He was selling them the idea of a better future – one in which they can interact socially and use technology to improve their lives. It’s not just about getting out of a pickle, but also about filling others with the same delight and passion as you do for something.įor example, when Steve Jobs was developing the iPhone, he wasn’t thinking about how to get people to put money in his bank account or sign on for a two-year contract with AT&T. I’ve been waiting all day.” She was able to turn the situation around by appealing to their emotions and having a conversation with them instead of fighting back.Įnchantment can help you in any situation. When she saw them, she exclaimed: “Thank God you’re here. One day, seventeen members of the NPA (New People’s Army) came to interrogate her. For example, a filmmaker named Karin Muller worked in the Peace Corps building wells and schools in the Philippines during the late 1980s. These skills will be more powerful as your goals grow bigger and the resources available become less apparent.Įnchantment is the ability to change someone’s attitude and influence their actions. Everyone wants to be around an enchanting person because it makes people feel happy and alive. Have you ever been in a situation where someone was just so nice or captivating that you really wanted to help them? People who are enchanting can get people to do everything for them. It’s about triggering behavior through emotions, which can be very effective. Big Idea #1: Enchantment is more than just manipulation. The author also shares how inviting Filipino militants inside for coffee changed one woman’s life, why one company has so much faith that their customers won’t try to rip them off, and how enchanting people is better than just enchanting a single group of people. It will also provide tips for avoiding becoming enchanted by people who just want to make a quick buck. The following points will teach you about the art of enchantment and how to use it to create a fanbase that can’t wait for your next product or service. In order to reach them, we need to figure out how to enchant them with our cause and get them involved in it. And consumers aren’t affected by advertising the same way they once were. The market has grown, but so has the competition. Guy Kawasaki explores the question of how you can win people over to your cause, entice them to buy your product and truly love your brand.Īlthough technology and the Internet have made it easier to reach out to people, it’s still difficult to convince them to try something new. Remember: in today’s world, anyone can be influential because of social media and other communication channels. Instead, try to reach as many people as possible so that you can convert most of them into loyal customers. When you are marketing a product, don’t focus on the people who have influence.
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