Tom Peters Lessons in Leadership Grand Rapids 022300

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Tom Peters Lessons in LeadershipGrand
Rapids02-23-00
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Hen scratches _at_ 37,000 feet
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Microsoft R.O.W.Microsoft gt GM
Ford Boeing Lockheed Martin Deere
Caterpillar USX Weyerhaeuser Union Pacific
Kodak Sears Marriott Safeway
KelloggSource Business Week data through 5-99
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Microsoft R.O.W. (II) Microsoft gt GM
Ford Boeing Lockheed Martin Deere
Caterpillar USX Weyerhaeuser Union Pacific
Kodak Sears Marriott Safeway Kellogg
McDonalds Bank One General Mills
American Airlines United Airlines Delta Air
Lines US Airways Quaker OatsSource
Yastrow Marketing (through 11-23-99)
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No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
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Just Say No I dont intend to be known as the
King of the Tinkerers. CEO, large financial
services company (New York, 5-99)
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It means nothing less than the total reinvention
of this company.
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Jacques New New FordFord MicrosoftFord
Yahoo!Ford OracleFord HPEtc.Etc.
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64/24
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Goal?
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Theres going to be a fundamental change in
the global economy unlike anything we have had
since the cavemen began bartering.Arnold
Baker, Chief Economist, Sandia National
Laboratories
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I genuinely believe we are living through the
greatest intellectual moment in history.Matt
Ridley, Genome
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Medicine looks likely to change more in the next
20 years than it has in the last 200.British
Medical Journal (11-11-99)
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???????????????????Warner Lambert Pfizer
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There is probably going to be more confusion in
the business world in the next decade than there
has been in any decade in history.Steve Case
(2-00)
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We are in a brawl with no rules!
Paul Allaire
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S.A.V.
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T.T.D.sThe next slide is the first of many
T.T.D. activities. I.e. Things To Do. These
are by and large shorthand forms of training
exercises I use. Also Most of these T.T.D.
slides have accompanying Notes.(See following
slide.)Tom Peters
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T.T.D./True or False incrementalismVERSUS
innovation?
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Notes Page

• This is a daunting issue. There is no right
  answer. But it merits constant, conscious
  debate. Consider the value of incremental change.
  Kaizen, etc. And discuss whether or not this
  thwarts BIG initiatives aimed at wholesale
  reinvention. Also Consider Can we do both?
  Im not sure. P.S. This crucial issue holds
  for Finance Departments as much as Product
  Divisions. And it holds for the smallest and
  newest of businesses! THIS DEBATE IS WORTH LOTS
  OF TIME! KEEP IT PRACTICAL!

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Seminar Y2K Brand EverythingDistinct or
Extinct!
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Part I Forces _at_ WorkPart II Brand InsidePart
III Brand OutsidePart IV Brand Leadership
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Brand It! Now, More Than Ever!The increasing
difficulty in differentiating between products
and the speed with which competitors take up
innovations will assist in the rise and rise of
the brand.Gillian Law and Nick Grant,
Management New Zealand
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Brand DefinedDistinctionExcellenceEmotional
SignatureTrustworthinessConsistencyShorthand
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Forces _at_ WorkThe Destruction Imperative!
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Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
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It is generally much easier to kill an
organization than change it substantially.
Kevin Kelly, Out of Control
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Q What do you do when you are a big, dopey
company and out of ideas?
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A You merge with another big, dopey company
that doesnt have any ideas either.
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R An incredibly big, incredibly dopey company
going nowhere.
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When asked to name just one big merger that had
lived up to expectations, Leon Cooperman, former
cochairman of Goldman Sachs Investment Policy
Committee, answered Im sure there are success
stories out there, but at this moment I draw a
blank. Mark Sirower, The Synergy Trap
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I feel betrayed. I bought stock in a company
that was going to change the world. I didnt buy
a big, fat, stupid conglomerate. And now Ive got
one.Alan Towers, consultant, quoted in
Business Week BW The irony is that AOL Time
Warner is a vertically integrated conglomerate.
Not exactly the sort of nimble competitor that
will thrive in cyberspace.
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Talent and a 2T enterprise??????
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Acquisitions are about buying market share. Our
challenge is to create markets. There is a big
difference. Peter Job, CEO, Reuters
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We chose not to do a discounted cash flow
analysis of their future earnings. We wanted
their talent and we wanted their intellectual
property. Art Reidel, CEO, Pharsight
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Our ideal acquisition is a small startup that
has a great technology product on the drawing
board that is going to come out in six to twelve
months. We buy the engineers and the next
generation product.
John Chambers, Cisco
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And Jorma OllilaJim Crow
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Dept. Head I Sports G.M.Dept. Head II V.C.
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G.M. The Recruitment and Development of Top
Talent. Period!V.C. Bets on Talent. Bets
on Projects. Period!
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Silicon Valley Success SecretsPursuit of
risk 4 of 20 in V.C. portfolio go bust 6 lose
money 6 do okay 3 do well 1 hits the
jackpotSource The Economist
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R DIntels venture fund 275 investments,
3.5BSource Fast Company (12-99)
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EcoNets/Internet ZaibatsusThe model is about
partial acquisitions and ownerships that then
form a whole. Each part has to have value
separately, be able to raise capital separately,
and motivate employees separately. Corporations
of the past never had that.Flip Filipowski,
divine interVentures (Red Herring)
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The brick and mortars will die, no matter what.
So you have to take your best employees and
best businesses and spin them off and just own 40
percent of everything thats left. Do that and
you survive.Flip Filipowski, divine
interVentures (Red Herring)
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T.T.D.What are the specifics of your personal,
unit Forgetting Strategy?
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Notes Page

• Discuss the idea of learning versus
  forgetting. I THINK THIS IS A LOT MORE THAN A
  SEMANTICS DEBATE. Assuming you agree with me,
  what very specific steps are you taking to
  move beyond the Assumptions du Jour? Hint This
  holds for a 1999 dot.com startup as much as for
  an elderly company.

