We’ve written a lot of articles about Steve Jobs, analyzing the way that he speaks to glean some of his presentation magic. Even beyond our blog, the hype is huge about Jobs as a presenter, with books and videos dedicated to teaching business people how to deliver a speech like the legend himself.
What about other figures in business and politics who have become “legendary,” such as Martin Luther King Jr., Al Gore, or Winston Churchill? What is the difference between a speaker that is regarded as great and enjoyable to watch and one that inspires books to be written about their speaking style? Here’s three things that we feel makes the difference between great and legendary:
Context
Speeches like the Gettysburg Address and even a new Apple product announcement are nothing without context. This word encompasses the timing of the speech and the result of its impact. Early Steve Job successes coincided with Apple revolutionizing the way we listen to music; his powerful delivery, as well as the technological surprise made a great speech become legendary. If you want to succeed with context, you need to choose messages that are well-timed and provide a “eureka!” moment for listeners.
Delivery
Delivery alone isn’t going to make a presentation stand out, but it is a factor in the longevity of legendary speakers. Consider famous speeches you’ve seen; each is delivered with distinct flair. The mumbling growl of Churchill, the casual language of Jobs, and the power of Jesse Jackson. Of course, there are historical speakers where we have no information about how the speech was delivered. For those, we simply must rely on the strength of their text and the length of the speech itself, as well as any reports about how it was delivered during the time. Either way, strong style, tone, and content all add up to transform “great” into “legendary.”
Authority
A talented actor could imitate the Steve Jobs style to announce a product for a different brand. But, as with all imitations, it wouldn’t have the power nor achieve the same kind of historical relevance. Why? Great speakers are great authorities in their field. They are more than just a one-time speech, they are built on a representative platform of experience, leadership, and innovation. Before and after the speech, they have already created the credibility that causes people to fill seats and believe the things they say. If you want to accomplish the same thing in your presentation, you’ll need to work on your personal platform beforehand. What makes you an authority in your field? How can you spread your message and establish yourself before you take to the stage?
All three of these aspects elevated Steve Jobs from a great speaker to something much more. In the speaking world, you can’t throw a stone without hitting an article about his presentations and what others in the business world can do to follow in his footsteps. Take some inspiration in your own work. Consider each of these three aspects, and find ways to incorporate them into your platform.
Want to read more articles about how to become a legendary speaker? Check out these related pieces from our archive:
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