Mario Sundar's Speakeasy

Twitter's 1st evangelism comms guy, Linkedin's 2nd PR guy. These are my thoughts on tech, public relations, and life.

Did Steve Jobs change the world?

In the beautiful, rarefied bubble called Silicon Valley, Steve Jobs is God. Kind of like the tech world’s Eric Clapton. As a Jobs enthusiast, I’d consider it blasphemous to think otherwise of Jobs’ enormous impact in the convergence of technology and art.

But it’s an exaggeration (most of these articles offer business pablum, not facts) to suggest he actually changed the world. Did DaVinci or Picasso change the world? No they did not. Nor did Jobs.

Particularly in the Silicon Valley, a place I call home, some folks may be missing the bigger picture. A recent Quora answer by Susan Wu kinda hits the nail on the head. Thoughts worth reproducing in most of its entirety. So here goes…

Most of Silicon Valley is focused on building products for the top 1% of the world’s population.  Most of the world needs solutions to problems we rarely talk about, in areas like health care, agricultural production, sustainable construction, citizen activism and empowerment, childhood education, affordable transportation, supply chain optimization, community solidarity and efficacy, etc. And I’m not solely referring to base of the pyramid topics (like clean water access), either.  The average “middle class” citizen outside the US doesn’t have as much luxury to indulge in existential crisis and loneliness.

Most of the world is not 16-29 year old males. There’s a whole range of perspectives that go underrepresented in Silicon Valley. There are a lot of women out there. Older folks. Also, it might be hard to imagine, but there are a lot of kids not growing up on video games.

Given the above two points, the emergent ‘morality’ of the products Silicon Valley creates can be limited and not particulalry reflective of much of the world’s compass. All products inherit the values of their creators and have a sort of corresponding ‘morality.’ When you create an algorithm, it’s optimizing for something — it might be that you think “saving time” is a value worth optimizing for. Or it could be that what you’re trying to optimize for is quantity (quantity of access, of distribution), which can often come at the cost of quality and depth of interaction. Or like most of us who are successful Americans, we automatically assume that our stance on individual rights and belief in the individualistic survival of the fittest / the elite will rise are “ideal” or “optimal.”. Another example is our cultural bias towards the “cult of the celebrity.” And we tend to measure success by economic output.

These assumptions aren’t necessarily true or as relevant or perhaps ideal for a large part of the world, yet we often imbue the products we create with these values.

I’m not saying any of this is good or bad, it’s just worth thinking about. What are the values you are imbuing your product with?  Do they fit into your vision of the future? Be thoughtful not only about all of the stuff we talk about openly (design, business model, user interaction, hiring and culture) but also be thoughtful about this stuff too.

In this context Malcolm Gladwell’s recent comments that “50 years from now Gates will be remembered for his charitable work seems to make sense. No one will even remember what Microsoft is, and all the great entrepreneurs of this era, people will have forgotten Steve Jobs.” ring true. Even in the technology space, it’s Microsoft who has put a PC (may not be pretty, but it’s affordable) on every desk world wide.

So taking pride in your work, working like an artist (this is far less common than one would like) and designing the heck out of your products with a fierce attention to detail will probably be Jobs’ legacy.

As for changing the real world, there’s no shortage of hard work that needs to be done on products and issues that impact billions of people world wide.

Coming Soon: A list of non-profit startups that are actually changing the world. Here’s just one tackling a big problem.

Filed under: Public Relations

What Would Steve Jobs Do?

The entire technology world has collectively mourned this past week, the recent passing away of Steve Jobs. There have been numerous eulogies (most of them very well written) but the most important ones will always remain the personal anecdotes about Jobs. I myself mourned his loss with this tribute, and readers of this blog and my tumblr have probably read the countless posts I’ve written on Jobs, his words, and his work.

What would Steve Jobs do?

What would Steve Jobs do?

But, I think it’s easy to deify the man with all those eulogies and forget what he really stood for. I though John Lilly from Greylock Partners really nailed it by putting things in the right perspective.

I’m a little uncomfortable with the outpouring of sentiment about people who want to be like Steve. There’s a sort of beatification going on that I think misses the point. He was never a nostalgic man at all, and I can’t help but feel like he would think this posthumous attention was, in a lot of ways, a waste — seems like he’d have wanted people to get back to inventing.

