Leading Forward by Looking Back: The Leadership Lessons of Walt Disney

Courage is the main quality of leadership, in my opinion, no matter where it is exercised. Usually it implies some risk – especially in new undertakings. Courage to initiate something and to keep it going – pioneering and adventurous spirit to blaze new ways.   – Walt Disney

Walt Disney – and the company he founded in 1923 – was no stranger to adversity and even failure.

The setbacks, tough times, and even failures of Walt Disney are well-documented. In every case, he led the company bearing his name to greater success in spite of adversity.

Today is a sobering, disconcerting time to be a Cast Member of any Disney organization. In the last week I have had several conversations with both current and former Cast Members, and to a person, there has been one trait that stands out.

Optimism.

Even when it is hard to see in the increasing numbers of Cast Members laid off, the curtailment of operations, the postponement of work in progress, and the likely cancellation of future planning, optimism is the underlying strength of the Walt Disney Company.

So where did that come from?

Jim Korkis is a Disney historian and long-time writer and teacher about Walt Disney and the organization he created. Who’s the Leader of the Club: Walt Disney’s Leadership Lessons is a departure for Korkis in that his usual subject matter is about the culture and history of Disney, a topic which he is uniquely qualified to write about.

As a boy, he grew up grew up in Glendale, California, which just happened to be located next to Burbank – the home of the Disney Studios. Korkis was an inquisitive and undaunted fan of Disney who not only watched the weekly Disney television series but took the initiative to write down the names he saw on the end credits.

He matched passion with inquisitiveness and began to look for those names in the local phonebook. Upon finding one, he would call the individual up and ask them about their work. Many were gracious enough to invite Korkis to their homes where he spent hours being enthralled by their stories of their work at the Disney organization.

Fast forward decades, where you will find that Korkis relocated to Orlando FL to take care of aging parents. In his own words,

I got a job at Walt Disney World that included assisting with the professional business programs, where I met many executives who had worked with Walt Disney and been trained by him.

I was often called on to research, design and facilitate customized programs for different Disney clients like Feld Entertainment, Kodak, Toys “R” Us and more that touched on both the connections of the individual companies to Disney history, as well as how Walt did business.

I was tapped to do this work because of my knowledge of Walt Disney and his approach to business.

I got the opportunity to meet with some of Walt’s “original cast.” I was enthralled by their stories and experiences and took detailed notes. Hearing stories about how Walt led and how he expected others to lead with compassion, integrity and common sense made a huge impact on me.

Twenty years later, the result is Who’s the Leader of the Club.

Korkis goes to great lengths to use Walt Disney’s own words, from a variety of published and unpublished interviews, as well as the words of those who personally experienced him in action, to help elaborate and describe the basic concepts.

In doing so, we have delivered to us a refreshing breath of fresh air – a business book using the words and actions of a rare genius that are glaringly absent from most organizations today.

Five decades after Walt Disney’s death, his achievements and legacy continue to inspire new generations.

In my case, it’s actually to re-inspire old generations. As a Baby Boomer, I grew up with “The Wonderful World of Disney” as a weekly television show. As a child, I was taken to see most of the Disney films of the 60’s and early 70’s. As a teenager, I took myself – and then, once I became a father, took my family to see those movies. Though I only visited Walt Disney World once as a teenager, I maintained a fascination with the Disney organization that has continued to grow through the years.

In the early 2000s my vocational role as a consultant to churches took on a specific niche – a focus on guest experiences. That lead to a Disney immersion of research, books, films, on-site visits, and conversations with Disney Cast Members past and present. Over the past three years alone, I have spent over 70 days on Disney properties from coast to coast – and on the oceans. My Disney library numbers over 400 volumes – the oldest released in 1939; the newest coming hot off the press next week.

Vital to that immersion was the work of Jim Korkis – through his books and writings by, for, and about Walt Disney and the Disney organization.

