第 4 章
Preparing Your Cause for Success
After establishing likability and trustworthiness, you must ensure your cause has the necessary qualities and groundwork to succeed. Great causes share five essential qualities: they're deep (offering many features that anticipate customer needs), intelligent (solving problems in smart ways), complete (providing excellent service and support), empowering (enabling users to do things better), and elegant (showing care for user experience).
Conducting a "premortem" helps prevent failure before it happens. Unlike postmortems that determine cause of death after failure, premortems identify potential problems in advance by assuming the project failed and working backward. This reduces premature launches, creates more organized approaches to challenges, and encourages broader team participation.
Making your cause easy to adopt is crucial. Sometimes enchantment comes from making it easy for people to do the right thing. Kawasaki describes an experiment at his son's hockey team barbecue where he placed two trash cans side by side-one open and one with a lid containing a six-inch hole perfect for bottles and cans. Without instructions, guests naturally segregated their recyclables.
Your message should be short, simple, and swallowable. Use techniques like tricolons (three-part phrases like "Eye it, try it, buy it"), metaphors, and similes. Keep emails to six sentences, videos to sixty seconds, PowerPoint presentations to ten slides, and business plans to twenty pages. Stay positive rather than using scare tactics, and always show respect for your audience's intelligence.
Eliminating barriers is essential. Psychology research on "cognitive fluency" shows people prefer things that are easy to think about-stocks with easy-to-pronounce names outperform others, and rhyming phrases seem more accurate than non-rhyming ones. Brands with fluent names like Cristal, Tata, and Lego remove mental speed bumps.
Default options can remove decision-making fences by guiding people toward beneficial choices. For example, many companies automatically enroll employees in retirement plans with an opt-out option, helping people who are typically poor at saving money.
Clear goals and checklists enhance enchantment. Organizations without clear goals waste people's time, which is disenchanting. Checklists help people take action by providing a clear plan, demonstrate respect for people's time, and motivate by allowing people to see their progress. Dr. Peter Pronovost's catheter line checklist at Johns Hopkins Hospital dramatically reduced infections, prevented deaths, and saved millions.
第 5 章
Creating an Epic Launch
Most product launches follow a predictably boring script: thanking the audience, claiming revolutionary innovation, rattling off vague features, and giving incomplete information about availability and pricing. Instead, enchanting launches captivate people's imagination through compelling storytelling.
Lois Kelly suggests four powerful storylines: Great aspirations (like Steve Wozniak making computers accessible); David versus Goliath (Southwest Airlines challenging major carriers); Profiles in courage; and Personal stories (sharing specific experiences rather than making general claims). As Annette Simmons explains, "It is faith that moves mountains, not facts... Genuine influence means people pick up where you left off because they believe."
Creating immersive experiences takes enchantment beyond storytelling by making people lose track of time and suspend their cynicism. Strategic Operations in San Diego exemplifies this by providing "hyper-realistic" battlefield simulations for military training. You can create immersive experiences by enabling vicarious experiences through audio, video or virtual reality; recreating realistic settings; giving great demos; using the "anchor and twist" technique to explain your cause in familiar terms but with new meaning; and differentiating from past experiences with something novel.
After storytelling and immersion, hands-on trial is the next step. Effective trials should be easy, immediately available, inexpensive or free, concrete in showing tangible results, and reversible. Amazon exemplifies trial promotion with its "Look Inside!" feature for physical books and downloadable sample pages for e-books.
Environmental factors can subtly influence people's choices. In a study at a UK market, playing French music led to selling 40 bottles of French wine versus 8 German, while German music reversed the trend. Remarkably, only one shopper mentioned music as an influence unprompted, suggesting that environmental elements can influence decisions without people's conscious awareness.
Traditional marketing focuses on "influentials"-journalists, A-list bloggers, analysts-believing they'll sway the masses. But post-Internet, people trust friends and casual acquaintances as much as experts. To thrive in this new reality: embrace "nobodies" who can spread your message as effectively as A-listers; give up the illusion of control and let your message flow naturally; and plant many seeds to reach more potential advocates.
The "mere measurement effect" reveals that asking people about their intentions actually affects their actions. Simply asking people if they intend to support you provides three benefits: you learn where you stand, the act of asking can push fence-sitters to commit, and once committed, people tend to live up to their word.
第 6 章
Overcoming Resistance to Change
Enchantment is a process, not an event, and "instant success" is an oxymoron. After launching your cause and gaining initial followers, you'll inevitably encounter resistance. Nintendo's introduction of the NES illustrates this challenge-Americans had written off video games, but Nintendo overcame resistance by positioning their system as a toy with the R.O.B. robot accessory rather than as a gaming console.
Five common sources of resistance include inertia (Guy's law of enchantment states that people at rest remain at rest unless acted upon by an outside enchanter), hesitation to reduce options, fear of making mistakes, lack of role models, and the possibility that your cause simply isn't compelling. None of these factors is insurmountable unless your cause truly does "suck."
