The art of innovation | Guy Kawasaki | TEDxBerkeley



thank you thank you yes it is true that I am a Stanford graduate don't hold that against me okay my son goes to Cal so I have some Lake to Cal it is really an honor to speak at any TEDx but to open one up is really really special so last night I told my wife you know of all places in your wildest dreams did you ever think that I would open up TEDx Berkeley and she said honey you're not in my wildest dreams so welcome to my lives welcome to my life you know the theme of thinking and defining and creating is all about innovation so my talk is about the art of innovation I use the top ten format that's because I've seen so many high tech speakers and I'll tell you most high tech speakers suck so I figured out very early in my career if you use the top ten format at least the audience can track progress to your speech so they if they think you suck they know about how much longer you'll suck so I have 10 key points for you so I worked at Apple I've been a venture capitalist and entrepreneur and advisor to Google I've done a lot of things and I've learned a lot about innovation which I would like to pass on to you now so that you may go and change the world okay this is my top ten of the art of innovation it starts with the desire to make meaning as opposed to make money making meaning means that you changed the world and I think you'll notice that if you happen to change the world you will also probably make money but if you start off with the sole desire to make money you probably want to make money you want to make meaning you won't change the world and you will probably fail so my first thought for you is determine how you can make meaning how can you change the world here are some examples with Apple Apple wanted to democratize computers they wanted to bring computing power to everyone that's the meaning they made with Google they wanted to democratize information making information available to everyone with eBay they wanted to democratize commerce so that anyone with the website could stand toe-to-toe with any other large retailer examples of companies making meaning and YouTube finally wanted to enable people to create video to upload video to share video so these this is an example of the company and the kind of meaning they made and as you know they all made this kind of meaning and they've been highly naughty successful so what I noticed in my career is that if you truly want to make meaning it's the first step towards innovation the second step is to make a mantra a two or three maybe four word explanation of why your meaning should exist this is an anti example this is the mission statement of Wendy's the mission of Wendy's is to deliver superior quality products and services for our customers and communities through leadership innovation and partnerships I have been through Wendy's many times in my life I've eaten Wendy's I've driven through Wendy's and in every occasion it has never occurred to me that guy what you are participating in is leadership innovation and partnerships and excuse me but I thought I was just getting french fries coke and a hamburger this is the problem with mission statements don't make a mission statement make a mantra Wendy's mantra should be healthy fast food three words that determine what Wendy's is trying to do somewhat oxymoronic but healthy fast food Nike Nike has a great slogan just do it that's a slogan a mantra explains why you should exist and the Nike mantra is authentic athletic performance and finally this FedEx when you absolutely positively want something somewhere what does FedEx stand for sense for peace of mind so my second recommendation to you is that when you decide on the kind of meaning you make try to find two or three words that describe why that meaning should exist not a 50 word mission statement two or three word mantra the third thing is a matter of perspective the perspective is to jump curves not to stay on the same stupid curve that you're on not to try to do things 10% better when we were creating the Macintosh we were not trying to make a slightly better Apple – or a slightly better ms-dos machine we were trying to jump to the next curve of personal computing the greatest example of this occurs in the ice business ice 1.0 in the late 1800s Early 1900 there was an ice harvesting business in the United States this meant that Bubba and jr. during winter would go to a frozen lake or pond cut blocks of ice nine million pounds of ice was harvested in 1900 their idea of innovation was bigger horse more horses bigger sleigh sharper saw but it was fundamentally wait for winter live in a cold city cut blocks of ice thirty years later we have ice 2.0 now we have the ice factory major technological breakthrough it did not have to be winter it did not have to be a cold city you froze water centrally and delivered it via the Iceman in the ice truck imagine the breakthrough this was no more limitations by climate no more limitations by season you could have an ice factory 30 