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Enchantment: The Art of Changing Hearts, Minds, and Actions (Englisch) Gebundene Ausgabe – 8. März 2011


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Produktinformation

  • Gebundene Ausgabe: 240 Seiten
  • Verlag: Portfolio; Auflage: New. (8. März 2011)
  • Sprache: Englisch
  • ISBN-10: 1591843790
  • ISBN-13: 978-1591843795
  • Vom Hersteller empfohlenes Alter: Ab 18 Jahren
  • Größe und/oder Gewicht: 15 x 2,5 x 21,8 cm
  • Durchschnittliche Kundenbewertung: 3.0 von 5 Sternen  Alle Rezensionen anzeigen (4 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 81.348 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)

Mehr über den Autor

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Produktbeschreibungen

Pressestimmen

The power of a really good idea to transform the marketplace and individual customer experiences is huge. Enchantment offers a wealth of insights to help businesses and entrepreneurs tap into that potential. (Sir Richard Branson, Founder Of The Virgin Group )

Read this book to create a company as enchanting as Apple. (Steve Wozniak, Co-Founder Of Apple )

Informative, concise guide from one of America's most influential and, yes, enchanting entrepreneurs. (Kirkus ) -- Dieser Text bezieht sich auf eine andere Ausgabe: Taschenbuch .

Über den Autor und weitere Mitwirkende

Guy Kawasaki, who helped make Macintosh a household name, now runs Garage Technology Ventures, a venture-capital firm. He has held his workshop, “Boot Camp for Start-ups,” around the world. Kawasaki is the author of seven previous books, including Rules for Revolutionaries.


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Die hilfreichsten Kundenrezensionen

6 von 7 Kunden fanden die folgende Rezension hilfreich Von MR am 1. Oktober 2011
Format: Gebundene Ausgabe
Leser, die Kawasakis "Art of the Start" kennen, werden von "Enchantment" enttäuscht sein. Während das frühere Buch die beeindruckende Erfahrung und Expertise des Autors vermittelt, ist das neue Buch eine Zusammenstellung von Trivialitäten und seichten Blogbeiträgen, von denen man die meisten nach Beendigung der Lektüre bereits vergessen haben wird. Von jemandem, der über "Enchantment" schreibt, hätte ich mehr erwartet.
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4 von 5 Kunden fanden die folgende Rezension hilfreich Von Donald Mitchell TOP 500 REZENSENT am 1. Januar 2012
Format: Gebundene Ausgabe
"They are joined one to another,
They stick together and cannot be parted." -- Job 41:17 (NKJV)

Enchantment is Guy Kawasaki's extension of Robert Cialdini's classic, Influence, in trying to integrate lessons from behavioral psychology to the level of creating a marketing program that makes enough of a lasting impression with a superior offering to make people change their habits. The book is mostly based on summarizing research done by others, with examples drawn either from the research methods or Mr. Kawasaki's personal experiences as a consumer. For someone who wants to understand how to be more influential in encouraging engagement and stickiness, the book is a decent summary that will save reading a lot of other sources and assembling them into a program. However, the book doesn't add much beyond being a digest of that research.

I mainly disagree that the book lays out a program for creating "enchantment," a psychological state that captures how people behave when they are doing something they love, just for the joy of it . . . such as finger painting with a child and not caring about the mess while having a giggling good time. Now a book with a title like "Enchantment" is going to sell a lot more copies than one about "Engagement and Stickiness" so I don't blame him for using it . . . but I think he's overselling his contents.

I appreciate that Mr. Kawasaki clearly states that he is on the side of ethical "enchantment." I found that the advice didn't always seem to match up with that standard. One glaring example is calculating how much swearing to do and when to make the best possible impression on listeners. To me, that seems more manipulative than enchanting.
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10 von 16 Kunden fanden die folgende Rezension hilfreich Von Oliver Völckers TOP 500 REZENSENT am 16. April 2011
Format: Gebundene Ausgabe Verifizierter Kauf
Guy Kawasaki ist ein bekannter Bestsellerautor, der sich immer wieder den Themen Hightech-Marketing, Unternehmensgründung und Finanzierung widmet. In diesem Buch schreibt er über "Enchantment", was sich ungefähr als Bezauberung oder Überzeugungskraft übersetzen lässt.

