Enchantment by Guy Kawasaki
Tuesday, May 31st, 2011The notion of enchantment as a sales and marketing tool is, well, enchanting. It calls to mind bespelling the other person. That is not what Kawasaki means by his use of the word.
He believes that there is an emotion created by a positive and imaginative interaction between two people. That is enchantment. It is that moment when both share the joy and enthusiasm of a common goal. It calls to the curious. It inspires the dreamer. It creates a bond.
I am, by nature, the perfect accountant. I find books like this, ideas like this, uncomfortable and impractical. Guy shares story after story that define enchantment and demonstrate it in action just for the curmudgeon like me.
The book lays out a series of steps that anyone, even me, can take to bring the magic of enchantment into their relationships. Not just business relationships, but friendships and love can benefit from these tips. There is an excitement in shared enchantment, a bond built by sharing the same ideas and emotions.
Some of the book is built as you would a page on the Web. That is the only area that isn’t completely successful. URLs and tweets in print form are not as practical as they are when used in a properly designed website. The average person would not want to hand type the URLs into a web browser to follow Kawasaki’s references because of their length and complexity.
This is a must read for the small businessman or the corporate giant. The steps are all there if you believe that you need to bring enchantment to your life and those of the people around you. If things aren’t going well or things could be better, give Enchantment by Guy Kawasaki a careful read. Your bottom line, business, personal or social, will be the better for it.


