Book Review: Enchantment by Guy Kawasaki

Title: Enchantment: The Art of Changing Hearts, Minds, and Actions
Author: Guy Kawasaki
Publisher: Portfolio/Penguin

Working in marketing, I have the privilege of reading a fairly diverse set of books. It’s not all old dead guys and theology at the Armstrong house. (Just, y’know, mostly.)

Anyway, marketing and leadership books are strange animals. Some are great and others make you want to stab yourself in the eye with a fork. Almost all, though, usually fall into one of two categories:

  1. How to develop a large and successful business; and
  2. Why all marketers are liars

Enchantment by Guy Kawasaki is neither of these; instead, it’s a book about one thing:

Influence.

“How can I influence others without moral compromise?” is the question at the heart of Enchantment. And  it’s an important one. There are a number of easy cheats to convince people to follow your leadership (carrots and sticks) or to buy your product or join your cause (incentives), but eventually those things always fail.

Why? Because they’re disingenuous. They don’t tap into people’s passions. They don’t move the heart.

And without that happening, whatever impact you have is fleeting at best.

The “pillars of enchantment” Kawasaki puts forward ones you’d be hard pressed to disagree with:

  1. Be likeable
  2. Be trustworthy
  3. Have a great cause

In other words, be someone you’d actually want to spend time with and offer something that matters. These seem like concepts that should be met with a resounding, “well, I should hope so.” I mean, this seems to be common sense, doesn’t it? That’s thing about common sense, though. To paraphrase G.K. Chesterton, it’s not that common sense has been tried and found lacking, it’s that it’s been found difficult and left untried.

Unless you’re likeable, it’s extremely difficult to be found trustworthy. And unless you’re trustworthy, no one will rally around your cause, no matter how good it is.

Whether you’re in the for-profit or non-profit world, whether you’re in some form of vocational ministry or working for a huge conglomerate, who you are impacts everything you’re involved with. Our character can be the scent of life or the stench of death, and we would all do well to remember that. [Read more…]