Guy’s Golden Touch

If only I could get paid for answering the question, “How can I get people to evangelize my product?” I would be able to stop working and play hockey every day. Alas, there is no way to get paid for this information, so I give it to you for free.

The short answer is called “Guy’s Golden Touch.” You might think this means, “Whatever Guy touches turns to gold.” If only this were true. The actual definition is, “Whatever is gold, Guy touches.”

Bookmark this: The key to evangelism is a great product. It is easy, almost unavoidable, to catalyze evangelism for a great product. It is hard, almost impossible, to catalyze evangelism for crap. (Evangelism, after all, comes from the Greek word for “bringing the good news,” not “the crappy news.”)

This is a duhism if I’ve ever heard one: “I guess we should create a great product.” Duh! As opposed to a crappy one? The salient question, however, becomes, “What are the characteristics of a great product?” Here is the answer.

Think: DICEE

  • Deep. A great product is deep. It doesn’t run out of features and functionality after a few weeks of use. Its creators have anticipated what you’ll need once you come up to speed. As your demands get more sophisticated, you discover that you don’t need a different product.
  • Indulgent. A great product is a luxury. It makes you feel special when you buy it. It’s not the least common denominator, cheapest solution in sight. It’s not necessarily flashy in a Ferrari kind of way, but deep down inside you know you’ve rewarded yourself when you buy a great product.
  • Complete. A great product is more than a physical thing. Documentation counts. Customer service counts. Tech support counts. Consultants, OEMS, third-party developers, and VARS count. Blogs about it counts. A great product has a great total user experience—sometimes despite the company that produces it.
  • Elegant. A great product has an elegant user interface. Things work the way you’d think they would. A great product doesn’t fight you—it enhances you. (For all of Microsoft’s great success this is why it’s hard to name a Microsoft product that you’d call “great.”) I could make the point that if you want to see if a company’s products are elegant, you need only look at its chairman’s presentations.
  • Emotive. A great product incites you to action. It is so deep, indulgent, complete, and elegant that it compels you to tell other people about it. You’re not necessarily an employee or shareholder of the company that produces it. You’re bringing the good news to help others, not yourself.

If you want a smashing example of DICEE product, you need not look any further than iPod. Deep: thousands of songs, podcasts, and recently video plus third-party add-ons that have added functionality Apple never anticipated. Indulgent: yes, you could buy a cheaper MP3 player, but that’s not the point, is it? Complete: total integration with online buying, Apple’s support (other than a battery or two), and online support by independent web sites. Elegant: One wheel does it all, right? Emotive: How did you first find out about it?

So if you want raging, inexorable thunderlizard evangelists for your product, make sure it’s DICEE.

Written at Ilikai Hotel, Honolulu, Hawaii

By |2016-10-24T14:29:47+00:00January 3rd, 2006|Categories: Innovation, Marketing and Sales|48 Comments

About the Author:

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of The Art of Social Media, The Art of the Start, APE: Author, Publisher, Entrepreneur, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.


  1. Cobalt Paladin January 3, 2006 at 5:24 am - Reply

    Thank you for the post. It is great to have you in the blogosphere.

  2. [Smalltalk] January 3, 2006 at 6:27 am - Reply

    What Makes a Product Great?

    Think DICEE! (From a Guy that must know it ;-)…

  3. [Smalltalk] January 3, 2006 at 6:27 am - Reply

    What Makes a Product Great?

    Think DICEE! (From a Guy who must know it ;-)…

  4. RenaissanceMan January 3, 2006 at 8:56 am - Reply

    Quote of the day: Guy Kawasaki

    The key to evangelism is a great product. It is easy, almost unavoidable, to catalyze evangelism for a great product. It is hard, almost impossible, to catalyze evangelism for crap. (Evangelism, after all, comes from the Greek word for “bringing

  5. Bill Gluth's Blog January 3, 2006 at 11:00 am - Reply

    Guy Kawasaki Tells Us How to Bring in the New Year

    Guys Golden Touch tells us ALL what to REALLY focus on in 2006. Read and heed by clicking here

  6. JeffT January 3, 2006 at 11:16 am - Reply

    A variation on the same theme:
    – It’s not viral if people don’t understand how to use it.
    We learned this lesson from the first version of our website.