Amen to that. I think this echoes one of my favorite essays of all time – Self Reliance by Ralph Waldo Emerson – which Emerson begins with:

To believe in your own thought, to believe what is true for you in your private heart is true for all men – that is genius. Familiar as the voice of the mind is to each, the highest merit we ascribe to Moses, Plato, and Milton, is that they set at naught books and traditions, and spoke not what men, but what they thought. A man, should learn to detect and watch that gleam of light which flashes across his mind from within, more than the lustre of the firmament from bards and sages.

So, what would Jobs do? John’s post, borrows from Naval’s tweet, summarizes thus:

Be yourself and work as hard as you can to bring wonderful things into the world. Figure out how you want to contribute and do that, in your own way, on your own terms, as hard as you can, as much as you can, as long as you can.

Oddly enough, that line reminds me of another line from Self Reliance and I think this is a great message to takeaway with us, as we aim to accomplish the best that we can, in our chosen lines of work — with passion, dedication and integrity.

Trust thyself; every heart vibrates to that iron string. Accept the place that providence has found for you, the society of your contemporaries, the connection of events. Great men have always done so, and confided themselves childlike to the genius of their age, betraying their perception that the absolutely trustworthy was seated at their heart, working through their hands, predominating through all their being.

So, let’s get out there and kick some butt! And, really make a difference in our lives and that of the people around us. Thank You, Steve!

#RIPSteveJobs

Filed under: Miscellaneous

Steve Jobs as Luke Skywalker. Circa 1987.

Rockstars are made, not born. They practice tirelessly; honing their craft at every given opportunity, and with the help of Jobs’ 1987 Playboy interview, I’d like to shed some light on the early stages of Jobs’ communication savvy and the communication consistency that he has now perfected into an art form.

Jobs In 1987. p.s. What’s up with the bow-tie.

Fine tuning the metaphors:

Nobody hits a home run on Day One. Some have an in-born talent but it’s always a work in progress. Steve Jobs’ D8 presentation, his keynotes, his Stanford commencement speech — is the culmination of years of assiduous practice. I’m gonna walk you through three examples of Steve coming up with metaphors to describe nascent technology that most people (at the time of the interview) didn’t grok.

Let’s see how his thinking and his metaphors are fine-tuned over time.

Let’s take his earliest interviews, the Playboy one in 1987 is a great example, and look at his response to what is a computer. I know. Bear with me here. The year is 1987 and people still don’t get the PC revolution that’s gonna hit them. It’s amazing how hard it is to impress upon the reporter what a game changer the Mac is gonna be.

His first attempt to describe computers is kinda rambling:

Computers are actually pretty simple. We’re sitting here on a bench in this café. Let’s assume that you understood only the most rudimentary of directions and you asked how to find the rest room. I would have to describe it to you in very specific and precise instruction. I might say, “Scoot sideways two meters off the bench. Stand erect. Lift left foot. Bend left knee until it is horizontal. Extend left foot and shift weight 300 centimeters forward…” and on and on. If you could interpret all those instructions 100 times faster than any other person in this café, you would appear to be a magician: You could run over and grab a milk shake and bring it back and set it on the table and snap your fingers, and I’d think you made the milk shake appear, because it was so fast relative to my perception. THat’s exactly what a computer does. It takes these very simple-minded instructions––”Go fetch a number, add it to this number, put the result there, perceive if it’s greater than this other number”––but executes them at a rate of , let’s say, 1,000,000 per second. At 1,000,000 per second, the results appear to be magic.

That’s a simple explanation, and the point is that people really don’t need to understand how computers work. Most people have no concept of how an automatic transmission works, yet they know how to drive a car. You don’t have to study physics to understand the laws of motion to drive a car. You don’t have to understand any of this stuff to use Macintosh––but you asked [laughs]

Wow! Quite verbose. It’s got the early stages of his story-telling but it’s definitely too technical for a reporter and not impressive since he asks him again the same question. Steve takes a second shot at it, which goes…

A computer is the most incredible tool we’ve ever seen. It can be a writing tool, a communications center, a supercalculator, a planner, a filer and an artistic instrument all in one, just by being given new instructions, or software, to work from. There are no other tools that have the power and versatility of a computer. We have no idea how far it’s going to go. Right now, computers make our lives easier. They do work for us in fractions of a second that would take us hours. They increase the quality of life, some of that by simply automating drudgery and some of that by broadening our possibilities. As things progress, they’ll be doing more and more for us.

