The Art of Enchantment with Guy Kawasaki at #BoldFusion Cincinnati

I’ve had the opportunity to hear Guy speak a number of times, and was even at a party at his house a few years ago. This year I had the opportunity to hear him talk about Enchantment at #BoldFusion in Cincinnati. Enchantment can help businesses and individuals influence other people.

1. Achieve Likability

Smile like you mean it
Accept others for who they are
Default to “yes” and think about how you can help the other person

2. Achieve Trustworthiness

If they like you but don’t trust you, you can influence them.

Trust others before you expect them to trust you
Give people a reason to trust you (for example the Zappos return policy)
Bake don’t ea
Eaters think that there is only so much food
Bakers think that they can create more – there is enough for everyone
The world isn’t a zero sum game
Agree on Something
Find commonalities and Build Common Ground
Things that we agree on bonds us and builds trust

3. Perfect

Have great stuff
Make great products that are Deep, Intelligent, Complete, Empowering, Elegant

4. Launch

Tell a story – stop using stupid words that don’t mean anything – everyone does that
People can remember the story
Plant many seeds so that many people embrace your products
Nobodys are the new somebodies
Don’t focus only on A listers
Use salient points – explain things in terms that people understand – for example 300 calories = running 3 miles
Don’t talk about dollars, talk about what the dollars buy – focus on the things that people care about, the benefit

5. Overcome Resistance

Create smart strategies to overcome resistance that people may have
Provide social proof – knowing that our friends do something makes us more likely to do it
Use a dataset to prove and change a mindset
Enchant all of the influencers
Build an ecosystem – customers, developers, resellers, user groups, websites, blogs, online special interest groups, conferences and more
Invoke reciprocation – do something for someone and they will feel obligated to return the favor
The best response when someone thanks you is “I know that you would do the same for me” – which puts the person on notice that you may ask for something in the future
When someone owes you a favor, enable them to pay you back
Don’t rely on money – passion doesn’t require $$ – it is more powerful if people believe in it

7. Present

Customize the beginning of your presentation
Be a great presenter and storyteller
Create a custom introduction that makes you relatable
Sell your dream – know how to sell your enchantment to people
10 slides, 20 minutes, 30 point font

8. Use Technology

Remove the speedbumps – make it easy for people to connect with you
Provide value – especially in social media
Information, insights and assistance make good content
Great content opens the door
Engage – fast, flat, frequent

9. Enchant Up

Enchant your boss by dropping everything when they ask for something
Prototype fast – try something quick to show that it is a priority and to get feedback
Deliver bad news early

10. Enchant Employees