hello everyone marco montemagno here
digital domination summit 2013 and i
have again only two words for the next
guest Guy Kawasaki hi guy eyes nice to
meet you too II meet you is a privilege
and a horn or III would say thanks for
being here seriously so guys before to
begin I want to give a little bit of
context a story that you don’t know but
is the reason why I know you so well I
mean everyone know you but I mean I know
you very personally and I tell you a
story
in 2008 Microsoft and Steve Ballmer they
decided to do this mix interviews you
remember then you were the the
interviewer with Steve Ballmer by the
way very famous interview because you
you did the interview with the MacBook
Air in a moment with Steve boulders of
everyone talking about this job and this
was you know what you did and that’s
your part of the story the part of the
story that you don’t know and obviously
the the viewers of this video data known
is that Microsoft after that interview
that was so successful they said okay
well let’s do it again in Europe and
they came in Italy and they call me I
was hosting a television show for seven
years on Sky News so I was doing a lot
of this kind of interviews and they say
okay Marco look is coming Steve Ballmer
Microsoft and we want you to do an
interview with him and I said yeah no
problem this is easy you know for me I
do it every day and they say yeah but
there is a problem that you have to
check this video from Guy Kawasaki first
because we would like something like
that and I say guys there’s no way
there’s no way just you pulled Guy
Kawasaki you bring him in Italy and
that’s it that’s the bar is too high you
know from that moment I started to
follow you and inspired me a lot
also for presentation a lot of stuff so
that’s the story that’s not obviously
didn’t pay me because I didn’t do it and
I did each of your animals horrible
really horrible and also because you
know Steve Ballmer when he entered he
he’s energy you know he was so powerful
after coming you know from an interview
with you he would have like who is this
Italia smart you survived Steve Jobs
twice I want to start from this point
because he was mean he was a great
entrepreneur but you had this in person
you know a first contact well I saw you
recently do it doing a speech with the
lessons that you learn from from Steve
Jobs when you summarize in 30 seconds
because we are very inspiring well I
think yes the working for Steve Jobs was
just remarkable not easy but it was
remarkable and I think above all I
learned that you know people care about
design people want you to jump curves
they don’t want you to just do something
slightly better and people cannot
express the next curve they can only
experience better cheaper faster of the
status quo and Steve Jobs either
anticipated what people would need or he
created it and then convince people that
they didn’t need it and that was the
genius of Steve Jobs buddy was true that
he was you know rough sometimes he was
tough to to work together you know a lot
of people are hard to work for but
they’re idiots
Steve Jobs was hard to work for and he
was brilliant there’s a big difference
right so guy I didn’t introduce you
properly and I’m sorry but what I
discovered you in this digital
domination summit is that if I have to
read you know all the roles and titles
of the speakers I have to create another
summit because for all the speakers the
list is so long but for people who never
heard about a guy and I don’t know where
did you live guys if you don’t know
right but okay you work for Apple you
know our first speaker I don’t remember
how many books did you write for TV
twelve twelve all right 12 voters you
recently are advisor for Motorola yes
surprisingly for me because from your
Apple background that that’s a little
bit surprising me so I just just give me
a little bit of
understanding of this because Motorola
mean is Android and you know it’s uh
well first of all I don’t use any iOS
devices I am pure Android and this was
before I went to Motorola so I was using
Android phones
I love the Android I think Android is
better than iOS so this to this day I
use a Macintosh
I use a MacBook Air and I also use now I
use a Motorola Atrix phone but my tablet
is the Nexus 7 and I just happen to
think that Android is better than iOS so
when Motorola contacted me you know it
was a case where I love Google I love
phones and I love Android and you know
the Nexus no pun intended of those three
things is Motorola and Motorola happens
to be you know ten miles from my house
ok so it just all worked out amazing I
mean Google also recently a so record
smile going to work yeah for Google you
know so we all go for Google your your
new book Abe I always I was telling you
before in Italy we call it up which
means also the car that you drive for
the insect you know because we change
words ape author publisher entrepreneur
which are the three phases when you want
to publish a book I was one of your
first readers to be honest I got it and
I was really impressed tones of cool
stuff I read a review that say this is
the Bible for if you want to publish a
book this is the real Bible and I agree
because really a lot of stuff step by
step from from the first moment to until
you mark it and promote and sell your
book so the book is too big and I can’t
speak on about the book but you you
wrote 12 books yes you probably got big
successes and also learn from mistakes
how can you help I mean 2013 if I come
to you as a guy I want to come up with
the book okay first I read Abe
second weekend of tips could you give me
well the second thing you should do is
from the moment you start writing your
book you should start building your
social media platform certainly don’t
wait till your book is done to then
think about how you’re going to market
it and I think marketing a book is
probably the hardest thing a traditional
publisher is supposed to take care of
all that but now even traditional
publishers the first thing they ask the
