The Challenge: To Create More Value in All Negotiations

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The (Imperative) PSF Solution Tom Peters/23
February 2015 PSF/Professional Service Firm
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THE WORK
MATTERSThe Professional Service Firm50 Fifty
Ways to Transform Your Department into a
Professional Service Firm Whose Trademarks are
Passion and Innovation! The Project50 Fifty
Ways to Transform Every Task into a Project
That Matters! The Brand You50 Fifty Ways to
Transform Yourself from an Employee into a
Brand That Shouts Distinction, Commitment, and
Passion!
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After a recent presentation at the Auckland
Business School, I was asked a pointed
questionand flubbed the answer. I was asked if
my emphasis on people-development-first
amounted to keeping unnecessary workers on the
payroll. I said of course notand stopped there.
Whoops! That stopping point (no make work) has
in fact been my starting point since 1999, when I
published a 3-book series we called The Work
MattersThe Professional Service Firm50 Fifty
Ways to Transform Your Department into a
Professional Service Firm Whose Trademarks are
Passion and Innovation! The Project50 Fifty
Ways to Transform Every Task into a Project
That Matters! The Brand You50 Fifty Ways to
Transform Yourself from an Employee into a
Brand That Shouts Distinction, Commitment, and
Passion! At about the same time (actually Y2K),
I had outrageously written in a Time magazine
cover story, I believe that ninety percent of
white-collar jobs in the U.S. will be either
destroyed or altered beyond recognition in the
next 10 to 15 years. That doesnt look so
outrageous today. E.g., consider this headline
from the 11 NOV 2014 Telegraph (UK), Ten
Million Jobs at Risk from Advancing Technology
Up to 35 of Britains jobs will be eliminated by
new computing and robotics technology over the
next 20 years, say experts from Deloitte and
Oxford University.So the idea, then, in an
oversimplified nutshell, is to avoid professional
and organizational extinctionand in fact pursue
growthby vaulting up the value added chain.
Become a remarkable brand you performing 100
value-added wow projects in an organizational
unit transformed into an innovative professional
service firme.g., devoted to applying
intellectual capital to the organizations
products and services. (The overall home
organization, per my model, seeks differentiation
by becoming a collection of integrated
professional service firms.) As you will see
below, many are on this road. Consider this, for
example, from a recent Economist story
Rolls-Royce now earns more from tasks such as
managing clients overall procurement strategies
and maintaining aerospace engines it sells than
it does from making them.There is more than
one path to salvation in the face of exponential
technology changebut whatever the path, it will
require in some form or other adding new soft
services valueand transforming oneself into a
distinguishable (specialist/growth-obsessed/brand
you) professional.Or so I believe. (Wish Id
said all that in the first place.)
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Destruction
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The root of our problem is not that were in a
Great Recession or a Great Stagnation, but
rather that we are in the early throes of a
Great Restructuring. Our technologies are racing
ahead, but our skills and organizations are
lagging behind. Source Race AGAINST the
Machine, Erik Brynjolfsson and Andrew McAfee
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Ten Million Jobs at Risk from Advancing
Technology Up to 35 percent of Britain's jobs
will be eliminated by new computing and robotics
technology over the next 20 years, say experts
Deloitte/Oxford University. Headline,
Telegraph (UK), 11 November 2014
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Software is eating the world. Marc
Andreessen
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I believe that ninety percent of white-collar
jobs in the U.S. will be either destroyed or
altered beyond recognition in the next 10 to 15
years. Tom Peters (22 May 2000/cover/Time
magazine)
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JobsIncluding high-pay white collar jobsare
evaporating and the evaporation rate will only
accelerate in the years ahead.
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The (ENORMOUS) Services Added Opportunity
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You are headed for commodity hell if you dont
have services.Lou Gerstner, on IBMs coming
revolution (1997)
12
How do you hold onto jobsor increase them in
the face of these staggering forces of
contraction? How do you surviveor thrivein
general? One way, perhaps the best way, is to
pursue a services added growth strategywhich
happens to also be (more or less) people
intensiveassuming those people embrace the
21st century rather than try to hold on to the
20th.
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Rolls-Royce now earns more from tasks such as
managing clients overall procurement strategies
and maintaining aerospace engines it sells than
it does from making them. Economist
14
Enginesto engine and aircraft services.Or,
perhaps, aircraft services and, uh, engines too?
(FYI In my view, this, especially writ large,
is pretty damned extraordinary!)
