I consider myself lucky to have been enchanted by Guy Kawasaki at the recent NRF Conference in San Francisco. Guy doesn’t need my endorsement, but for what it’s worth, he’s awesome! I thought he did a terrific job of connecting his most recent book, Enchantment, to the retail industry. You have to remember that brands can enchant just as well or just as badly, as people can. Guys’ book, Enchantment, is a how-to on becoming the most liked, trusted and admired person or brand out there. For me, the gold is remembering that in a commodity industry, it’s the emotional connections and relationships that consumers have with brands that will become differentiators.
The book outlines steps to becoming more likeable (good handshake and smile a real smile), to becoming more trustworthy (trust others first, be more mensch-like and bake a bigger pie). And then walks you through ways to make sure your enchantment is enduring. Great, practical lessons and really cool personal stories are all shared in this book.
And along with the release of the book, Guy is smart about providing support materials for anyone that wants to talk it up - including this cool info-graphic on the Road to Enchantment. Enjoy - and don’t forget, enchant!
Source: Guy Kawasaki, Enchantment, 2011
