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Enchantment: The Art of Changing Hearts, Minds and Actions

Firstly I’d like to start this review with full disclosure. I know Guy Kawasaki personally however, that said, I did purchase this book at the retail price.

Guy Kawasaki is a founding partner of Garage Technology Ventures, co-founder of, and the former Apple evangelist. This is his 10th book.
The fundamentals of business — great products, strategy, marketing, and financial acumen — are indeed important, but they are not enough to make a great business. The magic ingredient is “enchantment,” according to Kawasaki. Enchantment affects employees, customers, investors, and everyone who comes in contact with the business. It marks the business with that “something special” that distinguishes it from the competition. He puts it this way in the opening chapter:

“The world will not beat a path to your door for an insanely great mousetrap. In fact, the greater the mousetrap, the more difficult it is to get people to embrace it because it is so different from what people are used to.”

He then builds the case chapter by chapter in a style that only Kawasaki can pull off. For anyone else, saying the things he says might be considered flippant or self-centred. But when he says them, they are insightful, profound, and genuinely fun.

He discusses attracting capital to your business through enchanting presentations (never more than 10 slides, never less than 30-point font). He talks about “meet and greet” including the proper handshake, appropriate dress, and even the appropriate use of swearing.

He is very focused on empowering others, particularly service people dealing with customers. “They care a lot,” he says. Then he adds,

“Money is not their sole motivation. The satisfaction of taking care of customers and making them happy is important, too. The bummer is that organisations don’t let their employees do this. Unwittingly, they prevent employees from doing their best for the customers with policies that are written to prevent losses, not achieve gains,”

Enchantment is also applied to relationships with the boss, employees, customers, and potential customers.

This is a terrific, enjoyable, and important book. It would be great for the entrepreneur. It would also be helpful to almost anyone in business. And those in nonbusiness organisations would find enough applicable chapters to make this worth the purchase price. I highly recommend this book.

Available from: AmazonAmazon US

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Reviewed by Matt on 08 June 2011

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