This document summarizes 12 lessons on startups that Guy Kawasaki learned from Steve Jobs. The lessons include: (1) experts are often clueless and entrepreneurs should not listen to them, (2) customers cannot envision revolutionary new products, (3) the biggest challenges produce the best work, (4) design is extremely important, (5) presentations should have big graphics and fonts, (6) products should make huge leaps rather than small iterative changes, (7) whether something works or does not work is all that matters, (8) value is different from price, (9) only hire "A players" who are better than yourself, (10) CEOs should demo their own products, (11

1. 12 Startup Lessons
from Steve Jobs taught Guy Kawasaki

2. Ricky Haryadi
• 2007 - 2009, MPK SMAK Sang Timur
• 2009 / 2010, Staff of Public Relation Himsisfo
• 2010 / 2011, Coordinator of EEO BNCC
• 2011 - 2012, SEO Analyst, Social Media Strategist MicroAd
Indonesia
• 2012, Internal ERP Consultant Perum Peruri
• 2012, Co-initator of Startup Binus
• 2012 - now, Co-founder Techrity

3. `

5. Lesson #1
‘Experts’ are clueless

6. They can’t help you as entrepreneurs

7. ?

8. They’re going to tell you to do better sameness

9. “If you’re good at something, never do it for free”
-Joker, Batman The Dark Knight

10. Steve Jobs didn’t lesson to experts
experts listen to him

11. Lesson #2
Customers cannot tell you what they need

14. What’s next?

15. You can ask customers “how to evolve?”
But, you can’t ask customers
“how to create a revolutionary product?”

16. Lesson #3
Biggest challenges beget the best work

18. http://news.bbc.co.uk/2/hi/programmes/click_online/9723656.stm

19. Give your employee
a place to do the best work of their career

20. Lesson #4
Design Counts

22. http://www.youtube.com/watch?v=EUXnJraKM3k

23. Steve Jobs prove that 5 times
Macintosh, iPod, iTunes, iPhone, iPad

24. Lesson #5
Big Graphics Big Font

25. Which one is better?

26. Don’t read your slides!
It’s a keynote, use only the power point

27. Lesson #6
Jump Curves, Not Better Sameness

28. ?

29. Ice 1.0

30. Ice 2.0

31. Ice 3.0

32. It isn’t about 10% better,
it’s about 10x better

33. Lesson #7
“Work” or “Doesn’t Work” Is All That Matters

34. It’s Business, Not “Religion”

35. iPhone first launch

36. iOS 3rd Party Apps is Safari Plug-in

37. 6 Months Later, iPhone is everywhere

38. People needs more than just ‘an iPhone’

40. Could You Imagine iPhone & iPad without App Store?
Now, it’s 775,000 apps with 300,000 focus on tablets
-Jan 2013, http://techrity.com/2013/01/07/app-store-tembus-40-milyar-download/

41. Lesson #8
Value Is Different From Price

42. Why people is still buying?
iPhone is more expensive
iPad is more expensive
Macintosh is more expensive

44. Unique Not-Unique
Valuable YEAY! Price
Not-Valuable Stupid? .....
Where do you want to be?

45. Lesson #9
A Players Hire A Players

46. A Players hire A Players
B Players hire C Players
C Players hire D Players
D Players hire E Players

47. Bozo Explosion

48. The moment you lowering your standards to hire a
person, that’s when the ‘Bozo Explosion’ starts!

49. A Players hire A+ Players

50. Don’t ever think
engineering is hard, everything else was easy

51. Hire people better than you

52. http://www.youtube.com/watch?v=Hzgzim5m7oU

53. Lesson #10
Real CEOs Demo

55. If you really want to be great CEO,
demo your own product!

56. Lesson #11
Real Entrepreneur Ship

57. Ship your product, even though it’s not done yet

58. Lesson #12
Something Need To Be Believe, To Be Seen

60. Believe in your product and then ship!

61. Done!

62. • Twitter: @iyrh
• Business: ricky@techrity.com
• Personal: mail@rickyharyadi.com

63. Image Courtesy
• Slide 4 - apple.com • Slide 35 - apple.com
• Slide 5 - venturebeat.com • Slide 36 - apple.com
• Slide 7 - webindiasolutions.com • Slide 37 - cnn.com
• Slide 9 - running.competitor.com • Slide 38 - nextgenerationiphone.org
• Slide 10 - demos.9lessons.info • Slide 39 - apple.com
• Slide 13 - pad.mymovies.it • Slide 42 - applyradicaltruths.blogspot.com
• Slide 14 - extravaganzi.com • Slide 48 - elwood5566.net
• Slide 15 - gigaom.com • Slide 51 - finnkino.fi
• Slide 18 - inapcache.boston.com • Slide 53 - bloomberg.com
• Slide 22 - haymarket.net.au • Slide 58 - tumblr.com
• Slide 26 - presentonomics.com
• Slide 26 - busaheba.org
• Slide 30 - daddygrognard.blogspot.com
• Slide 31 - edinphoto.org.uk
• Slide 32 - dennisflood.com

64. “ Build your own product, “
that you and yourself want
to use.
-Guy Kawasaki

65. Techrity Techrity.com @Techrity