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August 17, 2006

Dear Libby

Libby_Sartain.gif Guy Kawasaki
3300 Hillview
Palo Alto, CA 94304
kawasaki@garage.com
650-354-1854

August 16, 2006

Dear Libby,

I read your interview in Guy Kawasaki’s blog (To show I’m digitially hip enough to have read a recent blog item.), and your responses sparked an interest (A little bit of sucking up to show her that I thought that her interview was compelling.) in working at Yahoo!. I would like to apply for job #RX1000016867 (To show that I read her interview, so I know that I should apply for a specific job.), Brand Marketing Mgr2, located in Sunnyvale, California.

The breadth (To show that I got her key positioning against Google et al: Yahoo!’s breadth of opportunities.) of Yahoo!’s business is very attractive, and I would relish competing with a company like Google (To show that I got the code that Yahoo! likes people who want to compete with Google.)—the new Microsoft, if you know what I mean (To show a sense of humor.).

I’ve listed my qualifications and background in the one-page resume that’s attached. My career was forged at Apple where I worked for Steve Jobs, the Herb Kelleher of computers (This is taking a risk: I figured out she worked for Southwest Airlines by reading the Yahoo! web site. I'm betting that she will find this comparison amusing, but it could backfire. Finally, it also shows that I'm diligent enough to figure out she worked “for peanuts.”). My experience and expertise that matches up (To make it obvious that I’m perfect for this job I matched up to what the job description says.) with this position include:

  • I managed the third-party evangelism program for Apple Computer. In a nutshell, this position involved the creation and implementation of programs to build buzz (I never describe what I did for Apple as “building buzz,” but I’m applying for a buzz marketing job, so I use the job description’s terminology) for Macintosh in the developer community. This position required interfacing with internal resources and business units(Again, lifting terminology from the job description.) as well as external events, promotions, and stunts to convince companies to write software for a computer that had no installed base.

  • In a subsequent position at Apple, I was responsible for “maintaining the Macintosh cult” (I use the word “cult” because the job description indicates an affinity to evangelism/guerilla/word-of-mouth marketing) during the mid nineties when Apple, according to the experts, was supposed to die (again) (To show a sense of humor and personality.). This broadened my buzz marketing experience from the developer community to all of Apple’s customers and constituencies (I don’t want to create the impression that I can only do technical evangelism/marketing.).

  • It’s one thing to build buzz with the might and force of an Apple (or Yahoo!) behind you. It’s another to do so with a small startup. I learned the lessons of guerilla marketing and buzz creation without million-dollar budgets by founding three companies. (To show two things: first, I understand that even though Yahoo! is a huge company, that doesn’t mean everyone has unlimited marketing budgets; second, that I don’t need unlimited budgets.)

These references will attest to my ability to generate buzz, work with partners, manage vendors, and create programs (Again, lifting a list of functions from the job description.):

  • Geoffrey Moore, author of Crossing the Chasm (email address) (How could someone who provides Geoffrey Moore as a reference not at least get an interview?)

  • Steve Hayden, vice chairman, Ogilvy & Mather Worldwide (email address) (More reality distortion: Steve Hayden is a legend in advertising—he wrote the script for 1984 commercial for Apple. The job description mentions working with vendors, so I put this in. Finally, I’m betting that someone of Libby’s seniority at a media company like Yahoo! would relish the opportunity to make contact with the vice-chairman of Ogilvy.)

  • Andy Sernovitz, CEO of the Word of Mouth Marketing Association (email address) (Andy is less well known, but he has a great title. He also has a book coming out soon, so he might get real famous soon. Also, it can’t hurt my career for Andy to find out that I mentioned him in my blog in case I don’t get the job at Yahoo!.)

In addition, I’ve asked Seth Godin, the author of Permission Marketing, Unleashing the Idea Virus, and other books as well as a former Yahoo! employee to call you on my behalf. (Dropping another big name and alumnus.)

If this really matters, I have an MBA from UCLA (The job description says Yahoo! prefers an MBA, but I’m betting that this gal from Texas isn’t that impressed by MBAs even though she has one so I threw in “If this really matters.”), and I have written eight books and given hundreds of keynote speeches on the subjects of marketing, evangelism, and entrepreneurship (You can’t be afraid to toot your own horn, and I mention, again, the key functions from the job description). The bottom line is that I am excited about this position, and I believe I have all the background, experience, and connections to achieve success at Yahoo! (To provide a nice, upbeat close with an expression of real interest.).

Sincerely,

Guy Kawasaki

kawasaki@garage.com (She doesn’t even have to look back up to the top of the page to email me.)


This may seem like a long cover email, but you have to factor out all the text in blue. It’s on the long side, but I have to compensate for my short resume. :-)


Some people who read this will say, “Sure, Guy, if I had this track record and connections, I would do this too. But I don’t. So what do I do?”

And the answer, albeit evasive, is that getting a job is not about competing on an even playing field. You use everything you can to tilt the field towards you: friends, relatives, hours of research, school alumni connections, vendors, service providers, whatever.”

