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Stanford Entrepreneurship corner, Guy Kawasaki: Creating Enchantment No.5 Tell a Story and Plant Many Seeds

Guy Kawasaki: Creating Enchantment No.5 Tell a Story and Plant Many Seeds

You need to tell a story, most people, particularly at technology, are horrible at telling stories. You need to tell a story. Why did you start eBay? Why did you start Google? Why did you start Apple? You can even make up the story after the fact. One of the great legends of Silicon Valley is that eBay was because Pierre Omidyar's girlfriend wanted to sell Pez dispensers. The truth is that he really wanted to create a perfect market where demand and supply cross each other, a perfect market. And to have a perfect market, you need to eliminate geography. The story of the Pez dispenser is after the fact. Now, I'm not encouraging you to lie. But I am telling you a story is much more powerful when you launch. Garage knew there was a better way to search or you wanted to bring personal computers to more people or you wanted a place where people could upload a video of people dropping Mentos into Diet Cokes. Whatever it is, tell a story. The next thing is you need to plant many seeds. This is completely contrary to classic marketing. Classic marketing is you plant a few seeds because you know exactly who's going to embrace your product. And you water and fertilize just those seeds. You focus. I think that is completely wrong. In the old days, you would focus on the A-listers and the top-tier journalists, i.e. Wall Street Journal, New York Times, BusinessWeek, Fortune, Forbes. What you did is you sucked up to them because you hoped that these great oracles of wisdom and knowledge would embrace your product and tell the hoi polloi and the great unwashed masses to embrace your product. So, you suck up to them. If you didn't have time to suck up to them, you hired a PR firm and paid them $10,000 to suck up for you. Then, the PR firm would hire an Oriental art history from Wellesley to do the sucking up for you. This doesn't work anymore because the world has been inverted. And now, for you to reach critical mass with the product, it's not because the Wall Street Journal or the New York Times blessed your product. It's because lonelyboy15 embraced your product. And lonelyboy15 told his 20 friends who told their 20 friends, who eventually told tiffany517 and lonelygirl to also embrace your product. This is how Twitter and this is how Facebook happened. It's not because the New York Times saw Twitter or Facebook on the first day they launched and said, "Aha! We have seen the future. We know with total certainty that someday Facebook will have more members than every other country except China and India." Show me a New York Times, BusinessWeek, Fortune or Forbes article that predicted the success of Twitter or Facebook or Apple or Yahoo! Pick any of the success stories, none of them. So, what you need to do is plant many seeds.


Guy Kawasaki: Creating Enchantment No.5 Tell a Story and Plant Many Seeds Guy Kawasaki: Verzauberung schaffen Nr. 5 Eine Geschichte erzählen und viele Samen pflanzen Guy Kawasaki: Crear encanto nº 5 Contar una historia y plantar muchas semillas Guy Kawasaki : Créer l'enchantement n°5 Raconter une histoire et planter de nombreuses graines Guy Kawasaki: Creare incanto n. 5 Raccontare una storia e piantare molti semi Guy Kawasaki: エンチャントの作成 No.5 ストーリーを語り、多くの種を蒔く 가이 가와사키: 인챈트 5번 만들기: 이야기를 전하고 많은 씨앗을 심다 Guy Kawasaki: Žavesio kūrimas Nr. 5 Papasakokite istoriją ir pasėkite daug sėklų Guy Kawasaki: Criando o encantamento nº 5 Conte uma história e plante muitas sementes Гай Кавасаки: Создание очарования №5 Расскажите историю и посадите много семян Guy Kawasaki: 5 Numaralı Büyü Yaratmak Bir Hikaye Anlatın ve Birçok Tohum Ekin Гай Кавасакі: створення магії №5 Розкажіть історію і посійте багато насіння 盖·川崎:创造第五号结界 讲故事并播下许多种子 盖伊-川崎:创造魅力之五 讲一个故事,种下许多种子

