Guy Kawasaki’s ‘Enchantment’ Explains How to Influence People


Guy Kawasaki

Guy Kawasaki has published his 10th book, “Enchantment: The Art of Changing Hearts, Minds, and Actions,” in which he explains how to influence what people will do while maintaining the highest standards of ethics.

The book explains when and why enchantment is necessary and then the pillars of enchantment: likability, trustworthiness, and a great cause.

The next topics are launching, overcoming resistance, making enchantment endure, and using technology. There are even special chapters dedicated to enchanting your employees and your boss.

Finally, because there are times you may want to resist enchantment, there’s even a chapter about how to do this too.

“Guy’s book captures the importance — and the art — of believing in an idea that delivers something entirely unique to the customer,” said Sir Richard Branson, founder of the Virgin Group. “The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential.”

Kawasaki is a founding partner and entrepreneur-in-residence at Garage Technology Ventures. He is also the co-founder of, an “online magazine rack” of popular topics on the Web. Previously, he was an Apple Fellow at Apple Computer Inc.

His other books include “Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition,” “The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything,” “Rules for Revolutionaries: The Capitalist Manifesto for creating and Marketing New Products and Services,” “How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit,” “Selling the Dream,” and “The Macintosh Way” (his first book, published in 1987).

Born in Honolulu in 1954, he has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

For more information, go to or visit his Facebook page. “Enchantment” also has its own Facebook page.


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