Great ideas I got from Guy Kawasaki's Enchantment

Ian Lurie

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.


  1. 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.
  2. 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.
  3. Always express disagreement by first finding something to agree in.
  4. Conduct a ‘premortem’ on every project: Get the team together. Pretend the project failed. Then talk it out.
  5. Try to develop crow’s feet (you have to read the book to understand).
  6. Reinforce my employees’ autonomy whenever possible.
  7. Prototype everything.
  8. Become a better curator of content. Start on Twitter and expand from there.
  9. 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.

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (that's more than 25 years, if you're counting). Ian's recorded training for, 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 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. Ian is now an independent consultant and continues to work with the Portent team, training the agency group on all things digital. You can find him at

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  1. Can’t agree more with “Become a better curator of content. Start on Twitter and expand from there” I started from twitter and I expanded from twitter to blog and now facebook.
    Rather than trying everything and be a master of none, master one first. Cheers!

  2. Hah, you had me worried at the beginning. 🙂 I was fully prepared at the start of Gnomedex. In fact, I was so prepared that I had three speeches in the can ready to go!
    So glad that you liked Enchantment. “Relieved,” actually.

  3. @Guy I had no doubt at all after hearing your talk. But I DID want people to read this review, and buy the book. It’s outstanding – and I don’t say that lightly. I’m picky.

  4. Thanks for sharing your opinion about the book. I’ve been debating about buying it, but there was so much hype I worried I might be disappointed with the book, but it sounds like it has a lot of great ideas that will help me with my job.

  5. I caught @guykawasaki in Toronto at the Art of Marketing and like you, I found myself thinking even several days after the event about many of the points he made. I loved the point about reciprocation and instead of saying “Your Welcome” when someone thanks you for doing them a favor, respond with “I know you’d do the same for me.”.
    Really appreciated is insights and you’re right, he’s clearly earned his chops as a thinker and speaker!

  6. Thanks for writing up this review. I’ve been reading a bunch of your stuff the last few weeks. I’m glad to see that you enjoyed Enchantment- on my way to get one.

  7. I just ordered it. I read “Confessions of an Advertising Man” based off of your recommendation and it blew me away. If I could return the favor I would encourage you to check out “The Brand Gap” and “Zag” by Marty Neumeier (if you haven’t already). Thanks again.

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