Guy Kawasaki Keynote

Guy’s about to start speaking, had some video problems he says “I promise its not the mac’s fault”.
He says he’s using the word “interesting” loosely and euphemistically when speaking about working for Steve Jobs, the guys there were some of biggest egos in the valley. The Macintosh division would not let the Apple II people into their buildings. He tells the mac and microsoft version of the lightbulb joke. He says his book and speach have to do as much with what he did right as what he did wrong.
His speach today is The Art of Innovation.
He says high-tech CEO speakers “suck as speakers and you have no idea how much longer they’re going to suck”. His speach is going to be based on a top ten list.
Guy is obsessed with his technorati ranking and his goal is to be on the top 10, but he’s on 46 and he’s asking for help with link optimization to boost his rank.

  1. Make Meaning
  2. Make Mantra
  3. Jump to the Next Curve
  4. Roll the DICEE
  5. Don’t Worry, be crappy
  6. Polarize People
  7. Let a hundred flowers blossom
  8. Churn Baby Churn
  9. Niche Thyself
  10. Follow the 10/20/30 Rule
  11. Don’t let the bozo’s grind you down

1: Make Meaning Entrepueners are (or should be) in it for very pure reasons, VC are looking for people who are looking to make meaning, not who are starting off to make money. You’ll attract only MBAs, investment bankers and consultants if you start of looking to get rich.
He uses Nike as an example of a company that has given meaning to two piecees of cotton, leather and rubber.
2: Make Mantra Two or three words why you exist. He uses Wendy’s mission statement as an example. In all the time’s he’s been to Wendy’s its never occured to him that he’s participating in “leadership, innovation and partnerships”. This type of think is too long. It should be “healthy, fast food”.
nike is good: “authentic althetic performance”
fedex is “peace of mind”
Ebay “democratize commerce”
Why should your company exist? Mission statements are bullshit.
3: Jump to the Next Curve He uses Ice harvester, ice factory, refrigerator as an example of innovation. Most companies try to be a 10 or 15 percent better ice factory, instead they should try to jump to the next curve. Don’t duke it out on the same curve.
4: Roll the DICEE More parameters about what defines a great product.
Depth: Like the sandle made by reef call the Fanning. It has a beer bottle opener on the bottom.
Intelligent: Panasonic BF-104 flashlight, it takes multiple size batteries.
Completness: Lexus GS Hybrid. The whole experience around a product (not just the software, the support, the community the adons)
Elegance: Ipod Nano, simplicity.
Emotive: Harley Davidson, great products create strong emotions.
5: Don’t worry, be crappy Version one of a revolution means you don’t have to apologize, we ship and then we test. He says the first mac was crappy, but it was revolutionary crap. You should ship revolutionary stuff with elements of crap.
6: Don’t be afraid to polarize people Create a product that you yourself want to use and you will polarize people. People will either love it or hate it, like harley davidson or tivo. Some people hate Tivo, others are tivo evangalists. Like the Scion XB, “rolling refrigerator”. Otherwise you’ll create medocrity. Make things that appeal greatly to some people and ignore the rest.
7: Let a hundred flowers blossom Some companies freak out when unexpected people use their products. His first advice is “take the money”. He says this is a good thing, take your best shot at who you think your best customers is, but plant fields of flowers, because you won’t know which will take root and hallelujiah if flowers take root that you didn’t expect, like apple. Aldus pagemaker saved apple. He believes in god because there is no other reason for apple continued survival, god loves digital music and wants you to pay 99cents per song. Its very hard to convince an athiest to switch gods. rather than ask those people who have not bought your product why not and trying to fix it, you should ask the people who have bought your product and ask them and give them more reasons. Do not waste your time with athiest.
8: Churn Baby Churn It is not ok to ship crap and stay crappy, reiterate often. Innovation is not an event, it is a process. Like the people who said the mac needed slots and a bigger processer. Version one must become vrsion 2.
9: Niche Thyself he shows a graph with one axis as “ability to provide unique product or service” and the other as “value to the customer”. You want to be high and to the right. One corner you provide something of great value to the customer but you’re not unique like dell you have to compete on price. the next customer is you provide something of no value to the customer and you’re unique (you’re stupid). another is you provide something of no value and you’re not unique (the dot-com corner). He uses the dog food online store example. The discount was more than compensated for the cost of shipping heavy dog food. They were also not unique. The high and to the right corner, his example is fandango. another example is the breitling emergency watch, with an emergency transmitter. Or a smart car, or the LV Kimchi Refrigerator. Unique and valuable to the customer.
10: The 10/20/30 Rule He uses his beneers disease as an example, there are lots of things you can control. He says he listens to people pitch him all day long who say they have paradigm shifting ways to sell dog food online. One juicy idea was to build a geodisic dome over la to control pollution, another was to buy israel to make it a theme park, another was a paradigm shifting way to save drowning people they have tech to save these people. It was 15 feet of red tape rolled up into a ball. The 10/20/30 rule of power point.
10 slides
20 minutes
30 point font
11: Don’t let the bozo’s grind you down They’ll tell you it can’t be done. there are two kinds: the slovenly looser bozo. The dangerous bozo is the skinny svelte dressed in all black rich bozo. Not all rich famous people are smart.
Examples of bozosity:
“I think there is a world market for maybe five computers” Chairmen of IBM in 1943
“This telephone has too many shortcomings to be sertiously considered as a means of communicaion. The device is inherently of no value to us” Western Union memo from 1876
“There is no reason why anyone would want a computer in your home” Founder of DEC in 1977
“its too far to drive, and I don’t see how it can be a business” Guy Kawasaki when he was asked to interview for the CEO position for Yahoo. He says this response cost him 2 billion dollars. He’s obsessed about it.
he needs some links to his blog.

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