乔布斯的演讲技巧：教你站在讲台上怎样化腐朽为神奇

 Anyone who is watched the Steve Job’s keynote, will tell you, he is one of the most extraordinary speakers and cooperators in America. 

但凡看过Steve Jobs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。
-Who does the best job of that in the world? 
-这个行当里谁最牛?
Well, most presenter 1 simply convey information, Jobs inspires.
多数演讲者只是简单地传达信息，乔布斯的演讲却能点燃激情。
I'm Camine Gallo. And today I'll walk you to several key techniques that Steve Jobs uses to electrify 2 his audience, the relevants you can adopt for your very next presentation.
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。
-Welcome to Mac world 2008. We got some great stuffs for you.
-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
-There's clearly something in the air today. 
-有没有感受到它们的"小宇宙"即将爆发?
With those words Jobs open Mac Pro 3 2008, setting the theme for his presentation and hitting the major announcement of the day by launching the ultra thin Mac book air. Whether it's the notebook or the Iphone, Jobs unveils a single headline that set the theme. 
乔布斯开场的寥寥几句就揭示了大会主题 营造出了Mac book air的发布氛围。不管是发布Mac book还是iPhone 乔布斯只用简单的一句话就点明了主题——
-Today Apple is going to reinvents the phone. 
-今天 苹果将掀起一场手机革命!
Once you identify a theme, make sure it’s clear and consistent throughout the presentation. Think of a staff meeting as a presentation. So let's say your sales manager introducing a new software tool that helps your team generate track and share sales leads. You might kick off a meeting this way: Good Morning! Thanks for coming. I know you'll be really excited about this. Today we'll make it easier for you to make a quota 4. That's the headline: easier to make a quota. It's memorable 5, and it sets the direction for the rest of the meeting. It gives your audience a reason to listen. 
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。
-I got four things I'd like to talk about with you today. So let's get started. Steve Jobs always provides an outline for his presentation and then verbally opens and closes each section with clear transition and between. Here's an example.
-今天我有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：
-So that's time capsule, a perfect companion to leopard 6. 
-这就是Time Capsule，完美的系统伴侣。
-And that's the first thing I wanna share with you this morning. 
-这是我要发布的第一款产品。
The point is, make it easy for your listeners to follow your story. Your outline will serves as guide post along the way. You also know that during his presentation Jobs uses words like "extraordinary", "amazing" and "cool". He is passionate 7, enthusiastic and it shows. 
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。
-Incredible, unbelievable, awesome 8, extraordinary year for Apple.
-对于苹果来说，这是难以想象、非同凡响的一年。
You know your audience wants to be wowed, not put to sleep. Too many people fall into this presentation mode, its stiff, its formal, it lacks possess. We, your listeners will give you a permission to have fun and be excited about your company, your product during your service. 
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。
If you are not passionate about it, we are not going to be. Remember, Jobs isn’t selling hardware. He's selling an experience. If you offer numbers and statistics, make them meaningful. 
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。
-We have sold 4 million Iphones to date. 
-迄今为止，我们一共售出了4百万部iPhone 。
-We divide 4 million by 200 days, that's 20,000 Iphones every day on average. 
-用4百万除以200，意味着我们平均每天卖出了2万部iPhone。
Numbers don't mean much, unless it plays in context. Managers, connect the dots for your listeners. Recently I worked with a company that launched 12 Gigabyte memory card, 12 Gigabytes. That number doesn’t mean much to most people. So we put it in the contest. We said that's the enough memory to listen to your music while traveling to the moon and back. Now, 12 Gigabytes, mean something to me. Make numbers meaningful. 
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。
One of the most effective elements of Steve Jobs's presentation is that they are easy on the eyes. His presentations are visual and simple. 
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。
Well, most speakers fill their slides, with = =| data, texts and charts, Jobs does just the opposite. He uses very little text, and usually one, maybe two images for his slide. 
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。
You see you want to paint a picture for your audience, without overwhelming them. Inspiring presentations are short on bullet points and big on visuals. If you really want your presentations to pop, treat it like a show, when ads flows, themes and transitions. Jobs includes video clips, demonstrations 9 and guests, he also has a natural for dramatic flare 10. It’s very effective. For example we are introducing the MacBook Air, Jobs drew chairs by opening a manila inter 11 office envelope, holding the laptop for everyone to see. 
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意。别说，倒还真挺见效。比如在发布Mac Book Air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。
-This is the new, Mac Book Air, you can get a feel for how thin it is.
-这就是最新款Mac Book Air, 知道它有多薄了吧。
What is the one memorable moment of your presentation? Identify your memorable moment and build up to it. -...Climax 12 of the show -...our friends and everyone in the world today. 
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。
And finally, rehearse, rehearse, and rehearse some more. 
最后一条，彩排，彩排，再彩排。
-Let me show you how easy that is now. 
-让你们见识下 操作起来有多简单
Steve Jobs makes it look easy because he spends hours rehearsing. He cannot pull off an intro presentation with a video clips and demonstrations and outside speakers without practice. The result of presentation that is perfect synchronized 13 and looks, yes effortless. Now the average business first does not have a resource to create a Steve jobs's extraordinary ganza. But you do have time to rehearse. The greatest presenters 14 do it, so should you. 
乔布斯的演示之所以看起来如此简单是因为他花了大量时间来彩排。没有反复的练习，那些视频剪辑、样品展示和客串嘉宾便都是浮云。因为反复的彩排，他才能在演讲过程中如此淡定，如此收放自如。当然很少有人生来就像乔布斯这样天赋异禀。但早起的鸟儿有虫吃的道理，你懂的，你总会有足够的时间去彩排。瞧瞧，人乔布斯还彩排呢，你为什么不呢?
Oh, and one more thing. At the end of most presentations, Jobs add to the drama by saying “and one more thing…”
哦，还有一点。通常在演讲的结尾 Jobs会加上一句 最后一项...
-One last thing… He gonna adds a new product, or feature, sometimes just introduces a band. 
-最后一项...他会继续介绍一个新产品、新特性、或是给乐队当回司仪。
It's not only the highest excitement, it also leaves your audience feel they been given an added bonus. The point is Steve Jobs approaches each presentation as an invent. A production with strong opening, product demonstrations in the middle and strong conclusion. And then yes, even a anchor, that 'one more thing…'. I wish you a dazzling presentation. 
这不仅仅是整个演讲的高潮，还能让观众觉得他们中了头彩。乔布斯把每一次演讲都当成产品去打造、去创新。赋予了演讲一个震撼的开场，一个高潮迭起的过程，和一个令人流连的尾声。对了 还有那句撩人的 最后一项...希望你们的演讲也能同样精彩!