Meh. Kinda there, but he’s hinting at the potential it possesses as a revolutionary, incredible utility. Still not convinced, the journalist asks him a pointed question on computers for business and Steve ends with:

There are different answers for different people. In business, that question is easy to answer: You really can prepare documents much faster and at a higher quality level, and you can do many things to increase office productivity. A computer frees people from much of the menial work. Besides that, you are giving them a tool that encourages them to be creative. Remember, computers are tools. Tools help us do our work better.

Still not there, and as you can see, reporters are always going for the pithy answers that even a 12 year old will understand. But, then in a later interview (video after quote), Jobs gives a far more succinct metaphor to evoke the possibilities of a computer.

One of the things that separates us from primates is that we’re tool builders. I read a study that measured the efficiency of locomotion for various species on the planet. The condor used the least energy to move a kilometer. And, humans came in a third of the way down the list. But, Scientific American tested the efficiency of locomotion for a man on a bicycle.

And, a man on the bicycle blew the condor away; it was completely off the top of the charts. And, that’s what a computer is to me. It is the most remarkable tool that we’ve ever come up with and it’s the equivalent of a bicycle for our minds.

To me this is one of the early stages where you can see the power of the evocative metaphor being used by Jobs. Fast forward to 2008 where Jobs, yet again, takes a stab at explaining a new product that Apple’s betting on big – the iPad.

I’m trying to think of a good analogy. When we were an agrarian nation, all cars were trucks cos that’s what you needed on the farm. But, as vehicles started to be used in the urban centers, and America started to move towards them. Cars got more popular and innovations like power steering, etc. happened.

And, now, maybe 1 in every 25 vehicles is a truck where it used to be like 100%.

PCs are gonna be like trucks.

As you can see, no technicalities on what an iPad does well, no reference to a study by Scientific American, nothing. Just a nuanced metaphor on trucks and cars that everyone in America and the world will understand.

Read the rest of the article here.

Hope you’re having a great Sunday. Say Hi on Twitter!

I’ll leave you behind with a behind the scenes video of a young 23 year old Steve Jobs prepping for a TV interview. Young Luke Skywalker.

Filed under: Best-of, Public Relations, Public Speaking, Steve Jobs,

Will Apple or Steve Jobs ever blog?

Chuq von Rospach, a former Apple employee, writes of the inner workings of one of my favorite tech companies on the planet and it’s most famous employee – Steve Jobs. What drew my attention however, was his reference to the possibility of Apple entering the corporate blogging arena.

Many readers of this blog will remember the posts I’ve written over the past years on such a feasibility (What would Steve Jobs blog?), as I explained the benefits of such an action, the good and bad of Apple’s earlier attempts, etc.  (see scorecard here). Chuq’s post reaffirmed my belief that Apple has a blogger ethos but also confirmed my suspicion on why Jobs may never blog.

I always lobbied for more discussion, more disclosure, more transparency. That’s not always compatible with Steve’s focus on controlling the message. When Steve was fighting to restructure the company and keep it relevant, that control really was necessary. Today, I believe it hurts more than it helps, but there are signs that Apple is slowly opening up and starting to move in these directions. Don’t expect Steve ever to blog, though. But maybe his successor will.

That said, I believe Jobs “blogs” when he comes up with his famous web memos that are eagerly dissected by the insatiable “media”. By reaching out to his target audience (users, press, etc…) only when necessary (4 times thus far) vs. starting a blog (which would require a minimum weekly post), Jobs has yet again avoided the pitfalls that many CEO blogs fall into – setting high expectations and failing miserably owing to the nature of their CEO position.

Sign up to receive Marketing Nirvana posts either in your RSS reader or Email Inbox (Subscribe now!)

Filed under: Business Blogging

Steve Jobs Quotes – Top 10

Like my post? Follow me on Twitter.

Now, why didn’t I do this before! A perfect way to combine my love of management philosophy and all things Apple, by churning out a playlist of Jobs’ Top 10 quotes.

