About the Author
Guy Kawasaki
ISBN 9780241953655
Rs. 800
Penguin Business
Eenchantment
The Art of Changing Hearts, Minds and Actions
Who it's for: Business professionals, marketers, and leaders seeking ethical influence techniques
In "Enchantment," renowned business expert Guy Kawasaki redefines influence not as manipulation, but as a powerful process to transform situations and relationships. It’s about converting hostility into affinity, skepticism into belief, and indecision into loyalty. This book reveals how to inspire voluntary, enduring, and delightful change in others, whether in a retail setting, a corporate negotiation, or a social media interaction, making it more effective than traditional persuasion or marketing techniques.Why You Should Read? Learn practical tactics to prepare and launch effective enchantment campaigns. Discover how to influence and persuade customers, employees, and superiors by aligning with their goals. Gain strategies to overcome entrenched habits and sway difficult decisions in your favor. Benefit from Guy Kawasaki's unique insights drawn from his tenure at Apple and decades as an entrepreneur.
Highlights
- Redefines influence as a positive process, not manipulation
- Covers tactics for enchantment in retail, corporate, and social media settings
- Draws on Kawasaki's experience at Apple and as an entrepreneur
- Focuses on converting hostility into affinity and skepticism into belief
- Practical guidance for influencing customers, employees, and superiors
Themes
Available formats
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Questions about this book
What is the main idea of the book?
The book argues that influence can be a positive force, focusing on inspiring voluntary, enduring, and delightful change in others, rather than using manipulation.
Who is the author and what is his background?
Guy Kawasaki is a renowned business expert with experience at Apple and as an entrepreneur, which informs the insights in the book.
What kind of situations does the book cover?
It covers enchantment in retail settings, corporate negotiations, and social media interactions, among others.
Is this book about manipulation?
No, it explicitly redefines influence as a process to transform situations and relationships positively, contrasting with traditional persuasion or marketing.