Why I want to charm people. How to charm people - secrets from guy kawasaki. Quotes from the book “Kawasaki Rules. A tough guide for those who want to leave the competition behind.” Guy Kawasaki

Guy Kawasaki Apple evangelist and friend of Steve Jobs

1. If you need to charm people, you are doing something meaningful.
If you're doing something meaningful, you need to be able to charm.

2. People trust you if you are a knowledgeable, skillful person - when you do the right thing.

3. To be liked, you must do something worthwhile, then briefly and simply talk about it and get out of your skin to get the product to market before the competitor.

4. Enchantment is a process, not an EVENT.

5. To charm your boss, you need to re-prioritise your boss by focusing on his success.

6. The more serious decision you want from people, the more you have to charm them.

7. When the cat has wept for the return on the invested efforts, show WILL and RESISTANCE.

8. Enchantment is not a way to achieve only your own benefit. If you want them to be durable, other people should also benefit.

9. Everyone is better than you in some way.

10. There are more similarities between people than differences. Almost everyone wants to have a family, joys and a worthwhile cause in life.

11. Communicate more often live, establish close communication and frequent contacts.

12. The best negotiators spend 40% of their time preparing, looking for common interests with the other side.

13. The first step to finding common hobbies is to tell about your own hobbies.

14. Swearing can attract attention, build solidarity, show strength, relieve tension and create an informal atmosphere.

15. To become pleasant, it is important to say "YES", that is, to answer requests with consent.

16. Help those from whom you do not expect any benefit.

17. Hire people who are as smart as you and give them room to grow.

18. DON'T interrupt people, dismiss their problems, don't rush to give advice or change the subject. Let people have their say.

19. Do not rush to criticize other people's IDEAS.

20. Share knowledge, EXPERIENCE and skills with other people.

21. Knowledge is wonderful. Skill is wonderful. Their combination inspires confidence in you and increases your ability to CHARM.

22. 4 criteria for a good story about yourself: short, clear, unusual and modest.

23. In a perfect world, your charms overshadow the shortcomings of your business, and the charms of your business overshadow your personal shortcomings.

24. People prefer things that are easier to think about.

25. Sometimes people think that something less familiar is more advanced.

26. Write memos: they help you act, achieve results, increase motivation.

27. People are more willing to buy when they have less choice.

28. When you ask people for help, it wins you over.

29. A person sitting in an easy chair will be more flexible in negotiations.

30. A motley team contributes to the durability of the spell: when people with different education, different skills and approaches are gathered in it, the business does not fade longer.

How to charm people - secrets from Guy Kawasaki

Friends, on the tip of one good person and regular reader of my blog;), I read the book of the great and terrible Guy Kawasaki "How to charm people. The art of influencing minds and actions"(Alpina Business Books; year 2012; :))).

The book was published abroad in 2011; included in many lists of "best business books"; and was submitted by reviewers only " new Dale Carnegie"Kawasaki's book has been compared to Carnegie's super book." How to Win Friends and Influence People", but at the same time they added that this is a modern guide, which is written taking into account the changes that have taken place in society and technology.

Chapter 10 How to charm subordinates....and if I have no subordinates?))). Chapter about the basics of managing people. Or rather: at the heart of any business relationship are human relationships. In any business interaction there is an educational moment. Subordinates are not blind automata who are "obliged" to carry out the orders of the leader. They will follow the leader only if he is both a leader, a coach, and a father/mother for them :). Kawasaki offers in his book a number of simple (but true) recommendations on how to "educate" employees, properly building a basic personal-work relationship with them :).

Chapter 11 How to charm your boss. ... neighing))). In fact, very true advice about "how to become an employee with an excellent business reputation in the eyes of the authorities." Here's an example: "Drop everything and do what the authorities ask")). In general, the author does not recommend direct flattery, but I know from experience that such advice does not just take root on Russian soil. If only because they are based on absolute trust in the leadership and absolute readiness to perform well the tasks set by the leadership. In our country, every second revolutionary and every first considers his boss an idiot. But overall good advice :)

Chapter 12 How to resist spells. Great chapter, although a bit off topic :)). The fact is that throughout the book the author confuses "enchantment" with manipulation. Therefore, chapter 12 is actually about how to resist manipulative pressure from outside.