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T.T.D.Discuss the G.M./V.C. strategy as it
applies to your unit.
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Notes Page

• What do G.M.s do? Invite one to talk to your
  group. Do you do what they do? If not, why not?
  How about a G.M. Strategy?
• Repeat the above for the Life of a Venture
  Capitalist.

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T.T.D.Evaluate your portfolio of projects and
people Are you placing enough interesting long
shot? bets?
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Notes Page

• Be brutally honest! Hint This holds for you and
  me as individuals as well as for our unit.

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C.E.O. to C.D.O.
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It used to be that the big ate the small. Now
the fast eat the slow.Geoff Yang, IVP/
(Institutional Venture Partners)
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E.g. Craig Venter/Celera Genomics
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The Gales of Creative Destruction29M -44M
73M4M 4M - 0M
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ALL OF THESE CONVERSATIONS TODAY ABOUT THE
WEB WILL APPEAR SO BLOODY DAMN SILLY AND
PEDESTRIAN TEN FIVE? THREE? YEARS FROM
NOW. Tom Peters (11-99) P.S. Read Ray
Kurzweils The Age of Spiritual Machines When
Computers Exceed Human Intelligence
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BW human brain has only a short time left as
the smartest thing on earth/ subjugate humanity
by 2050 Health Forum Journal In one
generation or less, every element of health care,
every assumption, will be changed or gone.Dr.
George Poste, SKB 500 molecular targets in 95
to 70,000 in 99/ 35 compounds per year to 2M
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Wired Feb 2000Cyborg 1.0 Kevin Warwick
Outlines His Plan to Become One with His Computer
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Capitalism and democracy are the two dominant
forces of modern history they unleash human
creativity and energy like nothing else. But
they are also forces of destruction. They destroy
old orders, hierarchy, tradition, communities,
careers, stability and peace of mind itself. The
challenge of the West in the next century will be
to find ways to channel the sweeping power of
these two - the last surviving big ideas - as
they reorganize all human activity. Otherwise,
for much of the world, it may be too fast a
ride.Newsweek 12-99
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T.T.D.How do you rate as a C.D.O.?
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Notes Page

• So what exactly are you doing to DESTROY
  what you and yours are today? List every
  Project that aims to ATTACK todays culture and
  assumptions. Be specific!

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Message from Seattle?Top 3 Americans gt 48
poorest nationsSource Newsweek 12-99
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Visit India every 24 months.
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Brand InsidePSF 1Brand Org!
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108 X 5vs. 8 X 1 540 vs. 8
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ERP, ECM, Web, Etc.ITS THE GIANT SUCKING SOUND
OF SLACK BEING EXTRACTED FROM THE GLOBAL
ECONOMY!
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White Collar Revolution(Finally!!)90 in 10
years!PSFs .. All!Brand Yous All!WOW
Projects All!
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The coefficient of friction associated with the
grunge of business is amazing!Michael Schrage
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Cemex and FDX!
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CCC InformationServices!
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Swissairegtbookingegtticketegtcheck-inegttrackegt
info
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Oracle and Ford!
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T.T.D.Discuss Is my 90 in 10 years extreme?
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Notes Page

• I admit that some say Im over-the-top here. I
  honestly dont think I am. Try and imagine your
  HR/Whatever Dept. fully automated with numerous
  tasks outsourced to India or Ireland.

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Assetless CompanyJ.B.
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Dont own nothin if you can help it. If you
can, rent your shoes.F.G.
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And 50M _at_ 20,000 1TMichael
Dertouzos, MIT, on Indias back office
outsourcing potential 02-08-00/Delhi
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RR on Sara LeeThe most profitable businesses
in the future will act as knowledge brokers,
linking insights into whats available with
insights into the customers individual needs and
preferences.
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The -!! in the middleJim Clark on
Healtheon twixt docs, patients and
providers 250B in waste (?) source Michael
Lewis, The New New Thing
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SoftWatch (MS)Manage relationships across the
healthcare continuum/ Amir KishonEstablish
e-relationships with customers/retain
customers/collect dataPatients record info
receive feedback/ Online access to
nursesCommunity with others with
MSEtc.Source Start-Up
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Hewitt HMO e-bids!
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We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
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And Enron!
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UPS used to be a trucking company with
technology. Now its a technology company with
trucks.Forbes (1-00), on UPSs 11B spent on
IS in the 90s UPS was Forbes Company of the
Year
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T.T.D.Does your vision involve a critical
position in the industrys Spiders Web?
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Notes Page

• Try to depict your industry or your department
  with all its interconnections. E.g. What if
  every task you perform became a for profit task
  in which you became an industry expert? E.g.
  As an HR Dept. in the utility industry, what if
  you started the premier dot.com industry Talent
  Bank?

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TRUSTNow more than ever!
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Words to Live By Hierarchy is an
organization with its face toward the CEO and its
ass toward the customer.Kjell Nordstrom and
Jonas Ridderstrale, Funky Business
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PSF 1.0Professional Service Firm Conversion Kit
/ Release 1.0
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Why are there no books on how to create a Cool,
Rocking, WOW-producing Finance Department?
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CredoWORK WORTH PAYING FOR
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T.T.D.!!!!!!!!!!!!!!!!!!!!
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Notes Page

• What is the bottom line WORTH PAYING FOR
  for every project your unit or you has going?

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PSF 1.0 Department Head to Managing
Partner, HR IS, etc. Inc.
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support function / cost center /
bureaucratic dragor Rock Stars of the
Age of Talent
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Real PSF

• Think Inc. (Mindset Step No.1!)
• Clients rule! / Engage Clients in deep dialog/
  Join us in an Adventure / Fire duds!
• Work WOW Projects (100!)
• Embrace the Politics of Implementation!
• Practice serial monogamy!
• Master the economics! (WWPF!)

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Real PSF

• WE HELP PEOPLE!
• Co-habit with the Client!
• Create a Culture of Urgency!
• Love thy Support Staff!
• You need a Methodology! /
• Obsess on RD!
• BECOME A CONNOISSEUR OF TALENT!

