Enchantment: The Art of Changing Hearts, Minds, and Actions – Guy Kawasaki

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 skeptics and cynics into 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.
“Kawasaki provides insights so valuable we all wish we’d had them first.”
—Robert B. Cialdini, author of Influence 
“Read this book to create a company as enchanting as Apple.”
—Steve Wozniak, co-founder of Apple

“The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People.”
—Michael Gartenberg, research director, Gartner  

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