The magician introduces three cups and some little balls. She waves her magic wand and commands the balls to ma- terialise from her hands and rematerialise under the cups. The props seem possessed by supernatural powers as they appear, disappear and penetrate solid...
Why do certain product and service experiences seem to have that undeniable “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 Randal consider that...
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