Is your business enchanting? If not, it may be time to launch an Enchantment Campaign, insists Apple’s former “chief evangelist,” Guy Kawasaki, our August Entrepreneur of the Month.
The author of Enchantment: The Art of Changing Hearts, Minds, and Actions, tells us that enchantment is not about manipulating people. “Enchantment transforms situations and relationships,” Kawasaki explains. “It converts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal.”
Be it a simple retail transaction, high-level corporate negotiation, or Facebook update, be enchanting. “When it’s done right, it’s more powerful than traditional persuasion, influence, or marketing techniques. “Your goal is not merely to get what you want, but to bring about a voluntary, enduring, and delightful change in other people,” Kawasaki says.
Scroll down to read our interview with the man who Virgin Atlantic’s Sir Richard Branson says “captures the importance—and the art—of believing in an idea that delivers something entirely unique to the customer.” Then click on our Tips for Entrepreneurs for advice from Kawasaki on how you can start your enchantment campaign today.
Also in this issue: We feature 22 columns by and about entrepreneurs who have mastered the art of enchantment.
- Learn about Michael LaFosse, the origami artist who crafted the magical Kawasaki Butterfly that adorns the cover of “Enchantment.” Pictured above is his American Alligator, a favorite among fans. What is his favorite origami design? “The swimming pond turtle,” he says. Scroll down for that and more.
- Find out how the theme and characters for the Pulitzer Prize winning book, “The Known World,” came to author Edward P. Jones—and why he lost his day job because of it.
- Welcome our newest columnist, Nancy Wigal, owner of the Search Engine Academy Washington DC, who in her first Websites column offers six tips that will help you enhance your website’s enchantment factor.
- And check out our new Hotel and Restaurants columns, featuring two Miami hotspots: The Sonesta Coconut Grove, and Jaguar—home of the Ceviche Spoon Bar.
As Sir Thomas More said: “An enchanted world is one that speaks to the soul, to the mysterious depths of the heart and imagination where we find value, love, and union with the world around us.”
Here’s to your success! — Hope Katz Gibbs, publisher
Be Inkandescent Magazine / Inkandescent Public Relations
