Disney CEO Bob Chapek’s approach to 2022 and beyond includes three pillars that will guide the company


The Walt Disney Company

began to rebound from the devastating closure of its theme parks around the world, movie studios and a hiatus on most projects due to the ongoing coronavirus pandemic. In a recently released memo to company employees, Bob Chapek, CEO of The Walt Disney Company, outlined three strategic pillars that will guide the company in 2022 and beyond.

“I believe our mission for this year is clear: to set the stage for our second century and ensure that the next 100 years of Disney are as successful as the first,” Chapek wrote in the memo. Disney is expected to celebrate its 100th anniversary in 2023.

The first pillar announced by Chapek is “Storytelling Excellence”, which Chapek called the “Disney Magic”. Disney is known around the world for its storytelling, whether at theme parks, through movies, or any other form of media. It’s the pillar most Disney fans have come to know and respect about The Walt Disney Company, and what keeps them coming back for more.

With the Storytelling Excellence pillar, Chapek holds monthly meetings with the company’s top creative leads to see how Disney stories can be incorporated into new forms and to talk about new opportunities the company may encounter in the future.

The second pillar is “innovation,” which Chapek says will use the companies’ “franchise ecosystem” to its advantage. With this pillar, Chapek essentially asks everyone to use the latest technologies and world-building ideas to create and execute new ideas.

The third pillar is what Chapek calls a “relentless focus on our audience,” where consumers will be the “north star” of the company. Part of this strategy focuses on Disney’s theatrical and streaming strategy, and the other part focuses on Disney’s travel arm with theme parks and cruise ships. In the memo, Chapek says, “We need to grow with our audience, not work against them. And so we will put them at the center of every decision we make.

While it remains to be seen whether these pillars will truly be a game-changer for Disney, the plan outlined by Chapek and his leadership team looks promising as Disney continues to navigate the challenges of the pandemic and look to the future.


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