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Enchantment: The Art of Changing Hearts, Minds, and Actions

Average Rating 4
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  • Posted March 8, 2011

    Enchanted by Guy Kawasaki's New Book

    When I read a new book, I evaluate it on three dimensions: (1) Is it interesting? (Did I learn something new about something that interests me?), (2) Is it useful? (Did it teach me things that are relevant to my life?), and (3) Is it readable? (Did I enjoy reading it, and not get stuck on it for a month?) Well, Guy Kawasaki's new book scores highly on all three.

    (1) Is it interesting? Did I learn something new about something that interests me?

    Yes, Enchantment is interesting. Actually, it's fascinating, and absolutely packed with useful information. Think of this book as a cross between a manual to the soft skills of business, and a primer on how to apply key findings from behavioral economics and social psychology - kind of a "best of" tour of the works of Robert Cialdini, Richard Thaler, the Heath brothers, and others. Of course, there's a generous helping of Kawasaki thrown in there for good measure!

    (2) Is it useful? Did it teach me things that are relevant to my life?

    Yes, unequivocally. This information should be seen as business 101, and is arguably more important than a BComm degree. The book teaches how to achieve likeability, how to achieve trustworthiness, how to enchant people with your product or service, how to launch that product or service, how to overcome resistance (very important!), and how to make enchantment endure over time. The book also talks about enchantment in the workplace - how to enchant your employees, and how to enchant your boss. Each section is direct and to the point, providing useful information that you can put into practice today to see results in your business and life.

    (3) Is it readable? Did I enjoy reading it, and not get stuck on it for a month?

    This is the area where Guy Kawasaki really shines. This book, like his other books, is a pleasure to read - I read through the whole thing in two days, and it was designed for you to be able to get on a plane, and read through most of it before landing. The book is engaging, entertaining, and down to earth, which means it won't be a bottleneck in your reading list!

    All in all, I'm very happy to recommend this book. For more insight into the book, check out an audio interview that I did with Guy Kawasaki about it on Firepole Marketing. Go to FirepoleMarketing (dot) com and search for "Guy Kawasaki".

    Danny @ FirepoleMarketing (dot) com

    3 out of 3 people found this review helpful.

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  • Posted March 15, 2011

    more from this reviewer

    Be enchanted by an enchanting book with an enchanting cover...

    Enchantment: The Art of Changing Hearts, Minds, and Actions by management guru, Guy Kawasaki, has a lot to teach us on the art of persuasion and influence. In it, Guy explains how to influence what people will do while maintaining the highest standards of ethics. The book explains when and why enchantment is necessary and then the pillars of enchantment: likability, trustworthiness, and a great cause. The next topics are really about the nuts and bolts of enchantment - the launching, overcoming resistance, making enchantment endure, and using technology. There are even special chapters dedicated to enchanting your employees and your boss. Overall, I find that this book is very intriguing. Lots of lessons to learn from (see below). It is written in an easy-to-understand, conversational style with ample illustrations including the various side real-life stories found at the end of each chapters.

    2 out of 2 people found this review helpful.

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  • Posted March 8, 2011

    Excellent insight in to proven tactics for winning the hearts and minds of customers, friends, and family!

    A new book to read always begins with a quick skim through the pages to get a sense for what I am getting in to. I knew that Guy Kawasaki's latest work, Enchantment: The Art of Changing Hearts, Minds, and Actions was going to be a great read when I came across this salient point: "...For example, a label on a cheeseburger that says, `You'll gain half a pound by eating this' communicates more salient information than `Total calories: 1,500...'" Yes, I was going to enjoy this book.

    I have read many pages of apparent business knowledge and wisdom but Guy's contribution is the stuff you can apply right now. These are simple changes or evolutions to the way in which we do business, or develop relationships (professional or otherwise) that can have a fast and positive impact on their outcomes.

    The underlying messages center on the art of marketing yourself or your business, without your target audience realizing that this is what you are doing. This is the most effective way of achieving enchantment. Guy gets in to many tactics for achieving this, from the formula for a perfect handshake, to the apparent protocol for swearing.

    Making it so easy for people to do what you want them to do, that they do not even register the fact that they are being directed to act in a particular way, is, indeed, an art form, and one which Guy masterfully details.

    I particularly appreciated that Guy did not claim to have ALL the answers, and invites readers to provide feedback: "...If you can, try both techniques, and let me know which works better for you..."

    And anyone who is involved with social media for professional purposes, will benefit from real-world examples of how Guy, and others, use the social media tools available to us, so effectively.

    Enchantment: The Art of Changing Hearts, Minds, and Actions, is proving to live up to its name every day in my own business. Highly recommended.

    2 out of 2 people found this review helpful.

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  • Anonymous

    Posted July 25, 2013

    Bathroom

    Wooh!~Ree

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  • Posted January 4, 2012

    more from this reviewer

    IBM Competitive Edge Book Club Selects Book in Q3 2011

    The IBM Competitive Edge Book Club, open to all Sales, Marketing, and Communication professionals at IBM, voted and selected "Enchantment: The Art of Changing Hearts, Minds, and Actions" as the Q3 2011 book selection. Overall feedback from the members was very good. In the feedback from the members, we ask them the question - "What will you do differently in your job since your study of this book?" Some of the replies directly from the members included:

    - "A new vehicle I can utilize in the process of selling co-workers and clients on project buy-in."

    - "When planning things, I focus more thought on how engaging or "enchanting" an initiative."

    - "Prepare more, Adjust style according to client, Be more aware of 'enchanting' clients."

    - "Analyze my enchantment and throw out what doesn't work and keep what does."

    - "Two key take-aways from the book - (1) concept of a pre-mortem and (2) 10-20-30 presentation style."

    I would like to personally thank Guy for being apart of the IBM Competitive Edge Book Club experience and for enchanting all of us
    through the pillars of likability, trustworthiness, and a great cause.

    Best Regards,
    Brien Convery
    IBM Business Operations Leader and Competitive Edge Book Club Leader

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