Paper 4 Rewrite Powers

Running head: STEVE JOBS: THE MESSAGE MASTER

Steve Jobs: The Message Master Martha H. Powers Virginia Commonwealth University

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Steve Jobs: The Message Master Information keeps individuals connected to the world around them. Words are used to uplift and inspire, such as a favorite song, to persuade the purchase of a product in an advertisement, or to send a directive in the workplace from supervisor to worker. The methods that are used to communicate are vital to clearly convey a message to its intended audience. Is communication taken for granted because it is a natural, daily occurrence? For anyone serving in a leadership capacity, it is crucial to recognize the need to polish skills and consider the finer points of clear communication. Would a message be best delivered in person, over the telephone, or via email? It is essential to reflect on the signals one sends out and consciously think about the way messages are received by others (Friedman, 2011). Email is convenient for both sender and receiver; however, the content could be misunderstood by the recipient if the “wrong tone” is perceived. Texts are also convenient, but do not allow for a great amount of detail to be included. They are meant to be brief. Conversations via phone or video conference and face-to-face meetings mean that both parties must be available at the same time, but do allow for dialogue and the exchange of thoughts. A leader needing to disseminate important information must consider the most efficient type of delivery. The CEO of Apple Computers undoubtedly understood the significance of effective delivery. Master of the Message Introduction George Bernard Shaw once said, “The single biggest problem in communication is the illusion that it has taken place.” For anyone who has ever watched a video of Steve Jobs in action, there is no possible worry that his powerful message had been an illusion. Trust in the

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audience‟s reaction, and one would know the message had indeed been received loud and clear. People relate to those around them and connect to the world by using communication skills. As leaders, our successes or failures can often be attributed to simple abilities that we may often take for granted. The co-founder of one of the world‟s largest and most familiar brands demonstrated a truly unique ability to convey a well-crafted message. Several important lessons can be learned by watching this executive in action. Jobs rehearsed for each public speaking engagement with uncommon gusto. While understanding that in-depth practice was essential, Jobs also understood the value of keeping things simple. Main points are stressed, but are not dumbed-down for the audience. Maintaining an engaged audience is critical to each presentation and Jobs incorporated movement while appropriately interweaving humor, expression, and hand gestures. One of the most intriguing lessons to learn from Apple‟s CEO is a contradiction of his noted strengths. Jobs was highly respected, but he was not admired for his harsh treatment of employees and business associates. Exhaustive Preparation Steve‟s success at public speaking, either for a keynote address at a conference or a new product launch, can be attributed to his desire to make a profound statement. The intention is crystal clear – leave the audience remembering one simple theme that makes them want more. Intending to make presentations seamless, Jobs would practice extensively in order to appear poised and confident. “Here‟s his presentation secret: Jobs rehearses for hours. To be more precise: many, many hours over many, many days” (Gallo, 2010, scene 15). Prior to dress rehearsals for a scheduled presentation, Jobs would start preparing several weeks ahead. Gallo (2010) indicated that teams “spent hundreds of hours preparing for a segment that lasted five minutes” (scene 15.1). In Gallo‟s (2010) book, Psychology Professor Anders Ericsson compared

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Steve Jobs to Michael Jordan and Winston Churchill by noting that “star performers refine their skills through deliberative practice. They set specific goals, ask for feedback, and continually strive to improve over the long run” (scene 15.2). Throughout his career, Jobs continued to perfect his skill. A relaxed composure and confident demeanor can be projected during a public speaking event or an informal meeting. Interactive, conversational style can be achieved through planned preparation. Details that others may consider insignificant were never overlooked by Jobs and his team. Each presentation was designed, revised, and further refined to come alive to the viewer. (Gallo, 2010). The wisdom to be gained by observing Jobs is that practice not only matters, it is of the utmost importance. Improving skills, specific to public speaking or not, requires conscious effort, dedication, and repetition. Rehearsal is critical to success. Simplicity From all aspects of the company, from the products themselves to the advertising, “Jobs repeatedly emphasized that Apple‟s mantra would be simplicity” (Isaacson, 2012, para. 9). During a semiannual product introduction, the focus would be on one idea at a time and very little text would be incorporated on the slides (Bako and Walker, 2011) in favor of vivid, colorful graphics. Understanding the value of the simple message, Jobs always answered the one question that was most important to the members of the audience – why should I care about this? To maintain engaged participants, remember that the presentation is not about the speaker, it is about the members of the audience. Focus and stick to one theme.

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One way of answering that one important why-should-I-care-question can be done visually. Research conducted by UCLA professor Albert Mehrabian suggests people receive 45 percent of information from words, tone, and voice “with visuals accounting for the remaining 55 percent. That means body language (eye contact and posture) can impact your listener both positively and negatively, but creating visual images with your words can also boost retention and understanding” (Friedman, 2011, p. 310). The members of the audience are engaged with Jobs‟ simple, interactive conversational style. Particular areas of interest are emphasized by repetition and frequent summaries are given throughout presentations. Aziz (2003) explains that, “In any form of communication, there are three key elements to be addressed: message, audience and medium.” Jobs appears keenly aware of each crucial component. Kuhnke (2012) suggests “Condensing your message to its essence, cutting out the clutter” (Chapter 7, Words that Resonate). Even though the speech may be intended for tech savvy guests at a computer conference, the words remain simple and direct. Understanding how people best absorb information, Jobs always considered one theme and the rule of three. Each production consisted of three highlights intended to keep the message on point and make it unforgettable. “Three pieces of information are easier to digest than thirteen, eighteen, or twenty-two. If you want to deliver a “Jobs-worthy” presentation, avoid content overload” (Gallo, 2010, section G12). Keep the message focused on a simple theme and do not overwhelm with too much detail. Gestures and Expression Throughout presentations delivered by the Apple CEO, spectators hear the simplicity of the message while viewing Jobs‟ constant movements on stage. Jobs uses frequent hand-gestures

