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Enchantment
The Art of Changing Hearts, Minds, and Actions




      Guy Kawasaki
1   Achieve Likeability
“Pan Am” smile

Zygomatic
    major
   muscle	
  
Duchenne smile




Orbicularis
      oculi
    muscle	
  
Dress
for a tie
Under-dressing:

   “I don’t
respect you”
Over-dressing:

  “I am
  better
than you”
Equal-dressing:


“We’re peers”
Shake it
 PH =     e2 ve2)(d2) cg dr)2
         (e2 + ve2 d2 + (cg + dr + {(4<s>2)s
 (4<p>2)}2 + (vi + t + te + {(4<c>2 )(4<du>2)}2
    p         vi       te)2     c       du

• Eye contact throughout
• Appropriate verbal greeting
• Duchenne smile
• Grip and firm squeeze
• Cool, dry, and moderately smooth hand
• Mid-point position between the two of you
• Medium level of vigor
• Time of handshake no longer than two to three
 seconds
Default
  to
 “yes”
Achieve
2   Trustworthiness
Trust others
Gain knowledge
and competence
Be a mensch
3   Get Ready
Do something DICEE
            Deep
            Intelligent
            Complete
            Empowering

            Elegant
Make it short, sweet,
 and swallowable
Conduct a
premortem
4   Launch
Tell a story
Plant many seeds
Illustrate salient points

   Miles/           Yearly
             vs.
   gallon            cost
                    Heating
  Degrees    vs.
                     costs
                   Number of
 Gigabytes   vs.
                     songs
5   Overcome
Provide social proof




             Petrified Forest National Park, Arizona
Find a bright spot
Enchant all the influencers
6   Endure
Don’t use money
Invoke reciprocation


            Ethiopia
Invoke reciprocation
Build an ecosystem
7   Use Technology
Engage
Fast	
      Many	
     Often	
  
Provide value
Information


     Insights


        Assistance
Remove the
speed bumps
8   Twitter
Spruce up your avatar




     o_O
Spruce up your profile

       Name blah blah

       120       2         0
       following followers listed



       Tweets                       0 	
  
Provide links
                                      http://


 http://                                         http://
http://
                      http://   http://           http://


                                                            http://
     http://
            http://
                       http://                               http://
                                                 http://

 http:// http://
                                                                   http://
                                http://




  http://
            http://
                                                http://
Make it personal
   Name Michelle
   Web http://livingwith…
   Bio Wife, blogger, office
   manager, type 1 diabetic,
   trying to conceive our first
   child, avoider of debt, lover
   of fun! Check out my
   diabetes blog linked above.

   184       226       11
   following followers listed
9   Presentations
Customize the
 introduction
Sell your dream

 iPhone isn’t
$188 of parts
         plus
       AT&T
subscription
10 slides 	
  

                    20
20 minutes	
  

                     This is 30
30-point font	
          This is 20
                              This is 10
10   Email




      @
Get an introduction
“Re: Your book is great!”
5 sentences:
What you want
What your cause is
Who you are
Why the recipient should
help you
What the next step is
Enchantment
The Art of Changing Hearts, Minds, and Actions




                        Guy Kawasaki



                             Slides by AnaFxFz.com

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Version 2

Editor's Notes

  1. How about a rocket instead of another semi naked man?
  2. Icons?