• by Guy Kawasaki
  • Narrated by Dan John Miller
  • 4 hrs and 49 mins
  • Unabridged Audiobook

Publisher's Summary

Enchantment, as defined by best-selling 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."


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Customer Reviews

Most Helpful

I judged a book by it's cover-story

I ordered this book after reading articles and watching video clips about how great is was, but it turned out to be a random collection of general knowledge, peppered with drooling Apple product advocation and anti-(Adobe)Flash statements about how a web site home page should appear. I really was hoping that this would provide some insight into the psychology of customer motivation and product/service marketing, but it turned out to be (in my opinion) overstatement of the obvious.

Hey, the advertising worked on me, so there must be some magic in there somewhere!
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- Amazon Customer

A Meal of Cotton Candy

This book offers a very high-level overview of some of the psychology and research behind the elusive notion of being 'enchanting'. There is very little original content, as Kawasaki borrows from a vast array of other authors, including Malcolm Gladwell and Robert Cialdini. This book is a great jumping off point if you're looking for other sources that will drill down deeper into a particular subject. This book does a good job of explaining 'what to do' but without the critical 'how to do it' part. I found it to be dis-jointed as it jumped from subject to subject. Thrown in are a number of 'real life' stories, which were mildly interesting, but didn't appear to have much to do with the subject matter. As an avid reader of books in this category, reading Enchantment was like sitting down to dinner and being fed only cotton candy.
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- Dan

Book Details

  • Release Date: 03-08-2011
  • Publisher: Penguin Audio