How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit by Guy Kawasaki

Product Details
Amazon Sales Rank: #181961 in Books
Published on: 1996-08-02
Number of items: 1
Binding: Paperback
256 pages
Editorial Reviews

From Publishers Weekly
Marketing advice from Apple Computer Fellow and Macworld columnist Kawasaki.
Copyright 1996 Reed Business Information, Inc.
Customer Reviews

Excellent Tips and Strategies for Marketing
Another good book by Guy Kawasaki - not great but good. It is full of interesting ideas (some controversial) on how to market and get ahead of your competition. Much of the book contains things you already likely know such as being customer focussed and creating evangelists for your products but it is well presented and is a quick, worthwhile read.

Make Your Competition Nutty
I am a big fan of Guy Kawasaki and found this book in a used bookstore.

It is a great book with a great premise. The little company cannot always compete against the big Goliath, but if done correctly, the upstart can disrupt the marketplace and drive the competition crazy.

While the stories of Apple vs. IBM are outdated in 2007, the message is still strong.

Kawasaki's casual and witty writing style makes the book worth reading.

Niche Your Company's Way To Greatness!
Written by the former Director of Software Product Management for Apple Computer, Inc., this is a book first about how to survive amongst the established business giants, and then how to carve an ever-increasing niche in the shared markets.

Apple's strategy in the early days was to create advantages for its clients and also to create disruption to IBM. Kawasaki says that it is important to pick a giant to fight against - you have more to gain and more credibility to be established.

To get started you must know your own company very well, your customers very well and your enemy very well. For your own company, all efforts must be made to discover how your customers see you. Why do they buy from you, and why don't they buy from you? Then you must define who your customers really are. Are the people that buy your product, the ones that are using your product? To find out about your competition, study them by visiting them and patronizing them so that you can establish their modus operandi for sales, service and follow-through.

To find your niche, you must discover that which you offer that you have both a high ablity to produce, and a high value to the customer. This should be your focus.

The title of this book is misleading. It talks about disrupting the other fellow... It seems this tactic is for your own company morale and the title of this book mostly for sales. This book is really about finding a way to make your customers happier than anybody else can.

Kawasaki goes over the importance of not feeling thwarted by another company's advances and gives proper and strategical retaliations. Creativity is a main theme in this area. Be unpredictable. He discusses the methods and importance of recruiting evangalists for your product, offering samples, and building customers' allegiance early and often.

Ask 'What would cause my customers to use my product more often? What would cause my customers to use more of my products each time they are used? How can people have more fun with my product?'

Find a great cause, find the right people - make them feel part of the team, and go make history!

Five Stars