Disney has spent decades and billions of dollars to create the ultimate guest experience. I will give you one of their strategies in a free, three-minute read.

On a recent visit to Disney World, I saw thousands of people who spent a full day and $170 at their theme park. Why? Because Disney knows that people value their time.

It’s the same for your clients. They value nothing more than their time. We all know that, but it makes most people do the wrong thing. Let me explain.

Clients hire a service provider to save time.
– I pay for oil changes to save the hour(s) it would take me to do it.
– I pay for a coffee so I don’t have to spend 15 minutes brewing it.
– My clients pay for my knowledge to help them grow their business faster.

But clients don’t just want you to save their time. They want you to make their time more valuable. They want the time they spend with you to be a great experience.

That’s where the lesson from Disney World comes in. One way to describe my time at Disney would be to say that I walked from line to line and waited to get on a ride. From that perspective, I spent half a day and $170 for a half-dozen rides.

But Disney isn’t a ride service. It’s a theme park experience. They’re not just about saving your time. They’re about making the time more valuable.

For example, when I walked up to the iconic Pirates of the Caribbean ride, the wait was listed as 35 minutes. I gladly took my place in line with dozens of other people.

But I didn’t wait 35 minutes for the experience. I didn’t wait at all. As you can see from the picture, the waiting line is part of the experience. It weaves through dimly lit dungeons and caverns. The noises that preview the ride are all around you, heightening the expectation of what’s to come.

Waiting for 35 minutes (it was only 20) doesn’t feel like waiting when it’s part of the experience. Disney could have put all their effort into saving time. But they chose to make the waiting time more valuable by extending the experience to include the waiting time.

Now think about your clients. Where do they have to wait for what’s next? Where does their engagement dip? Where can you extend the experience for them? How can you, not just shorten their waiting time, but make it a better experience?

Just like Disney.