intrigued as to how he interpreted evangelism and its relation to enchantment. ‘Evangelism’ says Guy, “is the processing of getting people to believe in a dream as much as you do. A “dream” can be a product, service, or organization. Fundamentally, for evangelism to be effective, this dream has to make the world a better place.”
How then does evangelism lead to enchantment? Well says Guy, “I started writing the book because I wanted to enable people to potentially change the world with their products, services, and idea’s. I’ve been evangelizing things in one form or another since the early days of 1980’s and it felt right to spend some time sharing what I’ve learnt about reaching out and changing people’s hearts and minds, and maybe more importantly from a business perspective their actions.”
“The choice of the word “Enchantment” was ultimately a pragmatic decision- I needed a word that I as Guy Kawasaki could own. Enchantment is the process building upon a foundation of likability, trustworthiness and a great cause to delight your customers. It creates a relationship that is deep and long-lasting–that is not transaction oriented. One of the big–and ironic– lessons that I’ve learnt through experience is that the more innovative your cause, the more you need to enchant people.”
“I hope this book will give entrepreneurs a better way to launch products, skills to overcome resistance and to help to make them endure. This, in turn, will help them change the world.”
“When I talk about resistance- I’m talking about people’s reluctance to engage with you or your product. One of the keys to dealing with resistance, is to be likeable, trustworthy and have a great product.” The other Kawasaki strategy to overcoming resistance is social- proof as he explains, “when you see a lot of people wearing white ear buds, after a while you work out they are all wearing iPods and the mental calculation is that lots of white ear buds means lots of iPods. This means it must be good to wear an iPod and this leads to more and more- the result is an upward spiral. Social proof is a very powerful way to break down resistance.”
“The key to making enchantment endure is by making people internalise your values. Apple does this by trying to make people more creative and productive, not simply transactional. On the other-hand manipulation is for a one-sided arrangement. Enchanting somebody is mutually beneficial- good for you because you are making a sale but also good for them. Think of the likes of Apple or Virgin. You are paying Virgin to fly you somewhere but the design of their aircraft is different and there is wifi at every seat- it offers a whole different experience.”
After his first ‘tour of duty’ at Apple Guy left to start a Macintosh database company called ACIUS, which was the US -based subsidiary of 4th Dimension/ Silver Surfer. Guy was at the helm of ACIUS in the US for two years before leaving in 1989 to start software company Fog City Software. This venture struggled to take off but will be best remembered for developing the software title Claris Emailer for Apple Computers in the 1990s.
After a second stint at Apple during the 1990’s Guy left to start an angel investor matchmaking service
15 entrepreneurcountry
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