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Enchantment by Guy Kawasaki by Mind Map: Enchantment 
by Guy Kawasaki
5.0 stars - 5 reviews range from 0 to 5

Enchantment by Guy Kawasaki


Process of delighting people with a product, service, organization, or idea

It causes a voluntary change of hearts and minds, and therefore actions

It is not manipulation of people to get your way

Outcome is voluntary and long-lasting support that is mutually beneficial

Why enchantment

To fill them with great delight

Convince people to dream the same dream as you, despite the many obstacles

One must understand what people are thinking, feeling, and believing in order to enchant them

Put yourself in their place and ask the same questions they're asking

What does this person want (motives)?

Is the change worth the effort (cost-benefit analysis)?

Can I change?

It's a marathon, not a sprint

How to achieve likability

First impressions

Accept others before they accept you

Get close and make frequent contact

Don't impose your values

Pursue and project your passions

Find shared passions

Create win-win situations

Yes attitude

How to achieve trustworthiness

People can like you but not trust you

Trust others

Be good-natured, honest, fair, kind, transparent - a "mensch"

Disclose your interests

Give for intrinsic reasons

Gain knowledge and competence (doing)

Interact with people (physically & virtually)

Make a bigger pie in lieu of eating more of the same pie

Enchant people on their own terms

Position yourself

What you do

Why you exist

What's your sentence?

Be a hero

How to prepare

Do something great

Qualities of a great product

Deep (many features)



Conduct premortems

Set yourself up for success

Make it short, simple, and swallowable

Provide default options

Establish and communicate goals

How to launch

More than press releases, data dumps, assertions, and sales pitches

Captivate people's interest and imagination by telling compelling stories

It is faith that moves mountains, not facts

Immerse people in your cause

Promote trial

Prime the product

Plant many seeds

Figure out number and kind of choices

Illustrate points

Get your first follower

How to overcome resistance

Why people are reluctant



Fear of making a mistake

Lack of role models

Your cause sucks

Perception of ubiquity

Perception of scarcity

Provide social proof

Show people your magic

Find great example

Find a way to agree

Find a bright spot

Assign a label

Use data to change mind-set

Enchant all the influencers

Frame your competition

How to make enchantment endure

Strive for internalization

Separate the believers from nonbelievers

Push implementation down

Use intrinsic methods

Invoke reciprocity

Catalyze commitment and consistency

Build an ecosystem

Diversify your team

Promote spreadability

How to use technology

General principles

Engage fast, many, and often

Provide value, info, insights, and assistance

Give credit and benefit of doubt

Don't take any crap

Limit promotion and disclose conflicts

How to use push technology




How to use pull technology

Web sites and blogs




How to enchant your employees

Provide mastery, autonomy, and purpose

Empower them to do the right thing

Judge your results and others' intentions

Address your shortcomings first

Suck it up

Don't ask employees to do what you wouldn't do

Celebrate success

Find a devil's advocate

Good boss manifesto

Tell them what you want

How to enchant volunteers

How to enchant your boss

Make your boss look good

Drop everything and do what your boss asks

Underpromise, overdeliver

Prototype your work

Produce quick outline

Show your thinking

Ask for feedback

Show and broadcast progress

Form friendships

Ask for mentoring

Deliver bad news early

How to resist enchantment

Avoid tempting situations

Look far into the future

Know your limitations

Beware of pseudo salience, data, and experts

Don't fall for example of one

Defy crowd

Track previous decisions

Create a checklist

Let yourself be enchanted in small ways