For some time the extensive literature of advice to progress in the business world, cramming kiosks departure lounges at airports, offered us a lucid and sensible on the main feature of the current enterprise guide: the ability to reinvent.
After perhaps not too appeal-title The Art of the Start 2.0 ( 2015 Ediciones Deusto ) hides one of the clearest voices, and does best communicate this era, Guy Kawasaki. Not surprisingly, this American born in Hawaii is known for having introduced the concept of evangelism in the world of marketing in the mid-80s, when he worked for Apple very young.
At 61, Kawasaki has not remained anchored in the past and continues to work to try to be overactive useful to society simplifying a reality that is often too complex. It does so from its platform in social networks, where it has 10 million followers, but also on the Board of the Haas School of Business at the University of California, Berkeley, from venture capital firm Garage Technology Ventures, and a member of Board of Trustees of the Wikimedia Foundation, the nonprofit umbrella which operates the giant online encyclopedia Wikipedia.
At a dinner with leaders of the business world and the Spanish university organized on Monday at the Rafael del Pino Foundation in Madrid, Kawasaki discussed the issues considered key to undertake. Or perhaps more appropriate to the subject. Unlike those who still argue that there is some kind of cultural or organizational differences between companies in Silicon Valley and the rest of the planet, the marketing expert certifies that the four central key for a company to succeed remain the same as always . Namely: hire good workers, train good workers, good workers manage and retain good employees get. “There is nothing magical in Silicon Valley,” rivets.
Internet of Things
And that does not have an MBA, or at least not necessarily. “A master’s degree in business administration is not necessary, nor sufficient,” Kawasaki said, to succeed in an organization. “At least, not in the technology sector, and in the United States,” he adds. And utility to remove some of the knowledge acquired in them he himself has one- warns that in many companies the MBA degree sends the wrong signal, causing some recruiters may ask, “Why is this person that I have before he chose to spend two years learning business techniques instead of what it really says that you do? ”
Kawasaki’s message, which is often described as inspiring, is simple: If you want to study, study something you like, whether programming in Python or history of civilizations. “I do not think that the role of the school is to train people to work, but to train people for life. Of course, the work is part of life, but only a part.”
Kawasaki also recommends that future managers who are not afraid to look around in some disciplines that are often alien to them. Recommends that they learn to write, to communicate better; acquire programming skills, to help understand the work that charge; and advises even read history, “not to repeat the stupid mistakes of the leaders.”
This marketing guru, who confesses that only believes have helped make the world a little better in his time at Apple, and in their current positions in Canva and Wikimedia, pointed out that you think will be the two main market trends although he warns that comes true visionaries are those like Jobs do not anticipate that people will want, but make people want their new solutions-.
It must remain vigilant as the internet of things (IoT, connectivity of all objects, from lamps to microwave) and automatic driving, and in connection with the latter launches a challenge: “What shall we do with all the space garages when you no longer need a car owned? ”
A manual for success
Kawasaki spares in comments on the keys to success in a new venture, although invited to use without moderation his new manual. The book, which was conceived as a tool for daily use as a reading for short-haul, is divided into conventional chapters, but the truth is that the real structure are four phases: design, activation, proliferation and obligation.
In total, these tasks contain no less than 13 special abilities that Kawasaki care qualify as such is, and instead are “arts”, from the art of getting funding to art “from a legal kind,” going inevitably, by the art of evangelizing.
Kawasaki goes around the binomial mission-vision, and warns why any entrepreneur: “If even in your wildest dreams imagine how to get your startup could make the world a better place to live, chances are you’re not thinking a company capable of spinning the globe in the other direction. ”
But everything will not be business philosophy, in his Kawasaki manual handles more mundane tasks such as presentation for investors, and its recommendations are clear and decisive. Among other things, the evangelist evangelists recommended black backgrounds, do not use more than four points per slide and no more than 25 words.
This salad ideas, as motivating as practical, the recommendation could not be more clear: The Art of the Start 2.0 is a new imperative in the library of all entrepreneurs: novices and that as the title of this manual, they start again. In any case, if I had any doubts about their ability to create a useful project to create value, Guy Kawasaki has also prepared a comprehensive test of 21 questions which is available on his personal website, with which you can learn what your ratio of entrepreneurship .