Saturday, April 16, 2011

Guy Kawasaki reminds us that we all need to work at "Enchantment"

I've been hearing a lot of positive reviews about Guy Kawasaki's latest book, "Enchantment."  It's been on my reading list for the past couple of weeks.  I was hoping to download it to my Mac Kindle, but it wasn't an option so I finally ran out to Barnes & Noble to purchase it.  Since I'm in the middle of writing an online course "Intro to Marketing/Marketing Management," which I will be teaching at Columbia University this Summer, Fall and Spring 2012, I wanted to see if this book should be added to the reading list in the course syllabus.  As it turns out, I will definitely add it for a number a reasons.  It's ideal for students learning about marketing a business.  But it's also ideal because we are human beings interacting inside and outside of the workplace.

The book's title "Enchantment:  The Art of Changing Hearts, Minds, and Actions" sums up the essence of this book.  It's not rocket science, yet it is a concept that has been difficult for many to grasp.  Whether you are in the board room, or family room, this book provides a check list and plenty of anecdotes to highlight the do's and don'ts for enchanting people - customers, employees, family members, etc.  Treat others the way you want them to treat you.  Sounds simple.  But do we emulate that ourselves?  Not particularly well given the state of the world.

Throw the term "customer service" out the window and replace it with "enchanting customers."  At the end of the day, that's what you need to do to create influence by everyone.  It used to be about focusing on "key influencers".  However today's tools allow us to reach anyone and everyone.  Suzie NoOneHasEverHeardOf may be the best evangelist for your business.  But you won't know about it until you live and breathe enchantment at your place of business and (as Guy quickly reminds us) at home too!

We all need to hear these reminders over and over again so we start to embody the essence of enchantment. That's when it becomes part of our DNA.  

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