• April 2016

Marketing Expert Guy Kawasaki Teaches Us to Be Enchanting

We first met Guy Kawasaki at the Empowered Women’s conference in Miami soon after he published his book, Enchantment: The Art of Changing Hearts, Minds, and Actions.

In it, he explains: “Enchantment transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal.”

An enchanting premise, for sure.

Indeed, “Enchantment” charmed millions and hit three bestseller lists: The New York Times, Wall Street Journal, and Publisher’s Weekly. So we were keen to share his insights with our readers, and thrilled when Guy agreed to be our Entrepreneur of the Month in the August 2011 issue of our national business magazine for entrepreneurs, Be Inkandescent.

Since then, we have reviewed another one of his fascinating books, Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition, which was our Book of the Month in July 2012.

With this tome, which was originally published in 2008, Guy said hits the mark on what he said was his mission for the book—to provide “hardcore information to hardcore people who want to kick ass.”

Amen to that. And these are some of the topics we’ll talk to Guy about today, and also feature in our upcoming book, “PR Rules: The Playbook.”

We were thrilled to interview Kawasaki, who explains:

  • What marketing really is.
  • When it comes to marketing his books, and there have been a dozen of them published, what has worked best—and what hasn’t worked very well?
  • Does he think marketing books is similar to marketing any product or service? Or does the marketing campaign change depending on what you are selling?
  • Kawasaki worked for Apple in its early days. Clearly, they have launched some of the best marketing campaigns in decades. What do he think is the secret to their marketing success?
  • His book, Reality Check, which was our Book of the Month in July 2012. is an encyclopedia of essential marketing information — and a must-read for every entrepreneur—including this useful 10-step checklist that includes important questions for business owners to ask themselves (see below). Kawasaki explains how answering these essential questions can help you create a powerful marketing campaign.
  • The most realistic, enchanting marketing tip that he can offer our listeners and readers.

Don’t miss this exciting podcast! Download it, at right.

