Enchantment : The Art of Changing Hearts, Minds, and Actions

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 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." Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people. As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us. Introduction My story Our journey Let's get started Chapter 1: Why Enchantment?: What is enchantment? When is enchantment necessary? What are people thinking? Where should you draw the line? Examples and how to use this book Personal stories My personal story / Eric Dawson Chapter 2: How To Achieve Likeability: Make crow's-feet Dress for a tie Perfect your handshake Use the right words Accept others Get close Don't impose your values Pursue and project your passions Find shared passions Create win-win situations Swear Default to yes My personal story / Fran Shea Chapter 3: How To Achieve Trustworthiness: Trust others Be a Mensch Disclose your interests Give for intrinsic reasons Gain knowledge and competence Show up Bake a bigger pie Enchant people on their own terms Position yourself Be a hero My personal story / Tony Morgan Chapter 4: How To Prepare: Do something great Conduct a "premortem" Set yourself up for success Make it short, simple, and swallowable Remove the fences Provide a default option Establish goals Create a checklist My personal story / Mike Stevens Chapter 5: How To Launch: Tell a story Immerse people Promote trial Prime the pump Plant many seeds Ask people what they're going to do Reduce the number of choices Increase the number of choices Illustrate the salient point Present the big, then the small choice Get your first follower My personal story / Matt Maurer Chapter 6: How To Overcome Resistance: Why people are reluctant Provide social proof Create the perception of ubiquity Create the perception of scarcity Show people your magic Find one example Find a way to agree Find a bright spot Assign a label Use a data set to change a mind-set Incur a debt Enchant all the influences Frame thy competition Control the haptic sensations Remember Charlie My personal story / Richard Fawal Chapter 7: How To Make Enchantment Endure: Strive for internalization Separate the believers Push implementation down Use intrinsic methods Invoke reciprocity Catalyze commitment and consistency Build an ecosystem Diversify the team Promote spreadability My personal story / Chris Anthony Chapter 8: How To Use Push Technology: General principles Presentations E-mail Twitter My personal story / Garr Reynolds Chapter 9: How To Use Pull Technology: Websites and blogs Facebook Linkedin YouTube Think Japanese My personal story / Meryl K Evans Chapter 10: How To Enchant Your Employees: Provide a MAP Empower them to do the right thing Judge your results and others' intentions Address your shortcomings first Suck it up Don't ask employees to do what you wouldn't do Celebrate success Find a devil's advocate Listen to brother Bob Tell them you want them How to enchant volunteers My personal story / Milene Laube Dutra Chapter 11: How To Enchant Your Boss: Make your boss look good Drop everything and do what your boss asks Underpromise, overdeliver Prototype your work Show and broadcast progress Form friendships Ask for mentoring Deliver bad news early My personal story / David Stockwell Chapter 12: How To Resist Enchantment: Avoid tempting situations Look far into the future Know your limitations Beware of pseudo salience, data, and experts Don't fall for the example of one Defy the crowd Track previous decisions Let yourself be enchanted in small ways Create a checklist My personal story / Tibor Kruska Conclusion My personal story / Kathy Parsanko Selected bibliography Index Coverphon Colophon. 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 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 . . . #160;#160;#160;#160; A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas. #160;#160;#160;#160; A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern. #160;#160;#160;#160; A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base. #160;#160;#160;#160; A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.#160; 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." Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people. As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us Guy Kawasaki's acclaimed books have established him as the entrepreneur's entrepreneur. Now he turns to the mystery of influence, and offers a new take on this key force that drives any successful business or personal interaction. This book's fundamental message is that in any transaction the goal is not to get your own way, but to bring about a voluntary, enduring, and delightful change of heart in other people, by working with and through them and enlisting their own goals and desires. It's enchantment that enables us to maneuver through difficult decisions, break people's entrenched habits, defy the wisdom of crowds, and get colleagues to work for long-term goals. Kawasaki's advice includes: how to achieve rapport, credibility, and trust; how to help people enchant themselves; how to overcome resistance; how to enchant your employees--and your boss; and how to resist enchantment.--From publisher description. Offers insight into the role of influence in successful entrepreneurship while making recommendations on how to enact positive change by working with and through others.