Guy Kawasaki was part of Apple’s Macintosh team. He helped develop the computer and although it became a huge success, much of the rest of Apple wondered at the time why resources were being taken away from the Apple II, the current product leader. This lead Guy to one of his core themes, “Kill the cash cow.” He has this in common with Jim Collins who has a similar saying, “Sell the mills,” which refers to Scott Paper Company selling their paper mills in order to directly compete against Proctor and Gamble.
The Art of the Start is not Kawasaki’s first book, nor has it been his last. Rules for Revolutionaries came before and his most recent book is Reality Check. Although all of Kawasaki’s books deal with the entrepreneurial spirit and development, The Art of the Start is a no-bull how-to manual for getting any business, school, or church off the ground and running. The very first chapter lays out the five things any organization needs to do to start. All you have to do is follow them.
The following is an excerpt from the FAQ section at the end of the first chapter:
Q. When should I worry about looking like a real business, with business cards, letterhead, and an office?
A. Make business cards and letterhead immediately. Spend a few bucks and get them designed by a professional or don’t do them at all. Ensure that the smallest type size is twelve points. An office isn’t necessary until customers are coming to see you, or you run out of space for the team.
Q. Do I need a Web site?
A. Yes, particularly if you’re going to raise money, serve lots of customers, change the world in a big way, and achieve liquidity. Customers, partners, and investors will look for your Web site from the very start.