Ray Lane, Kleiner Perkins 'The Web enables tota

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HR Owns the BRAND! (Damn it!)Tom
PetersIHRIM/06.17.01/San Diego
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lt1000A.D. paradigm shift 1000s of years1000
100 years for paradigm shift1800s gt prior 900
years1900s 1st 20 years gt 1800s2000 10 years
for paradigm shift 21st century 1000X tech
change than 20th century (the Singularity, a
merger between humans and computers that is so
rapid and profound it represents a rupture in the
fabric of human history)Ray Kurzweil, talk
april2001
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The corporation as we know it, which is now 120
years old, is not likely to survive the next 25
years. Legally and financially, yes, but not
structurally and economically.Peter Drucker,
Business 2.0 (08.00)
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Built to Last v. Built to FlipThe problem with
Built to Last is that its a romantic notion.
Large companies are incapable of ongoing
innovation, of ongoing flexibility.Increasingl
y, successful businesses will be ephemeral. They
will be built to yield something of value and
once that value has been exhausted, they will
vanish.Fast Company (03-00)
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Forbes100 from 1917 to 1987 39 members of the
Class of 17 were alive in 87 18 are in 87
F100 the 18 F100 survivors underperformed the
market by 20 just 2 (2), GE Kodak,
outperformed the market from 1917 to 1987.SP
500 from 1957 to 1997 74 members of the Class of
57 were alive in 97 12 (2.4) of 500
outperformed the market from 1957 to
1997.Source Dick Foster Sarah Kaplan,
Creative Destruction Why Companies that Are
Built to Last Underperform the Market
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Good management was the most powerful reason
leading firms failed to stay atop their
industries. Precisely because these firms
listened to their customers, invested
aggressively in technologies that would provide
their customers more and better products of the
sort they wanted, and because they carefully
studied market trends and systematically
allocated investment capital to innovations that
promised the best returns, they lost their
positions of leadership.Clayton Christensen,
The Innovators Dilemma
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The New Ge WayDYB.com
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108 X 5vs. 8 X 1 540 vs. 8 (-98.5)
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White Collar Revolution!
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand InsideBrand Work The Professional
Service Firm Model The WOW Project
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Every job done in W.C.W. is also done outside
for profit!
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Answer PSF!Professional Service
FirmDepartment Head to Managing Partner,
HR IS, etc. Inc.
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Credo W.W.P.F.WORK WORTH
PAYINGFOR
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11 September 2000
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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersConsulting business!
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These days, building the best server isnt
enough. Thats the price of entry.Ann
Livermore, Hewlett-Packard
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HP Sun GE IBM UPS UTC General Mills
Springs Anheuser-Busch Carpet One Etc.
Etc.
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Architecture is becoming a commodity. Winners
will be Turnkey Facilities Management
providers.SMPS Exec
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eHR/PCCAll HR on the WebProductivity
Consulting CenterSource E-HRA Walk through a
21st Century HR Department, John Sullivan, IHRIM
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Brand InsideBrand Talent The Great War for
Talent
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When land was the productive asset, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
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We have transitioned from an asset-based
strategy to a talent-based strategy.Jeff
Skilling, CEO, Enron
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EnronCOO Louise Kitchen, F, 29 created
EnronOnline as Skunkworks
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The Cracked Ones Let in the LightOur business
needs a massive transfusion of talent, and
talent, I believe, is most likely to be found
among non-conformists, dissenters and
rebels.David Ogilvy
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Are there enough weird people in the lab these
days?V.Chmn., pharmaceutical house, to a lab
director (06.01)
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• Firms will not manage the careers of their
  employees. They will provide opportunities to
  enable the employee to develop identity and
  adaptability and
• thus be in charge of his or her own career.
• Tim Hall et al., The New Protean Career
  Contract

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H.R. to H.E.D. ???Human
Enablement Department
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MantraM3Talent Brand
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Whats your companys EVP?Employee Value
Proposition, per Ed Michaels et al., The War for
Talent
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EVP Challenge, professional growth, respect,
satisfaction, opportunity, rewardSource Ed
Michaels et al., The War for Talent
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HR Folks YOU not marketing - OWN THE
BRAND PROMISE!(If you wish.)
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Titles!Manager HRIS to Manager Human Capital
Assets or Manager Employee MarketingIHRIM.lin
k (2-3.2001)
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Version TP Managing Director, Human Capital
Assets Inc.
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Brand InsideBrand ActionGetting Started a
Personal Perspective
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Topic Boss-free Implementation of STM /Stuff
That MATTERS!
