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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.
"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
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Top Customer Reviews
Despite the VERY obviousl organization and clarity of thought in the book (which is commendable in and of itself), I was disappointed because he so heavily references the works of others (this can also be a positive). He liberally summarizes other top management books (like Cialdini's "Influence"), in supporting his arguments. In a way, this is good becuase it makes you feel like you don't have to read the other books. The problem I have with it is that he uses the other texts/summaries as support for his argument but doesn't add his own insight. If he spends half the chapter talking about other people's work, he doesn't spend the next half advancing his argument, he let's the other texts do the heavy lifting.
My other major problem with the book is how bite-sized everything is. Kawasaki gives you lists and lists and lists of how to do certain things, which are valuable, but are overwhelming compared to the amount of prose in the book.
Overall, a good overall view of some of the major popular business/social psychology books out there AND a very quick read, but lacking some of the killer insight I personally was expecting from such a highly rated book.
I'm in sales as a territory manager in the Carolinas for a manufacturer in the natural products industry. From reading this book, I was able to glean principles to apply in my day to day business with accounts; even though I think this book is geared more toward entrepreneurs.
I read a review where someone said this book was too simple. Exactly! I think the book was suppose to be simple. Just as doing business with anyone today should be made simple. This is one of the points I take from 'Enchantment', how to simplify business with the accounts and consumers I come into contact with.
The "How To Achieve Likeability" and "How To Achieve Trustworthiness" are two factors that play a big role in what I do in sales. So the bottom line for me here is, it's about building and maintaining the relationship. This makes doing business easier in the long run.
The company I work for gives their territory managers multi-paged pitch books to use in selling promotions to accounts. I dislike using them. Too many pages. Guy's 10-20-30 rule is what I now follow. I tweak my Keynote presentations to make them short and sweet. All the other information from the pitch-books I learn and can relay without a slide.
Most Recent Customer Reviews
Doumo Arigatou, Kawasaki-San!Read more