Designing Wonder for Kids & Families | Spatial Storytelling Strategist | Helping Ministries & Brands Create Unforgettable Experiences
At Disney, success isn’t just about what gets done—it’s how it gets done. While task-based training teaches people what to do, behavioral training teaches them how to embody the brand. That’s why “Be friendly” at The Walt Disney Company isn’t left to interpretation—it becomes “Make eye contact, smile, and say ‘Welcome!’ with enthusiasm.” Behavior becomes part of the system. As creatives and leaders, we must go beyond checklists and job descriptions. We need to define the invisible expectationsthat shape culture and turn them into tangible behaviors that can be taught, practiced, and celebrated. Here are three ways to do it: • Turn Core Values Into Action Statements It’s one thing to say your organization values “hospitality” or “excellence.” But what does that look like in everyday interactions? Disney translates values into behaviors that are observable and measurable. If your organization values hospitality, define it as: “Greet every person within 10 feet,” or “Respond to emails within 24 hours with warmth and clarity.” This eliminates ambiguity and helps teams deliver consistent, value-driven experiences. • Create Behavior-Based Playbooks for Key Roles Disney trains Cast Members with behavior-based guides specific to their environment—how to stand, speak, and interact depending on location, guest type, and situation. For a creative agency, a project manager’s playbook could include behaviors like: “Start every meeting by asking how the team is doing,” or “End client calls by recapping next steps with clear timelines.” These habits build trust and reinforce your team’s professional identity. • Practice, Don’t Just Present Disney rehearses key behaviors during training—not just concepts. From role-playing to mock interactions, they turn values into muscle memory. In a church volunteer team or nonprofit welcome crew, don’t just tell people how to engage newcomers. Act it out. Do live run-throughs of greeting guests, guiding them, or handling tough questions. Celebrate when team members model those behaviors in real moments. Training behavior isn’t micromanaging—it’s empowering. When everyone knows how to act in a way that reflects your values, they can lead with confidence, creativity, and consistency. Disney didn’t become magical by accident. They rehearsed it, refined it, and trained the behavior until it became second nature. And we can too. Disneyland Resort Walt Disney World Disney Institute