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Автор Гай Кавасаки
Enchantment
The Ar t of Changing Hear ts, Minds, and Actions Portfolio / Penguin
Guy Kawasaki
Enchantment
Also by Guy Kawasaki
Guy Kawasaki
Enchantment
The Ar t of Changing Hear ts, Minds, and Actions Portfolio / Penguin
PORTFOLIO / PENGUIN
Published by the Penguin Group
Penguin Group (USA) Inc. , 375 Hudson Street, New York, New York 10014, U. S. A. • Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario, Canada M4P 2Y3 (a division of Pearson Penguin Canada Inc. ) • Penguin Books Ltd, 80 Strand, London WC2R 0RL, England • Penguin Ireland, 25 St. Stephen’s Green, Dublin 2, Ireland (a division of Penguin Books Ltd) • Penguin Books Australia Ltd, 250 Camberwell Road, Camberwell, Victoria 3124, Australia (a division of Pearson Australia Group Pty Ltd) • Penguin Books India Pvt Ltd, 11 Community Centre, Panchsheel Park, New Delhi—110 017, India • Penguin Group (NZ), 67 Apollo Drive, Rosedale, Auckland 0632, New Zealand (a division of Pearson New Zealand Ltd) • Penguin Books (South Africa) (Pty) Ltd, 24 Sturdee Avenue, Rosebank, Johannesburg 2196, South Africa Penguin Books Ltd, Registered Offi
ces:
80 Strand, London WC2R 0RL, England
First published in 2011 by Portfolio / Penguin, a member of Penguin Group (USA) Inc.
Copyright © Guy Kawasaki, 2011
All rights reserved
Illustration credits
(bottom left): By Samuel Toh; 193 (top): By Tracy Lucas of Four Square Creative Services; 194: Courtesy of Ade Harnusa Azril; 195: Sarah Adams; Certain credits appear adjacent to the respective images.
Library of Congress Cataloging-in-Publication Data Kawasaki, Guy, 1954–
Enchantment : the art of changing hearts, minds, and actions / Guy Kawasaki.
p. cm.
Includes bibliographical references and index.
ISBN 1-101-46765-7
1. Persuasion (Psychology) in organizations.
2. Persuasion (Psychology) 3. Infl uence (Psychology) 4. Marketing—Psychological aspects. 5. Management—Psychological aspects. I. Title.HD30. 3. K38 2011
658. 8001'9—dc22 2010046009
Interior and case design including butterfly illustration by Daniel Lagin Butterfly photograph by Sarah Brody • Butterfly created by Michael LaFosse Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above publisher of this book.
