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Art of the Start The Time Tested Battle Hardened Guide for Anyone Starting Anything

Год выпуска: 2004
Автор: Guy Kawasaki

Synopses & Reviews

Publisher Comments

Fully revised and expanded for the first time in a decade, this is Guy Kawasaki's classic, bestselling guide to launching and making your new product, service, or idea a success.

Whether you're an aspiring entrepreneur, small-business owner, intrapreneur, or not-for-profit leader, there's no shortage of advice on topics such as innovating, recruiting, fund raising, and branding. In fact, there are so many books, articles, websites, blogs, webinars, and conferences that many startups get paralyzed, or they focus on the wrong priorities and go broke before they succeed.

The Art of the Start 2.0 solves that problem by distilling Guy Kawasaki's decades of experience as one of the most hardworking and irreverent strategists in the business world. Guy has totally overhauled this iconic, essential guide for anyone starting anything. Its 64 percent longer than version 1.0 and features his latest insights and practical advice about social media, crowdfunding, cloud computing, and many other topics.

Guy understands the seismic changes in business over the last decade: Once-invulnerable market leaders are struggling. Many of the basics of getting established have become easier, cheaper, and more democratic. Business plans are no longer necessary. Social media has replaced PR and advertising as the key method of promotion. Crowdfunding is now a viable alternative to investors. The cloud makes basic infrastructure affordable for almost any new venture.

The Art of the Start 2.0 will show you how to effectively deploy all these new tools. And it will help you master the fundamental challenges that have not changed: building a strong team, creating an awesome product or service, and facing down your competition.

As Guy likes to say, Entrepreneur is a state of mind, not a job title. His book will help you make your crazy ideas stick, through an adventure that's more art than science the art of the start.

Review

"Kawasaki (Rules for Revolutionaries) draws upon his dual background as an evangelist for Apple's Macintosh computer and as a Silicon Valley venture capitalist in this how-to for launching any type of business project. Each chapter begins with 'GIST' ('great ideas for starting things'), covering a variety of facets to consider, from identifying your customer base and writing a business plan to establishing partnerships and building brand identity. Minichapters zero in on particular jobs that will need doing, while FAQ sections address the questions readers are most likely to have: Kawasaki covers the basics in an effectively casual tone. Much of the advice, however, consists of generic banalities start your company's name with a letter that comes early in the alphabet, use big type in presentation slides for older businessmen with declining eyesight, and avoid writing e-mails in all capital letters that can be found in any mediocre guide. Fortunately, Kawasaki does rise to the occasion here and there. He goes into great detail when it comes to raising capital and offers effective methods for sorting through the nonsense associated with interviewing prospective employees. (Sept. 9) Forecast: Drawn in part from readers of the Forbes column from which the book takes its title, Kawasaki's fan base will seek this one out (and overlook the weaker sections to get to the usable nuggets)." Publishers Weekly (Copyright 2004 Reed Business Information, Inc.)

Review

An informative, concise guide from one of Americas most influential and, yes, enchanting entrepreneurs. Kirkus Reviews Kawasaki provides insights so valuable we all wish wed had them first. Robert B. Cialdini, author of Influence The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential. Sir Richard Branson Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this. Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business Guy teaches you how to pull gems from peoples hearts and minds and how to become an effective practitioner of lifes crucial domains. Clearly, I taught him well. Dr. Phil Zimbardo, professor emeritus of psychology, Stanford University

Whether youre a C-level executive looking to lead people more effectively, a mid-level manager hoping to stand out, or a marketer trying to better spread your organizations message, youll find Enchantment absolutely, well, enchanting.

Jack Covert, 1-800-CEO-READ "Read this book to create a company as enchanting as Apple."

Steve Wozniak, co-founder of Apple

"The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People."

Michael Gartenberg, research director, Gartner

"You feel it when you drive a BMW, touch an Apple iPad, shop in a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands."

