Guy Kawasaki- Art of the Start

I just read (and recommend) this .pdf from Guy Kawasaki's book, Art of the Start. For folks thinking about starting a company, I think it's good and somewhat non-conventional advice.

I thought this was an interesting this "key principle":

POLARIZE PEOPLE. When you create a product or service that some people love, don't be surprised when others hate you. Your goal is to catalyze passion—pro or anti. Don't be offended if people take issue with what you've done; the only result that should offend (and scare) you is lack of interest. Car design is a good example of the love-versus-hate reaction; consider the bifurcation of people's reactions to cars such as the Mini Cooper, Infiniti Fx 45, and Toyota Scion xB. People are either devoted fans or relentless critics, and that's good.

This reminds me of one of Leo Buscaglia's quote that I like a lot:

I have a very strong feeling that the opposite of love is not hate -- it's apathy. It's not giving a damn.

Via: Nancy White via Change This