  7. Michael Acheson January 3, 2006 at 11:21 am - Reply

    And Happy New Year Guy!
    Evangelizing….you elegantly speak of what it takes. Your group put it on the map when at Apple. It was the first I had heard of this ‘strange’ concept. I remember those days very well.
    In addition to the message, I have always found it to be a professional benchmark to be “inspired” with any company I consider for a client. It dovetails with your concept…
    Michael Acheson

  8. Earl January 3, 2006 at 2:03 pm - Reply

    I’m with you, Guy – as soon as I read iPod, all I had to do was look over at mine, linked to my iBook. Perfect!

  9. Diego Rodriguez January 3, 2006 at 2:40 pm - Reply

    DICEE. Love it. Great acronym, fantastic that you’re blogging.

  10. Rick January 3, 2006 at 3:10 pm - Reply

    I guess you’ve never seen the “Hello Kitty” product, it has no DICEE.

  11. Brad Hutchings January 3, 2006 at 3:42 pm - Reply

    This is freaking awesome! I have no idea how you’re not gonna run out of stuff around mid-February at this rate. Thank you! You just moved ahead of Scott Adams on my blog visits because he is having us critique self-referential cartoons today.

  12. Startup Fever January 3, 2006 at 4:13 pm - Reply

    Guys Golden Touch

    Plenty of people as Guy how to get people to evangelize their products. His answer is Guy’s Golden Touch:
    You might think this means, “Whatever Guy touches turns to gold.” If only this were true. The actual definition is, “Whatever is gold, G…

  13. Culture January 3, 2006 at 4:35 pm - Reply

    Guys Kawasaki

    “Let the Good Times Roll” by Guy Kawasaki: Guy’s Golden Touch What does have to do with anything? Nothing, other than Guy Kawasaki is a great creative thinker and has a way of helping me understand how to just get started and the rest will happen. I wa…

  14. January 3, 2006 at 4:42 pm - Reply

    “Let the Good Times Roll” by Guy Kawasaki: Guy’s Golden Touch

    “Let the Good Times Roll” by Guy Kawasaki: Guy’s Golden Touch

  15. olivier blanchard January 3, 2006 at 8:21 pm - Reply

    Welcome to the blogosphere (and the club). You’re 100% right about this.

  16. cendekia January 3, 2006 at 8:28 pm - Reply

    Your ideas is very practical and logic. You ar one of the best writer I found so far.

  17. Parkite January 3, 2006 at 9:57 pm - Reply

    as i read through your post i found myself thinking about the new Dyson vacuum cleaner we bought. i know, it is a vacuum cleaner, but it is defintely DICEE. Dyson = DICEE??? Sounds similar

  18. Perceptric Forum January 4, 2006 at 12:45 am - Reply

    Guy Kawasaki

    He’s back and he’s bad.
    Guy Kawasaki, legendary marketing guru from the halcyon days of Apple, (which look like they are back again), has a blog.
    For anyone w…

  19. Rishi Khaitan January 4, 2006 at 1:43 am - Reply

    Welcome to the blogosphere! I enjoyed reading The Art of the Start several months back and I have internalized several of the practical points you have made in that book and elsewhere. Looking forward to your blog postings!

  20. Clive Griffiths January 4, 2006 at 1:43 am - Reply

    Guy, I’ve been a fan of your work for years. Thanks for deciding to blog.

  21. Notes from Classy's Kitchen January 4, 2006 at 3:11 am - Reply

    Reading “Get back in the box”

    Douglas Rushkoff’s “Get back in the box” says right in the introduction that you should forget about all the megatrends…

  22. iGriff January 4, 2006 at 6:06 am - Reply

    Do you pass Guy’s DICEE evangelist factors?

    How deep, indulgent, complete, elegant and emotive is your customer’s experience of you?
    Guy Kawasaki today wrote about Guy’s Golden Touch …

  23. john January 4, 2006 at 8:53 am - Reply

    Another great post but I wonder about depth. What about the great reaction against cellphones overcomplicated by add-ons and non traditional phone functions? How does that fit in with your depth criterion?

