We love this intriguing passage about how magic words must be improvised to be powerful:
"In the worlds of Jewish mysticism and Germanic fairy tales, a single magic word can make all the difference. The mojo of an effective transformative incantation involves using the right word at the right time. It must be improvisationally born of the moment, not a mindless, memorized formula. Magical words are by their very nature surprise—words that accidentally evoke mojo."
—Bradford Keeney, The Flying Drum: The Mojo Doctor's Guide to Creating Magic in Your Life (2011)