How to Implement Creativity via Imagineering

How to Implement Creativity via Imagineering
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Walt Disney Imagineering is the master planning,
creative development, design, engineering,
production, project management and research &
development arm of The Walt Disney Company.

Its talented corps of Imagineers creates -- from
concept initiation through instal!ation -- all
Disney resorts, theme parks and attractions, real
estate developments, regional entertainment
venues and new media projects.

The best source of advice on how to become an
Imagineer is from the Imagineers themselves (The
Disney Magazine, Winter 1995, page 49):

"[Executive designer and longtime Imagineer]
Rolly Crump told me of some advice Walt Disney
had given him: Become a student of life, be
interested in everything. Be a life sponge,
soaking up, observing and recording anything and
everything of interest. Develop an attitude where
you nev'er stop learning."
-- Joe Lanzisero, Senior Concept Designer

"Nev'er pass up the opp0rtunity to see new
things, draw things, build things, talk to
experts and learn new skills. I learned how to
invent machines of all kinds over the years. I've
worked as an auto mechanic, machinist, carpenter,
factory worker, artist, concept engineer and many
other trades. Some were for m0ney and some were
just for fun, but I learned from every one of
them."
-- Bruce S. Johnson, Research and Development

"'Educational Path' doesn't just mean classroom
teaching. I think a lot of my education came from
working at Disneyland. It also came from taking
courses-- psycholinguistics, nuclear biology,
wood shop--seemingly unrelated to what I was
studying. Taking nothing but design courses might
make a good designer, but taking a variety of
courses will make a better Imagineer."
-- David Durham, Show Designer

"...find out everything you can about
everything. If you are an artist--draw, paint,
sculpt and write. If you are a writer--read,
write, paint and sculpt. You nev'er know what
you're capable of doing until you start doing it.
More than anything, work hard and stick with it.
Remember, the only time you will find success
before work is in the dictionary."
-- Kevin Rafferty, Show Writer

"Pick a career you really like--I'm not kidding
about this--even if it is something other people
may tell you is not trendy, 'has no future' or
seems to have a low probability of success, like
art or botany. I think you can only be successful
if you really like what you are doing."
-- Ben Schwegler, Research and Development

"Don't give up...Wander far and wide in your
quest for experience. Don't just limit it to what
you perceive as the world of Disney. Imagineering
is always growing, too. It is always looking for
new realms, styles and possibilities." -- Larry
Nikolai, Show Designer


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More on Disney's Imagineering.
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A while back, I received a detailed email with
more information about Disney's Imagineering. I
am sure that you can use these important ideas in
your organization. Here's the whole message
verbatim [bold added].


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How can YOU use these Creativity Strategies?
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Mike,

Your recent PVT reference to Disney's
Imagineering reminded me of a seminar I attended,
the content of which may be of interest to your
readers. Robert Dilts, the seminar leader has
made extensive study of successful people and
organizations.

The seminar I attended discussed the Disney
Creativity Strategy. I will outline the subject
for you and your readers in this note and if
there is interest in the subject I would be happy
to fill in some details.

As we all know creativity requires a special
mindset, one where we throw out the rule book and
let our minds fre.e associate. By the same token,
in order for our creations to succeed they are
subject to physical and commercial realities. And
there will always be nay-sayers.

Often when people or organizations try to
create something they fail miserably. Often this
is because people are incongruous about their
creations. On the one had they are trying to
create. On the other hand they are trying to be
realistic. And there is always a voice that is
critical of the process.

These three voices, the creator, the realist,
and the critic all need to be heard, but not at
the same time. According to Dilts, what Disney
did was create three separate environments.
Disney's creative process starts in the
creativity room. In this room no amount of
reality or criticism is allowed.

The second step of the process takes place in
the "realist" room. In this room the ideas that
make it out of the creative room are tested for
the real world. What is the budget? Can it be
done? Do we have the time, resources, etc?

After filtering the ideas through the realist
filters, the process advances to the "critics"
room. This is the room where all the nay-sayers
get to have their voice. This is too expensive,
no one wants cartoons any more, whatever.

For big projects, it is often worthwhile to
cycle the ideas that survive the "critics" room
through the entire process again. Going back into
the creative room allows the creative mindset to
refine and enhance given the constraints of
reality and critics. The revitalized idea then
must pass the reality and critic tests.

After one or more cycles through this system,
the ideas are fresh, will stand the test of
reality and satisfy the critics. The key is to
focus each process. When creating, create. When
being a realist be a realist and, only criticize
when in the critic mode.

You do not necessarily need to separate spaces,
but it will help. Once people realize that a room
or specific space is reserved for a particular
mindset, they will focus their thoughts on the
task at hand.

David S. Hayden is a manufacturing manager,
freelance writer and author of 7 Easy Steps to
CNC Programming ... A Beginner's Guide, and The
PC Easy Reader: Because you are NOT a Dummy or an
Idiot! David can be reached at
http://clicks.aweber.com/z/ct/?dAMu5fnlrrR7aNq2onOseg

Wow Dave, what a fabulous contribution to PVT
readers! Thanks.


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EXERCISE FOR THE SERIOUS ORGANIZATION BUILDER.
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1. Add the above Creative Strategy to your
Operations Manual and use it often.

2. Download an updated (FREE) version of the
Business Builder Outline at:
http://clicks.aweber.com/z/ct/?VK4or3LnYzS_6A.MSguQyg


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HELP Profitable Venture Tactics help your
colleagues.
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circulation by telling your colleagues about
Profitable Venture Tactics.

Your business and management colleagues will
thank you for being so thoughtful.

What did you learn today that you found most
beneficial?

How will you apply what you have learned at
work?


Please email your comments to
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Best Regards,

Mike Hayden, Principal/Consultant
Your partner in streamlining business.

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