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IBMtoIBM
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55BIBM Global Services/Systems integrator
of choice
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Never mind computers and tech services. IBMs
radical new focus is on revamping customers
operationsand running them. Headline/ BW
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Planetary Rainmaker-in-Chief! Former CEO
Sam Palmisanos strategy is to expand techs
borders by pushing usersand entire
industriestoward radically different business
models. The payoff for IBM would be access to an
ocean of revenuePalmisano estimates it at 500
billion a year that technology companies have
never been able to touch. Fortune
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IBM/ibM/iBm is the poster child of this
movement. In the early 90s, new CEO Lou
Gerstner was ordered by the board to break up the
company. Before complying, he made a
round-the-world customer tour. He discovered that
his customers were not by and large dissatisfied
with IBMs productsthey were upset that their
vast array of IBM products had not been
integrated in a way that allowed the client to
achieve promised enterprise-wide gains in
business effectiveness. Gerstner found a small
extant consulting unitand recast it as IBM
Global Services its goal was to use the new
tools to enable no less than total enterprise
transformation. In surprisingly short order,
Global Services became the dog that wags the
tail a 50 billion unit, essentially the
worlds largest consultancy/professional
services firm, that indeed assists
re-imagining/re-inventing/re-positioning their
entire firm! (As to the IBM on the slidethe M
/machine is now more or less secondaryand the
B as in the business of business
transformation is primary.)
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Huge Customer Satisfaction with
product/Service to CUSTOMER SUCCESS
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Results are measured by the success of all
those who have purchased your product or service
Jan Gunnarsson Olle Blohm, The Welcoming Leader
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Customer Satisfaction to Customer Success
Were getting better at Six Sigma quality
improvement every day. But we really need to
think about the customers profitability Are
customers bottom lines really benefiting from
what we provide them? Bob Nardelli, then
chief of GE Power Systems
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The (Revised/Extended) Value-added Ladder
Game-changing Solutions/Business
AdvantageGreat Customer ExperiencesService
EmphasisManufactured Goods Raw Materials
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Nothing wrong with satisfied
customers. But as competition heats up we must
simply do more (and more and more) for our
customersgo the next powerful step and declare
ourselves unhappy until the customer becomes
successful as a result of having associated with
us. This is the new strategic battlefieldas
demonstrated not only for an IBM, which was
simply expanding its conventional charter, but
for Rolls Royce aircraft engines where extended
services marks a radical departure from the past.
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Core Mechanism Game-changing Solutions PSF
(Professional Service Firm model/The
Organizing Principle) Brand You(Distinct or
Extinct/The Talent) Wow! Projects (Good
work vs. Wow/The Work)
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Reminder The model championed by this
presentation.
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UPS to UPS
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What Can Brown Do for You?Source ubiquitous
UPS ad campaign
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UPS used to be a trucking company with
technology. Now its a technology company with
trucks. Forbes
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Its all about solutions. We talk with
customers about how to run better, stronger,
cheaper supply chains. We have 1,000 engineers
who work with customers Bob Stoffel, UPS
senior exec
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Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW
UPS wants to take over the sweet spot in the
endless loop of goods, information and capital
that all the packages it moves represent.
ecompany.com
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Growth driver flips From packages (P) to
integrated logistics/supply chain services (S)
including physical delivery.
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THE GIANT STALKING BIG OIL How Schlumberger Is
Rewriting the Rules of the Energy Game. IPM
Integrated Project Management strays from
Schlumbergers traditional role as a service
provider and moves deeper into areas once
dominated by the majors. Source BusinessWeek
cover story, January 2008
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IPMs Chief Well do just about anything an
oilfield owner would want, from drilling to
production.
35
MasterCard Advisors
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Master Cards consultancy wants to run
substantial portions of, say, bankers back
office activityand in the process abet no less
than operational transformation. Not unlike IBM,
top MasterCard execs can imagine Advisors
becoming no less than that new dog that wags
yesterdays tail.
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Medtronic An oceanic shift from sophisticated
medical devices (which are to some extent
becoming commoditized) to taking advantage of
in-hospital relationships to make incursions into
the hospital services management business.
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UTC/Otis UTC/Carrier boxes to integrated
building systemselevators, air conditioners
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I. LAN Installation Co. (3 local market
share)II. Geek Squad. (30 local market share
with name change.)III. Acquired by Best
Buy.IV. FLAGSHIP OF BEST BUY WHOLESALE
SOLUTIONS STRATEGY MAKEOVER.
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The local (Greater Minneapolis) LAN
Installation Co. had a 3 market share in its
area of business. Helped by the experience
marketing gurus, Pine and Gilmour, LAN changed
its name to The Geek Squadand watched market
share soar to 30. It also began to do some work
for Minneapolis-based electronics retailer Best
Buy. Eventually giant Best Buy bought the Geek
Squadand made the GSs customer success
philosophy the epicenter of Best Buys overall
market positioning.
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California Closets a whole-life upgrade, not
just a tidy bedroom. Source WSJ, Why the
Container-Store Guy Wants to Be Your Therapist
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Architecture is becoming a commodity.
