Tips to Managing your School’s Reputation: Lessons from Disney

Building Your School’s Reputation: The Power of Evolution Over Revolution

When you’re looking to make a real impact at your school, here’s a simple trick to remember…

(keep reading till the end)

I’ve just come back from a trip where I got a front-row seat to some of the most impressive systems and practices in the world. Not to a school this time, but to the world of theme parks in Orlando – specifically, Disney.

You might be thinking: “What does Disney have to do with education?” Well, more than you’d think.

Just like any other organisation, a school’s reputation doesn’t happen overnight. It’s built on layers of effort, careful planning, and yes – a whole lot of small, thoughtful changes that accumulate over time.

Here’s the secret: Better to practice evolution over revolution.

When you want change to happen in your school, it’s tempting to think big, bold, sweeping transformations will have the most impact. A flashy new initiative or a radical policy shift can feel like it’ll work wonders. But here’s the thing – rapid change can leave people behind. It can alienate teachers, confuse students, and ultimately backfire. Revolution might win the headlines, but it rarely wins hearts.

Let me tell you about Disney.

Disney is a masterclass in evolution. Yes, it’s a mega corporation, but look closer, and you’ll see that what made it great wasn’t a single, massive overhaul. It was steady, consistent improvement over decades. Walt Disney didn’t just build a theme park – he built a vision that evolved with every visitor experience, every ride, every park. It wasn’t about revolutionizing the whole thing at once. It was about constant refinement, with every new addition fitting into the bigger picture.

Consider Disney’s approach to creating a seamless experience for millions of people every day. They don’t just think about the experience in front of them; they anticipate the future. From the staff (or as they call them, “cast members”) to the rides to the way they handle crowds – everything is a finely tuned system, constantly evolving. They learned long ago that small improvements lead to bigger outcomes.

And that’s the approach we need for our schools. Let’s break it down:

6 Tips for Managing Your School’s Reputation

1. Start with What Works

Every school has its strengths, no matter how small. Before you go thinking about sweeping changes, take stock of what already makes your school great. Is it your teachers’ passion? Your students’ curiosity? The strength of your community partnerships? These are your “moats” – the things that protect your school’s reputation and give it a distinct advantage. Start by building on those foundations.

2. Evolution, Not Revolution

Look at the changes you want to make and ask yourself: Can we evolve this over time? Think about gradual improvements instead of dramatic overhauls. Want to improve your school’s academic performance? Don’t throw everything out and start from scratch. Instead, find ways to evolve existing strategies, build on teacher strengths, refine the curriculum – one step at a time. It’s like upgrading your software; it’s not about changing the whole system, but enhancing what’s already there.

Take a leaf from Disney’s playbook. Their $500 million roller coaster wasn’t built overnight. It was carefully planned, redesigned, and integrated into their larger ecosystem. Similarly, your changes should fit into your school’s identity. The more carefully you build, the more buy-in you’ll have from everyone involved.

3. Create a Culture of Continuous Improvement

Disney is constantly tweaking and improving – from the little details like cleaning routines to bigger initiatives like park expansions. In a school, this translates to creating a culture of continuous learning. Encourage teachers to reflect on their practice, have regular check-ins with students, and foster an environment where feedback is welcomed and acted upon. This doesn’t happen with a single policy change. It’s about creating a feedback loop that nurtures improvement.

4. Involve Your Team

Change doesn’t happen in isolation. You can’t build a solid reputation without your team on board. Revolution might make a splash, but it often leaves people behind. Evolution, on the other hand, allows for collaboration, small wins, and momentum. Bring your teachers, staff, and even students into the conversation. When they’re part of the evolution process, they’re more likely to support the changes and become ambassadors for your school.

5. Think Long-Term

Disney didn’t just think about today; they thought about their future visitors and their future parks. They have a long-term vision for their brand and constantly work toward it, one step at a time. When building your school’s reputation, think long-term. What do you want your school to stand for in 5, 10, or 20 years? What values do you want to be known for? Start making small shifts now that will pay off over time. It’s about building something sustainable, not something that’s flashy but short-lived.

6. Learn from Others

One thing I noticed during my trip was how much I could learn from others, even from those in completely different industries. At Disney, every detail is intentional, but it’s not created in isolation. They learn from competitors, industries, and, most importantly, their own customers. As a school leader, be open to learning from other schools, other sectors, and even from your students. Continuous learning is key.

The Big Takeaway: Innovation Without Losing Your Soul

There’s a motto I like: “Innovate so you don’t evaporate.” But innovation doesn’t mean tearing everything down and starting over. Sometimes, the best innovations come from evolving existing systems – finding small ways to make things better every day. And if you do that, over time, you’ll find that your school’s reputation isn’t just built on one grand gesture; it’s built on consistency, improvement, and attention to detail.

So, as you plan your next steps in building your school’s reputation, remember: better to evolve than to revolutionise. Start small, think big, and be consistent. Your school’s reputation will grow stronger and stronger – just like the Mouse’s empire.

Until next time, wishing you continued success on your leadership journey.