Enchantment: the art of changing hearts, minds, and actions

245 Pages·2011·3.46 MB·English

by  Guy Kawasaki

Table of Contents
Title Page
Copyright Page
Epigraph
Dedication
Acknowledgements
Introduction

Chapter 1 - Why Enchantment?
Chapter 2 - How to Achieve Likability
Chapter 3 - How to Achieve Trustworthiness
Chapter 4 - How to Prepare
Chapter 5 - How to Launch
Chapter 6 - How to Overcome Resistance
Chapter 7 - How to Make Enchantment Endure
Chapter 8 - How to Use Push Technology
Chapter 9 - How to Use Pull Technology
Chapter 10 - How to Enchant Your Employees
Chapter 11 - How to Enchant Your Boss
Chapter 12 - How to Resist Enchantment

Conclusion
Selected Bibliography
Index
Coverphon
Colophon
Also by Guy Kawasaki
The Art of the Start
Rules for Revolutionaries
The Macintosh Way
Selling the Dream
How to Drive Your Competition Crazy
Hindsights
The Computer Curmudgeon
Database 101
Reality Check
Guy Kawasaki

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First published in 2011 by Portfolio / Penguin, a member of Penguin Group (USA) Inc.

Copyright © Guy Kawasaki, 2011
All rights reserved

Illustration credits
Page xxi: Used by permission of Apple; 7: By Jorge Cham (www.phdcomics.com); 8: Courtesy of Eric
Dawson; 16, 18, 43, 58, 65, 102, 117, 118 (both photographs), 119 (both), 120 (both), 121, 192 (top left),
196: Courtesy of the author; 25: Courtesy of Fran Shea; 37: Courtesy of Tony Morgan; 45: Provided by
Korey Kay & Partners Advertising, New York; 53: Courtesy of Mike Stevens; 68 (top): © Derek Sivers
(www.sivers.org); 68 (bottom): Courtesy of Matt Maurer; 78: Rob McCullough; 93: Courtesy of Richard
Fawal; 111: Courtesy of Chris Anthony; 133 (bottom): Courtesy of Garr Reynolds; 146: Provided by
Visible Measures (www.visiblemeasures.com); 150: Courtesy of Meryl K. Evans; 158: Gray Rinehart; 163:
Courtesy of Milene Laube Dutra; 171: Courtesy of David Stockwell; 182: Courtesy of Tibor Kruska; 184:
Courtesy of Kathy Parsanko; 192 (bottom left): By Samuel Toh; 193 (top): By Tracy Lucas of Four Square
Creative Services; 194: Courtesy of Ade Harnusa Azril; 195: Sarah Adams; Certain credits appear adjacent
to the respective images.

Library of Congress Cataloging-in-Publication Data
Kawasaki, Guy, 1954–
Enchantment : the art of changing hearts, minds, and actions / Guy Kawasaki.
p. cm.
Includes bibliographical references and index.
eISBN : 978-1-10147599-7
1. Persuasion (Psychology) in organizations. 2. Persuasion (Psychology) 3. Influence (Psychology) 4.
Marketing—Psychological aspects. 5. Management—Psychological aspects. I. Title.
HD30.3.K38 2011
658.8001'9—dc22
2010046009
Interior and case design including butterfly illustration by Daniel Lagin Butterfly photograph by Sarah
Brody • Butterfly created by Michael La Fosse
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