Early in 1997, I was in my second year working at a PR firm in San Francisco and was on the committee to plan “brown bag lunches,” where we would have speakers come in and talk about something with our staff. In college I’d read a lot about the early days of Apple, and how Guy Kawasaki and others had helped encourage adoption of the personal computer and the Mac. As it happened, Guy had released a book that fall, How to Drive Your Competition Crazy, and was doing some small speaking in support.
I figured what the heck, it’s worth a shot, so I tracked down his email and asked if he’d like to come in and talk with some PR folks for an hour. What I learned is that Guy loves to talk, and loves people, so he fit right in. He was an engaging, enlightening and yes enchanting speaker. Which leads me to “Enchantment,” Guy’s latest book.
I was sent a copy of Enchantment last month by the nice folks at Penguin Group and gave it a read. My thought with business/advice books is that if you get one usable nugget out of them, they are worth it. On my initial read (I’ll read it again, I always read good books again) through Enchantment. three jumped out at me:
- “The crowd is not always wise,” which is a hard thing to acknowledge, but the book walks you through using enchantment to try and get people to diverge from the crowd;
- “Dysphemistic swearing” where you use a swear word to relieve your own tension or aggression or an unusually harsh word on purpose to really make a point. This comes up among other points about not swearing, or swearing very infrequently. Related to business, I hardly ever swear, but sometimes, if used correctly, it can be incredibly effective;
- The third is simply the fifth paragraph entitled, “How to Launch.” which includes some basic ideas that people seem to forget when planning for a launch of any kid including; tell a story, promote trial, plant many seeds; and my favorite, get your first follower.
Enchantment isn’t a “life,” book and it’s not a “business” book, it’s just an interesting book, and I recommend it for a good read.