What started it all, was this recent article in Fortune Magazine that comes on the heels of Apple being selected as America’s Most Admired Company.

But what I unearthed there was a slew of golden quotes from Jobs himself, who has quickly replaced Jack Welch as the one business celebrity I’d like to meet (although I came pretty close to that in the past).

To make it easier to consume, I’ve broken down the quotes into two sets of five each (one set on Management and the other on Leadership). Read and Learn, my friends!

Steve Jobs’ Top 10 Quotes (after the jump)

Steve Jobs Top 10 Quotes

Steve Jobs' Top 10 Quotes

5 Management Mantras

#10. On Management

My job is to not be easy on people. My job is to make them better. My job is to pull things together from different parts of the company and clear the ways and get the resources for the key projects.

And to take these great people we have and to push them and make them even better, coming up with more aggressive visions of how it could be.

#9. On Hiring

Recruiting is hard. It’s just finding the needles in the haystack. You can’t know enough in a one-hour interview.

So, in the end, it’s ultimately based on your gut. How do I feel about this person? What are they like when they’re challenged? I ask everybody that: ‘Why are you here?’ The answers themselves are not what you’re looking for. It’s the meta-data.

#8. On Firing

We’ve had one of these before, when the dot-com bubble burst. What I told our company was that we were just going to invest our way through the downturn, that we weren’t going to lay off people, that we’d taken a tremendous amount of effort to get them into Apple in the first place — the last thing we were going to do is lay them off.

#7. On a CEO succession Plan

I mean, some people say, ‘Oh, God, if [Jobs] got run over by a bus, Apple would be in trouble.’ And, you know, I think it wouldn’t be a party, but there are really capable people at Apple.

My job is to make the whole executive team good enough to be successors, so that’s what I try to do.

#6. On Product Strategy

It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it, too. That’s what we get paid to do.

We just want to make great products. (I think he means “insanely great products!“)

5 Leadership Mantras

#5. On Leadership

So when a good idea comes, you know, part of my job is to move it around, just see what different people think, get people talking about it, argue with people about it, get ideas moving among that group of 100 people, get different people together to explore different aspects of it quietly, and, you know – just explore things.

#4. On Evangelism

When I hire somebody really senior, competence is the ante. They have to be really smart. But the real issue for me is, Are they going to fall in love with Apple? Because if they fall in love with Apple, everything else will take care of itself.

They’ll want to do what’s best for Apple, not what’s best for them, what’s best for Steve, or anybody else. (this actually reiterates my oft-repeated mantra of “ubiquitous evangelism” in companies)

#3. On Focus

People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully.

#2. On the User Experience

Our DNA is as a consumer company — for that individual customer who’s voting thumbs up or thumbs down. That’s who we think about. And we think that our job is to take responsibility for the complete user experience. And if it’s not up to par, it’s our fault, plain and simply.

#1. On Creativity

That happens more than you think, because this is not just engineering and science. There is art, too. Sometimes when you’re in the middle of one of these crises, you’re not sure you’re going to make it to the other end. But we’ve always made it, and so we have a certain degree of confidence, although sometimes you wonder.

I think the key thing is that we’re not all terrified at the same time. I mean, we do put our heart and soul into these things.

And, my favorite, which nails the ethos of living the dream at your job (that I’ve written about here)

We don’t get a chance to do that many things, and every one should be really excellent. Because this is our life.

Life is brief, and then you die, you know?

And we’ve all chosen to do this with our lives. So it better be damn good. It better be worth it.

amen.

Sign up to receive Marketing Nirvana posts either in your RSS reader or Email Inbox (Subscribe now!)

Filed under: Miscellaneous,

What would Steve Jobs blog?

This blog has seen a lot of coverage of my favorite tech obsession – Apple, their iPhone apps (v1.0 and 2.0) and corporate blogging. As you probably know, I edit LinkedIn’s corporate blog and I’m interested in all things corporate blogging. This post combines those two interests of mine.

Some of you marketers may ask yourself the question: “What would Steve Jobs do” when you’re faced with a marketing dilemma? But ask yourself the question: “What would Steve Jobs blog”? Read on, after the jump, to find the answer to that question.

What would Steve Jobs do?

What would Steve Jobs do?

