For Guy Kawasaki, bestselling author of 15 books and former Apple evangelist, his professional trajectory was heavily influenced by one man – Steve Jobs. In his book, Wise Guy, Kawasaki delves deep into his experiences during his time at Apple, sharing lessons and narratives that continue to shape his professional life.
Innovating Beyond What's Asked
Customers, Kawasaki highlights, might be clear about their wants, but seldom do they visualise what they truly need. He recalls, “If you approached an Apple enthusiast in the mid-80s, their wishlist might have featured a more efficient Apple II. None would have dreamt of the Mac.”
For Kawasaki, true innovation doesn’t rest with mere upgrades. It’s about transcending the current realm of thought, even if it means confronting skepticism head-on. Drawing from Jobs’ resilience, he notes, “Innovators sidestep doubters to actualise their vision. Though Jobs faced criticism – be it for the Macintosh or the Apple stores – it wasn’t about always being right, but about holding onto a belief until it materialises.”
An organisation’s mission, Kawasaki stresses, surpasses its product. He cites the Kodak example, emphasising that while they were pioneers in digital photography in 1975, their fixation on film blinded them from the digital wave.
The Story is Mightier than the Buzzword
“Narrate stories. They hold unparalleled power,” Kawasaki asserts. He lambasts the business world's fondness for buzzwords, stating that jargon-laden pitches often blur into indistinctive noise. “Unless you differentiate yourself, you echo silence,” he points out.
He illustrates this with the quintessential Apple story – two visionaries in a garage, determined to make computing affordable and accessible, birthing Apple. Such tales, Kawasaki believes, not only linger in memories but resonate emotionally. This very narrative strategy swayed Kawasaki towards Canva, a company now worth a staggering $1 billion, underscoring “Great tales captivate, especially amidst today’s digital cacophony.”
Mastering the Art of Selling
Both Kawasaki and Jobs championed the essence of proficient communication and public speaking. Kawasaki opines, “This proficiency scales in significance as you climb the professional ladder. It's the catalyst to shift paradigms, make a lasting impression, persuade, and shape mindsets.”
In the realm of business, two skills are paramount – creation and sales. The perfect synergy between a creator like Steve Wozniak and a sales virtuoso like Steve Jobs exemplifies this. Kawasaki encapsulates this saying, “Sales is an age-old craft, still invaluable in this tech era.”
Drawing from his enriching journey and the wisdom instilled by Jobs, Kawasaki reiterates the essence of looking beyond the evident, narrating compelling stories, and mastering the sales game to carve an indelible mark in the business domain.
(Several parts of the text in this article, including the title, were generated with the help of an AI tool.)