Last week I saw Guy Kawasaki talk about his new book Enchantment. In case you’re not familiar with Guy he was the chief software evangelist at Apple from 1983-87 and the author of a number of books, including the Art of the Start and The Mackintosh Way. He is an investor in Tech start-ups and the founder of the aggregation website Alltop.
He was in London as part of the European leg of his book tour to promote Enchantment. I was lucky enough to get an advance copy of his book which I thoroughly enjoyed, which is the reason I went to see him speak and see what lesson he would share on the art of Enchantment.
In his presentation, Guy shared his 10 steps to ‘Enchantment which he talks about at length in the book and you can see in this 10 steps to ‘Enchantment infographic, but more important how to achieve them.
Here they are:
1. Achieve Likeability – have a great smile (think crows feet!), firm handshake and dress for the occasion
2. Be Trustworthy – trust others first, before they trust you
3. Get Ready – ensure your product/service fills a need
4. Make it short, sweet and swallowable – “1000 songs in your pocket” (iPod original slogan) create a memorable slogan that shouts the benefits. Not 1GB of memory.
5. Overcome – Enchant the influencers
6. Don’t use money – instead use reciprocation. If you’ve been helpful to others, they will be helpful to you.
7. Customise Introduction – tailor your presentation to your audience. Show your audience you use thier products or love thier city.
8. Use Technology – engage fast and often. Social media is the core of what you do.
9. Enchanting your boss – drop everything and be responsive
10. Enchanting Down – show your people what youre trying to achieve and make it meanigful for them
Probably the best way to describe Guy’s new book is How to Win Friends and Influence People for the modern age. It’s a mix of personal stories, action points and resources and is as useful in the online world as in the physical world. Each section is a few hundred words, which means it can be easily digested (and acted upon) in a very short space of time.
Here are some lessons from the book which I’d like to share. Get this book.
Show Up (How to achieve trustworthiness)
People trust you when you are knowledgable, competent and create win:win situations – but the key to trust is showing up, writes Guy Kawasaki in his new book Enchantment:
You can embody the qualities of menschdom, knowledge and competence, but they won’t matter if you don’t show up – that is, interact with people. In digital-speak, showing up means answering your emails, tweets, voicemails and videochats, but let me begin with a well know story about star fish.
In the Lore Eisely tale “The Star Thrower”, a traveller sees a man throwing star fish back into the sea to save them. He asks him why he thinks he can make a difference, since there are 1000’s of starfish on the beach. He picks up another, throws it into the ocean and says “it makes a difference to that one”
Every day I get a total of 200 emails, tweets, letters and voicemail. I don’t answer them all, but I come closer than most people. For those to whom I respond, “it makes a difference”. Even if my response is “sorry, I can’t help you right now”, recipients often write back to thank me.
If you want people to trust you, show up physically and virtually. Its a humongous amount of work, but you can’t establish trust with 1000’s of people in the short spans of time. It takes many months to establish a halo of trust worthiness.
Establish Goals (How to Prepare)
I won’t urge you to establish goals for the usual management guru reasons of measurability, communication and leadership. My reason is that people who know what they want and can clearly explain their wishes are more enchanting. Etsy is an example of this. It is an online community of makers and buyers of handmade goods ranging from necklaces to baby clothes. It has hundreds of thousands of makers and even more buyers. It’s goals are simple: “To enable people to make a living making things and to reconnect makers with buyers”. Knowing what Etsy is trying to accomplish makes doing business easier for its makers, buyers and partners.
By contrast, organisations that don’t have goals or don’t communicate them are more difficult to embrace, because their target audience is not sure what the organisations want. All they may succeed in doing is wasting other people’s time and wasting time is disenchanting.
This principle may seem counter-intuitive: How can I enchant people if I’m so blatant to state my goals? First this is the new, like-able You 2.0 that has established likeability and trustworthiness.
Second, stating your goals adds to the trust factor because you are now transparent. Your agenda is on the table and while people may not like it, at least they know what it is.