An Enchanting Conversation With Guy Kawasaki
Guy Kawaski’s latest book, Enchantment, was released in March of 2011, to overwhelmingly upbeat reviews. Of the 225 customer reviews currently posted on Amazon, over 90% are highly positive.
I enjoyed the book as well, as evidenced by the review I wrote at the time of its release, which you can read HERE. I even plan to use it in my upcoming UC Santa Barbara Entrepreneurial Selling class.
As Guy notes in the accompanying video interview, his primary goal with Enchantment is to reach a broader audience, beyond the high-tech, startup world. According to Guy, “It has been very satisfying to hear from people who never heard of me before. It wasn’t the Guy fan base. I’d like to expand beyond that. I want this book to be the equal to How To Win Friends And Influence People, by Dale Carnegie.”
To this end, Guy has written a book that can be used by anyone seeking to further their cause; from startups, to non-profits, to public policy issues to getting a job.
I began our discussion by asking Guy, “Why should entrepreneurs read your latest book, Enchantment?”
“The reason why an entrepreneur should be interested in this book is because entrepreneurs have to overcome resistant. In a perfect world, the coolest widget, the coolest service would automatically sell and people would love it…but this ain’t a perfect world.
An entrepreneur, in particular, has to be likeable and trustworthy AND have a great product. An entrepreneur has to enchant people to use new products and services not simply bludgeon them, promote them or discount them. That doesn’t work.”
Guy, how would your 2004 book, Art Of The Start , differ, if you were writing it today?
“What is massively different from now and when I wrote the book is that social media didn’t exist back then. If I were writing the book today, there would be a whole chapter or two…about how to use Facebook and Twitter. When Dale Carnegie wrote in 1933 that you should, ‘use the telephone’, he didn’t anticipate Twitter. When I wrote Enchantment, I knew that the social media would be wrong – if I were to write either of the books today, I would have a whole section on Google+. I think Google+ is a great, great mechanism for enchanting people.”Continued on the next page