What Is That?

Berkus is a pre-revenue valuation method based exclusively on qualitative criteria, like Scorecard.

Few firms match their financial estimates, especially in the early stages, so valuation methodologies like the Berkus method are a good way to establish a valuation when the economic measures are not reliable.

How does it work?

This technique evaluates five key success factors.

• Fundamental principle

• Technology

• Execution

• Strategic alliances in its primary market

• Production, followed by sales

The Berkus technique values the business idea and four success factors. As seen in the matrix below, each of these dimensions poses a danger to the startup's success.

It assigns $0-$500,000 to each of these beginning regions. This approach enables a maximum $2.5M pre-money valuation.

This approach relies significantly on geography and uses the US as a baseline, as it differs in every country in Europe.

A set of standards for analyzing each dimension individually

Fundamental principle (or strength of the idea)

Ideas are worthless; execution matters. Most of us can relate to seeing a new business open in our area or a startup get funded and thinking, "I had this concept years ago!" Someone did it.

The concept remains. To assess the idea's viability, we must consider several criteria.

• The concept's exclusivity It is necessary to protect a product or service's concept using patents and copyrights. Additionally, it must be capable of generating large profits.

• Planned growth and growth that goes in a specific direction have a lot of potential, therefore incorporating them into a business is really advantageous.

• The ability of a concept to grow A venture's ability to generate scalable revenue is a key factor in its emergence and continuation. A startup needs a scalable idea in order to compete successfully in the market.

• The attraction of a business idea to a broad spectrum of people is significantly influenced by the current socio-political climate. Thus, the requirement for the assumption of conformity.

• Concept Validation Ideas must go through rigorous testing with a variety of audiences in order to lower risk during the implementation phase.

Technology (Prototype)

This aspect reduces startup's technological risk. How good is the startup prototype when facing cyber threats, GDPR compliance (in Europe), tech stack replication difficulty, etc.?

Execution

Check the management team's efficacy. A potential angel investor must verify the founders' experience and track record with previous ventures. Good leadership is needed to chart a ship's course.

Strategic alliances in its primary market

Existing and new relationships will play a vital role in the development of both B2B and B2C startups. What are the startup's synergies? potential ones?

Production, followed by sales (product rollout)

Startup success depends on its manufacturing and product rollout. It depends on the overall addressable market, the startup's ability to market and sell their product, and their capacity to provide consistent, high-quality support.

Example

We're now founders of EyeCaramba, a machine vision-assisted streaming platform. My imagination always goes to poor puns when naming a startup.

Since we're first-time founders and the Berkus technique depends exclusively on qualitative methods and the evaluator's skill, we ask our angel-investor acquaintance for a pre-money appraisal of EyeCaramba.

Our friend offers us the following table:

Because we're first-time founders, our pal lowered our Execution score. He knows the idea's value and that the gaming industry is red-hot, with worse startup ideas getting funded, therefore he gave the Basic value the highest value (idea).

EyeCaramba's pre-money valuation is $400,000 + $250,000 + $75,000 + $275,000 + $164,000 (1.16M). Good.

References

• https://medium.com/humble-ventures/how-angel-investors-value-pre-revenue-startups-part-iii-8271405f0774#:~:text=pre%2Drevenue%20startups.-,Berkus%20Method,potential%20of%20the%20idea%20itself.%E2%80%9D

• https://eqvista.com/berkus-valuation-method-for-startups/

• https://www.venionaire.com/early-stage-startup-valuation-part-2-the-berkus-method/

I joined the 1000 Digital Startups Movement (Gerakan 1000 Startup Digital) in 2017 and learned a lot about the startup sector. My previous essay outlined what a startup is and what must be prepared. Here I'll offer raw ideas for better products.

Intro

A good startup solves a problem. These can include environmental, economic, energy, transportation, logistics, maritime, forestry, livestock, education, tourism, legal, arts and culture, communication, and information challenges. Everything I wrote is simply a basic idea (as inspiration) and requires more mapping and validation. Learn how to construct a startup to maximize launch success.

Adrian Gunadi (Investree Co-Founder) taught me that a Founder or Co-Founder must be willing to be CEO (Chief Everything Officer). Everything is independent, including drafting a proposal, managing finances, and scheduling appointments. The best individuals will come to you if you're the best. It's easier than consulting Andy Zain (Kejora Capital Founder).

Description

To help better understanding from your idea, try to answer this following questions:

- Describe your idea/application
Maximum 1000 characters.

