Scribd Logo
Upload

Welcome to Scribd!

  • 15 views

    Reality Check

    Uploaded by

    FranciscoJavierSanchez
    Really

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Reality Check

    Uploaded by

    FranciscoJavierSanchez
    15 views3 pages
    Really

    Original Title

    reality-check

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Really

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    15 views3 pages

    Reality Check

    Uploaded by

    FranciscoJavierSanchez
    Really

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    REALITY CHECK

    The Irreverent Guide to


    Outsmarting, Outmanaging, and
    Outmarketing Your Competition
    GUY KAWASAKI

    GUY KAWASAKI is a cofounder and managing director of Garage Technology Ventures, an early-stage
    venture capital company. He is also a columnist for Entrepreneur magazine and the cofounder of Alltop.com,
    an online magazine. Previously, Mr. Kawasaki was an Apple Fellow at Apple Computer. He is the author of
    nine books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy,
    Selling the Dream, and The Macintosh Way. Mr. Kawasaki is a graduate of Stanford University and UCLA. He
    has also been awarded an honorary doctorate from Babson College.
    Mr. Kawasaki’s Web site is at www.guykawasaki.com.

    SUMMARIES.COM is a concentrated business information service. Every week, subscribers are e-mailed a
    concise summary of a different business book. Each summary is about 8 pages long and contains the
    stripped-down essential ideas from the entire book in a time-saving format. By investing less than one hour
    per week in these summaries, subscribers gain a working knowledge of the top business titles. Subscriptions
    are available on a monthly or yearly basis. Further information is available at www.summaries.com.
    Reality Check - Page 1

    MAIN IDEA
    When you’re in the process of trying to start a new enterprise, you’re far better off getting candid and realistic feedback (”Your financial
    projections are completely unrealistic!”) than you ever are settling for polite and expedient advice (”Well, that looks pretty interesting.
    Let me get back to you!”). In particular, you need down-to-earth and realistic advice about twelve topics if you’re to have any chance of
    succeeding and hopefully prospering:

    1 Starting Communicating 7
    Reality
    2 Raising money Check Beguiling 8
    – Make sure you
    3 Planning and executing have real-world Competing 9
    information about
    4 Innovating the realities of each Hiring and firing 10
    of these key
    5 Marketing business topics Working 11

    6 Selling and evangelizing Doing good 12

    1 The reality of starting Page 2 7 The reality of communicating Page 5


    Every start up entails much more floundering and failing than All entrepreneurship is outward focused. You have to get
    anyone ever expects at the outset. Don’t let that put you off. good at communicating through e-mail, presentations,
    Success happens when crazy, passionate people believe they speeches, panels, blogs, and more. Learn how to master
    can change the world. Do what it takes to get things moving. each of these communication channels to get ahead.

    2 The reality of raising money Page 2 8 The reality of beguiling Page 6


    Raising money is like speed dating. There is a five minute Beguiling means to get things done by creating win-win
    window within which people decide whether or not they are situations. If you can structure your business so you give
    interested in you. Be prepared to make the right impression people more of what they want, you’ll position yourself to
    quickly or you will not attract the funding you require. move forward in figurative leaps and bounds.

    3 The reality of planning and executing Page 3 9 The reality of competing Page 6
    If you think raising money is hard, you’re in for a shock. That’s Sooner or later, you’ve got to compete with other
    the easy part. The real work comes in delivering the results organizations. This is the essence of business. If you aren’t
    you promised. That’s okay though because it’s execution going head-to-head against some other organization, it means
    which separates the great companies from great ideas. you’re trying to serve a market that does not exist.

    4 The reality of innovating Page 4 10 The reality of hiring and firing Page 7
    Innovation is extremely hard work. It’s a myth innovation is Hiring and firing are difficult processes – black arts, if you will.
    just a matter of sitting around and dreaming up new stuff. So few people are trained in these areas that if you become
    Real world innovation is messy, hard work. It takes a lot of better at doing this, your organization will benefit. Get some
    effort to come up with something new that will sell. hands-on real world experience in these areas and shine.

    5 The reality of marketing Page 4 11 The reality of working Page 7


    Marketing has long been considered the party animal of the Building a successful real-world organization of any kind is
    corporate world. That’s a false impression. In reality, darn hard work. You start with a clean sheet of paper and
    marketing is the process of convincing people they need what then the hard work begins filling in the gaps and creating the
    you have to offer. That’s genuinely hard work. business masterpiece you want.

    6 The reality of selling and evangelizing Page 5 12 The reality of doing good Page 8
    Sales fix everything. As long as you’re selling your stuff, you At the end of your career, how much money you made or how
    have cash flow which in turn gives you time to correct any many possessions you own won’t really count for much.
    problems. Focus on your selling activities and include some Instead, your career will be measured by how much you’ve
    evangelism – the purest form of selling there is. made the world a better place. Work at this all the time.
    Summaries .Com
    The Ultimate Business Library

    We condense 300+ page business books into


    8-page summaries.

    By reading summaries, you’ll get the key ideas in


    30 mins, so you can spend more time turning your
    ideas into dollars.

    Knowledge is Power — Invest in Your Future


    For just $2 per week, you will...
    > Learn from the mistakes and success of the smartest people in business;

    > Get fresh ideas, strategies & motivation that could be worth millions to you;

    > Follow emerging trends, so you can catch the wave before your competitors do;
    > Catch up on the classics you always wanted to read.

    1,000 Top Business Book Summaries


    Our catalog includes summaries on a range of topics for
    aspiring entrepreneurs, managers, and consultants.
    BUSINESS PLANS MANAGEMENT PRESENTATIONS
    SALES LEADERSHIP MOTIVATION STRATEGY
    AND MORE

    You might also like