Saturday, February 2, 2008

What Steve Jobs Knows: The Importance of Removing Barriers

I recently watch Steve Jobs' keynote announcing the new technology that Apple is coming out with. Jobs is a fine speaker. Nothing flashy. Fairly comfortable. And he handled an unexpected technical glitch well. And after I watched the keynote, I realized that Jobs was coached very well in one important aspect. There were no barriers.

Jobs came out in a relaxed outfit, just jeans, tennis shoes, and a long-sleeved shirt. He walked out onto the stage, cool and confident, and stood in front of a large screen with the projections behind him. Jobs was facing an audience of thousands all alone - no crutch, nothing to lean on or hold onto, just him and the audience. Very impressive. Jobs continued with his speech, laying out all the main points - following a very simple "tell them what you're going to tell them, tell them, and tell them what you told them" format.

The extremely impressive part was when Jobs demonstrated some of the new technology. He walked over to a small kiosk set up and used the necessary equipment. What was great was that the kiosk was not facing the audience and Jobs was not standing behind it. Instead the kiosk was angled ninety degrees away from the audience, so that when Jobs was using the station he was merely turned sideways to the audience and not hiding behind a barrier. Very impressive. Jobs had a great team of advisors to point out the fact that if he were to demonstrate the technology behind a lectern, then the rapport with the audience would be broken and the energy level would drop. 

Be aware of the barriers you are putting between yourself and your audience. Is there anyway that you can situate the room so that there are no barriers? Don't lose your connection with the audience by stepping behind a podium, lectern, or anything!