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Enchantment: The Art of Changing Hearts, Minds, and Actions (Hardcover) Unknown Binding – January 1, 2011


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Product Details

  • Unknown Binding
  • Publisher: Portfolio (2011)
  • ASIN: B004RIF3NU
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (302 customer reviews)
  • Amazon Best Sellers Rank: #6,140,770 in Books (See Top 100 in Books)

More About the Author

Guy Kawasaki is the author of twelve books. He was the chief evangelist of Apple. He has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.

His latest book is APE: Author, Publisher, Entrepreneur--How to Publish a Book. Kirkus, the toughest reviewer in the business, said this about APE, "Essential reading (and reference) for modern authors, regardless of experience."

Kawasaki was born and raised in Hawaii. He currently lives in the San Francisco Bay Area with Wife 1.0, four kids, one dog, two chickens, three lizards, and two turtles.

Customer Reviews

This enchantment word didn't seem like his thing...until I read the book.
Gayle Hallgren-Rezac
Guy always has great insights to the technology - this time he gives us his invaluable insights on how to build a great company.
G. Miner
Each chapter is supplemented with a success story of enchantment at work, and summarises the usefulness of the content.
Enrico C. Varella

Most Helpful Customer Reviews

243 of 258 people found the following review helpful By Aaron Armstrong on March 8, 2011
Format: Hardcover
Marketing and leadership books are strange animals. Some are great and others make you want to stab yourself in the eye with a fork. Almost all, though, usually fall into one of two categories:

1. How to develop a large and successful business; and
2. Why all marketers are liars

Enchantment by Guy Kawasaki is neither of these; instead, it's a book about one thing:

Influence.

"How can I influence others without moral compromise?" is the question at the heart of Enchantment. And it's an important one. There are a number of easy cheats to convince people to follow your leadership (carrots and sticks) or to buy your product or join your cause (incentives), but eventually those things always fail.

Why? Because they're disingenuous. They don't tap into people's passions. They don't move the heart.

And without that happening, whatever impact you have is fleeting at best.

The "pillars of enchantment" Kawasaki puts forward ones you'd be hard pressed to disagree with:

1. Be likeable
2. Be trustworthy
3. Have a great cause

In other words, be someone you'd actually want to spend time with and offer something that matters. These seem like concepts that should be met with a resounding, "well, I should hope so." I mean, this seems to be common sense, doesn't it? That's thing about common sense, though. To paraphrase G.K. Chesterton, it's not that common sense has been tried and found lacking, it's that it's been found difficult and left untried.

Unless you're likeable, it's extremely difficult to be found trustworthy. And unless you're trustworthy, no one will rally around your cause, no matter how good it is.
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173 of 198 people found the following review helpful By Chris Reich on March 11, 2011
Format: Hardcover Verified Purchase
If you read a lot of books you eventually run into the same material fairly often. That's the case for me with "Enchantment". While I generally admire Guy's work, I was not enchanted with this book.

It is extremely basic stuff. Smile, firm handshake, don't dress like a slob---enchanting? Steve McQueen and his wife are returning to LA from Las Vegas by car and she needs to relieve herself. There's a line at the gas station restroom so she tells the gals in line that there's a movie star out front---the crowd runs to see the stars and she takes a leak. That's an example of creating a win-win situation. Well, next time I need to pee I hope there is a celebrity I can use nearby.

I'm not going to bother recapping the story about the TV producer who repeats that she just liked Howard Stern about a zillion times. (Puke)

Frankly, by mid way I had to resolve reading this book on an empty stomach. I find celeb stories dull and somewhat grating. Hell yes, if you're Bill Gates you'll be enchanting no matter what the hell you do. BTW, swearing is encouraged but must be used properly. (Bill Gates is my example)

Unless you can see the turnip truck that just dropped you off pulling away, skip this one.

Chris Reich
(2 stars because the design is very good though the content is "see Flip run" basic.)
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32 of 34 people found the following review helpful By Guest on May 15, 2011
Format: Hardcover Verified Purchase
Let me start off by saying that my eager anticipation of this book is what finally pushed me to buy a Kindle, and this was the first book I bought for my Kindle. When someone with Kawasaki's credentials writes a book on "Enchantment", I thought it would be a goldmine of insight -- after all, he helped spear-head one of the most enchanting products on earth!

Imagine then my PROFOUND disappointment with a short, shallow collection of over-used advice and cliches. Most of the book consists of him *citing* other peoples' work (and in this case, you should actually read Cialdini and the Heath brothers' original works), and devoting one or two basic paragraphs to each tired concept.

There is NOTHING NEW here -- "be authentic"? Gee, THAT hasn't been the mantra of the marketing community for, oh, at least 5 years (especially since the rise of social networking). "Smile & give a firm handshake"? What century is this? Who hasn't heard that advice yet?

If you have never, ever read any other business book; If you have never, ever read websites like marketingprofs (or the other hundreds of great marketing sites out there), and if you have lived in a cave for the past decade, then sure, I guess some of this stuff might seem "new". But it isn't. It's like a "Cliff's Notes" version of stuff you've already read elsewhere.

The only person who could be truly "Enchanted" with this work is Kawasaki's accountant!
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161 of 198 people found the following review helpful By Amazon Customer on March 11, 2011
Format: Hardcover
I am one of the many random people worldwide that received a complimentary copy of the book. And much as I feel grateful for the gift, I'll be honest. The book did not enchant. It's mostly a collection of tips that I've come across from various sources before this. What did not help was that the author re-wrote those tips in his own writing style (which is far from enchanting...actually it is tiresome!) It seems the author is more an entrepreneur than an original thinker or writer.

p.s. Btw, I got a link to a quiz on the author's FB page that offered to tell me how enchanting I was based on my responses. After filling out some 25 questions I clicked the Submit button to see my results and got a message that asked me to 'LIKE' the author's page BEFORE I could see my results. I was not enchanted. :(

p.p.s When I last checked, the quiz had been tweaked. You can now participate only AFTER you LIKE the page. Looks like the author still doesn't get it.
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