I was strolling through my university bookshop the other day in hopes of finding a nice sudoku book to get my puzzle game on, then I saw a copy of this book on the shelf and it had a quote from Steve Wozniak saying "Read this book to create a company as enchanting as Apple". I needed no more convincing as I greatly admire Steve Jobs and what he and the people at Apple have built. So I bought it, read it, took notes and came up with this chapter by chapter breakdown.
.jpeg)
Chapter 1- Why Enchantment
Enchantment is described as the art of changing hearts, minds and actions and you do this through delighting whoever you want (customers/employees/employer) through actions that will delight them and help build meaningful relationships which will become beneficial to both parties.
You use enchantment when:
- Aspiring to lofty, idealistic results
- Making difficult, infrequent decisions
- Overcoming entrenched habits
- Defying a crowd
- Proceeding despite delayed or non-existent feedback
Do not use Enchantment when/to:
- Ask people to do something you wouldn't do yourself
- The interest of you and your "enchantee" are conflicted
- You have a devious hidden agenda
- Telling "noble lies"
- To enchant gullible people
Chapter 2- How to Achieve Likablity
Jerk's and arrogant people are very less likely to enchant people so this chapter guides us on how to become a likeable person.
- Make Crows Feet: No-one likes a grumpy person, enter a meeting with a nice natural smile that makes you squint a bit and shows uses the muscles around your eyes.
- Dress For a Tie: Dress for the occasion while not straying away from your personal comfortable style.
- Perfect Your Handshake: Make eye contact throughout, utter an appropriate greeting, make a crow's feet smile and give the person's hand a nice little squeeze.
- Use the Right Words: Use simple words, use an active voice, keep it short and use common unambiguous analogies.
- Accept Others: For people to like you,they have to accept you and for people to accept you, you must accept them.
- Get Close: Build relationships with colleagues and talk about things other from business every once in a while.
- Create Win-Win situations
Chapter 3- How to Achieve Trustworthiness
This chapter explains how you can deserve and gain the genuine trust of others.
- Trust Others: An eg. is Zappos that has two-way trust, women trust their money-back guarantee with free shipping and zappos trust women not to abuse this privelage by returning shoes they have used.
- Be a Mensch: If you are a mensch, you are honest,fair,kind and transparent no matter whom you're dealing with and who will ever know what you did.
- Disclose Your Interests: Immediate and complete disclosure of your interests is a key component of trustworthiness.
- Give for Intrinsic reasons: Don't give simply to receive something in return, give because it's the right thing to do.
- Gain Knowledge and Competence: Knowledge means you have expertise through your experience and education however Competence means that you have progressed beyond knowing what to do to actually doing it.
- Show-up: Answer your emails, tweets, messages (at least as much as possible at that time) and interact with people.
- Bake a Bigger Pie: "they are two types of people and organizations in the world: eaters and bakers. Eaters want a bigger slice of an existing pie; bakers want to make a bigger pie. Eaters think that if they win, you lose and vice-versa. bakers think that everyone can win with a bigger pie". Be a baker.
Chapter 4- How To Prepare
"Create Like a God. Command Like a King. Work Like a Slave" - Constantine Brancusi
- Conduct a "Premortem": The team leader ask a everyone to assume the project failed and to come up with reasons why the failure occurred. The team then has to come up ways to prevent these reasons from happening.
- Establish Goals: Organizations that don't have goals or don't communicate them are more difficult to embrace, because their target audience is not not sure what the organizations want.
- Create a Check List
Chapter 5- How To Launch
After you have prepared it's time to show the world your creation, here's a few things to keep in mind when you're ready to launch.
- Tell a Story: Skip the regular "patent pending, lower price" presentations and aim to enchant people through compelling stories.
- Promote Trial: The next step is on hands on trials of your product/service so people can see for themselves if it's worth the buy.
- Plant Many Seeds: Traditional marketing focuses on "influencers" such as celebrities etc, that is an old-school way of marketing, plant many seeds through focusing on the "nobodies" or the "little people" as word of mouth through them will spread like wild-fire.
- Ask people What they're going to do: You should as people outright if they plan to support you
Chapter 6- How to Overcome Resistance
After your fantastic launch people may be a bit resistant to you product, traction may not be as viral as you'd hope.
- Provide Social Proof: Social proof is the concept that if other people are doing something that means it OK, cool and acceptable so use this concept to overcome resistance by showcasing people who believe in your cause and are enjoying your product/service.
- Create the Perception Of Scarcity: Eg.- When Google introduced its e-mail service, called Gmail, accounts were by invitation only. Do you think that Google had limited bandwidth? I don't. The desire for Gmail invites got so hysterical that people sold them on eBay.
Chapter 7- How to make Enchantment Endure
The goal of enchantment is a long-lasting change so you have to master ways in which to make it grow, blossom and endure.
- Strive For Internalization: Aim to make people internalize your cause. The process of internalizing values has three stages:
- Conformity: People have a desire to belong to a group. Conformity isn't enchantment and won't last long without undue force unless you move to identification and internalization.
- Identification: When people conform with members of a group they see similarities and shared interest. At this stage the attractiveness of the enchanter and others in the group is important because people want the enchanter's approval.
- Internalization: This is where people have gone beyond identifying to believing. Their belief is not at odds with their feelings and they are not trying to please anyone. This is enchantment.
Chapter 8/9- How To Use Push and Pull Technology
- Push Technology: Engage fast, engage many and engage often using technologies such as twitter, email and power-point presentations to enchant people and give value to your enchantee at the same time.
- Pull Technology: Websites, blogs, Facebook, LinkedIn, YouTube are all pull technologies, the goal here is to make sure you use all of these in a cohesive manner to ensure you receive desired results.
Chapter 10- How to Enchant your Employees
Provide a MAP
- Mastery: People want to improve their skills and competency, maybe to make more money but also for the sake of getting better at something that interests them. Who wants to suck t something you do for 8 hours a day?
- Autonomy: This means management is not constantly micro-managing everything and over the shoulders of employees, autonomy gives employees the space to do good work. Set goals for them and sit back and let them achieve these goals within the time allotted.
- Purpose: This is the most important of the 3. Purpose refers to the meaning an organization makes--in other other words, how the organization is making the world a better place.
Also celebrate the successes of your employees and ask them about your performance on a regular and improve from feedback given.
Chapter 11- How to Enchant your Boss
I'll summarize this with Law No.1 of 48 laws of power: Always make those above you feel comfortably superior. In your desire to please or impress them, do not go too far in displaying your talents or you might accomplish the opposite – inspire fear and insecurity. Make your masters appear more brilliant than they are and you will attain the heights of power.
Chapter 12- How to Resist Enchantment
Not every enchanting person has your best interest at heart. Resisting enchantment, therefore, is valuable skill that require avoiding tempting situations, looking far into the future, and finding a devil's advocate.
"You have first to experience what you want to express"- Vincent Van Gogh
No comments:
Post a Comment