«BUSINESS LESSONS FOR MODERN MANAGEMENT FROM WALT DISNEY»
Aftaeva Natalia Evgenevna, student;
Abushaeva Magipervas Enverovna, senior teacher in Department of foreign business language;
Tomsk, Tomsk Polytechnic University, Institute of Engineering Entrepreneurship
«Great rewards await those, who chose noble and arduous way, but the rewards become evident only after years. And each of these choices is made to the touch, without any guarantees from the world that surrounds you…». I read these lines a long time ago in Richard Bach`s book, they are reflected in this essay.
Usually when people bring to the world something truly important and valuable for them, they do not think about the direct and immediate benefit. First of all they dream that other people can use qualitative cars, but not to establish the largest automobile company in Japan, like Sakichi Tayoda did. They dream that each family can have a PC on their table, but not to become «Bill Gates- the richest person in the world». Finally, these people dream to create a wonderful world of animated cartoons, giving joy to millions of people around the world. And achieving the success they become legends, the guru of the business, people who change this world to the better.
One of the most celebrated and successful lessons of how to make a child`s reality, creating a wonderful world of cartoons and a fairy land of entertainment, joy and happiness, gave to the world one irrepressible American, a child in the soul till the last day, the famous creator of the media empire «The Walt Disney Company» Walt Disney. His whole life became later the story of business success, his actions – business lessons which he unwittingly told the world. Today these lessons can be compared with the rules of modern management.
Be observant, remain steadfast, keep assertiveness, and stay undaunted. These four traits Disney had been cultivating throughout his whole life and career. They subsequently joined the collection of the necessary qualities of a modern leader and manager. However, these four«goldenrules of a businessman`s behavior»were formulated by Disneymuch later, afteryears of work and business experience.Which, incidentally,hehad gatheredfromhis earliest years, workingtirelesslyfor the goodof his family.Later, Walt Disneybroughtthe first rule ofbusiness andlife:
«Unhappy childhood does not kill». In spite of all difficulties and setbacks, it is necessary to continue to believe, to dream and, of course, to do. Walt Disney managed to keep the spirit of dreamer, in spite of the harsh reality of his childhood. In this way, he reiterated his insistence on the rule and fearlessness.
«Never fall in love with money! ». It is strongly taught the founder of the world of animation, the millionaire, who, according topeople around them, was «bored just earning money».Disney met a lot of difficulties on his way,includingfinancial problems.However, neitherduringhis workof draftsman ofhorsesfor $ 50per monthnorafter his first earned million,Disney did not put the money issueat the forefront.He was interestedin moneyonly whenhe needed it for work.«The biggest problemin business -money!Yes, I needa lot ofmoney to pursue my dreams.For example,ourcompany needed$ 17millionto open its firstDisneyland.We laideverythingback,butgot much more.A businessman,a farmer must firstburysomethingin the groundif he wants it to grow.Therefore, don`t fall in love with money, find anduse itto implement yourgoals».
As the founder of modern cartoon industry, Disney did not go along the beaten road, but blazed his way. In addition, one of the keys to his success, that he always followed correct and timely using of new technologies. «Technological progress gives us benefits, so why don`t use them! ». With these words, Disney underpinned his next rule: «Use reasonable and timely the new technologies». In the middle of 1920s. to take advantage of his direct competitor - «New York shop of Max and Dave Fleischer» Disney first used sound technology in his cartoons about Mickey Mouse, the third story about Mickey was voiced, by the voice of Disney.
WaltDisneyknewa lot aboutthe management ofhis company, building thecorporate culture the way he needed.In particular,he always gavehis workhimself, without sparing anyeffort and energy.And he awaited and demanded the samefrom his subordinates.He demanded unquestioningand absoluteprofessionalism at work.But the atmospherein his companyhas always been freefrom allformalitiesand restrictions,the mostsimple and convenient forthe employees.Disney, as headmitted himself, «encouragedpranks», because theyserved asinspirationwhen creating amagicalworld.«Demand perfection, but play loose!» - the next lesson from Walt Disney.
Success awaits those who create, guided and «consulting» with the outside world. Disney thought so, as he worked, constantly improving his professionalism. When Walt Disney decided to create a feature-length cartoon «White Snow and the Seven Dwarfs», he earnestly went to work, sending his employees «to consult with the outside world», or rather, sent to classes in acting, fine arts and even to classes in motivation and gravity. «Borrow from the outside» - it is quite possible that this is a strategy promoted in the future success of the animated film «Snow White and the Seven Dwarfs».
Whateverhappenedtothe wayWalt Disney'sbusiness,healwaysfound the strengthto fix it, restoreor improve."I don`tknow what isbad mood,Iam a happy man!" – we can only envythesewords of the greatanimator.The secretwas,according to him, thathe always managed torecoverhimself, lift andgetto move on.It was not easy, neither in8 years, working from early morningfor the goodof the familynor aftera strikeat his company, when it seemedthat all was over.«When youstillseeyour dream,and you know,at least in theory, howitcan be done,you get upand gofurther,no matter what happens....».«Reinvent yourself, when it is necessary, whatever happens».
Walt Disney contributed one more interesting aspect in modern management – his special way of thinking and business viewing: Dreamer, Worker, and Critic.
«Dreamer phase» focuses on the dreamer's imagination, on seeking opportunities in the future. This way of thinking and business viewing is not related to any restrictions, conditions and evaluations. It is basically a visual way to the synthesis of the sounds and sensations. Disney really visualized symphonic music, giving it the shape, using music as a key to its dominant visual modality.
«Worker phase» is associated with the «how» to implement plans, as issued by the dreamer can enforce and implement. In it, we do not appreciate and do not criticize them, and explore alternative ways to implement the dream the dreamer. To be an effective practitioner, most importantly, be able to get involved in different roles, take multiple perspectives on the subtle details of the dream the dreamer. In this regard, may be useful to apply the physiology of each role.
«Anatomist phase» is a period of logic and consequences. Critic seeks problems with the scope of «what if» questions. In order to effectively criticize the work of a dreamer and practice, criticism should be sufficiently detached from the situation. Critic is busy, trying to get it all right. All must be done, without any discrepancies and unfinished business.
This type of thinking and business running was mentioned as a leader`s one. The Walt Disney Company uses this technic to this day, showing the world how to run successfully such a huge business empire.
With all the ideas, business lessons, Walt Disney has confirmed his «four gold qualities, traits or skills necessary for businessman». He remained fearless in his not easy childhood, keptsteadfastness, tested money, was observant, when sought out and introduced newtechnologyinto his business.And, of course, Disneyhas always beeninsistentin doing businesson the road tosuccess, toimplement hisbigchildhood dream.WhenDisneywas suggested,in addition tohis business,to become amayorof LosAngeles,he replied, with the indispensablevigorandbuffoonery: «Why?I am alreadythe king!».And he was absolutely right;hebecame the kingof animation, the lordofFairylandDisneyland,and of course theMouse King!
List of references:
1. Disney, Walt, «The Triumph of the American Imagination», 851 p., p. 169-230;
2. Disney Miller, Diane:«The Story of Walt Disney», Holt; 1957, p. 57-90;
3. Hammontree, Marie:«Walt Disney, Young Movie Maker», 1997, p.60-86;
4. www.disney.com