Posts Tagged ‘Enchantment’
Enchant. Enchanting. Enchantment. Words we don’t hear in the business world, but I think that is about to change with Guy Kawasaki’s latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions.
Can you recall a time when a stakeholder said your brand was enchanting? If you thought had to think about that question for more than 30 seconds, you are probably not enchanting to your customers, shareholders, partners, community and employees.
I know what you’re thinking… No one uses that word, so your question is pointless. Okay. Let me re-ask it another way. When was the last time your stakeholders compared your brand to Apple or Zappos?
Need more time to think on that or do you know the answer?
What is Enchantment, When Is It Necessary & How Do We Achieve It?
According to Guy, “enchantment [is] the process of delighting people with a product, service, organization or idea. The outcome of enchantment is voluntary and long-lasting support that is mutually beneficial.”
If that sounds like something you want for your brand, Enchantment will get you there but only if you take it seriously, roll up your sleeves and get down to business. Being enchanting is not easy, even if Apple and Zappos make it appear so.
What could possibly make enchantment necessary? Isn’t it enough to sell a good product or service? Not always, unfortunately.