Mickey Mouse and the insurance agency

Mickey Mouse is a cartoon character that was introduced in a film called “Steamboat Willy” back in 1928. Walt Disney not only created this memorable character, he also created a new business system that helped launch his business from a four-time failure to become the international powerhouse that it is today.

Interestingly, the Walt Disney Imagineering process is not well known. This magic is the combination of “imagination” and “engineering” into one word. Imagineering has been used as the master planning, creative development, product design, engineering, production, project management and research development tool of the Walt Disney Company since its formalization in 1967.

The best part is that this genius creation of Walt Disney can be used in both the business environment and in the personal world. It helps one be successful at winning the “inner game” of reaching future goals.

In the main office building, Walt Disney created three separate rooms that employees were to use while working on any project. A person would go into a room and was expected to assume the role of the personality type assigned to each of the rooms. The employee was to think about the project and review it from three different perceptual positions.

The first room was assigned the name of the Dreamer. The Dreamer’s role is to provide the big picture, a vision with no boundaries, limitation or restraints. When an employee walked into this room they became the source of unlimited possibilities.

The second room was for the Realist. The Realist looks at a situation and evaluates what is practical and feasible. The Realist thinks constructively, creates organization and develops action plans.

The third room is for the Critic. The purpose of the critic is to test the plan. It is important for the Critic to find potential problems, difficulties and consequences. The Critic finds out what is wrong and what is missing.

These three roles represent a well-balanced team.

A Dreamer without a Realist gets stuck in fantasy. A Realist without a Dreamer or a Critic is merely a robot following tasks. A Critic and a Dreamer without a Realist would get caught up in perpetual conflict. A Realist and a Critic without a Dreamer is the definition of a bureaucracy.

Mastering Imagineering

Keep in mind goal setting and business planning is not all about the big picture vision or even the detailed action plans. Successful people need to think from an open, a rational and critical (albeit positive) viewpoint, to complete the process. This is part of the reason that they are successful.

For planning, goal setting or making a business or personal dream come true with ease, precision and passion, it is critical to master and synthesize all three Imagineering roles. The process is simple. Take the time to step into each of the three perceptual positions while working on the plan.

As the Dreamer, one needs to think of the long-term future, address the big picture and generate alternatives. The Dreamer asks questions like: What do I want in an ideal situation? What is the ultimate purpose of this project or goal? What are the benefits for me, the business, and the world? Once my goal is achieved, how will it impact me, the business and the world? What are the options available to me?

As the Realist, one needs to figure out how to make the Dreamer’s vision a workable plan. The assumption is that the dream is possible, so now the goal is to identify the steps and timeframe to get there. The Realist asks questions like: How can this dream be implemented? What is the first step that must be taken? What are the critical paths? What are the measurables in implementing and reaching this goal? What are the resources that are needed to reach the goal?

When one assumes the role of the Critic, the focus must be to evaluate problems with the plan. The Critic generates “what if” scenarios. The key is for the Critic to also offer solutions to the concerns or issues identified. The Critic asks questions like: Will the customer (or other people) like X? How will a negative reaction impact the goal or the effort? What if I don’t have all the necessary resources to reach the goal? What if the competition does X? What if I don’t or cannot meet milestones? How will that affect the goal, costs, time, etc?

Different perspectives

Other variations of the same theme have been developed since Disney revealed his process. The basic concept is to look at an issue from different perspectives.

Michael Gerber in his book “The E-Myth Revisited” talks about how a business should be run by reviewing it from three perspectives: the Entrepreneur, the Manager and the Technician. These are akin to the Dreamer, the Manager and the Critic.

Edward De Bono expanded Disney’s idea with his book “Six Thinking Hats.” This is another powerful technique that helps one look at important decisions from a number of different perspectives.

Imagine what would happen to the business if the owners and all employees look at problems, issues or new projects from these three different roles. This is the secret Walt Disney used to transform his visions into reality, and you can too.