Enchantment : the art of changing hearts, minds, and actions
/ Guy Kawasaki.
- New York, NY : Portfolio Penguin, 2012.
- xxi, 211 pages : illustrations, portraits (black and white) ; 20cm.
Includes bibliographical references (p. [191]-192) and index.
Introduction — Why enchantment? — 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 — Conclusion.
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.
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.