8. Value is not the same as price
Value is the total impact of a computer, the total impact of software — it's not just the purchase price, it's support, it's service, virus checking and training, Kawasaki said.
"Nobody ever bought anything from Apple because it was the lowest price. Apple sells connectors for $30 that cost 50 cents to make."
9. A players hire A+ players
Kawasaki advised entrepreneurs, company CEOs with engineering backgrounds to hire sales, finance and marketing people that are "better than you."
"Everybody that you hire should be better than you including your VP of engineering and your CTO. You want to be the second best person of all your direct reports because if you have a team like that they will carry forth the battle for you," he said.
"By contrast, B players hire C players, C players hire D players. If you start hiring B players, you are going to wake up one day and you are going to be surrounded by Z players. That is what we call in Silicon Valley, the "bozo explosion."
10. Create something valuable and unique
Creating a product or service that is valuable and unique is the most important message of marketing, said Kawasaki.
"That's where Apple made money, made margin, made history," he said.
As an example, watch maker Breitling, sells a watch that sends a signal users can broadcast to emergency services if they are in trouble.
"If you are a sailor, hiker or skier and you might go off course, alone and dying, that watch can save your life," he said.
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