Aspense Fernando Botella is captivated by people, life, and the brain. He studied Biology with a focus on Animal Physiology and the Central Nervous System. For years he has championed personal transformation and is recognized as a leader in motivation, leadership, and the development of managers and executives.
In 2007 he founded Think and Act. He serves as CEO, blending his speaking engagements and book publications with teaching roles as a collaborating professor at universities and business schools. He has lectured at the University of Central Florida, Harvard University, ESADE, and ICADE. Returning to his hometown of Aspé, he discusses his latest book, The Force of Illusion, inviting readers to explore illusion and the art of persuasive influence to drive professional and organizational excellence.
What are the ten magical principles embodied in “The Force of Illusion” to achieve success, professional and organizational excellence?
In the volume The Power of Illusion, ten principles derived from magician’s craft are shown to work in any context. These include never revealing your secret, sustaining mystery, and practicing until mastery. Other principles urge reinvention to avoid repetition, valuing people through strong service, seeking extraordinary effects that create a wow, and believing in one’s product so others will believe as well.
Really good companies make a profit because they think about people a lot.
And if the goal is not achieved after applying these principles…?
Results typically follow when these recommendations are applied, though managing expectations remains essential. If goals exceed what is achievable, even the best principles may fall short. On the other hand, setting exciting yet realistic goals expands options and improves outcomes.
How can companies leave a mark on the mind of the consumer?
There are several paths: positioning, branding, and outstanding customer service. The strongest approach blends these elements, plus the human touch that delivers the wow effect beyond service quality. This creates a memorable, people-centered experience that transcends a product’s features.
Are traditional companies willing to enter the world of illusion or prefer to stick to pragmatism?
A mix is visible. Companies that cultivate positive energy, encourage collaboration, and inspire value advocacy tend to protect their brands better. This dynamic applies to both legacy enterprises and newer firms alike.
If the goals we set for ourselves are beyond our capabilities, there are many possibilities that we will collapse.
Are there entrepreneurs who unknowingly apply the magic formula to succeed?
Indeed. The world of illusion favors action over mere knowledge, and many leaders quietly create surprising experiences for customers even when they do not realize the magic themselves.
Are leaders born or made?
Leaders are forged through extensive training and thousands of hours of practice, growing constantly. Some people bring natural leadership, but talent benefits from ongoing development and refinement to shine.
According to his book, power comes from illusion… but how can you get power if you don’t have an illusion?
Illusion fuels adventure. Without it, motivation can wane. A future shaped by belief becomes present through deliberate action, clear expectations, plans, dreams, and concrete goals that drive progress now rather than waiting for change to arrive.
There are businessmen who are really good at creating illusions and surprising their customers, and they do it without realizing it.
Is success everything in life?
Two answers come to mind. If success means being on top at any cost, the answer may be no. If success means knowing oneself, relating well with others, and making good use of time, then the answer is yes, one can be on the path to success.
There is a morbid desire to be first in today’s society: could it be counterproductive?
This tendency is harmful. Social networks amplify a relentless display of status, which can distort priorities and damage judgment. It is essential to stay grounded and compassionate, not merely competitive.
In any vital or professional project, what percentage do you give to luck and what percentage to effort?
Luck exists, but effort shapes outcomes. Stay ready, study, seize opportunities, and remain vigilant to turn chance into advantage. Preparedness reduces the luck factor and improves the odds of success.
In times of famine, we must strive more than ever to see the glass half full, not half empty.
How can people get excited in these times of war, energy crisis, inflation, uncertainty?
By adopting the mind of abundance. In tough times, the focus should shift from loss to opportunity, embracing new projects, study, and ongoing effort. Replace negativity with progressive thoughts and generous self-talk. Demand of oneself while also showing kindness in inner dialogue.
A leader is not born, it is obtained with hundreds of hours of training and thousands of hours of practice, it constantly grows, develops and develops.
What advice would you give to pessimists, mischief-makers, doomsayers, and infidels?
Let them step aside. Be an optimist who adapts to the situation, analyzes realistically, and focuses on improving what can be influenced, rather than dwelling on what cannot be changed.
Illusion is everything, without it adventure is not possible, because when one loses faith in the future, it loses its power in the present.
Have you ever doubted your own principles?
Doubt is a driver of growth. Questioning constantly helps push progress and sharpen understanding.
The attitude of social networks, the morbid desire to appear and show others how “cool” we are, has become a real disease.
You train managers and executives of large companies. Are they aware of the daily life of millions of families struggling to make ends meet, or are their only desire-goals to increase their inner calculus of utility?
There are two extremes. Some focus solely on interests, others emphasize people, employees and customers. A balance is essential. A company cannot survive on profit alone; thinking about people and their well-being is part of a sustainable business model. Great firms profit because they consider people first.
While there are managers who only care about profit, there are also managers who prefer to focus on people, employees, their families and customers.
How was your childhood and youth in Aspé?
A warm, loving time filled with memories, learning, and discovery. Family, grandparents, music, first friendships, and early moments that shaped the person he became were part of that era. Illusion colored those formative years in Aspé.
If we force the change now, things will start to improve in the future and for this we must have expectations, plans, dreams… A goal that drives us.
What are your next challenges?
Many. A new book is anticipated to release during the coming year. The company Think and Action will continue evolving to meet digital challenges, bringing in fresh skills and methodologies aligned with new ecosystems. On a personal level, ongoing growth and reinvention continue, with a focus on surprising both oneself and others, much like a magician.