Awards

• Commended for Axiom Business Book Awards (Networking/Communication) 2012

Overview

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the 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. Kawasaki argues that in business and personal interactions, your 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. For instance, enchantment is what enabled . . . - A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas. - A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern. - A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base. - A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers. This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise wisdom of the crowd. Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people. As Kawasaki writes, Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do. That's a big goal, but one that's possible for all of us.

Full Product Details

9781591843795

Table of Contents

Reviews

Fascinating, well-done biography of one of the most extraordinary entrepreneurs of our era. <br> -Steve Forbes <br> Zack O'Malley Greenburg has become one of the rare reporters to bring dignified coverage of the hip-hop business into the mainstream. Empire State of Mind is a pure product of Greenburg's care and insight, an exploration of hip-hop's most enigmatic mogul, Jay-Z. <br> -Dan Charnas, author of The Big Payback: The History of the Business of Hip- Hop <br> Empire State Of Mind follows the money and key pieces of the Jay-Z puzzle in this insightful, savvy read. From Jay's humble Bed-Stuy Brooklyn roots as Shawn Carter into street crime and the drug game, to his rocket rise to the heights of hip-hop and the music business as one of entertainments most successful players...this book is like a GPS leading us through the modern urban reality of how Jay-Z's empire was built. <br> -Fred Fab 5 Freddy Brathwaite, hip-hop pioneer, artist, and longtime host of Yo!u

Fascinating, well-done biography of one of the most extraordinary entrepreneurs of our era. <br> -Steve Forbes <br> Zack O'Malley Greenburg has become one of the rare reporters to bring dignified coverage of the hip-hop business into the mainstream. Empire State of Mind is a pure product of Greenburg's care and insight, an exploration of hip-hop's most enigmatic mogul, Jay-Z. <br> -Dan Charnas, author of The Big Payback: The History of the Business of Hip- Hop <br> Empire State Of Mind follows the money and key pieces of the Jay-Z puzzle in this insightful, savvy read. From Jay's humble Bed-Stuy Brooklyn roots as Shawn Carter into street crime and the drug game, to his rocket rise to the heights of hip-hop and the music business as one of entertainments most successful players...this book is like a GPS leading us through the modern urban reality of how Jay-Z's empire was built. <br> -Fred Fab 5 Freddy Brathwaite, hip-hop pioneer, artist, and longtime host of Yo!e

The entrepreneur's entrepreneur is back with his ninth book, this time tackling the tricky art of influence and persuasion. Kawasaki ( Reality Check: The Irreverent Guide to Outsmarting, Outmanaging and Outmarketing Your Competition, 2011, etc.) transforms the otherwise exhausted and overwrought tropes of how to win friends and influence people with a complete makeover here, whether he's talking about wardrobe choice or tips for effective swearing. The author, a modern-day Dale Carnegie, offers explanations on how to wield the most influence in the digital age: Push Technologies like presentations, e-mails and Twitter are discussed as active means of enchanting others, while Pull Technologies like Facebook, YouTube and LinkedIn passively draw them in. The author's suggestions for achieving likeability and trustworthiness, as well as overcoming resistance, are thoroughly explained and can easily translate from the workplace to the real world. Kawasaki makes good use of subheads and bu

Author Information

Guy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, Boot Camp for Start-ups, around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.

Tab Content 6

Countries Available