#350 How To Sell Like Steve Jobs

What I learned from reading The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Carmine Gallo  ---- Learning from history is a form of leverage. —Charlie Munger. Founders Notes gives you the super power to learn from history's greatest entrepreneurs on demand. Get access to the World’s Most Valuable Notebook for Founders You can search all my notes and highlights from every book I've ever read for the podcast.  You can also ask SAGE any question and SAGE will read all my notes, highlights, and every transcript from every episode for you.  A few questions I've asked SAGE recently:  What are the most important leadership lessons from history's greatest entrepreneurs? Can you give me a summary of Warren Buffett's best ideas? (Substitute any founder covered on the podcast and you'll get a comprehensive and easy to read summary of their ideas)  How did Edwin Land find new employees to hire? Any unusual sources to find talent? What are some strategies that Cornelius Vanderbilt used against his competitors? Get access to Founders Notes here.  ---- (1:00) You've got to start with the customer experience and work back toward the technology—not the other way around.  —Steve Jobs in 1997 (6:00) Why should I care = What does this do for me? (6:00) The Match King: Ivar Kreuger, The Financial Genius Behind a Century of Wall Street Scandals by Frank Partnoy.  (Founders #348) (7:00) Easy to understand, easy to spread. (8:00) An American Saga: Juan Trippe and His Pan Am Empire by Robert Daley  (8:00) The Fish That Ate the Whale: The Life and Times of America's Banana King by Rich Cohen. (Founders #255) (9:00)  love how crystal clear this value proposition is. Instead of 3 days driving on dangerous road, it’s 1.5 hours by air. That’s a 48x improvement in time savings. This allows the company to work so much faster. The best B2B companies save businesses time. (10:00) Great Advertising Founders Episodes: Albert Lasker (Founders #206) Claude Hopkins (Founders #170 and #207) David Ogilvy (Founders #82, 89, 169, 189, 306, 343)  (12:00) Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever. (That is the most important sentence in this book. Read it again.) — Ogilvy on Advertising (13:00) Repeat, repeat, repeat. Human nature has a flaw. We forget that we forget. (19:00) Start with the problem. Do not start talking about your product before you describe the problem your product solves. (23:00) The Invisible Billionaire: Daniel Ludwig by Jerry Shields. (Founders #292) (27:00) Being so well known has advantages of scale—what you might call an informational advantage. Psychologists use the term social proof. We are all influenced-subconsciously and, to some extent, consciously-by what we see others do and approve. Therefore, if everybody's buying something, we think it's better. We don't like to be the one guy who's out of step. The social proof phenomenon, which comes right out of psychology, gives huge advantages to scale. —  the NEW Poor Charlie's Almanack: The Wit and Wisdom of Charlie Munger (Founders #329) (29:00) Marketing is theatre. (32:00) Belief is irresistible. — Shoe Dog: A Memoir by the Creator of Nike by Phil Knight.  (Founders #186) (35:00) I think one of the things that really separates us from the high primates is that we’re tool builders. I read a study that measured the efficiency of locomotion for various species on the planet. The condor used the least energy to move a kilometer. And, humans came in with a rather unimpressive showing, about a third of the way down the list. It was not too proud a showing for the crown of creation. So, that didn’t look so good. But, then somebody at Scientific American had the insight to test the efficiency of locomotion for a man on a bicycle. And, a man on a bicycle, a human on a bicycle, blew the condor away, completely off the top of the charts. And that’s what a computer is to me. What a computer is to me is it’s the most remarkable tool that we’ve ever come up with, it’s the equivalent of a bicycle for our minds. ---- Join my free email newsletter to get my top 10 highlights from every book ---- “I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — Gareth Be like Gareth. Buy a book: All the books featured on Founders Podcast ---- Founders Notes gives you the ability to tap into the collective knowledge of history's greatest entrepreneurs on demand. Use it to supplement the decisions you make in your work.  Get access to Founders Notes here.  ---- “I have listened to every episode released and look forward to every episode that comes out. The only criticism I would have is that after each podcast I usually want to buy the book because I am interested so my poor wallet suffers. ” — Gareth Be like Gareth. Buy a book: All the books featured on Founders Podcast