Review of Enchantment by Guy Kawasaki

The early copy of Enchantment by Guy Kawasaki does not appear to be a business book on first look. It came to me spiral bound, size of a small notebook, with a red color cover, lacking the seriousness of what a business book ought to be.

Guy set’s out to create enchantment through the cover and the design of the book and it sure is catchy. I can envisage this book on the shelfs of bookstores and attracting people’s attention just based on the cover.

Borrowed from Internet

He set’s the stage by stating that this book is for people who see life for what it can be rather than what it can’t….I am going to take you into a journey to learn how to change the hearts, minds and actions of people and then dives into 12 short chapters – which are a how-to treatise on creating enchantment with your products or service.

The advice in the chapters that talk about creating enchantment through technology using social media blogs etc is solid and but what I really liked is that the Guy devotes substantial space to human values – such as trustworthiness, likeability, acceptance, being a mensch, reciprocity etc. – a trait that seems to be becoming rarer in the business world. There are two chapters out there that are a must read for every boss and every employee.

The book reminded me a lot about Tim Sanders “Love is the Killer App: How to Win Business and Influence Friends”. More than Dale Carnegie, I think Tim’s book  sets the standard on creating true influence and I was honestly surprised to see it missing in the bibliography in Enchantment.

Overall Enchantment is a good light read, still doesn’t come close to my other favorite from the same author – The Art of the Start.


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