Tom Peters SeminarM3 Rollercoaster Days: Learning to

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Tom Peters SeminarM3 Rollercoaster Days
Learning to Rock Roll!GWSAE/23Feb2001
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More at tompeters.comSlides from this
seminarMaster Presentation, for in-depth
annotated Special Presentations Women Rule!,
Design!, etc..Cool Friends (referenced in
seminar).Discussions re this stuff.Calendar of
events.Etc.
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There will be more confusion in 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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Rollercoaster Days2001 Blood on retails
streets Montgomery Ward, Bradlees, Sears,
Penney. Layoffs/10K Chrysler 27K, Lucent,
WorldCom, GM, Dana. GE 80,000??? Inet
driven. Other Big Sara Lee, Ford, Caterpillar,
Motorola. Human genome map published. Human
cloning within 1 year. First space tourist in
training.
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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)
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We are in a brawl with no rules.Paul Allaire
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S.A.V.
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The Kotler Doctrine1965-1980
R.A.F.(Ready.Aim.Fire.)1980-1995
R.F.A.(Ready.Fire!Aim.)1995-????
F.F.F.(Fire!Fire!Fire!)
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John Roths Rules Nortel1. Our strategies
must be tied to leading-edge customers on the
attack.2. Time cannot be sacrificed for better
quality, lower cost, or even better
decisions.3. It doesnt matter whether you
develop or acquire leading technology. Our job is
to provide the technology and products our
customers need.4. Success is achieved by leading
change, not waiting for it.5. We are paranoid
about our leadership willing to cannibalize our
own products to maintain our edge.Source
Abridged from The Wall Street Journal (07.25.00)
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StructurePart I Brand InsidePart II Brand
OutsidePart III Brand Leadership
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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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ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out.Dee Hock
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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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The New Ge WayDYB.com
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Built to Last v. Built to FlipThe problem with
Built to Last is that its a romantic notion.
Large companies are incapable of ongoing
innovation, of ongoing flexibility.Increasingl
y, successful businesses will be ephemeral. They
will be built to yield something of value and
once that value has been exhausted, they will
vanish.Fast Company (03-00)
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The Gales of Creative Destruction29M -44M
73M4M 4M - 0M
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Brand InsideBrand Org Lean, Linked,
Electronic Malleable
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Headline Bank of America to Cut 10,000
JobsMiddle-level and senior managers are
expected to be the principal targets of the job
cutbacks.Source The New York Times
(07.29.2000)
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White Collar Revolution!
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108 X 5vs. 8 X 1 540 vs. 8 (-98.5)
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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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Brand InsideBrand Work The Professional
Service Firm Model The WOW Project
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So what will be the Basic Building Block of the
New Org?
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Answer PSF!Professional Service
FirmDepartment Head to Managing Partner,
HR IS, etc. Inc.
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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersConsulting business!
(31K bods)
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These days, building the best server isnt
enough. Thats the price of entry.Ann
Livermore, Hewlett Packard
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New OrleansApril 2000 NAPM
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You are the Rock Stars of the B2B Age!
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P.S.F. SummaryH.V.A. Projects (100)Pioneer
ClientsWOW Work (see below)Hot Talent (see
below)Adventurous cultureProprietary Point
of View (Methodology)W.W.P.F. (100)/Outside
Clients (25) When Now!
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The Raw Material The WOW Project!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Brand InsideBrand You Distinct or Extinct
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2010 DemographicsBy 2010, full-time workers
will be in the minoritySource MIT study
(28August2000)
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New World of Worklt 1 in 10 F5001 Manpower
Inc.Freelancers/I.C. 16M-25MTemps 3M (incl.
CEOs lawyers)Microbusinesses 12M-27MTotal
31M-55MSource Daniel Pink, Free Agent Nation
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Minimum New Work SurvivalSkillsKit2000MasteryRo
lodex Obsession (vert. to horiz.
loyalty)Finishing SkillsEntrepreneurial
InstinctCEO/Leader/BusinesspersonMistress of
ImprovSense of HumorIntense Appetite for
TechnologyGroveling Before the YoungEmbracing
MarketingPassion for Renewal
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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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Invent. Reinvent. Repeat.Source HP banner ad
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Message Distinct or Extinct.
