How to give a presentation like Steve Jobs

Apple’s CEO always wows the crowd—here’s why

How does Apple Computer continue to garner so much attention when CEO Steve Jobs speaks at industry events and product launches? It doesn’t hurt that Apple’s innovative and beautifully designed products engender a cult-like feeling of adoration for the Apple founder. However, much is also owed to Jobs’ ability to mesmerize a crowd with attention-getting images and demos, and to build high anticipation for his company’s products.

“Jobs is charismatic, extraordinarily self-assured and single-minded in his beliefs,” says Yvonne Lynott, partner at Lynott & Associates in Westminster, Colo. (In a previous position at legendary branding firm Regis McKenna, Lynott did PR for Apple.) “He exudes enthusiasm for his products. But if the products weren’t great, Apple and Steve wouldn’t have the cachet they exude.”