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Enchantment : The Art of Changing Hearts, Minds, and Actions

ISBN: 9781591843795 | 1591843790

Format: Hardcover
Publisher: Portfolio Hardcover
Pub. Date: 3/8/2011

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Summary Author Biography

The author of the international bestseller The Art of the Startoffers a new perspective on the art of influence. Guy Kawasaki's acclaimed books have established him as the entrepreneur's entrepreneur, and in The Art of the Starthe wrote the essential contemporary guide for starting any new enterprise. Now Kawasaki turns to the mystery of influence and offers a compelling new take on this key force that drives any successful business or personal interaction. Enchantment's fundamental message is that in any transaction the goal is not to get your... MORE own way, but to bring about a voluntary, enduring, and delightful change of heart in other people, by working withand throughthem and enlisting their own goals and desires. It's enchantment that enables us to maneuver through difficult decisions, break people's entrenched habits, defy the wisdom of crowds, and get colleagues to work for long-term goals. Kawasaki's advice includes: � How to Achieve Rapport, Credibility, and Trust � How to Help People Enchant Themselves � How to Overcome Resistance � How to Enchant Your Employees...and Your Boss � How to Resist Enchantment Anchored by his road-tested wisdom and inimitable wit, Enchantmentis another classic from one of the most respected voices in business today.

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.

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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