An Interview with Guy Kawasaki, Author of Enchantment

Guy Kawasaki worked at Apple as the Chief Evangelist, where his job was to convince software developers to write applications for the Macintosh computer. I first encountered him when I read his book, Selling the Dream. His newest book, Enchantment: The Art of Changing Hearts, Minds, and Actions, is available today.

I have written a lot about how to create wow experiences, so I was particularly interested in the topic of this book. Last week, I had the opportunity to interview Guy via Skype. In the interview, I asked Guy six questions:

  1. How do you define “enchantment”?
  2. Why is enchantment so important?
  3. How does likability relate to enchantment?
  4. You say that likability is half the battle; the other half is trust. How do you build trust?
  5. Every leader and entrepreneur I know faces resistance. What are a few strategies for overcoming resistance?
  6. It seems that people eventually get disenchanted—in their work, in the products and services they use, and even in their marriages. How do you make enchantment last?

I loved the book. It helped me understand why brands like Apple, Lexus, and Zappos have such raving fans. More importantly, it helped me see how I can replicate this in my life and business.

You can follow Guy on his Website or on Twitter. You might also want to check out this really cool infographic that Guy had created for the book. (I think this is a particularly creative book marketing tool.

I gave away 50 copies of Enchantment, courtesy of Portfolio Books, a Division of Penguin. To qualify, my readers had to comment below. You can find the list of winners here.
Questions: Have you read this book? What did you think? You can leave a comment by clicking here.
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  • http://sandibentonplasters.blogspot.com Sandi Benton Plasters

    I want to create enchantment as well as be enchanting. As a pastor, I work to offer an experience of worship where people experience the divine mystery. As a leader, I work to create an faith community that draws and keeps people. As a person, I want to be noticed and change the world.

  • Kristin

    I follow both Guy and you on twitter. I continually look for leaders that inspire me or can teach me something that will help me stretch myself. I feel I am performing well but not at my best because sometimes I let too many creative ideas pull me in many different directions. I would love be challenged to only work on my ideas/business efforts that will truly enchant my audience. My main business venture is ZiggityZoom which was established to spark childrens’ imaginations (and families) through our website, educational products, books, and creative products. I believe this book would continue to help me focus my efforts to accomplish my big goals. Michael- thanks for writing about your leadership and company observations and bringing us a great interview with Guy.

  • Kevin Fiske

    From what I’ve heard through a person who’s read the book, Kawasaki has given intensely practical steps for garnering “enchantment” in the brief but intensely meaningful communication. I’m very interested in how this could impact my own development in the area of communication, especially as it pertains to communicating in the large group setting. Additionally, I have heard a lot of buzz around Kawasaki’s “Enchantment” and am intrigued by the concept, obviously as it pertains to leadership development! I’m especially interested in Kawasaki’s philosophy regarding building trust and “lasting enchantment.”

  • http://www.facebook.com/lebrooks Lindsey Brooks

    I’m new to the world of business and social media (as a business tool), but NOT new to inspiring people to do fantastic things! I’ve been a computer programmer, then a teacher, and now I’m a mom, a volunteer, a substitute teacher, and the Networking & Communications Coordinator for Flat-Out Events!

    I’m starting a library of fantastic business tools, and would love to add this book to it!!

  • http://thestrandedstarfish.com Joe Kleinwaechter

    As the author of a column on higher ground living and leadership, I depend greatly on the shoulders of giants. Kawaski is one of these giants. Taking great ideas of his, combining them with the other giants allows and then tailoring the message to my audiewnce gives these giants a new channel that they might not reach.

  • http://twitter.com/calebwilliams12 Caleb Williams

    I want a this book because I feel like it could help me as a young Christian communicator to be more effective and to understand better how people think and to reach them where they are. I also agree with Jeffery Murias who commented three days before me, the guy’s last name is Kawasaki and that’s awesome.

  • Cinnimongirl

    Yes, I want a free book!

  • Angela Cook

    Great insight. Encouraging to see someone who is substantive and positive in such imperiled times for business world and kingdom of God.

  • http://www.theoverwhelmedwoman.com Nicole

    I would like this book because it would be of great help to me and my husband in ministry.

    I wrote a haiku explaining:

    Christ is enchanting.
    I need to be enchanting.
    To show others Christ.

  • http://twitter.com/cktygrett Casey Tygrett

    I want a book because I live and breath in a pretty fluid, creative, and challenging church community and my leadership needs to be constantly fed. However, that’s not the best reason. The top 5 REAL reasons I should get a copy of the book is as follows:

    1. I have recently bought a Mac, which makes me 2nd cousins at least with Guy.
    2. I think Michael Hyatt is the greatest book-publishing-executive since the last one.
    3. I read a lot. I mean a lot. And without a new book I get cagey and it might be bad for my family.
    4. I have a Klout score of 35. I don’t know what that means but apparently it is a lesser known part of Paul’s fruits of the Spirit in Galatians 5.
    5. Honestly, I developed a top 5 list for this comment. That should earn me something.

    Thanks for reading!

