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The Real Reason People are Ignoring Your Brand

Tuesday, October 17, 2017
posted by Jody Maberry 1:08 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryDonald Miller, author of Building a StoryBrand, returns as a guest on Creating Disney Magic to talk about why people are ignoring your brand.

Every piece of marketing you do should communicate how you can help people survive and thrive and do so simply so customers will not have to burn calories to process the information.

Unless your message is aimed at helping them survive and thrive, customers will ignore you.

If your marketing makes people think too much, they will ignore you.

In this episode, Don Miller breaks down how Disney applies these concepts to get loyal customers who return every year.

If you are struggling to attract customers, you do not want to miss this episode. Don Miller will explain these concepts in a way to help you clarify your message.

Get a copy of Building a StoryBrand.

Visit StoryBrand.com to find out more about Don Miller and get more StoryBrand resources.

Building a StoryBrand with Donald Miller

Tuesday, October 10, 2017
posted by Jody Maberry 1:00 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryNobody really cares about your story. Rather than hear your story, they want to be invited into a story where they can play the hero.

Disney has excelled by inviting people into a story. But do you have to be Disney to create a story people want to be a part of?

Of course not. And Donald Miller joins Creating Disney Magic to talk about how your business can build a story around your brand.

Don’s new book, Building a StoryBrand teaches you how to invite people into a story and clarify your message so customers will listen.

In this episode, Don not only breaks down the StoryBrand Process, he examines how Disney has created used the story plot idea for not just Disney World, but for individual rides within the park.

Get a copy of Building a StoryBrand HERE. Learn how your organization can use this process to invite customers into a story your brand can deliver upon.

If you missed it when I was a guest on Donald Miller’s podcast, you can hear it here.

The Magic of Clarity With Business Partners

Tuesday, October 3, 2017
posted by Jody Maberry 1:24 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryThis episode we celebrate the 150th episode of Creating Disney Magic.

On this episode, we take on two listener questions. We talk about what to look for when you partner someone in business. At Disney, we were clear on what would be involved in a partnership.

The second question is along the same lines. How do you get other businesses, who are your partners, who have different missions and values, to work in alignment? Again, it comes down to clarity. Everyone needs to understand what you expect and what it looks like to meet expectations.

In both cases, the people you work with need to know how to satisfy customers. The experience should be seamless for customers.

If you have a question you would like me to answer on the show, just reach out. Answering listener questions are my favorite part of the podcast.

Improving Customer Service by Traveling

Tuesday, September 26, 2017
posted by Jody Maberry 1:00 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryI recently returned from a tour through several countries including Russia, Czech Republic Austria, and Hong Kong.

It reminded me how traveling and gaining a new experience can help you serve people better.

You are never as good as you think you are. Traveling is one way to find out what other people and organizations are doing.  You will find out how good you really are and how you can get better.

When you understand how good you can be, you will raise your standards.

Experience and exposure are two things you will gain from traveling that will change your worldview and help you better serve your customers.

You don’t have to travel internationally. Visit big cities. Visit new businesses. Go places where you don’t know people where your eyes will be open to a new way of doing things.

Travel changes who you are. Every new experience opens your eyes.

Time Management Magic is now available as an audiobook. You can get the book here.

If you don’t have a copy of the Morning Magic Planner, you can get it here.

Becoming Qualified is the Key to Making More Money

Tuesday, September 19, 2017
posted by Jody Maberry 1:05 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryWhen I was at Disney and someone would tell me they wanted more money, my answer was almost always “yes.” But probably not in the way you think.

Here is how I would tell people they could get more money;

“There is always a position that pays more than the one you are in. If you want more money, become qualified for the other position.

When you can show us you are capable of performing a job that pays more, you will make more.”

When I would explain it so straightforward, people would understand. Just tell people the truth.

If you want more money you have to be qualified to earn it. It is that simple.

When I worked as a Greaseman at a hotel in Lake Tahoe, I wanted more money than the $90 per week I earned. When I promoted to housekeeping a $10 per week raise came with the position. I became more qualified, moved into a different position and earned more money.

This is the formula to get more money.

