Distinct or

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Distinct or ExtinctTom Peters
Seminar2000AmeriCreditFort Worth22 September
2000
2
Summer 2000 KOA wires up!
3
Amazon.com Plans to Offer Cars
OnlineHeadline New York Times 08.24.00
4
N.W.O. Auto Mirror per Gentex Portal for
Wireless, Internet, Navigation, Etc.Cell
phones, Voice mail, email, Internet access
5
Levis and PhilipsStephano Marzano (Philips
Design), Levi Strauss, Italian designer Massimo
Ossi jacket with cell phone and MP3 player built
into pockets!Source Red Herring (09.00)
6
Davids vs. Corporate Goliaths Could the Record
and Film Industries Be Brought Down by
Teenagers?Headline The New York Times
(08.06.00)
7
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
8
The corporation as we know it, which is now 120
years old, is not likely to survive the next 25
years. Legally and financially, yes, but not
structurally and economically.Peter Drucker,
Business 2.0 (08.00)
9
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand InsideBrand Org Lean, Linked,
Electronic Malleable
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And Now the Equivalent White Collar
Revolution!
12
A bureaucrat is an expensive microchip.Dan
Sullivan, consultant and executive coach
13
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.
14
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
16
Minimum New Work SurvivalSkillsKit2000 Sense of
Humor N0.1MasteryRolodex ObsessionFinishing
SkillsEntrepreneurial InstinctCEO/Leader/Busines
spersonMistress of ImprovIntense Appetite for
TechnologyGroveling Before the YoungEmbracing
MarketingPassion for Renewal
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Brand InsideBrand Talent The 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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Sellers Market Tomorrows HeadlineMolecula
r biologists are up 3 points, economists down
1/4, in moderate tradingfutureWEALTH, Stan
Davis and Christopher Meyer
20
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)
21
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)
22
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
23
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
24
The Cracked Ones Let in the LightOur 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
25
Women and new-economy management
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The New Economy Shout goodbye to command and
control!Shout goodbye to hierarchy!Shout
goodbye to knowing ones place!
27
Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
28
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
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Boys are trained in a way that will make them
irrelevant.Phil Slater
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Mantra2000Talent Brand
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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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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
34
Brand OutsideStrategy 1Lead the Customer!
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These days, you cant succeed as a company if
youre consumer led because in a world so full
of so much constant change, consumers cant
anticipate the next big thing. Companies should
be idea-led and consumer-informed.Doug Atkin,
partner,Merkley Newman Harty
36
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
37
Brand OutsideStrategy 2Use E-Commerce to
Re-invent Everything!
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OVERVIEW
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www.cyveillance.com08.30.2000/1221AM2,461,9
40,629
40
www.cyveillance.com09.22.2000/0603AM2,633,1
16,056
41
23 days, 5 hours, 42 minutes 171,175,427
42
Tomorrow Today Cisco!90 of 20B
(50M/day)75 mfg. outsourced 50 of orders
routed to supplier who ships directGross
margin 65 Net margin 28Savings in service
and support from customer self-management 500M
43
Oracle Service Call Center300.00 per
transaction to 1.50Savings
550,000,000Source Ralph Seferian, Oracle
part of Os 1B saving on a rev. base of 9B
1B additional this year
44
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
45
COMMUNITY!/ CUSTOMER CONTROL!
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Tomorrow Today Cisco!90 of 20B save
550MC.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting) (45,000 customer problems a week
solved via customer collaboration)
47
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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I Can Immediately Shop for 1,000,000 homes or
1.95 office supplies, at best price and with
best advisorsManage all my financial
dealingsWork with my doc, or worlds best
medical experts, or humble support groups, on any
health issueRecruit talent to help me with any
projectDevelop professional docs
collaboratively, with anyoneShare my ideas with
the worldChat with anyone, anywhereResearch
anythingTake a course on any topic, from cooking
to softwareStay in touch with my 90 year old
momPlay a gajillion games to while away the time
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RADICAL STRATEGIES REQUIRED
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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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
52
REINVENT EVERYTHING
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WebWorld Everything Web as a way to run your
business innardsWeb as connector for your
entire supply-demand chain Web as spiders web
which re-conceives the industryWeb/B2B as
ultimate wake-up call to commodity
producersWeb as the scourge of slack,
inefficiency, sloth, bureaucracy, poor customer
dataWeb as an Encompassing Way of LifeWeb
Everything (P.D. to after-sales)Web forces you
to focus on what you do bestWeb as entrée, at
any size, to Worlds Best at Everything as next
door neighbor
54
Supply Chain 2000When Joe Employee at
Company X launches his browser, hes taken to
Company Xs personalized home page. He can
interact with the entire scope of Company Xs
world customers, other employees, distributors,
suppliers, manufacturers, consultants. The
browser that is, the portal resembles a My
Yahoo for Company X and hooks into every network
associated with Company X. And Joe Employee,
business partners and customers dont have to be
in the office. They can log on from their own
cell phone, Palm Pilot, pager or home office
system.Red Herring (09.2000)
55
Banking is necessary. Banks are not.Dick
Kovacevich, Norwest/ Wells
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It is real! It is Life and Death!Dream
BIG!Start Now! Study Hard! Play Hard! Play Fast!