Robert Scoble, Rackspace videoblogger

Review

A successful entrepreneur requires three things: a garage, an idea, and this bookGuys irrepressible guide to the raw essentials of life in a young company. I wish we could post all this information on Sequoia Capitals Web site because it would make our jobs much easier.Michael Moritz, Sequoia CapitalWhen God made the universe, He took Guys advice and started small and put his whole heart into it. Okay, not everything turned out perfect, but as The Art of the Start makes clear, there are no guarantees, only great opportunities. Read this book and then go do something wonderful.Geoffrey Moore, author of Crossing the ChasmThis is a delightful, complete, and consummately practical entrepreneurs handbookquintessential Kawasaki. Every person who wants to start a business should read it. And read the footnote on page eight. Theres more good stuff in here, but this alone is worth the price of the book.Clayton Christensen, author of The Innovators Dilemma and The Innovators SolutionI have built my business into an internationally famous brand, and yet after reading this book, I have this nearly uncontrollable urge to chuck my whole business and start all over again. Guys book revealed so many things I had never even suspected and shattered so many of my illusions, that it read like a novel. I would love to be the bank for the people who read this book.Jay Conrad Levinson, author of the Guerrilla Marketing series of booksAs useful for the next great not-for-profit as for the next great VC-funded startup. Anyone trying to change the world should read The Art of the Start. I wish it had been around when I started Teach for America.Wendy Kopp, president and founder of Teach for America

Review

An informative, concise guide from one of Americas most influential and, yes, enchanting entrepreneurs.Kirkus ReviewsKawasaki provides insights so valuable we all wish wed had them first.Robert B. Cialdini, author of Influence The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential.Sir Richard Branson Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this.Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business Guy teaches you how to pull gems from peoples hearts and minds and how to become an effective practitioner of lifes crucial domains. Clearly, I taught him well.Dr. Phil Zimbardo, professor emeritus of psychology, Stanford UniversityWhether youre a C-level executive looking to lead people more effectively, a mid-level manager hoping to stand out, or a marketer trying to better spread your organizations message, youll find Enchantment absolutely, well, enchanting.

Jack Covert, 1-800-CEO-READ "Read this book to create a company as enchanting as Apple."

Steve Wozniak, co-founder of Apple

"The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People."

Michael Gartenberg, research director, Gartner

"You feel it when you drive a BMW, touch an Apple iPad, shop in a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands."

Robert Scoble, Rackspace videoblogger

Review

Praise for the original edition of The Art of the Start:

"A successful entrepreneur requires three things: a garage, an idea, and this book - Guy's irrepressible guide to the raw essentials of life in a young company."

Michael Moritz, Sequoia Capital

"This is a delightful, complete, and consummately practical entrepreneur's handbook. Every person who wants to start a business should read it."

Clayton Christensen, author of The Innovator's Dilemma

"Anyone trying to change the world should read The Art of the Start."

Wendy Kopp, founder of Teach for America

Synopsis

A new product, a new service, a new company, a new division, a new anything--where there's a will, here's the way, with Kawasaki's essential steps to launching one's dreams.

Synopsis

What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers.

The Art of the Start will give you the essential steps to launch great products, services, and companieswhether you are dreaming of starting the next Microsoft or a not-for-profit thats going to change the world. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GISTGreat Ideas for Starting Thingsincluding his field-tested insiders techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz.

At Apple, Kawasaki helped turn ordinary customers into fanatics. As founder and CEO of Garage Technology Ventures, he has tested his iconoclastic ideas on real- world start- ups. And as an irrepressible columnist for Forbes, he has honed his best thinking about The Art of the Start.

Synopsis

Synopsis

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal.Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, its more powerful than traditional persuasion, influence, or marketing techniques.Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions.

Synopsis

A new product, a new service, a new company, a new division, a new organization, a new anythingwhere theres a will, heres the way.It begins with a dream that just wont quit, the once-in-a-lifetime thunderbolt of pure inspiration, the obsession, the world-beater, the killer app, the next big thing. Everyone who wants to make the world a better place becomes possessed by a grand idea.

