Guy Kawasaki

Guy Takeo Kawasaki (born August 30, 1954) is an American marketing specialist, venture capitalist, author, and public speaker who is widely credited with pioneering the concept of technology evangelism. He was one of the original Apple employees responsible for marketing the Macintosh computer line in 1984, where he popularised the role of "evangelist" in technology marketing—a concept that has since become fundamental to the technology industry's approach to building passionate user communities.

Kawasaki's career spans four decades at the intersection of technology, marketing, and entrepreneurship. After leaving Apple, he co-founded Garage Technology Ventures, a venture capital firm that has invested in companies including Pandora Radio, Tripwire, and The Motley Fool. In 2014, he joined Canva, the Australian graphic design platform, as Chief Evangelist, applying the same principles he developed at Apple to build the company's global user community. His early investment in Canva, now valued at over $40 billion, has proven to be one of his most successful business decisions.

Beyond his business activities, Kawasaki is a prolific author who has written fifteen books on entrepreneurship, marketing, and technology, including the widely influential The Art of the Start, Enchantment, and Selling the Dream. He hosts the Remarkable People podcast, which has featured interviews with luminaries such as Jane Goodall and Stephen Wolfram. His philosophy of making technology accessible and his emphasis on creating products that "make meaning" rather than simply "make money" have influenced generations of entrepreneurs and marketers in Silicon Valley and beyond.

Early life and education

Childhood in Hawaii

Guy Takeo Kawasaki was born on August 30, 1954, in Honolulu, Hawaii, to Duke Takeshi Kawasaki and Aiko Kawasaki. His family lived in Kalihi Valley, a working-class neighbourhood outside central Honolulu that was known as a tough area. This modest upbringing would later influence Kawasaki's perspective on entrepreneurship and his emphasis on substance over style.

His father, Duke Kawasaki, had a varied career that demonstrated the value of reinvention—he served as a fireman, real estate broker, state senator, and government official over the course of his life. Watching his father successfully navigate multiple career paths may have contributed to Kawasaki's own willingness to reinvent himself across different roles in technology, venture capital, and media. Duke Kawasaki passed away in 2015.

Kawasaki's mother, Aiko, was a housewife who raised him in the Kalihi Valley neighbourhood. The combination of a humble upbringing and parents who emphasised hard work and adaptability shaped the values that Kawasaki would later bring to his career in Silicon Valley.

Education

Kawasaki attended ʻIolani School, a prestigious private college preparatory school in Honolulu known for its rigorous academic programme. He graduated from ʻIolani in 1972, having developed the academic foundation that would support his later studies at elite mainland universities.

Following high school, Kawasaki enrolled at Stanford University, where he studied psychology and graduated in 1976 with a Bachelor of Arts degree. His psychology background would prove unexpectedly relevant to his later career in marketing, where understanding human motivation and behaviour is essential to creating products and messages that resonate with consumers.

After Stanford, Kawasaki briefly attended law school at UC Davis School of Law, but he withdrew after approximately one week, realising that law was not his calling. This willingness to change direction when something did not feel right would characterise his career approach—he has consistently emphasised the importance of following one's passion rather than pursuing prestigious but unfulfilling paths.

In 1977, Kawasaki enrolled in the UCLA Anderson School of Management, where he earned his Master of Business Administration (MBA) degree. The combination of psychology from Stanford and business from UCLA provided a unique foundation for his future career at the intersection of technology and marketing.

Apple career

Joining Apple

In 1983, Kawasaki joined Apple Computer through a connection with his Stanford roommate, Mike Boich, who was already working at the company. This introduction brought Kawasaki into a company that was about to change the personal computer industry with the launch of the Macintosh.

Kawasaki joined Apple at a pivotal moment in the company's history. The company was preparing to launch the Macintosh, a revolutionary personal computer that featured a graphical user interface and mouse-based interaction at a time when most computers required users to type commands. The Macintosh represented Apple's bet on a fundamentally different vision of personal computing.