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Real PSF WE OWN THIS PLACE!THIS IS COOL
STUFF!WE ARE THE WORLD!
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The 7Ps of PSF 1.0Projects!Passion!Provocati
on!Partnership!Politics!Professionalism!Perfor
mance!
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T.T.D.Use the prior slide as a checklist
relative to every activity project your unit
is working on.
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C.I.O. to C.E.F.R.N.S.
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Chief Evangelist For Really Neat Stuff
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T.T.D.Compare Department Head versus
Managing Partner, Finance Inc.
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Notes Page

• See our book, the Professional Service Firm50, re
  the differences between a traditional Dept. and
  a full-fledged PSF. Our The Work Matters
  manifesto at tompeters.com also covers this.

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Seminar Y2KMessage Distinct or Extinct!
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Brand InsidePSF 2Brand Work!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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But Does It Matter ????On time, on budget
who cares? anon. seminar participant (4/99)
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You really got to me. So many of our information
technology projects take on a life of their own,
and I know theyll never end up as more than
mediocre successes. CEO, F100 financial
services company (10-98)
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WOW Project AnatomyI. Create!II. Sell!III.
Implement! IV. Exit!
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I. Create!Reframe! THERE ARE NO SMALL
PROJECTS! Observe Record!!Head for the
trenches!You gotta love it!Measure WOW!,
Beauty, Raving Fans, Impact!Build a no-baloney
Business PlanCreate community. Now!Obsess on
the End User. Now!
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Reframers RulesRule 1 Never accept an
assignment as given!Rule 2 Youre never so
powerful as when you are powerless!Rule 3
Every small project contains the entire
enterprise DNA!
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T.T.D.Examine that small/ annoying project
youre working on. Can it be re-cast as a WOW/
Culture Change Project? What are the hidden
assumptions about customers/ suppliers/ employees?
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Notes Page

• I am adamant Every project can be made into a
  big deal if your head is in the right place. So
  now COMPLETELY RE-INVENT THAT SMALL PROJECT
  YOU ARE WORKING ON! No bull! E.g. What about a
  Memorial Day Employee Picnic that signals a
  whole new attitude toward our staff?

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Measures

• WOW!
• Beauty!
• Raving Fans!
• Impact!

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T.T.D.MEASURE NOW DAMN IT!
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Notes Page

• NO BALONEY THIS IS MY 1 GOAL FOR THE WHOLE DAMN
  SEMINAR THAT YOU AND YOURS WILL MEASURE EVERY
  PROJECT AGAINST MY FOUR KEY CRITERIA WOW!,
  BEAUTY, RAVING FANS, IMPACT. P-L-E-A-S-E.

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E.g. WOW Scale1. Dull as dishwater.5.
Gets the job done.7. Good work!.10. A
serious Braggable!
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Kaiser 4.15.29
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Liberty Ship2 years240 days9 hours4 days,
15 hours, 29 minutes
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Just Say No to S-t-r-e-t-c-h
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WOW Project Acid TestCan you explain it -
with zest - to your 14-year-old?
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Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
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II. Sell!Master The Pitch!Build Buzz.
Consciously.Network maniacally!Preach to the
choir!Forget your enemies. Surround and
marginalize!Money kills!SELL, SELL, SELL!
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III. Implement!- Live, eat, sleep Quick
Prototype!-Play! - Keep on recruiting!
(Sell!)- Obsess on the End User Community!
(Sell!)- Become a Milestone Maniac! / a Timeline
Tyrant! / a List Freak! / find Ms. Last 2!-
Appoint a Marketing Director!- Keep the WOW!
front and center!
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Culture of PrototypingEffective prototyping
may be the most valuable core competence an
innovative organization can hope to
have.Michael Schrage

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Good prototypes have charisma. They create
narratives tell stories.Michael Schrage,
Serious Play
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I view models and prototypes as the battleground
for thoughts and behaviors.Michael Schrage
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Think about It!?Innovation Reaction to the
PrototypeMichael Schrage
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Prototyping Logic/Magic1. Start Doin
Stuff!2. Doin Stuff Launches a Rich
Dialogue! No stuff No dialogue! No
baloney!
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T.T.D./ Prototypers LawsDefine a small,
practical test of something on a page or less of
text. Now.Gather found materials on the
very cheap.Find a/one partner-customer
wholl provide a test site.Set a very tight
deadline of about 5 days for the next concrete
step.Conduct the test! Debrief A.S.A.P.Set
the next test date. Now. No more than 5 days
hence.
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Notes Page

• The idea is to establish a rhythm of
  prototyping that defines every project.

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• T.T.D./ Secret No. 1 Go horizontal Find a
  (one!) line ally in the Boonies
• Secret No. 2 Powerless allies are Cool!
• Secret No. 3 Passion Rules!
• Secret No. 4 Become a Prototyping Maniac!
• Secret No. 5 Embrace Politics / Community
  Organizing!

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Notes Page

• Main Idea YOU ARE NOT POWERLESS. Seek out
  allies in strange places and get going! DO NOT
  WASTE TIME SELLING UP.

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K2K
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ReferenceRules for Radicals, Saul Alinsky
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TRUSTNow more than ever!
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• It was much later that I realized Dads secret.
  He gained respect by giving it. He talked and
  listened to the fourth-grade kids in Spring
  Valley who shined shoes the same way he talked
  and listened to a bishop or a college president.
  He was seriously interested in who you were and
  what you had to say.
• Sara Lawrence-Lightfoot, Respect

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The Sweet Smell of You can smell caring
engagement, respect from a mile away!Seminar
Participant, London (12/99)
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IV. Exit!Sell out! / Embrace The
Suits!Recruit a passionate Ms./Mr.
Follow-up!Seed your freaks into the
mainstream!Celebrate!Exit!
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SOOOO HOW MANY OF YOUR COLLEAGUES ARE BACK
HOME AT WORK ON NO-BALONEY WOW PROJECTS!
WOW Will be remembered fondly/ bragged about 5
years from now
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Epitaph from Hell Joe T. Jones 1942 - 2000
HE WOULDA DONE SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
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T.T.D. Now!

