The Art of Changing Hearts, Minds, and Actions
By Guy Kawasaki
Portfolio, Hardcover, 9781591843795, 240pp.
Publication Date: March 8, 2011
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. For instance, enchantment is what enabled . . .
A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas.
A small cable channel (E ) to win the TV broadcast rights to radio superstar Howard Stern.
A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base.
A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers.
This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd."
Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.
As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.
"Guy's book captures the importance - and the art - of believing in an idea that delivers something entirely unique to the customer. The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential."—Sir Richard Branson, Founder of the Virgin Group
"Kawasaki provides insights so valuable we all wish we'd had them first."—Robert B. Cialdini, author of Influence: Science and Practice
"The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People."—Michael Gartenberg, research director, Gartner
"Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this."—Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business
"Guy teaches you how to pull gems from people's hearts and minds and how to become an effective practitioner of life's crucial domains. Clearly, I taught him well."—Dr. Phil Zimbardo, professor emeritus of psychology, Stanford University
"You feel it when you drive a BMW, touch an Apple iPad, shop in a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands."—Robert Scoble, Rackspace videoblogger