‘Enchantment: The Art of…’ part five

Oakville Public Library Business Online Book Club is a free service made possible with the help of the Sprott Foundation  


The Art of Changing Hearts, Minds and Actions
By Guy Kawasaki
Published by Portfolio
ISBN: 9780241953648
Copyright © 2011 by Guy Kawasaki

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“Zappos even digitized closeness for its far-flung workforce. After Zappos employees enter their name and password in the computer system, the software presents them with a picture of a randomly selected colleague. Employees then take a multiple-choice test to name the person. After they make a selection, the system displays the person’s profile and bio.

The Brafman brothers, in their book Click: The Magic of Instant Connections, sum up the principle this way: “…the single most important factor in determining whether or not you connect with another person is neither personality nor mutual interests—it is simple proximity.” So get up and EBWA (enchant by wandering around).

Don’t Impose Your Values

I wish they would only take me as I am.
—Vincent van Gogh

A health organization once tried to scare teens from smoking marijuana by telling them that young people who smoked it were five times more likely to engage in sex. Think about that: Would this pitch encourage or discourage teenagers from smoking the evil weed?

At best, the answer is, “Not clear.” This example illustrates the danger of projecting your values on others: Doing so can lead to the opposite of what you’re trying to accomplish. At the least, it might make people resent your heavy-handedness.

Instances of people imposing values on others and still succeeding in enchanting them are rare. Maybe they bludgeoned folks into submission, but that’s not enchantment, and they can only sustain submission through brute force. Truly, the best enchanters savor the differences among people’s values and use an inclusive model.

The positioning of Facebook is an example of not imposing values. Early on, the service focused on the youth market and a student-centric customer base. Over time, Facebook abandoned this focus and concentrated on an inclusive model for people of all ages. As a result, multiple generations of families are now on the service, and Facebook has more users than the populations of most countries.

Pursue and Project Your Passions

In the village of Auvers-sur-Oise, nineteen miles (thirty kilometers) outside Paris, there is a small house called Auberge Ravoux. This is where Vincent van Gogh lived before he committed suicide in 1890. He finished seventy-five paintings in the last few months of his life in the village.

On July 21, 1985, Dominique-Charles Janssens was in a car accident in front of Auberge Ravoux. When he reviewed the accident report, he learned of the significance of the location and became intrigued. One thing led to another, and in 1987 he purchased the property. Over time, his family invested $6.4 million (Euro5 million) in its restoration, and he is the president of Institut Van Gogh, the organization that operates the facility.

Janssens is a historian, restaurateur, and Van Gogh evangelist. He has dedicated his life to the preservation of Van Gogh’s memory and to make Van Gogh’s wish come true: “Some day or other I believe I shall find a way of having an exhibition of my own in a café.” Janssens lives and breathes Van Gogh, and that makes him a world-class enchanter. He is the most passionate person I’ve ever met, and I’ve met thousands of passionate people.

Janssens enchanting his guests. (Photograph not shown)

Janssens is a great example of how pursuing and projecting your passions can make you enchanting. Some people, like Janssens, dedicate themselves to their passions. Others supplement their lives with additional passions:

Name Position Passions
Scott McNealy Co-founder of Sun Microsystems Hockey and golf. He built a rink in his backyard in Silicon Valley
Bill Ford  Executive chairman of the board, Ford Motor Company  Tae kwon do, hockey and folk guitar, (“Billy Got Back” is his biggest hit).
Norio Ohga  CEO of Sony Opera. He got a job at Sony because he complained about the quality of Sony’s tape recorders
George S. Patton  General of U.S. Army  Sailing. Patton’s boat was called the “When and If,” referring to when and if Patton returned from World War II.
Tim Ferris Author of The 4-Hour Work Week Breakdancing, of all things.
Albert Einstein   Physicist Violin: “I know that the most joy in my life has come to me from my violin.”
Geena Davis Actress Archery. She came in 24th out of 300 women trying out for the 2000 Olympics USA archery team
 Guy Kawasaki  Good question  Hockey

What are your passions? Do you hide them under a bushel? Instead, tell the world that you love cooking, hockey, NASCAR, or knitting—whatever it is—because pursuing your passions makes you more interesting, and interesting people are enchanting.”

(This excerpt from Enchantment by Guy Kawasaki ends on page 19 of the paperback.)


Enchantment n: 1) To charm, delight, enrapture.

How do companies such as Apple create such enchanting products? And how do some people always seem to enchant others?

According to bestselling business guru Guy Kawasaki, anyone can learn the art of enchantment. It transforms situations and relationships, turns cynics into believers, and changes hearts and minds.

This book explains all the tactics you need to enchant. Kawasaki’s lessons are drawn from his tenure at Apple, as well as his decades of experience as an entrepreneur. Few people in the world are more qualified to teach you how to enchant.


Guy Kawasaki is the former chief evangelist of Apple. He is also the co-founder of Alltop.com (an online magazine rack of popular topics on the Web) and a founding partner at Garage Technology Ventures. His nine previous books include the international bestseller The Art of the Start, as well as Reality Check and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA. He lives in Silicon Valley with his wife and four children.

next week, another selection in the  Oakville Public Library Business Online Book Club, a free service made possible with the help of the Sprott Foundation  

About Dawn Montgomery

Dawn Montgomery doesn't believe in boxes. In 2009 she gained access to the hidden job market by connecting with commuters on the GO train, receiving coverage from The Globe and Mail, Toronto Star and Hamilton Spectator, plus interviews with Canada AM, CHML 900 and That Channel; however, this was not the first example of her "box?...what box?" thinking. On arrival as an immigrant to Canada the anticipated job and accommodation were no longer available, so she sourced another opportunity and, seven days later, with suitcase of heels and coordinating bags, drove 1804k to the logging and mining community of Ear Falls (pop. 1500) Ontario; it was January, the journey took five days, she stayed two years...the path less travelled is a familiar one!
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