By Guy T. Kawasaki- Author, Marketing Specialist and Evangelist, and Silicon Valley venture capitalist

1. Make meaning (aim at democratizing something that changes the world) – E.g Apple, Google, Amazon.

2. Create a mantra for your “meaning or value”- for example Fedex – Peace of mind, Nike – Authentic athletic performance etc.

3. Jump curves and versions – E.g ice 1.0, ice 2.0, ice 3.0. Be defined by the benefits not what you provide or the process… for example GSM Telecom to Internet & Data and fintech

4. Create Elegance- UX/ intelligence/ totality / productive. E.g Slip off/ shoe that can open a bottle, smart watch with an Alert and GPS, Ford Mustang with programmable key.

5. Minimum Viable Product (MVP) – start with what you have, put it out and keep improving.

6. Let the customer decide (take your best chance with positioning and branding but let the customer decide what the product is) E.g. Apple desktop publishing that is “page maker”.

7. Create brands that polarize.

8. Keep experimenting and churn out new revolutions, listen to customers and then keep changing and improving.

9. Design counts (it must be beautiful).

10. Value doesn’t equal price, innovators creat value and not expensive things.

11. Perfect your pitch.

12. Don’t listen to power/money when you are onto something great.

Credit

This article was written with the inspiration and content from Guy T. Kawasaki- Author, Marketing Specialist and Evangelist, and Silicon Valley venture capitalist