Go on Offense!Hire great folks! (They aint
cheap. They are young!)Dont cut corners on
infrastructure!Rem Age of the Never Satisfied
Customer!We aint seen nothin yet!
57
TP on 200590 visit30 buy (25-40)10K
dealers (7K-15K)Franchise laws severely tested
58
Your Potential-Opportunity?Help your
dealer-partners migrate up the value chainBe
prepared for a much altered landscape
59
Brand OutsideStrategy 3 Fighting Back via
Systems Integration!
60
We can expect markets as efficient as capital
markets for everything. Time-shared airplane
space, time in Denton Cooleys operating
schedule, eggs from 510 Radcliffe graduates,
baseball cards. Once these markets are
established, futures, derivatives and all the
rest will follow.Stan Davis Christopher
Meyer, futureWEALTH
61
HealthMarket.comThe exchange is designed to
enable consumers to purchase a wide range of
health-care services from insurance plans to
episodes of care for such procedures as heart
surgery and hip replacement on the Internet,
much as they can now purchase groceries and
airline tickets. The new venture reflects a
growing interest in returning responsibility for
day-to-day medical decisions to consumers and
their physicians. Source The Wall Street
Journal (07.24.00) also covered
HealthAllies.com
62
GM/Ford/DaimlerChrysler (02-27)Covisint240B
(500B)
63
Goal?Drive profits to zero!Remember AMR
and dynamic pricing.
64
Net Nips Real Estate Sales FeesHeadline,
p.1B, USAToday 07.05.00Homebytes.com,
eHomes.com, YourHomeDirect.com, etc.
65
Response Racing up the V.A. Ladder. Doing More
More More More More for/with the
Customer and the Supply-Demand Chain!
66
We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
67
The eProcess EdgeEmbed processes in software
(My.Yahoo, MySchwab)Outsource processes
electronically (Gateway and eCredit)In-source
new capabilities electronically (Fidelitys
services from outside)Handle exceptions
exceptionally (Schwab)Source The eProcess
Edge, Peter Keen Mark McDonald
68
Brand OutsideStrategy 4Women Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
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48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
71
Women 50(!!!) of Web users 6 of 10 new
users 83 of wired women are primary decision
makers for family healthcare, finances,
education.Source Business Week Jupiter
Communications
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4.8T gt Japan9/27.5/3.6T gt Germany
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OPPORTUNITY NO. 1!
74
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.
75
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
76
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
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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)
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Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
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EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
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The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
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Weight Watchers International ModelWhat if
ExxonMobil or Shell dipped into their credit card
database to help commuting women interview and
make a choice of car pool partners?What if
American Express made a concerted effort to
connect up female empty-nesters through on-line
and off-line programs, geared to help women
re-enter the workforce with todays
skills?EVEolution
82
The New New Jiffy LubeIn the male mold, Jiffy
Lube was going all out to deliver quick,
efficient service. But, in the female mold, women
were being turned off by the lets get it fixed
fast, no conversation required experience.New
JL Control over her environment. Comfort in the
service setting. Trust that her car is being
serviced properly. Respect for her intelligence
and ability.EVEolution
83
What kind of car does Mommy want?
84
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!
85
Grameen Bank/BangladeshIts not people who
arent credit-worthy. Its banks that arent
people worthy.2.3B to 2.3M typical 1st
loan 15.98 recovery rate 94 to
women!1/3rd out of poverty 1/3rd up to
non-poverty thresholdMuhammad Yunus, Banker to
the Poor
86
Brand OutsideStrategy 5 SummaryBRAND POWER!
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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
88
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
89
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
90
Brand LeadershipPassion Rules!
91
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
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Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander