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The Art of Changing Hearts, Minds, and Actions

By Guy Kawasaki
  • Read in 18 minutes
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  • Contains 11 key ideas
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Enchantment by Guy Kawasaki

Guy Kawasaki’s Enchantment teaches you how to change the hearts, minds and actions of the people around you, turning them into spirited advocates of your cause. It also provides key steps on the path to building a lasting fascination with your product and company, as well as useful advice on how to resist the enchantment of others.

Key idea 1 of 11

Enchantment is more than manipulation: it’s about triggering actions through emotions.

Have you ever been in a situation where someone was just so nice or captivating that you really just wanted to help them? Likely, you felt enchanted by this person. The greater your goals and the fewer resources are available to you, the more useful enchantment will be in winning people’s hearts and minds and motivating their actions. But what is it exactly?

Enchantment is the ability to change the nature of relationships, and therefore influence other people’s actions. Consider, for example, the story of Karin Muller, a filmmaker and author who worked in the Peace Corps, building wells and schools in a Filipino village during the late 1980s.

One day, seventeen members of the New People’s Army (NPA), an armed wing of the Philippines’ Communist Party, came to interrogate her. When she saw them, she exclaimed: “Thank God you’re here. I’ve been waiting all day. Please have some coffee. Leave your guns at the door.”

Muller was able to totally transform the dynamic of her situation, turning it from an obvious show of force to “conversation and delight,” by appealing to the leader’s emotions.

But enchantment isn’t just useful for getting out of a pickle. In fact, it can happen anywhere, anytime. And it’s not just about making money, or even personal gain. It’s about filling others with the same delight and passion you experience about something.

For example, when Steve Jobs was developing his iPhone, he wasn’t contemplating the best strategy to get consumers to put money in his personal bank account, or entice them to sign on to a two-year contract with AT&T. He, like all enchanters, was selling his dream for a better future – one in which people can have cooler social interactions and use technology to improve their lives.

This means that, if you want to enchant people, you have to have a dream that you’re striving to achieve. But, there is more to the equation.

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