by Guy Kawasaki · Booket · libro de bolsillo · ISBN 9788498753226
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«El arte de cautivar» is Guy Kawasaki's business and persuasion essay, published by Booket in paperback (240 pages, in Spanish).
For Kawasaki, captivating is not manipulating but transforming relationships and situations: it turns hostility into civility and sceptics into converts. He offers tactics for clients, employees and bosses, suggests overcoming bad habits and challenging the «wisdom of the crowd», based on his experience at Apple and as an entrepreneur.
2013 edition in the Empresa y Talento collection, translated by Mar Vidal; the work was first published in 2011.
Aimed at professionals, entrepreneurs and executives interested in persuasion, leadership and interpersonal relationships in the workplace.
Guy Takeo Kawasaki is an American marketing specialist, author, and venture capitalist in Silicon Valley. He was one of the Apple employees originally responsible for marketing their Macintosh computer line in 1984. He popularized the word evangelist in marketing the Macintosh as an "Apple evangelist" and the concepts of evangelism marketing and technology evangelism/platform evangelism in general.
