During one of Guy Kawasaki’s first marketing assignments in the early 1980s, he would knock on the doors of startup software companies across Silicon Valley armed with a stack of non-disclosure agreements and a prototype computer in a bag. “We would say, ‘If you sign this, we’ll show you what’s in the bag,’” he says. The prototype, Kawasaki explains, was a top secret project that, if knowledge of it was widespread, would cannibalize sales of their main computer hardware product. It’s name? Macintosh—a project run by a team of developers at Apple, headed up by Jef Raskin and a then 29-year-old Steve Jobs. As far as marketing a computer is concerned, “it was hand-to-hand combat.”