- Background
Explain the reasons that prompted you to realize the idea/application.

- Objective
Explain the expected goals of the creation of the idea/application.

- Solution
A solution that tells your idea can be the right solution for the problem at hand.

- Uniqueness
What makes your idea/app unique?

- Market share
Who are the people who need and are looking for your idea?

- Marketing Ways and Business Models
What is the best way to sell your idea and what is the business model?

Not everything here is a startup idea. It's meant to inspire creativity and new perspectives.

Ideas

#Application

1. Medical students can operate on patients or not. Applications that train prospective doctors to distinguish body organs and their placement are useful. In the advanced stage, the app can be built with numerous approaches so future doctors can practice operating on patients based on their ailments. If they made a mistake, they'd start over. Future doctors will be more assured and make fewer mistakes this way.

2. VR (virtual reality) technology lets people see 3D space from afar. Later, similar technology was utilized to digitally sell properties, so buyers could see the inside and room contents. Every gadget has flaws. It's like a gold mine for robbers. VR can let prospective students see a campus's facilities. This facility can also help hotels promote their products.

3. How can retail entrepreneurs maximize sales? Most popular goods' sales data. By using product and brand/type sales figures, entrepreneurs can avoid overstocking. Walmart computerized their procedures to track products from the manufacturer to the store. As Retail Link products sell out, suppliers can immediately step in.

4. Failing to marry is something to be avoided. But if it had to happen, the loss would be like the proverb “rub salt into the wound”.  On the I do Now I dont website, Americans who don't marry can resell their jewelry to other brides-to-be. If some want to cancel the wedding and receive their down money and dress back, others want a wedding with particular criteria, such as a quick date and the expected building. Create a DP takeover marketplace for both sides.

#Games

1. Like in the movie, players must exit the maze they enter within 3 minutes or the shape will change, requiring them to change their strategy. The maze's transformation time will shorten after a few stages.

2. Treasure hunts involve following clues to uncover hidden goods. Here, numerous sponsors are combined in one boat, and participants can choose a game based on the prizes. Let's say X-mart is a sponsor and provides riddles or puzzles to uncover the prize in their store. After gathering enough points, the player can trade them for a gift utilizing GPS and AR (augmented reality). Players can collaborate to increase their chances of success.

3. Where's Wally? Where’s Wally displays a thick image with several things and various Wally-like characters. We must find the actual Wally, his companions, and the desired object. Make a game with a map where players must find objects for the next level. The player must find 5 artifacts randomly placed in an Egyptian-style mansion, for example. In the room, there are standard tickets, pass tickets, and gold tickets that can be removed for safekeeping, as well as a wall-mounted carpet that can be stored but not searched and turns out to be a flying rug that can be used to cross/jump to a different place. Regular tickets are spread out since they can buy life or stuff. At a higher level, a black ticket can lower your ordinary ticket. Objects can explode, scattering previously acquired stuff. If a player runs out of time, they can exchange a ticket for more.

#TVprogram

1. At the airport there are various visitors who come with different purposes. Asking tourists to live for 1 or 2 days in the city will be intriguing to witness.

2. Many professions exist. Carpenters, cooks, and lawyers must have known about job desks. Does HRD (Human Resource Development) only recruit new employees? Many don't know how to become a CEO, CMO, COO, CFO, or CTO. Showing young people what a Program Officer in an NGO does can help them choose a career.

#StampsCreations

Philatelists know that only the government can issue stamps. I hope stamps are creative so they have more worth.

1. Thermochromic pigments (leuco dyes) are well-known for their distinctive properties. By putting pigments to black and white batik stamps, for example, the black color will be translucent and display the basic color when touched (at a hot temperature).

2. In 2012, Liechtenstein Post published a laser-art Chinese zodiac stamp. Belgium (Bruges Market Square 2012), Taiwan (Swallow Tail Butterfly 2009), etc. Why not make a stencil of the president or king/queen?

3. Each country needs its unique identity, like Taiwan's silk and bamboo stamps. Create from your country's history. Using traditional paper like washi (Japan), hanji (Korea), and daluang/saeh (Indonesia) can introduce a country's culture.

4. Garbage has long been a problem. Bagasse, banana fronds, or corn husks can be used as stamp material.

5. Austria Post published a stamp containing meteor dust in 2006. 2004 meteorite found in Morocco produced the dust. Gibraltar's Rock of Gilbraltar appeared on stamps in 2002. What's so great about your country? East Java is muddy (Lapindo mud). Lapindo mud stamps will be popular. Red sand at Pink Beach, East Nusa Tenggara, could replace the mud.

