I just recently watched a Budweiser commercial that will be airing during the upcoming Superbowl Feb 8th, 2026. It’s about a little Eagle growing up. I think it will be a big hit commercial because it’s one that can tell a good story in a very short time. It also reminded me of the Fly Eagle Fly story that I used to talk about a lot on here.

Over the years, I’ve shared the metaphor “Fly, Eagle, Fly” with countless people. While many have thanked me for it, but there are always a few who dismiss it as nonsense. Maybe it’s because it comes from a children’s book. Part of me wants to say that only an “eagle” can truly grasp its meaning, but I also understand why someone without the backstory might see it as just a catchy slogan or a silly saying. I’m sharing it here today, not just to defend the book because it is a staple teaching tool in daycare and schools around the world; but also because I genuinely believe this story contains some of the most profound business advice you’ll ever receive. And it all comes down to three simple words. Fly, Eagle, Fly

Fables have long provided a shared language for society. When someone casually drops a phrase like "don't cry wolf," "don't count your chickens before they hatch," "sour grapes," or "slow and steady wins the race," they're not merely offering advice, they're invoking a complete story that most people already know. This triggers instant recognition of the underlying lesson without needing to retell the whole tale. I have always been a big fan of fables, I like them because long before there were textbooks, seminars, or online courses, there were fables. They were shared around fires, at dinner tables, and on long walks home. Simple stories. Memorable characters. Clear outcomes. And somehow, they managed to teach lessons that people remembered for a  lifetime.  That’s no accident.


Fly, Eagle, Fly is an African Tale by Christopher Gregorowski, illustrated by Niki Daly. Originally based on a folktale shared by West African missionary Dr. James Aggrey, this story has transcended its origins as a bedtime read for kids. But it's also inspired countless motivational speeches, self-help books, and even leadership seminars aimed at adult entrepreneurs. So whether you're a startup founder in your 20s or a seasoned executive, a newbie in the magic business or a long time pro just needing to hear a few pick me up words, hopefully the words that follow will be of help. Let's start with a quick recap of the book, which was first published in 1982.

One stormy night, a farmer ventures out to find his lost calf and instead discovers a baby eagle that's been blown from its nest. Taking pity on the helpless creature, he brings it home and raises it alongside his chickens. The eaglet grows up in the barnyard, pecking at the ground, clucking, and behaving just like the fowl around it. It never learns to fly because it doesn't know it's an eagle; it's convinced it's a chicken.

Years pass, and the farmer's friend visits. Spotting the majestic bird acting like poultry, the friend is astonished. "That's no chicken; that's an eagle!" he said. Determined to help, he urges the farmer to set the eagle free to fulfill its destiny. They attempt to teach it to fly first from the ground, then from a fence, but each time the eagle flops back down, content with its chicken-like existence. Finally, the friend takes the eagle to a mountaintop at dawn. As the sun rises, painting the sky in golden hues, the eagle feels a stirring within. It spreads its wings, catches the wind, and soars into the heavens, never to return to the barnyard.

This simple narrative packs a punch. It's not just about birds; it's a metaphor for self-discovery, breaking free from limitations, and embracing one's true nature. Variations of this "eagle raised as a chicken" story appears in countless motivational content. Similar themes echo in other books, like Richard Bach's Jonathan Livingston Seagull, where a bird defies flock norms to pursue excellence, or Spencer Johnson's Who Moved My Cheese? which encourages adapting to change rather than staying stuck in old habits. I too have personally used the Eagle metaphor in writings and speeches over the years.

  No, Fly, Eagle, Fly isn't just a children's book, it's a blueprint for entrepreneurial success.  

Now why does this simple story resonate with CEO’s and business owners of all types? Many business owners start with grand visions but get bogged down by daily routines, market pressures, or self-doubt. They "peck at the ground" in survival mode instead of soaring toward innovation and growth. This fable has been a staple in motivational speeches for precisely this reason; it's a call to action for leaders to rise above mediocrity. How about magicians and the ‘magic entertainment’ industry you ask, well let’s see:

Eagles build their nests at the highest points available and hunt from elevated positions. They don't compete at ground level with other predators. For the entertainer this translates to finding your unique vantage point in the industry. Don't try to out compete everyone in a crowded space, rise above it. Find the niche, style, or platform where you can survey the landscape and strike with precision. The best entertainers don't just participate in their industry; they position themselves above the noise where they can see opportunities others miss.


Eagles have the most powerful eyesight in the animal kingdom, seeing four to eight times farther than humans with remarkable clarity. They can spot a rabbit from two miles away. Entertainers need this same level of focused vision. Know exactly what you're aiming for in your career. Don't get distracted by every trend or opportunity that passes by. Develop the ability to spot your specific target (your audience, your message, your breakthrough moment) even when it's distant, and keep your eyes locked on it.

Eagles don't chase everything that moves. They observe, wait, and strike with devastating precision when the moment is right. They succeed on nearly every hunt because they're patient and strategic. Too many entertainers exhaust themselves chasing every opportunity, every audition, every trend. Eagles teach us to be selective, to conserve energy, and to commit fully only when the conditions are optimal. One well-executed project often matters more than ten mediocre attempts.

Eagles are masters of using thermal currents to soar for hours with minimal energy expenditure. They work with natural forces rather than fighting against them. For entertainers, this means recognizing cultural currents, industry trends, and audience appetites, then using them to lift your career rather than exhausting yourself fighting upstream. This isn't about selling out; it's about intelligent strategy. Find where your authentic expression aligns with existing momentum.

