This document discusses various topics related to business and marketing strategies. It begins by discussing how society often judges women based on superficial attributes rather than their character. It then provides examples of company mission statements and discusses niche marketing strategies. Throughout, it provides commentary on different approaches companies can take, both good and bad. The overall message is that non-superficial qualities and fulfilling real customer needs are better guides for businesses than superficial attributes or strategies that polarize or annoy potential customers.

2. 1. Make meaning

3. 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.

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. • Wendy’s “Healthy fast food”

7. • Wendy’s “Healthy fast food
• Nike “Authentic athletic performance”

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

9. • Wendy’s “Healthy fast food”
• Nike “Authentic athletic performance”
• FedEx “Peace of mind”
• eBay “Democratize commerce”

10. “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

11. 3. Jump to the next curve

12. 4. Roll the DICEE

13. Deep: Fanning (Reef)

15. Intelligent: BF-104 Flashlight
(Panasonic)

16. Complete: Lexus

17. Elegant: Nano (Apple)

18. Emotive: Harley Davidson

19. 5. Don’t worry, be crappy

20. 6. Polarize people

21. 7. Let a hundred flowers
blossom

22. 8. Churn, baby, churn

23. 9. Niche thyself

24. Ability
to provide
unique
product or
service
Value to customer

25. Ability
to provide
unique
product or
service Price
Value to customer

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

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

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

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

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

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

32. 10. Follow the 10/20/30 rule

33. 10 slides

34. 20 minutes

35. 30 point font
This is 20 points
This is 14 points
This is 12 points and what you’re using now

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

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

38. “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

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

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

41. Blog.guykawasaki.com
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