Next week Steve Jobs of Apple will grab media attention with another simple-looking stage show. Mike Evangelist tells the insider secrets of his gruelling preparation If the chief executive of Cadbury-Schweppes speaks at a conference, or Nike's boss introduces a new kind of trainer, you might expect to see it covered in specialist magazines, then quickly forgotten. But on Tuesday a chief executive
![Behind the magic curtain](https://cdn-ak-scissors.b.st-hatena.com/image/square/0293de779e6f59cc8d3df6e15d02e446bc05d82a/height=288;version=1;width=512/https%3A%2F%2Fassets.guim.co.uk%2Fimages%2Feada8aa27c12fe2d5afa3a89d3fbae0d%2Ffallback-logo.png)