乔布斯演讲.doc

当苹果公司CEO史蒂夫-乔布斯开始今年（2008年1月）的Macworld时，我们看到他的商业演讲（以下简称：演讲）水平更上了一层楼。所有人都希望能够在演讲中能更加简明扼要，乔布斯做到了，并且他做得更好。就好象之前听过他演讲的听众说的那样，他不是要简单的卖一份牛排，更是要让牛排上那滋滋的热气充分的“勾引”你，激起你的购买欲望。经过分析后，我觉得他的演讲中有十大元素能勾起听众聆听的欲望。我还曾经将他在2007年Macworld中的一些演讲内容写进我的最新的书里面。但是现在看起来，他掌握观众情绪的水平真的达到了非常高的一个境界。

十大元素

一 设定一个主题。

“There is something in the air today.”乔布斯用这简简单单的一句话作为Macworld的开场白。正是这样，他为他的演讲设定了一个主题，那就是暗示在今天有一个最重要的产品将要公布，那就是超轻薄的笔记本电脑—Macbook Air。所有的演讲都需要一个主题，但是一般你都不会把向他那样如此的开门见山又如此的简明扼要。去年，在他的演讲里他讲了二十分钟后才点到题，“Today Apple reinvents the phone.”所以，在演讲中当你已经点题之后，你需要做的是从始至终都要围绕你的主题说事。

二 显示出你对主题内容的巨大兴趣

乔布斯一直的其门下产品的工业设计为傲，并表现出相当的激情。在演讲过程中，他经常喜欢用一些"extraordinary---非同寻常的," "amazing---精湛的," 还有"cool---酷"这样的词汇来形容他的产品。当讲到iPhone支持定位新特性时，乔布斯说“这用起来真××爽”。绝大多数的主讲人都会在演讲中给出时间来演示这些亮点。记住，你的听众们想要得到一种被震撼的感觉，而不是来找个地方睡觉。所以下次当你在进行演讲的时候，一定记得把你对产品的热爱倾注进去。如果你觉得你的产品真的很好，那就直接说出来！还有很多的主讲人经常把自己的演讲中的兴奋点去掉。你可以这样想，如果你自己对你的产品都没什么热情，你的客户会怎么样？

三 制造一条主线

乔布斯有一次是这样为自己的演说制造主线的，他说“There are four things I want to talk about today. So let’s get started…今天有四件事情要告诉大家，我们开始把。。。”。在接下来的整个演说里，他都口头的在开始说每一件事情时都对上一件事情做了一个总结，也点醒将要说的下一件事，其中的转换非常的简要，但是足够让听众理解到接下来他将要说什么。举个例子来说，在介绍完iPhone的几个功能之后，他说到“The iPhone is not standing still. We keep making it better and better and better. That was the second thing I wanted to talk about today. No. 3 is about iTunes.===iPhone不会止步不前，我们会将它的功能做的更加完善。这是我今天说的第二件事情，接下来的第三件事情是关于iTunes的。”形象的说，给自己的演讲内容做一个清单对听众们的意义就好象是走路的时候路边设置一个路牌一样。

四 将数据赋予实际意义

当乔布斯宣布他们的iPhone迄今应销售400万台的时候，他不是简单的告诉大家这样的一个数据，而是用一个合理的算式给大家进行解释—“That’s 20,000 iPhones every day, on average==平均每天我们售出20000台iPhone”。接下来他说到“What does that mean to the overall market?===这对于整个手机市场来说有着什么意义呢？”，他在大屏幕上为大家显示出了美国智能手机市场的整体状况，还有令人激动的iPhone的市场占有率。同时他也指出苹果现在的市场占有率是其他三家竞争者之和。从这里我们看出，如果不给数据赋予意义，那么它永远就是在纸上枯燥的数字而已，对听众来说也是没有说服力的。

五 试着制造一个让人难以忘怀的时刻。

所有人都会在演说里这么做。乔布斯的每次演说都会做这么一个桥段。今年的Macworld上，他就是宣布MacBook Air的上市。为了演示它有多么的薄，乔布斯说它完全可以装在一个标准的信封里。然后他拿出一个装着MacBook Air的信封，并从信封中抽出MacBook Air展示给在场所有观众。那又如何定义这个难忘的时刻呢？从一开场您就得不断的给听众制造迎接这一时刻到来的气氛。

