Guy Kawasaki: What is Enchantment?
The idea of enchantment has been part of fairy tales, legends, and myths for thousands of years. So, when Guy Kawasaki applies the word as a metaphor for how to influence customers, is he telling us anything new?
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Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix
Other videos in this section include:
🎬 What is the Marketing Mix – The 4Ps? https://youtu.be/gsp72V0W8Uw
🎬 Marketing Mix: Product – What is Product Marketing? https://youtu.be/uBFcQByXn9Y
🎬 Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
🎬 Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
🎬 Marketing Mix: What is Promotion? https://youtu.be/n552xtFOV2Q
🎬 Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
🎬 What is the Marketing Channel Mix? https://youtu.be/pH6Zjrd3IB4
🎬 What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
🎬 Seth Godin: What are Tribes? https://youtu.be/INKI-FRUNcA
LESSON NOTES
The value of Guy Kawasaki’s 2011 book, ‘Enchantment, The Art of Changing Hearts, Minds, and Actions’ (https://geni.us/5FFJ), reminds us what we already know. And coining a great metaphor is a good way to do it.
What is Enchantment?
Kawasaki defines Enchantment:
“Enchantment” is the process of delighting people with a product, service, organization, or idea.’
The outcome we are looking for is a long-term relationship with our customers.
The Three Pillars of Enchantment
Kawasaki suggests we build enchantment on three pillars:
1 A Great Cause
2 Trustworthiness
3 Likeability
How to Build Enchantment
We build enchantment by focusing on the three pillars. To build a massive reputation, you need to address the masses. And one way to do this is with story-telling. You need to craft a creation myth for your product will help you to enchant your customers.
The DICEE Acronym for a Great Product or Cause
In the book, Enchantment, Kawasaki says that to enchant with a great product or cause, it needs five things:
• D – Deep
• I – Intelligence
• C – Complete
• E – Empowering
• E – Elegance
RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn’t produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. To what extent is Enchantment a part of this product’s marketing mix? And how is it used? (3 MC CPD Points)
2. If you were going to lead a campaign of enchanting the customers for this product, how would you use the three pillars, storytelling, and the DICEE framework to build a campaign? (9 MC CPD Points)
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RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
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