Version 2.3Z: added travel photos, Alexander Swallowtail photo, and cover photo with my autograph. Version 3: added more photos: Mustang GT500, Richard Branson, Istanbul, etc

1. The Art of Changing Hearts,
Minds, and Actions
Enchantment
Guy Kawasaki
guy@alltop.com

2. Achieve Likability
1

3. Zygomatic
major muscle
“Pan Am” smile

4. Orbicularis oculi
muscle
Make a
Duchenne smile

5. Dress
for a tie

6. Under-dressing:
“I don’t
respect you”

7. Over-dressing:
“I am better
than you”

8. Equal-dressing:
“We’re peers”

9. Shake it
•Eye contact throughout
•Appropriate verbal greeting
•Duchenne smile
•Grip and firm squeeze
•Mid-point position between the two of you
•Cool, dry, and moderately smooth hand
•Medium level of vigor
•Two or three seconds
PH = √ (e2 + ve2)(d2) + (cg + dr)2 + π{(4<s>2)(4<p>2)}2
+ (vi + t + te)2 + {(4<c>2 )(4<du>2)}2

11. Achieve
Trustworthiness2

12. Trust others

13. Bake, don’t eat

14. Default
to
“yes”

15. Get Ready
3

16. Do something DICEE
Deep
Intelligent

17. Do something DICEE

18. Do something DICEE
Deep
Complete
Empowering
Elegant
Intelligent

19. Make it short, sweet,
and swallowable

20. Make it short, sweet,
and swallowable

21. Conduct a
premortem

22. Launch4

23. Tell a story

24. Plant many seeds

25. Use salient points
Miles/gallon Yearly costsvs.
Dollars Months of foodvs.
Gigabytes
Number of
songs
vs.

26. Overcome
5

27. Provide social proof

28. Find a bright spot

29. Enchant all the influencers

30. Endure
“Loving Memory of Jerry Garcia” by Stephen Dorian Miner
6

31. Don’t rely on money

32. Invoke reciprocation

33. Build an ecosystem

34. Present
7

35. Customize the
introduction

40. Sell your dream
iPhone ≠ $188 of parts + AT&T

41. This is 30
This is 20
This is 10
30-point font
20 minutes
10 slides 10
20

42. Use Technology8

43. Remove the
speed bumps

44. Remove the
speed bumps
Sungevity

45. Provide value
Information
Insights
Assistance

46. Engage
Fast Many Often

47. Enchant Up
9

48. Drop everything else

49. Prototype fast

50. Deliver bad news early

51. Enchant Down10

52. Provide a MAP
Mastery
Autonomy
Purpose

53. Empower action

54. Suck it up
Mike Rowe, Dirty Jobs

59. Resisting you is futile.

60. Enchantment
Text “mac” to 44133
PDF from Gina@garage.com
Slides by AnaFxFz.com