new author is how big is their show
social media platform which is kind of
strange you know you would think you’re
going with a traditional publisher to
get their platform not for them to use
your platform and that’s just one of the
bizarreness of traditional publishing i
I think self-publishing is a lot more
work it’s also more lucrative and it’s I
think it’s a lot more satisfying like I
could not name a traditional published
author who’s happy but okay you say
social media platform great you you
already built a huge social media
platform on several platforms I would
say and recently also I also read your
ebook about Google+ very interesting and
you also been creating a following over
there what are your suggestions I mean
because you are Guy Kawasaki so sorry if
I say but it’s easier for you because
you start you already a brand and
authority you know yeah but if you start
from from a lower level what would you
suggest well first of all you know
there’s several ways for me to answer
that first of all I wasn’t born with six
million followers you know what I’m
saying yeah so in a sense it took me 30
years to get six million followers so it
is a matter of being a source of great
content and I happen to take the role of
a curator on social media as opposed to
a creator I am so busy writing books and
making speeches that I seldom generate
new content now I view my role is to
find other people’s great content and
act as a filter so that’s tip number one
it’s hard to both be a creator of a book
and creator of social media content
at the same time so I am a curator and
the book was written not for people with
6 million followers because if I wrote a
book for people who had 6 million
followers I would only sell 50 copies
I’m trying to write a book where you
have zero followers and this is how to
get more followers so I’m not saying
that my book will explain to you how to
get 6 million followers it’s just not
true but it certainly will help you get
5000 followers and 5000 is about the
critical number and my last way of
answering this is you know
would you rather read a book by someone
who had a thousand followers telling you
how to get followers I mean that just
doesn’t make sense right so you want to
read a book for someone who has 6
million followers because that person
did it as opposed to some expert who
says you know this is how you should do
it but I can’t do it for myself
yeah right absolutely ah one important
point for people who is not maybe
following your Twitter account for
instance I I think one of the best thing
probably you are the best one in the
curation business because every day
every day come out interesting content
from let’s say ol top galaxy but also by
ecosystem I don’t know you would like to
call it so if you you don’t create from
scratch but you select the right content
that could be interesting I could
resonate and could be shareable and in
this way everything is going on so it’s
tough job anyway it’s not that curation
is easy to do
one question guy I was at I think a
social media world forum one month ago
and I asked to do yes alright guys let’s
talk about Google+ how many of you have
Google+ raise your hand no yeah it was
maybe one let’s say yes me I tried you
know what country UK so it was in London
okay so Google+ was absolutely not not
unknown obviously everyone know Google+
but the feeling is that no one is really
going for it why you decided to go for
it you wrote a book and you’re going for
it is the reason I mean that I I can’t
or the business investing don’t get in
at why well the reason I went for it is
because I love the aesthetics of it I
love the white space I love the you know
inclusion of pictures there were 500
pixels while I
I loved the threading I love the you
know the internal system of sharing and
Plus wanting and all that so you know
everything was there functionality wise
and then they added hangouts which is
truly a great thing and then they
recently added communities which is also
a great thing so compared to Twitter
with 140 characters you know the
graphics aren’t really in line sometimes
it’s a lay sometimes you can make it a
small you know postage stamp-sized view
of the graphic that just didn’t cut it
for me I also on Twitter the threading
is you know horrendous right you have to
search for an app mention of your name
and you know try to piece things
together from you know this whole long
timeline it’s impossible to thread on
Twitter and with Facebook what I don’t
like about Facebook is this concept of
EdgeRank where 500 people have opted in
to follow you only 15 or 20 actually get
to see your post I just can’t understand
that you know these people volunteer to
follow me why is it only 105 you can see
it and so you know everybody says Wow
but you know Facebook is five times
bigger than Google+ which it might be
but if it’s five times bigger than
Google+ but only one-fifth of your
followers can see your posts you know
the math is they’re the same size so I
happen to love it and this was before it
totally got integrated into Google but
now you know it is a very good thing to
be active on Google+ for your search
results that you know people who know
you will find you more and find yourself
warm because you’re active on Google+ so
if you look at you know this Google+ is
not two guys in a garage with a million
dollars to see together this is Google
for crying out loud so I would not bet
against Google of all things I get it
I think I stone interview and I’d go
you know I tell you if you approach
Google+ as I want it to be another
Facebook where I will find my relatives
I’ll find the people I went to high
school with the people I went to college
with and the people I’ve slept with you
know you’re gonna be disappointed
because the odds are probably one out of
five that they’re there however let’s
say you have a passion that are a hobby
or an interest that your high school
classmates your college classmates and
