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