years go by we have ice 3.0 refrigerator curved now now it's not a matter of can you freeze water essentially can you put it in a truck can you deliver the ice to people now everybody could have their own personal ice factory a PC if you will a personal chiller the very interesting story about all of these curves is that none of the organizations that were ice harvesters became ice factories and ice factories did not become refrigerator companies because most companies define themselves in terms of what they do not the benefits they provide if you define yourself as we cut blocks of ice out of lakes you remain an ice Harvester if you define yourself as we freeze water centrally you remain an ice factory if you define yourself as we make a mechanical gadget called a refrigerator then you stay on the refrigerator curve great innovation occurs when you get to the next curve when you go from telephone to Internet when you go from Daisy wheel printer to a laser printer to 3d printing great innovation occurs on the next curve the fourth thing is to roll the dice see these are the five qualities of great innovation great innovation is deep lots of features lots of functionality this is a picture of a fanning sandal made by reef arguably the deepest sandal ever made every sandal has one primary purpose to protect your feet if you look at that circled area that's a metal clip that metal clip is for the sandal to open beer bottles this sandal has twice the functionality twice the depth of any other sandal in the world great products are also intelligent when you look at it you say uh-huh somebody understood my pain somebody understood my problem this is a gt500 Shelby Mustang 650 horsepower for those of you in Berkeley who do not rate the horsepower and muscle cars this is 6.8 Priuses I would love to buy one of these cars 59 years old going through a midlife crisis feelings of impotency I would love I would love to buy this car to compensate for my feelings of inadequacy however I have two teenage boys once 18 once 20 and I know that no matter how carefully I plan it there may be instances where they may drive my car and the thought of them in a 650 horsepower car is immoral I have learned however that 4 makes a very intelligent product called the Mikey and what the Mikey enables you to do is program the top speed of the car into the key very intelligent product great products are also complete it's the totality of the product if the software business it's not just the software it's not just the DVD it's the webinars it's the documentation it's the Android developers if you have an I excuse me if you have an Android phone it's the iOS developers if you have an iOS phone it's the totality great products are also empowering they make you more creative more productive they enhance you they change the meaning of your life this is a picture of a MacBook if you use a Macintosh it becomes one with you it makes you more creative and more powerful more productive windows if the fight you have to wrestle windows to the brow you need to defeat Windows and finally great products are elegant somebody cared about the user interface so as you go through life and you're trying to jump curves ask yourself am i creating something that's deep and intelligent and complete and empowering and elegant am i rolling the dice e the fifth thing is I stole from something I stole something from Bobby McFerrin he had a great song don't worry be happy but what innovators do is don't worry be crappy which is to say when you have the first refrigerator there may be elements of crappiness to it when you have the first laser printer there may be elements of crappiness to it when you had the first Macintosh thanks to my efforts there was no software there was no hard-disk not enough RAM to slow a chip lots of elements of crappiness to it but if you waited for the perfect world and you waited till the chips were cheap enough and fast enough and everything was in place you would never ship and I learned a very valuable lesson don't worry be crappy when you have jumped to the next curve it's okay to have elements of crappiness to your revolution I am NOT saying you should ship crap I am saying that you should ship things that are revolutionary innovative on the next curve that have elements of crappiness to it biotech people ignore this lot number six number six is to let one hundred flowers blossom I stole this from Chairman Mao although it's not clear to me he ever implemented this letting a hundred flowers blossom means that at the start of great innovation you may think you have in mind exactly who your user is exactly who your customers what they should do with your product and you may be surprised the people are going to use your product in ways you did not anticipate and it's gonna be people who you did not anticipate would be using it at all and when this occurs hallelujah thank God that it's occurring positioning and branding ultimately comes down to what the consumer decides not to what you decide so with Macintosh we