The SQUEEZE: In Enchantment: The Art of Changing Hearts, Minds, and Actions, Guy Kawasaki outlines methods for how to influence people—what they do—and still maintain the highest standard of ethics. In the book, Kawasaki defines what enchantment is, where it is most appropriate, and how to resist it. Kawasaki introduces the pillars of enchantment: likability, trustworthiness, and a great cause. Kawasaki also introduces two types of technologies: Push and Pull. They are useful for wielding influence, or enchantment, in the digital age. Kawasaki closes each chapter with an anecdote and useful tips on techniques. Enchantment is ideal for novice and seasoned small business owners.

Notable Endorsement: “Guy has written the small-business manifesto. There is nothing more important for entrepreneurs than to enchant their customers, and Guy explains exactly how to do this.” —Jane Applegate, small-business management expert and author of 201 Great Ideas for Your Small Business

Common Q’s Answered by this Book:

• What is enchantment?
• What are the pillars of enchantment?
• What are three methods for changing hearts, minds, and actions?
• What are some environments ripe for enchantment?
• What are Push Technologies? Pull Technologies?

About the Author: Guy Kawasaki is a Silicon Valley venture capitalist. Kawasaki is an Apple Fellow. He was one of the original employees at Apple responsible for marketing the Macintosh in 1984. Kawasaki’s titles include What the Plus! Google+ for the rest of us (2012); Reality Check (2008); The Art of the Start (2004); How to Drive Your Competition Crazy (1995); and The Macintosh Way (1990). Today, Kawasaki is a managing director for Garage Technology Ventures. Kawasaki completed a bachelor’s degree in psychology from Stanford University (1976); and an MBA from UCLA Anderson School of Management. For more information, visit: http://www.guykawasaki.com/enchantment/.

Book Vitals:

Publisher: Portfolio Trade (December 2012)