  • And here’s Kawasaki’s 10-step checklist:*
    • Are you making meaning?
    • Does your project jump to, or create, the next curve?
    • Is your product Deep, Intelligent, Complete, Elegant, and Emotive?
    • Do you have a mantra for what you do?
    • Do you have a 10-slide pitch with no font smaller than 30 points that you can give in 20 minutes?
    • Have you figured out a way to take your product to market with no budget?
    • Are you helping people who cannot help you?
    • Can you blow away any audience with a demo of your product?
    • Would you hire “imperfect” job candidates who love what you do, as well as people who are better than you are?
    • Are you only asking people to do things that you would do, too?
http://www.beinkandescent.com/tips-for-entrepreneurs/183/ted-leonsis-tips-for-entrepreneurs http://www.beinkandescent.com/entrepreneur-of-the-month/818/reebok-s-president-uli-becker-jumpstarts-the-shaping-up-of-america http://www.beinkandescent.com/tips-for-entrepreneurs/152/tactical-tips-from-gina-schaefer http://www.crewscontrol.com http://www.beinkandescent.com/tips-for-entrepreneurs/781/alan-webber-s-favorite-rules-for-2012-and-beyond http://www.beinkandescent.com/tips-for-entrepreneurs/620/unleash-your-potential http://www.beinkandescent.com/entrepreneur-of-the-month/2100/Montpelier http://www.beinkandescent.com/tips-for-entrepreneurs/2201/can-lsd-and-ecstasy-help-us-harness-the-power-to-heal http://www.beinkandescent.com/entrepreneur-of-the-month/1058/michael-gerber-takes-us-inside-the-dreaming-room http://www.beinkandescent.com/entrepreneur-of-the-month/863/ridley-pearson-lights-up-the-sky www.houseofsteep.com http://www.pr-rules.com http://www.beinkandescent.com/tips-for-entrepreneurs/1702/marketing-professor-raj-sisodia-on-the-future-of-business-success http://www.sharonarmstrongandassociates.com http://www.beinkandescent.com/tips-for-entrepreneurs/653/guy-kawasaki-s-journey-to-enchantment http://www.inkandescentnetworking.com http://www.beinkandescent.com/tips-for-entrepreneurs/714/wannabe-fools http://www.beinkandescent.com/tips-for-entrepreneurs/501/lee+woodruff+tips http://www.beinkandescent.com/tips-for-entrepreneurs/561/starbucks-rules http://www.beinkandescent.com/tips-for-entrepreneurs/2230/what-can-entrepreneurs-do-to-fight-for-human-rights-karen-hanrahan-explains http://www.weaversway.coop http://www.beinkandescent.com/entrepreneur-of-the-month/1163/what-it-means-to-have-it-all-insights-from-52-truly-amazing-women-and-some-amazing-men http://www.beinkandescent.com/entrepreneur-of-the-month/2147/andy-hines-shines-a-light-on-the-future-of-the-workforce http://artatlargeinc.com/ http://www.currysauto.com http://www.beinkandescent.com/tips-for-entrepreneurs/1288/do-you-have-the-barefoot-spirit-here-s-are-11-ways-to-harness-it http://www.beinkandescent.com/tips-for-entrepreneurs/461/business-tips-from-the-love-doctor http://www.inkandescentnetworking.com http://beinkandescent.com/back-issues?q=2011-10 http://www.beinkandescent.com/articles/?c=hiring http://www.beinkandescent.com/tips-for-entrepreneurs/1272/Seth+Goldman http://www.beinkandescent.com/entrepreneur-of-the-month/2163/holy-bagumba-kate-dicamillo-s-flora-ulysses-takes-readers-on-an-incandescent-adventure-costco-connection http://www.beinkandescent.com/tips-for-entrepreneurs/1737/Zieglers+7+Tips http://inkandescentnetworking.com/?s=network http://www.beinkandescent.com/entrepreneur-of-the-month/1987/darrah-cloud http://www.beinkandescent. com/tips-for-entrepreneurs/586/ I%27ll+Mature+When+I%27m+Dead http://www.inkandescentspeakers.com http://www.beinkandescent.com/tips-for-entrepreneurs/270/jonathan-alter-s-tips-for-entrepreneurs www.bartlettpearinn.com http://www.theinkandescentradioshow.com http://www.beinkandescent.com/tips-for-entrepreneurs/1462/government+rules http://www.beinkandescent.com/tips-for-entrepreneurs/236/nell-merlino-s-tips-for-entrepreneurs http://www.andyhinesight.com/ http://www.beinkandescent.com/tips-for-entrepreneurs/1918/dr-andrew-weil-s-tips-for-achieving-emotional-well-being http://www.beinkandescent.com/tips-for-entrepreneurs/426/insights-on-business-from-the-rosetta-stone http://www.beinkandescent.com/entrepreneur-of-the-month/893/Maria+Bartiromo http://www.beinkandescent.com/entrepreneur-of-the-month/2100/Montpelier http://www.beinkandescent.com/tips-for-entrepreneurs/359/steven-schussler-s-5-ps-for-business-success-personality-product-persistence-people-philanthropy http://www.beinkandescent.com/entrepreneur-of-the-month/650/guy-kawasaki-s-enchantment-the-art-of-changing-hearts-minds-and-actions http://www.beinkandescent.com/tips-for-entrepreneurs/1763/how-to-create-a-lean-in-circle http://www.beinkandescent.com/entrepreneur-of-the-month/2082/what-will-your-second-act-be http://www.beinkandescent.com/entrepreneur-of-the-month/1007/the-science-of-healing http://www.beinkandescent.com/tips-for-entrepreneurs/1897/mob-rules-what-former-heist-expert-louis-ferrante-can-teach-you http://www.beinkandescent.com/tips-for-entrepreneurs/102/the-bognet-way http://www.beinkandescent.com/tips-for-entrepreneurs/401/robert-s-rules-for-non-profits-businesses-volunteers-and-donors http://www.beinkandescent.com/tips-for-entrepreneurs/205/muhammad-yunus-tips-for-entrepreneurs http://inkandescentnetworking.com/index.php?s=host-directory http://www.beinkandescent.com/tips-for-entrepreneurs/1819/mansour-javidan-s-tips-for-successful-global-leaders http://www.beinkandescent.com/entrepreneur-of-the-month/2055/the-fun-of-paying-it-forward http://www.beinkandescent.com/tips-for-entrepreneurs/530/to-everything-turn-turn-turn-roger-and-camilla-mcguinn-s-tips-for-entrepreneurs http://inkandescentpr.com http://www.beinkandescent.com/tips-for-entrepreneurs/1870/dr+ruta+aidis http://www.beinkandescent.com/entrepreneur-of-the-month/2041/PR+Rules http://www.beinkandescent.com/entrepreneur-of-the-month/1081/Pamela+Hartigan http://www.beinkandescent.com/tips-for-entrepreneurs/21/julie-s-tips-for-entrepreneurs http://www.beinkandescent.com/tips-for-entrepreneurs/1202/3-ways-to-become-more-empathetic http://www.beinkandescent.com/tips-for-entrepreneurs/690/good-ideas-optimism-and-a-healthy-splash-of-doing-good-success http://inkandescentnewsletters.com http://www.theessentialhrhandbook.com http://www.beinkandescent.com/tips-for-entrepreneurs/1791/7+Top+Dog+Tips http://www.beinkandescent.com/tips-for-entrepreneurs/736/the+four+generations http://www.beinkandescent.com/tips-for-entrepreneurs/447/a-look-inside-the-nature-conservancy http://www.beinkandescent.com/tips-for-entrepreneurs/299/dr-ben-carson-offers-advice-for-entrepreneurs-on-how-to-conduct-a-best-worst-analysis http://www.beinkandescent.com/tips-for-entrepreneurs/2229/science-of-gratitude http://www.beinkandescent.com/entrepreneur-of-the-month/1127/entrepreneurs-in-education http://www.inkandescentpr.com http://www.beinkandescent.com/tips-for-entrepreneurs/323/the-magic-of-blackboard-inc http://www.beinkandescent.com/tips-for-entrepreneurs/1849/Charting+the+Course http://www.beinkandescent.com/entrepreneur-of-the-month/1924/michael-franti http://trulyamazingwomen.com http://www.beinkandescent.com/entrepreneur-of-the-month/1966/selling-with-noble-purpose-what-you-need-to-know http://www.beinkandescent.com/entrepreneur-of-the-month/650/guy-kawasaki-s-enchantment-the-art-of-changing-hearts-minds-and-actions http://www.beinkandescent.com/entrepreneur-of-the-month/974/dont+sweat http://www.beinkandescent.com/tips-for-entrepreneurs/653/guy-kawasaki-s-journey-to-enchantment http://www.beinkandescent.com/entrepreneur-of-the-month/954/martha-beck-helps-you-find-your-way-in-a-wild-new-world http://www.weaversway.coop http://www.beinkandescent.com