Winners will be Turnkey Facilities Management
providers. Exec/SMPS/Society for the
Management of Professional Services Exec
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IDEOs ProgressionProduct Design to Product
Design Training to Corporate Innovation/ Culture
Training/Consulting
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IDEO is a lot smaller than IBM. But the
progression has been about the sameat the same
time. Twenty years ago IDEO sat atop or near the
top of product design firms. Their issue was not
a business problembut responding to continued
requests by clients to teach them The IDEO Way
of design. IDEO did just that. But as their
clients viewed IDEOs string of successes, they
became interested in yet a higher order
issueIDEOs approach to innovating per se. Next
thing you knew, IDEO was doing an IBMsystemic
work with giant enterprises on the overall
process of innovation. Q.E.D.
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Era 1/Obvious Value Our it works, is
delivered on time (Close)Era 2/Augmented
Value How our it can add valuea useful it
(Solve)Era 3/Complex Value Networks How
our system can change you and deliver BUSINESS
ADVANTAGE (Culture-Strategic change)Source
Jeff Thull, The Prime Solution Close the Value
Gap, Increase Margins, and Win the Complex Sale
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The business of selling is not just about
matching viable solutions to the customers that
require them. Its equally about managing the
change process the customer will need to go
through to implement the solution and achieve the
value promised by the solution. One of the key
differentiators of our position in the market is
our attention to managing change and making
change stick in our customers organization.
Jeff Thull, The Prime Solution Close the Value
Gap, Increase Margins,
and Win the Complex Sale
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Nobody said it was easy! High-level strategic
re-orientation to the delivery of high-level
professional services is a new world order for
most firms10X harder than they imagined. (Just
ask McKinsey.)
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Universal Value Added The PSF Solution (or
bust)
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Core Mechanism Game-changing Solutions PSF
(Professional Service Firm model/The Bedrock
Organizing Principle) Brand You(Distinct or
Extinct/The Talent) Wow! Projects (Good
work vs. Wow/The Work)
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The Professional Service Firm50 Fifty Ways to
Transform Your Department into a Professional
Service Firm Whose Trademarks are Passion and
Innovation!
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Disintermediation is overrated. Those who
fear disintermediation should in fact be afraid
of irrelevancedisintermediation is just another
way of saying that youve become irrelevant to
your customers. John Battelle/Point/Advertisin
g Age/07.05
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A bureaucrat is an expensive microchip. Dan
Sullivan, consultant and executive coach
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BFO 28 While on the topic of WOW White
collar work is by and large ticketed to fall prey
to artificial intelligence/eye-popping algorithms
as well as globalization. Stand there and take it
on the chin? NO. My answer/1999 book/The
Professional Service Firm 50 CONVERT EVERY
DEPARTMENT/ UNIT (AND YOURSELF) INTO A
FULL-FLEDGED PSF/PROFESSIONAL SERVICES FIRM
WHOLLY DEDICATED TO EXCELLENCE WOW ADDING
SKYSCRAPING VALUE TO THEIR/ YOUR CUSTOMERS
(USUALLY INTERNAL CUSTOMERS) ACTIVITIES. Why
not? There is no good reason not to proceed in
this direction within the fortnight!
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Staff Departments per se are DOOMED. Either
gone or going. FAST. An (the? ) answer Value
Added Services. (Saves jobs. Adds jobs! Adds
value per se. An the? engine of growth.)WHAT
ELSE?Format A de facto/de jure/profit-making
PSF/Professional Services Firm
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Sarah Mom, what do you do?
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Sarah Mom, what do you do? Mom
Im overheadthe bureaucrat who runs the
cost center called Human Resources.
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Yup, hard-working hyper-professional
thrice-promoted Mom is referred to as a cost
center or overhead or worse. She is,
thence, a CDC/Certified Drag on the Corporation
and corporate earnings. What the hell, lets
outsource her. At least the cost center will
cost a little less. Or
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Department Head/Cost center/Overhead to
MANAGING PARTNER, HR (IS, RD, etc.) INC.
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Mom Anne, my human resources team/PSF are
the Rock Stars of the Age of Talent. We drive
our divisions strategic success. And also sell
some of our services to our customers
organizations.
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But mom and her groupproperly
conceivedought to be, in an Age of Intellectual
Capital (and it is just that), the primary engine
of value added.
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WHITE-COLLAR SURVIVAL STRATEGY 1 Department as
Smallish/Entrepreneurial BUSINESS E.g.
Training Inc., a 14-person unit in a 50-person
HR department in a 200M business unit in a 3B
corporationaiming for Excellence WOW! PSF/
Professional Service Firm (See my Professional
Service Firm 50 Fifty Ways to Transform Your
Department Into A Professional Service Firm
Whose Trademarks Are Passion and Innovation.)
