A Steve Jobs keynote was a tightly choreographed and relentlessly prepared presentation, according to the new book Becoming Steve Jobs, by Brent Schlender.
Jobs turned the product launch into an art form.
He leaves a legacy by which entrepreneurs can learn to dazzle their audiences. The following five keynotes will help anyone give the presentation of a lifetime.
1. The Mac launch
Every Steve Jobs presentation had one moment that people would be talking about the next day. These “moments” were tightly scripted and relentlessly rehearsed. Remarkably, Jobs’ flair for the dramatic started before PowerPoint or Apple Keynote were available as slide design tools, which proves you don’t need slides to leave your audience breathless.
On Jan. 24, 1984, Steve Jobs introduced the first Macintosh with a magician’s flair for the big reveal. He showed a series of images and said, “Everything you just saw was created by what’s in that bag.” And with that Jobs walked to the center of a darkened stage that had a table and a canvas bag sitting on top it. He slowly pulled the Mac from the bag, inserted a floppy disk, and walked away as the theme from Chariots of Fire began to play as images filled the screen.
The lesson: A presentation doesn’t always need slides to wow an audience.
2. The iPhone
The rule of three is one of most powerful concepts in writing. The human mind can only retain three or four “chunks” of information. Jobs was well aware of this principle and divided much of his presentations into three parts. Sometimes he even had fun with it.
For example, on Feb. 16, 2007, Jobs told the audience to expect three new products: a new iPod, a phone and an “Internet communication device.” After repeating the three products several times, he made the big reveal — all three products were wrapped in one new device, the iPhone.
The lesson: Introduce three benefits or features of a product, not 23.
3. The first MacBook Air
When Jobs introduced the “world’s thinnest notebook,” the MacBook Air, he walked to the side of the stage, pulled out a manila envelope hiding behind the podium and said, “It’s so thin it even fits inside one of those envelopes you see floating around the office.” With a beaming smile, he slowly pulled it out of the envelope for all to see.
Most presenters would have shown photographs of the product. Jobs took it one step further. He knew what would grab people’s attention. This did. Most of the blogs, magazines and newspapers that covered the launch ran a photograph of Steve Jobs pulling the computer out of the envelope.
The lesson: Don’t just tell us about a product, show it to us, and do it with pizzazz.
Every great drama has a hero and a villain. Steve Jobs was a master at introducing both heroes and villains in the same presentation. On April 28, 2003, Jobs convinced consumers to pay 99 cents for songs. Jobs began with a brief discussion of Napster and Kazaa, sites that offered “near instant gratification” and, from the user’s perspective, free downloads. On the next slide he listed the “dark side.” They were:
Unreliable downloads
Unreliable quality (“a lot of these songs are encoded by 7-year-olds and they don’t do a great job.”)
No previews
No album cover art
It’s stealing (“It’s best not to mess with karma.”)
In the next section of the presentation Jobs replaced each of the drawbacks with the benefits of paying for music.
Fast, reliable downloads
Pristine encoding
Previews of every song
Album cover art
Good Karma
The lesson: Great presentations have an antagonist — a problem — followed by a hero — the solution.
5. The genius in their craziness
In 1997, Jobs returned to Apple after a 12-year absence. Apple was close to bankruptcy at the time and was quickly running out of cash.
Near the end of Jobs’ keynote at Macworld in August 1997, he slowed the pace, lowered his voice, and said: “I think you always had to be a little different to buy an Apple computer. I think the people who do buy them are the creative spirits in the world. They are the people who are not out just to get a job done, they’re out to change the world.
We make tools for those kind of people. A lot of times, people think they’re crazy. But in that craziness, we see genius. And those are the people we’re making tools for.”
The lesson: Don’t forget to motivate your internal audience — your team, employees and partners. Give them a purpose to rally around.
When I wrote The Presentation Secrets of Steve Jobs, I argued that Jobs was the world’s greatest brand storyteller. When I watch these presentations over again, I’m convinced he’s still the best role model for entrepreneurs who will pitch the next generation of ideas that will change the world.
In my last post, Five Legal Terms Every Author Should Know, I explained that the worst mistake indie authors make is losing control of their work.
