Guy Kawasaki, previously an evangelist of Apple and one of the original marketers of the Mac, shares 12 insightful lessons he has had from working with Steve Jobs.
This came the day after Steve’s passing so was his first presentation of a new slide deck. I think Guy keeps it really interesting, relevent, and shares a wealth of personal knowledge in this talk. It goes for 47mins, but the main talk is approx. 20 mins followed by Q&A.
Check it out at: 12 Lessons Steve Jobs Taught Guy Kawasaki – http://bit.ly/s4J4Us
Below are some brief notes. Please provide any comments/thoughts in the comment section below.
(Black circles are the key headlines; white circles are my takeaways/insights)
- Experts are clueless
- Experts can become too narrow focused sometimes when you need to look at something from multiple points of view to truly understand
- Customers cannot tell you what they need
- Asking the question ‘What keeps you up at night’ is the worst question you can ask. Sometimes just finding out what this is a market opportunity!
- I want better, faster, cheaper (it’s the status quo)
- Customers can’t tell you how to make a revolution (jumping the curve). They can help you make incremental changes though
- 10% vs 10x
- Biggest challenges beget the best work
- Wouldn’t it be cool if……?
- Solve the small problems that many people have (great marketing opportunity, that is valuable)
- Design counts
- In a world everyone is talking about price, everyone cares about design
- Presentations: Big graphics. Big fonts
- Best tip I ever learnt was decide if you’re presenting or creating a document. This will change the focus of how you create your slide deck
- Jump curves, not better sameness
- Ice harvester, Ice factory, Fridge (different market curves)
- Too often companies don’t (can’t) redefine their business. You may need to jump curves
- It’s not 10% better, it’s 10x better
- “Works” or “doesn’t work” is all that matters
- Don’t get stuck in one position. Be open to changing if it makes sense
- iPhone and iStore story
- True intelligence is the ability to change ones mind
- “Value” is different from “price”
- Engineers have to create and unique/valuable product. Marketers need to convince the world that the product is unique/valuable
- The value is so great the price becomes irrelevant
- A players hire A+ players. B players hire C players
- Don’t lower your standards otherwise you will experience the bozo explosion
- Hire people who are better than you and be proud of it!
- Develop the emotional intelligence and let go of the ego. Let these great people do what they are great at
- Real CEOs can demo
- If you can’t demo, then quit
- Real entrepreneurs ship
- Don’t worry, be crappy. When you do jump curves, the first version can have elements that are crappy but it’s revolutionary! Ship something, get something out there.
- Some things needs to be believed to be seen
- This is how it works for an entrepreneur. You need to believe it, push it and then others will see and believe it. Believe in yourself
- (This is my personal favourite insight from Guy)
Pitching tips (bonus)
- Pitching is like online dating
- Compare eHarmony (lots of questions, search for your soulmate) vs Hot or Not (simple, fast, raw)
- VC’s decide within 30 seconds if they think you’re Hot or Not!
- In the first 30 seconds, you need to explain ‘what the hell you do’ not who you are
- They want a product that they themselves want to use