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

    By Guy Kawasaki

The author of the international bestseller "The Art of the Start" offers a new perspective on the art of influence. Kawasaki offers a compelling new take on this key force that drives any successful business or personal interaction.

From the Publisher:
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.

Guy Kawasaki is the former Chief Evangelist of Apple and cofounder of Alltop.com. He is the author of 11 other books, including "Enchantment", "Reality""Check", "The Art of the Start", "Rules for Revolutionaries", "How to Drive Your Competition""Crazy", and "The Macintosh Way".Attract


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Every day, each of us find ourselves in a situation where we want someone to do something. Sometimes we get our way, and sometimes we don't, but even when we do, was it really the best outcome? Guy Kawasaki, author of the international bestseller The Art of the Start, has written a new book about persuasion, titled Enchantment: The Art of Changing Hearts, Minds, and Actions. Read more


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Language English
Pages 211
Published 12/2012
Publisher Portfolio