By his own admission, Who’s the Leader of the Club was the most difficult book Korkis has ever written. That may be true from his perspective, but the words and stories flow off the page and into the reader’s conscience in an almost imperceptible manner.

Leaders of any organization would do well to settle in with Who’s the Leader of the Club, and be prepared for a story-filled journey of insight into one of the most creative geniuses of recent history.

Along with the stories the reader will find seven “lessons” about Walt Disney’s leadership. Best of all, Korkis concludes each of the “lesson” chapters with a one page checklist called “What Would Walt Do?” summarizing the key points in the lesson and a space to write notes.

Of course, when Korkis wrote the book, he could not have anticipated the  uncertainty caused by the disruption to the Disney “kingdoms” around the world by the pandemic.

Disney will emerge a greatly-changed organization – and future generations of families – and leaders – will benefit from it. After all, Walt Disney himself went through countless setbacks, and even failures, before the launch of the Walt Disney Company in 1923…

…and look what that has brought to the world in the almost-100 years since!

What are you waiting for? It’s time to join the “club!”

For more on the book by Korkis himself, see here.

Who's the Leader of the Club

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Mulan – Reimagined

When Disney’s animated musical action adventure film Mulan came out in 1998, our daughter Amy was 10 years old. I’m not sure what exactly it was in the movie that captivated her, but Mulan became (and remains) her favorite Disney character. I’m pretty sure we wore out at least one VHS tape, and various pieces of artwork and figurines that she has collected over the years can be found all over her house.

So it was no surprise that when Disney announced in 2015 that a live-action version of Mulan was in the works, Amy was both excited – and a little skeptical. After all, since Disney began producing live-action remakes of their animated classics in 1994, it’s been a pretty hit-or-miss proposition. Some have been pretty good, some have been so-so.

And the 2020 version of Mulan?

ABSOLUTELY. STUNNING.

 

Wait a minute – it’s not coming out till Friday, September 4 on Disney+ Premier Access, you say.

You’re right – but I saw Mulan in a theater on March 11!

I can say that because Amy and I are among the few hundred people who have actually seen Mulan – before it’s scheduled premier on March 27 – and subsequent reschedulings – were all derailed by the COVID-19 pandemic.

Here’s how it happened…

On March 11, I took a quick trip to Raleigh, NC, where I met Amy for an afternoon movie – the first public showing of Mulan, a preview for Gold members of D23, Disney’s fan club. It was shown following the annual meeting of the Walt Disney Company’s stockholders.

I had been looking forward to the movie’s release on March 27 (I already had tickets), and had intentionally not read or watched a lot about it online. So, my expectations were neutral, reserving judgment until I had a chance to see it in person.

When the VP of D23 introduced the movie, I think it was his words that set the tone and pretty much sum up the approach that made this so successful.

“We’re so excited to unveil Walt Disney’s reimagining of the animated classic.”

Not a remake.

The following comments may contain slight spoilers, so read at your own risk.

  • If you really liked the musical aspect of the 1994 version, you won’t find any of the songs that garnered significant praise and won several industry awards in the new movie.
  • If you liked Mushu, the ancestor’s guardian wonderfully voiced by Eddie Murphy, you won’t find  the character anywhere in the new movie.
  • If you liked the character of Li Shang and the developing romance and implied marriage with Mulan, you won’t find it happening in the new movie.

There’s more, but I think you get the point.

The 2020 version of Mulan is not a remake of the 1998 version of Mulan – and that’s what makes it a marvelous movie; in Disney terms, a reimagining.

  • There’s no songs, but there are musical themes from those songs, along with dialog references.
  • There’s no Mushu, but there is a delightful surprise “guardian” introduced early on who makes regular, timely appearances.
  • There’s no Li Shang, but a couple of different characters more than make up for his absence.

I could go on, but I won’t. I’m not a critic (thank goodness), but I know a good movie when I see one.

One that has a vibrant story, identifiable characters you want to root for (and against), emotional twists, action-packed choreography, and amazing production design.

The soon-to-be-released live action Mulan is all that, and more.