Der Autor stellt sich die Frage, warum bestimmte Menschen und Organisationen ein großen Einfluss haben und gehört werden, während andere ignoriert werden. Entsprechend gibt er Ratschläge sowohl zur Selbstdarstellung und -vermarktung, aber auch für einen zivilisierteren Umgang miteinander. Er glaubt, die Welt würde besser, wenn wir alle etwas netter miteinander umgehen. Das ist natürlich ein etwas schlichter Gedanke, aber für amerikanische Businessbücher schon beinahe intellektuell.

Die Kapitel setzen sich mit damit auseinander, wie sich Enchantment jeweils auf Kollegen, Mitarbeiter, Chefs usw anwenden lässt. Außerdem erklärt Kawasaki, wie man Facebook, Twitter, LinkedIn u.ä. für Publicity nutzen kann - natürlich immer für einen guten Zweck oder "cause", wie es Kawasaki nennt. Wenn man sich anständig verhält und anderen hilft, kommt schon irgendwie Geld rein, meint er. Ernsthafte Probleme wie Obdachlosigkeit, Irakkrieg o.ä. werden sicherheitshalber gar nicht erwähnt.

Auch wenn das Buch im leichten Plauderton geschrieben ist, hat es durchaus Substanz. Nicht nur die persönliche Erfahrung des Autors zählt, sondern auch seine umfangreichen Recherchen.

Guy Kawasaki schreibt spannend und leicht lesbar mit vielen Anekdoten, deswegen ist er ein Bestsellerautor. Von daher bietet es gute Unterhaltung und durchaus ein paar brauchbare Tipps.
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Very satisfied with the product and the quality of your service! It came faster than expected & the book looks just great :) Thank a lot!
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 311 Rezensionen
248 von 263 Kunden fanden die folgende Rezension hilfreich
Make an Impact with Integrity 8. März 2011
Von Aaron Armstrong - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
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.

The rest of the book tackles the implications of being enchanting, from launching your cause, overcoming resistance, using technology, how it plays out with employees and employers, how to make enchantment endure--and even how to resist it.

A key principle that resonated with me is that of endurance. Even if you have the greatest cause, it's essential to remember that "enchantment is a process, not an event." You're working to build a relationship, not just get a sale or get someone to do something for you. And relationships take effort. This is something that is not easy for many in marketing and even in leadership positions to remember. The truth is, though, for many of us, it's easier to try to squeeze whatever we can out of our market today, and not think about the long-term consequences (like having no market in the future).

This is where social media comes in handy, especially Facebook and Twitter (two resources that Kawasaki highly recommends). These two tools allow organizations and individuals to connect in ways that previously weren't possible. And used well, they can allow you to truly enchant your customer or supporter base by engaging on their terms. Dell, among other organizations, fields support questions via Twitter (I know because an associate contacted me once after I complained about my previous laptop). This gives people a great experience with the company, even if they don't like the product.

One of the challenges with social media, though, is finding the right mix of promotion vs. conversation. Kawasaki suggests that if around 5% of your content is promotional, you should be in good shape, but he's also quick to point out that if people aren't complaining, you're probably not promoting enough (p. 115).

(Does this mean my Twitter followers will be seeing a shift in my updates? Probably, and hopefully for the better.)

Principles aside, the thing that caught my attention about this book is that it brought to mind people I know who are naturally good at this. They just seem to "get" that this is the kind of person you need to be in order to be successful. Take some time and look around your office, your school or whatever context you spend most of your day in, and I suspect you'll see at least one or two people who are naturally "enchanting" as well.

So here's the big question: Will this book help you to be "enchanting" in your sphere of influence?

