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Inside The Magic Kingdom: How Disney Achieved Success
“Always remember that this whole thing was started with a dream and a mouse,” Disney said.
He created the world’s first multimedia empire and he did it by making people smile. An entrepreneur with a natural flair for animation, Disney became one of the world’s most well-known and respected entertainers, creating a company that continues to gross over $30 billion yearly. What was the secret behind the magic?
He Pushed His Sales: From cartoons to movies to theme parks to merchandise, Disney tried to ensure that wherever possible, he was seizing the opportunity to promote his brand. A master at cross-promotion and brand stretching, Disney made certain that wherever he could remind people about his products, that he took advantage of that chance. He was a pioneer that pushed the worlds of marketing and merchandising to new levels.
He Followed His Dreams: “You reach a point where you don't work for money,” Disney said. He reached that point early on in his career; he had pursued his passion to the point where he had made it successful and his work became a pleasure. He encountered obstacles and discouragement at every step of the way, but was passionate and courageous enough to continue working towards his goals in spite of everything. “All the adversity I've had in my life, all my troubles and obstacles, have strengthened me,” he said.
He Was Creative: “I first saw the site for Disneyland back in 1953,” said Disney. “In those days it was all flat land – no rivers, no mountains, no castles or rocket ships – just orange groves, and a few acres of walnut trees." Where others saw a blank canvass, Disney saw a work of art. He noticed opportunities where others had not even been looking. It was his creativity and his fertile imagination that enabled him to sustain a decades-long successful career.
He Seized Control: After an early learning experience, Disney quickly came to understand the importance of having creative control and legal ownership of his work. Once he had become his own boss, Disney prided himself on his management skills, maintaining a hands-on approach while still giving his employers a degree of independence. By taking control of his own business, Disney steered himself to success.
He Was Selective: “You may not realize it when it happens, but a kick in the teeth may be the best thing in the world for you,” said Disney. Despite his success, Disney was not without his failures. He, too, had to learn the difference between passion and blind faith. While passion was a crucial ingredient to his success, Disney grew to understand that passion and business savvy did not always go hand in hand and that success required sacrifice.
Disney died on December 15, 1966 but his legacy carries on to this day. As a producer, director and animator, Disney created one of the world’s most recognized and cherished brands. To other budding entrepreneurs, he says this: “The way to get started is to quit talking and begin doing.”
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