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CLASSIC: Better than Steve Jobs

For some reason known only to the deities of publishing, Apple’s former CEO Steve Jobs is considered a great business presenter.

A bestselling book by Carmin Gallo even touts The Presentation Secrets of Steve Jobs.

But is Steve Jobs really a great presenter?  Does he really have secrets that you can use?  And can you learn how to be “an insanely great” presenter from this book?

No . . . no  . . . and . . .

Well . . . on that last point, you can learn to become a pretty good presenter from this book.

But not from Steve Jobs.

The Extraordinary Jobs

Steve is a visionary and an extraordinary entrepreneur many times over.  He has grown tremendously since the days when he thought that his self-absorbed bombast gave him license to insult Microsoft and Bill Gates mercilessly.  He has emerged as a celebrity CEO, a man who loves the limelight and whose strong and quirky personality guarantee him a following among a certain segment of the American populace.

But presenting?

On an absolute scale, Steve is a slightly above-average presenter.  Remove Steve’s high-tech prop that the entire wonk-world is waiting to see, and remove the employee/early adopter audiences that cheer his every eye-twitch, and we are left with a shabbily dressed average sort of fellow given to aimless pacing and whose high-pitched voice grates a bit on the senses with its “ummms” and “ahhhhs.”

Only One Reason

You and I know that there is only one reason that Steve Jobs is on that stage and one reason that, now, he has a book purporting to reveal his presentation secrets.

And it’s not for his presenting skills.

While Jobs himself is not someone whose presenting skills deserve emulation, he is obviously the subject of the book because of his built-in audience, and so we must deal with that. Dismiss it, in fact.  But the book does have a gem.

The gem of the book is the author.  The author of the Jobs book is Carmine Gallo, who is an extremely polished and superb presenter and presentation coach, and he embeds solid presenting nuggets throughout the book.  Carmine is, in fact, a much better presenter than Jobs.  You can judge for yourself by watching the video here.

But even Carmine is not perfect.  He begins by gushing at Jobs’s stature as a presenter that is almost embarrassing in its lavish excess: “Steve Jobs is the most captivating communicator on the world stage . . . He is the world’s greatest corporate storyteller!”  Really?  Really? 

But . . . well, we’re selling books here, and hype is understandable. I’d probably gush, too, if given a similar opportunity, so let’s give Carmine a pass on this one.

But at the end of the video Carmine gives advice that I believe is just flat-out wrong.  He says that you, the presenter, are the hero of the presentation.  That you, your product, or your service is the hero.

All of us would like to be the hero of our presentation, wouldn’t we?  And we are sorely tempted to put the focus on our product and ourselves.

No.  Don’t do it.

Your Audience is the Hero

There is room for only one hero in the presentation, and that hero is not you.  The hero is in the audience, and you are there to help your audience become heroic. As with all presentation instruction, you can ignore or accept what you choose, and this point is no different. You can try to be the hero. Or, you can focus on your audience and its needs and its desires.

In sum, The Presentation Secrets of Steve Jobs offers a reasonable exposition of presentation methods that can benefit us all, but recognize that these methods have nothing to do with Steve Jobs and they do not help us become “insanely great” presenters.

But there is good news for you on the presentation front.  The best news in all of this is, in fact, great news.

With dedication, coachability, and the right method, virtually anyone – and I mean anyone – can become a better business presenter than Steve Jobs.