Guy Kawasaki, one of the original Apple employees responsible for marketing the Macintosh in 1984, on 12 lessons he learned from Steve Jobs.
- “Experts” are clueless
- Customers cannot tell you want they need
- Biggest challenges beget the best work
- Design counts
- Use big graphics and big fonts “A rule of thumb for fonts: Find out who the oldest person is in the audience, divide his or her age by two.”
- Changing your mind is a form of intelligence
- “Value” ≠ “price”
- A players hire A+ players
- Real CEOs demo
- Real entrepreneurs ship
- Marketing = unique value
- Some things need to be believed to be seen
53. Reject Group Grope
Think about this: decisive, breakthrough creative decision-making is almost always made by one, two, possibly three minds working in unison, take it or leave it. Collective thinking usually leads to stalemate or worse. And the smarter the individuals in the group, the harder it is to nail the idea. Certainly in my experience as a mass communicator and cultural provocateur, I know this to be absolutely true: group thinking and decision-making results in group grope.
In this 53rd rule from his highly anticipated new book, Damn Good Advice (For People with Talent!), legendary art director, original Mad Man, and professional grump George Lois echoes Apple co-founder Woz’s advice on working alone and Susan Cain’s insights on the detrimental effects working by committee has on creativity.
Q: What’s the number-one quality one needs to have or choice one needs to make in translating a brilliant idea into successful entrepreneurship?
A: Be selfless. Do not think of yourself, your needs, your protection, your security. Think only of what would be a dream-come-true for your customers, and find a way to make that happen. Only after you design a perfect business from their perspective, should you adjust the numbers to make sure it’s sustainable. But focus entirely 100% on them, not yourself.
Artist and writer Austin Kleon on 10 things he wishes he’d known starting out, which no one tells young creators.
Tina Roth Eisenberg, a.k.a. Swiss Miss, echoing Alain de Botton’s passionate case for reclaiming your own definition of success from society’s grip.
One of the interesting things about success is that we think we know what it means. A lot of the time our ideas about what it would mean to live successfully are not our own. They’re sucked in from other people. And we also suck in messages from everything from the television to advertising to marketing, etcetera. These are hugely powerful forces that define what we want and how we view ourselves.
What I want to argue for is not that we should give up on our ideas of success, but that we should make sure that they are our own. We should focus in on our ideas and make sure that we own them, that we’re truly the authors of our own ambitions. Because it’s bad enough not getting what you want, but it’s even worse to have an idea of what it is you want and find out at the end of the journey that it isn’t, in fact, what you wanted all along.