Friday, October 7, 2011

Book review: Enchantment

A few months ago one of my fellow NAPO-LA chapter members, Deborah Kawashima, mentioned a book she had read that she found extremely insightful. It was Enchantment by Guy Kawasaki. I had never heard of him, but I ordered Enchantment from the library to see what it was all about. Kawasaki was an early Apple employee and has written many books about products and business strategies. Enchantment is a great book for people who want an introduction and overview of what it takes to launch a company that has the potential to be as impressive as Apple.

I'm not going to go into a detailed review; if you check out the book on Amazon, the chapter titles pretty much tell you what you are in for. How to Resist Enchantment was one of my favorite chapters. I like the idea of an entire book about enchanting someone with your business also including the inverse - how to be wary of people trying to enchant you.

I also liked the How to Prepare section where he talked about conducting premortems where you assume your idea failed, speculate about what caused it to fail, then fix those problems before launch. Advice such as dressing on the same level as the people you interact with and how to shake someone's hand is always appreciated and too many business books take that stuff for granted.

My favorite quote from the book doesn't have much to do with enchantment, but it gripped me:

"When you buy something cheap and bad, the best you're going to feel about it is when you buy it. When you buy something expensive and good, the worst you're going to feel about it is when you buy it." --Sasha Aickin's grandmother as published in Enchantment, The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki

Lelah Baker-Rabe is a Los Angeles-based professional organizer. To discuss your organizing needs, call her at 818.269.6671 or email Sign up for Lelah's News, a once-monthly newsletter.

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