UGuy Kawasaki uchaza Ubugcisa bokuqala kwii-10 eziphambili

Iingcebiso ezilishumi ezivela eGuy Kawasaki nabani na oqala nantoni na.

UGuy Kawasaki wenza igama lakhe e-Apple kwiminyaka yee-1980 njengomshumayeli oye wanceda ukuvula ikhompyutha ye-Macintosh. Njengomsekeli kunye ne-CEO yeGarage Technology Ventures, uye wavavanya waza waqinisekisa iingcamango zakhe ngeenkampani ezininzi zokuqalisa. Nguye umbhali weencwadi ezingaphezulu kwesigama sezo shishino, kubandakanywa iMithetho yeZiguquli , ukuthengisa iLoto kunye nendlela yokuDala iMqhudelwano yakho .

Ndinelilungelo elitsha lokuya kwintetho kaMnu Kawasaki kwincwadi yakhe yakutshanje, I-Art of Start: Ixesha elivivinywe, elikhokelwa yiNkqantosi yeNkqubela kumntu oqala nayiphi na into .

Yisithethi esinomdla kakhulu - into ehlekisayo, engahloniphiyo, kwaye ngaphezu kwayo yonke into, ingqiqo. Wakha umxholo wakhe malunga neengcebiso zakhe ezilishumi eziphezulu malunga nabani na oqala nantoni na - osomashishini, amashishini amashishini, ukungenzi inzuzo. Ndiyabelana nawe apha, kunye neembalwa zezinto ezikhethiweyo ezingayifumananga kule ncwadi.

1. Yenza intsingiselo.

Gxila ekwenzeni intsingiselo, kungekhona imali. Ukuba umbono wakho kwenkampani yakho kukukhula nje ukuba uyifake kwi nkampani enkulu okanye ukuyifaka yoluntu kwaye uyenze imali, "uya kulahlwa". I-Kawasaki ithi iikhampani ezinkulu zakhiwa malunga neentlobo ezintathu zentsingiselo:

1. Ukwandisa umgangatho wobomi. Ukwenza abantu bavelise ngakumbi okanye ubomi babo bube lula okanye bunandipha.
2. Ukunene okungalunganga. Uhlobo olusentla. Yiba yinxalenye yesisombululo, kungeyona inxalenye yengxaki.
3. Ukuthintela ukuphela kokuthile okulungileyo. Gcina into ethile yeklasi okanye yembali. Gcina i ihaha.

2. Yenza iMantra.

U-Kawasaki wathatha i-jab kwiitatimende zeentsebenzo zeenkampani ngokubonisa isitatimende sikaWendy:

Injongo yethu ekhokelayo kukunikela ngemveliso ephezulu kunye neenkonzo kubaxumi bethu kunye noluntu ngokusebenzisa ubuholi, intsha kunye nentsebenziswano.

Wathi, "Ndiyamthanda uWendy, kodwa ndandingazi ukuba yonke ixesha ndiyidla khona ndiyithatha inxaxheba kuyo yonke into." Uthi ukuba ufuna ukudala isitatimende semishini yobudala, ungasindisa amashumi amawaka eedola ukubuyela kwi-retreat, abaququzeleli, njl, kunye ne-Dilbert Mission Statement Generator.

Kunoko, i-Kawasaki icebisa ukuza nge-mantra elula, mhlawumbi amagama amathathu okanye ngaphantsi, echaza ngokucacileyo imilinganiselo yakho engundoqo. Eminye imizekelo ayinike yona:

• Wendy's: "Ukutya okukhawulezayo"
• FedEx: "Uxolo lwengqondo"
• I-Nike: "Ukusebenza okusemgangathweni kwezemidlalo"
• UGuy Kawasaki: "Ukuxhobisa abasomashishini"

Yeka kwiCandelo elilandelayo.

Iinkampani ezinkulu azidalwa xa umthengisi wencwadi uthi, "Siya kutshintsha indlela ezithengiswa ngayo. Kunokuba sithwale izihloko ezingama-250 000, siya kuthwala i-275,000." Iinkampani ezinkulu zidalwe xa uthi, "Esikhundleni samaxwebhu angama-250,000, siya kuthwala izigidi ezi-2.5." Emva koko unayo i-Amazon.

