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Disney Institute - Creativity and Innovation

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Luiza Wehling

on 27 January 2016

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Transcript of Disney Institute - Creativity and Innovation

Tarefas ou partes de um produto para que ele ganhe um novo aspecto e consequentemente uma nova utilidade

Ex. Películas refletivas

Processos ou características de produtos e materiais para que eles ganhem novas funções

Ex. Pintura carros

Peso, dimensões ou o que for necessário para levar soluções diferentes às pessoas

Ex. Projetor

Características ou processos de produção para resolver novos problemas

Ex. Esponja

Outros tipos de uso para produtos que já existem com uma finalidade específica, mas que podem ser aplicados a outras situações

Ex. Acne

Guidelines for a productive group brainstorming:

i. Allow time for individual idea incubation
: The most creative people need time to ponder on ideas before coming together as a group. An individual incubation period – whether it is a few days or weeks – must be built into the process.

ii. Inspiration:
There is no way to predict when inspiration will strike. After filling the brain with information, digest them, something that is seen or done or heard or remembered can "ring the bell".

iii. Someone must guide the discussion:
It may not be wise to have a senior leader as this could stifle the creativity in the room.

iv. Someone must take notes:
It is critical that the leader and the scribe are not the same person. He has to capture the essence of the idea quickly, whereas the team leader can ask probing questions to enhance the idea. The scribe may not be able to effectively contribute to the session.

v. Clearly state goals:
The purpose or desired outcome must be clearly stated.
Cont. Guidelines for a productive group brainstorming:

vi. Criticism is not permitted:
Members must feel comfortable in offering unusual suggestions. Criticism is reserved and is necessary for the convergent stage of the idea generation process.

vii. No one should dominate
: Everyone should have an equal voice.

viii. Unusual ideas are welcomed:
It is normally easier to “tame down” than to “think up” as new ways of thinking and looking the world may provide better solutions.

ix. Quantity is wanted:
At the beginning, you want quantity over quality. The greater the number of ideas generated, the greater the chance of producing a radical and effective solution.

x. Combination and improvement are sought:
Not only are a variety of ideas wanted, but also ways to combine ideas in order to make them better. Participants should contribute their own ideas and work to enhance the ideas that other’s offer.

1. Inputs:

a. Informational input:
Information is brain food

b. People input:
Involve people from different areas of expertise, backgrounds, skill sets, to a "cross functional collaboration. People can ask silly questions and give you inappropriate solutions, but this process will make you look at the problem from another level.

Walt Disney listened to everyone in the company
“Because I never know where my next great idea will come from”.

3. Tools

a. The purpose of creativity tools os not to provide process; it is to stimulate right-brain thinking.

b. Creativity requires divergent thinking. It usually occurs in a free-flowing manner and often involves making lists.

c. The most commonly known divergent thinking tools is brainstorming.

d. Some brainstorming sessions may be poorly focused by asking the wrong questions or asking the right questions in the wrong way.

e. Some organizations make the mistake of treating group brainstorming sessions as a single event where a solution must be found for the sessions to be considered successful.
2. Trust

People need to feel safe to share ideas. In an environment without trust people tend to be more concerned in defending themselves or even attack than to share information.


1. Inputs

2. Trust

3. Tools

Overmanage x Micromanage:

Think about things differently than others and to a greater degree
Pay extraordinary attention to the details

Disney Institute
Creativity and Innovation
"There’s really no secret to our approach. We keep opening up
new doors
and doing
new things
– because we’re curious. And
keeps leading us down
new paths
. We’re always
We call it
– the blending of
creative imagination
technical know-how
Principais tópicos do módulo de Criatividade e Inovação do curso realizado no Disney Institute.
The Breathing Bird

Walt Disney watched his Audio-Animatronic birds blink, move and sing — but wondered
why they didn’t breathe.
Imagineers had a good answer: the soup of circuits, valves and pumps made it
difficult to add an element that hardly anyone would notice
. "People are not going to get this. This is too much perfection."
Walt listened, and that’s when he shared a lesson that’s become a timeless pillar of The Walt Disney Company:

"People can feel perfection."

Quality is in the imperceptible things that guests might not even know they see.
In many organizations, the
small details
that are
often "undermanaged"
or ignored "chip away" at the customer experience.
That is not the sort of "differentiation" an organization should seek.

