'The period 2000-2002 will bring the single greatest chang

1
Distinct or ExtinctTom Peters
Seminar2000Carpet OneTampa Convention
Center12 August 2000
2
www.cyveillance.com08.12.2000/0509AM2,337,7
11,647
3
www.cyveillance.com08.12.2000/0942AM2,339,0
10,606
4
Summer 2000 KOA wires up!
5
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)
6
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
7
It means nothing less than the total reinvention
of this company.
8
Jacques New New FordFord MSN CarPointFord
Yahoo!Ford Oracle Now Covisint Ford
HP/WorldcomEtc.Etc.
9
Tom Peters Seminar2000 Brand EverythingDistinc
t or Extinct!
10
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
11
Forces _at_ Work IThe Destruction Imperative!
12
Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
13
The New Ge WayDYB.com
14
Brand InsideBrand Org Lean, Linked,
Electronic Malleable
15
And Now the Equivalent White Collar
Revolution!
16
Cisco, Dell Brand-owning companies who sell
Customer SatisfactionSource David Schneider
Grady Means, MetaCapitalism
17
Brand InsideBrand Work The WOW Project
18
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
19
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)
20
Brand InsideBrand Talent The Great War for
Talent
21
When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
22
There is no talent shortage if you are
a GPTWGreat Place To Work
23
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
24
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)
25
Home Depot Goes Long!7 new growth initiatives
(20B to 100B in 5-7 years)Arthur Blank BEST
PERSON IN THE WORLD TO HEAD EACH
INITIATIVEE.g. COO of IKEA to head
international expansionEd Michaels, War for
Talent (05.17.00)
26
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)
27
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)
28
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
29
Women and new-economy management
30
The New Economy Shout goodbye to command and
control!Shout goodbye to hierarchy!Shout
goodbye to knowing ones place!
31
Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
32
Its Girls, Stupid!1996 8.4M women, 6.7M men
in college (est 9.2 to 6.9 in 2007) more women
than men in high-level math and science
coursesMore girls in student govt., honor
societies girls read more books, outperform boys
in artistic and musical ability, study abroad in
higher numbersBoys do rule crime, alcohol,
drugs, failure to do homework (41)Source The
Atlantic Monthly (May2000)
33
Boys are trained in a way that will make them
irrelevant.Phil Slater
34
Talent Brand
35
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
36
Forces _at_ Work IIThe Commodity Trap
37
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
38
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
39
The 10X/10X Phenomenon10 Times Better/10
Times Less Different
40
Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
41
?????40,000,000.
42
Dells Web sales daily
43
Enron 400B in annual on-line trading
transactions. 50 total bus. Much stimulated by
the Web per se.Schwab 25B per week in asset
transactions 80 of trades Transition to
e.Schwab Rev. fell, then quickly doubled
44
Oracle Service Call Center300.00 per
transaction to 1.50Savings
550,000,000.00Source Ralph Seferian, Oracle
part of Os 1B saving on a rev. base of 9B
1B addnl. this year
45
W.W. Grainger2X phone/fax220B MRO
market (per Business 2.0/02-00)
46
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)
47
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
48
Shop in your UnderwearSource SMd logo for
www.ae.comae American Eagle Outfitters
49
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
50
Amen!The Age of the Never Satisfied
CustomerRegis McKenna
51
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
52
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
53
Red Herring (01/00)75 of online shoppers dont
complete their purchase!
54
Case in Point L.L.Beans incredibly awful,
amazingly pathetic, hopelessly misleading, purely
putrid Web site (TP 08.01.2000)
55
Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

56
There are 2 Kinds of Defensevs.Offense
Fend off upstarts.Reinvent our marketspace!
57
One cannot be tentative about this. Excuses like
channel conflict or marketing and sales arent
ready cannot be allowed. Delay and you risk
being cut out of your own market, perhaps not by
traditional competitors but by companies you
never heard of 24 months ago.Jack Welch
07.00/Forbes.com
58
When?NOW!
59
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
60
Getting Right Down to Brass Tacks Bricks
Mortar?Bricks Clicks?All Clicks All the time?
61
1 ANY IDIOT WHO THINKS CONSUMERS ARE GOING TO
GIVE UP THE IN-STORE SHOPPING EXPERIENCE FOR THE
INTERNET IS JUST THAT. AN IDIOT.