your relatives don’t share okay so in my
case it’s photography so very few people
share my passion for photography on
Facebook so my approach is well rather
than trying to convince them to take up
photography on Facebook I’ll just go to
Google+ and find people who are already
interested in photography and make new
friends right and so you know when you
grow up you go to Google+ okay okay the
next one is the following I bow do this
this object okay you can see but is okay
okay and you are responsible of the fact
that Apple is selling this mouse
fifty-pound and you buy a mouse for 50
pounds and you are also happy and you
think gosh I got the mouse over 450
pounds now a mouse it cost one pound you
know or all the other companies can get
a penny out of a mouse Apple is selling
for 50 pounds and there is a queue of
people buying a mouse from Apple and
it’s your fault is part of your fault
because you were worried that for
building this company how could you
create in 2013 a company or a brand that
has this kind of authority with so many
noise around in this moment if you if
you have to advise a company to start
now and say we want to create the next
Apple brand at least what would you
recommend well first of all creating the
next Apple brand is a very very big
challenge yeah
I would not you know I would not exactly
say that publicly you could believe that
in your heart but I do not state that
because it sounds like you’re having
hallucinations right I am a marketing
person but I am a product driven
marketing person so I think the start of
all great evangelism all great you know
brands is a great product and so you
know I tried to evangelize people with
crap and I’ve tried to evangelize people
with great stuff and it is a lot easier
to evangelize people with great stuff so
you know to me 80% of the action is
creating great stuff and lots of people
say yeah I created great stuff and
nobody bought it well you know what I
would debate that it’s great stuff okay
so the keys to create great stuff and he
created they will go I swear to God so
do you think that Indiana also for
creating something that people share at
the end is if you create something great
amazing remarkable then people share it
well if you create something great
amazing remarkable I don’t think there’s
a way you could prevent people from
sharing it if you tried you know to use
a lot in the example let’s say you start
a company called GoPro right so now when
GoPro started there was Canon there was
Nikon it was Panasonic you know there
was you know 15 great video companies
billion-dollar companies you know
Japanese Chinese Korean all these great
huge companies and yet this little
company starts this camera the report’s
video that you stick on top of your
helmet right so why did GoPro succeed
because he created a great camera and so
even though there was all these other
large consumer goods consumer devices
and you know they already had all the
best shelf space and best mind they
owned all that stuff how did GoPro
succeed young great yeah
so keep focus on creating a great
product is the key in the end yes I
think so for mark
at the end but it certainly is the
starch right I saw you in a recent TED
TEDx talk and I think was the first time
they invite you for a TED talk which was
quite surprisingly for me but at least
they invite you to TEDx I’m waiting for
Chris Anderson to invite you at the
proper tab so but until the moment I I
was watching your TEDx talk okay one
part that I was really intrigued by was
when you were talking about the experts
so don’t trust the experts and I really
believe in this because every time that
I do with someone let’s say yeah I’m an
expert and I think I don’t know let’s
see yeah with the facts you know if is
good or not but one big challenge that
we all have is how can we find the right
customer you know so how can we find the
ideal customer for our company
I want your your take on this because I
mean if you can’t believe you know what
the experts suggest how do you discover
your your customer when you have to
promote a product or service I think the
truth is that you create the best
product you can you market it to the
people that you believe will use your
product and you put it out there and you
pray and if you’re lucky you’re
completely right if you’re even more
lucky I would make the case that you
create this great product you put it out
there for the people you attend but
another group of people use it so yeah
so so the key here is you make this
great product you take your best shot at
branding and positioning you put it out
there you see where it is embrace and
then you go and you focus on that target
it may be completely different from what
you intended so you know I make it all
this up but let’s say the GoPro thought
that I don’t know their initial market
would be professional videographers
right you know that people use it to
make movies
right but in fact they found out that it
was skateboarders and snowboarders who
just wanted to show off their own little
tricks so they were going into the
professional market but decided that
what all these amateurs want and it’s
over let’s go after that market now I
don’t think that story is you know it’s
possible I don’t know if it’s true but
I’m saying that’s the kind of lesson you
take with Mackintosh we we thought it
was a spreadsheet database and we’re
processing machine come to find out it
was a desktop publishing machine so
sometimes the market tells you what yeah
yeah and try to adapt and then change a
couple of question more than I like to
go because I know that you are super
busy with liking spider-man you know
with how do you say in English with big
power you have big responsibilities or
so I think that you have a huge
following on social media and I guess
that probably you have to move challenge
some I don’t know critic or negative
comments or stuff like that
which is a big problem for most of the
companies out there that you do you
create something then you get people
