The Art of Innovation: 9 Truths
By: Guy Kawasaki
Don't be afraid to polarize people.
Most companies want to create the holy grail of products that appeals to
every demographic, social-economic background, and geographic location.
To attempt to do so guarantees mediocrity.
Instead, create great DICEE
(Deep, Intelligent, Complete, Elegant, Emotive) products that make
segments of people very happy. And fear not if these products make other
The worst case is to incite no passionate reactions at
all, and that happens when companies try to make everyone happy...
vs. Red Ocean Strategy
Canon Creates a New Market Niche
5 Strategic Questions
Social Media Marketing: