Enchantment: The Art of Changing Hearts, Minds, and Actions is Guy Kawasaki tenth book. In it, he explains how to influence what people will do while maintaining the highest standards of ethics.If you want to change the world — or even part of the world, this book is for you. It 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.”
As Kawasaki writes, “Want to change the world? Change caterpillars into butterflies? That’s a big goal, but one that’s possible for all of us.
The capitalist system is under siege. In recent years business increasingly has been viewed as a major cause of social, environmental, and economic problems. Companies are widely perceived to be prospering at the expense of the broader community.What we need to do is change our mindset.Shared value is the ultimate differentiator.A sustainable competitive advantage comes from creating shared value with more and more communities, meeting their underlying needs. If you can accomplish this, the consumer will even be less price sensitive.
Umair Haque with his last book “New Capitalist Manifesto”, Alex Bogusky with his “Fearless Revolution” ideas and recently launched new social brand COMMON and Michael Porter with the “Business Shared Value” concept (developed together with Mark Kramer) put foundations of the real process of rethinking, reforming and reinventing the way of functioning the modern society economy during the last decades and start building cornerstones of completely New /Creative/Constructive/Sustainable Capitalism – could name it Capitalism 3.0.
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