During my many years working in the world of hospitality I have often come across two types of people — Type A “searchers,” those looking for magic who don’t understand how it works, and Type B “non-believers,” those who don’t believe in magic and want to take away the resources needed to perform said magic. Both of these people are highly dangerous because they put in jeopardy the ability for us, magicians, to create special hospitality experiences and make special products.
For our purposes, “magic” is that certain something or intangible “za za zoo” that brings a product or experience to life. It is that little spark that creates an emotional connection with the guest and makes them fall in love. Some businesses have it, and others don’t.
For example, why are boutique hotels so intriguing? Some may say design; I say magic. Why is McDonald’s so successful? Some say the special sauce; I say magic. Why is an iPhone better than an HTC phone? Some may say the apps; I say magic. The formula for magic is the point at which experienced creativity meets flawless execution.
So, back to those people. The Type-As (searchers) and Type-Bs (non-believers) are generally from the worlds of finance, operations and asset management. It is their job to protect the downside by minimizing risk. As magicians — marketers, creatives and other sorts of visionaries — it is our job to provide them with indisputable facts, “a great argument” so they allow us to ply our trade and eventually make them a lot of money. The problem is that there are a lot of bad magicians out there who have reinforced their fears and disbelief. But most of the time it’s not because they don’t have great ideas; it’s just that no one has ever taught them The Rules of Magic.
This blog is about those rules. With skeptics looming in all areas of our business, only the most skilled magicians are able to convince others there is a light at the end of the tunnel.