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Enchantment: The Art of Changing Hearts, Minds, and Actions
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Audible Audiobook
Listening Length: 4 hours and 49 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Penguin Audio
Audible.com Release Date: March 8, 2011
Whispersync for Voice: Ready
Language: English, English
ASIN: B004R0U3S8
Amazon Best Sellers Rank:
Once in a while I'll read a book by a deep thinker, futurist or whatever. And occasionally, I see right away how/why this person is in the position they're in. I've read a couple of Seth Godin's books and come away thinking this guy really has a lot unique and clear insights; things that would not be obvious to the average person. So, while I believe there is more to life than marketing (even if you include marketing yourself) I can see why people buy Godin's books and hear him speak. Kawasaki is another matter. Enchantment, it turns out, is the realization that people will be loyal to, and pay a premium for products that not only work but are fun to use. And, if you're the purveyor of this product or service, it pays to be likable, interested in others and so on. If this strikes you as obvious, that's fine. What scares me is the thought that there are people who don't already know this.Obvious as this stuff is, he doesn't always take his own advice. He rightly suggests not to hit people over the head with big words but he's not content with being a promoter or pitch man. He has to be an evangelist. Is he on a mission from god? If you're sufficiently enchanted you might think so.
I'm left asking "but, how?" Guy gave few tangible examples of enchantment, most of the book is explaining what enchantment is...not specifics on how to do it if it doesn't come to you naturally. Worth a read but could be much better...I expected more.
Kawasaki's overall idea, "there is a higher form of persuasion, enchantment" is pretty sound. He lays out pretty clearly his idea and how to achieve it. Also, the book reads REALLY fast because it's mostly lists and stories.Despite the VERY obviousl organization and clarity of thought in the book (which is commendable in and of itself), I was disappointed because he so heavily references the works of others (this can also be a positive). He liberally summarizes other top management books (like Cialdini's "Influence"), in supporting his arguments. In a way, this is good becuase it makes you feel like you don't have to read the other books. The problem I have with it is that he uses the other texts/summaries as support for his argument but doesn't add his own insight. If he spends half the chapter talking about other people's work, he doesn't spend the next half advancing his argument, he let's the other texts do the heavy lifting.My other major problem with the book is how bite-sized everything is. Kawasaki gives you lists and lists and lists of how to do certain things, which are valuable, but are overwhelming compared to the amount of prose in the book.Overall, a good overall view of some of the major popular business/social psychology books out there AND a very quick read, but lacking some of the killer insight I personally was expecting from such a highly rated book.
This will be a short review, for I am a man of few words.I'm in sales as a territory manager in the Carolinas for a manufacturer in the natural products industry. From reading this book, I was able to glean principles to apply in my day to day business with accounts; even though I think this book is geared more toward entrepreneurs.I read a review where someone said this book was too simple. Exactly! I think the book was suppose to be simple. Just as doing business with anyone today should be made simple. This is one of the points I take from 'Enchantment', how to simplify business with the accounts and consumers I come into contact with.The "How To Achieve Likeability" and "How To Achieve Trustworthiness" are two factors that play a big role in what I do in sales. So the bottom line for me here is, it's about building and maintaining the relationship. This makes doing business easier in the long run.The company I work for gives their territory managers multi-paged pitch books to use in selling promotions to accounts. I dislike using them. Too many pages. Guy's 10-20-30 rule is what I now follow. I tweak my Keynote presentations to make them short and sweet. All the other information from the pitch-books I learn and can relay without a slide.
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