*[[if u can dream it, u can do it]]*

I love Walt Disney's quotes. If I remember correctly, my all time fav (which I use pretty often and is at the name of my blog) is : If you can dream it, you can do it.

Just sharing an article regarding Walt Disney :) Inspirational. Take a while to read if you have the time. It teaches you that being successful ain't easy. You have to stand out.

Lessons from a theme park

WHEN Walt Disney started out as a young entrepreneur in the 1920s, he wasn't sure where his fledgling business would take him and his brother Roy.

All he knew was that he wanted to entertain people of all ages. That focus on more than his core consumers, children, has sustained Walt and his company through good times and bad - a focus that remains the cornerstone of The Walt Disney Company today.

Disney is renowned for its ability to surpass the expectations of children first and foremost, but it is its focus on what the company calls the 'secondary guest' - someone who frequently interacts with, or exerts influence over, a product but may not be considered a core consumer - that Disney believes sets it apart from other entertainment companies.

If you've ever been to a Disney theme park, taken a Disney cruise, or sat through a Disney Pixar film, then you know that our company is committed to entertaining people of all ages, everywhere.

It's easy to think: 'Of course Disney can entertain people of all ages, everywhere. They're in the movie and theme park business!'

The bottom line is that small business owners can easily apply the concepts used at Disney because most of them cost little to no money to implement.

But the truth is, this concept works in almost every industry.

The Disney Institute has helped clients integrate Disney's best practices into healthcare, retail, food and beverage, and even manufacturing. How you position and sell your product or service is just as important as what your business is selling.

Recognising the secondary guest

Prior to the opening of Disneyland in 1955, theme parks didn't exist. Children went to carnivals, which were often scary places with scary people and even scarier safety standards. They also weren't much fun for adults.

Walt dreamed of a place where he, his wife Lillian, and his two girls could have good, clean fun together. His idea was an obvious success that led to the concept of the secondary guest - in this case, himself and his wife Lillian.

The company continually works on this concept every day, always trying to find new ways to surprise and delight adults as well as children. There are a variety of ways to do this, but nothing outweighs the impact of our employees, or 'cast members', as Disney calls them.

Cast members are trained to speak to guests, not at them. For example, they bend down to speak to a child at his or her level.

This does two things: it makes the child feel important and involved, and it makes the parents happy because the child feels special.

Cast members are also trained to proactively seek out guest contact, especially with those who seem lost or frustrated.

Days at the Walt Disney World Resort in Lake Buena Vista, Florida, can be very long and exhausting. A cast member who sees a crying child and a clearly anxious adult is encouraged to approach the child and suggest a game, or offer assistance in finding a cool spot for the family to rest awhile.

This simple gesture can help the child and the parents relax and get refreshed so that the family can begin enjoying their day again.

Now, think about how this concept could apply in your business, where perhaps a child is the secondary guest.

If a mother comes to your retail store and an employee is rude or dismissive to her child, is she likely to make a purchase?

With today's increased competition, she is more likely to simply leave, and possibly never return.

Now imagine that your employee strikes up a conversation with the child and offers her a few crayons and a colouring book to play with while the mother is shopping.

In this case - with time to focus and examine all you have to offer - the mother probably makes that purchase. Even better, she comes back over and over again, bringing her child every time. Her child then comes to remember the store fondly, and may begin shopping there herself when she's old enough.

Each year, Disney receives thousands of guest letters that share how a cast member went out of his or her way to make everyone in the party feel special and how because of that those guests will go back.

In fact, Disney Institute has quantified and correlated these cast member interactions, with guests' higher levels of intention to return and to recommend. In other words, how these interactions of the employees influence key drivers of growth and profitability for the company.

Putting it to work

The bottom line is that small business owners can easily apply the concepts used at Disney because most of them cost little to no money to implement.

It's really about adjusting the company's mindset to make sure everyone, managers and employees alike, understand their role within the organisation, and are willing to treat everyone as a guest and a potential customer.

Every person who interacts with a business becomes an ambassador of that business with his or her experience.

If long-time patrons appreciate and value their experiences, they are likely to refer friends, neighbours and business associates, and their children and grandchildren are also likely to become loyal customers.

Disney continues to be successful with these strategies because it understands the importance of communicating and delivering value to all our guests.

Exceeding expectations by providing an unparalleled experience to your core and secondary guests will increase intent to return and to recommend, creating your own economic 'circle of life'.

Ange
12:58 pm