Enchantment, as defined by bestselling business expert Guy Kawasaki, isn’t about manipulating people. It transforms situations and interactions. It changes hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers as well as the undecided in to the faithful. Enchantment can occur during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when completed right, it’s stronger than traditional persuasion, impact, or advertising about Enchantment: The Artwork of Changing Hearts, Minds, and Actions 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, long lasting, and delightful change in other people. By enlisting their very own goals and wishes, by being likable and trustworthy, and by framing a reason that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what allowed .* A Tranquility Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.* A little cable channel (E!) to earn it broadcast rights to radio superstar Howard Stern.??* A apparently crazy new running footwear (Vibram Five Fingers) to methodically build a passionate client base.??* A Canadian crystal machine (Nova Scotian Crystal) to carefully turn observers into customers.This book explains all of the tactics you will need to prepare and launch an enchantment campaign; to take full advantage of both drive and pull technologies; also to enchant your customers, your employees, and even your boss. It shows how enchantment can change difficult decisions your way, at times when intangibles imply a lot more than hard information. It will help you get over other people’s entrenched habits and defy the not-always-wise ‘intelligence of the group.’Kawasaki’s lessons are attracted from his tenure at perhaps one of the most charming organizations of all time, Apple, aswell as his years of experience while a business owner and enterprise capitalist. You will find few people in the globe more qualified to teach you how to enchant people.Seeing that Kawasaki writes, ‘Need to improve the world? Transformation caterpillars into butterflies? This will take more than run-of-the-mill human relationships. You will need to convince people to dream the same dream that you do.’ That’s a big objective, but one that’s easy for most of us.