How DISNEY Used Psychology to Create the "Most Magical Place on Earth" [w/ Jennifer Clinehens, Founder of Choice Hacking]

The secret behind Disneyland's success is in Mickey's 10 Commandments.

Created by Disney's "Imagineers," this cheat sheet of sorts forms the core principles behind a brand that has captivated the imaginations of generations.

This week's guest has spent the last 15 years using behavioral and consumer psychology to develop what she calls "meaningful marketing," and one of her major inspirations is Disney's story.

Listen in as Rita welcomes Jennifer Clinehens, the founder of Choice Hacking and the author of the book of the same name. They dive into the psychological concepts behind Disney's vision, design, and execution of Disneyland that have created visitors for life.

In this episode, Jennifer and Rita discuss:

• Jennifer's introduction to behavioral psychology.
• The Imagineers and Mickey's 10 Commandments:

1. Know your customer.

2. Wear your guest's shoes, a discussion on empathy.

3. Organize the flow of people and ideas.

4. Create a weenie, a visual magnet, which ties to the concept of salience.

5. Communicate with visual literacy.

6. Avoid overload, applying simplicity theory to minimize cognitive load.

7. Tell one story at a time.

8. Maintain identity and avoid contradiction.

9. For every ounce of treatment, provide a ton of fun.

10. Keep it up.

Jennifer: "I've been using behavioral science and psychology to create again what I'm kind of calling meaningful marketing and customer experience. So this idea that, can we sort of get into people's brains? That sounds creepy, but you know what I mean? Kind of see through people's eyes, why do people do the things that they do even if they don't really know it themselves?"

Jennifer: "We don't create memories from every single moment of an experience. We create memories and opinions and beliefs and things about an experience based on only two points, and that would be the emotional peak, which can be good or bad, so it can be a trough of like a peak, and then the end of the experience."

Jennifer: "I think a really important one is number two, so wear your guest's shoes. Having empathy for customers, the people you're trying to welcome to a park or sell something to, regardless of what your business is. Just go out and pretend to be a customer. Just watch people. And you'd be shocked because, being somebody who's worked in a big company and also in big ad agencies, small ad agencies, working for a client or being a client, you'd just be shocked like people forget."

Be sure to stick around for the Disney Rapid Fire Questions segment! You wouldn't want to miss Jennifer's awesome answers!

Do you wish to connect with our special guest?

Connect with Jennifer on LinkedIn: https://www.linkedin.com/in/jenclinehens/

Get her book Choice Hacking: How to use psychology and behavioral science to create an experience that sings: https://www.amazon.com/Choice-Hacking-psychology-behavioral-experience/dp/B08BV7JF2B

Visit her website: https://www.choicehacking.com/

Listen to her podcast, Choice Hacking: https://podcasts.apple.com/gb/podcast/choice-hacking/id1535389276

Subscribe to her YouTube: https://www.youtube.com/c/GrowLiketheGreatest

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Connect with Rita:

Visit her website: https://bippityboppitybiz.com

Connect with her on LinkedIn: www.linkedin.com/in/ritaricha

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