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  • when I'm thinking about the best product presentation

  • one thing comes up

  • Steve Jobs 2007 iPhone product presentation

  • if we're learning

  • why don't we just learn from the best

  • today I'm going through his introduction section of the iPhone presentation

  • to show you how he pitched the product

  • and how you can use the same strategy

  • to pitch your product and to pitch yourself

  • subscribe to my channel

  • if you are more content like this

  • and let's go

  • this is a day I've been looking forward to

  • for two-and-a-half years

  • okay just the first sentence

  • but there is a

  • lot of purpose in this already

  • he gave away an important number

  • two and half

  • years

  • they used two and a half years to build up this product

  • to prepare for this product pitch

  • so the audience you better pay attention

  • for the next 45 minutes of your time

  • on this two-and-a-half years of preparation

  • is two and a half years a long time?

  • not that much in terms of product development

  • but mentioning it at the beginning

  • does help to build up

  • 100% attention from the audience members

  • every once in a while a revolutionary product comes along

  • that changes everything

  • and Apple has been well first of all ones very fortunate

  • if you get to work on just one of these in your career

  • Apple's been very fortunate it's been able to introduce a few of these

  • into the world

  • 1984

  • we introduced the Macintosh

  • it didn't just change Apple

  • it changed the whole computer industry

  • in 2001

  • we introduced the first iPod

  • and it didn't just it didn't just change the way we all listen to music

  • it changed the entire music industry

  • so I did some cut just to focus on the important part

  • at this stage what he's doing

  • is he's building authority for Apple as a brand

  • and you might think everybody knows Apple

  • but twelve years ago

  • does everybody know what they're doing?

  • he presented Apple in a way that

  • it's not just a product

  • but a revolutionary leader

  • for the last 23 years

  • and for this section

  • he really built up the high expectation from the audience

  • because people do look at the past

  • to predict the future

  • well today

  • we're introducing

  • three revolutionary products of this class

  • the first one is a widescreen iPod with touch controls

  • the second is a revolutionary mobile phone

  • and the third is a breakthrough internet communications device

  • so three things

  • a widescreen iPod with touch controls

  • a revolutionary mobile phone

  • and a breakthrough internet communications device

  • an iPod a phone

  • and an Internet communicator

  • an iPod a phone

  • Are you getting it?

