It’s been 25 years since I first cut my teeth in business, and over the course of my career, some of the advice that my bosses and mentors have passed on to me has been of questionable merit. In my early days as an account executive, however, I was told to “read 20 minutes every day.” The thinking behind this advice was that reading the thoughts of others would keep my mind sharp. In looking back on my career successes, this advice was excellent because, while I have never been an avid reader, I have always stayed attuned to what’s happening in the world of communication; the business of business changes so quickly that staying plugged-in is imperative.
For the last few years, I’ve been following the writings of the self-proclaimed “Evangelist of Apple,” Guy Kawasaki. Guy’s motto is “Simple and to the point is always the best way to get your point across,” and his writing style––pointed, compelling, engrossing, and thoroughly engaging––evinces this. Past book topics (he has written 10 to date) run the gamut from specific business interests (leadership, marketing, strategic planning, and social media) to world-bettering ideas (compassion, excellence, and commitment). Kawasaki likes to give back to society as well as help others grasp their dreams. As an at-large business guru, he continues to be an evangelist.
Kawasaki’s most recent book, Enchantment, advocates using entrepreneurial strategies to influence the hearts, minds, and actions of others. He maintains, “While persuasion is good, enchantment is even more powerful.” Kawasaki encourages the reader to positively impact what others around him or her do while at the same time maintaining a high standard of ethics. His three pillars of enchantment are: likeability, trustworthiness, and a great cause. He contends that true success comes not from getting what you want but rather from being able to bring about a change in others, and his book focuses on using tools from the digital age to draw people into the conversation about change. Each chapter ends with an anecdote that helps put his thoughts into practical perspective.
I enjoyed reading this book not only because of Guy’s great wit but, more importantly, because of the integrity, empathy, and passion he has for others that came through on every page. Reading Enchantment reminded me of the importance of giving back and making customers feel good about their choices. Kawasaki’s parting thought about enchantment is that it’s a powerful skill and that with power comes responsibility. Enchantment isn’t just about business, it’s about people, and if you want your business and your world to grow, then you must enchant them.
If you’ve read the book or follow Guy, let us know your thoughts.
Author: Paul Wry