3 Tips for Managing Creatives from Disney CEO Bob Iger’s ‘Ride of a Lifetime’
Robert “Bob” Iger took over the Walt Disney Company in 2005 after Michael Eisner forced out of the company. During Iger’s tenure as CEO, the Walt Disney Company acquired Pixar, Lucasfilm, Marvel and 21st Century Fox. He resigned his role as CEO in Feb. 2020, but returned to the position in April to help the company navigate the coronavirus pandemic and its effects on the company. In his book “Ride of a Lifetime,” Iger explores his rise in the Disney company and what it takes to lead a creative business and its people.
The Creative Person and Process
According to Iger (p. 42–43), creating something takes passion and people who create are sensitive to criticisms of what they’ve made because they’ve poured their heart and souls into the process. Providing criticism that will help improve the project requires knowing the creator and how much of themselves they put into the project. Every person and situation are different, and each requires an approach suited to the creator, the situation, and how far along the project is.
Start Positive
Any critique or insights Iger gives will start positive. By using something positive as a starting point, he has recognized the value of the creator and his or her effort. Negativity, especially in a situation where the creator is nervous and passionate about the project, will stifle creativity and enthusiasm.
Focus on the Big Stuff
“People will focus on little details as a way of masking a lack of any clear, coherent, big thoughts,” Iger writes. Focusing on the big picture will ensure that it has a direction, and it works. There’s no point in focusing on the details until the end of the process because if the bog picture is problematic, the details won’t matter.
Person-based Approach
People are different, and their experience needs to be taken into account. Iger would change his approach based on the person involved. Seasoned directors like Steven Spielberg require a different approach for feedback than first-time directors or people handling a larger project than they have ever done. If you want the creative side of the process to work financially, you have to be empathetic to and respectful of the creators and their processes to ensure that you don’t damage the project while still guiding it to financial success.
