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Enchantment: The Art of Changing Hearts, Minds, and Actions, by Guy Kawasaki
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Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques.
Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . .
* A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
* A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern.
* A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.
* A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.
This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd."
Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.
As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.
- Sales Rank: #385355 in Books
- Brand: Brand: Portfolio Hardcover
- Published on: 2011-03-08
- Released on: 2011-03-08
- Original language: English
- Number of items: 1
- Dimensions: 8.60" h x 1.00" w x 5.90" l, .79 pounds
- Binding: Hardcover
- 211 pages
- Great product!
From Kirkus Reviews
Apple's former chief evangelist leads businessfolk down the path to enchantment.
The entrepreneur's entrepreneur is back with his 10th book, this time tackling the tricky art of influence and persuasion. Kawasaki (Reality Check: The Irreverent Guide to Outsmarting, Outmanaging and Outmarketing Your Competition, 2011, etc.) transforms the otherwise exhausted and overwrought tropes of how to win friends and influence people with a complete makeover here, whether he's talking about wardrobe choice or tips for effective swearing.
The author, a modern-day Dale Carnegie, offers explanations on how to wield the most influence in the digital age: Push Technologies like presentations, e-mails and Twitter are discussed as active means of enchanting others, while Pull Technologies like Facebook, YouTube and LinkedIn passively draw them in. The author's suggestions for achieving likeability and trustworthiness, as well as overcoming resistance, are thoroughly explained and can easily translate from the workplace to the real world.
Kawasaki makes good use of subheads and bullet points, rendering information in a searchable format. He ends each chapter with an anecdote that illuminates the effectiveness of his techniques—while it's not original, it's effective. The author's trademark light and airy style is on display, but it's his humor and empathy that makes the heavy use of BusinessSpeak and buzzwords more easily palatable.
Informative, concise guide from one of America's most influential and, yes, enchanting entrepreneurs.
Review
"Read this book to create a company as enchanting as Apple."
-Steve Wozniak, co-founder of Apple
"Guy's book captures the importance - and the art - of believing in an idea that delivers something entirely unique to the customer. The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential."
-Sir Richard Branson, Founder of the Virgin Group
"Kawasaki provides insights so valuable we all wish we'd had them first."
-Robert B. Cialdini, author of Influence: Science and Practice
"The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People."
-Michael Gartenberg, research director, Gartner
"Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this."
-Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business
"Guy teaches you how to pull gems from people's hearts and minds and how to become an effective practitioner of life's crucial domains. Clearly, I taught him well."
-Dr. Phil Zimbardo, professor emeritus of psychology, Stanford University
"You feel it when you drive a BMW, touch an Apple iPad, shop in a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands."
-Robert Scoble, Rackspace videoblogger
About the Author
Guy Kawasaki is the former chief evangelist of Apple. He is also the cofounder of Alltop.com (an online magazine rack of popular topics on the Web) and a founding partner at Garage Technology Ventures. His nine previous books include the international bestseller The Art of the Start, as well as Reality Check, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA. He lives in Silicon Valley with his wife and four children.
Visit www.facebook.com/enchantment
Most helpful customer reviews
23 of 23 people found the following review helpful.
There is something wrong, either with the book or with myself
By Reader from London
I like Guy's posts and I read them quite frequently. However, this book was a great disappointment. The main reason is that, at least in my opinion, it was really vague. Imagine that it has been almost two weeks since I bought it and when I got the reminder from Amazon to write a review I couldn't even remember what it was all about. Then I opened my kidle to try to remember why I didn't manage to finish it. Well, I can tell now what I didn't like. It was all about "enchantment" and how to inspire others, and how to project your passions and think great and dress well and say yes to everybody (!), tell nice stories, show up, self promote and lots of other fake PR tricks. Well, sorry for being strict but personally I don't think that all this image making is the key to success. Somebody has to work first and be distinguished for the quality of his intellectual and professional product. Just showing up and smile and saying nice stories is very superficial. The fact that such an "advice" attracts such goods reviews is, in my humble opinion, a sign of our times.
1 of 1 people found the following review helpful.
Seems to rely on other books too much
By Reader10928
I felt like I was re-reading the other books that it openly references and seems to heavily rely upon. It didn't feel like it was introducing much new content or knowledge. It seemed to repeat and re-use the points that the other books made. I stopped reading it about half-way through because of this.
4 of 4 people found the following review helpful.
These notes became my personal guide to just being better at everything I do
By Arond W. Schonberg
This book has made me change how I present at workshops. I couldn't put the book down because all the suggestions had me stopping to take notes. These notes became my personal guide to just being better at everything I do. This book is a must read for anyone that is in business and a have to read for anyone in the field of education. If teachers, school counselor's, administrators, etc worked harder to enchant their students we would definitely move up in our global rankings.
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