{"id":29067,"date":"2021-03-08T10:22:35","date_gmt":"2021-03-08T14:22:35","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=29067"},"modified":"2021-03-22T00:27:03","modified_gmt":"2021-03-22T04:27:03","slug":"disney-ceo-michael","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/","title":{"rendered":"The Rise and Fall of Disney CEO Michael Eisner"},"content":{"rendered":"\n<p>What was former Disney CEO Michael Eisner like? How did Eisner revitalize Disney and then almost cause its downfall?<\/p>\n\n\n\n<p>Former Disney CEO Michael Eisner revitalized Disney, partially by putting its abundant assets to work and partially by expanding their footprint. However, his <a href=\"https:\/\/www.shortform.com\/blog\/micromanagement-in-the-workplace\/\">micromanagement<\/a> and pessimism led to tensions with board members and ruined potential business deals.<\/p>\n\n\n\n<p>Continue on to read about former Disney CEO Michael Eisner&#8217;s rise and fall within Disney.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Disney CEO Michael Eisner<\/strong>&#8216;s<strong> Rise and Stumbles<\/strong><\/h2>\n\n\n\n<p>Former Disney CEO Michael Eisner had a remarkable rise and fall within Disney. When he joined in 1984, Disney was nowhere near the entertainment juggernaut it is today. The founder Walt Disney had died in 1966, and since then the company had entered a creative and financial malaise.<\/p>\n\n\n\n<p>In response, board members Roy Disney (Walt\u2019s nephew) and Sid Bass (Disney\u2019s largest shareholder) hired Disney CEO Michael Eisner to reverse the decline. <strong>Eisner revitalized Disney, partially by putting its abundant assets to work and partially by expanding their footprint<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Taking advantage of VCR technology, he started selling classic Disney movies on videocassette.<\/li><li>He raised ticket prices at Disney parks, gaining more revenue without impacting attendance.<\/li><li>He hired Jeffrey Katzenberg and resuscitated Disney Animation, which produced hit movies like <em>Beauty and the Beast<\/em> and <em>The Lion King<\/em>. This in turn fueled attendance at their theme parks and sold consumer products.<\/li><li>He expanded hotels at theme parks and expanded parks internationally, opening Disneyland Paris and starting work on Hong Kong Disneyland.<\/li><li>He led the acquisition of ABC\/Capital Cities in 1995, which brought in millions of subscribers in ESPN.<\/li><\/ul>\n\n\n\n<p>From 1984 to 1994, Disney\u2019s profits quadrupled, and its stock price grew by 13-fold thanks to the leadership of Disney CEO Michael Eisner.<\/p>\n\n\n\n<p>However, by 2000, when Bob Iger officially became Disney CEO Michael Eisner&#8217;s number two, <strong>Disney had begun another decline<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Disney Animation hadn\u2019t produced a major company-defining hit in years.<\/li><li>Pixar, Disney\u2019s partner, <em>was<\/em> producing major hits like <em>Toy Story<\/em> and <em>A Bug\u2019s Life<\/em>, but they were now publicly fighting about the terms of their deal. Pixar had signed an unfavorable deal in the 1990s when they were still a young company, but now they were tired of being treated as a mere hired hand. Now with more leverage, Pixar and its CEO Steve Jobs were arguing for a greater share of profits and more ownership rights, reducing Disney to a mere distributor; Disney and Eisner fought back, but they knew Pixar had the better position now.<\/li><li>Digital technology and the Internet were changing media. Notably, copyrighted content could be distributed for free\u2014Apple ran a \u201cRip. Mix. Burn.\u201d campaign, arguing that once you bought music, you could do whatever you wanted with it. Eisner opposed this publicly, which further annoyed Steve Jobs.<\/li><li>In 2001, the September 11th attacks occurred, which halted tourism globally and caused Disney stock prices to plummet.<\/li><\/ul>\n\n\n\n<p>This cocktail of problems marked the beginning of Eisner\u2019s downfall.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Eisner\u2019s Management Style<\/strong><\/h3>\n\n\n\n<p>In this precarious environment, Bob Iger began training closely under Disney CEO Michael Eisner. Iger notes two management characteristics of Eisner\u2019s, both with mixed impressions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>An Eye for Detail, Tending to Micromanagement<\/strong><\/h4>\n\n\n\n<p><strong>Eisner was a notorious perfectionist.<\/strong> When walking through parks, he kept the guests\u2019 experience constantly in mind and noticed minute details to improve it. Iger walked for miles inside their parks with Eisner, and he was impressed with Eisner\u2019s ability to pick out inconsistent building styles and insufficient landscaping. While visiting Disney Imagineering, the creative studio of Disney experiences, Eisner would also critique storyboards and hotel lobby designs.<\/p>\n\n\n\n<p>Like Iger\u2019s old boss <a href=\"https:\/\/www.shortform.com\/blog\/roone-arledge\/\">Roone Arledge<\/a>, Eisner saw details that others were blind to, and he demanded greatness. He obviously cared about their customers\u2019 experience, and he had a remarkable ability to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-look-at-the-bigger-picture\/\">see the big picture<\/a> and the tiny details all at once.<\/p>\n\n\n\n<p>However, <strong>Eisner\u2019s eye for detail could cross over into an oppressive micromanagement and pettiness<\/strong>. In a TV interview in a Disney hotel, he pointed out the lamps and boasted that he\u2019d picked them out himself\u2014an egotistical claim for a CEO.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Pessimism<\/strong><\/h4>\n\n\n\n<p>In the midst of Disney\u2019s troubles, Eisner was pessimistic, and he voiced his doom-and-gloom predictions to Iger. He\u2019d predict that Disney would be outclassed by a competitor, that a deal would fall through, or a project would fail. While this anxiety fueled his motivation to claw his way out, it ruined morale for people reporting to him.