 

 

I pre-ordered a multi-year subscription for Disney+ when it was first announced last year. I have added the Premier Access to Mulan, and will be watching it with my wife on Friday September 4.

Yeah, it will be coming to Disney+ in December as a part of the regular programming.

Doesn’t matter.

The reimagining of Mulan is worth it.

How to Use a Brain Trust to Spark Creativity on Your Team

In our fast-paced digital life, church leadership teams need to be creative in order to deal with the changes coming their way today – or they risk irrelevancy tomorrow.

Creativity then, becomes a constant process for every ministry area of any church rather than an occasional requirement for the worship pastor at Christmas or only limited to those “creative” churches.

Like farmers and their crops, leaders cannot dictate creativity, but they are called to cultivate creativity. Thinking and acting creatively doesn’t just happen because a leader desires it or orders it to happen. With the right environment, resources, mindset, and vision, your team will be able to develop the required motivation to be creative on their own.

How can I unleash the creativity of my team?

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Solution: Create a Brain Trust

THE QUICK SUMMARY

Creativity, Inc. is a book for leaders who want to lead their teams to new heights, a manual for anyone who strives for originality, and the first-ever, all-access trip into the nerve center of Pixar Animation—into the meetings, postmortems, and “Braintrust” sessions where some of the most successful films in history are made.

It is, at heart, a book about how to build a creative culture—but it is also, as Pixar co-founder and president Ed Catmull writes, “an expression of the ideas that I believe make the best in us possible.”

For nearly twenty years, Pixar has dominated the world of animation through joyousness of the storytelling, the inventive plots, and the emotional authenticity. In some ways, Pixar movies are an object lesson in what creativity really is. Here, in this book, Catmull reveals the ideals and techniques that have made Pixar so widely admired.

A SIMPLE SOLUTION

Among the many necessities for creativity is the freedom for a team to share ideas , comments, and critiques with one another. The flip side of that freedom is the danger of being too critical, or that critical comments are taken the wrong way.

How can leaders walk the fine line between encouraging open, honest dialogue among their team while at the same time avoiding negative, destructive criticism? 

Creativity has to start somewhere, and we are true believers in the power of bracing, candid feedback and the iterative process – reworking, reworking, and reworking again, until a flawed story finds its throughline or a hollow character finds a soul.

One of Pixar’s key mechanisms is the Braintrust, which we rely upon to push us toward excellence and to root out mediocrity. The Braintrust is our primary delivery system for straight talk. Its premise is simple: Put smart, passionate people in a room together, charge them with identifying and solving problems, and encourage them to be candid with one another.

It’s not foolproof – sometimes the interactions only serve to highlight the difficulties of achieving candor – but when we get it right, the results are phenomenal. The Braintrust sets the tone for everything else we do.

Participants in the Braintrust do not prescribe how to fix the problems they diagnose. They test weak points, they make suggestions, but it is up to the director to settle on a path forward.

People who take on complicated creative projects become lost at some point in the process. In order to create, you must internalize and almost become the project for a while. Soon, the details converge to obscure the whole, and that makes it difficult to move forward substantially in any one direction.

No matter what, the process of coming to clarity takes patience and candor.

The Braintrust differs from other feedback mechanisms in two ways:

  • It is made up of people with a deep understanding of the process at hand and who have been through it themselves;
  • It has no authority – the director (leader) has to figure out how to address the feedback.

We believe that ideas only become great when they are challenged and tested.

– Ed Catmull, Creativity, Inc.

A NEXT STEP

Does your leadership team debate, disagree, discuss, dump—or do you dialogue?  The group dynamics of a team can make or break your effectiveness as a leader.   Imagine what could happen in your ministry if you could lubricate your team’s communication skills.

Engaging the methods of dialogue results in two-way, open communication that generates an uninhibited flow of ideas in a “braintrust” environment.

Dialogue relates to more than communication—it involves creating an environment of trust, discipline and commitment to a common purpose where teams “think together.”

