Summary of Guy Kawasaki’s Enchantment

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There’s nothing magical about enchantment – it’s simply a skill you can learn, according to marketing expert Guy Kawasaki. In Enchantment (2011), Kawasaki explains the process of enchantment and how to achieve it. The key is getting people to accept, internalize, and reciprocate your cause, whether that is selling a great product, winning a promotion, or changing the world. Kawasaki stresses the importance of being likable, trusting others, overcoming resistance, and using technology to change hearts and minds. On the flip side, he also cautions that enchantment can be used for negative purposes, and provides tips to help you resist.