If you are ever wondering why you would hire a company to elevate your brand, design your communications piece or produce your event, you should start thinking about the magic that sometimes gets overlooked. General rule: It's not just about being noticed. It's about being remembered.
Who has a seat at the table? When designing a new product or program, it's pretty clear that a successful organization will invite:
The lawyer, so you don't break any laws.
The CFO, so that you'll understand how much this thing will cost and how well it will pay off.
The CTO/Tech folks, so you'll spec something that can actually be built and will work.
And probably designers, marketers and lobbyists – all the people you need to bring the thing into the world.
But where's the person in charge of magic? In our quest to get it done, to survive the project, to avoid blame, to figure out a solution, it's magic that gets thrown under the bus every time. Who is obsessed with creating delight, with building in remarkability, with pushing the envelope (every envelope--money, tech, policy) to get to the point where you've created something that people will be proud of, that will change things for the better, that will make a dent in the universe? It won't happen on its own. It never does.
- Posted by Seth Godin, Seth's Blog, January 21, 2014