The Presentation Secrets of Steve Jobs: The Real Deal Behind The Reality Distortion Field

Carmine Gallo ()

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Create Twitter-friendly headlines. Apple makes it simple for the media to talk about their products—the company writes the headlines for them. Now, reporters will tell you that they like to come up with their own headlines, but why then did hundreds of them use “World’s thinnest notebook” to describe the MacBook Air? Because it’s the best way to describe it. It’s the world’s thinnest notebook. Period. Steve Jobs always describes a new product with a concise phrase that fits well within a 140 character Twitter post. What’s an iPod? “One thousand songs in your pocket.” What’s Genuis Mix for iTunes? “It’s like having a DJ mix the songs in your library.”

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About the author

Carmine GalloCarmine Gallo is the author of The Presentation Secrets of Steve Jobs. He is the communication skills coach for the world’s most admired brands, including IBM, Nokia and Chase. He writes a weekly leadership and communications column for BusinessWeek.com. More about Carmine Gallo at his Gallo Communications website.

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Posted in Apple, How-To, Opinions, Steve Jobs |

  • nak

    Why do you refer to yourself in the third person?

  • Dylan

    Very good post. Was a great read. Thanks!

  • Johnny

    Interesting article to read. Thanks.

  • http://twitter.com/chas_martin Charles Martin

    I recognise and appreciate that hits = $ so I understand breaking this up over several “pages,” but geez louise ELEVEN PAGES?? That’s just money-grubbing, sorry. Six would have been about right.

    Shenanigans like this actually hurt the story (just check Digg comments any time a story not from Ars Technica goes over half-a-dozen pages) by losing “busy readers” and by annoying faithful readers. It also makes me question the motivation behind presenting the story — am I really going to get some useful info if I stay with it, or am I just being used to drive up the hit count and will end up with an unsatisfied feeling at the end?

    Better editorial judgement about how long you can string readers along, please …

  • Matt

    I agree with the above post. I’m afraid I skip these articles with so many pages because it’s too annoying to have to keep clicking from one page to another.

  • D

    The problem is that if you try to copy steve jobs “reality distortion field” your audience would not think:
    -Wow that guy is great at speaking!

    Instead they will chuckle to themself and think:
    -Wow, that guy thinks he’s Steve Jobs. What a looser.

  • J

    Meh, Jobs is good, but he’s no Billy Mays.