Enchantment
The Art of Changing Hearts, Minds, and Actions
Kawasaki on the craft of genuine persuasion: how to win people over not by pressure but by likability, trustworthiness, and a cause worth believing in.
Kawasaki argues that the most durable way to influence people is not pressure but enchantment: winning hearts and minds so completely that people want to help you. He breaks the process into likability, trustworthiness, and a cause worth rallying behind, then shows how to apply it to launches, presentations, and everyday persuasion. Grounded in psychology and his own marketing career, it reframes selling as the honest work of earning goodwill.
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