Branding/Innovation

Alltop co-founder and former Apple evangelist Guy Kawasaki recently shared some of his strategies for outperforming competitors at WOBI’s World Innovation Forum. 

Kawasaki knows firsthand that, like Apple, companies can succeed when they believe in their products. But how does a business gain that sort of confidence? According to Kawasaki, by building something that has meaning and is innovative. 

Kawasaki’s “rules” have served as his own guidelines, and have helped propel him to success. Here are his must-know strategies that could change how your business operates: 

1) If you really want to innovate, give meaning to your product

Kawasaki encouraged attendees at the World Innovation Forum to “want to change the world” with their products, noting that this ethos was at Apple’s core. He used Nike as an example, citing the company’s ability to infuse meaning into its sneakers. Kawasaki emphasized how “a little bit of cotton, leather and rubber” became symbolic with this 1990s Nike ad empowering women.

2) Have a mantra

If you really want to be innovative, said Kawasaki, create a mantra.  Mission statements are lengthy and unmemorable, and people ne