Guy Kawasaki: How to 'enchant' users

March 21, 2011, 10:11 PM PST | Length: 497


At a Churchill Club event in Mountain View, Calif., author and venture capitalist Guy Kawasaki shares some tips from his new book, "Enchantment," on how to get users excited about a product. His three pillars of enchantment for business include: likability, trustworthiness, and a great cause. He says that right now marketers are focused on engagement, and he wants to change the conversation to enchantment.