Enchantment by Guy Kawasaki – Notes and Brief on Change

Photo via Success.com
Enchantment- Guy Kawasaki
CHAPTER ONE- WHY ENCHANTMENT?

YOU HAVE FIRST TO EXPERIENCE WHAT YOU WANT TO EXPRESS. – VINCENT VANGOGH

WHEN IS ENCHANTMENT NECESSARY?

  1. ASPIRING TO LOFTY, IDEALISTIC RESULTS.

    1. WANT TO CHANGE THE WORLD?
    2. CONVINCE PEOPLE TO DREAM THE SAME DREAM YOU DO.
  2. MAKING DIFFICULT, INFREQUENT DECISIONS.

    1. FACTORS THAT CAUSE FRICTION

      1. COST
      2. RISK
      3. POLITICS
  1. OVERCOMING ENTRENCHED HABITS.

    1. MOST ENABLE SIMPLE, FAST, SAFE, GOOD DECISIONS.
    2. CAN PREVENT A BETTER STATUS QUO.
  2. DEFYING A CROWD.

    1. NECESSARY TO CONVINCE THEM EITHER WAY.
  3. PROCEEDING DESPITE DELAYED OR NON-EXISTENT FEEDBACK.

UNDERSTAND WHAT YOUR CUSTOMER IS THINKING.

  1. WHAT DOES THIS PERSON WANT?
  2. IS THIS WORTH THE EFFORT?

    1. BENEFIT-COST ANALYSIS  

      1. SHOW THE BENEFIT OF CHANGE > THE BENEFIT OF STATUS QUO
      2. SHOW THE COST OF CHANGE < THE COST OF STATUS QUO
  1. CAN I CHANGE?
    1. EXPENSE, EFFORT, RISK.


      Click here to see the full breakdown of the notes. 

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