most extraordinary speakers in corporate America. - Who does the best job in the world?

他是全美國最超群的演講者之一

While most presenters simply convey information, Jobs inspires.

大部分的演講者都僅止於提供資訊，賈伯斯卻能啟發聽眾

I'm Carmine Gallo and today I will walk you through several key techniques that

我是Carmine Gallo，今天我將跟您介紹幾個賈伯斯

Steve Jobs uses to electrify his audience.

用來震撼聽眾的主要技巧

The elements you can adopt to your very next presentation.

而且你馬上可以將這些技巧運用到你下一個台上簡報

Jobs: Welcome to the Mac World 2008.

賈伯斯：歡迎來參加 Mac World 2008 (2008 蘋果新品介紹會)

We've got some great stuff for you. There is clearly "something in the air" today.

我們今天準備了很多好料的要給你們。很明顯的，今天馬上會有驚喜發生

With those words, Jobs opened Mac World 2008,

賈伯斯用了這些開場白揭開 Mac World 2008的序幕

setting the theme for his presentation and hinting at the major announcement of the day:

不但確立了今天發表的主題，也暗示了今天最重要的宣布：

the launch of the ultra-thin MacBook Air. Whether it's a new notebook or

超薄Mac Air 初登場。不論是介紹新筆電或是愛瘋手機

the iPhone, Jobs unveils a single headline that sets the theme.

賈伯斯總是用一句簡單的標題語來標出今日主題

Jobs: Today, Apple is going to reinvent the phone.

賈伯斯：今天，蘋果電腦將讓世人對手機的概念從此改觀

Once you identify a theme, make sure it's clear and consistent throughout the presentation.

一旦你確立了主題，就要讓你的主題清楚且貫穿全場

Think of a staff meeting as a presentation.

用一個員工會議來當例子

So let's say you're a sales manager, introducing a new software tool to help your team generate, track

假想你是一個銷售經理，想要介紹一個新的軟體，用來輔助追蹤

and shares sales leads.

顧客的消費行為

You might kick off your meeting this way:

你可以用這樣的開場白

Good morning. Thanks for coming. I know you will be really excited about this.

大家早安，感謝你們一起共襄盛舉。我知道你們一定很期待今天的會議

Today we make it easier for you to make your quota.

今天，我們使你更容易達到你的銷售目標

That's the headline: "easier to make quota"

這就是大標題：「如何更簡單的達到銷售目標」

It's memorable and it sets direction for the rest of your meeting.

不但好記憶，也讓你為你接下來的內容開啟了明確的方向

It gives your audience a reason to listen.

明確的大標題，也讓你的觀眾有個繼續聽下去的原因

Jobs: So, I've got four things I'd like to talk about with you today.

賈伯斯：我今天要跟大家講四件事情

So, let's get started. Steve Jobs always provides an outline for his presentation

我們開始吧。賈柏斯總是提供一個很明確的大綱提要

and then verbally opens and closes each section

然後再口述，把每個區塊的開頭和結尾

with a clear transition in between. Here is an example.

並在中間做清楚的連結。以下是個例子

Jobs: And that's Time Capsule.

賈伯斯：「這就是 Time Capsule (蘋果的資料備份產品)

A perfect companion to Leopard

一個我們實驗室工作的好夥伴 (Time Capture 可以自動無線備份檔案)

and that's the first thing I want to share with you this morning.

而這是我今早第一個要跟大家分享的內容」

The point is, make it easy for your listeners to follow your story.

重點是：讓你的聽眾很輕易的連貫你講的內容

Your outline will serve as guidepost along the way.

你的大綱提要將會是重要的指示路標

You also notice that during his presentations, Jobs uses words like

你也會發現，賈伯斯會用以下這些字：

Jobs: extraordinary, amazing and cool.

超群的、驚人的、酷呆了

He is passionate, enthusiastic, and it shows.

他的熱情投入溢於言表。

Jobs: Incredible, unbelievable, amazing,

難以置信的、好到無法相信的、驚人的

awesome, extraordinary year for Apple.

蘋果公司不平凡的一年

You know your audiences want to be wowed,

你的觀眾想要驚喜

not put to sleep.

而不是讓人昏昏欲睡的發表

Too many people fall into this presentation mode.

太多人陷入了刻板的固定模式

It's stiff. It's formal. It lacks pizzazz.

僵硬、制式、又缺乏熱情

We, your listeners, are giving you permission to have fun

聽眾們允許你綻放出

and to be excited about your company, your products or your service.

你對你公司、產品、服務的激情活力

If you're not passionate about it,

如果你自己都不熱衷，

we're not going to be.

那觀眾當然也不會有反應

Remember

記住，

Jobs isn't selling hardware, he is selling an experience.

賈伯斯並不是在銷售一個產品，他是在銷售一個美好體驗

If you offer numbers and statistics,

如果你提出了統計數據

make them meaningful.

想辦法讓他們有意義

Jobs: We've sold

賈伯斯：我們已經賣出了

4 million iPhones to date.

四百萬支愛瘋手機

Divide 4 millions by 200 days, that's twenty thousand iPhones everyday on average.

