Enchantment, continues Guy Kawasaki’s mission of spreading fresh, new ideas that are relevant and accessible to all business people.
 
In this book, he reveals some of the secrets of enchantment, defining it “as the process of delighting people with a product, service, organization, or idea” and describing its outcome as “voluntary and long-lasting support that is mutually beneficial.”
The book is broken into 12 chapters, including chapters on “How to Achieve Trustworthiness” and “How to Overcome Resistance.” Two chapters that are particularly useful for people who are trying their hands at social media, but not getting the kind of engagement they seek, are on “push” and “pull” technology. Kawasaki explains the difference: “Push technology brings your story to people. Pull technology brings people to your story.”
 
Whether you’re a C-level executive looking to lead people more effectively, a mid-level manager hoping to stand out, or a marketer trying to better spread your organization’s message, you’ll find Enchantment absolutely, well, enchanting.

By Jack Covert

Jack Covert is advisor to and founder of 800-CEO-READ, a division of Milwaukee-based Dickens Books Ltd. and a direct supplier of book-related resources nationwide. It specializes in identifying trends in the changing business market. For more reviews, visit 800ceoread.com.