the art of the start
TRANSCRIPT
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The Art of the StartGuy KawasakiManaging DirectorGarage Technology Ventures
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1. Make meaning
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2. Make mantra
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“The mission of Wendy’s is to deliversuperior quality products and servicesfor our customers and communitiesthrough leadership, innovation, andpartnerships.”
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• Wendy’s “Healthy fast food”
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• Wendy’s “Healthy fast food”• FedEx “Peace of mind”
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• Wendy’s “Healthy fast food”• FedEx “Peace of mind”• Nike “Authentic athletic performance”
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• Wendy’s “Healthy fast food”• FedEx “Peace of mind”• Nike “Authentic athletic performance”• Target “Democratize design”
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Dilbert Mission Statement Generator
“We exist to professionally build long-term high-impact sources so that wemay endeavor to synergisticallyleverage existing effective deliverablesto stay competitive in tomorrow’sworld.”
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3. Roll the DICEE
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Deep: Fanning (Reef)
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Intelligent: BF-104 Flashlight(Panasonic)
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Complete: GS Hybrid(Lexus)
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Elegant: Nano (Apple)
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Emotive: Harley Davidson
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4. Define a business model
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• Be specific
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• Be specific• Keep it simple
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• Be specific• Keep it simple• Ask women
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5. Weave a MAT (milestones, assumptions, tasks)
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• Milestone “Finish design”
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• Milestone “Finish design”• Assumption “Sales calls/day”
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• Milestone “Finish design”• Assumption “Sales calls/day”• Task “Rent an office”
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6. Niche thyself
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Abilityto provideuniqueproduct orservice
Value to customer
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Abilityto provideuniqueproduct orservice
Value to customer
Price
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Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
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Abilityto provideuniqueproduct orservice
Value to customer
Stupid
PriceDotcom
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Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
X
Dotcom
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Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
X
Dotcom
Breitling Emergency
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Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
X
Dotcom
Smart Car
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Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
X
Dotcom
LG Kimchi refrigerator
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7. Follow the 10/20/30 rule
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10 slidesTitle Marketing and salesProblem CompetitionSolution TeamBusiness model ProjectionsUnderlying magic Status and timeline
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20 minutes
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30 point font
This is 20 pointsThis is 14 points
This is 12 points and what you’re using now
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8. Hire infected people
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• Ignore the irrelevant
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• Ignore the irrelevant• Hire better than yourself
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• Ignore the irrelevant• Hire better than yourself• Apply the shopping center test
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9. Lower the barriers to adoption
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• Flatten the learning curve
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• Flatten the learning curve• Don’t ask people to do something that
you wouldn’t
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• Flatten the learning curve• Don’t ask people to do something that
you wouldn’t• Embrace your evangelists
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10. Seed the clouds
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• Let a hundred flowers blossom
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• Let a hundred flowers blossom• Enable test drives
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• Let a hundred flowers blossom• Enable test drives• Find the influencers
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11. Don’t let the bozos grindyou down
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“I think there is a world market for maybe fivecomputers.”
Thomas WatsonChairman, IBM
1943
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“This telephone has too many shortcomingsto be seriously considered as a means ofcommunication. The device is inherently ofno value to us.”
Western Union internal memo1876
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“There is no reason why anyone would want acomputer in their home.”
Ken OlsenFounder, Digital Equipment Corp.
1977
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“It’s too far to drive, and I don’t see how it canbe a business.”
Guy KawasakiBozo