“In a startup there are only two fundamental tasks: somebody’s got to make the product, and somebody’s got to sell it” – Guy Kawasaki
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What’s the difference between a successful start-up, and one that doesn’t quite make it? There are so many answers to this question, but today I’m sitting down with Guy Kawasaki, and he’s cutting through the noise to give some real, down-to-earth answers.
We’re talking about Guy’s past work as a brand evangelist for big name companies like Apple and Mercedes Benz. He’s explaining what the difference is between sales and brand evangelism, as well as how crucial this evangelism is, no matter how small your company.
Guy’s also talking with me about his new book, The Art of the Start 2.0. He’s addressing what new entrepreneurs need to focus on, and what common things distract them. Then, Guy’s sharing his secrets to giving memorable speeches and pitches, and how to give a presentation for the first time, every time.
No matter how large or small your company is, you’ll learn something from Guy.
“Entrepreneurs build the products that they want to use in the hope that they’re not the only people in the world who want to use them”
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- Evangelism means “good news” and is the purest form of sales. It’s trying to improve the lives of others without worrying about your own bottom line.
- In a small business, everyone who works for you is an evangelist, excited to talk about your product and show customers how it can help them.
- Focus on milestones, not just the exciting parts about getting your business started. Don’t get distracted by designing a logo or ordering merchandise, but focus on sales, shipping your product, etc.
- Know what assumptions you’re making. What assumptions are your predictions based on? Make sure that they’re realistic and you’re taking all the factors into account.
- There are only two tasks for a startup: Someone’s got to make the product and someone’s got to sell it. Nothing matters if you don’t have sales.
- Working hard increases your chances of being lucky. No good idea just sells itself, you have to be willing to hustle and multitask.
- You’re only as good as your last speech. People who hear you talk about your product are only listening today, they don’t care what you said yesterday.
- The best way to make a good pitch is to be pitching something good. The better the product, the higher chance you have of making a good sale.
- Research people you’re meeting with before you pitch. Find points of commonality so that you can start conversing with them and building a connection.
- Don’t just tell people that you have a great product. Everyone says they have a great product. Tell people the story of your product.
Guy’s Email: GuyKawasaki@gmail.com