#PostcardCreations

1. Map postcards are popular because they make searching easier. Combining laser-cut road map patterns with perforated 200-gram paper glued on 400-gram paper as a writing medium. Vision-impaired people can use laser-cut maps.

2. Regional art can be promoted by tucking traditional textiles into postcards.

3. A thin canvas or plain paper on the card's front allows the giver to be creative.

4. What is local crop residue? Cork lids, maize husks, and rice husks can be recycled into postcard materials.

5. Have you seen a dried-flower bookmark? Cover the postcard with mica and add dried flowers. If you're worried about losing the flowers, you can glue them or make a postcard envelope.

6. Wood may be ubiquitous; try a 0.2-mm copper plate engraved with an image and connected to a postcard as a writing medium.

7. Utilized paper pulp can be used to hold eggs, smartphones, and food. Form a smooth paper pulp on the plate with the desired image, the Golden Gate bridge, and paste it on your card.

8. Postcards can promote perfume. When customers rub their hands on the card with the perfume image, they'll smell the aroma.

#Tour #Travel

Tourism activities can be tailored to tourists' interests or needs. Each tourist benefits from tourism's distinct aim.

Let's define tourism's objective and purpose.

• Holiday Tour is a tour that its participants plan and do in order to relax, have fun, and amuse themselves.

• A familiarization tour is a journey designed to help travelers learn more about (survey) locales connected to their line of work.

• An educational tour is one that aims to give visitors knowledge of the field of work they are visiting or an overview of it.

• A scientific field is investigated and knowledge gained as the major goal of a scientific tour.

• A pilgrimage tour is one designed to engage in acts of worship.

• A special mission tour is one that has a specific goal, such a commerce mission or an artistic endeavor.

• A hunting tour is a destination for tourists that plans organized animal hunting that is only allowed by local authorities for entertainment purposes.

Every part of life has tourism potential. Activities include:

1. Those who desire to volunteer can benefit from the humanitarian theme and collaboration with NGOs. This activity's profit isn't huge but consider the environmental impact.

2. Want to escape the city? Meditation travel can help. Beautiful spots around the globe can help people forget their concerns. A certified yoga/meditation teacher can help travelers release bad energy.

3. Any prison visitors? Some prisons, like those for minors under 17, are open to visitors. This type of tourism helps mental convicts reach a brighter future.

4. Who has taken a factory tour/study tour? Outside-of-school study tour (for ordinary people who have finished their studies). Not everyone in school could tour industries, workplaces, or embassies to learn and be inspired. Shoyeido (an incense maker) and Royce (a chocolate maker) offer factory tours in Japan.

5. Develop educational tourism like astronomy and archaeology. Until now, only a few astronomy enthusiasts have promoted astronomy tourism. In Indonesia, archaeology activities focus on site preservation, and to participate, office staff must undertake a series of training (not everyone can take a sabbatical from their routine). Archaeological tourist activities are limited, whether held by history and culture enthusiasts or in regional tours.

6. Have you ever longed to observe a film being made or your favorite musician rehearsing? Such tours can motivate young people to pursue entertainment careers.

7. Pamper your pets to reduce stress. Many pet owners don't have time for walks or treats. These premium services target the wealthy.

8. A quirky idea to provide tours for imaginary couples or things. Some people marry inanimate objects or animals and seek to make their lover happy; others cherish their ashes after death.

#MISCideas

1. Fashion is a lifestyle, thus people often seek fresh materials. Chicken claws, geckos, snake skin casings, mice, bats, and fish skins are also used. Needs some improvement, definitely.

2. As fuel supplies become scarcer, people hunt for other energy sources. Sound is an underutilized renewable energy. The Batechsant technology converts environmental noise into electrical energy, according to study (Battery Technology Of Sound Power Plant). South Korean researchers use Sound-Driven Piezoelectric Nanowire based on Nanogenerators to recharge cell phone batteries. The Batechsant system uses existing noise levels to provide electricity for street lamp lights, aviation, and ships. Using waterfall sound can also energize hard-to-reach locations.