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And on it goes. One of CEO HR Inc./Moms team
leaders heads up training. And his training
department turned training company is de facto
or de jure a PSF within a PSF.
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Iron Innovation Equality Law The Quality and
Quantity and Imaginativeness of Innovation (and
R D per se) shall be the same in all
functions e.g., in HR and purchasing as much as
in marketing or product development.
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FYI These departments turned PSFs are the
real deal. Their innovation score should be as
high as that of the folks in New Product
Development. Hence, these PSFs should have
FORMAL RD budgets and programs.
65
Date September 2013Location ChicagoClient
500 law-firm partners from a single
FirmComplaint Legal practice becoming
commoditized/ big clients cutting costs,
bringing the work inside, more and more
competitive bid situations
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Yup. Lawyers, too.
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PSF Transformation Credit
Department/TrekWas
IsCredit Dept
Financial
ServicesHammer on dealers until
Make dealers successful so they pay.
they CAN pay.AR
sold to 3rd party Trek
is the commercial financialcommercial co.
Company23 employees
12
employeesOversee peak AR of 70M
Oversee peak AR of 160MIdentify risky dealers
Identify
opportunitiesCost Center
Profit CenterNo products
Products
Consulting, MC/Visa,
Stored value of
gift cards, Gift card
peripherals,
Online paymentsSource John Burke/0330.06

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Trek, the bike folks, adopt the PSF Model.
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Typically in a mortgage company or financial
services company, risk management is an
overhead, not a revenue center. Weve become more
than that. We pay for ourselves, and we actually
make money for the company. Frank Eichorn,
Director of Credit Risk Data Management Group,
Wells Fargo Home Mortgage (Source sas.com)
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HCare CIO Technology Executive (workin in a
hospital) Or/to Full-scale, Accountable (life
or death) Member-Partner of XYZ Hospitals
Senior Healing-Services Team (who happens to be a
techie)
71
I pitched this hard at a hospital CIOs conference
a few years ago.I said, among other things,
that CIOs should be given full bore Patient
Safety Evaluationse.g. Did buggy software
cause or contribute to deleterious effects on
patients from medications errors?
72
Fleet ManagerRolling Stock Cost Minimization
Officervs/orChief of Fleet Lifetime Value
Maximization Strategic Supply-chain
Executive Customer Experience Director (via
drivers, etc.)
73
Photographer Louise Roach
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No limits PSFs come in every flavor.
Wouldnt you call a solo trucker adding
innovative services for his clients and operating
out of a magnificent self-designed Big Rig a
PSF? I would and do.
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Are you/your (formerly) departmental gang
(turned PSF) the, say, divisions Principal
Engine of (hardnosed) Value Added?
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Big Idea Corporation as de facto MEGA-PSF
77
!
78
Iron Innovation Equality Law The Quality and
Quantity and Imaginativeness of Innovation (and
R D per se) shall be the same in all
functions e.g., in HR and purchasing as much as
in marketing or product development.
79
Im repeating myself, main idea here is
PSFs as the primary engine of intellectual
capital accumulation. Hence The innovation
game must played equally fiercely in every
corner of the organization. In particular, in an
Age of Intellectual Capital, said capital at its
most imaginative must be exhibited EVERYWHERE
IN EQUAL MEASURE.
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PSF/Professional Service Firm/BeliefsPROFES
SION CALLING/PASSION TO MAKE ADIFFERENCE/EXCELLE
NCE (ALWAYS)POINT OF VIEW KNOW EXACTLY WHAT
WESTAND FOR/DRAMATIC DIFFERENCECLIENT
ENDURING, TEST-THE-LIMIT RELATIONSHIP/TRUSTED
ADVISORSOLUTION ROCK CLIENTS WORLD/ WOW/
IMPLEMENTED CULTURE CHANGE/gtgtgt SATISFACTION
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What follows is an audacious list. But WHY
NOT?
82
Attributes of Professional Service Firms in
Pursuit of ExcellenceThe PSF35
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The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (Every
Practice Group If you cant explain your
position in eight words or less, you dont
have a positionSeth Godin)2. DRAMATIC
DIFFERENCE (We are the only ones who do what
we doJerry Garcia)3. Stretch Is Routine
(Never bite off less than you can
chewanon.)4. Appetite for Game-changer
Projects (Excellence at Assembling Best
TeamFast) 5. Playful Clients (Adventurous
folks who unfailingly Aim to Change the
World)6. Small Uneconomic Clients with Big
Aims 7. Life Is Too Short to Work with Jerks
(Fire lousy clients)8. OBSESSED WITH LEGACY
(Practice Group and Individual Dent the
UniverseSteve Jobs)9. Fire-on-the-spot Anyone
Who Claims, Law/Architecture/Consulting/
I-banking/ Accounting/PR/Etc. has become a
commodity 10. Consistent with 9 above DO
NOT SHY AWAY FROM THE WORD (IDEA) RADICAL
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The PSF35 The Client
Experience11. Always team with client full
partners in achieving memorable results 12. We
will seek assistance Anywhere to assemble the
Best-in-Planet Team for the Project13.