With an understanding of the basics of dialogue, the team must relentlessly:

  • Practice listening to hear, not to react
  • Practice asking to explore ideas, not to judge
  • Practice advocating an idea that focuses on the question at hand, not to defend a position

The core of dialogue is that there is understanding and discipline on the team that the question –the problem at hand—always remains the focus of the dialogue, with the church’s vision as primary filter. It works because individuals put aside egos, assumptions, emotions and agendas to focus on the question for the good of the whole–the collective vision of the church or ministry. In a true “Braintrust” dialogue, ideas get affirmed or challenged, not people.

Auxano, the consulting group I work for, has developed a hands-on tool to use in collaborative meetings that not only reinforces understanding of dialogue and team dynamics, but personally engages each individual to enter into productive, healthy collaboration and apply what they have learned.

We call it the Collaboration Cube.

Our Collaboration Cube takes these ideas to an experiential level that not only encourages team involvement in dialogue, but gives them the ability to apply it. The cube is used by the facilitator to guide the group, and by team members to communicate within the Braintrust.

Imagine creating a “Braintrust” at your church: a unified team that can work together and support decisions because they are results that people really care about and they evolved from a shared experience. What could you do with that kind of cohesive culture?  Give this method a try and watch the collective intelligence of your team and your decisions increase with results for your ministry that are unprecedented.

Read more about the Collaboration Cube, or visit our online store to purchase them


Closing Thoughts

Creativity and innovation are the life blood of a thriving ministry. But even the most creative team can become stale or fall into a rut of the same old same old. Your actions as a leader will determine if your team stays the same, or is constantly reinventing itself.

Taken from SUMS Remix, Issue 15-3, May, 2015


Part of a weekly series on 27gen, entitled Wednesday Weekly Reader

Regular daily reading of books is an important part of my life. It even extends to my vocation, where as Vision Room Curator for Auxano I am responsible for publishing SUMS Remix, a biweekly book “summary” for church leaders. I’m going to peruse back issues of both SUMS and SUMS Remix and publish excerpts each Wednesday.

You can find out more information about SUMS Remix here.

Subscribe to SUMS Remix here.

Practice the Process of Inspiration to Generate Ideas

An exceptional concept depends on good process as well as pure inspiration.

One of my favorite shows at Walt Disney World’s Magic Kingdom is Mickey’s PhilharMagic. In the image below, notice the music notes in the background circling around the showcases in the gift shop at the exit from the theater. They’re not random. If you hum them, you will get the opening to Paul Dukas’ The Sorcerer’s Apprentice – one of the most memorable sights and sounds from Disney’s Fantasia, and the core idea in Mickey’s PhilharMagic.

WDW Apr16 MK MickeyPHM

That’s the magic that “Process Practice” can produce!

Being aware of the design process and knowing what phase the team and the idea are in is a big part of the show producer’s job. You probably aren’t a producer, but all leaders have a role in pulling various people and resources together in creating something – which is the role of a producer.

Inspiration generates ideas, and the process helps to shape efforts in a way to keep the team moving towards a fully developed idea.

It’s time for you to “get” it…

  • Get going. Toss a bunch of ideas out. Direction often comes from joyous chaos.
  • Get excited. Brainstorm. Dream. Take tangents. Notice where ideas go, what’s cool about them, and incorporate this into the design.
  • Get committed. Set up a regular project meeting time, discuss ideas, or just sit and stare at the wall. Ideas will come either way.
  • Get doughnuts or cookies and some toys. Brainstorming sessions go better when food or toys are around.
  • Get different opinions. Listen to someone else’s point of view and listen for things that improve the design.
  • Get confused. Ask yourself hard questions that you can’t answer.
  • Get unstuck. Try a different direction. Throw out an impossible action. Debating a wrong answer can help reveal the correct one.
  • Get your hands dirty. Build a rough model or stage a reading. You will learn more from this than from any debate, and you’ll learn it in time to fix things.
  • Get reactions. Show the idea to others. Listen to what they say, especially if it isn’t what you want to hear.
  • Get it on paper. Take everything you’ve learned and write a description of the goals and details of the design. If you write convincingly, you’ve probably got a good idea.

