1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s...
Transcript of 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s...
![Page 1: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/1.jpg)
![Page 2: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/2.jpg)
1. Make meaning
![Page 3: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/3.jpg)
• Increase the quality of life
![Page 4: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/4.jpg)
• Increase the quality of life• Right a wrong
![Page 5: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/5.jpg)
• Increase the quality of life• Right a wrong• Prevent the end of something good
![Page 6: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/6.jpg)
2. Make mantra
![Page 7: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/7.jpg)
“The mission of Wendy’s is to deliversuperior quality products and servicesfor our customers and communitiesthrough leadership, innovation, andpartnerships.”
![Page 8: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/8.jpg)
• Wendy’s “Healthy fast food”
![Page 9: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/9.jpg)
• Wendy’s “Healthy fast food”• FedEx “Peace of mind”
![Page 10: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/10.jpg)
• Wendy’s “Healthy fast food”• FedEx “Peace of mind”• Nike “Authentic athletic performance”
![Page 11: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/11.jpg)
• Wendy’s “Healthy fast food”• FedEx “Peace of mind”• Nike “Authentic athletic performance”• Target “Democratize design”
![Page 12: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/12.jpg)
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.”
![Page 13: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/13.jpg)
3. Get going
![Page 14: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/14.jpg)
• Think different
![Page 15: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/15.jpg)
• Think different• Polarize people
![Page 16: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/16.jpg)
• Think different• Polarize people• Find a few soul mates
![Page 17: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/17.jpg)
4. Define a business model
![Page 18: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/18.jpg)
• Be specific
![Page 19: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/19.jpg)
• Be specific• Keep it simple
![Page 20: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/20.jpg)
• Be specific• Keep it simple• Ask women
![Page 21: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/21.jpg)
5. Weave a MAT (milestones, assumptions, tasks)
![Page 22: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/22.jpg)
• Milestone “Finish design”
![Page 23: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/23.jpg)
• Milestone “Finish design”• Assumption “Sales calls/day”
![Page 24: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/24.jpg)
• Milestone “Finish design”• Assumption “Sales calls/day”• Task “Rent an office”
![Page 25: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/25.jpg)
6. Niche thyself
![Page 26: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/26.jpg)
Abilityto provideuniqueproduct orservice
Value to customer
![Page 27: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/27.jpg)
Abilityto provideuniqueproduct orservice
Value to customer
Price
![Page 28: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/28.jpg)
Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
![Page 29: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/29.jpg)
Abilityto provideuniqueproduct orservice
Value to customer
Stupid
PriceDotcom
![Page 30: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/30.jpg)
Abilityto provideuniqueproduct orservice
Value to customer
Stupid
Price
X
Dotcom
![Page 31: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/31.jpg)
7. Follow the 10/20/30 rule
![Page 32: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/32.jpg)
10 slidesTitle Marketing and salesProblem CompetitionSolution TeamBusiness model ProjectionsUnderlying magic Status and timeline
![Page 33: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/33.jpg)
20 minutes
![Page 34: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/34.jpg)
30 point font
This is 20 pointsThis is 14 points
This is 12 points and what you’re using now
![Page 35: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/35.jpg)
8. Hire infected people
![Page 36: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/36.jpg)
• Ignore the irrelevant
![Page 37: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/37.jpg)
• Ignore the irrelevant• Hire better than yourself
![Page 38: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/38.jpg)
• Ignore the irrelevant• Hire better than yourself• Apply the shopping center test
![Page 39: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/39.jpg)
9. Lower the barriers to adoption
![Page 40: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/40.jpg)
• Flatten the learning curve
![Page 41: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/41.jpg)
• Flatten the learning curve• Don’t ask people to do something that
you wouldn’t
![Page 42: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/42.jpg)
• Flatten the learning curve• Don’t ask people to do something that
you wouldn’t• Embrace your evangelists
![Page 43: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/43.jpg)
10. Seed the clouds
![Page 44: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/44.jpg)
• Let a hundred flowers blossom
![Page 45: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/45.jpg)
• Let a hundred flowers blossom• Enable test drives
![Page 46: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/46.jpg)
• Let a hundred flowers blossom• Enable test drives• Find the influencers
![Page 47: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/47.jpg)
11. Don’t let the bozos grindyou down
![Page 48: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/48.jpg)
“I think there is a world market for maybe fivecomputers.”
Thomas WatsonChairman, IBM
1943
![Page 49: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/49.jpg)
“This telephone has too many shortcomingsto be seriously considered as a means ofcommunication. The device is inherently ofno value to us.”
Western Union internal memo(1876)
![Page 50: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/50.jpg)
“There is no reason why anyone would want acomputer in their home.”
Ken OlsenFounder, Digital Equipment Corp.
1977
![Page 51: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/51.jpg)
“It’s too far to drive, and I don’t see how it canbe a business.”
Guy KawasakiBozo
![Page 53: 1. Make meaning - Guy Kawasakifiles.guykawasaki.com/blog/files/051306TIE.pdf · •Wendy’s “Healthy fast food” •FedEx “Peace of mind” •Nike “Authentic athletic performance”](https://reader035.fdocuments.in/reader035/viewer/2022062909/5b3cbc267f8b9a9a098b57c3/html5/thumbnails/53.jpg)