This morning, Guy Kawasaki spoke at South by Southwest on the Art of Enchantment. He then proceeded to offer 1o tips on how to be enchanting. Here’s a basic outline and summary:
*A couple points were missed and are indicated so.

Art of Enchantment

  • Enchantment – process of becoming more likable and trustworthy
  • Delighting people; mutually beneficial goals
  • You want to be enchanting – it’ll help you change the world
  • It’s hard be trusted if you’re not liked


How to be Enchanting – 10 Tips

1. Be likable

  • GREAT smile. The eyes are the key to a great smile.
  • Dress for a tie (pun intended): There’s 3 ways you can dress – under, over (“I am better than you”), EQUAL dress – we’re peers
  • Have the perfect handshake: eye contact, firm grip, etc.

2. Achieve trustworthiness

  • You have to trust others before they will trust you (Amazon, Zappos, Nordstrom)
  • Bake, don’t eat (don’t think how big a slice you can have, think about how you can make more)
  • Default to a “yes” attitude

3. Get ready to launch!

  • Do something great (DICEE) – Deep (it does lots of stuff), Intelligent (when you look at it, you say, “somebody was thinking…”), Complete, Empowering, Elegant
  • Make it short, sweet and swallowable
  • Conduct a premortem: Say, let’s think of how/why our product could fail

4. Launch

  • Tell a story
  • Plant many seeds: Suck up to all genres of people; Nobodies are the new somebodies; You don’t know who may end up being influential for you
  • Use salient points: Miles/gallon vs. yearly costs; Degrees vs. heating costs; Gigabytes vs number of songs
  • Overcome resistance
  • Provide social proof (iPod – iPod came out, you started seeing white ear buds everywhere, you wanted one, you got one, you perpetuated this phenomenon)
  • Find a bright spot.

5. Enchant all the influencers

  • Look at the middle and bottoms of companies – those are the people that get work done, that are influential)

6. Endure

  • Don’t use/rely on money: Money is the enemy of enchantment
  • Invoke reciprocation: In your day-to-day actions, when you do things for people, and they thank you, you say “I know you would do the same for me.” It tells the other person, “I think you’re honorable,” and, “you owe me.” Let people pay you back – you can do more for them and vice versa. Build an eco-system: Have partners, developers, websites, user groups, consultants, conferences

7. Present

  • Need to speak and present. Customize the introduction. e.g., If you’re visiting a foreign country, show that you immersed yourself in their culture
  • Sell your dream: Steve jobs doesn’t say, “you’re buying $188 worth of parts and a contract for one of the worst carrier services.” He says, “there’s an app for that!” etc.
  • Key points to pitch: Number of slides you should have in a powerpoint presentation: 10; number of minutes it should last: 20; size your font should be: 30

8. (missed)

  • Remove the speedbumps (illegible captchas, for example)
  • Provide value: information, insights, assistance
  • Enagage: Fast, Many (even the “nobodies” – you don’t know who will affect you) and Often. Twitter and Facebook are core to marketing; they’re not  context, not just something you should just be doing at the end of the day

9. Enchant up – enchant people you work for

  • When your boss asks you to do something, drop everything else
  • Prototype fast – if your boss says she needs a powerpoint in 3 days, in an hour, send an outline, ask for feedback.
  • Deliver bad news early (and with solutions)!

10. Enchant people who work for you

  • Provide MAP – Mastery, Autonomy (“we’re not going to micro-manage”), Purpose (“you’re going to master new skills…”) *notice that money wasn’t mentioned. Teach them to master new skills.
  • Suck It up – never ask them to do anything that you yourself wouldn’t do