T H E S E C R E T S7to Launching a

Megaselling Start-up

Tom White

Secrets of the Start-upInnovators

Secrets of the Start-upInnovators

$2t

YOUR COMPANY

BRAND UMBRELLA

YOUR COMPANY

BRAND UMBRELLA

PRODUCT PRICE DESIGN ACCESS

YOUR COMPANY

SERVICE QUALITYWHAT YOU MAKE

BRAND UMBRELLA

WHAT YOU MAKE

PRODUCT PRICE DESIGN ACCESS

SERVICE QUALITY

UNIQUE VALUE YOUR

CUSTOMER CAN DEPEND ON

WHAT YOU SELL

YOUR COMPANY

BRAND UMBRELLA

COMPETITIONPRODUCT PRICE DESIGN ACCESS

SERVICE QUALITY

UNIQUE VALUE YOUR

CUSTOMER CAN DEPEND ON

ONLY YOU

YOUR COMPANY

S T A R T U P 1

Fred Smith

Fred Smith

Jets

Jets

Overnight

Overnight

Overnight

Own Value,Not Features

$45b

1S E C R E T

Overnightmarket cap

S T A R T U P 2

Zev Siegl, Jerry Baldwin & Gordon Bowker

Zev Siegl, Jerry Baldwin & Gordon Bowker

Howard Schultz

Coffee

Community

Community

Community

Community

Community

Community

Deliver an Experience

17

2S E C R E T

stores

Community

Deliver an Experience

21,366

2S E C R E T

stores

Community

Deliver an Experience

$91b

2S E C R E T

market cap

S T A R T U P 3

McDonald Brothers

Fast Food

Fast Food

Fast Food

Fast Food

Fast Food

Ray Kroc

Consistency

Consistency

Consistency

Consistency

Consistency

Consistency

Consistency

Consistency

Consistency

36,258stores

Consistency

ProvideConsistency

3S E C R E T

Consistency

ProvideConsistency

$104b

3S E C R E T

market cap

S T A R T U P 4

Bill Bowerman

S T A R T U P 4

Phil Knight

Waffle Sole

Running

Authenticity

QUIT MAKING EXCUSES, PUTTING IT OFF, COMPLAINING ABOUT IT, DREAMING ABOUT IT, WHINING ABOUT IT, BELIEVING YOU CAN’T, WORRYING IF YOU CAN, WAITING UNTIL YOU’RE OLDER, SKINNIER, RICHER, BRAVER, OR ALL AROUND BETTER. SUCK IT UP, HOLD ON TIGHT, SAY A PRAYER, MAKE A PLAN &

JUST DO IT.

Authenticity

Authenticity

Authenticity

Authenticity

Authenticity

Authenticity

Authenticity

Authenticity

HaveMeaning

$112b

4S E C R E T

market capAuthenticity

S T A R T U P 5

Walt Disney & Ub Iwerks

Animation

Animation

Animation

Animation

Animation

Animation

Family Magic

Family Magic

Family Magic

Family Magic

Family Magic

Family Magic

Family Magic

Family Magic

Family Magic

Family Magic

BeMagical

$180b

5S E C R E T

market capFamily Magic

S T A R T U P 6

Jobs & Wozniak

For the Rest of Us

For the Rest of Us

Think Different

Think Different

Think Different

Think Different

Think Different

Think Different

Think Different

Think Different

tmvcoe

Think Different

Empower

$674b

6S E C R E T

market cap

S T A R T U P 7

Loughead Brothers

Courland Gross

Aircraft

Leadership

Leadership

Leadership

Leadership

Leadership

P-38 Lightning

Leadership

PromiseLeadership

$1t

7S E C R E T

Leadership

Own Value, Not Features

Deliver an Experience

Provide Consistency

Have Meaning

Be Magical

Empower

Promise Leadership

T H E S E C R E T S7$45b

$91b

$104b

$112b

$180b

$674b

$1t

T H E S E C R E T S7to Launching a

Megaselling Start-up

tomwhite3@mac.com