Social proof-the concept that if others are doing something, it must be acceptable-can powerfully overcome resistance. In an experiment at Petrified Forest National Park, signs showing multiple people taking wood actually increased theft, while signs showing only one person reduced it. In cultures worldwide, families hire professional mourners to demonstrate the deceased was loved.
When social proof isn't feasible, scarcity can increase desirability. Google created artificial scarcity with Gmail's invitation-only launch, causing invites to sell on eBay. Scarcity works best when there's little uncertainty about your cause, while social proof works better when people are doubtful. The most powerful approach combines both: showing that something certain and accepted is also scarce.
Transparency helps overcome resistance. When people witness how your "magic" works, they develop interest. Nova Scotian Crystal demonstrates this by opening their factory to passersby, letting tourists watch craftsmen create crystal pieces. According to CEO Rod McCulloch, this transparency "gets them into the showroom to buy eighty-dollar glasses."
Finding common ground makes you more likable and helps overcome resistance. France and Germany disagreed on many policies but united Europe by focusing on their shared vision. To find agreement, get personal, get professional, harmonize objections, ask "What if...?" hypotheticals, or move the Overton window of acceptable ideas.
When Jerry Sternin tackled malnutrition in Vietnam for Save the Children in 1990, he didn't impose American solutions. Instead, he identified healthy children in poor villages and discovered their mothers added shrimp, crabs, and sweet-potato greens to rice. By having these mothers teach others, 65% of children improved within six months. The lesson: instead of forcing your solution, find what's already working and build on it.
第 7 章
Making Enchantment Endure
The goal of enchantment is creating lasting change-not just a one-time transaction. This requires getting people to internalize your values and ensure your enchantment endures by changing hearts, minds, and actions permanently.
Internalization happens through three stages: conformity (joining due to peer pressure), identification (seeing commonality with group members), and finally internalization (genuine belief without coercion). True enchantment occurs at this final level, where people adopt values completely.
To prevent "pluralistic ignorance" (where people go along with something assuming others agree) and "collective conservatism" (unwillingness to change), you must separate believers from nonbelievers. Most innovative ideas don't survive within an organization's mainstream. Companies create independent business units for this reason. Macintosh succeeded because the division operated in a separate building under Steve Jobs.
Peace doesn't start from the top of societies but from the middle and bottom. To make enchantment endure, don't focus solely on leaders who have their own agendas of power, money, and self-image. The middle and bottom of organizations matter tremendously-they're who does the real work.
Money isn't the ultimate motivator, despite common assumptions. Professor Kathleen Vohs conducted experiments showing that exposure to money makes people less helpful and more distant. Wikipedia, created by unpaid volunteers, thrived while Microsoft's well-funded Encarta failed. Adding financial incentives to a great cause may actually hurt it.
Reciprocity makes enchantment last. When students from White Knoll Middle School in South Carolina raised $447,265 to replace a fire truck New York lost on 9/11, they were reciprocating for New Yorkers' generosity 134 years earlier. To invoke reciprocity effectively: give with joy (especially to those who cannot help you), give early (before you need favors back), give often and generously, give unexpectedly, and don't hesitate to ask for reciprocation when appropriate.
A complementary community or "ecosystem" fosters endurance by increasing satisfaction and demonstrating your success. Key components include user groups, websites and blogs, consultants, developers, resellers, and conferences. To build an ecosystem: create something worthy, identify and recruit evangelists, designate an internal champion, give people meaningful ways to modify and improve your cause, publish information, welcome criticism, foster genuine discourse, create non-monetary rewards, and publicize your ecosystem's existence.
第 8 章
Enchanting Through Technology
We're living in a golden age of enchantment where reaching people worldwide has never been easier, faster or cheaper. Like Dale Carnegie's timeless principles that have kept "How to Win Friends and Influence People" relevant since 1937, certain technology principles should endure: engage fast (respond within a day); engage many (treat everyone equally); engage often (enchantment is a process, not an event); use multiple media beyond just text; provide value through useful content, personal insights, and assistance; give credit to sources; assume people are honest and decent; accept diverse perspectives while being willing to disagree; don't tolerate abuse; limit promotion to about 5% of your communications; and always disclose your conflicts of interest.
Great presentations start with great causes and follow these principles: customize your introduction; sell your dream, not just products; structure like a screenplay with three acts; dramatize with evocative images and minimal text; follow the 10-20-30 rule (ten slides in twenty minutes with no font smaller than thirty points); practice until you're sick of it, then practice more; warm up by circulating with the audience beforehand; and speak as often as possible.
E-mail remains a critical enchantment tool despite social media's rise. To use it effectively: get a professional domain-based address; secure an introduction from someone the recipient respects; personalize the subject line; keep messages to six sentences; demonstrate you've done homework about them; minimize attachments; and ask for something concrete.
