A very succinct and effective talk by Guy Kawasaki about 12 lessons he learned from Steve Jobs during his two stints at Apple.
Here is the list.
1. “Experts” are clueless.
As an entrepreneur you have to figure things out on your own.
2. Customers cannot tell you what they need.
They can only give you incremental feedback.
3. Biggest challenges beget the best work.
Give the most difficult challenges and they will love to tackle them.
4. Design counts.
It’s lot easier to enchant people with great stuff!
5. Big graphics. Big font.
Make your presentations with less is more.
6. Jump curves, not better sameness.
Go from ice harvester to ice factory to refrigerators. Not 10% better, 10 times better.
7. “Works” or “doesn’t work” is all that matters.
Industry jargon doesn’t matter – “Is it an open or closed system?” doesn’t matter.
8. “Value” is different from “price”.
In a 2×2 of Uniqueness vs Value, you have to be on top right.
9. A players hire A players.
B players hire C players. C players hire D players. D players hire E. This is called bozo explosion.
10. Real CEOs demo.
If you can’t demo your product, quit.
11. Real entrepreneurship.
Don’t ship crap but something that jumps curves.
12. Some things need to be believed to be seen.
If you wait for customer validation, it will never happen.