Client Team Members routinely declare that
working with us was the Peak Experience
of my Career14. The jobs not done until
implementation is 100.00 complete (Those
who dont get it must go)15. IMPLEMENTATION IS
NOT COMPLETE UNTIL THE CLIENT HAS
EXPERIENCED NECESSARY CULTURE CHANGE16.
IMPLEMENTATION IS NOT COMPLETE UNTIL
SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN
PLACE-ROOT (Teach a man to fish )17. The
Final Exam DID WE MAKE A DRAMATIC,
LASTING, GAME-CHANGING DIFFERENCE?
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The PSF35 The People The
Leadership18. TALENT FANATICS (Best-Coolest
place to work) (PERIOD)19. EYE FOR THE PECULIAR
(Hiring Go beyond same old, same old)
20. Early Opportunities (vs. Wait your turn)
21. Up or Out (Based on Legacy/Mentoring
COUNTS as much as Billings/Rainmaking)2
2. Slide the Old Aside/Make Room for Youth (Find
oldsters new roles?)23. TALENT IS OBSESSED
WITH RENEWAL FROM DAY 1 TO DAY R (R
Retirement)24. Office/Practice Leaders Evaluated
Primarily on Mentoring-Team Building
Skills 25. A PROPRIETARY TALENT DEVELOPMENT
PROCESS (GE) 26. Team Leadership Skills Valued
Early27. Partner with B.I.W. (Best In World)
Outsiders as Needed and to Infuse Different
Views
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NOTHING NEW!
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I am not writing science fiction here. Sure, in
2015 one must grow every day. FOREVER. OR
ELSE.But the basic PSF idea/model is hardly
new. E.g., my former employer, McKinsey Co.,
has been around 89 yearssince 1926. (Read the
McK saga in the recent book, The Firm.) Hence,
role models aboundsee the IDEO story above.
Wheels need not be re-invented.
88
Universal Value Added The Wow Projects
Solution (or bust)
89
The Project50 Fifty Ways to Transform Every
Task into a Project That Matters!
90
The WOW Project 50YOU/PSF WOW PROJECT
PORTFOLIO
91
Your Current Primary Project (Scale of
1-10)?1. Another days work/Pays the
rent.4. Of value.7. Pretty Damn
Cool/Definitely subversive.10. WE AIM TO
CHANGE THE WORLD.
92
The PSF is a collection of projects. No more. No
less. The rockin rollin value addin PSF
is a collection of WOW Projects!
93
Innovation Index How many of your Top Five
Projects score eight or higher (out of 10) on a
Weird /Profound/ WOW/Game-changer Scale?
WOW-ification Index Move every project
(definition) that scores six or less two notches
up on the WOW-ification Scale within the next
two weeks. If your principal current project
scores six or less, bring it up one (or two!)
notches by noon on Monday. (This was from a
tweet written on a Sunday.)
94
Measure it. DAMN IT.
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The WOW Project50
96

• The WOW
  Project 50
• CREATE
• 1. REFRAME NEVER ... EVER! ... ACCEPT A
  PROJECT/ASSIGNMENT AS GIVEN!
• 2. TRANSLATE YOUR DAILY EXPERIENCES INTO COOL
  STUFF TO DO.
• 2A. Become a Benchmarking Fanatic LOOK at
  every-small-thing-that-happens-to-you as a Golden
  Learning Opportunity.
• 3. Improve your vocabulary! Learn to love WOW!
  Use the word. WOW!
• 4. There are no small projects IN EVERY
  LITTLE FORM OR PROCEDURE, IN EVERY LITTLE
  PROBLEM THERE USUALLY LURKS A B-I-G PROJECT!
• 4A. CONVERT today's annoying chore into a WOW!
  Project. THE B-I-G IDEA THERE'S NO SUCH THING AS
  A GIVEN.
• 5. Put on the brakes! DONT BETRAY WOW!
• 6. LOVE MAKES THE WORLD GO ROUND!
• 7. Will itthe project, our babybe beautiful?
  Yes ... BEAUTIFUL!
• Design-Is-It. I.e. One of the single most
  powerful forces in the whole bloody universe.
• 9. IS THE PROJECT REVOLUTIONARY? (ARE YOU SURE?)
• Source The Project50 Fifty Ways to Transform
  Every Task into a Project That Matters!

