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....
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
There was a problem with the Audio in numerous chapters
There was an Echo for numerous seconds to a point where you could not hear the Audiobook, this happened in numerous chapters.
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.
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.
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!
Husband/Father, Educator, Gamer
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.
I would recommend this book to any body who publish things on the net.
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.
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.
How Guy makes it simple to be an Enchanter!
If only that everyone would practice this, we would have a better working environment and better world!
The man who joint apple and his son past away a few weeks later. Very touching.
It made me realize that I'm doing the enchantment to the wrong people!
The concept of enchantment is what attracted me.
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.
There were no characters portrayed.
Someone who has not listened to a lot of other books like this one.
No, there are better books than this
I am not a author to suggest, but I did not enjoy.
Voice was great
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