trying to attack you
maybe the right maybe the wrong or maybe
a competitor’s whatever is what what
you’re suggesting this topic how is the
right way to handle critics and negative
feedbacks on on the social yeah there is
my advice and there is what I do just
different way to I’m late I see properly
now so I’ll tell you I think in most
cases well first of all I depends if
you’re wrong you’re wrong and you should
apologize and fix the problem right but
let’s say you’re not wrong and you’re
just attacked then I would I would say
that what you should do is ignore the
attack but well that’s my advice that’s
not what I do sometimes when I attack
when I am attack I often attack back I
mean I a lot of people lot of trolls
they are just so amazed that you will
take them on okay so it’s one thing to
be out there and shouting at you you
know right like it’s kind of a mob right
so the mob is out there and
Troy sticks at you and they’re screaming
at you but you know sometimes I just
singled out the person who threw the
stick and I said okay let’s get it off I
mean III I have taken on many a troll I
I like to do it because I think it keeps
me mentally young okay that’s like a
good way to exercise your brain and I
have found that one of two things occurs
when you take on a troll one is it
really wasn’t the troll this person
really wanted to constructively give you
feedback it happens about 50% of the
time the other 50% of the time the troll
just disappears I tell them all right so
let’s take this private because we can’t
do it on Twitter 140 characters at a
time send me your email address here is
mine and I will tell you what happened
right nothing happens
sometimes you give me the email address
I send them an explanation no response
they just disappear I think they just
get their jollies just trying to attack
a public figure but they don’t know what
to do in the public figure respond yeah
right oh guy a lot less question if you
if Guy Kawasaki who would arrive today
from the moon you are right from another
planet your I’ve here on planet Earth
you get this internet stuff and you say
okay I need to create from scratch my
personal brand or launch my my new
company or product or service using this
digital board
what would you start from starting from
zero if you start today what would you
do if I if I started today I would start
on Google+ I would not I would not use a
blog I think that it’s too hard to get
people to come to a blog Google+ already
has depending on who you believe 250 or
500 million people and they have all the
spam checking the sharing the forwarding
the threading all that’s built in it
would help my search results immediately
so I would not tell anybody to start a
blog today I would tell people to use
Google+ as their blogging platform right
and I would just start creating and
curating and it’s a lot of work I mean
if it were easy everybody would have 6
million followers trust me
but but it’s just a lot of work and
that’s what it takes and be persistent
last question yes I asked to all the
speakers a digital domination summit
their more their favorite their best
three apps or websites or tools or
platforms that they use every day for
their online business productivity or
sort of being more efficient do you have
your personal touch our free so number
one is Evernote I use Evernote just to
collect every tidbit of information I
need I am an adviser to Evernote so I’m
conflicted but III stop immediately
I Evernote I would say all the speakers
say at least once ever notice that so
and they are not sponsor of the event I
want to say that so is it just Evernote
it they probably created a great product
and everyone are talking about that yeah
I use a little utility called jump cut
and what jump cut does is it allows you
to have a multiple level clipboard so
there’s a lot of times where you need to
copy several things and the way the
clipboard works normally is you copy you
paste and copy and paste so you have to
keep going back and forth but with jump
cut
you can copy copy copy copy copy and
then you can go up the menu and select
which thing you you want to paste now
cool so it keeps track of all the copies
you’ve done I think up to like 30 times
so this is a beautiful thing you know
what I’m due to social media when I’m
curating for example I need to copy the
link right you need to copy the exact
spelling of the person or the places
name with either the rule on the till
does and all that kind of stuff right
right and then I need to copy the name
of the photographer to give a photo
credit so those are if I have to do it
without jump cut I would copy change
windowpanes exactly paste copy change
middle face with jump cut a copy copy
copy I go to the window and I need to do
when I paste a super cool this one very
very useful you know and the third thing
that I use all the
time is cruel what happened to love
pearl the groom is a great great browser
especially for Google+ there’s some
Chrome extensions like do share which
allows you to schedule your Google+
posts in advance so you can post it at
the optimal time for you there’s also
something called nuke comments and what
new comments does is with one click it
allows you to delete the comment block
the person and report the person okay
and so you know if you really want to
encounter a troll that’s a good way to
get rid of a troll so and there’s one
more chrome extension called replies at
war repent which enables you to simply
click on a button that says reply and
it’ll plus mention the person
automatically you don’t have to type
being plus you know Marco and thought
that it finds the right person the
automatically turns it around
andrea dresses it to new Marco okay very
useful super cool is over three great
guy thank you so much guy kawasaki the
heap the guy is lost book author or
publisher entrepreneur have a look guys
if you haven’t read it yet guy good luck
for everything thank you thank you so much thank you take care bye bye
