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Extended Audio Sample Enchantment: The Art of Changing Hearts, Minds, and Actions, by Guy Kawasaki Click for printable size audiobook cover
0 out of 50 out of 50 out of 50 out of 50 out of 5 0.00 (0 ratings) (rate this audio book) Author: Guy Kawasaki Narrator: Guy Kawasaki, Dan John Miller, Ellen Archer Publisher: Penguin Random House Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date:
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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.

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Listener Opinions

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Jenn | 5/23/2011

    " pretty good insights, some of which I've heard before, but still, good principles to keep in mind. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Tom | 5/19/2011

    " By a long shot, this was one of the better business books. In particular the first half; the book slowed a bit just after the middle and picked up again at the end. Overall, very well worth the time. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 by Anne | 5/12/2011

    " Good information in a highly readable format. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Cheryl | 5/3/2011

    " I am this close to bumping this book to 5 stars. It is smart, funny, full of good information, a quick read, a best seller, something to refer back to, delightful... It is enchanting! "

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