When you think about the experience of going to a department store or a specialty store like Sephora to buy beauty products, do you often have a good or great experience?  Then you’ve just experienced the art of Enchantment!

Enchantment, The Art of Changing Hearts, Minds, and Actions is a new book written by Guy Kawasaki.  And while I found it interesting as a business book, I thought the concepts were also relevant to the world of beauty.  “Enchantment” is basically about influencing others and being liked and trusted as part of the process. “Enchanters” act with honesty and integrity; enchantment is genuine, not manipulative.

At Sephora, a beauty advisor will try to make your experience as fun, nonthreatening and delightful as possible. Obviously, they would like you to make a purchase, but chances are you’re not going to feel “obligated”.  When I think of my best experiences at Sephora (or Nordstrom–another place I love to buy makeup), that is exactly the experience I want to have.  Ultimately, I think I buy more from that retailer or beauty advisor.  As a consumer, I want to be Enchanted.

This book offers many personal insights and techniques on how to incorporate the art of Enchantment into your own life, your relationships and your job or business. Guy Kawasaki took the principles he learned while working at Apple and breaks them down so that we can apply the lessons and become more proficient in the art of Enchantment.  This book is a great book for anyone in business, customer service or if you’re looking to change the way you relate to people.

You can find Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki at Amazon.com and in bookstores.  Have you had these kinds of experiences with someone (or a company) that you like and trust?  Then you’ve been Enchanted!


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