Anybody can register a company and start selling their product online or offline. But the problem is, not every company is enchanting.
Who is Guy Kawasaki and why you should care ?
Guy Kawasaki is the former chief evangelist of Apple. He is also the co-founder of Alltop.com(an online magazine rack of popular topics on the Web) and a founding partner at Garage Technology Ventures. His nine previous book include the international bestseller “The Art of the Start”, as well as “Reality Check” and “The Macintosh Way”. He has a BA from Stanford University and an MBA from UCLA. He lives in Silicon Valley with his wife and four children.
I was very enchanted after reading this book, and I wrote a detailed review but later on stumbled upon a presentation video of Guy Kawasaki which covered a lot of things which I was pointing to in my review. So I thought, I would give you some pointers to things which I loved the most in this book. And please make sure you watch the presentation video of Guy, which I have embedded below in this review article(RSS subscribers will have to visit the site to watch it.)
Some of the biggest takeaway for me from this book:
1. “You need to convince people to dream the same dream that you do.”
2. “Keep it short, they’ll ask if they are interested.”
3. “The goal of premortems is to prevent the potential problems in order to increase the likelihood of success.
Premortems: Identification of the problems in advance rather than after they occur.
4. The first follower is what transforms the lone nut into a leader.
5. The power of Data.
Hans Rosling: Let my dataset change your mindset
Hans Rosling shows the best stats you’ve ever seen
6. YouTube: I got some biggest tips about producing YouTube videos: To keep the intro to minimum or remove it!
7. Wrong use of social proof:
“Twenty-five million people are killing themselves by smoking” could convince folks that smoking is OK because 25 million people do it!
8. Presentation: This is one of the best part I got in this book. It includes some awesome, simple tips for delivering an Enchanting presentation. (page no: 115)
With every theory, Guy gives more than one practical example to prove the point. Showcasing social proof and as he tells “don’t fall for the example of one”.
Well, one thing to point: in page no 48-49
The company name of “Tata” comes from its founder “Jamsedji Tata”. And yes, “Tata” means “grandfather” in Kannada(regional language of Karnataka – Bengaluru )
Biggest Business takeaway for me from this book:
1. Enchant clients.
3. Deliver Bad News Early.
4. Whom not to enchant.
Chapter 1: Why Enchantment ?
Chapter 2: How to Achieve Likability
Chapter 3: How to Achieve Trustworthiness
Chapter 4: How to Prepare
Chapter 5: How to Launch
Chapter 6: How to Overcome Resistance
Chapter 7: How to Make Enchantment Endure
Chapter 8: How to Use Push Technology
Chapter 9: How to Use Pull Technology
Chapter 10: How to Enchant Your Employees
Chapter 11: How to Enchant Your Boss
Chapter 12: How to Resist Enchantment
Can’t wait to get a glimpse of this book ?
Watch this presentation from Guy Kawasaki which covers most of the topics covered in the book, in brief.
As I told before, I had written a long review of this book and before publishing stumbled upon this awesome presentation. Please watch it fully, without fail.
This is the full, one-hour version of Guy’s Enchantment speech at Stanford
How this book helped me
With every new release of Apple products I always wondered, who might be the marketing genius behind these launches ? Ofcourse, it’s Steve Jobs. After reading this book, I understand, there’s something more than Marketing, and that is “Enchantment”.
Guy explains every bit about creating a company as Enchanting as Apple, Virgin or Zappos.
I have a small online project lined up and I wanted to recommend users to read one book, i.e., Dale Carnegie’s “How to Win Friends and Influence People“. But now, I have to recommend two books, and yes the other book is Guy’s “Enchantment – The art of changing hearts, minds, and actions“.
I highly recommend this book to anyone who want to Enchant someone.
“Read this book to create a company as enchanting as Apple.”
– Steve Wozniak, Co-Founder of Apple
Why you must buy this book ?
Because it is “the best” resource for creating a company that enchants. And it has excerpts from many other books. Guy has read many books, taken notes and has given condensed form of these books, hence reducing our effort to read all those books!
If you have a company and if you don’t read this book, then I guess, it would cost you a lot.
1. Dale Carnegie’s “How to Win Friends and Influence People“.
2. Guy Kawasaki’s “Enchantment – The art of changing hearts, minds, and actions“.