Freedom, Inc_ - Brian M. Carney [89]
“How’s that?” asked Robert, surprised.
“You organized an international bidding, right?” began Jacques. “You invited all the biggest companies, including the French leaders, right? There are three leaders in France: EDS, IBM, but”—Jacques paused—“you forgot the third: GSI.”
“Yes, but we took the biggest European companies,” Robert replied, in an attempt to justify his choice.
“You are right,” Szulevicz continued. “But may I add that we are number one in Europe in payroll outsourcing?” After allowing this information to sink in, he concluded: “So you see, Robert, we are in the same boat now. Disney is a major client for you. You can’t do this to them.” Szulevicz’s call for help didn’t go unnoticed by Robert, who by now had realized Milton Friedman’s wisdom.
“Look, Jacques,” Robert started. “I’d like to help you, but you know how rigorous the Americans are. I will give you the name of the head of the Euro Disney Project. Only he can reopen the bidding.”
Szulevicz thanked him, of course, but asked Robert to phone the Disney executive in advance and prepare him for his call. Back in Paris, Jacques called the man responsible and explained his case.
“Look, I’d like to help you,” the executive, briefed by Robert, began. “But this type of decision is very serious at Disney. Only the Euro Disney president here in Burbank can do that. You should get hold of him.” And he gave Szulevicz the name.
Reaching the top guy wasn’t easy, of course, but after several calls Szulevicz got him on the line.
“Sorry for my French accent,” Szulevicz said, and proceeded to explain his case.
“I appreciate your perseverance,” replied the president, perhaps forewarned about Szulevicz’s determination. “But I don’t think I can help.”
“You know, I know Disney very well,” Szulevicz continued, not giving up. “It would really be a dream for us.” And to prove his knowledge of Disney, he added: “Make a dream a reality! I implement your slogan.”
“I can’t see how,” said the president.
“Mr. President, I propose a deal to you. If I teach you things you don’t know about Disney, will I earn credit in your eyes?” Szulevicz asked, only to hear hearty laughter from the man, who had a twenty-five-year career at Disney.
“OK, you got it,” said the president.
“Great. Mickey was not called Mickey at the beginning,” Szulevicz offered.
“How was he not called Mickey?” replied the surprised president.
“No. He was not called Mickey,” Szulevicz started to explain. “You know that Walt Disney was working in advertising?”
“I know that,” said the president.
“And I will tell you even more. It was then, in the 1920s, when he did this mouse drawing. It had no ears, no shorts. And the first mouse was named Mortimer; it was called Mickey much later,” said Szulevicz.
“You’re sure?” asked the president, increasingly excited.
“It’s our deal, Mr. President,” Szulevicz replied.
“Jacques, I’ll verify this point, and if you’re right, you’ll hear from me,” said the president, ending the conversation. Soon, Szulevicz’s telephone rang.
“Jump on the plane. We’ll figure out how to meet,” Szulevicz heard from the other end of the line. From this, he understood that the president envisaged reopening the bidding.
Szulevicz booked the next flight to Los Angeles, then ran to announce the good news to his chairman, Raiman, who was in a meeting. Raiman listened, erupted in applause, and then turned to the others and said, “He’s a great salesman!”
Szulevicz left for Disney’s Burbank, California, headquarters and came back with an opportunity to bid for Euro Disney’s information systems business. For GSI, this meant a huge investment simply to compile the RFI (request for information) and show how great GSI was in a preliminary “beauty contest” before it would even be officially invited to bid. This demanded significant resources and at that moment, the company’s executives split into two groups. One faction declared it a folly; GSI had absolutely zero chance of winning against EDS or IBM. The others said, “Why not?” Chairman Raiman sided with the second group and gave Szulevicz