Guy Kawasaki’s Advice to Enchant
Guy Kawasaki
tech pioneer
ways to achieve enchantment
1) achieve likability, produce a Duchenne smile: use your eyes “You want crows feet!”, accept others, default to “yes!”: always wonder how you can help the other person, trust others, “how many of you use Zappos to buy shoes?” “Oh, more than Mac users!”, be a baker, not an eater: eaters see the world as a zero sum game: “If you eat more, I eat less.” agree on something, “I believe in God because there’s no other reason for Apple’s existence than the grace of God.”
[what happened to 2)?]
3) Do something DICEE: Deep, Intelligent, Shelby Mustang, customize
Deep, Intelligent, Complete, Empowering, Elegant
“people *love* macintoshes. And merely tolerate other operating systems”
tell a personal story
plant many seeds
your customers won’t find you, you need to find them
use salient points calories vs miles what would it mean if food said you had to run 25 miles to burn off the calories in a serving?
dollars vs months of food
overcome resistance to your enchantment
use a dataset
enchant all the influencers: if you focus only on the dad, you’re wrong 80% of the time
“how many of you have taken your daughter to the Justin Bieber movie?” “OK, so only 6 of you love your daughters.” Thank you, parents, for not forcing me to go to a Justin Bieber movie
make your enchantment endure
while the RIAA is suing grandmothers for copyright violations, the Grateful Dead encourages people to record their concerts and share their music
invoke reciprocation
“I know you would do the same for me” instead of “you’re welcome”
customize the introduction
10 slides in 20 minutes in a 30 point font figure out the age of the oldest person and divide it by 2 to determine the font size
remove the speed bumps, like CAPCHA
provide value
eat information like a bird eats food–150,000 calories for days–then poop it out like an elephant (200 pounds/day) and spread it around
when your boss asks you to do something, drop everything else and do it
marital advice for the men: “when your wife asks you to do something, remember this slide”
deliver bad news early: you have more chances to fix it
enchant down: enchant those who work for you
provide a map map: mastery, autonomy, purpose
empower action
suck it up
get a pdf of the presentation from ginaposs at gmail dot com