thought we had a spreadsheet database and word processing machine we were 0 for 3 there what made Macintosh successful was Aldus PageMaker page maker created a field of flowers called desktop publishing desktop publishing was what saved Macintosh not spreadsheet database or word processor if we focused on spreadsheet database and word processor and ignore desktop publishing Apple would be dead today Apple we're dead today it would be a different world we'd all have phones with real keypads we'd have phones with a battery lasted for more than a day we never Falls where the GPS actually worked it would be a different world all right all this PageMaker was a gift from God to Apple because it saved Apple I believe in God and one of the reasons why I believe in God is there is no other explanation for Apple's continued survival than the existence of God let a hundred flowers blossom don't to be proud take your best shot with positioning and branding but then when customers use your product if they say it's a desktop publishing machine hallelujah declare victory it is now a desktop publishing machine number seven polarized people great products great services great innovation polarizes people this is at evil people like me who travel up I love TiVo we have 40 bells in our house I need the time shift a lot of TV I love to watch TV now there are people who also hate evil people who hate evil usually work for large brands and advertising agencies because people like me we watch advertising one day a year about a week ago right we watch Super Bowl ads the rest of the year fast-forwarding through TiVo with people through ads great products polarize people if you're an agency you hate people if you're me you love people you can love or hate a harley-davidson you can love or hate a Macintosh you can love or hate an iPhone I'm not saying that you should intentionally piss people off but I'm telling you that great products polarize people don't be afraid of polarizing people number eight is churn maybe chair and this is stolen from the Black Panthers who said burn baby burn but what innovators in business do is they churn baby churn they take version one and they make it 1 1 1 2 1 3 1 4 1 5 2.0 the hardest thing in the world because to be an innovator you need to be in denial you need to be in denial because the naysayers are going to tell you it can't be done it shouldn't be done it isn't necessary you need to ignore those people but as soon as you ship you need to flip that bit and start listening to people and churn your product change it change it and change it and keep evolving it number nine is all the marketing you need to know it is too niche thyself it's a very simple chart on the vertical axis we measure uniqueness on the horizontal axis we measure value this is a two-by-two matrix for those of you when you graduate if you go to work for McKinsey you'll be charging five million dollars for people to figure out that they want to be in the upper right hand corner of this chart okay let's go through all corners in the bottom right corner that's where you have something of great value but it's not unique there you have to compete on price this is what I call the damn corner slap the same operating system on the same hardware you have to compete on price in the opposite corner you have something truly unique only you do it but it is of no value in that corner you are just plain stupid right bottom left corner we call that the USC corner the bottom left corner the bottom this quarter the bottom left corner is what I call the dot-com corner in the.com corner you have something that's not valuable and not unique like buying dog food online we buy dog food online you pay as much for the dog food because you have to pay for shipping and handling and then you have to be at home when UPS drops off the dead cow in the can so it's not very convenient and it's just as expensive so it's not valuable it's stupid people like me because there was pets calm we decided we had to have our own portfolio pets calm so there were multiple ways to spend the same amount of money on dog food less conveniently that's the worst corner not variable not unique the corner you want to be in is the upper right hand corner in that corner you are unique where I go to movies I can only buy tickets with Fandango when you take kids to a movie you really want to know you have a ticket before you go by the way may I highly recommend the lego movie it is a fantastic movie trust me and I tell you go see the lego movie Fandango the only way you can buy a ticket brightening emergency watch the only watch that can save your life pull out the big knob puts out an emergency signal that watch can save your life smart car everybody has cars that can park parallel to the curb when there's lots of parking how many of us have a car that can park perpendicular to the curb all right if you're an engineer you make a product that's unique and valuable if you're a marketing person you communicate to the world that your product is unique and valuable