After all, the key benefit of self-publishing is controlling the quality and marketing of our books, in other words, wearing the publisher hat. [Read More]
But too many writers are intimidated by the self-publishing process or simply don’t have time. So they sign on with self-publishing companies (SPCs, also called subsidy publishers, vanity press/publishers), that grab too much control.
An expensive mistake. Typically, these self-publishing companies own the book cover, interior design, and ISBN. So if the author wants to stop working with that SPC, she would have to start all over again. Some self-publishing companies set retail prices too high, killing sales. And some claim exclusive control of audio and translation rights, even though they don’t provide those services.
How is a writer to know whether they are giving up too much control? Unfortunately, you have to read the Terms of Service, the contract.
Daunted? Don’t be. The secret is—don’t start at the beginning of the contract. Go straight to the paragraph that’s titled something like License or Grant of Rights. If that section gives the SPC exclusive rights, particularly if those rights include audio, translations, and formats now known or hereafter devised, you don’t need to read the rest of the contract. I would not work with that SPC
Exclusive Rights
I am something of a zealot about this. All self-publishing contracts should be non-exclusive. That way you may sell print books through CreateSpace, IngramSpark/Lightning Source, and your own website, and sell eBooks via Amazon, Smashwords, iBooks and other vendors, all at the same time. (Note: This is why we at BookWorks always advocate that authors purchase own ISBN’s)
There are exceptions, such as KDP Select where writers agree to sell their eBooks exclusively through Amazon for a 90-day period. In return, authors can offer free or low-cost promotions. But that’s a short-term program and in the author’s control.
Here’s an example of a writer-friendly grant of rights:
Author grants Outskirts Press a NON-EXCLUSIVE, worldwide license to distribute and sell the manuscript in print and/or digital form; author grants Outskirts Press the non-exclusive right to exhibit manuscript in part on websites or promotional materials owned by Outskirts Press; author grants Outskirts Press the non-exclusive right to store and transmit digital versions of manuscript to facilitate production, distribution, and sale of manuscript.
Translation: The author is giving Outskirts Press the right to sell the work in print and eBook only, and the right is non-exclusive, meaning the author may also sell the book through IngramSpark, CreateSpace and his own website. (Note, if you are doing this, be sure to use your own ISBN).
But avoid any contract that has a granting clause that looks like this provision from an Author Solutions’ contract:
Distribution License Granted. Throughout the Term of this Agreement, You grant to Us the exclusive, transferable, worldwide license to manufacture, store, use, display, execute, reproduce (in whole or in part), transmit, modify (including to create derivative works), import, make, have made, offer to sell, print, publish, market, distribute, and sell (individually or as part of compilations of collective works), and license for use via any subscription model, through all distribution channels (now or hereafter known, including online and electronic distribution channels), and otherwise exploit in any language, in print form, digital format, audiobook format, or via any other medium, now known or hereafter devised, the Work.
Translation: The writer is granting to Author Solutions the exclusive right to distribute the book in print, digital, audio and any other format, in any language.
A broad grant of exclusive rights makes sense in a traditional publishing contract because the traditional publisher is investing money into editing, designing, and marketing the author’s work. But even in traditional publishing, you can and should negotiate the granting clause to limit it to markets in which the publisher has a track record.
In contrast, a self-publishing writer is making the financial investments by paying the SPC for its editing, design and distribution services. I see no reason why the self-publishing companies should get exclusive rights. It is not the publisher; it is merely a service provider. The author is the publisher and should maintain control over how and where the book is sold.
Hybrid Publishing
A new breed of publishing company has emerged, sometimes called hybrid, assisted, partnership or some other term implying teamwork. The author pays for editing, design, production, and marketing services, and the hybrid publisher provides these services at no or low cost. In return, the hybrid publisher retains a higher percentage of royalties. The license agreements typically run for three to five years and are exclusive.
Hybrid publishing is a developing business model. To me, they look like barely repackaged SPCs, and I don’t see any advantage. Jane Friedman has written an interesting piece on evaluating hybrid publishers.
Bottom Line
I do not want to scare writers away from using self-publishing companies. Some companies offer reasonable deals and enjoy solid reputations. They permit you to control the process and the result. They provide services to you, the publisher, the boss.
Disclaimer: Helen Sedwick is an attorney licensed to practice in California only.
This information is general in nature and should not be used as a substitute for the advice of an attorney authorized to practice in your jurisdiction.
