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

by

Enchantment: The Art of Changing Hearts, Minds, and Actions Cover

 

Synopses & Reviews

Publisher Comments:

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques.

Kawasaki 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 their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . .

  • A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
  • A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern.??
  • A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.??
  • A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.

This book explains all the tactics you need to prepare and launch an enchantment campaign; 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 entrenched habits and defy the not-always-wise "wisdom of the crowd."

Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.

As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.

Synopsis:

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It con­verts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal.
 
Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it’s more powerful than traditional persuasion, influence, or marketing techniques.
 
Kawasaki 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 their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions.

Synopsis:

A new product, a new service, a new company, a new division, a new organization, a new anything—where there’s a will, here’s the way.
 
It begins with a dream that just won’t quit, the once-in-a-lifetime thunderbolt of pure inspiration, the obsession, the world-beater, the killer app, the next big thing. Everyone who wants to make the world a better place becomes possessed by a grand idea.

But what does it take to turn your idea into action? 
 
Whether you are an entrepreneur, intrapreneur, or not-for-profit crusader, there’s no shortage of advice available on issues such as writing a business plan, recruiting, raising capital, and branding. In fact, there are so many books, articles, and Web sites that many startups get bogged down to the point of paralysis. Or else they focus on the wrong priorities and go broke before they discover their mistakes.
 
In The Art of the Start, Guy Kawasaki brings two decades of experience as one of business’s most original and irreverent strategists to offer the essential guide for anyone starting anything, from a multinational corporation to a church group. At Apple in the 1980s, he helped lead one of the great companies of the century, turning ordinary consumers into evangelists. As founder and CEO of Garage Technology Ventures, a venture capital firm, he has field-tested his ideas with dozens of newly hatched companies. And as the author of bestselling business books and articles, he has advised thousands of people who are making their startup dreams real.
 
From raising money to hiring the right people, from defining your positioning to creating a brand, from creating buzz to buzzing the competition, from managing a board to fostering a community, this book will guide you through an adventure that’s more art than science—the art of the start.

About the Author

Guy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, “Boot Camp for Start-ups,” around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.

Table of Contents

The Art of The Start Read Me First

Causation

Chapter 1: The Art of Starting

Articulation

Chapter 2: The Art of Positioning

Chapter 3: The Art of Pitching

Chapter 4: The Art of Writing a Business Plan

Activation

Chapter 5: The Art of Bootstrapping

Chapter 6: The Art of Recruiting

Chapter 7: The Art of Raising Capital

Proliferation

Chapter 8: The Art of Partnering

Chapter 9: The Art of Branding

Chapter 10: The Art of Rainmaking

Obligation

Chapter 11: The Art of Being a Mensch

Afterword

Index

Product Details

ISBN:
9781591845836
Author:
Kawasaki, Guy
Publisher:
Portfolio
Author:
Kawasaki, Guy
Subject:
Small Business
Subject:
Marketing - General
Subject:
Business;Marketing
Edition Description:
Paperback / softback
Publication Date:
20121231
Binding:
TRADE PAPER
Grade Level:
from 12
Language:
English
Pages:
240
Dimensions:
9.51 x 6.54 x 0.88 in 1 lb
Age Level:
from 18

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Related Subjects

Business » Featured Titles
Business » General
Business » Marketing
Health and Self-Help » Psychology » General
Reference » Sale Books

Enchantment: The Art of Changing Hearts, Minds, and Actions Used Trade Paper
0 stars - 0 reviews
$10.50 In Stock
Product details 240 pages Portfolio - English 9781591845836 Reviews:
"Synopsis" by ,
Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It con­verts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal.
 
Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it’s more powerful than traditional persuasion, influence, or marketing techniques.
 
Kawasaki 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 their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions.

"Synopsis" by , A new product, a new service, a new company, a new division, a new organization, a new anything—where there’s a will, here’s the way.
 
It begins with a dream that just won’t quit, the once-in-a-lifetime thunderbolt of pure inspiration, the obsession, the world-beater, the killer app, the next big thing. Everyone who wants to make the world a better place becomes possessed by a grand idea.

But what does it take to turn your idea into action? 
 
Whether you are an entrepreneur, intrapreneur, or not-for-profit crusader, there’s no shortage of advice available on issues such as writing a business plan, recruiting, raising capital, and branding. In fact, there are so many books, articles, and Web sites that many startups get bogged down to the point of paralysis. Or else they focus on the wrong priorities and go broke before they discover their mistakes.
 
In The Art of the Start, Guy Kawasaki brings two decades of experience as one of business’s most original and irreverent strategists to offer the essential guide for anyone starting anything, from a multinational corporation to a church group. At Apple in the 1980s, he helped lead one of the great companies of the century, turning ordinary consumers into evangelists. As founder and CEO of Garage Technology Ventures, a venture capital firm, he has field-tested his ideas with dozens of newly hatched companies. And as the author of bestselling business books and articles, he has advised thousands of people who are making their startup dreams real.
 
From raising money to hiring the right people, from defining your positioning to creating a brand, from creating buzz to buzzing the competition, from managing a board to fostering a community, this book will guide you through an adventure that’s more art than science—the art of the start.

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