I’ve just finished re-reading a review copy of Enchantment, by Guy Kawasaki. It’s his 10th book, and he’s done it again. We use enchantment (as he explains it) in our social communications to create relationships — whether with other people or with a brand.
If we want to accomplish something, whatever it may be, we’ll need to influence another person to either buy our stuff or buy in to us. It’s the process and use of enchantment that allows it to happen.
When you’ve enchanted someone, you’ve probably done something good, for both them and you. That’s what makes Enchantment such an ethical approach to influence. As Guy says, it’s the art of changing hearts, minds and emotions.
This book will make you stop and think, so I’d recommend reading it straight through once, and then again with a highlighter.