If everyone is comfortable with the process, the team members have the freedom to generate the best ideas for their project.


part of a series of ideas to shape and tone your creative muscles

Inspired and adapted from The Imagineering Workout

Imagineering logo

The Disney Imagineers

Sue Bryan, Senior Show Producer

 

Inspiration Comes from Things That Are Infused with Life

The word inspire means “to breathe into or upon; to infuse with life by breathing.” When we say, “I am inspired,” it has a deeper significance than we think. We are “breathing in” the living environment of ideas, enthusiasm, and energy that comes with the creative process.

If we look in the Bible, we see the same idea. In Hebrew and Greek the words for “spirit” are the same as the words for “breath” and “wind.”

WheatWind

In fact even in English our word “spirit” comes from Latin word meaning breath. “Inspiration” and “respiration” have the same root. This is no mistake. From the earliest times people could see the connection between breath and active life. When a person’s body stops breathing, it also becomes inactive and dies. Breath is the outward manifestation of activity and life. This intimate connection between breath and active life is the reason why the same word is used for both “spirit” and “breath” in Hebrew (ruach) and in Greek (pneuma).

Inspiration comes from things that are infused with life.

In creating, Disney’s Imagineers always work from a basis of their training, exposure to others’ work, their research, and their life experience.  Working together, they are inspired by their collective histories, training, experience, predecessors, and mentors.

When we are inspired, ideas that are living inside us will find a way to be expressed.

Thistle

Here’s an exercise from the Imagineers: Select a creative challenge – painting, writing, inventing – anything that requires creativity. Now, make a list of creative souls that could inspire a solution: artists, scientists, inventors, musicians, writers. Select one or more people from the list, reflect on their talent, research their work, and let them breathe life into your thinking and imagination.

Now, find your own answers by letting your imagination soar with multiple solutions.


part of a series of ideas to shape and tone your creative muscles

Inspired and adapted from The Imagineering Workout

The Disney Imagineers

 Imagineering logo

It’s Always Easier When You Work With Someone Who’s Been There Before

It’s very easy to become overwhelmed by the size and complexity of some tasks you undertake.

…like planning a week-long visit to Walt Disney World.

That’s the place I found myself in five years ago, when my wife and I began planning a Walt Disney World trip for our 22-year old daughter, as a delayed college graduation gift.

I had been to the Magic Kingdom once. As a senior in high school. For a day. In 1976. A long time ago…

Some things had changed a lot, and my memory wasn’t that good about the trip anyway. Being the research kind of guy, I began looking online at various websites about 9 months prior to the trip. I also checked out some guide books from the library. But the hands down, absolutely best way to plan a trip to Disney World is to use a travel planner. Better yet, a travel planner whose specialty is the Disney Empire, and is an Authorized Disney Vacation Planner.

Enter Annette at Small World Vacations. When some good friends found out what we were going to do, they heartily recommended I get in touch with Annette. I’m so very glad I did! She walked me through the basics, helped me choose the best options for a fun week, made great recommendations for things to do and places to eat, and generally helped created a great week for us.

Amy WDW2011

This picture pretty much speaks for itself.

Through her services, we were able to get a fabulous room in a great resort, get all the dinner reservations we wanted, and plan plenty of surprises for our daughter. Annette’s service didn’t stop in the preplanning, either. When I had a couple of questions just before I left, she was quick to answer them. And waiting for us when we got back was an email welcoming us home and wanting to know how our week went.  And so, over the last five years, in preparing for many return trips to Walt Disney World, my first call has always been to Annette. Whether it’s a year in advance (planning a week-long trip for my immediate family of 13) or a week before (a last-minute change in schedule allowing me a day in the parks), the help and guidance of an expert is invaluable.

