六大技巧成就激情演讲者：以乔布斯08年苹果产品发布会为例[小编推荐]

第一篇：六大技巧成就激情演讲者：以乔布斯08年苹果产品发布会为例[小编推荐]

六大技巧成就激情演讲者：以乔布斯08年苹果产品发布会为例takeaways for aspiring presenters

As with all Steve Jobs presentations, there is much we can learn and apply to our own unique situation.There are many things I like about Job’s style on stage, but here are just six.在乔布斯的演说中，有很多东西可供我们学习并应用到自己的演说上。我对乔布斯台上的表现有很多欣赏之处，这里就仅列六点。（PA 在此是 product announcement 产品发布会）

(1)Develop rapport with the audience.(1)与台下观众进行互动。

Jobs walk out on stage all smiles without any formal introduction over the PA.He welcomed everyone and then quickly(very quickly)reviewed what a fantastic year 2007 was for Apple without visuals or a script.“I just want to take a moment to thank you...” CEOs often say these kinds of things, but in this case it seemed very natural, humble, and heartfelt.Right off the bat he was acknowledging the importance of the audience and that they are they important ones, they are who this presentation is for.For our unique situations too it is important to establish rapport right from the start.Mingling with the audience before your talk helps;this way you're not a stranger.乔布斯带着微笑走上台，丝毫没有让人感觉这是场产品发布会。他首先欢迎观众到来，然后没有使用投影机作图像或文字的提示，简要地（非常简要）回顾了苹果公司在2007年的骄人成绩。“我只是想借此机会谢谢各位...”这是执行长的老调，但在乔布斯口中的这番话让人们感到自然、谦恭及真心没有任何迟疑，他明白观众是多么重要，他们才是这发鳔会的对象。对于我们的演讲也应该如此，打从开始就和观众建

立良好的关係。在你需要帮助之前，和观众打成一片，这样对他们来说你就不是个陌生人了。

(2)Give them an idea of where you're going.(2)让观众知道你将要干什么。

You do not need the ubiquitous and infamous agenda slide, but give people an idea where you're going, a bit of a road map of the journey you're taking them on.In Jobs's case he gave a simple welcome, built a little rapport with a humble thank you, and then boom!: “I've got four things I'd like to talk about with you today.So let's get stated.” He did not say what the four things were(you may wish to be more specific), but just knowing that there are four major parts helps the audience.你不必在投影片上展示老套又不讨喜的议程表，只是让观众知道你要干什么，为之后你所要带领的旅途给张地图。在乔布斯的演讲中，他先对观众的到来简单得表示欢迎，表达诚挚的谢意与观众打成一片之后，就迅速切入，“今天我想和你们说四件事。现在开始吧。”他并没有说明是哪四件事，但让观众知道将有四件主要的事情。”

(3)Show your enthusiasm.(3)表现你的热情。

Sometimes you may want to curb your enthusiasm, but most presenters show too little passion or enthusiasm not too much.Yes, a presentation on medical treatments by a researcher is different than a CEO's keynote, but in each case the appropriate level of enthusiasm can make all the difference.In just the first few minutes on stage Jobs used these words: Incredible, extraordinary, awesome, amazing, revolutionary.You can

disagree with him.You can say he is over the top;call it hype if you want.But Steve Jobs believes what he says.He is sincere.He is authentic.The point is not to be like Steve Jobs,the point is to find your own level of passion and bring that honest enthusiasm out in your work for the world to see.有时，你可能想要控制你的热情，但大多数主持人展示太少的激情和热情。是的，CEO的主题演说与一位研究员介绍医学治疗相比是不同的，但任一情形适度的热情能使事情有所不同。仅仅在舞台上的最初几分钟内甲伯斯就用了一些词：令人难以置信，与众不同，令人敬畏的革命。你可以不同意他。你可以说他是过头了；如果你想也可称它为宣传。但是史蒂夫?乔布斯相信他所说的。他是真诚的。他是真实的。关键不部喜欢或不喜欢史蒂夫?乔布斯，关键是找到你自己的激情，并让全世界都看见你将这真诚的热情带到你的工作。

