Gordon Meyer

Book Review: The Engagement Effect

This 2025 book by Steve Spangler is subtitled "Cultivating Experiences that Ignite Connection, Build Trust, and Inspire Action." (Sort of a mouthful, but don't let that turn you off!)

You might be familiar with Spangler from his twenty-seven appearances on The Ellen Show, his billions of views on YouTube, or even just as the guy who went viral with the "Mentos in Diet Coke" stunt a few years back. He's essentially the archetype of the "Wacky Science Experiment Guy" who rules talk shows and feel-good news segments.

But don't make the mistake of dismissing him as a stunt performer. He's an educator, a serious businessman, and a legacy magician. I've been a fan ever since I started using his Energy Stick in my performances.

The Engagement Effect is one of the most enjoyable "business" books I've ever read. I'll discuss the content shortly, but as an instructional designer, I was impressed by its direct, simple, and folksy style. Each chapter ends with a summary of important points, making it easy to revisit and retain what you've learned.

Furthermore, the book makes the most effective and humane use of supplemental videos that I've ever encountered. These are accessed via QR codes, but unlike some authors, Spangler doesn't take the lazy approach. The videos are both supplemental and enlightening, but the written text covers what you need to know, ensuring that the book will remain useful long after the sites hosting the videos disappear or the QR codes become unreadable.

In terms of the content, here are just a few of the things that stood out to me, among the sixty-five pages that I chose to earmark:

• Crafting an experience is about creating an opportunity for people to play. It's about them, not you.
• Leaders create shared experiences. Shared experiences allow for connection. Connection breeds engagement. (That's the recipe, don't skip a step.)
• People feel special when they're made to feel special.
• If you want someone to remember a moment, give them a story to hold on to.
• When people feel seen, they show up differently. Sometimes all it takes is a moment. A glance, a word, a gesture. Small things stick because they are real.
• The show starts before the show starts. A lot of this happens at the very first touch.
• "Your authentic self will either connect or it won't; a fake self will only trick and fool. That's a false experience, which leads to a false connection. You're worth more than that."

Oh, there's much, much more. Although this book is aimed at leadership and business studies, I think it's of equal importance to performers. I'd shelve it next to Henning Nelms as essential reading for magicians.

I bought my copy directly from Spangler, but you can also find it on the Amazon.