Posts Tagged ‘guy kawasaki’
I mentioned in previous posts the upcoming IBM Smarter Commerce Global Summit that will be held in Orlando, Florida September 5-7.
As the overview for the event explains, there’s no question that your customers are in charge. They now have more information, more access, and more influence than ever, and it takes a smarter marketing organization to keep up with these ever smarter customers.
The Smarter Commerce Summit 2012 provides a great venue for business execs and practitioners to come together and gain insight and access to resources that enable them to more effectively connect with those customers.
The event combines over 150 business and practitioner breakout sessions comprised of new technology, best practices, industry perspectives and visionary thinking, all to help you potimize your own business.
It is the single largest gathering of experts and peers for discovering new solutions to today’s most complex digital challenges.
We’ve recently announced our keynote speakers, including Guy Kawasaki, founding partner and entrepreneur-in-residence at Garage Technology Ventures and a one-time Apple executive. I saw Guy speak at the IBM Smart Camp Global Finals earlier this year in San Francisco, and have enjoyed his keynote discussions at SXSW Interactive for a number of years. There’s only a handful of speakers around who can get you re-energized about the opportunity technology presents for innovation, while entertaining you in the process, and Guy is definitely one of them.
At the Smarter Commerce Global Summit in Orlando, Guy will discuss “Enchantment: The Art of Changing Hearts, Minds and Actions,” a talk based on his tenth book that explains how you can not only get your own way, but also bring about voluntary, enduring and delightful change in your organization.
The Session Preview Tool is now available to give you a glimpse of some of the sessions you’ll find on the ground in Orlando, and remember, you can also follow #ibmscgs via Twitter to keep up with key announcements and information leading up to the event.
As of press time, my associate Scott Laningham and I will be in attendance as we were in Madrid, providing on-the-ground blogging and Webcasting coverage so you can better understand how IBM is helping companies around the globe practice smarter commerce.
If you’re already sold on the idea and just want to know where to go register, visit this link for all the details and the registration form.
For you regular readers of this blog, you know I attended and blogged the IBM Global SmartCamp Finals in San Francisco week before last…wow, has it already been two weeks?
In fact, it was two weeks ago today that Profitero was announced as this year’s winner.
Although as I mention in the videocast with Scott Laningham below — in which we talk for about 15 minutes about what I saw, heard, and witnessed at the SmartCamp finals — all the participants, as well as those of we IBM bystanders, were winners when it came to hearing some of these groundbreaking business plans for helping build smarter (and more data-driven) cities around the globe.
I also enjoyed meeting my blogging counterpart, Steve Hamm, who provided extensive coverage on IBM’s Smarter Planet blog and with whom I broke bread…err, noodles…somewhere in Chinatown. I couldn’t find my way back to that noodle shop if I had to — I’m not sure if Steve could, either.
In the last keynote session before Profitero was announced as the “IBM Entrepreneur of the Year,” Garage.com founder, VC, former Machead, and all around tech cheerleader Guy Kawasaki paid a visit to speak to the gathered IBM SmartCamp finalists.
Though his talk was entitled “The Art of Enchantment,” Kawasaki, in typical Kawasaki fly-by-the-seat-of-his-pants fashion, announced he was supplanting that canned pitch with one more geared towards the gathered entrepreneurial masses, “12 Lessons I Learned Working With Steve Jobs.”
Kawasaki started his pitch by joking that he’d just been in the greenroom where the judges for the competition were gathered, and that there were five bottles of wine in there, so don’t expect a verdict anytime soon!
Then, he got semi-serious and explained he’d worked from Apple on two different occasions, 1983-1987 and again in 1995-1997, so he was uniquely positioned to comment on what all he learned from Jobs.
Before he turned to the lessons, Kawasaki suggested “the world is a lot less interesting without Steve Jobs. Most entrepreneurs would be fortunate to create one standard…Jobs created five or six (the iPhone, the iPad, the iPod, etc.)
Kawasaki went on: “I’m sure right now he’s up there telling God how to run the universe.”
Then, on to the lessons.
Number one. “Experts” are clueless. As entrepreneurs, if you start listening to all the experts, you will be led wrong. Time and time again people told Steve Jobs nobody would buy an (insert Apple product here)…At one point, even Michael Dell told Apple they should dissolve the company and give the money back to shareholders. Ignore the experts. Correlation and causation are not necessarily the same thing.
Rich and famous often equals “lucky.”
Number Two. Customers can’t tell you what they need. If you ask customers they’ll say give us better, faster, cheaper, and status quo. Build the product YOU want to use, and that you think the world can use. Fact: Nobody told Apple to build the Macintosh…iPod…iPad…
Number Three. Jump to the NEXT curve. He then explained a simple but revealing analogy. Ice 1.0, 2.0 and 3.0
Ice 1.0 was when ice harvesters sawed blocks of ice out of the lake when it was frozen and then distributed it.
Ice 2.0 saw the advent of the ice factory, so you could get ice any time of the year, and didn’t have to be in a “cold” city.
Ice 3.0 saw the advent of the “ice box,” better known as the refrigerator.
The ice harvesters did NOT embrace the ice factory, and the ice factories did NOT embrace the refrigerator. Yet, all served the same purpose: Keeping your food fresh.
So, if you want to be successful, put your solution to the problem in terms of the benefits, NOT the process you use to get there.
Number Four. The biggest challenges beget the best work. Ram a big challenge down the throat of your employees. The challenge Steve Jobs gave us was to compete with IBM. Remember the print ad we ran. It’s headline was” “Welcome, IBM. Seriously.” IBM was a magnificent competitor, and it was a great challenge for us to take them on.
So, find a mighty opposite for yourself.
Number Five. Design counts. Don’t think it’s all about price. Most people also care about design, and Apple’s premium pricing has proven that over and over again.
Number Six. Use big graphics and big fonts. Consider this slide when Jobs introduced the Windows version of iTunes. It had a massive Windows logo, then underneath the following headline: “The best Windows app ever written.
Number Seven. Changing your mind is a sign of intelligence, not a sign of stupidity or lack of conviction. When things change, you have to react and reform. Steve Jobs demonstrated this when he evolved from accepting no independent applications for the iPhone one year, to fully embracing them the next.
He saw which way the wind was about to blow, and he realized to bolster the iPhone app ecosystem, he needed to open it up to outside developers.
Number Eight. Value is NOT equal to price. Nobody ever bought an Apple piece of equipment because it was the cheapest thing.
Number Nine. A players hire A+ players. You should always be hiring someone as good or better than you in your own field.
Number Ten. Real CEOs can demo. They can run the product, show the product, build stuff with the product.
They don’t hand it over to someone else. They DO the demo.
Number Eleven. Real entrepreneurs ship. Don’t worry, be crappy.
Imagine you were the first refrigerator company. The first fridge had to be better than the best ice factory, but it didn’t have to be perfect.
Once you jump curves, that’s when the real excitement begins. When you ship, you’ll learn more in two weeks from your customers than you will sitting in a dark room.
Number Twelve. Marketing equals unique value. Pets.Com was a classic example where that rule did NOT apply.
You have a dog. You have a cow. You kill the cow, put it in the can, and give it to the dog.
That was the Pets.com business model. Shipping dog food. The problem was, it’s dead cows in cans. It weighed a lot. It was less convenient and just as expensive to order it via the Internet. It wasn’t unique. It wasn’t valuable.
And finally, number thirteen. (Never mind Guy said there would only be twelve).
Some things need to be believed to be seen.
But sometimes you also need to believe in things before you will see them.