乔布斯的魔力演讲.pptVIP

* * * * * * * * * * * * * Introducing an antagonist (the problem) rallies the audience around the hero. * Simplicity A Steve Jobs presentation is strikingly simple, highly visual and completely devoid of bullet points. * That’s right – no bullet points. Ever. New research into cognitive functioning—how the brain retains information--proves that bullet points are the least effective way to deliver important information. * * * Psychologists call it: Picture Superiority Effect (PSE) * * According to John Medina, your brain interprets every letter as a picture so wordy slides literally choke your brain. * Let’s take a look at how Steve Jobs simplifies complex information. * * * Lexical density Seattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand. Strive for simplicity – in slides and message. * * For example when Steve Jobs introduced the iPod in 2001, he said it came with a 5GB of memory. He made the number more meaningful by saying 5GB provided enough storage for 1,000 songs. He broke it down even further by saying you could carry 1,000 songs “in your pocket.” Jobs always breaks down numbers to make them more interesting and meaningful. * Here’s another example. A reporter for Rolling Stone once asked Jobs what he thought of Apple’s market share being “stuck “at 5%. Jobs responded, “Our market share is greater than BMW or Mercedes and nobody thinks they are going away. As a matter of fact, they’re both highly desirable products and brands.” * * What’s a petaflop? One thousand tri