Both "enchantments" and manipulations are similar at the initial stage - they have a temptation - an emotional lure. These are powerful positive emotions, on the basis of which the other person makes a certain decision or performs a certain act. Only in the case of manipulation, this is a "one-sided game" (only the goals of the manipulator are achieved), and in the case of "charm" it is a mutually beneficial Win-Win cooperation, where the results of both participants are maximized.

But of course, the book is written for marketers in the first place :)) And we live in the real world, where it is too great to use the skills of "charming" solely for personal purposes. Therefore, knowledge of how to resist charms/manipulations will not be superfluous.

As summary: If you aspiring entrepreneur(especially if you are in a startup as a marketer), then the book is a must-read!

If you are engaged in personal self-promotion ( e.g. as a business consultant), then only certain chapters of the book (1-3, 7, 12) will be useful.

In general, one gets the impression that the book is 80-90% "not about that" :). If the title had a subheading like "Relationship Marketing Essentials for Startup Entrepreneurs", then it would be fair. But "charm" is somehow very broad, about everything at once and about nothing in detail :(.

From the point of view of time management of relationships, or as a guide to advanced networking, or as a modern guide to the psychology of relationships (like the "new Carnegie"), the book is rather weak :(.

If you liked / found this text useful, be sure to

What is this book about

Who is this book for?

Because very often...

Read completely

What is this book about
This book is about how to change yourself, your attitude towards people, so that they trust you. How to charm people, find a common language with them, tune into the same wavelength with them and - ultimately - achieve your goals.
These goals can be different - to promote a product on the market, to achieve authority among colleagues, subordinates and superiors, to prove one's case in a dispute, and even to convince your girlfriend to become your wife.
In the age of high technology, social networks and Youtube will also come in handy to charm people, learn from Kawasaki!
Who is this book for?
For aspiring entrepreneurs whose business is at the start-up stage, and experienced managers, managers who dream of mastering the art of effective negotiation, lecturers and teachers who need to keep the attention of the audience. For everyone, this book contains invaluable advice that will help in work and, quite possibly, in personal life.
Why we decided to publish this book
Because very often smart, well-educated, enterprising and purposeful people do not succeed because they have not learned how to communicate, how to “present themselves” correctly. We really want to help such people correct this unfortunate misunderstanding.
Book chip
Charming does not mean manipulating. It is about changing the situations themselves, the relationships themselves: turning hostility into politeness, politeness into intimacy, and skeptics and cynics into supporters.
From the author
The higher the goals, the greater the need to change the hearts, thoughts and actions of people. This is especially true if you have few resources and strong competitors. If you have to charm people, you are doing something meaningful. And if you're doing something meaningful, you need to be able to charm.
Good products, services, organizations and ideas are charming. Junk - nothing. To be liked, you have to do something worthwhile, then talk about it briefly and simply and get out of your skin to get the product to market before the competitor.
By reading this book, you will use my experience as an Apple evangelist, entrepreneur, and venture capitalist to help you succeed with your product. I pass this knowledge on to you so that you can change the world.

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Kawasaki rules. A tough guide for those who want to leave the competition behind Guy Kawasaki

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Title: Kawasaki Rules. A tough guide for those who want to leave the competition behind
Author: Guy Kawasaki
Year: 2013
Genre: Foreign business literature, Marketing, PR, advertising, Popular about business, Management, recruitment

About the Kawasaki Rules. A tough guide for those who want to leave the competition behind.” Guy Kawasaki

Have you come up with a completely new product and want to immediately launch it on the market? First, look at your project through the eyes of the first Apple marketer evangelist, and now a well-known businessman and venture capital investor Guy Kawasaki. The look of a person who instantly distinguishes a promising project from an unpromising one will allow you to find errors in your business plan and its implementation. In this book you will find advice on how to plan a business, whom to take as partners, how to attract external investments, what employees to hire and how to fire properly, how to build marketing and much more.

