Yesterday, Guy Kawasaki’s latest book, Enchantment, The Art of Changing Hearts, Minds, and Actions, hit shelves. I was thrilled to discover he included the story about how my dad helped me get my print shop off the ground.
There’s not much to say about this little sales and marketing book, except that it’s different than the others. Bookshelves are often filled with super-theoretical books, promising you will become an expert just by reading those books. In the end, most of them are totally useless.
Guy’s book is filled with practical tips and handy lists that allow you to see the content of a chapter at a glance. There’s no need to think about how to apply what’s written in the book to real life because the author already tells you how, in a very direct, precise way. There’s no waste of pages or time here. A few things will seem sorta commonsensical, but this is a very innovative book because of the manner in which it explains how to actually implement real life changes that will make your printing firm “enchanting” to customers.
If you want fast results and some fresh marketing ideas from an expert in the field, read this book. Keep it on your desktop for awhile. You will soon realize just how often you can apply what’s written in it in your real life.
Guy Kawasaki and I are not best buds or anything even close. But I do feel like I’ve gotten to know him a little, and he’s the real deal. Smart, creative, and a good teacher. This is Dale Carnegie’s How to Win Friends and Influence People for the Twitter generation, with advice on how to smile; how to craft effective Facebook posts, tweets, and sales messages; and most of all, how to earn the trust necessary to achieve lasting enchantment.
Each chapter also ends with someone telling their own personal story of a moment when they were enchanted. Guy wrote about my dad in chapter four, “How to Prepare.” Here is an excerpt from the book that you might enjoy.
I loved my dad very much, and it was an honor to share his story in this terrific book.