Walt Disney, when we think about him, image of Mickey
Mouse, Donald Duck and other characters come in to the picture. Many people
think of him as an animator; however Walt Disney was an entrepreneur, who
proved that “dreams do come true”.
When conceiving the idea to build Disneyland, Walt
Disney established a simple philosophical approach to his theme park business,
based on the quality, service and show. The design, character, layout and magic
of Disneyland grew out of Walt’s successful experience in the film industry. As
a true entrepreneur, with Disneyland he saw an opportunity to create a whole
new form of entertainment: a three-dimensional live show. This is evidence that
a true entrepreneur can gain a success in the field (or at least related to)
he/she has experience at. At first, many doubted the financial success of
Disneyland, predicting its failure in few years, Walt Disney proved them all
wrong, however it was not easy and Walt Disney personally experienced many
difficult times and set backs on the road to success. In his own words: “all
the adversity I have had in my life, all my
troubles and obstacles have strengthened me... You may not realise it when it
happens, but a kick in the teeth is the best thing in the world for you."
But what actually made Disney brand so successful,
what is its secret to success? The secret of its success lies not only in
concept of creating a new type of experience, but mainly in its service model.
So, what is
Disney’s service model? The main concept of its service model is that Disney
‘has guests, not customers and cast members, not employees. These terms set the
expectations for how guests will be served and cared for while at the park or
resort. This commitment to service means:
·
Clear
understanding of Disney products and the
meaning of the brand
·
Look at the
business from guests’ perspective
·
Creation of
an unforgettable experience for every visitor, once entered Disneyland’s gates’(John
R. Walker,2009, p.25-27)
What Disney
story of success can teach young entrepreneurs?
Firstly, it illustrates
that you have to really believe in success of your new venture even if the
whole world around you do not. Secondly, concentrations on providing good
services, control over customers’ perception and personal involvement in the process
in order to better understanding of what should be improved are essential tasks
that an entrepreneur should perform. Lastly,
action always triumphs
inaction, as Walt once said, ‘'I always say well done is better than
well said. Quit planning and start practising; a plan is good, a good plan is
even better. But if that plan isn't put into action, it's
useless.''
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