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David P. Abbott was a magician, author, and inventor.
In the early 1900s, he put on intimate shows in his living room in Omaha, Nebraska where spectators (including acclaimed magicians like Harry Houdini) watched him perform.
Abbott invented now-famous tricks like the linking rings, the talking tea kettle, and the floating ball. But he may be most well-adorned—especially among magicians—for documenting how his tricks were done. After shows, he gave guests a peek at his notebooks filled with his detailed secrets.
Abbot intended to publish a book of his secrets, but he passed away before he was able. For years the notebooks were merely a legend in the magic community. Until 1977, when Walter Graham, a collector and magician himself, discovered them in Abbot’s home. He published them posthumously and the rights were later purchased by Teller (of Penn and Teller).
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There’s this idea with magic that when you know how a trick is done it loses its “wow” factor. But sometimes knowing the secrets—the magic that makes the magic work—actually has the opposite effect.
For superfans and practitioners, they’re often more impressed, if not inspired: they appreciate the time, effort, and diligence that goes into the craft.
While some trade secrets have to stay trade secrets, showing people how (yes, even your competitors) doesn’t often make people think “I can just do that myself.” In fact, it reveals unequivocally why they should work with you.
Recording artist Jon Bellion takes you behind the scenes of making his hit single Guillotine. Pastry chef Christina Tossi invites you inside her mind as she puts her spin on the classic birthday cake. Portrait photographer Manny Ortiz gives you the full playbook for how he gets his incredible shots.
We work hard to tell people why we’re different, better, or special to make the sale. But showing people how the sausage is made, where the grapes are grown, or what makes the ball float is sometimes the most compelling. At a certain point, science can start to feel a little like magic. Don’t be afraid to pull back the curtain.
~ From Brent, and the Team at Clique
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