Selling the Dream
Guy’s success at Apple and as a start-up entrepreneur was the result of an innovative approach to sales, marketing, and management called evangelism. Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are.
Selling the Dream is a handbook and workbook for putting evangelism into action. Kawasaki charts a complete blueprint for the beginning evangelist that covers such topics as how to define a cause (whether it is a business, like Windham Hill Records or the Body Shop, or a public interest concern, like the National Audubon Society or Mothers Against Drunk Driving), how to identify good and bad enemies, how to deliver an effective presentation, and how to find, train, and recruit new evangelists.
One of the highlights of the book is a short course in developing an evangelistic business plan, illustrated by the complete, original Macintosh Product Introduction Plan. Selling the Dream will teach you how to become a raging, inexorable thunder lizard of an evangelist — a leader whose words will never fall on deaf ears again.
Here’s what the experts said about Selling the Dream:
“Clearly expresses what it took us years of mistakes to learn. I would have paid many times the cover price to read it ten years ago.”
– Steve Jobs, CEO, Apple
“Anyone interested in understanding the kinds of leadership, marketing, and strategic planning that will triumph in the nineties had better read Guy Kawasaki’s Selling the Dream. By day I find myself using ideas from this book to help my clients define their visions and marketing strategies. At night it fires entrepreneurial dreams.”
– Gifford Pinchot, author of Intrapreneuring and chairman of Pinchot & Company
“A provocative, entertaining, and pragmatic must-read book. If you want to make a difference in your company, this your handbook. Selling the Dream will restore your faith in the ability of individuals to impact large organizations.”
– Jim Young, assistant to the chairman, EDS