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DISNEY’S CREATIVE STRATEGY: THE DREAMER, THE REALIST AND THE CRITIC

Dr Rafiq Elmansy 04/06/201505/23/2022Disney Creative Strategy 4 min read

Recently, we introduced a number of methods and tools to fuel innovation and
creativity inside organizations through creative thinking and brainstorming such
as Lego Serious Play, De Bono Six Thinking Hats and Reversed Brainstorming.
Disney’s Creative Strategy is another tool for creative thinking and was
inspired by Walt Disney.

He was talented in discovering creative ideas and converting them into reality.
Based on a close associate, he used to say “There were actually three different
Walts: the dreamer, the realist, and the spoiler. You never knew which one was
coming to the meeting.”

Walt Disney’s strategy was highlighted and modeled later in 1994 by NLP expert
Robert Dilts. He defined the technique as Disney’s method for turning his dream
into reality. In this method, the group of people use a specific thinking flow
which builds parallel thinking that can be used to generate, evaluate, critique
ideas and solve problems.

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Although the method was not fully developed by Walt Disney, it bridges the gap
between imagination and reality. The creative process unlocks the mind’s
capabilities to dream and form unexpected ideas and solutions for existing
problems. However, these solutions may not be applicable in reality and may not
can be applied as strategic plan. Therefore, one if the advantages of Disney’s
creative strategy method is balancing between both dream and reality in order to
build a viable layout.

Disney previews a Pirates of Caribbean audio-animatronic, with Imagineer Marc
Davis and sculptor Blaine Gibson.


Robert Dilts describes Disney’s ability to explore creativity: “Walt Disney’s
ability to connect his innovative creativity with successful business strategy
and popular appeal certainly qualifies him as a genius in the field of
entertainment. In a way, Disney’s chosen medium of expression, the animated
film, characterizes the fundamental process of all genius: the ability to take
something that exists in the imagination only and forge it into a physical
existence that directly influences the experience of others in a positive way.”


PREPARING FOR DISNEY’S CREATIVE STRATEGY

In order to prepare the team for Disney’s Creative Strategy; four parts of the
room are set for each thinking method. The first part is for dreaming and
imagination, the second part is for realists and/or planning, the third part is
for critics and the fourth part is for getting the mind outside the thinking
flow.

The idea of setting a thinking place for each stage in the method is to prepare
the team mind to switch thinking modes from one to another. The place can be a
room, open space office or an outdoor garden.

The team gathers with a target to achieve, this target can be a dream to turn
into reality, design to visualize, problem to solve or process to improve.
However, the history of the Disney’s method qualifies it to fit with creative
brainstorming to help turn dreams into applicable projects.






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.

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DR RAFIQ ELMANSY

 * 

I'm an academic, author and design thinker, currently teaching design at the
University of Leeds with a research focus on design thinking, design for health,
interaction design and design for behaviour change. I developed and taught
design programmes at Wrexham Glyndwr University, Northumbria University and The
American University in Cairo. Additionally, I'm a published book author and
founder of Designorate.com. I am a fellow for the Higher Education Academy
(HEA), the Royal Society of Arts (FRSA), and an Adobe Education Leader. I write
Adobe certification exams with Pearson Certiport. My design experience involves
20 years working with clients such as the UN, World Bank, Adobe, and Schneider.
I worked with the Adobe team in developing many Adobe applications for more than
12 years.


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4 THOUGHTS ON “DISNEY’S CREATIVE STRATEGY: THE DREAMER, THE REALIST AND THE
CRITIC”

 * Sarah Sozzi
   08/09/2016 at 12:00 am
   Permalink
   
   You mention the fourth part of the room is for getting the mind outside the
   thinking flow. Can you provide more detail on this fourth part and questions
   to ask?
   
   Reply
   * Designorate Team
     09/26/2016 at 9:53 pm
     Permalink
     
     Hi Sarah, I am sorry for the late reply. The fourth side of the room
     represents the final conclusion to be addressed. The attendees don’t use
     the method flow anymore as they go through the three steps. At this part,
     attendees make a decision about their ideas based on the previous steps.
     
     Reply
 * Georgina
   06/11/2022 at 12:49 pm
   Permalink
   
   I found this article very interesting. I teach new business owners and have
   learned some interesting creative processes to teach from this article.
   
   Reply
   * Designorate Team
     06/30/2022 at 11:38 pm
     Permalink
     
     Thanks!
     
     Reply


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