digital domination summit 2013 and i
have again only two words for the next
guest Guy Kawasaki hi guy eyes nice to
meet you too II meet you is a privilege
and a horn or III would say thanks for
being here seriously so guys before to
begin I want to give a little bit of
context a story that you don’t know but
is the reason why I know you so well I
mean everyone know you but I mean I know
you very personally and I tell you a
story
in 2008 Microsoft and Steve Ballmer they
decided to do this mix interviews you
remember then you were the the
interviewer with Steve Ballmer by the
way very famous interview because you
you did the interview with the MacBook
Air in a moment with Steve boulders of
everyone talking about this job and this
was you know what you did and that’s
your part of the story the part of the
story that you don’t know and obviously
the the viewers of this video data known
is that Microsoft after that interview
that was so successful they said okay
well let’s do it again in Europe and
they came in Italy and they call me I
was hosting a television show for seven
years on Sky News so I was doing a lot
of this kind of interviews and they say
okay Marco look is coming Steve Ballmer
Microsoft and we want you to do an
interview with him and I said yeah no
problem this is easy you know for me I
do it every day and they say yeah but
there is a problem that you have to
check this video from Guy Kawasaki first
because we would like something like
that and I say guys there’s no way
there’s no way just you pulled Guy
Kawasaki you bring him in Italy and
that’s it that’s the bar is too high you
know from that moment I started to
follow you and inspired me a lot
also for presentation a lot of stuff so
that’s the story that’s not obviously
didn’t pay me because I didn’t do it and
I did each of your animals horrible
really horrible and also because you
know Steve Ballmer when he entered he
he’s energy you know he was so powerful
after coming you know from an interview
with you he would have like who is this
Italia smart you survived Steve Jobs
twice I want to start from this point
because he was mean he was a great
entrepreneur but you had this in person
you know a first contact well I saw you
recently do it doing a speech with the
lessons that you learn from from Steve
Jobs when you summarize in 30 seconds
because we are very inspiring well I
think yes the working for Steve Jobs was
just remarkable not easy but it was
remarkable and I think above all I
learned that you know people care about
design people want you to jump curves
they don’t want you to just do something
slightly better and people cannot
express the next curve they can only
experience better cheaper faster of the
status quo and Steve Jobs either
anticipated what people would need or he
created it and then convince people that
they didn’t need it and that was the
genius of Steve Jobs buddy was true that
he was you know rough sometimes he was
tough to to work together you know a lot
of people are hard to work for but
they’re idiots
Steve Jobs was hard to work for and he
was brilliant there’s a big difference
right so guy I didn’t introduce you
properly and I’m sorry but what I
discovered you in this digital
domination summit is that if I have to
read you know all the roles and titles
of the speakers I have to create another
summit because for all the speakers the
list is so long but for people who never
heard about a guy and I don’t know where
did you live guys if you don’t know
right but okay you work for Apple you
know our first speaker I don’t remember
how many books did you write for TV
twelve twelve all right 12 voters you
recently are advisor for Motorola yes
surprisingly for me because from your
Apple background that that’s a little
bit surprising me so I just just give me
a little bit of
understanding of this because Motorola
mean is Android and you know it’s uh
well first of all I don’t use any iOS
devices I am pure Android and this was
before I went to Motorola so I was using
Android phones
I love the Android I think Android is
better than iOS so this to this day I
use a Macintosh
I use a MacBook Air and I also use now I
use a Motorola Atrix phone but my tablet
is the Nexus 7 and I just happen to
think that Android is better than iOS so
when Motorola contacted me you know it
was a case where I love Google I love
phones and I love Android and you know
the Nexus no pun intended of those three
things is Motorola and Motorola happens
to be you know ten miles from my house
ok so it just all worked out amazing I
mean Google also recently a so record
smile going to work yeah for Google you
know so we all go for Google your your
new book Abe I always I was telling you
before in Italy we call it up which
means also the car that you drive for
the insect you know because we change
words ape author publisher entrepreneur
which are the three phases when you want
to publish a book I was one of your
first readers to be honest I got it and
I was really impressed tones of cool
stuff I read a review that say this is
the Bible for if you want to publish a
book this is the real Bible and I agree
because really a lot of stuff step by
step from from the first moment to until
you mark it and promote and sell your
book so the book is too big and I can’t
speak on about the book but you you
wrote 12 books yes you probably got big
successes and also learn from mistakes
how can you help I mean 2013 if I come
to you as a guy I want to come up with
the book okay first I read Abe
second weekend of tips could you give me
well the second thing you should do is
from the moment you start writing your
book you should start building your
social media platform certainly don’t
wait till your book is done to then
think about how you’re going to market
it and I think marketing a book is
probably the hardest thing a traditional
publisher is supposed to take care of
all that but now even traditional
publishers the first thing they ask the
new author is how big is their show
