“How to change the world”

Zuloaga ImatgeArtículos, Blog English, Fran ChuánLeave a Comment

That’s how Guy Kawasaki‘s blog is called. Kawasaki (@GuyKawasaki) is an entrepreneur, writer, publisher and special advisor to the Motorola business unit of Google. In October 2011 he wrote a post called “What I Learned from Steve Jobs” in which he described some things –in particular, 12– that he learned from Steve Jobs during his experience in Apple and that we’ll summarize now.



  1. Experts are clueless. Experts, journalists, analysts, consultants, bankers and gurus can’t “do” what they “advise”.
  2. Costumers can’t say you what they need. They can only describe their desires in terms of what they already use; so around the time of the introduction of Macintosh, all people said what they wanted were better, faster, and cheaper MS-DOS machines.
  3. Jump to the next level. You should be able to think in terms of a disruptive jump.
  4. The major challenges beget best work. Competing against IBM and Microsoft was a big deal.
  5. Design counts. Some people worry about design and many at least sense it.
  6. You cannot go wrong with big graphics and big fonts. Use a unique image or a unique message very clear and big.
  7. Changing your mind is an intelligence sign. iPhone’s first version only allowed web apps. Nowadays apps have become the success clue of smartphones and have created an enormous market.
  8. Value is different from price. Supporting on price is a mistake; value perception is holistic in all the aspects you may offer.
  9. Players A against players A+. If you hire people who are better than you, you’ll improve for sure.
  10. Real CEOs make their own demonstrations. A CEO must be ready to present what his company offers. Many times, a CEO is not even able to understand how the products he sells work.
  11. Real CEOs launch products. The product launched may not be perfect, but good enough to be launched. If you wait for perfection, you’ll never launch anything.
  12. Marketing reduces itself to give an added value. Focus on a particular point, unique and valuable; there’s where you have the profit, the money and where you can make history.

To finish… some things need to be believed first in order to see them later. If you wait to have something in your hands to believe in it you will need to convince many people about what you’re doing.

Fran Chuán

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