Sell Your Ideas the Steve Jobs Way by Carmine Gallo (Transcript)

But what is Richard Tait passionate about? Passion is contagious by the way. He is passionate not so much about building board games, he’s passionate about building self-esteem. And it comes across in every conversation you have with him. And in every television interview. Especially when he’s asked a question like, where do great ideas come from? I, I can feel these ideas. You just know when you’re on to something. And just don’t take no for an answer.

You’ve just got to keep pushing, you know, resilience and perseverance. Those are the key characteristics of an entrepreneur. They can feel the idea and just don’t take no for an answer. We — potentially when we got sacked at first, and they said just don’t leave your day jobs you know you’re crazy. Everyone was telling it as we were crazy. I even called up my own dad and I said to him I was going to leave Microsoft and start a games company and he said to me, what should I tell my friends? This is how I followed my heart.

And to this day you know, I have to say to anyone is, is preserver and even feel the idea. You see it, you know it. Yeah, you’ve got your friends and you worry about your friends, you know when you get that look the test, is this a good idea or not. And then you know you’re on to something.

Well as so you said I’m going to put you in one of the greatest hits big ideas, because everything you say is a — form of success.

To the other people, don’t take no, follow your track, go for it. I mean you just, you just get, you’re the embodiment. I love it, love it.

One thing I’ve learned from this show which I saw, I was watching this show every other day, you guys were talking about customers. People call Craniacs. And I’ve never forgotten that our customers are our sales force. We’ve sold a million games with no advertising. All by our customers talking about our products, sharing those experiences.

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By the way we sold a million games with no advertising. Our customers are our best sales force.

Did you see the reaction of the host? Passion is contagious. When I first worked with, for Richard Tait, a colleague of mine said that within five minutes you’re going to want to work at Cranium. Now, I didn’t go to work for Cranium, but I understand, I understand.

When I interviewed Suze Orman, who is one of the world’s great financial planners, I asked her point blank, I said: What makes you such an extraordinary communicator? She said, “Because I learned to appeal to somebody’s heart before their brain”. I understand what she’s saying, you need to make emotional connections with people. You need to share what you’re passionate about. She’s not passionate about mutual funds. Suze Orman is passionate about avoiding the crushing financial debt that caused so much pain for her and her family as she was growing up.

What does Starbucks sell? What do they sell? Coffee. So why is it that when I interviewed Howard Shultz for a Business Week article and a book about three years ago, he rarely mentioned the word coffee? I thought he was selling coffee. Because that’s not what he is selling, and he was very adamant about it. They are selling a workplace that treats people with dignity and respect. Happy customers or happy employees equal happy customers, what a formula. It works for Starbucks but he rarely mentioned the word coffee and I said, how it, why are you talking about coffee, that’s what you sell. He said, well sure I like coffee. But that’s not what my business stands for.

So, you need to ask yourselves, what am I passionate about. And It’s not the obvious. Howard Schultz is not passionate about coffee. Suze Orman is not selling mutual funds. Richard Tait is not selling board games. And Steve Jobs is not selling computers. He’s selling tools to help you unleash your personal creativity. There’s a big difference.

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But that’s the very first question you need to ask yourself, when you’re creating the message behind your product, or company, or service. What is it that I’m truly passionate about?

Now let’s dig into real techniques that you can use today for your very next presentation. How many of you are on Twitter? My Twitter handle is — if you like to follow me, I’d like to continue this conversation with you.

How many of characters does Twitter allow? 140. I think that’s a great exercise. If you cannot explain what you do in 140 characters, go back to the drawing board. It’s important, because your brain craves meaning before details.

A neuroscientist at the University of Washington, John Medina, taught me this. He said, when a primitive man ran into a tiger, he did not ask how many teeth does the tiger have? He asked, will it eat me? Should I run?

Big picture before details

This is the way your brain wants to process information. What’s wrong with this slide? Typical slide, right? This was delivered by a Morgan Stanley analyst at a technology conference. She had about twenty minutes, and she wanted to deliver 8 big ideas, 8 themes. That’s too much information.

Where’s the big picture before the details? These actually support a broader theme. A couple of journalists who were in the room at the time wrote about it much more simply, but they focused on the big picture. One of the headlines was, the mobile internet is growing faster than you’ve ever imagined.

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