The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything by Guy Kawasaki ‪


Book #6: The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything by Guy Kawasaki ‪#‎100BooksChallenge2016‬ | Finished: February 8th 2016.

The Art of the Start is one of my favourite books as Guy gives an indepth strategy/analysis on how to become and thrive as an entrepreneur.

Favourite Take-Aways

Beware of the false positive: hiring a likeable person who is incompetent. And beware of the false negative: rejecting a less likeable person who is competent.

For example, the best engineers aren’t necessarily charismatic, and people who are charismatic aren’t necessarily the best engineers

No hables al menos que puedas mejorar el silencio. (Don’t speak unless you can improve on the silence.) —Jorge Luis Borges

A good business model forces you to answer two questions: Who has your money in their pockets? How are you going to get it into your pocket?

Business Models

This involves a deep dive into customers’ problems and doing what it takes to make them happy.


Coca-Cola embodies this model, Coca-Cola sells in supermarkets, convenience stores, restaurants, and vending machines. The same product is sold in different business settings and at different prices per ounce.


Apple embodies the market-leader business model. A market leader creates the most innovative and coolest products. Attaining this position enables a startup to charge a premium for its products, but it must work brutally hard to achieve and then maintain this position.

Intel and Dolby don’t sell products directly to consumers, but their products are valuable components in the devices they use. Intel supplies the computer chip for many hardware companies; Dolby provides audio-compression and noise-reduction technology for many audio and video manufacturers.


The term applies to describe an organization like De Beers, when it controlled the supply of diamonds. This business model involves several challenges: achieving control of supply and convincing people that that control is desirable and not subject to antitrust issues.


This business model involves selling a product that needs refilling. Whether it’s an HP printer, a Keurig coffee maker, or a SodaStream soda maker, a sale is not an event but a stream of revenue for the course of the product’s life.


The freemium model involves giving away services, up to a point: when customers want more features or capacity or to remove advertising, then they have to pay.


The eyeballs business model involves providing a platform to create or share content that attracts viewers. The concept here is that certain brands would like to reach these same eyeballs, so companies can sell advertising and sponsorships on the platform. Facebook and Huffington Post are examples of this business model.


Thomas Moser furniture is an example of the craftsman business model. This is the kind of startup that places the highest priority on quality and craftsmanship. It may never get large, but it’s the finest in its sector . . .

The genesis of great companies is answering simple questions that change the world, not the desire to become rich.

If you make meaning, you’ll probably also make money.

“Never ask people to do something that you wouldn’t do.

A good name for a startup and a product is like pornography: hard to define, but you know it when you see it.

“If your demo is good, they’ll hunt you down to learn more. If your demo sucks, it won’t matter if you’ve won a Nobel Prize.”

Merit is the new marketing.

It’s not how great you start—it’s how great you end up.

Launching a product is exciting. The only events that exceed it are the birth of a child or completion of an adoption.

You can overcome these fears in two ways. First, the kamikaze method is to dive into the business and try to make a little progress every day. One day you’ll wake up and you won’t be afraid anymore—or at least you’ll have a whole new set of fears. Second, you could start by working on your product at night and on weekends and during vacations. Make as much progress as you can, try to get some proof of your concept, and then take the leap. Ask yourself what’s the worst thing that could happen. It’s probably not too bad.

Entrepreneurship is not a sprint because it takes years to win. It’s not a marathon because there are multiple events. A decathlon is closer, but a decathlon is not a team sport. No sports analogy does entrepreneurship justice. Entrepreneurship requires a team to do ten things at once.

The 10/20/30 Rule of Presentations is that you should use ten slides in twenty minutes with a minimum of thirty-point text.

Four types of products:



  • Don’t take anything personally. Nothing others do is because of you. What others say and do is a projection of their own reality, their own dream. When you are immune to the opinions and actions of others, you won’t be the victim of needless suffering. —Don Miguel Ruiz
  • The greatest enemy of knowledge is not ignorance; it is the illusion of knowledge. —Daniel J. Boorstin
  • Do not yearn to be popular; be exquisite. Do not desire to be famous; be loved. Do not take pride in being expected; be palpable, unmistakable. – —C. JoyBell C.
  • The whole problem with the world is that fools and fanatics are always so certain of themselves, but wiser people so full of doubts. —Bertrand Russell
  • Pretend that every single person you meet has a sign around his or her neck that says, “Make me feel important.” Not only will you succeed in sales, you will succeed in life. —Mary Kay Ash
  • Court Agnostics, Not Zealots Jesus himself did not try to convert the two thieves on the cross; he waited until one of them turned to him. —Dietrich Bonhoeffer
  • If I don’t practice one day, I know it. If I don’t practice two days, my critics know it. If I don’t practice three days, everyone knows it.- Jascha Heifetz
  • If you are not embarrassed by the first version of your product, you’ve launched too late. —Reid Hoffman
  • Experience is the name everyone gives to their mistakes. —Oscar Wilde
  • Mend your speech a little, lest it may mar your fortunes. —William Shakespeare, King Lear
  • To his dog, every man is Napoleon; hence the constant popularity of dogs. —Aldous Huxley
  • A scrupulous writer, in every sentence that he writes, will ask himself at least four questions, thus: 1. What am I trying to say? 2. What words will express it? 3. What image or idiom will make it clearer? 4. Is this image fresh enough to have an effect? —George Orwell
  • You can’t build a reputation on what you’re going to do. —Henry Ford
  • It’s not what you know or who you know, but who knows you. —Susan RoAne
  • Man clamors for the freedom to express himself and for knowing that he counts. But once offered these conditions, he becomes frightened. —Robert C. Murphy
  • The true measure of a man is how he treats someone who can do him absolutely no good. —Samuel Johnson
  • Winning isn’t everything, but the will to prepare to win is everything. —Vince Lombardi
  • If you’re not part of the solution, you’re part of the precipitate. —Henry J. Tillman
  • Alliance, n.: In international politics, the union of two thieves who have their hands so deeply in each other’s pockets that they cannot separately plunder a third. —Ambrose Bierce
  • Everybody can be great . . . because anybody can serve. You don’t have to have a college degree to serve. You don’t have to make your subject and verb agree to serve. You only need a heart full of grace. A soul generated by love. —Martin Luther King Jr.

Nice Book – Check on It.