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11.16.06
Guy
Kawasaki Needs Links
 By
Lee Odden
The WebmasterWorld Pubcon conference kicked off with a short introduction to the
conference by Brett Tabke and an opening keynote by Guy Kawasaki.
Apparently Guy really wants links as he sandwiched his very thoughtful and humorous
presentation with requests for links so he can bosst his Technorati ranking. Apparently
he's been hovering at around 46 and wants to hit the top ten.
He started off describing his backround working with Apple and Steve Jobs and
very enthusiastic slant towards all things Mac. HIs recent book, Art of the Start
is a best seller and serves as an interesting lead-in to his presentation, "The
art of innovation".
Started was late to the blogging game starting in January 2006 but now spends
3-4 hours per day on his blog. "If I spent as much time on venture capital as
blogging, I'd be filthy rich."
Top 10 things Guy Kawasaki has learned about innovation:
1. People who innovate have a pure motivation. "Make meaning". If you focus on
starting a company to make money rather than creating meaning, you'll attract
the wrong kinds of VCs.
He gives and example of Nike shoes - It's not cotton, leather and rubber, it's
something that has meaning
2. Make a mantra - why do you exist? This is commonly done at a company via a
mission statement. Gives a humorous example of a 2 day executive retreat (kumbaya).
Example mantras:
Wendy's: "Healthy, fast food"
Nike: "Authentic althletic performance"
Fedex: "Peace of mind"
eBay: "Democratizes commerce"
Why should your innovation exist? That's what your mission statement should be,
In fact, forget mission statement, it's all about a mantra.
3. Jump to the next curve or the next level of innovation. Example: The next innovation
for a daisy wheel printer should be a laser printer, not an ugraded daisy wheel.
4. Roll the DICE which is an acronym for:
Deep: Fanning sandals that have a beer bottle opener in the sole Intelligent:
BF 104 Flashlight - takes 3 different sizes of batteries Completeness: Lexus GS
Hybrid. All the ancillary services and community around the product are make up
completeness, not the product by itself. Elegancs - Design Emotive - Harley Davidson
What Guy really seems to be talking about is brand, although he does not ever
use that word in the presentation.
5. Don't worry be crappy
Joke: We ship and then we test. Welcome to Vista!
Ship revolutionary product, which might be crappy because it's new, it's revolutionary.
This should cause some interesting reaction.
6. Polarize people: Examples:
Macintosh
Harley Davidson
Tivo He has 3 Tivos.
Toyota Scion
Create products that appeal greatly to some people and ignore the rest.
Read
the rest of this article.
About the
Author:
Lee Odden is President and Founder of TopRank
Online Marketing, specializing in organic SEO, blog marketing and online public
relations. He's been cited as a search marketing expert by publications including
U.S. News & World Report and The Economist and has implemented successful search
marketing programs with top BtoB companies of all sizes. Odden shares his marketing
expertise at Online Marketing Blog offering
daily news, interviews and best practices. |
