You Need To Be Trustworthy

Kawasaki said an often overlooked area is trustworthiness. "Does the customer trust you? You can like somebody, but not trust the person," he said.

He explained the business philosophy behind the successful online shoe and clothing shop, Zappos, as showing how trustworthiness significantly expanded its business. Kawasaki applauded Zappos’ return policy of paying for customers’ shipping and handling fee for returns.

"Ten years ago I wouldn't have believed that women would buy new shoes … without seeing it, touching it, smelling it. [But] it's because you trust Zappos," he said. "That's because Zappos trusted you first."

On trustworthiness, Kawasaki said to always find something to agree on. "It can be on almost everything … It could be dislike of opera, it could be a love of football, it could be adoption, it could be the fact that you went to the same school, but find something to agree on to be trusted," he said.