  • Anonymous

    I would imagine that any book that would dare to call itself “Enchantment” in an age were so many things distract us from wonder, and exploration, deserves to be heard by as many people as possible.

  • http://twitter.com/ShansMan33 Shawn Cornett

    Cue movie trailer voice-over guy and suspenseful music: “In a world where the church looks ordinary and common, there is a church that is striving to be extraordinary and special. In a world where pastors are content with the status quo, there is a pastor who believes he can be so much more. He’s been to seminary. He’s been to conferences. But he still lacks one thing. A free copy of Guy Kawasaki’s ‘Enchantment’! There’s only one man who can make it happen. This summer, Michael Hyatt is…the Free-Book-Giver-Away Guy! Coming soon to a bookshelf near me.”

  • Toddmckeever

    Why I would like the book for free? I have been and still am a Childrens pastor for 17+ years and have learned that I get to minister to the largest mission field in the world. Barna research has shared that 90% of people who will accept Christ will be in the age group of 4-13 years of age.

    In your own reason that you shared:

    “It helped me understand why brands like Apple, Lexus, and Zappos have such raving fans. More importantly, it helped me see how I can replicate this in my life and business.”

    Where else can it be so important to learn how to create and design ideas and environments that will continue to draw in “raving fans” for Christ. Plus you are a very wise man and anyone who would invest would invest their money, time and efforts (or free book) in the area that they could see the largest return of their investment in. I think 90% is a good return.

    Thanks

  • Toddmckeever

    Why I would like the book for free? I have been and still am a Childrens pastor for 17+ years and have learned that I get to minister to the largest mission field in the world. Barna research has shared that 90% of people who will accept Christ will be in the age group of 4-13 years of age.

    In your own reason that you shared:

    “It helped me understand why brands like Apple, Lexus, and Zappos have such raving fans. More importantly, it helped me see how I can replicate this in my life and business.”

    Where else can it be so important to learn how to create and design ideas and environments that will continue to draw in “raving fans” for Christ. Plus you are a very wise man and anyone who would invest would invest their money, time and efforts (or free book) in the area that they could see the largest return of their investment in. I think 90% is a good return.

    Thanks

  • Dgrein33

    I would love to have this book to possibly use as a new tool for study for my Small Group bible study. Some very interesting topics to look into and evaluate in our lives…..

  • http://twitter.com/DeniseMcClain Denise McClain

    This sounds like such an amazing book. As a rabid Apple fan, I know first hand how I’ve become such a lover of all things Apple.
    The tenets presented in this book will more than help me in my professional life. As a nurse, I deal with varied personalities at work with my coworkers, patients and families, and often noncompliant patients as well. Learning and understanding the finesse needed in less-than-ideal situations will be so invaluable.
    I’ve recently been accepted to begin a nurse practitioner program at a nearby university (yay me!). In this role I will have more of an opportunity to change lives. I have such a passion for diabetes and cardiac disease and often the one thing standing in the way of patient health IS the patient. If I thought Guy’s book would teach an invaluable lesson as a RN, as an NP I can only image the impact I could make in patient care.
    Finally, I’ve a small hobby at present that I’d like to make into a small side business. But the biggest stumbling block for me is the presentation/advertising/promotion. It sounds like this book will be the perfect fit for what I’m lacking.
    Thank you, Michael, for your blog. You offer such wonderful insight and great tips. I’ve RSS subscribed and read it every day in my Apple Mail before work.

  • Wally Grant

    As a technical director at a church here in Michigan I want to learn how to bring some enchantment to all my volunteers that serve so faithfully. They sometimes forget how important they are to the Kingdom and I believe bringing back the enchantment of when they first started serving will help them remember their purpose.

  • Liza Handoko

    I am a university student who is in the middle of compiling a thesis for final project. And I found that I really interested in Marketing Evangelism. I collect data from books and journals about marketing evangelism and realize that actually Guy Kawasaki is likely to be the first man that bring it to the surface. So I’m really craving to know more all the incredible thought from Guy Kawasaki and hopefully can help me to make the thesis as increadble and enchanted as him and you. Thanks.

  • http://disciplernetwork.blogspot.com Adam Smith

    I have heard really good things about Guy from friends. I think this book might be valuable for deepening my understanding of interpersonal communication in the context of church leadership. I would like to study his perspective and see how it compares to a biblical worldview and see what lessons can be applied to my life.

  • ccrohde

    Mr.Kawasaki’s (What a cool last name) book Enchanted, would be an assemt to my life as one who work’s with teens & children as a youth and children’s pastor. Since Mac has the attention of this generation through ipod’s, itunes, ipad’s, etc…, I believe this book would help me gain an better understanding on how to communicate the timeless truths of God’s Word. Hollywood communicates it’s messages very well to this generation and has nothing to say. The church has the best message to communicate to all generations but does a poor job at it. I believe Enchanted would be assest in my ongoing efforts to communicate the most important message to a generation that needs to hear it.

    Clay R.