The role Kawasaki would develop at Apple—technology evangelist—did not exist when he joined. The concept emerged from the specific needs of launching and promoting the Macintosh to a market that had never seen anything like it. Kawasaki's background in psychology and business made him well-suited to explain the Macintosh's revolutionary concepts to both consumers and developers.

Chief Evangelist and the Macintosh

Kawasaki was one of the key Apple employees responsible for marketing the Macintosh computer line when it launched in 1984. His role evolved into something new in the technology industry: the evangelist. Rather than traditional marketing focused on product features and specifications, Kawasaki's approach emphasised the transformative potential of the Macintosh and its ability to change how people worked and created.

The term "evangelist" was deliberately chosen for its religious connotations. Kawasaki's role was not simply to sell computers but to convert people to a new way of thinking about personal computing. He needed to convince not only consumers to buy the Macintosh but also software developers to create applications for the platform—without compelling software, even the most innovative hardware would fail.

Kawasaki's work as an evangelist involved extensive travel, speaking at events, meeting with developers, and creating a community of believers in the Macintosh vision. He understood that success in the personal computer market required building an ecosystem of users and developers who were passionate about the platform, not just satisfied customers who had made a rational purchasing decision.

Pioneering technology evangelism

Through his work at Apple, Kawasaki pioneered the concept of technology evangelism that has since become standard practice in the technology industry. He demonstrated that technology companies needed advocates who could explain and promote products with genuine passion, creating communities of users who felt personally invested in a platform's success.

The evangelism approach recognised that technology products, particularly revolutionary ones like the Macintosh, required more than traditional marketing. Users needed to be educated about new concepts, inspired by the possibilities, and connected with a community of like-minded individuals. Developers needed to believe that investing time and resources in a new platform would pay off.

Kawasaki's success at Apple established a template that countless technology companies have since followed. The role of technology evangelist—or chief evangelist, developer advocate, or similar titles—has become a standard position at major technology companies. Microsoft, Google, and many others have adopted the approach Kawasaki pioneered at Apple.

Impact and departure

Kawasaki served as Apple's Chief Evangelist for four years during the critical period of the Macintosh's launch and early growth. His efforts helped establish the Macintosh as a platform with a passionate user community and a growing library of software applications.

After his initial tenure at Apple, Kawasaki left to pursue other opportunities. However, his connection to Apple remained strong, and he would later return to the company as an Apple Fellow in the 1990s. The relationship between Kawasaki and Apple, though sometimes complicated, remained important to both parties.

The evangelism approach Kawasaki developed at Apple influenced not only how the technology industry markets products but also how it thinks about the relationship between companies and users. The concept of building passionate communities around products and platforms has become central to technology marketing and product development.

Venture capital and entrepreneurship

Garage Technology Ventures

In 1998, Kawasaki co-founded Garage Technology Ventures, a venture capital firm focused on seed-stage and early-stage technology investments. The firm's approach reflected Kawasaki's experience as both a marketer and an entrepreneur, combining capital investment with strategic advice and marketing expertise.

Garage Technology Ventures evolved from an earlier venture, Garage.com, which operated as an investment bank helping entrepreneurs raise money. The transition to direct investments allowed Kawasaki and his partners to have more involvement with portfolio companies and more upside from successful outcomes.

The firm's investment philosophy emphasised early-stage companies with innovative approaches to technology problems. Kawasaki brought his experience from Apple and his understanding of what makes technology products successful to the evaluation of potential investments. He looked for entrepreneurs with passion, products with genuine value, and companies that could build the kind of passionate user communities he had helped create at Apple.

Notable investments

Garage Technology Ventures made investments in several companies that achieved significant success. Notable portfolio companies include:

Pandora Radio - The internet radio and music streaming service that pioneered personalised music recommendations based on the Music Genome Project.

Tripwire - A security company specialising in security configuration management and compliance solutions.

The Motley Fool - The financial services company that provides stock market analysis and advice to individual investors.

D.light Design - A company providing solar lighting and power solutions to consumers without access to reliable electricity in developing countries.

