Shadowing Practice: Steve Jobs on Marketing - Learn English Speaking with Video
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To me, marketing is about values.
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This is a very complicated world.
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It's a very noisy world.
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And we're not going to get a chance to get people to remember much about us.
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No company is.
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And so we have to be really clear on what we want them to know about us.
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Now, Apple, fortunately, is one of the half a dozen best brands in the whole world,
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right up there with Nike, Disney, Coke, Sony.
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It is one of the greats of the greats,
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not just in this country,
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but all around the globe.
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And, but even a great brand needs investment and caring if it's going to retain its relevance and vitality.
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The Apple brand has clearly suffered from neglect in this area in the last few years.
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And we need to bring it back.
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The way to do that is not to talk about speeds and feeds.
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It's not to talk about nips and megahertz.
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It's not to talk about why we're better than windows.
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The dairy industry tried for 20 years to convince you that milk was good for you.
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It's a lie, but they tried anyway.
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And the sales were going like this.
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And then they tried Got Milk,
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and the sales are going like this.
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Got Milk doesn't even talk about the product.
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Matter of fact, it focuses on the absence of the product.
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But the best example of all,
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and one of the greatest jobs of marketing in the universe has ever seen is Nike.
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Remember, Nike sells a commodity.
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They sell shoes.
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And yet, when you think of Nike,
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you feel something different than a shoe company.
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In their ads, as you know,
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they don't ever talk about the product.
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They don't ever tell you about their air soles and why they're better than Reebok's air soles.
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What does Nike do in their advertising?
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They honor great athletes, and they honor great athletics.
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that's who they are that's what they are about
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Apple spends a fortune on advertising you'd never know it you'd never know it
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so when I got here we Apple just fired their agency we're doing a competition with 23 agencies
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that you know four years from now we picked one and we blew that up and we we hired Shite Day,
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the ad agency that I was fortunate enough to work with years ago.
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We created some award-winning work including the commercial voted the best ad ever made 1984
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by advertising professionals and we started working about eight weeks ago
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and what we the question we asked was our customers want to know who is Apple
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and what is it that we stand for?
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Where do we fit in this world?
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And what we're about isn't making boxes for people to get their jobs done,
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although we do that well.
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We do that better than almost anybody in some cases.
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But Apple's about something more than that.
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Apple at the core, its core value,
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is that we believe that people with passion can change the world for the better.
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That's what we believe.
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And we've had the opportunity to work with people like that.
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We've had an opportunity to work with people like you,
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with software developers, with customers who have done it in some big and some small ways.
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And we believe that in this world.
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People can change it for the better.
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and that those people that are crazy enough to think they can change the world are the ones that actually do.
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And so what we're going to do in our first brand marketing campaign in several years
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is to get back to that core value.
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A lot of things have changed.
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The market's a totally different place than it was a decade ago.
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And Apple's totally different, and Apple's place in it is totally different.
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And believe me, the products and the distribution strategy and the manufacturing are totally different,
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and we understand that.
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But values and core values, those things shouldn't change.
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The things that Apple believed in at its core are the same things that Apple really stands for today.
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And so we wanted to find a way to communicate this.
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And what we have is something that I am very moved by.
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It honors those people who have changed the world.
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Some of them are living,
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some of them are not.
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But the ones that aren't,
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as you'll see, you know that if they'd ever used a computer,
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it would have been a Mac.
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And the theme of the campaign is think different.
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is the people, honoring the people who think different and who move this world forward.
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And it is what we are about.
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It touches the soul of this company.
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So I'm going to go ahead and roll it,
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and I hope that you feel the same way about it I do.
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Here's to the crazy ones.
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The misfits, the rebels, the troublemakers,
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the round pegs in the square holes,
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the ones who see things differently.
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They're not fond of rules,
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and they have no respect for the status quo.
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You can quote them, disagree with them,
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glorify or vilify them, but the only thing you can't do is ignore them.
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because they change things.
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They push the human race forward.
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And while some may see them as the crazy ones, we see genius.
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Because the people who are crazy enough to think they can change the world are the ones who do.
