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这篇文是我亲手翻译的，翻译得虽然不咋样，但是很幸苦啊！硬是要转的人都TMD给我标明引用来源啊！

How to Wow 'Em Like Steve Jobs

如何像史蒂夫·乔布斯那样使人惊叹

The Apple CEO is well known for his electrifying presentations. Here are five tips to make your next talk just as mesmerizing -- or close

苹果的CEO以其令人兴奋的演讲而知名。下列五点能让你下一次的演讲跟他的演讲一样令人着迷——至少离他的程度近些。

Apple Computer (AAPL), now celebrating 30 years of innovation, has revolutionized the way we use computers and listen to music. Now its charismatic co-founder, Steve Jobs, has transformed the corporate pitch. Anyone who has watched a Jobs keynote will tell you he is one of the most extraordinary speakers in Corporate America. Jobs learned a long time ago that a leader must be a company evangelist and brand spokesperson.

成立已30周年的苹果电脑公司，变革了我们使用电脑与听音乐的方式。如今它充满魅力的创始人——史蒂芬·乔布斯——has transformed the corporate pitch（不会翻）。任何看过乔布斯演讲的人都会告诉你他是美国公司中最非凡的演说者。乔布斯很久以前就认识到，一个领导者必须成为其公司的传教士与品牌代言人。

As a communications coach and former business journalist, I have spent plenty of time with Apple executives and have watched my share of Jobs' presentations. He is magnificent. But whether you are pitching a hot gizmo, such as the iPod, or a hot sub sandwich, a story is a story and your goal is to win customers. Here are Jobs' five keys to a dazzling presentation.

作为一名通讯指导（communications coach）以及一名前商业记者，我花了不少时间与苹果公司高管呆在一起，并曾观看了乔布斯的演讲。他太强了（magnificent）。无论你是在推销一个热门的小发明，例如iPod，或者一个新鲜三明治，你的目标总是赢得顾客。这里有五个乔布斯常用到的技巧，能让你的演示更加光彩夺目。

Sell the Benefit

给用户带来价值
Steve Jobs does not sell bits of metal; he sells an experience. Instead of focusing on mind-numbing statistics, as most technologists tend to do, Jobs sells the benefit. For example, when introducing a 30 GB iPod, he clearly explains what it means to the consumer -- users can carry 7,500 songs, 25,000 photos, or up to 75 hours of video. In January when Jobs introduced the first Intel (INTC)-based Mac notebook he began by saying, "What does this mean?"

乔布斯卖的可不是小金属块；他卖的是一种用户体验。乔布斯卖的是价值，而不像其他技术人员那样，常把注意力放在令人麻木的统计数据上。例如，当他介绍30GB iPod的时候，他向用户清晰地解释这意味着什么——用户可以携带7500首歌、25000张相片，或者高达75小时的视频。乔布斯在一月份（应该是07年吧？）介绍第一台基于Intel处理器的苹果笔记本时，他就以是一句“这说明什么？”作为开场。

He went on to explain the notebook had two processors, making the new product four to five times faster than the Powerbook G4, a "screamer" as he called it. He said it was Apple's thinnest notebook and comes packed with "amazing" new features like a brighter wide-screen display and a built-in camera for video conferencing. It's not about the technology, but what the technology can do for you.

然后他解释道这款笔记本有两个处理器，使这个新产品比上代Powerbook G4快四到五倍，a "screamer" as he called it（也不会翻）。他说这是苹果最薄的笔记本电脑，并附带有其他惊奇的新特性，包括一个更明亮的宽屏屏幕以及一个为视频准备的内建式摄像头。这些都无关技术本身，而是这些技术能为你做什么。

Practice, Practice, and Practice Some More

排练，排练，再排练
Jobs takes nothing for granted during product launches. He reviews and rehearses his material. According to a Business Week article on February 6, 2006, "Jobs unveils Apple's latest products as if he were a particularly hip and plugged-in friend showing off inventions in your living room. Truth is, the sense of informality comes only after grueling hours of practice." The article goes on to say that it's not unusual for Jobs to prepare for four hours as he reviews every slide and demonstration (see BW, 2/6/06, "Steve Jobs' Magic Kingdom").
产品发布时，乔布斯不会将任何东西看作理所当然的。他会不断复习排练他的演讲材料。根据一则Business Week于06年2月6日发表的报道，“乔布斯就像一个particularly hip （特别的屁股!?）跟plugged-in friend（插入式朋友!?什么玩意儿？）在你客厅炫耀一项发明那样，揭开苹果最新产品的面纱。”这篇文章又说，对乔布斯而言，花四个小时做演讲准备，检阅每一页幻灯片，并不是什么稀奇的事。（见Business Week，2/6/06, 史蒂芬·乔布斯的魔法王国"）

Keep It Visual

保持清晰
Speaking of slides, there are very few bullet points in a Jobs presentation. Each slide is highly visual. If he's discussing the new chip inside a computer, a slide in the background will show a colorful image of the chip itself alongside the product. That's it. Simple and visual.

