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Enchantment: The Art of Changing Hearts, Minds, and Actions Hardcover – March 8, 2011
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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.
-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
More About the Author
Top Customer Reviews
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:
"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.Read more ›
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.
(2 stars because the design is very good though the content is "see Flip run" basic.)
Guy's book borrows heavily from a book that I read years ago and which is a much better resource for understanding "enchantment"
Get Robert Cialdini's book here instead, it's much more authentic and way deeper in examples.
Influence: The Psychology of Persuasion (Collins Business Essentials)
Cialdini's book is the real deal while Guy's book is just another Guy book without an original thought. Guy even touts his company alltopp again in this book, same as he did in his last book.
Guy is a good marketer of Guy but not much more than that
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.
Same old stories and same old garbage. Save your money
Most Recent Customer Reviews
This is so good book that you have to read it a lot of times to absorb all knowledge given by the author!Published 1 month ago by pedro césar
I LUV this book by bestselling business guru Guy Kawasaki! If you are looking for great business insights on how you can attract abundance with your business dealings then read... Read morePublished 1 month ago by Molly Lavik
I would highly recommend this to anyone starting as a young professional and especially someone in sales. This book is a great source of knowledge about how to deal with people.Published 2 months ago by Cameron Nagler
This book was marketed as being in new condition; however, the dust jacket was covered in splashes of some gooey, sticky substance and ink marks. Read morePublished 3 months ago by Amazon Customer
The author’s previous work "Reality Check" enchanted me. This book did not. IMHO, he had tried to satisfy too many different audience in one volume and failed to deliver... Read morePublished 3 months ago by ServantofGod
Nothing earth-shattering. The book was a quick read and each chapter was broken up into chapters that were too small and without much depth.Published 6 months ago by MLeland
Meh.. somewhat motivational gimmicky and shallow overallPublished 6 months ago by Christina E. Butler