3. A New York Times reporter said IQ doesn't ensure success. Our school system prioritizes IQ above EQ (Emotional Quotient). EQ is a sort of human intelligence that allows a person to perceive and analyze the dynamics of his emotions when interacting with others (and with himself). EQ is suspected of being a bigger source of success than IQ. EQ training can gain greater attention to help people succeed. Prioritize role models from school stakeholders, teachers, and parents to improve children' EQ.

4. Teaching focuses more on theory than practice, so students are less eager to explore and easily forget if they don't pay attention. Has an engineer ever made bricks from arid red soil? Morocco's non-college-educated builders can create weatherproof bricks from red soil without equipment. Can mechanical engineering grads create a water pump to solve water shortages in remote areas? Art graduates can innovate beyond only painting. Artists may create kinetic sculpture by experimenting so much. Young people should understand these sciences so they can be more creative with their potential. These might be extracurricular activities in high school and university.

5. People have been trying to recycle agricultural waste for a long time. Mycelium helps replace light, easily crushed tiles and bricks (a collection of hyphae like in the manufacture of tempe). Waste must contain lignocellulose. In this vein, anti-mainstream painting canvases can be made. The goal is to create the canvas uneven like an amoeba outline, not square or spherical. The resulting canvas is lightweight and needs no frame. Then what? Open source your idea like Precious Plastic to establish a community. By propagating this notion, many knowledgeable people will help improve your product's quality and impact.

6. As technology and humans adapt, fraud increases. Making phony doctor's letters to fool superiors, fake credentials to get hired, fraudulent land certificates to make money, and fake news (hoax). The existence of a Wikimedia can aid the community by comparing bogus and original information.

7. Do you often hit a problem-solving impasse? Since the Doraemon bag hasn't been made, construct an Idea Bank. Everyone can contribute to solving problems here. How do you recruit volunteers? Obviously, a reward is needed. Contributors can become moderators or gain complimentary tickets to TIA (Tech in Asia) conferences. Idea Bank-related concepts: the rise of startups without a solid foundation generates an age as old as corn that does not continue. Those with startup ideas should describe them here so they can be validated by other users. Other users can contribute input if a comparable notion is produced to improve the product or integrate it. Similar-minded users can become Co-Founders.

8. Why not invest in fruit/vegetables, inspired by digital farming? The landowner obtains free fruit without spending much money on maintenance. Investors can get fruits/vegetables in larger quantities, fresher, and cheaper during harvest. Fruits and vegetables are often harmed if delivered too slowly. Rich investors with limited land can invest in teak, agarwood, and other trees. When harvesting, investors might choose raw results or direct wood sales earnings. Teak takes at least 7 years to harvest, therefore long-term wood investments carry the risk of crop failure.

9. Teenagers in distant locations can't count, read, or write. Many factors hinder locals' success. Life's demands force them to work instead of study. Creating a learning playground may attract young people to learning. Make a skatepark at school. Skateboarders must learn in school. Donations buy skateboards.

10. Globally, online taxi-bike is known. By hiring a motorcycle/car online, people no longer bother traveling without a vehicle. What if you wish to cross the island or visit remote areas? Is online boat or helicopter rental possible like online taxi-bike? Such a renting process has been done independently thus far and cannot be done quickly.

11. What do startups need now? A startup or investor consultant. How many startups fail to become Unicorns? Many founders don't know how to manage investor money, therefore they waste it on promotions and other things. Many investors only know how to invest and can't guide a struggling firm.

“In times of crisis, the wise build bridges, while the foolish build barriers.” — T’Challa [Black Panther]

Don't chase cash. Money is a byproduct. Profit-seeking is stressful. Market requirements are opportunities. If you have something to say, please comment.

This is only informational. Before implementing ideas, do further study.

Offices without books are like bodies without souls.

After 10 years, my CEO sold his company for $30 million. I've shared many of his lessons on medium. You could ask him anything at his always-open office. He also said we could use his office for meetings while he was away. When I used his office for work, I was always struck by how many books he had.

Books are useful in almost every aspect of learning. Building a business, improving family relationships, learning a new language, a new skill... Books teach, guide, and structure. Whether fiction or nonfiction, books inspire, give ideas, and develop critical thinking skills.

My CEO prefers non-fiction and attends a Friday book club. This article discusses 5 books I found in his office that impacted my life/business. My CEO sold his company for $30 million, but I've built a steady business through blogging and video making.

I recall events and lessons I learned from my CEO and how they relate to each book, and I explain how I applied the book's lessons to my business and life.

Note: This post has no affiliate links.

