Enchantment and Your Customers

The Art of Changing Hearts, Minds, and Actions

Enchantment

Guy Kawasakiguy@alltop.com

Achieve Likability1

Zygomatic major

muscle

“Pan Am” smile

Orbicularis oculi muscle

Make a Duchenne smile

Accept others

Default to

“yes”

Achieve Trustworthiness2

Trust others

Bake, don’t eat

Agree on something

Perfect3

Do something DICEE

DeepIntelligent

Do something DICEE

Do something DICEE

Deep

CompleteEmpowering

Elegant

Intelligent

Launch4

Tell a story

Plant many seeds

Use salient points

CaloriesCalories MilesMilesvs.

DollarsDollars Months of food

Months of foodvs.

GigabytesGigabytes Number of songs

Number of songsvs.

Overcome5

Provide social proof

Use a dataset

Use a dataset

Enchant all the influencers

Endure

“Loving Memory of Jerry Garcia” by Stephen Dorian Miner

6

Build an ecosystem

Invoke reciprocation

Don’t rely on money

Present7

Customize the introduction

Sell your dream

iPhone ≠ $188 of parts

This is 30This is 20

This is 10

30-point font

20 minutes

10 slides 10

20

Use Technology8

Remove the speed bumps

Remove the speed bumps

Sungevity

Provide value

Insights

Assistance

Information

EngageFast Flat Frequent

Enchant Up9

Drop everything else

Prototype fast

Deliver bad news early

Enchant Down10

Provide a MAP

Mastery

Autonomy

Purpose

Empower action

Suck it up

Mike Rowe, Dirty Jobs

Enchantment

Slides by AnaFxFz.com

PDF from Gina@garage.com

“Resisting you is futile!”

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