No matter how good your product is, if you’re running a startup, you need to be likable. Entrepreneur and author Guy Kawasaki lays out three ways to become more enchanting to the people you meet – both investors and customers – in this Entrepreneur Thought Leader Lecture given at Stanford University.

In the end, he says, it comes down to having a genuine smile (as opposed to the fake one of flight attendants), knowing how to dress for your audience and having a perfect handshake – for which he shows a complex mathematical formula.