Guy Kawasaki. (2009). The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything. Unabridged Tantor Media, Inc.

Guy Kawasaki. 2009. The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything. Tantor Media, Inc.

Guy Kawasaki, The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything. Tantor Media, Inc, 2009.

Guy Kawasaki. The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything. Unabridged Tantor Media, Inc, 2009.

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The Art of the Start

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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.

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   • content: A serial entrepreneur and venture capitalist offers credible, rapid-fire advice on every possible aspect of creating an enterprise. He covers familiar tasks such as writing business plans, pitching, raising capital, and branding--all explained with the unembellished certainty that his impressive credentials justify. Though choppy writing makes the broader ideas hard to comprehend and savor at first, important themes gradually emerge to make the core of this presentation memorable and heartfelt. Paul Boehmer's urgent reading has exactly the right pacing and energy for the author's call-to-action tone. Boehmer's delivery of Kawasaki's lists and bullet points helps the author's thinking and quirky energy motivate those who hear this essential business program. T.W. (c) AudioFile 2009, Portland, Maine
2. • premium: True
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   • content:

     July 26, 2004
     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. (Sept. 9)
     
     Forecast:
     Drawn in part from readers of the
     Forbes column from which the book takes its title, Kawasaki's fan base will seek this one out (and overlook the weaker sections to get to the usable nuggets).

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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...

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