字幕列表 影片播放 列印英文字幕 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
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)) 31 2 早川徹 發佈於 2021 年 01 月 14 日 更多分享 分享 收藏 回報 影片單字