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Eenchantment: How To Woo, Influence and persuade. By Guy Kawasaki

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SKU: book-9780241953655 -da31298

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About The Book

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.

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General all

About Author
Guy Kawasaki

Guy Kawasaki is the author of twelve books, including Enchantment and Reality Check. He was previously the chief evangelist of Apple, where he worked on the original Macintosh team during the 1980s, and later became a venture capitalist and startup founder. He has a BA from Stanford University and an MBA from UCLA. He lives in the San Francisco Bay Area.

Book Review

The power of a really good idea to transform the marketplace and individual customer experiences is huge. Enchantment offers a wealth of insights to help businesses and entrepreneurs tap into that potential. -- Sir Richard Branson, Founder of the Virgin Group

Read this book to create a company as enchanting as Apple. -- Steve Wozniak, co-founder of Apple

Informative, concise guide from one of America's most influential and, yes, enchanting entrepreneurs. * Kirkus *

General

AuthorGuy Kawasaki
PublisherPenguin UK
Publication date5th April 2012
LanguageEnglish
Number of page240
Product Dimensions 12.9 x 1.5 x 19.8 cm
BindingPaperback
ISBN9780241953655

Sales Package

In the box1 x Main product
Weight0.2100

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