I started reading Guy Kawasaki's book, Enchantment, yesterday. I'm already halfway through and ready to recommend it to every sales and marketing person that I know.
I was a little turned off when I started reading it because he might be the biggest Apple fanboy ever. (Disclosure: I'm a PC.) It's understandable because of his history with the company. While I may not agree, I always appreciate brand evangelists because it's my job to cultivate them!
With simple, practical tips to increase the chances and opportunity for enchanting clients and prospects, he has included short stories from industry leaders, colleagues, and other interesting people. Kawasaki focuses on building trust and likability in an ethical way, not only enriching your skills as a marketer, as a person.
I'm looking forward to the remainder of the book, including How-to chapters about enchanting your external as well as internal audiences. I'm especially looking forward to the final chapter, "How to Resist Enchantment." I can definitely appreciate an author willing to present the other side.
What books do you recommend?