I recently interviewed Guy Kawasaki about his new book entitled ” Enchantment-The Art of Changing Hearts, Minds, and Actions“.  I thoroughly enjoyed my interview with Guy, and I think you will enjoy listening to this interview as well.

Enchantment as Guy states is ” not about manipulating people.  It is about transforming situations and relationships into experiences where people want to come back again and again, while telling others about the amazing experience.  Guy argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring and delightful change in other people.  By enlisting the own goals and desires, by being likable and trustworthy, and by framing a cause that other can embrace, you can change hearts, minds, and actions.

In the book all of the tactics you need to prepare and launch an enchantment campaign are available; to get the most from both push and pull technologies; and to enchant your customers, your employees and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts.  It will help you overcome other people’s entrenchment habits and defy the not-always-wise “wisdom of the crowd.”

There are two key elements to becoming enchanting, likability and trustworthiness.  Guy states that step one is achieving likability, because jerks seldom enchant people.  In the book several aspects to likability are covered, from smile to handshake to using the right words.  It is important to understand these elements for they are paramount to creating a personality that is likable.

Secondly, it trustworthiness.  People who don’t trust others have often had bad experiences that cause them to embrace a distrusting, kill-or-be-killed philosophy.   The first step is to trust others.  In the book Guy speaks about “Mensch” it is a German word for “human being”, but its Yiddish connotation far exceeds this definition.  If you are a mensch, you are honest, fair, kind, and transparent, no matter whom you’re dealing with and who will ever know what you did.

This book is for people who see life for what it can be rather than what it can’t.  They are bringing to market a cause–that is a product, service, organization, or idea–that can make the world a better place.  If you want to become “enchanting” and change the hearts, minds and actions of the people you interact with or who are your customers then I highly recommend that you read “Enchantment: The Art of Changing Hearts, Minds, and Actions“.  If you would like to learn more about Guy Kawasaki you can click here to be taking to his website.  There are great references and videos as well at the website for your viewing.
Enjoy this wonderful interview with a very “enchanting man” Guy Kawasaki.