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Woordenschat en spreektips bij deze les
Deze spreekles op niveau C1 is gebaseerd op de video “Steve Jobs on Marketing”. Deze woorden komen het vaakst terug: Apple, Nike, core, value, totally. Deze video bevat 93 zinnen en 913 woorden om na te spreken. Het gesproken deel duurt 6:45. De spreker praat in een gelijkmatig tempo van ongeveer 135 woorden per minuut, prettig om te shadowen. 90% van de woorden hoort bij de 3.000 meest gebruikte Engelse woorden; de rest kun je beter vooraf bekijken.
Belangrijke woorden in deze video
De 11 moeilijkste woorden uit de video, met uitspraak en betekenis:
| Woord | Uitspraak | Betekenis |
|---|---|---|
| glorify werkwoord | /ˈɡlɔːɹɪfaɪ/ | verheerlijken, vereren |
| misfit zelfstandig naamwoord | /ˈmɪs.fɪt/ | onaangepaste |
| troublemaker zelfstandig naamwoord | /ˈtɹʌbəlˌmeɪkə(ɹ)/ | lastverkoper, druktemaker |
| vilify werkwoord | /ˈvɪl.ɪ.faɪ/ | verguizen |
| noisy bijvoeglijk naamwoord | /ˈnɔɪzi/ | lawaaierig |
| relevance zelfstandig naamwoord | /ˈɹɛl.ɪ.vən(t)s/ | relevantie |
| neglect werkwoord | /nɪˈɡlɛkt/ | verwaarlozen |
| commodity zelfstandig naamwoord | /kəˈmɑdəti/ | waar, goederen |
| fortunately bijwoord | /ˈfɔɹ.t͡ʃə.nɪt.li/ | gelukkig, gelukkigerwijs |
| rebel zelfstandig naamwoord | /ˈɹɛb.əl/ | rebel, opstandeling |
| disagree werkwoord | /dɪsəˈɡɹi/ | niet overeenkomen, niet overeenstemmen |
Grammatica in deze video
De structuren die de spreker het meest gebruikt, met de exacte woorden uit de video:
| Structuur | In de video |
|---|---|
| Present perfect have/has + voltooid deelwoord — iets uit het verleden dat nu nog telt | has ever seen · we've had · have done |
| Betrekkelijke bijzinnen who / which + zin — extra informatie over een persoon of ding | people who have · people who think · ones who see |
Uitspraak om op te letten
De spreker gebruikt 21 samentrekkingen en verkorte vormen, zoals we're, don't, they're. Spreek ze kort uit, zoals je ze hoort.
- Lange woorden — let op de klemtoon: troublemaker /ˈtɹʌbəlˌmeɪkə(ɹ)/, vitality /vaɪˈtælɪti/, commodity /kəˈmɑdəti/, fortunately /ˈfɔɹ.t͡ʃə.nɪt.li/
Klanken die Nederlandstaligen lastig vinden:
- /g/ — een harde plofklank, geen Nederlandse “g”: glorify /ˈɡlɔːɹɪfaɪ/, neglect /nɪˈɡlɛkt/, disagree /dɪsəˈɡɹi/
Zo oefen je met deze video
- Luister de hele video één keer zonder te spreken en noteer de woorden die je niet kent.
- Spreek zin voor zin na op normale snelheid en herhaal elke zin tot je ritme gelijk is aan dat van de spreker.
- Neem jezelf op en vergelijk met het origineel; let daarbij op woorden als glorify, misfit, troublemaker.
Wat is de Shadowing-techniek?
Shadowing is een wetenschappelijk onderbouwde taalleermethode die oorspronkelijk is ontwikkeld voor professionele tolkentraining en gepopulariseerd door polyglot Dr. Alexander Arguelles. De methode is eenvoudig maar krachtig: je luistert naar native Engelse audio en herhaalt het onmiddellijk hardop — als een schaduw die de spreker volgt met slechts 1–2 seconden vertraging. In tegenstelling tot passief luisteren of grammaticadrills, dwingt shadowing je hersenen en mondspieren om echte spraakpatronen tegelijkertijd te verwerken en te reproduceren. Onderzoek toont aan dat het de uitspraaknauwkeurigheid, intonatie, ritme, verbonden spraak, luisterbegrip en spreekvaardigheid aanzienlijk verbetert — waardoor het een van de meest effectieve methoden is voor IELTS Speaking-voorbereiding en echte Engelse communicatie.