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喬布斯的演講技巧：怎樣化腐朽為神奇
Anyone who is watched the Steve Job’s keynote, will tell you, he is one of the most extraordinary speakers and cooperators in America. 但凡看過(guò)Steve Jobs的主題演講的人都覺(jué)得，他是全美最棒的演說(shuō)家，最了不起的合作伙伴。
-Who does the best job of that in the world? -這個(gè)行當(dāng)里誰(shuí)最牛?
Well, most presenter simply convey information, Jobs inspires.多數(shù)演講者只是簡(jiǎn)單地傳達(dá)信息，喬布斯的演講卻能點(diǎn)燃激情。
I'm Camine Gallo. And today I'll walk you to several key techniques that Steve Jobs uses to electrify his audience, the relevants you can adopt for your very next presentation.我是卡邁恩·加洛，今天我將帶領(lǐng)你們領(lǐng)略喬布斯的演講藝術(shù)，教您如何在演講中化腐朽為神奇。
-Welcome to Mac world 2008. We got some great stuffs for you.-歡迎來(lái)到2008蘋(píng)果大會(huì) 今天要給大家?guī)?lái)非同凡響的新產(chǎn)品
-There's clearly something in the air today. -有沒(méi)有感受到它們的"小宇宙"即將爆發(fā)?
With those words Jobs open Mac Pro 2008, setting the theme for his presentation and hitting the major announcement of the day by launching the ultra thin Mac book air. Whether it's the notebook or the Iphone, Jobs unveils a single headline that set the theme. 喬布斯開(kāi)場(chǎng)的寥寥幾句就揭示了大會(huì)主題 營(yíng)造出了Mac book air的發(fā)布氛圍。不管是發(fā)布Mac book還是iPhone 喬布斯只用簡(jiǎn)單的一句話就點(diǎn)明了主題——
-Today Apple is going to reinvents the phone. -今天 蘋(píng)果將掀起一場(chǎng)手機(jī)革命!
Once you identify a theme, make sure it’s clear and consistent throughout the presentation. Think of a staff meeting as a presentation. So let's say your sales manager introducing a new software tool that helps your team generate track and share sales leads. You might kick off a meeting this way: Good Morning! Thanks for coming. I know you'll be really excited about this. Today we'll make it easier for you to make a quota. That's the headline: easier to make a quota. It's memorable, and it sets the direction for the rest of the meeting. It gives your audience a reason to listen. 一旦你確立演講主題，整個(gè)演講就要清晰地圍繞這個(gè)主題來(lái)展開(kāi)。例如，要在員工大會(huì)上推廣一款追蹤銷售數(shù)據(jù)的軟件。你可以這樣開(kāi)場(chǎng):早上好，感謝大家參加會(huì)議。我知道大家都很期待，讓我們直奔主題：如何輕松完成工作配額。如何完成工作配額，這個(gè)主題令人印象深刻。而且接下來(lái)怎么說(shuō)一目了然 相信聽(tīng)眾會(huì)非常樂(lè)意傾聽(tīng)下去。
-I got four things I'd like to talk about with you today. So let's get started. Steve Jobs always provides an outline for his presentation and then verbally opens and closes each section with clear transition and between. Here's an example.-今天我有4項(xiàng)成果要與大家分享...演講開(kāi)始 喬布斯列出一個(gè)大綱，并明確告訴聽(tīng)眾每個(gè)部分何時(shí)開(kāi)始，何時(shí)結(jié)束。例如：
-So that's time capsule, a perfect companion to leopard. -這就是Time Capsule，完美的系統(tǒng)伴侶。
-And that's the first thing I wanna share with you this morning. -這是我要發(fā)布的第一款產(chǎn)品。