These investments demonstrated Kawasaki's ability to identify promising companies across different sectors of the technology industry. His pattern recognition, developed through years of observing technology products and companies, helped him identify entrepreneurs and ideas with potential for significant impact.

Investment in Canva

Kawasaki's most successful investment has been in Canva, the Australian graphic design platform that has grown to a valuation exceeding $40 billion. He became both an investor and the company's Chief Evangelist, applying his expertise to help build Canva's global user community.

The investment in Canva reflected Kawasaki's philosophy of betting on companies that make powerful tools accessible to everyone. Just as the Macintosh democratised personal computing, Canva democratised graphic design, enabling people without professional design training to create professional-quality graphics.

The Canva investment has proven extraordinarily successful financially, significantly impacting Kawasaki's net worth and validating his approach to technology investing. The company's growth from a startup to one of the world's most valuable private technology companies represents the kind of transformative success that Kawasaki seeks in his investments.

Canva Chief Evangelist

Joining Canva

In April 2014, Kawasaki became the Chief Evangelist of Canva, returning to the evangelism role he had pioneered at Apple three decades earlier. His appointment reflected both his expertise in building technology communities and his genuine enthusiasm for Canva's mission of making graphic design accessible to everyone.

Kawasaki connected with Canva's founders and was impressed by the company's product and vision. He saw in Canva the same potential for transformative impact that he had seen in the Macintosh—a technology that could change how people work and create by making powerful capabilities accessible to ordinary users.

His role at Canva involves promoting the platform, engaging with users, and helping build the passionate community that surrounds the product. He applies the same principles he developed at Apple: genuine enthusiasm for the product, understanding of user needs, and commitment to building a community rather than simply acquiring customers.

Evangelism approach at Canva

At Canva, Kawasaki has applied his evangelism philosophy to a new generation of technology users. He promotes the platform through social media, public speaking, and media appearances, always emphasising Canva's ability to empower users to create professional-quality graphics without expensive software or professional design training.

His approach combines traditional evangelism with modern digital marketing techniques. Kawasaki has a substantial social media presence, with millions of followers across platforms, which he uses to share Canva content and engage with the design community. His personal brand and the Canva brand have become closely intertwined.

The success of Canva—growing from a startup to a company used by hundreds of millions of people worldwide—demonstrates the continued effectiveness of the evangelism approach Kawasaki pioneered. Building passionate user communities remains as important in the age of cloud software and social media as it was in the early days of personal computing.

Author and speaker

Books

Kawasaki has written fifteen books on entrepreneurship, marketing, and technology, establishing himself as a thought leader in these fields. His books combine practical advice with stories from his extensive experience in Silicon Valley.

The Macintosh Way (1990) - Kawasaki's first book, drawing on his experience at Apple to share lessons about marketing technology products and building user communities.

Selling the Dream (1991) - A book about the art of evangelism and how to inspire others to believe in a vision or product.

Database 101 (1991) - A guide to database concepts for non-technical readers.

The Computer Curmudgeon (1993) - A collection of humorous observations about the technology industry.

How to Drive Your Competition Crazy (1995) - Strategies for competing effectively in business, written with insights from his technology industry experience.

Rules for Revolutionaries (1999) - Advice for entrepreneurs seeking to create truly innovative products and companies.

The Art of the Start (2004) - One of Kawasaki's most influential books, providing practical guidance for entrepreneurs starting new ventures. The book covers everything from creating a pitch deck to building a team to raising money.

The Art of the Start 2.0 (2015) - An updated version of his entrepreneurship guide, revised for the age of social media and cloud computing.

Reality Check (2008) - A collection of insights about starting and running companies.

Enchantment (2011) - A book about influencing people and creating lasting relationships with customers and partners.

APE: Author, Publisher, Entrepreneur (2012) - A guide to self-publishing and building an author platform.

What the Plus! (2012) - A guide to using Google+ for personal and business purposes.

The Art of Social Media (2014) - Practical tips for using social media effectively, co-authored with Peg Fitzpatrick.

Wise Guy: Lessons from a Life (2019) - Kawasaki's most personal book, sharing lessons and stories from his life and career.

