Guy Kawasaki: Connection Through Reciprocation

Invoke reciprocation

This is a carpet that depicts
the battle between Italy and

Ethiopia because Italy invaded
Ethiopia in the 1930s.

When that invasion occurred,

the people of Mexico
donated money and

sent it to the
people of Ethiopia.

Something like 80 years later,

Mexico had this horrendous
series of earthquakes,

lots of dead people, lots
of injury, lots of suffering.

The people of Ethiopia, even
though they were in a famine,

collected money and sent
money to Mexico because they

felt the necessary
obligation to reciprocate.

Fast forward a few years.

About right after the Civil War,
the people of Charleston, South Carolina,

were using bucket
brigades to fight fires.

The people of New York, including
Union soldiers, heard about this.

And they donated money to buy the
city of Charleston a fire truck.

That first fire truck was
on a boat that sank.

So, they had to raise
money again and send

another fire truck
to Charleston.

Fast forward to
right after 09/11.

The people of Charleston raised
over half a million dollars to

buy a fire truck for the people of
New York because the people of

Charleston pledged that if
New York ever needed its help,

it would come through,
135 years later.

Reciprocation is a
very powerful force

to make your
enchantment endure.