What Can Magic Teach Us About Innovation?

A few years ago, when I was fairly new in my role at The Speakers Agency, I was introduced to keynote speaker, Butzi. We had an introductory call and he explained to me that magic isn’t just about tricks. He said it’s about perspective. It’s about breaking assumptions. It’s about seeing possibilities where others see limits.

And that’s exactly what makes it one of the most powerful (and surprising) tools for innovation.

Before that call, I’ll admit I wasn’t sure how a magician could translate into a business conference setting. Surely magic is entertainment, not business strategy?

But that’s the thing about Butzi – he has this brilliant way of connecting the art of illusion with the realities of business. He takes the mindset of a magician (things like curiosity, reframing problems, finding unexpected solutions) and shows teams how it applies directly to innovation and problem-solving at work.

When I suggest Butzi to clients, I sometimes see the hesitation. Magic? Really? It feels gimmicky at first.

It is then that I urge them to have an introductory, no obligation call with him. It is at that point that I see them connect the dots. They realise he understands the corporate world, he is incredibly intelligent and every time, without fail, the response after his sessions is completely different to their initial reaction. Because once people experience how he connects magic to business challenges, it just makes sense. Magic works by disrupting expectations. That’s exactly what businesses need when they’re trying to innovate or think differently.

I’ll give you some examples of where we’ve booked him:

🔹 At a major HR conference, Butzi spoke to an audience of 500 professionals. They rated all the speakers through the event app and Butzi came out with 4.7 out of 5 stars. That was the highest score the conference had ever recorded.

🔹 We booked him for Sanofi during a period of organisational change. His session encouraged people to find ways to say “yes” even in difficult circumstances. It opened minds to new possibilities at a time when it would have been easier to shut down ideas.

🔹 And with Mondi Group’s sales team, who were struggling with motivation, Butzi helped them reconnect with their creativity and sense of fun. He talks about rediscovering your “inner child” and that message was exactly what the team needed to regain energy and enjoyment in their work.

Each of these events had different challenges, but in every case, Butzi’s unique approach shifted the way people thought, collaborated and problem-solved.

What I love about Butzi is that he doesn’t just talk about creativity and innovation, he actually makes people experience it. He uses illusions as metaphors, interactive exercises to unlock new ways of thinking, and simple techniques teams can take back into their everyday work.

He’s not about flashy tricks for the sake of it. Each segment of his keynote is interspersed with one magic trick (usually one every 15 minutes) so it isn’t in any way gimmicky. He’s all about sparking curiosity, breaking assumptions, and helping teams see challenges from a completely different perspective.

If you’re looking for an innovation speaker, it’s easy to expect someone with a background in tech or strategy. Butzi offers something much more memorable. He brings creativity to life in a way that’s interactive, practical, and deeply engaging.

Whenever I’ve booked him, audiences have left changed. And to me, that’s the mark of an exceptional speaker.

If you’re planning a conference, innovation workshop or sales away day, Butzi is the speaker who can shift perspectives, spark creativity and leave your audience thinking differently. Contact Harriet Wilton harriet@thespeakersagency.com or call +44(0)1332 810481 to discuss.