Magic.

John Scully speaks:

The big difference now is that if you look at the social web, the consumer is no longer wowed by technology. It’s all about magic, and the magic can be Facebook, Twitter, the ability to find anything anywhere on Google. We’re at an era where technology is an invisible enabler to magic. So the real quest is if we can take the challenge of getting healthy people to focus on lifestyles that will keep them healthy and make it feel like a magical experience, and that’s why gamification is probably a piece of the solution. (Fast Company)

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