Title: Tom Peters
1 Tom PetersEXCELLENCE. ALWAYS.MassMutual/L
eaders Conference 2006Washington/29July
2Slides at tompeters.comalso long
3The Irreducible209/Sales122
425
5 EXCELLENCE. STARTERS.
6Radio City Music HallSeptember 2005
7Franchise Lost! TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
82P.3E.
9People.Product.Execution.Enthusiasm.Excellence
.
10 EXCELLENCE. THE WORD.
11SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
12 EXCELLENCE. GAMECHANGER.
13Excellence1982 The Bedrock Eight Basics 1. A
Bias for Action 2. Close to the Customer 3.
Autonomy and Entrepreneurship 4. Productivity
Through People 5. Hands On, Value-Driven 6. Stick
to the Knitting 7. Simple Form, Lean Staff 8.
Simultaneous Loose-Tight Properties
14ExIn 1982-2002/Forbes.comDJIA 10,000 yields
85,000 EI 10,000 yields 140,050
Forbes/Excellence Index /Basket of 32
publicly traded stocks
15Them-UsTom Peters/0624.2006
16Them UsStrategy
EXECUTIONPlanning
ActionMarketing
Selling/SalesMarkets
CustomersCustomers
ClientsMicro-segmentation Big
Stuff (Women, Boomers)Cost minimization
Revenue maximizationSynergy/Efficiencies
DecentralizationStrategic supplier
Pioneering supplierProcess
ProjectEffectiveness
ExcellenceMen
WomenLeadership
Management
LeadershipStandardization
Exceptionalism (53 53)Big clients
COOL clientsPrestigious Board
INTERESTING Board
17good words.Bad words.
18Words that may NOT be used in my presence
Motivate Market
19Words that may NOT be used in my presence
Motivate
20In the end, management doesnt change culture.
Management invites the workforce itself to
change the culture. Lou Gerstner
21Words that may NOT be used in my presence
Market
22SellSellSell
23Words that MAY be used in my presence Invite
(v. Motivate) Sell (v. Market) People
(wed like to serve) (v. Market segment)
Client (v. Customer) OJT/MFA (v. MBA)
Act/ Execute (v. Plan) Talent (v.
Worker) Quest/Adventure-in-EXCELLENCE (v.
Job) Wow Project (v. Task) Rockin
(profit-makin) PSF (v. Department)
Theater (v. Office) Breathtaking
Experience (v. Transaction that Exceeds
expectations) Talent Fanatics Inc (v. HR)
Brand You adventure (v Career development)
Annual Report development session (v.
Employee evaluation) Woman (v. Man)
24 EXCELLENCE. ALWAYS.
25Why in the world did you go to Siberia?
26The Peters Principles Enthusiasm. Emotion.
Excellence. Energy. Excitement. Service. Growth.
Creativity. Imagination. Vitality. Joy.
Surprise. Independence. Spirit. Community.
Limitless human potential. Diversity. Profit.
Innovation. Design. Quality. Entrepreneurialism.
Wow.
27Business (at its best) An emotional, vital,
innovative, joyful, creative, entrepreneurial
endeavor that elicits maximum concerted human
potential in the wholehearted service of
others.Excellence. Always.Employees,
Customers, Suppliers, Communities, Owners,
Temporary partners
28Business The Ultimate Creative Endeavor.
29Business The Ultimate Personal
Development-Growth Experience.
30Business The Ultimate Transcendent Service
Opportunity.
31 EXCELLENCE. WANTING.
32 This is not a mature category.
33This is an undistinguished category.
34 EXCELLENCE. DRAMATIC.DIFFERENCE.DOABLE.
35798
36415/SqFt/WalMart798/SqFt/Whole Foods
377X. 730A-800P. F12A.93-03/10 yr annual
return CB 29 WM 17 HD 16. Mkt Cap 48
p.a.
38 EXCELLENCE. 1T.
39Cirque du Soleil!
40 EXCELLENCE. 1T.
41Donnellys Weatherstrip Service Weymouth MA
42 EXCELLENCE. NO EXCUSES.
43SummaryWallopWalMart16Or Why its so
absurdly easy to beat a GIANT Company
44 The Small Guys Guide Wallop
WalMart16 Niche-aimed. (Never, ever all
things for all people, a mini-WalMart.) Never
attack the monsters head on! (Instead steal niche
business and lukewarm customers.) Dramatically
Different (La Difference ... within our
community, our industry regionally, etc is as
obvious as the end of ones nose!) (THIS IS WHERE
MOST MIDGETS COME UP SHORT.) Compete on
value/experience/intimacy, not price. (You aint
gonna beat the behemoths on cost-price in 9.99
out of 10 cases.) Emotional bond with Clients,
Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!
