I've had the pleasure of seeing Guy Kawasaki present twice now (see his insights from #SMMW17), and I have to say: this guy has the best ratio of expertise and realness I've seen in a presenter. He doesn't feel scripted, but he does have himself together - and not only knows what he's talking about, but truly believes it. I get the impression he'd say no in a heartbeat to a presentation on a topic he wasn't truly an expert on, and for this, he has my trust, and the trust of millions, whenever he opens his mouth onstage. I'm excited to see him again in San Diego in February at #SMMW18!
The theme of this year's Synergy Global Forum was disruption; the early Apple employee ("I'm the guy who's so dumb, I quit Apple not once, but twice!" is a line Kawasaki used both times) of course learned this from the best of the best, the legendary Steve Jobs.
One of the biggest mistakes I ever made was underestimating how big @Apple would become @guykawasaki #SGFNYC pic.twitter.com/LRcNRdGEpd
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
I guarantee Steve Jobs is telling God what to do right now @guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Don’t like Universe 1.0? Steve is working on 2.0; it’ll be late, expensive, & none of your cables will work @guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Kawasaki's presentation was based around several keys to disruption (though, of course, a true disruptor doesn't need such a process). I may have skipped a point or two; chime in in the comments if you were there and I missed anything!
1. You cannot ask your current customers what to do.
They can teach you how to make your existing product better; they cannot teach you how to build something entirely new.
Your customers will help you evolve, not disrupt; they can build a better PC, but not a Macintosh @guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Steve Jobs built what he wanted, then convinced people to like it @guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
2. Jump to the next curve.
Don't be unprepared for the next innovation; be ready to embrace it and make it better, in the way that only you can.
Define your business in terms of the benefits you provide, not how you provide them. Get to the next curve.@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
3. MVVVP.
Ensure your product is not only viable, but also valuable and validating.
Make an MVVVP: Minimum viable, valuable & validating product (added 2 Vs!)@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
4. Make design count.
It's not just the inside that matters; it's the total package.
It’s not just the algorithm/science/magic underneath the surface; it’s also THE SURFACE.@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
A key concept I learned from Steve Jobs:
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Engineers are ARTISTS.@guykawasaki #SGFNYC
5. Polarize people.
If you're truly disruptive, people will love you or hate you. Embrace that passion. Such a reaction means you're doing something right, something new.
Polarize people! You want to disrupt, some people will hate what you do, some will love what you do.@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
6. Ignore naysayers.
Haters gonna hate. And not everybody embraces the new right away.
Watson thought there would be only 2 kinds of computer.
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Western Union thought telephones were useless in 1877.
(Bozos.)@guykawasaki #SGFNYC
Common wisdom says get an expert to learn from. But don’t listen to them if they’re naysayers.@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
7. It is a sign of intelligence to change one's mind.
If you aren't willing to learn along the way, you'll never grow.
Steve Jobs declares iPhone a closed, secure system you couldn’t build apps for in 2007.
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Opened it up in 2008.@guykawasaki #SGFNYC
Steve was right both times, that’s the genius of Steve Jobs. And he was smart enough to change his mind.@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
8. Niche thyself.
Ensure your product is both unique and valuable.
If you’re valuable but not unique, you’ll always have to fight in price.
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
If unique but not valuable, you’re stupid.@guykawasaki #SGFNYC
9. Let 100 flowers blossom.
Don't assume you can control what happens once you're products in the market. Let what happens happen. Embrace any success, even if it's not what you intended.
Allow for unintended people to use your product in unintended ways. Declare victory.@guykawasaki #SGFNYC
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Apple thought it was for spreadsheets. Pagemaker & PostScript saved @Apple .
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Desktop publishing was a gift from God.@guykawasaki #SGFNYC
10. Churn, baby, churn.
It's not enough to launch something disruptive and then rest on your laurels. Continue to evolve the product. Continue to be the best.
Hardest thing:
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
To go from DISRUPTOR to EVOLVER.@guykawasaki #SGFNYC
Disruption is truly not an EVENT.
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Disruption is a PROCESS.@guykawasaki #SGFNYC
11. Perfect your pitch.
If you're going to disrupt, you're going to need to explain to - and convince! - people. So know how to say what you're doing clearly and quickly.
Perfect your pitch.
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Life is a pitch.
If you’re an entrepreneur & your lips are moving, you are pitching.@guykawasaki #SGFNYC
Follow the 10-20-30 rule:
— ✨Christine Gritmon✨ (@cgritmon) October 27, 2017
Max of 10 slides; able to do in 20 minutes; minimum of 30 pt font
(& BLACK background)@guykawasaki #SGFNYC
12. Dent the universe.
“Dent the universe” - Steve Jobs #sgfnyc pic.twitter.com/KIIFf7KTPH
— John Deely (@iDeely) October 27, 2017