This is Guy Kawasaki's most comprehensive book on the subject.

On our site about books, you can download the site for free without registration or read the online book “Kawasaki Rules. A tough guide for those who want to leave the competition behind Guy Kawasaki in epub, fb2, txt, rtf, pdf formats for iPad, iPhone, Android and Kindle. The book will give you a lot of pleasant moments and a real pleasure to read. You can buy the full version from our partner. Also, here you will find the latest news from the literary world, learn the biography of your favorite authors. For novice writers, there is a separate section with useful tips and tricks, interesting articles, thanks to which you can try your hand at writing.

Quotes from the book “Kawasaki Rules. A tough guide for those who want to leave the competition behind.” Guy Kawasaki

The next time you're waiting for an elevator, notice how often people coming up later than you press the already lit call button again. We just don't trust the decisions of others!

The more important the issue under study, and the closer it is to our hopes and needs, the more likely we are to err in creating a framework for analysis.

Companies win only because they fail, tread water, stall, and reap the rewards of failure.

A strong mind is a great disguise for immaturity.

Forget about the "tested" command. The quality of “verified” companies is overrated, especially when “verified” refers to people who have worked for billions of dollars in companies over the past 10 years. These guys are used to a certain lifestyle that has little to do with self-sufficiency. Hire young, hungry and ready to work for a penny people. They do not always know what and how to do, but they quickly think. Once you generate a significant enough cash flow, you can hire older managers for them. Up to this point, hire the people you can afford and gradually turn them into great employees.

Memorable, compelling messages and ideas have six things in common: simplicity, surprise, clarity, emotionality, and having an interesting story.

Read in 14 minutes

Portfolio illustration

Charm is more than manipulation, it spurs action through emotion.

Sometimes you meet people who are so nice or charming that you genuinely want to help them. It means you are enchanted. The higher the goals and the less means you have, the more useful charm is for capturing people and inciting them to action.

Charm helps change the nature of relationships and influence people's actions.

Example. Director and screenwriter Karin Muller worked for the Peace Corps in the late 1980s, building wells and schools in a Filipino village. One day, seventeen members of the armed group of the Communist Party of the Philippines came to her to interrogate her. Seeing them, Karin exclaimed: “Thank God you are here! I've been waiting for you all day. Please come in and have a cup of coffee. Leave your guns at the entrance." Mueller changed the situation radically, turning it from a show of force into a "heart-to-heart talk."

Charm can come in handy anywhere and anytime. This is not only about making a profit or personal gain. Enchantment is filling others with the same emotions that you experience.

Example. When Steve Jobs designed the iPhone, he didn't think about how to get consumers to buy. As a charming person, he was simply selling his own dream of a better future.

If you want to charm people, you must have a dream.

Attractiveness and trust are the basis of charm

Is it possible to be charmed by someone you don't like or don't trust? Hardly. To charm people, you need to make them love and trust you. How to do it?

The main secret is to accept and love people for who they are. Arrogance and selfish behavior are the main obstacles along the way.

First people have to accept you. But for this you need to take the first step by accepting them. It is impossible to please in an instant. Do not rush to write off a person from the accounts: we all have strengths and weaknesses.

Enthusiastic people are more likely to evoke sympathy and interest. Be frank in your emotions - enthusiasm is contagious. The easiest way to charm someone is by sharing interests and hobbies with them. Assume that you have something in common with the person you want to charm, and prepare in advance for the conversation.

But just liking people is not enough. To make people trust you, show them your knowledge and competence. Remember that trust must be mutual.

Example. Consumers trust American shoe company Zappos with a money-back guarantee and free shipping. Zappos, in turn, believes that people will not abuse the company's trust by returning used shoes.

Judge by deeds, not words. Kawasaki recommends "be honest and honorable." A sincere person himself serves as proof of good intentions.

Your product or service should captivate in and of itself.

Do you often buy things just because you trust the seller you like? Sometimes. Even a brilliant salesperson cannot captivate customers with mediocre products and services.

