Expert Perspective by Carmine Gallo
Harvard instructor, keynote speaker, author of The Bezos Blueprint
Winning Attention with a Clear Message
Great presenters win attention quickly by answering one basic question: Why should the audience care? Steve Jobs mastered this approach long before presentation design became a discipline. Rather than drowning listeners in technical jargon, he translated features into clear benefits.
Examples from Steve Jobs
When Jobs unveiled the original iPod in 2001, he didn’t dwell on gigabytes. He framed the device in human terms: you could carry your entire music collection in your pocket — “1,000 songs in your pocket.” That simple benefit made the technology meaningful.
He applied the same clarity to the 2003 iTunes Store launch. Jobs explained the advantage plainly: you could purchase music online legally, easily, and for just 99 cents per song. By promising to eliminate hassle and guilt, he connected the product to everyday needs.
The Psychology Behind the Tactic
The psychology behind this tactic is well documented. Nobel laureate Daniel Kahneman described two thinking modes: System ...