garageband 淡出
by Nicholas Walsh
尼古拉斯·沃尔什(Nicholas Walsh)
为什么史蒂夫·乔布斯(Steve Jobs)的GarageBand展示了有史以来最好的现场产品演示 (Why the Steve Jobs GarageBand reveal is the best live product demo of all time)
讲故事如何将演示变成迷人的体验 (How telling a story turns your demo into a captivating experience)
As a technical evangelist, I’m always looking for ways to improve my craft. Learning how to get an audience excited about a product through a live demo is the holy grail of evangelism. You only get one shot. You live or die by the first impression your product makes.
作为技术传播者，我一直在寻找提高Craft.io水平的方法。 学习如何通过现场演示使观众对产品感到兴奋是传福音的圣杯。 你只会一枪。 您对产品的第一印象是生是死。
I want to shed light on one of Steve Job’s most understated creations: GarageBand. It is the best live product demo I have ever seen.
我想介绍一下史蒂夫·乔布斯最被低估的作品之一：GarageBand。 这是我见过的最好的实时产品演示。
Let’s look at the video of the GarageBand reveal at MacWorld 2004, and analyze what makes it a great product demo. Read in the order that the time-stamps appear below, or click on the ones that interest you. I’ve linked each time-stamp to the corresponding part in the video. Stick around for the key takeaways at the end!
让我们看一下MacWorld 2004上展示的GarageBand的视频 ，并分析使其成为出色产品演示的原因。 阅读时间戳在下面显示的顺序，或单击您感兴趣的时间戳。 我已经将每个时间戳链接到视频中的相应部分。 紧随其后，获取主要外卖！
Click here to watch the video!
0:23 — Jobs unveils the product name. He describes it as “a major new pro music tool… but it’s for everyone.” By explaining that its for everyone, Jobs keeps the attention of those who may have otherwise tuned out, thinking that this product wasn’t for them.
0:23 —乔布斯揭开了产品名称的序幕 。 他将其描述为“一种主要的新型专业音乐工具……但它适合所有人。” 通过为所有人解释这一点，乔布斯吸引了那些可能已经淘汰的人们的注意力，认为此产品不适合他们。
0:38 — Jobs immediately addresses the elephant in the room by asking, “Is this a niche thing? No, it’s not.” Jobs explains, “One-half of all U.S. households have at least one person who currently plays a musical instrument.”
0:38 —乔布斯立即问房间里的大象，问道：“这是利基吗？ 不，这不对。” 乔布斯解释说：“目前，美国一半的家庭中至少有一个人会演奏乐器。”
1:10 — Jobs shares the stats of the product’s offerings. For example, the number of instruments and cost value. But he does not stay on this topic for long.
1 :10-乔布斯分享该产品的统计信息。 例如，工具数量和成本价值。 但是他不会在这个话题上停留很长时间。
2:05 — Jobs explains how GarageBand revolutionizes music. The sound of a $50,000 Yamaha grand piano is now at the fingertips of anyone with a Mac and a pair of headphones.
2:05 —乔布斯解释了GarageBand如何革新音乐。 配备Mac和耳机的任何人都可以触及价格为50,000美元的Yamaha三角钢琴的声音。
2:55 — Jobs introduces singer John Mayer, who endorses GarageBand. Mayer is here to establish that the product is for professional musicians as well as to show off the product’s capabilities. They jump into demonstrating the product, with Mayer jamming on a MIDI keyboard.
2:55 —乔布斯介绍了认可GarageBand的歌手约翰·梅耶(John Mayer)。 迈耶(Mayer)在这里确定该产品适用于专业音乐家，并展示该产品的功能。 他们跳入演示产品的过程，梅耶卡在MIDI键盘上。
6:14 — Mayer shares that music software has difficulties mimicking the nuances of a guitar. He then shows how GarageBand solves this problem. “This is the first time I’ve ever heard a guitar sound like a guitar on a keyboard,” says Mayer.
