Tom Peters Rollercoaster Days: Learning to

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Tom PetersRollercoaster Days Learning to
Rock Roll!SHOPA/Chicago/6.26.2001
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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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Message 1 White Water ahead. Forever.
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Part I Brand InsidePart II Brand Outside
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Brand InsideBrand Work The Professional
Service Firm Model The WOW Project
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White Collar Revolution!
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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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Message 2 Prepare for a New World of Work!
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11 September 2000
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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersConsulting business!
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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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HP Sun GE IBM UPS UTC General Mills
Springs Anheuser-Busch Carpet One Etc.
Etc.
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Textile Co.Collections.Flexible
sourcing.Packaging.Merchandising.Promotion.Des
ign.Systems Site mgt. Turnkey.
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Architecture is becoming a commodity. Winners
will be Turnkey Facilities Management
providers.SMPS Exec
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Message 3 Head (Way) Up the V.A. Chain!
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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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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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Message 4 WOW Now or Die!
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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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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 5 Some people are better than other
people. Some people are a helluva lot better than
other people.
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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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Message 6 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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Brand InsideReprise THINK WEIRD The High
Standard Deviation Enterprise
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Saviors-in-WaitingDisgruntled CustomersFringe
CompetitorsRogue EmployeesWayne Burkan, Wide
Angle Vision Beat the Competition by Focusing on
Fringe Competitors, Lost Customers, and Rogue
Employees
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Corporate consciousness is predictably centered
around the mainstream. The best customers,
biggest competitors, and model employees are
almost invariably the focus of attention.Wayne
Burkan, Wide Angle Vision Beat the Competition
by Focusing on Fringe Competitors, Lost
Customers, and Rogue Employees
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Message 7 Are You ( Yours) Weird Enough?
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Part I Brand InsidePart II Brand Outside
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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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Message 8 Same-same Kills!
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Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
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Cisco!90 of 20B (50M/day)Annual savings
in service and support from customer
self-management 550M
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Dells OptiPlex FacilityBig Job 6 to 8
hours.(20,000 per day)Parts Inventory 2
hours, 100 square feet. (Overall, 5 days vs. 50
to 90 days target is 2.5 days)
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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
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Message 9 Survivors will move all their
operations to the Web. Now. Web Encompassing
or else.
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Message 10/ Message 2001 Only idiots pull in
their investment horns during a downturn.
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Brand OutsideStrategy 2Global is for Everyone!
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THE SIX RULES
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Rule 1 Theres no such thing as too small to
be global.
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Rule 2If it is truly good then its good
enough for THE WORLD.
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Rule 3 Glom onto a modest-sized partner
who loves/ gets you!
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Rule 4Tailor!! But dont give away the store.
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Rule 5Phil Crosby notwithstanding, youll not
likely get it right the first time!
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Message 11 Rule 6 When? Now.
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Brand OutsideStrategy 3Design Matters!
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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
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Design is WHAT WHY I LOVE. LOVE.
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I LOVE my ZYLISS Garlic Peeler!
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Design is WHY I GET MAD. MAD.
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Wanted Dead preferably or Alive THE DESIGNER
OF MY RADIO SHACK PHONE. Major Reward!
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Design is never neutral.
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Hypothesis DESIGN is the principal difference
between love and hate!
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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
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Message 12 Design matters. Design is a State of
Mind!
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Brand OutsideStrategy 4Its 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 Theatre
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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The Experience LadderExperiences
ServicesGoods Raw Materials
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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) 10.001990
Party _at_ Chuck E. Cheese (experience economy)
100.00
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Message 13 Experience is the Last 80
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HP RevisitedPWC Consultants lead Business
Re-invention Process (Experience
Economy)Fabulous Customer Service (Service
Economy)Terrific Servers (Goods Economy)
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Brand OutsideStrategy 4AA Case in Point The
Four Seasons Chicago
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Why I Stay at the Four Seasons ChicagoComfort.
(Its good to be home.)
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Why I Stay at the Four Seasons ChicagoThe
doorman. (Recognizes me.)
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Why I Stay at the Four Seasons ChicagoThe fact
that the GM always puts his desk chair in my room
when Im in town.
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Why I Stay at the Four Seasons ChicagoThe
flashlight with the tape that says Tom Peters
Flashlight
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Why I Stay at the Four Seasons ChicagoThe
bottle of Chalone chardonnay they leave for me.
(They remember.)
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Why I Stay at the Four Seasons ChicagoNo hairs
in the bathtub. (Operational excellence.)
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Why I Stay at the Four Seasons ChicagoThe
Brand. (I trust Izzy.)
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Message 14 High tech is cool. So is High Touch!
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Brand OutsideStrategy 5BRAND 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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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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1st Law Mktg Physics OVERT BENEFIT (Focus 1 or
2 gt 3 or 4/One Great Thing. Source 1
Personal Passion)2ND Law REAL REASON TO
BELIEVE (Stand Deliver!)3RD Law DRAMATIC
DIFFERENCE (Execs Dont Get It See the next
slide.)Source Jump Start Your Business Brain,
Doug Hall
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2 QuestionsHow likely are you to purchase this
new product or service? (95 to 100 weighting
by execs)How unique is this new product or
service? (0 to 5)No exceptions in 20 years
Doug Hall, Jump Start Your Business Brain
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Brand Promise Exercise (1) Who Are WE?
(poem/novella/song, 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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WHO ARE WE?
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WHATS OUR STORY?
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EXACTLY HOW ARE WE DRAMATICLY DIFFERENT?
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WHY DOES IT MATTER TO THE CLIENT?
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EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DIFFERENCE TO THE CLIENT
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Message 15 WHO ARE WE?