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

Guy Kawasaki

A new product, a new service, a new company, a new division, a new anything--where there's a will, here's the way, with Kawasaki's essential steps to launching one's dreams. Read More Show Less Editorial Reviews From Barnes & Noble Forbes columnist Guy Kawasaki developed this book from a "Boot-Camp for Start-Ups" that he conducted. The Art of the Start covers all aspects of the start-up: the goals of the venture, the positioning in the marketplace; the business plan; cash management; recruiting; raising capital partnering; branding; and more. This book was written with the realities of the post-1999 stagnant economy specifically in mind. Kawasaki, who is known as the "Father of Evangelism Marketing," has a well-earned reputation for motivating entrepreneurs. Publishers Weekly Kawasaki (Rules for Revolutionaries) draws upon his dual background as an evangelist for Apple's Macintosh computer and as a Silicon Valley venture capitalist in this how-to for launching any type of business project. Each chapter begins with "GIST" ("great ideas for starting things"), covering a variety of facets to consider, from identifying your customer base and writing a business plan to establishing partnerships and building brand identity. Minichapters zero in on particular jobs that will need doing, while FAQ sections address the questions readers are most likely to have: Kawasaki covers the basics in an effectively casual tone. Much of the advice, however, consists of generic banalities-start your company's name with a letter that comes early in the alphabet, use big type in presentation slides for older businessmen with declining eyesight, and avoid writing e-mails in all capital letters-that can be found in any mediocre guide. Fortunately, Kawasaki does rise to the occasion here and there. He goes into great detail when it comes to raising capital and offers effective methods for sorting through the nonsense associated with interviewing prospective employees. (Sept. 9) Forecast: Drawn in part from readers of the Forbes column from which the book takes its title, Kawasaki's fan base will seek this one out (and overlook the weaker sections to get to the usable nuggets). Copyright 2004 Reed Business Information. Library Journal Kawasaki has been a Silicon Valley fixture since he helped put Apple Computer Company on the map. Since then, he has started a successful venture capital company and written seven books (e.g., Rules for Revolutionaries). His newest work addresses entrepreneurs who want to grow beyond being a company of one as well as innovators who work for large companies. Kawasaki writes in a conversational style that references his own life experience and sources as divergent as Peter Drucker and Seth Godin. The result is a handbook that has lots of useful information, though it will cause most would-be start-up artists to think twice about ever approaching a venture capitalist. It will also inspire people with great ideas to think hard about building a solid business with real cash flow. Unfortunately, the book seems to be written around the needs of technology start-ups and is not quite as useful for traditional businesses. Therefore, only public libraries with a vast business collection should add, but business school libraries should consider.-Stephen Turner, Turner & Assocs., San Francisco Copyright 2004 Reed Business Information. Soundview Executive Book Summaries Entrepreneur is not a job title: It's the state of mind of people who want to alter the future. Doing, not learning to do, is the essence of entrepreneurship. Guy Kawasaki writes that his goal is to help you use your knowledge, love and determination to create something great without getting bogged down in theory and unnecessary details. In The Art of the Start, he presumes that your goal is to change the world -- not study it. At Apple in the 1980s, Kawasaki was a powerful leader who turned ordinary consumers into evangelists. As founder and CEO of Garage Technology Ventures, he has field-tested his ideas with dozens of newly hatched companies. In The Art of the Start, Kawasaki takes you through every phase of creating a business, from the very basics of raising money and designing a business model through the many stages that will eventually lead your company to doing the right thing and giving back to society. A Better Place To alter the future, an entrepreneur must:

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