10 minute rule

Apple Keynote events are magical. Steve Jobs and company weave together stories of iconic products that constantly revolutionalize the world, from the iPod’s 1000 songs in your pocket to the iPhone, iPad, and Apple Watches that have made Apple one of the most valuable companies in history.

None of us have the resources and time to hire a full production and speechwriting staff that Apple has. Few of us have anything as revolutionary or exciting to talk about during our presentations.

Apple, with all its advantages, reengages its audience every 10 minutes. Most times, even quicker, within minutes. They do this by changing speakers, showing videos, and changing formats.

Why?

They realize that attention and trust are the 2 most valuable resources they have to earn. Neuroscientists have figured out that most people tune out after 10 minutes. Many, sooner.

So if Apple, with all it’s fancy technology and incredible speakers, switch every 10 minutes, how often do you reengage your audience and inject new life in your meetings and presentations?

Thanks for caring!

With gratitude,

Anwell Tsai