We want our startups to act convincingly with passion and a compelling vision for their invention or process. We want them to suspend our disbelief and stunningly convey the magic of their innovation. A magical story is the single best way a startup can acquire the talent required to build a successful company.

Passionate people join startups when magic is invoked. Good people want to work in great environments with great leaders who bring their magic to that business. This type of magic is an honest and creative vision of the innovation with a vision about how it can change the world.

Magicians tell stories during their performances. For both the magician and entrepreneur, story telling is about engagement. Magicians need a story to set up the trick; entrepreneurs use the story to bring relationships and talent onboard.

Sometimes, a magician undersells and overstates the difficulty of the trick. Similarly, entrepreneurs may under promise and over deliver. Entrepreneurs are very good storytellers. They tell stories about products that define a path to the future, a problem solved, and a job accomplished, or increased efficiency. These stories paint an exciting picture of the future and these stories are what it takes to make early sales possible.

Entrepreneurs use good story telling setups. They map the benefits of the product back to customer needs and mesmerize future customer while doing so. If you think about it, stories are much more memorable than statistics. Everyone remembers a good story or compelling image. Do any of you remember a statistic from a commercial for a product or service? I don’t.

Magicians use small props to divert attention away from the real magic. Similarly, startup entrepreneurs effectively use limited resources to magically pull a rabbit out of a hat. They know that if they can’t pull off that trick, there is always a plan B.

As Elmer Fudd will tell you, wabbits can be very, very rascally and… tricky. The startup environment is tricky as well. Entrepreneurs need to learn to navigate its puzzling waters, pivot when necessary, and be ready to take advantage of new opportunities. Ready to execute on plan B.

Magicians use their talented assistants wisely. Magicians’ assistants make their boss look good. Startup entrepreneurs must also employ their assistants in order to efficiently build the business. Warning to both magicians and entrepreneurs: Never cut your assistant in half. Make the work fun and don’t overwork your assistants.

Magicians engage the audience during each of their tricks. They often invite an audience member onstage to participate. Good entrepreneurs engage their target audience – customers—early in the product development cycle as well as the sales and marketing process. Engaging customers’ interest is the single best goal for startups. Early involvement in the process helps prospects listen and buy.

Last of all, magicians and entrepreneurs both develop a special rapport with their audience or customers and receive appreciation. They also show their appreciation as well. When entrepreneurs show customers how special they are, the customers will return for more.

Remember that as a startup entrepreneur, your job is to show the passion and convey the magic of your innovation.