May the Force be with you… in your business

For the nerdiest in the office, today is a special day. On May 4th, Star Wars Day is celebrated worldwide, in tribute to the saga of Star Wars; a day chosen to remember the universe (and business) created by George Lucas.

The celebration of this day dates back to the late 1970s, when a British newspaper echoed the Tory Party’s congratulations to Margaret Thatcher for being elected Prime Minister, in a note that read: “May the 4th be with you, Maggie. Congratulations.” The play on words, which in English recalls the famous “May the Force be with you”, soon became an excuse to celebrate film festivals, product promotions, talks, and all kinds of events around the Skywalker films.

This May 4th, we join the tribute by taking a look at the strategies of the creators and managers of the saga, which has become one of the most successful commercial franchises in the history of cinema.

What can my business learn from Star Wars?

The first Star Wars movie was a huge success that not only launched a saga but also a powerful commercial machine that, for many, turned into a lifestyle. However, a film’s success is not everything. The producers built a money-making factory with toys, books, comics, costumes, sequels, prequels, mugs, stationery… It’s actually hard to find an area untouched by Darth Vader and company. Even more so when Disney acquired the production company (for $3.5 billion), achieving results that even surprised the Burbank giant.

Beyond merchandising, with the release of the latest films (a sequel and a spin-off), we’ve seen deals with makeup brands inspired by its aesthetics, packaging featuring characters on items like batteries or cereals, fast-food menus fit for Tatooine, and even airplanes inspired by the saga’s ships in a Japanese airline.

Bringing it down to our level… can we follow the example of Star Wars in our companies?

The help of the best clients

The best promotion for Star Wars films and products comes from the fans. They line up a day early for premieres, organize conventions, show up in costume at events, and even plant their cornfields in the shapes of their favorite characters.

How many times have you heard about the influence of a satisfied customer? And of a dissatisfied one? There’s no need to overthink it: the customer is the reason a company exists. That’s why they must be understood and cared for.

In terms of communication, encouraging consumer participation is increasingly important for businesses. On one hand, it provides invaluable knowledge; on the other, it’s a powerful way to attract new clients. Have you thought about collaborating with influencers to spread the word about your activity?

Associated products

While maximizing a single product can be highly profitable (we have many examples in superhero movies), what Lucasfilm achieved is far more lucrative. Star Wars created an entire universe around one movie—without simply rehashing the first film. They built it with sequels (The Empire Strikes Back), prequels (The Phantom Menace), spin-offs (Rogue One), TV series (The Clone Wars), comics (Tales of the Jedi), video games (Knights of the Old Republic), and books (The Last Command)—all interconnected. Together, they created a rich parallel world that appeals to a wide audience.

Digital transformation offers opportunities to develop similar strategies; but you can also create complementary products to your core activity, offer additional services your client base consumes, or even build a business out of an internal activity.

Global vision and control of the entire business

This is something Lucas knew clearly, even when the first movie was just a project. For example, he accepted a lower salary in exchange for retaining merchandising rights—what seemed like a bargain for investors turned into a masterstroke for Lucas a few months later. Additionally, he sought control over the entire creative process, even founding his own special effects studio. That company not only ensured the desired results but also pioneered visual effects in cinema.

Today’s leaders must also be able to envision the future of their business. LucasArts not only advanced cinema when special effects and animation were emerging but also kept evolving and embraced global trends, such as video game production (a business now bigger than film itself).

The keys to following this example: know your business deeply, analyze information, don’t settle for successes (nor collapse with failures). That way you can branch into new sectors or niches, adapt digitally, invest in innovation, reinvent the company… and above all, adapt quickly to change and uncertainty.

The consumers of the future

The creation of that whole universe builds fans who pass their passion on to their children—but capturing new generations doesn’t rely only on parental devotion. The studio deliberately sowed interest in young audiences from the beginning.

Yes, remasters, technical upgrades, and extended cuts helped re-release films and hook a new generation. But perhaps the best example lies in the Ewoks: furry, primitive, innocent, and endearing. They were designed to connect with children before they could fall to the dark side. In addition to a major role in one of the films, they got their own animated series, two feature films, and several board games.

This example from a galaxy far, far away reminds us to think about how to adapt products and services for children—or, more broadly, how to reach new audiences. Could a company specialized in mid-sized businesses also offer services to multinationals? Maybe not… but could it adapt with a line for small businesses? For shops? Maybe we could develop an app that solves a key problem we know well and offer it cheaply to entrepreneurs and freelancers. Could we generate many small recurring revenues with minimal risk?

The parallel business

A key lesson from Star Wars: every core business can generate a parallel one. Like the merchandising tied to the films. Today, sales from these products are estimated to exceed $5 billion annually. In this case, the secondary business didn’t just surpass the main one—it turned into popular culture.

In your company, you must identify what sets your business apart and compare it to competitors. From that reflection, new business models, products, or services may emerge that others don’t have. Not only to exploit them, but also to strengthen your core activity.

Keeping an eye on competitors can also help here. A hot example today is e-commerce. Can you sell your products and services online? Do your competitors already? Can you bring your company onto the web—or even better, create a parallel or complementary business online?

Take care of the main business

Even if secondary products (like toys) bring in the most revenue, Disney can’t afford to neglect the saga itself. Even if the films generate the smaller share, they keep the flame alive, build loyalty, and spark emotions that are monetized afterward in the gift shop.

There are plenty of examples of companies reinventing themselves, like Nokia—but usually it’s done on the foundation of their core business (in this case, electronics). It’s very risky to abandon what has sustained you for so long. That’s why the ultimate goal of a company must be to care for, maintain, and grow its main activity. First, this builds customer loyalty; second, it provides a safety net for launching new ventures.

And now—do you think you can do this in your business? Surely you can. But above all, remember:
“Do or do not. There is no try.”