Doing ordinary things is easy and I believe what sets successful people apart is the ability to know and understand the difference. As my friends and family know, I am currently involved in a career change. Sometimes this is a little scary, sometimes exciting. I look back on the many successes I have had from going into the military to entering property management, then performing training and consultation to working for Disney. Recently I have had the opportunity to reflect on where I am and where I am going because of the opportunity to be selected into the Emerging Leaders Program with the Walt Disney Company. Out of over 60,000 cast members (we don't call them employees), thirty are selected by their supervisors and an executive board to enter this program. I was one of the thirty, and have looked back on how and why I was nominated for this prestigious honor. Why was I asked to become a part of this select group? What things did I do that made me a candidate? If you think about it, there are few in this world that cannot to related to Disney and what it stands for and identify with the brand. Companies all over the world look to Disney and emulate their business practices and principles. Everyone wants to be like Disney and carry the reputation they stand for including other great companies. Of all the companies out there, Disney does an amazing job at satisfying the customers needs, however, it really starts with the cast members and some basic principles.
While doing a shadow at the Concierge desk at a four diamond resort, I met an executive for Chevrolet who was here to attend a Disney University training program. She was selected to participate in a program to understand the Disney basics and how she can apply them to her dealership. If you think about it, Chevy is not a brand without recognition and brand identity itself. For decades they have been know for providing superior products and services covering many different labels (Chevrolet, Buick, Saturn, General Motors, and of course Cadillac). How was it that a company known throughout the world was sending their executives to Disney to learn about my company? The answer is in the difference between ordinary and extraordinary, and how its cast members are taught to deliver an extraordinary experience.
There are basics related to service at the Walt Disney World Company and the first one is called the Four Keys Basics.
- Safety: I practice safe behavior in every thing I do
- Courtesy: I practice a positive image and energy. I go above and beyond to exceed guest expectations.
- Show: I stay in character and perform my role in the show.
- Efficiency: I perform my role efficiently so guests get most of their experience.
Now you might think Walt and the organization thought these were enough, however, they did not. They also came up with the Disney Service Basics.
- I project a positive image and energy.
- I am courteous and respectful to all guests, including children.
- I stay in character and play the part.
- I go above and beyond.
Again, you might think this was enough, and again you would be wrong. They also identified that leadership plays a significant role in the guest experience and therefore leaders should also have identifiers so they came up with the Disney Leader Basics.
- I lead with a positive attitude and demonstrate a commitment to my cast members.
- I know and manage my operation and teach it to my cast members.
- I recognize and hold cast members accountable for delivering the Four Keys Basics.
In addition to the above there are also 7 Key Values at Disney, as well as 12 Leadership Competencies. You see the ordinary would be the Four Keys or just having the Disney Service Basics. Being extraordinary identified just being ordinary would not meet the goal Bob Eiger (CEO of The Walt Disney Company) has which is, "Ultimately, our goal is to be the most admired company in the world." Now he did not say he wanted us to be the best, or the greatest or the biggest, but the most "admired" company in the world. Kind of puts things in a different perspective and because of taking the basics to additional levels he set the stage for its success.
So the next time you look at your employees or cast members ask yourself, "What takes us from ordinary to extraordinary?" Is it that you have basic principles and values or is it more? I believe we all know the answer! So the as you search for extraordinary first look at yourself, then your team, then your leadership, then your organization. Do you have in place values that are extraordinary which can lead to your company being anything but ordinary? Make it a great day!
