The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

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Fully revised and expanded for the first time in a decade, this is Guy Kawasaki's classic, bestselling guide to launching and making your new product, service, or idea a success.

Whether you're an aspiring entrepreneur, small-business owner, intrapreneur, or not-for-profit leader, there's no shortage of advice on topics such as innovating, recruiting, fund raising, and branding. In fact, there are so many books, articles, websites, blogs, webinars, and conferences that many startups get paralyzed, or they focus on the wrong priorities and go broke before they succeed. 
The Art of the Start 2.0 solves that problem by distilling Guy Kawasaki's decades of experience as one of the most hardworking and irreverent strategists in the business world. Guy has totally overhauled this iconic, essential guide for anyone starting anything.  It’s 64 percent longer than version 1.0 and features his latest insights and practical advice about social media, crowdfunding, cloud computing, and many other topics.
 
Guy understands the seismic changes in business over the last decade: Once-invulnerable market leaders are struggling. Many of the basics of getting established have become easier, cheaper, and more democratic. Business plans are no longer necessary. Social media has replaced PR and advertising as the key method of promotion. Crowdfunding is now a viable alternative to investors. The cloud makes basic infrastructure affordable for almost any new venture.
 
The Art of the Start 2.0 will show you how to effectively deploy all these new tools.  And it will help you master the fundamental challenges that have not changed: building a strong team, creating an awesome product or service, and facing down your competition.
 
As Guy likes to say, “Entrepreneur is a state of mind, not a job title.” His book will help you make your crazy ideas stick, through an adventure that's more art than science – the art of the start.
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Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques.

Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . .
   •  A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
   •  A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern.
   •  A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.
   •  A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers. 
This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd."


Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.

As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.

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Additional Information

Publisher
Penguin
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Published on
Mar 3, 2015
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Pages
336
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ISBN
9780698193635
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Language
English
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Genres
Business & Economics / Entrepreneurship
Business & Economics / New Business Enterprises
Business & Economics / Small Business
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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Starting your own business is hard. But the biggest obstacles often have less to do with time and money, and more to do with fear and doubt.

In What If? and Why Not? serial entrepreneur and small business advocate Jen Groover—creator of the Butler Bag and creator and host of Launcher’s Café, an online community for entrepreneurs—shows you how to transform your fears into action by rethinking the negative questions that can lead to failure before you even get started.

Being an entrepreneur, Groover says, isn’t just about selling a product. It’s about personal growth—about taking your vision and bringing it to fruition, and about always pushing yourself to take that vision further. What gets in your way isn’t the money you don’t have, or what you don’t know about the industry you want to get into—it’s believing you can’t do it, that you don’t have the power or the resources you need to make your dream into a reality.

Groover walks you step by step through ten negative “What If?” questions—What if I don’t know what I’m doing? What if I don’t have the money? What if I fail?—and how to turn them around by asking yourself: What if I can learn? What if I don’t need much money? What if I succeed? She also asks “What Not?”: Why not find a mentor or take a class? Why not ask for investors? Why not try?

With dozens of personal stories from successful entrepreneurs in areas as diverse as dog walking and handbag-invention, plus practical advice for every step of your journey, What If? and Why Not? is the most complete guide available to help you you start the business of your dreams.
We live in an age of unparalleled opportunity for innovation. We’re building more products than ever before, but most of them fail—not because we can’t complete what we set out to build, but because we waste time, money, and effort building the wrong product.

What we need is a systematic process for quickly vetting product ideas and raising our odds of success. That’s the promise of Running Lean.

In this inspiring book, Ash Maurya takes you through an exacting strategy for achieving a "product/market fit" for your fledgling venture, based on his own experience in building a wide array of products from high-tech to no-tech. Throughout, he builds on the ideas and concepts of several innovative methodologies, including the Lean Startup, Customer Development, and bootstrapping.

Running Lean is an ideal tool for business managers, CEOs, small business owners, developers and programmers, and anyone who’s interested in starting a business project.

Find a problem worth solving, then define a solutionEngage your customers throughout the development cycleContinually test your product with smaller, faster iterationsBuild a feature, measure customer response, and verify/refute the ideaKnow when to "pivot" by changing your plan’s courseMaximize your efforts for speed, learning, and focusLearn the ideal time to raise your "big round" of fundingGet on track with The Lean Series

Presented by Eric Ries—bestselling author of The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses—The Lean Series gives you solid footing in a proven methodology that will help your business succeed.
A rogue business strategist and marketing expert offers irreverent, unconventional, and extreme strategies in sales, marketing, production, and human resources to crush the competition. If you were intrigued by the title of this book, you are probably the type of business book reader who's had enough of management self-help and touchy-feely tomes, enough of how-to guides that encourage you to take the kinder, gentler approach to competitors, customers, and employees. You are ready for the gloves to come off, and the one thing you'll want in your hands when they do is the first can-do, how-to, kick-butt gonzo guide to driving your competitors off the deep end. In the time-honored tradition of the maxim "It's not how you play the game, but whether you win or lose," Forbes columnist and bestselling author of Selling the Dream Guy Kawasaki has written the definitive take-no-prisoners guide to help the Davids beat the Goliaths. The product of Kawasaki's years of experience as an evangelist for the then-upstart Apple and as a computer guru and business strategist, How to Drive Your Competition Crazy is an invaluable source book of irreverent and sometimes extreme stratagems in sales, marketing, production, and human resources that will help your company or organization get and keep the upper hand. Whether you are launching a new company or product, consolidating your strength in the marketplace, or trying to hold your own against a competitor with greater resources, How to Drive Your Competition Crazy offers a comprehensive blueprint for success. From the initial steps of learning as much about your own company as you do about your enemy to advanced techniques like playing with your opponents' minds, Guy Kawasaki explores every facet of the premise that the best defense is a good offense. Staking territory somewhere between the arts of Zen and war, How to Drive Your Competition Crazy is a resource no company can afford to be without.
Startup money is moving online, and this guide shows you how it works.

The Art of Startup Fundraising takes a fresh look at raising money for startups, with a focus on the changing face of startup finance. New regulations are making the old go-to advice less relevant, as startup money is increasingly moving online. These new waters are all but uncharted—and founders need an accessible guide. This book helps you navigate the online world of startup fundraising with easy-to-follow explanations and expert perspective on the new digital world of finance. You'll find tips and tricks on raising money and investing in startups from early stage to growth stage, and develop a clear strategy based on the new realities surrounding today's startup landscape.

The finance world is in a massive state of flux. Changes are occurring at an increasing pace in all sectors, but few more intensely than the startup sphere. When the paradigm changes, your processes must change with it. This book shows you how startup funding works, with expert coaching toward the new rules on the field.

Learn how the JOBS Act impacts the fundraising model Gain insight on startups from early stage to growth stage Find the money you need to get your venture going Craft your pitch and optimize the strategy Build momentum Identify the right investors Avoid the common mistakes

Don't rely on the "how we did it" tales from superstar startups, as these stories are unique and applied to exceptional scenarios. The game has changed, and playing by the old rules only gets you left behind. Whether you're founding a startup or looking to invest, The Art of Startup Fundraising provides the up-to-the-minute guidance you need.

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