The university’s Center on Diversity and Community (CoDaC) broke expectations when it hosted a venture capitalist speaker Thursday to talk about techniques of enchantment.
Guy Kawasaki, bestselling author and businessman who has worked with the likes of Steve Jobs, spoke to a crowd of around 400 people in the EMU ballroom at 7 p.m. Thursday. The topic of his talk was enchantment, a word that doubles as the title of his new book. He discusses enchantment in terms of doing business, enchanting your coworkers and customers with your goods, services, and work.
Kawasaki outlined his approach to achieving enchantment in 10 key points. They are as follows.
1. Likeability: based in a genuine duchenne smile — which includes smiling with the eyes — and involving accepting others. “If you want to be liked, you have to like and accept others first,” Kawasaki said.
2. Trustworthiness: much like likeability, in order to be trusted by others, you much first trust them. “Amazon trusts you when you buy a Kindle ebook because they will let you return that ebook for up to a week,” Kawasaki said. “Many people could read an ebook in a week. They trust you not to do that and return it, so people have come to trust Amazon.
3. Perfect: Kawasaki uses this as a verb, not a noun. He said that striving to perfect your product is one of the keys to enchanting your customer.
8. Use Technology
9. Enchant Up: Enchant your superiors and make yourself marketable for growth in the company.
10. Enchant Down: Enchant the people who work for you to create an environment in which everyone wants to produce their best for you and the company.
As Kawasaki spoke, he cracked jokes and got the audience intensely involved in what he was saying. Laughter filled the room consistently. Journalism professor Harsha Gangadharbatla has followed Kawasaki for a number of years and was very excited to finally see him present in person. “He’s entertaining and funny, that’s what I like about him,” Gangadharbatla said.
Rita Radostitz, Communications Director for the Office of Institutional Equity and Diversity, who helped organize the event, echoed Gangadharbatla’s positive reception to Kawasaki. “I was very enchanted with him as a presenter – he really lights up when he gets on stage,” she said. When organizing the event, she knew that Kawasaki would be a draw for many different types of people. “My goal was to reach out to an audience that might not normally attend an event presented by a center that focuses on diversity and community – and I think we accomplished that.”
The speech closed with a question and answer session in which many people approached the microphone to express their appreciation for Kawasaki and to ask him further questions about the pursuit of enchantment. Afterwards, Kawasaki sat down to sign copies of his book for a line of fans that spanned across the ballroom lobby.