SCENE 15Make It Look Effortless

Practice isn’t the thing you do once you’re good. It’s the thing you do that makes you good.

MALCOLM GLADWELL

Steve Jobs is a master showman, working the stage with precision. Every move, demo, image, and slide is in sync. He appears comfortable, confident, and remarkably effortless. At least, it looks effortless to the audience. Here’s his presentation secret: Jobs rehearses for hours. To be more precise: many, many hours over many, many days.

“Jobs unveils Apple’s latest products as if he were a particularly hip and plugged-in friend showing off inventions in your living room. Truth is, the sense of informality comes only after grueling hours of practice,” observed a BusinessWeek reporter. “One retail executive ...

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