It’s Going to Be Magical

Jeff Salanco
Jul 25, 2017 · 3 min read

Our team tries a lot of new things. Some things get labeled as innovation, others as us “breaking glass.” More often than not as of late, I get looks back from my team when we are working on these new things…a look that signals worry, concern, perplexity…

My response? “Don’t worry…it’s going to be magical”

I think I say this a lot. My team has labeled it a “Salancoisim”… My 5 year old son told me the other day that a drawing he was doing was going to “be magical.” So I guess I say it a lot.

I’m glad I say it a lot.

We are all exposed to so much stuff each and every day that is far from magical. Boring meetings, uninspired projects, thoughtless interactions, the Starbucks drive-thru…people going through the motions. The world needs a little more magic.

I’m not saying that all of the new things our team tries are magical…this isn’t freaking Disney World. Maybe “magical” is a bit aspirational. But I don’t feel like I am lying when I say it…and I think some of the stuff we do feels like magic to someone. So I’m not lying.

So what makes something magical? I’m not sure…but maybe…

Purpose: Developing and communicating clarity in a way that drives focus for the team…purpose is the foundation on which things are built. It is the ability to not only say why your team, project, brand is, but to also take a stance as to what it isn’t. Purpose is confidence. Purpose is carving out your niche.

Entrepreneur Type Stuff: I’m not an entrepreneur, I had a mentor tell me that once…so it must be true I guess. Instead, a test I took at one point said I was an intrapreneur…that sounds like a cop out. I’m not sure any of that matters…I value the entrepreneurial spirit and do my best to incorporate it in how we work as a team. We talk about how “Lean Start Up” methodologies can help us to test new things. The team isn’t afraid to fail. For the record, I hate failing fast, slow, or medium…but it happens when you try entrepreneur type stuff. Entrepreneurs also do things on a shoestring budget mostly…we are penny pinchers too…I don’t think that you have to spend piles of money to create magic.

Designful: Value through differentiation. For us, it’s about experience design. Experience for our customers and users. “Magical” is coming up with something that meets a need but was designed in a way that most people think a) isn’t allowed and/or b) won’t work. I honestly believe we are all creative…some of us use it more often than others. It’s about using this creativity to come up with something a bit unexpected…. Design is the special sauce.

Methodical: “Magical” runs the risk of being fluffy…something that you can’t quit get your arms around. I’m not good with fluffy. I think a critical component of magic creation is paying attention the details. A clear set of measurable objectives and the tools/processes to track them to make sure the new things really are magical. You don’t need to measure a hundred things…three or four of the really important indicators will work in most situations.

Four things…that seems easy enough. It doesn’t make sense to try to make everything magical. But should you try a little purpose, entrepreneurship, design, and method at the office when up against an odd problem or complex opportunity? Of course you should. And when you do try it, don’t worry about how it will all turn out…it’s going to be magical.

Jeff Salanco leads the marketing organization for Tech Data Cloud where he works with teams focused on designing and executing innovative partner engagement strategies across a variety of technology segments. These initiatives enable companies of all sizes to grow by leveraging the IT channel to amplify their brand and enhance their ability to deliver technology solutions to the market.

Jeff Salanco

product marketer | brand architect | passion for design

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