Guy Kawasaki

You're Invited: #MediaMeshBBC Twitter Chat tonight! Talking about #Enchantment

Tonight is the first Business Book Club Twitter chat where we'll be discussing Enchantment by Guy Kawasaki.

Who: Anyone who's read or is interested in reading the book.
When: 8:00-9:00pm
Where: In your favorite Twitter chat client, though I recommend TweetChat for easier refresh and interaction.

I'll talk to you tonight!

Business Book Club: Enchanted

When my friend Karen from The Media Mesh decided to start a business book club, I teased - mostly because I am one of the worst culprits of buying business books and then never actually getting through them.  With the club as incentive I got through the first club book and am  now happy to tell you what my take on the book was. If you’re interested in finding out about being a part of the book club, check out Karen’s site.

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

The book (as per its web site) ” explains how to influence what people will do while maintaining the highest standards of ethics. The book explains when and why enchantment is necessary and then the pillars of enchantment: likability, trustworthiness, and a great cause.

My take

Be real

It’s a great book that reminds us to be real, genuine and helpful.

A lot of it seems like common sense, but sometimes I think it takes spelling things out obviously to remind us just how important these things are.

It’s the whole “you catch more flies with honey than vinegar” thing that I strongly believe in.  You get much further in life by being kind and friendly than by being angry and pushy.  Kawasaki simply outlines the how and why with some great examples.

Great practical tips

Kawasaki spends a lot of the second half of the book giving ideas on HOW you can be enchanting, sometimes bringing in specialists (like Mari Smith, a Facebook expert who I really enjoy) to talk about areas he realizes others know more about.

Again, a lot of what he said is common sense, but it’s nice to have what you’re doing reinforced, or to have a reminder to be doing it.


I enjoyed the book and was able to create a relatively easy to do list for myself from it.  I like that I walked away feeling good about how I do things.

My one real criticism of the book were his case studies.  He closes each chapter with a real life example of enchantment.  For some reason I found the examples weak.  I don’t know if he was going for something very attainable and realistic, but instead they felt to me like random examples pulled from a small sample selection.

Personal examples

That being said, here is an example of how I’ve been enchanted by a company.

Mabel’s Labels is a Canadian company that creates sticky labels “for the things kids lose”

In the summer of 2010 I attended a blogging conference in New York City.  As I waited for my flight home I tweeted that I was sitting at the gate on my own killing time.  One of the four founding partners of Mabel’s Labels saw my tweet, happened to be taking the same flight and found me at the gate and introduced herself to me (we had never met).

We sat and chatted for almost an hour, mostly not about business, and although I’d heard of the company before my estimation and personal feelings for the company sky rocketed after this interaction.  Since then, I have interacted with this same partner on twitter many times, as well as other partners of the company and their social media representative (they are all very responsive!) and have seen just how fast and authentic they are at engaging with their customers online.

Do I think it’s realistic for the owner of a company to spend time with every potential customer? No. However, I have since become a big advocate of their company, use their labels exclusively for my kids, and brought them in as a sponsor of a conference that I ran in my own city.  I believe in them and spread their word, and that came from someone responding in a really enchanting way to a tweet I sent out expecting no response.

Here is an example of how I WASN’T enchanted:

A few months ago I was planning a vacation.  I put out a simple and general question on twitter about one of the decisions I needed to make about that vacation - one that anyone who had been on a similar type of vacation could answer.  Someone referred me to a travel agent on twitter and when I asked her my question and told her I had already booked the vacation through another channel, she told me that I should then talk to that person for any answers to my question.

Her unwillingness to answer my question because I was not her client gave me such a bad feeling that I now have little desire to work with her in the future.  In fact, when I needed further help with the same vacation I went through another agent despite probably having gone with her before the interaction.  A little bit of “free” and “friendly” advice can go a long way to being enchanting.

