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ENCHANTMENT GUY KAWASAKI The art of changing hearts, minds, and actions

MediaCat Publishing, 2012. ISBN: 978-605-4584-01-7 The demonstration includes parts from the original book. For detailed information, we recommend readers to buy the book. Prepared by Humanist Publishing.


What does it cost to smile? We all know how important the first impression is. Then how to make a good impression to enchant? Guy Kawasaki sums up what is required to enchant at first step in four factors: Your smile, dress, hand shaking and your vocabulary. Among these your smile, vocabulary and handshaking are the cost free factors you can immediately start. But watch out! The difference between fake smile and the real one can be easily understood. (Kawasaki names the natural smile as Duchenne because of the French doctor’s crow’s feet


appearing while she smiles and the fake one as Pan-Am for the robotic air hostess of the famous American airline company Pan-Am) Though sometimes it requires investment, your dress is impressive if it is not better but at the same level as the person you’re meeting. Here, what we need to get rid of is the ‘ego’. Because being likeable does not mean being superior or better; it rather means that the person you are meeting likes and feels you are peers.


For empathy Be

HUMBLE Another key issue is right self-positioning. Just like brands people need to be clearly understood by others to build up trust. To be clearly understood by others you need to use a short, simple and unambiguous wording. If your answer is longer than 10 words to the question ‘What do you do’ it means you are not clear.


Another common delusion is to praise oneself: hardworking, honest, committed, loyal‌These have no effect on the others: stop praising yourself and be humble.

Bake a

BIGGER Pie

We all work and make our money in return. But is the basic motivation to bring something out or to spend time playing like a play dough with what is already produced? Guy Kawasaki express this way: ‘there are two kinds of people and organizations in


this world: eaters and bakers. Eaters want a bigger slice of an existing pie and eaters think that if they win, you lose, and if you win, they lose. Bakers think that everyone can win with a bigger pie. Bakers have a different concept of competition; they spend time by not competing but by collaborating and expanding business. And bakers are true enchanters! After reading this article think the following before you start doing something else: What do I bake today? Do you have any criteria for the impression you make? Guy Kawasaki, in his book Enchantment suggests a constructive approach anticipating collaboration with peers for impressing and moving through conclusion.


What he defines as ‘enchantment’ is an approach leading an explicit change in hearts and minds, transforming your relationship with others beyond making it easy to guide them to reach your goal. This means people and organizations position themselves in a manner that satisfies others while reaching their goals. Firstly it is necessary to check if your effort to enchant is ethically right? Here are a few questions to test yourself: Do you ever ask other people to do things that you would not do? In case you ask people to do things that you would never do if you were walking in their shoes then it is compulsion or trick. You cannot get a healthy result in the long run. n Is there a conflict of interests? Enchantment would last as long as your n


interests are aligned with your peer’s interests. A partnership ongoing with conflicts is not productive. n Have you covered your conflict of interests? Though we think we should have a ‘hidden agenda’ it is always advantageous to be as clear as possible. n Do you ever tell ‘white lies’? Lie is a lie and truth is a truth. To build up trust do not think white lies are harmless. n Do you enchant ‘naïve people’? Guiding people that are not as knowledgeable or talented as you are is easy but it is not an achievement. Start with “Yes” Well known entrepreneur Richard Branson, in his book “Screw it, let’s Do it” tells us that he is known as ‘Mr. Yes’.


Because Branson welcomes all idea with ‘yes’ approach at first, then investigates and if the outcome is negative does not go for it. But his first reaction is always ‘yes’. Think about the people around you. Are the people who approach everything by saying ‘no’ or ‘yes’ more creative and productive? Starting off with a ‘yes’ approach will also help you build up good relationships. When you meet someone new; if you think ‘how can I help this person’ instead of thinking ‘what I can get from this person’ you will be creating a far reaching opportunity. Here the key approach is ‘thinking that people are good until proven bad instead of thinking that people are bad until proven good.’ What else is the trust?


The bigger your goals the more you will need to change people’s hearts, minds and actions. This is especially valid if you have limited resource and hard competitors. If you need to enchant people it means you are doing something significant. And if you are doing something significant you need enchanting

GUY KAWASAKI Guy Kawasaki’s personal website: http://guykawasaki.com/ Guy Kawasaki’s Presentation: http://www.slideshare.net/guykawasaki Guy Kawasaki’s ‘Enchantment’ speech at Standford University: https://www.youtube.com/watch?v=A3Wyz3k07ls Guy Kawasaki’s Other Publications in Turkish: Kendi İşini Kurmak İsteyen Girişimcinin El Kitabı, MediaCat, 2016. The art of Social Media, MediaCat, 2015. How To Drive Your Competition Crazy, MediaCat, 2007.


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Enchantment