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Enchantment: The Art of Changing Hearts, Minds, and Actions Hardcover – Mar 8 2011

12 customer reviews

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Product Details

  • Hardcover: 240 pages
  • Publisher: Portfolio (March 8 2011)
  • Language: English
  • ISBN-10: 1591843790
  • ISBN-13: 978-1591843795
  • Product Dimensions: 15 x 2.5 x 21.8 cm
  • Shipping Weight: 363 g
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: #146,762 in Books (See Top 100 in Books)
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Product Description


"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.

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4.3 out of 5 stars
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10 of 11 people found the following review helpful By Aaron Armstrong on March 8 2011
Format: Hardcover
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 By SBuckle on April 1 2011
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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2 of 2 people found the following review helpful By Danny Iny on March 8 2011
Format: Hardcover
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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Format: Hardcover Verified Purchase
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 downloads) for following him on Facebook showing how successful his method is. I have purchased and read "Enchantment" and loved it. I plan on purchasing physical copies of his other books (mentioned previously) to re-read and share with others.

Guy is a wonderful teacher who helps you to feel like you are just sitting down and having a coffee and conversation with him. He keeps things light and amusing while providing real insight that has proven useful in his career as well as other success stories such as Sir Richard Branson and others. (Branson even shines Guy's shoes with his jacket to "enchant" him into becoming a Virgin Air customer).

If you aren't into self help books, and you feel that you have a method that works for you, as it has for others just buy "Enchantment" to enjoy a coffee and conversation with a really genuinely great guy, Guy Kawasaki, and you won't be disappointed.
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