Building lasting businesses and brands the way Walt Disney and Jimmy Buffett did it

Some of my earliest memories involve the worlds created by or brought to life by Walt Disney. From the epic family trip in the early 1970's, Winnie the Pooh to Mickey Mouse, like so many people these iconic places and characters are a part of my childhood memories.

The night before the arrival of my son, there was no mad dash to the store to get the latest Disney movie or stuffed animal. For me, it was a trip to the music store to purchase the Jimmy Buffett CD album of kids songs. In my adult life, the worlds and the characters brought to life by Jimmy Buffett have become iconic and a big part of my memories.

For my son, the two worlds of Disney and Buffett has blended together into his unique memory base for him to carry on. Disney and Buffett would not seem like they have much in common with one another. Disney created an idealistic view of America that is as wholesome as mom's and apple pie. Buffett wrote and sings the classic song "Why Don't We Get Drunk and Screw". Buffett has also expressed is opinions about Disney theme parks on stage and in his book "A Salty Piece of Land". While there are definitely things that separate them, I particularly see some great similarities in the genius of the two men; Walt Disney and Jimmy Buffett.

This past week marked Walt's 112th birthday. Jimmy's 67th birthday is coming up later this month. I look up to both of these individuals as two of the greatest marketing people ever. That is an accolade that I don't offer up to just anyone. But if you think about it, few individuals come along and transform how we act, think, spend money and do business. Disney and Buffett conquered entertainment, and then set their sights on expanding across multiple business lines.

Disney took success from a modest movie "Steamboat Willie" and created a media empire. As he liked to famously remind everyone, "It all started with a mouse". Thanks to the mouse, his company created a multi-billion dollar company of movies, music, TV shows (and later networks), radio stations (and later networks), toys, theme parks, hotels, resorts, cruise ships, restaurants and so on.

Buffett's first hit song was actually "Come Monday", but it was the classic "Margaritaville" that started as the basis for his empire. His first restaurant, ironically at rival theme park Universal Studios in Orlando has launched into a restaurant chain across the world. Additionally, Buffett's influence can be found in a string of best selling books, movies, resorts, casinos, clothing and a full line of food and liquor products to just name a few things.

Both of these artists are very talented. But I could name you a lot of other artists that are more talented than these two. Certainly, there is a certain amount of luck that both experienced over the years. Buffett details in song several instances where he had to steal food to survive during his lean years. Disney's story similarly shows how he struggled to make payroll during those early years.

As I reflect on these two, there are several areas that I think tells the tale as to how they survived. Among them are:

1. Focus on the customer / fan
2. Persistence in the face of adversity with a huge work ethic to back it up
3. Surrounding themselves with the best available talent

Go to a Disney theme park, and the vision of Walt Disney is still there. Commercialize has tainted some of it, perhaps, but you don't walk away from a Disney experience feeling like you are no appreciated. I had a professor at Butler University talk about the Disney experience for customer service. She talked about the expectations of Disney 'cast members' -- they don't have employees. If a cast member is having a bad day, they are reminded that they have to fake it, because to the visitors of the parks, this is the happiest place on earth. The customer experience is also very strong with Buffett's operations. He has taken the concept of a beach party on the road for over 40 years, and wants to make sure every concert goer walks away with a smile. The same is true at his restaurant / casino operations.

Woody Allen said that "80% of success is showing up." Too many people quite when things get tough, and it would have been easy for either of these two to do just that. Even more would have taken the initial success and said that was enough. Neither of these two would settle for that. Buffett and Disney each struggled to find any amount of success, both having paid their dues to rise up. Each had modest initial success and could have been content to leave it at that, but both risk it all to claim the big prize. Disney would have been consider successful producing animated movies, and Buffett could have made a good living as only a singer/songwriter. Each had a work ethic and drive that would not settle for a little success. To be a big success, you have to be willing to work tirelessly and risk big.

Genius, no matter how big a genius needs other people. Disney surrounded himself with some of the best animators and storytellers he could find. Buffett from his early days to today has worked with some of the best musicians and songwriters in the music business. Collectively, those groups were smarter than the individuals within it. 

Disney has been gone for decades; Buffett is now approaching 70 years old. The brands that they have created have and will outlive their existence on earth. But what a great legacy they both have that have become a part of the fabric of America. Diverse entities from very different people, but enough similarities that I think business operators and visionaries can review and learn much from each.