1. Enchantment
The Art of Changing Hearts, Minds, and Actions
Guy Kawasaki

2. 1 Achieve Likeability

3. Pan Am smile
Zygomatic
major
muscle

4. Make a
Duchenne smile
Orbicularis
oculi
muscle

5. Dress
for a tie

6. Under-dressing:
I don t
respect you

7. Over-dressing:
I am
better
than you

8. Equal-dressing:
We re
peers

9. Shake it
PH = (e2 + ve2)(d2) + (cg + dr)2 + {(4<s>2)
(4<p>2)}2 + (vi + t + te)2 + {(4<c>2 )(4<du>2)}2
• Eye contact throughout
• Appropriate verbal greeting
• Duchenne smile
• Grip and firm squeeze
• Cool, dry, and moderately smooth hand
• Mid-point position between the two of you
• Medium level of vigor
• Two or three seconds

10. Default
to
yes

11. Achieve
2 Trustworthiness

12. Trust others

13. Gain knowledge
and competence

14. Be a mensch
"South Africa The Good News (www.sagoodnews.co.za)

15. 3 Get Ready

16. Do something DICEE
Deep
Intelligent
Complete
Empowering
Elegant

17. Make it short, sweet,
and swallowable

18. Conduct a
premortem

19. 4 Launch

20. Tell a story

21. Plant many seeds

22. Illustrate salient points
Miles/gallon vs. Yearly cost
Degrees vs. Heating costs
Number of
Gigabytes vs. songs

23. 5 Overcome

24. Provide social proof
Petrified Forest National Park, Arizona

25. Find a bright spot

26. Enchant all the influencers

27. 6 Endure
Loving Memory of Jerry Garcia by Stephen Dorian Miner

28. Don t use money

29. Don t use money

30. Don t use money

31. Invoke reciprocation

32. Build an ecosystem

33. 7 Present

34. Customize the
introduction

35. Sell your dream
iPhone $188 of parts + AT&T

36. 10 slides
10
20
20 minutes
30-point font
This is 30
This is 20
This is 10

37. 8 Email
@

38. Get an introduction

39. Craft a subject line
Re: Your book is great!

40. 5 sentences
What you want
What your cause is
Who you are
Why should I help you
What the next step is

41. 9 Tweet

42. Spruce up your avatar
o_O

43. Spruce up your profile
Name blah blah
120 2 0
following followers listed
Tweets 0

44. Provide links

45. Make it personal
Name Michelle
Web http://livingwith…
Bio Wife, blogger, office
manager, type 1 diabetic,
trying to conceive our first
child, avoider of debt, lover
of fun! Check out my
diabetes blog linked above.
184 226 11
following followers listed

46. 10 Use Technology

47. Remove the
speed bumps

48. Engage
Fast
Many
Often

49. Provide value
Information
Insights
Assistance

50. Enchantment
The Art of Changing Hearts, Minds, and Actions
Guy Kawasaki
Slides by AnaFxFz.com