• List all projects
• Carefully describe a WOW Outcome for you and
  the Client
• Score (!) all projects on WOW, Beauty, Impact,
  Raving Fan-hood
• Pick one project with a high combined score
• Draft a one-page New Description that emphasizes
  WOW, Beauty, etc.
• Circulate and edit for three days
• Reduce to 5 bullet points

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Notes Page

• DO IT! NOW!

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Characteristics of the Also Rans

• minimize risk
• respect the chain of command
• support the boss
• make budget

Source Fortune on most admired
global corporations (10/26/98)
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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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1) Turn ignition key.2) Shift into drive.3)
Press foot firmly on the throat of
mediocrity.Source Mercedes ad
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We are not trying to WOW you up.We think you
are/have WOW.We are trying to give you
permission to be WOW.
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Seminar Y2KMESSAGE THE WORK MATTERS!Sorry,
Scott!
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Seminar Y2KMessage Distinct or Extinct!
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Brand InsidePSF 3Brand You!
150
The fundamental unit of the new economy is not
the corporation, but the individual. Tasks arent
assigned and controlled through a stable chain of
command but are carried out autonomously by
independent contractors - e-lancers - who join
together in fluid and temporary networks to sell
goods and services. When the job is done, the
network dissolves and its members become
independent again, circulating through the
economy, seeking the next assignment.
Thomas Malone and Robert Laubacher

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DISTINCT OR EXTINCT!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
152
If one quarter cant make the journey, thats
the way it has to be.Carly Fiorina
(1-00/Forbes)
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Personal Brand Equity Eval

• I am known for 2 to 3 things
• My current Project is challenging me
• New things Ive learned in the last 90 days
  include
• My public recognition program consists of
• Additions to my Rolodex include
• My resume is discernibly different from last
  years at this time

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T.T.D./Personal Brand Equity Eval

• I am known for 2 to 3 things
• My current Project is challenging me
• New things Ive learned in the last 90 days
  include
• My public recognition program consists of
• Additions to my Rolodex include
• My resume is discernibly different from last
  years at this time

155
Notes Page

• Work your tail off on this. THIS IS A VERY
  SERIOUS EXERCISE. We have chosen these categories
  very carefully.

156
Ikes World Book Page

• And Yours?

157
They Get it?!

• stone mason
• electrician
• plumber
• tiler
• cabinet maker
• contractor
• blacksmith
• well driller
• blaster
• sheep shearer
• etc.

158
Icon Woman

• Totally turned on by her work!
• It matters / a WOW Project!
• It is COOL!
• It is BEAUTIFUL!
• She is in your face!
• She is an adventurer!
• She is CEO of her own life!

159
Icon Woman

• - She is at least a little funky!
• Her curiosity is insatiable!
• She thinks screwups are as normal as
  breathing!
• She hangs out with some seriously rad Dudes!
• She is not God. She is not Bionic Woman. She is
  determined to make a damned difference!

160
Well-behaved women rarely make history.
Anita Borg, Institute for Women and
Technology
161
Icon Woman Meets the Web

• submits resume on the Web
• recruited on the Web
• hired on the Web
• trained on the Web
• creates and conducts projects with virtual teams
  on the Web
• manages project and client follow-up on the Web
• manages career/reputation-building on the Web

162
The Brand Called URL/Nathan Shedroff, Vivid
Studios24 X 7 storefront devoted exclusively
to The Brand Called You.
163
T.T.D./SooooHows your Web site?
164
Notes Page

• So how is it? MY 18-YEAR-OLD SON HAS ONE! Its
  fly-phat.

165
R.D.A.Rate 15?, 25?Therefore Formal
Investment Strategy/R.I.P.
166
R.I.P.10 Major job change new area of
concentration major offsite educational
investment extensive sabbatical oddball
learning experience of gt 2 months exceptional
community project presidency of fundraising
drive, run for school board.
167
R.I.P.5 ... Extensive course work in oddball
area of passionate interest major off-the-job
activity community involvement, learn to play
the cello, study Chinese.1 Company training,
as directed.
168
T.T.D./Your R.I.P.IS IT FORMAL? IS IT ...
WOW!?
169
Notes Page

• We think R.I.P.s are imperative! So please
  take these two questions seriously and literally!

170
T.T.D./R.I.P.Use by yourself.Use with your
mates.Use quantitatively? as a measure of
departmental/ P.S.F. renewal.Use in formal eval
process.
171
Notes Page

• The whole idea is to make R.I.P.s a/the
  centerpiece formally of measuring unit
  freshness. E.g. SCORE EVERYONES R.I.P. ON
  ITS BOLDNESS/WOW.

172
Temporary workers used to be at the low end of
the workplace food chain. The Wall Street
Journal
173
Training Y2KAnytime, anywhere!Whatever!Conco
cted by the employee Training Account
174
When was the last time you asked, What do I
want to be? Sara Ann Friedman,
Work Matters
175
There comes a time in everyones life when they
realize they work for a dead guy.FreeAgent.com
ad
176
Everything can be taken from man but one thing
the last of human freedoms - to choose ones own
attitude in any set of circumstances, to choose
ones own way.Victor Frankl, Auschwitz survivor
177
Seminar Y2KMessage Distinct or Extinct!
178
T.T.D./AssignmentConstruct a 1/8-page or
1/4-page ad for Brand You for the Yellow Pages
179
Notes Page

• THIS IS A BIG DEAL. TAKE IT SERIOUSLY. Yellow
  Pages ads are the centerpiece of our formal
  Brand You training programs.

180
T.T.D. How About It?Replace your current
evaluation process with Yellow Pages ads.
181
Notes Page

• NO BULL! Some of our Clients have gone this far.
  And report stunning results. If you cant do this
  formally, try it informally.

