WIDER Insight

The Medium Is the Message Premium

Former Apple Chief Evangelist Guy Kawasaki tears up the business plan for enchanting and effective communication.

IESE Insight

Date: Second Quarter 2015

Tags: Guy Kawasaki, Apple, brand evangelist, Motorola, Google

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Guy Kawasaki specializes in surprising sound bites and a no-nonsense approach to everything from business plans to social media to how best -- or best not -- to emulate Steve Jobs. He has a way with a phrase, and has adapted that skill to a number of different roles and sectors. The message he shares, for business and marketing success, is clear: Embody your own sound bites. Promote clarity and jargon-free communication. Engage the masses. And do it all from a position of high moral standing.

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