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The Experience: The 5 Principles of Disney Service and Relationship Excellence by Bruce Loeffler, Brian T. Church

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imgChapter SixPrinciple 3: Attitude

Weakness of attitude becomes weakness of character.

—Albert Einstein

There are a lot of elements that combine to help make the Disney parks better than virtually all other theme parks in the world—but we believe that first and foremost it is Attitude. If we could identify one thing that separates Disney from every other organization on the planet, it would be the way Disney expresses its ideas, beliefs, and corporate identity.

Attitude is the filter of everything you think, say, and ultimately do. It is the lens through which you see the world and the outward expression of inward feelings. The Experience may begin with first Impressions for the consumer, but for those in charge of the Experience deliverables, the first and all-important ingredient is Attitude.

What Is Attitude?

What is inside your mind and your heart is usually expressed by what you do. Renowned former college football coach Lou Holtz said it this way: “Ability is what you are capable of doing. Motivation determines what you do. Attitude determines how well you do it.” You can control who you are and whom you become by controlling the way that you think.

Renowned author Charles Swindoll once said, “The longer I live, the more I realize the impact of attitude on life. Attitude, to me, is more important than facts. It is more important than the past, than education, than money, ...

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