A creativity strategy modelled from Walt Disney - Imagineering webinar Thursday 18 January 2024 APM People Specific Interest Group and Association for NLP Introduction from: Robert Dilts Presented by: Tim Lyons, Emma McNally and Reb Veale The link to the write up page and resources of this webinar: https://www.apm.org.uk/news/a-creativity-strategy-modelled-from-walt-disney-webinar/ Content description: Projects and programmes come fully equipped with a range of problems to be overcome and decisions that need to be made to move things forward when a solution is found. There are many different approaches to tackling problems, many books on the subject and a good deal of discussion in the APM Body of Knowledge. This webinar introduces a well-documented process that Walt Disney used to good effect when developing ideas. It’s known as ‘Imagineering’ and involves approaching a problem from three different perspectives: The Dreamer – generating alternatives and possibilities. The Realist – helping to define actions and steps. The Critic – evaluating payoffs and drawbacks. In this centenary year of the opening of the original Walt Disney studios, we assembled a group of experts who use this process to create a flexible and effective problem-solving ‘engine’ for their clients. Once taught, it can be used again and again in your environment.

1. A creativity strategy modelled from Walt
Disney - Imagineering
Joint webinar by APM People SIG and Association for NLP
Robert Dilts, Emma McNally, Reb Veale
Host: Tim Lyons
18 January 2024

2. What do we mean by a CREATIVE STRATEGY?
• Strategy: a workable pathway to a desired outcome, or to overcome a problem
• Creative: using a different or unusual approach (to what’s normally used)
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Why are we talking about this, and how will it help us?

3. What we’ll do in this webinar
• Meet the panel
• Introduce the ‘Imagineering’ strategy first used by Walt Disney
• More detail about how to use the Imagineering process
• Apply the Dreamer / Realist / Critic to some typical project issues – we would
like to get your input here.
• How to set up and use Imagineering in your environment, and things to avoid
• Where to get help or find out more about using Imagineering
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4. A creativity strategy modelled from Walt Disney - Imagineering
Robert Dilts
Robert Dilts has a global reputation as a developer,
author, coach, trainer and consultant in the fields of
NLP and Success Factor Modelling and is co-founder
of NLP University in Santa Cruz, California and Dilts
Strategy Group. He is also co-founder (with Dr.
Stephen Gilligan) of the International Association for
Generative Change (IAGC). His books include From
Coach to Awakener, Strategies of Genius, Sleight of
Mouth, The Power of Mindset Change (with Mickey
Feher) and Generative Coaching and The Hero’s
Journey: A Voyage of Self Discovery
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Our expert panel today
Reb Veale
Reb is a business psychologist, qualified coach,
trained psychotherapist and NLP Master Trainer.
Reb led the people elements of a Shared Services
programme when two leading utility companies
merged and after starting her own business, Reveal
Solutions Training, provided change and leadership
consultancy to a number of FTSE100 companies
and the public sector. She is also co-author of a
range of coach development products sold
internationally whilst focusing her time primarily on
training the neuroscience-informed mBraining
across eleven countries.
Emma McNally
With a background in programme, project and change
management, Emma McNally worked as Acting Director
and Head of Change at Essex County Council. She now
runs an NLP Training company in Essex, called Achieve
Your Greatness Ltd and is also a consultant, coach and
author. She has a Master’s degree Business Administration
(MBA), holds the ILM Level 7 Certificate in Executive
Coaching and Mentoring as well as being an NLP Master
Practitioner and Trainer.

5. Robert Dilts:
The creative strategy developed by
Walt Disney - Imagineering
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6. Emma McNally, Reb Veale, Tim
Lyons:
Applying the three ways of thinking in a
structured way, to enhance decision-making
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7. Imagineering: taking the roles of Dreamer, Realist and Critic
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Dreamer
Realist
Critic
What If…?
…no boundaries
WHAT?
Use imagination
Long-term - future
HOW?
What would we
need…?
How to organize these
ideas
…towards
Vision & purpose
…towards
Short-term - present
WHY?
What could go wrong?
…away from
What challenges?
Planning
Keeps +ve by-products
Evaluates
Act ‘as if’ it’s possible
Past / future

8. Panel discussion:
Practical points to consider and some examples
of typical project problems
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9. Dreamer
Realist
Critic
Imagineering: applying Dreamer, Realist and Critic and integrating
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• Do it in this order
• Can be iterative cycles
• Integrate into
Action Plan

10. © 2024 Association for Project Management 10
Imagineering – when implementing, pay attention to…
• All 3 positions are equally important, but do it in the right order (Dr→Re→Cr)
• All team members should try to adopt ALL positions
• Critique the ideas, NOT the other roles
• The process benefits from doing it iteratively (but know when to stop!)
1. It's a balanced strategy
• Plan your session - time limits, record points, perhaps different spaces, boundaries, ecology, rules of
engagement
• Are the right people in the room?
• Leave enough time to bring all points together, revisit any areas where you’re not fully agreed
2. Ensure you have: enough time / space / the right people / resources
• Decide how you will present your integrated answer, who does it, what format, who signs off
• There will probably be ‘by products’ – ensure these are ‘honoured’ and dealt with
• The action plan might suggest Imagineering other areas of your project or organisation
3. Now you’ve worked it through, the outcome should be an action plan

11. Where to find further information on applying Imagineering
Emma McNally
www.achieveyourgreatness.co.uk
emma.mcnally@achieveyourgreatness.co.uk
Tel: +44 (0)1245 658322
https://www.linkedin.com/in/emma-nlptrainer/
X (Twitter): https://twitter.com/emmaRmcnally
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Details of how to contact our panel members is shown below:
Tim Lyons
Gestionnaire Ltd
APM People SIG and ANLP
timlyons@gestionnaire.net
+44 (0)78 3155 9536
www.linkedin.com/in/timlyonsprogman
Reb Veale
https://www.revealsolutions.co.uk/
reb@revealsolutions.co.uk
https://anlp.org/people/reb-veale
https://www.linkedin.com/in/rebveale/
Tel: +33 631058898
Robert Dilts
http://www.nlpu.com/NLPU.html
https://anlp.org/people/robert-dilts