Guy Kawasaki, former chief evangelist for Apple; investor; and author of several books like, Enchantment: The Art of Changing Hearts, Minds, and Actions, addressed the hottest entrepreneurs and tech superstars at Inc. 500/5000 on Friday in Phoenix and revealed what it takes to be the absolute best entrepreneur in our modern tech world:
“You want the quality of Apple, the trustworthiness of Zappos, and the likeability of Richard Branson.”
In his book, he outlines that the path for becoming a great company is by enchanting customers. Here are some of his essential top tips.
Likability is key
Pretty obvious: if the customer doesn’t like you, your business is dead. The key? Create a product/service and business that customers LOVE. Guy uses the example of when he met Virgin mogul Richard Branson for the first time. When Guy admitted that he was a United Global man, Branson shined Guy’s shoes while on bended knee. Humble, charming, likable: this is what makes Virgin such an awesome (and HUGELY successful) company and what Guy says all businesses should strive for.
Your customers need to trust your company. No-brainer. But Guy says it takes a lot of on-going work to make sure trust is at the forefront of your business. He suggests giving a consistent no-strings-attached incentive like Zappos free shipping bonus.
Share your story
Customers are charmed by personal stories, and are likelier to connect with your business if you have a good one to share. Guy uses the example of the Ebay story and how founder Pierre Omidyar started the company to help is girlfriend sell her Pez collection. Though it may be fabricated, it doesn’t really matter. A great story connected to your business will enchant customers and enhance your business’s success.
Make killer presentations
I know, I know… this isn’t everyone’s favorite thing to do, but it’s a sure-fire way to engage with potential customers and, yep, you guessed it, enchant them! Guy’s suggestion? Personalize your presentation and make it relevant to your audience. He uses video of him engaging in the local customs of whatever country he’s presenting to. This way, people recognize and connect with your presentation straight away.
Check out Guy’s full list of steps on how to enchant your customers here, and start creating a quality, likable, and trustworthy business like our dear friends over at Apple, Virgin and Zappos. You know… those small, humble businesses no one really knows about. Oh wait.