Not only has Guy Kawasaki been the most engaging speaker I’ve seen so far, he had a lot of really good things to say. The art of enchantment lies in three things: likeability, trustworthiness, and product. To enchant, you need the likeability of Virgin Airlines (Richard Branson once shined Guys shoes with his coatsleeve), the trustworthiness of Zappos (selling shoes and paying shipping both ways to make sure the customer is satisfied), and the product of Apple (I’m typing this on an iPhone. You get it.)