Guy Kawasaki is Guy Kawasaki. Often his biography begins with “the former Chief Evangelist for Apple” but let’s face it, that job is a direct result of his ability to be enchanting. Looking at the products and companies he has been involved with, It’s no surprise that his writing career would eventually lead to a book on how to enchant others. Enchantment is just that.

The majority of the book is focused on how to create an enchanting product or company launch. While it’s obvious the focus is on marketing products, Guy does a great job leaving the specifics just open enough to apply to launch a new company, or nonprofit, or whatever. While the first half, and then some, of the book are focus on an enchanting launch…we’re not. We’re focused on leadership, and luckily, Guy has some answers for us. Several chapters are devoted to being enchanting in an authority position. Perhaps the most important are “How to Achieve Likability” and “How to Achieve Trustworthiness.” Guy explains these as the two basics of Enchantment, but they also happen to be vital constructs in many models of leadership (albeit with other, esoteric names). A few chapters toward the back of the book cover being an enchanting leader, enchanting leaders as a follower and, an intriguing addition, how to resist enchantment.

I’m going to recommend this book for two reasons. The first is Guy’s ability to cite from interesting research in the service of a larger point. As you know, that’s what we’re all about at LeaderLab. The second is that Guy frequently cites examples from enchanting companies, and I wish there were more companies like these to do business with. If you’re a leader, follower or marketers, you will find something enchanting in Enchantment.