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Brand You, Big Time!I AM AN ARMY OF ONE
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Brand InsideBrand Talent The Great War for
Talent
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The Case
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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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We have transitioned from an asset-based
strategy to a talent-based strategy.Jeff
Skilling, COO, Enron
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The Talent Ten
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1. ObsessionP.O.T. All ConsumingPursuit
of Talent
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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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2. GreatnessOnly The Best!
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Home Depot 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)
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3. PerformanceUp or out!
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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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Message Some people are better than other
people. Some people are a helluva lot better than
other people.
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4. PayFork Over!
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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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We value engineers like professional athletes.
We value great people at 10 times an average
person in their function.Jerry Yang, Yahoo
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So-so plant manager, 1M per year. Pay 110,000
plus 60,000. Top plant manager, 3-4M per year.
Pay 135,000 plus 90,000. Net 2-3M for
50K.Source Ed Michaels et al., The War for
Talent, re Georgia Pacific
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What gets measured gets done. What gets paid
for gets done more. What gets paid a lot for
gets done a lot more.
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5. Youth Grovel Before the Young!
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Why focus on these late teens and
twenty-somethings? Because they are the first
young who are both in a position to change the
world, and are actually doing so. For the first
time in history, children are more comfortable,
knowledgeable and literate than their parents
about an innovation central to society. The
Internet has triggered the first industrial
revolution in history to be led by the
young.The Economist 12/2000
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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 careers.Ed Michaels, War for Talent
(05.17.00)
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6. DiversityMess Rules!
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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
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Diversity defines the health and wealth of
nations in a new century. Mighty is the mongrel.
The hybrid is hip. The impure, the mélange, the
adulterated, the blemished, the rough, the
black-and-blue, the mix-and-match these people
are inheriting the earth. Mixing is the new norm.
Mixing trumps isolation. It spawns creativity,
nourishes the human spirit, spurs economic
growth and empowers nations.G. Pascal
Zachary, The Global Me New Cosmopolitans and the
Competitive Edge
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7. WomenBorn to Lead!
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AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in 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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Guys want to put everybody in their hierarchical
place. Like, should I have more respect for you,
or are you somebody thats south of me?Paul
Biondi, Mercer Consultants from Its Not
Business, Its Personal, Ronna Lichtenberg
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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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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)
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Read This!Winning the Talent War for Women
Sometimes It Takes a Revolution Douglas
McCracken, HBR 11-12/2000
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Deloitte was doing a great job of hiring
high-performing women in fact, women often
earned higher performance ratings than men in
their first years with the firm. Yet the
percentage of women decreased with step up the
career ladder. Most women werent leaving to
raise families they had weighed their options in
Deloittes male-dominated culture and found them
wanting. Many, dissatisfied with a culture they
perceived as endemic to professional service
firms, switched professions.Douglas McCracken,
Winning the Talent War for Women HBR
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The process of assigning plum accounts was
largely unexamined. Male partners made
assumptions I wouldnt put her on that kind of
company because its a tough manufacturing
environment. That client is difficult to deal
with. Travel puts too much pressure on women.
Douglas McCracken, Winning the Talent War for
Women HBR
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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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63 of 2,500 top earners in F5008 Big 5
partners 14 partners at top 250 law firms43
new med students 26 med faculty 7
deansSource Susan Estrich, Sex and Power
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8. WeirdThe Cracked Ones Let in the Light!
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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
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Axiom Never hire anyone without an aberration
in their background!
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9. OpportunityMake It an Adventure!
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H.R. to H.E.D. ???Human
Enablement Department
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• Firms will not manage the careers of their
  employees. They will provide opportunities to
  enable the employee to develop identity and
  adaptability and
• thus be in charge of his or her own career.
• Tim Hall et al., The New Protean Career
  Contract

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10. Leading GeniusWe are all unique!
