Steve’s post from late last week might serve as explanation for a key trend projected by the folks at random acts of kindness. As they see it, consumers hungry for authentic exchange are pushing demand for companies to demonstrate goodness through transparency and virtuous acts of corporate citizenship.

A book recently released by author Guy Kawasaki, former “Chief Evangelist” for Apple, proposes a similar approach: he believes modern success relies heavily on good behavior and being perceived as ‘nice’. According to the principles of Enchantment, likeability and trustworthiness are critical pillars to businesses seeking to building a credible, sustainable brand and reputation. Check this video out if you’d like to hear more about what Guy has to say.