Arthur C. Clarke said that.
In reality, whether we create customer service experiences, or craft technology, the goal should be the same:
That’s easier said than done. It’s not something that’s pondered on and then executed after a little training. It’s something that is reflected, experimented with, agonized over, and then weighed against how things were before. Creating magic is a process. I’m sure a magician doesn’t think up, build, rehearse and show off a new illusion in a single day. And I’m sure they also don’t create all the illusions that make up an act in a single month or even year.
This is why habits are important. This is why systems are important, even when they are often viewed as the opposite side of creativity. The work is never done. The ratchet keeps going. On and on.