Enchantment by Guy Kawasaki
da Toni Krasnic
1. How to overcome resistance
1.1. Why people are reluctant
1.1.1. Inertia
1.1.2. Hesitation
1.1.3. Fear of making a mistake
1.1.4. Lack of role models
1.1.5. Your cause sucks
1.2. Perception of ubiquity
1.3. Perception of scarcity
1.4. Provide social proof
1.5. Show people your magic
1.6. Find great example
1.7. Find a way to agree
1.8. Find a bright spot
1.9. Assign a label
1.10. Use data to change mind-set
1.11. Enchant all the influencers
1.12. Frame your competition
2. How to make enchantment endure
2.1. Strive for internalization
2.2. Separate the believers from nonbelievers
2.3. Push implementation down
2.4. Use intrinsic methods
2.5. Invoke reciprocity
2.6. Catalyze commitment and consistency
2.7. Build an ecosystem
2.8. Diversify your team
2.9. Promote spreadability
3. How to use technology
3.1. General principles
3.1.1. Engage fast, many, and often
3.1.2. Provide value, info, insights, and assistance
3.1.3. Give credit and benefit of doubt
3.1.4. Don't take any crap
3.1.5. Limit promotion and disclose conflicts
3.2. How to use push technology
3.2.1. Presentations
3.2.2. E-mail
3.2.3. Twitter
3.3. How to use pull technology
3.3.1. Web sites and blogs
3.3.2. Facebook
3.3.3. LinkedIn
3.3.4. YouTube
4. How to enchant your employees
4.1. Provide mastery, autonomy, and purpose
4.2. Empower them to do the right thing
4.3. Judge your results and others' intentions
4.4. Address your shortcomings first
4.5. Suck it up
4.6. Don't ask employees to do what you wouldn't do
4.7. Celebrate success
4.8. Find a devil's advocate
4.9. Good boss manifesto
4.10. Tell them what you want
4.11. How to enchant volunteers
5. How to enchant your boss
5.1. Make your boss look good
5.2. Drop everything and do what your boss asks
5.3. Underpromise, overdeliver
5.4. Prototype your work
5.4.1. Produce quick outline
5.4.2. Show your thinking
5.4.3. Ask for feedback
5.5. Show and broadcast progress
5.6. Form friendships
5.7. Ask for mentoring
5.8. Deliver bad news early
6. How to resist enchantment
6.1. Avoid tempting situations
6.2. Look far into the future
6.3. Know your limitations
6.4. Beware of pseudo salience, data, and experts
6.5. Don't fall for example of one
6.6. Defy crowd
6.7. Track previous decisions
6.8. Create a checklist
6.9. Let yourself be enchanted in small ways
7. Enchantment
7.1. Process of delighting people with a product, service, organization, or idea
7.2. It causes a voluntary change of hearts and minds, and therefore actions
7.3. It is not manipulation of people to get your way
7.4. Outcome is voluntary and long-lasting support that is mutually beneficial
8. Why enchantment
8.1. To fill them with great delight
8.2. Convince people to dream the same dream as you, despite the many obstacles
8.3. One must understand what people are thinking, feeling, and believing in order to enchant them
8.4. Put yourself in their place and ask the same questions they're asking
8.4.1. What does this person want (motives)?
8.4.2. Is the change worth the effort (cost-benefit analysis)?
8.4.3. Can I change?
8.5. It's a marathon, not a sprint
9. How to achieve likability
9.1. First impressions
9.2. Accept others before they accept you
9.3. Get close and make frequent contact
9.4. Don't impose your values
9.5. Pursue and project your passions
9.6. Find shared passions
9.7. Create win-win situations
9.8. Yes attitude
10. How to achieve trustworthiness
10.1. People can like you but not trust you
10.2. Trust others
10.3. Be good-natured, honest, fair, kind, transparent - a "mensch"
10.4. Disclose your interests
10.5. Give for intrinsic reasons
10.6. Gain knowledge and competence (doing)
10.7. Interact with people (physically & virtually)
10.8. Make a bigger pie in lieu of eating more of the same pie
10.9. Enchant people on their own terms
10.10. Position yourself
10.10.1. What you do
10.10.2. Why you exist
10.10.3. What's your sentence?
10.11. Be a hero
11. How to prepare
11.1. Do something great
11.2. Qualities of a great product
11.2.1. Deep (many features)
11.2.2. Intelligent
11.2.3. Complete