Distinct or

1
Distinct or ExtinctTom Peters
Seminar2000ASAE Annual Meeting and
ExpositionOrlando Convention Center13 August
2000
2
Pentium III 800MHz 42,893.00/Hermes Scarf
1,964.29Saving Private Ryan on DVD
874.75Mercedes-Benz 18.98Hot-rolled steel
0.19Source Fortune (3.20.00)
3
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
4
Forces _at_ Work IThe Destruction Imperative!
5
Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
6
The New Ge WayDYB.com
7
Brand InsideBrand Org Lean, Linked,
Electronic Malleable
8
RR on Assetless J.B. 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.
9
Cisco, Dell Brand-owning companies who sell
Customer SatisfactionSource David Schneider
Grady Means, MetaCapitalism
10
Brand InsideBrand Work The WOW Project
11
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
12
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)
13
Brand InsideBrand Talent The Great War for
Talent
14
When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
15
Winner Take All!From 1, 2 or 3 JW to
Best talent in each industry segment to build
best proprietary intangibles EMSource Ed
Michaels, War for Talent (05.17.00)
16
We believe companies can increase their market
cap 50 percent in 3 years. Steve Macadam at
Georgia Pacific changed 20 of his 40 box plant
managers to put more talented, higher paid
managers in charge. He increased profitability
from 25 million to 80 million in 2 years.Ed
Michaels, War for Talent (05.17.00)
17
Top performing companies are two to four times
more likely than the rest to pay what it takes to
prevent losing top performers.Ed Michaels,
War for Talent (05.17.00)
18
This is the Age of Ageism The real innovators
dilemma isnt disruptive technologies its the
relentless rise of the quasi-adolescents who
wield them.Michael Schrage
19
Diversity defines the health and wealth of
nations in a new century. Mighty is the mongrel.
The hybrid is hip. The impure, the mélange, the
adulterated, the blemished, the rough, the
black-and-blue, the mix-and-match these people
are inheriting the earth. Mixing is the new
norm. Mixing trumps isolation. It spawns
creativity, nourishes the human spirit, spurs
economic growth and empowers nations.G.
Pascal Zachary, The Global Me New Cosmopolitans
and the Competitive Edge
20
Dudes With TudeOur 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
21
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work IIThe Commodity Trap
23
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
24
Brand OutsideStrategy 1Lead the Customer!
25
Our strategies must be tied to leading edge
customers on the attack. If we focus on the
defensive customers, we will also become
defensive.John Roth, CEO, Nortel
26
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
27
Brand OutsideStrategy 2Use the
Web/E-Commerce to Re-invent Everything!
28
www.cyveillance.com08.12.2000/0509AM2,337,7
11,647
29
www.cyveillance.com08.13.2000/0506AM2,344,8
31,197
30
Or 23hrs57min 7,119,550
31
Tomorrow Today Cisco!87 of 20B(Cisco
Connection ONLINE)Save 500M(service and tech
support) 48,000,000 per DAY
32
COMMUNITY!/ COMMUNITY SERVICES!
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Tomorrow Today Cisco!87 of 20B(Cisco
Connection ONLINE)Save 500M(service and tech
support)C.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting)
34
Plasticsnet.com 370B sellers pay 5K to 8K
for storefront 5 to 10 cut Hook community
services (database, catalogs, forums, industry
job bank, etc.)
35
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
36
B2C SuccessGenuine brand strengthBuild
communitySource Geoffrey Moore
37
Bruce Butterfield, CEO, The Forbes Group
self-forming groupscatalyst for
communityparticipant-determined
worldSource Association Executive 4/00
38
Community Somewhat mediated, segmented chat
rooms (must be managed/ seeded)User-friendly
technical/ professional infoIndustry
intelligenceSome very timely stuff/
attractorsHotlinks by the gazillion (to
professional and unrelated stuff)Expert/ advisor
opinions (info, chats, etc.)Opportunity for
users to build own Web page create own
communities
39
Some Lessons from AOL (Yahoo, etc.)
Customized InfoCustomer ControlUtility
(convenience, speed, control, insta-choice)Self-c
reated CommunityChat/Sociability!
40
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
41
Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

42
There are 2 Kinds of Defensevs.Offense
Fend off upstarts.Reinvent our marketspace!
43
ACT NOW, ACT FAST, KEEP ACTING
44
Its better to be first with less than last with
more. Success on the Web isnt just about time
to market, its also about time to learning.
Jeff Levy, eHatchery
45
Web Fallout I (-) Associations have lost their
information franchise.Bruce Butterfield, CEO,
The Forbes Group (Association Executive 4/00)
46
Web Fallout II (-) TP Associations are also
losing their community franchise!
47
Web Fallout III () TP All the rules are
changing. Who will make the new rules-frameworks?
NEED SOLIDARITY-SUSTAINED PASSION-EDUCATION-P.R.-B
RAND STRENGTH IN D.C., THE W.T.O., THE MEDIA,
ETC. NOW MORE THAN EVER!
48
Web Fallout IV ()ONLY INSPIRED, RISK-TAKING,
ENTREPRENEURIAL LEADERSHIP WILL PREVAIL!
49
Brand OutsideStrategy 3 Fighting Back via
Systems Integration!
50
Systems Integrators Unite And
ConquerCiscos winning strategy USAToday
07.11 Become the Go-to Systems Provider
51
We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
52
Defense-Offense Systems Integration/HVADelphi,
DanaUnited Technologies, Corning, GE, Sun,
Carpet One, Bud Anybody in their right mind!
53
E.g. GE boxes transformers, etc. to air
traffic controllers of electronsUTC/Otis
Carrier boxes to integrated building systems
PW, etc. boxes to major aircraft subsystems
54
Brand OutsideBRAND POWER!
55
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
56
Brand LeadershipPassion Rules!
57
Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
58
Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander
59
Message to NAPM You are Re-invention
Evangelists!
60
How sweet it is!
61
If things seem under control, youre just not
going fast enough.Mario Andretti