Guy Kawasaki's “Enchantment”

Who knew Guy Kawasaki and I had things in common? I’m talking about the guy who’s enchanted us with his blog, Alltop website, and constant Twitter updates delivered with his unique approach to Social Media.  In fact, that’s how I met him – virtually, that is.


After a few months of following him, I couldn’t quite figure out what about his information stream endeared him to me so easily. Then, our virtual worlds converged, and I was offered the chance to review his new book and the enchantment became clear. 

Kawasaki’s latest book, “Enchantment: The Art of Changing Hearts, Minds, and Actions”, gives us immense insight about how to ‘enchant’ people into being sympathetic to you as a person, and then succeed in having them understand your way of thinking. This doesn’t just apply to the business world, but can be a powerful tool in our daily interpersonal interactions.  His approach is unlike the usual monetary based incentives of getting someone to buy your product or service, but tells stories and uses real-life examples to demonstrate that being good-intentioned, understanding, and open-minded about conflicting views can have a positive impact on your ultimate goal to attract people to your cause.

 Guy outlines step-by-step, in a clear and appealing way, how to go about achieving the same level of ‘likeability’ he has been able to project in his work and life, both on and off line.

These are just a few points that resonated with me, which I hope to start implementing as soon as I post this review:

·         Enchantment is necessary when you want to change the world. Okay, this is a lofty goal, but “convincing people to dream the same dream as you” is something most of us seek from a personal or work relationship.

·         Making crows-feet is a first step. Smile deeply, frequently and in person!

·         Savor the differences among people’s values and be inclusive.

·         Have a passion and live it openly.  Finding a shared passion is great for developing relationships

·         Create ‘winning’ situations.  Kawasaki calls these “win-win” situations, but I couldn’t resists using Charlie Sheen’s term (sorry, Guy!).

·         Swearing is risky business, but there are times it is useful.

·         Be trustworthy. “Focus on goodwill and give people the benefit of the doubt”. Give quickly, joyfully, generously and unexpectedly.

·         Show up. Be on time. Make checklists. “People who have their act together are enchanting”.

·          Don’t dazzle with facts and figures. Launch with a personal story to establish faith.

·         People now depend on friends and casual acquaintance’s opinions rather than the traditional “expert”.

·         Show the magic to people. Behind the scenes and images can more powerful than large numbers which can be overwhelming.

·         Remember to enchant the influencers, too. “Enchantment is often a collective experience.”If you encounter resistance, find a story that will change minds and hearts.

·          Make the enchantment last and focus on the middle and bottom, not only top influencers (the latter usually have an agenda and it’s not for the greater good).   Think, “You’d do the same for me.”

·         Public recognition, like a badge or an award, has a greater immediate impact than money.

·         Be ethical.

·         And, learn to resist enchantment from folks who don’t have your best interest at heart. It will make you a better enchanter, too.

“Enchantment” is full of common-sense nuggets of information we can use right away. As a blogger, I recognize the value this book effectively illustrates to help me understand readers as individuals first, instead of trying to attract the masses; find and build connections first.  

About those things Guy and I have in common? You see, in this small world (and even smaller digital one), it was highly likely Guy Kawasaki and I were in the same corner of the universe in the 80's.  In 1984 I was working in northern California, in Silicon Valley at ROLM Corporation, a company specializing in CBX and PBX systems (I fell in love with this companies’ cutting edge digital voice mail!). This same year, Guy was just down the road already charming a new generation of personal-computer users working at Apple.

Oh, and my first computer ever was an Apple Macintosh (purchased in the summer of 1985). The very same model Guy Kawasaki was in charge of marketing at that time.

Now that’s an enchanting coincidence! 

Guy’s new book, “Enchantment: The Art of Changing Hearts, Minds, and Actions” hit online stores and shelves today!

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