In this episode, we delve into the theme of magic in human belief, particularly magical thinking and its impact on advertising and communication. The hosts explore Howard Luck Gossage's ideas on how magical thinking has been leveraged in marketing, juxtaposed with real-life examples from their own experiences in storycraft.

We discussed the responsibility of using magical thinking ethically, the thin line between persuasion and manipulation, and how authentic storytelling can create powerful, positive changes in society. Our conversation also touched on the nostalgic allure of traditional magic shows and the intrinsic human desire for wonder and optimism. 

00:00 Excerpt of Howard's writing - read by Peter Coyote

00:43 Welcome to the Firehouse Salon

01:08 Exploring Gossage's Magical Thinking

02:21 Magic in Advertising

05:19 Responsibility and Ethics in Magic

10:30 The Power of Authenticity

14:20 Persuasion vs. Manipulation

22:00 Magic in Storytelling

32:49 Gossage's Legacy and Final Thoughts