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MONDAY MORNING MANAGER
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BEST PRACTICES: Magic Man-ager: Consultant George Torok helped David Copperfield pull off an illusion on a Las Vegas stage - and took away some lessons for business
HARVEY SCHACHTER
February 2, 2009
George Torok had a chance not only to watch the illusionist David Copperfield live in Las Vegas, but go on stage and assist him with a segment of his performance. The business consultant from Burlington, Ont., was randomly chosen as a volunteer, and held an empty wooden bucket from which the entertainer drew a live duck. He has no idea how that feat was accomplished, but brought back some business lessons that he shares in The Secrets of David Copperfield on zeromillion.com:
There is no magic
You will not reach success in any field because of magic. Even Mr. Copperfield does not claim magical powers. He points out his secret is illusion.
The power of Illusion
Print Edition - Section Front
Mr. Copperfield gets the audience to see what he wants them to see - through the skills of direction, suggestion, and having the right things hidden from view. How can you use those skills to create the right illusions for your customers?
Preparation is everything
A tremendous amount of preparation and rehearsal goes into a David Copperfield production - scripting, movement, positioning, lighting, team co-ordination, key words, timing and coaching. "Now imagine the results if Copperfield stopped rehearsing?" Mr. Torok asks. "Have you and your sales and marketing team stopped rehearsing your marketing and sales messages? Imagine your improved results after you rehearse."
Prepare for the unexpected
Even with good preparation, things can go awry. First, smile. Then, continue to move the illusion in the direction you want, without showing stress or any negative emotions, such as anger, indignation or disgust. Your customers will react to any negative emotions they perceive in you.
Make it fun
The illusionist showed he enjoyed his work and his customers. He even spoofed his own illusion in pulling out the live duck by redoing it in slow motion, revealing things they might have missed the first time, and adding a slapstick quality.
Not high on tech
Don't be seduced by the magic of technology: It was used in the show as tools to support the illusion. But it was never allowed to become the show. Clearly, Mr. Copperfield was the creator of the illusion. "Who or what is sending the messages to your customers? Do your customers mistake the technology as the centre stage? Does the technology harm the relationship with your customers? Use the tools to support your message and ensure that you and your people are at centre stage," Mr. Torok writes.
You don't need a cape
Mr. Copperfield was casually dressed, not like our image of Mandrake the Magician. It's a reminder you don't need the accoutrements - a cape, top hat or magic wand - to create illusions. If you learn the fundamentals, focus your efforts, and invest in your people, you can satisfy your customers like David Copperfield.
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