I had the pleasure of returning to Disneyland with my family this Easter Sunday. My sister and I took our parents, who hadn’t visited the park in six years, which meant they were in for some incredible surprises with the newer attractions. The one experience I was most excited to share with them was Star Wars: Rise of the Resistance.

Considered one of Walt Disney Imagineering’s most complex attractions, it is a creative and technical masterpiece that sets new standards for theme park attractions.

Even though this attraction has been operational for about five years, I still get excited whenever I experience it. There’s something magical about how Disney created this ride that transcends typical theme park attractions, and there are valuable innovation lessons we can all apply to our businesses.

Here’s a video of the whole experience from the queue to the end of the ride:

The Power of Immersive Storytelling

From the moment you enter the Rise of the Resistance queue, you’re no longer just waiting in line; you’re part of the Resistance, preparing for a mission. Disney eliminated the concept of “waiting” and transformed it into the beginning of your adventure. The attention to detail in the queue area, from the worn rebel equipment to the ambient sounds of communications chatter, immediately transports you into the Star Wars universe.

Lesson: Don’t treat necessary processes as mere transactions. Transform waiting times, onboarding procedures, or customer service interactions into meaningful experiences that reflect your brand’s story. Every touchpoint is an opportunity to deepen customer engagement.

Blurring Reality with Seamless Transitions

What makes Rise of the Resistance revolutionary is how it seamlessly blends multiple ride systems and experiences. You walk through detailed sets, board a transport shuttle (a motion simulator), get captured by the First Order, walk through a Star Destroyer, and finally escape on a trackless ride vehicle without ever feeling like you’re transitioning between different “parts” of an attraction.

Lesson: Innovation often happens at the intersection of different ideas or technologies. Don’t limit yourself to industry conventions. Look for ways to combine different experiences, products, or services to create something that feels entirely new to your customers.

The Element of Surprise

Despite opening years ago, Rise of the Resistance surprises first-time riders (like my parents) and returning fans alike. The unexpected moments, like when your transport is “captured” or when you encounter full-sized AT-ATs, create genuine emotional reactions that visitors remember and talk about.

Lesson: Build moments of delight and surprise into your customer journey. These unexpected touches are what people remember and share with others, creating organic word-of-mouth marketing that no advertising budget can buy.

Technology in Service of Story

Rise of the Resistance utilizes cutting-edge technology throughout the experience, from projection mapping and animatronics to trackless ride vehicles. However, none of these technologies calls attention to themselves; they serve the story and immersion. You don’t think, “What amazing projection technology!” You think, “I just saw Kylo Ren use the Force!”

Lesson: Technology should never be implemented just for technology’s sake. The best innovations solve real problems or enhance experiences in ways that feel natural, not forced. Focus on the outcome for your customers, not the flashiness of your solution.

Cast Member Integration

One aspect that particularly impressed me was how the Disney cast members stayed in character throughout the experience. From Resistance fighters in the queue to First Order officers who bark orders at you, these employees aren’t just operating a ride; they’re extending the storytelling through their performances.

Lesson: Your team members are crucial ambassadors for your brand experience. Invest in training that helps them understand their tasks and the larger story they’re helping to tell. When employees believe in the mission, customers can feel the difference.

The Lasting Impact of Quality

After five years, Rise of the Resistance still commands some of the longest wait times in the park and continues to amaze guests. Disney didn’t cut corners with this attraction, and that investment in quality continues to pay dividends years later.

Lesson: Don’t sacrifice quality for short-term gains. Building something truly exceptional may take more time and resources upfront, but it creates sustainable value and loyalty that outlasts trendy, quick-to-market alternatives.

Seeing Through My Parents’ Eyes

Perhaps the most rewarding part of our Easter visit was witnessing my parents’ reactions. Seeing their genuine awe and childlike wonder reminded me of my first experience with the attraction. Their perspective helped me appreciate details I’d started taking for granted after multiple rides.

Lesson: Always try to see your product or service through fresh eyes. Regularly engage with first-time customers to rediscover what makes your offering special, and use those insights to maintain the magic for returning customers.

As we exited the ride, my dad, typically reserved about such things, couldn’t stop talking about how it was unlike anything he’d ever experienced. He said, “I’m really impressed with what they’ve done. It’s second to none. Only Disney can do this. Wow!”

That’s the power of true innovation: it creates experiences that linger in the mind long after the moment has passed.

While not every business can (or should) try to create a Disney-level spectacle, we can all apply the principles of storytelling, seamless experiences, strategic use of technology, and unwavering commitment to quality in our own ways. Sometimes, the most powerful innovation isn’t about reinventing the wheel but reimagining the journey.

What experiences have inspired your approach to innovation? I’d love to hear your thoughts in the comments below.