Planning is easier when you work with someone who’s been there before.

This takeaway doesn’t just apply to planning to go to Disney – I also found out it applied to what Disney itself does in their development for future attractions. While they are reluctant to just “copy” what has worked in one Park and transfer it to another, they do learn valuable lessons and apply a continuous learning cycle to all their operations.

The takeaway also applied to how they staffed Disney World prior to its opening in 1971: a year before the Park opened, they hired several hundred college sophomores for seasonal work; the next year, they went after juniors, and the following year, when the Park was really hitting its stride, they hired seniors. The best of this experienced group were offered entry-level management positions after graduation, and many went on to achieve high-level positions all across the Disney companies.

How do you take advantage of experience in planning and staffing at your organization?

 

Oh, there’s one other thing: Even with the best of outside help, you still have to do the work yourself.

AFAWDWPlanning

Isn’t About Time You You Made the Ordinary Extraordinary?

Anyone can dream…

But Disney’s Imagineers dream and do.

Since 1952, the Walt Disney Imagineers have been turning impossible dreams and schemes into magical rides, shows, and attractions for Disney theme parks around the world.

What is their magic?

It’s all about making the ordinary extraordinary.

Take this building in Hollywood Studios, for instance…

HS012914Bldg2

It’s a beautiful building, right?

Not really…

HS012914Bldg1

It’s really just a facade – an excellent example of how the Imagineers use a combination of imagination and engineering to make magic come to life at Disney.

Disney’s Imagineers are a highly creative group – one that isn’t slowed down by the impossible.

There are hundreds of stories about Imagineers who didn’t realize what they were capable of until they started doing it. They don’t want your fear of taking the first step get the best of you – they want to let your project get the best of you.

Imagineers try and fail and keep trying until they make magic.

Isn’t it time you got started?

Go ahead. Tackle that creative challenge head-on. Allow the spark of an idea to ignite your creativity and passion. Make the ordinary, extraordinary.

Don’t just sit there – dream and do!

 

Inspired and adapted from The Imagineering Workout

TheImagineeringWorkout

The Disney Imagineers

Imagineering logo

Today in the Magic Kingdom – A Field Trip for Guest Experiences

Greetings from Magic Kingdom!

courtesy John Skodak, CC 3343087934

courtesy John Skodak, CC 3343087934

When the rope drops this morning, I will already be inside the park, participating in the “Keys of the Kingdom” tour. Later in the day, I will be doing some “field work” for a Guest Experiences project – you’ll be hearing about it soon!

In the meantime, enjoy these Top Ten Takeaways from a Disney World Immersion from a previous visit.

Disney Expects Guests – What About You?

The Experience Begins in the Parking Lot

Excellence is Never Finished

Vision for the Future

Pay Attention to Details Others Ignore

Engaging All 5 Senses Creates Memory Links

Making Dreams Come True Requires Resources

Everybody Picks Up the Trash

Team Members Who Dream Together Create Fantastic Results

Everything Begins with a Story

It’s Hard to Forget the Fireworks at the End of the Day

Yes, you counted right – there were 11 Takeaways – but it’s about Disney, where they always exceed your expectations!

Follow me on Twitter, Facebook, or Instagram for live updates throughout the day. I’ll be there from before it opens, till after it closes, with the Kiss Goodnight

photo by Tom Brickman

photo by Tom Brickman

 

 

 

 

 

 

 

 

 

Beyond Mickey’s Ten Commandments: Leadership Lessons from Disney’s Imagineers

There are two ways to look at a blank sheet of paper. It can be the most frightening thing in the world because you have to make the first mark on it. Or it can be the greatest opportunity in the world because you get to make the first mark – you can let your imagination fly in any direction, and create whole new worlds.  -Marty Sklar’s words to the Imagineers in 1966

Retired Disney Imagineer Mary Sklar had a remarkable 54-year career with the Disney organization. His work covered many areas of the organization, but focused on Imagineering, the group Walt created that blended creative imagination with technical know-how.

