I recently recieved The Imagineering Workout -Exercises to Shape Your Creative Muscles as a Christmas gift. I have to say, despite my natural suspicion of this sort of book, that I REALLY found some of it very informative, affirming and even, dare I say, comforting.

I have worked as a game developer for the last 16 years, and have often drawn parallels between what I do and what the Imagineers at Disney do. OK, quick definiition for those who need it: Imagineers are the crew that build the theme parks. We both generate creative ideas and then actually build those ideas into actual, usable, interactive experiences. The main difference being that games are produced to be experienced on a computer screen and theme parks are produced to be experienced as a real-world environment. Other than the final form, our goals and methods are often much the same. Both employ a diverse array of talents to bring these projects to life from artists to musicians to engineers. One of the areas that I find most similar and unique to our fields is that we essentially engineer the creative vision of artists and storytellers (game designers). That diversity of talent is both a strenght and a weakness. It is an uneasy marriage at times between the touchy-feely expressiveness of art and the practical, efficiency of engineering.

I have always found, with the exception of most of the Eisner-era work, that the Disney parks are concieved and completed at a level of fit and finish far above the nearest competitor. In fact there is no other competitor, they are in a league of their own. I believe this was the legacy of Walt. He did the same with his films and it carried over into the parks. I have often asked myself what enabled them to imagine, let alone accomplish, a level of work so far beyond what everyone else was doing. It couldn't just be hard work. It has to lie in their methods and the way they think. This book goes some way towards getting into the mind of the people that take raw ideas and make them real.
What I also appreciate about the book is how it demonstrates the value in getting the traditionally "less creative -read "artsy-fartsy" " jobs such as mechanical engineering, legal and administrative caught up in the process so that everyone is on the same page and working in the same environment in mutually supportive roles.

A few favorite excerpts:

" Art is not devoid of reason or intellect. It's packed with it. It's just not driven by it. How can i put this? Maybe it's that the artist is like a train riding on the tracks of experience and logic, but the steam which drives him or her is emotion and vision."
-Steve Cook Senior Staff Assistant, Creative Development

"You can't tell and artist when to have an idea or how many to have"
-John Hench (Disney Legend)

"Getting a "feeling on the feeling" is a key element to visual storytelling. This means identifying early in the creative process the project's overall essence and emotion -the effect the project's story should radiate...I've discovered that it's the image vocabulary derived from a dominant feeling that maintains visual unity thoughout any project."
- Leticia G. Lelevier Senior Show Producer, Creative Development

"I've learned that it's best to have a vision. It's underlying structure enables designers, production talent, or field art directors to stay within the intent of the story when making adjustments to the project or maintaining a completed one."
-Cicero Greathouse Art Director, Walt Disney Imagineering Florida

"You know what you want because you have seen or felt something like it before... The analogy is a powerful, descriptive, creative tool for painting pictures that express ideas....Analogies will help you move from what something's like to an idea you are seeking to communicate to others."
-Tom Gilleon Former imagineer

"If the audience or the product user doesn't have their expectations met, the goal hasn't been achieved. Even if they enjoyed what was created, they will feel that something was missing."
-Joni Van Buren Art Director, WDI Theme Production

"Words that build energy and confidence allowing ideas to flow are words that make things possible: will, can, like, love, do, make, be, happen, build, bridge...There are words that deplete and drain energy; these are the bad words that contribute nothing to a brainstorming session. Some of these words are: try, maybe, might, should, could, sort of , kind of, not sure, but."
-Steve Beyer Senior Concept Designer, Creative Development

As a project leader, it's your number one goal to get the best person for each and every task that needs to get done. One way is to imagine what kind of animal each person would be based on his or her personality....For example the tortoise is steady and determined but slow and may be perfect for more tedious jobs requiring patience and attention to detail. Cheetahs are typically good for jobs requiring short bursts of high speed and energy. Let the owl help you make wise decisions, but don't put the rhinoceroses to work until you've decided in which direction you want them to go."
-Bruce Vaughn Vice President, Research and Development

"Go for the simple, creative solution -it's the best."
Joe Carter Senior Software Engineer, Scientific Systems Show/Ride Engineering

"If you have ever wondered how your idea became something other than what you wanted, you were probably in need of story...Sometimes you have an idea and you think it's great. Then someone else likes it too, and with their help it's going to become a reality. You're excited. But as the project goes through it's phases there's nothing worse than to watch the original bright idea become dull and something you didn't want.

At Imagineering a wonderful thing happens: ideas are expressed as stories. The team discusses the story to make sure everyone understands it. In telling the same tale, everyone working on the project makes it richer. They bring ideas, skills, and creativity to the project. Each individual on the team adds layers and details that make the end result not only as good as the original concept, but better. Story keeps the original idea bright."
-Barbara Wightman, Principal Show Concpet Designer, Creative Development, Disneyland Resort Paris

That last quotation really hit me hard. I've been there, and wish I had had something like the technique of "story" in my toolbox. It may well have prevented a lot of grief.

The Imagineering Workout illuminates a number of techniques and methods for maximizing creativity and minimizing frustration -or more importantly how to turn frustration to your advantage. It also makes clear and demonstrates the importance of methods used to identify and communicate the essence of ideas. This book has a few really great big ideas that I would love to try to work into my work environment. Sure, it has it's share of shallow exercises and an almost slavish devotion to the concept of "story" ( ref: imagineerebirth.blogspot.com/200...html for a great discussion of the history of the "myth of story".) But all that said, the few pearls it provides make it worth the read.