Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

The secret of great strategy is, oddly enough, the same as the secret of great comedy.


Many, then, will be wondering what will happen now that Disney has got its act -- and its actors -- together to descend from a great height into the world of streaming.

Today, the famous entertainment company announced Disney Plus.

Well, the Plus moniker is all the rage, after Apple named just about every one of its new services Apple Something Plus.

Disney's offering, though, is a powerful one.

For just $6.99 a month from November 12, you can stream so much Disney (co-starring all the product recently acquired from 21st Century Fox) that you've never imagined this much Disney outside of being trapped inside Disney World for a few months due to inclement weather.

There'll not only be (almost) all the Star Wars movies, the Simpsons and other Disney paraphernalia. No, Disney promises 10 new movies and 25 original series.

Naturally, Disney's CEO Robert Iger offered the usual corporate drumbeating of declaring the company was "all-in."

Far more pulsating -- and frightening for his competitors -- was this sentence: 

It was important to remind you that we're starting from a position of strength, confidence and unbridled optimism.

Many might adore Netflix and even Amazon Prime Video.

There'd be a little more hard-pressed, though, to say too much about their actual wares.

They're both a vast collection of disparate fare piled up in little heaps.

It's often hard to find what you want, or even what you think you might like.

Wait, is that on Netflix or Amazon?

Oh, it's on Hulu.

Both Netflix and Amazon claim to have fine algorithms. Those have rarely, if ever, been able to identify things I'd like to watch.

More often, I find myself scrolling mindlessly until some irrationality brings me to a show or a movie. Sometimes, it's true, the shows are wonderful. The work to get there, though, can be annoying.

The difference with Disney, as Iger explained, is that it's a very strong, highly identifiable brand.

It ability to market is at least as good as many of its movies.

Moreover, it may have a slightly surer touch when it comes to identifying its audience's joys.

Netflix and Amazon are tech companies that wandered into video. Disney is, and always has been, about entertainment.

Netflix and Amazon aren't about feelings. Disney has manipulated them for decades.

With Disney Plus, therefore, so many will already have a ready-made reason to embrace it.

The Disney brand has managed to create diehard, passionate enthusiasts in a way that few brands ever have.

I have a friend who adored Disney from childhood. He's now a rising executive there and, yes, still loves it.

The challenge for Disney, then, is to create an atmosphere through Disney Plus that feels like every other Disney experience and is instantly accessible and user-friendly.

It's making it even more enticing by setting the price at almost half the cost of Netflix.

With Netflix, there's still some effort involved to find something you'll like. With Disney, you can choose the ultimate in comfort video.

Compared to Apple's entirely nebulous presentation for its Apple TV Plus a couple of weeks ago -- Look! Steven Spielberg and Oprah! Look! No actual shows yet! -- Disney's had the comfort of being (mostly) concrete.

I suspect Sleeping Beauty and her friends will cause him to lose a few winks between now and November 12.