Leadership in DreamWorks Animation

By: Ellie Curtis

Article Summary

❖ The article I read begins by going into detail on the empowering story of how one Jeffrey Katzenberg (CEO of DreamWorks Animation), overcame being fired from Disney and through being fired from Disney reformed his leadership style and created Dreamworks Animation.

❖ It went on to discuss the difference in his styles of leadership between the two studios and list the reasons why one style was more successful over the other.

Article Summary Continued

❖ The article ends by the author telling us how DreamWorks Animation is doing today and how the leadership style he has chosen to use has transformed Kanzenberg not only as a business owner but a person as well.

❖ We as a reader learn just how easy it is to have a style of leadership make or break your company when we receive the outstanding statistics that the writer included in the article.

The Difference In Leadership Styles: Disney

❖ While holding his position at Disney, Katzenberg described his style of leading as “authoritarian decision-making style” (lardbucket.org).

■ Authoritarian Decision-Making Style: is when one single person makes all the decisions, input and opinions of others are irrelevant in this situation.

❖ When using this style it is very easy for employees to feel as though they are unimportant and wasted because their opinions don’t have any influence on what happens in the company and most can realize that.

Continued ❖ Using this style of leadership was the main factor in Katzenberg being

fired from Disney. Being fired helped him realize just how unfair his techniques in leadership truly were. Although he was fired he wants it known that “the best thing that could have happened to him was being fired from Disney” (lardbucket.org).

The Difference in Leadership Styles: DreamWorks Animation

❖ Katzenberg did a complete 180 change in his leadership style between the two companies. At DreamWorks he prided himself in the fact that “If you want to stay surrounded by great people...then you have to get out of their way” (lardbucket.org).

❖ That being said, he has begun giving employees the chance to create and discover things on their own.

❖ His new style reminds me very much of that of Tony Hsieh (CEO of the Zappos company).

Continued

❖ The type of leader in which I believe Katzenberg posses the qualities of Transformational leader.

❖ A Transformational Leader: Causes change throughout an organization, and helps develop other onto a path of leading. In the best scenario the change is all positive and beneficial.

Continued

❖ I feel this way because he has transformed his style of leading in order to find a way that can benefit all involved, and to better himself. He has stated in an interview “respect is a two-way street and that a leader is only as strong as his or her followers” (lardbucket.org).

❖ This statement shows that Katzenberg is dedicated to bettering his employees while bettering himself at the same time. Growing and transforming together is what has made DreamWorks Animation so successful at what they do.

Leadership Can Make or Break You...

❖ Since stepping on to the scene in 1994 DreamWorks Animation has made great strides and is now the leader of CGI (computer generates imagery) and animation surpassing Disney Pixar by a long shot.

❖ According to Metacritic “DreamWorks is now the all-time box office champion when it comes to CGI features, collecting over $6.4 billion in worldwide grosses” (metacritic.com).

❖ They also surpass Pixar by producing two full length animation movies each years compared to their one.

❖ Looking at the chart provided above you can see that overall DreamWorks Animation has a greater Net Income that Pixar. Judging to fact that Pixar was around approximately 8 years before DreamWorks, I would say Katzenberg’s change in leadership style is creating an unstoppable positive momentum for Dreamworks.

Leadership Framing Tools

❖ Leadership framing tools are used to help the leader be seen by those whom they lead in a positive light. These tools also help to highlight the goals you have so their is a better understand between manager and employee.

❖ The tools are metaphors, jargon/catchphrases, spin, and stories. ❖ In DreamWorks Animation case I feel the two framing tools that are

used primarily are jargon/catchphrases and spin. ● Jargon/Catchphrases: help an employee to better

understand what is being explained to them by using references or familiar vocabulary.

● Spin: helps to show the weaknesses or strengths of an employee.

Framing Tools Continued ❖ Jargon/Catchphrases in DreamWorks Animation

● This tool comes in handy when a manager or supervisor may be explaining a character or setting they want the animation taking place in. By giving them references like New York underground or a wide open field like something from Little House on The Prairie you are making it easier to picture what the desired animation is.

Framing Tools Cont.

❖ Spin in DreamWorks Animation ● This tool is beneficial in the aspect that each story or

situation will have two sides, there will be positives and negatives to both sides but it’s something that helps you put into perspective what you're dealing with. “the initial interview process...He always asks individuals what they are best at doing and what they are worst at doing” (lardbucket.org). Katzenberg thinks it is very important for not only those in authority to use this tool but others in the company as well!

Katzenberg’s Biggest Change

Katzenberg found himself leaving Disney knowing if he

wanted to be successful in this business changes had to be made. He couldn’t be control anymore he had to let others

creativity live and work beside his own.

Biggest Change Continued

❖ When starting DreamWorks Animation Katzenberg knew challenges would surface causing road blocks along the way but he also knew more risks needed to be taken while forming this company.

❖ In order to make DreamWorks become as successful as it has he has to let his guard down, he had to give others the opportunity to create and innovate and not be the one executively making the decisions.

❖ Katzenberg’s biggest change was letting his guard down. As I mentioned earlier Katzenberg believes that being fired from Disney was the best thing that could have happened to him because it helped him transform into an astoundingly successful leader.

Continued Katzenberg states that “to be unique and original, a requirement of success in this

industry, is to be risky, and with that comes an inevitable degree of failure”

(lardbucket.org). Katzenberg now realizes what truly made him fail at

disney and has reformed his leadership style for the benefit of us all. Without the

formation of DreamWorks Animation some of the greatest movies of all time would have been nothing but an idea trapped in the head of a person who

wasn’t free to create.

Questions

❖ Is there any aspects of the authoritarian leadership style you used at Disney that you wish you still used or that you do still use now being the CEO of DreamWorks Animation?

❖ Do you think that there is a way to mesh the leadership style you used at Disney and the one you use now at Dreamworks and use them both at the same time?Why or why not?

❖ Is there anything about working at Disney that you miss?

Questions Continued

❖ While changing your leadership style between the two companies do you feel that you yourself have changed as a person outside of the business aspect or was it just your style at work that changed?

❖ If you have changed outside of work what has changed about you in your personal characteristics or personality?

❖ What about DreamWorks Animation has made you the most proud of the company you have created?

My Thoughts...

I think Katzenberg is a role model to look up to in the world of business and leadership. Being able to completely change all aspects of who you are as a leader and come from a place of utter disaster (being fired) and then turning that situation in such a positive one is incredible. Learning from your mistake is something everyone should hold close to them and strive to do.

Works Cited

Dietz, Jason. "Pixar vs. DreamWorks Animation: Comparing the CGI Giants."Metacritic. CBS Interactive Inc., 16 June 2010. Web. 21 Mar. 2016.

Shankbone, David. "Rebounding from Defeat: The Case of Jeffrey Katzenberg." Rebounding from Defeat: The Case of Jeffrey Katzenberg. Flickr.com, n.d. Web. 21 Mar. 2016.