The Man Behind Siri Explains How to Start a Company

HBR IdeaCast

Harvard Business Review

Hbr, Finance, Entrepreneurship, Business/management, Harvard, Business/entrepreneurship, Teams, Leadership, Economics, Management, Innovation, Communication, Strategy, Business, Marketing, Business/marketing

4.3 • 1.9K Ratings

🗓️ 31 October 2015

⏱️ 17 minutes

🔗️ Recording | iTunes | RSS

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Summary

Norman Winarsky, coauthor of "If You Really Want to Change the World," on ventures that scale.

Transcript

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0:00.0	When leadership advice feels like buzzwords and platitudes, it's time to get real.
0:05.9	HPR's podcast Coaching Real Leaders brings you behind closed doors as Muriel Wilkins coaches anonymous
0:11.9	leaders through raw honest career questions
0:14.6	that we all face.
0:15.9	Listen and follow coaching real leaders for free
0:18.3	wherever you get your podcasts. Welcome to the HBR Idea Cash from Harvard Business Review. I'm Sarah Green Carmichael. Today I'm talking with
0:35.6	Norman Winoorski, past president of SRI Ventures at SRI International. You may also
0:40.8	know him as the co-founder of Siri, the little voice that talks to you from your iPhone.
0:45.0	His new book with co-author Henry Kressle is called
0:48.0	If You Really Want to Change the World.
0:50.0	Norman, thank you so much for talking with us today.
0:52.0	It's a pleasure, Sarah. So there is... Norman, thank you so much for talking with us today.
0:52.6	It's a pleasure, Sarah.
0:54.3	So there is a lot in your book, but today I really want to focus on the elements of a good business
0:59.3	plan and when you're just coming up with the plan for a company,
1:02.3	what goes into making sure
1:03.2	that your company will really work. I think in some ways today even having a
1:08.2	plan may sound like a little bit of a throwback in a way. I mean today people are
1:11.5	talking so much about pivoting and sort of
1:13.8	throwing stuff at the wall and seeing what works. Why do you advocate having an
1:18.3	actual methodological plan? Well first of all, a business plan, and particularly related to the business plan, the living document is your value proposition.
1:31.0	That part of the plan is in fact the part where you establish for
	...

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