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Enchantment: The Art of Changing Hearts, Minds, and Actions | [Guy Kawasaki]

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

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.
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Publisher's Summary

Enchantment, as defined by best-selling 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."

©2011 Guy Kawasaki (P)2011 Penguin Audiobooks

What Members Say

Average Customer Rating

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  •  
    Thomas RIVERSIDE, CA, United States 02-09-13
    Thomas RIVERSIDE, CA, United States 02-09-13 Member Since 2012
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    "In Depth Common Sense"

    The book is well written, but it didn't have any take-aways for me. As long as you apply a little common sense, and try to be likeable, then this book doesn't really have to much going for it. If you have trouble being likeable, then this would be a great read.

    0 of 0 people found this review helpful
  •  
    Jason Digby, Nova Scotia, Canada 01-24-13
    Jason Digby, Nova Scotia, Canada 01-24-13 Member Since 2007
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    "Insight into why we like some things; love others"

    Guy Kawasaki is a great writer who includes humour and personal experience to make his point. If you've ever wondered why you like some products, but really love others, this book is for you. It gives insight into how you too could "enchant" people to your way of thinking or in relation to your product or business. Good listen.

    0 of 0 people found this review helpful
  •  
    Dena Longmont, CO, United States 12-15-12
    Dena Longmont, CO, United States 12-15-12 Member Since 2012
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    "Excellent!"
    Would you listen to Enchantment again? Why?

    This is a good book with specific steps and examples. It was entertaining to listen to with plenty of meat to apply to your business. Enjoy!


    0 of 0 people found this review helpful
  •  
    Christopher Davis United States 07-30-12
    Christopher Davis United States 07-30-12 Member Since 2011

    Husband/Father, Educator, Gamer

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    "Not Kawasaki's Best"

    This is not Kawasaki's best. His "Selling the Dreams" has bee a huge influence on me, and while there are golden nuggets contained within this current text, it failed to capture the magic of his earlier work. The multiple narrators was more disorienting and jarring than anything else. (The author did the chapter introductions, the main narrator did most, and a second voice did stories.) A single voice would have been a more pleasant experience. Perhaps the greatest disappointment is that despite his stated goals not to limit his scope, this is really a book about high tech marketing for a start-up. The examples and the advice were often too limited, in my opinion, to that narrow context. I know that the author disagrees as he makes claims to the contrary in the text, but I think the fact that he has to claim a wider impact is telling. I know the adage is "write what you know," but Kawasaki did a better job in earlier work getting out of his comfort zone to know more to include. My work is about internal change efforts, and it is a stretch to apply what Kawasaki has here to that context. Yes, I have a cause, and I need to recruit others to it, but the techniques here are not a great set of tools for that purpose. Also, again despite Kawasaki's stated goals, the book feels like it will become dated with an empahasis on current technology. I think with more editing and craft, the ideas about using twitter, linkedin, and facebook could have been generalized to universal principles that were then explored in the context of these specific technologies.

    0 of 0 people found this review helpful
  •  
    Abel Joseph Repentigny, Quebec, Canada 06-19-12
    Abel Joseph Repentigny, Quebec, Canada 06-19-12 Member Since 2012

    Techky

    HELPFUL VOTES
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    "Must have for people living on the net."
    Would you recommend this audiobook to a friend? If so, why?

    I would recommend this book to any body who publish things on the net.


    Was this a book you wanted to listen to all in one sitting?

    You can listen to the book in one shoot and then listen to it again to get more information on how to be a good enchanter.


    0 of 0 people found this review helpful
  •  
    Debby B. California 05-14-12
    Debby B. California 05-14-12 Member Since 2011
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    "Outstanding!!"
    What did you love best about Enchantment?

    This is the "How To" book for selling today. He is specific and clear, practical and real life. It has a lot of qualities that seem like a modernization of "How to Win Friends and Influence People". Good solid information and well presented.


    0 of 0 people found this review helpful
  •  
    Gilles Red Deer, Alberta, Canada 04-09-12
    Gilles Red Deer, Alberta, Canada 04-09-12
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    "The way humans should behave"
    What did you love best about Enchantment?

    How Guy makes it simple to be an Enchanter!


    What did you like best about this story?

    If only that everyone would practice this, we would have a better working environment and better world!


    Which scene was your favorite?

    The man who joint apple and his son past away a few weeks later. Very touching.


    Did you have an extreme reaction to this book? Did it make you laugh or cry?

    It made me realize that I'm doing the enchantment to the wrong people!


    0 of 0 people found this review helpful
  •  
    John Downers Grove, IL, United States 03-13-12
    John Downers Grove, IL, United States 03-13-12
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    "Not Very Enchanting"
    What did you like best about Enchantment? What did you like least?

    The concept of enchantment is what attracted me.


    Has Enchantment turned you off from other books in this genre?

    No, but it has not given me much hope that business books can evoke the feeling of magic that can inspire me to be different than I am.


    Which character – as performed by Dan John Miller – was your favorite?

    There were no characters portrayed.


    Who do you think would benefit most from listening to Enchantment?

    Someone who has not listened to a lot of other books like this one.


    0 of 0 people found this review helpful
  •  
    richipal Fair Lawn, NJ, United States 02-18-12
    richipal Fair Lawn, NJ, United States 02-18-12 Member Since 2011

    JavaLover

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    "Expected more from Guy Kawasaki"
    Would you recommend this book to a friend? Why or why not?

    No, there are better books than this


    How would you have changed the story to make it more enjoyable?

    I am not a author to suggest, but I did not enjoy.


    What three words best describe Dan John Miller’s voice?

    Voice was great


    Do you think Enchantment needs a follow-up book? Why or why not?

    No


    0 of 0 people found this review helpful
  •  
    Neil Los Angeles, CA, United States 11-20-11
    Neil Los Angeles, CA, United States 11-20-11
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    "Top Shelf Read"

    Guy has a fun and interesting and humorous way of sharing how one can become an Enchanted Individual. One of my favorite reads for 2011. Highly recommended. Found this book on Facebook, took the test to soon, so I didn't score very well. Took it again and aced it. {sidebar] Follow Guy on Google Plus. His posts are unique and entertaining. I always like it when an author "walk his talk". Guy does this in spades. CTA, Click the Buy Button!

    0 of 0 people found this review helpful
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