Them-Us Tom Peters/0626.2006

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Them-UsTom Peters/0626.2006
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SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
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Them-Us
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Them UsStrategy

EXECUTIONStrategy
MANAGEMENTStrategy
PeopleStrategy
Culture-Values Planning
ActionMarketing
Selling/SalesMarketing
Customers as Raving FansCustomers
ClientsMicro-segmentat
ion Big Stuff (Women, Boomers)Cost
minimization Revenue
maximizationSynergy/Efficiencies
DecentralizationStrategic supplier
Pioneering supplierProcess
ProjectMen
WomenLeadership
Management LeadershipStandardizat
ion Exceptionalism (53 53)
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Them UsBig
Mid-size
(bacteria)Growth by merger
Organic growthBuy market share
Create NEW marketsEfficient, streamlined
Value-creating PSF
department Certainty-predictability
Ambiguity-opportunityFearful of losing
Aggressive pursuit
of winningPlan
PrototypeCareful
evaluation Another
prototypeRevised plan
Another prototypePeople/Employees
TalentEffective HR department Rockin
Talent
Development CenterBenchmark against
the Benchmark against the
best-industry leader coolest

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Them
UsBenchmark
FuturemarkOrderly career progression Up
or Out (PDQ)Head
HeartIQ
EQProfessional
PassionateStoic, humble leaders
Noisy, emotional
characters in chargeHire for
Resume Hire for
intangiblesMeasured-thoughtful
Relentless, pig-headed approach
determinationTeamwork comes first
Teamwork and disruptive
individuals equal
billingListen to customers Lead
customersCustomer involvement
Intimate-Seamless
customer inter-twining
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Them UsMBM (Management
MBWA by memo/meeting)MBA
MFA/School of Hard
KnocksShareholder Value Great
people-product rule comes first
(Sharhldr value derivative) Work smart
Work hardBuilt to last
Built to Rock the WorldReward
successes Reward (XCELLENT) failures
Quality first! Design
1TQuality first! Innovation
1THigh-quality Jaw-dropping
Experience transactionCVs demo consistent
CVs feature Magic Moments performanceGood
grades Cool stuff Operational
excellence World-rocking INNOVATION

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Them UsBrand
LovemarkBest analysis wins
Best STORY winsBeyond politics
Politics-is-life, the
rest is detailsOutsource
Best sourceMotivate
Send on QUESTSMotivate
Invite to join adventureMotivate
Dont De-motivateMeasured language
HOT languageProduct-Service
Gamechanging SOLUTION,
Thrilling EXPERIENCE,
DREAM come true,
LOVEMARKPastel
Technicolor
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Them UsBetter
DifferentMission success
Mission EXCELLENCEVery good
EXCELLENCE. ALWAYS.
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A Lifes Work/More or Less First1966
MBWA/DogtTalk/Listen/Lead From The Front1974
Behavioralism DogtTalk/IMPLEMENTATIONgtStrategy19
79 7S/Emphasis on Soft Ss (Hard is soft. Soft
is hard.)1982 Beyond strategyEXCELLENCE
Bias for Action/Do it. Fix it. Try it
again.Close to the CustomerMBWA (as
metaphor) Management Style1990 Innovate or
DieDesignWomenBrand YouWOW! (Passion.
Enthusiasm. Energy. Emotion. Technicolor)2000
The Work MattersPSFBYWowProjects V.A.
Source 1Brand Inside
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EXCELLENCE. CAUSES.ADVERSARIES.
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Adversaries B-schools (crappy at soft skills,
implementation, leadership) Strategy-is-all By-the
-numbers management Dis-passionate
management Focus groups Intuition
discounted Leading as an intellectual
task Leading without passion Cool language in Hot
times Dilbert (accepting cubicle slavery) Bigness
per se (severe scale limitationseven at
Microsoft) White guys! (not really, but enough
already) 18-44 emphasis in marketing (geezers gt
youth for foreseeable future) -Cost gt Revenue
(cost cutting more important than organic revenue
growth) CI (continuous improvement in an age of
discontinuous world) LESS THAN THE
NO-HOLDS-BARRED PURSUIT OF EXCELLENCE
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M.B.A./M.I.A. Talk. (Present.) Listen.
(Interview.) Sell. (Life Sales.) Do.
(Execution-Implementation.) Talent.
(Recruit-Develop-Retain.) Project Management.
(Create. Solicit support. Execution.
Adoption-Client Culture Change.) Product.
(It.) Innovation. (Design. Creativity.
Buzz-building. Politics.) Leadership. (USMA,
etc.) E.Q. (Connect.) Culture Change. (Lasting
impact.) Diversity. (Cross-cultural
Effectiveness.) Career Creation. (Brand You
life-lifestyle.) Wellness. (Life.) B.Schools
(M.I.A. or at most B.I.A.barely in action)
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Causes/1966-2006 Im
plementation/Small Wins (Stanford GSB/PhD
thesis 1st on implementation per
se) EXCELLENCE (as a worthy business
pursuit) Management Style/Corporate Culture Soft
Ss/7-S (Waterman-Peters complete business
model waaaaay beyond Strategy
Structure) Structure gt Strategy (We shape our
structures, then they shape us Churchillian
paraphrase) Soft Change Levers (gt structure
symbols, patterns settings) Close to the
Customer (novel idea, circa 1982) MBWA (Managing
By Wandering Aroundcourtesy a much more
intimate than today HP) Productivity through
People (novel idea, circa 1982) Chaos/Crazy Times
Call for Crazy Organizations Middle-sized
companies are cool Re-imagine!/Innovate or
Die! Small-ish/Scale Synergy limits-delusions/an
ti-Big Mergers
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Causes/1966-2006 Women/Mark
et opportunity Women/Leaders (right for the
times) Design/Design-as-soul Wow! (Hot
language) Weird! Passion!/Enthusiasm!/Exuberance!
(as Leader Lever 1) Brand You (or else) PSF
Bedrock (add value or bustevery group must
demonstrate economic viability) PSF Brand You
WOW Projects New Biz Logic Sales/R gt -C
(increasing revenue more important than cutting
cost) HealthCare/Wellness-Safety-H5N1 Brand
Talent (best roster wins) New VA
Ladder/Products-Services-SOLUTIONS-EXPERIENCES-DRE
AMKETING (Dream Marketing)-LOVEMARK Different gt gt
Better Boomers Geezers/marketing to new
mega-segment