I was kinda iffy going into this article: I like Guy Kawasaki's stuff a lot, but it can tend to be a bit on the fluffy side, and "enchant" is one of those words that sends shivers down my back. Still, the actual meat and bones of his definition of 'enchanting' is solid and goes into a level of granularity significantly more actionable than "figure out a way to get your users to spend ridiculous amounts of time on your app, just like Twitter and Facebook did."