Mills on Marketing

One of the things that I admire about Disney World is the way it transforms its low paid workforce into a cast of brand evangelists.

Walt Disney understood that the words we use frame the way we think and often behavior. Disney created his own language to support the Disney mission of delivering happiness through entertainment.

In Disney Speak:

• Rides or shows are always called ATTRACTIONS
• Employees are always CAST MEMBERS
• Customers are always called GUESTS
• Jobs are always called ROLES

On the surface, language can seem superficial or trite. But words create images that reinforce assumptions. Take the word GUEST. A disgruntled customer evoked a different image to an unhappy guest. Guests always deserve special treatment, while customers often evoke images of indifference.

If you want to create a service culture where staff stay in role or on-brand, start by changing the vocabulary you use to label staff, roles and customers. The right words really can mobilize your culture.

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