Thanks to Matthias Müller-Prove (see, once again I stumbled over these lessons, which were taught to Guy Kawasaki by Steve Jobs. Guy was the technology evangelist of Apple.

Although this speech is already older than a year, I like these “rules” because they’re still valid.

  1. Experts are clueless.
  2. Customers cannot tell you what they need.
  3. Biggest challenges beget the best work.
  4. Design counts.
  5. Big graphics. Big Fonts.
  6. Jump curves, not better sameness.
  7. “Work” or “doesn’t work” is all that matters.
  8. “Value” is different from “price”.
  9. A players hire A players.
  10. Real CEOs do demos.
  11. Real entrepreneurs ship.
  12. Some things need to be believed to be seen.

The video is available on YouTube (see


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