This ebook offers a summary of the book "Enchantment" by Guy Kawasaki.

Even if you have an insanely great mousetrap, the world will not beat a path to your door. Everyone’s busy doing their own thing. In practice, the greater your mousetrap is, the harder it will be to get people to embrace it because it will be so different to what they’re used to. Instead of sitting back and hoping you’ll be discovered, you have to get busy enchanting people with what you have. Enchantment is the art and process of turning cynics into believers and then enlisting them in a crusade to tell the world.

Step one in bringing about enchantment is to get people to like you. Step two is to then show you can be trusted. These are the two pillars on whichenchantment is based. If you aspire to enchant others, you need to work at being likable and trustworthy first.

Once you have got likability and trustworthiness under control, there are nine things you can do to get some enchantment working in your favor. Make very certain you do all these things. Your challenge is to get out there and apply this knowledge, reject what doesn’t end up working for you and amplify and enhance what does. Go forth and enchant.

GUY KAWASAKI was previously the chief evangelist of Apple. He is today the co-founder of Alltop.com, an online magazine rack of popular topics on the web, and a founding partner at Garage Technology Ventures. He is the author of ten books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy and Selling the Dream. Mr. Kawasaki has a BA from Stanford University, and MBA from UCLA and an honorary doctorate from Babson College.