I spend at least half my work time learning—that is, expanding my knowledge and understanding of current trends in the fields of ecommerce, usability and security. Most of my learning takes place online or in-person. I’ll admit, the number of business books I read is limited, mostly because I see reading time as relaxation time, and for that, I delve into fiction.
I received Guy Kawasaki’s latest book, Enchantment, as I was wrapping up work on my own recently published commerce manual. I was put on the list* to receive a review copy, and when the release date (March 8th) passed me by I felt quite guilty. Fortunately I was heading to California on the 9th for the annual Miva Merchant conference, and what better way to pass the time while at 35,000 feet?
I’ll admit, when Guy announced the title of his new book, I wasn’t impressed. The word enchantment, to me, had little to do with business in our busy world today. When he revealed the butterfly cover, my concerns grew—all I could wonder was, How is he going to push this book to the masses with a weak title and “pretty” cover? Despite the fact he’d already explained the basic concept of enchantment (in the sense of his message), it was still a turn off.
Mid-way through Chapter One I was hooked, primarily because Guy’s writing style is exactly what I hope mine is perceived as… Direct, easy to understand, and sans sugar coating. Yes, Guy’s very blunt about key issues, going so far as to say the moral wrongdoers have no right to succeed in business.
Enchantment is a guide for advancement. From teaching us how to smile and give a proper handshake, to lessons on leveraging today’s technology, Guy’s directives are not only clear, they make sense.
Enchantment is not a guide for becoming an instant hit. It’s about building relationships atop strong foundations.
I was so impressed with Enchantment that I made a last minute change to my presentations, which focused on shopability. During my sessions I explained how small business ecommerce sites shouldn’t try to mimic Amazon.com’s layout and flow. I used the product page for Enchantment as my example (with a side-note suggesting that the audience buy his book. Yes, the entire audience).
This was when I realized Guy used more “pull” than “push” when it came to marketing his latest book and growing his readership (he explains both these methods in the book). I’ve seen more third-party tweets, facebook posts and blog posts about Guy’s book than I have any form of mass advertising. And that’s exactly what Enchantment is about—growing by means of relationships and support—something every business and person needs in order to succeed.
Steve Wozniak says, “Read this book to create a company as enchanting as Apple.”
I say, “Read Enchantment if you want to succeed in anything…”
* This is not a paid review. I was provided the book only for consideration of review, with no agreements made. I do, however, use an affiliate link while linking the book title to amazon.com.