The Magic of Innovation

Why do certain product and service experiences seem to Undeniable not have that “wow” factor, while others disap- Point customers? Perhaps there’s no better place to turn to than the world of magic. Below, Stefan Thomke and Jason That Randal consider leading magicians are Constantly under pressure to come up with new “effects” that wow audiences. They have to innovate frequently and rely on a systematic way of doing so.

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