But what does it take to turn your idea into action?Whether you are an entrepreneur, intrapreneur, or not-for-profit crusader, theres no shortage of advice available on issues such as writing a business plan, recruiting, raising capital, and branding. In fact, there are so many books, articles, and Web sites that many startups get bogged down to the point of paralysis. Or else they focus on the wrong priorities and go broke before they discover their mistakes.In The Art of the Start, Guy Kawasaki brings two decades of experience as one of businesss most original and irreverent strategists to offer the essential guide for anyone starting anything, from a multinational corporation to a church group. At Apple in the 1980s, he helped lead one of the great companies of the century, turning ordinary consumers into evangelists. As founder and CEO of Garage Technology Ventures, a venture capital firm, he has field-tested his ideas with dozens of newly hatched companies. And as the author ofbestselling business books and articles, he has advised thousands of people who are making their startup dreams real.From raising money to hiring the right people, from defining your positioning to creating a brand, from creating buzz to buzzing the competition, from managing a board to fostering a community, this book will guide you through an adventure thats more art than sciencethe art of the start.

Synopsis

By now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.

But theres no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person hes ever met, to offer The Art of Social Mediathe one essential guide you need to get the most bang for your time, effort, and money.

With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused, thorough, and compelling presence on the most popular social-media platforms. They guide you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, andeffectivelyintegrate socialmedia and blogging.

For beginners overwhelmed by too many choices as well as seasoned professionals eager to improve their game, The Art of Social Media is full of tactics that have been proven to work in the real world. Or as Guy puts it, great stuff, no fluff.

Synopsis

Fully revised and updated for the first time in a decade, this is Guy Kawasaki's iconic, bestselling guide for startups of all kinds. It is required reading in entrepreneurship courses around the world, and this tenth-anniversary edition features the latest wisdom about social media, crowdfunding, cloud computing, and many other topics.

Whether you're an entrepreneur, intrapreneur, or not-for-profit leader, there's no shortage of advice on topics such as writing a business plan, recruiting, raising capital, and branding. In fact, there are so many books, articles, and websites that many startups get bogged down to the point of paralysis, or they focus on the wrong priorities and go broke before they discover their mistakes.

The Art of the Start solves that problem by distilling Guy Kawasaki's decades of experience as one of the most original and irreverent strategists in the business world. Since late 2004 it has been the essential guide for anyone starting anything, from a multinational corporation to a church group.

From raising money to hiring the right people, from defining your positioning to creating a brand, from driving buzz to buzzing the competition, this book will guide you through an adventure that's more art than science the art of the start.


About the Author

Guy Kawasakiis the chief evangelist of Canva, an online design service, and an executive fellow of the Haas School of Business at U.C. Berkeley. Previously, he was the chief evangelist of Apple and special advisor to the CEO of the Motorola business unit of Google. His many acclaimed books include The Art of the Start and Enchantment. Visitwww.twitter.com/GuyKawasaki

Peg Fitzpatrickis a social media strategist innovating the world of social media. Shes spearheaded successful social-media campaigns for Motorola, Google, Audi, Canva, and Virgin. When she dies and meets Saint Peter, the first thing hell say is, I follow you on Pinterest. Visit www.pinterest.com/PegFitzpatrick


Table of Contents

Contents

A friend is one to whom you can pour out the contents of your heart, chaff and grain alike. Knowing that the gentlest of hands will take and sift it, keep what is worth keeping, and with a breath of kindness, blow the rest away.

anonymous

Read Me First xi

Causation

Chapter 1: The Art of Starting 3

Articulation

Chapter 2:The Art of Positioning 29

Chapter 3:The Art of Pitching 44

Chapter 4:The Art of Writing a Business Plan 66

Activation

Chapter 5:The Art of Bootstrapping 79

Chapter 6:The Art of Recruiting 100

Chapter 7:The Art of Raising Capital 119

Proliferation

Chapter 8:The Art of Partnering 151

Chapter 9:The Art of Branding 167

Chapter 10:The Art of Rainmaking 192

Obligation

Chapter 11:The Art of Being a Mensch 211

Afterword 217

Index 219



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