2.5 Minutes With Guy Kawasaki—Part 2

[ 0 ] March 12, 2011 | Guy Kawasaki

From March 11 through 15, genConnect.com is onsite in downtown Austin, Texas conducting personal interviews with speakers slated to appear at the innovative South by Southwest (SXSW) Interactive Conference in Austin’s Convention Center.

We are at the event as credentialed press, hosting “2.5 Minutes With genConnect” in the Chevy Volt ReCharge Lounge during the conference.

Today we sat down with a humble legend of the industry, Guy Kawasaki. Author of the new book, Enchantment: The Art of Changing Hearts, Minds, and Actions, Guy told us why he really keeps coming back to SXSW: “there’s a lot less B.S!” See what else Guy had to share with genConnect’s Kelly Hayes today at SXSW in the video below:

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GUY KAWASAKI: A lot of them think that I’m Jackie Chan. So that works in my advantage. KELLY HAYES: So you get this in Hollywood too, huh? And Hong Kong. That’s fantastic. Guy is a legend in this industry, has done a variety of things, alltop.com is one that you’re currently working on, but what we want to talk you today is about Enchantment. GUY KAWASAKI: The book! KELLY HAYES: It’s a wonderful word and a great book that’s just out. A lot of buzz here about the book. It’s called Enchantment: the Art of Changing Hearts, Minds, and Actions. It’s a huge promise. I was taken aback by the fact that hearts with the first thing that you mentioned instead of minds. Can you tell us what you want to do? GUY KAWASAKI: Well, I really think that enchantment starts at the heart and not the mind, and the starting point of enchantment really is that you’re a likable, trustworthy person. The third pillar is that you have a great cause, product, service. If you just had those three things, you’d be pretty enchanting. Some examples: Apple has great product, enchanting company. Virgin America, extremely likable CEO. Enchanting. And Zappos ships shoes both ways, pays the postage both ways. Very trustworthy. So those are three great examples of trustworthiness, likability, and product. KELLY HAYES: So these are companies that basically are built around positive virtues and values. GUY KAWASAKI: Yes. KELLY HAYES: And working with consumers as opposed to just selling products. Is that accurate? GUY KAWASAKI: I couldn’t have said it better myself. You should write a book! KELLY HAYES: I’m blushing here now. GUY KAWASAKI: Yeah, I make men blush. KELLY HAYES: Yeah, yeah, and feather boas. So the book has been how long in the writing? How long have you been working on the book? GUY KAWASAKI: Well, you know it’s an interesting question. You could say one year. You could say 30 years. Because it reflects my experiences as an evangelist at Macintosh vision and starting companies, just the whole thing. So a book is not just this yearly process, is truly isn’t. KELLY HAYES: So it’s a distillation of all of your experiences in life. GUY KAWASAKI: Lots of things I did wrong I tell you how to do right. KELLY HAYES: Coming up all this way. GUY KAWASAKI: Yeah, it’s amazing, I didn’t even go to Porter Hole. KELLY HAYES: And this book as we sit here with 15,000 people who are all involved in this kind of world of digital technology, what kind of message do you think will it impart to these people? GUY KAWASAKI: Well, I hope that they’ll take away from this book that there is a better way. It doesn’t have to be transactions-based, it doesn’t have to be to just sales, marketing, promotion, and PR just bludgeoning people to death. You should look at, one computer company sells you a computer. Apple enchants you, and you buy a Macintosh, an iPhone, an iPod, an iPad, you use iTunes and iBooks. The next thing you know, you’re standing in front of the Apple pop-up store here Friday at noon waiting five hours to get the iPad 2. That’s enchanting. KELLY HAYES: It’s an amazing thing, because when I come to an event like this, I have my MacBook, I have my iPad, I have my iPhone, I have all the attachments that I need for those. And I think to myself how amazing is it that they’re able to sell me all of this. Conversely, I then start to think how amazing it is that they’re able to come up with products that I use for different purposes in exactly the same format. GUY KAWASAKI: That’s a brilliant thing to think about. KELLY HAYES: Well, Guy Kawasaki’s new book Enchantment: the Art of Changing Hearts, Minds, and Actions. It’s now in the bookstores, and you can also find it on Amazon and other companies that sell books. Thank you very much, Guy.

Click here for part 1 of our interview with Guy.

genConnect Heads to Austin’s South by Southwest (SXSW) Interactive Conference

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Tags: Alltop.com, Chevy Volt ReCharge Lounge, co-founder, Enchantment, genConnect, Guy Kawasaki, Kelly Hayes, Social media, South by Southwest, SXSW

Category: SXSW2011, Videos, Views on the News

About Guy Kawasaki: Guy Kawasaki is the co-founder of Alltop.com, an “online magazine rack” of popular topics on the web, and a founding partner at Garage Technology Ventures. Previously, he was the chief evangelist of Apple. Kawasaki is [...]
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2.5 Minutes With Guy Kawasaki—Part 2

Click here for part 1 of our interview with Guy.

For more daily expert updates, follow genConnect on Twitter and Facebook.

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