One of the most remarkable eagle behaviors: they're the only birds that fly directly into storms. While other birds flee or hide, eagles use storm winds to rise above the turbulence. Industry challenges, public criticism, career setbacks, these are inevitable storms. The entertainer who learns from eagles doesn't avoid or crumble under pressure but uses that adversity to ascend to new heights. Many breakthrough performances and creative works emerge from artists who flew into their storms rather than away from them.

Eagles go through a painful molting process where they lose feathers, their beak becomes brittle, and they must retreat and essentially rebuild themselves. This can take months. Entertainers similarly need periods of renewal, times when they step back from public view, shed old habits or personas, and emerge transformed. The entertainment industry demands constant output, but eagles teach that strategic withdrawal for regeneration isn't weakness; it's how you maintain excellence over a lifetime.

Eagles fiercely defend their territory, not out of paranoia but to protect their resources and ensure their continued dominance. Entertainers must similarly protect their brand, their creative vision, and their boundaries. This doesn't mean being difficult or isolated, but it does mean knowing what's yours to defend and having the courage to protect it from those who would dilute or exploit it.

Different eagle species have adapted to drastically different environments from coastal areas to mountains to deserts. Those that couldn't adapt to changing conditions went extinct. The entertainment landscape changes constantly with new technologies, platforms, and audience expectations. Eagles teach that adaptation isn't optional for long-term survival. But notice: they adapt while remaining eagles, not by trying to become different birds entirely.

 My Closing Thoughts: (Taken from a past speech) 

For years, that eagle did exactly what the chickens did. It pecked at the dirt for grain. It clucked. It kept its head down. Most importantly, it believed it was a chicken.

How many of you here today are currently 'pecking at the dirt' because that’s what everyone else in our industry is doing? How many have high-performance potential but have been conditioned by a 'coop' mindset, playing it safe, following the flock, and fearing the fence?

In the story, a friend visits the farmer and insists, 'This bird is an eagle. It has the heart of an eagle.' He tries to make it fly from the roof of the house, but the eagle looks down, sees the chickens eating, and jumps back down to the dirt. In business, we do this all the time. We have a big idea a 'sky' idea, but we look down at our competitors, we look at our past failures, or we look at our comfortable salaries, and we jump back down. The ground is safe. The sky is uncertain.

Finally, the friend takes the eagle to the top of a mountain. He doesn’t just tell the eagle to fly; he doesn’t bad mouth the eagle; he simply turns its head toward the rising sun. When the eagle saw the sun, something shifted. It didn't just see the dirt anymore; it saw the light. It felt the wind. It stretched its wings and, with a screech, it soared. It never returned to the coop.

To build a business that can change your life, you cannot look at the feet of the person in front of you. You have to look at the 'sun', your ultimate vision, your 'Why.' When your vision is bigger than your environment, your wings will naturally find the wind.

My challenge to you today is this: Audit your coop. Are you surrounding yourself with chickens who tell you the sky is too dangerous? Or are you seeking out the 'mountaintops, the mentors and environments that force you to realize your own strength? You were not meant to scratch out a living in the dirt. You were meant to navigate the storms. You belong to the sky.

You see, folks, sometimes we don’t need another lecture, another convention, more books to skim through, or more harsh words to pull us down. We just need someone to quietly point us toward the light. And once we find our way into that warmth, the shadows fall away, the spirit lifts, and there’s nothing left to do but spread your wings. Go out there and claim your horizon and Fly, Eagle, Fly.


Thanks for reading, and now you know why the words ‘Fly Eagle Fly’ is more than just a cute saying.

Tom

It was released early and it's on youtube; this is a link to the commercial: https://youtu.be/a_mh-v02-Tw?si=beCJ7hASpVmxsR5e

You don’t have to be a beer drinker to like the commercial. And with a different format and different audience, it’s still impossible for many not to think of the children’s book Fly, Eagle, Fly where an Eagle is growing up on a farm that learns to fly.

From a magician’s perspective, this is a perfect reminder of why facts tell, and stories sell. Budweiser could have rattled off statistics, ingredients, and years in business. Instead, they told a story that made you feel something.

Magic works the same way. Audiences don’t remember how clever the method was.
They remember how the story made them feel.
The trick may fool the mind, but the story wins the heart.

Magic Is Already a Story
Every magic trick has:
A beginning
A problem
A moment of impossibility
A resolution

The Business should work the same way.
Facts explain what you do.
Stories show why it works.
And when people can see themselves in the story, the sale is already halfway made.

The Magician’s Rule Should Be:
Use stories to 'create' desire.
Use facts to support your credibility.
Facts tell.
Stories sell.
And the magician who understands this isn’t just better booked, they’re better remembered.


 
The Magician and the Ledger 

A magician once met another performer who proudly carried a thick ledger under his arm.
“What’s that?” the magician asked.
“My proof,” the man replied. “Every show I’ve ever done. Every credential. Every fact a client could want.”

Later that day, both magicians were asked to perform for the same group.
The first magician opened his ledger and spoke at length about his experience, his methods, and the quality of his equipment.

The second magician told a simple story about a boy who once believed he couldn’t amaze anyone, until magic gave him his moment.

When the performances ended, the audience remembered only one thing.
Not the facts.
Not the ledger.

They remembered how the story made them feel.
And that magician was booked again.

Tom

Thanks, Tom! Really inspiring.

So good to see you back here Tom. I love your input!!!!

Thank You Daniel.

Tom

Thanks Slim. I appreciate the kindness.

Tom