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Beware Lurking HR Types One size NEVER fits
all. One size fits one. Period.
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44 Players 44 Projects 44 different success
measures
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Insights from 80,000 managersPeople dont
change much.Dont waste time trying to put in
what was left out.Try to draw out what was left
in.That is hard enough.Source Marcus
Buckingham Curt Coffman, First, Break All the
Rules What the Worlds Greatest Managers Do
Differently
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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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Brand InsideBrand ActionGetting Started a
Personal Perspective
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MOST OF THE FOLLOWING SLIDES ARE HEAVILY
ANNOTATED. That is, accompanied by an extensive
in most cases Notes page. Please feel free to
download and steal! Use Normal or Notes Page
View to access the notes.
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Topic Boss-free Implementation of STM /Stuff
That MATTERS!
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This is all I know in the world!Tom Peters
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THE IDEA4Fs Find a Fellow Freak Faraway
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Heart of the MatterF2F!Freak to Freak
or K2K Kook to Kook
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Worlds Biggest Waste Selling Up
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THE PROCESSSummary
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Boss-free Selling of a WOW! IdeaGet a Zany
WOW! Idea/Shop it with a coupla good
pals.Surface using your network a list of
operational folks who might be interested in
playing.Call, visit and choose a coupla
prospects.Engage the prospects they must own
it.Concoct a rough plan and a prototype
schedule. Move forward Ready. Fire! Aim..Keep
on recruitin.Get the Test Customer to recruit
some buddies for Round 2 tests Meanwhile
Customer 1 expands program
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Boss-free Selling of a WOW! Idea (cont.)Get
going with Round 2 prototypesStart conscious
buzz building Let the word of successful
tests trickle outHave the line dudes put on a
demo for, say, a coupla cool regional
bossesEtc.Etc.Have the growing Network of
Converts initiate a Major Program
ProposalEtc.Etc.
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Boss Advice I The Poster Kids/ End
Run/Skunks StrategyChat up a cross-section
of the Org.Develop a tentative list of
Pioneers/Skunks.Hang with those Skunks,
discover their stuff Ive long wanted to
do/Encourage them to Do it!Begin to showcase
their developing results with your public stamp
of approval. Dip deepish and early - promote
a Super Skunk into the New Establishment.Incorp
orate the Skunks work into your Vision
Chatter/Welcome ALL aboard!
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Boss Advice II Starting the Hmmmmm?
BuzzEvent Marketing Idea Faire/Internal
Tradeshow/Bragfest. Or Seminar Series, with
strange outsiders/insiders (not the usual
suspects intense Web-based followup and
community creation.)Play Fund, around a topic
of importance. Small-ish grants. Easy application
process. Short-ish timeframes. Stealth (?)
publicity. (Gerstner _at_ American Express re
AI.)Scholarships (not the usual suspects).
Sabbatical funds (contest?). Placement on
customer or supplier project teams (not the usual
suspects).
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Boss Advice III The Flypaper StrategyDont
try to change the culture Create fly paper
which attracts mavericks pirates Let the new
culture (which is lurking around you) find
youPublicize, at the appropriate moment, the
New Hall of Fame Help the new culture adherents
create nurture community.
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BOTTOM LINEThe Enemy!
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Epitaph from Hell Joe J. Jones 1942 2001
HE WOULDA DONE SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
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Characteristics of the Also ransMinimize
riskRespect the chain of commandSupport the
bossMake budgetFortune, article on Most
Admired Global Corporations
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
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Brand InsideReprise THINK WEIRD The High
Standard Deviation Enterprise
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Saviors-in-WaitingDisgruntled CustomersFringe
CompetitorsRogue EmployeesEdge SuppliersWayne
Burkan, Wide Angle Vision Beat the Competition
by Focusing on Fringe Competitors, Lost
Customers, and Rogue Employees
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Renewal The Weird 10 The High S.D.
