Wanted: A Dynamic Duo
7/2/2004


By: Corey W. Thomas

Four months after the infamous Disney Shareholder Meeting in Philadelphia, rumors continue to circulate about who will next take the reigns at Disney. Corey weighs in with his thoughts on what kind of leadership is needed to return the company to its former glory.

It’s hard to believe that it has only been four months since the now infamous shareholder meeting of the Walt Disney Company on March 3. No doubt that by now, you have all heard about what happened, and read over countless rumors about what will happen next.

There have been criticisms of the SaveDisney.com campaign, and there have been praises. There have been names of prominent executives from other entertainment and media companies floated around as possible replacements for Michael Eisner while the Disney Board, under the direction of Chairman George Mitchell continues to sing Michael’s praises.

As I’ve kept a close watch on what is happening (or, maybe more accurately, what ISN’T happening), I continue to think about what kind of a person I hope will succeed Michael Eisner as CEO of the Walt Disney Company. My conclusion? I don’t feel there is any single person who can run this company the way it should be.

But, I do think that two people could…

As you take a look back at the company’s past, it is clear to see that this is not a new concept. From the very beginning, the company was founded and run by two people: Walter Elias Disney and his faithful brother, Roy Oliver Disney. In fact, the first name of the company was simply, “The Disney Bros. Studio.”

Over the years, more at Roy’s urging, the name of the company was changed to the Walt Disney Studios, followed by Walt Disney Productions, and finally to the current name, The Walt Disney Company. Although it was always Walt who was in the spotlight, it was Roy who actually made Walt’s ideas happen. Roy provided the financial backing to see that everything (or almost everything) that Walt wanted to do was able to happen. Roy kept Walt from getting too far off the ground, and Walt used his powerful way of persuasion to convince Roy when something was a good investment. Without either of these brothers, there would be no Walt Disney Company.

After Walt’s death in 1966, Roy was left to run the company by himself. He suddenly had to take on both roles. Fortunately, there were still enough ambitious plans left from Walt that the company could continue to move forward. Things such as Cal-Arts and Walt Disney World grew out of this era. But just after the conclusion of these projects, Roy O. Disney was dead.

The leadership of the company was passed on to Donn Tatum to Card Walker, and eventually to Ron Miller. But during this time, things in the company started to take a downward turn. The films were not as popular. Park attendance was only so-so. The long association of the Disney name with quality family entertainment was starting to erode. Something had to be done…

When change did come in 1984, it came in the form of another pair of leaders – Michael Eisner as Chairman and CEO and Frank Wells as President. For the next 10 years, the company would grow and flourish like never before. In this particular duo, Michael was the young, ambitious executive who tended to be the creative one, while Frank was the laid back one who kept Michael’s feet on the ground. The pair worked together flawlessly, and it is clear to see that great things came from that era: The revitalization of animation with films like “The Little Mermaid,” “Aladdin,” and “Beauty and the Beast.” New parks and ambitious new attractions like Disney-MGM Studios, Euro Disneyland (now Disneyland Paris), Star Tours, Splash Mountain, and Tower of Terror. The popular and successful Disney Channel. The opening of the Disney Stores in malls across the world!

After Frank Well’s untimely death in 1994, Michael Eisner was suddenly left at the top all by himself. He suddenly had to take on both roles at the same time. This, in my opinion, was when things started to go wrong. Once again, the company was left in the control of just one man – one man who had to make both creative decisions and financial ones.

If you look at the track record for the 10 years since the death of Frank Wells, you can see the difference. Films (with a few exceptions) are once again falling short. Parks are built very conservatively with very few unique and original ride concepts. The Disney Channel is now only appealing to the “tween” group instead of the entire family. The Disney Stores are at risk of being sold because they are no longer successful.

It is a repeat of what happened 20 years ago, but I don’t entirely blame the men who were in charge of the company then or now. I think the problem is blatantly obvious: This company needs to be run by a pair of leaders who can play off of each other’s strengths, share the power in making decisions, and keep each other in line. It worked for Walt and Roy. It worked for Michael and Frank. It CAN work again, if only the right people are put in place.

Who should those people be? Well, I can’t really speculate on that. But in both cases that have seen success, the formula has always been one creative type, and one financial type.

So, to Roy and Stan and to the Disney Board, I ask this: Is looking for a single replacement for Michael Eisner really the answer? I think that is only half of the answer. If you really want to see the Walt Disney Company return to its former glory, perhaps what you need is to find some help in another Dynamic Duo.

Until next week… I’ll see ya real soon!