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Enchantment and
Your Customers
Enchantment
  The Art of Changing Hearts,
      Minds, and Actions




                 Guy Kawasaki
                          guy@alltop.com
1
Achieve Likability
“Pan Am” smile

  Zygomatic
major muscle
Make a
     Duchenne smile



 Orbicularis
oculi muscle
Accept others
Default
  to
 “yes”
2   Achieve
    Trustworthiness
Trust others
Bake, don’t eat
Agree on something
3   Perfect
Do something DICEE

Deep
   Intelligent
Do something DICEE
Do something DICEE

Deep
   Intelligent
             Complete
                 Empowering
                         Elegant
4   Launch
Tell a story
Plant many seeds
Use salient points

Calories    vs.     Miles


                  Months of
 Dollars    vs.     food

                  Number of
Gigabytes   vs.     songs
5   Overcome
Provide social proof
Use a dataset
Use a dataset
Enchant all the influencers
6   Endure




             “Loving Memory of J erry G arcia” by S tephen Dorian Miner
Build an ecosystem
Invoke reciprocation
Don’t rely on money
7   Present
Customize the
 introduction
Guy Kawasaki and CRM Expert Panel Keynote: April 25, 2012
Guy Kawasaki and CRM Expert Panel Keynote: April 25, 2012
Guy Kawasaki and CRM Expert Panel Keynote: April 25, 2012
Sell your dream




iPhone ≠ $188 of parts
10 slides   10


20 minutes       20


30-point font    This is 30
                    This is 20
                         This is 10
8   Use Technology
Remove the
speed bumps
Remove the
speed bumps




              Sungevity
Provide value
  Information


   Insights


  Assistance
Engage
Fast    Flat   Frequent
9   Enchant Up
Drop everything else
Prototype fast
Deliver bad news early
10   Enchant Down
Provide a MAP
Mastery

Autonomy

Purpose
Empower action
Suck it up




             Mike Rowe, Dirty Jobs
Enchantment
PDF from Gina@garage.com

Slides by AnaFxFz.com
“Resisting you is futile!”
C R M E x p e rt P an e l

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