider the detail. Any time you're tempted to say, "let me show you some detail on what that means", ask yourself if your audience really needs to go there with you. Know your strengths. Steve Jobs doesn't have to feign enthusiasm for I-tunes or I-phone applications. To watch him is to understand and be infected by his passion for his products. Too many executives stand in front of others presenting ideas they themselves aren't moved by because "someone had to". The problem is your audience notices the disconnect between the product, service or finding you're touting and your own involvement in it. The lesson here is to understand, follow and demonstrate your strengths to others. Play toward your own passions and you won't have to feign enthusiasm for your audience either. Show your professionalism. The kind of presentation performance that sways minds and lifts spirits doesn't happen by accident. Devote the time you need for practice and polish. It doesn't have to be perfect (Jobs has had his share of mishaps and technical errors). It does have to look like you know what you're talking about and have put real thought into how to communicate these ideas to others. That means never "winging it" when people are investing their time into listening and watching you present. Show yourself. Don't hide behind data or visual aids. Keep it simple and take center stage in your presentations. The real reason people give of their time and attention to watch you present in person, is to get something they couldn't get on paper. Give them a glimpse "behind the curtain", by allowing your personality to show. Yes, you will be judged, but that's the point. Your audience has no other way of evaluating their leaders and determining whether what they see with their own eyes matches your reputation. By displaying confidence, mastery and your own personality, you can cement that hard-earned reputation right before their eyes. Acknowledge the importance your speeches and presentations have in your executive portfolio. Embrace the communication challenge, and become a best-in-class communicator in your own right.

Related Articles
  Innovation Creates Leaders - Sales and Marketing Tips
  Presentation Show and Tell: Presentation Skills for Senior Executives
  Today's "rant" - Jobs
  Being comfortable and uncomfortable in our own skin - a thank you to Steve Jobs
  AoM Presentation: Studies on Developing Leadership / People Skills

Article Tags: executive presentation, presentation skill training, presentation training, public speaking, steve jobs presentations



Related Forum Posts
Re: Who hates cold calling? - You used the word 'confidence', which in my opinion is paramount when giving presentations. All the great presenters ooze confidence: Steve Jobs, Guy Kawasaki, Seth Godin (to name but a few)
Re: What If Steve Jobs Hadn't Returned To Apple In 1997? - Thanks for sharing with us Yinko. Steve Jobs is definitely a visionary. Not only his products are innovative in a technological sense, but he's managed to turn a tech-company's products into a lifestyle.... a lifestyle!! [quote:zfqoq43n]Fast Forward to today. Apple has the sexiest products in the business: iMacs, Macbooks, iPhones, iPods and more.[/quote:zfqoq43n] I think not only tech would be different (music players and phones), but ways we can think of marketing and branding. What Steve Jobs did was of course no easy task for the smaller businesses, but he did start somewhere. What I did not know was that Apple is worth about as much as Google. How do you think Apple accomplish what they did? In terms of strategy wise? If you could advice Steve on one thing, what would it be?
Re: Citizen Journalism: There's no such thing - This clearly shows that if Steve Jobs sneezes the price of the stock will drop. Since Apple is a great company why do they have to link the rise and fall of the stock to one man? So eventually when Steve passes on what is going to happen to Apples stock?
Re: Are you getting an iPad 2? - @GT - we can talk more about it once I get one and I'm happy to answer any questions to see if it might fit your lifestyle. @Yinka - Sorry, no payment from Steve Jobs... I wish!
Re: What are the top videos for entrepreneurs on YouTube? - I've seen the Steve Jobs video a few times and it is a great one. Off to watch David's suggestion right now. Thanks guys! I'll try to find one of my own to add to the list.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Starting A Set of Books

How To Calculate A Minimum Fee For Your Services

How Promotional Caps became a Fashion Trend

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.