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Gnomedex 2007 – Guy Kawasaki

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http://live.pirillo.com/ – Guy Kawasaki speaks live at Gnomedex, 2007.

Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Entrepreneur Magazine. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

Evangelism is loosely defined as “Militant zeal for a cause”. In this instance, we are discussing Tech Evangelism. In Guy’s opinion, most high tech CEOs suck as speakers. Thus, Guy has instituted his “11 points of Evangelism”, to use in all his talks. Following are those points:

Make meaning The people whose goal it is to flip their companies in twelve months for selling are the ones who normally fail.

Make a mantra that explains why you exist A mantra is normally two or three words. Mission statements are a huge mistakes. In Silicon Valley, developing a mission statement is a two-day offsite trip where they hire a third-party leader. The first day is spent in team exercises.

Roll the DICEE This stands for: D eep. I ntelligent. C omplete. Elegant. E motive.

Niche Thyself You want to provide high value to the customer along with the ability to provide a unique product or service. Examples are Fandango or Quiksilver watches, as well as a Breitling Emergency watch, Smart Car, LG Kimchi refrigerator.

Let a hundred flowers blossom You will be surprised that the people you make your product for don’t use it, and the people you didn’t think would use it are the ones adopting it. If it happens, take the money and ask the people why they are buying it and give them more reason.

Make it personal Most marketing people in tech try to describe their product/service in lofty terms. How does this product affect YOU?

Find the true influencers Startups try to find the CXO person. The higher you go in most organizations, the thinner the air. The influencers are tech support, database admins, secretaries, etc.

Enable test drives You WANT people to test your products and your ideas.

Look for agnostics, not atheists In other words, you can’t necessarily sell to somebody who is against the concept, but you can sell to somebody who is not familiar with it at all.

Provide a slippery slope You want to suck them into your cause by giving easy changes to they fall right in to your product or service.

Don’t let the bozos grind you down If you have something revolutionary, people are going to tell you that you are going to fail.

In closing, Guy reminds us all that when it comes to releasing new products, his motto is: “Don’t Worry… be Crappy!”. It’s ok if there are bugs in your first release. That is expected by consumers. If you wait to release until you feel your product is perfect, someone else will have beat you to the punch. Make the best first release you can, and get it out there. Learn from the feedback you’re given, and improve your product.

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