)
45What Ive Learned about Small BusinessTom
Peters26June2006
46Passion for PRODUCT.OBSESSION With Product.LOVE
The Product.Aim To Be ONLY ONES WHO DO WHAT WE
DO.Keep ADDIN Stuff.Invest UNWISELY in
RD.Reside Permanently In The DISCOMFORT
Zone.Unhealthy PARANOIA Is A Good Thing.Add
Clients That PUSH-PULL.SELL. SELL. SELL.
SELL.Go For Broke CUSTOMER CONTACT
PEOPLE.PERFECTION Customer Contact People.Hire
for ATTITUDE.INVITE On An Adventure. GREAT
CFO/Biz Guy-Gal. NASTY CFO/Biz
Guy-Gal.QUADRANGULAR LEADERSHIP
Visionary-Talent Fanatic-Project Manager-I.P.M.
(I.P.M. Inspired Profit Mechanic)
47A man without a smiling face must not open a
shop. Chinese Proverb
48 EXCELLENCE. PITIFUL.
49Idiot is too kind a word.
50Thats a very diverse team. Patrick Cescau,
CEO, Unilever 1 of 14 Board of Directors
members is a woman (not an exec) 2 of 7 Exec
Team members are Indians. (Source FT/24-25
June.) Approximately 85 of Unilevers
products are purchased by women.
51Thats a VERY diverse team. Patrick Cescau,
CEO, Unilever
52Thats a VERY sick man. Tom Peters
53 EXCELLENCE. FOUND.
54To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
55 EXCELLENCE. OPPORTUNITY.
56Women are the majority market Fara
Warner/The Power of the Purse
57USA/F.Stats Short n (Very) Sweetgt50 of stock
ownership, 13T total wealth (2X in 15
years)gt7T consumer biz spending (gt50 GDP gt
Japan GDP) gt80 consumer spdg (Consumer 70
all spdg) 57 BA degrees (2002) ed social
strata, no wage gap60 Internet users gt50
primary users of electronic equipmentgt50 biz
tripsWimBiz Employees gt F500 10M 33 all US
BizPay from 62 in 1980 to 80 today equal if
education, social status, etc are equal60
work 46M (divorced, widowed, never
married)Source Fara Warner, The Power of the
Purse
58The Perfect Answer
Jill and Jack buy slacks in black
59(No Transcript)
60 1. Men and women are different.2. Very
different.3. VERY, VERY DIFFERENT.4. Women
Men have a-b-s-o-l-u-t-e-l-y nothing in
common.5. Women buy lotsa stuff.6. WOMEN BUY
A-L-L THE STUFF.7. Womens Market Opportunity
No. 1.8. Men are (STILL) in charge.9. MEN ARE
TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.10.
Womens Market Opportunity No. 1.
61Women dont buy brands. They join
them.EVEolution
622.6 vs. 21
6310. Womens Market Opportunity No. 1.
64Cases!McDonalds (mom-centered to majority
consumer not via kids)Home Depot (Do it
everything! Herself)PG (more than house
cleaner) DeBeers (right-hand rings/4B)AXA
FinancialKodak (women emotional centers of
the household)Nike (gt jock endorsements new
def sports majority consumer)AvonBratz (young
girls want friends, not a blond
stereotype)Source Fara Warner/The Power of the
Purse
65Faith, Lys, Marti, Fara Targeting the New
Professional Woman How to Market and Sell to
Todays 57 Million Working Women. Gerry Myers
66Goldman Sachs in Tokyo has developed an index of
115 companies poised to benefit from womens
increased purchasing power over the past decade
the value of shares in Goldmans basket has risen
by 96, against the Tokyo stockmarkets rise of
13. Economist, April 15
67 EXCELLENCE. OPPORTUNITY.
6810.6
69 EXCELLENCE. OPPORTUNITY.
702000-2010 Stats18-44 -155 21(55-64
47 )
