CEOs who understand the power of stories enliven their presentations with tales that illustrate their points. Apple CEO Tim Cook uses another, related communication tool to help an audience understand the importance of what he’s saying: he uses analogies to put statistics in context.
For example, author and communication coach Carmine Gallo shares how Cook did this in a 2010 presentation. Telling the audience that the Mac business was still important to Apple even though the iPhone makes a lot more money, Cook said that if the Mac division were a separate company, its revenues of $22 billion would place it #122 on the Fortune 500 list.
“I thought, ‘What a brilliant technique!” Gallo told a reporter for the Associated Press. “He does that all the time…. You can’t teach passion. Every great communicator is abundantly passionate about–not necessarily the product–but what the product means to society. And that is an attitude that pervades Apple’s executive office, and it starts with Tim Cook.”