Guy Kawasaki

I saw Guy Kawasaki talk about his new book today at SXSWi.

Enchantment Infographic

Here’s what Guy had to say about creating enchanting customers as today’s talk about his new book, Enchantment.

  • Project Likability
    • Great smile
    • Dress as a peer
    • Perfect handshake
  • Demonstrate Trustworthiness
    • Trust others first to build trust
    • Be a baker, not an eater (bring more to the table, don’t bring a ‘zero-sum’ attitude and try to get as much for yourself)
    • Default to ‘yes’
  • Get Ready
    • Do something great (DICEE: deep, intelligent, complete, empowering, elegant)
    • Make it short, sweet and swallowable
    • Conduct a pre-mortem – Pretend it fails, talk about why, then preemptively address those factors
  • Launch
    • Tell a story (Mine: I wanted a place as gorgeous and relaxing as the songs)
    • Plant many seeds (send to tons of people, diversity of bloggers)
    • Use salient points (iPod – NOT that it’s 32 GB, that it holds 4000 songs)
  • Overcome Resistance
    • Find a bright spot
    • Provide social proof
    • Enchant the influencers
  • Endure
    • Don’t use/rely on money (typically the enemy of enchantment)
    • Invoke reciprocation
      • When thanked say, “I know you would have done the same for me.”
      • Let people pay you back
    • Build an ecosystem (view your sector in totality, build partners)
    • Be able to present, speak, pitch. (customize introductions. do something local before presentation to refer to, show of interest)
    • Sell your dream
    • 10 slides, 20 mins, 30 pt. font
  • Technology
    • Remove speed-bumps
    • Add value through: insight, information, or assistance
    • Respond w/in 24hrs., engage many people, often
  • Enchant Up
    • Drop everything for your boss’s requests
    • Prototype and run by fast
    • Deliver bad news early
  • Enchant Down (provide a M.A.P)
    • Teach mastery
    • Provide autonomy
    • Work for a purpose

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