social media platform which is kind of
strange you know you would think you’re
going with a traditional publisher to
get their platform not for them to use
your platform and that’s just one of the
bizarreness of traditional publishing i
I think self-publishing is a lot more
work it’s also more lucrative and it’s I
think it’s a lot more satisfying like I
could not name a traditional published
author who’s happy but okay you say
social media platform great you you
already built a huge social media
platform on several platforms I would
say and recently also I also read your
ebook about Google+ very interesting and
you also been creating a following over
there what are your suggestions I mean
because you are Guy Kawasaki so sorry if
I say but it’s easier for you because
you start you already a brand and
authority you know yeah but if you start
from from a lower level what would you
suggest well first of all you know
there’s several ways for me to answer
that first of all I wasn’t born with six
million followers you know what I’m
saying yeah so in a sense it took me 30
years to get six million followers so it
is a matter of being a source of great
content and I happen to take the role of
a curator on social media as opposed to
a creator I am so busy writing books and
making speeches that I seldom generate
new content now I view my role is to
find other people’s great content and
act as a filter so that’s tip number one
it’s hard to both be a creator of a book
and creator of social media content
at the same time so I am a curator and
the book was written not for people with
6 million followers because if I wrote a
book for people who had 6 million
followers I would only sell 50 copies
I’m trying to write a book where you
have zero followers and this is how to
get more followers so I’m not saying
that my book will explain to you how to
get 6 million followers it’s just not
true but it certainly will help you get
5000 followers and 5000 is about the
critical number and my last way of
answering this is you know
would you rather read a book by someone
who had a thousand followers telling you
how to get followers I mean that just
doesn’t make sense right so you want to
read a book for someone who has 6
million followers because that person
did it as opposed to some expert who
says you know this is how you should do
it but I can’t do it for myself
yeah right absolutely ah one important
point for people who is not maybe
following your Twitter account for
instance I I think one of the best thing
probably you are the best one in the
curation business because every day
every day come out interesting content
from let’s say ol top galaxy but also by
ecosystem I don’t know you would like to
call it so if you you don’t create from
scratch but you select the right content
that could be interesting I could
resonate and could be shareable and in
this way everything is going on so it’s
tough job anyway it’s not that curation
is easy to do
one question guy I was at I think a
social media world forum one month ago
and I asked to do yes alright guys let’s
talk about Google+ how many of you have
Google+ raise your hand no yeah it was
maybe one let’s say yes me I tried you
know what country UK so it was in London
okay so Google+ was absolutely not not
unknown obviously everyone know Google+
but the feeling is that no one is really
going for it why you decided to go for
it you wrote a book and you’re going for
it is the reason I mean that I I can’t
or the business investing don’t get in
at why well the reason I went for it is
because I love the aesthetics of it I
love the white space I love the you know
inclusion of pictures there were 500
pixels while I
I loved the threading I love the you
know the internal system of sharing and
Plus wanting and all that so you know
everything was there functionality wise
and then they added hangouts which is
truly a great thing and then they
recently added communities which is also
a great thing so compared to Twitter
with 140 characters you know the
graphics aren’t really in line sometimes
it’s a lay sometimes you can make it a
small you know postage stamp-sized view
of the graphic that just didn’t cut it
for me I also on Twitter the threading
is you know horrendous right you have to
search for an app mention of your name
and you know try to piece things
together from you know this whole long
timeline it’s impossible to thread on
Twitter and with Facebook what I don’t
like about Facebook is this concept of
EdgeRank where 500 people have opted in
to follow you only 15 or 20 actually get
to see your post I just can’t understand
that you know these people volunteer to
follow me why is it only 105 you can see
it and so you know everybody says Wow
but you know Facebook is five times
bigger than Google+ which it might be
but if it’s five times bigger than
Google+ but only one-fifth of your
followers can see your posts you know
the math is they’re the same size so I
happen to love it and this was before it
totally got integrated into Google but
now you know it is a very good thing to
be active on Google+ for your search
results that you know people who know
you will find you more and find yourself
warm because you’re active on Google+ so
if you look at you know this Google+ is
not two guys in a garage with a million
dollars to see together this is Google
for crying out loud so I would not bet
against Google of all things I get it
I think I stone interview and I’d go
you know I tell you if you approach
Google+ as I want it to be another
Facebook where I will find my relatives
I’ll find the people I went to high
school with the people I went to college
with and the people I’ve slept with you
know you’re gonna be disappointed
because the odds are probably one out of
five that they’re there however let’s
say you have a passion that are a hobby
or an interest that your high school
classmates your college classmates and
your relatives don’t share okay so in my
case it’s photography so very few people
