Guy Kawasaki Discusses How to be Enchanting

Fortune Senior Editor-at-Large Adam Lashinsky has a new interview on the magazine’s web site in which he talks to Guy Kawasaki about the former Apple executive’s new book, Enchantment. The discussion naturally revolves mostly around Apple, of whom Mr. Kawasaki says: “If you’re enchanted by Apple, you’ve bought an iPhone, an iPad, you’ve bought one, you’ve bought two, you’re standing in line.”

He describes enchantment as a “mutually beneficial relationship” for the company and a customer. He compares that to a company like Dell, noting that if you buy a laptop from them, it’s merely a transaction, a one-sided relationship.

Mr. Lashinsky asks about one of Mr. Kawasaki’s keys to enchainment, which is likability, and wonders if Apple has that quality, given the perception of CEO Steve Jobs’ personality in the industry. “For most people, Apple is the person at the Genius Bar, not Steve Jobs,” Mr. Kawasaki replies. He goes on to note that “on stage, Steve Jobs is an enchanting person. You may not like negotiating with him, though.”

Which leads to what Mr. Lashinsky calls “the $100 billion question: Can Apple survive without Steve Jobs?” Mr. Kawasaki says he doesn’t know. On one hand, he says, Mr. Jobs’ DNA is so deeply imprinted in the company that it knows what to do without him; on the other hand, he likened Mr. Jobs to a father figure, and “if Dad leaves the family, all the kids will fight. Right now, Steve Jobs is there to tell people what to do.”

You may want to stick around for Mr. Lashinsky’s next interview, in which former Lala CEO, and current Color CEO, Bill Nguyen discusses why Apple bought Lala. While Lala did music streaming and Apple doesn’t have such a service, Mr. Nguyen makes the case that Apple bought Lala for the people, not the technology. Of course, if Apple is working on technology involving Lala’s intellectual property, Mr. Nguyen is very likely legally prohibited from discussing it by whatever contracts he signed when his company was bought.