Former Disney boss Eisner enunciates 'box' theory at HT summit

MUMBAI: The success is all in a box. The financial box coupled with micro-management is the key to the success of any enterprise, says Michael Eisner, who used to head US media conglomerate Walt Disney.
Speaking at the ongoing Hindustan Times Leadership Summit, Eisner complimented India on its success and traced its cultural heritage as a reflection of its potential.

Speaking about the glorious story of Walt Disney drawn from the concept of 'Inside Box', he pointed to the success that creativity could bring to any business. He also highlighted the need to learn lessons fast and to evolve to succeed rather than being bogged down by them.

"We faced resistance when we entered France and were pelted with eggs. In India we did not get that reception. The Indian film industry is a success story, so I do not wish to suggest how it has to develop. But then we have developed the model that has had tremendous success" said Eisner.

Stressing on the importance of weaving creativity around the financial box, he said, "Creativity is essential to any industry, not just animation. Creativity has to have a symbiotic relationship with financial aspects."

Eisner also pointed out that using the benefits of micro management, Disney achieved success. "We never lost a dime on a single movie, thanks to the financial box. Creativity can flourish within financial limits. It really works," said Eisner.

He explained that Disney, which was also involved in other activities, the financial box system had been deployed to achieve maximum benefits.

Quality, creative products and the ability to bond with the customers was the mantra that Disney adopted in every toy, movie, hotel room, ashtray, Broadway, credit card etc. "Each of it is a dot that symbolises the Disney brand. The brand friendly initiative is also reflected in our hotel initiative (32 hotels) and each hotel is a financial box. We used whimsical icons to bring in creativity. In Star Cruise -- it was a floating box --creativity was witnessed in gambling that was introduced," said Eisner.

Highlighting the importance of internet, Eisner said, "The world has become a single dot. Time, money or language, internet has impacted every part of the entertainment industry. With a video and internet one can be creative. Internet is the next platform for the entertainment industry. Fantastic things with tremendous potential are possible with internet."

"Think inside the box, micro-manage it and have a good time. That is what it takes to become a financial success," was the mantra of Eisner.

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