6:14 —梅耶(Mayer)分享说，音乐软件很难模仿吉他的细微差别。 然后，他展示了GarageBand如何解决此问题。 “这是我第一次听到吉他声音像键盘上的吉他一样，” Mayer说。
8:29 — Jobs shows off the new features of the product. He doesn’t have to start from scratch each time he shows off a new feature. This helps to maximise his value-to-time ratio for the demo.
8:29 — Jobs展示了产品的新功能。 每次展示新功能时，他都不必从头开始。 这有助于最大化他的演示的时间价值比。
9:19 — Jobs prefaces that he’s going to show off what he, a non-musician, can do by using the software. Jobs demonstrates how users can build a project from scratch using “loops.” Loops are the over 1,000 pre-packaged musical samples released with the software. He simulates the process that an average user goes through to create music. This aligning of experiences with the user is what makes his demo remarkable.
9:19 —乔布斯(Jobs)开言说，他将炫耀非音乐家可以使用该软件做什么。 乔布斯展示了用户如何使用“循环”从头开始构建项目。 Loops是随该软件发行的1,000多种预包装的音乐样本。 他模拟了普通用户创作音乐的过程。 体验与用户的这种一致使他的演示脱颖而出。
13:34 — You hear the “A-ha!” moment in the audience. Though subtle, when Jobs adds the last layer to the track, you can hear it all come together for the audience.
13:34 —您会听到“啊哈！” 在观众的时刻。 尽管很微妙，但是当乔布斯将最后一层添加到曲目中时，您可以听到所有内容都聚集在听众面前。
13:47– After starting from a blank template and using “loops”, Jobs has built a twelve-bar musical phrase. This enthralls one segment of their audience: the amateur musicians who want to make music.
13:47 –从空白模板开始并使用“循环”后，乔布斯建立了一个十二格的乐句。 这吸引了他们的听众的一部分：想要制作音乐的业余音乐家。
14:12 — Jobs shifts gears. He pitches at professional musicians who want to re-create sounds that come from expensive and rare amplifiers. Mayer demonstrates GarageBand’s different guitar filters by performing riffs from classic rock songs. Each filter has a tone that’s distinct to each rock song.
14:12 —乔布斯换档。 他向那些想要重现昂贵且稀有放大器的声音的专业音乐家发声。 梅耶(Mayer)通过对经典摇滚歌曲的即兴演奏来演示GarageBand的不同吉他滤波器。 每个滤镜都有与每个摇滚歌曲截然不同的音调。
16:30 — Mayer compliments the Apple engineers for a custom filter that he especially loves. It doesn’t exist in the conventional music world or have a formal name, outside of “sticking a mic in front of an amp.”
16:30 -Mayer称赞Apple工程师特别喜欢的自定义过滤器。 它不存在于常规音乐世界中，也没有正式名称，只是“将麦克风放在放大器之前”。
17:03 — Jobs plays a track to show what is possible for professional musicians. He demos a track that establishes GarageBand as a one-stop shop for music software.
17:03 —乔布斯(Jobs)播放曲目，展示专业音乐家的潜力。 他演示了一条曲目，该曲目使GarageBand成为音乐软件的一站式商店。
18:15 — Mayer explains a unique benefit of GarageBand that he loves. It can be used as a practice tool. Mayer explains that he wishes he could’ve had this tool when he first started playing music.
18:15 — Mayer解释了他所爱的GarageBand的独特优势。 它可以用作练习工具。 梅耶(Mayer)解释说，他希望当他开始演奏音乐时可以拥有此工具。
19:23 — Jobs uses Mayer’s backtrack, recorded with GarageBand, to show how easy it is to record a live performance over it. He does this by composing the live track directly into the song.
19:23-乔布斯使用通过GarageBand录制的Mayer回溯曲来显示在其上录制现场表演是多么容易。 他通过将现场曲目直接组合到歌曲中来做到这一点。
22:57 — “You can export right to iTunes,” says Jobs. This seals the deal for both amateur and professional musicians. It enforces GarageBand’s ability to simplify the creation of music and to distribute it.
