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Archive for February 21st, 2017

Steve Jobs Keynotes addresses

April 19, 2015

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.

Related: Former Apple CEO John Sculley: This Is What Made Steve Jobs a Genius

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.

Related: 5 Things I Learned About Successful Startups From Steve Jobs

4. The iTunes Store

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.

Related: Top 10 Ways to Make Your Presentations More Memorable

Self-Publishing Companies, Through a Legal Lens

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]

 

Which Dystopian Novel Got It Right:

Orwell’s ‘1984’ or Huxley’s ‘Brave New World’?

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.

Photo

Charles McGrath Credit 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.

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?

Photo

Siddhartha Deb Credit 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.


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