Enchantment by Guy Kawasaki
The Art of Changing Hearts, Minds, and Actions

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Synopsis

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.

 

About Guy Kawasaki

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Guy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, “Boot Camp for Start-ups,” around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.
 
Published March 8, 2011 by Portfolio. 237 pages
Genres: Business & Economics, Health, Fitness & Dieting, Parenting & Relationships, Self Help, Literature & Fiction. Non-fiction

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Kirkus Reviews

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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 dr...

Feb 23 2011 | Read Full Review of Enchantment: The Art of Chang...

Forbes

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A great screenplay begins with a situation, then a complication that forces the hero out of her comfort zone, her daily life, her stuck situation.

Apr 06 2011 | Read Full Review of Enchantment: The Art of Chang...

Management Today

'The basics are: suck up, explain what you do, prove you know what I'm interested in, and ask for something.' But it is Twitter which is 'the most powerful enchantment tool I've used in my career', where you must repeat your tweets, 'manually engage' and check out Twitter feeds such as Alltop.com...

Mar 01 2011 | Read Full Review of Enchantment: The Art of Chang...

Business Insider

I received a review copy of Enchantment: The Art of Changing Hearts, Minds and Actions and an email that said Guy Kawasaki (@GuyKawasaki) would be open to an interview.

Mar 12 2011 | Read Full Review of Enchantment: The Art of Chang...

Small Business Trends

I received a review copy of Enchantment: The Art of Changing Hearts, Minds and Actions and an email that said Guy Kawasaki (@GuyKawasaki) would be open to an interview.

Mar 12 2011 | Read Full Review of Enchantment: The Art of Chang...

Young Upstarts

Plant many seeds when launching one’s product (instead of focusing on a few major influencers), immersing one’s customers through stories and realistic sensorial experiences;

Feb 11 2013 | Read Full Review of Enchantment: The Art of Chang...

Business 2 Community

I received my copy of Enchantment by Guy Kawasaki (Amazon Affiliate Link) and this is a very good book.

Mar 15 2011 | Read Full Review of Enchantment: The Art of Chang...

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