Guy Kawasaki came up and after few Apple PC jokes, he gave a bit of an introduction and bit of history on his time at Apple. He follows his top ten format about “the Art of Innovationâ€. He mentions he came late to the blogging game, he feels that some early bloggers were egomaniacs. He’s also set a goal to get into the top 10 of Technoraiti.
Make Meaning
Improve peoples lives make them more productive, creative. Pitching an idea is not about making money, but about making a difference. As an example he uses a Nike sneaker, they are selling more than two pieces of leather, rubber, and cotton manufactured under suspect conditions.
Make a Mantra
It’s more than creating a mission statement at an offsite location on a two day retreat. As example he uses the Wendy’s mission statement as an example of a bad mission statement.
To deliver superior-quality products and services to customers and communities through leadership, innovation, and partnership. Now, don’t get me wrong: I love Wendy’s. I love fast food. But I have to tell you, it never, ever occurred to me when I ate at Wendy’s that I was participating in something involving leadership, innovation, and partnership.
Jump to the Next Curve
Most people innovate by approaching and solving a problem with the same methods just improving efficiency. You need to find new ways to solve problems.
Roll the Dicee
D great products are deep, as an example he shows a sandal from reef that also is a bottle opener.
I intelligent products he shows as an example of a flashlight that accepts different that uses 3 sizes batteries
C Completeness as an example he uses Lexus, a car is more than the car, it’s the service, the quality, the support.
E Elegance as an example he uses the IPod simple products that are easy to use
E Emotive he uses Harley Davidson and how they are passionate emotive users
Don’t Worry Be Crappy
Most technology companies ship first then fix the product. Products should be revolutionary and not worry about having crappy parts, as long as you aren’t completely crappy
Polarize People
Some people will live it some will hate, that creates passionate customers. As an example he says how he uses Tivo but doesn’t watch commercials, this kind of behavior polarizes people.
Let One Hundred Flowers Blossom
Let people use the products the way they want which is not always the way you intended. As an example desktop publishing saved Apple who focused on business applications. Go to the people who are using your product to make it better, instead of converting people who aren’t.
Churn, Baby Churn
Keep cranking out newer and incremental versions that continually improve with each revision.
Niche thyself
He uses a graph about marketing. High value but not unique you must compete on price. No value but you are the only person doing it. Not unique and no of value this is the dotcom era. As an example he uses Fandango who gives him movie tickets and the ability to bypass the ticket line.
Follow the 10/20/30 rule
No presentation should have more than 10 slides
Presentations should be no longer than 20 minutes
30 is the optimal font size
Don’t Let the Bozos Grind you Down
Don’t listen to other people who try to drag you down and stop you from reaching your goal. As example he compares Western Union to Paypal, Western Union should have been what Paypal today.
He concludes by begging for links which gets a big laugh from the crowd.
You can also check out Barry’s Summary on SERoundtable
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