Guy Kawasaki has this "enchantment" thing down. When he stepped on stage at SXSW, sporting jeans, cowboy boots and a patchwork button-down shirt, he declared that "most tech speakers suck." And as if sucking isn't enough, Guy says they speak too long.
"Sucking and going long is like being stupid and arrogant," Guy said.
Lucky for us, Guy's presentation neither sucked or ran long. Here's how Guy made us
want to buy a copy of his new book "Enchantment: The Art of Changing Hearts, Minds and Actions."
To be more enchanting, you must first understand why it can help you. Guy says if we were all more enchanting we would have an easier time getting people to embrace our products and services, and it could help change the world. It's hard to argue with that, so we took good notes.
How to be more enchanting:
1. ACHIEVE LIKEABLENESS
• Fake smiles are fake. Want people to truly enchant people? Smile with your mouth
AND your eyes. If you have crows feet from smiling with your eyes, you're doing it right.
• Dress for a "tie." Under dressing says "I don't respect you." Over dressing means "I am better than you." Dress for a tie between the two to show that you are equals.
• Have a good handshake
2. ACHIEVE TRUSTWORTHINESS
• You must trust others before they trust you. Amazon and Zappos are among the
companies that do this well. They're return policies (including Zappos' free
shipping both ways) builds trust.
• Bake, don't eat. Eaters see pie and want the biggest slice. Bakers think, "I can
bake a better, bigger pie."
* Default to a "yes" attitude
3. GET READY
• Do something DICEE: Deep, Intelligent, Complete, Empowering, Elegant. Great
products encompass all of these traits.
• Make it short, sweet and swallowable.
• Conduct a premortem. This is done to identify all the ways your project/product
could fail. Then make sure it doesn't happen.
4. LAUNCH
• Tell a story. It's not about size and specs, it's the story behind it.
• Plant many seeds. Nobodies are the new somebodies. Don't just target the A-listers.
• Use Salient Points. i.e. Don't speak in gigabytes, tell customers how many songs
they can store
5. OVERCOME RESISTANCE
• Provide social proof. Remember when Apple came out with white earbuds, highlighted them in it's advertising campaign, and then you started seeing white earbuds around you?
• Find a bright spot.
• Enchant all the influencers. The smartest people are often at the middle and
bottom of a company. Guy says (his words, not ours): The higher you go in most
companies, the dumber the people.
6. ENDURE
• Money is usually the enemy of enchantment. Keep everyone's best interests in mind.
• Invoke reciprocation. Let people thank you, and when they do respond: "I know you
would do the same for me."
7. PRESENT
• Customize the introduction.
• Every PowerPoint presentation should have no more than 10 slides, it shouldnt take
you longer than 20 minutes to present them, and the optimal font is 30 points.
8. USE TECHNOLOGY
• Remove the speed bumps. Make accessing info easy.
• Use social media, but be sure to provide: Information, Insights and Assistance
• Engage people: Fast, Many, Often
9. ENCHANT UP
• If your boss asks you to do something, drop everything and do it immediately.
• Prototype fast. Deliver bad news early.
• If you manage employees, provide MAp: Mastery, Autonomy, Purpose. Empower action, and never ask them to do something you wouldn't do.
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