On magic

Published by Nick Hall on 12 August 2009.

Is there any perceived magic in what you or your company does to make money? If you don't think there is, look again, and look hard, because you need it.

A good place to start is by asking your best customers what it is they most value about what it is you do. You might be surprised by their answers, and that's a good thing. Ideally there is something in what you deliver that is a mystery to them. If there is no mystery - or magic - you are well on your way to being a commodity.

Often when we're developing a communications strategy for a client, part of the process involves the discovery of that mystery. And more often than not, it is that piece that has the most opportunity for leverage in their communications.

I can't tell you how many times I've been asked how we managed to make the leap from strategy to creative, and in all cases my answer is the same. Magic.

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