Soundview Executive Book Summaries

New Apple Offer Proves Summary’s Point

On an ordinary day, an announcement from Apple would be met with a tsunami of media coverage, non-stop Twitter traffic and lines stretching from every Apple store to the horizon. Today’s news that the technology colossus is making a discounted iMac available for the education market may not have the hype of an iPad announcement, but it still demonstrates a valuable principle from one of the newest Soundview Executive Book Summaries.

One of our most highly anticipated summaries of 2011 is Enchantment: The Art of Changing Hearts, Minds and Actions by Alltop founder, venture capitalist and one-time chief Apple evangelist Guy Kawasaki. In his book (and in the exclusive Author Insight interview available now for Soundview subscribers), Kawasaki points out that companies should move away from the idea that business is a simple transaction. What they should move toward, Kawasaki suggests, is enchantment. He writes, “I define enchantment as the process of delighting people with a product, service, organization or idea. The outcome of enchantment is voluntary and long-lasting support that is mutually beneficial.”

Apple’s move to offer a lower-cost option to enable cash-strapped school districts across the U.S. to be able to take advantage of its popular desktop is exactly the kind of effort that’s needed to delight customers. For those who think Apple’s ability to enchant its audience is a new phenomenon that began with the introduction of the iPod, check out the Soundview summary of Enchantment. Kawasaki discusses how Apple enchanted him more than 25 years ago and helps you learn the secrets of using enchantment to delight your audience.

To get your copy of the summary of Enchantment by Guy Kawasaki, visit Soundview at Corporate clients, don’t forget to visit!


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