第一篇：六大技巧成就激情演講者：以喬布斯08年蘋果產(chǎn)品發(fā)布會(huì)為例[小編推薦]

六大技巧成就激情演講者：以喬布斯08年蘋果產(chǎn)品發(fā)布會(huì)為例takeaways for aspiring presenters

As with all Steve Jobs presentations, there is much we can learn and apply to our own unique situation.There are many things I like about Job’s style on stage, but here are just six.在喬布斯的演說中，有很多東西可供我們學(xué)習(xí)并應(yīng)用到自己的演說上。我對(duì)喬布斯臺(tái)上的表現(xiàn)有很多欣賞之處，這里就僅列六點(diǎn)。（PA 在此是 product announcement 產(chǎn)品發(fā)布會(huì)）

(1)Develop rapport with the audience.(1)與臺(tái)下觀眾進(jìn)行互動(dòng)。

Jobs walk out on stage all smiles without any formal introduction over the PA.He welcomed everyone and then quickly(very quickly)reviewed what a fantastic year 2007 was for Apple without visuals or a script.“I just want to take a moment to thank you...” CEOs often say these kinds of things, but in this case it seemed very natural, humble, and heartfelt.Right off the bat he was acknowledging the importance of the audience and that they are they important ones, they are who this presentation is for.For our unique situations too it is important to establish rapport right from the start.Mingling with the audience before your talk helps;this way you're not a stranger.喬布斯帶著微笑走上臺(tái)，絲毫沒有讓人感覺這是場(chǎng)產(chǎn)品發(fā)布會(huì)。他首先歡迎觀眾到來，然后沒有使用投影機(jī)作圖像或文字的提示，簡(jiǎn)要地（非常簡(jiǎn)要）回顧了蘋果公司在2007年的驕人成績(jī)?！拔抑皇窍虢璐藱C(jī)會(huì)謝謝各位...”這是執(zhí)行長(zhǎng)的老調(diào)，但在喬布斯口中的這番話讓人們感到自然、謙恭及真心沒有任何遲疑，他明白觀眾是多么重要，他們才是這發(fā)鰾會(huì)的對(duì)象。對(duì)于我們的演講也應(yīng)該如此，打從開始就和觀眾建

立良好的關(guān)係。在你需要幫助之前，和觀眾打成一片，這樣對(duì)他們來說你就不是個(gè)陌生人了。

(2)Give them an idea of where you're going.(2)讓觀眾知道你將要干什么。

You do not need the ubiquitous and infamous agenda slide, but give people an idea where you're going, a bit of a road map of the journey you're taking them on.In Jobs's case he gave a simple welcome, built a little rapport with a humble thank you, and then boom!: “I've got four things I'd like to talk about with you today.So let's get stated.” He did not say what the four things were(you may wish to be more specific), but just knowing that there are four major parts helps the audience.你不必在投影片上展示老套又不討喜的議程表，只是讓觀眾知道你要干什么，為之后你所要帶領(lǐng)的旅途給張地圖。在喬布斯的演講中，他先對(duì)觀眾的到來簡(jiǎn)單得表示歡迎，表達(dá)誠(chéng)摯的謝意與觀眾打成一片之后，就迅速切入，“今天我想和你們說四件事?，F(xiàn)在開始吧。”他并沒有說明是哪四件事，但讓觀眾知道將有四件主要的事情?！?/p>

(3)Show your enthusiasm.(3)表現(xiàn)你的熱情。

Sometimes you may want to curb your enthusiasm, but most presenters show too little passion or enthusiasm not too much.Yes, a presentation on medical treatments by a researcher is different than a CEO's keynote, but in each case the appropriate level of enthusiasm can make all the difference.In just the first few minutes on stage Jobs used these words: Incredible, extraordinary, awesome, amazing, revolutionary.You can

disagree with him.You can say he is over the top;call it hype if you want.But Steve Jobs believes what he says.He is sincere.He is authentic.The point is not to be like Steve Jobs,the point is to find your own level of passion and bring that honest enthusiasm out in your work for the world to see.有時(shí)，你可能想要控制你的熱情，但大多數(shù)主持人展示太少的激情和熱情。是的，CEO的主題演說與一位研究員介紹醫(yī)學(xué)治療相比是不同的，但任一情形適度的熱情能使事情有所不同。僅僅在舞臺(tái)上的最初幾分鐘內(nèi)甲伯斯就用了一些詞：令人難以置信，與眾不同，令人敬畏的革命。你可以不同意他。你可以說他是過頭了；如果你想也可稱它為宣傳。但是史蒂夫?喬布斯相信他所說的。他是真誠(chéng)的。他是真實(shí)的。關(guān)鍵不部喜歡或不喜歡史蒂夫?喬布斯，關(guān)鍵是找到你自己的激情，并讓全世界都看見你將這真誠(chéng)的熱情帶到你的工作。

