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Guy Kawasaki - The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

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Guy Kawasaki The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything
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Editorial ReviewsFrom Publishers WeeklyKawasaki (Rules for Revolutionaries) draws upon his dual background as an evangelist for Apples 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 banalitiesstart your companys 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 lettersthat 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.Copyright Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.About the AuthorGuy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, Boot Camp for Start-ups, around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.

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The Art of the Start

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Also by Guy Kawasaki


Database 101

Hindsights

How to Drive Your Competition Crazy

Rules for the Revolutionaries

Selling the Dream

The Computer Curmudgeon

The Macintosh Way

THE ART OF THE START

THE TIME-TESTED, BATTLE-HARDENED GUIDE FOR ANYONE STARTING ANYTHING

Guy Kawasaki

PORTFOLIO
Published by the Penguin Group
Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, U.S.A.
Penguin Group (Canada), 10 Alcorn Avenue, Toronto, Ontario, Canada M4V 3B2
(a division of Pearson Penguin Canada Inc.)
Penguin Books Ltd, 80 Strand, London WC2R 0RL, England
Penguin Ireland, 25 St Stephens Green, Dublin 2, Ireland (a division of Penguin Books Ltd)
Penguin Books Australia Ltd, 250 Camberwell Road, Camberwell, Victoria 3124,
Australia (a division of Pearson Australia Group Pty Ltd)
Penguin Books India Pvt Ltd, 11 Community Centre, Panchsheel Park, New Delhi
110 017, India
Penguin Group (NZ), Cnr Airborne and Rosedale Roads, Albany, Auckland,
New Zealand (a division of Pearson New Zealand Ltd)
Penguin Books (South Africa) (Pty) Ltd, 24 Sturdee Avenue, Rosebank, Johannesburg
2196, South Africa

Penguin Books Ltd, Registered Offices:
80 Strand, London WC2R 0RL, England

First published in 2004 by Portfolio,
a member of Penguin Group (USA) Inc.

Copyright Guy Kawasaki, 2004
All rights reserved

Publishers Note
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If you require legal advice or other expert assistance, you should seek the services of a competent professional.

LIBRARY OF CONGRESS CATALOGING-IN-PUBLICATION DATA

Kawasaki, Guy, 1954
The art of the start: the time-tested, battle-hardened guide for anyone starting anything / Guy Kawasaki.
p. cm.
Includes bibliographical references and index.
ISBN: 978-1-101-21844-0
1. New business enterprises. 2. Entrepreneurship. I. Title.

HD62.5.K38 2004 658.1'1dc22

2004044773

Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above publisher of this book.

The scanning, uploading, and distribution of this book via the Internet or via any other means without the permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic editions and do not participate in or encourage electronic piracy of copyrightable materials. Your support of the authors rights is appreciated.

Many years ago Rudyard Kipling gave an address at McGill University in Montreal. He said one striking thing which deserves to be remembered. Warning the students against an over-concern for money, or position, or glory, he said: Some day you will meet a man who cares for none of these things. Then you will know how poor you are.

Halford E. Luccock

To my children: Nic, Noah, and Nohemi.

A child is the ultimate startup, and I have three.

This makes me rich.

Acknowledgments

In giving advice, seek to help, not please, your friend.

Solon

M y thanks to all the people who helped me with this book. First, Rick Kot at Viking, because this book was his idea. Furthermore, he tolerated my crazy ideasincluding the title and subtitle and having a cover-design contest. Every author should be so lucky to work with an editor like Rick. (The converse is not necessarily true.)

Second, Patty Bozza and Alessandra Lusardi of Viking, and the Portfolio team: Joe Perez, Will Weisser, and Adrian Zackheim, as well as Lisa Her Highness Berkowitz. Behind every successful author stands an amazing team.

Third, a group of readers who truly sought to help, not please, me. They spent many hours reading and refining my drafts. My eternal gratitude to: Marylene Delbourg-Delphis, George Grigoryev, Ronit HaNegby, Heidi Mason, Bill Meade, John Michel, Anne P. Mitchell, Lisa Nirell, Bill Reichert, Gary Shaffer, Rick Sklarin, and Andrew Tan.

Fourth, a group of people who contributed by making suggestions, course corrections, and additions. They are: Mohamed Abdel-Rahman, Anupam Anand, Imran Anwar, Dave Baeckelandt, A. J. Balasubramanian, Steve Bengston, David Berg, Scott Butler, Tom Byers, Antonio Carrero, Lilian Chau, Pam Chun, Tom Corr, Stephen Cox, Deborah Vollmer Dahlke, Martin Edic, Bob Elmore, Eric Erickson, Elaine Ferr, Pam Fischer, Sam Hahn, Lenn Hann, Steve Holden, Hilary Horlock, Katherine Hsu, Doug Ito, Bill Joos, John Michel, Cindy Nemeth-Johannes, Tom Kosnik, Pavin Lall, Les Laky, Molly Lavik, Eric Im Open Lier, Anthony Lloyd, Robert MacGregor, Tom Meade, Chris Melching, Fujio Mimomi, Geoffrey ONeill, Bola Odulate, Colin Ong, Steve Owlett, Lakiba Pittman, Gina Poss, Julie Pound, Warrick Poyser, the Propon Team, Richard Putz, Anita Rao, Jim Roberts, Marty Rogers, John Roney, Aaron Rosenzweig, Michael Rozenek, Brian Rudolph, David Schlitter, John Scull, Izhar Shay, Marc Sirkin, Marty Stogsdill, Judy Swartley, Russ Taylor, Larry Thompson, Amy Vernetti, Ryan Walcott, Shelly Watson, Tim Wilson, Ryan Wong, and Jan Zones.

Fifth, the people who helped me to market this book: Alyssa Fisher, Sandy Kory, Tess Mayall, Ruey Feng Peh, Shifeng Li, Shyam Sankar, Betty Taylor, and Kai Yang Wang.

Sixth, my loving and lovely wife, Beth. Thank you for bearing with me as I wrote this book during a very busy time in our lives, and for the best twenty years of my life.

Seventh, Sloan Harris of International Creative Management. Thank God for Sloanotherwise, Rick Kot and Portfolio would have eaten me alive.

Eighth, Patrick Lor and the gang at iStockPhoto.com who helped this graphically challenged author.

Finally, John Baldwin, Ruben Ayala, and Ken Yackel of the Ice Oasis Skating and Hockey Club. Were it not for them, I would have finished this book six months earlier. But then I wouldnt be the best fifty-year-old, transplanted Hawaiian, beginner ice hockey player in Silicon Valley. And this is certainly a desirable niche to fill.

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

The most exciting phrase to hear in science, the one that heralds new discoveries, is not Eureka! (I found it!) but Thats funny.

Isaac Asimov

T here are many ways to describe the ebb and flow, yin and yang, bubble-blowing and bubble-bursting phases of business cycles. Heres another one: microscopes and telescopes.

In the microscope phase, theres a cry for level-headed thinking, a return to fundamentals, and going back to basics. Experts magnify every detail, line item, and expenditure, and then demand full-blown forecasts, protracted market research, and all-encompassing competitive analysis.

In the telescope phase, entrepreneurs bring the future closer. They dream up the next big thing, change the world, and make late-adopters eat their dust. Lots of money is wasted, but some crazy ideas do stick, and the world moves forward.

When telescopes work, everyone is an astronomer, and the world is full of stars. When they dont, everyone whips out their microscopes, and the world is full of flaws. The reality is that you need both microscopes and telescopes to achieve success.

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