Steve Jobs on communication

During the planning phase of your presentation, always remember that it’s not about you. It’s about them. The listeners in your audience are asking themselves one question—“Why should I care?” Answering that one question right out of the gate will grab people’s attention and keep them engaged.

I was preparing a CEO for a major analyst presentation and asked how he planned to kick it off. He offered this dry, boring, and confusing introduction: “Our company is a premier developer of intelligent semiconductor intellectual property solutions that dramatically accelerate complex system-on-a-chip designs while minimizing risk.” I was dumbfounded and suggested he take a page from the Steve Jobs playbook, eliminating all of the buzzwords such as intelligent and solutions and simply answering one question: Why should your customers care about your product?

Gallo, Carmine (2009-09-11). The Presentation Secrets of Steve Jobs : How to Be Insanely Great in Front of Any Audience (Kindle Locations 479-486). McGraw-Hill Professional. Kindle Edition.