The innovative culture at Pixar spills the secret to master digital marketing.

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Ed Catmull, co-founder of Pixar Animation Studios, shares an inside perspective on what made Pixar successful.

Constant improvement. Pixar actively seeks out problems and finds ways to resolve them, even if the process is painful. Because of their drive to improve they have distinguished themselves from their competitors who often turn a blind eye to problems that would be painful to eradicate.

In the book, he provides one particularly great example of this problem-solving mindset. Regular meetings at Pixar, with over 30 participants, were frequently held at a long skinny table. This table made eye contact impossible without craning your neck, and you often couldn’t hear who was speaking.

Because it was so important that the director and producer of the film were able to hear what was being said, they had to sit in the middle of the table. Those following authority sat next. This structure created a hierarchy of sorts, which made those farthest away discouraged to voice their opinions.

After almost a decade of this structure, they finally identified the problem when they happened to meet at a square table and immediately noticed that ideas were more free-flowing, and eye contact was automatic. Every person there, no matter of job title felt free to speak up.

Believe in yourself. Despite being novice filmmakers at a fledgling studio in dire financial straits, when Pixar originally started, they put their faith in a simple idea: if they made something they wanted to see, others would want to see it too.

That principle has carried through as Pixar has grown. And as corny as it is, you need to believe and commit to an idea to produce the best results.

Be self-aware. Unsuccessful companies focus on their competition to the point of distraction. Pixar made it a point to prioritize deep introspection of their workplace environment before focusing their competition.

Managers at Pixar must be constantly open to acknowledging that they could be wrong. Not just for the sake of humility, but because until they take on an open mindest the most striking breakthroughs cannot occur.

These principles have provided enormous value to not just Pixar but other businesses who have taken similar approaches.

Disney animation is one of the most remarkable which went from having no film take the top at the box office for ten years to succeeding with their first film after initiating this system.

Cultivating a great workplace culture is an interest of every business.