1. Bianca Butler
Comm 421
Book Report
11/25/14
Tom Connellan has written a book called Seven Keys to Disney’s Success. The purpose
of the book is to apply the seven keys of Disney’s success to other organizations, whether they
are small or big. According to Connellan (1996), the seven keys to Disney’s success are “the
competition is anyone the customer compares you with;” “pay fanatistic attention to detail;”
“everyone walks the talk;” “everything walks the talk;” “customers are best heard through many
ears;” “reward, recognize, and celebrate;” and lastly “xvxryonx makxs a diffxrxncx [sic].” One
major claim that the book had was motivating people. Disney does a good job motivating people
because by motivating employees the organization will have a friendlier environment and it will
keep the customers coming back.
I believe that the Connellan wrote this book because he personally wanted to show how
successful Disney World has become and to give his readers the seven secrets of how Disney
World as an organization goes about completing everyday tasks. Connellan has written seven
books and some articles as well. Not only that, but Connellan was also mentioned in the U.S.
News and World Report, and even the New York Times. Connellan also had the opportunity to
be a guest speaker at University of Michigan and worked as an Editorial Director of numerous
management and personnel magazines. In addition, Connellan was a first level supervisor and
even the president of a company. “The American Management Association identified him as
‘one of the leading organizational development thinkers of our times’” (“Author biography”,
n.d.). In addition, Connellan “works with leading companies such as GE, Motorola, Marriott and
Morgan Stanley, helping them take customer and employee satisfaction ‘to the next level.’
[Connellan] crisscrosses the country speaking to tens of thousands each year” (Connellan, 1996).
2. Bianca Butler
Comm 421
Book Report
11/25/14
Disney World is one of the most magical places to visit. Individuals go there to enjoy
themselves and have memorable experiences that last a lifetime. When the new millennium came
about, the organization started to grow. When it was built in 1971, Walt Disney World consisted
only of the Magic Kingdom and two hotels. Since 1971, Disney World has become more
successful than anyone would have ever thought possible. Individuals from all over the world
come to Disney world each year to experience the magic. Soon after Disney World opened, the
organization began adding more rides. By the early 1980s, Disney World had financially grown
due to adding theme parks like Epcot and Walt Disney World Village and some additional
resorts (“Walt Disney,” n.d.). In the year of 1990, the Chairman, Michael D. Eisner, thought of a
ten-year plan building plan called “The Disney Decade” (“Walt Disney”, n.d.). This plan was a
goal to see how successful Disney can become within a ten year period. In 1995 Disney had
reached over 500 million visitors (“Walt Disney”, n.d.). As of today, Disney World has
expanded its organization. Disney World has three new parks in addition to Magic Kingdom, two
water parks and numerous golf courses along with restaurants, clothing stores and theater shops.
On an average there are over 500 million individuals who visit Disney World each year (“Walt
Disney”, n.d.).
I believe that this book is generalizable because the seven keys can be applied to other
companies as well, not just Disney. For example, lesson 5 states, “customers are heard through
many ears” (Connellan, 1996). At Disney, cast members have certain responsibilities that they
must uphold. One job that they must do is listen to customers to see what they have to say.
During the time that Disney is open, the cast members go about their day and gather feedback
from guests about their time at Disney World. They do this by listening or surveying. Gathering
3. Bianca Butler
Comm 421
Book Report
11/25/14
feedback from guests can help Disney World to make necessary changes to improve the quality
of the organization (Kansas 4-H, 2012). This concept can be applied to many other businesses so
they can improve the quality of their organizations to better assist customers. I believe that this
book was fun and readable. There are lessons that other companies can use to be successful, just
like Disney.
Overall, I would highly recommend this book to all of those who own their own business
or a big organization, like Johnson & Johnson or GMC, because it can help them to listen to
customers and employees and realize that their input is important in helping the company run
smoothly. I believe that this book is relevant to career people in general because it can help them
to successful business.
4. Bianca Butler
Comm 421
Book Report
11/25/14
References
Author biography. (n.d). Bringing out the best in others. Retrieved from http://www.bringing-
out-the-best.com/bio.html
Connellan, T. (1996). Inside the magic kingdom: Seven keys to Disney’s success. Bard Press:
United States.
Kansas 4-H. (2012). Seven keys to consider: Exceeding family expectations in 4-H clubs.
Retrieved from http://www.kansas4-h.org/doc14694.ashx
Walt Disney World history. (n.d.). WDWMagic.com. Retrieved from
http://www.wdwmagic.com/walt-disney-world-history.htm
![Bianca Butler
Comm 421
Book Report
11/25/14
Tom Connellan has written a book called Seven Keys to Disney’s Success. The purpose
of the book is to apply the seven keys of Disney’s success to other organizations, whether they
are small or big. According to Connellan (1996), the seven keys to Disney’s success are “the
competition is anyone the customer compares you with;” “pay fanatistic attention to detail;”
“everyone walks the talk;” “everything walks the talk;” “customers are best heard through many
ears;” “reward, recognize, and celebrate;” and lastly “xvxryonx makxs a diffxrxncx [sic].” One
major claim that the book had was motivating people. Disney does a good job motivating people
because by motivating employees the organization will have a friendlier environment and it will
keep the customers coming back.
I believe that the Connellan wrote this book because he personally wanted to show how
successful Disney World has become and to give his readers the seven secrets of how Disney
World as an organization goes about completing everyday tasks. Connellan has written seven
books and some articles as well. Not only that, but Connellan was also mentioned in the U.S.
News and World Report, and even the New York Times. Connellan also had the opportunity to
be a guest speaker at University of Michigan and worked as an Editorial Director of numerous
management and personnel magazines. In addition, Connellan was a first level supervisor and
even the president of a company. “The American Management Association identified him as
‘one of the leading organizational development thinkers of our times’” (“Author biography”,
n.d.). In addition, Connellan “works with leading companies such as GE, Motorola, Marriott and
Morgan Stanley, helping them take customer and employee satisfaction ‘to the next level.’
[Connellan] crisscrosses the country speaking to tens of thousands each year” (Connellan, 1996).](https://image.slidesharecdn.com/aa42a99f-9f2f-4e02-a69e-46a829d1c1ea-150422105116-conversion-gate02/85/comm-421-book-review-1-320.jpg)
