- Hardcover: 211 pages
- Publisher: Portfolio; 1 edition (March 8, 2011)
- Language: English
- ISBN-10: 1591843790
- ISBN-13: 978-1591843795
- Product Dimensions: 5.8 x 0.9 x 8.6 inches
- Shipping Weight: 12.8 ounces (View shipping rates and policies)
- Average Customer Review: 336 customer reviews
- Amazon Best Sellers Rank: #533,788 in Books (See Top 100 in Books)
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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
Top customer reviews
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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.
The greater your goals, the more you'll need to change people's hearts, minds, and actions. This is especially true if you have few resources and big competitors. Enchantment is a process, not an event. You want your efforts to endure, and this requires that people internalize your cause, reciprocate, and fulfill their commitments. Enchantment transforms situations and relationships. It converts hostility into civility. It changes skeptics and cynics into believers. When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with delight. This book is about touching hearts, building relationships and changing the world.
Guy Kawasaki stated that he studied twenty books on the subjects of influence and persuasion before he wrote "Enchantment: The Art of Changing Hearts, Minds, and Actions". He listed these books in a bibliography at the end of this book. I believe the research that Mr. Kawasaki did for this book was outstanding. He gleaned the best information from these books and then added many stories from personal experiences that prove his research true. The following chapters are included in the book;
How To Achieve Likability
How To Achieve Trustworthiness
How To Prepare
How To Launch
How To Overcome Resistance
How To Make Enchantment Endure
How To Use Push Technology
How To Use Pull Technology
How To Enchant Your Employees
How To Enchant Your Boss
How To Resist Enchantment
As you can see, most of the chapter headings begin with the words "How To". This book provides specific instructions and real-life stories about how to use "enchantment" to improve your business and your life. The principles in this book can be applied to all aspects of your life. It is time to change our focus from "what can I get from this?" to "how can I fill you with delight?" I believe this is one of the hottest books on the market today. Yes, I am enchanted!
Chock full of details, experiences, and amazing stories. Guy has also clearly conducted his research on the topics of business, marketing, and psychology bringing in both anecdotal as well as empirical research to support his case for enchantment. He has outlined a clear plan on how you to best attract customers and users that will love and rave about your products and services!
What I truly loved was that Guy spoke on the importance of "Ethical Enchantment" throughout the book. He stated again and again that his goal was not to brainwash or "hard sell" but rather to design products and to help you to clearly define those customers that would be most likely to be enchanted.
I highly recommend this book and will also be recommending it to my university colleagues and friends as a great example of an accessible but detailed marketing book. It's on my list as a re-read and I think it will be one of those books I read over and over again.