Posts Tagged ‘rhetoric’

How to Win Friends and Influence People in the Digital Age

Friday, February 4th, 2011

Enchantment: The Art of Changing Hearts, Minds, and Actions

Guy Kawasaki

Portfolio/Penguin, coming March 2011, 211 pages, $26.95

As a rule, we don’t much care for books for business-types.  They’re like a print version of a cable-channel documentary — five pages of useful information, padded out with a couple hundred pages of anecdotes, rehashing, jargon and foofaraw.  Nevertheless, when the folks at Penguin asked us to review Guy Kawasaki’s latest, we kept an open mind.

We were pleasantly surprised.  It’s still a book for business-types, but this one has about 150 pages of useful information, presented with simple on-point anecdotes and only a little jargon.  Kawasaki has a fluid writing style that makes for fast reading and easy comprehension.  And as we read through it, we couldn’t help thinking it could help out the occasional trial lawyer, as well.

That’s because the book is a manual of persuasion.  Ignore the repetition of the word “enchantment” and absurd concepts like “delighting” customers.  This is a how-to book for getting people to make the decision you want them to make.  Although it’s written for marketing types, Kawasaki’s observations apply to pretty much any situation where person A is trying to get person B to see things his way.  (At least for most of the book, anyway.  The last third or so really is just for those in a corporate setting.)

He does a pretty good job of it.  The lessons are concise, but not glib.  The observations are clear and easy to accept.  His pointers and techniques make sense.

The book starts off by (more…)