What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers.
The Art of the Start will give you the essential steps to launch great products, services, and companies---whether you are dreaming of starting the next Microsoft or a not-for-profit that's going to change the world. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GIST---Great Ideas for Starting Things---including his field-tested insider's techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz.
At Apple, Kawasaki helped turn ordinary customers into fanatics. As founder and CEO of Garage Technology Ventures, he has tested his iconoclastic ideas on real-world start-ups. And as an irrepressible columnist for Forbes, he has honed his best thinking about The Art of the Start.
A serial entrepreneur and venture capitalist offers credible, rapid-fire advice on every possible aspect of creating an enterprise. He covers familiar tasks such as writing business plans, pitching, raising capital, and branding--all explained with the unembellished certainty that his impressive credentials justify. Though choppy writing makes the broader ideas hard to comprehend and savor at first, important themes gradually emerge to make the core of this presentation memorable and heartfelt. Paul Boehmer's urgent reading has exactly the right pacing and energy for the author's call-to-action tone. Boehmer's delivery of Kawasaki's lists and bullet points helps the author's thinking and quirky energy motivate those who hear this essential business program. T.W. (c) AudioFile 2009, Portland, Maine
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