Enchantment by Guy Kawasaki


By Guy Kawasaki

  • Release Date: 2011-03-08
  • Genre: Management & Leadership
Score: 4
From 91 Ratings
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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.

From the Hardcover edition.


  • And wasa

    By mdsxqc
    Virgin green your ears a
  • Thank you!

    By Artie_D
    Above all great concepts presented in this book I really appreciate Guy's humble, humorous approach. Thanks Guy!
  • Very inspiring..

    By Felix Ang
    already read 3 chapter ...and the book si very inspiring on many ways... thanks Guy for this wonderful book.. Learn a lot from this book
  • So He's Manipulative, Should I Be Impressed Like the Others?

    By queenfaerie
    The explanation of how a telepath uses his or her gift to get people to do whatever they want is like showing someone with debilitating cataracts and virtually no sight how to navigate the Louvre and teaching them art appreciation. The person got nothing more than some exercise in Paris and hours of frustration at your dangerous level of arrogance....you shouldn't go selling the manual to the powers of your own kind Guy. I find it rude, but I am alone in this, most of the others are learning to experience betrayal and all the exciting emotions that humans feel in response. Enjoy Earth with your new friends....so much like a flock of sheep. Sheep with autism. I never should have come to this rock. Ant go back though. You know...our code.
  • Get it!

    By SFOTaina
    Everything in every era has something bigger or better... There is NO súper sizing here... There are simple common denominators that we ALL like or admire but simple walk away from making them real.... Sometímes we resist them and forget that basic, simple ideas, views or goals have an audience.... And that audience is US.....
  • Enchantment

    By timetogofishing
    Amazing book, Guy's best so far. His storytelling creates waves of ideas. A must read if you are in the people business. - MB Linder
  • enchantment teaches you how to be a mensch in both life and work.

    By AbigailBrody
    in an age where top-down-command management is still day-to-day business, enchantment makes you go outside and smell the roses. disclosure: my review is based on admiring guy as friend and mentor.