In today’s crowded marketplace of products and services, learning how to enchant your audience and turning them into staunch supporters of your cause could be the difference between success and failure. Guy Kawasaki, business guru and former Apple marketer, shares in his book how you can charm people and create the same following that led Apple to success.

The book takes a step-by-step approach to guide you down the path of enchantment, starting with the importance of enchantment, how to make yourself enchanting, how to maintain that enchantment, and interestingly, how to resist enchantment. Along the way, each chapter is peppered with personal anecdotes from people who have sent stories of enchantment to Kawasaki, helping to frame the idea of enchantment in a real world perspective. For example, one writer shares how a small act of customer service converted him into a lifelong supporter of Walt Disney, citing the importance of going above and beyond the call of duty.

While the book is quite short, it covers a wide range of ideas and a comprehensive list of tips. Some ideas are more commonsensical, like creating win-win situations for customers and being honest and transparent, while other ideas like pre-mortems – conducting a discussion before launch with the assumption that a project has failed to come up with solutions to troubleshoot them – provide for interesting ways to enhance your business. There are also downright wacky ideas such as swearing to increase your charm, though not to be taken without a healthy dose of caution. They are great to kickstart a brainstorming session to see how you could inject some charm into your own business.

However, most of the points presented feel a bit lacking in depth and substance, coming across more like a summarised and annotated version of enchantment. It serves better as a compilation of resources for further reading, as many of the points are drawn from other authors, properly footnoted and referenced for those who want to delve further.

Enchantment by Guy Kawasaki is a light but thought-provoking read. It is easy to pick up, dive into, and come out with a few lightbulbs of your own. And should you want to read more about any of the subject matter discussed, there’s always the footnotes to look into.

You might also like: To the Max, The Startup Garden, Niccolo Machiavelli's The Prince

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