Webcopyplus recently stole a moment from Guy Kawasaki, an entrepreneurial legend, celebrated author and former chief evangelist of Apple (he was one of the employees originally responsible for marketing the Macintosh back in 1984 — enough said). We shot a few questions at him, and you might — or might not — be surprised to learn what brand he’d like to work with.
1. When did you first fall in love with the Internet?
My first exposure to anything online was CompuServe and AppleLink. Those were the days — email was simply magical. And CompuServe enabled people to connect with others around the world in a fast and free manner.
2. What buzz word should we kill? Why?
“Strategic.” Nothing is strategic. Everything is tactical. “Strategic” has come to mean “bull shiitake.” It would be very strategic to eliminate that word from our vernacular — see what I mean?
3. Which brand would you like to work with, and why?
You may find this astounding, but Apple is a brand I’d love to work with more. But, lucky for it, it doesn’t need me.
4. What book should every marketer read?
Forget books. Every marketer should see the movie Never Say Never. You’ll learn more about marketing in that movie than any book.
5. Who are your Twitter must-follows?
I follow about 300,000 people — basically, I follow anyone who follows me as an act of courtesy and so that they can “direct” me. But I never look at the timeline of the people I follow. I only react to “mentions” and “directs.” So in the spirit of what you’re asking, I don’t have any “must follows” that I’m sitting on the edge of my seat to see what they tweet.
6. The secret to your success?
I’m willing to grind it out. In fact, I enjoy grinding it out. I don’t consider myself particularly smart or insightful. I’m just willing to pay the price.
Guy Kawasaki is the author of Enchantment: The Art of Changing Hearts, Minds and Actions. He is also the co-founder of Alltop.com, an “online magazine rack” of popular topics on the Web, and a founding partner at Garage Technology Ventures. Previously, he was the chief evangelist of Apple. Kawasaki is the author of nine other books including Reality Check, The Art of the Start, Rules For Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream and The MacIntosh Way. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.