The Cook Keynote

Image via CrunchBase

By Adam MeffertThe dust has yet to settle as consumers rush to get their hands on Apple’s latest release, the iPhone 5. Unveiled at one of the company’s signature keynote announcements on September 12, the device is the second iPhone update presented by Apple’s new CEO, Tim Cook. Cook has had big shoes to fill replacing Steve Jobs’ lead role, perhaps none bigger or more visible than speaking at Apple’s famed new-product presentations.

One of the biggest questions following Cook’s appointment as Apple’s CEO was whether he could bring the same charisma and style championed by Jobs throughout his career. Known as the level-headed and practical balance to Jobs’ passion and imagination, Cook might seem better suited for the head of internal operations rather than company spokesperson. But, even though he hasn’t wowed crowds in either of his keynote presentations, Cook has developed his own style and has maintained the support of Apple’s faithful.

First, let’s take a look at the first few minutes of Cook’s introduction to the product presentation from September 12.

Tim Cook’s muted style contrasts sharply with Steve Jobs’ enthusiasm, but his introduction still rallies support for the company around the world and communicates a sunny outlook for the future of Apple. To be sure, Cook is not as natural a public speaker as Jobs, but he manages to be effective as a presenter by following the strategies listed below, strategies that may help in your next presentation:

Be Yourself

Tim Cook isn’t Steve Jobs, and that’s okay. In fact, embracing his own style allows Cook to set a different tone for the presentation and to let his personality shine. Should he have tried to emulate Jobs’ energy or showmanship, Cook would have fallen flat, frustrating his audience and losing the trust of his customers. Because Cook instead chooses to be genuine, he appears thoughtful and humble throughout his introduction, helping his audience feel comfortable with him and showing he is capable of being more than a simple caretaker for Jobs’ company.

Be Passionate

Cook’s love for Apple shines through each part of his introduction. He reiterates what an amazing time it is to be at Apple as development and innovation help create new products that continue to gain market share. By showing a video of a store opening in Barcelona, he ties the enthusiasm of the Apple store employees and customers with his own excitement, connecting with his audience while communicating his passion and optimism for the firm.

Know Your Strengths

As long-time director of operations for Apple, Tim Cook has a natural aptitude for numbers. Just as Jobs was a man full of ideas in his presentations, Cook’s introduction brims with figures on company and product growth. Yet his presentation never bores because Cook is a master of putting numbers into context. Discussing iPad sales over the second quarter, Cook mentions that Apple sold more than 17 million of the popular tablets. The number is impressive by itself, but he puts it into context saying, “We sold more iPads than any PC manufacturer sold of their entire PC lineup. Yes, we are in a post-PC world.” Cook’s ability to use numbers exemplifies knowing your strengths when presenting, and he takes advantage this tool to effectively communicate his message.

Know Your Weaknesses

The iPhone 4s and the iPhone 5 have something in common: Cook unveiled neither. Although he spoke at both keynote addresses, Cook gave the honors of presenting the new smartphones to his head of global marketing, Phil Schiller. Part of being a good leader is knowing when to delegate, and Cook does this well. Rather than trying to do everything on his own, he asks for help from someone who can do a better job hyping the iPhone’s latest features, and Schiller excels in his role. Cook sticks to his strengths and enables others to do the same.

Steve Jobs is a tough act to follow, particularly when much of the world eagerly anticipates each new announcement from Apple. Cook has met the challenge by being himself, bringing his relaxed, thoughtful style to the company’s keynote presentations and to the company as a whole.