I don’t usually associate ENCHANTMENT with commerce. For me, the word evokes thoughts of magic, childlike exhuberance, wholehearted faith… It is for those very reasons, it turns out, that Guy Kawasaki chose it as the title of his new book, “Enchantment: The Art of Changing Hearts, Minds and Actions.” The book goes on sale tomorrow; I was asked to take a look at an advance copy of it. Reading it was not a waste of time. It was also not what I expected. To be perfectly honest, I didn’t know what to expect. I’ve never read any of Guy’s previous nine books. I’ve never heard him speak. But I’ve followed him on Twitter, followed his career achievements and been intrigued by his personality in the same way that I am, yes, enchanted, by Richard Branson, Seth Godin or Steve Jobs.

The book is a straightforward read – not earth-shattering but informative and entertaining. It is geared primarily to the entrepreneurs or marketers who want to make their target audiences fall in love with their product, the ones who want to capture the rabid passion of a Mac user or Harley owner for their own products. I wouldn’t normally put myself in this category. My actions don’t reflect that kind of ambition. However, I do have a business of my own – Noted Design, which is celebrating its first anniversary. And I’m increasingly revolted by the “hard sell” and the entitled attitude that many businesses, whether small or large, seem to increasingly exhibit. Wouldn’t it be refreshing if every company – every creator of product – put its energy into making magic, invoking a sense of childlike exhuberence in its audience and wholehearted faith in its product? Kawasaki presents an outline for how to do just that.

“Enchantment” by Guy Kawasaki

To be honest, I haven’t acted on his advice yet, so I can’t tell you whether it works or not, but it makes sense. In addition, his insight is applicable to any relationship one wants to foster, not just that between enterpreneur/marketer and consumer. In fact, the advice shared in this book is holistic; “Enchantment” fits nicely into the 21st century take on self-help couched as biz know-how, providing suggestions not only for how to conduct business but also how to conduct life.

The book is funny, too; Kawasaki has a sense of humor. He comes across as a great guy. If you take nothing else away from a read of “Enchantment,” you will be convinced that getting together with Kawasaki, his wife and their kids would be utterly delightful and involve fantastic conversation. But never fear. If you choose to read this book, you will take away more than a craving for a dinner invite. Or at least, that’s my opinion.

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