November 11, 2006

"Think of a Card, Any Card"

I just read a book about a card sharp who taught himself to deal from the center of the deck. Needless to say, an undetected deal from the center of the deck is a very difficult maneuver! The technique which he devised required him to strengthen his fingers which were already very strong and nimble. He regularly pressed each finger against the wall and also put small balls between his fingers and then formed a fist. These exercised, along with many many hours of practice, enabled him to perfect the technique.

The book colorfully describes the 1920's and '30's world of card sharps and magicians. And, in doing so, it reveals the secrets behind many card tricks.

One (of many) that I never knew is that the most common way of knowing which card you've chosen when the magician says, "Think of a card, any card," is that the magician has actually shown you a card...but he does it so quickly that you don't realize he has done it...although you DO remember the card and that's the one you "think of."

Well, of course, this is an early example of product placement. The product is in the show...we don't necessarily notice it...but, when we set out to make a purchase decision, lo and behold we choose that product.

It's Vance Packard's Hidden Persuaders all over again!

Have It Your Way

Successful companies these days are providing ways for their customers to individualize their experience with the company's product or service. A great example is Crocs, those brightly colored synthetic shoes that have soared in sales (sales are expected to triple in '07, vs '05). The current issue of Business 2.0 has a good article on the company. Not only can customers buy their Crocs in a wide variety of colors, but now they can adorn their Crocs with Jibbitz, various plastic whatevers that fit into the holes of one's Crocs. Yet another way to have it YOUR way.

Makes me realize that if any company these days isn't giving their customers a way to individualize their experience, they are really missing the boat.