Magicians are always under pressure to reinvent their performances to stay ahead of the competition. When David Copperfield made the Statue of Liberty “disappear,” Franz Harary responded with a vanishing space shuttle. The same is true of business managers: They must strive to be innovative, providing the kind of magical product and service experiences that exceed customer expectations and the offerings of competitors. What’s the secret?
Success in business as well as magic has less to do with clever marketing and more to do with the innovation process, Thomke and Randal write in the 2012 paper Innovation Magic. The authors also teamed to write The Magic of Innovation, published in the European Business Review earlier this year.
When business executives create innovative products or services, they often look to impress their customers by delivering an experience more meaningful, more delightful, than possibly expected. A true “wow!” moment.