Organizations often believe creativity exists merely for “creative people.” At Disney, we define creativity in a much different way. Here, we see creativity as the collective expression, analysis and implementation of new ideas -- ideas that can come from anyone, anywhere. That means that we as leaders have to have our eyes and ears open at all times, and really hear the ideas that come from our employees.

How do you define creativity and innovation in your organization? Do you listen to employees ideas?

In one day, as many as 20,000 guests could walk through the gates of a single Disney Park. Hello seems obvious, but have you thought about the goodbye?

 

The goodbye may be one of the most important moments we have with our guests.  When the fireworks are over and guests are ready to head home, they will see cast members waving a special goodnight. The simple act of waving and thanking guests for visiting reminds that they will always be welcomed back. 

 

How do you ensure that your guests have a great experience at the end of their visit?

In October 1999, as part of the Millennium Celebration, Disney Pin Trading was introduced at the Walt Disney World Resort. Originally the program was designed to last only a year, but guests expressed overwhelming interest in this part of the celebration and so pin trading still exists today.  

 

What makes pin trading so popular? Besides the collectability factor of the pins themselves, pin trading offers our guests a unique chance to interact with Disney cast members. For the guest it can be that moment of finding the last pin to complete their collection. For the cast member, it’s knowing they helped a little princess find a pin of her most beloved character.

 

What high-quality connections can you form with your employees and customers?

At Disney, corporate culture is defined as “the way we do things.” One of the things we do backstage everyday is celebrating milestones in cast member’s careers and life. 

 

Our culture sets the tone for how employees interact with each other on a daily basis. We see the value and know the importance of recognizing cast members for their service to the company as well as celebrating someone’s birthday. Cast members are awarded service pins for their time spent with Disney as well as banners recognizing years spent with the company.  Birthdays don’t go unnoticed either and each area of the company celebrates differently – for example, Epcot plans a special monthly breakfast for cast members and other areas sign and deliver a card from the entire team. 

 

How do you acknowledge someone’s special day and create excitement around special occasions?

 

At Disney theme parks and resorts, we strive to exceed expectations for primary guests, but we also focus on what we like to call the “secondary guest.”  A secondary guest is someone who frequently interacts with or exerts influence over a product, but is not considered a core consumer. 

 

The secondary guest concept began with Walt Disney himself.  Walt developed Disneyland because he was tired of sitting on the sidelines watching his daughters have fun. He wanted a place that was fun for them and him. 

 

Who might be the secondary guest in your business?