97
The
WOW Project 50 10. Is the Web factored into the
project? In a b-i-g way? 11. Impact. Henry James
asked this, as his ultimate question, of an
artist's work Was it worth doing? 11A. Made
Anybody(s) Angry Lately? 12. RAVING FANS! 12A.
Women-as-Raving Fans. Women take to
products/servicesand, thence, project
deliverablesfor (very) different reasons than
men. 13. Pirates-on-the-high-seas. We are on a
Mission/Crusade. We plan to upset the applecart
(conventional wisdom) Big Time ... and Make a
Damn Difference. 14. If you can (hint you
can!), create a place. That Is ... Pirates Need
Ships at Sea and Caves on Land. (Safe Houses in
Spy-speak.) 15. Put it in your resume. NOW!
PICTURE YOURSELF CROSSING THE FINISH LINE. 16.
THINK RAINBOW! 17. THINK ... OR RETHINK ... OR
REFRAME ... YOUR CONCEPT ... INTO A BUSINESS
PLAN. 18. Think/obsess ... D-E-A-D-L-I-N-E. Be
ridiculously/absurdly/insanely demanding of
yourself/your little band of renegades.
98
The
WOW Project 50 19. Find a Wise Friend. WOW
Projects Aint Easy! They Stretch You, Stress
You, and Often Vex You. And the Organization. 20.
FINDAND THEN NURTUREA FEW (VERY FEW)
CO-CONSPIRATORS. 20A. Find at least one
user/co-conspirator. NOW. Think user from the
start. 21. Consider carrying around a little
card that reads

WOW!
BEAUTIFUL!
REVOLUTIONARY!

IMPACT!
AVING FANS!

EXCELLENCE! SELL 22. Be S-U-C-C-I-N-C-T.
Describe your project (its benefits and its WOW!)
in T-H-R-E-E minutes. 22A. METAPHOR TIME! The
pitchand every aspect of the projectworks
best if there is a compelling theme/image/hook
that makes the whole thing cohere, resonate, and
vibrate with life. 23. SALES MEANS SELLING ...
EVERYONE! 24. Hey WOW Project Life Sales.
Right? So ... WORK CONSCIOUSLY ON BUZZ. GET
VISIBLE AND STAY VISIBLE. 25. Do your Community
Work. Start to Expand the Network! ASAP.
99

• The
  WOW Project 50
• 26. Last is as good as first. If they support
  you ... they are your friends.
• 27. Preach to the choir! Never forget your
  friends!
• 28. Don't try to convert your enemies. Dont
  waste time on them.
• 29. CREATE AN A-TEAM ADVISORY BOARD.
• 30. Become a Master Bootstrapper. You heard it
  here first Too much initial money ... kills!
• Think B-E-T-A! As in ... Beta Site(s). You need
  customer-partners ... as safe-haven testing
  grounds for rough prototypes.
• IMPLEMENT
• 32. CHUNK! CHUNK! CHUNK! Weve gotta break
  itour project, now on the movedown into
  tidbit/do-it-today/do-it-in-the-next-four-hours
  pieces.
• 33. Live ... Eat ... Sleep ... Breathe
  Prototype! I.e. BECOME AN UNABASHED PROTOTYPING
  FANATIC.
• 33A. Teach prototyping. Prototyping is a
  corporate culture issue. I.e. Work to create a
  Culture of Prototyping.
• 34. PLAY! FIND PLAYMATES!
• 35. Scrunch the Feedback Loops!
• 36. BLOW IT UP! PLAY ... AND DESTRUCTION ... ARE
  HANDMAIDENS.

100
The WOW
Project 50 37. Keep recruiting! Iron Law WOW
Projects Call for WOW! People. Never stop
recruiting! 37A. WANTED COURT JESTER. 38. Make
a B-I-G binder! This is the Project Bible. It's
the Master Document ... the macro-map. 39. List
mania. Ye shall make lists ... and the lists
shall make ye omniscient. (No joke.) 40. Think
(live/sleep/eat/breathe) Timeline/
Milestones. 40A. WANTED MS. LAST TWO
PERCENT! 41. Master the 15-Minute Meeting. You
can change (or at least organize) the world in 15
minutes! 42. C-E-L-E-B-R-A-T-E! 42A. CELEBRATE
FAILURES! 43. Station break! The keynote here is
action. Exactly right! But Don't allow the
action fanaticism to steer you off course re
WOW!/Beauty/Revolution/Impact!/Raving Fans. 44.
A Project Has an Identity. Its Alive. PROJECT
LIFE ... SPIRIT ... PERSONALITY.
101

• The
  WOW Project 50
• 45. Cast the Net a Little/Lot Farther Afield.
• 46. It's the U-S-E-R, stupid! Never lose sight
  of the user community.