If you don’t agree with my line of thinking, send me your PayPal account name, and I might transfer $.50 to you so that you can call your mama and lament about how unfair the world is.

The key is to get in. Then the hard work really begins: delivering results.



This is the Yahoo! job posting.

Brand Marketing Mgr2, Job No. RX1000016867. Description: Buzz Marketing Sr. Manager - Business Unit Specialist Connected Life, Communications, Network Products

Yahoo!, the World’s #1 internet destination and its unique, corporate Buzz Marketing team are seeking a dynamic, creative and strategic thinker to join its cross-functional team.  This team member will have the opportunity to work with multiple clients within Yahoo! as well as key sales and strategic partnerships.

Position Summary / Roles and Responsibilities:

  • Responsible for supporting the Buzz Marketing Team in the creation and implementation of local and national press worthy, marketing programs involving events, stunts, guerrilla and grass roots efforts, promotions, entertainment marketing, co-branding partnerships for Yahoo!

  • Interface directly with senior-level marketing, product management, engineering and PR staff inside your target Business Unit(s).  Partner with management teams to identify key strategic initiatives for Buzz Marketing.

  • Manage and own the entire Buzz Program life-cycle: concept ideation, budget and planning, sales cycle and co-marketing partnership development (as relevant), event execution and results/findings/business analysis.

  • Act as a liaison between Yahoo! corporate marketing, business units and assigned Yahoo! sales teams. As part of Global Brand Marketing team, consistently represent Yahoo! master brand values, goals and key strategies.

  • Proactively develop program ideas for key sales areas, business units (BU) and corporate.  Persuasively pitch these concepts to various stakeholders, iterating as necessary to meet strategy and objectives.

  • Manage, directly or indirectly, in-house and outsourced staff for creative, on-line and in-market tasks. Source vendors as necessary.

  • Travel as needed to execute in-market events and sell-through partnership programs.

Qualifications and Skills / Experience Required:

  • Outgoing, energetic and enthusiastic:  independent thinker, driven, takes initiative yet works well with others

  • Team builder: can easily bring people together from different backgrounds, skills and reporting structures and create a coherent, cross-functional team

  • Has the ability to be creative, quickly and strategically.  Must have talent for translating an outlandish buzz idea into a strategic, defined brand communication.  Experience with creative development essential.

  • Detailed yet flexible thinker: must be nimble enough to respond quickly to changing circumstances, but careful and detailed in thinking, strategy and execution.

  • Has an understanding of a sales organization needs and basic marketing fundamentals such as marketing strategy, advertising basics and media terms, brand positioning and identity.  The ability to strategize, pitch and sell advertising and marketing programs to clients.

  • Solid presentation/communication skills:  ability to persuade others about what’s needed to get buzz projects done

  • Extremely organized and willing to implement down to the smallest detail

The ideal candidate must be extremely organized with the ability to multi-task.   BS/BA degree (or equivalent) and 10+ years of experience in public relations, agency, brand marketing, event marketing and promotions required.  Previous Internet and/or Consumer Electronics industry background a plus.  Must have good written and verbal communication skills as well as excellent knowledge of PC including Word, Excel, PowerPoint, email and a strong understanding of the Internet.  MBA preferred.



This is my one-page resume. It is what I would use for this particular position.

Guy Kawasaki
3300 Hillview
Palo Alto, CA 94304
650-354-1854
kawasaki@garage.com

Education

1972-1976. Bachelor of Arts, Stanford University. Major: Psychology.

1977-1979. Masters of Business Administration, University of California, Los Angeles. Major: Marketing.

Work Experience

1977-1983. Vice president of marketing, Nova Stylings, Inc. Los Angeles, California. Managed all marketing and sales functions for a fine-jewelry manufacturer.

1983-1983. Director of marketing, EduWare Services. Agoura Hills, California. Supervised all marketing functions for an educational software company.

1983-1987. Software evangelist/director of software product management, Apple Computer, Inc. Cupertino, California. Proselytized the Macintosh operating system to third-party developers and managed the Apple-labeled software products.

1987-1989. CEO, ACI US. Cupertino, California. Directed the operation of a Macintosh software publisher.

1989-1993. Independent author, speaker, and Forbes columnist. San Francisco, California. Starting at this time, wrote eight books and keynoted several hundred conferences about the topics of entrepreneurship, evangelism, sales, and competition.

1993-1995, CEO, Fog City Software. Directed the operation of a second Macintosh software publisher.

1995-1997. Chief evangelist, Apple Computer, Inc. Cupertino, California. Supported and maintained the Macintosh cult.

1997-Present. Managing director, Garage Technology Ventures. Palo Alto, California. Founded and led an early-stage venture capital firm.



This is my three-page, holy moly, this guy is clueless, “this is the kind of resume many people believe they should create” resume. The scary thing is that some people are going to tell me that they think this resume is better. :-)

Guy Kawasaki
3300 Hillview
Palo Alto, CA 94304
650-354-1854
kawasaki@garage.com

Objective

To find a position in a dynamic, high growth company that enables me to use my broad range of marketing and management skills to achieve success for the company and its shareholders. I desire a fast-paced environment that provides continuous challenges and enables me to grow as an individual contributor, team player, and manager.

