
BBOTM-06: Guy Kawasaki – “Wise Guy: Lessons from a Life”
05/11/19 • 26 min
For this episode of Business Book of the Month I’m pleased to be joined by the former Chief Evangelist for Apple, and current Chief Evangelist for Canva and Brand Ambassador for Mercedes Benz USA – welcome, Guy Kawasaki.
Guy famously likes to make 10 key points in a presentation – so to celebrate the publication of his latest book ‘Wise Guy: Lessons from a Life’, in this episode I ask him about 10 lessons that he took from key stages in his life.
Here’s what I asked him...
1) You studied psychology at Stanford University from 1972 to 1976. Looking back, what was the main benefit that you got out of studying psychology for your future business life?
2) You studied for an MBA from 1977 to 1979, but since then you’ve said that an MBA is a hindrance to entrepreneurship – what do you mean by that?
Is this maybe because you went straight into doing an MBA from your first degree, and you might have got more out of it if you’d had a couple of real jobs first?
3) Your first real job was in the jewelry business from 1979 to 1983, and there your boss Marty Gruber had a tremendous influence on you – what was the biggest life lesson he taught you?
4) In 1983 you worked for Eduware Services – your first tech job. What advice would you give someone today who isn’t working in tech to be able to move in to the sector?
5) After that you started the role that defined your next few years – Software evangelist at Apple. Your job there was to convince developers to create hardware and software products for a new computer that had a zero installed base, zero backward compatibility, and zero monthly sales. How good is your reality distortion field?
6) In 1987 you left Apple to start a Macintosh database company after as you said, you listened to your own hype about the opportunities in Macintosh software. Was it a good idea to listen to your own hype?
7) From 1989 to 1993 you wrote as a columnist for both MacUser and Macworld – what was a key lesson that you learned from that?
8) Shortly after that you went back to Apple – this time as Chief Evangelist. You say that your Apple Chief Evangelist job description was to protect and preserve the Macintosh cult by doing whatever you had to do. What was the biggest life lesson from that stage of your life?
9) After that you began a series of “Advisor” roles, advising firms like StumbleUpon, Motorola and Ustream. What is a common challenge you see that rapidly growing tech companies face?
10) More recently you’re back to “chief evangelist” type roles – Chief evangelist for Canva and Brand Ambassador for Mercedes Benz USA. What’s one key activity that a “chief evangelist” does that a modern business owner needs to make sure that is done in their organisation?
You sometimes have bonus tips in your presentations – what is one key life lesson that we’ve missed?
Thanks to Guy Kawasaki for joining me!
The post BBOTM-06: Guy Kawasaki – “Wise Guy: Lessons from a Life” appeared first on Business Book of the Month.
For this episode of Business Book of the Month I’m pleased to be joined by the former Chief Evangelist for Apple, and current Chief Evangelist for Canva and Brand Ambassador for Mercedes Benz USA – welcome, Guy Kawasaki.
Guy famously likes to make 10 key points in a presentation – so to celebrate the publication of his latest book ‘Wise Guy: Lessons from a Life’, in this episode I ask him about 10 lessons that he took from key stages in his life.
Here’s what I asked him...
1) You studied psychology at Stanford University from 1972 to 1976. Looking back, what was the main benefit that you got out of studying psychology for your future business life?
2) You studied for an MBA from 1977 to 1979, but since then you’ve said that an MBA is a hindrance to entrepreneurship – what do you mean by that?
Is this maybe because you went straight into doing an MBA from your first degree, and you might have got more out of it if you’d had a couple of real jobs first?
3) Your first real job was in the jewelry business from 1979 to 1983, and there your boss Marty Gruber had a tremendous influence on you – what was the biggest life lesson he taught you?
4) In 1983 you worked for Eduware Services – your first tech job. What advice would you give someone today who isn’t working in tech to be able to move in to the sector?
5) After that you started the role that defined your next few years – Software evangelist at Apple. Your job there was to convince developers to create hardware and software products for a new computer that had a zero installed base, zero backward compatibility, and zero monthly sales. How good is your reality distortion field?
6) In 1987 you left Apple to start a Macintosh database company after as you said, you listened to your own hype about the opportunities in Macintosh software. Was it a good idea to listen to your own hype?
7) From 1989 to 1993 you wrote as a columnist for both MacUser and Macworld – what was a key lesson that you learned from that?
8) Shortly after that you went back to Apple – this time as Chief Evangelist. You say that your Apple Chief Evangelist job description was to protect and preserve the Macintosh cult by doing whatever you had to do. What was the biggest life lesson from that stage of your life?
