Download The MacIntosh Way by Guy Kawasaki

The MacIntosh Way pdf

The Macintosh Way is the first book that Guy wrote. At the time, he had just left his position at Apple, so this book offers an insider’s perspective of the Macintosh Division.

The gist of The Macintosh Way is that to change the world, you need to do the right things the right way. This book explains this orientation to work and how to make it work.

This is what the experts said about the book:

“Forget In Search of Excellence, forget The Management Secrets of Attila the Hun. Get attuned to The Macintosh Way.” San Jose Mercury News

“A thoroughly entertaining and thought-provoking book. It is a refreshing inside look at the values that produce great products.” John Warnock, CEO and chairman, Adobe Systems

Table of Contents – The MacIntosh Way


A Brief History of Macintosh iv
En Guise de Foreword vii
Preface ix
Parti. History

  1. First Blood 1
  2. Macintosh Days 15
    Part 2. Doing the Right Thing
  3. Environment 29
  4. Great Products 49
  5. Support 63
  6. Marketing 73
    Part 3. Doing Things Right
  7. User Groups 87
  8. Evangelism 99
  9. To Market, To Market Ill
  10. The Printed Word 123
  11. Working With the Mothership 135
  12. How to Give Good Demo 149
  13. Presentation Manager 159
  14. Trade Show Mavenship 169
  15. How to Drive Your (MS-DOS) Competitors Crazy … 179
  16. The Macintosh Guide to Dating and Marriage 191
  17. Sayonara 201

En Guise de Foreword

The Gentle Art of Verbal Self-Defense this book is not. The Macintosh Way is the take-no-prisoners guide to guerrilla marketing warfare in the personal computer software industry. I trust it will upset and delight the right people. Guy Kawasaki speaks from a position of authority. His mission was equivalent to that of a Hollywood film producer’s: “I have $10 million out of the $20 million budgetfor this movie with Robert Redford and Barbra Streisand. Will you invest one tenth of the total, a mere $2 million?” Youmay have nothing to start with except your belief that once you get enough people committed, youTl finally get the stars.The MacIntosh Way

This was Apple’s and Guy’s predicament—howdo you convince theworld of software developers it is a good idea to invest their energy into writing software for a computer with no installed base? The rest is another proofthat a few things at Apple (besides some of its founders and executives) defy common sense. Mac intosh now enjoys abundant software—the best there is in the business. This is to the credit of the designers of the Macintosh, of the creative and patient software developers, and of Guy Kawasaki and his fellow evangelists. Guy himself is quite an improbable combination. The son of two delightful and proud Japanese Americans, he speaks the Yiddish he learned in the jewelry business and is an inveter ate francophile, a dedicated husband, and a trustworthy friend. The last two items sound a little bit corny and conventional? Well, read on and enjoy a notso corny and conventional paean to great times, feisty people, and smart ways. And some tart inside anecdotes too. Jean-Louis Gassee President, Apple Products

Preface – The MacIntosh Way

Thisbookisabout doingthe rightthing and doingthings right. It ismeantfor dreamers, revolutionaries, Macintosh aficionados, and allthe peoplewhowantto learnaboutthe MacintoshWay. It isaimedat the inner circle, and it isnot meant to appealto the largest possible audience or the lowest common denominator. The book is divided into three parts: • Part I is an introduction to the Macintosh Way. It coversthe history of Macintosh and providesan analysis of what the Macintosh phenomenon means. • Part II is called “Doing the Right Thing.” It covers the work environment, products, marketing, and customer support; these are the foundations of a great company. • Part III is called “Doing Things Right.” It covers the details of running a business right, such as evangelism, distribu tion, user groups, trade shows, PR, demos, motherships, competition, presentations, and of course, dating and marriage. Thisisnot agentlebook—it celebrates passion, competition, excellence, and hard work. The basic premise isthat David can defeat Goliath, that a teenager can flyinto RedSquare,and that an ex-jewelryschlepper from Hawaiican eat pate with a French philosopher at Jacques Cagna in Paris. I used to workat Apple so I have many nostalgicand mixed feelings aboutthe place. In the bookI takesome shotsat Apple because I believe in the Macintosh UncertaintyPrinciple—you must observe the foibles of Apple to change it. vin However, I also believe that most people who criticize Apple couldn’t possibly run it any better. Fundamentally, Apple is a great company with great employees and great products. Most of Apple’s harshest critics couldn’t run a lemonade stand on a hot day and don’t deserve to. I will unveil to you the genetic code of the Macintosh Way of doing business. For what it’s worth, I release my ideas, thoughts, and methods in this book for you to use. Let us not compete on the knowledge of strategies and tactics. Let us compete on execution

ABOUT THE AUTHOR

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of The Art of Social Media, The Art of the Start, APE: Author, Publisher, Entrepreneur, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

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