Pre-Ramble:  So, I came across an ad in one of the business publications I read, maybe it was Wired … could have been Fortune … anyway, I came across an advertisement promoting the Disney Institute.  Apparently, Mickey and the gang are leading a professional development consulting practice, preaching the gospel of Disney to organizations and individuals who want to realize success by “thinking differently” about their businesses.

“Are you ready to D’Think your organization? … Think outside the status quo … Built on the real-life practices of the Walt Disney Company, a global leader in everything from customer service to leadership excellence, our customized programs have re-inspired over half of America’s Fortune 100 companies. See their testimonials on our website and ask yourself: Are you ready to D’Think?” 

D’Think? … Does this mean, “de-think“? As in, “de-ice or de-clog“? … ”Stop thinking the way you’ve been thinking“? Or, does it mean, “Think D-isney” … as in “Disney-Think“? 

I think they were going for something creative and catchy and think-outside-the-box-y. (Never mind that the accompanying photo features two guys with cardboard boxes over their heads that actually look like giant Fig Newtons with legs … ) At first blush the concept of a corporate coaching arm inspired by Disney is, well, … inspired. 

Certainly, the Magic Kingdom, created by “artistic genius” Walt Disney, embodies all of the elements that one could wish for in an effective organizational model. The efficient and whimsical work environment can only be characterized as “innovative,” and the Disney reputation for delivering a world-class “Guest experience” is legendary. And when it comes to branding, Disney, with its tightly controlled worldwide scope of motion pictures, theme parks, stage shows, books, magazines, television, merchandise, music (… we can talk about the Mouseketeers later), apparel, radio, resorts, cruise line and more, practically invented the concept. So, as claimed,

“The end results may be magical, but the Disney formula … has much more muscle than pixie dust.”

Hey there, hi there, ho there …  Sounds like the muscle of the Disney Institute “formula” involves some pretty basic business school fare…

… That’s what you’ll learn in Disney’s Approach to Inspiring Creativity — one of the five core topics available at Disney Institute. Discover ways to tap into the same power source that has propelled more than 80 years of continuous business success:

• Analyze the working definition of “organizational creativity” as it applies to the success of any organization
• discover the four key components of the organizational creativity model – organizational identity, collaborative culture, structural systems, and the leader
• Examine the best practices of Disney in each of the four components

Wait a minute, Boys and Girls … What’s all this “analysis” and “key components” and “collaborative culture” talk?  Is this the brand of Disney-Speak that leads to Disney-Think? 

Where’s the pixie dust?  Sure, there’s value in sound, foundational business processes and practices, and deft strategy and execution around these things this is surely a part of what has made Disney the formidable and ubiquitous powerhouse that it has been for decades. But, the Disney “formula” is only part of the equation.  The thing is, what amounts to a highly innovative and organic outcome for the wonderful world of Disney, cannot be that for any other entity. Like a fingerprint, an innovative, thriving brand is unique and authentic and it takes some serious alchemy between relevant and random factors to punch that ticket.    

The Take-Away: It’s the “pixie dust” that offers the most competitive advantage here.  Beyond a business formula dressed up in tutus and tiaras, organizations and individuals who seek the vistas beyond the edge of the box are looking for the magic. They’re looking for ways to access the kind of creative spark that will inspire their thinking and transform their business.  Hopefully, the Disney power point includes a magic wand.

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