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Celebrate Success 157

Find a Devil’s Advocate 158

Listen to Brother Bob 159

Tell Them You Want Them 161

How to Enchant Volunteers 161

My Personal Story, by Milene Laube Dutra 163

Chapter 11: How to Enchant Your Boss 165

Make Your Boss Look Good 165

Drop Everything and Do What Your Boss Asks 166

Underpromise, Overdeliver 167

Prototype Your Work 167

Show and Broadcast Progress 168

Form Friendships 169

Ask for Mentoring 170

Deliver Bad News Early 170

My Personal Story, by David Stockwell 171

xvi Contents

Chapter 12: How to Resist Enchantment 173

Avoid Tempting Situations 173

Look Far into the Future 174

Know Your Limitations 175

Beware of Pseudo Salience, Data, and Experts 175

Don’t Fall for the Example of One 177

Defy the Crowd 178

Track Previous Decisions 179

Let Yourself Be Enchanted in Small Ways 180

Create a Checklist 181

My Personal Story, by Tibor Kruska 182

Conclusion 183

My Personal Story, by Kathy Parsanko 184

Selected Bibliography 191

Index 193

Coverphon 205

Colophon 213

Introduction

The difficulty lies, not in the new ideas, but in escaping from the old ones, which ramify, for those brought up as most of us have been, into every corner of our minds.

—John Maynard Keynes

My Story

I first saw a Macintosh in the summer of 1983, six months before the rest of the world. Mike Boich showed it to me in the back of a onestory office building on Bandley Drive in Cupertino, California. At the time, Boich was the software evangelist for the Macintosh Division of Apple. I was a humble jeweler, schlepping gold and diamonds for a small jewelry manufacturer out of Los Angeles. Macintosh was a rumor. And the only reason I saw it so early was that Boich was my college roommate.

Back then, “personal computing” was an oxymoron because Fortune 500 companies , universities, and governments owned most computers. If you were lucky, you owned an Apple IIe or an IBM PC.

They displayed upper- and lower-case text, and you navigated around

xviii Introduction

the screen with cursor keys. Most of the world used IBM Selectric typewriters, and the lucky people had access to the model with the lift-off correcting tape.

Seeing a Macintosh for the first time was the second most enchanting moment of my life (the fi rst most enchanting moment was meeting my wife).

My introduction to Macintosh removed the scales from my eyes, parted the clouds, and made me hear angels singing.

Let’s go back in time to see two features that made the Macintosh so cool. First, it could display animated graphics. Andy Hertzfeld, the Macintosh Division’s “software wizard,” created a program with bouncing Pepsi caps to show off this capability. Steve Jobs then used Andy’s program to convince John Sculley, CEO of Pepsi, to “stop selling sugared water” and join Apple. This application seems simple now, but back then bouncing icons inside windows was magic.

Second, with a Macintosh program called MacPaint, people could draw pictures such as this woodcut geisha by Susan Kare, the division’s

Introduction xix

graphic artist. When Boich showed me what MacPaint could do, my mind did somersaults. Back then, the most people could do on a personal computer was hack out crude pictures using letters and numbers. With a Macintosh, anyone could at least draw diagrams, if not create art.