Ruby Jane T.

Magdadaro September 20, 2019

ABOUT
The Walt Disney Company, commonly known as Disney is an American diversified multinational
mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex
in Burbank, California.

Disney was originally founded on October 16, 1923, by brothers Walt and Roy O. Disney as the
Disney Brothers Cartoon Studio; it also operated under the names The Walt Disney Studio and
Walt Disney Productions before officially changing its name to The Walt Disney Company in
1986. The company established itself as a leader in the American animation industry before
diversifying into live-action film production, television, and theme parks.

Since the 1980s, Disney has created and acquired corporate divisions in order to market more
mature content than is typically associated with its flagship family-oriented brands. The company
is known for its film studio division, The Walt Disney Studios, which includes Walt Disney
Pictures, Walt Disney Animation Studios, Pixar, Marvel Studios, Lucasfilm, 20th Century Fox,
Fox 2000 Pictures, Fox Searchlight Pictures, and Blue Sky Studios. Disney's other main divisions
are Disney Media Networks, Disney Parks, Experiences and Products, and Walt Disney Direct-to-
Consumer & International. Disney also owns and operates the ABC broadcast network; cable
television networks such as Disney Channel, ESPN, Freeform, FX, and National Geographic;
publishing, merchandising, music, and theater divisions; and Walt Disney Parks and Resorts, a
group of 14 theme parks around the world.[4][5]

The company has been a component of the Dow Jones Industrial Average since 1991. Cartoon
character Mickey Mouse, created in 1928 by Walt Disney and Ub Iwerks, is one of the world's
most recognizable characters[6] and serves as the company's official mascot.

OUR MISSION
The mission of The Walt Disney Company is to entertain, inform and inspire people around the
globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds
and innovative technologies that make ours the world’s premier entertainment company.
LEADERSHIP
Disney’s leadership team oversees the world’s premier entertainment company, home of the
most respected and beloved brands around the globe.

EXECUTIVE LEADERSHIP
Our senior executives bring tremendous experience, visionary thinking and a shared commitment
to excellence, creativity and innovation to the day to day operation of the company.
BOARD OF DIRECTORS
The Walt Disney Company's Board of Directors hail from renowned global organizations and
industries, bringing a diverse range of knowledge, perspective and experience to guide and drive
long-term value to the company.
OUR BUSINESSES
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified
international family entertainment and media enterprise with the following business segments:
Media Networks; Parks, Experiences and Products; Studio Entertainment; and Direct-to-
Consumer and International.

MEDIA NETWORKS
Media Networks is the primary unit of The Walt Disney Company that contains the company’s
vast array of television networks, cable channels, associated production and distribution
companies, and owned and operated television stations across two divisions – Walt Disney
Television and ESPN.

PARKS, EXPERIENCES AND PRODUCTS

Parks, Experiences and Products is the global hub that brings Disney’s stories, characters, and
franchises to life through theme parks and resorts, cruise and vacation experiences, and
consumer products—everything from toys to apparel, and books to video games.

STUDIO ENTERTAINMENT
For over 90 years, The Walt Disney Studios has been the foundation on which The Walt Disney
Company was built. Today, the Studio brings quality movies, music and stage plays to
consumers throughout the world.

DISNEY CREATIVE STRATEGY STAGES

The strategy is based on three main stages; the dreamer, the realist and the critic. Each stage
represent a style of thinking and it should be applied in the same sequence as below:

The dreamer

Usually, any creative idea starts with a dream full of passion and enthusiasm. In ordinary meetings,
this dreaming style is halted by reality and does not have the space to go further on. Discussed in
details. in this Disney Creative Strategy, the first stage allows the team to share their dream without
no restrictions or criticism. This helps to build a pool of creative ideas. Some of these ideas are
viable and others are not. Determining the viable creative concepts comes later as a result of the
second and third thinking styles.

The dreamer asked questions that help describing ideas and though such as the following:

 What do we want?
 What is the solution?
 How do we imagine the solution?
 What are the benefits of applying this solution?
The realist

Now, subsequently, follows the realist style. The team switches the place and mode to think in a
more logical planning style. Based on the first stage, the attendees pretend that the dream is
possible and start putting plans to achieve it. The plans aims to turn the imaginary ideas into a
manageable action plan. During this stage all the thoughts should be constructive and target turning
the idea into a real plan. This stage includes questions such as the following:

 How can we apply this idea in reality?

 What is the action plan to apply the idea?
 What is the timeline to apply this idea?
 How to evaluate the idea?

The Critic

After having an action plan to turn the idea into reality, the critic thinking mode tends to discover
the barriers of applying the idea and how to overcome it. In this session, the team provides a
constructive critique for the idea in order to find the weak points and solve it in the final solution.
In this stage, the team asks questions as following:

 What could be wrong with the idea?

 What is missing?
 Why cannot we apply it?
 What are the weaknesses in the plan?

Conclusion

As a result of the three main stages above in Disney’s Creative Strategy, the team reaches a solid
creative idea with an action plan to apply it. The first stage focused on the creative aspect and
sharing creative ideas and solutions. The second stage focused on reality and how to turn the idea
into an action plan and finally the third stage aims to identify the weakness in the idea and
overcome it in the final plan.

While other creative thinking methods such as Six Thinking Hats do not restrict with a specific
sequence for the steps, Disney’s Creative Strategy needs following the steps as stated above.