Guy Kawasaki Wants You to be Enchanted

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Guy Kawasaki is the original technology evangelist. After championing Apple products from the inside, Guy has gone on to a career that recently includes co-founding Alltop and founding partner at Garage Technology Ventures. He was also a featured speaker at Gnomedex in 2007.

His recent book, Enchantment: The Art of Changing Hearts, Minds, and Actions explains how to influence what people will do while maintaining the highest standards of ethics. The book explains when and why enchantment is necessary. It outlines the pillars of enchantment: likability, trustworthiness, and a great cause. You can also learn about launching your product, overcoming resistance, making enchantment endure, and using technology. And for those of you who want to avoid the spell of enchantment, there’s a chapter on dispelling the magic of great products too.

With all the new businesses and startups around these days, it sure seems as though there isn’t any evangelism going on. Many people simply feel overwhelmed and have no idea where to begin. Guy’s book will speak to you on a deep level, and show you how you can be an evangelist for your own business – or for anything you may believe in.

So many companies claim to be excellent when they simply aren’t. Why aren’t more people stepping up to the plate and truly BEING excellent? People have to be trustworthy. There’s a potential disconnect between what PR is claiming about a company and those of us who use the product or service.

What’s the best way to deal with the negativity in life? Guy said you simply ignore it and plow ahead towards your goals. Enchantment isn’t an event – it’s a process. As more people realize this, the easier it will be for them to actually BE enchanted.

The people who will put your book, conference or business over the edge are those who will watch this video. If you get enough of those people, the “A-listers” have to follow you according to Guy.

Guy and I couldn’t help but have a chuckle when remembering the beginning of Twitter five years ago. No one wrote about the service as being the next big thing. No articles exist from back then which talk about how amazing this website would become. Oddly enough, Guy joined Twitter after Dave Winer talked about it during Gnomedex in 2007. At the time, Guy couldn’t figure out why he would care to take the time to DO this. A few weeks later, Guy figured out that once again Dave Winer was right.

To me, transparency is as much a part of enchantment as anything else, including how good a product or service is. Transparency is the key to having people trust in you and your brand. You’re not going to sell yourself in any capacity if no one has faith in you.

What are your thoughts? What do you feel it takes for a business or person to show true enchantment?