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Guy Kawasaki

Guy Kawasaki: Enchant customers like Apple, Zappos and Virgin

Investor and author Guy Kawasaki says the business world needs more charm. Here’s his 10-step formula to enchant customers.

If you want your company to be the next Apple, Zappos, or Virgin, take a page from their playbooks: Enchant your customers.

To do that, Guy Kawasaki, the investor, author, and former Apple “chief evangelist,” boiled down a modern entrepreneur’s goals at the Inc. 500|5000 in Phoenix on Friday like this: “You want the quality of Apple, the trustworthiness of Zappos, and the likeability of Richard Branson.” In his book, EnchantmentThe Art of Changing Hearts, Minds, and Actions, and in his speech, Kawasaki outlined the path to “enchantment” in 10 steps.

Here they are:

1. Be Likeable

 It’s simple. You cannot achieve anything if people do not like you. When Kawasaki met Virgin founder Sir Richard Branson, Branson asked Kawasaki if he flew Virgin.

…to read this article in full, visit leading US small business resource, Inc.