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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