Unika iingcebiso ezintathu zokukwenza oku:

1. Qalisa kwakhona ingqondo yakho. Kufuneka udibanise iipatheni zokuziphatha zokudala ukuze ufumane ezintsha.
2. Bulala i inkomo. Ezibonakalayo zingabangaphandle - abakhuphiswano abasemagunyeni. Ukuba ubabetha, ubetha bonke abantu, nabo. Kodwa, ngokungekho-okubonakalayo, kunjalo, ngaba bangaphakathi. Oku kusebenza ikakhulu xa kuqaliswa umkhiqizo omtsha ngaphakathi kwenkampani ekhoyo. Ngokomzekelo, i-Apple kufuneka ibulale i-Apple II ukwenzela ukwenza indlela ye-Macintosh. Baye baqhubeka beyibamba, kodwa ekugqibeleni babeza kudlula bonke abantu. Sula umdala ukuba wenze indawo entsha.

1. Abantu be-polarize. Awukwazi ukukholisa wonke umntu. Kungcono ukuba nesiseko sabantu abathembekileyo ngokunyanisekileyo kunokuba benze umkhiqizo ogqithiseleyo ogqithisa ngokukhawuleza. Eminye imizekelo ayinike yona yi-Macintosh, i-Harley-Davidson, i-Tivo, kunye ne-Scion XP (Abantu abangaphantsi kwe-25 bajonge kwaye bathi, "Hayi, imoto epholile!" Abantu abangaphezu kwama-25 babujonge bathi, "Kumele ukuba yenzelwe ngumntu owaxoshwa eVolvo. ")

4. Yiya.

Musa ukubanjwa "kuhlalutyo lokukhubazeka". Ezinye iingcebiso zokugcina uqhubeka phambili:

• Musa ukuthayipha, umboniso. Kukho iintlobo ezimbini zoshishini, uthe. Olunye uhlobo lucinga ukuba iMicrosoft Office iyisistim sokubulala abasomashishini. Ubhala isicwangciso sakho seshishini, udala i-spreadsheets ezibikezelayo, ukwakha izethulo ze-PowerPoint kubaxumi kunye nabatyalomali, njl. Olunye uhlobo lusebenzisa i-AutoCAD ukuyila umkhiqizo, iqela lokubhala ikhowudi, njl. mveliso.

• Musa ukuxhalaba, yikhathazeke. UVoltaire wambi wathi, "Eyona nto ingcono kukutshaba." Ukuba iinkampani zilinde ukugqibelela ngokupheleleyo umkhiqizo ngaphambi kokuba zikhulule, zazingeke zifumane nantoni na. Kulungile ukuba ukukhululwa kwakho kwe-1.0 kuluhlu oluncinane malunga nemida, ngokude nje ngokuba ludala ixabiso kubaxumi. Ewe, uthi, "Oku akusebenziyo xa uphuhliso lwezoxhobo zonyango."
• Fumana a bahlobo. "Wonke umboniso omncinci ufuna iimpongo zabantu abadala," uhlazo. Emva kwayo yonke i-Bill Gates nguSteve Ballmer. Emva kweSteve Jobs ngu Steve Wozniak. Yakha iqela lolawulo elinika umbono wakho kunye nomdla wakho, kodwa ugqibezela ubuthathaka bakho ngamandla abo.

5. Niche Wena.

Ngokufanelekileyo, udala into ebaluleke kakhulu kubathengi kunye nabanye abambalwa abenzayo. Ukuba ucinga ngokubaluleka kunye nokubaluleka kwendalo njengamaparitha amabini, unamaqhosha amane:

• Ixabiso eliphakamileyo, ukungafani okuphantsi - Ukhuphisana ngexabiso.

• Ixabiso elincinane, eliyingqamaniso ephezulu - Yiloo nto abhekisela kuyo ngokuthi "isisiphukuphuku". Akunandaba nokuba awukho ukhuphiswano xa kungekho mntu ufuna ukuthenga imveliso yakho.
• Ixabiso elincinane, ukungafani okuphantsi - I "dotcom" quadrant. Ngesinye isikhathi, omnye umntu wathi, "Siya kutshintsha indlela abantu abathenga ngayo ukutya kweenja. Siya kuthengisa nge-intanethi. Siza kumnqumla umgcini-mhlaba kwaye abantu baya kukwazi ukuyithengela." Kodwa bayikhohliwe into enye: ukutya kwejaji kunzima. Imali egcinwe yanyulwa yindleko eziphezulu zokuthumela. Into ehlazileyo ayikho ukuba inkampani ayifumananga oku, kodwa ngelinye ixesha, iinkampani ezili-16 zathengisa ukutya kweenja kwi-intanethi. Ewe, ininzi yabo ayisekho shishini - akukho mangaliso.

