The document discusses how architects use "reliable magic" - a rigorous yet creative design process - to collaborate with clients and develop inspired solutions within deadlines and budgets. It then provides 10 practices from this process that can benefit business, such as engaging stakeholders to build understanding rather than demand acceptance, exploring options through iterative learning, and allowing new ideas to evolve gradually through discussion rather than trying to force adoption. The goal is to work with human nature in developing solutions rather than attempting to overcome it.