I’ve had the opportunity to hear Guy speak a number of times, and was even at a party at his house a few years ago.  This year I had the opportunity to hear him talk about Enchantment at #BoldFusion in Cincinnati.  Enchantment can help businesses and individuals influence other people.

1. Achieve Likability

• Smile like you mean it
• Accept others for who they are
• Default to “yes” and think about how you can help the other person

2. Achieve Trustworthiness

If they like you but don’t trust you, you can influence them.

• Trust others before you expect them to trust you
• Give people a reason to trust you (for example the Zappos return policy)
• Bake don’t ea
• Eaters think that there is only so much food
• Bakers think that they can create more – there is enough for everyone
• The world isn’t a zero sum game
• Agree on Something
• Find commonalities and Build Common Ground
• Things that we agree on bonds us and builds trust

3. Perfect

• Have great stuff
• Make great products that are Deep, Intelligent, Complete, Empowering, Elegant

4. Launch

• Tell a story – stop using stupid words that don’t mean anything – everyone does that
• People can remember the story
• Plant many seeds so that many people embrace your products
• Nobodys are the new somebodies
• Don’t focus only on A listers
• Use salient points – explain things in terms that people understand – for example 300 calories = running 3 miles
• Don’t talk about dollars, talk about what the dollars buy – focus on the things that people care about, the benefit

5. Overcome Resistance

• Create smart strategies to overcome resistance that people may have
• Provide social proof – knowing that our friends do something makes us more likely to do it
• Use a dataset to prove and change a mindset
• Enchant all of the influencers
• Build an ecosystem – customers, developers, resellers, user groups, websites, blogs, online special interest groups, conferences and more
• Invoke reciprocation – do something for someone and they will feel obligated to return the favor
• The best response when someone thanks you is “I know that you would do the same for me” – which puts the person on notice that you may ask for something in the future
• When someone owes you a favor, enable them to pay you back
• Don’t rely on money – passion doesn’t require $$ – it is more powerful if people believe in it

7. Present

• Customize the beginning of your presentation
• Be a great presenter and storyteller
• Create a custom introduction that makes you relatable
• Sell your dream – know how to sell your enchantment to people
• 10 slides, 20 minutes, 30 point font

8. Use Technology

• Remove the speedbumps – make it easy for people to connect with you
• Provide value – especially in social media
• Information, insights and assistance make good content
• Great content opens the door
• Engage – fast, flat, frequent

9. Enchant Up

• Enchant your boss by dropping everything when they ask for something
• Prototype fast – try something quick to show that it is a priority and to get feedback
• Deliver bad news early

• Provide a MAP – Mastery, Autonomy and Purpose
• Empower employees to do what is right
• Suck it up – willingness to do dirty jobs is enchanting

RESULT: Resisting  You is Futile 😉