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

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

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by Guy Kawasaki
     
 

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The author of the international bestseller The Art of the Start offers a new perspective on the art of influence.

Guy Kawasaki's acclaimed books have established him as the entrepreneur's entrepreneur, and in The Art of the Start he wrote the essential contemporary guide for starting any new enterprise. Now Kawasaki turns to the mystery of

Overview

The author of the international bestseller The Art of the Start offers a new perspective on the art of influence.

Guy Kawasaki's acclaimed books have established him as the entrepreneur's entrepreneur, and in The Art of the Start he wrote the essential contemporary guide for starting any new enterprise. Now Kawasaki turns to the mystery of influence and offers a compelling new take on this key force that drives any successful business or personal interaction.

Enchantment's fundamental message is that in any transaction the goal is not to get your own way, but to bring about a voluntary, enduring, and delightful change of heart in other people, by working with and through them and enlisting their own goals and desires. It's enchantment that enables us to maneuver through difficult decisions, break people's entrenched habits, defy the wisdom of crowds, and get colleagues to work for long-term goals.

Kawasaki's advice includes:
• How to Achieve Rapport, Credibility, and Trust
• How to Help People Enchant Themselves
• How to Overcome Resistance
• How to Enchant Your Employees...and Your Boss
• How to Resist Enchantment

Anchored by his road-tested wisdom and inimitable wit, Enchantment is another classic from one of the most respected voices in business today.

Product Details

ISBN-13:
9781591843795
Publisher:
Penguin Publishing Group
Publication date:
03/08/2011
Pages:
240
Sales rank:
1,164,898
Product dimensions:
5.80(w) x 8.40(h) x 1.10(d)
Age Range:
18 Years

What People are saying about this

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

Meet the Author

Guy Kawasaki is the cofounder of Alltop.com , an "online magazine rack" of popular topics on the web and a founding partner of Garage Technology Ventures. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

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Enchantment: The Art of Changing Hearts, Minds, and Actions 3.8 out of 5 based on 0 ratings. 19 reviews.
Danny_Firepole_Marketing More than 1 year ago
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
KS_Chew More than 1 year ago
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.
TribalKnowledgeTV More than 1 year ago
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.
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Brien_Convery More than 1 year ago
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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Wooh!~Ree