Enterprise/IndividualPioneer Weird
AcquisitionsPioneer Weird Customers
Alliance Partners Measure the Customer-Partner
Portfolios S.D./Weirdness IndexDivide
Conquer/Sell-by Lessons from the Bees, Sir
Richard, Gary H.Pioneer Assignments/Pioneer
Projects/Pioneer Partners F2F Freak-to-Freak/
4F Find a Fellow Freak FarawayHire Weird
Diversity/Train Weird/Promote Weird/Pay Gobs
Promote Fast Cherish Six Sigma
Talent/Appoint a Weird BoardWeed Un-weird One
Sigma Talent, etc. Hang out with Weird
Univ. of Weird/Lunch with Weird/Read Surf
Weird/Vacate Weird R.A.F. to R.F.A. to F.F.F.
O.O.D.A. Loops/Prototyping Mania Sense of
Humor Rhapsodize Over Thine Cool
Failures!Re-enforce a Culture of
Disrespect/PassionatePiracy
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Button-down Org
H.S.D.E. .

• Acquire for market share
• Suck up to biggest customers
• Pursue strategic vendors
• Bigger is better
• Accept assignments as given
• Hire 4.0s from top schools
• Promote when theyve paid their dues
• Appoint a prestigious board
• Hang out with my pals
• R.A.F.
• Be professional at all times/Honor thine elders

• Acquire for innovation
• Partner with cool customers
• Seek out pioneering vendors
• Break it up to refresh
• Reframe all tasks to innovate
• Hire intriguing, wherever
• Promote tomorrow if the work product is weird and
  WOW
• Appoint an interesting, headstrong board
• Take a freak to lunch today
• F.F.F.
• Stay loose, stay cool/The hell with thine elders

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But dont we need some grout between the tiles?
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N.W.O. Was Is
Is

• Pine-paneled Office
• Address 1 Big Man Plaza
• Secretary
• Suit
• Formal
• Rank conscious
• Pretense (Failures are
• for fools.)
• I love Yes men
• Self-contained

• Seat 9B, UA233
• Address Anne_at_Corp.com
• Typing 60 WPM
• Casual M-F
• Approachable
• We are a HOT Team
• Screwing up is as normal as breathing
• I love Misfits!
• I love partners

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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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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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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, 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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Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, A Unique Moment
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Brand OutsideStrategy 1Lead the Customer!
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If you worship at the throne of the voice of
the customer, youll get only incremental
advances.Joseph Morone, President, Bentley
College
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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
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Brand OutsideStrategy 2Use E-Commerce to
Re-invent Everything!
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OVERVIEW
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Tomorrow Today Cisco!90 of 20B
(50M/day)75 mfg. outsourced 50 of orders
routed to supplier who ships directGross
margin 65 Net margin 28Annual savings in
service and support from customer
self-management 550M
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Enron eWorld Price a structured trade, per
John Arnold, 26 Early 1999 30 times a day. Late
2000 30 times per minute.Long-term gas
contract. 1989 9 months, 400 deals. Late 90s
2 weeks, 2 per week. Late 2000 5 such deals per
daySource www.ecompany.com (1/2001)
128
GM/Ford/DaimlerChrysler/Renault/Nissan/Oracle/Com
merceOneCovisint (02.2000)240B
(500B)90,000 Suppliers2-3,000/Car42 to
12-18 MonthsSource Business2.0 (02.2001)
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COMMUNITY SERVICES!/ CUSTOMER CONTROL!
130
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)
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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
132
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
133
RADICAL STRATEGIES REQUIRED
134
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
135
Weve put the word out to all of our suppliers
by the end of the year 2000 well only do
purchasing over the Internet.John Paterson,
C.P.O., IBM 50B from 18,000 suppliers
136
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
137
Message eCommerce is not a technology play! It
is a relationship, partnership, organizational
and communications play, made possible by new
technologies.
138
Message There is no such thing as an effective
B2B or Internet-supply chain strategy in a
low-trust, bottlenecked-communication, six-layer
organization.
139
Ebusiness is about rebuilding the organization
from the ground up. Most companies today are not
built to exploit the Internet. Their business
processes, their approvals, their hierarchies,
the number of people they employ all of that is
wrong for running an ebusiness.Ray Lane,
Kleiner Perkins
140
A DREAMERS MEDIUM!
