Tom Peters SeminarM3 Rollercoaster Days: Learning to Rock

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Tom Peters SeminarM3 Rollercoaster Days
Learning to Rock Roll!IHRSASan
Francisco/03.22.2001
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There will be more confusion in the the business
world in the next decade than in any decade in
history. And the current pace of change will only
accelerate.Steve Case
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand InsideBrand Talent The Great War for
Talent
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When land was the productive asset, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
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From 1, 2 or youre out 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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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)
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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)
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AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
on almost every measureTitle, Special Report,
Business Week, 11.20.00
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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!
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Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
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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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Okay, you think Ive gone tooooo far. How about
this DO ANY OF YOU SUFFER FROM TOO MUCH TALENT?
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MantraM3Talent Brand
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Whats your companys EVP?Employee Value
Proposition, per Ed Michaels et al., The War for
Talent
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EVP Challenge, professional growth, respect,
satisfaction, opportunity, reward EVP The
companys fingerprint B.P.Source Ed
Michaels et al., The War for Talent
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BIG MESSAGE 1
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No excuses except stupidity laziness - for
average talent!
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Brand InsideBrand You Distinct or Extinct
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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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Knowledge becomes obsolete incredibly fast. The
continuing professional education of adults is
the No. 1 industry in the next 30 years mostly
on line.Peter Drucker,Business 2.0
(22August2000)
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BIG MESSAGE 2
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Could you be LEADERS in this renewal industry?
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work The Commodity Trap
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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
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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
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Brand OutsideUse E-Commerce to Re-invent
Everything!
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There is no use trying, said Alice. One cant
believe impossible things. I daresay you
havent had much practice, said the Queen. When
I was your age, I always did it for half an hour
a day. Why, sometimes Ive believed as many as
six impossible things before breakfast.Lewis
Carroll
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Inet allows you to dream dreams you could
never have imagined before!
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BIG MESSAGE 3
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Answer 1 to your pathetic retention rates
Inet-led Connection Community!
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Brand OutsideHealthcare et al. Embracing
ane-Led Age of Self-Determination
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The control revolution. The potentially
monumental shift in control from institutions to
individuals made possible by new technology such
as the Internet. Source Introduction, The
Control Revolution, Andrew Shapiro
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The Web enables total transparency. People with
access to relevant information are beginning to
challenge any type of authority. The stupid,
loyal and humble customer, employee, patient or
citizen is dead.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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Under Americas present health care system, you
had better take charge of your own health,
because no one else is going to do it for you.
C. Everrett Koop
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It may be the most far-reaching evolution of
them all the metamorphosis of passive patient
into consumer and well-informed, assertive
consumer at that. The defining axiom of
traditional medicine doctors orders - is
being turned on its head. These days its the
patients who are armed, the doctors who must get
wired to keep nimble. E-health is the new house
call.Richard Firstman, Heal Thyself, On
Magazine (04.01)
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THE FUTURE Patients Rule!Control Over Aging!
MF Cosmetic Surgery, Viagra Targeted
Therapies High Expectations The Internet!
meds, expert consultation, info-knowledge incl.
outcome data own recs, interaction with peers
docs, awareness that experts arentAlt
Therapies! more visits, some insurer
recognitionAwareness medicine as front-page
news, adsBoomers! s, , Ethos of
self-controlPrevention/WellnessHMO no-choice
RevoltAge of Talent Be nice, boss!Speed!
surgicenters, out-patient, self-admin regimens
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BIG MESSAGE 4
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Will you lead this patient-centric,
wellness-centric REVOLUTION?
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Opportunity Fitness as Answer to Many Chronic
Diseases Hypertension 50MArthritis
37MOverweight 100M (58M Obese)LDLgt200
95MDepression 17MOsteoporosis 26MLower Back
Pain 18MSource IHRSA
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Opportunity Unsaturated Market!CDC 03.08.01.
25.4 meet govt fitness minimum. (No change in
90s.) 30 No exercise at all. Causes
high-stress jobs, 100s of cable channels, fast
food.
