Guy Kawasaki: Enchantment: The Art of Changing Hearts, Minds, and Actions
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Enchantment, as described by Guy Kawasaki in his book "Enchantment: The Art of Changing Hearts, Minds, and Actions," is not about manipulating people, but rather transforming situations and relationships. It involves converting hostility into civility, civility into affinity, skeptics and cynics into believers, and the undecided into the loyal. Enchantment can occur in various contexts, such as a retail transaction, a corporate negotiation, or even a social media update. According to Kawasaki, when done effectively, enchantment is more powerful than traditional persuasion, influence, or marketing techniques.
Kawasaki emphasizes that in both business and personal interactions, the objective should not be solely to obtain what you want, but rather to bring about a voluntary, enduring, and delightful change in other people. This can be achieved by understanding and aligning with their goals and desires, being likable and trustworthy, and framing a cause that others can embrace. By employing these strategies, one can effectively change hearts, minds, and actions.
Enchantment, as described by Guy Kawasaki in his book "Enchantment: The Art of Changing Hearts, Mind