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Enchantment: The Art of Changing Hearts, Minds, and Actions [Hardcover]

Guy Kawasaki
4.3 out of 5 stars  See all reviews (12 customer reviews)
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Book Description

March 8 2011
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.

Frequently Bought Together

Enchantment: The Art of Changing Hearts, Minds, and Actions + The Art Of The Start + Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition
Price For All Three: CDN$ 59.18

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"Guy's book captures the importance - and the art - of believing in an idea that delivers something entirely unique to the customer. The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential."—Sir Richard Branson, Founder of the Virgin Group

"Kawasaki provides insights so valuable we all wish we'd had them first."—Robert B. Cialdini, author of Influence: Science and Practice

"The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People."—Michael Gartenberg, research director, Gartner

"Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this."—Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business

"Guy teaches you how to pull gems from people's hearts and minds and how to become an effective practitioner of life's crucial domains. Clearly, I taught him well."—Dr. Phil Zimbardo, professor emeritus of psychology, Stanford University

"You feel it when you drive a BMW, touch an Apple iPad, shop in a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands."—Robert Scoble, Rackspace videoblogger

About the Author

Guy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, “Boot Camp for Start-ups,” around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.

Customer Reviews

Most helpful customer reviews
10 of 11 people found the following review helpful
4.0 out of 5 stars Make an Impact with Integrity March 8 2011
Marketing and leadership books are strange animals. Some are great and others make you want to stab yourself in the eye with a fork. Almost all, though, usually fall into one of two categories:

1. How to develop a large and successful business; and
2. Why all marketers are liars

Enchantment by Guy Kawasaki is neither of these; instead, it's a book about one thing:


'How can I influence others without moral compromise?' is the question at the heart of Enchantment. And it's an important one. There are a number of easy cheats to convince people to follow your leadership (carrots and sticks) or to buy your product or join your cause (incentives), but eventually those things always fail.

Why? Because they're disingenuous. They don't tap into people's passions. They don't move the heart.

And without that happening, whatever impact you have is fleeting at best.

The 'pillars of enchantment' Kawasaki puts forward ones you'd be hard pressed to disagree with:

1. Be likeable
2. Be trustworthy
3. Have a great cause

In other words, be someone you'd actually want to spend time with and offer something that matters. These seem like concepts that should be met with a resounding, 'well, I should hope so.' I mean, this seems to be common sense, doesn't it? That's thing about common sense, though. To paraphrase G.K. Chesterton, it's not that common sense has been tried and found lacking, it's that it's been found difficult and left untried.

Unless you're likeable, it's extremely difficult to be found trustworthy. And unless you're trustworthy, no one will rally around your cause, no matter how good it is.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Enchanted by Guy Kawasaki's New Book March 8 2011
When I read a new book, I evaluate it on three dimensions: (1) Is it interesting? (Did I learn something new about something that interests me?), (2) Is it useful? (Did it teach me things that are relevant to my life?), and (3) Is it readable? (Did I enjoy reading it, and not get stuck on it for a month?) Well, Guy Kawasaki's new book scores highly on all three.

(1) Is it interesting? Did I learn something new about something that interests me?

Yes, Enchantment is interesting. Actually, it's fascinating, and absolutely packed with useful information. Think of this book as a cross between a manual to the soft skills of business, and a primer on how to apply key findings from behavioral economics and social psychology ' kind of a 'best of' tour of the works of Robert Cialdini, Richard Thaler, the Heath brothers, and others . Of course, there's a generous helping of Kawasaki thrown in there for good measure!

(2) Is it useful? Did it teach me things that are relevant to my life?

Yes, unequivocally. This information should be seen as business 101, and is arguably more important than a BComm degree. The book teaches how to achieve likeability, how to achieve trustworthiness, how to enchant people with your product or service, how to launch that product or service, how to overcome resistance (very important!), and how to make enchantment endure over time. The book also talks about enchantment in the workplace ' how to enchant your employees, and how to enchant your boss. Each section is direct and to the point, providing useful information that you can put into practice today to see results in your business and life.

