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  "documentTitle": "Some thoughts on our business 1",
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      "text": "1. Always exercise intelligence and good taste.\nThese are two things to never compromise. If we decide to make a 'tent pole' movie, then let's make it as intelligently as possible, with intelligent risk. If we choose to use a major star, let it be an intelligent choice for that role and for that movie. And, as we develop projects, let us always keep in mind the indefinable question of taste. Disney films mean something very specific. But, Touchstone and Hollywood films also reflect a certain entertainment ethic, one that we can be proud of and one that we should continually respect.\n2. Reserve the right to fail.",
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      "text": "And, if we are consistent in asserting our bottom line, in the long run we are likely to make less expensive and more profitable films. There is no way to minimize the long-term importance of being willing to walk away from any one movie. There are over 200 projects under active consideration at any given time at this studio. None of them is a certain winner, since there is no such thing. If we can't make one, there will be another to take its place. We must always keep this in mind when we sit down to negotiate. We must always be willing to walk away at the moment that a deal no longer makes sense for us. For every project we lose, in the short run, in the long run we are likely to get five others on terms advantageous to us because the other side will know that we mean it when we say, 'That's it.'",
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      "text": "If we exercise the necessary discipline to make some rules stick, then the people we deal with will have a clear set of expectations when they sit down to the table with us. By self-enforcement of a clear code, we will make it possible for agents to think, 'As long as they treat everyone else that way, at least I know it's not personal.' People will come to us understanding our terms and framework in advance. Or, if they don't agree with our approach to business, they will avoid us and save everyone from wasting a lot of each other's time.",
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      "text": "But, to as great an extent as possible, we should try to adhere to a set of reasonable, rational rules. Not so much for us, but for them, i.e. the outside world.",
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      "text": "While there is always going to be some flexibility on many of the rules discussed in this memo, there are two rules that must never be broken:",
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      "text": "Filmmaking is not a science. This memo is being offered as a reflection on and a re-thinking of our business. Clearly, there are going to be instances of 'yes, but . . .' as in, 'Yes, I know this project violates Rule X, but the concept is so compelling that it's worth it.'",
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