In Bookends, two writers take on questions about the world of books. This week, Charles McGrath and Siddhartha Deb debate which classic dystopian vision rings truest at the beginning of 2017: George Orwell’s “1984” or Aldous Huxley’s “Brave New World.”
By Charles McGrath
Was Orwell right after all? Not yet. Trump would be much more comfortable in Huxley’s world.
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Charles McGrathCredit Illustration by R. Kikuo Johnson
A month ago I would have said that not only is “Brave New World” a livelier, more entertaining book than “1984,” it’s also a more prescient one.
Orwell didn’t really have much feel for the future, which to his mind was just another version of the present. His imagined London is merely a drabber, more joyless version of the city, still recovering from the Blitz, where he was living in the mid-1940s, just before beginning the novel. The main technological advancement there is the two-way telescreen, essentially an electronic peephole.
Huxley, on the other hand, writing almost two decades earlier than Orwell (his former Eton pupil, as it happened), foresaw a world that included space travel; private helicopters; genetically engineered test tube babies; enhanced birth control; an immensely popular drug that appears to combine the best features of Valium and Ecstasy; hormone-laced chewing gum that seems to work the way Viagra does; a full sensory entertainment system that outdoes IMAX; and maybe even breast implants. (The book is a little unclear on this point, but in “Brave New World” the highest compliment you can pay a woman is to call her “pneumatic.”)
Huxley was not entirely serious about this. He began “Brave New World” as a parody of H.G. Wells, whose writing he detested, and it remained a book that means to be as playful as it is prophetic.
And yet his novel much more accurately evokes the country we live in now, especially in its depiction of a culture preoccupied with sex and mindless pop entertainment, than does Orwell’s more ominous book, which seems to be imagining someplace like North Korea.
Or it did until Donald Trump was inaugurated.
All of a sudden, as many commentators have pointed out, there were almost daily echoes of Orwell in the news, and “1984” began shooting up the Amazon best-seller list.
The most obvious connection to Orwell was the new president’s repeated insistence that even his most pointless and transparent lies were in fact true, and then his adviser Kellyanne Conway’s explanation that these statements were not really falsehoods but, rather, “alternative facts.”
As any reader of “1984” knows, this is exactly Big Brother’s standard of truth: The facts are whatever the leader says they are.
If you’re a rereader, thumbing through your old Penguin paperback, those endless wars in “1984,” during which the enemy keeps changing — now Eurasia, now Eastasia — no longer seem as far-fetched as they once did, and neither do the book’s organized hate rallies, in which the citizenry works itself into a frenzy against nameless foreigners.
Even President Trump’s weirdly impoverished, 12-year-old’s vocabulary has an analogue in “1984,” in which Newspeak isn’t just the medium of double talk; it’s a language busily trying to shed itself of as many words (and as much complexity) as possible.
So was Orwell right after all? Well, not yet.
For one thing, the political system of “1984” is an exaggerated version of anticapitalist, Stalin-era Communism, and Trump’s philosophy is anything but that. He would be much more comfortable in Huxley’s world, which is based on rampant consumerism and where hordes of genetically modified losers happily tend to the needs of the winners.
Huxley believed that his version of dystopia was the more plausible one.
In a 1949 letter, thanking Orwell for sending him a copy of “1984,” he wrote that he really didn’t think all that torture and jackbooting was necessary to subdue a population, and that he believed his own book offered a better solution. All you need to do, he said, is teach people to love their servitude.
The totalitarian rulers in Huxley’s book do this not by oppressing their citizens but by giving them exactly what they want, or what they think they want — which is basically sex, drugs and rock ’n’ roll — and lulling them into complacency. (That’s exactly what the US has been offering its citizens in the last 50 years)
The system entails a certain Trump-like suspicion of science and dismissal of history, but that’s a price the inhabitants of Huxley’s world happily pay. They don’t mourn their lost liberty, the way Orwell’s Winston Smith does; they don’t even know it’s gone.
Charles McGrath was the editor of the Book Review from 1995 to 2004, and is now a contributing writer for The Times. Earlier he was the deputy editor and the head of the fiction department of The New Yorker. Besides The Times, he has written for The New Yorker, The Atlantic, The New Republic and Outside. He is the editor of two golf books — “The Ultimate Golf Book” and “Golf Stories” — and is currently working on an edition of John O’Hara’s stories for the Library of America.