share my passion for photography on
Facebook so my approach is well rather
than trying to convince them to take up
photography on Facebook I’ll just go to
Google+ and find people who are already
interested in photography and make new
friends right and so you know when you
grow up you go to Google+ okay okay the
next one is the following I bow do this
this object okay you can see but is okay
okay and you are responsible of the fact
that Apple is selling this mouse
fifty-pound and you buy a mouse for 50
pounds and you are also happy and you
think gosh I got the mouse over 450
pounds now a mouse it cost one pound you
know or all the other companies can get
a penny out of a mouse Apple is selling
for 50 pounds and there is a queue of
people buying a mouse from Apple and
it’s your fault is part of your fault
because you were worried that for
building this company how could you
create in 2013 a company or a brand that
has this kind of authority with so many
noise around in this moment if you if
you have to advise a company to start
now and say we want to create the next
Apple brand at least what would you
recommend well first of all creating the
next Apple brand is a very very big
challenge yeah
I would not you know I would not exactly
say that publicly you could believe that
in your heart but I do not state that
because it sounds like you’re having
hallucinations right I am a marketing
person but I am a product driven
marketing person so I think the start of
all great evangelism all great you know
brands is a great product and so you
know I tried to evangelize people with
crap and I’ve tried to evangelize people
with great stuff and it is a lot easier
to evangelize people with great stuff so
you know to me 80% of the action is
creating great stuff and lots of people
say yeah I created great stuff and
nobody bought it well you know what I
would debate that it’s great stuff okay
so the keys to create great stuff and he
created they will go I swear to God so
do you think that Indiana also for
creating something that people share at
the end is if you create something great
amazing remarkable then people share it
well if you create something great
amazing remarkable I don’t think there’s
a way you could prevent people from
sharing it if you tried you know to use
a lot in the example let’s say you start
a company called GoPro right so now when
GoPro started there was Canon there was
Nikon it was Panasonic you know there
was you know 15 great video companies
billion-dollar companies you know
Japanese Chinese Korean all these great
huge companies and yet this little
company starts this camera the report’s
video that you stick on top of your
helmet right so why did GoPro succeed
because he created a great camera and so
even though there was all these other
large consumer goods consumer devices
and you know they already had all the
best shelf space and best mind they
owned all that stuff how did GoPro
succeed young great yeah
so keep focus on creating a great
product is the key in the end yes I
think so for mark
at the end but it certainly is the
starch right I saw you in a recent TED
TEDx talk and I think was the first time
they invite you for a TED talk which was
quite surprisingly for me but at least
they invite you to TEDx I’m waiting for
Chris Anderson to invite you at the
proper tab so but until the moment I I
was watching your TEDx talk okay one
part that I was really intrigued by was
when you were talking about the experts
so don’t trust the experts and I really
believe in this because every time that
I do with someone let’s say yeah I’m an
expert and I think I don’t know let’s
see yeah with the facts you know if is
good or not but one big challenge that
we all have is how can we find the right
customer you know so how can we find the
ideal customer for our company
I want your your take on this because I
mean if you can’t believe you know what
the experts suggest how do you discover
your your customer when you have to
promote a product or service I think the
truth is that you create the best
product you can you market it to the
people that you believe will use your
product and you put it out there and you
pray and if you’re lucky you’re
completely right if you’re even more
lucky I would make the case that you
create this great product you put it out
there for the people you attend but
another group of people use it so yeah
so so the key here is you make this
great product you take your best shot at
branding and positioning you put it out
there you see where it is embrace and
then you go and you focus on that target
it may be completely different from what
you intended so you know I make it all
this up but let’s say the GoPro thought
that I don’t know their initial market
would be professional videographers
right you know that people use it to
make movies
right but in fact they found out that it
was skateboarders and snowboarders who
just wanted to show off their own little
tricks so they were going into the
professional market but decided that
what all these amateurs want and it’s
over let’s go after that market now I
don’t think that story is you know it’s
possible I don’t know if it’s true but
I’m saying that’s the kind of lesson you
take with Mackintosh we we thought it
was a spreadsheet database and we’re
processing machine come to find out it
was a desktop publishing machine so
sometimes the market tells you what yeah
yeah and try to adapt and then change a
couple of question more than I like to
go because I know that you are super
busy with liking spider-man you know
with how do you say in English with big
power you have big responsibilities or
so I think that you have a huge
following on social media and I guess
that probably you have to move challenge
some I don’t know critic or negative
comments or stuff like that
which is a big problem for most of the
companies out there that you do you
create something then you get people
trying to attack you
