In 1998, Prudential Real Estate Associates had around 40,000 agents and brokers nationwide. Its national sales conference was the company’s opportunity to engage these franchisees, deepen their commitment, inspire their production, and give them the chance to network. The trouble was, the meeting was attracting only 1,500 attendees—4 percent of the field. So the company hired Dallas-based Corporate Magic Inc., whose founder and chief creative officer, Jim Kirk, had a simple ...

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