This is now a classic video—and still enormously relevant.

It was the presentation Guy Kawasaki gave to the Silicon Valley Bank’s CEO Summit in 2011, the day after Steve Jobs passed away.

It is filled with inspirational perspectives for anyone starting a business, an entrepreneurial venture, or anyone needing a fresh start in any type of work, including the services industries.

If you have the desire to make a difference to the lives of others with your inherent talents and abilities—including your great idea, you absolutely must approach it as a business—and at all levels, from design to UX (user experience).

This is really what business should be about. As Guy often states, you should never start a business because you want to make money—you should start a business because you want to make meaning, to change the world in some way.

Guy Kawasaki worked for Steve Jobs at Apple twice in his career, as Apple’s chief evangelist, and is sharing in this video the most valuable information he gleaned from those years with Apple. When asked here about Apple’s customer research and focus groups, Guy replied,

A focus group at Apple is defined as: Steve’s left hemisphere was connected to his right hemisphere. That was the two members of the focus group.   — Guy Kawasaki

Steve Jobs was actually a visionary. It wasn’t hype. I will go into some aspects of his birth chart in a future blog post here, with another more rare audio video of a 28-year-old Steve Jobs, in 1983 (the year Apple released the Lisa personal computer, the first commercial personal computer to have a graphical user interface), describing such things as computers that will be carried around "like a book". Other people had long before dreamed of these objects, but he saw this as an achievable reality.

Apple wasn’t even the first company to create a computer-tablet: it was, surprisingly, Microsoft! But Microsoft’s was ugly and clunky (and Bill Gates has since remarked in an interview that he wishes he had Steve’s taste!). But, also, Steve’s vision for a computer-tablet was far greater, and he shipped that vision!

Consequently, I now have the magically-light 9.6-inch iPad Pro: and certainly, I do carry it around "like a book"! I started out in 1986 with an ugly, clunky DOS machine (as Guy had once—or twice—stated, "MS DOS was a crime against humanity"!) and a BIG, heavy VDU monitor with green text on a black screen. So I REALLY appreciate my iPad Pro!
These 12 Lessons, shared here by Guy Kawasaki, can save your business, or your life’s work, from mundanity and decline.

I’ve watched this video many times, and it’s still good! Guy is always entertaining, as well as rationally practical. So make yourself a cuppa, grab some paper and a pen, or more fittingly your iPad, and be inspired!


. . . If you’re not familiar with Guy Kawasaki, or have not had the chance to read any of his best-selling books (particularly Art of the Start 2.0—a totally updated version of his original Art of the Start; also The Art of Social Media; APE: How To Publish A Book; and Enchantment), which are textbooks for the finest academic institutions in the world, you can find out more at

. . . May you always live your Exceptional Purpose!

KR logo Kerrie Redgate

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Exceptional Purpose