For a little context, it might be helpful to share what Kawasaki means by “enchantment.” In the book he describes it as “the process of delighting people with a product, service, organization, or idea.” Enchantment is a process, not an event, and the outcome is “voluntary and long-lasting support that is mutually beneficial.” People make decisions as a result of being enchanted — or not — and Kawasaki made a few good points about this, as relate to Business Discovery:
Data is good. The implications of data are even better. Communicating what Kawasaki calls “the salient point” can help people make better decisions, compared to delivering barebones data. He gives a few examples. A cheeseburger label says, “You will gain half a pound by eating this” rather than “Total calories: 1,500.” A label on an automobile describes fuel efficiency in terms of cost of fuel per year as opposed to miles per gallon. An MP3 player’s storage capacity is described by the number of songs it can hold rather than gigabytes. The value of a charity donation is described in terms of how many meals it provides vs. the monetary amount. The takeaway? Business Discovery apps can have a greater impact — and shorten the time to decision — by helping users immediately and viscerally understand the implications of data.
People need ways to collaborate in the decision-making context. Kawasaki says, “Many would-be enchanters define their targets too narrowly — that is, only the person who will adopt their cause. This often backfires because people don't make decisions by themselves. Think about the folks who might affect your decisions: parents, grandparents, neighbors, pastors, teachers, coaches, spouse/significant other, friends (offline), co-workers, Facebook friends and Twitter followers.” The moral of the story? Make it easier for people to communicate and explore data together — and even to co-create Business Discovery apps — and you’ll help them leverage the insight of the people whose perspectives matter the most, so they can get to a solid decision more quickly and effectively.
For optimal persuasiveness and decision making, context matters — a lot. As does the ability to incorporate insights from other people into the decision making process. To learn more about the core tenets of Business Discovery, check out the "Business Discovery Manifesto."