7 Things About Magic That You Should Have Learned In Business School – #3

#3 – If it doesn’t look like magic, it still needs work.

"Never let them see you sweat."  It's not about swagger - it's about delivering value in a way that feels magical.

“Never let them see you sweat.” It’s not about swagger – it’s about delivering value in a way that feels magical.

The most important thing to your business audience is not how hard you worked on the technique. The most important thing to your audience is not whether your back-office software is the coolest. The most important thing to your audience is not how many degrees your team has, or where you all worked before, or which group is providing your capital.

The most important thing to your audience – at least in the context of creating the sensation of magic – is that you deliver an amazing business experience in a way that makes it look natural and effortless. If they can see you struggle to execute your business process, then they may respect your effort but they will not experience “magic.” If it doesn’t look like magic, then it still needs work.

Your goal is for your audience to experience the final effect and have almost no perception of the process or method that got them there. Every bit of method that your audience perceives is a bit of lost impact.

What about you?

Can you think of a brand who makes it look easy? Apple used to have that mojo, but it seems to have dissipated. Who is the top brand in the world today that makes delivering high value look like a natural gift? Let me hear from you in the comments!