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and facial expressions while walking back and forth across the stage, yet the motions are not distracting to the viewer. The way you deliver your message – including gestures, expressions and posture – adds meaning to the words you speak. Between 50 and 80 percent of all human communication is non-verbal, because your gestures, movements and expressions, combined with your vocal quality, reveal your attitudes. (Kuhnke, 2012, chapter 8 intro.) Frequently smiling and laughing when incorporating humor, Jobs nods in response to the audience‟s reaction. It is suggested by Friedman (2011) that leaders should not be afraid to show their excitement or passion. “Deliver your thoughts with expression, conviction, and energy. Use your hands instead of putting them in your pockets. Look people directly in the eye” (p. 309). Even though the message being delivered was simple, when Steve Jobs communicated that message, it was impossible to ignore the passion and enthusiasm. Words do not have to be complex to be motivating and inspirational. Contradictions Consider a leader with excellent communication skills, and one may think of an inspirational colleague or supervisor, perhaps even an enthusiastic relative or friend. Kuhnke (2012) includes two listings of essential tips for speaking face to face and effective communication. Included are typical skills such as “minding your attitude, letting go of negativity, treating the other person with respect, and thinking before you speak” (Chapters 15 and 16, Table of Contents). The polar opposite is true of the interpersonal, inner-office communications of Jobs. Exceptional on stage presenting to a captive audience, no doubt - legendary as a matter of fact! Conduct an Internet search of Steve Jobs and multiple sites pop up that include key words and

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adjectives such as ultimate and master. Several sites are dedicated to the communications lessons to be learned from Jobs. Interesting to note, however, are the volumes of pages regarding his skills when not on stage launching a product or delivering a keynote address. Jobs was notoriously nasty with members of his staff and even those that would be considered leaders in the technology field. Newton (2011) noted that “Jobs criticisms often took the form of blistering, expletive-laden verbal assaults that diminished morale” (Focused and Competitive, para. 6). Jobs was impatient, obnoxious, and flagrantly abusive. “The most common descriptor applied to him, by friends and foes and even Jobs himself, is „as----e” (Heilemann, 2007, para. 9). Walter Isaacson (2012), who ultimately writes Jobs‟ biography, believes The essence of Jobs, I think, is that his personality was integral to his way of doing business. He acted as if the normal rules didn‟t apply to him, and the passion, intensity, and extreme emotionalism he brought to everyday life were things he also poured into the products he made. His petulance and impatience were part and parcel of his perfectionism (para. 2). Conclusion Is it possible to be an exceptional communicator when conflicting evidence exists? Perhaps many would disagree with the tactics and argue the methods, but supporting proof demonstrates that Jobs was an outstanding leader. The company he co-founded is one of the most well-known and successful corporations in today‟s society. Following strong examples is one way people acquire key skill sets. However, it is essential to remember that we can also learn by observing what not to do. To be an effective leader, an extensive collection of abilities is necessary. While most individuals think of

STEVE JOBS: THE MESSAGE MASTER memorable leaders in terms of their positive characteristics, there are also negative traits that shape us as individuals. What Jobs lacked in interpersonal skill, he more than made up for with his public speaking expertise. It is highly unlikely that he would win accolades as boss of the year, but the Apple CEO demonstrated remarkable talent and has been deemed by many as the ultimate communicator.

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References Aziz, K. (2003). Effective communication: The key to successful leadership. Development and Learning in Organizations, 17(5), 7-8. Bako, M., and Walker, T. (2011, October 6). Why Steve Jobs was the ultimate communicator [Web blog post]. Retrieved from http://www.forbes.com/sites/tjwalker/2011/10/06/whysteve-jobs-was-the-ultimate-communicator/ Friedman, K. (2011). You're on! How strong communication skills help leaders succeed. Business Strategy Series, 12(6), 308–314. doi: 10.1108/17515631111185941 Gallo, C. (2010). Presentation secrets of Steve Jobs: How to be insanely great in front of any audience. [Access Engineering Version]. Retrieved from http://accessengineering library.com.proxy.library.vcu.edu/browse/presentation-secrets-of-steve-jobs-how-to-beinsanely-great-in-front-of-any-audience/enc Heilemann, J. (2007, June). Steve Jobs in a box. New York Magazine. Retrieved from http://nymag.com/news/features/33524/ Isaacson, W. (2012, September). How Steve Jobs love of simplicity fueled a design revolution. Smithsonian Magazine. Retrieved from http://www.smithsonianmag.com/artsculture/how-steve-jobs-love-of-simplicity-fueled-a-design-revolution-23868877/?no-ist Isaacson, W. (2012, April). The real leadership lessons of Steve Jobs. Harvard Business Review. Retrieved from http://hbr.org/2012/04/the-real-leadership-lessons-of-steve-jobs/ Kuhnke, E. (2012). Communication skills for dummies [Safari Books Online version] Retrieved from http://proquest.safaribooksonline.com.proxy.library.vcu.edu/book /communications /9781118401255

STEVE JOBS: THE MESSAGE MASTER Newton, C. (2011, August 28). Apple all-star alumni recall Steve Jobs‟ lessons. San Francisco Chronicle. Retrieved from http://www.sfgate.com/news/article/Apple-all-star-alumnirecall-Steve-Jobs-lessons-2333530.php

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