Enchantment: The Art of Changing Hearts, Minds and Actions by Guy Kawasaki

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Rate: 12 Stickies

Read: Cover to Cover

Category:  Big Idea, Communication

Twitter Review: You can catch more b’s (business, bounty, bank, backing, belonging) with honey than vinegar.

I’m pretty stingy with the stickies in a book review, but Guy Kawasaki’s book Enchantment is, well… enchanting.

He enchanted me into it.

He does what every great enchanter does – he charms, amuses, disarms, gives you insight without pontificating, and writes not so much with great efficiency, but as a great teacher with experience to share.

This is a book (as with his others) that brings concepts and ideas from many credible sources as well as his own, but he also brings his own (enjoyably irreverent) personality to the writing.   This isn’t a book about product, or disrupting an idea, or a new marketing gimmick.  It’s really the new “How to Win Friends and Influence People.”  It really takes us back to the golden rules – amongst but not limited to, be kind, be likable and trustworthy, return a favor, don’t screw you friends, business partner or for Heaven’s sake, your best friend’s wife.

He argues the interactions you have with people, be they business or personal, shouldn’t be manipulative with the aim of getting what you want, rather, by enlisting their goals and desires in an honest, trustworthy way, and by framing a cause that others can embrace, you have the opportunity to change your own course, build a more enduring business, turn observers into buyers, all the while having a lot more fun.

I may be making this sound like a touchy, feely kind of book – and I want to assure you it is not. It is really a marketing, sales and communication book that simply puts forth a different (and much more interesting) way of doing business.

My Takeaway

This is a timely read, with the economy the way it is.  Independents, freelancers and small business people can sometimes appear desperate in securing customers, clients and an audience. They fallback on gimmickry, the hard sell, the push to close.  When you read Enchantment, you learn that having resources like being likable, honest, passionate, trustworthy and smart – attributes that you probably already have – are worth more to your business than anything you could throw money at.

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Continue to be awesome!

Elaine Joli