• Concoct a B.M.P./Buzz-Management Program.
  Marketing is
• Implementation.
• EXIT
• 48. SELL OUT! It's been us against them ...
  and one heck of a ride. But now the time has come
  to dance with the suits ... if we really want
  full impact.
• 48A. Recruit a Mr. Follow-up ... Who Is as
  Passionate as You Are! (And L-O-V-E-S
  Administration.)
• 49. SEED YOUR FREAKS INTO THE MAINSTREAM ...
  WHERE THEY CAN BECOME MUTANT VIRUSES FOR YOUR
  (QUIRKY) POINT OF VIEW!
• 50. Write up the project history. Throw a Grand
  Celebratory Bash!

102
Creative Destruction
103
We are in no danger of running out of new
combinations try. Even if technology froze
today, we have more possible ways of configuring
the different applications, machines, tasks, and
distribution channels to create new processes and
products than we could ever exhaust. Erik
Brynjolfsson and Andrew McAfee, Race Against the
Machine How the Digital Revolution Is
Accelerating Innovation, Driving Productivity and
Irreversibly Transforming Employment and the
Economy
104
I believe it. Plenty of stuff to do.(For the
imaginative.)
105
Muhammad Yunus All human beings are
entrepreneurs. When we were in the caves we were
all self-employed . . . finding our food, feeding
ourselves. Thats where human history began . . .
As civilization came we suppressed it. We became
labor because they stamped us, You are labor.
We forgot that we are entrepreneurs.
Muhammad Yunus, Nobel Laureate/The News
Hour/PBS/1122.2006
106
Plenty left to do.And YOU (ALL OF YOU) CAN
DO IT!
107
THE ELECTRICIAN (NEXT DOOR) KNOWS!
108
Following World War II, the share of us (USA) who
obtained university degrees soared. At the same
time, the share of us working for monster
organizations soared as well.In the process,
something approaching an entitlement mentality
took root. If one had a degree and worked for a
giant corporation and humbly behaved as that
renowned organization man, circa 1955, a stable
few decades of work were virtually assured.And
then it all began to disappear. And the
organization men increasingly were forced to
fend for themselves.So how are these (woefully
unprepared) folks going to find an
entrepreneurial spark? Answer Look next
door!Next door lives the carpenter or plumber
or electrician. He (or she) wouldnt touch the
term brand you with a 10-foot-pole. Yet thats
precisely what each one is. A business unit of
one, independent beyond measure. Which is to
say, it/Brand You is not some rare creaturewe
already have em by the millions. Theyre the guy
or gal next doorand their approach to life is a
heartening/doable model for virtually all of us.
109
Universal Value Added The Brand
YouSolution (or bust)
110
Globalization1.0 Countries globalizing
(1492-1800)Globalization2.0 Companies
globalizing (1800-2000)Globalization3.0 (2000)
Individuals collaborating competing
globallySource Tom Friedman/The World Is Flat
111
ONE OF THE DEFINING CHARACTERISTICS OF THE
CHANGE IS THAT IT WILL BE LESS DRIVEN BY
COUNTRIES OR CORPORATIONS AND MORE DRIVEN BY REAL
PEOPLE. It will unleash unprecedented
creativity, advancement of knowledge, and
economic development. But at the same time, it
will tend to undermine safety net systems and
penalize the unskilled. Clyde Prestowitz, Three
Billion New Capitalists
112
Success.2015 Mega-value adding PSF Brand
Yous (100 entrepreneurs) executing WOW Projects
Not Optional.I believe it.
113
If there is nothing very special about your work
no matter how hard you apply yourself you wont
get noticed, and that increasingly means you
wont get paid much either. Michael
Goldhaber, Wired
114
Distinct or Extinct.
115
HAROLD H. HESITANTB.A. M.S. Ph.D.1965-2015
HE WANTED TO DO SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
116
This is the true joy of Life, the being used for
a purpose recognized by yourself as a mighty one
the being a force of Nature instead of a
feverish, selfish little clod of ailments and
grievances complaining that the world will not
devote itself to making you happy. G.B. Shaw,
Man and Superman
117
For Marx, the path to social betterment was
through collective resistance of the proletariat
to the economic injustices of the capitalist
system that produced such misshapenness and
fragmentation. For Emerson, the key was to jolt
individuals into realizing the untapped power of
energy, knowledge and creativity of which all
people, at least in principle, are capable. He
too hated all systems of human oppression but
his central project, and the basis of his legacy,
was to unchain individual minds. Lawrence
Buell, Emerson
118
You are the storyteller of your own life, and
you can create your own legend or not. Isabel
Allende
119
Creating your own myth is not a selfish act of
ego-centrism. Its about survival in a New
World Order. (Among other things, countering
the idea of selfishness, to establish your
market value you must become partners with
and indispensable to a rich network of others.
