Book Review: “Enchantment” by Guy Kawasaki

Guy Kawasaki is a fascinating figure in 21st Century contemporary popular culture. His new book Enchantment only adds to his mystique. The author first appeared on my radar when he was the chief evangelist for the original Apple Macintosh computers. Kawasaki opens his latest book describing how he first became enchanted with the original, pre-release Macintosh and how he sees enchantment as critical to mutually successful business-client relationships.

I am frankly, not generally a fan of books that espouse what I generally call business-buzzword-bingo. As such, despite my enchantment with Kawasaki, I approached his book warily and with a healthy dose of skepticism.

I was pleasantly surprised.

Enchantment is a philosophy, but Kawasaki reinforces the philosophy with practical advice for implementing his ideas using the latest technology. To me, Enchantment struck home, it is a formalized approach to the very social, honest, and friendly way that we have always approached business relationships.In other words, personalize what you do, you are your business, product or organization and customers, clients and/or members will respond to your open personality.

Well, that’s the very short version. For the dets and to make your own plan, I suggest reading Enchantment.I can all but guarantee you’ll both enjoy the read and learn a thing or two about growing your business.

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