Founders
Episode 350 #350 How To Sell Like Steve Jobs
Founders

Episode 350: #350 How To Sell Like Steve Jobs

Founders

Episode 350

#350 How To Sell Like Steve Jobs

David Senra is the host of Founders, where he studies history's greatest entrepreneurs. This is what he learned from reading The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Carmine Gallo

What I learned from reading The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Carmine Gallo 

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(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.

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#350 How To Sell Like Steve Jobs

Introduction

The book that I want to talk to you about today is The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience and is written by Carmine Gallo. So a friend of mine founded a company, and he raised money from some of the best venture capital firms in the world. And he sent me this book because he says they told him, his investors told him that he should read this book before his next round of fundraising, and apparently, they give this advice to other founders in their portfolio as well.

This book makes the case that Steve Jobs was the greatest business storyteller of our time. And so I think the ideas in this book are really important because essentially, if you read the book, it tells you how to sell like Steve Jobs. And since business is sales, I want to dedicate an entire episode to going over some of his ideas because think about it, you're selling when you pitch an idea, you're selling when you talk to customers, you're selling when you're trying to recruit people to come work for you, you're selling when you try to raise money for your business.

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