The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything [Audiobook, MP3 Audio, Unabridged] [MP3 CD]

Guy Kawasaki (Author), Paul Boehmer (Narrator)

Book Description

Publication Date: January 19, 2009

What does it take to turn ideas into action? What are the elements of a perfect pitch? How do you win the war for talent? How do you establish a brand without bucks? These are some of the issues everyone faces when starting or revitalizing any undertaking, and Guy Kawasaki, former marketing maven of Apple Computer, provides the answers.The Art of the Start will give you the essential steps to launch great products, services, and companies-whether you are dreaming of starting the next Microsoft or a not-for-profit that's going to change the world. It also shows managers how to unleash entrepreneurial thinking at established companies, helping them foster the pluck and creativity that their businesses need to stay ahead of the pack. Kawasaki provides readers with GIST-Great Ideas for Starting Things-including his field-tested insider's techniques for bootstrapping, branding, networking, recruiting, pitching, rainmaking, and, most important in this fickle consumer climate, building buzz.At Apple, Kawasaki helped turn ordinary customers into fanatics. As founder and CEO of Garage Technology Ventures, he has tested his iconoclastic ideas on real-world start-ups. And as an irrepressible columnist for Forbes, he has honed his best thinking about The Art of the Start.

Editorial Reviews

From 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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

About the Author

Guy Kawasaki is the managing director of Garage Technology Ventures, an early-stage venture capital firm for high-technology companies. Previously, he was an Apple Fellow at Apple Computer, Inc. A noted speaker and the founder of various personal computer companies, Kawasaki was one of the individuals responsible for the success of the Macintosh computer. He is also the author of nine books, including Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a B.A. from Stanford University and an M.B.A. from UCLA as well as an honorary doctorate from Babson College. Paul Boehmer appeared for two seasons at the Old Globe Theatre in San Diego, California, where he played Oberon/Theseus in A Midsummer Night's Dream and Lucius in Titus Andronicus. He also appeared in The Constant Wife, played Banquo in Macbeth, and was Antipholus of Syracuse in The Comedy of Errors in the 2005 Summer Rep Season at the Globe. He has appeared in Sir Peter Halls's acclaimed Broadway production of Oscar Wilde's An Ideal Husband, Off-Broadway in the New York premiere of Miss Evers' Boys, and Off-Off-Broadway in New Yorrick, New Yorrick and End of the Day. He has appeared regionally at the Pioneer Theatre Company, Arena Stage, Seattle Rep, Huntington Theatre Company, Cincinnati Playhouse in the Park, Cleveland Playhouse, Missouri Repertory Theatre, Walnut Street Theatre, Syracuse Stage, Berkshire Theatre Festival, and Theatre Works Palo Alto. His film and television appearances include The Good German, The Thomas Crown Affair, Star Trek: Enterprise, Star Trek: Voyager, Star Trek: Deep Space Nine, Frasier, Judging Amy, Guiding Light, and All My Children. Paul is most proud of his award-winning unabridged recording of Moby Dick. He holds a BFA in acting from Southern Methodist University and an MFA in acting from the Professional Theatre Training Program at the University of Delaware.

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Product Details

• MP3 CD
• Publisher: Tantor Media; Unabridged,MP3 - Unabridged CD edition (January 19, 2009)
• Language: English
• ISBN-10: 1400160634
• ISBN-13: 978-1400160631
• Product Dimensions: 7.5 x 5.3 x 0.7 inches
• Shipping Weight: 1.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (250 customer reviews)
• Amazon Best Sellers Rank: #112,844 in Books (See Top 100 in Books)
  • #8 in Books > Books on CD > Business > Personal Finance

More About the Author

Guy Kawasaki is the author of Enchantment: The Art of Changing Hearts, Minds, and Actions He is also the co-founder of Alltop.com, an "online magazine rack" of popular topics on the web, and a founding partner at Garage Technology Ventures. Previously, he was the chief evangelist of Apple. Kawasaki is the author of nine other books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

Customer Reviews

Most Helpful Customer Reviews

238 of 245 people found the following review helpful:

5.0 out of 5 stars Light a fire under your business, October 29, 2004

By 

Meryl K. Evans "Content Maven behind meryl.net" (Plano, TX) - See all my reviews
(REAL NAME)   

This review is from: The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything (Hardcover)

The book makes a big promise with its sub-title, "The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything." I wondered if such a book could live up to it. "Starting anything" refers to a business, not a career, school, or hobby.

Obviously, it's impossible to create a comprehensive book of business best practices because every business has its own variables. What works great for one may kill another. However, the book doesn't take that approach. Rather, it tells how it is starting a business and the rough road of dealing with VCs (venture capitalists). If you expect a positive spin on stuff that's hard to do. Read a fairy tale instead.

