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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 Ratings

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  • 3.8 out of 5.0
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  • Neil
  • Los Angeles, CA, United States
  • 11-20-11

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!

  • Overall
  • Performance
  • Story

More of a self help, than a business book

I am not into self help books and all of there phcyco-babble but this one is not to bad and i acually learned a little from it and i think we all learn as children how to be "enchanting" to get what we want. But a pretty well written book

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  • Sean
  • roseville, CA, United States
  • 11-06-11

interesting

Interest look at human nature, and how we caputure attention, of people and or companies

  • Overall
  • Jeff
  • FAIRFIELD, CT, United States
  • 05-15-11

Loved it.

Couldn't get through "art of the start" but this one was great. It's now my official bible for any business I start. I'm going out to by the hard-cover version soon.

0 of 1 people found this review helpful