About this Book

When Jonathan West tells people he is in the oil businesshe likes to watch them silently count the dollars he's worth. But Jonathan
isn't running ExxonMobil or Chevron--he's in the olive oil business.
It's a family business and it's facing a crisis: Its mom-and-pop
customers are disappearing and the big supermarkets are a threat.
The business is troubled and needs an urgent reinvention.
So what does Jonathan do? He engages the services of a consultant
who is considered a magician. Literally. The magician takes
Jonathan and his team on a journey of creativity and innovation that
helps them to revive and energize their entire business strategy.
Together they learn how to abandon old assumptions and discover
creative new solutions to business. And they learn a magic trick or
two along the way. So will you.