Enchantment

The Art of Changing Hearts, Minds, and Actions

Guy Kawasaki | 3.98 | 10,409 ratings and reviews

Recommended by Jack Wong, Leah Lizarondo, and 2 others. See all reviews

Ranked #71 in Influence, Ranked #75 in Persuasion — see more rankings.

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. less

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Reviews and Recommendations

We've comprehensively compiled reviews of Enchantment from the world's leading experts.

Jack Wong Guy Kawasaki's Enchantment's approach to relationships with clients / customers / partners is definitely something practicable - on building likability and trustworthiness. I have always been a Business Development kinda guy so this was actually very helpful. (Source)

Leah Lizarondo I read a lot of nonfiction and business books - but this is the one I keep on going back to. Enchantment is a mindset--and if you approach your work, each interaction, with this in mind, it will change everything. My copy of this book has dog-ears everywhere. If I could keep it in my bag everyday, I would. (Source)

Rankings by Category

Enchantment is ranked in the following categories:

#94 in Social Media Marketing

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