A product or service must have five qualities:

1. Depth: a deep product demonstrates its value and features in various ways, can meet the current and future needs of customers, evolving over time.

Example. Google, starting as a search engine, identified the needs of users and developed an email service, as well as a wide range of online tools and services.

2. Intelligence: a "smart" product solves problems gracefully and efficiently.

Example. Ford's MyKey system allows you to set a speed limiter, giving parents peace of mind when a teenager gets behind the wheel.

3. Completeness: a complete product provides the customer with advanced features.

Example. Lexus aftersales service is as integral to the company as the car itself.

4. Empowerment: the product makes the customer feel smarter, stronger, or more experienced. Because of this feeling, many of us consider our computers or favorite search engines to be part of ourselves.

5. Simplicity: simple products work with and for their users. The design needs to be optimized for user interaction.

Example. Simplicity and convenience of iPod with a single control button.

A product endowed with these five qualities will work productively and captivate consumers.

History and testing - the main stages of the release of the product

A captivating product determines a company's success, but it won't sell itself. You need to present it to the public and do it right.

Most advertising campaigns provide abstract information about the product. But as Annette Simmons (author of The Best Storyteller Wins) said, “People don't take in information - it's their eyes. People want to believe - in you, in your goals, in your success, in the story you tell."

To succeed at this, tie the product release to a story from your life, thus giving it a personality. Be sincere and open.

To really captivate people, let them get to know the product personally by testing it. In doing so, they must note the following characteristics:

Ease: customers may use the product or service without special training, experience or advice.
Rapidity: don't make people wait! Refuse to fill out long questionnaires, wait for passwords or SMS confirmations before using the product.
Economy: when testing a new product or service, people should not spend anything other than their time. Except for ardent fans, no one is willing to pay for such an "honor".
Certainty: using the product, people should notice concrete improvements in their lives. To become fans of a product or service, they must first experience its benefits.
Reversibility: an opportunity to reconsider your decision to test your idea.

Example. Zappos Free and Undisputed Refund/Return Policy.

People don't like change

To charm means to change one's beliefs. This is not easy: you have to overcome obstacles that lie deep in the subconscious of consumers. People usually resist change and don't like to make decisions. Such indecision is caused by the fear of making mistakes and the lack of role models. How to remove these obstacles?

1. Provide “social proof”, that is, give examples of people who are trustworthy. Realizing that others have accepted your idea, buyers will follow suit.

Example. Copywriter Colleen Zoth increased sales by simply changing the text "Operators ready to answer your call" to "If all operators are busy, please call back." This served as social proof: people assumed that the product was so good that the operators did not have time to answer everyone's calls.

2. Make the product scarce so it is seen as more valuable.

Example. At first, you could only register your Gmail mailbox by invitation. The need for these invitations became so urgent that people even bought them on eBay!

Which strategy to use - social proof or scarcity - depends on the degree of doubt in your product. If doubt is high, it is better to use social proof. When customers' doubts are at a minimum, highlight the scarcity to generate hype, forcing them to act immediately.

Create conditions that increase brand loyalty

People should not only buy your product, but also recommend it to others. To achieve this, create the feeling that your customers belong to a group of people who share the same interests and identify with your product. Motivate people to make a commitment and be proud of it.

Create an ecosystem - a community on a website, blog or Facebook page to increase loyalty. To make people want to join it:

Create something worth joining. The ecosystem must provide special value to the members of the community.
Find a propagandist who will build, maintain and lead the ecosystem.
Make sure people have the opportunity to do something meaningful in the ecosystem, i.e. don't set too many limits.
Welcome criticism and discussion of your idea. Don't try to hide mistakes. Be open and sincere to build trust between you and the community.
Create a non-monetary reward system for your representatives, strengthening your brand.

Enchantment is a process and must be managed with great care.

