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Enchantment: The Art of Changing Hearts, Minds and Actions [Paperback]

Guy Kawasaki
3.2 out of 5 stars  See all reviews (18 customer reviews)
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Book Description

5 April 2012

Enchantment

n: 1) To charm, delight, enrapture

How do companies such as Apple create such enchanting products? And how do some people always seem to enchant others?

According to bestselling business guru Guy Kawasaki, anyone can learn the art of enchantment. It transforms situations and relationships, turns cynics into believers and changes hearts and minds.

The book explains all the tactics you need to enchant. Kawasaki's lessons are drawn from his tenure at Apple, as well as his decades of experience as an entrepreneur. Few people in the world are more qualified to teach you how to enchant.


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Enchantment: The Art of Changing Hearts, Minds and Actions + Art of the Start, The + Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition
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Product details

  • Paperback: 240 pages
  • Publisher: Portfolio Penguin (5 April 2012)
  • Language: English
  • ISBN-10: 0241953650
  • ISBN-13: 978-0241953655
  • Product Dimensions: 12.9 x 19.8 cm
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Bestsellers Rank: 106,490 in Books (See Top 100 in Books)

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Review

The power of a really good idea to transform the marketplace and individual customer experiences is huge. Enchantment offers a wealth of insights to help businesses and entrepreneurs tap into that potential. (Sir Richard Branson, Founder of the Virgin Group)

Read this book to create a company as enchanting as Apple. (Steve Wozniak, co-founder of Apple)

Informative, concise guide from one of America's most influential and, yes, enchanting entrepreneurs. (Kirkus)

About the Author

Guy Kawasaki is a venture capitalist, serial entrepreneur and the author of nine books, including the bestseller The Art of the Start and Reality Check. Previously he was an Apple Fellow at Apple Computer, Inc and worked on the launch of the original Macintosh in the mid 1980s.

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Customer Reviews

Most Helpful Customer Reviews
13 of 13 people found the following review helpful
Format:Paperback
Kawasaki is a great speaker who I like to watch on the stage. His writing is nice and easy to swallow, but its like watching mtv - fast and quick through to the end, but there is nothing substantial in it nor not much stays with you once you are done.

This book feels like I really don't need to read it to know these things and could be summarized in a 10 pages article but it was bloated to an entire book by adding pictures, personal stories etc.
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11 of 11 people found the following review helpful
2.0 out of 5 stars Enchantment as common sense 22 April 2011
Format:Paperback|Verified Purchase
What I know of Guy Kawasaki is that usually he writes interesting and inspiring stuff in his books and on his blogs. This is, however, not true for 'Enchantment'.

The book is chock-full of common sense advices, nicely categorized in twelve chapters. In the first chapter Guy describes what enchantment is, according to him, and in the chapters that follow he tries to tell the reader how he or she can become an enchanting person as well. In doing so he gives some tips on personal branding as well. There is nothing wrong with that: it would be awesome when there were more enchanting people in this world. The problem is that the methods Guy proposes are methods that change about everything of a person, except his or her heart. His advice is quite superficial, most of it is common sense (in Dutch we have a saying that goes like 'psychologie van de koude grond', which can be roughly translated as 'lay-man psychology') and the other parts of his advices are copied from the books of other authors (which he generously lists at the end of his book).
To implement Guy's advice, the reader only needs to change his outside appearance. I believe that what a truly enchanting person needs is a loving heart. That is - although the subtitle of the book has the word 'heart' in it - not part of the book, though. That is truly a pity: the book would have been much better if that part of the subtitle would have been made true as well.

You might ask why I bought the book. The cover has a quote from Steve Wozniak saying that by reading this book, one can create a company as enchanting as Apple. I'm highly interested in organizational science and change management, and I hoped this book would show me some new insights. That, however, was not true.
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32 of 34 people found the following review helpful
2.0 out of 5 stars A Dale Carnegie for the Social Media Age 16 Mar 2011
By Wiltshire Bookworm TOP 1000 REVIEWER
Format:Paperback
Guy Kawasaki is a most successful guy and wants to share the secrets of his success with you. However, this reader has seen most of it before, having read Dale Carnegie's 'How to Win Friends and Influence People' many moons ago.

For me the only chapters which had relatively new material were the ones on how to use social media such as Facebook, Twitter and of course Linked-In. The rest was rather yawn making and by the end I was totally sick of the word Enchantment as it's sprinkled ad nauseum throughout the text.

To me, most of the content of this book (and to be fair this also applies to most books on how to get ahead in business) is just plain common sense. Believe whole heartedly in the product or service you're involved with; be nice to people - especially your customers, your staff and your boss; be likeable; be honest and trustworthy in all you do. Achieve all these things and employ the right tools to do the job and the world is your oyster.

I'm probably the wrong person to review this book as most of the content isn't new to me, hence my lowly two stars. Someone starting out in business or wanting to harness social media more effectively will probably avidly devour everything Kawasaki has to say and give it a high five.

Update: I was one of the 2,000 or so AllTop bloggers who took Guy up on his offer of a review copy of this book. In the weeks leading up to the book's launch I had many emails purportedly from Guy telling me how wonderfully the launch was going and urging me to write up my review.

