Enchantment

Name: The Sun and Her Flowers
Author: SumNext

The Art of Changing Hearts, Minds and Actions

By Guy Kawasaki

Published 03/2011

Marketing & Sales

Personal Development

Communication Skills

About the Author

Guy Kawasaki is a name that resonates with innovation, charisma, and enchantment. Co-founder of Alltop.com, an "online magazine rack" of popular topics on the web, and a founding partner at Garage Technology Ventures, Kawasaki has carved out a notable niche in the tech and entrepreneurial world. He was previously the chief evangelist of Apple, a role that positioned him at the forefront of one of the most enchanting organizations in history. Kawasaki's bibliography includes ten influential books such as Reality Check, The Art of the Start, Rules for Revolutionaries, and Selling the Dream. Armed with a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College, Kawasaki combines academic rigor with practical insights.

Main Idea

Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki is a profound exploration into the power of enchantment. Enchantment, as Kawasaki defines it, is not about manipulation; it is about transforming situations and relationships, converting hostility into civility and civility into affinity. This transformation can happen in a myriad of settings, from retail transactions to corporate negotiations to social media interactions. Kawasaki asserts that true enchantment leads to voluntary, enduring, and delightful change in people by aligning with their goals and desires, being likable and trustworthy, and presenting a cause they can embrace.

Introduction
Why Enchantment?
How to Achieve Likability
How to Achieve Trustworthiness
How to Prepare
How to Launch
How to Overcome Resistance
How to Make Enchantment Endure
How to Use Push Technology
How to Use Pull Technology
How to Enchant Your Employees
How to Enchant Your Boss
How to Resist Enchantment
Conclusion

Introduction

In the summer of 1983, Kawasaki had a life-changing encounter with a Macintosh, which was then a rumor to the world. Mike Boich, his college roommate and the software evangelist for the Macintosh Division of Apple, introduced him to the revolutionary device. This encounter marked the beginning of Kawasaki's journey into the realm of enchantment.

"Seeing a Macintosh for the first time was the second most enchanting moment of my life (the first most enchanting moment was meeting my wife)." - Guy Kawasaki

Kawasaki was entranced by the Macintosh's capabilities, such as animated graphics and MacPaint, which allowed users to draw pictures. This fascination led him to join Apple and spearhead the mission to convince developers to create Macintosh-compatible products, driven by a fervent belief in the Macintosh's potential.

Why Enchantment?

Enchantment goes beyond mere persuasion or influence. It is about creating a voluntary, lasting support that is mutually beneficial. Kawasaki illustrates this with a story about Karin Muller, a filmmaker and author who, during her Peace Corps service in the Philippines, avoided an interrogation by inviting armed insurgents for coffee. Her unexpected hospitality transformed a potentially hostile situation into a conversation, highlighting the power of enchantment in changing hearts and minds.

"You can't interrogate someone you're having coffee with." - Karin Muller

Enchantment is about delighting people, not just getting them to do what you want. It involves ethical practices and ensures that both parties benefit from the interaction. This approach can convert skeptics into believers and cynics into advocates, reshaping relationships and transforming outcomes.