Title: Enchantment: The Art of Changing Hearts, Minds, and Actions
Author: Guy Kawasaki
First published January 1, 2011
211 pages, Hardcover
ISBN: 9781591843795 (ISBN10: 1591843790)
Rating: 3.74
Overview
Enchantment is not about manipulation; it’s about building meaningful relationships that transform situations and convert hostility to civility. Guy Kawasaki’s book, Enchantment: The Art of Changing Hearts, Minds, and Actions, reveals the secrets to creating voluntary and enduring change in others.
Kawasaki argues that by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. This book is your guide to launching an enchantment campaign, using push and pull technologies to enchant your customers, employees, and even your boss.
With lessons learned from Kawasaki’s tenure at Apple and decades of experience as an entrepreneur and venture capitalist, Enchantment is a must-read for anyone looking to change the world by inspiring others to dream the same dream.
About the Author
I was born in 1954 in Honolulu, Hawaii. My family lived in Kalihi Valley, a challenging part of town.
Though we didn’t have much money, my parents made many sacrifices to provide for my sister and me. My mother was a stay-at-home mom, and my father worked as a fireman, real estate broker, state senator, and government official.
I attended Iolani School and graduated in 1972. While it might not be as well-known as its rival, Punahou, I received an excellent education there.
I have to give special credit to Harold Keables, my AP English teacher, who taught me the importance of editing. He’d never have guessed that I’d go on to write ten books (or one book ten times).
After Iolani, I went to Stanford, where I majored in psychology. I loved my time at Stanford and sometimes wish I could go back in time.
Next, I attended law school at U.C. Davis, but I quickly realized it wasn’t for me. So, I entered the MBA program at UCLA and took a job at a jewelry manufacturer called Nova Stylings.
My colleagues there taught me the essential skill of selling, which would prove invaluable throughout my career.
After a few years, I left Nova to work for an educational software company called EduWare Services. But when Peachtree Software acquired the company and wanted me to move to Atlanta, I declined.
Instead, I took a job at Apple, where I worked for four years, evangelizing the Macintosh to software and hardware developers.
In 1987, I left Apple to start ACIUS, a Macintosh database company that published a product called 4th Dimension. After two years, I left to pursue writing, speaking, and consulting gigs.
I wrote for Macuser, Macworld, and Forbes during what I call my “Wonder Years.”
In 1989, I co-founded Fog City Software with three amazing colleagues, and we created an email product called Emailer and a list server product called LetterRip. In 1995, I returned to Apple as an Apple fellow to rejuvenate the Macintosh cult.
A few years later, I left Apple again to co-found Garage.com, an angel investor matchmaking service. It evolved into an investment bank for helping entrepreneurs raise money from venture capitalists, and today it’s called Garage Technology Ventures.
Editoral Review
Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki is a highly acclaimed book that seeks to teach readers how to enchant their target audience in order to achieve success. Kawasaki is an experienced author and entrepreneur, known for his previous works focused on marketing and business strategies.
Enchantment: The Art of Changing Hearts, Minds, and Actions, was first published on January 1, 2011 and was well-received by readers and critics alike. The primary focus of Enchantment is to provide tips and insights for individuals who want to improve the way they interact with others, especially in the context of business and marketing.
Through his personal and professional experiences, Kawasaki provides principles and strategies to help individuals better connect with their audience, understand their needs and concerns, and ultimately win them over. The book’s themes are not limited to the business world, but also draw from psychology, sociology, and communication studies.
The author’s key message is that through the art of enchantment, one can change others’ hearts, minds, and even actions. This is done by creating a positive relationship with the target audience, being honest and transparent, and providing an excellent product or service.
Kawasaki structures the book into three main sections: How to Achieve Likability, How to Achieve Trustworthiness, and How to overcome Resistance. Within each section, he provides examples and case studies from his personal and professional life to illustrate his principles.
Despite its focus on marketing, the book’s themes offer value to anyone interested in interpersonal relationships and communication. Kawasaki’s skills as a storyteller and his humorous writing style make the book an easy and enjoyable read.
One of the book’s major strengths is its applicability to a wide range of audiences. The strategies and principles Kawasaki presents are scalable and can be used by both individuals and large corporations.
Kawasaki’s emphasis on building positive relationships and understanding others makes the book an insightful read for anyone looking to improve their interpersonal relationships. One of the book’s weaknesses, however, is its repetition of certain concepts.
Kawasaki reiterates the importance of likeability and trustworthiness in several sections of the book, which may make readers feel as though they are reading the same ideas over and over again. Additionally, some readers may find that the case studies used by Kawasaki are too specific and do not offer enough general lessons.
Overall, Enchantment: The Art of Changing Hearts, Minds, and Actions is an engaging and insightful read for those looking to improve their communication skills and interpersonal relationships. Kawasaki’s writing is engaging and humorous, and his principles are applicable in a variety of contexts.
While some sections may feel repetitive, the book’s universal message of building trust and positive relationships is an important one that readers will find valuable.
I recommend this book to anyone interested in marketing, business, and communication.
Whether you are an entrepreneur, marketer, or simply an individual looking to improve your communication skills, Enchantment is a must-read. I give this book four out of five stars, based on its engaging writing style, applicable principles, and universal message.