22:57 —“您可以直接导出到iTunes，”乔布斯说。 这对于业余和专业音乐家来说都是一笔交易。 它增强了GarageBand简化音乐创作和分发音乐的能力。
重要要点 (Key takeaways)
要点1：找到可以推销您产品的人 (Takeaway #1: Find people who can champion your product)
Any product can have a paid spokesperson, but nothing beats having someone who uses your product and endorses it. And is also passionate about it.
任何产品都可以有付费的代言人，但是让某人使用您的产品并认可该产品是最重要的。 并且对此充满热情。
In this demo, at points Mayer is so excited about GarageBand that he could barely hold back from raving about it.
在此演示中，Mayer对GarageBand感到非常兴奋，以至于他几乎无法忍受它。
要点2：倾听您的用户并征求反馈 (Takeaway #2: Listen to your users and ask for feedback)
Mayer shared that Apple engineers asked him for his feedback on GarageBand. His feedback enabled Apple to properly build the product for professional musicians.
梅耶分享说，苹果工程师要求他提供有关GarageBand的反馈。 他的反馈使Apple能够为专业音乐人正确构建产品。
The engineers who built GarageBand may not have been expert musicians, but they knew to listen to the experts. The engineers solved problems that they knew, first-hand, musicians faced. They did not make assumptions.
创建GarageBand的工程师可能不是专家音乐家，但是他们知道听专家的话。 工程师们解决了第一手音乐家所面临的问题。 他们没有做任何假设。
要点3：将您的产品投放到您要增强能力的社区。 (Takeaway #3: Pitch your product to the community you’re trying to empower.)
Jobs does a good job of pitching the product to two different target groups. Usually a demo that tries to target two groups at the same time tend to lose sight of both groups.
Jobs很好地将产品推向了两个不同的目标群体。 通常，试图同时瞄准两个群体的演示往往会忽略这两个群体。
Beginners may see the product as being too difficult to use.
初学者可能会觉得该产品太难使用了。
Advanced users may see it as being not powerful enough.
高级用户可能会认为它不够强大。
In the future, the demo can be tailored to suit one group only. The demo demonstrated all four quadrants of the user/value matrix. Please refer to the illustration below for the user/value matrix.
将来，该演示只能针对一组用户进行定制。 该演示演示了用户/价值矩阵的所有四个象限。 请参阅下图以了解用户/值矩阵。
总结4： 学习掌握演示的艺术 (Takeaway 4: Learn to master the art of the demo)
The unveiling could’ve consisted of countless text-heavy slides, pictures, or pre-recorded videos. A well-spoken and personable presenter, who knows both the product and audience well, can transform the demo.
揭幕仪式可能包含无数文字繁重的幻灯片，图片或预先录制的视频。 口口相传，风度翩翩的演示者，对产品和受众都非常了解，可以改变演示。
The presenter can change the demo from being a forum to just share information to being a transformative experience.
演示者可以将演示从仅作为论坛共享信息转变为转变性体验。
外卖＃5：有一个kickass产品 (Takeaway #5: Have a kickass product)
You can put the best product evangelist on stage, in front of millions, but the promotion won’t help if the product doesn’t do the job it is marketed to do. Or if the product provides a terrible user experience.
您可以将最好的产品推广人员摆在舞台上，数以百万计的人群，但是，如果产品没有按市场销售的标准进行，则促销对您没有帮助。 或者，如果该产品提供了糟糕的用户体验。
Marketing tricks may get it off the ground, but the product can’t be maintained over the long term.
营销技巧可能会使其付诸实践，但产品无法长期维护。
您是否认为还有另一个现场演示非常棒？ 我很想听听。 请在下面分享！ (Is there another live product demo that you think is awesome? I’d love to hear about it. Please share it below!)
Hey, I’m Nick Walsh. Thanks for reading my piece!
嘿，我是尼克·沃尔什 。 感谢您阅读我的文章！
I’m a Technical Evangelist for Wolfram Research and a Hackathon Coach for Major League Hacking, with a passion for technology, eSports, and empowering developers.
我是Wolfram Research的技术布道者，也是美国职业棒球大联盟 Hackingon教练，对技术，电子竞技和开发人员充满热情。
garageband 淡出
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