Sklar is best known for “Mickey’s Ten Commandments,” but in his recently published book Dream It, Do It! he revealed 3 additional lists: 2 on “The Leader’s Bible” and 1 on “Followership.”

The Leader’s Bible, Part One

  1. Create and maintain a climate of trust.
  2. Be responsive and make decisions – that’s what leader’s do!
  3. Empower your teammates – it takes many hands to bake a success.
  4. Create opportunities for new birds to fly.
  5. Remember: experience is not a negative.
  6. Make sure yours is not the only voice you are listening to.
  7. Celebrate diversity and different points of view.
  8. Never rest on your laurels – the next at-bat is your most important.
  9. Take a chance – support risk-taking.
  10. Provide plenty of blank paper.

The Leader’s Bible, Part Two

  1. Be optimistic – if you are not positive, who else will be?
  2. Courage and confidence are major cross streets on the road to success.
  3. Make curiosity your search engine.
  4. Learn to love you next assignment – be passionate about whatever you do.
  5. Provide time to explore – but deadlines are great motivation and discipline.
  6. Take time to teach – mentors are mensches.
  7. Forget the politics – it’s not an election!
  8. Traditions are important – but change is the great dynamic.
  9. Team and work are four-letter words – but together they spell “winner.”
  10. Remember: the last three letters of trend are E-N-D!

WD Quote Dream It Do It

Sklar’s ideas and principles were developed and implemented over decades of leadership with Disney’s Imagineers. They were formed by lessons learned from Sklar’s mentors, most notably Walt Disney and designer John Hench. They served the team of designers, engineers, architects, technicians, and others responsible for creating the Disney theme park experiences well…

…they will be pretty good for leaders in your organization, too!

 

Inspired by Dream It, Do It: My Half-Century Creating Disney’s Magic Kingdoms, by Marty Sklar Disney Legend and Imagineering Ambassador

Dream It Do It

Disney’s Imagineers: Designing the Total Guest Experience

Designing the Guest’s experience is what Walt Disney’s Imagineers came to call “the art of the show,” a term that applies to what the Imagineers did at every level, from the broadest conceptual outlines to the smallest details, encompassing visual storytelling, characters, and the use of color.

Today is eighth and concluding session of Summer Term II of the 2013 GsD program with Applied Guestology 201, a review of some of the leading organizations who deliver exemplary Guest Experiences with application to ChurchWorld.

As I conclude this brief look at Applied Guestology 201, it’s only fitting to come full circle to where we started: Walt Disney and the worlds he created.

The Imagineers design intention is always to give satisfaction to the guest.

John Hench, Imagineering genius and Disney team member for 60+ years

Walt Disney realized that a visit to an amusement park could be like a theatrical experience – in a word, a show. Walt saw that the Guests’ sense of progressing through a narrative, of living out a story told visually, could link together the great variety of attractions he envisioned for his new kind of park. While traveling through their stories, Guests would encounter, and even interact with, their favorite Disney characters, and who would be transformed, as if by magic, from their two-dimensional film existence into this special three-dimensional story world.

As designers, the Imagineers create spaces – guided experiences that take place in carefully structured environments, allowing the Guests to see, hear, smell, touch, and taste in new ways. In effect, Imagineers transform a space into a story place.

Ultimately, the Imagineers gave Guests a place to play, something Walt believed that adults needed as much as children. The design of the Imagineers gives power to the Guests’ imagination, to transcend their everyday routine. Walt Disney insisted that Guests should “feel better because of” their experiences in Disney theme parks, thus establishing the art of the show.

For the Imagineers, that meant considering everything within and relating to the parks as design elements. To build effective story environments and assure Guest comfort, the designers realize that they always had to assume the Guests’ position and point of view, and just as Walt did, to take the Guests’ interests to heart and defend them when others didn’t think it mattered.

It is up to the designers to provide Guests with the appropriate sensory information that makes each story environment convincing. This means that design considerations go beyond the attractions themselves to the service and operations staff, transportation, restaurants, shops, rest rooms – even the trash cans.