7144-65 New Customer Majority 45 larger
than 18-43 60 larger by 2010Source Ageless
Marketing, David Wolfe Robert Snyder
72The New Customer Majority is the only adult
market with realistic prospects for significant
sales growth in dozens of product lines for
thousands of companies. David Wolfe Robert
Snyder, Ageless Marketing
73Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
74 EXCELLENCE. OPPORTUNITY.
75Women.Women business owners.Boomers-Geezers.S
ingle-adults (Urban)
76Fastest growing demographic Single-person
Households (gt50 in London, Stockholm,
etc)Source Richard Scase
77 of homes purchased by single women 1981, 10
2005, 20 of homes purchased by single men
1981, 10 2005, 9Source USA Today/02.15.06
78 EXCELLENCE. VALUE ADDED.
7955B
80 EXCELLENCE. EXPERIENCE IT.
81Experiences are as distinct from services as
services are from goods. Joe Pine Jim
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
82The 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
83Experience 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
84 CXOChief eXperience Officer
85 EXCELLENCE. DREAM IT.
86Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
87DREAM A dream is a complete moment in the life
of a client. Important experiences that tempt the
client to commit substantial resources. The
essence of the desires of the consumer. The
opportunity to help clients become what they want
to be. Gian Luigi Longinotti-Buitoni
88CDMChief Dream Merchant
89 EXCELLENCE. LOVE IT.
90Kevin Roberts Lovemarks!
91CL OChief Lovemark Officer
92 EXCELLENCE. THE STORY.
93Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
94Market Power Story Power
95CSTOChief Storytelling Officer
96 EXCELLENCE. BEDROCK.
97 Brand Talent.
98Organizing Genius / Warren Bennis and Patricia
Ward BiedermanGroups become great only when
everyone in them, leaders and members alike, is
free to do his or her absolute best.The best
thing a leader can do for a Great Group is to
allow its members to discover their greatness.
99Leaderships Mt Everest/Mt Excellencefree to
do his or her absolute best allow its
members to discover their greatness.
100The role of the Director is to create a space
where the actor or actress can become more than
theyve ever been before, more than theyve
dreamed of being. Robert Altman, Oscar
acceptance
101CQOChief quest-meister
102EXCELLENCE. WOMEN.RULE.
103AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special
Report/BusinessWeek
104 Womens Negotiating
StrengthsAbility to put themselves in their
counterparties shoesComprehensive, attentive
and detailed communication styleEmpathy that
facilitates trust-buildingCurious and attentive
listeningLess competitive attitudeStrong
sense of fairness and ability to
persuadeProactive risk managerCollaborative
decision-makingSource Horacio Falcao, Cover
story/May 2006, World Business, Say It Like a
Woman Why the 21st-century negotiator will need
the female touch
105 Women Dominate Economic Growth.
106Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline,
Economist, April 15, 2006, Leader, page 14
107 Impact! Add It Up!Primary
markets/Everything (Men buy things that other
men will buy for women. I buy things that women
want.successful jeweler/F. Women are the
majority market Fara Warner/The Power of the
Purse. Women as Purchasing Officers, CIOs,
etc.)Greater global workforce participation rate
(bigger contributor to GDP growth than
technology, China, IndiaEconomist)Higher wages
(more seniority, promotionseven if not to CEO
greater pay equityeven if not equal)Business
decision makers (more seniority,
promotionseven if not to CEO)Women-owned
businesses (answer to the Glass Ceiling10.6M in
USA recipients of micro-lendingdeveloping
world)
108EXCELLENCE. WOMEN.SELL.
109 TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch with
others?Source Selling Is a Womans Game 15
Powerful Reasons Why Women Can Outsell Men, Nicki
Joy Susan Kane-Benson
110Health
111Childhood Obesity gt Terrorism
112Bust fat docs!
113Wash your hands.Apply 50 sunscreen.Banish
trans fatBanish high fructose corn
syrup.Exercise 30-7.Breathe.Stockpile for
H5N1. (not Tamiflu!)Avoid hospitalization.Take
charge of your health.
114 EXCELLENCE. BEDROCK.
115X.Step 1Buy a Mirror!
116The First step in a dramatic organizational
change program is obviousdramatic personal
change! RG
117Work on me first. Kerry Patterson, Joseph
Grenny, Ron McMillan and Al Switzler/Crucial
Conversations
118You must be the change you wish to see in the
world.Gandhi
119 Its always showtime. David DAlessandro,
Career Warfare
120motivational stuff
121Do one thing every day that scares you.
Eleanor Roosevelt
122Stop Doing It!
