Enchantment: The Art of Changing Hearts, Minds, and Actions is a new book by Guy Kawasaki, where he explains why leaders like Richard Branson, Steve Jobs, and Tony Hsieh were able to change the world and rally people to their cause, and build the Virgin, Apple and Zappos into great brands.
It’s a good read, and the following video gives you a nice overview.
“The key to Apple is a great cause… they make great products, for Virgin it’s the likability of their CEO, Richard Branson, while for Zappos, its their trustworthiness that make them stand out, ” explained Kawasaki.
Richard Branson’s comment on Kawasaki’s book explains why he finds it valuable:
Guy’s book captures the importance — and the art — of believing in an idea that delivers something entirely unique to the customer. The power of a really good idea to transform the marketplace and individual customer experiences is huge, and this book offers a wealth of insights to help businesses and entrepreneurs tap into that potential.
And some other excerpts on the book:
… the book takes us on a fast paced journey to changing the world. Each in our own way, whether that is with customers, co-workers and even our bosses. It stresses that being trustworthy builds the lines to our doors as people become the faithful because we care.