Enchantment, as defined by bestselling business
guru Guy Kawasaki, is not about manipulating
people. It transforms situations and relationships.
It converts hostility into civilityand civility into
affinity. It changes skeptics and cynics into 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 enabled ...
• A Peace Corps volunteer to finesse a potentially
violent confrontation with armed guerrillas.
• Asmall cable channel (E!)to win the TV broadcast
rights to radio superstar Howard Stern.
• Aseemingly 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.