The Art of Starting

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1. Make meaning
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• A woman is often measured by the things she
  cannot control. She is measured by the way her
  body curves or doesnt curve.
• By where she is flat or straight or round. She is
  measured by 36-24-36 and inches and ages and
  numbers. By all the outside things that dont
  ever add up to who she is on the inside.
• And so if a woman is to be measured, let her be
  measured by the things she can control, by who
  she is and who she is trying to become because as
  every woman knows, measurements are only
  statistics, and statistics lie.

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Curve 1 Ice Harvesting
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Curve 2 Ice Factory
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Curve 3 Refrigerator
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2. Make mantra
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The mission of Wendys is to deliver superior
quality products and services for our customers
and communities through leadership, innovation,
and partnerships.
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• Wendys Healthy fast food

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• Wendys Healthy fast food
• FedEx Peace of mind

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• Wendys Healthy fast food
• FedEx Peace of mind
• Nike Authentic athletic performance

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• Wendys Healthy fast food
• FedEx Peace of mind
• Nike Authentic athletic performance
• Target Democratize design

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We exist to professionally build long-term
high-impact sources so that we may endeavor to
synergistically leverage existing effective
deliverables to stay competitive in tomorrows
world.
Dilbert Mission Statement Generator
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3. Get going
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• Think different

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• Think different
• Polarize people

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• Think different
• Polarize people
• Find a few soul mates

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4. Define a business model
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• Be specific

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• Be specific
• Keep it simple

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• Be specific
• Keep it simple
• Ask women

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5. Weave a MAT (milestones, assumptions, tasks)
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• Milestone Finish design

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• Milestone Finish design
• Assumption Sales calls/day

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• Milestone Finish design
• Assumption Sales calls/day
• Task Rent an office

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6. Niche thyself
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Ability to provide unique product or service
Value to customer
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Ability to provide unique product or service
Price
Value to customer
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Stupid
Ability to provide unique product or service
Price
Value to customer
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Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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X
Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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Smart Car
X
Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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Breitling Emergency
X
Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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Trek Lime
X
Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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LG Kimchi refrigerator
X
Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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Royal Caribbean
X
Stupid
Ability to provide unique product or service
Price
Dotcom
Value to customer
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7. Follow the 10/20/30 rule
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• 10 slides

Title Marketing and sales Problem
Competition Solution Team Business model
Projections Underlying magic Status and timeline
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• 20 minutes

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• 30 point font

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8. Hire infected people
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• Ignore the irrelevant

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• Ignore the irrelevant
• Hire better than yourself

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• Ignore the irrelevant
• Hire better than yourself
• Apply the shopping center test

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9. Lower the barriers to adoption
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• Flatten the learning curve

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• Flatten the learning curve
• Dont ask people to do something that you wouldnt

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• Flatten the learning curve
• Dont ask people to do something that you
  wouldnt
• Embrace your evangelists

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10. Seed the clouds
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• Let a hundred flowers blossom

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• Let a hundred flowers blossom
• Enable test drives

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• Let a hundred flowers blossom
• Enable test drives
• Find the influencers

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11. Dont let the bozos grind you down
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I think there is a world market for maybe five
computers. Thomas Watson Chairman, IBM 1943
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This telephone has too many shortcomings to be
seriously considered as a means of communication.
The device is inherently of no value to
us. Western Union internal memo 1876
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There is no reason why anyone would want a
computer in their home. Ken Olsen Founder,
Digital Equipment Corp. 1977
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Its too far to drive, and I dont see how it
can be a business. Guy Kawasaki Bozo
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Truemors.com For copies, send an email to
Mary-louise_at_garage.com Blog.guykawasaki.com Pho
tos from iStockPhoto.com
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