I recently had the chance to interview Guy Kawasaki on his new book Enchantment: The Art of Changing Hearts, Minds, and Actions. To say that I am a big fan of Guy is an understatement. I’ve read several of his books and was honored he agreed to answer some of my questions.

Why did you write your book?

I wrote the book to empower people to create deep, delightful, mutually-beneficial, and voluntary relationships with others.

Who would most benefit from it?

Any who wants to change the hearts, minds, and actions of others in ethical ways. In particular, the greater one’s goals, the more you’ll have to enchant people to help you achieve them.

Why do you think enchantment is so important?

Enchantment is important because most of the world is focused on simply closing transactions. That’s not a viable relationship in the long run. More enlightened companies are at least trying to engage people. That’s still not enough because companies can engage people and still not delight them. Enchantment occurs when you go beyond this. The customers will continue to buy from you and spread the good word for you. Think about what Apple customers do!

You created the Enchantment Quiz. Can you tell us a bit about it and why you created it?

I created the GREAT (Guy’s Realistic Enchantment Aptitude Test) so that people can truly determine if they are enchanting. I’m afraid than many people may think they are enchanting when they are not.

What are some of the things you do to enchant your customers and fans?

With hindsight, the most enchanting things I’ve done for the book are that I offered a review copy to almost any blogger that wanted one. I didn’t “focus” on only those that I thought were important. I supported anyone who would support me. Second, I created a system where I personalized covers for anyone who bought the book anywhere in the world. http://bit.ly/jkFBwA Hundreds of people took me up on this offer.

What was your most enchanting experience from a product or a company?

Even though I don’t work for the company anymore, I always find going into an Apple store an enchanting experience. I can seldom get out of the store without buying something! For many people, the Apple store employee is Apple, and these employees have enchanted thousands of customers.

As an investor, what qualities do you look for in a company/product/entrepreneur?

I look for products that I would use. I think of myself as the customer and then hope there are more people like me. I’m not always right!

More resources you can use:

Order: http://www.guykawasaki.com/enchantment/order/
Web quiz: http://great.guykawasaki.com/
Facebook quiz: http://www.facebook.com/enchantment?v=app_6009294086
Speech video: http://www.guykawasaki.com/enchantment/video/
Bio and background: http://www.guykawasaki.com/enchantment/background/
Pictures: http://www.guykawasaki.com/enchantment/pictures/
Facebook fan page: http://www.facebook.com/enchantment#!/enchantment?sk=app_4949752878
Badges: http://www.guykawasaki.com/enchantment/badges/
Infographic: http://www.guykawasaki.com/enchantment/infographic/
Wallpaper: http://www.guykawasaki.com/enchantment/wallpaper/
Books on ShelfLuv: http://www.shelfluv.com/search/?q=guy+kawasaki