Enchantment is a business book written by Guy Kawasaki, a well-known author and entrepreneur. The book was published in 2011 and is based on the idea that in order to be successful in business, one must enchant their customers. The book provides practical advice on how to do this, using examples from both the author’s personal experience and from other successful businesses.
Chapter 1: Introduction
The first chapter of Enchantment introduces the idea of enchantment and why it is important in business. Kawasaki defines enchantment as the art of charming people, and he argues that it is essential for anyone who wants to succeed in business. He provides examples of companies that have used enchantment to become successful, such as Apple and Southwest Airlines.
Chapter 2: The Power of Meaning
In the second chapter, Kawasaki discusses the importance of meaning in enchantment. He argues that in order to enchant someone, one must create a sense of meaning for them. He provides examples of companies that have done this, such as Nike and Starbucks.
Chapter 3: The Art of Enchantment
The third chapter of Enchantment provides practical advice on how to enchant others. Kawasaki provides ten principles for enchantment, including being passionate, creating value, and being authentic. He also provides examples of how these principles can be applied in business.
Chapter 4: The Evolution of Enchantment
In the fourth chapter, Kawasaki discusses the evolution of enchantment and how it has changed over time. He argues that enchantment is not just about selling products, but about creating a sense of community and connection with customers.
Chapter 5: The Enchantment of Leadership
The fifth chapter of Enchantment focuses on the role of leadership in enchantment. Kawasaki argues that leaders must be enchanting in order to inspire their followers. He provides examples of enchanting leaders, such as Steve Jobs and Walt Disney.
Chapter 6: The Enchantment of Branding
In the sixth chapter, Kawasaki discusses the role of branding in enchantment. He argues that a strong brand can help create a sense of meaning and connection with customers.
Chapter 7: The Enchantment of Social Media
The seventh chapter of Enchantment focuses on the role of social media in enchantment. Kawasaki argues that social media can be a powerful tool for creating a sense of community and connection with customers.
Chapter 8: The Enchantment of Innovation
The final chapter of Enchantment discusses the role of innovation in enchantment. Kawasaki argues that companies must be innovative in order to stay relevant and enchanting to their customers.
Conclusion
Overall, Enchantment is a valuable resource for anyone looking to improve their business skills. Kawasaki provides practical advice on how to enchant customers and create a sense of meaning and connection with them. The book is well-written and engaging, making it a great read for anyone interested in business or marketing.
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