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Eisner\u2019s Downfall<\/strong><\/h3>\n\n\n\n<p>In the wake of these challenges, two board members, Roy Disney and his lawyer Stanley Gold, challenged Eisner to reverse course or threatened to fire him. As Walt Disney\u2019s nephew, Roy Disney felt a conservatism to protect the company\u2019s legacy and purity (he opposed the Capital Cities\/ABC deal, since it would bring in non-Disney brands). To add, Roy Disney had a long-running grievance of not being given enough respect within Disney, including from his uncle Walt; he bristled at being treated insultingly.<\/p>\n\n\n\n<p>Over the next few years, <strong>the friction between Eisner and the board escalated over a series of events<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>In 2002, Roy and Stanley sent a letter to Disney\u2019s board with a list of grievances, including ABC\u2019s falling ratings, the Pixar dispute, theme park strategy, Eisner\u2019s stifling micromanagement, and his refusal to create a succession plan.<\/li><li>In 2003, Eisner took advantage of a board stipulation that board members had to retire at 72 years old (Roy Disney had turned 73). This had never been invoked before. Eisner didn\u2019t tell Disney himself, instead relying on the board\u2019s committee to share the news.<\/li><li>In response, Roy and Stanley announced their resignation from the board, but sent a scathing three-page letter to Eisner, pointing out specific failures and calling for Eisner\u2019s resignation.<\/li><li>Roy and Stanley began a public \u201cSave Disney\u201d campaign, encouraging shareholders to withhold their vote of support for Eisner as a board member. They argued Disney was being run into the ground and losing the respectable values that made it special.<\/li><li>The relationship with Pixar and Jobs soured publicly. Eisner wrote a memo to the board believing that <em>Finding Nemo<\/em> would fail, and this would give Disney more leverage. This memo leaked, and Jobs was infuriated (he never liked when others exerted their leverage over him). Jobs declared Pixar would never work with Disney again. Roy and Stanley pointed to this as yet another Eisner failure.<\/li><li>In this turmoil, sharks circled in the waters. Comcast made an unsolicited bid to acquire Disney for $64 billion in Comcast stock (note: At the time, this represented a premium of $5 billion over Disney\u2019s market capitalization.) This would have created the world\u2019s largest media company. Ultimately this failed\u2014Disney\u2019s board rejected the offer and Comcast\u2019s shareholders were not supportive, sinking Comcast\u2019s stock and disrupting the deal terms. But it was a sign of fragility in Disney.<\/li><li>Institutional Shareholder Services, the biggest advisor of proxy votes, said they would back Roy and Stanley\u2019s campaign to withhold support of Eisner.<\/li><\/ul>\n\n\n\n<p>All this came to a head at the annual shareholder meeting in March 2004. Roy and Stanley gave statements excoriating Eisner and received a standing ovation; Eisner and Iger then answered an aggressive Q&amp;A. In the end, the proxy votes were tallied, and an unprecedented <strong>43% of shareholders withheld support for Eisner\u2019s re-election to the board<\/strong>.<\/p>\n\n\n\n<p>This was a crushing blow, and the board removed Eisner from his chairman role (he stayed on the board). Board member and former Senate majority leader George Mitchell became chairman instead.<\/p>\n\n\n\n<p>In September 2004, Eisner announced to the board that he would step down in 2006 when his contract expired. The board accepted the offer, and pushed the timeline a year faster\u2014they immediately announced a search for Eisner\u2019s successor, targeting June 2005 as a deadline, and they wanted to replace Eisner soon after.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What was former Disney CEO Michael Eisner like? How did Eisner revitalize Disney and then almost cause its downfall? Former Disney CEO Michael Eisner revitalized Disney, partially by putting its abundant assets to work and partially by expanding their footprint. However, his micromanagement and pessimism led to tensions with board members and ruined potential business deals. Continue on to read about former Disney CEO Michael Eisner&#8217;s rise and fall within Disney.<\/p>\n","protected":false},"author":8,"featured_media":29109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,39,33],"tags":[234],"class_list":["post-29067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-history","category-people","tag-the-ride-of-a-lifetime","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Rise and Fall of Disney CEO Michael Eisner - Shortform Books<\/title>\n<meta name=\"description\" content=\"Former Disney CEO Michael Eisner revitalized Disney after its downfall following Walt Disney&#039;s death. Later, Eisner became Disney&#039;s downfall.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rise and Fall of Disney CEO Michael Eisner\" \/>\n<meta property=\"og:description\" content=\"Former Disney CEO Michael Eisner revitalized Disney after its downfall following Walt Disney&#039;s death. Later, Eisner became Disney&#039;s downfall.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-08T14:22:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-22T04:27:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/disney-world.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"759\" \/>\n\t<meta property=\"og:image:height\" content=\"437\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"The Rise and Fall of Disney CEO Michael Eisner\",\"datePublished\":\"2021-03-08T14:22:35+00:00\",\"dateModified\":\"2021-03-22T04:27:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/\"},\"wordCount\":1318,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/disney-world.jpg\",\"keywords\":[\"The Ride of a Lifetime\"],\"articleSection\":[\"Business\",\"History\",\"People\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/\",\"name\":\"The Rise and Fall of Disney CEO Michael Eisner - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/disney-ceo-michael\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/disney-world.jpg\",\"datePublished\":\"2021-03-08T14:22:35+00:00\",\"dateModified\":\"2021-03-22T04:27:03+00:00\",\"description\":\"Former Disney CEO Michael Eisner revitalized Disney after its downfall following Walt Disney's death. 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