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Enchantment: The Art of Changing Hearts, Minds and Actions Paperback – 5 Apr 2012
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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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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.
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.
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.
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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They stick together and cannot be parted." -- Job 41:17 (NKJV)
Enchantment is Guy Kawasaki's extension of Robert Cialdini's...Read more
Well written and put together, this book is a must for everyone who wants to enchant.Read more