说到幻灯片，乔布斯演讲里的要点其实并不多。每一张幻灯片的意思都很清晰。如果他要讨论电脑里的新芯片，背后的幻灯片就会显示一张摆在产品旁边的芯片彩色照片。就是这样，既简单又清晰。（译者按“一张摆在产品旁边的芯片彩色照片”即不简单又不清晰，囧）

Apple's presentations are not created on PowerPoint, as the vast majority of presentations are. But PowerPoint slides can be made visual as well. It's a matter of thinking about the content visually instead of falling into the habit of creating slide after slide with headlines and bullet points. I once worked with the vice-president of a public company who planned to show more than 80 data-heavy slides in a 40-minute presentation. Imagine how quickly his audience would have tuned out.

苹果的演示幻灯片不是用PowerPoint做的，即便（其他公司）极大部分都是那么做的。不过Powerpoint幻灯片也能做得很清晰。重点是清晰地对内容进行思考，而不是沾染上做一张又一张充满大标题与重点的幻灯片那种坏习惯。我曾经跟一家上市公司的副总裁合作，他居然计划在一场40分钟的演讲里播放厚厚80页的幻灯片。想象一下他的听众会多么快地失去兴致。

After I showed him just how visual his message could be, he went back to the drawing board, dismantled his existing presentation, and reduced it to about 10 image-rich slides. The next day a newspaper reporter wrote that my client had "wowed" analysts and investors. The stock rose 17% in the days that followed. Take a cue from Jobs and help your listeners visualize the message.

当我演示给他看他的信息可以是多么的清晰时，他就从头做起，废除了原先的演讲方案，然后将其删减为10张以图片为主的幻灯片。第二天一名报社记者写说，我顾客（副总裁）的演讲让那些分析师与投资者惊叹。随后的一天股票上涨了17%。利用乔布斯的技巧让你听众对你所传达的信息有个清晰形象的感受吧。

Exude Passion, Energy, and Enthusiasm

激情洋溢，充满活力，热力四射
Jobs has an infectious enthusiasm. When launching the video iPod, Jobs said, "It's the best music player we've made," "It has a gorgeous screen," "The color is fantastic," and "The video quality is amazing."

乔布斯的热情很有感染力。在发布video iPod的时候，乔布斯说：“这是我们所做过最好的音乐播放器”、“它有个绚丽的屏幕”、“它的色彩太棒了”以及“视频的画质极好”。

The first time I watch my clients present, I often have to stop them to ask if they are sincerely passionate about their message. They usually assure me they are, but they tend to lose energy and enthusiasm when they fall into "presentation mode." Jobs carries his enthusiasm into his presentations.

当我第一次观看我顾客演讲的时候（这个作者是干什么的？专门教人演讲的？），我通常都得叫他们停下然后问他们是否真的对他们所说的东西有热情。他们通常都确信自己有热情，但当进入“演讲模式”的时候，就会渐渐失去热情与能量。而乔布斯则能将他的热情带到演讲中。

There is no better example of Jobs' passion than the famous story of how he convinced John Sculley to lead Apple in the mid '80s by asking him, "Do you want to sell sugared water all your life or do you want to change the world?" The former Pepsi executive chose the latter and, although the pairing ultimately failed to work out, it reflects Jobs' sense of mission -- a mission that he conveyed consistently in the early years of Apple and continues to today.

没有比乔布斯在80年代中期以一句“你想用你的一生卖糖水还是改变世界？”说服约翰·史考利加入（领导）苹果这件事更能体现他的激情了。那位前百事可乐主管选择了后者（加入苹果）。虽然这对组合（乔布斯与史考利）最终没能成功，但还是反映了乔布斯的使命感——这一使命感从早期的苹果一直贯彻到今天。

"And One More Thing..."

“最后还有一件事”
At the end of each presentation Jobs adds to the drama by saying, "and one more thing." He then adds a new product, new feature, or sometimes introduces a band. He approaches each presentation as an event, a production with a strong opening, product demonstrations in the middle, a strong conclusion, and an encore -- that "one more thing!"

每次演讲乔布斯会都在结束前加上“最后还有一件事”来添加些戏剧性元素。他随后会介绍一个新产品，或者产品的新特性，甚至有时候他会介绍一个乐队。他将每一次演讲都演绎成一件作品，每件作品都有强而有力的开头，中途介绍产品，再是有力的结尾，最后还加上一个encore——那个“还有一件事”！

原文摘自Business Week