Great ideas I got from Guy Kawasaki’s Enchantment
Ian Lurie Mar 15 2011
Guy Kawasaki is an egotistical jerk.
That was my first impression. I was at Gnomedex a few years back. He stood up in front of the audience and said, “I’ve got lots of stuff I can talk about.” Then he presented three possibilities and let us choose. Are you kidding me? He didn’t even prepare?! The nerve.
Then he started speaking.
I got more out of his short talk than every other presentation that day. And some of those were great, too. While he talked, I frantically scribbled a few dozen ideas he spawned.
His latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions, did the same thing for me. So instead of spamming you about how wonderful the book is, I’m going to list the ideas I got from the book. Then you decide if you want it.
- Create a ‘yes’ page instead of an FAQ. Put the answer to the questions at the top: Yes. Then put the questions below it, on the page.
- Push our message around trust even harder. Don’t work with clients who can’t trust us. Focus on clients who do, and can turn that into results for themselves.
- Always express disagreement by first finding something to agree in.
- Conduct a ‘premortem’ on every project: Get the team together. Pretend the project failed. Then talk it out.
- Try to develop crow’s feet (you have to read the book to understand).
- Reinforce my employees’ autonomy whenever possible.
- Prototype everything.
- Become a better curator of content. Start on Twitter and expand from there.
- Build our marketing on total transparency: Tell people exactly what we’ll do when they sign up for a newsletter. Then deliver just that.
I admit, there are more than that. Some are humdingers. But I won’t give everything away, for once.
Ego, well earned
If Kawasaki does have a big ego, he’s earned it.
You should read this book. If you’re running your own company, you must read this book.
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More