• Ixabiso eliphakamileyo, eliyingqayizivele ephezulu - Le ndawo apho uyenza imali, imida kunye nenjongo.

6. Vumela iintyatyambo eziliBhulu.

Abathengi bakho abalungileyo abanakho ukuba ngubani okulindele ukuba abekho, kwaye kungakhathaliseki ukuba ulungile kangakanani, kungakhathaliseki ukuba uphando olunjani lwamashishini , awukwazi ukuchaza kwangaphambili oko kuza kwenzeka kweli hlabathi. I-Kawasaki iphakamisa oku kulandelayo:

• Hlwayila amasimu, kungekhona iibhokisi ze window. Ukubeka isikhundla seNiche kubaluleke kakhulu, kodwa usasaze isigidimi sakho ngokubanzi, njengoko uhlahlo lwabiwo-mali luya kuvumela. Ukugqithisa umyalezo wakho wokuthengisa kwaye ungaziphosa kwiimarike ongazange uzibonele.
• Khangela i-agnostics, ingakholelwa kuThixo. Wonke umntu ufuna ukuba nalabo "abathengi bamakhredithi", kodwa iinkampani ezinkulu zivame ukuxhatshazwa kwezi ngcamango "zityumza ijika". Fumana abamkeli bokuqala abavulelekileyo kwiingcamango ezintsha kwaye ulondoloze intlanzi enkulu emva koko.
• Musa ukuziqhayisa. Musa ukumangaliswa xa abantu abathengi imveliso yakho akuyiyo i-market target target. Endaweni ekufumaneni ukuba kutheni bayithengayo kwaye bazuze kwi-fortune yakho entsha.

7. Landela umyalelo we-10/20/30.

Xa usenza iintetho kubathengi okanye abatyali-mali, sebenzisa:

• Iidlayidi ezili-10 - Akunjalo ngama-50 njengoko abantu abaninzi benza
• Imizuzu engama-20 - Unokuba neyure, kodwa abanye abantu baya kukhawuleza, abanye bangashiya kusasa, kwaye ufuna ixesha elide le-Q & A.

• Ifowuni engama-30 - Ukuba usebenzisa i-font encinci, ngokuqhelekileyo ithetha ukuba uzama ukusebenzisa itekisi eninzi, oku kuthetha ukuba uyisithethi esithembekileyo (apho i-CEO ezininzi zenkampani ye-tech, utsho). Ngoba? Ngenxa yokuba ayenzi.

(Ukuba wenza ezininzi iintetho, qi

8. Ukuhlawula abantu abachaphazelekayo.

Hlala abantu abanomdla malunga nemveliso yakho njengoko ukhona (okanye ubuncinci kuyo).

• Ukungaziboni izinto ezingenanto. Umdla olwabelwana ngawo ubaluleke kakhulu kunemfundo okanye amava asebenzayo afanelekileyo. Laba baqeshwa baya kunyaniseka kwaye bathuthuke. U-Kawasaki ngokwakhe wayesebenza kwi-jeweler "yokubala idayimani" xa wathatha umsebenzi e-Apple. Kodwa, uthi, okokuqala xa ebona i-Macintosh, ibeka iinyembezi emehlweni akhe. Yilokho eyamenza ukuba afaneleke ngakumbi emsebenzini kunabani na.

• Ukuhlawula ngaphezu kwakho. Abadlali "baqesha abadlali" A + ", kodwa abadlali" B "baqesha" C "," C "ukuqesha" D ", njl njl, ekhokelela ekuthiwa yi" bozo explosion ". Hlala abantu abakwenza ubonakale behlakaniphile ekuqeshweni kwabo, kungekhona ngokuqhathanisa nabo.
• Ngaba uvavanyo lweziko lokuthenga. Khawucinge ukuba ubona umviwa ogqityiwe kutshanje ekude kwivenkile yokuthenga. Uya...
  • ... bahambe ngqo kubo, baxelele indlela enkulu ngayo inkampani, kwaye ubakhuthaze ukuba bafike ebhodini?
  • ... yibalo indawo enkulu kwaye mhlawumbi uya kugijima kuwo, mhlawumbi awuyi kuyenza?
  • ... baziphephe ngamabomu?
  Ukuba impendulo yakho nayiphi na enye ngaphandle kweyokuqala, ungabaqeshi.

