Entrepreneur and author Guy Kawasaki explains how "likability" is a main component of a person's ability to be enchanting. In this clip, Kawasaki shares three physical keys to increasing your likability: using a great smile, dressing for a 'tie', and offering the perfect handshake (based on an interesting mathematical formula).

Entrepreneur and author Guy Kawasaki teaches how to enchant bosses and employees. To enchant bosses, Kawasaki believes employees should drop what they are doing to respond, provide prototypes throughout the process of completing a request, and report bad news (and possible solutions) as soon as possible. To enchant employees, Kawasaki explains the need for bosses to provide their employees with the opportunity to master new skills and to work autonomously, preferably in an organization with a higher purpose.

Author Guy Kawasaki discusses the critical role of social proof in product adoption, using examples of public signage, and stories from Apple, to amplify the point. He also warns companies against adjusting their products based on naysayer feedback, and to instead focus on finding product bright spots to build on. Kawasaki describes this concept using the example of Apple's mid-1980's focus on desktop publishing.

In this clip, author and entrepreneur Guy Kawasaki shares a concise piece of advice on the use of salient points in communication. Kawasaki uses straightforward examples of how to talk in terms that connect with the needs and interests of your audience.

Entrepreneur and bestselling author Guy Kawasaki believes in the power of reciprocation between parties. "Reciprocation is a very powerful force to make your enchantment endure," says Kawasaki. In a historical context, he explains this power with two profound examples of civic reciprocation stretching over decades.

Author and entrepreneur Guy Kawasaki shares how The Grateful Dead has continued to endure as a popular musical act. The legendary band encourages access for fans to record the group's music at concerts and to then share the music with others. This seemingly counter-intuitive idea, according to Kawasaki, is an important key to the group's enduring popularity.

Author Guy Kawasaki suggests teams conduct a "pre-mortem" before launching a product. This technique allows teams to discover possible problems, or ways the launch could fail, while there is still time to make adjustments. Kawasaki explains this method is far more helpful, and far less contentious, than postmortem meetings that come too late to help.

Entrepreneur and author Guy Kawasaki steps through companies that built their success on trust, and offers insights on the role of trust in relationships and individual attitudes. Kawasaki urges individuals to be "bakers," meaning trustworthy individuals seeking to create larger pies to share in the world. He also describes the value in building trust by "defaulting to yes."

In this clip, entrepreneur and author Guy Kawasaki explains how technology implementation affects a company's ability to enchant customers. First, Kawasaki urges companies to "remove roadblocks" when it comes to helping customers interact with a product. Second, he offers tips on the best types of interactions and information to offer to be successful in social media environments. Third, Kawasaki lays out critical technology benchmarks and ideal goals for maintaining engagement with audiences.

Bestselling author Guy Kawasaki encourages entrepreneurs to tell a great story. In this clip, he uses Silicon Valley examples to explain the importance of the skill. He also urges entrepreneurs and startups to "plant many seeds" when it comes to getting the word out about new products. According to Kawasaki, this advice may eschew traditional marketing philosophy, but with the media world now inverted, entrepreneurs never know which outlets will make the difference in building critical mass for a product.

Entrepreneur and author Guy Kawasaki articulates the components of "DICEE," an acronym he uses to explain what every great product must possess: Depth, Intelligence, Completeness, the ability to be Empowering, and Elegance. Kawasaki uses stories and personal examples to elaborate on each of these requirements.