Lessons from Steve’s Keynote

Steves_keynote_1 I attended Steve’s keynote address at Macworld Expo San Francisco this morning, and I took a picture of most of the slides that he used. I couldn’t capture them all because of the special effects he was using. You can read about these announcements all over the place, but here’s a good summary on MacNN.

Admittedly, from a photographic sense, my pictures will win no awards. However, I put them in a loop, so that people can see how one of the world’s greatest speakers uses a presentation product (ie, Keynote). Click here to get the loop.

As opposed to the 10/20/30 Rule of PowerPoint, Steve uses the 125 (or so) slides/90 minutes/60 point font rule. 🙂 But then again, the rules are different for Steve. Here are ten lessons to learn from his keynote:

  1. Minimal text. Many slides had only one or two words.
  2. Extremely large font. If you were the 3,000th person at the back of the room, you could still read the slides.
  3. A handful of bullet items, and he “built” the bullets. They weren’t all on screen to start with.
  4. Many, many beautiful screen shots (it helps to have a beautiful OS to take screen shots of, but I digress).
  5. Many, many beautiful images.
  6. Demos of software by the man himself–not calling upon some dweeb because the CEO isn’t capable of using his own products.
  7. Powerful use of guests: for example, the CEO of Intel (who was a very good sport and came on stage wearing a clean-room suit) and the head honcho of Microsoft’s Macintosh unit.
  8. “Eye candy” use of video. These videos were about a minute or two but captivating. When most speakers incorporate video, they use a a five to ten minute video of a talking head that’s just stringing together adjectives like “strategic,” “secure,” “scalable,” and “powerful.”
  9. Near the end, he threw in two “but wait, there’s more” moments: he had been using an Intel-based iMac for the whole presentation, and there was a new laptop to announce. (This laptop isn’t exactly the answer to my prayers, but God has lots to worry about. It does require a new power adapter, but for a very cool and useful reason called MagSafe. A magnet holds the adapter plug to the laptop, so you can’t kick the cord and send your laptop flying.)
  10. Ending on a very human touch of asking the Apple employees who worked in the new products to stand and be recognized. He also acknowledged the Intel employees who worked on the new hardware.

Check out his slides because there is a lot to learn here. If you want to see even more pictures of Macworld Expo, go here.

Written at: Marriott Hotel, San Francisco, California

By |2016-10-24T14:29:35+00:00January 10th, 2006|Categories: Pitching and Presenting|27 Comments

About the Author:

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of The Art of Social Media, The Art of the Start, APE: Author, Publisher, Entrepreneur, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.


  1. Brad Hutchings January 10, 2006 at 7:43 pm - Reply

    I notice you have recently taken the blog to the ???/???/30 rule. It’s a little big.
    BTW, the award for best live coverage of the keynote goes to MacRumors.com.

  2. calisurf January 10, 2006 at 8:03 pm - Reply

    FYI, if you are using Keynote for your presentations, I suggest you take a look at KeynotePro.com for some great templates. And if you are in need of some great photography for your presentations check out, sxc.hu

  3. John January 10, 2006 at 8:07 pm - Reply

    “Oh there’ll be a new power adapter alright…and you’ll like it!”
    RDF, defined 🙂

  4. Brian Bush January 10, 2006 at 8:30 pm - Reply

    I have to say, I’ve killed 3 Apple power supplies already of the old style, all having at least in some part to do with the tight fit relative to the fragility of the connector. As much as I like the fact that most of the power adapters are the same, I welcome the new model.
    I don’t have issue with the font size of the blog other than in the RSS feed, where the leading appears to be negative.
    Good to see you back on the net, relatively regularly, having been a longtime Evangelist subscriber.

  5. Jeff January 10, 2006 at 8:42 pm - Reply

    Please stop yelling at your RSS subscribers…
    We’re beginning to take it personally.

  6. Rex Hammock January 10, 2006 at 9:33 pm - Reply

    Guy, I don’t know if the first comment from “Jeff” made sense — about you yelling in your RSS feed. I’m also seeing your RSS feed displayed in 21 point type in the newsreader I use, (NetNewsWire). It’s a bit overwhelming.

  7. rishabh January 10, 2006 at 11:25 pm - Reply

    Awesome job with reviewing the presentation, loved the keynote, especially the addition of 3 D graphs (wooden)..

  8. Peter Begley January 10, 2006 at 11:27 pm - Reply

    Great wrap up on the keynote! I watched it from home this evening but closed it before Steve recognized the Apple and Intel employees. Very classy on his part and perhaps worth a second viewing of the replay…
    (And if it helps, I’m also seeing fairly large text in my RSS reader.)

