The Art of Changing Hearts, Minds, and Actions

Guy Kawasaki

Enchantment

Achieve Likeability 1

Zygomatic major

muscle  

“Pan Am” smile

Orbicularis oculi

muscle  

Duchenne smile

Dress for a tie

Under-dressing:

“I don’t respect you”

Over-dressing:

“I am better

than you”

Equal-dressing:

“We’re peers”

Shake it

• Eye contact throughout

• Appropriate verbal greeting

• Duchenne smile

• Grip and firm squeeze

• Mid-point position between the two of you

• Cool, dry, and moderately smooth hand

• Medium level of vigor

• Time of handshake no longer than two to three seconds

PH = √ (e2 + ve2)(d2) + (cg + dr)2 + π{(4<s>2)(4<p>2)}2 + (vi + t + te)2 + {(4<c>2 )(4<du>2)}2

e2 ve2 d2 cg s dr p vi du t te c

Default to

“yes”

Achieve Trustworthiness 2

Trust others

Gain knowledge and competence

Be a mensch

Get Ready 3

Do something DICEE

Deep

Complete

Empowering

Elegant

Intelligent

Make it short, sweet, and swallowable

Conduct a premortem

Launch 4

Tell a story

Plant many seeds

Miles/gallon

vs. Yearly cost

Degrees vs. Heating

costs

Gigabytes vs. Number of

songs

Illustrate salient points

Overcome 5

Provide social proof

Petrified Forest National Park, Arizona

Find a bright spot

Enchant all the influencers

Endure 6

Don’t use money

Invoke reciprocation

Ethiopia

Invoke reciprocation

Build an ecosystem

Use Technology 7

Engage

Fast   Many   Often  

Provide value

Information

Insights

Assistance

Remove the speed bumps

Twitter 8

Spruce up your avatar

o_O

Spruce up your profile

Name blah blah 120 2 0 following followers listed

Tweets 0  

Provide links

http://

http://

http://

http://

http://

http:// http://

http://

http://

http:// http://

http://

http://

http://

http://

http://

http://

http:// http://

http://

Make it personal Name Michelle Web http://livingwith… Bio Wife, blogger, office manager, type 1 diabetic, trying to conceive our first child, avoider of debt, lover of fun! Check out my diabetes blog linked above. 184 226 11 following followers listed

Presentations 9

Customize the introduction

Sell your dream

iPhone isn’t $188 of parts

plus

AT&T subscription

20

This is 30 This is 20

This is 10

30-point font  

20 minutes  

10 slides  

@ Email 10

@

Get an introduction

“Re: Your book is great!”

5 sentences: What you want

What your cause is

Who you are

Why the recipient should help you

What the next step is

The Art of Changing Hearts, Minds, and Actions

Guy Kawasaki

Enchantment

Slides by AnaFxFz.com