(4)It's not about numbers, it's about what the numbers mean.(4)是數(shù)字背后的含義，而不是數(shù)字本身。

A business keynote by a technology company is different from a scientific

presentation at a conference, but isn't it always about what the numbers mean rather than just the numbers themselves? So your cholesterol is 199, the national average.Is that good or bad? Up or down? Is “average” healthy or unhealthy? And compared to what? When Steve Jobs talks about numbers in his keynotes he often breaks them down.For example, 4 million iPhones sold Jobs said is the equivalent of “20,000 per day” since the units went on sale(though this says nothing about the current sales trend, etc.).20 percent market share? In and of itself that does not mean much, but the meaning becomes clear when he compares it to others in the field.雖然科技公司的商業(yè)性的主題發(fā)布會(huì)與科學(xué)發(fā)布會(huì)有所不同，但人們要聽的不都是數(shù)字背后的含義，而不是數(shù)字本身嗎？你的膽固醇指數(shù)是199—全國(guó)平均值。這是好事還是壞事呢？偏高還是偏低了呢？達(dá)到平均值是健康還是不健康呢？有什么可

以進(jìn)行比較的呢？每次賈布斯提及數(shù)字的時(shí)候都會(huì)進(jìn)行詳細(xì)的闡述。比如，「iPhone銷售了400萬隻」，賈布斯補(bǔ)充到自開始銷售至今平均每天賣出2萬臺(tái)（儘管沒有提到目前的銷售趨勢(shì)等）。百分之二十的市場(chǎng)占有率？這一數(shù)字本身并沒有多大意義，但與市場(chǎng)中其他產(chǎn)品比較之后，意義就顯而易見了。

(5)Make it visual.(5)采用視覺效果。

Jobs also does a good job of using visuals to show how something is bigger, faster, cleaner, whatever, such as when he used a pencil to show the relative size of the MacBook Air's internals.Jobs also goes to much effort to give meaning to how thin 0.16 inch and 0.76 inch really are by comparing them visually with a competitor's thin notebook.Is 0.76 inch really thin and compared to what?(And of course, everyone outside the USA is saying “wait, how many mm in an inch?”)I don't know if the MacBook Air is a great

notebook or not, but everyone will sure remember that it is “really thin” even if they forget the 0.76 and 0.16 inch figures.People may forget the number, but they will remember that the MacBook Air fits easily in a standard office envelope(they remembered all right).喬布斯在采用視覺效果上也花足了心思，來表達(dá)更大、更快、更干凈等等含義。比如他用一支鉛筆很好地表達(dá)MacBook Air這款筆記型電腦的內(nèi)部尺寸。在展示MacBook Air的0.16英寸和0.76英寸厚度相比同類產(chǎn)品的厚度更薄的特點(diǎn)上，喬布斯花了不少功夫。0.76英寸真的很薄嗎，和什么相比呢？（當(dāng)然不是美國(guó)的觀眾會(huì)說“等一下，一英尺折合多少毫米呀？”）我不清楚MacBook Air是不是很出色的筆記型電腦，但相信每個(gè)人即使忘記0.76和0.16這兩個(gè)數(shù)位，也都會(huì)記住這臺(tái)電腦“真的很薄”。同時(shí)他們也不會(huì)忘記 MacBook Air很輕易地裝在辦公用標(biāo)準(zhǔn)信封里。（他們肯定對(duì)此印象深刻。）

(6)Save the best for last.(6)把最好的留到最后。

People will make an assessment about your performance in the first two minutes, so you have to start strong.But you have to finish even stronger.People remember most the first part and the last part of your presentation.The middle stuff is important, of course, but blow it at the start or at the end and all may be lost.This is why you have to rehearse your opening and your closing so much.And save your strongest stuff for the end.In Jobs's case he saved the MacBook Air for last—the 4th thing he wanted to talk about.人們很容易在開場(chǎng)后的兩分鐘完成對(duì)你的評(píng)價(jià)，因此你必須有個(gè)成功的開始。但你也應(yīng)該有個(gè)更出色的結(jié)尾。人們印象最深的是發(fā)布會(huì)的開場(chǎng)和結(jié)尾。中間的內(nèi)容當(dāng)然也是重要的，但拙劣的開場(chǎng)和結(jié)尾會(huì)毀了整場(chǎng)發(fā)布會(huì)。這就是為什么你應(yīng)該對(duì)開場(chǎng)和結(jié)尾多加排練。把最好的留到最后。因此，喬布斯讓MacBook Air最后登場(chǎng)—成了他要告訴我們的第四件事。