I hope you check the book and Karen’s book club out - both are worth your time.  There will also be a twitter chat on January 11 from 8-9 using  #mediameshbbc.

I’d love to hear examples of how you’ve been enchanted! 

“You catch more flies with honey than vinegar”,

Read more:

Business Book Club: Were you enchanted?

When I saw the book that was randomly chosen for us to begin the Business Book Club, I truly wasn't sure what to expect. Enchantment: The Art of Changing Hearts, Minds, and Actions has had good reviews from what I've seen and heard for the most part. The subject of influence, which is a huge part of the book, happens to be one I struggle with. I have never viewed myself as an influential person and I've often wondered if it's even possible to change that. It's always seemed so tied to personality when I look at others who I perceive to have influence. It didn't take long for me to realize that - based on Guy Kawasaki's ideas - I was both right and wrong.

What will you find in Enchantment?
A liberal sprinkling of nuggets of wisdom that pretty much anyone can benefit from reading. This book isn't just for those who are running a business. It's for those who are working for the guy who's running the business. It's for anyone who deals with people anywhere any time.

What can you get out of Enchantment?
If you're anything like me, you'll start to think about how you can make modifications to the way you work and deal with people - especially customers (or anyone who relies on you) - in a way that will leave them with that feeling of enchantment. You'll start to think more creatively about little (and big) things you can do that will create a memory that endures and an impression that stands the test of time and distance.

This may sound to you as if it's common sense wrapped in a book jacket. The sheer volume of examples, suggestions, ideas and resources cited gives credence to Enchantment being a must-read for anyone who needs a refresher on influence or a more thorough perspective.

We're living in an age where the relationship component of doing business is changing drastically. Everyday, more customers expect to get individual and timely attention from someone who is able to help them solve a problem. Social media channels have pushed businesses into a new field of marketing and is forcing them to think very differently about how they will reach new and retain existing customers. That alone is reason enough to want to know how to enchant them.

Concrete Ways to Increase Enchantment
The first half of the book is a bit more on the conceptual side, though there is still a lot of specific advice. In the second half of the book, Guy jumps into topics like using push and pull technologies (specifically, social media channels) to increase enchantment, how to be an enchanting boss/worker, and ends with a primer on resisting enchantment. I thought it was an odd note to end on, but the discussion of ethical enchantment is critical. Con artists enchant their victims. People who aren't looking to con others don't want to be perceived as such, so knowing the signs and behaviors to avoid makes sense.

Putting Enchantment Into Action
This was a great read for this time of year as I'm thinking about the goals I want to set for myself in 2012 and the focus I want to maintain. My thinking is shifting to a slightly different angle: How can I accomplish what I want to do and enchant others in the process? That's a question that will be my focus over the next few weeks. It isn't about changing what I want to do; it's about doing it in the best possible way.

One of the best messages in this book is that enchantment doesn't have to be about some huge national campaign or launch. To quote Guy, "'Epic' is not always necessary." (Chapter 5, How to Launch - "Tell a Story") Enchanting others in small ways continuously is more effective than making a big splash and then disappearing. With that in mind as I read the various examples of enchanting interactions and experiences, I found myself wanting to feel enchanted. What company enchants you? What person enchants you? What about them - what they do - makes you feel enchanted? These questions have been rattling in my mind for weeks now. As I finished the book, I became more aware of my experiences each day:

I'm enchanted by my family, by people on my commute, by workers at the grocery store at 7:30am, by my iPhone/iPad. (Yes, I firmly believe that inanimate objects can enchant. Isn't that the purpose behind their creation?) I've committed to be more mindful of these moments, savor them and maybe even take note if I can learn something from them.

Twitter Chat
After we finish each book, I'll be hosting a twitter chat. This month, we'll hold it on January 11, 8-9 using #MediaMeshBBC. I hope everyone will join me next week for more discussion and I'll announce our next book as well.

What did you think of this first BBC book? How did the book inspire you to action?