That is, indispensability is necessarily a team
sport.)
120
The Brand You50 Fifty Ways to Transform Yourself
from an Employee into a Brand That Shouts
Distinction, Commitment, and Passion!
121
Final Exam Questions Re
Your Job/Talent/Qualifications1. Can someone
overseas do it cheaper?2. Can a computer do
it faster?3. Is what youre selling in
demand in an age of abundance?Source Dan
Pink
122
New Work Survival Kit
2012 1. Mastery! (Best/Absurdly Good at
Something!)2. Manage to Legacy (All Work
Memorable/Braggable WOW Projects!) 3.
USP/Unique Selling Proposition (R.POV8
Remarkable Point of View captured in 8 or
less words) 4. Networking Obsession (From
vertical/hierarchy/suck up loyalty to
horizontal/colleague/mate loyalty)5.
Entrepreneurial Instinct (A sleepless Eye for
Opportunity! E.g. Small Opportunity for
Independent Action beats faceless part of
Monster Project)6. CEO/Leader/Businessperson/Clos
er (CEO, Me Inc. Period! 24/7!)7. Mistress of
Improv (Play a dozen parts simultaneously, from
Chief Strategist to Chief Toilet Scrubber)8.
Sense of Humor (A willingness to Screw Up, Shrug
Move On) 9. Comfortable with Your Skin (Bring
interesting you to work!)10. Intense Appetite
for Technology (E.g. Are you a leading edge
user of Social Media?)11. Embrace Marketing
(Your own CSO/Chief Storytelling Officer)12.
Obsessed with Renewal (Your own CLO/Chief
Learning Officer) 13. Execution Excellence!
(Show up early! Leave late! Sweat the
details!) 14. EXCELLENCE. PERIOD. (What else?)
123
A professional ability to work
unsupervisedability to certify the
completion of a jobability to behave with
integrity at all timesSource Subroto Bagchi,
The Professional Defining the New Standard of
Excellence at Work
124
A fabulous definition! We will all 100
be/must become/ must behave as professionals.
No option.
125
Personal Brand Equity Evaluation

• My current Project is challenging me in these
  ways
• New things Ive learned in the last 90 days
  include
• I am known for (2 to 3 things) next year at this
  time Ill also be known for (1 more thing).
• My public recognition program consists of
• Substantial additions to my Network in the last
  90 days include
• MY RESUME IS DISCERNIBLY DIFFERENT FROM LAST
  YEARS
• AT THIS TIME AS FOLLOWS

126
Brand Equity applies to you or me in the same
way it applies to PepsiCo. And the increase
thereof emanates, in part, from the likes of the
items on this list.
127
(No Transcript)
128
Thriving in 24/7
(Sally Helgesen)START AT THE CORE.
Nimbleness only possible if we locate our inner
voice, take regular inventory of where we are.
LEARN TO ZIGZAG. Think gigs. Think lifelong
learning. Forget old loyalty. Work on
optimism.CREATE OUR OWN WORK. Articulate
your value. Integrate your passions. I.D. your
market. Run your own business.WEAVE A STRONG
WEB OF INCLUSION. Build your own support
network. Master the art of hooking people up.
129
"The illiterate of the 21st Century will not be
those who cannot read or write, but those who
cannot learn, unlearn and relearn." Alvin Toffler
130
You must realize that how you invest your human
capital matters as much as how you invest your
financial capital. Its rate of return determines
your future options. Take a job for what it
teaches you, not for what it pays. Instead of a
potential employer asking, Where do you see
yourself in 5 years? youll ask, If I invest my
mental assets with you for 5 years, how much will
they appreciate? How much will my portfolio of
career options grow? Stan Davis
Christopher Meyer, futureWEALTH
131
Brand Equity DEPRECIATIONRate 15?,
25?Therefore Formal Investment
Strategy/F.R.I.P.FORMAL Renewal Investment
Plan
132
Grow or die (professionally)!
133
Addenda A tour of duty in finance!
134
Gotta learn the numbers. Gotta have pals in the
finance department.
135
PSF BY WP E UVA
136
THE WORK
MATTERSThe Professional Service Firm50 Fifty
Ways to Transform Your Department into a
Professional Service Firm Whose Trademarks are
Passion and Innovation! The Project50 Fifty
Ways to Transform Every Task into a Project
That Matters! The Brand You50 Fifty Ways to
Transform Yourself from an Employee into a
Brand That Shouts Distinction, Commitment, and
Passion!
137
PSF BY WP E UVA
138
PSF (Professional Service Firm) BY (Brand You)
WP (WOW Projects) E (Excellence) UVA
(Unassailable Value-Added)
139
Q.E.D.More or less. Nothing is for
certain circa 2015.