This is a marketing blog, so I will assume you know who Guy Kawasaki is. For anyone who doesn’t, Guy is the founder of Alltop.com and Garage Technology Ventures, has written nine books including The Art of the Start, Reality Check, Rules for Revolutionaries and How to Drive Your Competition Crazy. He was the chief evangelist at Apple and got his MBA from UCLA after attending Stanford as an undergrad.
I have to admit that when I received my copy (full disclosure – this blog is listed on the Alltop site and I was lucky enough to get a free review copy of this book), I was skeptical.
OK that sounds corny and infomercial-like but the subject matter just seemed played out to me.
But Guy’s approach turned it into a unique and valuable read. He tackles everything from how to use technology (push and pull) to launching, being likable, even dressing and swearing properly (no effing joke).
Enchantment is a treasure chest of tactics. Gladwell may tell you what and why but Guy tells you how and he backs it up with research. At first you think it will be all fluffy the cat but it gets dog deep into details. You get the sense that Influence by Robert Cialdini, was a motivator for Guy and it would make sense as Cialdini was his marketing professor at Stanford.
One of the cool things I like about the book is that there is a test at the end. A test? Yes, a test. Who the hell puts a test in a book? Someone who really really wants you to understand his core concepts. I liked that. Again, at first I thought it was geez this is silly but then I got caught up in the challenge and found it a clever way to create lifelong learning teachable moment.
It’s a 200 page book broken down into 12 chapters and every chapter ends with a boxed out section of someone’s personal story which relates back to the chapter subject. So in Chapter 6, for example, How to Overcome Resistance, you have the story of Richard Fawl, CEO of WatchParty in Austin, Texas and how his resistance to using sticky notes as a planning tool was overcome. It’s another nice little touch that Guy used to drive home the point that it was a tactical book – one to be used not just shelved.
I don’t recommend every book I read or every one that comes as a free review copy. But this one I highly recommend. The book is approachable, charming and likable, just like its author. It’s a good book by a good Guy.