Lessons in Leadership: Tom Peters SeminarM3 Rollercoaster Days: Learning to

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Lessons in LeadershipTom Peters SeminarM3
Rollercoaster Days Learning to Rock
Roll!Lancaster 04.04.2001
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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.Lavender text in this file is a link.
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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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In 25 years, youll probably be able to get the
sum total of all human knowledge on a personal
device.Greg Blonder, VC was Chief Technical
Adviser for Corporate Strategy _at_ ATT Barrons
11.13.2000
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lt1000A.D. paradigm shift 1000s of years1000
100 years for paradigm shift1800s gt prior 900
years1900s 1st 20 years gt 1800s2000 10 years
for paradigm shift 21st century 1000X tech
change than 20th century (the Singularity, a
merger between humans and computers that is so
rapid and profound it represents a rupture in the
fabric of human history)Ray Kurzweil, talk
april2001
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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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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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It used to be that the big ate the small. Now
the fast eat the slow.Geoff Yang, IVP/
(Institutional Venture Partners)
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Read It Closely We dont sell insurance
anymore. We sell speed. Peter Lewis,
Progressive
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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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When asked to name just one big merger that had
lived up to expectations, Leon Cooperman, former
cochairman of Goldman Sachs Investment Policy
Committee, answered Im sure there are success
stories out there, but at this moment I draw a
blank.Mark Sirower, The Synergy Trap
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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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Lessons from the Bees!Since merger mania is
now the rage, what lessons can the bees teach us?
A simple one Merging is not in nature.
Natures process is the exact opposite one of
growth, fragmentation and dispersal. There is no
megalomania, no merging for mergings sake. The
point is that unlike corporations, which just get
bigger, bee colonies know when the time has come
to split up into smaller colonies which can grow
value faster. What the bees are telling us is
that the corporate world has got it all
wrong.David Lascelles, Co-director of The
Centre for the Study of Financial Innovation UK
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The New Ge WayDYB.com
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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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A bureaucrat is an expensive microchip.Dan
Sullivan, consultant and executive coach
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Automation75 of what we do 40 expert
decision rules!
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Assetless CompanyJohn Bryan, CEO, on selling
all Sara Lees manufacturing
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Dont own nothin if you can help it. If you
can, rent your shoes.F.G.
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Cisco, Dell Brand-owning companies who sell
Customer SatisfactionSource David Schneider
Grady Means, MetaCapitalism e.g. Cisco owns 2
of 38 assembly plants
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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.
35
Every job done in W.C.W. is also done outside
for profit!
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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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ChicagoNovember 1999HRMAC
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support function / cost center /
bureaucratic dragor
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Are you Rock Stars of the Age of Talent
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Credo W.W.P.F.WORK WORTH
PAYINGFOR
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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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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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Maybe one or more of your PSFs becomes the
tail that wags the dog????? E.g. engineering,
IS-logistics-customer service
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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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Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
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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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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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New Economy changes how firms treat
layoffsHeadline, USA Today (03.19.2001)
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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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Success is the ability to go from failure to
failure without losing your enthusiasm.Winston
Churchill (as quoted by John Peterman)
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Fail often. Succeed sooner.DK/IDEO
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R.D.A.Rate 15?, 25?Therefore Formal
Investment Strategy/R.I.P.
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You must realize that how you invest your human
capital matters as much as how you invest your
financial capital. Its rate of return determines
your future options. Take a job for what it
teaches you, not for what it pays. Instead of a
potential employer asking, Where do you see
yourself in 5 years? youll ask, If I invest my
mental assets with you for 5 years, how much will
they appreciate? How much will my portfolio of
career options grow? Stan Davis Christopher
Meyer, futureWEALTH
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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 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, CEO, 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 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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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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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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Investors are looking more and more for a
relationship with their financial advisers. They
want someone they can trust, someone who listens.
In my experience, in general, women may be better
at these relationship-building skills than are
men.Hardwick Simmons, CEO, Prudential
Securities
91
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
100
Axiom Never hire anyone without an aberration
in their background!
101
9. OpportunityMake It an Adventure!
102
H.R. to H.E.D. ???Human
Enablement Department
103

