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I love, love, love chapter 10, The Art of Rainmaking, in The Art of the Start by Guy Kawasaki. Maybe because the the truth of it resonates in my soul from the heart wrenching time when I was launching my first business. Listen carefully to what Guy as to say:

"Two factors make rainmaking difficult for startups. First, although entrepreneurs design a product or service for a specific purpose, they have no way of knowing who will actualy buy it and what it will be used for. Thus the first step of rainmaking is to get version 1.0 of the product or service to the marketplace to find out where it blossoms. Keep your eyes open because you may find yourself in the midst of a gorilla market.

Second, the products and services of startups are rarely just bought. Instead, they must be sold because few customers want to take a chance on a new product or service from a small undercaptialized organization. Thus the second step of rainmaking is to overcome this resistance.

Here's a story of how an entrepreneur both found out who would buy her product and overcame resistance to stocking it: A Parisian store once rejected the newest fragrance of Este`e Lauder, the famed purveyor of perfume. In anger, Lauder poured the fragrance all over the floor, and so many customers asked about it that the store had to carry it. Sometimes when it pours, it rains."

Launching a product and getting feedback, and then adjusting to the feedback is a huge step a lot of would-be entrepreneurs miss. (Perhaps it isn't in their business plans?) This is the main reason I personally believe that many start up businesses fail- lack of perseverence to figure out what will work. The second part of that then being the ability to sell it.

As an entrepreneur you have to be able to sell. Guy nailed something huge saying that traditional marketing doesn't generally work for startups. Why? Because nobody knows who you are. "The products of startups are sold, not bought. For selling to work, entrepreneurs need to establish their credibility and develop face-to-face, personalized contact."

Guy lays out more on the main points of rainmaking on his blog. Kimber has also recommended How To Become A Rainmaker by Jeffrey J. Fox (no relation to Michael) which I promptly ran out and bought- and have yet to read! Another book recommended by Guy on the subject is Influence by Cialdini, which is the same book recently recommended to me by Kim Kiyosaki when I asked her about books on negotiating! ( I have it too- and I'm a couple chapters in!)

The Art of Being A Mensch

"The true measure of a man is how he treats someone who can do him absolutely no good." -Samuel Johnson

What is a Mensch? Guy's favorite definition is this: Someone to admire and emulate, someone of noble character. The key to being “a real mensch” is nothing less than character, rectitude, dignity, a sense of what is right, responsible, decorous.

Here, also, is Guy's "humble attempt to help you achieve menschdom". It is alway important to do the right thing because it is the right thing to do, not only in life, but in business- which is a reflection of your life and character. Always keep in mind to give back or pay back for all the goodness you have received, as opposed to paying it forward and expecting something in return in the future.

So what are you waiting for?

Get out there and make meaning, solve a problem, create a product or service that will be contagious! Try and try and test and test and don't give up on your dreams. And when you make it, don't forget to give back.

I truly hope this book and it's insight have inpired you! We live in a time where opportunity abounds. The internet has leveled the playing field in so many ways. We have so much to be thankful for. Take care and have a fabulous Thanksgiving everyone!

For more about Guy Kawasaki, check out Art of the Start.com (his site) as well as Guy's blog