Once you’re aware of the suitcase/handle problem, you’ll see it everywhere. People glomonto words and stories that are often just stand-ins for real action and meaning. Advertiserslook for words that imply a product’s value and use that as a substitute for value itself.Companies constantly tell us about their commitment to excellence, implying that this meansthey will make only top-shelf products. Words like quality and excellence are misapplied sorelentlessly that they border on meaningless.

“Story Is King” differentiated us, we thought, not just because we said it but also becausewe believed it and acted accordingly. As I talked to more people in the industry and learnedmore about other studios, however, I found that everyone repeated some version of thismantra—it didn’t matter whether they were making a genuine work of art or complete dreck,they all said that story is the most important thing. This was a reminder of something thatsounds obvious but isn’t: Merely repeating ideas means nothing. You must act—and think—accordingly. Parroting the phrase “Story Is King” at Pixar didn’t help the inexperienceddirectors on Toy Story 2 one bit. What I’m saying is that this guiding principle, while simplystated and easily repeated, didn’t protect us from things going wrong. In fact, it gave us falseassurance that things would be okay.

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