Enchantment – The Art of Changing Hearts, Minds, and Actions

Change is hard. People naturally resist the process until the status quo becomes too painful to bear. Even then, bad attitudes mar the process because people feel manipulated. But, what if it were different? What if people looked forward to the change?

Guy Kawasaki’s new book Enchantment shows you how to get people to change their behavior and like doing it. How to achieve enchantment in a nutshell is shown in the infographic below:

In the book, there is one example after another of real life change agents and Guy’s explanations as to why what they did worked. This book is a must read for people trying to change how others respond to their marketing, management, and themselves.

The concepts presented cross marketing channels. They utilize all of the tools available including both push and pull technologies to create bonding opportunities. And, if that isn’t enough, there is one more fascinating example – Guy Kawasaki himself.

The creation of Enchantment began with the audience. Guy asked his community for their input from the beginning. His outline was posted for review. Examples of enchantment were requested in a series of blog posts. There was book cover creation contest to finish the creative process. And, bloggers in his Alltop community were offered advance copies. (That’s how I got mine.)

Audience engagement isn’t limited to the design and development stage. A Facebook App asks, “How Great are You?” Enchantment is bound to be enchanting for a long time.

While Guy isn’t the first to crowdsource his content, there is a definite difference between him and the others. He respects his community members and responds when they tweet him. For example, last summer he changed his avatar to an underwater photo of himself. Some loved it; others hated it; but all received a response from Guy when they tweeted their opinions. His accessibility is the best example for anyone trying to grow a community.

Bottom line: Read the book, watch the man, and learn.

Takeaway: My favorite example is “Find a Bright Spot”, the story of how Jerry Sternin fought malnutrition for Save the Children. I love catching people doing something right. What’s your favorite part of the book?

Book details:

Name: Enchantment: The Art of Changing Hearts, Minds, and Actions
Page count: 224
Suggested retail price: $US 26.95
Year of first printing: 2011
ISBN: 9781591843795

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