University of Minnesota - UMN Executive Leadership Insights
Enchantment
Book

Enchantment

The Art of Changing Hearts, Minds, and Actions

Guy Kawasaki
Portfolio, 2011
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Editorial Rating

7

Recommendation

Read this enchanted book, you who dare, and the secrets of persuading others will reveal themselves to you. Blogger and venture capitalist Guy Kawasaki weaves together myriad anecdotes, each contributing a nugget of wisdom on the journey to “enchantment.” He explains how to shape people’s “hearts, minds and actions” without sacrificing your morals. Just as people link Dale Carnegie (whom Kawasaki quotes repeatedly) with winning friends and influencing others, Kawasaki seems to hope that the principles of enchantment will retain their association with him. Much of the book’s practical information is already common knowledge, but Kawasaki’s wide array of examples from numerous fields adds delightful color to a well-worn discourse. getAbstract recommends his chatty, accessible and entertaining road map to anyone who wants to learn the art of gentle persuasion.

Summary

Cast an “Enchantment” Spell

Karin Muller served with the Peace Corps in the Philippines between 1987 and 1989. Villagers warned her one day that soldiers from the armed branch of the Philippine Communist Party were coming to her hut to interrogate her. Upon their arrival, Muller displayed no hostility or fear. Instead she said, “Thank God you’re here. I’ve been waiting all day. Please have some coffee. Leave your guns at the door.” No interrogation took place because she captivated the soldiers by changing their “hearts, minds and actions” with her hospitality. She used enchantment.

Enchantment can occur at home, in a shop, at work, online, anywhere. It involves enthralling people with “delight.” “Mass media, social media and advertising media” create superficial connections that are insufficient to maintain a positive connection. If you are marketing a “cause” – that is, a product, service, business or idea – develop a deeper connection through enchantment.

Enchantment involves influencing people, but it does not equate to manipulation, and it should not be an immoral practice. Enchantment is not about getting everything your own way; others must profit, too...

About the Author

Guy Kawasaki is a venture capitalist. He co-founded Alltop and Garage Technology Ventures and is the author of numerous business books including Reality Check.

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