Guy Kawasaki: On Enchantment

Guy_Kawasaki_OnEnchantmentGuy Kawasaki: On Enchantment – (1:05:27)
https://www.youtube.com/watch?v=BG6HX0rrVes
Hass School of Business – Sept 28, 2011
Hashtag: #GuyAtHass
Pitching his book Enchantment: The Art of Changing Hearts, Minds, and Actions

NOTE: At 6:30 talks about the Stanford Axe.

  1. Guy starts AT 3:20
  2. Likeability (~7:10)
    * Great Smile – Types of smiles (~8:45)
    * Equal-dress (~10:05)
    * Great Handshake – includes mathematical formula (~10:49)
  3. Achive Trustworthiness (~11:15)
    * Trust others, they will trust you. Examples: Amazon, Zappos, Nordstrom. (11:45)
    * Be a Baker, not an eater. (~12:55)
    * Default to “Yes”. (~13:25)
  4. Perfect – Do Something DICEE (~14:00)
    * Deep
    * Intelligent
    * Complete
    * Empowers
    * Elegant
  5. Make it short, sweet and swallowable. – The message (~17:15)
    * Create a mantra (~17:40)
    – short side story on “Mission Statements” (~18:00-20:20)
    * Create a premortem – Concept credit to Gary Klein (~21:30)
  6. Launch (~23:20)
    * Tell a great story (~23:30)
    * Apply the “opposite test” (~24:25)
    * Plant many seeds (~25:00)
    * Use Salient Points (~28:05)
  7. Overcome resistance (~29:00)
    * Provide Social Proof (~29:45)
    * Agree on Something (~30:35)
    * Enchant all the influencers (~32:40)
    – Guys recommends, “Rent or Buy, Never say never. with Justin Bieber” (~33:30)
  8. Endure (~35:20)
    * Build an Ecosystem (~36:10)
    * Invoke Reciprocation – Concept credit to Robert B. Cialdini (~36:45)
    * Customize the introduction (~41:45)
    * Sell Your Dream (~45:30)
    * 10/20/30 Rule of Power Point (~47:30)
  9. Use Technology (~49:35)
    * Remove the speed bumps (~49:55)
    * Provide Value – Information, Insights, Assistance (~52:10)
    * Engage – Fast, Flat, Frequent (~52:30)
  10. Enchant Up (~53:25)
    * Drop everthing else – (~53:30)
    * Prototype fast (~53:55)
    * Deliver bad news early (~54:25)
  11. Enchant Down (~55:10)
    * Provide a Map – Mastery, Autonomy, Purpose – Concept credit to Daniel Pink (~55:15)
    * Empower Action (~55:50)
    * Suck it up (~56:05)

Q & A

  1. Did you dress the way you dress because you disrespect us?
  2. Thank You for making your butterfly blue and gold.
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