  • Cline1588@gmail.com

    I lose my home and printing shop to a flood in June 2010. Just getting back in my home out of a fema trader. Now to start on put my shop back and any help I may get from his book would be good. Beleave me I need any help thats out there.

  • http://twitter.com/B_Schebs B_Schebs

    I look forward to reading this book and using it to start a change in the way my company does business and interacts from the Trenches. I am a front line customer service associate who thinks the change in a company needs to start at the bottom.

  • Melissa A.

    I want this book as a tool to grow, and challenge myself to find new ways to share what I believe God wants me to share. My dream is to encourage, inspire, and bless people through my artwork, bringing all glory back to God. I need to find stronger ways to reach out to people and really help them to be interested, so that in the end, they can be be blessed and help other to be blessed.

  • Wjjyp3464

    psychobabble. big time.
    try opening up a Bible instead for how to live your life.

  • patricia4770

    new age psychobabble.
    so much of it these days, very sad.

  • Shelleylandes

    Hi Michael,

    I wrote a blog post this week and asked the question, “What Inspires You?” I wrote my blog as a work assignment but really, asked that specific question because I am needing a big dose of inspriration and challenge in my professional career. Truth be told, I’m one of the oldest people on my team and I feel like I’m being left behind. I’m ready to change up my methodology and “enchant” and “delight” all those I encounter.

    One of my mentors talks about creating a “delightful experience” and I’m ready to learn the finer points from the master of “Enchantment.”

  • http://twitter.com/RachelWojo Rachel Wojnarowski

    Would love to win this book. Why? While my primary roles are wife, mom, and homemaker, those roles require as much leadership as any. My secondary roles are expanding and this book looks like a great learning tool!

  • http://twitter.com/franktan franktan

    I have been a Guy Kawasaki fan ever since I picked up a Performa 636CD 17 years ago, which set me back quite a bit in terms of finances but moved me up technologically. I wonder how many more students were like me who went into debt just because of the persuasive abilities of the Chief Evangelist. This is something I personally aspire to in my own line of work as I work with children and parents in children’s ministry.

  • http://fishbowlmama.com Jen C

    What a great video explaining about this book! I would love to get a chance to read the whole book.

    I am beginning to develop a dream to create a place that will be a retreat – a break from the norm – for pastors, church leaders, ministry leaders and their families. (Long term dream includes opening it to the public.) But the base points of this idea are living simply, enjoying the moment and becoming who God created you to be. I want to create a welcoming, home-away-from-home environment so it feels like our guests become part of our family during their stay.

    This book sounds like one I’m going to need to read. I would love to read it for free. Thanks for being so generous!

  • …adam

    I would love a copy of this book so that as a young leader I can stop associating the word “enchantment” with a Disney princess movie and instead have it mean something more substantial.

    Not that there is anything wrong with a guy in his late 20s liking disney princess movies…

    …is there?

  • http://twitter.com/NewEnglandHiker Roy Wallen

    Greatly enjoyed this interview, learned losts from it, have added _Enchantment_ to my Amazon.com wish list, and will investigate others of Guy Kawasaki’s works. Thankls for continued great content.

  • Tom

    My goal in life is to be used as a conduit for God’s purposes. I am keen to get whatever tools I can to keep my conduit clean.

  • Brian C

    I, too, am in a field being threatened by technology, devices, and the internet. While almost all are taking the actions of commoditizing the product and eliminating all possible costs, I’m working to be a contrarian — I believe a successful future lies in the opposite…I believe the future lies in greater connection and the power of simple companionship…I believe in what Guy is smartly calling “enchantment!” (I’d been playing with the word “delight,” but it was never quite right…)

    I…love…this…idea!

    Help me bring it to fruition in my field…in my community…!

  • http://twitter.com/JohannMurillo Johan Murillo

    I want this book because I want to make changes in the way we do ministry. The Church needs to revisit the way it is devoloping disciples for eternity instead of one time consumers; or in Guy’s words: making sure that the enchantment endure :)

  • Mike

    Getting pins stuck in you on the school bus is no fun. Now that I’m older, I’ve learned that people use needles in other ways, too – like bursting your bubble for your new business venture. When I read Guy’s book, Art of the Start, I realized new ways of confronting what I thought was failure. Turns out I just needed to know how to stand up for myself in ways that others could comprehend. Looking forward to Guy’s new book, Enchantment.

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  • http://www.culturesmithconsulting.com cherylsmith

    Enjoyed this interview, and thought I would share the link to the interview with him at The High Calling: http://www.thehighcalling.org/culture/interview-guy-kawasaki

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  • Jason

    Guy
    Kawasaki is a business genius and gives great advice! We all have so much to
    learn from him. Check out this book that he praises http://www.getrichclick.com/guyk.

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  • http://www.SmallGroupChurches.com/ Andrew Mason

    Love this video from Skype! Michael, is there recording software you’ve used to capture this in split-screen format?

  • http://entreb.com/ Entreb

    Guy Kawasaki’s wisdom and insights in entrepreneurship and leadership are revolutionary. It’s always rewarding to listen or read his advice.