This is an oldie (from a 1997 presentation to Apple employees) but a flat out goodie. A pure lesson in getting past the surface of the nut ‘n bolts of features and benefits, straight to the heart of the matter.

From Presentation Zen:

This was an important presentation to let employees know where the company stood and where it was heading. A typical CEO may have put together a slide deck and run through a kind of SWOT analysis. But in this presentation, Jobs —dressed in shorts, sandles and a black turtleneck— stood before the audience and took them on a journey, without notes or slides, where he did touch on Apple’s Strong & Weak points, and also on the Opportunities and Threats, but in a way that was conversational with clear examples. Jobs starts the talk by stating the problem (the “ideal world” is implied):

“This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.”

Watch the video above first… then… read the entire article here…