  • these are not three separate devices

  • this is one device

  • and we are calling it iPhone

  • today today Apple is going to reinvent the phone

  • and here it is

  • this is the most interesting way

  • to introduce a product

  • and he build up the hype

  • even more from the audience

  • by introducing the product not immediately

  • imagine someone just introduced a product the traditional way

  • hey here's my product

  • and here's feature one, two three that you care about

  • instead

  • he mentioned the functions that customers value the most first

  • then introduce his product that performs the functions

  • at the end

  • no picture about iPhone

  • hmm this is some real build up

  • like you're listening to an EDM song and

  • you're expecting the drop

  • but not yet

  • what are you gonna think

  • hey what's going on

  • what's so secretive about this drop

  • and people love secrets

  • at this stage

  • he already built up the audience excitement to a level

  • that they can't wait to hear

  • about what this product is

  • alright

  • the next section he's going to talk about

  • the traditional smartphones

  • and they all have these plastic little keyboards on them

  • and the problem is that they're not so smart

  • and they're not so easy to use

  • so if you kind of make a you know business school 101 graph

  • of the smart axis and the easy to use axis

  • phones regular cell phones are kind of right there

  • they're not so smart

  • and they're you know not so easy to use

  • but smart phones are definitely a little smarter

  • but they actually are harder to use

  • they're really complicated

  • just for the basic stuff people have a hard time

  • figuring out how to use them

  • well we don't want to do either one of these things

  • what we want to do is

  • make a leapfrog product that is way smarter

  • than any mobile device has ever been

  • and super easy to use this is what iPhone is

  • okay

  • so we're gonna reinvent the phone

  • okay

  • he's talking about why Apple is unique

  • the position

  • but I have to say that that was not the business 101 class That I took

  • the business 101 class that I took

  • has quality on the x-axis

  • and price on the y-axis

  • but in his graph both axes are about the quality

  • because Apple is not telling you we are cheap

  • they're telling you we are unique

  • so you need to pay a premium on our product

  • you cannot find anyone in this position to provide such a value

  • this is not a complete version of the competitive analysis but

  • it's the only part worth mentioning to show the audience that

  • this product is as evolutionary as he said

  • and next is the last section before he introduced the iPhone

  • now why do we need a revolutionary user interface

  • I mean here's four smartphones right

  • Motorola Q the BlackBerry Palm Treo

  • nokia e62 the usual suspects

  • and what's wrong with their user interface as well

  • the problem with them is really sort of in the bottom 40 there

  • it's it's this stuff right here

  • they all have these keyboards

  • that are there whether you need them or not

  • to be there and they all have these control buttons

  • that are fixed in plastic

  • and are the same for every application

  • well every application wants a slightly different user interface

  • a slightly optimized set of buttons

  • just for it and what happens if you think of

  • a great idea six months from now

  • you can't run around and add a button to these things

  • they're already shipped

  • so what do you do

  • it doesn't work because the buttons and

  • the controls can't change they can't change

  • for each application and they can't

  • change down the road

  • if you think of another great idea

  • you want to add to this product

  • you all know that UI is what Steve Jobs cares about the most

  • you see that he did not just mention a general problem that everybody has

  • but focus on a specific limitation of the customers current solution

  • he is not positioning himself as selling the product

  • but a solution provider for these people

  • so their problem can be solved

  • the problem he solving might not be the most

  • painful in the world

  • but it's specific enough

  • that it resonates well with a

  • group of people

  • many presenters make the mistake of

  • not making the problem specific enough

  • so it doesn't resonate deeply with a group of people

  • when your problem is to general people will think

  • yeah I have the problem

  • but I don't want to

  • pay for it

  • what we're gonna do is get rid of all these buttons

  • and just make a giant screen

  • a giant screen

  • ding

  • friendly reminder remember 2007

  • we call this giant screen

  • and it'd take about seven minutes

  • for him to get on this point

  • and show the real picture of iPhone

  • at this stage the audience mental state

  • is at the completely different level

  • compared to the start of the presentation

  • it's not oh it's a product but

  • oh finally we are getting the real Product

  • and we have invented a new technology called multi-touch

  • which is phenomenal

  • it works like magic

  • you don't need a stylus

  • it's far more accurate

  • than any touch display that's ever been shipped

  • it ignores unintended touches

  • it's super smart

  • you can do multi-finger gestures on it

  • and boy have we patented it

  • to end up on this light

  • I really want to mention some of the word choices

  • he has on introducing iPhone in general and introducing the multi-touch technology

  • just for the last minute

  • he was using big words

  • like phenomenal super smart

  • work like magic

  • he truly believed this product will work well

  • be a bit careful

  • about using all these words

  • when you don't truly believe in your product

  • because the audience will tell the users will tell

  • when you're not telling the truth

  • and make sure you have evidence of proving all these points that you made

  • for Steve's presentation

  • he used the next 40 minutes introducing

  • all these features that's really adding

  • a lot of values for the users who's using smart phones

  • those are some hard evidence of proving his point

  • about phenomenal

  • super-smart

  • work like magic

  • and also what proved the most is not

  • his hour-long presentation about iPhones features

  • but truly happy users

  • and some presenters will use words that show uncertainty

  • like I think so

  • even I believe

  • because what you think can be questioned

  • but saying it is the best

  • you can't be that easily questioned

  • I want to end the presentation here

  • because after this

  • he is going into more details about

  • the product features

  • in summary

  • those are the techniques that Steve Jobs used

  • in his first iPhone launch presentation

  • and here we learned

  • number one

  • how to build audience attention from the first sentence

  • number two

  • build Authority for the brand first

  • number three

  • specify the problem by focus on the limitations of the customers current solutions

  • number four

  • use data in a smart way that shows the uniqueness of the product

  • number five

  • use big certain words wisely

  • to create a stronger effect of the message your delivering

  • number six

  • also position yourself as a solution provider instead of a salesperson

  • because a former solves problems

  • but the latter sells things people don't need

  • and you really need to dig deeper on the customers

  • and the small group of people who resonate the most

  • if you watch more of his presentations

  • you can see a consistency

  • in his type of presenting

  • throughout all his Product launch events

  • thanks for staying until the end

  • as you can see

  • I am still a small Channel

  • so I really want to give you

  • the flexibility of telling me what kind of topics that you like me to talk about

  • comment below

  • if you have any questions right now

  • related to doing your presentation doing your pitch

  • I will reply to every single one of you on your question

  • you can check out my Instagram

  • I do a more frequent update over there

  • and we can keep in touch

  • and I make sure every one of my posts has some value in there

  • we can have a different type of discussion over there

  • subscribe

  • if you want more content like this

  • see you next time

  • ciao

when I'm thinking about the best product presentation

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A2 初級 美國腔

史蒂夫-喬布斯演講技巧與銷售技巧(iPhone 2007介紹)。 (Steve Jobs Presentation Techniques & Selling Techniques (iPhone 2007 Introduction))

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    早川徹 發佈於 2021 年 01 月 14 日
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