number 10 perfect your pitch if you're an innovator you have to learn to pitch two key points about pitching first customize your introduction start with something customized to the audience this is a picture of an LG washer dryer I use these pictures to introduce my speech in Latin America when I was speaking to the LG management however to tell you the back story behind this I was already in Brazil when I thought about well I should use the picture of our LG washer and dryer so I didn't have pictures not something I carry with me you know pictures of your washer and dryer so I sent the text message to my two older boys a one of who was in the audience right now his name is Nick older boy younger boy Noah so I send them a mess saying you know get off the call of duty that I bought you on the Xbox that I bought you in the house that I bought you take your iPhone that I bought you go downstairs both of you take pictures of the LG washer and dryer I need it right away 15 minutes ago bye nothing happens right so again nick is the older boy he's the cowboy you know the other one is high school still this is what happens this is the text messages I send Nick a text message did you get my text message good I don't see the pictures Nick responds Noah his younger brother said he would take the pictures by the way can you get us some free TVs welcome to my life and then you see my bottom response I don't think so Nick welcome to my life the key here is to customize your introduction when I spoke in Moscow I opened up with this slide and I said wow you Russians have big balls when I spoke in Istanbul I opened up with this picture of me in the Grand Bazaar that guy behind me is the shopkeeper he is really happy you know why he's really happy because he's thinking this dumbass American tourist is gonna buy this Fez this Fez has been in my family for three generations I finally found somebody stupid enough to buy this fence trust me when I tell you if you'd open up a speech in this temple with a thing like that a picture like that you own the audience customize your introduction more on slides 10-20-30 rule of presentations the optimal number of slides in a presentation is 10 10 now you're all cow people you're not stupid you know I'm Way past 10 you may be thinking I'm a hypocrite how should I explain this I will explain this you are not me okay 10/10 slides you should be able to give these 10 slides in 20 minutes 20 minutes yes you may have an hour slot but to this day unfortunately 95% of the world uses Windows laptops those people need 40 minutes to make it work with the projector the last thing is the optimal size font is 30 points a good rule of thumb is figure out who the oldest person is in the honest about his or her age by – 60 year old / – 30 50 year old / – 25 points someday maybe pitching a 16 year old be seen that they god bless you use the 8.4 11 as a bonus to my friends here at Cal don't let the bozos grind you down the bozos are gonna try to grind you down and the more innovative you are the more they'll try to grind you down there are two kinds of puzzles in the world I'm an expert in bozos okay two kinds of bozos sloughing the disgusting pocket protector body odor just a loser of a person rusty car Japanese watch you look at that person you say wow what a loser that person is not dangerous because that person is so obviously a loser only a loser would listen to that loser and because you're not losers you won't listen to that person hence that person is not dangerous the dangerous bosal dresses in all black the dangerous bozos ends allah owns a lot of stuff that ends in i like armani Maserati Lamborghini Ferrari okay howdy is okay rare exception that's the dangerous bozo because you think rich and famous parses too smart but rich and famous parses too lucky not smart at least half the time so I believe that Bazar City is like the flu you need to be exposed to paucity so that when you encounter big bozo city you've already built up the antigens I'm going to expose you to some velocity I think there's a world market for maybe five computers Thomas Watson of IBM five computers I have five Macintoshes in my house in other words I have all the computers he anticipated in the world in my house today this telephone has too many shortcomings to be seriously considered as a means of communication the device is inherently of no value to us Western Union internal memo 1876 Western Union wrote off telephony in 1876 Western you Western Union should be PayPal today oops there's no reason why anyone would want a computer in their home Ken Olsen great innovator great entrepreneur said this about computers there's no reason to have a computer in your home how many of a computer in your home today because according to Ken Olson there's no reason he was a great innovator extremely good entrepreneur but he was so successful on let us say the ice factory curve he could not appreciate the next curve the refrigerator curve and that is the art of innovation thank you very much thank you thank you

