My book review: The Art Of The Start 2.0 from Guy Kawasaki
By Michel Reibel
—Guy Kawasaki, Author, Speaker, Chief Evangelist of Canva
Everything started with an Apple and a Guy. I mean, really! Guy (...) Kawasaki was Chief Evangelist at Apple, considered as The Most Impressive Business Comeback Of The Past 20 Years. His book is a second edition, enriched by 10 more years experience that delivers The Art of the Start 2.0, by what Guy Kawasaki lived and which makes you sometimes smile and sometimes cringe when talking to your little voice inside ...
The first pages literally plunge into a world of "almighty creator" stripped of everything superfluous and giving priority only for simplicity to which every entrepreneur aspires (or should) at the "beginning of the beginning”: ask the simple questions and fix the real priorities to achieve success ... Guy Kawasaki is now the owner of garage.com and Chief Evangelist of Canva, a free online graphic design tool that I also use for creating metaphoric images:
About metaphor, have you ever had to hand in an apple hanging from a branch and barely touching the fruit, it suddenly detaches to wonder how it was possible to still hold? This is the art expressed in this book, never too early nor too late ...
Let me describe it otherwise. How to mature an idea and turn it into a real business or how to think, represent, communicate, prototype, sell, recruit and finance, all at the same time? A miracle when it works and it does if you get and keep that metaphor in your mind.
A state of mind, not a job title
I am also biker since 1994, but that does not make me an experienced pilot circuit so far, although I have had the opportunity to do, and at the point of using a new set of tires in less than 2 hours. However, we can assume that I am a good driver, because I'm still alive ...
Every biker knows, the main danger comes from the environment in which he operates, when engaged in situations caused by the behavior of car drivers who did not have the instruction of a motorcyclist. Because the only real protection of an agile biker is his empathetic mindset to connect to his environment and anticipate danger, expect the unexpected.
This is the subject of the book; how to effectively control not to crash, thus to succeed. Because being an entrepreneur is above all a state of mind and not a job title.
Guy's experience reflects in each chapter divided and introduced in a logical-deductive order (if, then, if not) and lined with a subtle Q&A session and also exercises to push the reflection at each stage of the idea or project.
Why should everybody read the book?
I created several businesses since 1997. Historical partner of Microsoft France, it was in 2002 when I created an intranet and extranet software company for knowledge management. This was also in partnership with Mindjet (Mind Mapping solution), one of the rising stars of the time based in Silicon Valley in San Francisco.
In fact, I not only read this book, I already now agreed to work on the preparation of the launch of a startup about IoT and digital services. I recommend reading this book, both in my personal environment than those who are with me in developing my ideas.
If you are an entrepreneur, Guy has the talent to bring you face yourself all understanding to allow you to script by consecutive projections for all your actions when you create something in relation to others, do not forget.
If you are accompanying an entrepreneur, you will be better equipped to help the one who then risk getting bogged down in hypothetical situations in which your role then is to help her or him think better and better communicate the "unsaid".
If this sounds complicated it is because it is. Especially when you have to wonder about the real issues in relation to the true value and the true viability of a product or service that you want to deliver. This book describes the probable source of many abuses, the source of our failures and by equation keys to success.
This book addresses effectively the questions to ask the meaning of the universal Business Model Canvas. There are also innovative key factors to consider such as social media and crowdfunding.
If you are starting anything, reading the book will help your idea stick
This "return on experience" that Guy Kawasaki offers us through his book is a fresh look at the evolution of the system in which we all live and which has now innovative technologies to help us overcome the barriers imposed by environments that became complex.
Chapters are perfectly organized around the subject, the book takes into account the current devices that did not exist before to release creativity by individuals who do not necessarily have a degree course but who have the talent to create or innovate and can reach their fans, clients and donors by using social networks and among other by using crowdfunding.
About social networks, I am the only French level 4 (at the time I wrote this article) of the Academy of the international agency Plus Your Business! specializing in the use of Google+ for Knowledge, Marketing, Business and SEO. This book is in my opinion an essential complement to define a winning strategy for any entrepreneur who seeks how to reach its public networks, which awaits.
It is an intelligent book that help target the public and not only the banker! It highlights the definition of the value and viability of the creator’s project and of the way she or he delivers and adapts it to her or his audience. How to improve a business model that generates income, not to be confused with a business plan in Excel format, obsolete today.
10 Quotes to remember when you start something
1. “Create a product that is D-I-C-E-E: Deep, Intelligent, Complete, Empowering and Elegant”
2. “Merit is the new Marketing”
3. “Nobodies are the new somebodies”
4. “There are many ways to fail but there are many ways to succeed too”
5. “Do not pray for an easy life; pray for the strength to endure a difficult one”
6. “Inspire, don't scare”
7. “Manage for cash flow, not profitability”
8. “When pitching, explain yourself in the 6th minute”
9. “If you are lousy in practice, you're lousy in the pitch”
10. “You can't build a reputation on what you are going to do”
The Art of the Start 2.0 might be the ultimate entrepreneurship handbook. Dig in.
At the end of the book, Guy Kawasaki shows us his great human qualities with humility. With draws which explains to his kids what an entrepreneur is, he adresses a subtil message to everyone of the importance for entrepreneurs, often missunderstood, to make the world a better place and to give US a good life. Quel panache !
Thank you for giving me this book Guy, and thanks for selecting me as beta reader before the official release in bookstores on 03-03-2015:
“Push your Business plan aside and work on the keys of a curve-jumping book.
D-I-C-E-E: Deep, Intelligent, Complete, Empowering and even Elegant. That's the book with the latest insights and practical advice about social media, crowdfunding, cloud computing, and many other topics.
It helps me focus on the right priorities. If I do the same as Guy Kawasaki did with his book, I wouldn't be surprised if I create one of the best startup of the decade”.
The Art of The End (and The Best)
(Only if you read the book) I have one son and two daughters. I wouldn't be surprised if one day they meet the famous movie actor Jackie Chan and ask him: "Are you Guy Kawasaki" ...?
Written on 2015-04-05 and updated on 2016-07-07 by Michel Reibel - Michel works at the intersection of Business and Web Strategy. As a creative designer, he has a true passion for innovation, holistic design concepts and he loves visual and storytelling.