Only one thing.

They set out to make people happy.
The Mickey Mouse balloon sales are a pleasant side effect of that.
A souvenir of that time when the visitor felt the way she wanted to feel.

In business we often set out to sell the cause, forgetting that what’s really valuable is the effect.
Nobody needs one more balloon, but people will never tire of experiencing a little more joy.

What are you setting out to do? Go ahead, write it down…I’ll wait for you.

Image by Jonathan.