Enchantment: An Exclusive Interview with Guy Kawasaki

‘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.

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.

EV: How was writing Enchantment different from your other books? How do you approach writing a new book?

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?

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.

More about Guy at the following resources:

Facebook quiz

Speech video
Bio and background
Facebook fan page
Wallpaper

Enchantment: A Review of Guy Kawasaki’s Latest Book

Title: Enchantment (2011)

Author: Guy Kawasaki

Pages: 212, embossed hardcover copy with attractive dust-jacket, and accompanying photographs

Publisher: Penguin Group

If providing service is about delighting customers, then enchanting customers is its distant emotional cousin. The word enchantment is closely associated with magic, surprise, astonishment, curiosity and intrigue. Isn’t that what business should be about – the many indirect moments of truth? Innovation in products and services should consider the emotional impact and effect it has on the consumer, considering how the iPhone and iPad have made such a significant influence on our lives.

Despite his overarching reputation as the former-Chief Evangelist of Apple – he promoted with amazing marketing ambidexterity for Apple its Macintosh personal computer - Mr Kawasaki has firmly established himself as the business-owner’s guru, yet he still has more offerings in his bag of tricks. I enjoyed Guy’s ‘The Art of the Start’ - focused mainly on new business upstarts and startups - and how to, sensibly and ostensibly, sell and market products and services. I applied many of his ideas including adopting a Mensch-ian mindset, and closed a few business deals in the process. He insists that values matter, especially when you lead as a role model ('mensch').

This book has relevance to entrepreneurs and intra-preneurs, the latter being initiators of actions in the company. This time, he condenses his research of about 20 books and passes them through his entrepreneurial and marketing filters. He strongly integrates the landmark work of Robert Cialdini, and adapts the latter’s observed principles, and adeptly overlays it over a business fabric. Push & Pull Technology (in chapters 8 and 9 respectively) are about using Social Media 2.0 to further your cause. This he suggests that you do, through your tribes of evangelists, emphasizing the pertinent folds in the digital origami platform, which could unfold your business potential. One guarantee he makes is how to enchant your audience in the first five minutes of your presentation.

For a small book of about 200 pages, Mr Kawasaki has succeeded on several levels. Enchantment is not one of those books where you only read the preface, first and last chapters, and the rest filled with unexciting fillers. You can benefit from applying the principles from any chapter, immediately. Mr Kawasaki writes in his inimitable style with a unique sense of humour. You may be enchanted by his ideas as a venture capitalist, serial author, business consultant and a resume that is wide as it is deep (founder of Alltop.com, and has an honorary doctorate). This book is a good primer to explore his other books such as Rules of Revolutionaries. Simple concepts may be hard to implement; thus, common sense may be uncommon. Instead of becoming a convert, perhaps we can invert our wile and wistful ways of doing business towards a customized (versus customary) approach. Each chapter is supplemented with a success story of enchantment at work, and summarises the usefulness of the content. The numerous anecdotal references make this book content-rich and very readable. To reiterate a triphon, it is: content, content, and content. And this book piques your curiosity with its matter-dense content, without losing the plot.

Like the one-of-a-kind Kawasaki butterfly on his cover - derived from 250 submissions in a clever contest - by walking-his-talk, he subtly urges us to flap our action wings and flutter away to personal discoveries. I strongly recommend this magical book to you – of which mine will be dog-eared, underlined and heavily used soon - my mark of respect to an author.

A New Relatively Unsupported Pair of Shoes Runs Fast!

A new broom sweeps clean. Or, in contemporary terms, a new vacuum-cleaner sucks better.

This evening, I took my new pair of Newton Gravity shoes for its second run. I was mighty pleased when I ran a PB-in-training for my usual 11K route. I completed the run in about 47 minutes, sustaining a 4:20/minute pace. It was challenging to stop at one traffic light, weave around oblivious recreational cyclists, and running alone with my laboured breathing for company.

I am pleased that my anaerobic fitness has improved over the last duathlon and cross-country time trial. Hopefully, this newly found speed would see me through a decent marathon time in Hong Kong this Sunday: three bridges, one stuffy tunnel, and cold conditions. 

Elite Bicycle-sponsored athlete, Ashley Liew won his age-group at the TAS Duathlon held three weeks ago. Wayne Kurtz shares his thoughts about faster feet turnover, but watch your heart rate as you increase your cadence. My preference for training these days are:

1)    Unshod running (Vibram Five Fingers) twice a week for about 45-60 minutes, with forefoot landing and forward lean.

2)    Two CrossFit/circuit training sessions weekly (comprising 3-4 key, gross muscles exercises).

3)    One long run, one medium distance run, and one or two 10K runs each week.

4)    One time trial held every 7-10 days.

5)    Cross training with swimming and riding.

6)    More speed and strength work instead of purely endurance workouts.

We will be reviewing author and marketing guru, Guy Kawasaki’s latest book Enchantment in early-March. There might even be a bonus interview with Mr Kawasaki. Stay tuned!

Benchmarked Against the Best of the Best

It feels good to be noticed; it is sign that you have created attention and attraction. Recognition is a useful value to bestow upon others. Most staff appreciate being recognized; they feel important and valued. Yet, one man’s meat is another man’s poison and opinions differ on performers and their peformance. I have yet to discover an Asian leadership website/blog that ranks high with other international ones. I hope that 2011 will feature distinguished Asian leadership/management bloggers.

One of the collaborative sites I share the honour to be with is on AllTop Leadership. One of our fellow bloggers recently featured the top-50 leadership sites. Founded by Guy Kawasaki, author of many business books including The Art of the Start, and The Macintosh Way – this mega-site of blogs features top-notch leadership authors, including leading book authors and consultants. I hope to review Mr Kawasaki’s new book Enchantment: The Art of Changing Hearts, Minds, and Actions, just before it is launched in early-March.

Please read the blogs featured on my site. Certainly, bloggers who are endurance athletes (and leaders in their own fields) have a special place in my heart. Some are regular bloggers (almost daily) that makes for frequent reading. It is like catching up with old friends and their adventures, and we are indeed friends. All readers of this blog and the recommended ones are all friends!