The Art of the Start

The Art of the Start Guy Kawasaki Managing Director Garage Technology Ventures 2

1. Make meaning 3

2. Make mantra 4

“The mission of Wendy’s is to deliver superior quality products and services for our customers and communities through leadership, innovation, and partnerships.” 5

• Wendy’s “Healthy fast food” 6

• Wendy’s “Healthy fast food” • FedEx “Peace of mind” 7

• Wendy’s “Healthy fast food” • FedEx “Peace of mind” • Nike “Authentic athletic performance” 8

• Wendy’s “Healthy fast food” • FedEx “Peace of mind” • Nike “Authentic athletic performance” • Target “Democratize design” 9

“We exist to professionally build long- term high-impact sources so that we may endeavor to synergistically leverage existing effective deliverables to stay competitive in tomorrow’s world.” Dilbert Mission Statement Generator 10

3. Roll the DICEE 11

Deep: Fanning (Reef) 12

Intelligent: BF-104 Flashlight (Panasonic) 13

Complete: GS Hybrid (Lexus) 14

Elegant: Nano (Apple) 15

Emotive: Harley Davidson 16

4. Define a business model 17

• Be specific 18

• Be specific • Keep it simple 19

• Be specific • Keep it simple • Ask women 20

5. Weave a MAT (milestones, assumptions, tasks) 21

• Milestone “Finish design” 22

• Milestone “Finish design” • Assumption “Sales calls/day” 23

• Milestone “Finish design” • Assumption “Sales calls/day” • Task “Rent an office” 24

6. Niche thyself 25

Ability to provide unique product or service Value to customer 26

Ability to provide unique product or Price service Value to customer 27

Stupid Ability to provide unique product or Price service Value to customer 28

Stupid Ability to provide unique product or Dotcom Price service Value to customer 29

X Stupid Ability to provide unique product or Dotcom Price service Value to customer 30

Breitling Emergency X Stupid Ability to provide unique product or Dotcom Price service Value to customer 31

Smart Car X Stupid Ability to provide unique product or Dotcom Price service Value to customer 32

LG Kimchi refrigerator X Stupid Ability to provide unique product or Dotcom Price service Value to customer 33

7. Follow the 10/20/30 rule 34

10 slides Title Marketing and sales Problem Competition Solution Team Business model Projections Underlying magic Status and timeline 35

20 minutes 36

30 point font This is 20 points This is 14 points This is 12 points and what you’re using now 37

8. Hire infected people 38

• Ignore the irrelevant 39

• Ignore the irrelevant • Hire better than yourself 40

• Ignore the irrelevant • Hire better than yourself • Apply the shopping center test 41

9. Lower the barriers to adoption 42

• Flatten the learning curve 43

• Flatten the learning curve • Don’t ask people to do something that you wouldn’t 44

• Flatten the learning curve • Don’t ask people to do something that you wouldn’t • Embrace your evangelists 45

10. Seed the clouds 46

• Let a hundred flowers blossom 47

• Let a hundred flowers blossom • Enable test drives 48

• Let a hundred flowers blossom • Enable test drives • Find the influencers 49

11. Don’t let the bozos grind you down 50

“I think there is a world market for maybe five computers.” Thomas Watson Chairman, IBM 1943 51

“This telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” Western Union internal memo 1876 52

“There is no reason why anyone would want a computer in their home.” Ken Olsen Founder, Digital Equipment Corp. 1977 53

“It’s too far to drive, and I don’t see how it can be a business.” Guy Kawasaki Bozo 54

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The Art of the Start

by huer1278ft on Apr 11, 2007

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The Art of the Start — Presentation Transcript