Last week, I attended the “Leading Real Estate Companies of the World Summit” in Las Vegas. The keynote speaker was Guy Kawasaki, former chief evangelist of Apple, co-founder of Garage Technology Ventures, and acclaimed author of best-selling books. I’m currently in the process of reading his book, Enchantment: The Art of Changing Hearts, Minds, and Actions.
Enchantment, as defined by Kawasaki, is the ability to fill people with “great delight.” Learning how to enchant can make difficult tasks like making tough decisions, changing habitual behavior and defying conventional wisdom much easier. When you enchant, you create a smile that becomes associated with who you are, what you do and why you do it. That smile is brand equity of the most valuable kind.
Here are 10 things that you will learn from reading Kawasaki's book that will help you lead a more “enchanting” business:
- See the world from the customer’s perspective.
- Be likeable – genuinely respect and admire your customers.
- Be trustworthy – that is, to be knowledgeable and competent in what you do.
- Make your service or product enchanting according to DICEE (Deep, Intelligent, Complete, Empowering, and Elegant)
- Be brief – respect people’s time and attention
- Allow customers to trial your product in a way that is easy, immediate, inexpensive, concrete, and reversible.
- Keep them enchanted – surprise and delight your customers by paying it forward.
- Remove the blocks to enchantment – inertia, hesitation to reduce options, fear of making a mistake, lack of role models, having a cause that doesn’t count. Use social proof, scarcity, stories, and superiority.
- Use media intelligently – For push media (media distribution where content is sent to the customer): make it sensorial, make it short, make it a story; for pull media (media distribution in which the customer requests content): make it fast, make it free, and offer intrinsic value.
- Know that enchantment begins at home. Enchant your employees with MAP (Mastery, Autonomy, and Purpose). Enchant your boss by re-prioritizing your efforts to make them successful.