Читать онлайн «Enchantment»

—Arthur Schopenhauer

Introduction

xvii

My Story

xvii

Our Journey

xx

Let’s Get Started

xxii

Chapter 1: Why Enchantment?

1

What Is Enchantment?

1

When Is Enchantment Necessary?

2

What Are People Thinking?

3

Where Should You Draw the Line?

4

Examples and How to Use This Book

5

Personal Stories

7

My Personal Story, by Eric Dawson

8

xii Contents

Chapter 2: How to Achieve Likability

9

Make Crow’s-Feet

9

Dress for a Tie

11

Perfect Your Handshake

12

Use the Right Words

13

Accept Others

14

Get Close

15

Don’t Impose Your Values

17

Pursue and Project Your Passions

17

Find Shared Passions

20

Create Win-Win Situations

21

Swear

21

Default to Yes

24

My Personal Story, by Fran Shea

25

Chapter 3: How to Achieve Trustworthiness 27

Trust Others

27

Be a Mensch

28

Disclose Your Interests

30

Give for Intrinsic Reasons

31

Gain Knowledge and Competence

31

Show Up

33

Bake a Bigger Pie

33

Enchant People on Their Own Terms

34

Position Yourself

35

Be a Hero

36

My Personal Story, by Tony Morgan

37

Chapter 4: How to Prepare

39

Do Something Great

39

Conduct a “Premortem”

42

Contents xiii

Set Yourself Up for Success

43

Make It Short, Simple, and Swallowable

45

Remove the Fences

47

Provide a Default Option

49

Establish Goals

50

Create a Checklist

51

My Personal Story, by Mike Stevens

53

Chapter 5: How to Launch

55

Tell a Story

55

Immerse People

57

Promote Trial

60

Prime the Pump

61

Plant Many Seeds

61

Ask People What They’re Going to Do

63

Reduce the Number of Choices

64

Increase the Number of Choices

65

Illustrate the Salient Point

66

Present the Big, Then the Small Choice

66

Get Your First Follower

68

My Personal Story, by Matt Maurer

68

Chapter 6: How to Overcome Resistance

70

Why People Are Reluctant

70

Provide Social Proof

72

Create the Perception of Ubiquity

74

Create the Perception of Scarcity

75

Show People Your Magic

77

Find One Example

78

Find a Way to Agree

81

Find a Bright Spot

83

Assign a Label

84

xiv Contents

Use a Data Set to Change a Mind-Set

85

Incur a Debt

87

Enchant All the Infl uencers

88

Frame Thy Competition 91

Control the Haptic Sensations 92

Remember Charlie 93

My Personal Story, by Richard Fawal 93

Chapter 7: How to Make Enchantment Endure 95

Strive for Internalization 96

Separate the Believers 97

Push Implementation Down 98

Use Intrinsic Methods 99

Invoke Reciprocity 100

Catalyze Commitment and Consistency 103

Build an Ecosystem 104

Diversify the Team 109

Promote Spreadability 110

My Personal Story, by Chris Anthony 111

Chapter 8: How to Use Push Technology 112

General Principles 113

Presentations 115

Twitter 126

My Personal Story, by Garr Reynolds 133

Chapter 9: How to Use Pull Technology 135

Web Sites and Blogs 135

Facebook 139

Contents xv

LinkedIn 142

YouTube 144

Think Japanese 148

My Personal Story, by Meryl K. Evans 150

Chapter 10: How to Enchant Your Employees 151

Provide a MAP 151

Empower Them to Do the Right Thing 152

Judge Your Results and Others’ Intentions 153

Address Your Shortcomings First 154

Suck It Up 154

Don’t Ask Employees to Do What You Wouldn’t Do 156

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