Soundview Executive Book Summaries

Book Review: Enchantment

If you follow Soundview on Twitter (@businessbooks), you’ll notice that one of the individuals that we follow is Guy Kawasaki. The author, blogger, venture capital veteran and one-time Apple evangelist knows the secret to making an audience happy. He is endlessly engaging and provides an incredible volume of material in any project on which he works. His latest book Enchantment: The Art of Changing Hearts, Minds and Actions (now available as a summary at is the latest in a string of must-read material from one of the people that spread the gospel of the Macintosh back in 1984.

If there is one word that describes Kawasaki, whether in print or in person, it’s “genuine.” This personal trait makes Kawasaki the perfect instructor to help any executive understand the keys to enchanting any individual or group. He stresses at the outset of the book that Enchantment is intended for individuals who want to make a difference and improve the world. It is not intended for people looking to make a quick buck or use enchantment for nefarious purposes. Enchantment can help executives turn skeptics into believers.

Kawasaki gives readers a constant stream of great insights. One of his best strengths as a writer is that serious, paradigm-shifting information is delivered with generous doses of humor. Kawasaki’s examples are drawn from his direct interaction with countless innovative businesses, not forgetting his own involvement with the early days of Apple. Enchantment, already one of the best business books of 2011, will continue to impress readers each time they refer to it … and they certainly will.


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