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Art Of The Start
Guy Kawasaki
   Managing Director
   Garage Technology Ventures
1. Make meaning
• Increase the quality of life
• Increase the quality of life
• Right a wrong
• Increase the quality of life
• Right a wrong
• Prevent the end of something good
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”
• FedEx     “Peace of mind”
• Wendy’s   “Healthy fast food”
• FedEx     “Peace of mind”
• Nike      “Authentic athletic performance”
•   Wendy’s    “Healthy fast food”
•   FedEx      “Peace of mind”
•   Nike       “Authentic athletic performance”
•   Mary Kay   “Enriching women’s lives”
“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. Get going
• Think different
• Think different
• Polarize people
• Think different
• Polarize people
• Find a few soul mates
4. Define a business model
• Be specific
• Be specific
• Keep it simple
• Be specific
• Keep it simple
• Ask women
5. Weave a MAT (milestones,
   assumptions, tasks)
• Milestone   “Finish design”
• Milestone    “Finish design”
• Assumption   “Sales calls/day”
• Milestone    “Finish design”
• Assumption   “Sales calls/day”
• Task         “Rent an office”
6. Niche thyself
Ability
to provide
unique
product or
service
             Value to customer
Ability
to provide
unique
product or
service                 Price

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

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

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

             Value to customer
7. Follow the 10/20/30 rule
10 slides
   Title              Marketing and sales
   Problem            Competition
   Solution           Team
   Business model     Projections
   Underlying magic   Status and timeline
20 minutes
30 point font

   This is 20 points
   This is 14 points

   This is 12 points and what you’re using now
8. Hire infected people
• Ignore the irrelevant
• Ignore the irrelevant
• Hire better than yourself
• Ignore the irrelevant
• Hire better than yourself
• Apply the shopping center test
9. Lower the barriers to adoption
• Flatten the learning curve
• Flatten the learning curve
• Don’t ask people to do something that
  you wouldn’t
• Flatten the learning curve
• Don’t ask people to do something that
  you wouldn’t
• Embrace your evangelists
10. Seed the clouds
• Let a hundred flowers blossom
• Let a hundred flowers blossom
• Enable test drives
• Let a hundred flowers blossom
• Enable test drives
• Find the influencers
11. Be a mensch
• Help people who cannot help you
• Help people who cannot help you
• Do the right thing, the right way
• Help people who cannot help you
• Do the right thing, the right way
• Pay back society
Photo by Sim Kok Chwee



The Art of Emailing
  For copies, send an email to:
  guy@garage.com

  Stock photos from iStockphoto.com
Question and Answer
Art Of The Start

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Art Of The Start