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  • May 2012
  • Background Note
  • HBS Case Collection

Innovation Magic

By: Stefan Thomke and Jason Randal
  • Format:Print
  • | Language:English
  • | Pages:18
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Abstract

Why do certain product and service experiences seem like magic, making them all but destined for success, while other items languish on store shelves? For a better understanding of that, perhaps there's no better place to turn to than the world of magic. Consider that some professional magicians are constantly under pressure to come up with new "effects" that will wow the audience and ultimately result in a transformational customer experience. As such, these magicians can't just be innovative on a whim; they must have a systematic way of doing so on a regular basis. The note provides some practical insights into a process of creation that is common to both the "tricks" that awe a spellbound audience and what companies need to do to give customers unforgettable product and service experiences.

Keywords

Innovation; Product Differentiation; Experimentation; Personal Strategy & Style; Innovation and Invention; Creativity; Service Operations; Product; Customer Satisfaction

Citation

Thomke, Stefan, and Jason Randal. "Innovation Magic." Harvard Business School Background Note 612-099, May 2012.
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About The Author

Stefan H. Thomke

Technology and Operations Management
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  • Capture New Value from Your Existing Tech Infrastructure By: Stefan Thomke and Anthony Rodrigo
  • Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence By: Stefan Thomke and Gary W. Loveman
  • High Velocity Business Experiments By: Stefan Thomke and Jim Euchner
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