Guru Guy Kawasaki Teaches How to Enchant Customers

Business guru Guy Kawasaki teaches how to transform situations and relationships to make skeptics into believers and the undecided into loyal customers in his latest, and perhaps best, business book, "Enchantment, the Art of Changing Hearts, Minds, and Actions." A former Apple spokesman, Kawasaki is well known for his motivational books and speeches. In his latest book, he argues that enchantment is not about manipulating people, but in adjusting attitudes. He says your goal both in business and personal relationships is not just about what you want to accomplish, but to bring about a voluntary, enduring and positive change in other people through enlisting their desires, by being trustworthy, and by framing a cause that others can embrace. Easy and entertaining to read, "Enchantment" well merits a spot on business entrepreneur's bookshelves.