Apple vice president of worldwide marketing, Phil Schiller, may have received the loudest applause when he revealed a radical redesign of Apple’s desktop for professional users, the Mac Pro. Have a chip on your shoulder every now and then. Although Federighi held the stage for more than 10 minutes, he provided soft breaks and kept the flow moving nicely: Slides-demo-slides-demo-slides. During his introduction of the new operating system, OS X Mavericks, Federighi included two demonstrations, both lasting under 10 minutes and both about 10 minutes apart. All the Apple speakers stuck to the rule. He would break up his slides with another speaker or a video. Cook didn't speak for much more than ten minutes at a time. That doesn't mean you can’t reign them back in, but if you drone on and on you will most likely lose their attention.Īpple does a nice job of building in “soft breaks” to maintain the attention of the audience. Medina once told me that no matter how engaging you are, your audience will begin to tune out of your conversation after about 10 minutes. The 10-minute rule is a technique I recommend to every presenter, but I must give credit to the person who inspired it- University of Washington researcher, John Medina. Cook introduced his first “guest speaker,” the co-founder of Anki, Boris Sofman, at exactly 10 minutes into his presentation. Think of your presentation as a Broadway show complete with sets (slides), props (demos), and a cast of characters. Too many CEOs and founders think they have to carry the presentation or pitch themselves. Designer Jony Ive didn't physically join Cook on stage, but appeared on a video to explain the design philosophy behind the new iOS 7.
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Cook introduced five other speakers in the two-hour period and one of them, Apple senior vice president of software engineering, Craig Federighi, took the stage twice. Tim Cook shares the stage with his executive team, designers, partners, and developers. Most people can’t listen to someone speak, read text at the same time, and expect to retain anything! It simply adds too much clutter to the screen and forces the audience to read too many words as the presenter is talking. Bullets are the least effective way of transmitting information on a slide. There are images and text (sometimes on the same slide), but no bullet points. There are no bullet points on Apple slides. Data is more memorable when it’s visually interesting.Īlways avoid bullet points.
If you look closely at the slide (below) you can see that the zeroes are actually images of apps. Since the statistic had a lot of zeroes they decided it would be impressive to fill the screen with it: 50,000,000,000. Instead of simply putting the number on the screen, as most presenters would do, Apple designers created a visual display of the data. Early in the presentation Cook announced that Apple customers have downloaded 50 billion apps from the App Store. If a statistic is important enough for you to deliver and you want your audience to recall the data point, then it deserves its own slide. The second slide also had the words “Sold Out” in red (see below). ” Most people would put the two statistics, 6 million and 71 seconds, on one slide. Demand for this show has never been greater. We have over six million registered developers. For example, think about how many slides you would create if you delivered the following idea: “The developer program is incredibly vibrant. Don’t try to cram too much content-too many ideas-on one slide. The designers behind Apple’s presentation slides once told me they stick to one theme per slide.
The keynote at Apple’s Worldwide Developers Conference (WWDC) 2013 offers yet another opportunity to learn fresh and effective techniques that you can and should apply to your presentations. Apple keynote presentations and product launches because, as a communication specialist, it’s hard for me to find a better role model for creating, designing, and delivering a presentation.
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