24 Comments

  1. edu inam said:

    Fantastic Lecture especially for potential Innovators based in remote locations

    May 17, 2019
    Reply
  2. Juan Taype said:

    ..e l primo de Jacki Chan jejej

    May 17, 2019
    Reply
  3. Raul Zoce said:

    noooooooo sin dinero no podes cambiar el mundo!

    May 17, 2019
    Reply
  4. barna imre said:

    lol google democratizing information with its algorithms

    May 17, 2019
    Reply
  5. Marie Van der Biest said:

    Wow! What a motivational and inspiring speech. Not only for business, but also for your daily life. We all have to make meaning to change the life of others and in fact to change the world and make it a better place to live in. I would love to be able to see Mr. Kawasaki live on stage in Belgium.
    Wish all the viewers an inspiring moment watching this great speaker!
    Also a big fan of Canva! 🙂

    May 17, 2019
    Reply
  6. 傳統中文Chinese explained, write and read fast said:

    Fantastic!

    May 17, 2019
    Reply
  7. Practice of the Practice said:

    You mention such great points in this speech Guy!

    May 17, 2019
    Reply
  8. Eashwar A said:

    What a fantastic presentation with so much humour

    May 17, 2019
    Reply
  9. Maja Cvejic said:

    Helarious, efficient and to the point. I love this presentation! Well Done!

    May 17, 2019
    Reply
  10. cesar leon said:

    best presentation i have ever seen, love this guy, lol.

    May 17, 2019
    Reply
  11. Alemayehu Teklu said:

    Thank you Dear for your excellent presentation. I appreciate. Regarding the course i may expect more and ambitious. Hope i will surprised by the course and its detailed subject matter. Cheers

    May 17, 2019
    Reply
  12. Sahil Gaikwad said:

    Beautiful.

    May 17, 2019
    Reply
  13. Jim Wilkie said:

    All I got is that your full of yourself. You didn't teach me anything.

    May 17, 2019
    Reply
  14. dipesh shah said:

    Awesome.. Engaging…Delivered its complete value and lives upto all 10 rules.

    May 17, 2019
    Reply
  15. Sprouts said:

    Great talk! Thank you!

    May 17, 2019
    Reply
  16. f3rfra said:

    apple ad

    May 17, 2019
    Reply
  17. norm lor said:

    it's amazing that those like myself who have about 100 good to great ideas can't get to 1st Base even letting Millions know we do have these ideas to give away. I often see posts on FB of a Teen inventing a way of skimming off unwanted rubble which floats from our Oceans and people go wild, actually this idea was invented decades ago and our above ground Pool had this very same skimmer cleaning leaves from it when the filter was running. I speak of my ideas of producing Millions of Gallons of fresh water 24/7 in ANY Country on Earth even those of non existent rainfall for decades or extinguishing wildfires anywhere on Earth in hours. ouur current HITECH has dine ZERO to stop hunger or enrich anyone's life but those newly minted Billionaire's!!!

    May 17, 2019
    Reply
  18. hhk khk said:

    ? Audi makes a person ok , because it's a liberal's car ????  cleanup your presentation please.

    May 17, 2019
    Reply
  19. These Truths said:

    I like the information. Top 10 Best of Ted Talks in my opinion. And I don't even like Apple products, lol. I particularly agree with his points of create to make improvements or make progress…Not money. And that one must deny the naysayers too much time of day (however some will give useful information or confirm things for you so do listen).

    May 17, 2019
    Reply
  20. pelotasdad said:

    looking forward to seeing him at kepler’s in menlo park…. can’t imagine how he worked with steve jobs as long as he did…… what a great presentation.

    May 17, 2019
    Reply
  21. Deepak D. Khaire said:

    Good

    May 17, 2019
    Reply
  22. Yvresse O said:

    Well, I live in England and there isn't much space to store things, except maybe in your garage! The kind of computers they had then, I wouldn't have wanted one in my home! Though it was far smaller than the one of the 50s.

    May 17, 2019
    Reply
  23. So Sample said:

    Bonjour à toutes et à tous.
    Nous sommes une équipe dédiée à la détection de produits innovant pas encore référencés sur le marché français.
    Nous les rendrons accessibles à l'essai puis à l'achat sur notre site.

    Casque de cinéma 3D, Batterie à induction, Lunettes de luminothérapie, Lunettes de sommeil, Serrure intelligente, Montre connectée GPS, Bloc-notes connecté, Repose-tête intelligent, etc…
    Pour en savoir plus n'hésitez pas à vous rendre sur notre site

    May 17, 2019
    Reply
  24. Reinhardt Miller said:

    Awesome

    May 17, 2019
    Reply

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