I think it's interesting to get a glimpse of how Apple works inside. They are so damn secretive today it's like getting a secret tour into the inner workings of the most successful company on the planet. Granted, they weren't number one back when this book was written, but many of the principles and thought processes of Apple executives are still used today.
I don't think you have to be an Apple fan (although I am) to enjoy or get anything out of this book. In fact, I wouldn't be surprised if Apple tried to buy up any remaining copies of this book and have them burned in order to keep others from knowing how they work or think inside.
One of the sections of the book that was particularly interesting to me was when Kawasaki explained how Apple would "mess with competitor's heads". It would explain one reason why there have been so many lawsuits with Samsung. These lawsuits aren't designed to get Apple money. Samsung nailed it on the head with their tablets and phones and Apple recognizes this. They are trying to throw them off the scent, kick them off the ladder so to speak.
I also really liked the part of the book that talked about going all out in support of your product. I think it's one reason Apple is successful. Guy was saying that it was important to have people in place to support the product and not skimp in this department like many others have (see Panasonic).
Kawasaki talks about breaking the rules and saying your sorry afterward. He talks about about being aggressive and taking risks. This is what separates Apple from the rest. Most companies do not like taking chances. They kowtow to the shareholders, they do not want to rock the boat, and they stay stagnant in the same market, doing things the same way year after year.
He also talks about how Apple will make features in their products that they think the consumer will need. They don't make features based on public opinion, which is probably why Apple leaves out features from their products that people were clamoring for, but didn't get (like copy and paste from their first iPhone iteration).
This is not from the book, but one executive from a silicon valley firm summed it up nicely, "We can have 10 people vote on the best font to use for our presentation, but because it's chosen by the masses, you'll simply wind up with an average font. If you want something truly great, it can't be up to the masses to decide because it will simply be a mediocre product."
In my opinion this is a book for the ages. I'm keeping this one and I'll be re-reading it years to come for inspiration. It also gives me an idea of what Apple is thinking inside and why they do what they do.
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How to be an incredibly efficient challenger
Reviewed in Canada on January 16, 2016
