Book Review and Giveaway: Enchantment

by Kay Lynn

Guy Kawasaki, the author of Enchantment: The Art of Changing Hearts, Minds, and Actions was the opening keynote speaker at the Sheblogs conference I attended last month.   What an impressive man!  He is the author of 10 books, former Chief Evangelist at Apple (twice) and founder of

His talk was a summary of the book in one hour.  Luckily, Cisco Systems sponsored copies of the book for all attendees so I got to read the rest of it.

What is Enchantment

The foundation of enchantment has several ingredients.  Remember you want to enchant customers, fellow employees and your boss; it’s good business.  Here are some of the key points from notes I took during Guy’s presentation.

1. Achieve Likeability

  • Make crow’s feet (have a genuine smile)
  • Dress for a tie (as a peer; not over or under)
  • Have a perfect handshake

2. Achieve Trustworthiness

  • Trust people before they trust you (business model of Amazon, Zappos,and  Nordstrom’s)
  • Be a baker, not an eater
  • Default to Yes (think how can I help the other person when you meet people)

3. Do something DICEE

  • Deep
  • Intelligent
  • Complete
  • Empowering
  • Elegant

4. How to launch

  • Make it short, sweet and swallowable
  • Conduct a Premortem (pretend product failed and go through reasons it failed and then figure out how to address them in advance)
  • Tell a story (launch)
  • Plant  many seeds (marketing 2.0 to get nobodies)
  • Use salient points (miles/gallon vs. yearly costs, dollars vs.months of food, gigabytes vs. number of songs)

5. Overcome Resistance

  • Provide social proof
  • find a bright spot
  • Enchant all the influencers
  • Invoke reciprocation
  • Respond to thanks with “I know you would do the same for me”
  • Enable people to pay you back when they owe you something
  • Endure (Grateful Dead)
  • Don’t rely on Money

6. Learn to Present

  • Customize the introduction
  • Sell Your Dream
  • 10 slides (max)
  • 20 minutes
  • 30 point font

8. Use technology

  • Remove the speed bumps (captcha = reduce the number of customers)
  • Provide value: Information, Insight and/or Assistance
  • Engage
    • Answer email, DM and @s within 48 hours
    • Many people – everyone
    • Often (core function)


Guy Kawasaki- Opening Keynote

Photo: Some rights reserved by Leticia- Tech Savvy Mama


The book has a lot more detail plus additional content on using social media and how to resist enchantment.  The art of enchantment is a valuable read for everyone which is borne out in the personal stories told at the end of each chapter.

Enchantment Giveaway

If you’d like to win your own copy of the book, there are four ways to enter as listed below.  For each entry, leave a separate comment.

1. Leave a comment on a recent enchanting event you’ve experienced.

2. Subscribe to Buck$ome Boomer and leave a comment saying if it is via RSS or email.

3.  Follow me on twitter and tweet the giveaway.

4. Become a fan of Bucksome Boomer on Facebook.

This giveaway is open to those 18 or older and with an U.S. mailing address.

Entries close on June 12th at 5 p.m. Pacific Time and the winner will be selected via And the Winner Is… plugin. If there is not a response within 48 hours to request for mailing address another winner will be selected. Remember to leave an email address that you’ll be checking. 

Good luck!

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Glen Craig June 6, 2011 at 6:21 am

Some time ago I attended a ShareBuilder/Motley Fool event at the ING Cafe in NYC. It was great to hear the SB president and MF CEO speak about investing (and to meet them afterward).

Glen Craig June 6, 2011 at 6:22 am

Subscribed via RSS

Glen Craig June 6, 2011 at 6:25 am
Glen Craig June 6, 2011 at 6:26 am

Was already a FB fan (liked and shared the article).

krantcents June 6, 2011 at 7:44 am

Your review makes me realize I do a lot of those things. I never thought it was recipe for success. I do them because it is part of my personality or something I like to do. For me, it is modeling the behavior of what you want to be.

petra June 6, 2011 at 2:18 pm

Some of the cashiers at my local drugstore embody enchantment. That is probably why I go back week after week to the same store and seek out the same friendly and ever-so-helpful employees.

petra June 6, 2011 at 2:19 pm

I’m a subscriber.

petra June 6, 2011 at 2:19 pm

I follow Bucksome Boomer on twitter and tweeted the giveaway.

Jenn June 8, 2011 at 7:53 pm

I like you on Facebook!

Jenn from How to Make a Hair Bow

Leticia- Tech Savvy Mama June 8, 2011 at 8:00 pm

Not entering since I have my own copy but just wanted to stop by and say hello! 🙂 I saw your sister will be at BlogHer and hope I’ll get to see you there too!

Kay Lynn June 9, 2011 at 5:20 am

Yes, I’ll be there and am looking forward to seeing you!

Pedro June 9, 2011 at 4:49 pm

My favorite trainers at the gym display several characteristics of enchantment:
• they inspire me to overcome resistance and challenge myself
• they have earned my trust
• they always ask how they can help… and they follow through
• they make their pep talks short, sweet, and swallowable
• they demonstrate genuine concern for my health and well-being
• they smile, dress appropriately, and are truly likeable

Jackie @ freeismylife June 11, 2011 at 12:36 pm

I already subscribe to your RSS feed

Jackie @ freeismylife June 11, 2011 at 12:37 pm

I already follow you on Facebook

Ed Nemmers June 11, 2011 at 2:59 pm

I was enchanted by the aromas in the kitchen while the family was making homemade pizza!

April Bever June 11, 2011 at 6:34 pm

Liked on FB

Veronica Garrett June 12, 2011 at 12:44 pm

The speaker at the high school graduation I attended was wnchating.

Brittany Rebello June 12, 2011 at 1:12 pm

The last encanting event i experienced was on mothers day. I am a single mother and my daughters father is not around so i wasnt really expecting anything. I walked in to my moms house and my 2 yr old daughter came running up to me, mom i got you a birthday present! My mom was like emma its a mother day present! She got me a basket packed full of all kins of hair an makeup goods and some new bras and my mother had made me spaghetti and meatballs special for mothers day! I love the good suprises!

Brittany Rebello June 12, 2011 at 1:12 pm

fb fan of u brittany rebello

Brittany Rebello June 12, 2011 at 1:13 pm

subscribed via google reader

Brittany Rebello June 12, 2011 at 1:14 pm

subscribed via google reader deadmonkeys90

Sand June 12, 2011 at 1:56 pm

My most recent enchanting event was three weeks ago when I won a makeover. It was a lovely day!

James Coyne June 12, 2011 at 2:44 pm

i’m an email subscriber

James Coyne June 12, 2011 at 3:18 pm
James Coyne June 12, 2011 at 3:19 pm

i ilke you on facebook

Gianna June 12, 2011 at 4:57 pm

My daughter designed me a cake for my birthday that had our whole family on it. It brought me to tears.

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