Guy Kawasaki’s  new book “Enchantment” highlights the significance and art of believing in an idea that delivers something entirely unique to the customer. How the power of a good idea can alter the marketplace and individual customer experiences.

Guy Kawasaki, for those of you who don’t know, was an original Macintosh evangelist and when the Mac debuted, he went to software developers, advocating that they write software for the new platform. Over the years Guy has been a loyal devotee of Apple and heard numerous start-up pitches. He’s written some fantastic books on creating start-ups, beating the competition, selling others on your idea and more.

An intimate interview with Guy Kawasaki on,
The Art of Changing Hearts, Minds and Actions.

[youtube width=”550″ height=”350″]http://www.youtube.com/watch?v=jxt_xZJcAEg&feature=player_embedded[/youtube]

In his new book, Guy Kawasaki describes “Enchantment” — The art of influence and persuasion. The concept that in order to change the world, you must have people on your side. And in order to get people on your side, you have to delight them, and enchant them.

The author, discusses Push technologies like presentations, e-mails and Twitter and how they are active means of enchanting others, while Pull Technologies like Facebook, YouTube and LinkedIn passively draw them in. The author’s suggestions for achieving likeability and trustworthiness, as well as overcoming resistance, are thoroughly explained and can easily translate from the workplace to the real world.

“When you enchant, you create a smile  – and that smile becomes associated with who you are, what you do and
why you do it. That smile is brand equity of the most valuable kind.”

Kawasaki shares the remarkable insight into how influence is deeply rooted in the science of psychology. Right down to the door to door salesman their intention, from the knock to the first words, how these small details affect people and their decisions.

The Pillars of Enchantment

Likeability
Trustworthiness
Having a great idea or product

The Art of Changing Hearts, Minds and Actions. Guy shares all of this in Enchantment and does it in less than 200 pages — a short but highly effective read. Here are a few main topics of achieving enchantment.

Personal

Enchantment starts with making sure you are personally prepared to enchant people. The first few chapters focus on authenticity, trust, and a thorough explanation of what enchantment really means.

Professional

Once you are personally ready, the book dives into the implementation of strategy and how best to pitch potential supporters of your business, be they customers, investors, or simply fans and followers.

Toolbox

Kawasaki spends some time talking about specific tools, like Facebook and Twitter, email and blogs to spread your message and enchant followers. While there are nuts-and-bolts tips here, he goes a bit broader so that the information stays fresh as times change.
If you have a chance, pick up a copy of Enchantment. It’s definitely a worthwhile investment and just might challenge you in a few places where you won’t expect it.

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