乔布斯的演讲技巧：教你站在讲台上怎样化腐朽为神奇

但凡看过Steve Jobs的主题演讲的人都觉得，他是全美最棒的演说家，最了不起的合作伙伴。

-Who does the best job of that in the world? 

-这个行当里谁最牛?

Well, most presenter¹ simply convey information, Jobs inspires.

多数演讲者只是简单地传达信息，乔布斯的演讲却能点燃激情。

I'm Camine Gallo. And today I'll walk you to several key techniques that Steve Jobs uses to electrify² his audience, the relevants you can adopt for your very next presentation.

我是卡迈恩·加洛，今天我将带领你们领略乔布斯的演讲艺术，教您如何在演讲中化腐朽为神奇。

-Welcome to Mac world 2008. We got some great stuffs for you.

-欢迎来到2008苹果大会 今天要给大家带来非同凡响的新产品

-There's clearly something in the air today. 

-有没有感受到它们的"小宇宙"即将爆发?

With those words Jobs open Mac Pro³ 2008, setting the theme for his presentation and hitting the major announcement of the day by launching the ultra thin Mac book air. Whether it's the notebook or the Iphone, Jobs unveils a single headline that set the theme. 

乔布斯开场的寥寥几句就揭示了大会主题 营造出了Mac book air的发布氛围。不管是发布Mac book还是iPhone 乔布斯只用简单的一句话就点明了主题——

-Today Apple is going to reinvents the phone. 

-今天 苹果将掀起一场手机革命!

Once you identify a theme, make sure it’s clear and consistent throughout the presentation. Think of a staff meeting as a presentation. So let's say your sales manager introducing a new software tool that helps your team generate track and share sales leads. You might kick off a meeting this way: Good Morning! Thanks for coming. I know you'll be really excited about this. Today we'll make it easier for you to make a quota⁴. That's the headline: easier to make a quota. It's memorable⁵, and it sets the direction for the rest of the meeting. It gives your audience a reason to listen. 

一旦你确立演讲主题，整个演讲就要清晰地围绕这个主题来展开。例如，要在员工大会上推广一款追踪销售数据的软件。你可以这样开场:早上好，感谢大家参加会议。我知道大家都很期待，让我们直奔主题：如何轻松完成工作配额。如何完成工作配额，这个主题令人印象深刻。而且接下来怎么说一目了然 相信听众会非常乐意倾听下去。

-I got four things I'd like to talk about with you today. So let's get started. Steve Jobs always provides an outline for his presentation and then verbally opens and closes each section with clear transition and between. Here's an example.

-今天我有4项成果要与大家分享...演讲开始 乔布斯列出一个大纲，并明确告诉听众每个部分何时开始，何时结束。例如：

-So that's time capsule, a perfect companion to leopard⁶. 

-这就是Time Capsule，完美的系统伴侣。

-And that's the first thing I wanna share with you this morning. 

-这是我要发布的第一款产品。

The point is, make it easy for your listeners to follow your story. Your outline will serves as guide post along the way. You also know that during his presentation Jobs uses words like "extraordinary", "amazing" and "cool". He is passionate⁷, enthusiastic and it shows. 

为了让听众不会半路跟丢，大纲会是一个不错的选择。它就像路标指引着听众紧跟你的步伐。在乔布斯的演讲中，你还会听到这样一些词:非同凡响、华丽丽、酷毕了。这些词汇充分展现了他的兴奋与激动。

-Incredible, unbelievable, awesome⁸, extraordinary year for Apple.

-对于苹果来说，这是难以想象、非同凡响的一年。

You know your audience wants to be wowed, not put to sleep. Too many people fall into this presentation mode, its stiff, its formal, it lacks possess. We, your listeners will give you a permission to have fun and be excited about your company, your product during your service. 

好的演讲应该振奋人心而不是催人"睡"下。枯燥、严肃、乏味的演讲放倒了一帮又一群的听众。那样的演讲我们不爱听、有趣、有激情地展现公司的产品，这才是我们需要的。

If you are not passionate about it, we are not going to be. Remember, Jobs isn’t selling hardware. He's selling an experience. If you offer numbers and statistics, make them meaningful. 

如果你在那玩深沉，我们观众又怎么可能会激情四射。乔布斯从头至尾都不是在兜售产品，而是推销一种体验。如果要引用数据，请赐予它意义吧。

-We have sold 4 million Iphones to date. 

-迄今为止，我们一共售出了4百万部iPhone 。

-We divide 4 million by 200 days, that's 20,000 Iphones every day on average. 

