Posted on July 10, 2025 by Danny Snow
From wearing a gold miner's costume on Big Thunder Mountain to consulting with Fortune Global 500 companies...
The journey sounds unlikely, doesn't it?
But here's what I've discovered: The principles that create magic at Disney work everywhere. Even in your industry.
Now I get you might be a little skeptical, so let me address some of the pushback I receive from clients who are also skeptical.
I'll often hear:
I hear this constantly. And I understand it. Because when you're dealing with stressed customers, tight deadlines, and bottom-line pressure, Disney can seem... irrelevant.
But here's my response that always stops them:
"You're absolutely right. However, your customers are even more demanding than Disney guests."
Think about it: Disney guests are happy, excited, and ready to be delighted. They're demanding as well, but they're on vacation and they want to have fun!
Your customers? They're stressed, busy, and skeptical. They're dealing with real problems that your product or service needs to solve.
And that's exactly why Disney principles are MORE powerful in your business, not less.
If these principles work with people who are already happy, imagine what they can do with people who are challenging, demanding, or frustrated.
I learned this working on what's known as "the wildest ride in the wilderness" - Big Thunder Mountain. Every day, I dealt with:
Sound familiar? Because that's exactly what your employees face every day with your customers.
Whether you're helping someone onto a mine train or processing their insurance claim, that moment either moves them closer to you or further away. The key to moving in the right direction is understanding the context and emotions of the person you are serving.
Loading onto a thrill ride is a significantly different emotional state than processing an insurance claim. But each guest getting on the ride is a unique individual and should be treated that way. Each one of your customers is unique and dealing with their own challenges. If you're going to truly stand out and build a connection, the interactions need to adjust based on the individual. You can't simply treat the next customer the same way you did the previous one.
Now, that might seem like it contradicts what I just said. To be clear, consistency on a day-to-day basis, or a location-to-location basis is absolutely crucial for a business.
But here's the key distinction: You're consistent in your STANDARDS, not your INTERACTIONS.
Think of it like a five-star restaurant: Every guest receives the same high standards of food quality, service timing, and attention to detail. But the sommelier adjusts wine recommendations based on individual preferences, the server adapts their communication style to match the table's energy, and the chef might accommodate dietary restrictions.
The consistency is what builds trust: After time, you start to recognize how each visit continually delivers a positive experience and you start to think, "I know this place will take care of me."
The personalization is what creates connection: This is where you feel seen as the unique individual that you are and you start to think, "They really understand what I need."
The sweet spot for any company is reliable excellence delivered with a personal touch.
The danger of inconsistent standards: Customers never know what quality of service they'll receive. They're at the whims of whoever they happen to interact with that day.
The danger of identical interactions: Customers feel processed, not served. If you're just moving customers through the line and going through the motions, it's incredibly hard for them to feel any sense of loyalty.
At Disney, we obsessed over details guests might never consciously notice. In your business, those same details signal competence and care.
Think about the message a cluttered desk sends to a customer who now wonders where their file is going to end up in your mountain of paperwork. Or what a patient might think in a hospital waiting room if they see a dead fish floating in the fish tank, "If they can't even keep the fish alive, what chance do I have?"
Experience your business like a customer and look at the hundreds of little details they encounter while doing business with you. Are they saying what you want them to say?
This was true when I wore a costume, and it's true for every corporation I've worked with.
When you're happy and feel like you matter and are cared for, it's only natural that you're going to be a much better employee. On the flip side, if you're constantly being talked down to, treated like you're inferior, or constantly overwhelmed and overworked, it's incredibly difficult not to let that impact your interactions with customers.
So, are there differences between Disney and your industry? Obviously, the answer is yes. But what I've learned after years of consulting is this: Human nature doesn't change based on industry.
The truth is, whether you're operating a mine train attraction or running a corporation, your job is the same: creating positive experiences for people.
People want to feel valued, respected, and cared for. That doesn't change whether they're wearing Mickey Mouse ears or business suits.
The costume may change, but the principles remain the same.
Your customers may not be on vacation, but they still deserve to feel like they matter.
Start with one principle. Pick one interaction. Make it magical.
Because if it works in the real world of stressed, demanding customers, imagine what it can do for your business.
The magic isn't in the mouse ears. It's in how you make people feel.
What would change if you treated every customer interaction like it was happening at the happiest place on earth?
Danny Snow is a customer experience expert as well as a keynote speaker. You can connect with Danny on LinkedIn or email him at danny@snowassociates.com. You can also find additional articles from Danny at https://snowassociates.com/blog.