Steve Jobs Speech Rhetorical Analysis

Shelbi Neidler
Professor Emilie Zickel
English 100
8 November 2013
The Successor That Once Failed Steve Jobs did not fit the norm of being a college graduate when speaking at a college graduation. On June 12th, 2005, Jobs presented “Steve Jobs’ 2005 Stanford Commencement Address.” Jobs completed only six months of college before deciding that he was unsure how college would help his future, but he audited classes for another 18 months. Jobs is a renowned CEO, but he did not earn this position easily. Throughout Jobs’ speech, he discusses several unknown, personal experiences. Jobs makes a connection with the audience by telling three intimate stories, discussing failure, and using simplistic sentence structure and words. Jobs is chosen
to speak at the 2005 Stanford commencement by Spencer Porter and his fellow class presidents (Porter). They asked Jobs to speak because Jobs is very successful. Porter states, “That’s what my classmates and I expected him to talk about. But he told three stories about failure” (Porter). Jobs’ speech is directed toward the Stanford college graduates, the professors and staff attending the graduation, and the parents and family of the college graduates. Later, Jobs’ speech is shared with the public, making his audience much larger and more diverse. The stories Jobs tells are easy to connect to and comprehend. The audience may or may not be familiar with Jobs; everyone, however, can still relate to the topics he addresses. Jobs is known for being the CEO of Apple, along with his computer and technology skills. Throughout Jobs’ speech, he told three personal stories. The first was about connecting the dots, the second was about love and loss, and the third story was about death. These three stories captured the attention of the audience by connecting with them on a personal level. In the first story, Jobs discusses dropping out of college. Jobs did not know what he wanted from life or if college was right for him. This part of his first story uses logos because it would not have been logical for Jobs to waste money and attend college if he is unsure about his future. He took a calligraphy class that later helped him when he was building his first Mac. By “connecting the dots,” Jobs realized that his calligraphy skills were useful in designing the font. In Jobs’ second story, he discusses starting Apple in his parents’ garage. At the age of 30, Apple fired him after he cofounded the company. After being rejected, Jobs realized he was still in love with his job and was not ready to give up on his dream. In the third story, Jobs discusses his diagnosis of cancer. While telling his story of cancer, Jobs states that “Remembering that I 'll be dead soon is the most important tool I 've ever encountered to help me make the big choices in life” (Jobs). Jobs learned from his near death experience that there was no trap of thinking he had something to lose. While going through this experience, Jobs learned the value of life. Jobs’ three stories are unique to his own personal experience. Jobs’ three stories discuss connecting the dots, love and loss, and death. Although his stories are specific, the audience has personal experiences that fall under these categories. Jobs’ first story explains the background behind the font of the first Macintosh computer. In his second story, Jobs discusses being fired from his own company, but still loving his job. After being fired, he met his wife and worked harder to prove to the company that he was meant to be there. Jobs states that “I didn 't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life” (Jobs). Jobs’ third story explores the topic of death. Jobs shares his story of overcoming cancer. Jobs conveys ethos while telling these stories because they are are personal experiences, making him credible. These personal stories allow the audience to recognize that Jobs’ success was not simply handed to him. Jobs wants the audience to understand that they must work hard for what they want, just like he has worked hard to achieve his successes. Jobs also tells these stories for others to learn from his mistakes. This strategy helps Jobs achieve his goal of preparing the graduates for their future by giving them an insight on his life and struggles. He has worked through many trials and tribulations. It is especially interesting that Jobs chose to discuss his troubles and failures in a commencement speech. Jobs employs irony when discussing how failure led him to success.
Throughout Jobs’ three stories, he discusses different failures. Jobs is well-known for his success and achievements, but many do not know his journey. Jobs discusses failure at a college commencement to promote success and to teach that failure is not always a dead end. Jobs is also preparing the college graduates for their road ahead; if they follow their hearts, they will succeed. Jobs states that “Sometimes life hits you in the head with a brick” (Jobs). By this, Jobs is saying that sometimes people need a reality check. While discussing failure, Jobs uses pathos. Failure is an emotional topic that no one wants to face. Failing before succeeding will only push one to work harder. Sometimes one must fail in order to succeed. Jobs’ strategy of discussing failure helps to achieve his goal of promoting success by giving the entire audience a sense of hope for their futures. Jobs’ stories of failure do not only apply to the graduates, but the entire
public. Jobs’ speech is applicable to everyone by using simplistic language.
Jobs’ speech is directed toward the Stanford Class of 2005, but has relevance to anyone. Because Jobs is a popular public figure, his speech was publicized. The stories and life experiences he shares during his speech can be understood by age because of the simple words and sentence structures Jobs uses. For example, Jobs offers advice such as “Don 't let the noise of others ' opinions drown out your own inner voice” (Jobs). Jobs offers this advice using very simple words. This is one of Jobs’ strategies because he knew that there were going to cameras, parents, professors, administration, and the public eye watching and listening to his speech. His speech is appropriate for all ages because it is written for those with the lowest levels of education. For example, most newspapers and magazines are written at a basic reading level and that is how this speech is written. Jobs receives positive feedback because everyone can understand his simplistic language and purpose. The strategy of using simplistic words helps Jobs achieve his goal of connecting with the audience by allowing them to easily comprehend what he is saying. Jobs’ goal is to make a positive impact on the lives of the public by simply telling them personal stories of failure that did not stop
him. Overall, Jobs’ speech makes multiple connections with the audience. Jobs’ speech discusses three intimate stories and failure while through simplistic words. Although his speech is presented to Stanford University’s graduating class of 2005, it applies to the entire public. Jobs chose to discuss failure to ensure that there are positive outcomes after failing. Jobs connected with his audience while engaging in logos by discussing his logic of saving money and dropping out of college, elaborating with ethos by telling personal stories, and using pathos when discussing failure.

Works Cited
Jobs, Steve. "Steve Jobs Stanford Commencement Speech." Business Insider.com. 06 Oct 2011. Web. 31 Oct 2013.

Porter, Spencer. "What Steve Jobs Taught Me." The Daily Beast.com. 11 Oct 2011. Web. 31 Oct 2013.