9. Izithintelo ezingezantsi zokuza kwamkelwa.

Yenza kube lula abantu ukuba bathenge kwaye basebenzise imveliso yakho:

• Gcwalisa ikhefu lokufunda. Iimveliso ezilungileyo zifanele zifikeleleke ngendlela enembile ukuyisebenzisa ngaphandle kokubhekisela kwinqununu okanye uthathe iklasi. Umzekelo, uyazi indlela yokubeka iwashi kwiVCR yakho? Kutheni loo nto inzima?

• Musa ukucela abantu ukuba benze into ongenakuyenza. Nangona umzekelo wakhe we-mousetrap (oya kuqhutyelwa ku-Utah ukulahla inkunkuma) wawunzima kakhulu, ibali lakhe malunga neKawai Hyatt Regency lisondele kuye. Kulo hotele, kukho imishini yohlamba yamahhala kuyo yonke indawo. Abantu abafuni ukuhlawula iidola eziliqela ukuhlamba iimpahla zokutyelela, ngakumbi xa sele behlawule i-$ 250 ngobusuku kwigumbi!

• Bamkela abavangeli bakho. Ingaba bangabasebenzi bakho okanye abathengi bakho, zibandakanye kuzo zonke izinto ozenzayo. Yenza konke onako ukuwanika ilizwi. Ziyimpahla yakho yokuthengisa.

10. Musa ukuvumela i-Bozos igule phantsi.

Ezinye i-bozos zilula ukuzibona. Baqhaqhaqhazela, abantu abanobugwenxa abadubula zonke iingcinga zakho. Kodwa qaphela "i-bozo ephumelelayo" egqoke isambatho esihle. "Abantu ngokuzenzekelayo balinganisa 'isityebi' kunye 'neengqondo'," ushilo. "Yiyo inkulu enkulu yezobugcisa." Ngokuqhelekileyo abantu abaphumelele kakhulu abakwazi ukufumana ijika elilandelayo.

Emva kokubonisa enye imboni yobuchwephesha obudumileyo, wathetha ibali lakhe lomntu. Ngesinye isikhathi, wahlawula udliwano-ndlebe lomsebenzi ukuba abe yi-CEO yeSilicon Valley ukuqala, esithi, "Kude kakhulu ukuqhuba, kwaye andiyikuboni ukuba ingaba njani ishishini." IKHAMPANI? Yahoo. I-Kawasaki ibonisa ukuba isigqibo sambiza nge-$ 2 billion.

"Ndicinga ngale minyaka elishumi," watsho. "Yaye uyazi ukuba yintoni na? Ndenze isigqibo esifanelekileyo ukuba ndichithe ixesha elininzi kunye nomfazi nabantwana bam ngoxa bebancinci." Andifuni ukuba bakhule, baye kwikholejini, baze bagqibe ukuba ngubani enye. "

"Oko kuchaza iibhiliyoni zokuqala," waguqa. "I sibini seebhiliyoni sisisongela."

I-Kawasaki iphelile ngeeseshoni ze-Q & A. Umbuzo wokuqala ophuma kwi-chute wawuthi, "Yintoni into elandelayo enkulu?" Impendulo yakhe: "Ndingumthengisi, kungekhona umboniso. Ndiyakwazi ukubona loo nto kwaye ndikuxelele ukuba iya ku thengisa okanye ingayithenganga. Ukuba ndiyazi ukuba yintoni into enkulu elandelayo, ngaba ndiyakwenza okanye ndinike inkxaso. Kwaye andiyi kubaxelela abaphulaphuli. "

Siyabulela ukuTshintshana, abaququzeleli bomcimbi. Ukuze ufunde kabanzi malunga neGuy Kawasaki, kubandakanywa i-free book excerpt, uvavanyo lwe-IQ lwentengiso, kunye nokunye, tyelela uGuyKawasaki.com.