1.) He didn’t work from notes. Notes suck. Notes say, “What I’m saying is so unmemorable, even I had to memorize it.” Speak from the heart.
2.) It didn’t feel like he was presenting. It felt like he was talking with us.
3.) He stopped 23 agencies from pitching for Apple’s business and just assigned it to an agency he admired. God, the pitch process sucks so bad.
4.) He sounds like a creative making the pitch to a client, not a client.
5.) He was actually proud that Apple had done what he called “award-winning work.” These days, even agencies are afraid to say their work win awards. (Today award-winning means the work didn’t sell stuff but was really cool.)
6.) The speech is entirely about brand advertising; about values, about “soft” stuff like that. Yet today Apple is the one of the most valuable brands on the planet and for awhile there, Apple had more cash reserves on hand than the U.S. Government.
7.) I challenge you to find just one speech by a company CEO talking about his company’s “values and vision” that does not either set off your bullshit alarm or put you into a deep, restful, and refreshing sleep.
8.) Makes a cool point about how a company’s market challenges can change wildly, but its values do not; or should not. Companies which have values and stick to them, they last. (Which is what the book Built To Last is all about.)
9.) He made it very clear that Apple’s core value is this: “We believe people with passion can change the world.” And there he was, a walking example of it. How many other brands can a.) talk about having such a cool core value, and b.) can then actually walk the walk?
10.) He used the phrase “the soul of this company.” How many companies have a soul? Apple does. Did any of the phone companies in your life have a soul? Press 2 if your answer is no.