Book excerpt: 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.