Skip to main content

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

Enchantment: The Art of Changing Hearts, Minds, and ActionsEnchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki
My rating: 4 of 5 stars

Kawasaki shows how to apply the psychology of persuasion, influence, and marketing to business. In addition to his own experience and anecdotes, he borrows heavily from books, studies, and experts. I liked his guidelines for becoming more likable and trustworthy, which are invaluable in both personal and business life.

According to Kawasaki, enchantment is the process of delighting people with a product, service, organization, or idea to achieve voluntary and long-lasting support that’s mutually beneficial. This requires changing people’s hearts, minds, and actions by getting them to internalize your values. When you enchant people, your goal is not to make money from them or get them to do what you want, but to fill them with great delight. You’re going for long-lasting change, not a onetime sale or transaction.

Never one to provide theory without application, Kawasaki gives specific tips for effectively using presentations, email, blogs, and social media to enchant. I noted several points that I’ll use to make OptimWise, my web design business, more enchanting.

I agreed with Kawasaki for most of the book, but disagreed about part of the chapter “How to Enchant Your Boss.” In it, Kawasaki says, “drop everything and do what your boss asks.” I found this advice odd, because he usually advocates being authentic, genuine, and true to yourself, not sinking to political maneuvering.

Forms of reciprocity
Do something with the explicit expectation of receiving something in return. Not enchanting.
Do something as an investment in the future; “paying it forward”. May be enchanting.
Do something for intrinsic reasons. Most likely to be enchanting.

When someone thanks you, don’t say "you’re welcome”, but “I know you’d do the same for me". By this you're telling them that you think they're classy, and that they owe you a favor.

How to write a positioning statement
Short. 10 words max.
Clear. Answer the question, “What do you do?” Focus on your function, not your title.
Different. Use words most people don’t use. Use verbs to explain what you do, not adjectives.

Illustrate the salient point
Take facts and use them to communicate the effect of a decision. Don’t give data, give information to help people make good, fast decisions. For example, miles per gallon versus cost of fuel per year, or gigabytes of storage versus number of songs a device holds.

How to overcome resistance
Provide social proof. Show people that others are embracing your cause.
Create the perception of ubiquity. Make people think everyone is using your product or service.
Create the perception of scarcity (if social proof and ubiquity aren’t feasible). Make people think your product or service is scarce so they think it’s more valuable.

Principles of push technology (presentations, email, Twitter, etc.)
Respond quickly, within 24 hours whenever possible.
Treat everyone equally; don’t focus only on important people.
Provide value.
Give credit.
Limit self-promotion.

View all my reviews


Popular posts from this blog

The difference between burritos, chimichangas, and enchiladas

I love Mexican food, but I'm embarrassed to admit that I always get confused between burritos, wet burritos, chimichangas, and enchiladas. Here are the descriptions, with the differences in bold and pictures following each description.

A flour tortilla wrapped around a filling (meat, beans, vegetables, etc)

wet burrito
A burrito that's covered in red chili sauce and cheese. Because of the sauce covering, it looks like an enchilada, but it's made with a flour tortilla, whereas the enchilada is made with a corn tortilla.

A burrito that's deep-fried. Sometimes covered with cheese or another topping.

A corn tortilla wrapped around a filling, covered with chili pepper sauce

Wikipedia: BurritoWikipedia: ChimichangaWikipedia: Enchilada

Edit scanned documents with Word 2007

Office 2007 includes support for converting scanned documents to editable text using OCR (optical character recognition). To get your text from a paper document to Word 2007:
In the Control Panel, open Add or Remove Programs.Find Microsoft Office, click it, and click Change.In the Office Installation Options window, expand Office Tools, click Microsoft Office Document Imaging, and select Run from My Computer from the dropdown.Click Continue or Next until you reach the end.You can now scan documents and convert the scanned images to editable text:
From the Start Menu, find Microsoft Office, then select Microsoft Office Tools, then click Microsoft Office Document Scanning.Choose your preset and options, then click Scan.The scanned image should open in Microsoft Office Document Imaging. To perform OCR and open the editable text in Word, click Tools, Send Text to Word.You can now edit and save the scanned document as a Word document.

My LASIK laser eye surgery experience

Yesterday was a turning point in my life; I had laser eye surgery (LASIK)! Here's a brief summary of my experience.

When I was 16, I barely passed the eye exam at the DMV, so they told me I had to see my eye doctor. Being a self-conscious geek, I opted for contacts over the stereotypical glasses. Although they were fine for most of the day, my contacts always dried out around 8 or 9 PM. My friends will tell you they got sick of my complaints that "my eyes feel like corks!" and "these contacts feel like sandpaper!"

Over the years, I've tried more than 10 different types of contacts, including extended wear, overnight wear, and high-moisture contacts. For a while, I even had contacts with bright blue artificial irises to cover my natural grayish ones. I got a lot of compliments, but they didn't help with the dryness.

I decided to put an end to the suffering this year. LASIK isn't cheap; reputable surgeons charge about $2000 per eye. It hurt to max out my…