A Change of Course

Posted on by Scott

swAs a young Star Wars fan, I diligently saved each week’s allowance in order to add to my collection of action figures. I had all of the most popular ones like Han Solo, Princes Leia, and Darth Vader, but my favorites were always the more obscure characters. Many of these were hard to find, and some required special effort to acquire.

Kenner, the original manufacturer of Star Wars action figures, implemented a mail-in program even prior to the first film coming out. As the franchise’s popularity grew, they continued this practice; allowing fans like me to obtain special figures not offered in stores. All you had to do was clip the UPC symbol (Proof of Purchase) from the packaging of a few purchased toys, mail them in with a shipping fee, and then wait for your special-edition figure to arrive.

Not too long ago, I came across one of these in a box of my childhood toys. It’s a figure of Admiral Ackbar, a character introduced in 1983’s Return of the Jedi. The toy was accompanied by a slip of paper with a brief bio and a teaser for the new movie. This piece of paper is actually more unique than the action figure because the film referenced in the text is Revenge of the Jedi.

This wasn’t a typo. The third installment of the Star Wars saga was originally titled Revenge of the Jedi. That title was printed on movie posters and listed in press releases. However, George Lucas decided that revenge wasn’t a very Jedi-esque character trait and changed the title just prior to the film’s release. Items with the original title are hard to find, as the studio attempted to recall anything and everything without the new and improved moniker.

Changing the title of a guaranteed blockbuster at the last minute no doubt required a lot of money and effort. There were plenty of people in Lucas’ inner circle who saw this as a fool’s errand advised him to abandon the idea.

“It’s too late.”

“You can’t take back what’s already been done.”

“There’s no way this will work.”

Ironically, this sounds a lot like the inner voices I struggle with on a regular basis. Despite my desire to leave a positive legacy, I find myself struggling against the mistakes and missteps of my past. At times it seems as if there’s no way to overcome negative perceptions I may have created. Maybe I should just give up and embrace my dark side.

But if there’s anything I’ve learned from my favorite movie franchise, it’s that you can always change your path. The heroes in Star Wars aren’t perfect. They make mistakes. They feel doubt. They struggle with doing the right thing, but ultimately they prevail because they refuse to give in to those negative voices. So every time I slip, I do my best to overcome it and take another step toward the future I desire for myself.

George Lucas resisted the negative voices and his efforts were ultimately successful. Few even recall that Revenge was part of the original movie title. Those that do agree that the change created a more fitting legacy for the franchise and the mythology of Star Wars. Turns out it’s never too late to change your future. The best time to create a positive change is always…right now.

May the Fourth be with you!

What Your Brand Can Learn From Star Wars

Posted on by Scott

milky-way-451599_640Last week, Disney launched its long-awaited streaming service, Disney +. In addition to classic Disney movies and television shows, subscribers can access top blockbusters from the Marvel universe, documentaries, nature programs from National Geographic, and new content created specifically for the new platform. As a Star Wars fan, I was particularly anxious to see how Disney handled The Mandalorian, a series that has been the focus of advertising for Disney +.

Star Wars fans can be hard to please, and I admit to having issues with some of the direction those in charge have taken since the original film first appeared in 1977. I was nine years old when the movie came out, and it immediately captured a part of my soul. It was different and changed the way movies were made, including those outside of the sci-fi genre. The influences of Star Wars in numerous aspects of film making can still be felt to this day.

With millions of devotees around the globe, Star Wars set the standard for creating a business that resonates with people. Why else do fans attend conventions, create original artwork, and write their own stories based on the concept? Star Wars is more than a series of movies, television shows, and merchandise. Star Wars is a brand that has surpassed the original goal of making a little bit of money for 20th Century Fox. Other brands looking to develop the kind of cult following that Star Wars has would do well to learn from the successes and mistakes made over the past 42 years.

  • Listen to your audience. The last thing a brand wants to do is alienate the faithful. Pay attention to what they ask for. Watch how they interact with your product. Take note when they complain. When you listen to the customer, you make decisions that make them happy and bring you more business. Rogue One was a success because it filled a need Star Wars fans had expressed. Solo bombed because it answered a question no one cared about.
  • Continue to break new ground. You can’t rely on the same old product and services to continue generating interest. You have to innovate. Star Wars is at its best when it introduces new characters and new worlds that connect seamlessly with what came before. When something doesn’t seem to fit, or breaks from patterns that the customer has come to depend on, the brand hits a speed bump. Animated series like The Clone Wars and Star Wars Rebels succeeded because they filled in gaps that begged for new stories. The 1978 Star Wars Christmas Special failed because it held no connection to the world that had been created.
  • Don’t mess with what’s working. Customers rebel against unneeded change. When George Lucas began tinkering with the original Star Wars movie, replacing original scenes with new computer-generated characters, and even altering the story in some cases, fans voiced their discontent. If the product works, and customers are happy, it’s probably best to leave things alone. Focus on furthering the relationship, rather than tinkering with issues that don’t exist.

It takes a lot of effort to create customers for life and there will naturally be missteps along the way. The secret to success is learning as you grow. So last Tuesday night, as I settled in to watch the premiere episode of The Mandalorian, my mind mulled over these thoughts. Would this show help build the brand? Or, like The Last Jedi, leave me sorely disappointed with the direction of my beloved franchise?

Thankfully, the creators of this new entry seem to have paid attention. We’re two episodes in and so far, the show is fantastic. It has new characters and an original story, but remains grounded in the core elements that keep this fan coming back for more.