Think Remarkable (2024) - His most recent book, focusing on growth and success principles.

These books have influenced countless entrepreneurs and marketers, establishing Kawasaki as an authoritative voice on starting companies, marketing technology, and building passionate customer communities.

Public speaking

Kawasaki is a sought-after public speaker who addresses audiences at business conferences, technology events, and educational institutions around the world. His speaking engagements draw on his experience at Apple, his venture capital work, and the insights from his books.

His speaking style combines practical advice with humour and personal stories. He is known for presentations that are both entertaining and substantive, providing audiences with actionable insights rather than abstract platitudes. His "10/20/30 rule" for presentations—10 slides, 20 minutes, 30-point font—has become widely cited advice for business presentations.

Topics Kawasaki addresses in his speaking include entrepreneurship and starting companies, technology marketing and evangelism, social media and digital marketing, innovation and product development, and lessons from his career at Apple and in venture capital.

Remarkable People podcast

In late 2019, Kawasaki launched the Remarkable People podcast, in which he interviews accomplished individuals across various fields. The podcast reflects his lifelong interest in learning from successful people and sharing their insights with wider audiences.

Guests on the podcast have included Jane Goodall, the renowned primatologist and conservationist; Stephen Wolfram, the physicist and technology entrepreneur; and many other notable figures from science, business, entertainment, and other fields.

Kawasaki has described the podcast as his best and most underappreciated work, suggesting that he finds the format particularly satisfying for exploring ideas and sharing wisdom. The podcast allows him to combine his interviewing skills, his network of contacts, and his interest in success and achievement.

Other roles and activities

Wikimedia Foundation board

From March 2015 to December 2016, Kawasaki served on the board of trustees of the Wikimedia Foundation, the nonprofit organisation that operates Wikipedia and related projects. His appointment brought technology marketing and evangelism expertise to an organisation focused on making knowledge freely available to everyone.

Kawasaki's participation on the Wikimedia board reflected his interest in democratising access to information and tools—a theme consistent with his work at both Apple and Canva. The mission of Wikipedia, making knowledge available to everyone, aligned with his philosophy of technology as an equalising force.

Academic affiliations

Kawasaki holds an honorary doctorate from Babson College, the Massachusetts business school known for its entrepreneurship programmes. The honorary degree recognised his contributions to entrepreneurship education and his influence on aspiring entrepreneurs through his books and speaking.

He serves as an executive fellow at the Haas School of Business at the University of California, Berkeley, where he contributes to the school's entrepreneurship education. He has also held a position as adjunct professor at the University of New South Wales in Australia, connecting to the Australian technology ecosystem that includes Canva.

Advisor to startups

Beyond his formal venture capital activities, Kawasaki serves as an advisor to numerous startup companies. His experience and network make him a valuable resource for early-stage companies seeking guidance on marketing, fundraising, and building user communities.

In March 2013, Kawasaki joined Google as an advisor to Motorola (then owned by Google), with a role focused on creating a Google+ mobile device community. This advisory engagement demonstrated his continued relevance to major technology companies seeking to build passionate user communities.

Personal life

Family

Kawasaki met his wife, Beth Kawasaki, while working at Apple in the 1980s. Their relationship began during the exciting but demanding period of the Macintosh launch, when Kawasaki was developing his role as Apple's evangelist.

The couple have four children: Nicodemus ("Nic"), Noah, Nohemi, and Nate. Nohemi and Nate are biological siblings whom Kawasaki and Beth adopted from Guatemala, expanding their family through international adoption.

Despite his demanding career, Kawasaki emphasises the importance of family. He has spoken about his children being his greatest source of joy and has organised his work to maintain significant time with his family. His willingness to discuss work-life balance has made him a relatable figure for professionals seeking to combine ambitious careers with family responsibilities.

Interests and hobbies

Surfing is a significant passion for Kawasaki, reflecting his Hawaiian roots. Four of his children also surf, and Kawasaki has described surfing with his children as his favourite activity, stating that nothing else—travel, cars, food, or wine—comes close to the pleasure he derives from these family surfing sessions.

