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

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

by Guy Kawasaki

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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.

Product Details

ISBN-13: 9781591845836
Publisher: Penguin Publishing Group
Publication date: 12/31/2012
Pages: 240
Sales rank: 309,688
Product dimensions: 5.30(w) x 7.90(h) x 0.70(d)
Age Range: 18 Years

About 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.

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

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

Customer Reviews