  9. Aaron January 11, 2006 at 12:06 am - Reply

    Thanks for your insightful blog. I’ve enjoyed it. However, can you tell your loop people to remove that lame add that sits in the middle of the slideshow? Or at least let us close it?

  10. BlahCurmugeon January 11, 2006 at 2:13 am - Reply

    Granted, I’m a miserable bar steward, but FilmLoop? How about a purple picture player (for displaying pictures that are mostly purple) – a nice addition to my blue picture player. Ok – ok – ok. I will install and try. Oh, G-buzz! A package installer. I wonder what the it’s doing and how much trouble it’s gonna be to get rid of it again. Ah, problem solved – it probably won’t install unless I’m running as admin. A popular assumption. Well, that was fun. Let’s never do this again. (I know. It probably really does do something unique, but it’s really hard to imagine it’s not just another ad delivery mechanism. But I’m old. I don’t “get it.” I’m not “down with the kids”) Blah.

  11. walter January 11, 2006 at 3:20 am - Reply

    slideshows are great, but are a kind of art, and there are some people with “that touch”. Here in China i´v seen a guy that took the retroprojector and use pencils and stuff to project his ideas. GREAT. I loved it so much.
    Great blog!

  12. Michael Lach January 11, 2006 at 5:37 am - Reply

    I really wish that Steve and Apple would make his Keynote files available for download. It’d be fun to have a full digital version of the presentation.

  13. Metin Amiroff January 11, 2006 at 10:45 am - Reply

    Aaron: If you use firefox with Adblock extension, you can easily block that and only that ad out of your way, and enjoy the slides.

  14. Joe January 11, 2006 at 11:57 am - Reply

    I work for a school district and find that most of what we defies the logic of good effective public relations and communication…so, I appreciate the sanity of reading the blogs of people in tune with “edgecraft” and truly invested in innovation.
    I have started using filmloop in our school district (mostly in my personal blog right now). The blog is truly raw, but film loop is great! Thanks for turning me onto this new option.

  15. OceanBlue January 11, 2006 at 6:28 pm - Reply

    Very useful tips for presentation. Thanks!

  16. tigerbothesh January 11, 2006 at 6:39 pm - Reply

    Does anybody know who does Steve’s Keynotes for him?

  17. Stefane Fermigier January 12, 2006 at 12:08 am - Reply

    How am I supposed to look at the look on Linux, Mr Kawasaki ?

  18. Stefane Fermigier January 12, 2006 at 12:09 am - Reply

    How am I supposed to look at the loop on Linux, Mr Kawasaki ?

  19. TriangleJuice January 12, 2006 at 1:29 am - Reply

    tigerbothesh, Steve makes his keynote himself, together with the help of a bunch of people, who make sure Steve’s got the right screenshots, movies, etc…
    calisurf, FYI, a slideshow doesn’t need a fancy $20.00 theme. Just take a look at which theme Steve Jobs (still) uses.

  20. Alan Hoffler January 14, 2006 at 6:31 am - Reply

    And let’s not forget that his content is impmressive. Be tough to have the effect he has announcing revenues of $20,000 or his 500th iPod sold. But he boggles the small mind (like mine) with the sheer powere of what he’s talking about. He also focuses on the change to the listener — puts it in terms of value for them. His best delivery technique is clearly integration with his demo/slides, but his mechanics on oral delivery actually are not excellent. Shows that meeting your audience and having refined content cures a lot of ills.

  21. Michael Wagner January 15, 2006 at 11:06 am - Reply

    Guy, great to read your posting and share in the conversation. I started benefiting from your work when I was a pastor and continue to now as a professional speaker and consultant.
    Question: what keeps so many within the business world from first valuing and then practicing effective presentations based on what well known about adult leaders?
    Again, thanks for the posting!

  22. DeVoogt.com January 16, 2006 at 1:52 am - Reply

    Apple, repeat after me: Kamaaina!

    Kamaaina? Guy Kawasaki, the world acclaimed Apple Evangelist, is explaining Kamaaina in his book “Rules for Revolutionaries”. Kamaaina is the Hawaiian word for “local” and the whole point here is to treat your current customers as good as or

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  24. tuf January 19, 2006 at 5:04 am - Reply

    What was the pope photo for ?

  25. Constantine March 21, 2006 at 7:49 pm - Reply

    pope is the highest authority they’ve consulted to see if anything could be done to improve the power consumption of PowerPC processors. 🙂

  26. fd March 31, 2006 at 6:28 pm - Reply


  27. dfgdf April 20, 2006 at 4:57 am - Reply


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