Identify the job you want and focus on what it will take to get in that position. Talk to people who have the job. Find out more about the position and keep learning. Most people don’t try hard enough. If you apply yourself and show you can do the work, you will get your chance. Be persistent.

Implementing the Disney Great Leader Strategies

Tuesday, September 12, 2017
posted by Jody Maberry 1:46 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryThere was a time when I was running Walt Disney World when I was frustrated we were not improving customer service quick enough. At the same time, we were not moving quickly enough to build trust with cast members.

That was when I developed the Disney Great Leader Strategies. You can find the 10 Great Leader Strategies in my book, Creating Magic.

Our Great Leader Strategies moved Disney World from being good to great. Or great to greater.

Developing the strategies was one thing. Getting everyone on board was another thing.

In this episode of Creating Disney Magic, I share the story behind the implementation of the Great Leader Strategies to over 40,000 cast members.

I began by spending 4 hours with my direct reports, explaining each strategy and explaining what my expectations were. From there, each of them had 3 weeks to pass the Great Leadership Strategies on to their direct reports. And so it went until every cast member had been trained.

Too often, when an organization wants to implement a new policy or procedure, or even make a drastic change like we did at Disney World, a leader will just issue a memo. Without proper communication, hope is all you have to rely on.

For change to take hold, you have to roll it out slowly with great detail. Communication is the key.

The best definition of communication is clarity. Without clarity, people will not understand what you expect and what they need to do.

You can find the Teacher’s Guide for Creating Magic here.

How to Handle Angry Customers

Tuesday, September 5, 2017
posted by Jody Maberry 1:00 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryIn every organization and every business, we have to deal with angry customers.

Some of them are so angry the situation can be hard to diffuse.

When a family saves money for years to visit Disney and something goes wrong, they can get very angry. When a situation got to me, I did what ever I could to solve their problem.

Remember, they are not mad at your personally. They have 10 other problems you don’t even know about. Don’t take it personally.

The customer is not always right, they are often wrong. But they are always the customer. And you if you want them to be a repeat customer you do what you can to turn the situation around.

Don’t get defensive. Use empathy and try to solve the problem.

Do your best and then forgive yourself. That is all you can do.

Teacher’s Guide for Creating Magic

Thursday, August 31, 2017
posted by Jody Maberry 3:19 PM

Tim McHeffey created a Teacher’s Guide for my book Creating Magic.

This guide will provide discussion questions and key concepts for every chapter. Using this guide will help students get the most out Creating Magic and foster discussions to help students create magic at home, school, and work.

Enter your name and email address below and we will send you a copy of the Creating Magic Teacher’s Guide.

Holding Contractors to a High Standard

Tuesday, August 29, 2017
posted by Jody Maberry 1:00 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryThis week a listener asked a question about whether a company should hire employees or contractors.

Sometimes organizations let contractors get away with behavior they would not let performers get away with.

If you are going to use contractors, you need to include clarity in the contract. Outline behavior, appearance, client interaction. Lay out expectations for professionalism and hold them to it.

At Disney, we are so clear with contractors a guest would never know if they had an interaction with a cast member or a contractor.

If contractors are not living up to expectations, you need to deal with it promptly and directly. If they are doing business in your name, they need to perform as well as you do.

Also in this episode, I answer a second listener question about how to find a job when you move to a new area.

The One Question You Should Ask Every Employee

Tuesday, August 22, 2017
posted by Jody Maberry 1:00 AM


Creating Disney Magic podcast Lee Cockerell Jody MaberryWhen I was in charge of East Coast Food & Beverage Operations for Marriott, I would stop by a hotel and meet with the waitresses and waiters. I would ask one question, “What problem can I solve for you today?”

It was a small question with a big impact.

Often, the problems they needed to be solved were simple. They were not big issues, but the problems were a big deal to the people who could not do their job properly.

When you have an employee who serves the guest, getting them what they need to properly do their job will have a big impact. The employee will be happy and have more respect for the leadership of the organization, and the customer will be happy, too.

In order to build trust, you have to take care of the problems they tell you about.  The more you take care of employees, the more they will trust you with the problems in the way of serving customers.

If you want your copy of the Morning Magic Planner, you can find it here.