The key ideas are from the book by Carmine Gallo
The ability to communicate ones ideas,values and faith in a product is a gift we’re all simply born with, but as “The Presentation Secrets of Steve Jobs”, suggests by watching those who do it best, we can definetely learn.
Personal drive, together with some serious preparation, will enable you to communicate effectively, make yourself understood and earn the audience’s appreciation, without the risk of boring a single member of your audience.
KEY IDEAS
- Stories are the key component in effective communication.
People like Steve jobs and TED talks have become the point of reference de riguer for anyone wanting to learn to communicate effectively:these speakers are capable of changing the way people see the world with one brief presentation.
It is clear from this that the key component of the effective communication is the ability to tell stories, but with “special ingredients”: TOUCHING-INNOVATIVE-LASTING IMPRESSION.
People full of passion can change the world fo the better.
Steve Jobs
2. Choose what to communicate : passion is the starting point, because it has an impact on the brain
Thoughts alter the chemical reactions of the brain, so our passion of a subject and the confidence we have in our subject knowledge have a direct impact on our ability to speak about them. What am I really passionate about? Why do I want to talk about this product or service?
this questions will surely address you into the right path.
3. Storytelling: MRI shows that storytelling stimulates and actives the brain.
Bryan Stevenson is a civil rights attorney. According to Bryan, a winning formula starts with talking about facts and everyday experiences. He devoted 65% of his 18-minute speech to storytelling.
The prince Institute of Neuroscience has raisen a study where the story anecdots give rise to a phenomenon called “Brain pairing”: listener and the narrator become synchronised by the narrative.
A power Point slide full of words fail to active the language processing that a story can stimulate the linguistic, sensory and visual motors of the brain. Two types of stories exist: “the man in the hole” and the “boy meets girls”, the first he gets in trouble but eventually he find his way away; the second he meets someone who hold something good, but he risks in the process to loose it, but there’s the happy ending.
The stories allow the listener to “travel through the time”, they allow themselves present in the story, as it its being told.
If you have new ideas, but your audience can’t remember them, those ideas are useless.
Steve Jobs
4. To speak naturally in the public requires great preparation: practising and rehearsing your speech in all its details is essential.
Achieving maximum impact takes hours of work, of looking to thhe right words and even learning how to say them properly. Three main parts to verbal expression: rhythm,volume,tone and pauses.
According to experts, the ideal speed is between 150/160 words per minute: this pace allows the listener to hear, but also to absorb- and thus memorise- information.
5. The ideal duration of a presentation is 18 minutes: any cognitive load beyond this threshold creates anxiety.
Cognitive accumulation, is an insidious enemy. The excess information can lead to the opposite intention. If you concentrate carefully, the listening process consumes a lot of energy, even on a physical level. A long presentation forces the listener’s brain to work harder and consumer more energy. This of increase in cognitive load creates listening anxiety and can produce a sense of frustation and even anger.
There’s the rule of 3: prepare a presentation that respects these limits, the ideal tool is the “road map “, that is the visualisation of the idea on paper.
*Summarise the message in a catch message
*Expand the content of the sentence into 3 short paragraphs.
* Give substance and structure to three paragraphs with stories and data.
You can find the summary of the book on Youtube, Here:
Podcast, Here:
mybespokes.com 