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1. Make meaning
A woman is often measured by the things she cannot
control. She is measured by the way her body curves or
doesn’t curve.

By where she is flat or straight or round. She is measured
by 36-24-36 and inches and ages and numbers. By all the
outside things that don’t ever add up to who she is on the
inside.

And so if a woman is to be measured, let her be measured
by the things she can control, by who she is and who she
is trying to become because as every woman knows,
measurements are only statistics, and statistics lie.
2. Make mantra
“The mission of Wendy’s is to deliver
 superior quality products and services
 for our customers and communities
 through leadership, innovation, and
 partnerships.”
• Wendy’s   “Healthy fast food”
• Wendy’s   “Healthy fast food
• Nike      “Authentic athletic performance”
• Wendy’s   “Healthy fast food”
• Nike      “Authentic athletic performance”
• FedEx     “Peace of mind”
•   Wendy’s   “Healthy fast food”
•   Nike      “Authentic athletic performance”
•   FedEx     “Peace of mind”
•   eBay      “Democratize commerce”
“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
3. Jump to the next curve
4. Roll the DICEE
Deep: Fanning (Reef)
Intelligent: BF-104 Flashlight
(Panasonic)
Complete: Lexus
Elegant: Nano (Apple)
Emotive: Harley Davidson
5. Don’t worry, be crappy
6. Polarize people
7. Let a hundred flowers
   blossom
8. Churn, baby, churn
9. Niche thyself
Ability
to provide
unique
product or
service
             Value to customer
Ability
to provide
unique
product or
                        Price
service
             Value to customer
Stupid
Ability
to provide
unique
product or
                        Price
service
             Value to customer
Stupid
Ability
to provide
unique
product or
             Dotcom     Price
service
             Value to customer
X
             Stupid
Ability
to provide
unique
product or
             Dotcom     Price
service
             Value to customer
Breitling Emergency

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

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

                          X
             Stupid
Ability
to provide
unique
product or
             Dotcom     Price
service
             Value to customer
10. Follow the 10/20/30 rule
10 slides
20 minutes
30 point font


    This is 20 points
    This is 14 points

    This is 12 points and what you’re using now
11. Don’t let the bozos grind
    you down
“I think there is a world market for maybe five
 computers.”
                                   Thomas Watson
                                    Chairman, IBM
                                             1943
“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
“There is no reason why anyone would want a
 computer in their home.”
                                        Ken Olsen
                  Founder, Digital Equipment Corp.
                                              1977
“It’s too far to drive, and I don’t see how it can
 be a business.”
                                     Guy Kawasaki
                                            Bozo
Blog.guykawasaki.com

For copies, send an email to:
gina@garage.com

Photos from iStockPhoto.com

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The Art of Innovation (by Guy Kawasaki)