Guy Kawasaki’s Art of the Start, originally published in 2004, has long been considered a sort of “Entrepreneur’s Bible”. Guy’s book covers everything you need to know, from planning to execution, with answers to just about every question you could come up with. However, it’s been more than a decade since the original publication and a lot can change in that time, especially in an industry of innovators.
Art of the Start 2.0 is not an incremental update. The new text is over 50% longer (64% to be exact), but don’t let that scare you. The updated content provides great new examples and new subject matter to devour. The most notable updates discuss tapping the power of the crowd– most notably crowdfunding and social media.
Crowdfunding provides entrepreneurs an easy way to solicit funds while also moving forward with the development of the company. Crowdsourcing is more effective for startups in the consumer space, where people are more likely to make impulse buys, than for biotech firms or service based startups. An important part of crowdfunding is the proper use of social media, which is a completely separate animal.
Social media is one of the most effective tools for PR. It’s free to use, it connects you to 25% of the world population, and there are multiple platforms each with their own unique strengths. You don’t have to use them all, but ignoring social is a huge mistake for current and future entrepreneurs. According to Guy, “as long as your posts are good, you can share as much as you want.” (Kawasaki, Art of the Start 2.0, p.228)
Some other important points for running social:
- Don’t be afraid of resharing old content (as long as it’s relevant to your audience)
- Content curation is more effective and reliable than content curation.
- Don’t overpromote your products on social media.
If you’re even remotely interested in starting your own venture, consider Art of the Start 2.0 as a mandatory read. It might just help you create the next Google.
More about Guy Kawasaki:
Guy Kawasaki is the chief evangelist of Canva, trustee of the Wikimedia Foundation, and executive fellow at the Haas School of Business at U.C. Berkeley. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is the author of The Art of the Start 2.0, The Art of Social Media, Enchantment, and ten other books. Guy has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.