What's The Trick?

Most great ideas never happen. But what’s really stopping ideas from becoming reality?Is it fear of failure, self-doubt, or the belief that you need someone else’s permission to make something extraordinary?On What’s The Trick?, Ben Hanlin sits down with Nils Leonard, co-founder of Uncommon Creative Studio, to uncover the psychology of creativity, why brilliant ideas never become reality, and what separates people who dream big from those who actually make things happen.Recognised by Business Insider as the world’s number one creative person, Nils has helped create some of the most memorable advertising campaigns for global brands including British Airways, The Ordinary and OVO Energy.In this fascinating conversation, Nils reveals why being a little delusional might be the secret to success, how your own mind can hold you back, and why waiting for permission could be killing your best ideas.Discover how to overcome creative barriers, develop a clearer vision for success, grab people’s attention and turn ambitious ideas into something truly unforgettable.00:00 Why Most Great Ideas Never Happen01:40 What Actually Makes a Great Idea?03:19 Building Uncommon Creative Studio06:05 Stop Waiting for Permission06:43 Why Being Delusional Can Lead to Success09:58 The Power of Visualising Your Future11:11 Starting a Business With No Clients15:42 The Creative Process Behind Famous Campaigns21:21 How The Ordinary Challenged the Beauty Industry25:24 Why Great Advertising Makes You Feel Something27:35 Midpoint Break30:42 How Rat Boots Went Viral With 160 Million Views33:12 How to Know If an Idea Is Brilliant36:33 The Secret to Grabbing Attention41:24 Reinventing British Airways' Safety Video46:15 The Greatest Advertising Campaigns Ever48:35 The Melting Statue That Made Headlines50:39 The Brands Changing the Game55:29 Fast Five With Nils Leonard57:35 The Secret to Creating Something That LastsAbout Ben Hanlin:Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.About the podcast:"What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch:YouTube: https://www.youtube.com/@BenHanlinApple Podcasts: https://linktr.ee/benhanlinSpotify: https://linktr.ee/benhanlin📩 Work with Ben:https://www.benhanlin.com/---FOLLOW BEN:YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLagInstagram: http://instagram.com/benhanlinFacebook: https://www.facebook.com/benhanlinTikTok: https://www.tiktok.com/@benhanlin---🎤 FOLLOW NILS LEONARD:Instagram: https://www.instagram.com/nilsleonard/LinkedIn: https://www.linkedin.com/in/nils-leonard-373b2b3/Website: https://www.uncommon.studio/How do creative people turn ideas into reality?Ben Hanlin breaks down the mindset, process, and decisions behind it.

Why do humans crave fear, chase adrenaline and actively seek out experiences that terrify us? And what if the scariest part of a roller coaster isn't actually the drop?In this episode of What's The Trick?, Ben Hanlin is joined by Brendan Walker, a thrill engineer and expert in the psychology of thrill seeking, to uncover the surprising science behind fear, excitement and human behaviour.From designing experiences for Alton Towers to measuring people's emotional reactions on roller coasters, Brendan reveals how our brains respond to danger, why anticipation can be more powerful than the event itself, and how theme parks deliberately engineer unforgettable thrills.We explore the psychology behind some of Britain's most famous roller coasters, including Oblivion, Wicker Man and Thirteen, and discover how adrenaline, dopamine, emotional contagion and the power of suggestion influence our experiences.In this episode, discover:Why our brains are wired to seek fear and excitement.Why the most intense moment of a roller coaster might happen before it even moves.How other people's emotions can change what we feel.The psychological tricks used to design thrilling experiences.How Alton Towers creates rides that surprise and excite us.Why thrill seeking is about much more than speed, height and danger.Whether you're fascinated by human psychology, roller coasters, theme parks or the science of fear, this conversation will change the way you think about thrill seeking.00:00 Introduction – The Psychology of Thrill Seeking01:11 What Is Thrill and Why Do We Crave It?03:06 How Do You Create Thrill?04:02 Why Is Novelty So Thrilling?05:33 Can Other People's Emotions Affect Our Fear?08:04 What Makes a Roller Coaster Truly Thrilling?10:37 What's the Scariest Part of a Roller Coaster?14:34 How Can We Create Thrill in Everyday Life?16:50 A Quick Break with Ben19:59 How Do You Become a Thrill Engineer?22:36 How Are Roller Coasters Designed?27:19 How Do You Test a Roller Coaster?31:20 What Are the Best Roller Coasters?34:13 What's the Future of Roller Coasters?37:23 Ben's Fast Five43:18 What's the Trick to Following Your Passion?44:37 Ben's Final TakeawaysAbout Ben Hanlin: Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.About the podcast: "What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch:YouTube: https://www.youtube.com/@BenHanlinApple Podcasts: https://linktr.ee/benhanlinSpotify: https://linktr.ee/benhanlin📩 Work with Ben:https://www.benhanlin.com/---FOLLOW BEN:YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLagInstagram: http://instagram.com/benhanlinFacebook: https://www.facebook.com/benhanlinTikTok: https://www.tiktok.com/@benhanlin---🎤 FOLLOW BRENDAN WALKER:- Instagram: https://www.instagram.com/thrillengineer/- LinkedIn: https://www.linkedin.com/in/profbwalker/- Website: www.thrilllaboratory.comHow do creative people turn ideas into reality?Ben Hanlin breaks down the mindset, process, and decisions behind it.