141
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
142
Inet allows you to dream dreams you could
never have imagined before!
143
Brand OutsideStrategy 3Design Matters!
144
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
145
Whats imperative is the creation of a style
that becomes a culture linking you to the
community. You can only do that through good
design. Anita RoddickSource Design Council
UK
146
We 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
147
Unconventional Design MessagesNot about ...
Lumpy Objects!Not about ... 79,000 objects
148
The I.D. International Design FortyAirstream
Alfred A. Knopf Apple Computer Amazon.com
Bloomberg Caterpillar CNN Disney FedEx
Gillette IBM Martha Stewart New Balance
Nickelodeon Patagonia The New York Yankees
3M Etc. List No. 1, 1999
149
Design Transforms even the Biggest
Corporations!TARGET the champion of
Americas new design democracy (Time) Marketer
of the Year 2000 (Advertising Age)
150
Design is WHAT WHY I LOVE. LOVE.
151
I LOVE my ZYLISS Garlic Peeler!
152
Design is WHY I GET MAD. MAD.
153
Wanted Dead preferably or Alive THE DESIGNER
OF MY RADIO SHACK PHONE. Major Reward!
154
Design is never neutral.
155
Hypothesis DESIGN is the principal difference
between love and hate!
156
THE BASE CASE I am a design fanatic.
Personally, though not artistic, Im a
cool-stuff guy. I love what I love and I hate
what I hate. Openly. But it goes much
further, far beyond the personal. Design has
become a professional obsession. I - SIMPLY
BELIEVE THAT DESIGN PER SE IS THE PRINCIPAL
REASON FOR EMOTIONAL ATTACHMENT or detachment
RELATIVE TO A PRODUCT OR SERVICE OR EXPERIENCE.
Design, as I see it, is arguably the 1
determinant of whether a product-service-experienc
e stands out or doesnt. Furthermore, its one
of those things that damn few companies put
consistently on the front burner.
157
MessageServices are Not Intangible!You
give off hundreds of design cues daily!YOU
ARE A DESIGNER!
158
First Steps Beauty Contest!

• Select one form/document invoice, air bill, sick
  leave policy, customer returns-claim form
• Rate the selected doc on a scale of 1 to 10 1
  Bureaucratica Obscuranta/ Sucks 10 Work of
  Art on three dimensions Beauty, Grace, Clarity
• Re-invent!
• Repeat, with a new selection, every 15 working
  days.

159
Design Rules! LiterallyPalm Beach Countys
U.C.B. Utterly Confusing Ballot
160
Message Design is the wellspring of branding.
Great design takes guts and is soul deep.
161
Brand OutsideStrategy 4Its the Experience!
162
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
163
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
164
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
165
The Experience LadderExperiences
ServicesGoods Raw Materials
166
1940 Cake from flour, sugar (raw materials
economy) 1.00 1955 Cake from Cake
mix (goods economy) 2.00 1970
Bakery-made cake (service economy) 10.001985
Party _at_ Chuck E. Cheese (experience economy)
100.00
167
Message Experience is the last 80.
Experience applies to all work!
168
Brand OutsideStrategy 5Women Rule!
169
?????????Home Furnishings 94Vacations
92Houses 91Consumer Electronics 51 Cars
60 (90)All consumer purchases 83 Bank
Account 89Health Care 80
170
????80
171
Riding Lawnmowers
172
48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
173
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
174
4.8T gt Japan9M/27.5M/3.6T gt Germany
175
New golfers 37Basketball 13.5M1 in 27
(70) 1 in 3 (96)
176
1874?
177
1874 Jock Strap1977 Jogbra1977 ...
25K1996 42M
178
Yeow!1970 12002 50
179
OPPORTUNITY NO. 1! No shit!
180
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
181
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.
