The Art of the Start Book Summary - The Art of the Start Book explained in key points
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The Art of the Start summary

Guy Kawasaki

The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything

4.4 (83 ratings)
20 mins

Brief summary

The Art of the Start by Guy Kawasaki is a helpful guidebook for entrepreneurs seeking to launch a successful business. It provides practical advice on everything from creating a pitch to securing funding, and offers tips for overcoming common hurdles along the way.

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    The Art of the Start
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    Entrepreneurs should strive to make meaning, not money.

    Many people dream of starting their own company, and often their motivation stems from the desire to get rich quick.

    But this is the wrong way to go about it: entrepreneurship should be about making meaning, not making money. And you make meaning when you create a service or product that somehow contributes to the world becoming a better place.

    And not only does making meaning help the world, it’s also a critical element in your company’s success. It’s far more difficult to be an A-list entrepreneur if you don’t make meaning. Both you and your employees will be far more motivated if money isn’t your primary goal.

    So how can you create this meaning?

    Formulate a short, powerful mantra that reflects it. A mantra is a simple, frequently repeated statement that reminds the employees why the company exists. For example, Nike’s mantra is “Authentic athletic performance” and Disney’s is “Fun family entertainment.”

    You may think that a company’s mission statement already performs the same function, but a mantra is different in that it is shorter, more direct and more memorable.

    For example, Coca-Cola’s mission statement is “The Coca-Cola Company exists to benefit and refresh everyone it touches.” That’s a mouthful. But if we formulate a hypothetical mantra for the same company, we could come up with something like “Refresh the world,” which is much catchier and easier to keep in mind.

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    Key ideas in The Art of the Start

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    What is The Art of the Start about?

    The Art of the Start offers a brief overview of some of the key aspects of starting and running a business. It covers topics such as pitching for funding, recruiting the right people, and building a successful brand.

    The Art of the Start Review

    The Art of the Start (2004) by Guy Kawasaki is a book that offers valuable insights into the art of starting a successful business. Here are three reasons why this book is worth reading:

    • With its practical tips and advice, it provides entrepreneurs with actionable strategies to navigate the challenges of starting a business.
    • The book combines real-life examples and anecdotes from successful entrepreneurs, making it relatable and inspiring to aspiring business owners.
    • Through its engaging storytelling and relatable content, The Art of the Start keeps readers hooked, proving that learning about entrepreneurship can be both educational and enjoyable.

    Best quote from The Art of the Start

    Positioning should be about what you do for your customers – not about what you want to become.

    —Guy Kawasaki
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    Who should read The Art of the Start?

    • Entrepreneurs and would-be entrepreneurs
    • Anyone who works for a start-up or small company

    About the Author

    Guy Kawasaki is the former chief evangelist of Apple, and current chief evangelist of the online graphic design tool Canva. He is also a venture capitalist with his own company, Garage Technology Ventures.

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    The Art of the Start FAQs 

    What is the main message of The Art of the Start?

    The main message of The Art of the Start is how to effectively launch a business or venture.

    How long does it take to read The Art of the Start?

    The reading time for The Art of the Start varies depending on the reader's speed. However, the Blinkist summary can be read in just 15 minutes.

    Is The Art of the Start a good book? Is it worth reading?

    The Art of the Start is a valuable read for anyone looking to start a business or venture. It offers practical insights and advice that can help you succeed.

    Who is the author of The Art of the Start?

    The author of The Art of the Start is Guy Kawasaki.