Areas of Expertise

  • Marketing (positioning, branding, pricing, and promotion)

  • Sales (direct and indirect sales including consumer and enterprise markets)

  • Evangelism

  • Partnering

  • Conference management

  • Entrepreneurship

  • Intrapreneurship

  • Product management

  • Product demonstration

  • Public speaking, panel moderation, and panel participation

  • Writing

  • Blogging

Education

1972-1976. Bachelor of Arts, Stanford University. Major: Psychology. Graduation with departmental honors. Additional coursework in biology and economics.

1977. Attended U. C. Davis School of Law.

1977-1979. Masters of Business Administration, University of California, Los Angeles. Major: Marketing. Additional coursework in statistics, operations research, and entrepreneurship.

2003. Honorary doctorate, Babson College.

1990. Billy Graham School of Evangelism.

Work Experience

1977-1983. Vice president of marketing, Nova Stylings, Inc. Los Angeles, California. Managed all marketing and sales functions for a fine-jewelry manufacturer including branding, positioning, pricing, sales force management, and key account sales.

1983-1983. Director of marketing, EduWare Services. Agoura Hills, California. Supervised all marketing functions for an educational software company including branding, positioning, demonstration, and tradeshows.

1983-1987. Software evangelist/director of software product management, Apple Computer, Inc. Cupertino, California. Proselytized the Macintosh operating system to third-party developers and managed the Apple-labeled software products. Responsible for outreach, technical support, developer tools, and documentation.

1987-1989. CEO, ACI US. Cupertino, California. Directed the operation of a Macintosh software publisher including sales, marketing, fund raising, key account sales, and corporate governance.

1989-1993. Independent author, speaker, and Forbes columnist. San Francisco, California. Write r for Macworld, MacUser, and Forbes. Keynoted several hundred conferences about the topics of entrepreneurship, evangelism, sales, and competition beginning in 1989 to present.

1993-1995, CEO, Fog City Software. Directed the operation of a second Macintosh software publisher. Responsible for overall creation and management of the company.

1995-1997. Chief evangelist, Apple Computer, Inc. Cupertino, California. Supported and maintained the Macintosh cult through the use of guerilla marketing techniques, press relations, and employee motivation.

1997-Present. Managing director, Garage Technology Ventures. Palo Alto, California. Founded and led an early-stage venture capital and investment bankingfirm including branding, conference speaking, deal flow, due diligence, negotiation, and fund raising.

Achievements

  • Ranked in the Technorati 100

  • Author of eight books: The Macintosh Way, Selling the Dream, Hindsights, Database 101, The Computer Curmudgeon, How to Drive Your Competition Crazy, Rules for Revolutionaries, and The Art of the Start.

  • Frequent appearances on television and radio including CNBC Power Lunch, CNN, and Bloomberg.

  • Give approximately 100 keynote speeches per year to companies such as Audi, Boeing, Nike, Yahoo, HP, Dell, and Churchill Club.
  • Frequent baccalaureate and graduation speaker including Palo Alto High School (three times), DeAnza College, Harker School, and Babson College as well as industry events such as Demo and D.

Board Participation

  • Board of directors: Razz

  • Board of directors: FilmLoop

  • Board of directors: BitPass

  • Advisor: Kaboodle

  • Advisor: Coghead

  • Advisor: Simply Hired

  • Advisor: TripWire

  • Former board of directors member of the Stanford Alumni Association

Not-For-Profit and Community Activities

  • Board of directors, Hawaiian Islands Ministry

  • Board of trustees, Bowman International School

Technical Expertise

  • Macintosh Operating System

  • Word

  • Excel

  • PowerPoint

  • Entourage

  • BBEdit

  • MarsEdit

  • TypePad

  • Safari

  • Firefox

  • iPhoto

  • iTunes

  • FilmLoop

Other Qualifications

  • Passed Series 7 NASD test

  • Passed Series 24 NASD test

  • Passed Series 63 NASD test

Outside Interests

  • Parenting

  • Hockey

  • Digital photography

References

Available upon request



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Listed below are links to weblogs that reference Dear Libby:

» Guy Libby from Scott Schnaars' KnuckleSandwich
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» Jak ubiegać się o pracę w nowoczesnej firmie from Blog Alexa
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Comments

Fun, but you violated rule 1, which is:

PROOFREAD.

Might I suggest that you change "installed based" to "installed base."

In my universe, applicants get one typo on the theory that no one is perfect. Two typos lands you in the "too sloppy" category.

Then again, I'm hiring writers, editors, and publishing people. Maybe spelling doesn't count in MarketingLand.*

Sarah

* j/k (mostly)

********************

Yeah, but I knew people like you would catch things, so I was standing by waiting for comments so that I could immediately fix it. Can it get any better than having 25,000 fresh eyes proofing for me?

Guy

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