Twitter is a powerful enchantment tool because it's a push medium where followers don't need to visit your site to see your messages. To be effective, provide valuable content through five methods: push your own content; use StumbleUpon to discover content based on interests; leverage SmartBrief's curated industry digests; use Alltop's topic aggregation; or hire interns to find content for you. Beyond broadcasting links, manually engaging with followers creates true enchantment.
第 9 章
Enchanting Your Team and Resisting Manipulation
Disenchanted employees cannot enchant customers. Providing MAP-Mastery (opportunity to improve skills), Autonomy (freedom from constant management), and Purpose (making the world better)-matters more than compensation alone. Your best employees genuinely want to delight customers, but organizations often prevent this with policies designed to prevent losses rather than achieve gains.
Take active measures to discover your own shortcomings and begin performance reviews by discussing how your foibles may have affected your employees' performance. The single most powerful management principle is never asking people to do something you wouldn't do yourself. Nothing builds credibility and loyalty faster than this approach.
Celebrating team wins can overcome a hundred losses and powerfully enchants employees. According to Brenda Bence, celebrations motivate harder work, unify teams around common goals, uplift mindsets, communicate organizational values, build momentum, and remind employees they work for a winning organization.
Whether you like your boss or not, they control what you get from your job. The most powerful way to enchant your boss is making them look good-within ethical boundaries, of course. When your boss asks you to do something, drop everything and do it-even if you think it's suboptimal or less important than what you're currently working on. Underpromise and overdeliver by setting goals you're 120 percent sure you can hit in 80 percent of the allotted time.
Not all enchanters are ethical or have your best interests at heart. The simplest resistance technique is avoiding tempting situations altogether. If avoidance isn't possible, delay decisions. When temptation can't be avoided, ask: "What will the impact of this decision be a year from now?"
Even rich, famous, intelligent people get swindled because they don't know what they don't know and won't admit their knowledge gaps. Consider finding a devil's advocate to spot holes in your logic. A single evocative example doesn't make something true or important. The wisdom of crowds isn't always wise-from tulip mania in 1630s Netherlands to the 1990s dotcom bubble.
When faced with an enchanting proposition, use a checklist of critical factors: Would I make the same decision after waiting a week? Will this still be good a year from now? Have I read independent reviews? Am I aware of total costs? Is it ethical, moral, and legal? Will it set a good example?
第 10 章
The Enduring Power of Genuine Connection
At its core, enchantment is about creating genuine connections that transform skeptics into believers and casual acquaintances into devoted advocates. Unlike manipulation, which seeks one-sided advantage, true enchantment creates mutual benefit and lasting relationships built on trust, authenticity, and shared values. This approach recognizes that sustainable influence comes from serving others rather than serving oneself.
The stories throughout Kawasaki's work powerfully illustrate this principle. When Karin Muller defused a tense confrontation with armed guerrillas through the simple act of sharing coffee and showing genuine hospitality, she demonstrated how human connection can transcend even the most dangerous circumstances. Charlie Wedemeyer's inspiring story of coaching high school football from a wheelchair while battling Lou Gehrig's disease showed how authentic leadership can inspire extraordinary dedication. His players weren't just motivated by his tactical knowledge, but by his unwavering spirit and genuine care for their development as both athletes and young men.
What makes enchantment so powerful is that it doesn't require massive resources or celebrity status. In fact, the "nobodies" that Kawasaki celebrates often create more authentic connections than A-list influencers precisely because they genuinely care about the causes they champion. A local environmental activist might generate more committed followers than a famous celebrity because their passion comes from lived experience rather than paid endorsement. When you combine likability, trustworthiness, and a worthy cause with the techniques outlined in this book, you create a form of influence that doesn't just change what people do-it transforms how they think and feel at a fundamental level.
In our digital age increasingly dominated by algorithms and automation, the human elements of enchantment become even more precious and powerful. Genuine smiles, consistent trustworthy behavior, compelling personal stories, and reciprocal relationships stand out precisely because they can't be automated or mass-produced. While technology can amplify your message, the core principles of human connection remain unchanged. By mastering these timeless principles while thoughtfully adapting them to modern technologies and contexts, you gain the ability to create voluntary, enthusiastic support for your ideas and initiatives across both digital and physical spaces.
The ultimate test of enchantment isn't measured in short-term metrics or temporary compliance, but in the lasting impact you have on others' beliefs and behaviors. When people internalize your values and continue supporting your cause long after your direct influence has ended, you've achieved something far more powerful than mere compliance. You've created a community of believers who will carry your vision forward, adapt it to new contexts, and share it with others through their own authentic connections. This multiplicative effect of genuine enchantment explains why some movements and ideas persist and grow while others, despite massive marketing budgets, fade away when the promotion ends.
True enchantment creates ripples that continue long after the initial interaction, transforming not just individual relationships but entire communities through the power of authentic human connection. In an age of increasing disconnection and digital isolation, mastering these principles becomes not just a strategy for influence, but a vital skill for creating meaningful change in the world.
