9.11 – Pause – Book – Four

masked couple in large empty tent
First Covid-19 shot, March 2021. Second one is on Easter Sunday.

In a perfect world, by the time this post publishes on 9/11, all seven Disney Business books will be published. It is March as fingers compose this post.

(September 9, 2021 update: None of the seven books are published. If your goal isn’t impossible, you’re not reaching high enough.)

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This website is about our WORK. To ponder today’s post about our HOME, click here.

Just like Disney Institute but you get two bonuses

boat on quiet lake at sunrise
Disney’s Bay Lake at sunrise. Bay Lake Tower (L) and Discovery Island (R).

Just like Disney institute (DI), the Professional Development arm of the Walt Disney Company, but you get this too:

  1. Exclusive, Concierge-level access to the owner, every single time.
  2. World-class, Disney Brand Loyalty content, generally 50% less cost than the world-class provider (DI).

Think about how this applies to what you purchase and why?

  1. How is a world-classs brand positioned by you?
  2. Why do you choose that brand instead of other brands?
  3. Why do you recommend that brand to your friends instead of other brands?
  4. What story do you tell yourself when you choose this brand?

How is this brand positioned by you?

For example, Apple has unparalleled safety plus has a change-the-world karma.

Why do you choose a world-class brand instead of other brands?

The founder’s story inspires you.

Why do you recommend your most trusted brands to your friends instead of other brands?

Because it works, because it’s worth the cost, and because it’s great karma.

What story do you tell yourself when you choose your most trusted brands?

You tell yourself you are smart. You are also excited, yet relaxed. You also identify with what the brand stands for. In a way, your favorite brands are an extension of your personal values, optimism, and goals.

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This website is about our WORK. To ponder today’s post about our HOME, click here.

The best brand loyalty analogy i can make

Disney Monorail with Space Mountain in background
Fourth floor observation deck at Disney’s Contemporary Resort.

Here’s the best analogy for why Brand Loyalty blueprints need to be drawn up like architectural drawings:

No one begins building anything without blueprints.

The more detailed the drawings, the better the outcomes.

Literally nothing gets missed when the design is on paper.

Take physical vibrancy, for example:

  1. Cardio
  2. Strength
  3. Nutrition
  4. Rest
  5. Core
  6. Flexibility
  7. Motivation

Common thinking includes the two headliners, diet and exercise. Sometimes sleep is referenced.

Rarely (probably never) have you or anyone you know refined physical vibrancy into seven core blueprints.

What would happen to your approach if you had to draw up plans for all seven?

A common response is overwhelm, leading to avoidance.

A second response is rationalizing the details are only for olympians and other superior athletes.

It’s the same way Brand Loyalty architecture is deemed critically important for only the world’s leading, blue-chip companies.

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This website is about our WORK. To ponder today’s post about our HOME, click here.

Why seven Disney Business books?

Airplanes parked at terminal
On the road again. Writing from a plane, on an iPhone, about Disney Business principles.

First, it’s important to set context for why there is such a crazy (impossible) dream to write seven Disney business books.

And, to also think publishing seven Disney Business books is a smart move.

Do you know someone who has done this?

Ever heard of an author who’s done this?

Crazy, right?

Then why would someone dream it up?

And perhaps there could not have been a more challenging time in the last 60 years to think something this bold would work.

The economic tsunami in 2008 and 2009 was instigated when a massive and over-inflated real estate bubble burst – making most people fear for their professional future.

Once the real estate market hit bottom, many people got trapped owning a home that was worth far less than they owed on the mortgage – there was no way they could sell and pay off their mortgage.

It was ugly.

These unfortunate people thought they had made the greatest financial move of their life but were suddenly in an impossibly hopeless situation.

So 2008 and 2009 where not fertile ground for breakthroughs.

Which begs an interesting question.

When is it a good time to put your dreams on hold?

Do you remember what impossible dreams you were dreaming in 2008?

i do.

There was one i had, and although a decade ago, that still feels like yesterday.

Here’s how it serendipitously unfolded at Disney Institute – our conversation playing out randomly and innocently.

The conversation began the moment he walked by, “Jeff (James, Disney Institute’s new VP), do you have a minute?”


i asked Jeff, “What percentage of an average family’s children’s movie collection is Disney?”

He said, “Probably 70-80%”

i agreed.

Which led to, “Jeff, see all those business books on Jack’s (Santiago) top shelf?”


“What if we could do the same thing with Disney Business books? Think of business professionals across the globe. Any country, any industry, any level employee. What if every work bookshelf had 70-80% Disney Institute authored books? Seriously, why not?”

The riff began quickly and ended quickly. There was no need to rattle off 101 titles (yes, an intentional number from a famous Disney movie). Just a few would paint the obvious picture.

“The Disney Approach to Orientation”.

“The Disney Approach to Exceeding Customer Expectations.”

“The Disney Approach to Creating a Clear, Concise, and Compelling Vision.”

“The Disney Approach to Hiring Right-Fit Talent.”

Our conversation didn’t last long. Two busy Disney leaders. One impossible dream. A dream so far out of reach that all you could really do is smile and say, “As soon as we colonize another planet…”

So yeah, seven Disney Business books can seem audacious to anyone who’s never written a book, but to a dreamer and lifetime Disney Cast Member, seven books is really just scratching the surface.

Do you recall when Walt Disney purchased 160 acres in Anaheim and how he quickly outgrew that space?

A decade later he orchestrates the undercover purchase of 43-square miles (27, 443 acres) of snake, alligator, and mosquito-infested swampland in Central Florida and boldly proclaims we will build the Vacation Capital of the World?

Bold is part of our Disney DNA.

Knowing many will question your mental stability because the odds are so unfavorable, you must always believe one of Walt’s most famous statements, “It’s kind of fun to do the impossible.”

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Summary: Seven books seems impossible when in reality, is simply the starting line.

Opportunity: Make dozens of books featuring Disney-insights for every business topic.

Note: All five posts today are identical. The photos and photo captions will be different though.

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This website is about our WORK. To ponder today’s post about our HOME, click here.

Why this brand loyalty book is valuable

cheesecake slice with a hidden Mickey made from three blueberries
Disney Hidden Mickey. Restaurant is probably at Japan.

Why this Disney Brand Loyalty book is valuable:

It is simple and easy to read.

It is rocket fuel for people who are stubborn, don’t take no for an answer, and detest the status quo.

It is a roadmap showing the world-class destination – personal and organizational vibrancy.

You decide the route and the method for getting there.

The how and what are unimportant. Your why is timeless, powerful, lofty, inspiring, and maybe even impossible.

You decide what and how to make it work.

It is based on Disney’s time-tested, world-class brand loyalty business practices.

It provides a simple, non-negotiable framework with three time-tested, common-sense loyalty blueprints.

It provides the opportunity for you to make it work based on your unique leadership style.

It is singularly-focused on why Disney does the things it does, in the way it does.

The sentence above is the key to this entire book.

The why never changes. The how and what change as needed.

It frees you from focusing on what and how – this will come later after you understand, and become, intentional with your “why”.

It reveals time-tested, world-famous Disney business practices in a never before way.

It illuminates the four foundational leadership basics that are essential for personal and organizational vibrancy.

It focuses on being intentional where you and your organization have been less intentional or maybe even completely unintentional.

It enables people and organizations to understand how to create an intentional culture that scales and that consistently produces personal and organizational vibrancy.

This website is about our WORK. To ponder today’s post about our HOME, click here.