Magic is the art of influencing the intangibles.
You can feel the intangibles. For instance, the feeling when you walk into an amazing party or when you see a beautiful painting, photograph, or person. There is an emotional reaction that binds the energy of these experiences to your soul, that makes you want more.
But you can’t touch or grasp the intangibles. This energy cannot be explained or measured through spreadsheets, p&l statements, or daily sales figures. There is no way to directly measure it because it is fluid, it is living and breathing. You either have it or you don’t.
This fluidity makes a lot of very smart people uncomfortable. The classic saying goes, “if it can’t be measured it can’t be managed?” Yet for some reason, everybody continues to pursue this energy. If they have it, they don’t want to lose it, and if they don’t they want to understand how they can get a taste. To understand more clearly, think about the your interaction with love. This energy is just a version of that one.
As magicians it is our job to cultivate this energy, to create fertile ground for the energy to grow. To support the enjoyment and interaction of our community, the followers, readers, or customers, and give them just the right amount of what they desire. As the energy grows your movement will go from having supporters, to customers, to devoted fans.
Practically, magic is identifying, manifesting, sharing, and protecting the core energy behind a business, person, or idea.
Actually, it is the art of making people fall in love.