Having a brilliant idea of a new product or a service is just a small piece of the big business. Then how to build your empire?
This month was released a new Guy Kawasaki’s book:
The Art of the Start 2.0
It contents a complete strategy of helping you to create something great without being overwhelmed by unnecessary theory.
Many things of the book concern the world of hi-tech startups, large-scale projects and the venture capital, however, every startup can get something valuable (and unexpected) from the book.
Starting from searching and analyzing ideas and finding your “sweet spot”:
- What is your and your partner’s expertise?
- What opportunities do you have for existing or potential clients?
- What is your passion?
Then you start working on your new idea.
Don’t think too much about a perfect business plan, instead, get customers first. Even more: perfection is an enemy of startup. Good enough is good enough. There will be time for refinement later. Do more tests, make mistakes, learn and improve.
Guy shows examples what to do and what don’t. He gives recommendations how to do presentations, speeches, offers for partners and investors. Less text, but still keep valuable.
There are always great exercises across the book. For instance, you will need to create and practice your elevator pitch (Guy also give advice for make it better).
- Exercise: Pretend that someone offered you to pay one hundred dollars for each word you deleted from the pitch. What would your pitch look like?
When it comes to advertising and promotion, use a free powerful tool: Social Media. Today brands are built on what people are saying about them.
The author talks about evangelism which is one of his features and it works even better than promotions. Create a tribe of individuals who like your product or service and want to talk about it. When someone believe in your product, they will help you to succeed.
Make a social media plan and tell stories through your profile and your posts.
One of the most useful parts of The Art of the Start 2.0 is the Questions/Answers part where author help to solve doubts and problems which stop startups.
The ideas of the book are useful for everyone from student to CEO of the large company. However, many parts of the book are mostly for those who want to work on the really big project, not for small businesses.
The Art of the Start 2.0 will be very helpful to people who want not only earn more money but also change the world.
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