182
Bill Parcells World/ Brand You World!BLAME
NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post
(9/99)
183
TRUSTNow more than ever!
184
Brand InsidePSF 4Brand Talent!
185
Issue Y2KThe Great War for Talent!
186
The leaders of Great Groups love talent and know
where to find it. They revel in the talent of
others. Warren Bennis Patricia Ward
Biederman
187
Alan Kay on PARCs Bob Taylor He was a
connoisseur of talent.
188
T.T.D./ARE YOU?
189
Notes Page

• Theres perhaps no more difficult test AM I A
  NO-BALONEY CONNOISSEUR OF TALENT? Use a
  quantitative measure.

190
A Connoisseur of Talent

• Spends time on Talent!
• Becomes a student of Talent!
• Puts Talent on the agenda!
• Practices D.I.Y.
• Uses Plain English! (If you want sunny ask
  for sunny!)
• Creates Workspaces that foster energy,
  entrepreneurship and creativity!
• Recruits from oddball places! / Recruits
  Oddballs!

191
Recruiting college students is a job for
marketing, not HR.Jeff Daniel,
collegehire.com
192
Talent and Work SpaceA Grossly Neglected
Connection!Imagine working for a company that
not only understood that the best ten hours of
your day are spent at work - but did everything
in its power to make them energizing, rewarding
and productive as possible. Imagine coming to
work each day in a building that greeted every
person as a creative, entrepreneurial, exciting
person.Rosemary Kirkby, Lend Lease,proposal
for headquarters of MLC
193
Our 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
194
The boundaries for acceptable weirdness have
dramatically expanded.Michael Schrage
195
Axiom Never hire anyone without an aberration
in their background. (Find the One Ton Cookie
Man!)
196
A Connoisseur of Talent

• Recruits M.I. (Gardner Logical-mathematical,
  linguistic, artistic, musical, bodily-kinesthetic,
  intrapersonal-self, interpersonal-others)
• Recruits arts!
• Becomes de facto C.D.O. (Chief Diversity Officer)
• Turns the pay scale upside down! / Pays Talent!
• Rewards Promotes all on Talent Development
  Skills!
• Spouts the Gospel of Renewal! (R.D.A./ R.I.P.)

197
Every school I visited was participating in the
systematic suppression of creative
genius.From cradle to grave the pressure is
on BE NORMAL! Gordon MacKenzie

198
Where do good new ideas come from? ...Thats
simple! From differences. Creativity comes from
unlikely juxtapositions. The best way to maximize
differences is to mix ages, cultures and
disciplines.Nicholas Negroponte
199
T.T.D.Use the two Connoisseur of Talent slides
as a guide for creating a Formal Talent
Development Plan
200
Notes Page

• Literally use the items on the two slides as a
  formal check list to measure yourself
  quantitatively against.

201

• 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

202
H.R. to H.E.D. ???HumanEnablement
Department
203
Attributes of Those Who Made the 10th Grade
History Book

• Committed!
• Determined to make a difference!
• Focused!
• Passionate!
• Irrational about their lifes project!
• Ahead of their time / Paradigm busters!
• Impatient! / Action Obsessed

204
Attributes of Those Who Made the 10th Grade
History Book

• Made lots of people mad!
• Flouted the chain of command!
• Creative / Quirky / Peculiar! / Rebels! /
  Irreverent!
• Masters of improv / Thrive on chaos / Exploit
  chaos!

205
Attributes of Those Who Made the 10th Grade
History Book

• Forgiveness gt Permission
• Bone honest!
• Flawed as the dickens!
• In touch with their followers aspirations
• Damn good at what they do!

206
Just Say No to Grout! Participant Dont
you need grout between the tiles?TP No!
med staff, NFL Special Teams,waiters, PFCs,
cymbals player, bit parts, waiters
207
TPs Ideal JobHead of Housekeeping!
208
Conformity is the enemy of freedom and the
jailer of growth.J.F.K.
209
Flair! Sparkle! Dont call me Competent!
210
Yes! Director of Bringing in the Really Cool
People
211
All You Need to Know?Chief Evangelist For
Really Neat StuffDirector Of Bringing In The
Really Cool People
212
T.T.D.STEAL THESE TWO JOB TITLES!
213
Talent War Y2K!

• All out!/ Time consuming!
• Never ending!/ Unwinnable!
• Includes everybody!/ Everybodys game! (Were
  all in sales.)
• Expensive!
• Cool!/ WOW!/ Fun!/ Creative!
• Strategic!/ Core competence!

214
Talent War Y2K!

• Basis of Brand!/ WHO WE ARE!
• Brand You within Brand Us!
• Encompassing!/ Cultural! (KEWLNESS mine v.
  yours)
• Substantive!/ The best Projects win! Cairo
  12-99

215
Big Co. The Saving RemnantToy
StoreResourcesPeopleDistribution
Channel(s) Make your own McKinsey (AP)
216
Talent Brand
217
Brand OutsideBrand Inside
218
Emotional values are replacing physical
attributes as the fundamental market
influence.This book is concerned with
self-worth and belief. In the international
market, it is no longer products that compete,
its concepts. Only with a strong spirit at
its foundation can a company achieve strong
market position.Jesper Kunde, Corporate
Religion
219
TRUSTNow more than ever!
220
T.T.D.Construct a formal Great War for Talent
Strategy for your unit!
221
Notes Page

• Key word FORMAL!

