The problem with tech presentations | Dan Toomey | TEDxTampa

Key Concepts

• Tech Keynotes: Large-scale business presentations, particularly in the technology sector.
• Steve Note: A specific style of tech keynote presentation popularized by Steve Jobs of Apple, characterized by minimalism, charismatic delivery, and a focus on the transformative potential of technology.
• Techman on Big Stage: A satirical term coined to describe the homogenized and often formulaic nature of modern tech keynotes.
• Keynote Arms Race: The competitive pressure on tech companies to host increasingly elaborate and frequent keynotes.
• Originality: The importance of unique and authentic voices in presentations to inspire and avoid dystopian trends.

History of Business Presentations

• Business presentations have been a crucial part of modern capitalism.
• Examples include Nicola Tesla's demonstration of alternating current at the Chicago World's Fair in 1893.
• The goal is to reach people through innovative business presentations.

The Steve Jobs Era and the "Steve Note"

• Steve Jobs is considered the "forefather" of modern tech keynotes.
• In 1984, Jobs presented the Macintosh at the Boston Computer Society, framing it as an antidote to a corporate-driven dystopia.
• This presentation style, dubbed a "Steve Note," became Apple's signature marketing approach.
• The "Steve Note" formula: Jobs in a black turtleneck on a minimalistic stage, presenting products as transformative.
• This formula helped Apple become a leader in both business and culture.

The Rise of "Techman on Big Stage"

• Companies imitated Apple's success, leading to a homogenization of tech keynotes.
• The speaker coins the term "Techman on Big Stage" to describe this phenomenon.
• Qualities of "Techman on Big Stage":
  • Typically a man.
  • Presenting on a large stage with a big screen.
  • Using buzzwords like "dynamic," "connection," and "innovative."
  • Presentations lasting over an hour.
• Examples of companies that have engaged in "Techman on Big Stage" presentations include: Comdex, Sun Microsystems, Oracle, Intel, eBay, Sony, Motorola, Panasonic, Cisco, Facebook, Nintendo, Blackberry, Verizon, WhatsApp, Salesforce, Uber, Nvidia, Sprint, Google, Quibby, Amazon Web Services, OpenAI, and AMD.

Problems with Modern Tech Keynotes

• Problem 1: The "Steve Note" Imitation: Companies try to emulate Steve Jobs, but lack his authenticity and charisma. "Steve Jobs is dead... You're not going to be Steve Jobs."
• Problem 2: Pointless Presentations: The pressure to host yearly keynotes leads to:
  • Creating products nobody wants (e.g., the metaverse).
  • Rushing products to meet deadlines (e.g., the Cybertruck).
  • Bloated, boring presentations with irrelevant celebrity cameos.

Improving Tech Keynotes: Advice from PR Professionals

• The speaker consulted with PR professionals in the tech space for advice on improving keynotes.
• Dan, an assistant project manager, vice president of keynote research and development analytics platforms west coast night shift division, provides the following tips:
  • Celebrity Cameos: Avoid irrelevant celebrity appearances. Ask: "Are they relevant to what I'm talking about? Do they know about technology? Are they Pitbull?"
  • Hand Gestures: Avoid robotic hand movements.
  • Editor: Employ an editor to determine when to host a keynote, its duration, and the appropriate use of buzzwords like "paradigm."

Conclusion: Be a "Tech You" on Big Stage

• The speaker acknowledges the importance of tech keynotes in setting the tone for conferences.
• The key is originality: "Lift as you climb," which requires originality to inspire others.
• Instead of imitating Apple, speakers should use their unique voices to inspire.
• The call to action is to be a "Tech You" on Big Stage, emphasizing individuality and authenticity.