A review of: Enchantment The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki, spring 2011.
Review by Dawn Nason
Guy Kawasaki is an entrepreneur, mentor and best selling author, and the original, chief evangelist of the Macintosh for Steve Jobs at Apple. In his tenth best seller, Enchantment The Art of Changing Hearts, Minds, and Actions, Kawasaki defines enchantment as “the process of delighting people with a product, service, organization, or idea.” Kawasaki further advises that the outcome of enchantment is “voluntary and long-lasting support that is mutually beneficial.”
In Enchantment, Kawasaki provides twelve steps that lead to enchantment. These twelve steps, with brief synopsis are quoted here.
For complete information, recommendations by Sir Richard Branson and The Woz, along with personal stories of individuals who have been enabled by Enchantment, refer to www.guykawasaki.com.
Chapter 1: Why Enchantment?
The greater your goals, the more you’ll need to change people’s hearts, minds, and actions… If you’re doing something meaningful, you need enchantment.
Chapter 2: How to achieve Likeability
… you’ll need to accept others and find something to like in them.
Chapter 3: How to achieve Trustworthiness
… when you are knowledgeable, competent, make bigger pies, and create win-win situations … you do the right things the right way.
Chapter 4: How to Prepare
… creating something great, communicating it in short, simple, and swallowable terms, and … get it to market before your competition.
Chapter 5: How to Launch
… Richard Branson and Steve Jobs do (the launch) better than anyone else … immersing people in your cause, getting them to at least try it, and recruiting your first followers to help you spread the word.
Chapter 6: How to overcome Resistance
You will encounter resistance to change … The way to overcome resistance is to provide social proof, find a way to agree, and enchant all the influencers.
Chapter 7: How to make Enchantment endure
Enchantment is a process … to build an ecosystem of resellers, consultants, developers, and user groups around your cause.
Chapter 8: How to use Push technology
Power Point, Twitter, and email … enable you to bring your story to the people you want to enchant. A “how to” chapter.
Chapter 9: How to use Pull technology
… you bring people to your story instead of bringing your story to people.
Chapter 10: How to Enchant your employees
… provide them (employees) with the opportunity to master skills, the autonomy to work independently, and the chance to realize a positive purpose, …
Chapter 11: How to Enchant your boss
… requires reprioritizing your efforts to make her (your boss) successful …
Chapter 12: How to resist Enchantment
… a valuable skill that requires avoiding tempting situations, looking far into the future, and finding a devil’s advocate.
Dawn Nason is a chronicler of books and best practices that improve the bottom line. Write to Dawn at firstname.lastname@example.org to comment, engage in discussion and to suggest new and on trend books and practices to be considered in “Great People Great Works”.
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