1. The One Thing — Gary Keller

Gary Keller, a real estate agent, wanted more customers. So he and his team brainstormed ways to get more customers. They decided to write a bestseller about work and productivity. The more people who saw the book, the more customers they'd get.

Gary Keller focused on writing the best book on productivity, work, and efficiency for months. His business experience. Keller's business grew after the book's release.

The author summarizes the book in one question.

"What's the one thing that will make everything else easier or unnecessary?"

When I started my blog and business alongside my 9–5, I quickly identified my one thing: writing. My business relied on it, so it had to be great. Without writing, there was no content, traffic, or business.

My CEO focused on funding when he started his business. Even in his final years, he spent a lot of time on the phone with investors, either to get more money or to explain what he was doing with it. My CEO's top concern was money, and the other super important factors were handled by separate teams.

• Product tech and design

• Incredible customer support team

• Excellent promotion team

• Profitable sales team

My CEO didn't always focus on one thing and ignore the rest. He was on all of those teams when I started my job. He'd start his day in tech, have lunch with marketing, and then work in sales. He was in his office on the phone at night.

He eventually realized his errors. Investors told him he couldn't do everything for the company. If needed, he had to change internally. He learned to let go, mind his own business, and focus for the next four years. Then he sold for $30 million.

The bigger your project/company/idea, the more you'll need to delegate to stay laser-focused. I started something new every few months for 10 years before realizing this. So much to do makes it easy to avoid progress. Once you identify the most important aspect of your project and enlist others' help, you'll be successful.

2. Eat That Frog — Brian Tracy

The author quote sums up book's essence:

Mark Twain said that if you eat a live frog in the morning, it's probably the worst thing that will happen to you all day. Your "frog" is the biggest, most important task you're most likely to procrastinate on.

"Frog" and "One Thing" are both about focusing on what's most important. Eat That Frog recommends doing the most important task first thing in the morning.

I shared my CEO's calendar in an article 10 months ago. Like this:

CEO's average week (some information crossed out for confidentiality)

Notice anything about 8am-8:45am? Almost every day is the same (except Friday). My CEO started his day with a management check-in for 2 reasons:

• Checking in with all managers is cognitively demanding, and my CEO is a morning person.

• In a young startup where everyone is busy, the morning management check-in was crucial. After 10 am, you couldn't gather all managers.

When I started my blog, writing was my passion. I'm a morning person, so I woke up at 6 am and started writing by 6:30 am every day for a year. This allowed me to publish 3 articles a week for 52 weeks to build my blog and audience. After 2 years, I'm not stopping.

3. Deep Work — Cal Newport

Deep work is focusing on a cognitively demanding task without distractions (like a morning management meeting). It helps you master complex information quickly and produce better results faster. In a competitive world 10 or 20 years ago, focus wasn't a huge advantage. Smartphones, emails, and social media made focus a rare, valuable skill.

Most people can't focus anymore. Screens light up, notifications buzz, emails arrive, Instagram feeds... Many people don't realize they're interrupted because it's become part of their normal workflow.

Cal Newport mentions Bill Gates' "Think Weeks" in Deep Work.

Microsoft CEO Bill Gates would isolate himself (often in a lakeside cottage) twice a year to read and think big thoughts.

Inside Bill's Brain on Netflix shows Newport's lakeside cottage. I've always wanted a lakeside cabin to work in. My CEO bought a lakehouse after selling his company, but now he's retired.

As a company grows, you can focus less on it. In a previous section, I said investors told my CEO to get back to basics and stop micromanaging. My CEO's commitment and ability to get work done helped save the company. His deep work and new frameworks helped us survive the corona crisis (more on this later).

The ability to deep work will be a huge competitive advantage in the next century. Those who learn to work deeply will likely be successful while everyone else is glued to their screens, Bluetooth-synced to their watches, and playing Candy Crush on their tablets.

4. The 7 Habits of Highly Effective People — Stephen R. Covey

It took me a while to start reading this book because it seemed like another shallow self-help bible. I kept finding this book when researching self-improvement. I tried it because it was everywhere.

Stephen Covey taught me 2 years ago to have a personal mission statement.

A 7 Habits mission statement describes the life you want to lead, the character traits you want to embody, and the impact you want to have on others. shortform.com

I've had many lunches with my CEO and talked about Vipassana meditation and Sunday forest runs, but I've never seen his mission statement. I'm sure his family is important, though. In the above calendar screenshot, you can see he always included family events (in green) so we could all see those time slots. We couldn't book him then. Although he never spent as much time with his family as he wanted, he always made sure to be on time for his kid's birthday rather than a conference call.

