Veteran sales executives will recognize a lot of Mr. Kawasaki's prose as reminiscent of the timeless "salesmen are made not born" advice shared by Dale Carnegie in How to Win Friends and Influence People and Napoleon Hill's Think and Grow Rich.
It must be noted that both of these "required reading" books for sales professionals were originally published in 1937 and continue to sell today. Mr Kawasaki builds upon the basic tenets of these depression-era business bibles and gives them a complete 2.0 overhaul perfect for facing the economic challenges of the new millennium.
Whereas Mr. Carnegie and Mr. Hill focused on one-one-one relationships in a day where people actually conducted business face-to-face and shook hands on each deal, Mr. Kawasaki explains how we can best use social media, e-mail, etc. to win friends, influence people, or as he says, "Enchant".
To borrow a term from my enterprise software days, the principles outlined in Enchantment are "scalable" and can be used on a personal and organizational level to achieve the following goals:
- Encourage people to do business with you on a personal level
- Build a cult-like following for customers, prospects and fans (think Apple or the Grateful Dead)
- Attract the best talent to your company or organization
- Demonstrate your value to your supervisor
- Instill loyalty in your employees