Guy Kawasaki's "Art of Evangelism" session at eBay Live Tuesday was a hit with attendees (http://auctionbytes.com/cab/abn/y06/m06/i14/s03). With Apple Computer from 1983 to 1987, Guy's job was to spread the word about the Macintosh. Now he runs Garage.com, a venture capital firm looking for the next big thing.
AuctionBytes reporter Julia Wilkinson sat down with Guy and asked him about how eBayers can apply his principles of evangelism to their eBay businesses.
Q: It's exciting that you are presenting at eBay Live this year. Do you buy or sell on eBay, or both? Can you tell us about what some of your favorite purchases or sales have been?
A: I'm afraid to get started on eBay--buying or selling. I love the entire concept of eBay, but I'm afraid that I'll get addicted. And I don't need any more addictions!
Q: As many people know, you worked at Apple Computer in the '80s. Do you see any parallels between the way Apple and eBay evolved, or are evolving, and what are they? Or, what comparisons could you make between Apple and eBay?
The most significant parallel is between Pierre Omidayar and Steve Wozniak. Both were nerds, both trying to do something cool. They certainly weren't "marketing driven" in the MBA sense of the words. This is a good lesson for all entrepreneurs: "Build it and sometimes people will come."
Q: One of your incarnations has been as a "secular evangelist." Can you explain more about what that term means?
A secular evangelist positions his or her product/service as a way to make the world a better place. It is "good news" that he or she is trying to spread. The motivation is not so much to "get rich" but to "change the world."
Q: And what are some of the ways eBay sellers can use evangelism to improve their businesses?
A: The key is to look at what you sell as a way to enrich people's lives. If you do, then these people will spread the word for you--without compensation or monetary motivation. The motive is actually quite pure: to make the world a better place.
Q: One of my favorite parts of your book "Art of the Start" is about the importance of having a "mantra" vs. a wordier "mission statement." Is this something you think eBay sellers should incorporate into their business?
A: The problem with mission statements is that they are usually too long, too boring, and too commonplace. A mantra, three or four words, is usually much more powerful. And, unfortunately, harder to do. Absolutely, eBay sellers should try to create a mantra.
Q: What would you say eBay's mantra is?
A: This is easy: "democratize commerce."
Q: I noticed that Pierre Omidyar has a quote on your book cover. What's the story behind that...do you know him well?
A: He honored me with the quote. It was a tremendous favor. I don't know him well, but we've seen each other at many events. I also interviewed him one-on-one at a Garage event in London. It is probably the best interview I've ever had.
Q: What do you think eBay's biggest vulnerabilities are now, and what can they do about them?
A: Hard to imagine that any single thing could topple eBay at this point. Classically, the biggest dangers are complacency and it's twin called arrogance at this stage in a company's lifecycle. Meg Whitman doesn't strike me as a complacent or arrogant person, so that's half the battle.
Q: As a venture capitalist, what are some of the most common mistakes you see start-up businesses making?
A: Running out of money! This seems like a "duhism," but it's not. Most startups are way too optimistic about sales. Cash flow is everything, and surely that's not something any eBay seller needs to learn.
Q: And are there any lessons there that would be helpful for the eBay seller?
A: In addition to paying great attention to cash flow, the important lesson for eBay sellers is to never ask customers to do something that they themselves wouldn't do. That policy will keep you on the straight and narrow.
Q: Can I tell you one more thing?
A: Sure.
eBay sellers should take a very good look at a product called FilmLoop. It's a way to push auction items "D2D"--that is, direct to the desktop instead of pulling people to a web page. I'm on the board of the company, and I think it's a fabulous selling tool to alter the "point of auction." Check it out at:
http://www.filmloop.com
