In this innovation lessons keynote, Guy Kawasaki shares with the audience the twelve most valuable lessons he's learned from working with Steve Jobs.
Kawasaki begins by explaining how experts are clueless and will not make an entrepreneur's life or goals any easier. Next he explains why brands cannot rely on customers to create a revolution because they don't really know what they want. Customers only know what they want in terms of "better and cheaper."
Next he explains how the biggest challenges that arise within a company have the potential to create its greatest work. This leads into his next point about how important design is; lots of people care about design, contrary to what "experts" say.
Next, he discusses the way Steve Jobs presented his ideas, which included presentations with large graphics. Kawasaki then touches on what might be the most valuable takeaway from this innovation lessons keynote when he discusses the need to jump curves when innovating instead of simply improving the same product. Companies must take risks if they want to successfully innovate.
His next point demonstrates the need to move on from an idea, product or service if it doesn't work, as this wastes times, energy and resources. It is also crucial for businesses and brands to recognize that value is different from price and that consumers will determine the value of a product based on how it improves his or her life.
Before concluding his speech, he talks about CEOS, their role in a brand and how "A Players hire A Players."
Kawasaki finishes this speech by saying to the audience that "some things need to be believed to be seen," touching on the unparalleled mind of Steve Jobs.