Disneyfication and the Secret of Steve Jobs in Business | Exploring Markets

Disneyfication and the Secret of Steve Jobs in Business

There is great power in a term known as "Disney speak."

Disney is famous for invoking dreams of fantasy, wonder and inspiration. Several notable academics have even looked into the impact Disney has had on our culture and society. The exact term is often said to be, Disneyfication.

Steve Jobs was an expert at this. He spoke with inspiration. He made it his mission to Disneyfy everything around him. Including his audience. It is no mistake that Steve Jobs and his family estate, today, own 7.7% of the Disney Corporation.

Disney speak is colorful and vague.

You cannot have Disney speak talking big numbers, percentages, or statistical inferences. If you want to capture the minds of the people around you the focus has to be big picture. But more importantly, it has to inspire. As Walt Disney once said:
“Somehow I can't believe that there are any heights that can't be scaled by a man who knows the secrets of making dreams come true.”