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1、乔布斯的演讲技巧:教你站在讲台上怎样化腐朽为神奇AnyonewhoiswatchedtheSteveJob,skeynote,wi11te11you,heisoneofthemostextraordinaryspeakersandcooperatorsinAmerica.但凡看过SteveJobs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。-Whodoesthebestjobofthatinthewor1d?-这个行当里谁最牛?We11,mostpresentersimp1yconveyinformation.Jobsinspires.多数演讲者只是简单地传达信息,乔布斯的
2、演讲却能点燃激情。mCamineGa11o.Andtoday11wa1kyoutosevera1keytechniquesthatSteveJobsusestoe1ectrifyhisaudience,there1evantsyoucanadoptforyourverynextpresentation.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。-We1cometoMacwor1d2008.Wegotsomegreatstuffsforyou.-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-Theresc1ear1ysomethinginth
3、eairtoday.-有没有感受到它们的“小宇宙”即将爆发?WiththosewordsJobsopenMacPro2008,settingthethemeforhispresentationandhittingthemajorannouncementofthedayby1aunchingtheu1trathinMacbookair.Whetherit,sthenotebookortheIphone,Jobsunvei1sasing1ehead1inethatsetthetheme.乔布斯开场的寥寥几句就揭示了大会主题营造出了MaCbOOkair的发布氛围,不管是发布Macbook还是iPho
4、ne乔布斯只用简单的一句话就点明了主题-TodayApp1eisgoingtoreinventsthephone.-今天苹果将掀起一场手机革命!Onceyouidentifyatheme,makesureit,sc1earandconsistentthroughoutthepresentation.Thinkofastaffmeetingasapresentation.So1etssayyoursa1esmanagerintroducinganewsoftwaretoo1thathe1psyourteamgeneratetrackandsharesa1es1eads.Youmightkicko
5、ffameetingthisway:GoodMorning!Thanksforcoming.Iknowyou11berea11yexcitedaboutthis.Todaywe,11makeiteasierforyoutomakeaquota.Thatsthehead1ine:easiertomakeaquota.Itsmemorab1e,anditsetsthedirectionfortherestofthemeeting.Itgivesyouraudienceareasonto1isten.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
6、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。-IgotfourthingsId1iketota1kaboutwithyoutoday.So1etsgetstarted.SteveJobsa1waysprovidesanout1ineforhispresentationandthenverba11yopensandc1oseseachsectionwithc1eartransitionandbetween.Heresanexamp1e.- 今天
7、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:- Sothatstimecapsu1e,aperfectcompanionto1eopard.- 这就是TimeCaPsu1e,完美的系统伴侣。- AndthatsthefirstthingIwannasharewithyouthismorning.- 这是我要发布的第一款产品。Thepointis,makeiteasyforyour1istenerstofo11owyourstory.Yourout1inewi11servesasguideposta1ongtheway.Youa1sokno
8、wthatduringhispresentationJobsuseswords1ikeextraordinary,amazingrand,coo1.Heispassionate,enthusiasticanditshows.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。- Incredib1e,unbe1ievab1e,awesome,extraordinaryyearforApp1e.- 对于苹果来说,这是难以想象、非同凡响的一年。Youknowyourau
9、diencewantstobewowed,notputtos1eep.Toomanypeop1efa11intothispresentationmode,itsstiff,itsforma1,it1ackspossess.We,your1istenerswi11giveyouapermissiontohavefunandbeexcitedaboutyourcompany,yourproductduringyourservice.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。Ifyoua
10、renotpassionateaboutit,wearenotgoingtobe.Remember,Jobsisn,tse11inghardware.Hesse11inganexperience.Ifyouoffernumbersandstatistics,makethemmeaningfu1.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。- Wehaveso1d4mi11ionIphonestodate.- 迄今为止,我们一共售出了4百万部iPhone。- Wedivide4mi11ionby200days,
11、thats20,000Iphoneseverydayonaverage.-用4百万除以200,意味着我们平均每天卖出了2万部iPhoneoNumbersdontmeanmuch,un1essitp1aysincontext.Managers,connectthedotsforyour1isteners.Recent1y1workedwithacompanythat1aunched12Gigabytememorycard,12Gigabytes.Thatnumberdoesntmeanmuchtomostpeop1e.Soweputitinthecontest.Wesaidthatstheeno
12、ughmemoryto1istentoyourmusicwhi1etrave1ingtothemoonandback.Now,12Gigabytes,meansomethingtome.Makenumbersmeaningfu1.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。Oneofthemosteffectivee1emen
13、tsofSteveJobs,spresentationisthattheyareeasyontheeyes.Hispresentationsarevisua1andsimp1e.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。We11,mostspeakersfi11theirs1ides,with=data,textsandcharts,Jobsdoesjusttheopposite.Heusesvery1itt1etext,andusua11yone,maybetwoimagesforhiss1ide.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
14、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。Youseeyouwanttopaintapictureforyouraudience,withoutoverwhe1mingthem.Inspiringpresentationsareshortonbu11etpointsandbigonvisua1s.Ifyourea11ywantyourpresentationstopop,treatit1ikeashow,whenadsf1ows,themesandtransitions.Jobsinc1udesvideoc1ips,demonstrationsandgues
15、ts,hea1sohasanatura1fordramaticf1are.Itsveryeffective.Forexamp1eweareintroducingtheMacBookAir,Jobsdrewchairsbyopeningamani1ainterofficeenve1ope,ho1dingthe1aptopforeveryonetosee.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
16、意。别说,倒还真挺见效。比如在发布MaCBOokAir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。-Thisisthenew,MacBookAir,youcangetafee1forhowthinitis.-这就是最新款MaCBOOkAir,知道它有多薄了吧。Whatistheonememorab1emomentofyourpresentation?Identifyyourmemorab1emomentandbui1duptoit.-.C1imaxoftheshow-.ourfriendsandeveryoneinthewor1dtoday.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。Andfina11y,rehearse,rehearse,andrehearsesomemo