Here’s a guy who could command a stage.
Last night I watched Danny Boyle’s film about Steve Jobs and was so gravely disappointed that the bio did not take us as far as the 2007 keynote speech that launched the iPhone into my life.
Yes, I’m convinced that the iPhone was invented just for me — so that I can more effectively ignore phone calls while I listen to music. The “Ignore Call” option is like a lifeline that gets thrown out to me every time my phone rings. (How badly does Rogers really want to talk to me, anyway?)
But that’s just the introvert in me. The presenter in me goes apples over this Steve Jobs speech, this keynote address. It almost has as much lasting power as the phone itself. I’ve been at several conferences where it’s been touted as one of the greatest pieces of corporate storytelling ever, and it continues to resonate.
You can watch the entire speech here, but my favourite moment (everyone has one) is when he uses the phone, turns it sideways and scrolls through album covers. When I first saw that, it was, to me, a science-fiction dream came true. And his presentation of it was spellbinding.
This is a perfect example of showing, not telling, and bringing a product to life. When you’re delivering a keynote, it’s pretty easy to fall into the onerous practice of description. When you have the opportunity to demonstrate an innovative product, to show us how it works and how it will change our lives… well, it’s like magic. Suddenly a new world comes to life before our very eyes.
And to take you through the magic of the speech, its “secret structure”, I’m happy to share with you a TEDx talk by another presenting hero of mine, Nancy Duarte.
Just ignore your phone while you watch it…
The second you see this photo, I know exactly what runs through your head. You can hear the words as if they’re being spoken directly in your ears. “I have a dream.” Martin Luther King, Jr.’s words echo throughout one of, if not the best example of a speech that resonates in the history of public speaking. Add to that its persuasive impact — a world wide movement that literally, significantly and powerfully changed the world — and it’s worth all of the attention and analysis it continues to receive.
And… it’s received a lot! It’s worth even more. Watch the speech, then check out some of the great breakdowns on how it was structured, why it resonates and what gives it its persuasive power. Andrew Dlugan from Six Minutes gives a great breakdown of the speech with 5 lessons learned, and Nancy Duarte provides a “sparkline” that you can follow while listening.
What I love most about the speech is the consistent weaving of evocative imagery throughout. Besides the obvious — the repetition of his dream that the world can be a better place, that what is does not have to be — there are other incantations of palpable metaphors. “Drinking from the cup of bitterness and hate” is a biblical reference that instantly connects the audience to a deeper meaning, and my personal favourite is a spin on Shakespeare’s Richard III:
“This sweltering summer of the Negro’s legitimate discontent will not pass until there is an invigorating autumn of freedom and equality.”
Symbols work. They connect, they transform, they resonate. A recent, very powerful example is Beyonce (whom I’ve been told is now referred to as Queen Bey… the Queen to Martin’s King) and her performance at that football game. The berets, the big “X”, the Black Panther salute — all subtly couched in a wildly entertaining dance routine — continue to incite reaction. Even the negative response from some of the world’s smaller minds serves to prove that symbols can be more powerful than words. Interpret them as you will, you cannot deny that they evoke passion and force people to ponder upon their meaning.
Obviously, not every presentation is going to have the scope or the lasting world impact as Martin Luther King, Jr., but we can still look to him for guidance. The man who convinced the world that we can build a better future, who gave us hope that the world could be a better place, also gives us a shining example of how to engage people and inspire them to achieve impossible dreams.