Rather than abrasiveness and a "do this, don't do this" attitude, Kawasaki uses humor to explain the process. Anyone who has a small business including those around for a few years will benefit. When ready to take action, use this book as the manual that doesn't come with starting a business. Thinking about it isn't going to make a business successful.

Every chapter begins with the GIST of it, an overview of what's to come. Each ends with FAQ, frequently AVOIDED questions, to review the chapter's content and drill it in deeper for better understanding and implementation.

Get simple, but important hints on everyday business practices such as how to give a strong presentation. How many times have you sat through a presentation where each slide has over 20 words in size 12 point and the presenter practically reads the words adding little to what is on the slide? Kawasaki smartly covers the 10-20-30 rule. 10 slides, 20 minutes, and size 30 font. Making changes to the small practices can lead to reaching the next milestone.

This book can be likened to a quick reference guide for starting a business and useful strategies: has just what is needed without heavy-duty or dry language. It is, however, larger than most quick guides, but a fast and easy read into the world of startups and dealing with VCs. If a VC isn't involved, the book provides valuable tools and ideas to help with any business. However, technology start ups seeking VCs will benefit most.

Stuck on a business plan? Learn what is needed and not needed. Don't waste valuable time and use the book to do what's necessary without going overboard.

If long hours and challenges aren't in the plans, then read a romanticized business book instead. The Art of the Start shows how it really is and it's hard, but it can be a little easier with this book as a guide.

Get a taste of the book by reading its manifesto (http://www.changethis.com/1.ArtOfTheStart), a free PDF download. The 34 page document should give you a clear idea of whether or not the book is for you as it includes the same components found in the book. As a bonus, the manifesto includes Great Ideas for Starting Things, covered in the first chapter. If the material and the table of contents sound enticing, get it.

208 of 231 people found the following review helpful:

2.0 out of 5 stars For venture capital seekers and corporate employees only, December 1, 2006

By 

Brian Hawkinson (San Jose, CA) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything (Hardcover)

Wow, I am going against the grain here. I picked this book up with a lot of hope. I only met disappointment. The books premise says a lot, leading you to believe that this is a know-how of starting companies and organizations - any types. And in a sense this is somewhat true. But this book is not geared for smaller companies. In fact the book is structured and designed only for those seeking venture capitalists and/or those who are already in the corporate world and want to start their own company. Basically, for those companies geared more towards technology.

Because of this I was very disappointed. Additionally, the tables were almost all useless and the exercises were a big waste of time. Exercises such as "Look up the background of these entrepreneurs" or "Go to eBay and look up this item" or "Fill in the blank... (where you fill in your mantra)". Even the quotes, although some were interesting, were a waste of space as the book is literally layered with them all over the place.

Again, I am really going against the grain. If you are looking for venture capital or are currently in the corporate world, this book is for you. Otherwise there is very little to learn from this book.

2.5 stars.

50 of 54 people found the following review helpful:

5.0 out of 5 stars Pragmatic and brilliant: even crufty veterans need this book, September 9, 2004

By 

Glenn Reid "startup CEO" (Palo Alto) - See all my reviews
(REAL NAME)   

This review is from: The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything (Hardcover)

This is a truly great book. I didn't expect to get so much from it; I'm battle-hardened myself and thought I knew a lot about starting companies and thinking about product development and marketing. I'm an author myself, of two technical books (you can search for me in Amazon's author index) so I understand the process and am have pretty high standards in reading and judging books.

I've read the first 20 pages of a lot of supposedly similar books and given up on them. Time, after all, is one of the most valuable assets to an entrepreneur, and I won't have mine wasted. But with The Art of the Start I was learning and thinking on every page, and genuinely got excited about my own business by reading this book; it doesn't get much better than that.

Guy Kawasaki has a gift for getting right to the heart of an issue, in a no-nonsense way, which of course every entrpreneur needs; I'm often thinking: make your point already!

And right when you're about to call into question one of the points the author is making (and he does make some bold points that you're tempted to question) he follows it immediately with "for example..." and the examples are so compelling and clear, you immediately accede his point, change your own thinking slightly, and keep reading.

I wrote Guy Kawasaki a long email while I was on an airplane and had been reading this book, to tell him that I loved it. I normally would never do such a thing, but he points out in the book that you should always include your email address and not hide from customers, and you should answer your email, so it occurred to me that it might be okay to write to him. So I did, and he wrote back to thank me.

I've read a lot of "how-to" books on a lot of topics, from woodworking to business development, and this is one of the best ever written. I'm not sure if my review will compell you to check it out, but I thought it's worth a try. I am not one who normally recommends things, so my recommendation carries extra weight.

Get it. Read it.