Tricks of the trade

Andy Cohen

In this article, Andy Cohen, author of Follow the Other Hand, discusses the key lessons companies must learn if they are to put innovation at the centre of their activity.

Tricks of the trade

Andy Cohen

Innovation doesn't happen by magic. But for today's biggest brands, that doesn't preclude borrowing lessons from the world of magic to create a culture of innovation.

Magic relies on an understanding of human behavior and the assumptions people make. The goal of the magician is to lure you into following certain assumptions - which, in fact, lead you away from the secret of the trick. This is known as misdirection.

Business is no different. We act on our assumptions all the time. We have to. The problem is that we treat those assumptions...

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