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Jimi Gibson's journey from pulling rabbits out of hats to leading marketing teams reveals a profound connection between magic performance and leadership communication. In this captivating conversation, the VP of Brand Communication at Thrive Agency unpacks his "Magic Script" framework - a three-part system that transforms ordinary communication into extraordinary leadership moments.
At the heart of Gibson's approach is understanding the neuroscience that makes communication stick. First comes connection (triggering oxytocin), then curiosity (activating dopamine), and finally conversion (releasing serotonin). This framework works whether you're announcing a company initiative, running a client meeting, or delivering a keynote speech.
Gibson reveals how every leadership message falls into one of the "13 fundamental effects" borrowed from magic - from making something appear (production) to making problems disappear (vanishing). He shares eye-opening examples of how shifting your language can dramatically change how information is received. Rather than announcing "We have a process change," skilled leaders might ask "What if one small change could increase our lead flow by 20%?" - immediately reframing the conversation around possibility rather than burden.
The most powerful insight might be Gibson's clarity rule: "If you can't explain your message in one sentence to a 10-year-old, it's too complicated." In a world where employees are bombarded by messages across multiple screens and channels, leaders who communicate with precision and purpose stand out dramatically.
Whether you're leading a team of two or two hundred, this conversation will transform how you structure, deliver and evaluate your communication. Learn to create moments that stick long after the meeting ends. As Gibson explains, "Every leader doesn't just announce what's happening - they script a moment that matters."

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