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How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit Paperback – August 2, 1996


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Product Details

  • Paperback: 256 pages
  • Publisher: Hyperion (August 2, 1996)
  • Language: English
  • ISBN-10: 0786881631
  • ISBN-13: 978-0786881635
  • Product Dimensions: 9.2 x 6.1 x 0.7 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #742,267 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Marketing advice from Apple Computer Fellow and Macworld columnist Kawasaki.
Copyright 1996 Reed Business Information, Inc.

More About the Author

Guy Kawasaki is the author of twelve books. He was the chief evangelist of Apple. He has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.

His latest book is APE: Author, Publisher, Entrepreneur--How to Publish a Book. Kirkus, the toughest reviewer in the business, said this about APE, "Essential reading (and reference) for modern authors, regardless of experience."

Kawasaki was born and raised in Hawaii. He currently lives in the San Francisco Bay Area with Wife 1.0, four kids, one dog, two chickens, three lizards, and two turtles.

Customer Reviews

4.6 out of 5 stars
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See all 16 customer reviews
Book was very provocative and gave some good ideas that were outside the box.
VK
This book is really about finding a way to make your customers happier than anybody else can.
Roger Peter Marec
The same is true when one must generate support to overcome resistance to change.
Robert Morris

Most Helpful Customer Reviews

35 of 39 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on January 11, 2000
Format: Paperback
In How to Drive Your Competition Crazy, Kawasaki urges his reader to create disruption for "fun and profit." The book is organized into four parts: Lay the Groundwork, Do the Right Things, Do Things Right, and Push the Envelope. Within each of the four parts, Kawasaki includes interviews with various corporate executives who share their real-world experiences. He offers hundreds of examples to illustrate his ideas about non-conformist strategies which will help achieve a competitive advantage.
In his more recent book, Rules for Revolutionaries, Kawasaki asserts that, inorder to break down the barriers to innovation, one must "command like a king." That is to say, have steadfast convictions and then communicate those convictions to others with the power of faith and self-assurance. When asked to explain what a champion is, Jack Dempsey replied that a champion "gets up when he can't." Such determination is admirable, of course, but not always prudent. (What if David had decided to wrestle Goliath?) Agreeing with Jeffrey Gitomer, Kawasaki insists that customers must become "evangelists", not merely buyers of whatever one sells. Sustainable customer loyalty is the objective, not satisfaction with a single transaction. The same is true when one must generate support to overcome resistance to change. Two mistakes must be avoided: in Barbara Tuchman's words, "assessing a situation in terms of preconceived fixed notions while ignoring or rejecting contrary signs", and, "the refusal to benefit from experience." Only by being alert to "contrary signs" while benefiting from experience can anyone hope to prevail.
Kawasaki has sometimes been described as "controversial", usually by those who feel obliged to defend the status quo.
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10 of 10 people found the following review helpful By A Customer on June 8, 1997
Format: Hardcover
I laughed my way through this book. I am designer who was constantly frustrated with the back biting that goes on between myself and other designers. This wonderful book helped me utilize simple techniques to step out of that circle of ego and become the positive, constructive colleague I wanted to be. It could really be called 'How to Make Friends With the Competition and Still Influence the Right People" because it has a bit of Dale Carnegie mixed in with Depak Chopra!! or maybe "Zen in the Art of Sharing the Cash Flow"
(There really is room for everyone who wants it!)
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10 of 11 people found the following review helpful By Marque Pierre Sondergaard on June 26, 2000
Format: Paperback
Although I am a big fan of Guy, this one was a disappointment compared to the standards I have come to expect from him. The title of book indicates a vast area to cover. But to my disappointment it seemed a bit inconsistent or out focus/unfocused. Maybe like the title.
When all is said and done it has a multitude of cases, quotes and points in the usual Kawasaki style that can prove beneficial, but still not a clear classic.
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4 of 4 people found the following review helpful By Roger Peter Marec on June 20, 2006
Format: Hardcover
Written by the former Director of Software Product Management for Apple Computer, Inc., this is a book first about how to survive amongst the established business giants, and then how to carve an ever-increasing niche in the shared markets.

Apple's strategy in the early days was to create advantages for its clients and also to create disruption to IBM. Kawasaki says that it is important to pick a giant to fight against - you have more to gain and more credibility to be established.

To get started you must know your own company very well, your customers very well and your enemy very well. For your own company, all efforts must be made to discover how your customers see you. Why do they buy from you, and why don't they buy from you? Then you must define who your customers really are. Are the people that buy your product, the ones that are using your product? To find out about your competition, study them by visiting them and patronizing them so that you can establish their modus operandi for sales, service and follow-through.

To find your niche, you must discover that which you offer that you have both a high ablity to produce, and a high value to the customer. This should be your focus.

The title of this book is misleading. It talks about disrupting the other fellow... It seems this tactic is for your own company morale and the title of this book mostly for sales. This book is really about finding a way to make your customers happier than anybody else can.

Kawasaki goes over the importance of not feeling thwarted by another company's advances and gives proper and strategical retaliations. Creativity is a main theme in this area. Be unpredictable.
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9 of 11 people found the following review helpful By Rolf Dobelli HALL OF FAME on May 10, 2001
Format: Paperback
Guy Kawasaki combines insights from eastern philosophy with practical business advice on how to disrupt the market in favor of your company. Through strategic planning and zest for the game, companies can move in on their competitors' customers, credibility, and profit - and have a lot of fun in the process. This exhilarating book is packed with useful exercises, examples, interviews, and even a sampling of children's literature. We [...] recommend it to executives of big and small companies who want to shake up the marketplace, and to career-minded individuals eager to rise in the ranks and make their companies stronger.
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