Enchantment

The process of enchantment is not about manipulating people. Enchantment transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes skeptics and cynics into 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.

The 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.

Guy explains all of this in Enchantment. Think of this book as How to Win Friends and Influence People (Dale Carnegie) meets Influence (Bob Cialdini) meets the Internet and social media.

Here’s what the experts said about Enchantment:

	“Guy’s book captures the importance — and the art — of believing in an idea that delivers something entirely unique to the customer. The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book 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
	“You feel it when you drive a BMW, touch an Apple iPad, walk into a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands.” — Robert Scoble, Rackspace Videoblogger
“Kawasaki provides insights so valuable we all wish we’d had them first.” — Robert B. Cialdini, author of Influence: Science and Practice
	“Guy teaches you how to pull gems from people’s hearts and minds and how to become an effective practitioner of life’s crucial domains. Clearly, I taught him well.” — Dr. Phil Zimbardo, professor emeritus of psychology, Stanford University
“Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this.” — Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business
	“The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People.” — Michael Gartenberg, Research Director, Gartner

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