University of Minnesota - UMN Executive Leadership Insights
The Disney Way
Book

The Disney Way

Harnessing the Management Secrets of Disney in Your Company

Bill Capodagli and Lynn Jackson
McGraw-Hill, 2006
First Edition: 1999
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Editorial Rating

7

Qualities

  • Innovative

Recommendation

To succeed in business, you don’t have to wish upon a star. Just pick up Bill Capodagli and Lynn Jackson’s book describing the ten key success secrets of the Disney Company. The secrets derive from four basic tenets: dream, believe, dare and do. The authors show how these principles led to Walt Disney’s success, and how other companies can use them. They include a Disney history to illustrate how the company has applied its principles from films to video to theme parks - including how Disney has learned from its problems and failures. They provide examples of how other companies have applied the Disney Way. getabstract recommends this excellent book to anyone with an interest in business strategy or marketing. While the principles it outlines may be familiar, Capodagli and Jackson demonstrate in an original way just how these principles can contribute to success beyond the Magic Kingdom.

Summary

Learning from Disney’s Way

The corporate behemoth known as Disney began in 1923 with $500 that Walt Disney borrowed from his uncle. With Walt Disney providing the creative vision, and brother Roy supplying the necessary financial and business-management skills, the Disney Company was onward and upward from day one. How? Disney achieved his success by following four basic concepts: Dream, believe, dare, do.

Disney began with a dream, which he tested against his beliefs. He dared to take risks, and then executed his vision to make those dreams come true. Everything he did derived from those four basic ideas.

From the beginning, Disney emphasized key principles for putting those ideas into action. Those principles still are part of the company’s culture today. First, insist that every employee "is the company" to the customer. All employees, therefore, must understand the company’s basic ideals and practices. For Disney, this meant following its central mission to provide the finest in family entertainment, and to treat all customers as guests. Thus, customer service is a strong guiding principle.

Disney had a commitment to excellence. At times, that meant...

About the Authors

Bill Capodagli  is the managing partner of Capodagli Jackson Consulting. He has been a manager at several top consulting firms as well as a graduate-level teacher. As a popular speaker at national and international conferences, he has taught audiences the "dream, believe, dare, do" business model. Lynn Jackson  is partner at Capodagli Jackson Consulting, and has graduate degrees in organizational development and counseling. Together, Capodagli and Jackson have spent nearly three thousand hours benchmarking the Disney organization. They have trained more than 7,000 people in "dream, believe, dare, and do" methods.

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