Guy Kawasaki’s 10 steps for innovation
Guy Kawasaki’s 10 steps for innovation:
1) Make meaning.
2) Make a mantra, not a mission statement. Wendy’s mantra should be “Healthy fast food.” Nike’s mantra should be “Authentic athletic performance.” Fedex’s mantra should be “Shipping peace of mind.” eBay’s mantra should be “Democratization of commerce.”
3) Make a 10x change, not a 10% change.
4) Deep products, deep services, things that anticipate the user’s needs.
Intelligence.
Complete products.
Elegant. To use them, you don’t have to use the manual.
5) Be Emotive. Harley Davidson emotes strong positive or negative emotions.
6) Don’t worry, be crappy. Ship your crappy product or the world will pass you by.
7) Plant fields, not flower boxes. Lots of products. 100 flowers.
8) Churn, baby churn. Ship release 1.0, then 1.1, then 2.0, etc. etc.
9) All the marketing you need to know. X/Y axis. 2x2 axis. On vertical, how unique is this? On horizontal, how value is the product to the user?
In upper-left, you create something of value than is not unique. You have to compete on price.
In lower-left, you create something of no value but only do it.
In lower-right (the dot-com corner), you create something of little value and have heavy competition.
In upper-right, it is of great value and unique. Examples: fandango.com, microwave for Middle-Easterners
10) How to pitch for sales, partnership, recruiting.