• 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

104
10. Leading GeniusWe are all unique!
105
Beware Lurking HR Types One size NEVER fits
all. One size fits one. Period.
106
44 Players 44 Projects 44 different success
measures
107
MantraM3Talent Brand
108
Whats your companys EVP?Employee Value
Proposition, per Ed Michaels et al., The War for
Talent
109
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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HR Folks YOU not marketing - OWN THE
BRAND PROMISE!(If you wish.)
111
Goal of the Year No. 1 Find-Develop-Mentor ONE
Extraordinary Person.CEO, large financial
advisory firm, April 2001
112
Brand InsideBrand ActionGetting Started a
Personal Perspective
113
The following slide begins the Boss-Free
Implementation of Stuff That Matters Section.
The slides in this section are heavily
annotated.Use Normal or Notes Page View to
access the notes.
114
Topic Boss-free Implementation of STM /Stuff
That MATTERS!
115
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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Worlds Biggest Waste Selling Up
118
Heart of the MatterF2F!/K2K!/1_at_TFreak to
Freak/Kook to Kook/One at a Time
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THE NUGGETDo Something. Do Anything.Get
Going.Now.
120
Opportunity ALWAYS Knocks VFCJ
StrategyVolunteer For Crappy Jobs
121
Is It The Oh-Hell-I-Wish-It-Were-Over
Memorial Day picnicor The First Annual
Seriously Kewl Celebration of Our Incredible
Staff
122
Is It Wrestle the damn Safety Manual into line
with the ridiculous new OSHA Regs?Or A
stealth opportunity to address the War for Talent
via a thoroughgoing review of how safety and
environmental issues contribute to making this a
Great Place to Work?
123
Is It Fix these bloody customer problems that
have cropped up with the new 2783B?Or A
chance to work with a hotshot, young division GM
on using the Internet/Internet Speed to
revisit the entire process of how we get customer
input before and during the fact into the
heart of the Product Design Process?
124
Reframers RulesRule 1 Never accept an
assignment as given! (Please.)Rule 2 Youre
never so powerful as when you are
powerless!Rule 3 Every small project
contains the entire enterprise DNA!
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BOTTOM LINEThe Enemy!
126
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
128
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
130
Saviors-in-WaitingDisgruntled CustomersFringe
CompetitorsRogue EmployeesEdge SuppliersWayne
Burkan, Wide Angle Vision Beat the Competition
by Focusing on Fringe Competitors, Lost
Customers, and Rogue Employees
131
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

