What We Can Learn from Walt Disney & Steve Jobs on Creating an Experience
I read an article last week that headlined “Bob Iger thinks Apple and Disney might have combined if Steve Jobs were still alive” It’s my understanding that Steve Jobs at one point in his life despised Disney. That quickly changed In October 2005 when Bob Iger took over the lead at Disney. On January 24th, 2006, Disney purchased Pixar in an all-stock transaction worth $7.4 billion. When the deal closed, Jobs became Disney’s largest single shareholder. I have a theory that 7.4 billion can change your attitude on a company really quickly.
It’s odd how similar both of these companies appear in my consciousness. Disney created magical experiences for me as a kid. Apple does the same for me as an adult. Both companies continue the tradition of capturing the imagination of my now 12 and 9 year-old. Why is this the case? The similarities of Walt and Steve are almost scary to me. They both had a larger than life vision and commitment to quality. Both had a strong desire to make the experience better than good. The experience had to hit you in the chest and create joy. It was not about getting to market first, it was about getting to market best.
This concept of getting to market best reminds me of one of my favorite quotes by Jimmy Iovine...
“When you’re a race horse, the reason they put blinders on these things is because if you look at the horse on the left or the right, you’re going to miss a step. That’s why the horses have blinders on. And that’s what people should have. When you’re running after something, you should not look left or right — what does this person think, what does that person think? No. Go…Just Go.”
Steve and Walt had blinders on. They didn’t care what the competition was doing because they were creating a category. They both were purpose driven men. They had an attention to detail while still having the big picture in focus. Steve and Walt both understood waiting in line for the experience was also part of the magic! How many companies do you know where people actually wait in line to experience their products? I recently bought the Series 5 Apple watch. For the first time, I waited in line for an Apple product. I silently observed how efficient the Apple employee’s were with checking me in, reserving my watch and giving me guidance on what to expect when I get in the store. They even handed me a cup of Starbucks coffee while I waited. When it was my turn, the Apple associate sort of opened up her arms towards the all glass doors as if I was going to meet a Disney character behind the curtain. I struck up a conversation with another customer who was converting from Google to Apple and he said - “man you don’t get this vibe in the Google line”. I laughed because he was right.
In order to create an experience I believe you have to be fulfilled. Doing your best work brings fulfillment. If you have fulfillment you can tell a really good story. Both Jobs and Disney had a knack for connecting with people on a personal level. They both understood and valued interactions with people. Every interaction was an opportunity to leave a person a little better or a little worse, if you had not interacted with them at all. This in my opinion was the key to their success. It translated and filtered through to everything they executed on in their business models.
So all this research got me thinking…
Does your company currently fit the mold of Steve Jobs or Walt Disney’s desire to improve the experiences of the people who interact with your brand? I don’t just mean the company brand you work for. I’m talking about your personal brand too! Do you make people better? Do you focus on experiences no matter how small or large the details are? I’ve personally met some amazing people in my career. These people knew how to connect at a personal level which in turn made me love their company brand even more.
In 2014 I had the pleasure to work with Hagerty Insurance. I remember vividly the tour they gave me of their warehouse where they stored some of the coolest classic cars I’ve ever seen. Derek, walked me through the Hagerty story and even let me sit in some of the cars. It made for an awesome experience. I don’t own a classic car yet, but when I do, I can assure you Hagerty will insure it. The person, the company brand and the story all adds to the experience.
During my time at Salesforce we did a great job creating experiences for our customers with the whole trailblazer mantra. Box, the company I’m at now, does a fantastic job organically creating a cult following of our products and services due to user experience. For example…that Apple story I described earlier in the article - It turns out the Apple expert helping me with my watch works with businesses to set up Apple products. He asked where I worked. When I told him Box, his eyes lit up! He said I love using your product. I had an Apple employee who arguably sells the coolest consumer tech products on the planet telling me how much he loved the product I sold. That was pretty cool. I was answering his questions on Box while he answered my questions about Apple. The whole experience was an opportunity to leave each other better.
Even recently, I did a tour of a prospect’s headquarters. The pride she took showing me how they innovate, how they create experiences for their patients did so much for their story. This company didn’t miss a detail when it came to their display hospital rooms or how they integrated their products into the design of the room. It made me want to do business with them even more! I could tell during the tour she had fulfillment. She was doing her best work, which was making everyone better around her.
Below are a few tips I try to follow when creating an experience…
Be genuine in all interactions.
If you do something out of character, make a point to never do that again as it doesn’t represent who or what your brand inspires to be.
Stop consuming, start creating. Practice proactive thought vs reactive thought.
Push others to do their best work - for their best interest not yours.
Treat others how you would like to be treated...it's an old one but still in style.
