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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Guy Kawasaki's book: "Enchantment: The Key to Attracting People to Your Company".
This complete summary of the ideas from Guy Kawasaki's book "Enchantment" shows that even if you have an insanely great mousetrap, the world will not beat a path to your door. Everyone’s busy doing their own thing. In practice, the greater your mousetrap is, the harder it will be to get people to embrace it because it will be so different to what they’re used to. Instead of sitting back and hoping you’ll be discovered, you have to get busy enchanting people with what you have. Enchantment is the art and process of turning cynics into believers and then enlisting them in a crusade to tell the world. This summary highlights a few steps in bringing about enchantment and the nine things that you can do to get some enchantment working in your favor.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Enchantment" and find out why you should go forth and enchant.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 34
Veröffentlichungsjahr: 2013
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Book Presentation Enchantment by Guy Kawasaki
Summary of Enchantment (Guy Kawasaki)
Book Presentation Enchantment by Guy Kawasaki
Book Abstract
MAIN IDEA
Enchantment is the art and process of delighting people with your product, your service or your idea. Once someone is enchanted with what you’re doing or what you’re offering, they will voluntarily give long-lasting support which will end up being be mutually beneficial. Enchantment is all about changing people’s hearts and minds and thereby their actions. Or put a different way, when you enchant someone, you enlist them in your cause to change the world and make it a better place.
Therefore, don’t learn how to sell. Learn how to enchant. It’s a more productive and long-lasting goal to go after.
“The greater your goals, the more you’ll need to change people’s hearts, minds, and actions. This is especially true if you have few resources and big competitors. If you need to enchant people, you’re doing something meaningful. If you’re doing something meaningful, you need enchantment.”
– Guy Kawasaki
About the Author
GUY KAWASAKI was previously the chief evangelist of Apple. He is today the co-founder of Alltop.com, an online magazine rack of popular topics on the web, and a founding partner at Garage Technology Ventures. He is the author of ten books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy and Selling the Dream. Mr. Kawasaki has a BA from Stanford University, and MBA from UCLA and an honorary doctorate from Babson College.
The Web site for this book is at www.guykawsaki.com/enchantment
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Enchantment (Guy Kawasaki)
1. Why is enchantment important?
Even if you have an insanely great mousetrap, the world will not beat a path to your door. Everyone’s busy doing their own thing. In practice, the greater your mousetrap is, the harder it will be to get people to embrace it because it will be so different to what they’re used to. Instead of sitting back and hoping you’ll be discovered, you have to get busy enchanting people with what you have. Enchantment is the art and process of turning cynics into believers and then enlisting them in a crusade to tell the world.
When you enchant people, your goal is not to merely try and make money. You’re attempting to delight them so much they will be inclined to do what you suggest in the future. The situations where you need enchantment the most are:
Where you aspire to some lofty ideal and you’re trying to change the world to make that come about.Where people are faced with making a major change in their lifestyle and this is a big deal for them.Where you’re trying to overcome entrenched habits.When you’re trying to get people to break from the crowd and do something completely different.When you’re asking people to act in the absence of feedback or where results are going to a very long time coming. You have to enchant people so they will keep the faith.To illustrate, consider Apple’s attempts to sell Macintoshes to the business market in the 1980s. The IBM personal computer was at the height of its popularity. Apple was so enchanted by its own product its people couldn’t understand why everyone didn’t share their sense of enthusiasm. Apple didn’t make any progress in this until the people who worked for the company sat down and looked at the three questions which the customers Apple was trying to enchant were asking themselves:
