The document outlines Guy Kawasaki's advice on various aspects of starting and running a business, referred to as "The Art of...". This includes positioning a company to seize the high ground in its niche, pitching to investors in 10 slides with a 20 minute presentation using 30 point font, bootstrapping by managing cash flow, recruiting "infected people" passionate about the mission, partnering for spreadsheet reasons, and branding to create a contagion and community. The last chapter advises helping others and paying back society. Endorsements praise the book for its bottom-up approach and focus on the essentials of starting small with passion.

1. Guy Kawasaki
Managing Director
Garage Technology Ventures

2. 1. The Art of Starting
• Make meaning
• Ask women
• Get going

3. 2. The Art of Positioning
• Seize the high ground
• Make it personal
• Niche thyself

4. The Art of Positioning
Ability
to provide
Stupid X
unique
product
Dotcom Price
Value to customer

5. 3. The Art of Pitching
• Explain in the first minute
• Answer the little man
• Follow the 10/20/30 rule

6. The Art of Pitching
10 slides
Title Marketing and sales
Problem Competition
Solution Team
Business model Projections
Underlying magic Status and timeline

7. The Art of Pitching
20 minutes

8. The Art of Pitching
30 point font
This is 30 points
This is 20 points
This is 14 points
This is 12 points and what you’re using now

9. 4. The Art of Writing a
Business Plan
• Pitch then plan
• Focus on the executive summary
• Write deliberate, act emergent

10. 5. The Art of Raising Capital
• Build a real business
• Get an intro
• Clean up your act

11. 6. The Art of Bootstrapping
• Manage for cash flow,
not profitability
• Build a bottom-up forecast
• Focus on function, not form

12. 7. The Art of Recruiting
• Hire infected people
• Double check your gut
• Apply the shopping center test

13. 8. The Art of Partnering
• Partner for “spreadsheet”
reasons
• Ensure that middles and
bottoms like the deal
• Cut win-win deals

14. 9. The Art of Branding
• Create a contagion
• Lower the barriers to adoption
• Foster a community

15. 10. The Art of Rainmaking
• Let a hundred flowers blossom
• Suck down
• Go after agnostics

16. 11. The Art of Being a Mensch
• Help a lot of people
• Do what’s right
• Pay back society

17. “Guy has done it again–evangelized
something useful and meaningful.
This time, it’s a bottom-up business
approach profound in its simplicity:
Focus on what’s real and forget the
fluff. And, please, read the last
chapter first.”
— Pierre Omidyar, founder of eBay
and co-founder of Omidyar Network
“A successful entrepreneur requires
three things: a garage, an idea, and
this book–Guy’s irrepressible guide
to the raw essentials of life in a
young company. I wish we could
post all this information on Sequoia
Capital’s web site because it would
make our jobs much easier.”
— Michael Moritz, partner, Sequoia
Click on to buy Capital
“When God made the universe, He
took Guy’s advice and started small
and put his whole heart into it. Okay,
not everything turned out perfect, but
as The Art of the Start m akes clear,
there are no guarantees, only great
opportunities. Read this book and
then go do something wonderful.”
— Geoffrey Moore, author of
Crossing the Chasm