My CEO emphasized his company's mission. Your mission statement should answer 3 questions.

• What does your company do?

• How does it do it?

• Why does your company do it?

As a graphic designer, I had to create mission-statement posters. My CEO hung posters in each office.

5. Measure What Matters — John Doerr

This book is about Andrew Grove's OKR strategy, developed in 1968. When he joined Google's early investors board, he introduced it to Larry Page and Sergey Brin. Google still uses OKR.

Objective Key Results

• Objective: It explains your goals and desired outcome. When one goal is reached, another replaces it. OKR objectives aren't technical, measured, or numerical. They must be clear.

• Key Result should be precise, technical, and measurable, unlike the Objective. It shows if the Goal is being worked on. Time-bound results are quarterly or yearly.

Our company almost sank several times. Sales goals were missed, management failed, and bad decisions were made. On a Monday, our CEO announced we'd implement OKR to revamp our processes.

This was a year before the pandemic, and I'm certain we wouldn't have sold millions or survived without this change. This book impacted the company the most, not just management but all levels. Organization and transparency improved. We reached realistic goals. Happy investors. We used the online tool Gtmhub to implement OKR across the organization.

My CEO's company went from near bankruptcy to being acquired for $30 million in 2 years after implementing OKR.

I hope you enjoyed this booklist. Here's a recap of the 5 books and the lessons I learned from each.

1. The 7 Habits of Highly Effective People — Stephen R. Covey

Have a mission statement that outlines your goals, character traits, and impact on others.

1. Deep Work — Cal Newport

Focus is a rare skill; master it. Deep workers will succeed in our hyper-connected, distracted world.

1. The One Thing — Gary Keller

What can you do that will make everything else easier or unnecessary? Once you've identified it, focus on it.

1. Eat That Frog — Brian Tracy

Identify your most important task the night before and do it first thing in the morning. You'll have a lighter day.

1. Measure What Matters — John Doerr

On a timeline, divide each long-term goal into chunks. Divide those slices into daily tasks (your goals). Time-bound results are quarterly or yearly. Objectives aren't measured or numbered.

Thanks for reading. Enjoy the ride!

Jobs' secret emails became public due to a litigation with Samsung.

Steve Jobs sent Phil Schiller an email at the end of 2010. Top 100 A was the codename for Apple's annual Top 100 executive meetings. The 2011 one was scheduled.

Everything about this gathering is secret, even attendance. The location is hidden, and attendees can't even drive themselves. Instead, buses transport them to a 2-3 day retreat.

Due to a litigation with Samsung, this Top 100 meeting's agenda was made public in 2014. This was a critical milestone in Apple's history, not a Top 100 meeting. Apple had many obstacles in the 2010s to remain a technological leader. Apple made more money with non-PC goods than with its best-selling Macintosh series. This was the last Top 100 gathering Steve Jobs would attend before passing, and he wanted to make sure his messages carried on before handing over his firm to Tim Cook.

In this post, we'll discuss lessons from Jobs' meeting agenda. Two sorts of entrepreneurs can use these tips:

1. Those who manage a team in a business and must ensure that everyone is working toward the same goals, upholding the same principles, and being inspired by the same future.

2. Those who are sole proprietors or independent contractors and who must maintain strict self-discipline in order to stay innovative in their industry and adhere to their own growth strategy.

Here's Steve Jobs's email outlining the annual meeting agenda. It's an 11-part summary of the company's shape and strategy.

Steve Jobs outlines Apple's 2011 strategy, 10/24/10

1. Correct your data

Business leaders must comprehend their company's metrics. Jobs either mentions critical information he already knows or demands slides showing the numbers he wants. These numbers fall under 2 categories:

Metrics for growth and strategy

• As we will see, this was a crucial statistic for Apple since it signaled the beginning of the Post PC era and required them to make significant strategic changes in order to stay ahead of the curve. Post PC products now account for 66% of our revenues.

• Within six months, iPad outsold Mac, another sign of the Post-PC age. As we will see, Jobs thought the iPad would be the next big thing, and item number four on the agenda is one of the most thorough references to the iPad.

• Geographical analysis: Here, Jobs emphasizes China, where the corporation has a slower start than anticipated. China was dominating Apple's sales growth with 16% of revenue one year after this meeting.

