“Synergy” is perhaps the most frowned up, derided, and misunderstood word in business today. According to Webster, it is defined as the action of two or more entities to achieve an effect of which each individually is incapable. Integrated into a diversified business environment it can be a spark that ignites an extraordinary divisional cross-promotion, elevating projects to new heights and dizzying corporate profits. In fact, the word “synergy” is so considered a foolish corporate buzzword that big business has chosen to disguise it with euphemisms that better capture the mindset of the 21st century such as “business intelligence,” “franchise … Continue reading Do You Think That Synergy is Laughable?
Excerpted from Chapter 21 of Inside the Disney Marketing Machine – in the Era of Michael Eisner and Frank Wells, written by Lorraine Santoli, former Director of Corporate Synergy for The Walt Disney Company. The chapter is titled “Educating the Company About the Company.” Despite its synergistic history, The Walt Disney Company, like most large corporations, certainly suffered a degree of divisional tunnel vision. Executives were fervently aware of the projects happening and in-development within their own business units, but how much did they really know about the goings-on and priorities in the other divisions? At the time I started … Continue reading Can You Name All of Your Company’s Business Segments?
Do you have post-it notes all over the place with ideas for your book, scraps of paper with scribbled notes inside your desk drawer, thoughts on napkins, and lots of crumpled up written pages in your wastebasket? Join the club. Completing a book requires time, dedication, and brain power, as does any task worth doing. Did you know that 97% of people who start to write a book never finish it? That’s a pretty staggering statistic. Out of every 1,000 people that set out to do so, only 30 actually complete the task. And if you then add on top … Continue reading The Top Reason People Never Finish Writing Their Book
LEARN. LAUGH. READ. Continue reading Inside the Disney Marketing Machine Trailer
Have a listen to my interview about my new book, Inside the Disney Marketing Machine, on the Disney Parks Podcast (click on the image). The interview highlights what is was like to work at such a creative company in marketing, publicity, and synergy. Go behind closed doors for a first-hand insider’s view of the inner workings of the world’s #1 entertainment company. Continue reading What Was It Like Inside The Disney Marketing Machine?
I don’t know if all writers feel this way, but I sure do. Writing is hard. As they say, facing that blank page is quite a challenge. Of course, it is a challenge with great rewards. You can fill that blank page with anything your heart desires. Make it magical, funny, serious, educational, whimsical, whatever. You hold the key to unlock the treasures of your mind to share with others in one form or another. Lots of people start to write but never finish. But crossing the finish line is what makes you a writer. Sit down today. Write something. … Continue reading Are You Really a Writer?
What companies do you think of when you hear the phrase “world class marketing?” I may be biased, but I had a 22-year marketing career at the one that I consider #1 in that discipline – The Walt Disney Company. It is an organization that is known for being perhaps the most marketing savvy in all of corporate America. It is also known for many “firsts” upon which they have built their amazing reputation including: the world’s first synchronized sound cartoon, Steamboat Willie starring Mickey Mouse the world’s first theme park, Disneyland the world’s first full-length animated film, Snow White … Continue reading WORLD CLASS MARKETING SECRETS REVEALED
At some stage during our education we all get to hear and learn about Albert Einstein. After all he was the great German-born theoretical physicist who developed the theory of relativity, and the formula “E = mc2” which states that matter can be converted into energy. What may strike you initially however is that his appearance can only be described as how one might imagine a mad scientist to look. Despite this, and even after his death in 1955 at the age of 76, images of Albert Einstein are frequently to be seen, and generally they have nothing to do … Continue reading 5 Golden Life Lessons from Albert Einstein Infographic
Leadership has so much do to with skills that you will never learn in school. And all the degrees in the world won’t necessarily make you a great manager. According to Forbes, chief among the less valued qualities of a great leader are things like honesty, confidence, and commitment. But the most underrated leadership skill of all is one that engages at all levels, and that is a sense of humor. Berkshire Hathaway CEO Warren Buffet once said, “I buy expensive suits. They just look cheap on me.” Laughter isn’t just the best medicine, it’s also the secret ingredient to … Continue reading Can You Guess What the Most Underrated Leadership Skill Is?
The idea in the quote below was laughed at…and not in a good way. But Walt Disney World Publicity master Charlie Ridgway had keen PR instincts and knew, at the very least, he could get a good photo out of it that would run in the local Orlando print media so he decided to do it anyway. If you spend any kind of time on idea development, sometimes your “crazy idea” does have legs. My intent with this blog post is to let every marketer know that sometimes you just need to go with your gut feelings. Usually our initial … Continue reading Are You a Crazy Idea Person? Go With Your Gut.