Notesale: Turn your study into money

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What I learned from Guy Kawasaki
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And that would lead you to change
the world
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If you start off wanting money, you wont get money or change the world and most
probably fail
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2- Make a Mantra
(a two or three or maybe even four word explanation of why your meaning should exist)
Example of wendy’s mission statement:
- The mission of Wendy’s is to deliver supers quality products and services for our
costumers and communities through leadership innovation and partnership
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Dont make a mission statement, make a mantra
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When you decided on what your meaning is, then try to find not more than 5 words explaining
why your meaning should exist
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When they were working on the new macintosh computer, they didnt try to make “a better Apple
2” But go to the next level of personal computer
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0) in the late 1800’s - early 1900’s there was an
ice harvesting business growing in the US
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0
now we have an ice factory
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0
the refrigerator!
Now the problem is not waiting for winter or not letting the factory make and deliver you ice
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Why? Because most companies define themselves by what they do NOT the benefits they
provide
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(If apple had done that, it wouldn’t have kept evolving and reached the next curve every once in
a while with it’s innovation)
You go from a normal printer to a laser printer to 3D printer
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4- Roll the Dicee
These are the 5 qualities of great innovation:
1- Deep (lots of features lots of functionality)
2- Intelligent
3- Complete
4- Empowering
5- Elegant
Deep:
“Reef” fanning sandel
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And that metal clip is for opening beer bottles
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This is a perfect thing for me
since I am going through a midlife crisis almost 59, and want something to abolish the feeling of
inadequacy
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)
Ford however, has a very intelligent device called the “My Key” which gives you the ability to
program the top speed of the car into the key…
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Complete:
it is the totality of the product
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Empowering:
Great products make you feel creative, feel productive, they enhance you, they change
the meaning go your life
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Windows however makes you want to wrestle it to get creative or productive
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Somebody cared how your phone looked
when you are holding it infront of your colleagues
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The first macintosh, no software, no harddisk, not enough ram
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And
that is a very valuable lesson, share your work, don’t worry, be crappy
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I’m not saying you should ship crap, I am saying that you should ship things that are
revolutionary, innovative, on the next curve THAT HAVE elements of crappiness to it
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It means that at the start of great innovation you may start TO THINK that you have in
mind EXACTLY what your users and costumers should do with your product
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AND it will be people you may have not anticipated to be your users or costumers
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POSITIONING AND BRANDING ultimatly comes down to what the consumer decides
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So, with macintosh, they thought they had a spreadsheet, database and work processing
machine
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It was the oldest page maker
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Apple would be dead right now
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Tak a chance with branding and positioning yourself, but if your costumers say it’s a desktop
publishing machine, then you become a desktop publishing machoine
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Then there are people who hate TeVo, and those are usually people who work in Large brands
and advertising agencies
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So Polarizing is having everyone split into 2 sides
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Normal people love TeVo cause they can time shift TV
Agnecies Hate teVo because it allows people to skip ads
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I’m not saying that you should intentionally piss people off
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8- Churn Baby, Churn
This is what innovators do
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1 then 1
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3 then to 2
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Why, because the “Nay Sayers” will keep saying
this can’t be done, this shouldn’t be done
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BUT! as soon as you ship your product, you need to flip and start listening to those people
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change it, change it and change it
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9- Niche Thyself
It is a very simple chart, on the vertical axis we measure “uniquness” on the Horizontal axis we
measure “Value”
Bottom right = great value, not unique (compete on price)
upper left = unique, no value
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com corner) its just like ordering online
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