Words are actions.
Always show confidence.
Only by changing our thinking can we finally change the world.
After eagerly reading this book, I have a deeper understanding of speech and communication.
Jobs' core view: the ultimate state of complexity is simplicity.
People who can talk are twice as likely to succeed as ordinary people.
A successful speech is a way to show yourself and your ideas. Let the audience fall for you and give them an unforgettable experience. Sell your ideas and convince others to understand and accept your ideas. ④ It is an effective communication method and a tool for business communication.
The role of speech-① A tool to promote your ideas, and its persuasiveness will exceed your imagination. ② Deliver the value behind your services and products, your company or other businesses.
Successful speech effect-① Make your audience stand up from their seats in surprise. The purpose of the speech is to create an experience-a surreal field, which makes the audience deeply awe-inspiring and excited.
Once you take a step forward, whether your actions can achieve the expected results depends on your ability to communicate with others through language or writing. peter f. drucker
Must become the benchmark of quality, some people just can't adapt to an excellent environment with only basic requirements. There is no shortcut to Excellence, and speeches like Jobs need planning and rehearsal.
The speech structure is like a three-act drama (classic story)-creating moving stories, creating live experiences, improving and rehearsing.
You have to show others how this product can make life better. If you do this, you will win customers. If you can do this in an interesting way, you will have loyal fans who will voluntarily work for you, promote you, help you sell, and spread the gospel of your products everywhere with missionary enthusiasm.
The first important principle of persuading others-the three-thing principle. The principle of "no more than three things" is a basic principle in writing, expressing humor and making speeches. Three things to improve your speaking and speaking skills-① Make eye contact with the audience. ② Keep an open posture. ③ Always use gestures. In order to greatly improve the level of speech, the most important thing is to conceive a story before making PPT, and use a method called three-step story series when preparing the speech: write a speech script-make a speech slide-give a speech on stage.
Marketing is drama, that is, performing on the stage. In order to greatly improve the level of speech, the most important thing is to conceive a story before making PPT, and use a method called three-step story series when preparing the speech: write a speech script-make a speech slide-give a speech on stage.
Jobs believed that nothing was taken for granted, and everything needed careful preparation. He participated in every detail of the speech: participated in the writing of the copy, personally did slide exercises, demonstrated the products on the spot, and even ensured that the lighting on the spot was just right and foolproof.
The speech aims to achieve the best communication effect, arouse the widest discussion and arouse the deepest awe, just like a stage play. These speeches contain all the essential elements of great dramas and movies: dramatic conflicts and happy endings, annoying villains and great heroes.
Speaker's Time Use-Designers who serve speeches advise speakers to spend most of their time on ideas, sketches and drafts. A speaker should spend 90 hours preparing an hour-long speech with 30 slides. However, only 65,438+0/3 of the time was spent on making slides, and the first 27 hours were spent doing research related to the topic of the speech, collecting the opinions of relevant experts, integrating various ideas, and sketching the outline of the whole story with colleagues.
The title is short and easy to remember, which can catch the attention of the audience and make them interested in listening. What is the most important idea you want to convey to the audience?
Aristotle, the father of public speaking, believes that using metaphors and similes will make your speech more attractive.
The first factor affecting consumer behavior is word of mouth, which is the most effective marketing method. Word of mouth is the primary factor affecting the purchase decision.
Add a video clip to the speech-the video duration is no more than 2~3 minutes. It can play ① advertisements, ② employees' comments on products, ③ video photos of products, ④ scenes of people using products, and ⑤ consumer's favorable comments on products.
Learners can be divided into three types-① visual type, and most people belong to this type. 40% (2) hearing, good at listening. 20-30%③ People who have a sense of touch and like to feel and touch. Learn while doing, move and touch.
Start with the user experience first, and then go back to solve the product technical problems.
How to start a speech-① What does this have to do with me? Answering this question directly can catch the attention of the audience and make them listen to your speech carefully from beginning to end. There are no terms in the opening remarks.
Make sure that all marketing materials, including press release pages and speeches, answer the most important question-"What does this have to do with me?"
The essence of missionary marketing is to sell dreams rather than products. Beyond the core value and mission of making money can inspire people more-make the world a better place.
If you want to succeed, you must do what you are interested in, do what you love and follow your mission. As Jobs said, your heart knows the direction and hope.
Follow your passion and devote yourself to the cause you love, and wealth will naturally follow. Most people don't believe this, but it's true.
Great leaders summon others with a bright future. Leaders are fascinated by the future. You are restless, eager for change, eager for progress and extremely dissatisfied with the status quo. Only in this way can you become a leader. As a leader, you will never be satisfied with the status quo, because you can see a better future in your mind. The gap between reality and possibility always spurs you, inspires you and pushes you forward. This is leadership.
Be good at expressing your dreams, because only passion and emotion can attract and inspire others, and dare to express your feelings.
One-sentence description-Summarize your company, products, services, stories and books in one sentence.
The name of the company should be specific, easy to remember and consistent. The typical method used when releasing a product: say the title, explain the title, and then emphasize it repeatedly. 10 words or less. Journalists should learn to write news headlines from the first 1 day when they enter the Communication College.
Refine complex ideas into specific points. Be able to disassemble the most complex technology or viewpoint and describe it into three clear points. Obama not only divides his speech into three-sentence paragraphs, but also often contains three points in one sentence. Business leaders usually prepare important TV interviews or keynote speeches by distilling information into three or four points.
The best time to express an idea is 8 minutes. If you can't express your ideas clearly in eight minutes, it means you need to rethink.
Your audience will be distracted in 10 minutes. At the 1 intermission, observe the 10 minute rule.
When making slides, follow the principle of simplifying everything-each slide is very simple, has visual impact and can firmly grasp the attention of the audience.
