• English

Enchantement

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 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. In his book, Guy Kawasaki calls it “enchantment.” The general idea is if you want to change the world, you have to get people on your side. And if you want to get people on your side, you have to delight them. Enchantment is about how to do that. Enchantment: The Art of Changing Hearts, Minds, and Actions, has a few central themes. Most have to do with the three pillars – likability, trustworthiness, and having a good cause. Greatness refers to the quality of your product, service, idea – in other words, your cause. Sharing your dream is a key part of enchantment for two reasons. First, you can’t assume that people know how great your cause is. You need to share knowledge about it to help people understand it. The world doesn’t beat a path to your door even if you created a better mousetrap. Second, the goal of enchantment is deep, long-lasting, and delightful engagement. These qualities are not the result of mere transactions. Apple shared the Macintosh dream of empowerment, creativity, and productivity. When you buy a Macintosh, it’s not a sales transaction. It’s embracing a way of life. This is why Apple enchants people and other computer manufacturers “close a sale.” Even if you don’t have any business experience or aren’t the owner of the...

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