Enchantment, the Book

A couple of weeks ago, I was approached by Guy Kawasaki to review his latest book, Enchantment. Now, I'm not a book reviewer, I'll get that out of the way right now as to lower your expectations on the posting you are about to (are) read(ing), so I was a bit confused about why my opinion on his book would be important or even necessary. Keep in mind, that Guy is not a friend, colleague nor family member, so to ask me to review the book was really a bit of a surprise. I'm a nobody.

As it turns out, this blog you're reading was listed on Alltop, Mr. Kawasaki's web site that lists top blogs in various fields - Tales from the Expedition is a marketing blog and fit the bill to review a book on marketing.

But, to simply call Enchantment a marketing book would be foolish and unedu-macated. Enchantment is a book about being better, about being enchanting, about so much more than just marketing... having said that, it can all be applied to marketing. The fact that it's not just about marketing is why I believe this book will do very well - it's a book about business, relationships, marketing, leadership, sales and about being someone people will like and trust. It's about being enchanting.

I learned while reading Enchantment that approaching nobodies like myself (a lot of us actually), that the message of this book can be spread. Well, we'll see about that... I'm sure if Guy had access to our Google Analytics, he wouldn't have approached us to begin with (LOL). Also, after learning of Guy's passion for hockey, I had an obligation to review this - it's the dressing room code. With his passion in mind, I took my review copy to the site of the NHL's Heritage Classic, where my team was fortunate enough to play one afternoon following the big NHL game, for a quick photo (above) - hockey is also a passion of mine.

OK, so, here it goes, my first book review:

At first I was afraid I was petrified...

While reading the book I was overcome with the thought that the secret is out - thanks Guy for telling everyone, thanks for ruining what we had. Not to say I am enchanting myself, but Guy goes on to tell people, in point form and with some very good examples on how to be enchanting - some of these techniques I use myself (although, admittedly, I didn't know they were techniques until after I read the book). I was mortified that this information could get into the wrong hands and only calmed down after convincing myself that not all horses drink when lead to water. Even when the water is so easily presented, with the fences removed.

Also, when you consider that everyone has access to the secret eleven herbs and spices used by the colonel (thanks to the interweb) and nobody is making it, that tells me that the secret is still mostly safe. Mostly. You must consider that the internet doesn't give you point form, step by step instructions on how to perfect the recipe, not like this book does.

The tag line on the book says, "The Art of Changing Hearts, Minds, and Actions" and holds true to this throughout. There are lessons learned, great examples, stories and illustrated points - explaining how to be enchanting. The onus is on the reader however, to implement the content from this book and become an enchanting person. Now, really, it can't be hard, it's practically an instruction manual - and I don't mean that in a negative way, I just mean that you can't mistake or misconstrue the information in this book - it's clear and well written. It just requires action on the readers part after reading it. Quite simple, really.

Advice like, 'apologizing is a sign of weakness', you know, the kind of advice that a father may bestow on his son while driving him to the monster truck rally, is not what you'll find in this book. The advice is real, it's genuine and Guy does an amazing job of tying it all together with some real world examples and sound rationale. You begin to see exactly why enchanting people are enchanting.

Now, I have read many business books, many stinkers, ...too many. In fact, I've read so many bad ones that I've pretty much narrowed down the field of who I listen to and take seriously to include just a handful of people who's opinions I respect and believe. I'm happy to say that Guy Kawasaki was on my shortlist, even before he approached me to review this book. I've read his other books - they're good, really good. This one is great. Enchantment is packed full of what seems to be Guy's secrets to success, it's like listening to your mentor impart their wisdom upon you. I actually felt better for reading it, like I had learned something useful. I had.

Unlike a Christopher Hitchen's book where it takes 200 pages to make a single point (no offense to Hitchen fans, but business books need to be succinct IMHO), Enchantment makes several points and explains an entire way of conducting oneself while coming in at just under 200 pages. It's light and easy-going in nature, but don't let that fool you - it packs a serious punch if you let it. I know that this is one book that will be read repeatedly by myself and recommended to trusted colleagues.

However, the icing on the cake was the last chapter, "How to Resist Enchantment" - this for me, was the clincher,... reading chapter after chapter on how to be enchanting, one begins to wonder what would happen if this information got into the wrong hands. Well, luckily, Mr. Kawasaki takes care of this with useful advice on how to be aware of and resist enchantment, or pseudo enchantment. This made me feel so much better. Thanks Guy.

