In February 2011, I was sent a copy of Guy Kawasaki's book Enchantment after I volunteered to review it for his book launch. It landed in a busy time and with a backlog of over 50 books I could only glance at it before getting back to the list ahead of me. 

Now, belatedly, I've digested the book and would love to share my insights.

I first met Guy, one of the original team members at Apple (employee NR 504 and a key member of the Macintosh division), in Los Angeles at a National Speakers Convention. he was one of the top line keynote speakers and I was absolutely Enchanted by his presentation. I remember quips like "the Nappy Fairy" and his idea of an oxymoron "Family Holiday" .. the audience, including yours truly, laughed till we peed. It was a great, heart moving, touching and inspiring keynote. The book follows the same ground breaking enthusiasm of life Guy demonstrated in that keynote

Chapter 1. Why Enchantment?
I love the examples, from the disarming of a personal threat in a potentially lethal interrogation all the way through to insights on Apple success. This really does put Enchantment on the map as a Soft word for a hard world. I also enjoyed the "drawing the line" where Guy shows the difference between manipulation and enchanting people, an important line to draw.

Chapter 2.. Likability
Guy shows that it's personal. Enchantment, although fuelled and supported by other brand markers, all comes down to a personal relationship and there are important keys to those enchanting relationships, keys we can all, whether doctor, lawyer or parent do well to remember.

Chapter 3. Trustworthiness
As a teacher of Innerwealth, I love this chapter because it really demonstrates that Enchantment begins within us. Our integrity, self-respect and authenticity. This is a chapter that could stand alone as a great book by itself.

Chapter 4. How to Prepare
I was enchanted by the Personal Story of Mike Stevens, absolutely amazing

Chapter 5. How to Launch
If 50% of my business clients read this, my consulting business would go broke. Yes, Guy gives away some amazing secrets of how to kick start new business, 
Make a great demo,
Anchor and Twist
Differential from past experiences
three of the eye catching chapters.
I also loved "Promote Trial" Easy, Immediate, Inexpensive, Concrete, REversible.
Prime the Pump, how clever is that?
His insight on choices, both increasing and decreasing shows a wide diversity of applications for choosing which is best for your business... I think this is a cornerstone of business success... and obviously, Enchantment.

Chapter 6. How to Overcome Resistance
I feel that a book that doesn't address potential resistance to ideas and change is not being honest with the reader. So this chapter blew me away in demonstrating how to overcome the resistance likely to happen  when you apply Guy's ideas. This is for me, a great testimonial of a person who writes from experience rather than theory and academic ideals. Page 79, the examples from Rwanda and Darfur are heart breaking but powerful messages about communication. Guy's suggestions about using data to change mindsets, along with images is inspirational.

Chapter 7. Making Enchantment Endure
"The goal," says Guy, "of Enchantment is long lasting Change"
Of all the chapters in the book, this one took me the longest to digest. I'd say it's because the information is riveting and so damn applicable it's not funny. I went over it three or four times until my copy of the book looks like a "Picasso" .. yellow highlights and underlines everywhere. The Build an Ecosystem is amazing use of a language we all take for granted, but in nature defines why things grow. Diversify the team and promote spreadability.

Chapters 8, 9, 10, and 11... 
Push technology, pull technology, enchanting your boss -- I've rarely read better. It's about real hands on promotion, expression and market respect... I'm not even going to try to summarise it, I'd end up duplicating the whole section. This is value added, real use, on the line insight for marketing, business and product development 2012 style. New language and if you're over 40 there's a likelihood you need to read this section just to catch up with terms, ideas and trends in digital language, let alone the benefit of applying his suggestions.

So, to Guy and his team, congrats. Sorry it took so long but this is an extraordinary book, well worth my wait, and I highly recommend it. http://www.guykawasaki.com/enchantment/