Contextual numbers are examples of making numbers specific, relevant and suitable for speech occasions. The bigger the number, the more it needs to be put into a meaningful context for the audience.
It is more important to concentrate on thinking and digesting what you have learned than to take notes.
In a concise way, you can show beauty and convey information powerfully. Simplification is to get rid of unnecessary things, so as to get rid of necessary things. The operation is simple and clear. Simple and easy to use. Restraint and simple beauty are a powerful but not imperceptible application of space blank-leaving space for visual breathing. Simplicity is powerful, leaving blank space conveys elegance, quality and clarity.
When trying to convey an information point, there is less text on the slide. If the words match what you say, the audience will pay attention to you and the slide.
Graphical speeches can impress the audience. The best way to express ideas is pictures. The effect of graphic memory is much better than that of simple word memory.
The use of descriptive adjectives can make the language full of emotional appeal.
Product introduction-don't sell solutions, learn to tell stories. Clear, concise and infectious language can help you turn potential customers into customers and customers into brand missionaries.
The brain likes change and longs for diversity.
People will forget what you said and what you did, but people will never forget how you made them feel.
Four interrelated skills to attract the audience in speech-intonation change, pause, volume and speed of speech. Language is very important, but the effective way of speaking is the key-intonation, volume, speed and pause.
People will judge you all the time, and the first 90 seconds of meeting you have the greatest influence on their judgment.
Video yourself-watch your body language and listen to your own way of speaking. Watching the video of your speech is the best way to improve your speech. Video yourself and watch it with others. You don't need to record the whole process. Only the first five minutes of recording are enough to provide the information you need.
If you don't practice when you are great, you will practice greatness. This sense of randomness in the speech is the result of long and exhausting practice. Jobs regarded his keynote speech as a very competitive weapon. He began to prepare a few weeks before his speech and studied the products and technologies he was going to talk about. Hundreds of hours have been prepared for a five-minute speech. I practiced for two days before the speech and kept asking the product manager for feedback on the spot. Jobs spent a long time writing his own design on the slides, and most of the content design teams also helped. On the day before the performance, everything became efficient and orderly, with at least one and sometimes two complete rehearsals, and Jobs' attention was highly focused from beginning to end.
Deliberate practice-these star players will improve their skills through deliberate training, in other words, set specific goals, ask for feedback and practice hard for a long time. People with outstanding performance will practice over and over again for several years to hone specific skills.
Natural casualness is the result of planned practice-a few days before speaking at an important meeting, he will carefully prepare various possible questions and practice the skills of machine making wrong answers or cleverly avoiding them. Churchill practiced so well that he seemed to make an impromptu speech, which could completely overwhelm the audience. The lesson we learned from him is simple, but it requires us to pay a lot for it. It is very important to practice hard, especially if you want to look natural and casual.
Speaking naturally and casually, relaxed and vivid, all need practice.
No one has found an example of reaching a truly world-class level in a shorter time. It seems that it really takes such a long time for the brain to digest and absorb before it can achieve real mastery. Research shows that once a musician has enough ability to enter a top music school, the only factor that distinguishes one player from another is the degree of his or her hard practice. And more importantly, the best people not only work harder than others, even much harder than others, but work much harder.
Realizing the existence of the problem solves most of it.
Full of energy-the voice is full of passion, the wind is blowing when walking, and the face is always smiling. Energy makes you likable, and the most important element of persuasive speech is likable. The speaker's energy can arouse the enthusiasm of the audience.
Well, ah, right? These spells will slightly weaken your influence on others. Rehearse a speech. If you say a mantra, ask someone to knock on the cup.
Take the initiative to ask, others will say (ask for feedback)-most of your colleagues are afraid of offending you. When someone asks me for advice, as long as I see what he really needs to improve, I will point it out mercilessly. At the same time, like most people, even if I especially want to say something to improve someone's speech, I won't take the initiative if he doesn't ask me.
Five steps to practice improvisation-① Think about some common problems. (2) Put these questions in a bucket or classify them. (3) Prepare a wonderful answer for a class of questions. Listening carefully to the question and grasping the key words, that is, a trigger point, can help you determine which bucket to look for the answer. ⑤ Look the questioner in the eye and answer confidently.
The antidote to nervousness-the best way to avoid stage fright is to practice hard and know what to say, when to say it and how to say it. The interesting thing about people's nerves is that the more you practice, the less nervous they are. Overcome stage fright with almost extreme preparation: be familiar with the content of each slide and know exactly what you want to say; He will arrive at the scene in advance, so that he can check the sound, project, show slides and even know where the lights on the stage are, so he never runs into the shadows. This is preparation. He may feel nervous, but enough practice before the speech makes him full of confidence.
A great leader will dress better than anyone else. If he meets his subordinates for the first time 1, his shoes will be polished brighter, his white shirt will be whiter and his pants will be ironed more smoothly. Best dressing suggestion: always dress better than others, and pay attention to the occasion. If you want to dress like a rebel, dress like a rich rebel. When Jobs went to the bank for financing, he wore an expensive suit.
Throw away the speech-it is on every slide, and there is only one key message (unique theme). What is the only thing I want the audience to remember about this slide?
Facing the unexpected situation (improvisation)-tell a story for one minute, which will make him more human, eye-catching and natural. Even the most sophisticated plan will deviate from the direction from time to time. When the speech doesn't go as planned, Jobs will show calm confidence. He will smile, joke, explain to the audience what they should see, and then continue his speech.
The fact of business speech-the audience wants information and fun.
The secret of Steve Jobs' success as a businessman and speaker is to do what he loves, regard setbacks as opportunities, and pursue Excellence with dedication and passion. Believe in yourself, believe in your story, and follow your heart.