Steve Jobs relied on a simple rule to make presentations better and easily understandable: People must understand all the content within 3 seconds. He was inspired by billboards on the highway.
Jobs demonstrated in all his presentations that almost all of his keynote slides contained just one word, one number, or a strong image. A well-known example: the presentation slide introducing the iPhone, which showed three icons for iPod, phone, and internet communicator. Behind this lies a simple rule. This is reported by the English-language magazine Forbes.com.
3-Second Rule for Presentations, as the Audience’s Attention is Low
What is this rule? Steve Jobs relied on a simple rule for his presentations, the so-called 3-Second Principle: A presentation slide should operate under the same principle as a billboard on the highway – it must be understandable within three seconds.
Jobs was inspired by well-made billboards, which drivers need to comprehend in just a few seconds. A presentation slide is considered successful if it is instantly understandable even under time pressure. Because drivers do not have more time, especially when they are not stuck in traffic.
Jobs also employed additional tricks and simple methods to convince the audience:
- Content is always organized in groups of three because people can remember three things more easily.
- Many images, little text, known as “Picture Superiority”.
- Emotions are also an important part of a presentation or performance. Because Jobs aimed not only to convey facts but also to inspire people with a vision and sell dreams instead of products.
Jobs rehearsed his presentations intensively, often for days, until every gesture and slide fit perfectly. A good example is the introduction of the first iPhone: because this presentation was a perfectly rehearsed performance that Jobs had meticulously planned: In 2007, Steve Jobs introduced the first iPhone: The presentation became legendary, but the device didn’t work properly
