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    The Top Ten Ways Building Product Marketers Can Achieve Enchantment, Part 1

    Guy Kawasaki’s 10 Keys to Enchantment, Success

    I recently had the opportunity to hear Guy Kawasaki speak. If you haven’t heard of Guy, you need to look him up. He is known as the former chief evangelist of Apple and is the author of ten books, including Reality CheckThe Art of the Start and the new Enchantment: The Art of Changing Hearts, Minds, and Actions. His recent speech covered his latest book and he focused on the 10 ways marketers can achieve enchantment. As a building product CMO, this book will teach you how to influence your people and make a difference for your entire company. Here is his list:

    1. Achieve likability
      • According to Guy, likability is the key to being enchanting. While it’s not always easy, the way to do this is pretty simple.
        • You need a great smile – smile at others – genuinely and often
        • Accept others – don’t judge the people around you, accept them as they are
        • Default to yes – while many of us look for excuses to get out of things, Guy encourages us to always respond with a yes
    2. Achieve trustworthiness
      • To achieve trustworthiness, you must do 3 key things:
        • You must trust others. Give people your trust until they do something to lose it.
        • Bake, don’t eat. Don’t be the one always taking from others, provide something tangible to help the team to show you are there to help.
        • Agree on something. Find something (anything!) that you have in common with other people and use that to bond and create a relationship.
    3. Perfect your product or service
      • This is key in our paired-down industry. If your company has survived the recession, now is the time to perfect that product and make sure it is exactly what your key audience is looking for. This will ensure your audience has no reason to leave you for a competitor. In order to do this, Guy recommends creating something DICEE:
        • Deep, Intelligent, Complete, Empowering, Elegant

    These are the 3 pillars to achieving enchantment. Stay tuned for an additional post that introduces steps 4-10 including launching your product with a personal story, overcoming resistance, enduring for the long haul and other great tips.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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