How do you turn just £27 into a billion-dollar business? Grenade founder Alan Barratt joins Ben Hanlin to reveal the incredible story behind building one of the UK's most successful nutrition brands.From almost losing his house to creating the hugely successful Grenade Carb Killa protein bar, Alan shares how he disrupted the chocolate industry, challenged some of the world's biggest brands and built a business valued at over $1 billion.In this episode of What's The Trick?, Alan reveals how his investors initially rejected the idea for Grenade's protein bars, why the first 50,000 bars sold in just two hours, and how an unusual marketing strategy helped turn a small supplement company into a household name.We also explore his friendship with Sir Richard Branson, the business lessons he's learned on Necker Island, and an unexpected legal dispute between Alan and Ben involving the Grenade trademark.From entrepreneurship and branding to marketing, business growth and taking risks, this episode is packed with insights for anyone looking to start or scale a business.This episode is for: - Creatives (writers, performers, content creators) - Business owners and entrepreneurs - Speakers and presenters - Anyone looking to improve communication and idea generation⏱️ Timestamps:00:00 The Risk That Built a Billion-Dollar Brand00:13 Introducing Grenade Founder Alan Barratt01:10 How Grenade Started06:41 The Marketing Stunt That Changed Everything10:51 Down to £27 and Almost Losing Everything12:44 The Idea Behind Grenade's Protein Bars21:20 A Quick Message From Ben24:13 Two Years Creating the Perfect Protein Bar26:48 When the Investors Rejected the Idea29:27 Selling 50,000 Bars in Just Two Hours36:51 Getting Grenade Into Tesco and Petrol Stations44:46 The Petrol Station Owner Who Fired the Wrong Staff46:44 Competing Against Coca-Cola, Mars and Red Bull50:41 The Legal Dispute Between Ben and Alan57:11 Richard Branson, Necker Island and Billionaire Lessons1:02:30 Alan Barratt's Fast Five1:08:30 The Real Secret to Entrepreneurial Success1:09:25 Ben's Final ThoughtsAbout Ben Hanlin: Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast. About the podcast: "What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch: YouTube: https://www.youtube.com/@BenHanlin Apple Podcasts: https://linktr.ee/benhanlin Spotify: https://linktr.ee/benhanlin📩 Work with Ben: https://www.benhanlin.com/FOLLOW BEN: YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLag Instagram: http://instagram.com/benhanlin Facebook: https://www.facebook.com/benhanlin TikTok: https://www.tiktok.com/@benhanlin🎤 FOLLOW AL BARRATT:Instagram: https://www.instagram.com/al_barratt/LinkedIn: https://www.linkedin.com/in/al-barratt-101b1731/How do creative people turn ideas into reality? Ben Hanlin breaks down the mindset, process, and decisions behind it.

What makes someone impossible to ignore when they speak?Speechwriter and communication expert Simon Lancaster joins Ben Hanlin to break down the psychology, rhetoric and techniques behind some of the world’s most influential communicators - from Boris Johnson and Donald Trump to Arnold Schwarzenegger, Oprah Winfrey and some of history’s greatest speeches.Simon reveals how professional speechwriters build powerful speeches, why stories and metaphors change the way audiences think, how to memorise a speech without relying on notes, the secret to strong openings and endings, and the simple “My Story, Our Story, What Next?” framework anyone can use.This episode is for: - Creatives (writers, performers, content creators) - Business owners and entrepreneurs - Speakers and presenters - Anyone looking to improve communication and idea generation ---About Ben Hanlin: Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast. 📩 Work with Ben: https://www.benhanlin.com/ --- FOLLOW BEN: YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLag Instagram: http://instagram.com/benhanlin Facebook: https://www.facebook.com/benhanlin TikTok: https://www.tiktok.com/@benhanlin --- 🎤 FOLLOW SIMON LANCASTER: YouTube: https://www.youtube.com/user/bespokespeeches Instagram: https://www.instagram.com/thespeechwriter1/ TikTok: https://www.tiktok.com/@thespeechwriter1 LinkedIn: https://www.linkedin.com/in/simon-lancaster-speechwriter/ Website: https://bespokespeeches.com/