Push technology provides concise yet valuable information

For the attention of buyers will have to fight. This implies the use of push technologies. For direct communication with consumers to be effective, it is necessary:

Rapidity. We are already so accustomed to the speed of technology that we expect the same from correspondence. Try to respond to customers within 24 hours.
Lots of. Don't try to attract just a few powerful people. Any person in the world of open communications matters, so reach the minds of as many consumers as possible.
Frequency. Interaction is a process. Connect with buyers as often as possible and address them in different ways (through photos, videos, live streams, etc.). But don't pester them.
Value. Do not immediately start selling or promoting your product. First, share useful advice or entertaining content with a potential client. Your own valuable advice will make you look sincere and open.
Brevity and specificity. Often presentations and emails are overflowing with information, which can be distracting and confusing. Try to use no more than six sentences in your letter. In presentations, follow the 10:20:30 rule - 10 minutes, 20 slides, font size at least 30.

Pull-technologies provide potential customers with important information about the product

Push-technology helps to interact directly with people, but allows you to convey only a limited amount of information. Pull technologies such as websites, blogs, and Facebook come in handy to increase the amount of information.

To enhance the charm of your pull technologies, follow these guidelines:

Provide interesting and useful content. Although you have almost unlimited space available, limit the content. Select it based on your idea / product / service and the interests of the target market. Provide only valuable information: entertaining, educational and/or educational. Update content regularly, and in different ways (illustrations, photos, videos).
Create "FAQ" and "About us" pages. People love the Frequently Asked Questions (FAQ) section because it helps them find solutions to problems faster. Also, the visitor should not have to guess what is the point of your idea/product/service: all information should be contained on the "About Us" page.
Show good taste. Express your thoughts in simple and understandable language and do not overload the pages with information. The user interface should be simple and convenient.

Example. A fan page for How to Charm People cost about $1,750.

"If Facebook were a country, it would be the world's third most populous country after China and India." You have access to a huge database of users who may be interested in your product / service - do not miss this opportunity!

To captivate your employees, you need to properly motivate them.

Except in cases of acute shortage of money, you are more likely to be motivated not by a well-paid, but useless project, but by a valuable project that brings inner satisfaction, but for which you get practically nothing.

To motivate and captivate employees, give them autonomy, purpose, and opportunities for self-improvement.

Self improvement: if you have to do something for eight hours every day, you want to become an expert in this business. Give employees the opportunity to develop their skills - this will increase their productivity and allow them to get job satisfaction.
Independence: Managers must trust that employees are competent enough. Freedom of action is the most important condition for employee happiness.
Target: the employee needs to feel that his work has value. Provide employees with a mission that they will try to fulfill.

Recognition of merit is also important for the charm of employees. Praise is incredibly powerful and can make up for the damage of failure.

Brenda Bens, author of How You Look Like Shampoo, believes that by recognizing merit, you motivate employees and rally them towards common goals. This helps to focus the attention of staff on work tasks and signifies the values of the organization.

A comfortable working environment is not just an added bonus. The more willingly employees share your ideas, the more customers they will captivate.

Don't be charmed, ask the right questions at the right time

Have you ever been completely enamored with someone, letting them fool you? Unfortunately, not everyone demonstrates good intentions and genuine interest. How to protect yourself? Avoid situations where you can be easily seduced.

Example. Sales or hype at the auction can make you make the wrong decision.

If you are stressed, sick, tired, or in a hurry, you are especially prone to making rash decisions. Avoid or delay making decisions if you are uncomfortable!

When you need to make a big purchase, stop for a moment and ask yourself:

Am I missing information that will help me make a rational decision?
Do I base my decision on facts? Or is it "herd mentality"?
What will be the consequences of this decision next year?
In a week, a month, or a year, will I make the same decision?
Have I made this decision before and regretted it?
Am I fully aware of the total cost (including hidden costs - installation, support, maintenance, upgrades, etc.)?
Would I make this decision if everyone knew about it?

Anyone can resist temptation if they wait a little and think carefully about their decision. But this does not mean that every decision should be a severe test for you. Don't waste time on small and harmless things - save deep thinking for vital decisions.

The most important thing

Charm has become the best way to attract people, pushing even marketing into the background. Tell people about your dream and they will follow you. Modern technologies will make it easy to convey your values to others and encourage them to share them.

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