RMIT Vietnam NewsThe Art of Enchantment

The Art of Enchantment

Friday, August 23, 2013 - 16:56
Kawasaki presenting about the art of enchantment
Kawasaki meeting the audience after his speech

A former chief evangelist at Apple, Guy Kawasaki talked about seducing the marketplace at RMIT Vietnam.  

How do you capture a person's imagination? How do you spark the interest or desire of a good portion of the world's population? Well, if you are one of those responsible for some of the most seminal products in modern history you might have a few suggestions.

So it was little surprise a good crowd gathered on Saturday August 8 at RMIT's Saigon campus to hear a talk from former Apple chief evangelist Guy Kawasaki on the subtle art of enchantment. In his presentation, Kawasaki outlined a number of strategies for creating innovative products and services that would have a strong influence on society.

Foremost among these strategies was the ability to enchant prospective customers and collaborators. Kawasaki defined enchantment as the art of changing hearts, minds and actions. The key pillars of enchantment, according to him, were likability, trustworthiness, competence and quality.

"Enchantment is not about manipulating people but transforming situations and relationships," Kawasaki said. "In business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. And when done right, it is more powerful than traditional persuasion, influence, or marketing techniques."

The presentation was the keynote at the Youth Entrepreneurs Bootcamp 2013 event, which aims to give young Vietnamese entrepreneurs the opportunity to gather together and share their startup ideas.

The event attracted over 300 people including VYE members, the general public as well as RMIT students and staff.

"The speech was really inspiring", said Luan Nguyen, an undergraduate from Saint John's University Minnesota. "I've had the chance to talk with many CEOs and advisors from Silicon Valley and Guy was one of the most interesting people I have ever met."

Hiep Tran, a young entrepreneur who just started up his own software company, Ant King, said he found the event very useful since the art of enchanting people could be directly related to dealing with customers.

Guy Kawasaki is currently the Special Advisor to the Motorola Business Unit of Google. He is also the Co-Founder of, an 'online magazine rack' of popular topics on the web, and a founding partner and CEO at Garage Technology Ventures.

He was previously the chief evangelist at Apple and helped launch the Macintosh computer. Kawasaki is also the author of ten business books including 'The Art of the Start', 'Reality Check', 'Rules for Revolutionaries', 'Enchantment', 'How to Drive Your Competition Crazy', 'Selling the Dream' and 'The Macintosh Way'.