By Siddhartha Deb
Why stop at one of two books, as if the literary realm must mimic the denuded, lesser-of-two evils choices of electoral politics?
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Siddhartha DebCredit Illustration by R. Kikuo Johnson
There exists a comfortably predictable and, to my mind, uninspired approach to the dystopic novel and its powers of prognosis, a Pavlovian response that involves reaching for a copy of George Orwell’s “1984” or Aldous Huxley’s “Brave New World” whenever extreme turbulence hits the West.
Together they make up a short reading list, if a rather familiar one, redolent of high school literature classes and expanding, if forced, to Yevgeny Zamyatin’s “We” and Ray Bradbury’s “Fahrenheit 451.”
That’s it, we’re done — a brief tour in four books to dystopias where the individual’s sense of freedom is always under threat from the totalitarian state.
The last few months have been hard, no doubt, the news more distressing by the hour, but there is still something perversely groupthinkish in the fact that the impulse of resistance has homed in on the same book, and that a measure of opposition to the horrors of the Trump administration is the climb of “1984” to No. 1 on Amazon.
There is much in Orwell’s novel, in fact, that translates poorly into the contemporary moment. From its texture of material deprivation, the loosely packed cigarettes and boiled cabbages recalling wartime rationing in Britain, to its portrayal of Ingsoc, Big Brother and various Ministries (Truth, Peace, Love, Plenty), all of which assume control by a heavily centralized State, it is a work very much of the ’40s as experienced by an English intellectual.
In “Amusing Ourselves to Death,” the American media critic Neil Postman in fact argued that Huxley’s novel was far more relevant than Orwell’s when it came to the United States, where the dominant mode of control over people was through entertainment, distraction, and superficial pleasure rather than through overt modes of policing and strict control over food supplies, at least when it came to managing the middle classes.
Three decades after Postman’s account, when we can add reality television, the internet and social media to the deadly amusements available, “Brave New World” can still seem strikingly relevant in its depiction of the relentless pursuit of pleasure.
From the use of soma as a kind of happiness drug to the erasure of the past not so much as a threat to government, as is the case in Orwell’s dystopia, but as simply irrelevant (“History is bunk”), Huxley marked out amusement and superficiality as the buttons that control
His relentless focus on the body, too, seems inspired, his understanding of what Michel Foucault identified as “biopolitics,” extending to the individual body as well as to entire populations and, in “Brave New World,” playing out as a eugenic system based on caste, class, race, looks and size.
As for his depiction of the “savage reservation” in New Mexico, this seems to foreshadow the fetishization of the natural on the part of one of the most artifice-ridden populations in the history of the world.
A great deal funnier, subtler and darker than Orwell’s book, Huxley’s satire nevertheless has its limitations.
A World State? Games of escalator squash? In any case, why stop at one of two books, as if the literary realm must mimic the denuded, lesser-of-two-evils choices of electoral politics?
There are other powerful fictional dystopias that speak to the United States of today, including a significant portion of the oeuvre of Philip K. Dick and Octavia E. Butler.
There is J.G. Ballard’s hallucinatory Reagan-era “Hello America,” with a future United States that has many contending presidents, including President Manson, who plays nuclear roulette in Las Vegas.
Why not read Cormac McCarthy’s “The Road” and Sandra Newman’s “The Country of Ice Cream Star” and Anna North’s “America Pacifica” and Emily St. John Mandel’s “Station Eleven” and Claire Vaye Watkins’s “Gold Fame Citrus” and Vanessa Veselka’s “Zazen” and Paolo Bacigalupi’s “The Water Knife”?
If the world is going dark, we may as well read as much as possible before someone turns off the light.
Siddhartha Deb was born in northeastern India. He is the author of two novels and “The Beautiful and the Damned,” a work of narrative nonfiction that was a finalist for the Orwell Prize and the winner of the PEN Open award. He is the recipient of grants and fellowships from the Society of Authors in the UK, the Nation Institute, the Radcliffe Institute of Advanced Studies at Harvard University, and the Howard Foundation at Brown University. His journalism, essays, and reviews have appeared in many publications, including The Guardian, The New York Times, The New Republic, The Baffler, The Nation, n+1, and The Times Literary Supplement.