-用4百万除以200，意味着我们平均每天卖出了2万部iPhone。

Numbers don't mean much, unless it plays in context. Managers, connect the dots for your listeners. Recently I worked with a company that launched 12 Gigabyte memory card, 12 Gigabytes. That number doesn’t mean much to most people. So we put it in the contest. We said that's the enough memory to listen to your music while traveling to the moon and back. Now, 12 Gigabytes, mean something to me. Make numbers meaningful. 

数字本身没有意义，除非放入特殊的语境。要让这些数字有意义，给它们来点"比方"吧。最近我在和一个公司合作，这个公司刚刚发布了新的12G内存卡。12G啊！但是多数人不明白12G是个什么概念。所以我给这个数字包装了下，12G的存储量 足够让你听着音乐在地球和月球之间兜上一圈。看，这回12G就厉害啦。赶紧地动手包装下数据吧。

One of the most effective elements of Steve Jobs's presentation is that they are easy on the eyes. His presentations are visual and simple. 

乔布斯演讲的法宝就是视觉刺激。他的演讲不仅非常视觉化，而且通俗易懂。

Well, most speakers fill their slides, with = =| data, texts and charts, Jobs does just the opposite. He uses very little text, and usually one, maybe two images for his slide. 

大多数的演讲者喜欢在幻灯片里塞进大量的数据、文字和图表 乔布斯却不这么干。他用丰富的视觉盛宴替代繁冗的文字图表，通常每个幻灯片也只有一两张图片而已。

You see you want to paint a picture for your audience, without overwhelming them. Inspiring presentations are short on bullet points and big on visuals. If you really want your presentations to pop, treat it like a show, when ads flows, themes and transitions. Jobs includes video clips, demonstrations⁹ and guests, he also has a natural for dramatic flare¹⁰. It’s very effective. For example we are introducing the MacBook Air, Jobs drew chairs by opening a manila inter¹¹ office envelope, holding the laptop for everyone to see. 

在合适的时刻展现合适的内容，而不是连篇累牍、铺天盖地砸向听众。好的演讲通常只列出简明扼要的观点，其他的全是演示。想要演讲得出类拔萃，就把它当作一场"达人秀":各种广告、各种主题、各种变幻...乔布斯就用到了视频剪辑、样品展示、客串嘉宾...有时还会来个出其不意。别说，倒还真挺见效。比如在发布Mac Book Air时，他打开一个大信封，默默抽出了这个新款笔记本电脑，观众们瞬间石化了。

-This is the new, Mac Book Air, you can get a feel for how thin it is.

-这就是最新款Mac Book Air, 知道它有多薄了吧。

What is the one memorable moment of your presentation? Identify your memorable moment and build up to it. -...Climax¹² of the show -...our friends and everyone in the world today. 

你演讲中最难忘的瞬间是什么？定下那一刻，然后使出浑身解数把听众引向那里。

And finally, rehearse, rehearse, and rehearse some more. 

最后一条，彩排，彩排，再彩排。

-Let me show you how easy that is now. 

-让你们见识下 操作起来有多简单

Steve Jobs makes it look easy because he spends hours rehearsing. He cannot pull off an intro presentation with a video clips and demonstrations and outside speakers without practice. The result of presentation that is perfect synchronized¹³ and looks, yes effortless. Now the average business first does not have a resource to create a Steve jobs's extraordinary ganza. But you do have time to rehearse. The greatest presenters¹⁴ do it, so should you. 

乔布斯的演示之所以看起来如此简单是因为他花了大量时间来彩排。没有反复的练习，那些视频剪辑、样品展示和客串嘉宾便都是浮云。因为反复的彩排，他才能在演讲过程中如此淡定，如此收放自如。当然很少有人生来就像乔布斯这样天赋异禀。但早起的鸟儿有虫吃的道理，你懂的，你总会有足够的时间去彩排。瞧瞧，人乔布斯还彩排呢，你为什么不呢?

Oh, and one more thing. At the end of most presentations, Jobs add to the drama by saying “and one more thing…”

哦，还有一点。通常在演讲的结尾 Jobs会加上一句 最后一项...

-One last thing… He gonna adds a new product, or feature, sometimes just introduces a band. 

-最后一项...他会继续介绍一个新产品、新特性、或是给乐队当回司仪。

It's not only the highest excitement, it also leaves your audience feel they been given an added bonus. The point is Steve Jobs approaches each presentation as an invent. A production with strong opening, product demonstrations in the middle and strong conclusion. And then yes, even a anchor, that 'one more thing…'. I wish you a dazzling presentation. 

这不仅仅是整个演讲的高潮，还能让观众觉得他们中了头彩。乔布斯把每一次演讲都当成产品去打造、去创新。赋予了演讲一个震撼的开场，一个高潮迭起的过程，和一个令人流连的尾声。对了 还有那句撩人的 最后一项...希望你们的演讲也能同样精彩!

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