I think we have had the answer to that question on two earlier occasions, remember these letters/”blog posts” from Steve Jobs himself:

1. The Greener Apple memo

2. We’re sorry about the iPhone price memo

And, now to complete the trilogy of posts, I give you…

3. We should have done better with MobileMe internal memo

So, earlier today we have the blogosphere in a tizzy about an internal Apple email from Steve Jobs on the debacle that was the MobileMe launch (read my experience with MobileMe).

I thought this would have been a great MobileMe status blog post, but if you were to break down the email into three parts, here’s what Jobs said.

* Now that launch sucked

– The launch of MobileMe was not our finest hour.  There are several things we could have done better:

* We could have done better. We’re Apple. (And, I couldn’t agree more)

– MobileMe was simply not up to Apple’s standards – it clearly needed more time and testing.

* The Future is bright. Lessons learned. (Read Om’s great piece on the topic)

– It was a mistake to launch MobileMe at the same time as iPhone 3G, iPhone 2.0 software and the App Store.  We all had more than enough to do, and MobileMe could have been delayed without consequence.

– The MobileMe launch clearly demonstrates that we have more to learn about Internet services.  And learn we will.  The vision of MobileMe is both exciting and ambitious, and we will press on to make it a service we are all proud of by the end of this year.

Now, even if someone reveals this email’s a hoax, I think this is a great example of how CEOs should blog – internally or externally – in response to a crisis. Do you have other examples? Here’s an earlier post I wrote on when CEOs should blog.

Sign up to receive Marketing Nirvana posts either in your RSS reader or Email Inbox (Subscribe now!)

Filed under: Business Blogging,

Breaking bread with Steve Jobs at Lunch

Or should I say, breaking bread while at lunch… with Steve Jobs at the next table. For those of you who’re looking for something related to marketing or technology, you may want to skip this post and check out my next one on social networking. Well, today as I was having lunch with a good friend of mine at Apple’s Headquarters Cafeteria in Cupertino, and in walks Steve Jobs with Jonathan Ive at around 1:00 PM, probably right after Steve’s company wide meeting (earlier that day) and then proceeds to grab a table right next to my friend and me! Nice.


Source: via Fake Steve Jobs via iPhone Matters

Speaking of the company wide meeting earlier yesterday where Jobs announced a free iPhone to every full time employee at Apple, yet again, Steve proved why he’s a genius when it comes to drawing the perfect analogies in reducing even complex strategy into the simplest form – Zen style.

He then talked about iPhone in relation to the rest of Apple’s business. Steve described it as trying to put the third leg onto a chair with only two legs. The first leg is the Mac business, which Steve addressed by saying that they have the “best Macs” in the new product pipeline ever right now, and that the stuff coming out in the next year is “off the charts.” Wow, sounds juicy.

He said that the second leg is the iPod and iTunes marketplace, which we all know has been wildly successful. The third leg of the chair, Steve hopes, will be the iPhone business, which he hopes to grow into something as strong as the iPod. He added that he hopes for the fourth leg to become the Apple TV, but focus is on the iPhone for now. This reiterates previous reports that Steve Jobs viewed the Apple TV as more of an experiment than a total dive into the set-top space.

Now, this may sound silly for many, but for someone like me who came to America six years ago believing in the meritocracy preached by Jack Welch, motivated by the marketing genius of Steve Jobs, and being someone who moved to the Silicon Valley the day after graduation to immerse myself in the technology mecca; seeing Steve Jobs yesterday at lunch made my day.

Of course, I didn’t have the courage to walk over to Steve and say that the the Mac evangelist campaign (check out the Mac evangelist page in 1997) is probably the reason I am a community evangelist today and instead here I am gushing on my blog.

Filed under: About Mario Sundar,

The magic left the building with Jobs

I remember the moment Steve Jobs scrolled through his music and uttered those magical words – “scrolls like butter” – while illustrating the beauty of the original iPhone.

stevejobs1

It’s moments like this that you lived for, as a technology obsessed professional in Silicon Valley. And with Jobs we got to watch the Michael Jordan of technology, courtside, at his best. iPods, iPhones, iPads, the hits kept coming and Jobs made them look great.

