I was thinking about this the other day as I was driving back from a wedding out of town. We need to try to find ways for our brides and grooms to commit to being photographed. I have seen both extremes, one where the bride is expecting you to pull rabbits from hats because she paid you a lot of money to do your magic, and the other extreme where she almost dresses as a rabbit to make your life easier, and the magic more real. One bride came to me telling me I had the job (of shooting her wedding) if I could make her look skinnier in the photographs ... I said to her we could but I needed her help. I needed her to at least think skinny and do some work to get there. I needed her to have the right dress (and dressmaker). I said we would use the right lighting and would get her standing in complimentary ways. At no time did I mention The Skinny Filter in Photoshop. This is all about investing in the outcome. Many people do this already ... The real magic only happens when everybody (including the magician) believes. Walt Disney was particularly good at this.