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March 31, 2005

Opening Kawasaki’s Kimono

This was the first time I’d heard Guy Kawasaki speak and I was impressed. His lucidity, humor, and ability to connect with an audience went beyond being amazing to being inspiring.

In his keynote speech, he basically merged his thinking from Art of the Start and Selling the Dream into Guy’s Top 10 Rules for Evangelism.

#1: Make Meaning.
Create products and services that are designed for the higher purpose of making a difference in the world.

#2: Niche Thyself.
Bring truly unique and great products to market. Avoid crap.

#3: Don’t be Paranoid.
Welcome and actively engage the early adopter freaks and outer fringe folks who embrace your product from the get-go.

#4: Localize the Pain.
Personalize the meaning of your products and services by succinctly and compelling explaining how it will improve one’s life.

#5: Let 100 Flowers Blossom.
Don’t force customers to use your products in a certain way. Encourage and facilitate customers to create new uses for your product.

#6: Look for Agnostics, not Atheists.
Forsake atheists who will never believe. Instead, spend marketing dollars on agnostics who are neutral and can become believers.

#7: Enable Test Drives.
Be generous and find ways to share your product so potential customers can experience it.

#8: Provide a Slippery Slope.
Make your products and services easy-to-use. Never create barriers for adoption/acceptance by customers.

#9: Foster Team Spirit.
Make customers feel part of the team. Enduring companies have a moral obligation to make customers a part of the ‘family.’

#10: Don’t Ask Anyone to Do Something You Wouldn’t.
Do unto your customers as you would have your customers do unto you.

#11: Be a Mensch.
If you are a true evangelist … you have a moral obligation to share, to care, to service, and to give abundantly with the expectation your actions will make the world a better place.

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