So, it’s a pet peeve of mine these days when companies try to rip off Steve Jobs’ launch style. Not Apple’s style because the new PR machinery at Apple leaves a lot to be desired. But what Jobs created, no one else can put together, because it was and will always be classic Jobs.

Jobs in the above video is the same age as Zuckerberg is today. Incomparable!

Why “Public Relations” sucks?

Kevin Roose writes of the Applefication of Facebook PR in light of today’s Facebook press conference.

I’m sitting in the Facebook headquarters, in Menlo Park, in a room filled with the symphonic clicking of keys produced by hundreds of tech bloggers, all writing the same stories and updating the same live-blogs on identical Apple laptops.

Go on…

Zuckerberg has long departed — he was disappeared from a teeming pile of reporters and cameras and out a back door like a sitting president — so now it’s just us and the PR Borg. Oh, the PR Borg. Facebook’s communications staffers are paired up with reporters at demo stations, showing off Graph on a series of computers. The spares are milling around the room. There must be 50 of them — a phalanx of fresh-faced professionals with smiles on their faces and carefully scripted responses to our questions in their hip pockets.

These are today’s news factories. These are things I’d hoped would change with social media but frankly the hand that runs the machine continues to operate with an old playbook. And that sucks…

But wasn’t social media meant to change these things… Hold that thought.

Because no company can ever be Apple with Jobs 

I never went to an Apple event in the Steve Jobs era, but I gather that the pitch is nearly identical: the charismatic founder, the well-paced presentation, the subtle way that certain media outlets are subtly given preference. (This time, major news outlets — this one not included — were given off-the-record briefings about Social Graph.) It’s all drawn from a playbook that was developed a decade ago and has been used to transform a smallish computer company into the largest corporation in the world.

Not so fast. This playbook copied by every large company from Amazon to Facebook forgets three key elements for this communication to work: killer product, charismatic founder, real user values.

The magic with Steve Jobs was his effortless communication. A passionate user himself whose demos communicated his wonder around Apple products that truly changed the way we interact with technology.

Yes, Apple had their PR machinery but the difference was Jobs.

  • The difference was in backing up those missives by publicly sparring, evangelizing and winning over developers or journalists when they called him on it.
  • The difference was a holistic approach at communicating openly to users by treating them as adults.

Wasn’t that the utopian goal of social media? To help companies talk one-on-one with their users. Instead here we are, still mass producing press releases around giant product announcements, trying to reach the lowest common denominator at the lowest possible price. In some cases, at the ridiculously low price of $100.00!

Welcome to the future of social media communication.

[Disclosure: I own public stock in Facebook, I do not own stock in Apple. This blog holds my my personal thoughts on all things marketing and communications since 2006.]

Filed under: Best-of, Facebook, Public Relations, Social PR, , , ,

Zuck & Bezos: LEAVE JOBS ALONE!

Problem with the game now, there ain’t no innovation
I see my shit all in your shit, we call that imitation
And they say that’s flattering, but I ain’t flattered at all
Matter fact y’all need to practice that more
J. Cole, Cole World

I’ve been planning to write a post ever since I watched Mark Zuckerberg’s keynote (where he launched Timeline – more on that later). But, then just last week I saw this and it creeped me out. So, Jobs, steps down as CEO and every Zuck, Bezos and Harry decide to literally rip off the presentation style of Steve Jobs. That’s just not cool.

But, I digress. Let’s catch some make-believe as CEOs try to play Steve Jobs.

Zuckerberg as Jobs

WTF! 7 minutes of Andy Samberg introducing a tech conference. You know that even in SNL segments we can’t take Samberg in more than 3 minute bytes. And, what’s with all the awful “humor” (I’m Zuckerberg, he’s Andy Samberg, and we couldn’t have Eisenberg here, so I’ll mimic Eisenberg). C’mon, guys. This ain’t high-school no more.

What’s worse is that this is a bit that Jobs introduced in his keynotes. First, in 1999 when Noah Wyle (who played Jobs in “Pirates of the Silicon Valley“) played Jobs on stage before Jobs’ adoring fans. Noah’s intro was less than a minute long. That was it. Well timed humor about the movie and a joke or two about Jobs temperament – for another minute. And, he’s gone. That’s how it’s done.

