Guy Kawasaki was one of the Apple employees originally responsible for marketing their computer line in 1984 (Wikipedia.) Today, he’s a Silicon Valley venture capitalist who has worked with some of the world’s largest brands.

And as it turns out, he’s a major automotive enthusiast. In this episode, Guy and Michael talk about his recent car buying journey, which provides amazing insights into what a world-class marketer observes as they navigate the buying process.

He also shares his wisdom about where the digital retail landscape is going and what dealers can focus on to remain relevant in the marketplace. For example, what would happen if Amazon purchased a company like Carvana? What would dealers do in that scenario? Tune in to find out.

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Noteworthy Topics from this Episode:

1:07 – Guy is choosing a new car.
8:47 – Porsche Cayenne Hybrid vs. Mercedes E450?
16:49 – Cars and self-image.
21:51 – Honoring your fore-bearers. How did this affect your career?
25:10 – Paying it forward.
27:51 – When you start believing you are a role model – you are not a role model.
29:06 – Would you approach marketing the Macintosh with the wisdom you have now, and if so how?
33:54 – The way we market cars haven’t changed since the times of Henry Ford.
36:10 – How do you explain who should buy which car and why?
42:36 – People are buying cars online having never seen them, driven them, tested them before.
48:04 – What is your customer experience like and is it your competitive advantage?
53:33 – How do we condition our mind to start looking for innovation?

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