The Magic of Storytelling: Insights from Disney’s Josh D’Amaro

Inbound

October 16, 2024

The Magic of Storytelling: Insights from Disney’s Josh D’Amaro

Imagine a world where every story you tell captivates your audience, builds lasting connections, and maybe even makes an impact. Sounds like magic, right? Well, according to Josh D'Amaro, Chairman of Disney Experiences, that's exactly what great storytelling can do.

At INBOUND 2024, D'Amaro pulled back the curtain on how Disney crafts its narratives, delivering actionable insights and valuable lessons for anyone looking to connect with their audience (even Forbes took notice!). And let’s just say it was ✨ magical ✨ .

THE HEART OF A STORY

D'Amaro kicked things off with a simple yet powerful idea:

The best storytellers are the storytellers that truly believe in their story. They believe in it with their whole body. They believe in it with their whole being.

Telling a good story is great, but believing in it? That’s where the magic happens. Authenticity isn't just a buzzword—it's the key to compelling storytelling. In a world overflowing with content, standing out means being genuinely connected to what you’re saying.

For marketers and business leaders, this boils down to making sure your brand messaging aligns with your core values—and that everyone on your team is all in. When you truly believe in your story, it shines through in every campaign, conversation, and product. And your audience will feel it too.

HOW A STRONG BRAND STORY DRIVES BUSINESS GROWTH

When it comes to storytelling, Disney's reputation is second to none. As D'Amaro put it, "At Disney, we believe in the power of great stories, and this comes straight from our founder."

But here's the thing – they're not coasting on past successes.

Stories are at the center of everything we do. They're the creative engine for our entire company.

Their story-first approach keeps people coming back for more, whether it's to the movie theater or the Magic Kingdom.

Your brand's story isn't just a nice-to-have—it should drive everything you do. Disney shows us how a strong narrative can unify different parts of a business and create a seamless brand experience. For B2B leaders, this means infusing your company’s mission and values into every aspect of operations, from product development to customer service.

Think about how your brand story can guide decision-making, spark innovation, and build emotional connections with customers—a well told story can turn those customers into loyal brand advocates.

THE DISNEY DIFFERENCE: STORYTELLING PRINCIPLES

So, what's in Disney's storytelling toolbox? D'Amaro unpacked a few key principles:

Build Emotional Connections: "Whatever it is, people return to Disney because this is a brand that they know. It's a brand that they love and that they trust, and that all starts with emotional connection." D'Amaro makes it clear—creating strong emotional bonds with the audience is key to Disney's success.
Curiosity-Driven Innovation: "We keep moving forward, opening up new doors, doing new things, because we're curious. And curiosity keeps leading us down new paths." This famous Walt Disney quote still drives the company forward today.
Relatability is Key: "Our audience needs to see themselves in our stories or they need to see who they aspire to be." Whether it's a princess or a plucky robot, Disney characters resonate because they reflect the audience’s dreams and experiences.
Details, Details, Details: "You have got to sweat the details. That is the north star for Imagineers." It's the small touches that make the magic feel real.
Courage to Take Risks: "Taking these big chances on things that we've never done before, I think is what sets us apart from anyone else." From a flying Spidey robot to an entire Star Wars land, Disney isn’t afraid to dream big.
Boundless Thinking: "We want to be boundless in our thinking as a tribute to our past. As consumer preferences continue to shift, we have to adapt or we are going to be left behind." This mindset keeps Disney pushing the limits and always chasing new ways to tell remarkable stories.

Great storytelling blends innovation, relatability, attention to detail, and the courage to take risks. Applying these principles can elevate your brand’s storytelling from good to unforgettable.

BALANCING LEGACY AND INNOVATION TO STAY AHEAD

Here's where it gets tricky—how do you honor a beloved legacy while pushing the envelope? D'Amaro's got a two-part answer:

Always Aim Higher: "If we're going to make a change in anything, we must create something that's even better than what was there before."
Don't Get Stuck in the Past: "I challenge my team not to let our history be the gravity that holds us in place. We should never rest on past successes. We should always look for the next big idea, the next big challenge."

It's a delicate balance, but what keeps Disney at the forefront of entertainment and experiences.

For any business, the key is respecting your roots without letting them hold you back. Whether you’re an established company or a growing startup, this balance is essential. It could mean regularly evaluating your products or services to ensure they're meeting evolving customer needs or fostering a culture of continuous improvement within your team.

Innovation doesn't always mean big, bold changes. Sometimes, it's about finding fresh ways to deliver on your core promise even more effectively.

TAKEAWAYS

As D'Amaro wrapped up, he left the audience with two thought-provoking takeaways:

"We are on a relentless pursuit of perfection, powered by the belief that these stories, they can actually change the world." It's a reminder that great storytelling isn't just about entertainment—it has the power to inspire, connect, and transform.

And finally, the million-dollar question: "Do you all believe in the story that you're telling?" It's a challenge to all of us to dig deep and find the stories that really matter.

Watch Josh D’Amaro’s full INBOUND session here.