Maybe it’s just me but I don’t quite understand enchantment in the context of marketing. Enchantment is more connected, in my mind, with gingerbread houses, helpful teapots, and cheerful birds who hang out the washing. The real world just doesn’t have enough unicorns to make this work for me. On the other hand, what do you call it when, despite your best efforts to screw it up, you manage to engage a customer at a level beyond just helping them part with money? Enchantment *begins (don’t all business books these days start thus) with an Apple anecdote. I’m just saying.