62
2 ANY IDIOT WHO THINKS WE ARE STILL GOING TO BE
HANGING OUT IN STORES 15 YEARS FROM NOW IS JUST
THAT. AN IDIOT.
63
TP ANY IDIOT WHO THINKS THEY KNOW WHICH ONE OF
THE ABOVE TWO STATEMENTS IS TRUE IS THE BIGGEST
IDIOT OF ALL.
64
Banking is necessary. Banks are not.Dick
Kovacevich, Norwest/ Wells
65
Brand OutsideStrategy 2 Fighting Back via
Systems Integration!
66
Message Do More More More More More
More More for the Customer!
67
We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
68
Defense-Offense Systems Integration/HVADelphi,
DanaUnited Technologies, Corning, GE, Sun,
Bud Anybody in their right mind!
69
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
70
Hospitality World TranslationYou are
responsible, in my mind, for THE TURNKEY TRAVEL
EXPERIENCE and I dont discriminate among who
provides what.
71
Hotel in Las VegasMY STAY HAS BEEN LOUSY!YOUR
PROBLEM A GROTESQUE START. To wit 1 hour, 7
minutes in an airport cab line _at_ 1030 P.M. (130
A.M. EDT)
72
Brand OutsideStrategy 3Design Matters!
73
Message Great Stuff Trumps Not-So-Great Stuff!
74
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
75
Design is treated like a religion at
BMW.Fortune (10/98)
76
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
77
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
78
Message Beetle iMac Great Stuff Takes Guts!
79
Brand OutsideStrategy 4Its the Experience!
80
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
81
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
82
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
83
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
84
Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
85
WHATS THE PLOT?
86
Brand OutsideStrategy 5Women Rule!
87
?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
88
4.8T gt Japan9/27.5/3.6T gt Germany
89
48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
90
Women 51 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) Jupiter Communications
(8-00)
91
Yeow!1970 12002 50
92
OPPORTUNITY NO. 1! No shit!
93
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
94
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.
95
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
96
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
97
Women Beat Men at Art of InvestingSource
Miami Herald, reporting on a study by Profs.
Terrance Odean and Brad Barber, UC Davis (Cause
Guys are in and out of stocks more often women
choose carefully and hold on for the long term)
98
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
99
Steve Sanger, CEO, General MillsCan we make it
one-handed?
100
Women and men use the Web differently. Women
are more pressed for time. For them, the Internet
is really a productivity tool. Men tend to
spend more time on line just playing around.
USAToday, 08.09 Media Metrics/Jupiter
Communications
101
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
102
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
103
27 March 2000 email to TP from Shelley Rae
Norbeck I make 1/3rd more money than my
husband does. I have as much financial pull in
the relationship as he does. Id say this is also
true of most of my women friends. Someone should
wake up, smell the coffee and kiss our asses long
enough to sell us something! We have money to
spend and nobody wants it!
104
THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
105
Brand OutsideBRAND POWER!
106
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
107
What Can Cant Be Branded?Branding is not a
problem if you have the right mentality. You go
to your team and you pin up a 200 Swiss Army
Watch. Competing in the ridiculously crowded
sub-200 watch market, they made it into a brand
name, named after the most irrelevant and useless
thing in history the Swiss Army. And you say,
Gang, if they can do it, we can do it. Barry
Gibbons
108
Scott Bedbury/ Nike, StarbucksA Great Brand
taps into emotions. Emotions drive most, if not
all, of our decisions. A brand reaches out with
a powerful connecting experience. Its an
emotional connecting point that transcends the
product.A Great Brand is a story thats never
completely told. A brand is a metaphorical story
that connects with something very deep - a
fundamental appreciation of mythology. Stories
create the emotional context people need to
locate themselves in a larger experience.
109
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
110
In the funky village, real competition no longer
revolves around marketshare. We are competing for
attention mindshare and heartshare.Kjell
Nordstrom and Jonas Ridderstrale, Funky Business
111
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)
112
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
113
Brand LeadershipPassion Rules!
114
Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
115
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
116
Leadership is a performance. You have to be
conscious of your behavior, because everybody
else is. Carly Fiorina
117
Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander
118
A leader is a dealer in hope.Napoleon
119
If things seem under control, youre just not
going fast enough.Mario Andretti