123 The one thing you need to know about sustained
individual success Discover what you dont like
doing and stop doing it. Marcus Buckingham,
The One Thing You Need to Know
124Paul Arden, Whatever You Think Think the Opposite
125ARE YOU BEING REASONABLE? Most people are
reasonable thats why they only do reasonably
well. Source Paul Arden, Whatever You Think
Think the Opposite
126BONUSStating the Obvious THE PROBLEM IS
RARELY THE PROBLEM.
127THE PROBLEM IS RARELY/NEVER THE PROBLEM. THE
RESPONSE TO THE PROBLEM INVARIABLY ENDS UP BEING
THE REAL PROBLEM. Watergate, M Stewart,
BR And PERCEPTION IS ALL THERE IS!
128OFTEN AS NOT/MORE OFTEN THAN NOT THE UNDERLYING
PROBLEM IS NOT MUCH OF A PROBLEM.
129PERCEPTION IS ALL THERE IS. PERIOD. From Whole
Foods to IBM to the corner deli
130Relationships (of all varieties) THERE ONCE WAS
A TIME WHEN A THREE-MINUTE PHONE CALL WOULD HAVE
AVOIDED SETTING OFF THE DOWNWARD SPIRAL THAT
RESULTED IN A COMPLETE RUPTURE.
131POWER WORDS!Im sorry.
132Stating the Obvious MORE POWER WORDS/IDEAS
133Thank You!
134Say it with FLOWERS
135POWER IDEAS!You must care.General Melvin Zais
136 EXCELLENCE. EXECUTION.
137We have a strategic plan. Its called doing
things. Herb Kelleher
138 This is so simple it sounds stupid, but it is
amazing how few oil people really understand that
you only find oil if you drill wells. You may
think youre finding it when youre drawing maps
and studying logs, but you have to drill.
Source The Hunters, by John Masters, Canadian
O G wildcatter
139 You only find oil if you drill wells.
Source The Hunters, by John Masters, Canadian
O G wildcatter
140615A.M.
141????????Work Hard gt Work Smart
142 EXCELLENCE. DETERMINATION.
143BLOOD-Y-MIND-ED-NESS
144Bloodyminded Unreasonably stubborn Source The
Random House Dictionary of the English Language
145This adolescent incident of getting from
point A to point B is notable not only because
it underlines Grants fearless horsemanship and
his determination, but also it is the first known
example of a very important peculiarity of his
character Grant had an extreme, almost phobic
dislike of turning back and retracing his steps.
If he set out for somewhere, he would get there
somehow, whatever the difficulties that lay in
his way. This idiosyncrasy would turn out to be
one the factors that made him such a formidable
general. Grant would always, always press
onturning back was not an option for him.
Michael Korda, Ulysses Grant
146Whenever anything is being accomplished, I have
learned, it is being done by a monomaniac with a
mission. Peter Drucker
147"The reasonable man adapts himself to the world.
The unreasonable one persists in trying to adapt
the world to himself. Therefore, all progress
depends upon the unreasonable man. GB Shaw,
Man and Superman The Revolutionists'
Handbook.
148Im looking for insane commitment. Twyla
Tharp, The Creative Habit
149You want checklists. I instead offer you a
guaranteed formula Passion. Enthusiasm.
Bloody-mindedness as contrasted with mere
determination. Relentlessness. A demonic need
to make it happen. TP
150 A year from now you may wish You had
started today. Karen Lamb
151Geronimo!
152Life is not a journey to the grave with the
intention of arriving safely in a pretty and
well-preserved bodybut rather a skid in
broadside, thoroughly used up, totally worn out,
and loudly proclaiming, Wow, what a ride!
anon.
153"Life is not a journey to the grave with the
intention of arriving safely in one pretty and
well preserved piece, but to skid across the line
broadside, thoroughly used up, worn out, leaking
oil, shouting GERONIMO! Bill McKenna,
professional motorcycle racer (Cycle magazine
02.1982)
154 EXCELLENCE. STRETCH.
155The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
156 Kevin Roberts Credo1.
Ready. Fire! Aim.2. If it aint broke ... Break
it!3. Hire crazies.4. Ask dumb questions.5.
Pursue failure.6. Lead, follow ... or get out of
the way!7. Spread confusion.8. Ditch your
office.9. Read odd stuff.10. Avoid moderation!
157 EXCELLENCE. THRILLS.
158 Radically Thrilling Language! Radically
Thrilling. BMW Z4 (ad)
159CTOChief Thrills Officer
160 EXCELLENCE. WOW. NOW.
161CWOChief WOW Officer
162 Its always showtime. David DAlessandro,
Career Warfare
163 EXCELLE ALWAYS.