Below are my notes on Guy Kawasaki's Enchantment, which was a really enjoyable read. The author does a great job bringing the general theme of enchantment to life in a variety of different contexts; it's for anyone needing to enchant anyone else at any time.
The book starts with a great personal example of enchantment for the author: the first time he saw a Macintosh. He immediately fell in love with its two killer features: graphical UI and Mac Paint. He got a job at Apple right after that experience.
Enchantment is the process of delighting people. When done right, enchantment creates lasting support.
Ch. 1: Why Enchantment