Step One: Reality Check

We have written here that this is the season to rethink, explore, fine tune what works, discard what doesn’t and set a new course. Essentially what we need is a reality check. No longer can we skate by on surplus. Guy Kawasaki’s new book, Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition, is a good place to begin.

It would be unfortunate if the book’s heft – 474 pages – made it too intimidating to pick up because it’s full of great insights, clever thought and often provocative ideas that will make you see things in a new way. I don’t recommend reading it from cover to cover. It’s not that kind of book. It’s more of a highly readable, reference tool that you’ll want to refer to again and again. Besides, unless you were born in this century, you’ll need some time to allow your brain to create some new circuitry.

There aren’t any shortcuts given here. Often life and especially entrepreneurship, is about grinding it out; sticking to what you believe in until it works. It’s not about sticking to your competition either. It’s about focusing on what you can do to add value to your customers and the world. Frank Sinatra famously said, “The best revenge is massive success.” What drives your competition crazy is your success.

The 94 chapters are based on his highly regarded blog, How To Change the World. The topics cover everything from the start-up, maintaining, growing your business to communicating your message and surviving what comes your way.

Some takeaways:

• Postpone, or at least de-emphasize, touchy-feely goals. (The free cafeteria and laundry service is the reward not the catalyst.)
• Follow through on an issue until it is done or irrelevant.
• Establish a culture of execution and reward the achievers.
• The 10/20/30 Rule of PowerPoint. 10 Slides. 20 Minutes. 30-point Font.
• Be able to explain something in thirty seconds.
• The purpose of school is not to prepare for working but to prepare for living.
• Don’t coerce or dominate, reconcile conflicts, and give power to get power. That’s how to influence people.

There’s more, but it would take 474 pages. Better get the book.