Magical and Practical: Enchantment

Continuing on from my previous book review, this week’s review, “Enchantment” by Guy Kawasaki, caught my eye from the tall stack of borrowed library books waiting patiently to be read and appreciated. The book is a combination of “How to Win Friends and Influence People” by Dale Carnegie and “Never Eat Alone” by Keith Ferrazzi but has Guy’s own twist and flavor to it. He explains how to “enchant” people in layman terms and in a short, easy to understand book. Enchantment, in Guy’s own words, is the process of delighting people with a product, service, organization or idea. His practical guidelines of enchanting are: (and as always I include some notable quotes):

Achieve Likability

  • Smile often! (or at least learn to fake it :)
  • Dress appropriately but stay true to your message
  • Perfect your handshake
  • Use short, simple words in the active voice to convey your message, throw in a couple analogies so you can relate
  • Accept others for who they are
  • This seems obvious, but actually get close to people (You are more likely to like someone the more you see them)
  • Don’t impose values
  • Let the world know your passions and find others who share the same interests
  • If possible, create win-win situations
  • Adopt a yes attitude when you first meet people (If you must say no, at least go with “not yet” or “I will soon”)

Step one is achieving likability, because jerks seldom enchant people. ~ Guy Kawasaki

Achieve Trustworthiness

  • For others to trust you, you must first trust others
  • Give, give give! Sounds familiar?
  • Disclose your motivation, people will be wondering what it is anyway so it’s best to put it on the table early on
  • Gain knowledge and competence (people tend to trust smarter people more than troglodytes)
  • Interact with people (in person, through e-mail, voicemails, video chat, etc)
  • Market yourself into one sentence that describes you and your organization (keep is short, clear, memorable and humble)
  • Be a hero (Who isn’t enchanted by Superman?)

Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust. ~ Zig Ziglar

Prepare/Launch your  Cause

  • Do something great (sounds easy enough, right?)
  • Think of problems that may occur before they actually occur (again much easier said than done)
  • If you need a slogan, make it short, simple and swallowable
  • Make the process of buying/sharing/using/registering/whatever as easy as possible
  • Make goals, meet goals, repeat
  • When launching, tell a story and immerse your enchantees
  • If possible, offer a trial version of your product/service
  • Influence everyone, not just the influentials
  • Ask for feedback, and fix whatever’s needed

People don’t want information. They are up to their eyeballs in information. They want faith – faith in you, your goals, your successes, in the story you tell. ~ Annette Simmons

Overcome Resistance and Preserve your Enchantment

  • Provide social proof that it’s ok/cool/acceptable to be using your service/product
  • Decide whether you want to convey your product/service to everyone to improve social proof or limit the usage to only certain individuals to create a sense of scarcity
  • Show people what goes on behind the curtain and highlight the “magic” that goes into your product
  • Large numbers can sometimes overwhelm people so finding one example could be more personable and persuasive
  • Enchant all the influencers
  • To preserve enchantment, strive for conformity, identification and internalization
  • Separate the believers and the nonbelievers
  • Start implementation from the bottom-up and get feedback from every employee, not just the top executives
  • Encourage commitment and consistency
  • Build an ecosystem for feedback, discussion, criticism, etc
  • Diversify the team to promote spreadability

To fly we must have resistance ~ Maya Lin

Use Push/Pull Technology

  • Push technology consists of keynote/ppt presentations, tweets, email,
  • Pull technology on the other hand “pulls” people to your story
  • I would highly recommend investing in the book just for these 2 chapters as they provide highly effective and in depth instructions on the proper usage of push/pull technology

Resist Enchantment

  • Avoid places that might introduce the “Dopeler Effect” or “the tendency of stupid ideas to seem smarter when they come at you rapidly”
  • Look into the future: What will the impact of being influenced by this enchanter be a year from now?
  • Know your limitations and admit when you don’t know something
  • Enchanters know how to use the example of one (don’t fall for it!)
  • Defy the crowd – for bigger decisions the crowd isn’t as smart as you would think

I am going to show you how to change the world, not understand it. ~ Guy Kawasaki


2 thoughts on “Magical and Practical: Enchantment

  1. Pingback: Learn to Network From a Comment (also: AshokaU offer) « Imtiaz Majeed

  2. Pingback: Since When Does The Economy Dictate Your Job Status (Super Intern with 47 job offers) « Imtiaz Majeed

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