And, Jobs himself has overplayed that shtick. More recently, PC guy (played by the ever-adorable “The Daily Show” “reporter” John Hodgman) did a “I’m Steve Jobs” shtick and it was funny, short, and poked fun at Microsoft. Who doesn’t like an anti-PC ad, eh?

Bezos as Jobs

So, in short. The Samberg shtick was pure Jobs imitation. And, more importantly, it wasn’t funny and was way too long.

Things got a lil’ creepy when Bezos, whose maniacal laughter I fear, decided to jump on the “I’ll present as Jobs” world. This is him introducing the new Kindle at Amazon World or whatever it’s called. What’s with the deliberate stilted pacing that’ll make any viewer go nuts. C’mon, be yourself. Smile a little during your presentation. Don’t take yourself so seriously. And quit ripping off Jobs’ style. Trust me, it ain’t flattery.

One of the comments on the above Youtube video nailed it.

I love how dramatically he reveals things a la Steve Jobs to none of the cheers typical of an Apple presentation.

mgaums 1 day ago

This one’s even better…

and not a single fuck was given that day.

That crowd seemed so unimpressed it was almost sad.

TADA KINDLE FIRE!!!!!

yeah and?

MegatronSmurf 1 day ago

Please leave Jobs alone

As Jon Stewart would say: Zuck, meet me at Camera 3 (y’know, for a 1:1) – you’re a smart guy and developers love you. I know that for a fact cos they hate to see you embarrassed. I remember what a hard time they gave Sarah Lacy when you did a terrible job answering simple questions at SXSW.

They idolize you, the same way Mac fanatics adore Steve Jobs. There are very few folks in our tech world, who commands that adulation. You’re finally creating products that restore a sense of childlike wonder (more on Timeline later).

That doesn’t mean you can replace a black turtleneck sweater with a North Face jacket, sneakers with Adidas flip flops, Noah Wyle with Andy Samberg and turn into tech world’s great Houdini.

So, stick with creating great products, figuring out what works best for you on stage in your own unique way (it takes a while) and don’t let your handlers play you around.

And, I’ll let Jobs himself describe why a f8 or Amazon presentation will never be a Jobs presentation.

The problem with Microsoft is that they just have no taste. Absolutely no taste.
In a sense that they don’t think of original ideas.
So, I guess, I’m saddened not by their success. I’ve no problem with their success.
They’ve earned their success.
I have a problem that they make really third-rate products (replace with presentation).

There’ll never be another Jobs. You know that. So, quit trying.

Filed under: Best-of, Jeff Bezos, Leadership Communication, Mark Zuckerberg, Public Relations, Public Speaking, Steve Jobs, , , ,

Zuckerberg ain’t Jobs. 3 Ways to Try.

This post has been a long time coming. As someone who earns a living in the PR space and one who obsessively follows the unique craft of tech CEO presentations, I had to concur with CNN’s recent piece on Mark Zuckerberg’s recent product announcement and why it was a giant FAIL compared to a Jobs presentation!

C’mon. Comparing Zuckerberg to Jobs is like expecting Shia LaBeouf to act like Marlon Brando. While Transformers may sell $750 million in box-office receipts — that doesn’t a Brando make. This seems like a perfect time to finally share my thoughts on Steve Jobs’ virtuoso D8 interview – yet another instance of Jobs’ public speaking savvy.

Here are three of the Jobs’ unique speaking skills that you can glean from his presentations — seemingly simple but tough to emulate:

Jobs’ Reality Distortion Field can be emulated. 3 Simple tricks below.

If you’re telling a story, make it gripping:

There are a million boring ways to tell a story. Just ask Bill Gates or Steve Ballmer (don’t even get me started), but Jobs has a penchant for telling an elegant story that hooks you from the get go.

Juxtaposing Jobs’ d8 presentation with Zuckerberg’s presentation would be interesting, but if you ran a word cloud through Jobs’ presentation, here’s what you’d have seen. It’s all about people.

His very first anecdote about Apple’s resurgence (overtaking the market cap of Microsoft) recounts the bygone days when Apple was down in the dumps to highlight what a glorious triumph this is:

Well, Apple was about 90 days from going bankrupt… (Boom!) in the early days. It was much worse than I thought when I went back.

