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September 16, 2004

News & Opinion: BOOK REVIEW: The Imagineering Way

By: Dylan Schleicher @ 11:18 PM – Filed under: Innovation & Creativity

The_imagineering_way_1Book: The Imagineering Way: Ideas to Ignite Your Creativity
Author: The Imagineers (from Disney)
Reviewer: johnmoore (from the Brand Autopsy blog)
Typically I pass on business books promising to increase your creativity. Most times, these books on creativity focus on teaching a proven system for generating out-of-the-box ideas. Such books on creativity have never helped me get more creative. In fact, they flat-out stifle my creative energy.
So I was skeptical when my fellow blogger on Brand Autopsy, the quick-witted Brand Examiner Paul, evangelized The Imagineering Way: Ideas to Ignite Your Creativity to me. But then I thought about it who's better to talk about creativity than Disney Imagineers? These are the folks responsible for creating ideas and turning those ideas into innovation designed to enhance the Disney Experience of the millions of guests who visit the Magic Kingdom.
Eight pages into The Imagineering Way ... my skepticism faded completely.
The Imagineering Way works because it takes a personal approach and not a pedantic approach to sparking creativity. There is no one author, but rather a collection of essays from 50+ Disney Imagineers. In each essay, Disney Imagineers share company campfire stories full of pithy quotes, weathered truisms, and eureka moments from successful and failed Disney projects.
A few memorable snippets from the book include:
If you find your logic is talking you out of a good idea, question the logic first, then question the idea. Luc Maynard, Disney Imagineer
Your affection for the idea will grow as you explain it to others. If you connect with the idea, others will connect with it, too. David Mumford, Disney Imagineer
Its easier and far more comfortable to stay in a rut, but unless youre on a ride at one of our theme parks, no one ever found true happiness following the same old track around and around. - Chris Runco, Disney Imagineer
I submit to you that in the formula world we live in, its the people with imagination the risk takers who make the new waves and the new rules. Remember, the last three letters of trend are E-N-D. Marty Sklar, Disney Imagineer
The Imagineering Way is chock-full of great, inspirational and actionable stories sure to jumpstart your creative juices. It's a way worthy read.
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reviewer quick bio: johnmoore has made his mark in the marketing world at Starbucks Coffee and Whole Foods Market by using creativity, big picture thinking and liberal doses of levity to solve marketing problems. What a tremendous reversal of fortune for this once destructive problem-child turned constructive problem-solver.

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.