You might want to drop Monica a line if you find this of use to you.
______________________
Great Optimism,
Dutch Driver
Abilene, TX
Hm. Telephone: 915.698.7217
mailto:
ddriver@cs1.mcm.edu
---------- Forwarded message ----------
Date: Sat, 8 Nov 1997 10:27:24 -0800
From: Monica Sallouti <
sallouti@sonic.net>
To:
odnet@tmn.tmn.com
Subject: ODNet: Guy Kawasaki Lecture
Hi, everyone! I attended a lecture at Haas School of Business at UC
Berkeley and I thought I'd share the nuggets here. I hope you enjoy.
Guy Kawasaki, Apple Fellow and Chief Evangelist for Apple Computer lectured
a crowd of 200 people on Friday, November 7. He offered his Top Ten Rules
for Revolutionaries, regardless if your venture is with a new product or a
new service.
1.) Think differently. Do this by purging yourself of your idols and
truths you take for granted. Do this by looking at things from a different
angle. Do this by working backwards from your goal (what do you want your
customers to have).
2.) Don't worry, be crappy. Get your stuff out there, don't wait for
perfection because you can't know what perfect is until it's used. Your
product must be "deep", which means it must have functionality. It must
be indulgent, which means it should feel special to the customer. It must
be elegant in both design and interface. It must also cause strong
emotions, whether they be positive or negative. At this stage, the advice
is to go with your gut, design what you'd like to use and for now ignore
research and marketing numbers. Ship it.
3.) Churn, baby, churn. Don't stay in "don't worry, be crappy". After you
ship, then listen to your customers and the research. Assume you'll have
to change things. Plan that it won't work; always build in the flexibility
to revise. Eat your own dog food: you have to use your own product.
4.) Break down the barriers; be they ignorance (no one knows you/your
product), inertia (won't change), complexity (difficult to use/get),
channels (sales channel), price. Give people the chance to test drive it
for free, give them a sense of ownership by giving them the opportunity to
revise it. Make mountains out of mountains; make outrageous statements to
get people's attention. Jump on the big band wagons, like the internet to
overcome barriers.
5.) Make evangelists, not sales. Sales is an exchange, evangelism is
buying into a dream. Sales is about gain, evangelism is about the other
person's best interest. Turn facts into emotions. Let a thousand flowers
bloom. Don't be caught up in how your product is used. Listen to weird
ideas.
6.) Avoid death magnets. Get out of the fallacious thinking that cutting
prices will increase market share which in turn will increase
profitability. In other words, if you are Cadillac, stay Cadillac, don't
make silly Cimarrons.
7.) Eat like a bird, poop like an elephant. Eat your weight in information
several times over and spread it out wide. Become a research library,
learn in many fields, especially those not in your field, draw parallels.
Open your standards. Make a little money on lots of things instead of a
lot on a few.
8.) Never ask customers to do something you wouldn't do yourself. If you
were the customer, would you tolerate it?
9.) Find the right people; the people who "get" your product. Find people
in the middle and bottom of organizations.
10.) Do not let the bozos grind you down. Sometimes ignoring is bliss.
Abundant resistance could be a sign of a good product.
Kawasaki concluded with comments about winning and joy. Winning is a
means not an end; it forces others to play at a higher level. He also
expressed that what counts is joy in what you do, how you do it, what you
believe in.
o \ o / _ o __| \ / |__ o _ \ o / o
/|\ | /\ ___\o \o | o/ o/__ /\ | /|\
/ \ / \ | \ /) | ( \ /o\ / ) | (\ / | / \ / \
Monica Sallouti, M.A.
Quantum Leap Consulting
Graphic Recording
Organization Development
(707) 569-8830
Reply to:
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