Possibly. This isn't a book that guarantees that if you follow these 8 easy steps, you'll have more friends, better posture and piles of candy. What it does remind readers, though, is that the only way to really make a lasting impact on people is to act with integrity. That's a big deal and advice we would all do well to heed.

If you have a chance, do pick up a copy of Enchantment. It's definitely a worthwhile investment and just might challenge you in a few places where you won't expect it.
179 von 204 Kunden fanden die folgende Rezension hilfreich
Not Enchanted 11. März 2011
Von Chris Reich - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
If you read a lot of books you eventually run into the same material fairly often. That's the case for me with "Enchantment". While I generally admire Guy's work, I was not enchanted with this book.

It is extremely basic stuff. Smile, firm handshake, don't dress like a slob---enchanting? Steve McQueen and his wife are returning to LA from Las Vegas by car and she needs to relieve herself. There's a line at the gas station restroom so she tells the gals in line that there's a movie star out front---the crowd runs to see the stars and she takes a leak. That's an example of creating a win-win situation. Well, next time I need to pee I hope there is a celebrity I can use nearby.

I'm not going to bother recapping the story about the TV producer who repeats that she just liked Howard Stern about a zillion times. (Puke)

Frankly, by mid way I had to resolve reading this book on an empty stomach. I find celeb stories dull and somewhat grating. Hell yes, if you're Bill Gates you'll be enchanting no matter what the hell you do. BTW, swearing is encouraged but must be used properly. (Bill Gates is my example)

Unless you can see the turnip truck that just dropped you off pulling away, skip this one.

Chris Reich
(2 stars because the design is very good though the content is "see Flip run" basic.)
19 von 20 Kunden fanden die folgende Rezension hilfreich
fluffy rip off of a better book by Robert Cialdini 6. April 2011
Von Laura Wilker - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
At the end of Guy's book "enchantment" he fesses up to ripping off a lot of stuff from another guy's book.

Guy's book borrows heavily from a book that I read years ago and which is a much better resource for understanding "enchantment"
Get Robert Cialdini's book here instead, it's much more authentic and way deeper in examples.

Influence: The Psychology of Persuasion (Collins Business Essentials)

Cialdini's book is the real deal while Guy's book is just another Guy book without an original thought. Guy even touts his company alltopp again in this book, same as he did in his last book.

Guy is a good marketer of Guy but not much more than that
46 von 54 Kunden fanden die folgende Rezension hilfreich
Total Rip Off 1. Mai 2011
Von Prabhakar S. Kotla - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Lately both Guy Kawasaki and Seth Godin has been writing books for the sake of writing. I have due respect for both of them but there is nothing new in this book, rather its boring and waste of valuable time. There are no hard and fast rules to build great companies, Google followed its own philosophy to build a great search engine and likewise Apple followed its own philosophy to build great products. Its a good thing to reason what steve jobs will do /what Bill gates will do but there is no guarantee that they both will succeed at it .

Same old stories and same old garbage. Save your money
162 von 200 Kunden fanden die folgende Rezension hilfreich
Hackneyed, poorly written. Enchanting? Puhleeez! 12. März 2011
Von Amazon Customer - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
I am one of the many random people worldwide that received a complimentary copy of the book. And much as I feel grateful for the gift, I'll be honest. The book did not enchant. It's mostly a collection of tips that I've come across from various sources before this. What did not help was that the author re-wrote those tips in his own writing style (which is far from enchanting...actually it is tiresome!) It seems the author is more an entrepreneur than an original thinker or writer.

p.s. Btw, I got a link to a quiz on the author's FB page that offered to tell me how enchanting I was based on my responses. After filling out some 25 questions I clicked the Submit button to see my results and got a message that asked me to 'LIKE' the author's page BEFORE I could see my results. I was not enchanted. :(

p.p.s When I last checked, the quiz had been tweaked. You can now participate only AFTER you LIKE the page. Looks like the author still doesn't get it.
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