Enchantment is in the Eye of the Beholder

The introduction of the book Enchantment: The Art of Changing Hearts, Minds, and Actions states:

“This book is for people who see life for what it can be rather than what it can’t.”

I believe everyone who’s taken the leap to become a Solo PR Pro falls into that category, don’t you?  So when I was offered a free copy, I decided it would be a great choice for my first book review here, keeping in mind the readers of this blog.

Let me offer a disclaimer: having spent my career in technology public relations, I’ve been an admirer of Guy Kawasaki – former chief evangelist for Apple and venture capitalist – for two decades. Though he can sometimes be a controversial figure, I’ve always felt he’s got the goods to back up anything he does – to me, he’s earned the right to make his own rules.

So with that said, I was expecting a lot from Enchantment. Unfortunately, the book wasn’t what I expected. I believe most of the information in it is second nature to successful PR, marketing and social media professionals. For example:

  • “Four factors create a good (impression): your smile, your dress, your handshake, and your vocabulary.”
  • “Likeable people create win-win outcomes in which everyone gains something.”
  • For a successful launch, “Tell a Story”
  • “Foster discovery, sharing, and identity”

So if Enchantment isn’t for Solo PR Pros, who might benefit from reading it? Perhaps your clients. In particular, the executive who thinks his widget is so exciting, everyone will automatically line up to talk about it, buy it, etc. Or the product manager you’d like to make a spokesperson, but can’t seem to convince that benefits (versus features) are the story to tell.

I believe this is the audience Kawasaki is trying to reach, and he does so with an easy-to-read style and in scannable chunks, which makes the content very approachable.

Enchantment is now available, and if you’ve read (or are considering reading it) I’d love to hear your thoughts in the comments.