OK, I guess this is the part where I sum it up and tell you to go buy the book. If you deal with people in any way shape or form, this is a must read book - buy it now. It's available nearly everywhere.

Although I reviewed the hardcover of this book, I highly recommend the digital version. Why? Read the book you'll understand, and besides, you want to be enchanting, don't you?

Creating the Ultimate in Immersive Experiences

It's been a while since we posted some marketing nuggets on these here pages. For a marketing company, there's no excuse for not telling the masses what you've been up to... heck, we preach that very thing.

So, why haven't we?

I'm glad you asked. You see, we've been neck deep in creating an immersive experience that we couldn't talk much about before last week... and since last week, haven't had the time to talk about it. The project we've been working on is probably the coolest project we've ever worked on.

Really? Cooler than VoodooPC's Out Of Box Experience (OOBE) packaging project? Cooler than Hewlett-Packard's Blackbird (OOBE) packaging project? Cooler than the Alternate Reality Game (ARG) we created for the Node Gaming Centre? Cooler than any of the work you've done for professional sports teams?

Yes. It is indeed the coolest thing that Francomedia has ever done, without question. It's groundbreaking, it's bleeding edge, it's never been done before and we're leading the charge.

OK, so what is it?

Again, we're glad you asked. The project is tied to a new publishing company called Enthrill. Enthrill Entertainment Inc. publishes thrillers, but through new methods and means. Their goal is to Enlighten, Engage and Entertain through immersive experiences... who better than to do this work that than the crew that wrote the book (almost complete) on immersive experiences, Francomedia.

Enthrill's first thriller is called One Child, by best-selling author Jeff Buick. We were charged with putting together a marketing plan together that would fit the goals of the organization as well as create hype for this new novel. What we ended up doing was much more; building the actual product, the customer experience and the marketing plan (which is very, very unique).

The marketing plan included creating 8 web sites, 28 social media profiles, an online ordering system and a radio station with daily audio updates.

Essentially, we have created an alternate reality online for readers of the book, as they read the digital version, they can visit the Facebook profile of a character and interact with them. Readers can visit the characters' company web site, read their tweets, link in with them on Linkedin, and more. Through this interaction, readers can get to know the characters more intimately giving the characters and the story more depth.

Readers that registered with full contact information, received post cards from characters in New York, readers can e-mail some characters, phone some of the corporations and enter contests on our faux radio station.

It's no longer a book, it's an experience.

Taking things to a whole new level, we have taken this 30 day story, starting July 27th and ending August 25th and released is in real time; realeasing it day by day as the story unfolds. This has never been done in the publishing industry and we are making waves.

Adding audio and video content to the story also enhances the reading experience, as you read the book, you can click to hear the soundtrack to the book. There are also 4 video sequences of the story that were filmed.

The four video sequences, included a cast and crew of about 30 people - this was no small production - and will absolutely thrill the readers when they arrive at these chapters later in the book.

We were fortunate to have the experienced help of the whole Francomedia team, as well as enlist the services of some of the top names in producing this experience for readers:

Video - writer/producer/director Grant Nolin (The Downholers, Half Mile of Hell & Gemini Award Nominee), and the whole crew at Zoom Web Video.

Audio - guitar legend Rick Plester (Scorpions, MSG, Black Symphony), voice talent Al Murdoch (EA Sports, CityTV, Midway Games), Voice actor Murray Vair (CKRY, 1000+ Commericals) and Roberto Dorazio (Corus Radio, Little Steven's Underground Garage).

Social Media - our own Christina Greenway (Social Spawner) and Kristin Reilly (Professional Gamer, Social Community Builder, CBS Interactive).

We have created an alternate reality, bringing characters from the book to life, bringing faux corporations to life and providing a reading experience that incorporates audio and video, like never before. The feedback we have gotten so far has been incredible - people are genuinely blown away by the concept and by taking part in the experience.

You can check it out, by registering for the free 9 day trial, here.

I'm certain that this will be done by many others to come, they will likely have bigger budgets, they may do a better job and may even take it to whole new levels. You can count on it.

That's just how it is when you've done something first - it's always easier to copy and improve than it is to innovate. Our team at Francomedia is a team of creative professionals, bent on innovation and immersive experiences.