maybe the right maybe the wrong or maybe
a competitor’s whatever is what what
you’re suggesting this topic how is the
right way to handle critics and negative
feedbacks on on the social yeah there is
my advice and there is what I do just
different way to I’m late I see properly
now so I’ll tell you I think in most
cases well first of all I depends if
you’re wrong you’re wrong and you should
apologize and fix the problem right but
let’s say you’re not wrong and you’re
just attacked then I would I would say
that what you should do is ignore the
attack but well that’s my advice that’s
not what I do sometimes when I attack
when I am attack I often attack back I
mean I a lot of people lot of trolls
they are just so amazed that you will
take them on okay so it’s one thing to
be out there and shouting at you you
know right like it’s kind of a mob right
so the mob is out there and
Troy sticks at you and they’re screaming
at you but you know sometimes I just
singled out the person who threw the
stick and I said okay let’s get it off I
mean III I have taken on many a troll I
I like to do it because I think it keeps
me mentally young okay that’s like a
good way to exercise your brain and I
have found that one of two things occurs
when you take on a troll one is it
really wasn’t the troll this person
really wanted to constructively give you
feedback it happens about 50% of the
time the other 50% of the time the troll
just disappears I tell them all right so
let’s take this private because we can’t
do it on Twitter 140 characters at a
time send me your email address here is
mine and I will tell you what happened
right nothing happens
sometimes you give me the email address
I send them an explanation no response
they just disappear I think they just
get their jollies just trying to attack
a public figure but they don’t know what
to do in the public figure respond yeah
right oh guy a lot less question if you
if Guy Kawasaki who would arrive today
from the moon you are right from another
planet your I’ve here on planet Earth
you get this internet stuff and you say
okay I need to create from scratch my
personal brand or launch my my new
company or product or service using this
digital board
what would you start from starting from
zero if you start today what would you
do if I if I started today I would start
on Google+ I would not I would not use a
blog I think that it’s too hard to get
people to come to a blog Google+ already
has depending on who you believe 250 or
500 million people and they have all the
spam checking the sharing the forwarding
the threading all that’s built in it
would help my search results immediately
so I would not tell anybody to start a
blog today I would tell people to use
Google+ as their blogging platform right
and I would just start creating and
curating and it’s a lot of work I mean
if it were easy everybody would have 6
million followers trust me
but but it’s just a lot of work and
that’s what it takes and be persistent
last question yes I asked to all the
speakers a digital domination summit
their more their favorite their best
three apps or websites or tools or
platforms that they use every day for
their online business productivity or
sort of being more efficient do you have
your personal touch our free so number
one is Evernote I use Evernote just to
collect every tidbit of information I
need I am an adviser to Evernote so I’m
conflicted but III stop immediately
I Evernote I would say all the speakers
say at least once ever notice that so
and they are not sponsor of the event I
want to say that so is it just Evernote
it they probably created a great product
and everyone are talking about that yeah
I use a little utility called jump cut
and what jump cut does is it allows you
to have a multiple level clipboard so
there’s a lot of times where you need to
copy several things and the way the
clipboard works normally is you copy you
paste and copy and paste so you have to
keep going back and forth but with jump
cut
you can copy copy copy copy copy and
then you can go up the menu and select
which thing you you want to paste now
cool so it keeps track of all the copies
you’ve done I think up to like 30 times
so this is a beautiful thing you know
what I’m due to social media when I’m
curating for example I need to copy the
link right you need to copy the exact
spelling of the person or the places
name with either the rule on the till
does and all that kind of stuff right
right and then I need to copy the name
of the photographer to give a photo
credit so those are if I have to do it
without jump cut I would copy change
windowpanes exactly paste copy change
middle face with jump cut a copy copy
copy I go to the window and I need to do
when I paste a super cool this one very
very useful you know and the third thing
that I use all the
time is cruel what happened to love
pearl the groom is a great great browser
especially for Google+ there’s some
Chrome extensions like do share which
allows you to schedule your Google+
posts in advance so you can post it at
the optimal time for you there’s also
something called nuke comments and what
new comments does is with one click it
allows you to delete the comment block
the person and report the person okay
and so you know if you really want to
encounter a troll that’s a good way to
get rid of a troll so and there’s one
more chrome extension called replies at
war repent which enables you to simply
click on a button that says reply and
it’ll plus mention the person
automatically you don’t have to type
being plus you know Marco and thought
that it finds the right person the
automatically turns it around
andrea dresses it to new Marco okay very
useful super cool is over three great
guy thank you so much guy kawasaki the
heap the guy is lost book author or
publisher entrepreneur have a look guys
if you haven’t read it yet guy good luck
for everything thank you thank you so much thank you take care bye bye
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