Review: Enchantment


This afternoon, I finished reading Guy Kawasaki’s Enchantment: The Art of Changing Hearts, Minds, and Actions.  (Purchase the book here).  My favorite chapters were 2 and 3 on “How to Achieve Likability” and “How to Achieve Trustworthiness.”  Both contributed tremendously to my ideas on ethos and how to explain the ethical appeal to others.

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However, the remainder of the text was for businesspeople.  Chapters on launching a brand, overcoming resistance from consumers, and enchanting your employees weren’t applicable to my life, but I did feel Kawasaki explained his ideas effectively.  His chapters were short, clear, and easy to follow.  His book was well organized and engaging with its easy-to-follow bullets, applicable inspirational quotations, and ample storytelling.  Though I’m not the type to take weeks to read a book (I mean, I read this one in two days), this is a text you could pick up after a week and know exactly where you left off.

On, here are some strengths and weaknesses according to reviewers:


  • ” ‘How can I influence others without moral compromise?’ is the question at the heart of Enchantment. And it’s an important one. There are a number of easy cheats to convince people to follow your leadership (carrots and sticks) or to buy your product or join your cause (incentives), but eventually those things always fail […] What [Enchantment] does remind readers, though, is that the only way to really make a lasting impact on people is to act with integrity” (Source).
  • “Don’t think of this book as… a book. Think of it as a reference guide. Here, Kawasaki shares some of his most valuable insights about life, business, excellence and communications in short, concise, eminently digestible lessons” (Source).
  • “This is an excellent book for entrepreneurs who admire brands such as Apple or Virgin Airlines that have a huge following of raving fans. It would also be a good book to recommend to a graduating senior who is about to enter the work force” (Source).


  • “The book did not enchant. It’s mostly a collection of tips that I’ve come across from various sources before this. What did not help was that the author re-wrote those tips in his own writing style (which is far from enchanting…actually it is tiresome!) It seems the author is more an entrepreneur than an original thinker or writer” (Source).
  • “If you read a lot of books you eventually run into the same material fairly often. That’s the case for me with Enchantment. While I generally admire Guy’s work, I was not enchanted with this book.  It is extremely basic stuff” (Source).
  • “There is not one original thought–the author says he “read dozens of books” to study this subject and was obviously just trying to regurgitate what he read elsewhere. The book is big on bullet points and short on content” (Source).
My verdict: Enchantment is definitely worth the light reading, but check it out from the library – don’t purchase it yourself.

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