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The Art of Changing Hearts,
Minds, and Actions
Enchantment
Guy Kawasaki
guy@alltop.com
Achieve Likability
1
Zygomatic
major muscle
“Pan Am” smile
Orbicularis oculi
muscle
Make a
Duchenne smile
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
•Eye contact throughout
•Appropriate verbal greeting
•Duchenne smile
•Grip and firm squeeze
•Mid-point position between the two of you
•Cool, dry, and moderately smooth hand
•Medium level of vigor
•Two or three seconds
PH = √ (e2 + ve2)(d2) + (cg + dr)2 + π{(4<s>2)(4<p>2)}2
+ (vi + t + te)2 + {(4<c>2 )(4<du>2)}2
Enchantment v3.0
Achieve
Trustworthiness2
Trust others
Bake, don’t eat
Default
to
“yes”
Get Ready
3
Do something DICEE
Deep
Intelligent
Do something DICEE
Do something DICEE
Deep
Complete
Empowering
Elegant
Intelligent
Make it short, sweet,
and swallowable
Make it short, sweet,
and swallowable
Conduct a
premortem
Launch4
Tell a story
Plant many seeds
Use salient points
Miles/gallon Yearly costsvs.
Dollars Months of foodvs.
Gigabytes
Number of
songs
vs.
Overcome
5
Provide social proof
Find a bright spot
Enchant all the influencers
Endure
“Loving Memory of Jerry Garcia” by Stephen Dorian Miner
6
Don’t rely on money
Invoke reciprocation
Build an ecosystem
Present
7
Customize the
introduction
Enchantment v3.0
Enchantment v3.0
Enchantment v3.0
Enchantment v3.0
Sell your dream
iPhone ≠ $188 of parts + AT&T
This is 30
This 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
Information
Insights
Assistance
Engage
Fast Many Often
Enchant Up
9
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 v3.0
Enchantment v3.0
Enchantment v3.0
Enchantment v3.0
Resisting you is futile.
Enchantment
Text “mac” to 44133
PDF from Gina@garage.com
Slides by AnaFxFz.com
Enchantment v3.0

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Enchantment v3.0