Enchantment

The Art of Changing Hearts, Minds, and Actions

Guy Kawasaki

240 pages, parution le 16/02/2011

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Résumé

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques.

Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled...

A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern.
A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.
A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.

This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd."

Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.

As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.

L'auteur - Guy Kawasaki

Guy Kawasaki - Qui de plus que lui incarne l'enchanteur ? Ancien évangéliste du Macintosh, il a quitté Apple pour créer plusieurs start-up en vue de "rapprocher l'avenir". Les plus célèbres : Garage Technology Venture, société de capital-risque pour jeunes entreprises et Alltop qui répertorie les meilleurs blogs et sites internet. Il inspire et guide des milliers d'entrepreneurs qui se pressent aux conférences qu'il donne dans le monde entier. Son blog est l'un des plus lus au monde et il est partout sur Twitter.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Penguin
Auteur(s)	Guy Kawasaki
Parution	16/02/2011
Nb. de pages	240
Format	15 x 23
Couverture	Broché
Poids	401g
Intérieur	Noir et Blanc
EAN13	9780241953648
ISBN13	978-0-241-95364-8