Guy Kawasaki's "Rules for Revolutionaries" - Key Takeaways

I just finished Guy Kawasaki's book "Rules for Revolutionaries: The Capitalist Manifesto for Creating and Marketing New Products and Services" and thought I would share some of the key takeaways with you here. Kawasaki is the former "Chief Evangelist" at Apple and is also the co-founder of Alltop.com and founding partner at Garage Technology Ventures, so he has plenty of real world experience from which to draw his insights.

Become An Expert

Trust is a central factor when considering where to buy a product or service, especially with large purchase decisions. When you are in need of a product or service, you first think of anyone you know who offers the service, then you probably ask your friends or family for recommendations. A referral from a friend gives instant credibility to a product or service and the trust inherent in this credibility is what makes a referral so powerful. However, in many cases, your circle of friends might not have a suggestion for you. In these instances, you probably target the first brand that comes to mind. Most likely, you give added weight to any service providers or sales reps who you view as experts in their field since this label of "expert" brings with it a level of trust.