9) After that you began a series of “Advisor” roles, advising firms like StumbleUpon, Motorola and Ustream. What is a common challenge you see that rapidly growing tech companies face?
10) More recently you’re back to “chief evangelist” type roles – Chief evangelist for Canva and Brand Ambassador for Mercedes Benz USA. What’s one key activity that a “chief evangelist” does that a modern business owner needs to make sure that is done in their organisation?
You sometimes have bonus tips in your presentations – what is one key life lesson that we’ve missed?
Thanks to Guy Kawasaki for joining me!
The post BBOTM-06: Guy Kawasaki – “Wise Guy: Lessons from a Life” appeared first on Business Book of the Month.
Previous Episode

BBOTM Announcement
It’s been a while. But I can’t believe that it’s been 3 years since I published an episode of the Business Book of the Month podcast! Slightly longer than I initially intended
But the show’s coming back!
It was always a bit of a challenge getting the guys together on a specific date – by guys I’m talking about my fab previous co-hosts Mark, Colin and Chris.
(Yes, previous I’m afraid.)
I’m going to take a slightly different tact moving forward.
I’m going to start talking to authors themselves. I want to get a feel for why they wrote the book that they wrote, the story behind the book and the author’s key motivations and other life lessons.
I’ve already recorded the next 2 episodes – and that’s interviews with former Apply Chief Evangelist Guy Kawasaki and author of “Ask” and the brand new book “Choose”, Ryan Levesque.
I think that they’re great interviews – so please check them out.
It may be that the podcast evolves again – it would be great to do a few episodes getting other people’s opinions on books too.
And it would also be great to build up a Business Book of the Month community. Is that something that you’d like? Would you like a LinkedIn Group, a Facebook Group – or something else?
Get in touch if that appeals to you! @DavidBain on Twitter or /DavidBain on LinkedIn is probably the best ways to reach out.
In the meantime, thanks for staying on as a subscriber. Hopefully it will be worth the wait! And keep an eye out on BusinessBookOfTheMonth.com for other future developments!
The post BBOTM Announcement appeared first on Business Book of the Month.
Next Episode

BBOTM-07: Ryan Levesque – “Choose: The Single Most Important Decision Before Starting Your Business”
Today on the Business Book of the Month podcast we’re discussing Choose: The Single Most Important Decision Before Starting Your Business, with the author himself, Ryan Levesque.
Here’s what we covered:
You’re already a number 1 national best-selling author, having previously published Ask – a book that’s already influenced the way that thousands of entrepreneurs discover and assist with their customers’ frustrations. But something niggled at you that you’re Ask book wasn’t the true starting point for new entrepreneurs. So why is that and how did that lead you into writing another book?
Who is the ideal reader for your Choose book?
You were kind enough to provide me with a pre-publication copy of your audio book, so I listened to that over the past couple of days. I must say that I thought it was superb. I’ll certainly be going back to it. So I’ve picked up a couple of areas from the book that I’d like to hone in on – firstly, your description of Mission, Passion, Opportunity or Undecided based entrepreneurs. Can you give the listener an overview of what you mean by that, and how that terminology was born?
My background is in SEO and initially in adsense success. I used to make thousands of dollars a month publishing sites with content that didn’t really interest me. So the fact that I don’t like focusing on an area that doesn’t interest me – does that mean that I’m a passion entrepreneur – and if so, how does that make me different?
You also talk the reader through how to compare different concepts, so that they work on a business that has the highest potential. What if the listener has one specific business in mind, and absolutely intends to start that one business. Would you still recommend comparing it against other opportunities before they start?
You talk a lot about researching keywords, but I don’t recall you mentioning keyword volume – is that a metric that’s not really important?
Something else that you talk about is having a product mix that gives you a low-level price point, a mid level price point about 10 times the low price point, and a high level price point about 100 times the price of the low price point. Why is that and why do those ratios work best?
Should you start off by just offering the low price point on your website and only offering the higher priced products or services for those who purchased the lowest priced items or offering all of your products, all at the same time?
I love how you’re focusing in on designing your business, because for me, the vast majority of business and marketing gurus focus too much on how to drive traffic and build a personal brand authority rather than how to select and structure a business – do you agree with that?
Who are your favourite business or marketing authorities to listen to?
I would say that Chose has the potential to become a movement, just like Ask – is that what you’re trying to create? What does it look like in 5 years time?
From your perspective, what would you say is the number 1, actionable takeaway from the book?
As a final question, apart from your own books, what is your favourite business book and why?
The post BBOTM-07: Ryan Levesque – “Choose: The Single Most Important Decision Before Starting Your Business” appeared first on Business Book of the Month.
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