[Enchantment is] the process of delighting people with a product, service, organization, or idea.  The outcome of enchantment is voluntary and long-lasting support that is mutually beneficial.

When I look at the items listed in Guy Kawasaki’s definition of enchantment I realize they all involve a form of relationship.  I have a relationship with an organization through its products and/or services.  I communicate my ideas through relationships.  Reflecting on the substance and structure of Mr. Kawasaki’s book, Enchantment, it strikes me that the first two chapters focus on character qualities, likability and trust.  What does this say about relationships (personal or professional)?

Mr. Kawasaki offers many different views from many different sources on how to be trustworthy.  Some of them are clever.  Some are insightful.  Some are practical.  Since he offers so many views on achieving trust, I assume the reader is free to pick and choose based on their need and preference.

To me, trust can be achieved two ways.  Be trustworthy.  Trust others.  To trust others you must give them responsibility.  If they handle it well, you will trust them with more.  If they don’t handle it well, it is an opportunity for you to build trust with them.  What’s my point, trust is a two way street.

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