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Brand OutsideWomen Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Consumer Electronics 51 Cars
60 (90)All consumer purchases 83 Bank
Account 89Health Care 80
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????80
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Riding Lawnmowers
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4.8T gt Japan9M/27.5M/3.6T gt Germany
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New golfers 37Basketball 13.5M1 in 27
(70) 1 in 3 (96)
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1874?
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1874 Jock Strap1977 Jogbra1977 ...
25K1996 42M
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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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Men 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.Faith Popcorn
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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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Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information,establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings.Judy Rosener, Americas
Competitive Secret
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Women dont buy brands. They join them.Faith
Popcorn, EVEolution
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STATEMENT OF PHILOSOPHY I am a businessperson.
An analyst. A pragmatist. The enormous social
good of increased womens power is clear to me
but it is not my bailiwick. My game is
haranguing business leaders about my fact-based
conviction that womens increasing power
leadership skills and purchasing power is the
strongest and most dynamic force at work in the
American economy today. Dare I say it as a
long-time Palo Altan THIS IS EVEN BIGGER THAN
THE INTERNET!Tom Peters
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BIG MESSAGE 5
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(1)SHE is your client! (2) She is NOT he!
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Brand OutsideWelcome to Old World!
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Subject Marketers StupidityIts 18-44,
stupid!18-24 XFL
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Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
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2000-2010 Stats18-44 -155 21(55-64
47)
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Member Growth 1987 199718 34 2635 49
6350 118Source IHRSA
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Aging/ElderlyIm in charge!
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507T wealth (70)/2T annual income50 all
discretionary spending79 own homes40M credit
card users41 new cars/48 luxury/5M auto
loans610B healthcare spending74 prescription
drugs5 of advertising targetsKen Dychtwald,
Age Power How the 21st Century Will Be Ruled by
the New Old
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Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
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BIG MESSAGE 6
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(1) I age 58, gt165, busy am your client. (2)
I have all the .
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Age Power will rule the 21st centuryWe are
woefully unprepared.Ken Dychtwald, Age Power
How the 21st Century Will Be Ruled by the New Old
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Mega-Opportunities IHRSA1. The Age Wave
Opportunity (78M boomers)2. The Special
Populations Opportunity (chronic health
problems)6. The Health Care Integration
OpportunitySource 50M-2010 The American
Fitness Industrys Plan for Growth
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I dont think youre ignoring these three
messages. I think most of you are not OBSESSED
with them.
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Brand OutsideBRAND POWER!
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WHO ARE YOU these days ?TP to Client
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Most companies tend to equate branding with the
companys marketing. Design a new marketing
campaign and, voila, youre on course. They are
wrong. The task is much bigger. It is about
fulfilling our potential not about a new logo,
no matter how clever. WHAT IS MY MISSION IN
LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW
DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE
WORLD IS ACTUALLY UNIQUE? The brand has to give
of itself, the company has to give of itself, the
management has to give of itself. To put it
bluntly, it is a matter of whether or not you
want to be UNIQUE NOW.Jesper Kunde, A
Unique Moment
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Message REAL Branding is personal. REAL
Branding is integrity. REAL Branding is
consistency freshness. REAL Branding is the
answer to WHO ARE WE? WHY ARE WE HERE? REAL
Branding is why I/you/we all get out of bed in
the morning. REAL Branding cant be faked.
REAL Branding is a systemic, 24/7, all
departments, all hands affair.
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Create a Cause, not a business. Gary Hamel,
Fortune (06.00)
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Brand Promise Exercise (1) Who Are WE? (1
page, then 25 words.) (2) List three ways in
which we are UNIQUE to our Clients. (3) Who are
THEY (competitors)? (ID, 25 words.) (4) List 3
distinct us/them differences. (5) Try
results on your teammates. (6) Try em on a
friendly Client. (7) Big Enchilada Try em on a
skeptical Client!
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BIG MESSAGE 7
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Who ARE you? Whats your CAUSE?
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Lets make a dent in the universe.Steve Jobs