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

241 Pages·2004·2.84 MB·English

The Art of
the Start
>
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OF T H E
START
THE TIME-TESTED,
BATTLE-HARDENED GUIDE FOR
ANYONE STARTING ANYTHING
Guy Kawasaki
>
PORTFOLIO
Published by the Penguin Group
Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, U.S.A.
Penguin Group (Canada), 10 Alcorn Avenue, Toronto, Ontario, Canada M4V 3B2
(a division of Pearson Penguin Canada Inc.)
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2196, South Africa
Penguin Books Ltd, Registered Offices:
80 Strand, London WC2R ORL, England
First published in 2004 by Portfolio,
a member of Penguin Group (USA) Inc.
16 15 14 13
Copyright © Guy Kawasaki, 2004
All rights reserved
Publisher's Note
This publication is designed to provide accurate and authoritative information in regard to
the subject matter covered. It is sold with the understanding that the publisher is not en-
gaged in rendering legal, accounting, or other professional services. If you require legal ad-
vice or other expert assistance, you should seek the services of a competent professional.
LIBRARY OF CONGRESS CATALOGING-IN-PUBLICATION DATA
Kawasaki, Guy, 1954-
The art of the start: the time-tested, battle-hardened guide for anyone starting
anything / Guy Kawasaki,
p. cm.
Includes bibliographical references and index.
ISBN 1-59184-056-2
1. New business enterprises. 2. Entrepreneurship. I. Title.
HD62.5.K38 2004 658.1'1—dc22 2004044773
This book is printed on acid-free paper. ©
Printed in the United States of America
Set in Sabon
Designed by BTD NYC
Without limiting the rights under copyright reserved above, no part of this publication may
be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or
by any means (electronic, mechanical, photocopying, recording or otherwise), without the
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The scanning, uploading, and distribution of this book via the Internet or via any other
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chase onlv authorized electronic editions and do not participate in or encourage electronic
Many years ago Rudyard Kipling gave an address at McGill Univer-
sity in Montreal. He said one striking thing which deserves to be re-
membered. Warning the students against an over-concern for money,
or position, or glory, he said: "Some day you will meet a man who
cares for none of these things. Then you will knoiv how poor you are."
—Hal ford E. Luccock
To my children: Nic, Noah, and Nohemi.
A child is the ult imate startup, and I have three.
This makes me rich.
Acknowledgments
In giving advice, seek to help, not please, your friend.
— S o l o n
y thanks to all the people who helped me with this book.
First, Rick Kot at Viking, because this book was his idea.
Furthermore, he tolerated my crazy ideas—including the
Mtitle and subtitle and having a cover-design contest. Every
author should be so lucky to work with an editor like Rick. (The con-
verse is not necessarily true.)
Second, Patty Bozza and Alessandra Lusardi of Viking, and the
Portfolio team: Joe Perez, Will Weisser, and Adrian Zackheim, as well
as Lisa "Her Highness" Berkowitz. Behind every successful author
stands an amazing team.
Third, a group of readers who truly sought to help, not please,
me. They spent many hours reading and refining my drafts. My eternal
gratitude to: Marylene Delbourg-Delphis, George Grigoryev, Ronit
HaNegby, Heidi Mason, Bill Meade, John Michel, Anne P. Mitchell,
Lisa Nirell, Bill Reichert, Gary Shaffer, Rick Sklarin, and Andrew Tan.
Fourth, a group of people who contributed by making sugges-
tions, course corrections, and additions. They are: Mohamed Abdel-
Rahman, Anupam Anand, Imran Anwar, Dave Baeckelandt, A. J.
Balasubramanian, Steve Bengston, David Berg, Scott Butler, Tom By-
ers, Antonio Carrero, Lilian Chau, Pam Chun, Tom Corr, Stephen
Cox, Deborah Vollmer Dahlke, Mart in Edic, Bob Elmore, Eric Erick-
son, Elaine Ferre, Pam Fischer, Sam Hahn, Lenn Hann, Steve Holden,
Hilary Horlock, Katherine Hsu, Doug Ito, Bill Joos, John Michel,
Cindy Nemeth-Johannes , Tom Kosnik, Pavin Lall, Les Laky, Molly
\/M
Lavik, Eric "I'm Open" Lier, Anthony Lloyd, Robert MacGregor,
A
Tom J teade, Chris Melching, Fujio Mimomi , Geoffrey O'Neill, Bola
Odulate, Colin Ong, Steve Owlett, Lakiba Pittman, Gina Poss, Julie
Pound, Warrick Poyser, the Propon Team, Richard Putz, Anita Rao,
Jim Roberts, Marty Rogers, John Roney, Aaron Rosenzweig, Michael
Rozenek, Brian Rudolph, David Schlitter, John Scull, Izhar Shay, Marc
Sirkin, Marty Stogsdill, Judy Swartley, Russ Taylor, Larry Thompson,
Amy Vernetti, Ryan Walcott, Shelly Watson, Tim Wilson, Ryan Wong,
and Jan Zones.
Fifth, the people who helped me to market this book: Alyssa
Fisher, Sandy Kory, Tess Mayall , Ruey Feng Peh, Shifeng Li, Shyam
Sankar, Betty Taylor, and Kai Yang Wang.
Sixth, my loving and lovely wife, Beth. Thank you for bearing
with me as I wrote this book during a very busy time in our lives, and
for the best twenty years of my life.
Seventh, Sloan Harris of International Creative Management .
Thank God for Sloan—otherwise, Rick Kot and Portfolio would have
eaten me alive.
Eighth, Patrick Lor and the gang at iStockPhoto.com who helped
this graphically challenged author.
Finally, John Baldwin, Ruben Ayala, and Ken Yackel of the Ice
Oasis Skating and Hockey Club. Were it not for them, I would have
finished this book six months earlier. But then I wouldn ' t be the best
fifty-year-old, transplanted Hawaiian, beginner ice hockey player in
Silicon Valley. And this is certainly a desirable niche to fill.
Vlll