12 lessons for entrepreneurs that Steve Jobs taught Guy Kawasaki

Guy Kawasaki is well-known in the entrepreneurial world as an author and speaker, and he often seasons his speeches and texts with stories about his times at Apple. I say "times" because Kawasaki often claims that he's one of the only people who ever worked for Steve Jobs twice and survived. Inc. posted an article today a speech that Kawasaki gave the day after Steve Jobs died -- he was supposed to talk about "enchanting customers" at the Silicon Valley Bank's CEO Summit, but changed the topic to "12 Lessons I Learned From Steve Jobs that Can Be Applied to Entrepreneurs".

The speech is well worth watching, and we've included it below. But if you only have time to quickly scan a list of bullet points, here are the dozen points that Steve Jobs taught Guy Kawasaki that should be picked up on by entrepreneurs:

1. Experts are useless

2. Customers cannot tell you what they need

3. Biggest challenges beget the best work

4. Design counts

5. Big graphics. Big font.

6. Jump curves, not better sameness

7. "Work" or "Doesn't Work" is all that matters (or "Changing your mind is a sign of intelligence")

8. "Value" is different from "Price"

9. A players hire A players

10. Real CEOs demo

11. Real entrepreneurs ship

12. Some things need to be believed to be seen

Inc's Justin Bariso added his comments to these points in the original article, and I found both those comments and the original video to be well worth viewing to gain a bit more insight into the brain of Steve Jobs and the philosophies that still govern the way that Apple does work.