When Sir Richard Branson used his suit jacket to shine Guy Kawasaki's shoes, Virgin laid claim to the heart of a seriously frequent flyer. Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions, found Branson... likeable—and that is essential to building enchantment. Cast aside your "Accio!" and your Polyjuice Potion, Kawasaki's version of enchantment draws its power from likeability, trustworthiness, and perfection.
The original chief evangelist for Apple, Kawasaki put enchantment in the grasp of wand-less wizards in a Sept. 28 Dean's Speaker Series talk at Berkeley-Haas. He pronounced the path to perfection DICEE: a command to make products and services that are deep, intelligent, complete, empowering, and elegant. And he praised crow's feet (those little crinkles around the eyes), urged the creation of mantras over mission statements (Hint: one involves too many people and too much golf), and hailed Justin Bieber's Never Say Never as "the best movie ever made about marketing."