The power of a really good idea to transform the marketplace and individual customer experiences is huge. Enchantment offers a wealth of insights to help businesses and entrepreneurs tap into that potential 'Sir Richard Branson, founder of the Virgin Group Enchantment n- 1) To charm, delight, enrapture. How do companies such as Apple create such enchanting products? And how do some people always seem to enchant others? According to bestselling business guru Guy Kawasaki, anyone can learn the art of enchantment. It transforms situations and relationships, turns cynics into believers, and changes hearts and minds. This book explains all the tactics you need to enchant. Kawasaki's lessons are drawn from his tenure at Apple, as well as his decades of experience as a entrepreneur. Few people in the world are more qualified to teach you how to enchant.