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The Art of Changing Hearts,
Minds, and Actions
Enchantment
Guy Kawasaki
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Achieve Likability1
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Zygomaticmajor muscle
“Pan Am” smile
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Orbicularisoculi muscle
Make a
Duchenne smile
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Dress
for a tie
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Under-dressing:
“I don’trespect you”
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Over-dressing:
“I am betterthan you”
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Equal-dressing:
“We’re peers”
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Shake it
•Eye contact throughout
•Appropriate verbal greeting•Duchenne smile
•Grip and firm squeeze
•Mid-point position between the two of you
•Cool, dry, and moderately smooth hand
•Medium level of vigor
•Two or three seconds
PH = ! (e2 + ve2)(d2) + (cg + dr)2 + "{(42)(4
2)}2+ (vi + t + te)2 + {(42 )(42)}2
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h2
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Achieve
Trustworthiness2
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Trust others
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Bake, don’t eat
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Default
to
“yes”
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Get Ready3
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Do something DICEE
Deep
CompleteEmpowering
Elegant
Intelligent
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M k i h
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Make it short, sweet,
and swallowable
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Conduct a
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Launch4
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Tell a story
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Plant many seeds
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Use salient points
Miles/gallon Yearly costvs.
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Use salient points
Miles/gallon Yearly costvs.
Degrees Heating costsvs.
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Use salient points
Miles/gallon Yearly costvs.
Degrees Heating costsvs.
GigabytesNumber of
songsvs.
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Overcome5
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Provide social proof
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d b h
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Find a bright spot
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E h t ll th i fl
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Enchant all the influencers
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E h t ll the i fl e e
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Enchant all the influencers
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Endure
“Loving Memory of Jerry Garcia” by Stephen Dorian Miner
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D ’
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Don’t use money
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Don’t use money
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Invoke reciprocation
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Invoke reciprocation
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Build an ecosystem
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Build an ecosystem
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P t7
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Present7
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Customize the
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Customize the
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Sell your dream
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Sell your dream
iPhone # $188 of parts + AT&TFriday, March 4, 2011
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10 slides 10
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20 minutes
10 slides 10
20
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This is 30This is 20
This is 10
30-point font
20 minutes
10 slides 10
20
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Use Technolog8
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Use Technology8
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Remove the
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Remove the
speed bumps
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Provide value
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Provide value
Information
Insights
Assistance
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Engage
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Engage
Fast
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Engage
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Engage
Fast Many
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Engage
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Engage
Fast Many Often
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Enchant Up9
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Enchant Up9
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Drop everything else
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Drop everything else
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Prototype fast
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Prototype fast
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Deliver bad news early
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Deliver bad news early
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Enchant Down10
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Enchant Down10
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Provide MAP
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Provide MAP
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Provide MAP
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Provide MAP
Mastery
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Provide MAP
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Provide MAP
Mastery
Autonomy
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Provide MAP
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Provide MAP
Mastery
Autonomy
Purpose
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Empower action
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Empower action
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Suck it up
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Suck it up
Mike Rowe, Dirty Jobs
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Enchantment
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Slides by AnaFxFz.com
Copies from [email protected]
Friday, March 4, 2011