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Worlds Biggest Waste Selling Up
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Heart of the MatterF2F!/K2K!/1_at_T/R.F!A.Fre
ak to Freak/Kook to Kook/One at a Time/
Ready.Fire!Aim.
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Message to scientists It AINT about the
science. Its NEVER about the science. Its
ALWAYS about the PASSION for the IDEA.
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Politics Rules!
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Project Team Golden Leadership Triangle(1)
Champion-Maniac. (2) Implementer-Pol. (3)
Schedule Budgets Fanatic.
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BOTTOM LINEThe Enemy!
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Joe J. Jones 1942 2001 HE WOULDA DONE
SOME REALLY COOL STUFF BUT HIS BOSS
WOULDNT LET HIM!
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work IIThe Commodity Trap
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Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, A Unique Moment
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
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Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
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WebWorld Everything Web as a way to run your
business innardsWeb as connector for your
entire supply-demand chain Web as spiders web
which re-conceives the industryWeb/B2B as
ultimate wake-up call to commodity
producersWeb as the scourge of slack,
inefficiency, sloth, bureaucracy, poor customer
dataWeb as an Encompassing Way of LifeWeb
Everything (P.D. to after-sales)Web forces you
to focus on what you do bestWeb as entrée, at
any size, to Worlds Best at Everything as next
door neighbor
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There is no use trying, said Alice. One cant
believe impossible things. I daresay you
havent had much practice, said the Queen. When
I was your age, I always did it for half an hour
a day. Why, sometimes Ive believed as many as
six impossible things before breakfast.Lewis
Carroll
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Inet allows you to dream dreams you could
never have dreamed before!
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Ebusiness is about rebuilding the organization
from the ground up. Most companies today are not
built to exploit the Internet. Their business
processes, their approvals, their hierarchies,
the number of people they employ all of that is
wrong for running an ebusiness.Ray Lane,
Kleiner Perkins
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The Web enables total transparency. People with
access to relevant information are beginning to
challenge any type of authority. The stupid,
loyal and humble customer, employee, patient or
citizen is dead.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
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Welcome to D.I.Y. Nation Changes in business
processes will emphasize self service. Your costs
as a business go down and perceived service
goes up because customers are conducting it
themselves. Ray Lane, Oracle
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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The Age of the Never Satisfied
CustomerRegis McKenna
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HR Employee Self-Service/ESSJohn Pask/IHRIM
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B2EBusiness to Employee (IHRIM.link)
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Systems supporting one-to-one employee
relationships will add competitive advantage.
Employees expect far more access and control
over their own information.Source IHRIM.link
(2-3.2001)
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Inet allows you to dream dreams you could
never have dreamed before!
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The Raw Material The WOW Project!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Learn not to be careful. Photographer Diane
Arbus to her students
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Brand OutsideStrategy 2Its the Experience!
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Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
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The Starbucks Fix Is on We have
identified a third place. And I really believe
that sets us apart. The third place is that place
thats not work or home. Its the place our
customers come for refuge.Nancy Orsolini,
District Manager
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Experience Rebel Lifestyle!What we sell is
the ability for a 43-year-old accountant to dress
in black leather, ride through small towns and
have people be afraid of him.Harley exec,
quoted in Results-Based Leadership
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The Experience LadderExperiences
ServicesGoods Raw Materials
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HP RevisitedPWC Consultants lead Business
Re-invention Process (Experience
Economy)Fabulous Customer Service (Service
Economy)Terrific Servers (Goods Economy)
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Experience Home to tomorrows Market Cap!
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Brand OutsideStrategy 3BRAND POWER!
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Most companies tend to equate branding with the
companys marketing. Design a new marketing
campaign and, voila, youre on course. They are
wrong. The task is much bigger. It is about
fulfilling our potential not about a new logo,
no matter how clever. WHAT IS MY MISSION IN
LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW
DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE
WORLD IS ACTUALLY UNIQUE? The brand has to give
of itself, the company has to give of itself, the
management has to give of itself. To put it
bluntly, it is a matter of whether or not you
want to be UNIQUE NOW.Jesper Kunde, A
Unique Moment
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WHO ARE WE?
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WHATS OUR STORY?
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WHY DOES IT MATTER TO THE CLIENT?
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EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DIFFERENCE TO THE CLIENT
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HR Folks YOU not marketing - OWN THE
BRAND PROMISE!(If you wish.)
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand LeadershipPassion Rules!
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Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
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Lets make a dent in the universe.
Steve Jobs
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Id rather regret the things I have done than
the things I have not.Lucille Ball