FIR Book Reviews editor Bob LeDrew reviews Enchantment, Guy Kawasaki’s tenth book. From the publisher’s book description:
“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.”
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Enchantment by Guy Kawasaki
Publisher: Penguin Portfolio
Hardcover, 211 pages
Published March 2011
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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)
- See also the Enchantment infographic, part of the book’s marketing activity. Clever use of a popular visual communication tool.