Metrics for people & culture

• The individuals that make up a firm are more significant to its success than its headcount or average age. That holds true regardless of size, from a 5-person startup to a Fortune 500 firm. Jobs was aware of this, which is why his suggested agenda begins by emphasizing demographic data.

• Along with the senior advancements in the previous year's requested statistic, it's crucial to demonstrate that if the business is growing, the employees who make it successful must also grow.

2. Recognize the vulnerabilities and strengths of your rivals

Steve Jobs was known for attacking his competition in interviews and in his strategies and roadmaps. This agenda mentions 18 competitors, including:

• Google 7 times

• Android 3 times

• Samsung 2 times

Jobs' agenda email was issued 6 days after Apple's Q4 results call (2010). On the call, Jobs trashed Google and Android. His 5-minute intervention included:

• Google has acknowledged that the present iteration of Android is not tablet-optimized.

• Future Android tablets will not work (Dead On Arrival)

• While Google Play only has 90,000 apps, the Apple App Store has 300,000.

• Android is extremely fragmented and is continuing to do so.

• The App Store for iPad contains over 35,000 applications. The market share of the latest generation of tablets (which debuted in 2011) will be close to nil.

Jobs' aim in blasting the competition on that call was to reassure investors about the upcoming flood of new tablets. Jobs often criticized Google, Samsung, and Microsoft, but he also acknowledged when they did a better job. He was great at detecting his competitors' advantages and devising ways to catch up.

• Jobs doesn't hold back when he says in bullet 1 of his agenda: "We further lock customers into our ecosystem while Google and Microsoft are further along on the technology, but haven't quite figured it out yet tie all of our goods together."

• The plan outlined in bullet point 5 is immediately clear: catch up to Android where we are falling behind (notifications, tethering, and speech), and surpass them (Siri,). It's important to note that Siri frequently let users down and never quite lived up to expectations.

• Regarding MobileMe, see Bullet 6 Jobs admits that when it comes to cloud services like contacts, calendars, and mail, Google is far ahead of Apple.

3. Adapt or perish

Steve Jobs was a visionary businessman. He knew personal computers were the future when he worked on the first Macintosh in the 1980s.

Jobs acknowledged the Post-PC age in his 2010 D8 interview.

Will the tablet replace the laptop, Walt Mossberg questioned Jobs? Jobs' response:

“You know, when we were an agrarian nation, all cars were trucks, because that’s what you needed on the farm. As vehicles started to be used in the urban centers and America started to move into those urban and suburban centers, cars got more popular and innovations like automatic transmission and things that you didn’t care about in a truck as much started to become paramount in cars. And now, maybe 1 out of every 25 vehicles is a truck, where it used to be 100%. PCs are going to be like trucks. They’re still going to be around, still going to have a lot of value, but they’re going to be used by one out of X people.”

Imagine how forward-thinking that was in 2010, especially for the Macintosh creator. You have to be willing to recognize that things were changing and that it was time to start over and focus on the next big thing.

Post-PC is priority number 8 in his 2010 agenda's 2011 Strategy section. Jobs says Apple is the first firm to get here and that Post PC items account about 66% of our income. The iPad outsold the Mac in 6 months, and the Post-PC age means increased mobility (smaller, thinner, lighter). Samsung had just introduced its first tablet, while Apple was working on the iPad 3. (as mentioned in bullet 4).

4. Plan ahead (and different)

Jobs' agenda warns that Apple risks clinging to outmoded paradigms. Clayton Christensen explains in The Innovators Dilemma that huge firms neglect disruptive technologies until they become profitable. Samsung's Galaxy tab, released too late, never caught up to Apple.

Apple faces a similar dilemma with the iPhone, its cash cow for over a decade. It doesn't sell as much because consumers aren't as excited about new iPhone launches and because technology is developing and cell phones may need to be upgraded.

Large companies' established consumer base typically hinders innovation. Clayton Christensen emphasizes that loyal customers from established brands anticipate better versions of current products rather than something altogether fresh and new technologies.

Apple's marketing is smart. Apple's ecosystem is trusted by customers, and its products integrate smoothly. So much so that Apple can afford to be a disruptor by doing something no one has ever done before, something the world's largest corporation shouldn't be the first to try. Apple can test the waters and produce a tremendous innovation tsunami, something few corporations can do.

