Book 2 essay: Is magic all we need for great service? Why?

Is Magic All We Need For Great Service? Why?
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Lee Cockerell defines the aspect of magic in business as the ability of a person to display excellent leadership despite a poor background. Lee relates magic to the success of the Walt Disney Company commonly known as Disney in the American market. Besides, Disney is the leading in the media and entertainment industry. In this case, the book eludes that there is a close relationship between magic and the success of Disney (Cockerell, 2008). Having acted as the Executive Vice President of Operations in the Disney Company, Lee attests that the consistent quality of the products and services is as a result of good leadership in the company. In this case, therefore, the paper gives the rationale that creating magic is significant in developing quality goods and services that render customer satisfaction in the market. Moreover, it results in securing a competitive edge in the industry therein.
Following the consistent success of the Disney in the past decades, Lee Cockerell embraces that leadership is the significant core aspect that contributes to the success therein. Leaders create magic by maintaining teamwork and definite cohesion among the members of the organization. Upon displaying these skills, the leader thus propels the success of the organization by sharing new ideas that enhance the quality of the products and services and thus driving a positive change. For this reason, Lee Cockerell developed the Disney Great Leadership Strategies (GLS) that form the basis of the great leaders in the company relevant in acting as a benchmark to other organizations striving to succeed in the various industries (Cockerell, 2008).

The first strategy is that leaders ought to embrace that every person is essential in the business. As a consequence, Lee introduces the RAVE aspect that denotes respect, appreciation, and the value for everyone. Disney incorporates this aspect in the business operations. Moreover, leaders need to understand the people’s behavior to exercise the element of RAVE effectively. Secondly, leaders should not fear to introduce change in the organization. While most people fail to embrace the change of culture and practices in the working environment, effective leaders should develop change when the need arises. Nevertheless, the change should propel the organizational effectiveness. Thirdly, leaders ought to recruit workers that possess the necessary expertise to develop quality products and services that boost the brand therein. Fourthly, upon hiring the right employees for the task, leaders create magic by involving the individual in a training program. As a result, it enhances the personnel efficiency building excellent productivity in the overall performance of the company (Cockerell, 2008).
Fifth, leaders should strive to eliminate or modify any processes that create problems and thus tend to hinder the productivity therein. Sixth, effective leaders should attempt to acquire honest and accurate information regarding the organization’s operation. In most cases, employees may not provide accurate and reliable information. In this case, the leader should investigate to acquire the necessary information sufficient to solve the underlying problems. Seventh, leaders should burn the free fuel. According to Lee, the free fuel is in the form of the acronym ARE denoting appreciation, respect, encouragement. Eighth, leaders ought to have updated information regarding the affairs of the business. It helps in identifying the factors that may cause an adverse effect on the overall productivity of the company. Lastly, good leaders should be mindful of their actions and utterances. Furthermore, employees look upon their leaders, and hence these leaders should always act and behave as good role models (Cockerell, 2008).
From the analysis above, it is evident that creating magic is significant in delivering quality service to customers. In the earlier discussion, Lee relates magic to the creation of good leadership in the organization. Therefore, embracing the Disney core leadership strategies is critical in propelling the success of any company.  
References
Cockerell, L., (2008). Creating Magic. S.I.: The Crown Publishing Group