Just after the launch Guy was interviewed by Social Media Examiner and the AllTop reviewer campaign was cited as a marvellous example of marketing via social media. Not surprising perhaps and it shows the cynical way in which Guy was using the members of the Alltop site for his own gain. Not very enchanting at all. Note I'd written my review before I found this out and it reinforces my my original view of the book.
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3 of 3 people found the following review helpful
3.0 out of 5 stars Quick to read but pointless 22 Aug 2012
Format:Paperback|Verified Purchase
Firstly, I should start by saying I bought this book because it was on the reading list for a degree course, it's not something I chose to read myself. Quite why a book about business was on the reading list for a Digital Publishing course, I will never know but anyway, there are very few plus points here. The book is easy to read and I found the chapters quick to get through but hardly any of the information stayed in my memory. I don't feel I learnt anything that you couldn't find in a leaflet for free and if like most people, you've spent some time in the working world, it's fairly standard stuff. Worst of all, it is packed full of really annoying Americanisms, such as 'one of the guys'. As a somewhat cynical Brit, rest assured, I'd rather stick pins in my eyes than work for a company that wanted me to be 'one of the guys'. If you're buying this out of want rather than need, I'm sure there are much better books on which to spend your money.
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3 of 3 people found the following review helpful
4.0 out of 5 stars Just about lives up to its title. 12 April 2011
By Dr. Nicholas P. G. Davies TOP 1000 REVIEWER VINE VOICE
Format:Paperback
I enjoyed this book, and came to regard the author as authoritative and likeable. He seemed generous being willing to credit ideas to others, and to use many different people's stories to illustrate his points.

He makes big claims for his book, and the title "Enchantment" is a challenge. So for readers the question will be, "Does the enchantment last as you read this book?"

I think it mostly does. I had not read Kawasaki before so I do not know to what extent this book overlaps with his previous work. In this book Kawasaki is providing a brief primer about certain key bits of behaviour that we need to show if we want to achieve personal and corporate success. The answer is that we achieve to the extent that we help others. There is little in here that is entirely new. What is useful here is that it pulls a lot of material about business life together into one place. The new bit for me was the section on social media and how to use it well.

The book is brief, and I think this reflects that the author has thought clearly about what he wanted to say, and how he wanted to say it. The text is sufficient to explain the ideas. Overall this book does succeed in getting you to buy into its ideas. Which is what enchantment is all about- so it does justify its title

This is a book that will be useful to many in business and other professions. I suspect it would be particularly useful to young people looking to move into companies by giving them some idea what their interviewers may be looking for.
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Most Recent Customer Reviews
2.0 out of 5 stars Meh!
Dull. Dully written. Meh! Wanted to like it, really couldn't keep on reading it.... Very disappointing all round. Sorry, Guy!
Published 8 months ago by Lucy Pearce
2.0 out of 5 stars I had higher expectations
In this book you can find what enchantment means to Guy. The entire book is about it. This book wasn't neccesary
Published 10 months ago by Nora
3.0 out of 5 stars Interesting enough, but the format could be better
I read this over the new year period as I was interested to improve my Client Service skills but found it had limited flow. Read more
Published 17 months ago by Chris Street
3.0 out of 5 stars Summary of Research on Creating Engagement and Stickiness with Silicon...
"They are joined one to another,
They stick together and cannot be parted." -- Job 41:17 (NKJV)

Enchantment is Guy Kawasaki's extension of Robert Cialdini's... Read more
Published on 1 Jan 2012 by Donald Mitchell
5.0 out of 5 stars Highly Recommended+++++
Guy's style is simple, hugely interesting, honest, and loaded with stories we can all relate to. In typical 'Apple Fashion' Enchantment sets out some easy to follow rules that will... Read more
Published on 17 Oct 2011 by Sneaky
4.0 out of 5 stars Easy quick read, entertaining and enlightening
I bought this book after hearing Guy speak at the Entrepreneurial Thought Leaders Seminar (Stanford University). He is an engaging speaker. Very smart, and insightful. Read more
Published on 2 Sep 2011 by K. Gill
5.0 out of 5 stars Enchanted by Enchantment!
Guy Kawasaki always delivers the goods and Enchantment is no exception.
Well written and put together, this book is a must for everyone who wants to enchant. Read more
Published on 14 Aug 2011 by iarla
4.0 out of 5 stars Simply Inspiring and relevant
Excellent manifesto on how to make your business successful by applying the likability, trustworthiness, and a great cause pillars. Well worth the read
Published on 13 Aug 2011 by Julie Williams
1.0 out of 5 stars Dull and Predictable Ad for Apple
Here is a synopsis of this book:
Do you own an Apple product?
Do you like it?

You've just been enchanted. Read more
Published on 7 May 2011 by Like It Is
1.0 out of 5 stars Stopped reading 25% of the way through
I'm someone who's bought Guy Kawasaki's books down the years and who had my utmost respect.

Emotive as it is, I've once been in a BP facility and had my compulsory 15... Read more
Published on 25 April 2011 by I Waring
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