(4)It's not about numbers, it's about what the numbers mean.(4)是数字背后的含义，而不是数字本身。

A business keynote by a technology company is different from a scientific

presentation at a conference, but isn't it always about what the numbers mean rather than just the numbers themselves? So your cholesterol is 199, the national average.Is that good or bad? Up or down? Is “average” healthy or unhealthy? And compared to what? When Steve Jobs talks about numbers in his keynotes he often breaks them down.For example, 4 million iPhones sold Jobs said is the equivalent of “20,000 per day” since the units went on sale(though this says nothing about the current sales trend, etc.).20 percent market share? In and of itself that does not mean much, but the meaning becomes clear when he compares it to others in the field.虽然科技公司的商业性的主题发布会与科学发布会有所不同，但人们要听的不都是数字背后的含义，而不是数字本身吗？你的胆固醇指数是199—全国平均值。这是好事还是坏事呢？偏高还是偏低了呢？达到平均值是健康还是不健康呢？有什么可

以进行比较的呢？每次贾布斯提及数字的时候都会进行详细的阐述。比如，「iPhone销售了400万隻」，贾布斯补充到自开始销售至今平均每天卖出2万台（儘管没有提到目前的销售趋势等）。百分之二十的市场占有率？这一数字本身并没有多大意义，但与市场中其他产品比较之后，意义就显而易见了。

(5)Make it visual.(5)采用视觉效果。

Jobs also does a good job of using visuals to show how something is bigger, faster, cleaner, whatever, such as when he used a pencil to show the relative size of the MacBook Air's internals.Jobs also goes to much effort to give meaning to how thin 0.16 inch and 0.76 inch really are by comparing them visually with a competitor's thin notebook.Is 0.76 inch really thin and compared to what?(And of course, everyone outside the USA is saying “wait, how many mm in an inch?”)I don't know if the MacBook Air is a great

notebook or not, but everyone will sure remember that it is “really thin” even if they forget the 0.76 and 0.16 inch figures.People may forget the number, but they will remember that the MacBook Air fits easily in a standard office envelope(they remembered all right).乔布斯在采用视觉效果上也花足了心思，来表达更大、更快、更干净等等含义。比如他用一支铅笔很好地表达MacBook Air这款笔记型电脑的内部尺寸。在展示MacBook Air的0.16英寸和0.76英寸厚度相比同类产品的厚度更薄的特点上，乔布斯花了不少功夫。0.76英寸真的很薄吗，和什么相比呢？（当然不是美国的观众会说“等一下，一英尺折合多少毫米呀？”）我不清楚MacBook Air是不是很出色的笔记型电脑，但相信每个人即使忘记0.76和0.16这两个数位，也都会记住这台电脑“真的很薄”。同时他们也不会忘记 MacBook Air很轻易地装在办公用标准信封里。（他们肯定对此印象深刻。）

(6)Save the best for last.(6)把最好的留到最后。

People will make an assessment about your performance in the first two minutes, so you have to start strong.But you have to finish even stronger.People remember most the first part and the last part of your presentation.The middle stuff is important, of course, but blow it at the start or at the end and all may be lost.This is why you have to rehearse your opening and your closing so much.And save your strongest stuff for the end.In Jobs's case he saved the MacBook Air for last—the 4th thing he wanted to talk about.人们很容易在开场后的两分钟完成对你的评价，因此你必须有个成功的开始。但你也应该有个更出色的结尾。人们印象最深的是发布会的开场和结尾。中间的内容当然也是重要的，但拙劣的开场和结尾会毁了整场发布会。这就是为什么你应该对开场和结尾多加排练。把最好的留到最后。因此，乔布斯让MacBook Air最后登场—成了他要告诉我们的第四件事。