(3) Is it readable? Did I enjoy reading it, and not get stuck on it for a month?
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5.0 out of 5 stars Arrived Fast! Loved the Book! May 23 2013
By Spy
Format:Paperback|Verified Purchase
Highly recommended seller and very highly recommended book! Guy Kawasaki is a Godsend for anyone looking to change the way they think about how to approach their business.
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4.0 out of 5 stars Good seller Feb. 20 2012
By Unhun
Good seller, they have very good communication skills with customer. They take responsiblitits of what they do, they are good seller.
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2 of 2 people found the following review helpful
By SBuckle
Format:Hardcover|Verified Purchase
I ordered Enchantment a few days before I saw Kawasaki speak at a marketing conference. I was underwhelmed by his Enchantment presentation, feeling that it bordered too much on a self-help, confidence builder approach rather than a business marketing approach. I wasn't excited for Enchantment to say the least, but I was surprised or rather, enchanted after I finished. The book is rather obvious throughout and that's a compliment rather than a slag. It's really a list of how to be a good marketing professional which can be applied individually as well as organizationally; internally and towards your customers. It's a list that most know (and very few corporations practice in full), but a list that has never been put together and explained in a genuine and intelligent way. From building strong, new relationships to continuing existing ones, to treating employees right to welcoming customers to your business, Kawasaki has brilliantly articulated a must-know list of being a good, customer-oriented marketer.
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1 of 2 people found the following review helpful
By Donald Mitchell #1 HALL OF FAME TOP 50 REVIEWER
"They are joined one to another,
They stick together and cannot be parted." -- Job 41:17 (NKJV)

Enchantment is Guy Kawasaki's extension of Robert Cialdini's classic, Influence, in trying to integrate lessons from behavioral psychology to the level of creating a marketing program that makes enough of a lasting impression with a superior offering to make people change their habits. The book is mostly based on summarizing research done by others, with examples drawn either from the research methods or Mr. Kawasaki's personal experiences as a consumer. For someone who wants to understand how to be more influential in encouraging engagement and stickiness, the book is a decent summary that will save reading a lot of other sources and assembling them into a program. However, the book doesn't add much beyond being a digest of that research.

I mainly disagree that the book lays out a program for creating "enchantment," a psychological state that captures how people behave when they are doing something they love, just for the joy of it . . . such as finger painting with a child and not caring about the mess while having a giggling good time. Now a book with a title like "Enchantment" is going to sell a lot more copies than one about "Engagement and Stickiness" so I don't blame him for using it . . . but I think he's overselling his contents.

I appreciate that Mr. Kawasaki clearly states that he is on the side of ethical "enchantment." I found that the advice didn't always seem to match up with that standard. One glaring example is calculating how much swearing to do and when to make the best possible impression on listeners. To me, that seems more manipulative than enchanting.
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Most recent customer reviews
2.0 out of 5 stars The front and back covers are enchanting
The inside felt really shallow. He hammers home the point that being enchanting is important, but he doesn't venture beyond the obvious. I wasn't impressed.
Published 11 months ago by Jay Godse
5.0 out of 5 stars Smart, Funny, Insightful and Enchanting
I was first taken in by Guy's writing style in "The MacIntosh Way" followed by "The Computer Curmudgeon" and "Database 101", all of which he gives away for free (in digital PDF... Read more
Published on Sept. 28 2011 by TheMattDaddy
5.0 out of 5 stars Taylor Swift and Guy Kawasaki...
I have been listening to Taylor Swift's great new CD Speak Now and the song Enchanted. I bought the CD before Guy's book and I kept wondering "How is Guy Kawasaki going to write... Read more
Published on April 1 2011 by Gayle Hallgren-Rezac
5.0 out of 5 stars Guy As You've Never Heard Him!
Guy talks Enchantment of course, but he also talks hockey! Check him out on this special episode of the BusinessCast: [...]

It's terrific! Read more
Published on March 19 2011 by Robert Gold
5.0 out of 5 stars Guy Kawasaki's instruction manual on how to change the hearts and...
It was Guy Kawasaki's smile that first led me to decide to interact with him in 2007, and since then, every interaction has been a positive one. Read more
Published on March 12 2011 by John Koshy
5.0 out of 5 stars How to create a context within which there is authentic magic to be...
I have read and reviewed all of Guy Kawasaki's previous books. This book's title caught my eye because it suggests ' and as it turned out, correctly ' that its material and... Read more
Published on March 7 2011 by Amazon Customer
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