Noted business-to-business marketing expert Guy Kawasaki has just released his latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions. In it, he shares the inspiring story of how Mike Stevens, the owner of Express Press in Fargo, North Dakota, called on his dad to help him launch his business, when he found himself unprepared.
Enchantment, the 10th book from Apple's former chief evangelist, tackles the tricky art of influence and persuasion. As one reviewer put it, Kawasaki "transforms the otherwise exhausted and overwrought tropes of how to win friends and influence people with a complete makeover... whether he's talking about wardrobe choice or tips for effective swearing. The author, a modern-day Dale Carnegie, offers explanations on how to wield the most influence in the digital age. Push technologies like presentations, e-mails, and Twitter are discussed as active means of enchanting others, while pull technologies like Facebook, YouTube, and LinkedIn passively draw them in. The author's suggestions for achieving likeability and trustworthiness, as well as overcoming resistance, are thoroughly explained and can easily translate from the workplace to the real world." (Kirkus Reviews)
The story of Jerry Stevens, Mike Stevens' father, comes at the end of chapter four, and is one of several "personal stories" Kawasaki uses to illustrate his points.