32 PUNCHMAGAZINE.COM {punchline} HOCUS POCUS To watch Robert work his magic at The Guild in Menlo Park or other venues around the Bay Area, check out his website: strongentertainment.com ‘Does he actually work here?’” It’s also Robert’s job as CMO (“Chief Magic Officer,” he jokes) to inspire business teams. “If you want to create a culture or an experience for a customer that feels like magic, you do a lot of work that’s invisible,” he explains. “I give examples of magic tricks that I perform that take a lot of prep work that you don’t see. When it works, it feels like magic. It’s instant. You don’t see the thousands of hours that went into getting it right.” He shares this lesson and others in his book Amaze & Delight: Secrets to Creating Magic in Business (“And it should be ‘and Life, Too,’” Robert comments). He co-wrote it with David Martinez, a former marketing professional who quit his job at Apple to become a full-time magician. “Magicians will see things from other people’s points of view, put themselves in their perspective,” Robert says of his empathetic approach to magic. “The high you get, the hit that you get from entertaining other people, bringing joy to other people, will be more than what they receive.” fits-all routines. “The thing that differentiates me from other magicians is not the tricks, not the pickpocketing, not the juggling. It’s that I really personalize the experience,” he concludes. “That’s become my calling card.” For the past two decades, he’s brought that talent to corporate gigs. It starts with doing a 20-minute culture interview in advance of every performance. “I ask things like: What’s unique about your company? What are your goals? Who’s your competition?... What’s funny about your company? What is the gossip at the water cooler that everyone likes to complain about?” If the head of the company is known to pop up unexpectedly, Robert has the CEO appear during his show. If everyone drinks LaCroix, or the corporate softball team gets a tad too competitive, he’ll weave in a joke about it. “The illusions that I create are never the same,” he says. “I want them to ask,
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