222
Seminar Y2KMessage Distinct or Extinct!
223
Brand OutsideContextNo Commodities!
224
In the Beginning The audit has become a
commodity.Big 5 audit partner to TP
225
Quality Not Enough!Quality as defined by few
defects is becoming the price of entry for
automotive marketers rather than a competitive
advantage.J.D. Power
226
Quality Not Enough!While everything may be
better, it is also increasingly the same.Paul
Goldberger on retail, The Sameness of Things,
The New York Times
227
Whats Special?Customers will try low cost
providers because the Majors have not given them
any clear reason not to.Leading Insurance
Industry Analyst (10-98)
228
We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
229
The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, coming up with similar
ideas, producing similar things, with similar
prices and similar quality.Kjell Nordstrom and
Jonas Ridderstrale, Funky Business
230
6 Sigma or Jazzy Offerings?WSJ/2-9-00 Nokia
extends market share lead 22.5 in 98 to 26.9
in 99 over Motorola 19.5 to 16.9
231
The 10X/10X Phenomenon10 Times Better/10
Times Less Different
232
T.T.D.Discuss Is 10X/10X rampant in your
industry?
233
Notes Page

• Are you frustrated? That is, doing much better
  work but not standing apart from the herd?
  Hint This suggested analysis pertains to the
  internal Training Dept. as much as to the New
  Products gang. BE BRUTALLY HONEST CONCERNING THE
  DEGREE TO WHICH WE REALLY STAND OUT OR DONT!

234
TPs Campaign Y2KJust say shout No! to the
inevitable commoditization of anything.
235
Aarrgh!Quality is conformance to requirements,
not goodness.Phil Crosby
236
When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
237
Pretzel Crumb-less-ness Plus The Ritz Carlton
Experience enlivens the senses, instills
well-being and fulfills even the unexpressed
wishes and needs of the guest.from the Ritz
Carlton Credo
238
We want to create waves of lust for our
product.Andy Grove (on the Pentium Processor)
239
You do not merely want to be the best of the
best. You want to be considered the only ones who
do what you do.Jerry Garcia
240
What Jerry Should Have Said???You do not
merely want to be the best of the best, you want
to be considered in conformance with
requirements.
241
Lust HierarchySatisfy Conform to Requirements
Exceed Expectations Delight! WOW! Lust!
ONLY ONES WHO DO WHAT WE DO!
242
Nirvana!- Nordstrom- Four Seasons- Adirondack
Guide Boat- OXO- Ziplocs
243
Why?Cool!/Surprising!Reliable!Friendly!/Comfor
table!Aesthetically pleasing!
244
T.T.D.And your favorites?Why? (Pay attention
to the flavor of the words you use)Translation
to your/ finance world, etc.?
245
Notes Page

• Think about the words you use to describe stuff
  you really LOVE. Do those terms apply to your
  units products and services? If you talk about a
  compelling movie or novel or theatrical
  performance, why not a compelling business
  process?

246
T.T.D.What words do you yours use to describe
Customer Contentment? Way beyond
satisfaction? DO SUCH WORDS MATTER?
247
Notes Page

• PLEASE REDUX PAY LOTS OF ATTENTION TO WORDS
  AND THE EMOTIONAL SIGNS THEY CONNOTE.
  TomWorld What applies to a Detroit Red Wings
  performance ought to apply to a Purchasing
  Dept. performance!

248
Context No to inevitable commoditizationS1
Lead the Customer!S2 Master E-Commerce!S3
Women Rule! (and the elderly)S4 Design Rules!
(too)S5 Its the Experience!Bottom Line
Glorious Age of the BRAND!
249
Context No to inevitable commoditizationS1
Lead the Customer!S2 Master E-Commerce!S3
Women Rule! (and the elderly)S4 Design Rules!
(too)S5 Its the Experience!Bottom Line
Glorious Age of the BRAND!
250
Brand OutsideStrategy 1Lead the Customer!
251
The customer is a rear view mirror, not a guide
to the future.George Colony, Forrester
ResearchIf you worship at the throne of the
voice of the customer, youll get only
incremental advances.Joseph Morone, President,
Bentley College
252
Early Customer RejectionPost-Its 12
years!Chrysler MinivansVCRsFax
machinesFedExCNNHeart-assist
pumpsEtc.Source Fortune
253
Good Bad/ 1 of 30,000We are crazy. We
should do something when people say it is
crazy. If people say something is good, it
means someone else is already doing it.Hajime
Mitarai, Canon
254
Wealth in this new regime flows directly from
innovation, not optimization. That is, wealth is
not gained by perfecting the known, but by
imperfectly seizing the unknown.Kevin Kelly,
New Rules for the New Economy
255
Lead customers!K2K redux!
256
T.T.D. Do You K2K?Are you working with
numerous weird, far out customers? As opposed
to biggest customers?
257
Notes Page

• Trust me! You will be as Cool as your Coolest
  Clients. Cool Clients co-invent the future with
  us. Soooo WHATS YOUR COOL CLIENT PORTFOLIO
  LOOK LIKE? Hint Biggest are rarely
  coolest.

258
Benchmarking, Perils of The best swordsman in
the world doesnt need to fear the second best
swordsman in the world no, the person for him to
be afraid of is some ignorant antagonist who has
never had a sword in his hand before he doesnt
do the thing he ought to do, and so the expert
isnt prepared for him he does the thing he
ought not to do and often it catches the expert
out and ends him on the spot. Mark Twain
259
Amen!The Age of the Never Satisfied
CustomerRegis McKenna
260
T.T.D./SoooooAre you pushing your customers?
Internal or external. ARE YOU ENGAGING THEM IN
A JOINT VENTURE-JOURNEY INTO TOMORROWLAND?
261
Notes Page

• No bull Evaluate EVERY Client Relationship. Is
  EVERY CP/Client Project a test? That is, an
  effort to explore Uncomfortable-But-Important-Stuf
  f?

262
Context No to inevitable commoditizationS1
Lead the Customer!S2 Master E-Commerce!S3
Women Rule! (and the elderly)S4 Design Rules!
(too)S5 Its the Experience!Bottom Line
Glorious Age of the BRAND!
263
Brand OutsideStrategy 2Master E-Commerce!
264
35,000,000. ???
265
Dells Web sales daily
266
350,000 ?????
267
New items going on sale at eBay daily (12-99)
268
AOL delivers more mail than the USPS! Source
Fortune 2-00
269
2X 100 days (Internet traffic)2X 9 months
(network capacity)Source Red Herring (1-00)
270
Time to 50M Users Radio 38 years TV 13
years PC 16 years Internet 4 yearsSource
Business 2.0 01-00
271
T.T.D. Study!!Read Business 2.0Red Herring
Wired
272
Notes Page

• YOU MUST M-U-S-T BECOME AN AVID INTERNET
  STUDENT! PERIOD! SO HOWYADOING?

