Distinct or

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Distinct or ExtinctTom Peters
Seminar2000PRICEWATERHOUSECOOPERSFAS Team
Learning 2000Dallas10 July 2000
2
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
3
NOW THATS B-I-G!The period 2000-2002 will
bring the single greatest change in worldwide
economic and business conditions since we came
down from the trees.David Schneider Grady
Means, MetaCapitalism
4
Summer 2000 KOA wires up!
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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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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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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work IThe 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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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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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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Brand InsideBrand Org Lean, Linked,
Electronic Malleable
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And Now the Equivalent White Collar
Revolution!
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The Pincer 5Destructive entrepreneurs/ Global
CompetitionWhite Collar RobotsTHE INTERNET!
E.g. GM Ford DaimlerChryslerGlobal
Outsourcing E.g. India, MexicoSpeed!!
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More and more companies these days want to be
like Cisco. They want to focus on their core
business and outsource all the superfluous stuff,
like human resources, procurement and
accounting.Forbes.com, 07.17.00, on ASPs
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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.
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Cisco, Dell Brand-owning companies who sell
Customer SatisfactionSource David Schneider
Grady Means, MetaCapitalism
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We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
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Brand InsideBrand Work!
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New OrleansApril 2000Jazz Festival NAPM
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Welcome to the Y2K New Orleans Jazz and Real Cool
Purchasing Dudes Festival!
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ChicagoNovember 1999SHRM
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Message You are Rock Stars of the Age of
Talent
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Every job done in W.C.W. is also done outside
for profit!
28
PSF 1.0 Department Head to Managing
Partner, HR IS, etc. Inc.
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The Nub The WOW Project!The Project50
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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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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Brand InsideBrand You Distinct or Extinct
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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
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You are the storyteller of your own life, and
you can create your own legend or not.Isabel
Allende
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Brand InsideBrand Talent The Great War for
Talent
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Issue Y2KThe Great War for Talent!
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When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
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The markets being divided up right now. Were
in a tough competition with the U.S. and the
U.K. for the best brains.Gerhard Schroeder,
on Germanys new tech immigration
policyFrankfurter Allgemeine/06.02.00
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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)
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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
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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
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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
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A good plant engineer in a paper mill may create
100K to 300K in value per year. An outstanding
software product developer may create a product
worth 1M to 300M. Talented people are less
likely to wait their turn. We used to view young
people as trainees now they are authorities.
Arguably this is the first time the older
generation can and must leverage the younger
generation very early in their careersEd
Michaels, War for Talent (05.17.00)
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The Rise of the Teen GuruTheyre brilliant,
ambitious, and almost intuitively gifted at
technology. A new generation of whiz kids are
gaining unprecedented power and authority and,
as a new Carnegie Mellon study shows, theyre
reshaping the American family.Case in point
Shawn Fanning, 19, Northeastern dropout, Napster
founderSource Cover story, Brills Content,
7-8/00
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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!

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Talent War Y2K!

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

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Talent Brand
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The challenge for IBM, ATT and other mainstream
companies is to re-instill a sense of adventure
in recruits.Burke Stinson, ATT
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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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In the Beginning The audit has become a
commodity.Big 5 audit partner to TP
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We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
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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
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Brand OutsideStrategy 1Lead the Customer!
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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
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Emphasize Lead customers!K2K
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Brand OutsideStrategy 2Use E-Commerce to
Re-invent the Business!
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Tomorrow Today Cisco!90 of 14.4B(Cisco
Connection ONLINE)Save 500M(service and tech
support)C.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting)
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Message COMMUNITY!/ COMMUNITY SERVICES!
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Defense-Offense Systems Integration/HVADelphi,
DanaUnited TechnologiesCorningGEEtc.
Anybody in their right mind!
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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
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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Brand OutsideStrategy 3Its 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 Theater
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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Car designers need to create a story. Every car
provides an opportunity to create an adventure.
The Prowler makes you smile. Why? Because its
focused. It has a plot, a reason for being, a
passion.Freeman Thomas, co-designer VW Beetle
designer Audi TT
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Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
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Brand OutsideBRAND POWER!
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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
71
We are in the twilight of a society based on
data. As information and intelligence become the
domain of computers, society will place more
value on the one human ability that cannot be
automated emotion. Imagination, myth, ritual -
the language of emotion - will affect everything
from our purchasing decisions to how we work with
others. Companies will thrive on the basis of
their stories and myths. Companies will need to
understand that their products are less important
than their stories.Rolf Jensen, Copenhagen
Institute for Future Studies
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Brand You Must Care!Success means never
letting the competition define you. Instead you
have to define yourself based on a point of view
you care deeply about. Tom Chappell, Toms of
Maine
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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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Rules of Radical MarketingLove Respect Your
Customers!Hire only Passionate
Missionaries!Create a Community of
Customers!Celebrate Craziness!Be insanely True
to the Brand!Sam Hill Glenn Rifkin, Radical
Marketing (e.g., Harley, Virgin, The Dead, HBS,
NBA)
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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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Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
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Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm/ Ben Zander
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If things seem under control, youre just not
going fast enough.Mario Andretti