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Mickey Alam Khan. Do not let the bozos grind you down. Let a hundred flowers bloom. Churn, baby, churn. Don't worry, be crappy. Those sentences were uttered without fear or embarrassment at Ad:tech05 San Francisco. Guy Kawasaki, former Apple evangelist turned author and venture capitalist, was expounding yesterday on the top 10 rules for revolutionaries. Those were some of the more unusual tips from the managing director of Garage Technology Ventures.

Start with the first one. Jump to the next curve, Kawasaki said. It's not enough to be 10 percent or 15 percent better. People must strive harder. He went for 2. Second, don't worry, be crappy.

The Apple Macintosh wasn't the perfect computer when it made headlines in Version 1 means never having to say you're sorry, Kawasaki said. A revolution is not an event; it's a process running into first, second, third or fourth versions.

The Mac division took two years to recover from the Mac launch when it decided to fix the product. Fourth, break down the barriers. Most revolutionaries don't understand this, Kawasaki said.

Barriers like ignorance and inertia were major issues that symbolized resistance to change. Fifth, make evangelists. Don't sell, but go out and spread the word through brand enthusiasts. Nike, Netflix, Harley-Davidson and Nordstrom were examples of brands that had fans. The sixth rule was borrowed from China's chairman Mao Zedong -- let a hundred flowers bloom.

Companies should not worry if certain consumers buy too much of a product. Take the money, Kawasaki said. Ultimately, the street positions the brand.

At the same time, be open to influences. Atlee Burpee did not start out selling seeds. He was in the livestock business. His buyers constantly asked him what to feed their chickens and pigs. Thus was born the seeds business. Likewise, Apple's adoption of PageMaker changed the future of the brand.

Because there's no other reason why Apple Computer's surviving. What Kawasaki meant was that people should consume a lot of information at shows through media and via conversations. They then should disseminate that learning to as many people as possible back in the office. In effect, revolutions are less about individuals and more about groups.

He cited a couple of aphorisms -- "A rising tide floats all boats" and "In a tornado, even a turkey can fly. It failed to license its technology to others, thus not legitimizing the revolution. Eighth, think digital, act analog. The purpose of a revolution is to have happy, contented people who are liberated and independent.

Technology is of little use without this result. Ninth, don't ask people to do something you wouldn't do. Finally, he was serious when he advised the audience not to let bozos wear them down. It's easy to spot a failure if he has "disgusting" or "loser" written all over him. Kawasaki offered several examples. He reminded the audience what IBM chief Thomas Watson once said: "I think there is a world market for maybe five computers. It decided to pass on the telephone because it had "too many shortcomings.

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Rules for Revolutionaries

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How to innovate: Guy Kawasaki’s Rules for Revolutionaries

Guy Kawasaki, CEO of garage. Turn conventional wisdom on its head-create revolutionary products and services by analyzing how to approach the problems at hand. Take charge and make tough, insightful, and strategic decisions-break down the barriers that prevent product adoption and avoid "death magnets" the stupid mistakes just about everyone makes. Get ready for hard work, and lots of it. To go from revolutionary to visionary, you'll need to eat like a bird-relentlessly absorbing knowledge about your industry, customers, and competition--and poop like an elephant--spreading the large amount of information and knowledge that you've gained.

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