  24. Laurel Delaney January 4, 2006 at 9:32 pm - Reply

    Yeah! Congratulations on the launch of your new blog!
    Many happy entries and readings,
    Laurel Delaney,
    Global Guru

  25. OceanBlue January 4, 2006 at 11:56 pm - Reply

    Is CocaCola a great product? How does it satisfy the DICEE rule?

  26. Scott Hampton January 5, 2006 at 7:03 am - Reply

    This is an important list, and a great acronym. All too often the product idea is just run down the pipe to engineering then out the door, because marketing said the customers wanted it in red with two bells.
    IF you want to create market dominating products you MUST work your butt off to understand the customers and figure out how to delight them at all levels. Guy’s list is a great way to break down the elements of delight and remember them the next time you are in a product planning meeting.
    Just say, “Hey, is this thing really DICEE, or is it just dicey?”

  27. Servant of Chaos January 6, 2006 at 4:43 am - Reply

    Inside the Mind of a Guru

    If you have ever wanted to run a startup, then there are many insights to be gained by visiting Guy Kawasaki’s blog. He is a venture capitalist and was product evangelist for Apple’s Macintosh. He has written a number of

  28. Henrik Rydberg January 6, 2006 at 3:34 pm - Reply

    Another thing –along with DICEE– that seems to generate and encourage evangelism is the producers openness towards the product. Talking about the product, providing others a place to talk about it and empowering this action, makes people talk. At some point people take this talk outside the given boundaries (newsgroup or web forum) to their real life (coffee brakes, home, bars etc) or to their other communication channels (web forums, instant messaging, emails, blog comments) where they share it with friends and relatives.
    If you see other people talking about something, it’s easy to join in and be a part of this group. Evangelizing or talking about a product that you think no one else knows, uses or talks about, becomes easily depressing after a while.
    What comes to the deepness of the product (this might also answer John’s comment above). I think what Guy is trying to say is:
    Instead of implementing every possible function that you could imagine, implement all the functions needed to accomplish the work. Deepness becomes even deeper if you give people different ways to access these functions so they can use the one that fits the best to their working style.

  29. Adding to the Noise January 8, 2006 at 8:35 am - Reply

    Guywhat took you so long?

    Finally, Guy Kawasaki has joined the blogosphere. I was checking out Seth Godins blog and noticed that he was celebrating the addition, so I figured that I would as well. Guy was on the first technology individuals that caught my attention an…

  30. Kevin Barefoot January 9, 2006 at 1:12 am - Reply

    I enjoyed Art of the Start and it’s great to now have a blog with daily reminders of the many salient points it contains. Thanks.

  31. Tensegrities January 11, 2006 at 3:25 am - Reply

    What goes around, comes around?

    I remember being surprised back in the ’80’s when Eric became an evangelist for NeXT computers. Using the word “evangelist” in relation to a new computer took a bit of getting used to. But it made sense — he was…

  32. Charlene Chong January 12, 2006 at 8:44 am - Reply

    Thanks for allowing me to ‘DICEE’ one of our services on my blog Hope this helps with our evolution!

  33. Lifeblog January 12, 2006 at 11:44 am - Reply

    How to evengelize a product

    From my favorite marketing guru. Link: Let the Good Times Roll by Guy Kawasaki: Guy’s Golden Touch. Bookmark this: The key to evangelism is a great product. It is easy, almost unavoidable, to catalyze evangelism for a great product. It

  34. Donor Power Blog January 13, 2006 at 8:35 am - Reply

    How to create charity evangelists

    Guy Kawasaki, the evangelist of customer evangelism, often gets asked, “How can I get people to evangelize my product?” He has a great answer on his blog: Guy’s Golden Touch: The key to evangelism is a great product. It is

  35. pixelpoke January 19, 2006 at 12:33 pm - Reply

    A strong user base is key.

