Lessons from Pixar: Technology won’t fix a bad story

If it’s possible for companies to have “fans”, I would definitely be a “fangirl” of Pixar.

Now, I’m a self-diagnosed Disney child, so of course I love their movies. But despite loving Toy Story and Finding Nemo just as much as the next person, the true reason that I’m a fangirl is not about their products. It’s about their philosophy.

I was reading a great article this morning on Fast Company called “Building the Next Pixar”. The author interviewed several people who have since moved on from their time at the animation studio (turns out, that group is actually pretty small) and gathered their insights on what it is about Pixar’s business philosophy that makes them such an enigma in entertainment and such a gem for their employees.

You can read the entire article for the full list, but one of my favorites is “Story Drives Everything.” Now, I’ve heard this mantra from John Lasseter before – in the (great) documentary, A Pixar Story – but I love it every time I hear it. The fact is, there have been times when Disney movies weren’t very good (the 1970s-1980s, late 1990s-2000s). A lot of people tried saying that animated movies were a dying genre and that computer animation killed traditional animation. Neither is true. The real problem was that the stories they were trying to tell really weren’t all that good. If you look at the great Disney and Pixar movies – whether it’s Beauty and the Beast or Toy Story – it’s obvious that it’s not about the technology, it’s about the story.

In my line of business (advertising/marketing), we often face the same challenge. From social media to Google Glass to SEO to apps, technology to reach people with the latest product/service/cause is always changing. Print is dead (or maybe it’s not). Social media is dead (or maybe it’s not). The vehicle for the message keeps changing.

Which is when we have to remember that the technology is irrelevant, unless it helps us tell our story better.

An example of using technology to enhance a story is what we’re doing for our clients with video. Now, I work on animal health business, which tends to be quite technical and not always that interesting. But we have a great group of veterinarians and cattle producers who are using our products to help raise healthier cattle – and that’s a story worth talking about. So, we’re using video to better tell that story than maybe we could through print or social media.

Below are two of my favorite videos we’ve done for my client in the past year:

What It Takes – Prevention Works Verified

Trust Triangle – Carlton & Carlton Ranch

Whether it’s for work or if you’re a farmer/rancher trying to tell the non-farm community about what you do, it’s easy to get overwhelmed by all the technology available out there to communicate. Take a tip from Pixar, though, and remember to first and foremost focus on your story and making sure it’s something the people you’re trying to talk to care about. Who knows? You could have a blockbuster on your hands.

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The stories behind the mouse

In the nearly four years Mitch and I have been dating, he's been to Disney World with me twice. It's a good thing he doesn't mind, because we have a lot more trips yet to take!

You don’t have to have known me very long to know that I love Disney. I was born and raised on the box-office busting animated films of the late 80s and early 90s and have been to Disney World more times than you have fingers. We can say all we want about corporate greed and the waist size of princesses and consumerism and so on, but there’s one fact that remains true.

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Out to the Movies: The Hunger Games

Warning: This post contains spoilers about The Hunger Games books and movies. Don’t read if you don’t want to know.

I love a movie that, the minute the credits start rolling, you want to watch again. You want to disappear back into that world. For me, that’s how The Hunger Games was.

Not that I should have been surprised. The books were the same way.

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