One of the keynote speakers at the PDMA conference in Los Angeles last November was Guy Kawasaki. Guy is a founding partner and entrepreneur-in-residence at Garage Technology Ventures and has an extensive resume in Silicon Valley start-ups. And what an amazing speaker – or should I say entertainer? I am usually put off by this type of presentation, most of which keep you spell-bound at the time but searching for memorable moments afterwards. Guy’s approach to product development was refreshingly down to earth – especially after listening to a line up of academic research papers. I’d just like to share Guy’s 10 points for PD success. These are:
1) Make meaning – ensure your product has real benefits for your customer
2) Make mantra – do away with the 100 word mission statement, keep its simple, keep it meaningful, keep it memorable. Above all, make it your own.
3) Get going – think differently, be willing to polarise people and find a few sole mates.
4) Define a business model – be specific and keep it simple.
5) Weave a mat – milestones, assumptions and tasks.
6) Niche thyself – find a feature that isn’t currently be offered or a segment of the market that isn’t being catered for.
7) Hire infected people – don’t hire in your own image and don’t be afraid to hire better than yourself.
8) Lower the barriers to adoption – don’t ask people to do something you wouldn’t do yourself. Embrace your evangelists – those people who will spread the word on your product like no other marketing campaign.
9) Seed the clouds – “let a hundred flowers blossom” – foster creativity. Encourage trial and error. Identify and support the influencers.
10) Don’t let the bozos grind you down – never accept never. Remember these famous sayings:
“I think there is a world market for maybe 5 computers”. Thomas Watson, Chairman IBM 1943
“This telephone has too many shortcomings to be seriously considered as a means of communications. The device is inherently of no value to us”. Western Union internal memio1876
“There is no reason why anyone would want a computer in their home”. Ken Olsen, Founder, Digital Equipment Corp. 1977.
A complete set of Guy’s slides, titled The Art of the Start can be found at http://guykawasaki.typepad.com/051306TIE.pdf
Guy Kawasaki has written a number of books. If you want to have a look at one, I suggest Reality Check ( ISBN 978-1-59184-223-1).