    A Flight Simulator enthusiast wrote up some notes about the new version (titled “Microsoft Flight Simulator…

  36. André Hedetoft January 21, 2006 at 11:19 pm - Reply

    Personally, I think that the most important thing about any product is the way if makes you feel when buying it.
    André Hedetoft
    giving you goosebumps. one movie at a time.

  37. [Smalltalk] January 25, 2006 at 7:51 am - Reply

    What Makes a Product Great?

    Think DICEE! From a Guy who must know it ;-)…

  38. Nivi January 25, 2006 at 10:06 pm - Reply

    3 Golden Rules

    “And as ye would that men should do to you, do ye also to them likewise.”
    — _[Luke 6:31](
    > This one is pretty impractical.
    “He who has the gold, rules.”
    — _[William Sahlman](http://harvardbusinessonline.hbs…

  39. Futurelab's Blog March 9, 2006 at 12:30 pm - Reply

    How to Suck Up to a Blogger

    by: Guy Kawasaki Blogging has flipped traditional PR on its head. It used to be that ink begat buzz. Life was simple then: you sucked up to the Wall Street Journal, one of its reporters wrote about your product, and…

  40. MarketingMonger March 13, 2006 at 10:39 am - Reply

    DICEE – Guy Kawasaki’s Recipe for WOM

    Echoing my thoughts about a great product being at the core of great word of mouth, Guy Kawasaki (former Apple evangelist, ceo of, best-selling author) lays out his recipe for creating such products. Take equal portions of indulgence, emotio…

  41. MarketingMonger March 13, 2006 at 11:33 am - Reply

    Jakob Nielsen Proposes that Search Engines are Sucking the Web Dry

    Jakob Nielsen of Alertbox fame proposes that Search Engines are Leeches on the Web. He predicts that companies will start using methods other than PPC advertising because the market-based nature of PPC means that ultimately it squeezes the margins for…

  42. David April 12, 2006 at 5:48 pm - Reply

    You’ve described the kind of service that returns me to certain stores time after time. Unfortunately good customer service will not exist while bean counters run a business. On a balance sheet customer service costs money, it doesn’t make money. Bean counters don’t have enough imagination to realize that good customer service might cost money but bad customer costs more.

  43. NilsNet Blog September 14, 2006 at 6:02 pm - Reply

    Critical Success Factors – works and is engaging

    I just subscribed (again) to Mark Hurst’s “Good Experience” newsletter. He dropped me an email the other day asking how I’d heard about the list (I don’t remember, actually) and why I subscribed. As I wrote out my response this morning, I thought it would

  44. Christipher December 13, 2006 at 4:04 am - Reply

    I’ve taken a quick look at your postings, which are very interesting. Lots of material and ideas! Congrats on being so focused!
    The advice given in your blog is fantastic and very complimentary to my site, check it out Hope this helps someone

  45. Savita March 4, 2007 at 11:04 pm - Reply

    Its great iead. Also I have seen the Zen presentation blog. Its really helpful for me. How not to do things at the presentation?
    Your sugession on emails helped me a lot. I have created my blog and writing ariticles for it.

  46. Steve Nojobs August 7, 2007 at 5:19 pm - Reply

    iPoor Needs a Guy

    What did Apple have in their defining years that iPoor Ltd. doesnt?
    Yesmillions of dollars in financing. Yesa legion of young, power-hungry geniuses. Yesa revolutionary, user-friendly, brilliantly designed computer.
    But, w…

  47. Phil Windley's Technometria November 1, 2007 at 3:17 pm - Reply

    Guy Kawasaki in Utah

    Guy Kawasaki was in Utah speaking on the Art of Innovation. Guy is a humorous speaker. I enjoyed it in spite of the fact that I’ve heard the talk several times before–on IT Conversations. I listened to the talk…

  48. Phil Windley's Technometria March 4, 2009 at 9:05 am - Reply

    Guy Kawasaki: How to Drive the Competition Crazy

    Image by Thomas Hawk via Flickr Guy Kawasaki is speaking at the Infopia ecommerce conference in Salt Lake City today. (You might also enjoy reading my notes from the last time Guy was in Utah.) His topic is how…

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