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Steve Jobs的主題演講的人都覺得，他是全美最棒的演說家，最了不起的合作伙伴。

　　-Who does the best job of that in the world? -這個行當里誰最牛?

　　Well, most presenter simply convey information, Jobs inspires.多數(shù)演講者只是簡單地傳達信息，喬布斯的演講卻能點燃激情。

　　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.-歡迎來到2008蘋果大會 今天要給大家?guī)�來非同凡響的新產(chǎn)品

　　-There's clearly something in the air today. -有沒有感受到它們的"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. 喬布斯開場的寥寥幾句就揭示了大會主題 營造出了Mac book air的發(fā)布氛圍。不管是發(fā)布Mac book還是iPhone 喬布斯只用簡單的一句話就點明了主題——

　　-Today Apple is going to reinvents the phone. -今天 蘋果將掀起一場手機革命!

　　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，整個演講就要清晰地圍繞這個主題來展開。例如，要在員工大會上推廣一款追蹤銷售數(shù)據(jù)的軟件。你可以這樣開場:早上好，感謝大家參加會議。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，這個主題令人印象深刻。而且接下來怎么說一目了然 相信聽眾會非常樂意傾聽下去。

　　-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項成果要與大家分享...演講開始 喬布斯列出一個大綱，并明確告訴聽眾每個部分何時開始，何時結(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. 為了讓聽眾不會半路跟丟，大綱會是一個不錯的選擇。它就像路標指引著聽眾緊跟你的步伐。在喬布斯的演講中，你還會聽到這樣一些詞: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。

　　-Incredible, unbelievable, awesome, extraordinary year for Apple.-對于蘋果來說，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、嚴肅、乏味的演講放倒了一幫又一群的聽眾。那樣的演講我們不愛聽、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。如果要引用數(shù)據(jù)，請賜予它意義吧。

　　-We have sold 4 million Iphones to date. -迄今為止，我們一共售出了4百萬部iPhone 。

　　-We divide 4 million by 200 days, that's 20,000 Iphones every day on average. -用4百萬除以200，意味著我們平均每天賣出了2萬部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)字本身沒有意義，除非放入特殊的語境。要讓這些數(shù)字有意義，給它們來點"比方"吧。最近我在和一個公司合作，這個公司剛剛發(fā)布了新的12G內(nèi)存卡。12G��！但是多數(shù)人不明白12G是個什么概念。所以我給這個數(shù)字包裝了下，12G的存儲量 足夠讓你聽著音樂在地球和月球之間兜上一圈。看，這回12G就厲害啦。趕緊地動手包裝下數(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刺激。他的演講不僅非常視覺化，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。他用豐富的視覺盛宴替代繁冗的文字圖表，通常每個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. 在合適的時刻展現(xiàn)合適的內(nèi)容，而不是連篇累牘、鋪天蓋地砸向聽眾。好的演講通常只列出簡明扼要的觀點，其他的全是演示。想要演講得出類拔萃，就把它當作一場"達人秀":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...有時還會來個出其不意。別說，倒還真挺見效。比如在發(fā)布Mac Book Air時，他打開一個大信封，默默抽出了這個新款筆記本電腦，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. -讓你們見識下 操作起來有多簡單

　　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如此簡單是因為他花了大量時間來彩排。沒有反復(fù)的練習，那些視頻剪輯、樣品展示和客串嘉賓便都是浮云。因為反復(fù)的彩排，他才能在演講過程中如此淡定，如此收放自如。當然很少有人生來就像喬布斯這樣天賦異稟。但早起的鳥兒有蟲吃的道理，你懂的，你總會有足夠的時間去彩排。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。通常在演講的結(jié)尾 Jobs會加上一句 最后一項...

　　-One last thing… He gonna adds a new product, or feature, sometimes just introduces a band. -最后一項...他會繼續(xù)介紹一個新產(chǎn)品、新特性、或是給樂隊當回司儀。

　　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. 這不僅僅是整個演講的高潮，還能讓觀眾覺得他們中了頭彩。喬布斯把每一次演講都當成產(chǎn)品去打造、去創(chuàng)新。賦予了演講一個震撼的開場，一個高潮迭起的過程，和一個令人流連的尾聲。對了 還有那句撩人的 最后一項...希望你們的演講也能同樣精彩!

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