Why Disneyland and Universal Studios need to put guests into the action

Let me tell you a story.
It’s a story about a secret, pursued by many, but revealed to only a few. Those who discover the secret find in it reward: money, fame and adoration. Business leaders from shopping mall developers to movie studios look for the secret in spreadsheets, focus groups, and endless consultants’ reports.
But those places are not where anyone finds the secret.
So why I am telling you a story about this? Because that’s the secret. The secret is the story.
Buildi