Initially, the Imagineers used the knowledge gained from their experience in films, but they soon found that their Guests themselves would teach them what they most needed to know about theme park design and operation.

To design most effectively for Guests, the Imagineers learned that they had to observe them up close, waiting in lines with them, going on attractions with them, even eating with them. The Imagineers paid attention to Guests’ patterns of movement and the ways in which they expressed their emotions. They were able to get an idea of what was going on in their minds.

When designers see Guests in their natural states of behavior, they gain a better understanding of the space and time Guests need in a story environment.

WD Guest quote DI

Disney Imagineer Marty Sklar, who retired in 2009 as the only Disney employee to have participated in the opening of all eleven theme parks around the world, is noted for many things, but one of the most cherished has to be his creation of “Mickey’s Ten Commandments.”

During his 54-year career, Sklar was involved in all facets of the theme parks – from concepts to design to operations. Along the way, he developed, refined and practiced key principles of leadership based on what he learned from Walt Disney and other Disney Legends, especially designer John Hench. He crystalized these “learnings” into the first of what he called Mickey’s Ten Commandments:

  1. Know your audience – Identify the prime audience for your attraction or show before you begin design
  2. Wear your Guests’ shoes – Insist that your team members experience your creation just the way Guests do
  3. Organize the flow of people and ideas – Make sure there is a logic and sequence in our stories and the way Guests experience them
  4. Create a wienie (visual magnet) – Create visual “targets” that will lead Guests clearly and logically through your facility
  5. Communicate with visual literacy – Make good use of color, shape form, texture – all the nonverbal ways of communication
  6. Avoid overload – create turn-ons – Resist the temptation to overload your audience with too much information and too many objects
  7. Tell one story at a time – Stick to the story line; good stories are clear, logical, and consistent
  8. Avoid contradictions – maintain identity – Details in design or content that contradict one another confuse an audience about your story or the time period it takes place in
  9. For every once of treatment, provide a ton of treat – Walt Disney said you can educate people, but don’t tell them you’re doing it. Make it fun!
  10. Keep it up! (Maintain it) – In a Disney park or resort, everything must work. Poor maintenance is poor show!

Exceeding Guests’ expectations is Disney’s Guest Service strategy, and paying attention to every detail is the tactic by which it is accomplished.

Class dismissed.

 

Application for ChurchWorld

Really? If you are involved in Guest Services at your church in any capacity, and can’t see the immediate and powerful application of Mickey’s Ten Commandments to your own Guest Services process, may I kindly suggest you are serving in the wrong ministry area?

Be Our Guest” has been the invitation to Disney visitors long before the song from Beauty and the Beast became a box office hit.

It underscores an important element in the Disney vocabulary, that customers are not referred to as such, but rather as Guests. In the Disney nomenclature, the word “Guest” is capitalized and treated as a formal noun.

What’s the difference between treating someone like a visitor, and treating someone like a Guest?

The obvious analogy is that we do things differently when we bring Guests into our home. We clean up the house. We dress up. We prepare something special to eat. We host them. We take care of their real needs.

Disney expects Guests

At Disney theme parks around the world, they expect Guests – and plan to exceed their Guests’ expectations every time. What about you?

Are you expecting Guests?

Recommended Reading for this session:

Designing Disney: Imagineering and the Art of the Show, John Hench

Dream It, Do It: My Half-Century Creating Disney’s Magic Kingdoms, Marty Sklar

(for a complete reading list, see The Essential Guest Experience Library)

Guestology – the art and science of knowing and understanding your guests – is a term originated by Bruce Laval of the Walt Disney Company. The use of GsD is a tongue-in-cheek acknowledgment that organizations that really want to understand and deliver a WOW Guest Experience need to study the best practices and principles in use today, and then adapt them to the context of their own environment.

the GsD (Doctor of Guestology) journey: 2nd Term Summer 2013