::Why Disney has it right::

Recently, I read Creating Magic, which is essentially about how Disney leads their people to function as an extension of their brand. Disney is an innovator in this area. They have created a culture where each of their cast members own a stake in the ideas, values, and company. Disney cast members are more likely to act in a way that is consistent with the company's overall vision and objective as a result.



How they created ownership

1. Brand with value
Clearly communicating that people matter (*employees are people) dramatically increases what employees are willing to do for a company. Employees that are valued are more likely to invest themselves into a brand message. Companies that treat people with disrespect end up with weak brands. Strong brands start with employees that are valued and respected.

2. Keep what matters in focus
The customer is often forgotten in minor policy adjustments even though many of these adjustments often affect the customer. I have seen small companies choose organizational convenience over customer service and do great harm as a result. Customer service is hard especially when workers get far removed from customer interaction. Listening to the customer and what front-line employees are communicating about customer needs gives a brand relevance.

3. Everything that is done matters
How many times have we really considered how important a Janitor is to our daily lives? How often do we think of the bus boy as a person that can make or break our day or business? Too often in our world the jobs that are low in pay are low in prestige. The sales force gets training while the shipping departments are trained only as much are necessary. Companies with a strong brand culture communicate value to every single position in addition to every person.

4. Training
The best way to communicate value to employees is to train and develop them as people. If a brand sets out to communicate excellence and value, then the brand must be willing to equip staff to fulfill this role. Too many businesses fear that they loose top talent because with adequate training, the employees might out grow their jobs. However, if training is done correctly, that type of shrinkage could actually be good news. Loosing top talent (managers etc.) actually opens up spaces for movement. A company with opportunity will actually result in creating a culture where you don’t loose top talent, you get more.

Much of this post is in response to Seth Godin's blog. Click the head below to check it out.

Book Review :: Creating Magic

Creating Magic is a book I would suggest for everyone from High schooler's to Grandparents. The marketing idea behind the book is leading people in such a way that they become the brand. The book is written by the Disney executive who ran Walt Disney World for several years. It includes a lot of stories and anecdotes and it probably paints Disney in a slightly better light then it might deserve... However, that's actually a good thing. Cockerell sees Disney for what it can be which is how great leaders should see an organization. He also owns up to where they were and where they are so it can't be read as pie in the sky or idealism.

The book is really about how Disney has defined 10 key components they expect leaders to exhibit (They call them GLS- Great leadership Strategies). These are skills which develop people by affording them meaning and value in simple front line jobs. However, Cockerell's writing extends to so many other applications outside of the workplace, anyone can get something out of them.

This has probably been my favorite read of the summer, partially because I read it on my own accord. I think Disney has some of the best people in the world. Every cast member I have EVER come into contact with has been a professional and exceeded the level of service I anticipated (bare in mind I had annual passes to Disneyland for 3 years in a row).

This book is pragmatic, accessible, and in a summer of great reads something that stands out from the pack.

Warning: It is what you would expect from someone who believes in their product. I have no problem with this, I wish more people believed in what they did in the same way as Cockerell the world would be a better place.