Steve’s post from late last week might serve as explanation for a key trend projected by the folks at trendwatching.com: 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.

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