用兩百天去除的話，代表著每天平均賣兩萬支！

Numbers don't mean much unless they're placed in context.

除非你懂得如何包裝數字，要不然數據是沒有太大意義的

Managers, connect the dots for your listeners.

經理們，讓你們的聽眾更容易了解你講的內容

Recently I work with a company that launched with 12 gigabit memory card.

最近我跟一家公司合作，他們正要推出一款 12 GB的記憶卡

Twelve gigabits!!!

12 GB

That number doesn't mean much to most people. So we put it in a context.

這數字對一般人起不了作用的. 所以我們做了點調整

We say that's enough memory to listen to your music while traveling to the moon and back.

我們宣稱，12GB的記憶體，讓你聽著音樂去月球再回來都夠用

Now, 12 gigs mean something to me.

這樣講的話，12 GB對我來說就有意義了

Make numbers meaningful.

想辦法讓你的數字都富有意義

One of the most effective elements in the Steve Jobs presentations is that they are easy on the eyes.

賈伯斯還有另外一個重要特色，所有他的簡報都很賞心悅目

His presentations are visual and simple.

簡單又富有視覺效果

While most speakers filled their slides for mind-numbing data, text and charts

大部份的講者都把投影片裝著滿滿的數據,，文字和圖表

Jobs does just the opposite. He uses very little text

賈伯斯正好相法，他用極少的文字

and usually one

加上一張

or maybe two images per slide.

或兩張圖片到投影片中

You see you want to paint a picture for your audience without overwhelming them.

你要觀眾更了解你想說的內容，就不能讓他們崩潰

Inspiring presentations are short on bullet points and big on visuals.

令人耳目一新的發表通常都用很少的文字列表而且具有十足的視覺效果

If you really want your presentation to pop,

如果你真想要做出出眾的發表

treat it like a show. When adding flows, themes and transitions

就把它當成一場秀。為了讓這場秀更生動

Jobs includes video clips, demonstrations and guest. He also has a knack for dramatic flare.

賈伯斯加入了影片、示範、和特別來賓。他也非常擅長製造劇場似的高潮

That's very effective.

非常的有效果

For example, when introducing the MacBook air, Jobs drew cheers by opening

舉例來說，當介紹 Mac Air的時候，賈伯斯緩緩的把牛皮紙袋打開，

a Manila inter-office envelop and holding the laptop out

再從裡面抽出Mac Air

for everyone to see.

看到的人無不奮力歡呼

Jobs: This is the

賈伯斯：這就是

new MacBook air.

新的 Mac Air (蘋果超薄筆電)

You can get a feel for how thin it is.

你可以親身體會到，它有多薄

What is the one memorable moment of your presentation?

你要先想好，什麼是最能讓觀眾回味再三的一瞬間

Identify it ahead of time and build up to it.

提早認清楚，前面的內容都是為了那個一瞬間而制訂

Steve Jobs: With a little help from our friend, everything will work today.

賈伯斯：這會幫助一個今日很忙碌的人

And finally rehearse, rehearse, and rehearse some more.

最後，彩排、彩排、再彩排

Steve Jobs: Let me show you

賈伯斯：讓我秀給你看

how easy that is now.

這有多簡單

Steve Jobs makes it look easy because he spends hours rehearsing.

賈伯斯讓一切都看起來很自然是因為他花了很多時間彩排

You cannot pull off an integrated presentation with video clips and demonstrations

沒有充分的彩排練習, 你是無法將所有不同的元素 (短片、示範、

and outside speakers without practice.

和特別來賓)

The result, the presentation that is perfectly synchronized and looks,

充分的彩排，讓你的發表看起來完美無瑕，一切按照計畫進行

yes, effortless.

並讓別人覺你不費吹灰之力

Now, the average business person does not have the resources to create

一般的人沒有那麼多的資源，可以像賈柏斯一樣在台上為所欲為

a Steve Jobs extravaganza

製造出很多驚奇

but you do have time to rehearse.

但是你有時間彩排

The greatest presenters do it and so should you.

最傑出的講者都花很多時間彩排，你也該跟上他們的腳步

Oh, and one more thing.

噢，還有一件事

At the end of the most presentations, Jobs adds to the drama by saying "and one more thing."

每當到發表到了尾聲，賈伯斯總是會在加上 「噢，還有一件事」

Jobs: And one last thing.

賈伯斯：噢，最後還有一件事

You can add a new product or feature sometime

你可以加上一個新產品，或是新特色介紹

just introduces a band.

或是就單純請樂團出來做收尾表演

It's not only heighten the excitement and also leaves your audience feeling

這不但會讓驚喜更上層樓，還會讓你的觀眾覺得

they've been given an added bonus

他們走之前，又獲得了一個額外的好康

The point is Steve Jobs approaches each presentation as an event.

總的來說，賈伯斯把每個發表當做一場表演節目

A production with a strong opening,

強烈吸睛的開場

product demonstrations in the middle, and a strong conclusion

中間做示範產品，結尾也強勢收尾

and yes, even an encore "that one more thing".

還有, 別忘了那個安可曲：「噢，還有一件事」

I wish you a dazzling presentation.

我真心的希望你能做出出眾的發表