In March 2011, Jobs appeared at an Apple event. During his address, Steve reminded us about Apple's brand:

“It’s in Apple’s DNA, that technology alone is not enough. That it’s technology married with liberal arts, married with the humanities that yields us the results that make our hearts sink. And nowhere is that more true that in these Post-PC devices.“

More than a decade later, Apple remains one of the most innovative and trailblazing companies in the Post-PC world (industry-disrupting products like Airpods or the Apple Watch came out after that 2011 strategy meeting), and it has reinvented how we use laptops with its M1-powered line of laptops offering unprecedented performance.

A decade after Jobs' death, Apple remains the world's largest firm, and its former CEO had a crucial part in its expansion. If you can do 1% of what Jobs did, you may be 1% as successful.

Not bad.

Technical books aren't like novels. We need a new approach to technical texts. I've spent years looking for a decent reading method. I tried numerous ways before finding one that worked. This post explains how I read technical books efficiently.

What Do I Mean When I Say Effective?

Effectiveness depends on the book. Effective implies I know where to find answers after reading a reference book. Effective implies I learned the book's knowledge after reading it.

I use reference books as tools in my toolkit. I won't carry all my tools; I'll merely need them. Non-reference books teach me techniques. I never have to make an effort to use them since I always have them.

Reference books I like:

• Design Patterns: Elements of Reusable Object-Oriented Software

• Refactoring: Improving the Design of Existing Code 
  You can also check My Top Takeaways from Refactoring here.

• Practical Object-Oriented Design in Ruby: An Agile Primer

Non-reference books I like:

• The Pragmatic Programmer: your journey to mastery

• Clean Code: A Handbook of Agile Software Craftsmans

The Approach

Technical books might be overwhelming to read in one sitting. Especially when you have no idea what is coming next as you read. When you don't know how deep the rabbit hole goes, you feel lost as you read. This is my years-long method for overcoming this difficulty.

Whether you follow the step-by-step guide or not, remember these:

• Understand the terminology. Make sure you get the meaning of any terms you come across more than once. The likelihood that a term will be significant increases as you encounter it more frequently.

• Know when to stop. I've always believed that in order to truly comprehend something, I must delve as deeply as possible into it. That, however, is not usually very effective. There are moments when you have to draw the line and start putting theory into practice (if applicable).

• Look over your notes. When reading technical books or documents, taking notes is a crucial habit to develop. Additionally, you must regularly examine your notes if you want to get the most out of them. This will assist you in internalizing the lessons you acquired from the book. And you'll see that the urge to review reduces with time.

Let's talk about how I read a technical book step by step.

0. Read the Foreword/Preface

These sections are crucial in technical books. They answer Who should read it, What each chapter discusses, and sometimes How to Read? This is helpful before reading the book. Who could know the ideal way to read the book better than the author, right?

1. Scanning

I scan the chapter. Fast scanning is needed.

• I review the headings.

• I scan the pictures quickly.

• I assess the chapter's length to determine whether I might divide it into more manageable sections.

2. Skimming

Skimming is faster than reading but slower than scanning.

• I focus more on the captions and subtitles for the photographs.

• I read each paragraph's opening and closing sentences.

• I examined the code samples.

• I attempt to grasp each section's basic points without getting bogged down in the specifics.

• Throughout the entire reading period, I make an effort to make mental notes of what may require additional attention and what may not. Because I don't want to spend time taking physical notes, kindly notice that I am using the term "mental" here. It is much simpler to recall. You may think that this is more significant than typing or writing “Pay attention to X.”

• I move on quickly. This is something I considered crucial because, when trying to skim, it is simple to start reading the entire thing.

3. Complete reading

Previous steps pay off.

• I finished reading the chapter.

• I concentrate on the passages that I mentally underlined when skimming.

• I put the book away and make my own notes. It is typically more difficult than it seems for me. But it's important to speak in your own words. You must choose the right words to adequately summarize what you have read. How do those words make you feel? Additionally, you must be able to summarize your notes while you are taking them. Sometimes as I'm writing my notes, I realize I have no words to convey what I'm thinking or, even worse, I start to doubt what I'm writing down. This is a good indication that I haven't internalized that idea thoroughly enough.

• I jot my inquiries down. Normally, I read on while compiling my questions in the hopes that I will learn the answers as I read. I'll explore those issues more if I wasn't able to find the answers to my inquiries while reading the book.

Bonus!

Best part: If you take lovely notes like I do, you can publish them as a blog post with a few tweaks.

Conclusion

This is my learning journey. I wanted to show you. This post may help someone with a similar learning style. You can alter the principles above for any technical material.