‘At least, writers try to say new things. Even if there's ‘nothing new’, the fact remains that most people aren't as enchanting, likable, or trustworthy as they could be. When everyone is perfect, then redundancy is truly unnecessary. Until then, we'll keep saying the same things.’ ~ GUY KAWASAKI
Guy is a friendly author. He is also a straight shooter. He says it as it is, and he writes it as it is, although respectfully. Otherwise, he would not be as likeable as he is as a successful writer – with his books on the bestseller lists. Underlying his writing is his unique sense of humour, honed from being in the trenches and spending time with some of the best entrepreneurs – business and marketing rebels if you like.
EV: How was writing Enchantment different from your other books? How do you approach writing a new book?
Guy is a rare breed: He makes time for his tribes; he is accessible to his Facebook and Twitter fans. He responds to his e-mails promptly, despite being involved now in a busy, nation-wide, book-signing campaign for the launch of his new book ‘Enchantment’. I trust that you will enjoy this interview I had with him. He is truly enchanting, and for this enchanter we wish him every success in his new book launch.
Enrico Varella: How is ‘Enchantment’ different from ‘The Art of the Start’? I noticed some nice linkages.
Guy Kawasaki: The Art of the Start focuses on the process of starting a company, so it must cover a broader range of topics. Enchantment focuses on a particular process: enchanting people. Entrepreneurs must enchant people too – investors, customers, and employees – so they can use Enchantment too, but the Art of the Start is focused on the tasks of startups.
EV: What enchants you in business?
GK: More than anything else, great products enchant me in business. I love great gadgets and technology.
GK: Every book is similar for me. I spend months fleshing out a Word outline and gathering thoughts and stories. Then I sit down and fill out the outline with text. Enchantment is my tenth book, so I have mastered this process.
EV: Something old, something new! Many critics say that there is little under
the sun that has not been considered. How do you bypass criticisms from
pundits about your book content?
pundits about your book content?
GK: The critics are right – but then again, every criticism they have come up with has also been said already, too. At least, writers try to say new things. Even if there's ‘nothing new’, the fact remains that most people aren't as enchanting, likable, or trustworthy as they could be. When everyone is perfect, then redundancy is truly unnecessary. Until then, we'll keep saying the same things.
EV: Your company is called Garage Technology Ventures. Hewlett-Packard was, literally, a computer company born in a garage. What is it about garages that fascinate you?
GK: I like cars, and I like the concept of two people pursuing their passion at night, after work, and on the weekends. This is the purest form of entrepreneurship – untainted by venture capital and greed.
EV: You are recognized as one of the world’s leading authorities on business
marketing and high-tech entrepreneurship. How do you live up to such a distinctive reputation?
GK: I don't take it very seriously. If I win a Noble Prize for marketing, then I'll take it seriously. Until then, it's just words.
EV: Do mavericks have a place in business? If so, who would you consider mavericks in today’s business?
GK: Mavericks create businesses. Think of Steve Jobs, Richard Branson, and Herb Kelleher. They were all mavericks. Without mavericks, we'd still be rubbing two sticks together to create fire.
EV: Thus far, which have been your highest points in your career and professions?
GK: The highest point was probably the work I did in the Macintosh Division evangelizing Macintosh to developers. The Macintosh Division truly made history, and I'm honored to have been part of it.
EV: Which contributions would you like to be most recognized for?
GK: I'd like to be recognized for empowering people with my writing, speaking, and advising. I want to empower people to change the world and make it a better place.
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