You need to tell a story, most people, particularly at technology, are horrible at telling stories. ストーリーを語る必要があります。ほとんどの人、特にテクノロジー業界では、ストーリーを語るのが苦手です。 Você precisa contar uma história, a maioria das pessoas, principalmente em tecnologia, são horríveis em contar histórias. Вам потрібно розповісти історію, більшість людей, особливо техніків, жахливо розповідають історії. You need to tell a story. ストーリーを語る必要があります。 Why did you start eBay? なぜeBayを始めたのですか? Por que você começou o eBay? Why did you start Google? なぜGoogleを始めたのですか? Por que você começou o Google? Why did you start Apple? なぜアップルを始めたのですか? You can even make up the story after the fact. 事後に話をでっち上げることもできます。 One of the great legends of Silicon Valley is that eBay was because Pierre Omidyar's girlfriend wanted to sell Pez dispensers. シリコン バレーの偉大な伝説の 1 つは、ピエール Omidyar のガール フレンドが Pez ディスペンサーを販売したかったため、eBay があったということです。 Uma das grandes lendas do Vale do Silício é que o eBay foi porque a namorada de Pierre Omidyar queria vender dispensadores de Pez. Одна из великих легенд Кремниевой долины гласит, что eBay появился потому, что девушка Пьера Омидьяра хотела продавать диспенсеры Pez. The truth is that he really wanted to create a perfect market where demand and supply cross each other, a perfect market. 本当は、需要と供給が交差する完全な市場、完全な市場を作りたかったのです。 And to have a perfect market, you need to eliminate geography. А чтобы иметь совершенный рынок, нужно исключить географию. The story of the Pez dispenser is after the fact. ペッツディスペンサーの話は事後です。 История дозатора Pez рассказана постфактум. Now, I'm not encouraging you to lie. うそをつくことを奨励しているわけではありません。 Я не призываю вас лгать. But I am telling you a story is much more powerful when you launch. しかし、ローンチすると、ストーリーははるかに強力になると言っています。 Garage knew there was a better way to search or you wanted to bring personal computers to more people or you wanted a place where people could upload a video of people dropping Mentos into Diet Cokes. Garage は、より良い検索方法があること、より多くの人にパソコンを届けたいこと、または人々がメントスをダイエット コークスに落としているビデオをアップロードできる場所が必要であることを知っていました。 В Garage знали, что есть лучший способ поиска, или вы хотели предоставить персональные компьютеры большему количеству людей, или вам нужно было место, где люди могли бы загружать видео людей, добавляющих Mentos в диетическую колу. Whatever it is, tell a story. それが何であれ、物語を語ってください。 The next thing is you need to plant many seeds. 次は、たくさんの種を蒔く必要があります。 Следующее, что вам нужно посадить много семян. This is completely contrary to classic marketing. これは、従来のマーケティングとはまったく逆です。 Classic marketing is you plant a few seeds because you know exactly who's going to embrace your product. 古典的なマーケティングでは、誰があなたの製品を受け入れるかを正確に知っているので、いくつかの種を蒔きます. And you water and fertilize just those seeds. そして、それらの種子だけに水をやり、肥料を与えます。 И вы поливаете и удобряете только эти семена. You focus. あなたは集中します。 I think that is completely wrong. それは完全に間違っていると思います。 In the old days, you would focus on the A-listers and the top-tier journalists, i.e. 昔は、一流のジャーナリストや一流のジャーナリストに焦点を当てていました。 Wall Street Journal, New York Times, BusinessWeek, Fortune, Forbes. ウォール・ストリート・ジャーナル、ニューヨーク・タイムズ、ビジネスウィーク、フォーチュン、フォーブス。 What you did is you sucked up to them because you hoped that these great oracles of wisdom and knowledge would embrace your product and tell the hoi polloi and the great unwashed masses to embrace your product. あなたがしたことは、これらの偉大な知恵と知識のオラクルがあなたの製品を受け入れ、ホイポロイと洗われていない大衆にあなたの製品を受け入れるように伝えることを望んでいたので、彼らに夢中になった. Что вы сделали, так это подлизались к ним, потому что надеялись, что эти великие оракулы мудрости и знания примут ваш продукт и скажут hoi polloi и великим немытым массам принять ваш продукт. So, you suck up to them. だから、あなたは彼らに夢中です。 If you didn't have time to suck up to them, you hired a PR firm and paid them $10,000 to suck up for you. Если у вас не было времени подлизываться к ним, вы нанимали пиар-фирму и платили им 10 000 долларов, чтобы они подлизывались к вам. Then, the PR firm would hire an Oriental art history from Wellesley to do the sucking up for you. Затем пиар-агентство нанимало специалиста по истории восточного искусства из Уэлсли, чтобы тот подлизывался к вам. This doesn't work anymore because the world has been inverted. Это больше не работает, потому что мир перевернулся. And now, for you to reach critical mass with the product, it's not because the Wall Street Journal or the New York Times blessed your product. It's because lonelyboy15 embraced your product. Это потому, что singleboy15 принял ваш продукт. And lonelyboy15 told his 20 friends who told their 20 friends, who eventually told tiffany517 and lonelygirl to also embrace your product. This is how Twitter and this is how Facebook happened. It's not because the New York Times saw Twitter or Facebook on the first day they launched and said, "Aha! We have seen the future. We know with total certainty that someday Facebook will have more members than every other country except China and India." Show me a New York Times, BusinessWeek, Fortune or Forbes article that predicted the success of Twitter or Facebook or Apple or Yahoo! Pick any of the success stories, none of them. So, what you need to do is plant many seeds.