Creating Fanatical Fans

Posted on by Scott

Exclamation-PointsMy, how time flies. Where have the months gone? It seems like just yesterday we were singing Auld Lang Syne and here we are in December; just a few days away from the biggest event of the year.

I’m talking, of course, about the premier of Star Wars: The Force Awakens on Friday. I was nine years old when the original Star Wars film came out; before it was referred to as Episode IV: A New Hope. It was simply Star Wars.

I remember the anticipation I felt on the way to the theater to see the film. The advertisements for it on television had convinced me I was in for something special. And I was not disappointed. From the moment the movie started – with those iconic blue letters spelling out “A long time ago, in a galaxy far, far, away…” – I was hooked. At the age of nine, I became a life-long fan.

Now that I think about it though, the word ”fan” isn’t quite good enough to describe my feelings for the Star Wars franchise. I was a fanatic. By Christmas of 1977 my bedroom resembled a shrine to my new passion. I had Star Wars sheets on my bed, Star Wars curtains on my windows, and every toy imaginable. If it had Star Wars on it, I wanted it. It’s safe to say I was a fanatic.

Fanatical fans are the goal of every business. A loyal fan base means repeat business, ongoing revenue, and enthusiastic referrals. But building a business worthy of that type of following isn’t easy. It takes an equally fanatical focus on the part of both management and staff to create something so special that, like Star Wars, it almost defies explanation.

To see if you have what it takes to command such a strong following, see how many of these blockbuster elements are present in what you have to offer:

  • A strong cast. It’s hard to create fans without a roster of superstars. Make sure to hire A-listers in order to ensure the quality of work only the best can offer. Pay attention to both those in front of the camera and those behind the scenes. Details count when your goal is producing a hit.
  • A compelling story. Do you have something interesting to share? Or does your pitch sound just like any number of tales that have been told before? Make sure to define what makes you different in order to stand out from the crowd.
  • A unique presentation. The most memorable movies present something viewers have never seen before – something that changes the industry. Everything that comes after is compared to this new standard. Identify what differentiates you from the competition and make sure to put it front and center.

Nearly forty years after first seeing Star Wars, I’m still a fan. I can’t wait for the new movie. Come Friday, you’re sure to find me sitting in the theater, popcorn in hand, grinning from ear to ear; feeling like I’m nine years old again. As long as the franchise keeps delivering the same level of experience, I’ll keep handing over my money.

See you at the movies!

May the Force Be With You: Lead Like a Jedi

Posted on by Scott

star wars

Today is Star Wars Day; an unofficial holiday celebrated by science fiction fans across the globe. For the uninitiated, look at the calendar while you say this phrase out loud: “May the fourth be with you.”

Whether you like the films or not, there’s no denying the impact they have made on the world. Little did George Lucas know that his story would become such a phenomenon, sparking a revolution in filmmaking and introducing a mythology that has touched multiple generations. I remember when Star Wars came out. The films still fascinate me today (of course I’m talking about the original trilogy – not the prequels) and my children love them as well.

Central to the Star Wars universe are the Jedi – fierce warriors who master the Force in pursuit of wisdom and peace. They serve the galaxy and educate others while protecting the weak against the evil Sith. The Force is a mystical power – an energy that flows around and through all living things. Once harnessed, it provides a Jedi with the ability to influence other people and objects around them.

Jedi are widely respected and admired. There are many who aspire to become Jedi, but only a handful have the discipline and focus to achieve master status. I don’t know about you, but that sounds a lot like the workplace I find myself in every day. Wouldn’t it be great if we could master the Force? Wouldn’t it be exciting to have such a powerful influence on our coworkers and customers?

In honor of Star Wars Day and the highly anticipated seventh movie currently in production, here is a trilogy of quick tips for tapping into the Force around you along with some illustrations from the making of the Star Wars films.

1. Always bet on your own success. George Lucas wasn’t very optimistic about Star Wars. He felt that Close Encounters of the Third Kind, directed by his friend Steven Spielberg, would be the box office hit of the year. Spielberg felt that, while his movie would be successful, Star Wars would prove to be something special. So the two agreed to give each other 2.5% of the proceeds from their movies. Lucas’s reservations about his own success has earned Spielberg millions of dollars every year since.

2. Let mistakes become part of your story. Mark Hamill, who played Luke Skywalker (one of the story’s central characters) was injured in car wreck just prior to the filming of the trilogy’s second movie, The Empire Strikes Back. He sustained severe trauma to his face that significantly altered his appearance. Rather than let the incident derail the entire film, Lucas wrote a new scene for the beginning. Luke, out on patrol on the ice planet Hoth, is attacked by a Wampa beast; making his facial scarring and altered appearance part of the story.

3. Listen to your fans. Some of the ideas Lucas had for his movies didn’t make it into the final version. Technology had not advanced enough for some of the more demanding scenes he’d envisioned. Years after their release, however, Lucas decided to go back and adjust the films; adding in these missing scenes and cleaning up some of the “wonkier” effects shots. The fan base went nuts and claimed he had ruined the movies with his “fixes.”

We all want to be part of something successful. We want things to go our way and for our customers to react enthusiastically to what we offer. I believe that by treating every aspect of our job as a masterpiece, working through the inevitable problems we face, and viewing our customers as partners, we can tap into the forces that guide us to success.

May the Force be with you!