The Subtle Negotiation that Led to Disney's Acquisition of Star Wars

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Bob seized an opportunity to talk to George at Disney World about Lucasfilm's future. George, impressed by Bob's interest, reached out six months later to discuss a sale. Negotiating the deal was challenging, as parting with Star Wars was difficult for George. However, Bob's empathy for George's attachment to the franchise helped build trust. Bob understood the cultural significance of Star Wars and aimed to preserve its mythology rather than commercialize it.

For any distinctive brand or business, it can be a challenge to expand reach without diluting what makes you special. No one has a keener understanding of this issue than Bob Iger, executive chair and former CEO of the Walt Disney Company. In this special two-part episode, Iger takes us through how he supercharged the House of Mouse while acquiring Pixar, Marvel, Lucasfilm, and 21st Century Fox. The trick, he explains, is setting up a diverse ecosystem that preserves the culture, methods, and core talent of both old parts and new parts – and fitting them together in ways that make everyone more successful.

Read a transcript of this interview at: https://mastersofscale.com/bob-iger/

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