10 Rules for Creating Enchanting Products that Scale - Guy Kawasaki
1. Achieve Likeability - make a Duchenne smile (crinkling around the eyes). Accept others. Default to "yes".
2. Achieve Trustworthiness - Trust others first. Be trusting in order to be trusted. Be a baker, not an eater (not a zero-sum game.) Find someone to agree on Something.
3. Perfect - do something DICEE (Deep, Intelligent, Complete, Empowering, Elegant)
4. Launch - tell a story: the genesis of the product or service. Plant many seeds. Use salient data points.
5. Overcome Resistance - Provide social proof. Use a dataset to change a mindset by making an animation. Enchant all the influencers.
6. Endure - Support your evangelists. Build an ecosystem. Invoke reciprocation. Don't rely on money. (People are driven by more than financial goals.)
7. Present Well - Customize the introduction. Sell your dream. Only 10 slides in an hour. 30 point font or larger.
8. Use Technology. - Use social networks (fast, free and ubiquitous.) Remove speed bumps. Provide value with information. 10:90 promotion:value. Provide information. Insights, assistance. Engage: fast, flat, frequent.
9. Enchant Up - Drop everything else. Prototype fast. Deliver bad news early.
10. Enchant Down - Provide MAP: Mastery, Autonomy, and Purpose. Empower action. Suck it up - do the dirty work.
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