六 做一个美观的图片滚动的视频演示

当所有人都恨不得用数据、文字、图片把自己的视频演示塞满的时候，乔布斯没有这么做。乔布斯的视频演示中只有很少量的文字，绝大多数的情况也是只有一张简单的图片。举个例子来说，当他说到将要说第一件事的时候，整个屏幕上只有一个阿拉伯数字“1”，就这么简单，就是一个数字。当他在介绍iPhone的时候，屏幕上每次也只显示一张iPhone的图片或正面，或背面，或侧面。当有文字内容需要介绍的时候，他经常只是在屏幕上选择最精炼的一句或者几句话来展示，并且很少配以图片。就比方说“There is something in the air.”在演讲中加入图片介绍是现在演讲的一个趋势。但真正能引起人关注的是在视频演示中用最精炼的语言和最大张的图片。

七 给观众看一场“秀”

乔布斯的演讲中经常会有一些电影中使用的转场，镜头切换等效果。他不是给台下听众们一些枯燥的信息，而是给他们看一场“秀”。像拍摄的短片，产品功能的视频介绍，还有请一些重量级的嘉宾都是他经常用到的手段。在08年1月的Macworld上他请来了福克斯电影公司的CEO Jim Gianopulos，英特尔的CEO Paul Otellini。总的来说你可以用以下这几个方面来增强你的演讲的可看度：多媒体内容，视频版的产品演示，或者请几个大佬上台帮你说几句。

八 不要纠缠在一个小差错上

不管你多么努力的去做的演讲，总有一些小失误是难以避免的。曾有一次，乔布斯在介绍Apple TV的某个功能时曾需要实时调用一些在线的照片，这时候遇到了一次尴尬的断网，他想要的照片没有显示出来，他淡淡一笑说道“我想Flickr今天可能停止了对这张照片的服务”。之后他把自己刚才介绍过的Apple TV的一些重要功能重申了一遍。就是这样，就是一个小差错，不要太当回事。我经常看到一些人被这样的一些小失误弄得惶恐不安。不要为这一些小失误纠缠。开心点，没有几个人会在意那些小失误的。

九 告诉客户使用你的产品对他们有什么好处

当大多数人只是在展示产品的功能的时候，乔布斯却是展示这些新功能是怎样给你的生活带来好处的了。当他在介绍iTunes中的电影租赁业务时，他说，我们一直在思索一个更好地把电影提供给大家的方式，他在解释新功能亮点的时候是这么说的，我们不提供租赁音乐的服务是因为大家都想拥有这些音乐，这些歌你一辈子里面可以听上成千上万次，但是大多数人看一个电影只看一次，或者有那么不多的几次。这样看来,对电影来说，租赁就是一个好办法，不用花多少钱，不会占用你多少硬盘空间…，你的听众们可能经常会问,这些东西对我到底有什么意义？那你要做的就是回答这个问题,不要让他们猜你说得是什么，简单直接的把这些产品、服务中能给客户带来的好处告诉给他们。

十 排练！排练！再排练！

乔布斯永远不会给那些没有任何准备的听众们带来一场情节安排的过于复杂的演讲。有时候在和Apple的工作人员交谈的时候我得知乔布斯每次演讲前都花大量的时间进行整体的排练。所以这也是为什么你在他的演讲中能够看到他口头的表述与大屏幕的演示是那么精确的同步。当他在试图演示iTunes的电影租赁功能时,电影海报适时的出现在了大屏幕上面。整个演讲过程都是这么精准的进行着。所以说，乔布斯能够给大家展示这么优秀的演讲，努力排练是功不可没的。

乔布斯演讲全文2006年11月07日 星期二 上午 10:50'You've got to find what you love,' Jobs says
This is the text of the Commencement address by Steve Jobs,CEO of Apple Computer and of Pixar Animation Studios, delivered on June 12, 2005. I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I've ever gotten to a college graduation. Today I want to tell you three stories from my life. That's it. No big deal. Just three stories. The first story is about connecting the dots. I dropped out of Reed College after the first 6 months,but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out? It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: "We have an unexpected baby boy; do you want him?" They said: "Of course." My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college. And 17 years later I did go to college.
But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting. It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5? deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example: Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating. None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, its likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later. Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life. My second story is about love and loss. I was lucky – I found what I loved to do early in life.
Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation - the Macintosh - a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started?
Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating. I really didn't know what to do for a few months.
I felt that I had let the previous generation of entrepreneurs down- that I had dropped the baton as it was being passed to me.
I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me – I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over. I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life. During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I retuned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together. I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did. You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.
If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle. My third story is about death. When I was 17, I read a quote that went something like:
"If you live each day as if it was your last, someday you'll most certainly be right." It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something. Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything – all external expectations, all pride, all fear of embarrassment or failure- these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn't even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die. It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.
I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I'm fine now. This was the closest I've been to facing death, and I hope its the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept: No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true. Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary. When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions. Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final iss