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Enchantment
  The Art of Changing Hearts,
      Minds, and Actions




                    Guy Kawasaki
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Guy Kawasaki
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Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
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Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
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  Architecture	
  




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Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
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Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Dutch	
  Mountain	
  




Guy Kawasaki
Guy Kawasaki
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  Branding	
  




Guy Kawasaki
Guy Kawasaki
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  History	
  




Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Dutch	
  
Entrepreneurship	
  




Guy Kawasaki
Guy Kawasaki
Dutch	
  Sex	
  




Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Dutch	
  Cuisine	
  




Guy Kawasaki
Guy Kawasaki
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Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
Guy Kawasaki
1
Achieve Likability
Pan Am smile

  Zygomatic
major muscle
Make a
     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 + π{(4<s>2)(4<p>2)}2
         + (vi + t + te)2 + {(4<c>2 )(4<du>2)}2

 • 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
 • Two or three seconds
2   Achieve
    Trustworthiness
Gain knowledge
     and competence




Terry Gross, Fresh Air
Trust others
Default
  to
  yes
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/gallon   vs.   Yearly cost


  Degrees      vs. Heating costs

                     Number of
 Gigabytes     vs.     songs
5   Overcome
Provide social proof
Find a bright spot
Enchant all the influencers
6   Endure




             Loving Memory of Jerry Garcia by Stephen Dorian Miner
Don’t use money
Invoke reciprocation
Build an ecosystem
7   Present
Customize the
 introduction
Sell your dream




iPhone ≠ $188 of parts + AT&T
10 slides 10


20 minutes      20


30-point font   This is 30
                   This is 20
                       This is 10
8   Use Technology
Remove the
speed bumps
Provide value
  Information


   Insights


  Assistance
Engage
Fast    Many    Often
9   Enchant Up
Drop everything else
Prototype fast
Deliver bad news early
10   Enchant Down
Provide MAP
Mastery

Autonomy

Purpose
Empower action
Suck it up




             Mike Rowe, Dirty Jobs
Enchantment
Slides by AnaFxFz.com

Copies from Gina@garage.com

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Marketing Pioneers - Guy Kawasaki - Garage Technology Ventures