Dragon’s Den told Rob Law his business was worthless. What happened next turned Trunki into a global success story.Ben Hanlin sits down with Trunki creator Rob Law to uncover how a university design idea became a product sold around the world, what really happened after his infamous Dragon’s Den rejection, and why the public response changed everything.Rob also breaks down how to take a product from idea to market, why rejection doesn’t always mean you have a bad idea, the importance of listening to customers, and how he’s applying everything he learned from Trunki to his next business.This episode is for:- Creatives (writers, performers, content creators)- Business owners and entrepreneurs- Speakers and presenters- Anyone looking to improve communication and idea generation---About Ben Hanlin:Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.About the podcast:"What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch:YouTube: https://www.youtube.com/@BenHanlinApple Podcasts: https://linktr.ee/benhanlinSpotify: https://linktr.ee/benhanlin📩 Work with Ben:https://www.benhanlin.com/---FOLLOW BEN:YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLagInstagram: http://instagram.com/benhanlinFacebook: https://www.facebook.com/benhanlinTikTok: https://www.tiktok.com/@benhanlin---Check out http://www.zeepy.co/ Podcast - Zeepy Sleep: Calming Bedtime Stories for Kidshttps://podcasts.apple.com/us/podcast/zeepy-sleep-calming-bedtime-stories-for-kids/id1732709328Zeepy appMore calming audio for each phase of the bedtime routine:https://apps.apple.com/gb/app/zeepy-bedtime-sleep-routine/id6763519115Our Zeepy Bedtime Clock is also now available at John Lewis, Currys and Amazon.How do creative people turn ideas into reality?Ben Hanlin breaks down the mindset, process, and decisions behind it.

Simon Painter went from an unemployed classical violinist to creating and producing some of the biggest live entertainment shows in the world, including The Illusionists and Now You See Me Live.He joins Ben Hanlin to reveal how he built a global theatre career, sold 42,000 tickets at the Sydney Opera House in just eight days, why he creates the poster before the show, the disastrous opening night of The Illusionists, and the lessons he’s learned about risk, creativity and giving audiences what they actually want.This episode is for:- Creatives (writers, performers, content creators)- Business owners and entrepreneurs- Speakers and presenters- Anyone looking to improve communication and idea generation---About Ben Hanlin:Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.About the podcast:"What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch:YouTube: https://www.youtube.com/@BenHanlinApple Podcasts: https://linktr.ee/benhanlinSpotify: https://linktr.ee/benhanlin📩 Work with Ben:https://www.benhanlin.com/---FOLLOW BEN:YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLagInstagram: http://instagram.com/benhanlinFacebook: https://www.facebook.com/benhanlinTikTok: https://www.tiktok.com/@benhanlinCheck out Now You See Me Live: https://londoncoliseum.org/events/now-you-see-me-live/How do creative people turn ideas into reality?Ben Hanlin breaks down the mindset, process, and decisions behind it.

The Summer Social 5 brings together highlights from three incredible guests: America’s Got Talent winner Paul Zerdin, Mischief Theatre co-founder Henry Lewis and The Simpsons & The Office writer Brant Forrester. Discover the stories, creative processes and career lessons behind three of the biggest names in comedy and entertainment.This episode is for:- Creatives (writers, performers, content creators)- Business owners and entrepreneurs- Speakers and presenters- Anyone looking to improve communication and idea generationAbout Ben Hanlin:Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.About the podcast:"What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch:YouTube: https://www.youtube.com/@BenHanlinApple Podcasts: https://linktr.ee/benhanlinSpotify: https://linktr.ee/benhanlin📩 Work with Ben:https://www.benhanlin.com/---FOLLOW BEN:YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLagInstagram: http://instagram.com/benhanlinFacebook: https://www.facebook.com/benhanlinTikTok: https://www.tiktok.com/@benhanlinHow do creative people turn ideas into reality?Ben Hanlin breaks down the mindset, process, and decisions behind it.

Join Ben Hanlin for a special episode of What’s the Trick? as he looks back over the first 30 episodes and revisits three of his personal highlights. Featuring Andy Nyman on creativity and performance, Callie Hart on self-publishing and the power of BookTok, and Dominic McGregor on building Social Chain and understanding what makes content go viral.This episode is for:- Creatives (writers, performers, content creators)- Business owners and entrepreneurs- Speakers and presenters- Anyone looking to improve communication and idea generationAbout Ben Hanlin:Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.

Join Ben for his summer specials series of What’s the Trick? as he looks back on the first 30 conversations. We explore three more of his personal highlights and the unforgettable insights from some of the show’s most inspiring guests.This episode is for:- Creatives (writers, performers, content creators)- Business owners and entrepreneurs- Speakers and presenters- Anyone looking to improve communication and idea generationAbout Ben Hanlin:Ben is a magician, presenter, and keynote speaker who helps companies create engagement, connection, and memorable experiences. He hosts corporate events and interviews world-class creatives on this podcast.About the podcast:"What’s The Trick?" explores how creative people think, create, and turn ideas into reality.Topics covered include creativity, communication, storytelling, content creation, performance, and building creative careers.🎧 Listen / Watch:YouTube: https://www.youtube.com/@BenHanlinApple Podcasts: https://linktr.ee/benhanlinSpotify: https://linktr.ee/benhanlin📩 Work with Ben:https://www.benhanlin.com/---FOLLOW BEN:YouTube: https://www.youtube.com/channel/UCM0oXTRP-zWlJ_IiNykTLagInstagram: http://instagram.com/benhanlinFacebook: https://www.facebook.com/benhanlinTikTok: https://www.tiktok.com/@benhanlinHow do creative people turn ideas into reality?Ben Hanlin breaks down the mindset, process, and decisions behind it.