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.


The book explains when and why enchantment is necessary and then the pillars of enchantment: likability, trustworthiness, and a great cause.

The next topics are launching, overcoming resistance, making enchantment endure, and using technology. There are even special chapters dedicated to enchanting your employees and your boss.

Finally, because there are times you may want to resist enchantment, there’s even a chapter about how to do this too.

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.

Here’s the last video of Guy’s Art of Enchantment Speech

Here’s what the experts are already saying about Enchantment:

“Guy’s book captures the importance — and the art — of believing in an idea that delivers something entirely unique to the customer. The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential.”— Sir Richard Branson, Founder of the Virgin Group
“Read this book to create a company as enchanting as Apple.”— Steve Wozniak, co-founder of Apple
“You feel it when you drive a BMW, touch an Apple iPad, walk into a Sephora store, or buy shoes from Zappos. Kawasaki reveals how you can deliver the same enchanting experiences as these famous brands.”— Robert Scoble, Rackspace Videoblogger
“Kawasaki provides insights so valuable we all wish we’d had them first.”— Robert B. Cialdini, author of Influence: Science and Practice
“Guy teaches you how to pull gems from people’s hearts and minds and how to become an effective practitioner of life’s crucial domains. Clearly, I taught him well.”— Dr. Phil Zimbardo, professor emeritus of psychology, Stanford University
“Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this.”— Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business
“The best overall treatise on interpersonal relationships since Dale Carnegie wrote How to Win Friends and Influence People.”— Michael Gartenberg, Research Director, Gartner