Steve Jobs (27 page)

first few minutes of his Macworld 2008 keynote address, Jobs

announced that Leopard (the latest version of the OS X operat-

ing system) had sold five million copies in its first ninety days,

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Twenty-First-Century Case Study

The case study remains an important marketing tool. Most

of us are familiar with white papers or simple case studies

featured on a company’s website, but as video and audio

become much less expensive to create and distribute online,

some innovative companies are tapping into the power of

YouTube to deliver customer evidence. Buying a $200 Flip

video recorder, creating an inexpensive video of a customer

testimonial, and posting it on YouTube carries as much weight

as a slick marketing production. Posting video and audio

testimonials on your site and incorporating them into your

presentations will add another valuable layer of authenticity

and credibility to your story.

If you are a business owner or an entrepreneur, it is impor-

tant to develop a list of customers you can use as references.

In fact, a customer who offers a testimonial is worth more than

one who doesn’t. Look for customers who will help you win

new customers. Then, give them a reason to offer a reference.

This could be as simple as offering a deeper relationship with

your company, such as providing more access to you or your

staff when your customer has questions. Other benefits might

include access to product teams, input into new designs or

products, and visibility.

Give your partners a reason to participate, and once they

do, incorporate them into your presentations. Most customers

will not be available for your presentation, but try the next best

thing: insert a video testimonial into your presentation. It might

not have the same impact as Paul Otellini appearing onstage

with Jobs, but it might give you a step up on your competitors.

marking the most successful release of OS X. He also made

sure that everyone knew that Leopard had been a hit with the

media. “The press has been very kind. It’s been a critical suc-

cess as well as a commercial success,” said Jobs.
5
As Jobs read reviews from major technology influencers, a slide appeared

SHARE THE STAGE
133

with their quotes. Here are the endorsements, along with their

sources:

 “In my view, Leopard is better and faster than Vista.”—Walt

Mossberg, Wall Street Journal

 “Leopard is powerful, polished, and carefully conceived.“

—David Pogue, New York Times

 “With Leopard, Apple’s operating system widens its lead

esthetically and technologically.”—Ed Baig, USA Today

 “It’s by far the best operating system ever written for the vast

majority of consumers.”—Ed Mendelson, PC magazine

The last quote drew laughs. The irony of
PC
magazine’s favorably reviewing a Mac gave the audience a chuckle. Reading favorable

reviews is a common technique in a Steve Jobs presentation.

Although Americans rate journalists among the least trustwor-

thy professionals (only one step above politicians), a favorable

endorsement from a top-tier media outlet or blogger still carries

weight, giving buyers confidence that they are making a wise

choice.

Successful companies that launch a splashy new product usu-

ally have tested it with a group of partners who have agreed to

endorse it publicly or distribute review copies to the media and

influencers. This arrangement gives those companies instant

references, endorsements, and testimonials. Your customers

need a reason to believe in you, and they want to minimize the

risk associated with a new product or service. Having experts,

customers, or partners testify to the effectiveness of your

product will help you overcome the psychological barrier to

participation.

Give Credit Where Credit’s Due

Employees also get top billing in a Steve Jobs presentation. At

the conclusion of Macworld 2007, Jobs said, “I want to high-

light the folks who worked on these products. Would all of the

folks who worked on today’s products please stand up? Let’s give

them a round of applause. Thank you so much. I also can’t leave

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without thanking the families. They haven’t seen a lot of us in

the last six months. Without the support of our families, we

couldn’t do what we do. We get to do this amazing work. They

understand when we’re not home for dinner on time because

we’ve got to be in the lab, working on something because the

intro is coming up. You don’t know how much we need you and

appreciate you. So, thank you.
”6

It’s very easy to make the presentation all about you and your

product. Don’t forget to credit the people who make it possible.

It shows your customers that you are a person of integrity, and,

by praising your employees or colleagues publicly, you inspire

them to work harder for you.

Finally, Jobs shares the stage with his audience, his customers,

often thanking them profusely. He kicked off Macworld 2008

by recapping the previous year. “I just want to take a moment

to say thank you. We have had tremendous support from all of

our customers, and we really, really appreciate it. So, thank you

for an extraordinary 2007.
”7 J
obs built a rapport with his audience by acknowledging the people who matter—the people who

build the products and the people who buy them.

Jobs Even Shares the Stage

. . . with Himself!

Steve Jobs is the only person who can invite another Steve Jobs

onstage. In 1999, “ER” star Noah Wyle traded in his scrubs for

blue jeans, playing Jobs in the TV movie
Pirates of Silicon Valley
.

In a practical joke at the 1999 Macworld Expo in New York, Wyle

appeared onstage to kick off the keynote. At first glance (and to

people seated far away), he looked like Jobs—blue jeans, black

mock, and running shoes. Wyle had the same mannerisms and

even used some of Jobs’s famous phrases. “This is going to be a

great Macworld,” he said. “There’s something happening here.

The resurgence of Apple. You’re going to see great new products

today. Some insanely great new products. Some really, totally,

wildly, insanely great new products!” The audience went crazy

when the real Jobs showed up.

SHARE THE STAGE
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Jobs had a ton of fun with Wyle, telling the actor that he was

blowing the impression. Jobs showed Wyle how he should act,

talk, and walk if he really wanted to nail the impersonation.

Jobs told the audience, “I invited Noah here to see how I

really act and because he’s a better me than me!”

“Thank you. I’m just glad you’re not mad about the movie,”

said Wyle.

“What? Me upset? It’s just a movie,” said Jobs. “But if you do

want to make things right, you could get me a part on ‘ER.’
”8

The exchange generated a huge laugh and the bit showed

that Jobs could poke some fun at himself. I still haven’t seen any

other presenter who could share the stage with himself!

D IR EC TO R ’ S N OT E S

 Upon release of a new product or service, make sure you

have customers who tested the product and are avail-

able to back your claims. Media reviews are also helpful,

especially from highly reputable publications or popular

blogs.

 Incorporate testimonials into your presentation. The

easiest way is to videotape your customer talking about

your product, edit the tape to no more than two min-

utes in length, and insert it into your presentation.

 Publicly thank employees, partners, and customers. And

do it often.

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SCE

SCENNEE 1

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Stage Your

Presentation

with Props

Jobs has turned his keynote speeches at Macworld

into massive media events. They are marketing

theater, staged for the world’s press.

LEANDER KAHNEY

Industry observers credit Apple for redefining notebook com-

puter design with its MacBook family of computers unveiled

on October 14, 2008. As described in the preceding chapter,

Jobs had solicited Apple designer Jony Ive to explain the pro-

cess of making the computer. The new MacBooks were built

with a frame (unibody enclosure) crafted from a single block

of aluminum. It doesn’t sound impressive, but it represented a

feat of engineering that produced thinner, lighter, more rug-

ged notebooks that looked a lot cooler than their predecessors.

About twenty-five minutes into the October presentation, Jobs

discussed the new aluminum frame. He could have talked about

it and perhaps shown a photograph or two, but Jobs being Jobs,

he went above and beyond. He turned the presentation into

a kinesthetic experience, letting the audience of analysts and

reporters see and touch the frame for themselves.

“This is what the unibody looks like. It’s especially beauti-

ful,” Jobs said as he held up a sample frame.

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“It’s a much more rigid, stronger construction. It’s so cool, I’d

like you to see it. If we can get the lights up, I’d actually like to

pass one of these around so you can see how beautiful and high-