The surfing passion connects Kawasaki to his Hawaiian upbringing while also providing a counterbalance to the intensity of Silicon Valley business life. The sport requires presence and focus, offering a respite from the constant connectivity of the technology industry.

Kawasaki is also known as an ice hockey player, having taken up the sport as an adult. His willingness to try new activities and develop new skills reflects the same adaptability and openness to learning that has characterised his professional career.

Residence

Kawasaki and his family reside in Silicon Valley, California, placing him at the centre of the technology industry he has helped shape over four decades. He owns several properties in the Bay Area, including homes in Atherton, Hillsborough, and Marin County.

Philosophy and influence

Evangelism marketing

Kawasaki's most significant conceptual contribution to business thinking is the development of evangelism as a marketing approach. He demonstrated that technology companies benefit more from passionate advocates than from satisfied customers, and that building communities of believers is more powerful than simply making sales.

The evangelism approach emphasises authenticity, passion, and genuine belief in the product being promoted. Kawasaki argues that you cannot fake evangelism—promoters must genuinely believe in what they are promoting, or their efforts will ring hollow. This emphasis on authenticity has influenced how technology companies think about marketing and community building.

The concept has spread far beyond technology to influence marketing in many industries. Companies across sectors now think about building passionate communities, creating advocates rather than just customers, and finding authentic voices to promote their products.

Making meaning vs. making money

A central theme in Kawasaki's philosophy is that successful companies focus on "making meaning" rather than simply "making money." He argues that companies that start with a genuine desire to improve people's lives or solve important problems are more likely to succeed than those that start with a desire to get rich.

This philosophy reflects his experience at Apple, where the Macintosh team believed they were democratising computing and empowering individuals against corporate control. The passion that drove the Macintosh came from a sense of mission, not a desire for financial returns.

Kawasaki has promoted this philosophy through his books, speaking, and advising of startups. He encourages entrepreneurs to articulate the meaning their companies will create—how will they make the world better?—before focusing on business models and financial projections.

Democratising technology

Another consistent theme in Kawasaki's career is his focus on technologies that democratise capabilities. The Macintosh democratised personal computing, making it accessible to people without technical training. Canva democratises graphic design, enabling non-designers to create professional-quality graphics.

Kawasaki is attracted to products and companies that give ordinary people capabilities that were previously reserved for experts or professionals. This theme connects his work at Apple, his investment in Canva, and his interest in companies that empower users.

The democratisation philosophy also influences his personal behaviour. He is known for being accessible and responsive, engaging with followers on social media, and sharing his knowledge through books and podcasts. He practises the openness he preaches.

Legacy

Impact on technology marketing

Kawasaki's pioneering work in technology evangelism has had lasting impact on how technology companies market their products. The concept of building passionate communities, creating advocates, and emphasising meaning over features has become standard practice in the industry.

His influence extends beyond the companies he has worked with directly. Countless marketers and entrepreneurs have read his books, heard him speak, or studied the evangelism approach he developed. The ideas he pioneered at Apple have become part of the shared vocabulary of technology marketing.

Influence on entrepreneurs

Through his books, speaking, podcasting, and advising, Kawasaki has influenced generations of entrepreneurs. The Art of the Start has become a standard reference for people starting companies, and his other books have provided guidance on marketing, enchantment, and building successful businesses.

His accessibility and willingness to share knowledge have made him a mentor figure for many entrepreneurs who have never met him personally. The practical, actionable nature of his advice—rather than abstract platitudes—has made his guidance particularly useful for people actually building companies.

Ongoing contributions

At 70, Kawasaki continues to actively contribute to the technology industry and entrepreneurial community. His role at Canva, his podcast, his social media presence, and his speaking engagements keep him engaged with current trends and new generations of entrepreneurs.

His career demonstrates that expertise developed over decades can remain relevant as technology and markets evolve. The fundamental insights about building communities, creating meaning, and democratising technology remain applicable even as specific platforms and products change.

External links

• Official website
• Canva
• LinkedIn profile
• Remarkable People podcast