Lesson #3: Use Your Imagination

“I believe in being an innovator,” said Walt Disney. “Tomorrow can be a wonderful age.”

Since its inception, Disney has always been an innovative and imaginative brand. From his animations to his theme parks, Disney was always looking to the future; he was in constant search for creative ways to improve his products and thrust his business forward. It was the company behind everything from the first ‘talking’ cartoons in 1928 to the Experimental Prototype Community of Tomorrow (EPCOT), both of which pushed the limits of existing ideas and technology.

“Think beyond your lifetime, if you want to do something truly great,” Disney said. When the doors to Disneyland first opened in 1955, it was an amusement park like no other the world had ever seen before. Up until then, customers had been accustomed to simple rides and carnival games, with little overall direction or theme. It was Disney’s imaginative vision that transformed the amusement park into a new kind of experience, creating a fantasy land. The park introduced the world’s first steel roller coaster and after Disney’s death, it became the first theme park to use NASA technology in its ride, Mission: SPACE. More generally, Disney created the unique architecture, memorable characters and fun attractions that could be joined together to tell a new kind of story.

Disney’s contribution to the animation industry is equally significant, creating a name for himself through a series of technological innovations. His use of the multi-plane camera and his ability to use both colour and music effectively in his films made him an important force to be reckoned with in American cinema. Disney also emphasized the importance of looking to the future to his staff, who were encouraged to improve their skills by taking classes and studying the works of other great artists. He was also one of the first to latch onto the possibilities of television. His technological creativity and the superior skills of his artists gave Disney an edge over his competitors.

One of Disney’s most imaginative legacies came with the creation of the utopian city EPCOT (Experimental Prototype Community of Tomorrow). A test bed for city planning, Disney outlined his vision as follows: “It will be a community of tomorrow that willl never be completed, but will always be introducing and testing and demonstrating new materials and systems.” Much like EPCOT, Disney made sure his company was always testing new ideas and concepts, using the combined imagination of all of his employers to ensure it maintained its competitive edge and innovative reputation.

The Disney brand continues to carry on the founder’s sense of imagination even today, more than four decades after his death. Disney horticulturalists have created a world famous tree farm, while the Walt Disney Resort uses a unique system to encourage recycling. It is this desire to innovate and lead the way into the future that has kept Disney at the top of its game for over half a century.

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