Despite scholarly fascination with magic concepts, empirical research on how they fare in practice is scarce. This study explores how magic concepts retain their magic when used in public organizations. Using survey data and case studies, we identify “trust” as a magic concept in Scandinavian municipalities and develop a typology of its four central functions. We find that the concept of trust is used to confirm and confront old organizational practices, as well as to calibrate and catalyze new ones. We suggest that the multivocal character of magic concepts enables them to fit multiple agendas simultaneously, strengthening their ability to stay magic.