Steve Jobs by Presentation Secrets

Author:Presentation Secrets [Secrets, Presentation]
Language: eng
Format: epub
Published: 2012-03-30T20:55:52+00:00

In each case, Jobs performs significantly better than Gates

when it comes to using terms and language people can eas-

ily understand. Jobs’s words are simpler, his phrases are less

abstract, and he uses fewer words per sentence.

USE “AMAZINGLY ZIPPY” WORDS 115

TABLE 10.1 LANGUAGE COMPLEXITY: STEVE JOBS VERSUS

BILL GATES

BILL GATES,

INTERNATIONAL

STEVE JOBS,

CONSUMER

PRESENTER/EVENT

MACWORLD

ELECTRONICS SHOW

Jobs’s 2007 Macworld Keynote and Gates’s 2007 CES Keynote

Average words/

10.5

21.6

sentence

Lexical density

16.5%

21.0%

Hard words

2.9%

5.11%

Fog index

5.5

10.7

Jobs’s 2008 Macworld Keynote and Gates’s 2008 CES Keynote

Average words/

13.79

18.23

sentence

Lexical density

15.76%

24.52%

Hard words

3.18%

5.2%

Fog index

6.79

9.37

Table 10.2 compares some exact phrases from the 2007

presentations. Excerpts from Bill Gates’s remarks are in the

right column. 5 The left column contains excerpts from Steve Jobs.6

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