Table of Contents
Also by Guy Kawasaki
The Art of the Start
Rules for Revolutionaries
The Macintosh Way
Selling the Dream
How to Drive Your Competition Crazy
Hindsights
The Computer Curmudgeon
Database 101
Reality Check
Guy Kawasaki
Many men can make a fortune but very few can build a family.
J. S. Bryan
To my wife, Beth, and my four children, Nic, Noah, Nohemi, and Nate... because they enchant me every day.
Acknowledgments
Gratitude unlocks the fullness of life. It turns what we have into enough, and more. It turns denial into acceptance, chaos to order, confusion to clarity. It can turn a meal into a feast, a house into a home, a stranger into a friend.
Melody Beattie (author ofCodependent No More)
Publishing a book is not a solitary effort. Yes, an author must open a vein and let the words pour out, but publishing is a long process from plasma to pages. Close to one hundred people helped me finish this book, and Id like to acknowledge their efforts.
Indispensables: My wife, Beth Kawasaki, and my best friend, Will Mayall.
Early architects: Marylene Delbourg-Delphis and Bill Meade.
Beyond the call of duty: Sarah Brody, Taly Weiss, Jon Winokur, Anne Haapanen, Kate Haney, Tina Seelig, Steve Martin, and Bruna Martinuzzi.
Contributors: Mari Smith and Greg Jarboe.
Penguin: The ever patient Rick Kot, Joe Perez, Kyle Davis, Jacquelynn Burke, Allison Sweetness McLean, Laura Tisdel, Gary Stimeling, Will Weisser, and Adrian Zackheim.
Muscle: Sloan Harris.
Research: Catherine Faas.
Beta testers: Karen Lai, Alison van Diggelen, Ed Morita, Alfonso Guerra, Jim Simon, Cerise Welter, Brad Hutchings, Scott Yoshinaga, Gary Pinelli, Web Barr, Terri Lowe, Dan Agnew, Terri Mayall, Gary Pinelli, Harish Tejwani, Bill Lennan, Kelsey Hagglund, Lisa Nirelli, Matt Maurer, Tammy Cravit, Tariq Ahmad, Kip Knight, Geoff Baum, Milene Laube Dutra, Brent Kobayashi, Alex de Soto, Patricia Santhuff, Daniel Pellarini, Mitch Grisham, Stevie Goodson, Fernando Garcia, Ken Graham, Steve Asvitt, Charlotte Sturtz, Kelly Haskins, Lindsay Brechler, Shoshana Loeb, Halley Suitt, Barbara French, Zarik Boghossian, Imran Anwar, Ravit Lichtenberg, and Matt Kelly.
Cover: Sarah Brody, Ade Harnusa Azril, Michael G. LaFosse, Richard Alexander, Lisa Mullinaux, Ross Kimbarovsky (and the Crowdspring crew), Jason Wehmhoener, Jean Okimoto, Gina Poss, and Marco Carbullido.
PowerPoint: Ana Frazao.
Marketing: Catri Velleman, Allen Kay, and Neenz Faleafine.
Restaurant: La Tartine in Redwood City, California.
Music: Pandoras Adult Contemporary channel.
Leaving out anyone who helped is a most unenchanting act, so I apologize in advance if I did this. Let me know at Guy@alltop.com, and Ill get this fixed in future printings.
Anyway, heres my big Mahalo to you all. I could not have done this without you.
Introduction
The difficulty lies, not in the new ideas, but in escaping from the old ones, which ramify, for those brought up as most of us have been, into every corner of our minds.
John Maynard Keynes
My Story
I first saw a Macintosh in the summer of 1983, six months before the rest of the world. Mike Boich showed it to me in the back of a onestory office building on Bandley Drive in Cupertino, California. At the time, Boich was the software evangelist for the Macintosh Division of Apple. I was a humble jeweler, schlepping gold and diamonds for a small jewelry manufacturer out of Los Angeles. Macintosh was a rumor. And the only reason I saw it so early was that Boich was my college roommate.
Back then, personal computing was an oxymoron because Fortune 500 companies, universities, and governments owned most computers. If you were lucky, you owned an Apple IIe or an IBM PC. They displayed upper- and lower-case text, and you navigated around the screen with cursor keys. Most of the world used IBM Selectric typewriters, and the lucky people had access to the model with the lift-off correcting tape.
Seeing a Macintosh for the first time was the second most enchanting moment of my life (the first most enchanting moment was meeting my wife). My introduction to Macintosh removed the scales from my eyes, parted the clouds, and made me hear angels singing.
Lets go back in time to see two features that made the Macintosh so cool. First, it could display animated graphics. Andy Hertzfeld, the Macintosh Divisions software wizard, created a program with bouncing Pepsi caps to show off this capability. Steve Jobs then used Andys program to convince John Sculley, CEO of Pepsi, to stop selling sugared water and join Apple. This application seems simple now, but back then bouncing icons inside windows was magic.
Second, with a Macintosh program called MacPaint, people could draw pictures such as this woodcut geisha by Susan Kare, the divisions graphic artist. When Boich showed me what MacPaint could do, my mind did somersaults. Back then, the most people could do on a personal computer was hack out crude pictures using letters and numbers. With a Macintosh, anyone could at least draw diagrams, if not create art.
A few minutes of Boichs demo convinced me of two things: First, the Macintosh would make people more creative and productive than theyd ever dreamed; and second, I wanted to work for Apple. Boich got me a job in the Macintosh Division, and my mission was to convince developers to create Macintosh-compatible products. I used fervor and zeal to make them believe in the Macintosh as much as I did.
This job marked the beginning of a twenty-five-year fascination with the art of enchantment. I define enchantment as the process of delighting people with a product, service, organization, or idea. The outcome of enchantment is voluntary and long-lasting support that is mutually beneficial.
Our Journey
This book is for people who see life for what it can be rather than what it cant. They are bringing to market a causethat is, a product, service, organization, or ideathat can make the world a better place. They realize that in a world of mass media, social media, and advertising media, it takes more than instant, shallow, and temporary relationships to get the job done.
I am going to take you on a journey to learn how to change the hearts, minds, and actions of people. Here is our itinerary:
