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1. Make meaning
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• Increase the quality of life
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• Increase the quality of life• Right a wrong
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• Increase the quality of life• Right a wrong• Prevent the end of something good
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2. Make mantra
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“The mission of Wendy’s is to deliver superior quality products and services
for our customers and communitiesthrough leadership, innovation, andpartnerships.”
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• Wendy’s “Healthy fast food”
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• Wendy’s “Healthy fast food”• FedEx “Peace of mind”
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• Wendy’s “Healthy fast food”• FedEx “Peace of mind”• Nike “Authentic athletic performance”
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• Wendy’s “Healthy fast food”• FedEx “Peace of mind”• Nike “Authentic athletic performance”• Target “Democratize design”
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Dilbert Mission Statement Generator
“We exist to professionally build long-term high-impact sources so that wemay endeavor to synergistically
leverage existing effective deliverablesto stay competitive in tomorrow’sworld.”
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3. Get going
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• Think different
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• Think different• Polarize people
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• Think different• Polarize people• Find a few soul mates
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4. Define a business model
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• Be specific• Keep it simple
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• Be specific• Keep it simple• Ask women
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5. Weave a MAT (milestones,assumptions, tasks)
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• Milestone “Finish design”
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• Milestone “Finish design”• Assumption “Sales calls/day”
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• Milestone “Finish design”• Assumption “Sales calls/day”• Task “Rent an office”
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6. Niche thyself
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Ability
to provideuniqueproduct or service
Value to customer
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Ability
to provideuniqueproduct or service
Value to customer
Price
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Ability
to provideuniqueproduct or service
Value to customer
Stupid
Price
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Ability
to provideuniqueproduct or service
Value to customer
Stupid
PriceDotcom
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7. Follow the 10/20/30 rule
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10 slidesTitle Marketing and sales
Problem CompetitionSolution TeamBusiness model ProjectionsUnderlying magic Status and timeline
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20 minutes
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30 point font
This is 20 pointsThis is 14 points
This is 12 points and what you’re using now
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8. Hire infected people
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• Ignore the irrelevant
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• Ignore the irrelevant• Hire better than yourself
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• Ignore the irrelevant• Hire better than yourself • Apply the shopping center test
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9. Lower the barriers to adoption
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• Flatten the learning curve
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• Flatten the learning curve• Don’t ask people to do something that
you wouldn’t
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• Flatten the learning curve• Don’t ask people to do something that
you wouldn’t• Embrace your evangelists
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10. Seed the clouds
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• Let a hundred flowers blossom
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• Let a hundred flowers blossom• Enable test drives
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• Let a hundred flowers blossom• Enable test drives• Find the influencers
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11. Don’t let the bozos grindyou down
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“I think there is a world market for maybe fivecomputers.”
Thomas WatsonChairman, IBM
1943
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“This telephone has too many shortcomingsto be seriously considered as a means of communication. The device is inherently of no value to us.”
Western Union internal memo(1876)
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“There is no reason why anyone would want acomputer in their home.”
Ken OlsenFounder, Digital Equipment Corp.1977
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“It’s too far to drive, and I don’t see how it canbe a business.”
Guy KawasakiBozo
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Blog.guykawasaki.com
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