Business lessons from a cartoon mouse

Last year I got the opportunity to go to Disneyland in Hong Kong. It was sweltering hot. Like 36C and 99% humidity. But I had one day on the trip that I had available to do the Disneyland thing, and living out childhood dreams at 39 is strongly encouraged, so – I went. I lined up for what seemed like hours, sweating in places that I shouldn’t have been.

Why? Why did I do this. Because Disneyland does business, well.

Here is what I learned:  

• Icons are built over many years, through many iterations. But all iconic superstars start with an idea. Mickey didn’t always look the way he does know.

• A brand’s identity is the way they show up in the world. People are drawn to a feeling they get from a brand. Every action the brand takes should be “on brand”.

• Your customers, employees (and, you) experience your brand through how it feels, looks, dresses, speaks and interacts with.

• Having customers / clients on the journey of your brand, creates the desire of an experience with your brand. At the right time, for them.

• Once the dream is realised and your ideal customers interact with your brand, the experience of doing the thing MUST be as strong as the perception of the thing.

• The employees in your organisation are the ones doing the doing. A clear map, a common purpose and an aligned vision will help those employees tell the brand story and deliver the promised experience.

• Real genuine joy is priceless and invaluable.

• People will never forget how you made them feel.

• Smiling is the same in every language.

And finally even when adults connect with their inner child, magic happens.