This is so interesting — Guy Kawasaki, former chief evangelist of Apple, has a book coming out next month called, Enchantment: The Art of Changing Hearts, Minds, and Actions
Well of course! Stands to reason selling your product or service requires a certain amount of seduction in terms of “enchanting” the prospective customer. In fact we do this all the time whether we’re aware of it or not. And I think as customers, we enjoy being seduced. We probably crave it. I love what Kawasaki is doing here.
Seems that last year he went around asking for people to come forward with their stories of enchantment (for his book). Back in ’07 I was interviewing some friends of mine for something I intended to write about enchantment! My goal was to find out if they had the same perception as I did about the importance of enchantment. My ideas didn’t move forward until I put up this blog and did a blog talk radio show in Dec. 2010, but Guy’s book just proves that this idea is in the air and is popular!
I particularly paid attention to #5 below, on telling a story about why you created the product. When I did a radio show last year on Daniel Pink’s book, “A Whole New Mind,” subtitle, “Why Right-Brainers Will Rule The Future,” we found this is exactly what Pink said as well.
There is definitely a new trend developing, and it calls for further thought. Meanwhile, please enjoy the following on Kawasaki’s book ~
The following is from: http://blog.hubspot.com/blog/tabid/6307/bid/9668/5-Lessons-of-Enchantment-from-GuyKawasaki-Interview.aspx#ixzz1EPF7mrcT
Kawasaki explains how any business can enchant like the most powerful and engaging brands in the world. He argues that in business and personal interactions, your goal is not merely to get what you want, but to bring about a voluntary, enduring and delightful change in others.
In a recent interview with HubSpot, Kawasaki answered five important questions about enchantment and its role in transforming a business:
5 Lessons of Enchantment from @GuyKawasaki
1. Can you describe your initial reaction when you saw your first MAC product?
The clouds parted. I heard angels singing. The scales of character-based interfaces with cursor keys were removed from my eyes. It was the most religious experience one could have without consuming controlled substances.
2. Well, those are strong words — it sounds like you were “enchanted”? Can you tell me a bit more about what you mean by the term “enchantment.”
“Enchantment” is the process of delighting people with a product, service, organization, or idea. Its outcome is a voluntary and long-lasting allegiance that is mutually beneficial. In other words, it’s the purest form of sales and marketing.
3. You were an early Apple employee. Beyond the obvious stuff (i.e. Steve’s a genius), what is unique about that Apple, Apple’s culture, Steve, Steve’s attitude, etc that has allowed it to be a consistent enchantment producing machine?
Actually, I’m not that early. I was employee #5041. I don’t know how I can remember that, but not the name of a person I met fifteen minutes ago. The three pillars of enchantment are likability, trustworthiness, and a great product. In Apple’s case, the product pillar extends “to infinity and beyond” as Buzz Lightyear would say.
4. What other companies consistently enchant?
Two others leap to mind: Virgin America and Zappos. Using the three-pillar test, Virgin America’s product is also the tallest pillar. For Zappos, the tallest pillar is trustworthiness.
5. What are your top 3 tips for marketers out there that want to make their companies and products more enchanting?
Let’s assume that the company has a great product and is likable and trustworthy–that is, that the pillars are in place. Then my top three tips are: First, tell the story about why you created the product. Don’t use any industry-jargon and cite any marketing studies. Explain why you created a personal computer that anyone could afford or a search engine that produced better results or an airline that you would look forward to fly on.
Second, plant many seeds. Don’t just suck up to the A-listers and upper-echelon visible journalists and analysts. Reach out, instead, to the great unwashed masses and hoi polloi. In the flattened new world that we now live in, it’s the “Lonelyboy15″ and “Brooke888″ who make or break a product. A-listers et al report the news, they don’t make it. Their blessings, for example, certainly didn’t cause the success of Facebook or Twitter.
Third, show people your magic. During the summer, the folks at NovaScotian Crystal open up the factory to enable tourists to watch how craftsmen blow glass. By showing these visitors the magic, the company has an easier time selling them crystal pieces. Showing how you make something is enchanting, so create factory and office tours.
The above was found: http://blog.hubspot.com/blog/tabid/6307/bid/9668/5-Lessons-of-Enchantment-from-GuyKawasaki-Interview.aspx#ixzz1EPFWjIFg