Guy Kawasaki has written the better part of a dozen books about business, management, and marketing, including Reality Check, Rules for Revolutionaries, How to Drive Your Competition Crazy, and Selling the Dream. Perhaps his best known is The Art of the Start, a how-to guide for “anyone starting anything.” Guy was an employee at Apple during its formative years in the 1980s and he later played a key role in rejuvenating the Macintosh division. Guy is now a venture capitalist, author and speaker.
Kawasaki’s latest is Enchantment: The Art of Changing Hearts, Minds, and Actions, a concise 200 page guide that describes what it takes to enchant your customers, no matter what you produce, sell or do.
Enchantment, as Guy explains, goes beyond simple influence and persuasion. It’s about creating an experience rather than a simple product or service. He cites Virgin Airways and Amazon as examples, along with his former employer, Apple. He speaks of a user who buys an iPod and begins using iTunes. Then moves to an iPhone and perhaps an iPad with iBooks… or a MacBook or iMac, creating content with iPhoto and iMovie… you get the picture. The entire experience not only becomes enjoyable and productive… it’s enchanting.
While little that Kawasaki presents here is truly revolutionary, there is lots of good information, especially for students or those just beginning. Takeaways? There were several, but for me there were at least two that I found especially affirming…
Bakers and Eaters
First… his thoughts about how the world can roughly be divided into two types of people… the “bakers” and the “eaters.” “Eaters” wants a zero-sum game – to get as much of the pie as possible, where “bakers” see the world as an opportunity to make more and bigger pies. A simple but thought provoking concept.
Default to ‘yes’
Second… I particularly valued his “default to ‘yes’” approach… According to Guy, “Trustworthiness occurs when you trust others – you trust people and they will trust you. The onus is upon you to trust first. When you default to ‘yes’ you are always thinking ‘How can I help that person?’ as opposed to ‘How can that person help me?’ You empower action. You empower people to do things.”
The concept of enchantment goes well beyond the product level. It can be applied to almost any type of human interaction – business or otherwise – which makes Enchantment a quick, interesting and worthwhile read.
An abridged version of The Art of Enchantment speech by Guy Kawasaki:
Enchantment: The Art of Changing Hearts, Minds, and Actions