I know a guy who is an amateur magician. He mostly does sleight-of-hand tricks with cards to small audiences but cannot keep from smiling each time he performs a trick! Some time ago, he showed a couple of us a few of his favorite tricks. He had each of us mesmerized!
The coolest thing was that after he performed two of his tricks, he showed us how he did them. When he did them immediately after teaching us, we were even more enamored with his talents!
It got me thinking that a successful magic trick happens when you take an ordinary coin and have the audience completely ‘believe’ you made it disappear. A great magic trick happens when you can explain how the trick is done; show someone; and STILL have them believe!
The ‘trick’ is actually a system that is easy to repeat. The ‘magic’ is in how it is delivered or how the magician interacts with the audience. The more intimately you know the system and understand how to bend and flex the system to work for you – the more ‘magic’ you can perform, and the louder the applause you can get.
A successful business is one that can take ordinary materials, add skills, labor, perhaps some technology and make a product people will enjoy – meanwhile a make profit in the process. A great business is when you can teach your customers exactly how your process works and have them happier to purchase even more from you!
Sound too good to be true? Look at the celebrity chefs like Emeril Lagasse and Bobby Flay. They not only write books with recipes, but show us how to prepare dishes on TV. Their restaurants are quite successful as well. Even before this, David Ogilvy (considered the founder of modern advertising) took newspaper advertisements to teach people how to write a radio spot – in 1962, Time called him “the most sought-after wizard in today’s advertising industry.”
Oh, how I love magic!
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