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Enchantment as common sense
on 22 April 2011
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.