When we mention the name Kawasaki, the first thing that crops into our minds is the Japanese motorcycle brand. But mention the same name in the US, a Guy Kawasaki leaps up front. Guy is a renowned author, consultant and venture capitalist. He is famous for writing and espousing innovation, as proven by his record as “software evangelist” for Apple and writing books such as The Macintosh Way, Rules for Revolutionaries, Selling the Dream and, Reality Check.

Guy recently gave a very intriguing talk entitled “The Art of Innovation” where in he lists a ten-point manifesto on making value for customers. Allow me to share it with you.

Guy Kawasaki’s Ten Commandments

1. Make meaning not money – As a venture capitalist, Guy listens to business plans and pitches every day. He observes that plans that are focused solely on making money are the most likely to fail. He says, “entrepreneurs should focus on making their product or service mean something beyond the sum of its components -- and the money may very well follow.”

2. Make a mantra and not a mission statement – Well written and comprehensive mission statements are more often than not , hard to follow and implement. They sound good but what do they really say. Instead, Guy says, “Keep it short and define yourself by what you meant to customers.”

3. Jump curves – Innovation isn’t just about trying to follow thru on what you have started. Sometimes, if a new trend or technology appears, you have to “jump curves”. An example would be a typewriter brand which believed what former IBM chairman Thomas Watson once proclaimed when he said that the total market for computers would be five.

4. In product design, roll the “DICEE” – Guy defines DICEE this way: D for Deep, thinking beyond the current use. I for Intelligence. C for Complete, making sure that the product is bundled with service and support. E for Elegance, making sure the design is beautiful. The last E for Emotive. It should have the ability to form an emotional bond with consumers.

5. Don’t worry be “Crappy” – Don’t obsess in making it perfect the first time, just launch it and improve it as you go along. Google is a perfect example of this.

6. Polarize people – Don’t try to be everything for everyone. Everyone will hate it for not being enough of something. Choose a particular niche and stick to it.

7. Let 100 flowers blossom – “Innovations may attract unexpected and unintended customers.” A popular softdrink brand started out as a reliever for upset stomachs. Launch a product and listen to feedback and as Guy says, “You will never know where the flowers may emerge.”

8. Churn baby churn – Always improve by listening to the customer.

9. Niche yourself – guy always says, “Find your place.”

10. Follow the 10-20-30 rule – Keep it simple. When presenting ideas, always limit one’s self to 10 powerpoint slide presentations, 20 minutes for the speech and using a 30 point font size to keep it simple.

I believe that there is a lot of room for innovation especially for starting entrepreneurs. We can do it! It is harder to innovate but the rewards are also so much greater. What is your own 10 point manifesto?

On another note, I would like to thank Mary Anne Solomon and the members of the Rotary Club Uptown for inviting me to participate and speak on youth entrepreneurship at the 1st Rotary web conference FAME -Foresight Beyond Now, Access to Success, Mileage to Global Competition, Empowerment with Principles, held last September 12 at the USC Law Conference Room. I was happy for the opportunity to drum up support for our STEP UP initiative. “Student Entrepreneurs Provide Unlimited Possibilities!”

Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

For comments, suggestions or stories that you want to share, email me at
stirspecialist@gmail.com , or visit www.stirspecialist.blogspot.com .