Enchantment

Enchantment

The Art of Changing Hearts, Minds, and Actions


Read by: Dan John Miller
Read by: Ellen Archer
Read by:

Format
Audiobook Download – Unabridged
Price
$39.95
 
Additional Formats
  • Audiobook Download – Unabridged
  • ISBN 9781101432440
  • 06:54:00 Duration
  • Penguin Audio
  • Adult

Overview

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.

Praise

“An informative, concise guide from one of America’s most influential and, yes, enchanting entrepreneurs.”
—Kirkus Reviews
 
“Kawasaki provides insights so valuable we all wish we’d had them first.”
—Robert B. Cialdini, author of Influence
 
“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
 
“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

 
“Whether you’re a C-level executive looking to lead people more effectively, a mid-level manager hoping to stand out, or a marketer trying to better spread your organization’s message, you’ll find Enchantment absolutely, well, enchanting.”
—Jack Covert, 1-800-CEO-READ
 
“Read this book to create a company as enchanting as Apple.”
—Steve Wozniak, co-founder of Apple

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

“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
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