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If people can easily recall, repeat, and transfer your message, you did a great job conveying it.

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Craft a small, repeatable phrase that can become the slogan and rallying cry of the masses trying to promote your idea.

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I'd really like to see us get away from snapshots of the product / program pages and all of our features. We can / should instead focus on our students and telling a story of learning in a classroom on a daily basis with successes / testimonials.

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During the keynote address, Jobs used the phrase “reinvent the phone” five times, the same phrase that Apple used in their press release. After walking through the phone’s features, he hammered it home once again: “I think when you have a chance to get your hands on it, you’ll agree; we have reinvented the phone.” The next day, PC World ran a headline stating that Apple would “reinvent the phone.”

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What stood out about this quote for me was the consistency of the message. Apple and Jobs took one key phrase and made sure it was not just repeated in the presentation, but also in the press release and in relevant publications that cover their products. This key phrase is what helps solidify what one’s product brings to the table.

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"Captivate your audience by planning a moment in your presentation that gives them something they'll always remember"
(pg. 166)

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Jobs comes back down to what is a few times in the speech by comparing the iPhone features with current products on the market that amplify the magnitude of this breakthrough.

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I immediately thought about the portion of the MyView PA presentation where we talk about Dr. Freddy Hiebert's contributions to the program. The pedagogical model of the generative vocabulary approach is prime example of 'evocative visuals' (web of words as final product), which is then supplemented with 'shocking statistics' (5 words per day = over 100 years in school) as to why this approach is the chosen approach to vocabulary instruction in MyView.

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I liken the Create Contrast piece from Jobs to my introducing to teachers the Language Support Handbook and stating that if a student speaks at least one grade level below where they are, they could be considered partially or completely illiterate, even if they only speak English.  I help them to appreciate that the book is invaluable since it is filled with strategies designed to help build academic literacy in the math classroom.  It is not about language translation, but arresses the 5 language modalities in mathematics.

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Parts of the presentation that are repeated are practiced and planned, and then we take it from our colleagues and make it our own in different tones and pauses.

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The first draft of anything is SHIT. (Page 182)

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The incorporation of evocative visuals being accompanied with shocking stats.

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Jobs helps the audience visualize a known deficit. Having a hook helps to bring home that our products help to respond to that deficit.

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Uses the example of the minister with the rag doll. She enjoyed how the minister used something as small as a rag doll and sprinkled it throughout the presentation in order to keep his presentation cohesive. Having a concept or idea that keeps reappearing throughout your presentation.