Enchantment starts with three pillars: likeability, trustworthiness, and quality. Likeability comes about with personal skills, smiling, shaking hands, and dressing.

Trustworthiness comes across because you trust others before you expect them to trust you. You think of life as not a zero-sum game, but the game that everybody can win. I like to use the analogy of you can either be a baker or an eater. An eater sees the world as “I need to eat as much and as fast as possible.” A baker sees the world as “I can bake more pies, and everybody can eat more.” So you want to be a baker.

You also want to default to a yes attitude, where you're always thinking about how you could help others, as opposed to how they could help you, or what they might want from you. And the last component is quality.

I have an acronym, it's DICEE, that defines high quality. The ‘D’ stands for depth, in terms of features and benefits. The ‘I’ stands for intelligence: when you look at it, you understand it; people understood your problem and have anticipated what you need.

The ‘C’ stands for complete. Using a software analogy, it’s not just the software, it’s the software, and the documentation, and the conferences, and everything that goes around it. The first ‘E’ stands for elegance, that is the user interface. And the last ‘E’ stands for empowering. Great products and great services make people feel empowered, more creative, and more productive, giving them peace of mind.

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- Guy Kawasaki

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