点击收听单词发音  






1
presenter

  
 


n.（电视、广播的）主持人，赠与者


参考例句：





Most people think being a television presenter is exciting.很多人认为当电视节目主持人是一件刺激的事情。
The programme dispensed with its most popular presenter.这个节目最受欢迎的主持人被换掉了。












2
electrify

  
 


v.使充电；使电气化；使触电；使震惊；使兴奋


参考例句：





The country is now making effort to electrify and informationize manufacture.国家正在致力于制造业的电气化和信息化。
He needs money to electrify his surface lines.他需要钱把他的地面线路电气化。












3
pro

  
 


n.赞成，赞成的意见，赞成者


参考例句：





The two debating teams argued the question pro and con.辩论的两组从赞成与反对两方面辩这一问题。
Are you pro or con nuclear disarmament?你是赞成还是反对核裁军？












4
quota

  
 


n.（生产、进出口等的）配额，（移民的）限额


参考例句：





A restricted import quota was set for meat products.肉类产品设定了进口配额。
He overfulfilled his production quota for two months running.他一连两个月超额完成生产指标。












5
memorable

  
 


adj.值得回忆的，难忘的，特别的，显著的


参考例句：





This was indeed the most memorable day of my life.这的确是我一生中最值得怀念的日子。
The veteran soldier has fought many memorable battles.这个老兵参加过许多难忘的战斗。












6
leopard

  
 


n.豹


参考例句：





I saw a man in a leopard skin yesterday.我昨天看见一个穿着豹皮的男人。
The leopard's skin is marked with black spots.豹皮上有黑色斑点。












7
passionate

  
 


adj.热情的，热烈的，激昂的，易动情的，易怒的，性情暴躁的


参考例句：





He is said to be the most passionate man.据说他是最有激情的人。
He is very passionate about the project.他对那个项目非常热心。












8
awesome

  
 


adj.令人惊叹的，难得吓人的，很好的


参考例句：





The church in Ireland has always exercised an awesome power.爱尔兰的教堂一直掌握着令人敬畏的权力。
That new white convertible is totally awesome.那辆新的白色折篷汽车简直棒极了.












9
demonstrations

  
 


证明( demonstration的名词复数 )； 表明； 表达； 游行示威


参考例句：





Lectures will be interspersed with practical demonstrations. 讲课中将不时插入实际示范。
The new military government has banned strikes and demonstrations. 新的军人政府禁止罢工和示威活动。












10
flare

  
 


v.闪耀，闪烁；n.潮红；突发


参考例句：





The match gave a flare.火柴发出闪光。
You need not flare up merely because I mentioned your work.你大可不必因为我提到你的工作就动怒。












11
inter

  
 


v.埋葬


参考例句：





They interred their dear comrade in the arms.他们埋葬了他们亲爱的战友。
The man who died in that accident has been interred.在那次事故中死的那个人已经被埋葬了。












12
climax

  
 


n.顶点；高潮；v.(使)达到顶点


参考例句：





The fifth scene was the climax of the play.第五场是全剧的高潮。
His quarrel with his father brought matters to a climax.他与他父亲的争吵使得事态发展到了顶点。












13
synchronized

  
 


同步的


参考例句：





Do not use the synchronized keyword in Managed Objects. 不要在管理对象上使用synchronized关键字。 来自互联网
The timing of the gun was precisely synchronized with the turning of the plane's propeller. 风门的调速与飞机螺旋桨的转动精确同步。 来自辞典例句












14
presenters

  
 


n.节目主持人，演播员( presenter的名词复数 )


参考例句：





Each week presenters would put the case for their favourite candidate. 每个星期主持人推出他们最喜欢的候选人。 来自互联网
Karaoke was set up to allowed presenters to sing on the stage. 宴会设有歌唱舞台，可让出席者大演唱功。 来自互联网