Every single idea becomes what you can communicate.

Dorothy’s ruby slippers were magical. They sparkled, they shone and everyone including the wicked witches with all her power coveted them without knowing exactly how they worked and why.

Naturally you want to explain to everyone how to tap their heels together three times. But maybe all the world wants for now is your ruby slippers.

You set out to give people proof about the features and benefits of a great product or service when you want them to understand why they ‘need’ your particular something. And yes, results matter. In the end even the ruby slippers would have been worthless if they hadn’t been able to get Dorothy back to Kansas.

Sometimes though it’s okay to sell the sparkle first and the heel tapping later.

Ideas don’t necessarily fail because they are bad but they often succeed when you work out how to put the magic back into them.

Which businesses are doing this best right now? How could you put the magic back into your business story?

Image by Dennis Sylvester Hurd.