WASHINGTON — BAI Retail Delivery gave onetime Apple evangelistGuy Kawasaki the job of waking up the Thursday morning crowd, andthe always individualistic speaker came with a promise that histalk would consist of 10 points that – if executed – would deliversuccess.

He did not promise the path would be simple.

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But just attempting to hit the 10 points might well energize themarketing programs of most institutions, said the best-sellingauthor.

Point 1: “Decide to make meaning. That you want to change theworld,” said Kawasaki, who worked in the Macintosh team in theearly days of Apple. That group didn't want to make “another”computer. It wanted to trigger big change.