This document contains 11 sections providing advice on company strategy and marketing. It recommends companies find their meaning and mantra, continually innovate to stay ahead of competition, develop unique value propositions, perfect pitches and marketing, and ignore naysayers who fail to recognize potential in new technologies.

1. GuyKawasaki@gmail.com

2. 1.
MAKE
MEANING

3. Company
Meaning
Computers
Information
Commerce
Video

4. 2.
MAKE
MANTRA

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

6. Company
Mantra
“Healthy fast food”
“Authentic athletic
performance”
“Peace of mind”

7. 3.
JUMP
TO THE NEXT
CURVE

8. ICE
1.0
HARVEST

9. ICE
2.0
FACTORY

10. ICE
3.0
FRIDGE

11. 4.
ROLL
the DICEE

12. DEEP
Fanning, Reef

13. INTELLIGENT
MyKey
(Ford)

14. COMPLETE
LS, Lexus

15. EMPOWERING
Air (Apple)

16. Elegant
Eames Lounger (Herman Miller)

17. 5.
DON’T
WORRY
BE CRAPPY

18. 6.
LET
100 FLOWERS
BLOSSOM

19. 7.
POLARIZE
PEOPLE

20. 8.
CHURN
BABY, CHURN

21. 9.
NICHE
THYSELF

22. Unique
Value

23. Unique
Value

24. Unique
Value

25. 10.
PERFECT
YOUR PITCH

26. CUSTOMIZE YOUR INTRO

29. FOLLOW
10
20
RULE
30

30. 10 slides

31. 20 min

32. 30 point font
This is 20 points
This is 14 points
This is 12 points

33. DON’T LET
11.
THE BOZOS GRIND
YOU DOWN

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

35. 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

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

37. GuyKawasaki@gmail.com