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The Art of the Start

From Garage Technology resource section
www.garage.com
Guy Kawasaki's Lecture Series

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The Art of the Start

  1. 1. 1
  2. 2. The Art of the Start Guy Kawasaki Managing Director Garage Technology Ventures 2
  3. 3. 1. Make meaning 3
  4. 4. 2. Make mantra 4
  5. 5. “The mission of Wendy’s is to deliver superior quality products and services for our customers and communities through leadership, innovation, and partnerships.” 5
  6. 6. • Wendy’s “Healthy fast food” 6
  7. 7. • Wendy’s “Healthy fast food” • FedEx “Peace of mind” 7
  8. 8. • Wendy’s “Healthy fast food” • FedEx “Peace of mind” • Nike “Authentic athletic performance” 8
  9. 9. • Wendy’s “Healthy fast food” • FedEx “Peace of mind” • Nike “Authentic athletic performance” • Target “Democratize design” 9
  10. 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 10
  11. 11. 3. Roll the DICEE 11
  12. 12. Deep: Fanning (Reef) 12
  13. 13. Intelligent: BF-104 Flashlight (Panasonic) 13
  14. 14. Complete: GS Hybrid (Lexus) 14
  15. 15. Elegant: Nano (Apple) 15
  16. 16. Emotive: Harley Davidson 16
  17. 17. 4. Define a business model 17
  18. 18. • Be specific 18
  19. 19. • Be specific • Keep it simple 19
  20. 20. • Be specific • Keep it simple • Ask women 20
  21. 21. 5. Weave a MAT (milestones, assumptions, tasks) 21
  22. 22. • Milestone “Finish design” 22
  23. 23. • Milestone “Finish design” • Assumption “Sales calls/day” 23
  24. 24. • Milestone “Finish design” • Assumption “Sales calls/day” • Task “Rent an office” 24
  25. 25. 6. Niche thyself 25
  26. 26. Ability to provide unique product or service Value to customer 26
  27. 27. Ability to provide unique product or Price service Value to customer 27
  28. 28. Stupid Ability to provide unique product or Price service Value to customer 28
  29. 29. Stupid Ability to provide unique product or Dotcom Price service Value to customer 29
  30. 30. X Stupid Ability to provide unique product or Dotcom Price service Value to customer 30
  31. 31. Breitling Emergency X Stupid Ability to provide unique product or Dotcom Price service Value to customer 31
  32. 32. Smart Car X Stupid Ability to provide unique product or Dotcom Price service Value to customer 32
  33. 33. LG Kimchi refrigerator X Stupid Ability to provide unique product or Dotcom Price service Value to customer 33
  34. 34. 7. Follow the 10/20/30 rule 34
  35. 35. 10 slides Title Marketing and sales Problem Competition Solution Team Business model Projections Underlying magic Status and timeline 35
  36. 36. 20 minutes 36
  37. 37. 30 point font This is 20 points This is 14 points This is 12 points and what you’re using now 37
  38. 38. 8. Hire infected people 38
  39. 39. • Ignore the irrelevant 39
  40. 40. • Ignore the irrelevant • Hire better than yourself 40
  41. 41. • Ignore the irrelevant • Hire better than yourself • Apply the shopping center test 41
  42. 42. 9. Lower the barriers to adoption 42
  43. 43. • Flatten the learning curve 43
  44. 44. • Flatten the learning curve • Don’t ask people to do something that you wouldn’t 44
  45. 45. • Flatten the learning curve • Don’t ask people to do something that you wouldn’t • Embrace your evangelists 45
  46. 46. 10. Seed the clouds 46
  47. 47. • Let a hundred flowers blossom 47
  48. 48. • Let a hundred flowers blossom • Enable test drives 48
  49. 49. • Let a hundred flowers blossom • Enable test drives • Find the influencers 49
  50. 50. 11. Don’t let the bozos grind you down 50
  51. 51. “I think there is a world market for maybe five computers.” Thomas Watson Chairman, IBM 1943 51
  52. 52. “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 52
  53. 53. “There is no reason why anyone would want a computer in their home.” Ken Olsen Founder, Digital Equipment Corp. 1977 53
  54. 54. “It’s too far to drive, and I don’t see how it can be a business.” Guy Kawasaki Bozo 54

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