From Guy’s ad:Tech San Francisco keynote, April 12, 2011. 55 minute video, here.
Following are my notes. Watch the video and buy the book. It’s a good read.
1. Achieve Likability. Have a great smile.
2. Achieve Trustworthiness. Trust others. Bake, don’t eat. Default to “yes.”
3. Get ready. Do something DICEE. Deep. Intelligent. Complete. Empowering. Elegant. Make your product/service description short, sweet, and swallowable. Short = two, three, or five words. Conduct a premortem: Say to your team “let’s pretend we failed.” Let’s come up with all the reasons we might fail and solve those problems in advance.
4. Launch. Tell a story. Plant many seeds. Get your product out there. Use salient points (e.g., Gigabytes vs. Number of songs)
5. Overcome resistance. Provide social proof. White earbuds = iPod. Show that your product is being embraced. Find bright spot. Find the thing that is working. Apple’s bright spot was desktop publishing – Pagemaker saved Apple. Enchant all the influencers. Beware of going to the highest levels of organizations. The higher you go in most companies the thinned the air. Well, guess what happens when air thins out? It’s harder and harder to support intelligent life. So if you try to deal with only the tops of most organizations inevitably you’ll be dealing with the dumbest people because that’s the least air. Focus on the middles and the bottoms of organizations.
6. Endure. The Grateful Dead have endured for 5 decades. They encouraged the spread of their music by having a section at Dead concerts for “tapers.” Ensure that there are more evangelists working for you. Don’t use money to enchant. Make sure people love your product. Invoke reciprocation: When you do something for somebody and they thank you, the optimal response for you is not “You’re welcome” the optimal response is “I know you would do the same for me.” Enable people to pay you back, don’t let them off the hook. Provide them a way to clear their debt and reciprocate. Build an ecosystem.
7. Present. Learn how to truly pitch and present. Customize the introduction. Show the connection between you and the audience. Sell your dream. iPhone ≠ $188 of parts + AT&T, they sold thinness, beauty, power, there’s an app for that and all the good stuff. The best presentation consists of 10 slides, runs 20 minutes, uses no smaller than 30-point font.
8. Use Technology. Remove the speed bumps from the adoption of your product/service. Provide value = Information, Insights, Assistance. Engage: Fast, 24-48 hour turnarounds. Many people. Often.
9. Enchant Up. Drop everything else and do it when asked. Prototype fast. Deliver bad news as early as possible. Deliver bad news with a solution. Never surprise your boss.
10. Enchant Down. Provide a MAP. Enable them to master new skills. Let them work with autonomy. Put them to work for a higher purpose, we’re not just about making a buck. Empower action, “I think you’re smart, I think you’re good, I empower you to make a decision that’s right for our customer.” Suck it up, be willing to do the dirty work. Think of Mike Rowe to be an enchanting boss. You never ask your employees to do something that you yourself would not do.
Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki
What are you reading? You’re invited to share in the comments.
