Jony Ive
I have one piece of communications advice for Apple—give us more Jony. As Apple’s Vice President of Industrial Design, Jonathan “Jony” Ive has figured prominently in designing the computers and devices enjoyed by millions: iMac, iPod, iPhone, iPad, and Macbook. In the Steve Jobs biography by Walter Isaacson, Jobs called Ive his “spiritual partner” at Apple. Now I know why I enjoy watching and listening to Ive. He shares Jobs’ passion and vision. He understands that devices which are simple, elegant and easy-to-use can help us be more creative in our personal and professional lives. They can inspire us and bring us joy.
In the newly updated and revised edition of The Presentation Secrets of Steve Jobs, I analyze Jobs’ last presentations including the iPad, iPad2, and iCloud presentations. But I also analyze the few times we’ve seen Jony Ive take the stage. Ive is quite extraordinary because he accomplishes three things. He informs, illuminates, and inspires. That’s not easy to do, especially in a slideshow. Ive does it wonderfully.
I first started taking note of Ive as an exceptional communicator in October, 2008, when Apple introduced its new Macbook designs – notebook computers crafted from single blocks of aluminum—or ‘alu-minium’ as the London-born Ive likes to say. Jobs always got a kick out of hearing Ive pronounce the word. The design breakthrough allowed Apple to build mobile computers that were lighter and stronger than previous designs.
Instead of describing the new process himself, Jobs called Ive to the stage. Ive gave the audience a six-minute crash course on notebook design. He explained how the new process allowed Apple to start with a 2.5 pound slab of aluminum and carve it out until the final frame weighed just one-quarter of a pound. This result was a stronger, thinner, and lighter computer. It was insightful, informative and delivered by a speaker who was clearly passionate—truly moved—by the subject.
Ive also made one of the most moving observations at a special event at the Apple campus to celebrate the life of Steve Jobs. Ive said, “Steve used to say to me—and he used to say it a lot—hey, Jony, here’s a dopey idea. And sometimes they were. Sometimes they were truly dreadful. But sometimes they took the air from the room and left us both completely silent: bold, crazy, magnificent ideas or quiet, simple ones which, in their subtlety, their detail, were truly profound.” You can see the entire video on Apple’s (Ive appears at 44 minutes into the event).
Jony Ive and Steve Jobs
It is a rare communicator who can move us. Steve Jobs had the magic and I believe Ive has it as well. Jobs believed in Ive so much that he arranged it so no one at Apple has more design authority than Ive. In other words, no one can tell him what to do. Apple CEO Tim Cook is an operational genius and will successfully lead Apple for years to come, but Cook himself has said that he shuns the spotlight. So why not have more of Jony? The fact is that Apple product launches must continue to inspire our imaginations. Apple executives Scott Forstall and Phil Schiller are skilled presenters who should continue to play a communications role when relevant, but I think every new launch should shine a spotlight on “Jony,” Jobs’ spiritual partner.
Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books including the international bestsellers, The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs. His new book, The Power of Foursquare, reveals how businesses can use mobile social media to attract, reward, and engage customers in ways that were never possible. Follow him on Twitter: carminegallo
