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Imagineering, the R&D arm that shapes Disney theme parks, have a set of principles called Mickey’s Ten Commandments that are used to guide their work.
When I help startups define their own principles, I use these as a reference a lot. A lot to learn from them here.
(1/11)
When I help startups define their own principles, I use these as a reference a lot. A lot to learn from them here.
(1/11)
Know your audience. A ruthless focus on audience wouldn’t look out of place in most startups - but this here was to ensure before anything was done, the team understood in detail who they were creating for.
(2/11)
Wear your guest's shoes.In the startup world, this is your dog fooding! They encouraged the team to experience their creations as closely as possible to how their guests would do so - in order to iron out all the creases.
(3/11)
Organise the flow of people and ideas.Having a clear narrative would ensure that experiences felt coherent and linear - and providing frameworks and clear paths for navigation would ensure that narrative was followed.
(4/11)
Create a "Wienie".This was Walt Disney's term for a "visual magnet". Cinderella Castle for the Magic Kingdom, Spaceship Earth for Epcot, just a few of the best known examples for helping people find their way.
(5/11)
Communicate with visual literacy.Their use of non-verbal communication methods is world class. They use dominant shapes, colours, and patterns that help their guests understand what world they are in at any time.
(6/11)
Avoid overload.Disney theme parks are stimulating places, but they work hard to ensure they don’t throw too much at their guests. Just enough to get them excited, but not so much they don’t know what to do with themselves.
(7/11)
Tell one story at a time.Disney shows and events would always focus on one 'big idea', just so guests would leave with a clear understanding of the theme they want them to explore and engage with.
(8/11)
Avoid contradictions—maintain identity.The mission to avoid contradicting elements in the park is the reason Disney theme parks have huge underground networks. Buzz Lightyear shouldn’t be waltzing through the Star Wars attraction now should he!
(9/11)
For every ounce of treatment, provide a ton of treat.Theme Parks encourage active participation, rather than passive entertainment. The finesse of the park environment would be immense, but they’d be sure guests could interact with it too.
(10/11)
Keep it up.Disney’s passion for quality and excellence is second to none. This principle was to ensure they do not become complacent or allow attractions and experiences to become run down.
(11/11)
