When Disney announced it would build James Cameron's Pandora: the World of Avatar at Disney's Animal Kingdom, many asked, "Why?" Avatar was not a Disney property-that may change if the government approves Disney's purchase of Fox-and it didn't fit within the context of a "live animal" park. The critics had a point … but they were wrong. Let me explain.

In MIC Key Snap V1, I3, Painting the Street with Magic, we learned that Walt Disney World has a defined MESSAGE: Happiness. Each of the four parks at World has its own supporting message. For the Magic Kingdom it is reliving fantasies. Epcot's is inspiring optimism and hope for the future. The Studios delivers movie-based action.

Avatar, as a sci-fi fantasy, would fit in the Magic Kingdom. It also looks to the future and could have been placed in Epcot. Because it is based on a movie, the Studios could also have been its home. But Animal Kingdom has a different message: Preserve and protect the real world. That is why Avatar, a movie about the consequences of ignorant environmental destruction, belongs there.

It's a key point for the Mouse. Everything must support its message. If it doesn't fit, it doesn't work. What about your organization? Is it focused on your core MESSAGE? Do all your offerings fit within that core MESSAGE? Do you? Are all your actions aligned with it? If not, why not?