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

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Overview

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, ...

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

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Overview

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.

Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . .

  • A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
  • A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern.
  • A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.
  • A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.

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.

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What People Are Saying

From the Publisher
"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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Product Details

  • ISBN-13: 9781591843795
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 3/8/2011
  • Pages: 240
  • Sales rank: 246,014
  • Product dimensions: 5.80 (w) x 8.40 (h) x 1.10 (d)

Meet the Author

Guy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, “Boot Camp for Start-ups,” around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.

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Table of Contents

Introduction xvii

My Story xvii

Our Journey xx

Let's Get Started xxii

Chapter 1 Why Enchantment? 1

What Is Enchantment? 1

When Is Enchantment Necessary? 2

What Are People Thinking? 3

Where Should You Draw the Line? 4

Examples and How to Use This Book 5

Personal Stories 7

My Personal Story Eric Dawson 8

Chapter 2 How to Achieve Likability 9

Make Crow's-Feet 9

Dress for a Tie 11

Perfect Your Handshake 12

Use the Right Words 13

Accept Others 14

Get Close 15

Don't Impose Your Values 17

Pursue and Project Your Passions 17

Find Shared Passions 20

Create Win-Win Situations 21

Swear 21

Default to Yes 24

My Personal Story Fran Shea 25

Chapter 3 How to Achieve Trustworthiness 27

Trust Others 27

Be a Mensch 28

Disclose Your Interests 30

Give for Intrinsic Reasons 31

Gain Knowledge and Competence 31

Show Up 33

Bake a Bigger Pie 33

Enchant People on Their Own Terms 34

Position Yourself 35

Be a Hero 36

My Personal Story Tony Morgan 37

Chapter 4 How to Prepare 39

Do Something Great 39

Conduct a "Premortem" 42

Set Yourself Up for Success 43

Make It Short, Simple, and Swallowable 45

Remove the Fences 47

Provide a Default Option 49

Establish Goals 50

Create a Checklist 51

My Personal Story Mike Stevens 53

Chapter 5 How to Launch 55

Tell a Story 55

Immerse People 57

Promote Trial 60

Prime the Pump 61

Plant Many Seeds 61

Ask People What They're Going to Do 63

Reduce the Number of Choices 64

Increase the Number of Choices 65

Illustrate the Salient Point 66

Present the Big, Then the Small Choice 66

Get Your First Follower 68

My Personal Story Matt Maurer 68

Chapter 6 How to Overcome Resistance 70

Why People Are Reluctant 70

Provide Social Proof 72

Create the Perception of Ubiquity 74

Create the Perception of Scarcity 75

Show People Your Magic 77

Find One Example 78

Find a Way to Agree 81

Find a Bright Spot 83

Assign a Label 84

Use a Data Set to Change a Mind-Set 85

Incur a Debt 87

Enchant All the Influencers 88

Frame Thy Competition 91

Control the Haptic Sensations 92

Remember Charlie 93

My Personal Story Richard Fawal 93

Chapter 7 How to Make Enchantment Endure 95

Strive for Internalization 96

Separate the Believers 97

Push Implementation Down 98

Use Intrinsic Methods 99

Invoke Reciprocity 100

Catalyze Commitment and Consistency 103

Build an Ecosystem 104

Diversity the Team 109

Promote Spreadability 110

My Personal Story Chris Anthony 111

Chapter 8 How to Use Push Technology 112

General Principles 113

Presentations 115

E-mail 123

Twitter 126

My Personal Story Garr Reynolds 133

Chapter 9 How to Use Pull Technology 135

Web Sites and Blogs 135

Facebook 139

Linkedln 142

YouTube 144

Think Japanese 148

My Personal Story Meryl K. Evans 150

Chapter 10 How to Enchant Your Employees 151

Provide a MAP 151

Empower Them to Do the Right Thing 152

Judge Your Results and Others' Intentions 153

Address Your Shortcomings First 154

Suck It Up 154

Don't Ask Employees to Do What You Wouldn't Do 156

Celebrate Success 157

Find a Devil's Advocate 158

Listen to Brother Bob 159

Tell Them You Want Them 161

How to Enchant Volunteers 161

My Personal Story Milene Laube Dutra 163

Chapter 11 How to Enchant Your Boss 165

Make Your Boss Look Good 165

Drop Everything and Do What Your Boss Asks 166

Underpromise, Overdeliver 167

Prototype Your Work 167

Show and Broadcast Progress 168

Form Friendships 169

Ask for Mentoring 170

Deliver Bad News Early 170

My Personal Story David Stockwell 171

Chapter 12 How to Resist Enchantment 173

Avoid Tempting Situations 173

Look Far into the Future 174

Know Your Limitations 175

Beware of Pseudo Salience, Data, and Experts 175

Don't Fall for the Example of One 177

Defy the Crowd 178

Track Previous Decisions 179

Let Yourself Be Enchanted in Small Ways 180

Create a Checklist 181

My Personal Story Tibor Kruska 182

Conclusion 183

My Personal Story Kathy Parsanko 184

Selected Bibliography 191

Index 193

Coverphon 205

Colophon 213

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Customer Reviews

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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

    Was this review helpful? Yes  No   Report this review
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