The point is, make it easy for your listeners to follow your story. Your outline will serves as guide post along the way. You also know that during his presentation Jobs uses words like "extraordinary", "amazing" and "cool". He is passionate, enthusiastic and it shows. 為了讓聽(tīng)眾不會(huì)半路跟丟，大綱會(huì)是一個(gè)不錯(cuò)的選擇。它就像路標(biāo)指引著聽(tīng)眾緊跟你的步伐。在喬布斯的演講中，你還會(huì)聽(tīng)到這樣一些詞:非同凡響、華麗麗、酷畢了。這些詞匯充分展現(xiàn)了他的興奮與激動(dòng)。
-Incredible, unbelievable, awesome, extraordinary year for Apple.-對(duì)于蘋(píng)果來(lái)說(shuō)，這是難以想象、非同凡響的一年。
You know your audience wants to be wowed, not put to sleep. Too many people fall into this presentation mode, its stiff, its formal, it lacks possess. We, your listeners will give you a permission to have fun and be excited about your company, your product during your service. 好的演講應(yīng)該振奮人心而不是催人"睡"下。枯燥、嚴(yán)肅、乏味的演講放倒了一幫又一群的聽(tīng)眾。那樣的演講我們不愛(ài)聽(tīng)、有趣、有激情地展現(xiàn)公司的產(chǎn)品，這才是我們需要的。
If you are not passionate about it, we are not going to be. Remember, Jobs isn’t selling hardware. He's selling an experience. If you offer numbers and statistics, make them meaningful. 如果你在那玩深沉，我們觀眾又怎么可能會(huì)激情四射。喬布斯從頭至尾都不是在兜售產(chǎn)品，而是推銷一種體驗(yàn)。如果要引用數(shù)據(jù)，請(qǐng)賜予它意義吧。
-We have sold 4 million Iphones to date. -迄今為止，我們一共售出了4百萬(wàn)部iPhone 。
-We divide 4 million by 200 days, that's 20,000 Iphones every day on average. -用4百萬(wàn)除以200，意味著我們平均每天賣出了2萬(wàn)部iPhone。
Numbers don't mean much, unless it plays in context. Managers, connect the dots for your listeners. Recently I worked with a company that launched 12 Gigabyte memory card, 12 Gigabytes. That number doesn’t mean much to most people. So we put it in the contest. We said that's the enough memory to listen to your music while traveling to the moon and back. Now, 12 Gigabytes, mean something to me. Make numbers meaningful. 數(shù)字本身沒(méi)有意義，除非放入特殊的語(yǔ)境。要讓這些數(shù)字有意義，給它們來(lái)點(diǎn)"比方"吧。最近我在和一個(gè)公司合作，這個(gè)公司剛剛發(fā)布了新的12G內(nèi)存卡。12G��！但是多數(shù)人不明白12G是個(gè)什么概念。所以我給這個(gè)數(shù)字包裝了下，12G的存儲(chǔ)量 足夠讓你聽(tīng)著音樂(lè)在地球和月球之間兜上一圈。看，這回12G就厲害啦。趕緊地動(dòng)手包裝下數(shù)據(jù)吧。
One of the most effective elements of Steve Jobs's presentation is that they are easy on the eyes. His presentations are visual and simple. 喬布斯演講的法寶就是視覺(jué)刺激。他的演講不僅非常視覺(jué)化，而且通俗易懂。
Well, most speakers fill their slides, with = =| data, texts and charts, Jobs does just the opposite. He uses very little text, and usually one, maybe two images for his slide. 大多數(shù)的演講者喜歡在幻燈片里塞進(jìn)大量的數(shù)據(jù)、文字和圖表 喬布斯卻不這么干。他用豐富的視覺(jué)盛宴替代繁冗的文字圖表，通常每個(gè)幻燈片也只有一兩張圖片而已。