273
Tomorrow Today Cisco!7B of 10BSave 500M
(service and tech support)C.Sat e gtgt C.Sat
HCustomer Engineer Chat Rooms (1B?)
274
And Larry?
275
Business 2.0 20 Industries About To Be
Fossilized by The Net (3-99)Travel Agents (2B
now, 30B in 2003) Apparel (1-21) Autos
(4-213) Home Electronics (1-21) Paper and
Office Supplies (1-65) Food (lt1-54) Utilities
(7-170) Computing (20-400) Newspapers (5B of
19B classifieds)
276
Cherry PickingVertical MarketsPlasticsnet.com
370B sellers pay 5K to 8K for storefront
5 to 10 cut Hook community services
(database, catalogs, forums, industry job bank,
etc.)
277
The Motley Fool Secret?Strangers helping
strangersFools Logic, IW
278
T.T.D. Message!COMMUNITY!/ COMMUNITY SERVICES!
279
Notes Page

• Web Secret No.1 COMMUNITY as in, User
  Community RULES! So How do your online
  Community Development Activities rate?

280
B2B1999 2004 50X2004 7.4Source
GartnerGroup (per Reuters 1-26-00)
T
281
W.W. Grainger2X phone/fax220B MRO
market (per Business 2.0/02-00)
282
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
283
Shop in your UnderwearSource SMd logo for
www.ae.comae American Eagle Outfitters
284
Autoweb. Take the Wheel.- Advertising Age
285
Psych 101 Strongest Force on Earth?My need to
be in perceived control of my universe!
286
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
287
IT enables total transparency. People with
access to relevant information are beginning to
challenge any type of authority. The stupid,
loyal and humble customer, employee or citizen is
dead.Kjell Nordstrom and Jonas Ridderstrale,
Funky Business
288
Patricia Seybolds BasicsThe E-Customer Bill
of RightsDont waste my time!Remember who I
am!Make it easy for me to order and procure
service!Customize your products and services for
me!Source customers.com
289
Welcome back, Tommy!
290
T.T.D. Message!THE CUSTOMER IS IN CONTROL!
291
Notes Page

• Do you Joyfully allow the Customer to lead you
  around by the nose? Is this truly his/her site?
  Her/his home?

292
In the network economy, the Website becomes the
companys primary interface to the customer. The
user interface becomes the marketing materials,
store front, store interior, sales staff and
post-sales support all rolled into one.Jakob
Nielsen, Designing Web Usability
293
Most companies would do more business on the
Internet if they fired their entire marketing
department and replaced it with people who could
produce interactive content that actually made it
easier for users to buy.Jakob Nielsen, Nielsen
Norman Group
294
Red Herring (01/00)75 of online shoppers dont
complete their purchase!
295
Nielsen/Designing Web UsabilityAll Web projects
are customer-interface projects! Simplicity
rules! Make it easy for customers to perform
useful tasks!Less cool, more useful!Speed
rules!
296
Nielsen/ ContinuedMust work on a small
screen!Must work w/o graphics
loading!Scannability rules! Users pick out
key words.Navigation page No
scrolling!Remember 25 to 50 successful use
297
T.T.D. Message!SIMPLICITY!
298
Notes Page

• READ JAKOB NIELSENS BOOK! Hold your site to the
  Exacting Nielsen Standard! Be ruthless on
  yourself.

299
T.T.D./Read This!Jakob NielsenDesigning Web
Usability The Practice of Simplicitywww.useit
.com
300
The Net hasnt lived up to its hype. Its a
distant, cold, alien, threatening world called
cyberspace. The challenge is to make the Net
into something intimate, warm, friendly, useful,
personal.Carly Fiorina, CEO, HP _at_ Comdex 99
301
T.T.D. Message!Friendliness!
302
Notes Page

• Is our Site including B2B sites a place
  called home?

303
Even if executives of established businesses
grasp the impact of new technologies they still
face a massive competitive disadvantage precisely
because they are incumbents. They do complex
financial calculations and get bogged down in
internal political debates. Insurgents have no
such inhibitions. Philip Evans Thomas
Wurster, Blown to Bits
304

• if they set up a completely independent
  organization and let that organization attack the
  parent.
• Clayton Christensen, The
  Innovators Dilemma

305
The Way They Talk!I have this chance for
changing the world.Marco Boerries, Sun, re
StarOffice (Business 2.0, 2-00)
306
Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

307
Change Or Die!Most of the brick and mortars
look at the Internet as an add-on business
until they get a major scare. Then they either
change or die. You have to put all your heart
and soul in that direction, the way Charles
Schwab and Dell did.Flip Filipowski, divine
interVentures (Red Herring)
308
There are 2 Kinds of Defensevs.Offense
Fend off upstarts.Reinvent our marketspace!
309
T.T.D.Most important Y2K question Are you
yours dealing with the Web or embracing it
as central to our being?
310
Notes Page

• SPEND A LOT OF TIME ON THIS TTD!

311
Web Strategy GE Power SystemsLaunch and
Learn(4 sites in 30 days)
312
Goodhome.com
313
Ready.Fire!Aim. Ross Perot, Wayne Calloway,
Harry Quadracci, et al.
314
He who has the quickest O.O.D.A. Loops
wins!Observe. Orient. Decide. Act. / Col.
John Boyd
315
Context No to inevitable commoditizationS1
Lead the Customer!S2 Master E-Commerce!S3
Women Rule! (and the elderly)S4 Design Rules!
(too)S5 Its the Experience!Bottom Line
Glorious Age of the BRAND!
316
Brand OutsideStrategy 3Women Rule!
317
48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
318
?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
319
Women 49 of Web users 6 of 10 new users 83
of wired women are primary decision makers for
family healthcare, finances, education.Source
Business Week (11-99)
320
3.3T 1.5T 4.8T Larger than Japan!
321
Most Under-reported story!9M/20M/4T gt
Germany 400K in 72 132 since
92source NFWBO, Cognetics
322
New golfers 37Basketball 13.5M1 in 27
(70) 1 in 3 (96)
323
1874?
324
1874 Jock Strap1977 Jogbra1977 ...
25K1996 42M
325
Yeow!1970 12000 50
326
OPPORTUNITY NO. 1! No shit!
327
T.T.D. Measure!How clear are you about your
demographics in particular, share of women
purchasers for you, for the industry?
328
Notes Page

• Are you getting an unfair share of women
  purchasing your service or product? IF NOT, WHY
  NOT? Most of the other schmoes are, after all,
  asleep!