But there were people there (I’d expected all the good people would have left), and I found these miraculous people, great people and I asked them as tactfully as I could: Why are you still here? And, I’ll never forget. A lot of them had this phrase: because I bleed in six colors. (Note: I remember having a “Apple bleeds six colors” poster on my cubicle wall a few years back)

You know what this reminds me of:

Don Draper, Season 4, Episode 1 (Public Relations). After learning the craft of telling stories to reporters, Don is asked if he’s the definitive entity in his newly formed ad agency. Here’s the story he relates:

Last year, our agency was being swallowed whole. I realized I had two choices: I could die of boredom or holster up my guns. So, I walked into Lane Pryce’s office and I said: Fire us! (Boom!) — Cue Background Music.

Two days later we were up and running at the Pier Hotel, within a year we had taken over two floors of the Time Life Building.

Again, start with the nadir of the story to pique the viewer’s curiosity and build up to the finale. The cadence of story-telling between the two quotes is uncanny but good story-telling always remains the same.

Use evocative metaphors that ring true and wise:

Throughout history, all the great teachers have spoken in parables. More importantly, when asked questions use plain speak metaphors from every day life that each and every one of us can relate to. Before you frame your answer, ask yourself: would a 12 year old understand what I’m about to say? And, go…

Here are a couple of examples from Jobs (from just this interview):

On why they ditched Adobe: Apple is a company that doesn’t have unlimited resources (Reality Distortion Field in effect). They way we do that is by looking at technical vectors that have a future. Different pieces of technology kinda go in cycles: they have their springs and summers and autumns, then they go to the graveyard of technology.

We try to pick things that are in their springs. And, if you choose wisely you can save yourself an enormous amount of work rather than trying to do everything. (true and wise)

To a question on whether the tablet will eventually replace the laptop:

I’m trying to think of a good analogy. When we were an agrarian nation, all cars were trucks cos that’s what you needed on the farm. But, as vehicles started to be used in the urban centers, and America started to move towards them. Cars got more popular and innovations like power steering, etc. happened.

And, now, maybe 1 in every 25 vehicles is a truck where it used to be like 100%.

PCs are gonna be like trucks.

Such a nuanced answer that yet again, aims to simplify and would communicate effectively to any 12 year old in the audience.

Here’s one more from the past on how computers are like a bicycle for your mind. Watch the video.

Clarity and consistency in thought and messaging

I recently read an essay on “Politics and the English language” by George Orwell, 1946, that I’d recommend to anyone with a fleeting desire to revisit their usage of the spoken and the written word. The essay culminates in 6 simple rules for clear writing and I think that can be extended to clear speaking as well.

These rules sound elementary, and so they are, but they demand a deep change of attitude in anyone who has grown used to writing in the style now fashionable. One could keep all of them and still write bad English, but one could not write the kind of stuff that I quoted in those five specimens at the beginning of this article.

If you simplify your English, you are freed from the worst follies of orthodoxy.

I think Jobs best defines this in every single interview he’s done. I could go on. But, let me pick an example from D8’s interview for his thoughts on privacy – an area where every company from Google to Facebook have had their fair share of stumbles but I think the clarity and simplicity of Jobs’ definition of privacy is startling.

We’ve had a very different view of privacy. We take it very seriously.

Privacy means people know what they’re signing up for… in plain english, and repeatedly.

I’m an optimist and I believe people are smart. Some people want to share more data. Some people more than others do. Ask em. Ask em every time. Make them tell you to stop asking them.

Let them know precisely what you’re gonna do with their data.

And, finally speaking of consistency of values that shines through every single interview Jobs has done, was this quote:

You know (long pause). When this whole Gizmodo incident happened, I got a lot of advice, that said: you’ve got to let it slide. You shouldn’t go after a journalist because they bought stolen property and they tried to extort you.You should let it slide.

And, I thought deeply about this. And, I ended up concluding.

That the worst thing that could possibly happen as we get big and gain a little more influence in this world, is if we change our core values and if we started letting it slide.

I can’t do that. I’d rather quit.

We have the same values now as we had then.

And, that consistency is true of Jobs impeccable communication skills. Watch the entire D8 Jobs interview here.

Filed under: Best-of, Facebook, Leadership Communication, Mark Zuckerberg, Public Relations, Public Speaking, Steve Jobs, , ,