BANGALORE, INDIA: "Don't let the bozos grind you down," says Guy Kawasaki, MD, Garage Technology Ventures.

Once Tom Watson, IBM founder (1943) has said, "I think the world but needs only five computers."

And Digital Equipment Corporation (DEC) founder Ken Olsen noted way back in 1977, "There is no reason why anyone would need a computer in their home."

However, if these words were to be believed then the world would have never seen the emergence of the genre called personal computers or PCs, explains Kawasaki.

He was outlining the steps to build entrepreneurship at at the NASSCOM Product Conclave and Expo 2009, while speaking on the 'Art of the Start', here today.

"There are two types of bozos, one which are not so dangerous, such as lousy Japanese cars. However, there are a few dangerous varieties, too. The likes of German cars, Swiss watches, Ferarri, Armani's, belong to the second category and beware if people who end up in 'i's," Kawasaki quips humorously.

Charter for entrepreneurs
In the backdrop of the current global economic scenario dominated by the 'R' word, Guy suggested a few mantras for the start-ups to write their success story.

Guy's Commandments:

Build the product that you want to build

It's always a good time for start-up: Recession or no recession, it is never a bad time to begin.

Zero rupees for tools; zero rupees for marketing. There are several online platform such as Facebook and blogs, which can be used to reach out.

Use Twitter (TweetMeMe). Learn Twitter today, for the technology tomorrow. Digg and TweetMeMe are the most powerful buttons in the world today and I would recommend entrepreneurs to make extensive use of it.

Zero rupees for people. If not free, they come cheap.

Put everything in the cloud. Once the recession ends instead of starting programming, one can start selling if you begin today.

Ship and then test. Take your best shot. I'm not asking you to ship crap but something revolutionary.

You will not know what people think about your product until you put it into their hands.

Forget venture capitals. It is not as important as it seems to be. With cheap people, tools, marketing platform and cloud, one doesn't need venture capital.

Niche thyself. If you aren't unique you will have to compete with others.