Creating Magic

1. Leadership Starts with Inclusion: Everyone Matters

At Walt Disney World® Resort, what is usually known as the laundry is called Textile Services.

Inclusion drives success. The transformation of Disney's Textile Services exemplifies the power of inclusive leadership. By involving Cast Members at all levels in decision-making processes, the department achieved remarkable improvements in productivity, innovation, and employee satisfaction. This approach, summarized as RAVE (Respect, Appreciate, and Value Everyone), creates an environment where employees feel valued and motivated to excel.

Key strategies for fostering inclusion:

• Make sure everyone understands their importance to the organization
• Get to know your team members as individuals
• Be accessible and available to all employees
• Listen actively and seek input from all levels
• Communicate clearly, directly, and honestly
• Stand up for those who may feel excluded

2. Break the Mold: Organizational Structure is Key

No matter what business or industry you're in, if you aspire to truly great leadership, you need to get all the facts pertaining to your business or operation.

Structure impacts performance. A well-designed organizational structure is crucial for maximizing efficiency, creativity, and employee satisfaction. At Disney, major structural changes, such as consolidating Parks and Resorts divisions, led to improved communication, resource allocation, and career opportunities for employees.

Strategies for effective organizational design:

• Clearly define responsibilities, authority, and accountability
• Eliminate unnecessary positions and streamline processes
• Flatten the hierarchy where possible to improve communication
• Be prepared to take risks and expect resistance to change
• Continuously evaluate and adjust the structure as needed

3. Your People Are Your Brand: Hire and Develop the Best

Products and services can easily be replicated. So if your company's competitive advantage is based on products and services alone, you are at risk.

People drive excellence. The success of any organization ultimately depends on the quality of its people. Disney's approach to hiring and developing talent focuses on finding individuals who not only have the necessary skills but also fit the company culture and demonstrate leadership potential.

Key hiring and development strategies:

• Define the perfect candidate for each role
• Look for talent in unexpected places
• Involve team members in the selection process
• Select based on talent and cultural fit, not just resume
• Continuously evaluate performance and provide feedback
• Be willing to make tough decisions about talent that isn't the right fit

4. Create Magic Through Training: Empower Your Team

Give people a purpose, not just jobs.

Purpose drives performance. Disney's approach to training goes beyond teaching specific job skills; it instills a sense of purpose and empowers employees to create magical experiences for guests. This comprehensive training strategy, exemplified by programs like Traditions and ongoing development opportunities, ensures that every Cast Member understands their role in delivering exceptional service.

Elements of effective training:

• Clearly communicate the organization's purpose and values
• Provide both technical and soft skills training
• Offer ongoing learning opportunities
• Encourage leaders to serve as teachers and mentors
• Use storytelling and real-life examples to reinforce key concepts
• Prepare employees for unexpected situations

5. Eliminate Hassles: Streamline Processes for Success

Ask what rather than who.

Efficiency enhances experience. Streamlining processes and eliminating unnecessary hassles is crucial for both employee and customer satisfaction. Disney's relentless focus on improving procedures, from FASTPASS® to Magical Express, demonstrates how removing friction points can significantly enhance the overall experience.

Strategies for process improvement:

• Regularly evaluate and update procedures
• Listen to customer feedback and complaints
• Learn firsthand what's working and what's not
• Empower employees to identify and solve process problems
• Stay up-to-date with technology and industry trends
• Anticipate potential issues and plan ahead

6. Learn the Truth: Stay Informed and Connected

If you don't know the facts, how can you possibly make the best decisions?

Information fuels decisions. Great leaders actively seek out the truth about their operations, employees, and customers. Disney's multifaceted approach to gathering information, from regular walks through the park to comprehensive guest surveys, ensures that leaders have the knowledge they need to make informed decisions.

Methods for staying informed:

• Regularly walk through and observe operations
• Meet frequently with direct reports and small groups of employees
• Create safe channels for anonymous feedback
• Probe for the whole story, not just surface-level information
• Constantly evaluate spending and financial data
• Use formal feedback mechanisms for self-assessment

7. Burn the Free Fuel: Appreciation, Recognition, Encouragement

ARE is more powerful than the fuels that make engines roar and space shuttles soar, because it propels human energy and motivation.

Appreciation drives motivation. Recognizing and encouraging employees costs nothing but yields tremendous returns in motivation, loyalty, and performance. Disney's culture of appreciation, exemplified by programs like Great Service Fanatic cards and public recognition in company newsletters, demonstrates the power of this "free fuel."

Strategies for effective recognition:

• Make appreciation a natural part of your routine
• Recognize employees by name and for specific actions
• Catch people doing things right and reinforce positive behavior
• Use a variety of recognition methods, from personal notes to public awards
• Include family members in recognition when possible
• Encourage peer-to-peer recognition

8. Stay Ahead of the Pack: Continuous Learning and Innovation

In times of drastic change, it is the learners who inherit the future. The learned usually find themselves equipped to live in a world that no longer exists.

Learning drives innovation. To maintain a competitive edge, leaders and organizations must commit to continuous learning and innovation. Disney's culture of curiosity and improvement, exemplified by practices like studying competitors and encouraging employees to expand their horizons, ensures the company stays at the forefront of the industry.

Strategies for continuous learning:

• Be a knowledge sponge, absorbing information from diverse sources
• Identify and fill gaps in your skills and knowledge
• Learn from the best in your industry and beyond
• Study your customer base through comprehensive research
• Encourage your team to expand their horizons and bring back new ideas
• Keep up with technological advancements and industry trends

9. Be Careful What You Say and Do: Leaders Are Always On Stage

When you arrive at work, imagine a big red curtain opening. You are now onstage!

Leaders set the tone. As a leader, every word and action is scrutinized and sets an example for others to follow. Disney's emphasis on professionalism, from appearance standards to behavior expectations, underscores the importance of maintaining a positive and professional demeanor at all times.

Keys to professional leadership:

• Demonstrate passionate commitment to your role
• Set high standards for yourself and others
• Maintain a positive attitude, even in challenging situations
• Pay attention to your appearance and body language
• Control your emotions and reactions
• Be consistent in your words and actions

10. Time Management: The Foundation of Effective Leadership

I always want my brand to be like Lexus—dependable, sturdy, efficient, a consistently high-level performer, even when it has a lot of miles on it.

Time mastery enables leadership. Effective time management is crucial for leaders to balance their numerous responsibilities and lead by example. Cockerell's emphasis on personal organization, exemplified by his use of a Day-Timer and structured daily planning, underscores the importance of this often-overlooked leadership skill.

Time management strategies:

• Use a reliable system to organize tasks and appointments
• Plan each day in advance, prioritizing key responsibilities
• Balance work and personal commitments
• Delegate effectively to focus on high-value activities
• Create time for learning and strategic thinking
• Model good time management practices for your team

Last updated: January 24, 2025