329
T.T.D. Study!Does anybody in your industry do
it right? Brilliantly? If so how?
330
Notes Page

• STUDY! Damn it!

331
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
332
FemaleThink/ PopcornMen and women dont think
the same way, dont communicate the same way,
dont buy for the same reasons.He simply wants
the transaction to take place. Shes interested
in creating a relationship. Every place women go,
they make connections.
333
Men seem like loose cannons. Men always move
faster through a stores aisles. Men spend less
time looking. They usually dont like asking
where things are. Youll see a man move
impatiently through a store to the section he
wants, pick something up, and then, almost
abruptly hes ready to buy. For a man,
ignoring the price tag is almost a sign of
virility.Paco Underhill, Why We Buy Buy
this book!
334
Women and Financial AdvisorsWomen want a
plan, to be listened to, to be taken seriously,
to read about it, to think about it.Women do
not want an in-your-face sales pitchSource
Kathleen Boyle, Wheat Boyle Butcher Singer
335
Women and HealthcareWomen are more
dissatisfied, frustrated by the way they are
treated and spoken down to by physicians, seek
more information, are more pressed for time and
make 75 of health care decisions and control
2/3 of health care and constitute 2/3 of
health care employees.Source Patricia Braus,
Marketing Healthcare to Women
336
Marketing to Women Help Them Save Time!80
work86 cook58 run errands with kids38
take child to school21 go to the gym21
take outside classes
337
How Many Gigs You Got, Man?Hard to believe
Different criteria Every research study weve
done indicates that women really care about the
relationship with their vendor. Robin
Sternbergh/ IBM
338
T.T.D.Do you clearly understand the
difference between mens and womens purchasing
habits?
339
Notes Page

• Again STUDY! It took me years to get a handle
  on this stuff.

340
Not!!Year of the Woman
341
Enterprise Reinvention!RecruitingHiring/Rewardi
ng/ PromotingStructure ProcessesMeasurementStr
ategyCulture VisionLeadershipTHE BRAND ITSELF!
342
What kind of car does Mommy want?
343
I didnt know company were giving company cars
to secretaries.Source UK financial services
CEO, 12/99
344
Not a Morality Play!It is critical that we all
understand that IBM is not marketing to women
entrepreneurs because it is the thing to do, or
even the right thing to do. We are marketing to
women entrepreneurs because it is a huge
opportunity.Cherie Piebes
345
T.T.D.DO YOU REALLY GET IT?
346
Notes Page

• Spend a lot of time talking about this. THE
  POTENTIAL PAYOFF IS ENORMOUS IF YOU ARE WILLING
  TO INVEST ACCORDINGLY.

347
T.T.D.DO YOU UNDERSTAND GET THE ENORMITY OF
THIS OPPORTUNITY?
348
Notes Page

• Discuss AT LENGTH!

349
T.T.D.What would it take to get you yours to
Go For It?First steps?
350
Notes Page

• What could you do in the next 30 days to
  begin to test these ideas? Define 10 actions!

351
Speaking of Enormous Missed Huge
Opportunities ...
352
74/55At each stage of their lives, the needs
and desires of the baby boomers have become the
dominant concerns of American business and
popular culture. If you can anticipate the
movement of the baby-boom generations life-span
migration, you can see the future.Ken
Dychtwald, Age Wave
353
Aging/Elderly2X growth rateIm
in charge!Experiences vs. ProductsDesign
revolution!Good source Ken Dychtwald, Age Wave
354
Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
355
Any student who combines an expertise in
gerontology with, say, an M.B.A. or law degree
will have a license to print money.Newsweek
356
T.T.D.SOOOOO WHERE ARE YOU ON THIS ONE???
REMEMBER 74M!
357
Notes Page

• Listen up THIS IS ANOTHER BIGGIE! Think about
  it. Discuss it. Collect data. Become a
  student. Experiment.

358
Context No to inevitable commoditizationS1
Lead the Customer!S2 Master E-Commerce!S3
Women Rule! (and the elderly)S4 Design Rules!
(too)S5 Its the Experience!Bottom Line
Glorious Age of the BRAND!
359
Brand OutsideStrategy 4Design Rules!
360
And Tomorrow Fifteen years ago companies
competed on price. Now Its quality. Tomorrow
its design.Robert Hayes
361
All Equal Except At Sony we assume that all
products of our competitors have basically the
same technology, price, performance and features.
Design is the only thing that differentiates one
product from another in the marketplace.Norio
Ohga
362
Design is treated like a religion at
BMW.Fortune (10/98)
363
Drop-dead Charm!The new Beetle fails at most
categories. The only thing it doesnt fail in is
drop-dead charm.Jerry Hirshberg, Nissan Design
International
364
Object of Desire!Every now and then, a design
comes along that radically changes the way we
think about a particular object. Case in point
the iMac. Suddenly, a computer is no longer an
anonymous box. It is a sculpture, an object of
desire, something that you look at.Katherine
McCoy, Michael McCoy, Illinois Institute of
Technology
365
Design as SoulWe dont have a good language to
talk about this kind of thing. In most peoples
vocabularies, design means veneer. But to me,
nothing could be further from the meaning of
design. Design is the fundamental soul of a
man-made creation.Steve Jobs
366
Check Out the LanguageTomorr