You see you want to paint a picture for your audience, without overwhelming them. Inspiring presentations are short on bullet points and big on visuals. If you really want your presentations to pop, treat it like a show, when ads flows, themes and transitions. Jobs includes video clips, demonstrations and guests, he also has a natural for dramatic flare. It’s very effective. For example we are introducing the MacBook Air, Jobs drew chairs by opening a manila inter office envelope, holding the laptop for everyone to see. 在合適的時(shí)刻展現(xiàn)合適的內(nèi)容，而不是連篇累牘、鋪天蓋地砸向聽(tīng)眾。好的演講通常只列出簡(jiǎn)明扼要的觀點(diǎn)，其他的全是演示。想要演講得出類拔萃，就把它當(dāng)作一場(chǎng)"達(dá)人秀":各種廣告、各種主題、各種變幻...喬布斯就用到了視頻剪輯、樣品展示、客串嘉賓...有時(shí)還會(huì)來(lái)個(gè)出其不意。別說(shuō)，倒還真挺見(jiàn)效。比如在發(fā)布Mac Book Air時(shí)，他打開(kāi)一個(gè)大信封，默默抽出了這個(gè)新款筆記本電腦，觀眾們瞬間石化了。
-This is the new, Mac Book Air, you can get a feel for how thin it is.-這就是最新款Mac Book Air, 知道它有多薄了吧。
What is the one memorable moment of your presentation? Identify your memorable moment and build up to it. -...Climax of the show -...our friends and everyone in the world today. 你演講中最難忘的瞬間是什么？定下那一刻，然后使出渾身解數(shù)把聽(tīng)眾引向那里。
And finally, rehearse, rehearse, and rehearse some more. 最后一條，彩排，彩排，再彩排。
-Let me show you how easy that is now. -讓你們見(jiàn)識(shí)下 操作起來(lái)有多簡(jiǎn)單
Steve Jobs makes it look easy because he spends hours rehearsing. He cannot pull off an intro presentation with a video clips and demonstrations and outside speakers without practice. The result of presentation that is perfect synchronized and looks, yes effortless. Now the average business first does not have a resource to create a Steve jobs's extraordinary ganza. But you do have time to rehearse. The greatest presenters do it, so should you. 喬布斯的演示之所以看起來(lái)如此簡(jiǎn)單是因?yàn)樗舜罅繒r(shí)間來(lái)彩排。沒(méi)有反復(fù)的練習(xí)，那些視頻剪輯、樣品展示和客串嘉賓便都是浮云。因?yàn)榉磸?fù)的彩排，他才能在演講過(guò)程中如此淡定，如此收放自如。當(dāng)然很少有人生來(lái)就像喬布斯這樣天賦異稟。但早起的鳥(niǎo)兒有蟲(chóng)吃的道理，你懂的，你總會(huì)有足夠的時(shí)間去彩排。瞧瞧，人喬布斯還彩排呢，你為什么不呢?
Oh, and one more thing. At the end of most presentations, Jobs add to the drama by saying “and one more thing…”哦，還有一點(diǎn)。通常在演講的結(jié)尾 Jobs會(huì)加上一句 最后一項(xiàng)...
-One last thing… He gonna adds a new product, or feature, sometimes just introduces a band. -最后一項(xiàng)...他會(huì)繼續(xù)介紹一個(gè)新產(chǎn)品、新特性、或是給樂(lè)隊(duì)當(dāng)回司儀。
It's not only the highest excitement, it also leaves your audience feel they been given an added bonus. The point is Steve Jobs approaches each presentation as an invent. A production with strong opening, product demonstrations in the middle and strong conclusion. And then yes, even a anchor, that 'one more thing…'. I wish you a dazzling presentation. 這不僅僅是整個(gè)演講的高潮，還能讓觀眾覺(jué)得他們中了頭彩。喬布斯把每一次演講都當(dāng)成產(chǎn)品去打造、去創(chuàng)新。賦予了演講一個(gè)震撼的開(kāi)場(chǎng)，一個(gè)高潮迭起的過(guò)程，和一個(gè)令人流連的尾聲。對(duì)了 還有那句撩人的 最后一項(xiàng)...希望你們的演講也能同樣精彩!
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