"Disney’s consistent business results are driven by
certain things that most companies
or ignore – and that is a key source of what differentiates us.
We learned to be
where others are
What is Creativity?

Is unleashing the whole brain in a disciplined and productive way to generate and implement new ideas, solutions and products. It should be a process.

“Creativity is not an escape from disciplined thinking; it is an escape with disciplined thinking.”

Myth 1:
“I’m not a creative person. I’ve always been seen as more analytical than creative” 

This is simply not true. Everyone has the potential to creatively contribute to his organization but to see this expressed, it is critical to intentionally nurture right-brain creativity.

To ensure that people can perceive the world in new ways, recognize patterns, make connections between seemingly unrelated details, ask probing questions and generate new ideas, organizations must combat the tendency towards left-brain dominance and foster whole-brain thinking.

By using simple right-brain warm-up exercises in your organization on a regular basis, you will reignite the part of the brain that is responsible for personal creativity, increasing the likelihood for continuous business innovation. Improvement will not happen overnight. Use these activities in your everyday work environment.

Suggested Exercise: Conceptual Blending

Come up with two unrelated items and then determine multiples uses for the combined items. Anyone can come up with the items and the rest of the group offers ideas. After a break (20-30 min), try it again.
You will notice that several new objects will come up.
i.e. Pen + Window -> a flag ! Why the window couldn't be flexible and the pen small?
Myth 2:
“Creativity is only about large scale projects”

While big ideas are important, the vast majority of innovations are incremental improvements, arising from creativity embedded in ongoing work.

i.e. On a scenary, the character’s pupils are the last thing to go on stage. They are only painted when everything is set and all characters are in their right position, to make sure they are looking to where they should.

i.e. An entertainment manager observed two food and beverage cast members struggling to push a large beverage cart over a bridge. He reflected on his experience wondering if the technology from some of the parade push-carts could be used for the food and beverage carts. After a period of research, a new motorized cart was created. This incremental improvement resulted from a single observation from someone who was trained and prepared as part of the organizational processes for welcoming ongoing innovation and continuous improvement.

What is innovation?

A process that begins with creativity and ends with the development of something new for the marketplace. Effective innovation happens when great creativity intersects with great process.

The key to
business innovation

Ongoing integration of inherent
personal creativity
organizational innovation processes

In times of significant change, organizations can no longer afford the occasional innovation.

“You can’t allow tradition to get in the way of innovation. There’s a need to respect the past, but it’s a mistake to revere your past”

Bob Iger, CEO of the Walt Disney Company.

“Don’t be afraid to cannibalize your own business in the name of progress. Sony’s reluctance to develop a competent digital Walkman left an opening for the iPod. iPads may be eating up some Mac sales but Apple’s bottom line is stronger than ever”




Identify the hassles.

3 main drivers:

1. Increase operational efficiency
2. Control costs
3. Increase productivity


Once you have ideas, what are you going to do with them?

We have asserted that there are no bad ideas during idea generation but during the second part of brainstorming when convergent thinking begins, it is time to identify the ideas that will not work for your organization.

Build screens, which start by assessing the idea through your organizational identity and then determining an idea’s business and economic reality.


During implementation, the ideas will be exposed to more and more people. As this occurs, the more likely the ideas will evolve and be enhanced.

Organizations should work to continuously improve the idea until the last possible moment.


Storytelling is an essencial strategy for the communication of new ideas; people are more engaged and inspired by information presented through compelling narratives.
It creates an emotional connection (ex. I’m loving it – Mc Donalds. Just do it – Nike)

Immersion in narrative experiences enables a deeper understanding and connection to the idea, builds effective relationships with the audience and creates the motivation necessary for idea implementation.

i.e. Everything at Disney is done through storytelling. Even the new bathrooms are designed thinking about all the steps customers will take since arrival until they left.

Storytelling provides a visual reference, allows revision in order to try out a variety of options, and mostly provides linearity to previously scattered and disorganized ideas.

Celebrate to inspire the rest of the organization to continuously look for ways to save time, cut costs and produce more


It must become a part of you culture.

Thank you!
Creativity Circle

Materiais, peças, espaços, locais

Ex. Pregos



Mais de um produto, partes deles ou benefícios

Ex. Cola + Papel

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