Andy Cohen, a marketing consultant and professional magician who also teaches a course on marketing and branding at NYU, has written a new book on innovation that uses magic as a metaphor for understanding how companies can become more creative and innovative. The premise of Follow the Other Hand is certainly an intriguing one - that companies can become more innovative by learning to think like magicians. (As an added bonus, readers of the book will learn a few magic tricks that can be used to impress their clients and colleagues at meetings and corporate events)
Building on his experience both as a professional magician and a marketing consultant, Andy has already helped a number of FORTUNE 500 companies think differently about branding, marketing, and business strategy. Previous attendees of his "Marketing Magic" course at NYU have included employees of HSBC, American Express, Nestle and L'Oreal.
Anyway, Follow the Other Hand tells the story of how a family-owned olive oil importing business learned to become more competitive and innovative: