Guy Kawasaki: What is Enchantment?

Guy Kawasaki's book 'Enchantment' explores how to delight customers and build long-term relationships through marketing. He emphasizes the importance of a great cause, trustworthiness, and likability. Kawasaki suggests using storytelling and addressing the masses to spread your message. Key elements for successful enchantment include depth, intelligence, completeness, empowerment, and elegance. The book reminds marketers of timeless principles to create products that are more than just functional, making users feel special.

What metaphor does Guy Kawasaki use to describe Apple's influence on its customers?

• Evangelism

• Magic

• Persuasion

• Hypnosis

Which of the following is NOT one of the three pillars of enchantment according to Kawasaki?

• Innovation

• Likability

• A great cause

• Trustworthiness

What is a key strategy for spreading your message to a wide audience?

• Employing storytelling

• Focusing solely on influencers

• Using only social media

• Relying on traditional advertising

Which of the following is NOT one of the five requirements for enchanting an audience?

• Affordability

• Depth

• Intelligence

• Completeness

What does Kawasaki suggest is crucial for a product to be considered 'deep'?

• A simple design

• A fantastic feature set

• A low price

• A large user base

How should a product make its users feel according to the empowerment requirement?

• More productive and creative

• More relaxed and passive

• More competitive and aggressive

• More isolated and independent

Why does Kawasaki believe elegance is important in product design?

• It simplifies marketing strategies

• It enhances user experience

• It increases product lifespan

• It reduces production costs