182
Men seem like loose cannons. Men always move
faster through a stores aisles. Men spend less
time looking. They usually dont like asking
where things are. Youll see a man move
impatiently through a store to the section he
wants, pick something up, and then, almost
abruptly hes ready to buy. For a man,
ignoring the price tag is almost a sign of
virility.Paco Underhill, Why We Buy (Buy
this book!)
183
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
184
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
185
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
186
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
187
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
188
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
189
What If What 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
190
Women dont buy brands. They join them.Faith
Popcorn, EVEolution
191
Not!!Year of the Woman
192
Enterprise Reinvention!RecruitingHiring/Rewardi
ng/ PromotingStructure ProcessesMeasurementStr
ategyCulture VisionLeadershipTHE BRAND ITSELF!
193
Honey, are you sure you have the kind of money
it takes to be looking at a car like this?
194
THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
195
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!
196
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
197
If we are single, they say we couldnt catch a
man. If we are married, they say we are
neglecting him. If we are divorced, they say we
couldnt keep him. If we are widowed, they say
we killed him.Kathleen Brown, on the joys of
female political candidacy
198
Brand OutsideStrategy 5AWelcome toOld World!
199
Subject Marketers StupidityIts 18-44,
stupid!18-24 XFL
200
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
201
2000-2010 Stats18-44 -155 21(55-64
47)
202
Aging/ElderlyIm in charge!
203
Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
204
Brand OutsideStrategy 6Embracing an Age of
Self-Determination
205
Imagine a world where a citizen could search the
globe to assemble my government, the ultimate
in customized,customer-centric services. Health
care from the Netherlands, business incorporation
in Malaysia Don Tapscott
206
Greenspan Discovers Investors Are the
EconomySource Headline, AOL, 01.26.01
207
Managing Benefits Let Workers Do It Source
Headline, Money Medicine, New York Times
(12.06.00) cited are specialist companies such
as eBenX and Vivius of Minneapolis
208
The control revolution. The potentially
monumental shift in control from institutions to
individuals made possible by new technology such
as the Internet. The conflict over such change
between individuals and powerful entities
(governments, corporations, the media).Source
Introduction, The Control Revolution, Andrew
Shapiro
209
Greater opportunity for women is probably the
most significant gain for human freedom in the
last century.Andrew Sullivan, The New Republic
210
Savior for the Sickvs. Partner for Good
Health Source NPR/VPR 08.15.00
211
Online Medical Records Seen Empowering
PatientsSource Headline, Boston Globe,
07.31.2000, re 1K docs and 700K patients _at_
CareGroup
212
drkoop.com The best prescription is knowledge.
213
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
214
Sooooo Is your strategy centered around
customer-client empowerment self-determination?
Hint This means letting go of traditional
sources of power!
215
Corporate Resistance to ItIt all goes back
to fear of losing control!The Cluetrain
Manifesto
216
Message We are on the cusp of a Peoples
customer/ patient/ citizen/ etc. Revolution.
217
Brand OutsideStrategy 7BRAND POWER!
218
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
219
WHO ARE YOU these days ?TP to Client
220
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!
221
T.T.D./Calling the Corporate Shrink!Organizati
onal Psychotherapy/WHO WE ARE!
222
Message Branding is personal. Branding is
integrity. Branding is consistency. Branding is
fresh. Branding is what I care about and why it
matters. Branding is the answer to WHO ARE WE AND
WHY ARE WE HERE. Branding cant be faked.
Branding is a systemic, 24/7, all departments,
all hands affair.
223
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
224
Brand LeadershipPassion Rules!
225
Leadership is a performance. You have to be
conscious of your behavior, because everybody
else is. Carly Fiorina
226
You must be the change you wish to see in the
world.Gandhi
227
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
228
Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
229
Brand Leadership ENTHUSIASM RULES!Ben Zander
I am a dispenser of enthusiasm.
230
Message Leadership is all about love! Passion,
Enthusiasms, Appetite for Life, Engagement,
Commitment, Great Causes Determination to Make
a Damn Difference, Shared Adventures, Bizarre
Failures, Growth, Insatiable Appetite for
Change. Otherwise, why bother? Just read
Dilbert. TPs final words CYNICISM SUCKS.