The One Reason Why Bob Chapek Never Should Have Been Disney CEO
I’ve thought about this topic a lot lately.
As The Walt Disney Company continues to deal with the fallout from the ill-fated Bob Chapek regime, I cannot help but look back as I contemplate the company’s future.
Photo: Walt Disney Company
There’s a saying about those who don’t learn from history and how we’re doomed to repeat it. Nobody wants that for Disney.
While I try not to dwell on the negative, this subject’s critical and something we must broach. And I finally settled on the answer while watching SXSW.
Photo: Disney
Here’s the ONE reason why Bob Chapek never should have been CEO.
Let’s Talk about the Brief Bob Chapek Era
Photo: Patrick T. Fallon/Bloomberg
In February 2020, virtually overnight, former – and now current – Disney CEO Bob Iger announced his retirement after a storied career.
Iger confirmed that he would remain as Executive Chairman of Disney’s Board until the following year.
Photo: Charles Krupa/AP
Still, as of that date, Disney entered what proved to be the short-lived Bob Chapek Era, a time history will remember for its tumult.
I won’t bum you out with countless details regarding all the ways this was a terrible idea. You lived through the trauma, so you know.
Source: Marvel/ Hollywood Reporter
Still, my job involves tracking what Disney is doing now and anticipating what it’ll do later. That’s how I do my best to keep you informed.
As such, I think about all the little details of the Bob Chapek Era regularly. I want to know which of his actions were justifiable versus inexplicable.
Photo: WSJ Live
Gauging those answers has proven quite challenging. Remember that we already have conspiracy theorists swearing that this was the plan all along.
According to them, Disney recognized how problematic Coronavirus would become to its bottom line.
Photo: Variety
Iger didn’t want his legacy tainted by all the hard choices he must make, causing him to cede the job to a short-term successor, Chapek.
I don’t totally buy that idea, but I frequently think back to the two men’s body language on the day they announced the change.
Do Iger and Chapek look happy about what should be a transformational move for Disney? Not even a little bit.
No matter what Disney had previously planned, Chapek earned the CEO job almost out of necessity.
Later, his performance demonstrated that he was the wrong choice…and the explanation for why involves his successor for a different job at Disney.
Let’s Talk about Josh D’Amaro
Photo: orlandothemeparkzone.com
Since Bob Iger returned, MickeyBlog has performed a series of evaluations regarding who will replace him.
Iger has sworn on multiple occasions that he’ll only work for two years, and we’re already four months into that comeback.
Photo: @abigail_the_fun_princess on Instagram
Within 20 months, we should know who will replace Iger this time. Obviously, Iger doesn’t want to screw up succession a second time.
Disney’s Board of Directors has debated many candidates, including some from outside the company.
(Photo by Arturo Holmes/Getty Images)
If I power-ranked the potential successors – and I sometimes do! – my top three would include Dana Walden, Kevin Mayer, and Josh D’Amaro.
As the current Chairman of Disney Parks, Resorts and Experiences, D’Amaro provides the reason why I’ve had an epiphany regarding Chapek.
Here’s a recent appearance by D’Amaro at SXSW:
I’ve linked to a specific time in the video wherein the Imagineers thank D’Amaro for greenlighting an ambitious Audio-Animatronic.
Pay attention to the improvised moment and notice how sincere the gratitude is.
Image Credit: Disney Imagineering/Instagram
These two employees, Morgan Pope and Tony Dohi, went to their boss with a daring idea. They wanted to hurtle a super-expensive Audio-Animatronic a vast distance several times a day. That’s crazy!
A budget-conscious executive would NEVER agree to that suggestion. It’s a money pit waiting to happen.
In the video, D’Amaro excitedly rubs his hands and says, “You gotta take a risk every once in a while. I knew that was gonna work.”
(Richard Harbaugh/Disneyland Resort)
Friends, close your eyes and imagine how that conversation would have played out with Bob Chapek.
Remember that Chapek held the title of Chairman of the Parks division before D’Amaro. So, it easily could have.
In that scenario, Spider-Man would never soar across the rooftop at Avengers Campus, and Disney fans would be the worse for it.
That’s the problem right there.
A Disney CEO Should Hold Disney Values
Photo: Disney
Watch how D’Amaro reacts in that same video when the Judy Hopps Audio-Animatronic demo occurs. This is a little kid’s love of toys coming to the forefront.
The fact that the person has gray hair is irrelevant, and I know this because we smell our own.
You can tell from his actions and words that Josh D’Amaro is living out his dream job.
Photo: MiceChat
The executive jokingly – but also sincerely – states that this is why he visits the Imagineering office as much as possible.
Again, visualize those same meetings with Chapek involved. They take on a much more aggressive tone, don’t they?
Professionalism and value-based decision-making would drive the conversations rather than childlike wonder.
Photo: Disney
We know this is true because we recall one of Chapek’s most divisive decisions as Disney CEO.
Chapek gained tax incentives from Florida’s state government to build a new Disney headquarters in Lake Nona.
As soon as Disney announced the move, Imagineers learned their jobs would transition to Florida…with or without them.
Photo: Disney
In the corporate world, that’s an aggressive move in and of itself. For Disney, it casually negates the importance of Imagineering as a brand.
Bob Chapek willingly dismissed the generational knowledge of countless Imagineers for a tax break…and not even a giant one in the greater scheme.
Can you envision Josh D’Amaro doing that? How about Bob Iger?
Image: Disney
I mention Iger because of Chapek’s other noteworthy, decidedly un-Disney mistake.
Chapek feuded with Scarlett Johansson in a dispute that was again couch cushion change compared to Disney’s bottom line.
Source: denofgeek.com
Iger, a polished Hollywood veteran, never would have done that for ANY NUMBER of reasons. He cares too much about talent and relationships.
Chapek cared more about a few million dollars than a contracted performer’s reasonable complaint.
The One Reason Bob Chapek Wasn’t the Right Disney CEO
(Christian Thompson/Disneyland Resort)
In the end, the succession mistake Disney should learn from the Bob Chapek Era is simple.
Disney cannot select someone who could easily swap out with the CEO of any other Wall Street Fortune 100 company.
An interchangeable executive has value in some circles…but not at Disney.
Photo: LA Times
When you run the greatest storytelling business in the world, you need storytellers in charge.
In short, Bob Chapek could never have worked long-term, and we knew this the instant he randomly picked a fight with his Imagineering team.
Josh D’Amaro does things like this:
You cannot imagine Chapek doing the same because he never would. Chapek demonstrated tremendous skill and loyalty during his Disney tenure.
I would never diminish that or act as if he didn’t love Disney. It wouldn’t be true.
Photo: Getty Images
Nobody stays at a company for decades unless they’re proud of their work. Chapek’s a good and smart person. But Disney needs more from its leader.
The CEO of Disney must love Disney products, stories, and ideas the same way a child would.
Photo: Disney
Chapek thought in terms of the bottom line, which made him absolutely the wrong choice.
Right now, Iger is cleaning up the spreadsheet and reversing some of Chapek’s worst mistakes to liberate Disney’s next leader from doing the same.
Photo: Disney
Whoever replaces Iger must look at Lightsabers and Audio-Animatronics and feel a sense of wonder and optimism regarding innovation.
That’s the true first step toward making Disney magic. Unfortunately, Chapek lacked this skill.
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Featured image: Disney
Excellent article!