“Read this book to create a company as enchanting as Apple”

Finished reading Guy Kawaski’s 10th book last week called ‘Enchantment’. There have been a dozen really good books (Influence: The Psychology of Persuasion and How to Win Friends & Influence People) on this topic but everything Kawasaki is describes is absolutely true. The difference between Kawasaki with all the other self-proclamed gurus and writers is that he worked for Apple during 1983 till 1987 and from 1995 till 1997. This as a chief evangelist, a religious marketing term coined by Steve Jobs himself. But during his period maybe the two most legendary TVC’s where made in the Advertising Industry namely 1984 and Think Different. I personally I think Kawasaki was the real marketing genius behind Apple. What’s the book about? Kawasaki describes three “pillars of enchantment”: 1. Be likeable, 2. Be trustworthy and 3. Have a great cause. True, not rocket science right! But the most simple things in life are always in front of us: “We just don’t think about it that often or simply don’t see it anymore.” Watch the Youtube video here or the Amazon Trailer from the book. A-One-to-Read! Also Highly recommend the doc: Steve Jobs: Billion Dollar Hippy.