Guy Kawasaki has a long history working in technology, both in established companies and as an entrepreneur. He worked for Apple at the time of the development of the Macintosh and later returned as an Apple Fellow. In this keynote speech, he gives what he believes are the important stages towards successful innovation. He presents the steps in both a humorous and intelligent way, showing what companies must do to be successful.

He presents a number of examples for each of the steps, using both his own experience at Apple as well as by presenting innovative products and how they were developed. His common sense thoughts are both entertaining and useful.