The Art of Changing Hearts,  Minds, and Actions Enchantment Guy Kawasaki
Achieve Likability 1
Zygomatic major muscle <ul><ul><li>“ Pan Am” smile </li></ul></ul>
Orbicularis oculi muscle <ul><ul><li>Make a  </li></ul></ul><ul><ul><li>Duchenne smile </li></ul></ul>
Dress  for a tie
<ul><ul><li>Under-dressing: </li></ul></ul><ul><ul><li>“ I don’t </li></ul></ul><ul><ul><li>respect you ” </li></ul></ul>
<ul><ul><li>Over-dressing: </li></ul></ul><ul><ul><li>“ I am richer </li></ul></ul><ul><ul><li>than you ” </li></ul></ul>
<ul><ul><li>Equal-dressing: </li></ul></ul><ul><ul><li>“ We ’ re peers” </li></ul></ul>
Shake it <ul><ul><li>Eye contact throughout </li></ul></ul><ul><ul><li>Appropriate verbal greeting </li></ul></ul><ul><ul>...
Default  to   “yes”
Achieve Trustworthiness 2
Trust others
Gain knowledge  and competence
Be a mensch &quot;South Africa The Good News ” (www.sagoodnews.co.za)
Get Ready 3
Do something DICEE Deep Complete Empowering Elegant Intelligent
Make it short, sweet,  and swallowable
Conduct a  premortem
Launch 4
Tell a story
Plant many seeds
Illustrate salient   points Miles/gallon Yearly cost vs. Degrees Heating costs vs. Gigabytes Number of songs vs.
Overcome 5
Provide social proof Petrified Forest National Park, Arizona
Find a bright spot
Enchant all the influencers
Endure “ Loving Memory of Jerry Garcia” by Stephen Dorian Miner 6
Don ’ t use money
Invoke reciprocation
Build an ecosystem
Present 7
Customize the introduction
Sell your dream <ul><li>iPhone  ≠  $188 of parts + AT&T </li></ul>
This is 30 This is 20 This is 10 30-point font 20 minutes 10 slides  10 20
Enchant Up 8
Provide MAP Mastery Autonomy Purpose
Empower action
Judge Your Actions,  Their Results
Enchant Down 9
Drop everything else
Prototype fast
Deliver bad news early
Use Technology 10
Remove the  speed bumps
Engage Fast Many Often
Provide value <ul><ul><li>Information </li></ul></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><li>Assistance </li></ul>...
Provide links
 
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FICOD 2010 - SP01: Guy Kawasaki - El arte del encantamiento

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El encantamiento transforma las situaciones y las relaciones. Puede transformar una transacción en un vínculo. Puede hacer que tanto escépticos como cínicos, crean. El discurso de Guy Kawasaki resuelve preguntas cruciales como: ¿Cómo gustar a la gente y hacer que confíe en nosotros? ¿Cómo atraer a los early adopters? ¿Cómo utilizar herramientas digitales como Twitter y Facebook para encantar a las personas? ¿Cómo derribar la resistencia a nuestros productos y servicios? ¿Cómo hacer que la magia perdure?

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Transcript of "FICOD 2010 - SP01: Guy Kawasaki - El arte del encantamiento"

  1. 1. The Art of Changing Hearts, Minds, and Actions Enchantment Guy Kawasaki
  2. 2. Achieve Likability 1
  3. 3. Zygomatic major muscle <ul><ul><li>“ Pan Am” smile </li></ul></ul>
  4. 4. Orbicularis oculi muscle <ul><ul><li>Make a </li></ul></ul><ul><ul><li>Duchenne smile </li></ul></ul>
  5. 5. Dress for a tie
  6. 6. <ul><ul><li>Under-dressing: </li></ul></ul><ul><ul><li>“ I don’t </li></ul></ul><ul><ul><li>respect you ” </li></ul></ul>
  7. 7. <ul><ul><li>Over-dressing: </li></ul></ul><ul><ul><li>“ I am richer </li></ul></ul><ul><ul><li>than you ” </li></ul></ul>
  8. 8. <ul><ul><li>Equal-dressing: </li></ul></ul><ul><ul><li>“ We ’ re peers” </li></ul></ul>
  9. 9. Shake it <ul><ul><li>Eye contact throughout </li></ul></ul><ul><ul><li>Appropriate verbal greeting </li></ul></ul><ul><ul><li>Duchenne smile </li></ul></ul><ul><ul><li>Grip and firm squeeze </li></ul></ul><ul><ul><li>Mid-point position between the two of you </li></ul></ul><ul><ul><li>Cool, dry, and moderately smooth hand </li></ul></ul><ul><ul><li>Medium level of vigor </li></ul></ul><ul><ul><li>Two or three seconds </li></ul></ul><ul><ul><li>PH = √ (e2 + ve2)(d2) + (cg + dr)2 + π{(4<s>2)(4<p>2)}2 + </li></ul></ul><ul><ul><li>(vi + t + te)2 + {(4<c>2 )(4<du>2)}2 </li></ul></ul>
  10. 10. Default to “yes”
  11. 11. Achieve Trustworthiness 2
  12. 12. Trust others
  13. 13. Gain knowledge and competence
  14. 14. Be a mensch &quot;South Africa The Good News ” (www.sagoodnews.co.za)
  15. 15. Get Ready 3
  16. 16. Do something DICEE Deep Complete Empowering Elegant Intelligent
  17. 17. Make it short, sweet, and swallowable
  18. 18. Conduct a premortem
  19. 19. Launch 4
  20. 20. Tell a story
  21. 21. Plant many seeds
  22. 22. Illustrate salient points Miles/gallon Yearly cost vs. Degrees Heating costs vs. Gigabytes Number of songs vs.
  23. 23. Overcome 5
  24. 24. Provide social proof Petrified Forest National Park, Arizona
  25. 25. Find a bright spot
  26. 26. Enchant all the influencers
  27. 27. Endure “ Loving Memory of Jerry Garcia” by Stephen Dorian Miner 6
  28. 28. Don ’ t use money
  29. 29. Invoke reciprocation
  30. 30. Build an ecosystem
  31. 31. Present 7
  32. 32. Customize the introduction
  33. 33. Sell your dream <ul><li>iPhone ≠ $188 of parts + AT&T </li></ul>
  34. 34. This is 30 This is 20 This is 10 30-point font 20 minutes 10 slides 10 20
  35. 35. Enchant Up 8
  36. 36. Provide MAP Mastery Autonomy Purpose
  37. 37. Empower action
  38. 38. Judge Your Actions, Their Results
  39. 39. Enchant Down 9
  40. 40. Drop everything else
  41. 41. Prototype fast
  42. 42. Deliver bad news early
  43. 43. Use Technology 10
  44. 44. Remove the speed bumps
  45. 45. Engage Fast Many Often
  46. 46. Provide value <ul><ul><li>Information </li></ul></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><li>Assistance </li></ul></ul>
  47. 47. Provide links
  48. 49. The Art of Changing Hearts, Minds, and Actions Enchantment Guy Kawasaki Slides by AnaFxFz.com

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