132
But dont we need some grout between the tiles?
133
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

134
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
137
We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
138
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
139
Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, A Unique Moment
140
10X/10X
141
Brand OutsideStrategy 1Lead the Customer!
142
If you worship at the throne of the voice of
the customer, youll get only incremental
advances.Joseph Morone, President, Bentley
College
143
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
144
Nypro!
145
Brand OutsideStrategy 2Use E-Commerce to
Re-invent Everything!
146
OVERVIEW
147
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
148
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)
149
This is the first meter of a 10-kilometer race.
Eventually, all markets will come to resemble
todays foreign exchange market.Hamid Biglari,
Head of Corporate Strategy, Citigroup, in
GIGATRENDS, Wired 04.01
150
eWorld/USPS Woes86 of 880,000,000 SS checks,
tax refunds and other govt. payments are
electronicSource Industry Standard 03.05.01
151
COMMUNITY SERVICES!/ CUSTOMER CONTROL!
152
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)
153
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
154
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
155
RADICAL STRATEGIES REQUIRED
156
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
157
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
158
WebWorld Everything Web as a way to run your
businesss 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
159
Message eCommerce is not a technology play! It
is a relationship, partnership, organizational
and communications play, made possible by new
technologies.
160
Message There is no such thing as an effective
B2B or Internet-supply chain strategy in a
low-trust, bottlenecked-communication, six-layer
organization.
161
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
162
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
163
Inet allows you to dream dreams you could
never have imagined before!
164
Brand OutsideStrategy 2AHealthcare et al.
Embracing ane-Led Age of Self-Determination
165
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
166
???????Impact 1 Healthcare
167
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)
168
Were slow as molasses. Many patients are better
at doing research online than doctors, and thats
whats going to push doctors.Dr. Dean Edell
169
Savior for the Sickvs. Partner for Good
Health Source NPR/VPR 08.15.00
170
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
171
Sooooo Is your strategy centered around
customer-client empowerment self-determination?
Hint This means letting go of traditional
sources of power!
172
Brand OutsideStrategy 3Design Matters!
173
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
174
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
175
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
176
Unconventional Design MessagesNot about ...
Lumpy Objects!Not about ... 79,000 objects
177
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
178
Design Transforms even the Biggest
Corporations!TARGET the champion of
Americas new design democracy (Time) Marketer
of the Year 2000 (Advertising Age)
179
Design is WHAT WHY I LOVE. LOVE.
180
I LOVE my ZYLISS Garlic Peeler!
181
Design is WHY I GET MAD. MAD.
182
Wanted Dead preferably or Alive THE DESIGNER
OF MY RADIO SHACK PHONE. Major Reward!
183
Design is never neutral.
184
Hypothesis DESIGN is the principal difference
between love and hate!
185
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.
186
MessageServices are Not Intangible!You
give off hundreds of design cues daily!YOU
ARE A DESIGNER!
187
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.

188
Design Rules! LiterallyPalm Beach Countys
U.C.B. Utterly Confusing Ballot
189
Message Design is the wellspring of branding.
Great design takes guts and is soul deep.
190
Design-Minded Company CredoDesign matters!
Everywhere!The Brand Promise rules!
Everywhere!All can answer WHO ARE WE? HOW ARE
WE DISTINCT?Words such as beauty grace
emotion connection Wow adventure are okay
twixt 9 and 5.Non-Wow doesnt cut it.
Anywhere!We aim to attract Best-In-Planet
TALENT non-traditional hiring, with an emphasis
on the arts, is part of this. Diversity-R-Us!
191
Brand OutsideStrategy 4Its the Experience!
192
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
193
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
194
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
195
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
196
Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
197
PlotWilliams Sonoma 5 was 10Crate Barrel
8Sharper Image 9Smith Hawken 8Garnet
Hill 9L.L. Bean 4 was 9Colonial
Williamsburg ?
198
The Experience LadderExperiences
ServicesGoods Raw Materials
199
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
200
Message Experience is the last 80.
Experience applies to all work!
201
Brand OutsideStrategy 5Women Rule!
202
?????????Home Furnishings 94Vacations
92Houses 91Consumer Electronics 51 Cars
60 (90)All consumer purchases 83 Bank
Account 89Health Care 80
203
????80
204
Riding Lawnmowers
205
48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
206
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
207
4.8T gt Japan9M/27.5M/3.6T gt Germany
208
New golfers 37Basketball 13.5M1 in 27
(70) 1 in 3 (96)
209
1874?
210
1874 Jock Strap1977 Jogbra1977 ...
25K1996 42M
211
Yeow!1970 12002 50
212
OPPORTUNITY NO. 1! No shit!
213
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
214
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.
215
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!)
216
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
217
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
218
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)
219
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
220
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
221
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
222
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
223
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
224
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
225
The Hollywood scripts that men write tend to be
direct and linear, while womens compositions
have many conflicts, many climaxes, and many
endings.Helen Fisher, The First Sex The
Natural Talents of Women and How They Are
Changing the World
226
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
227
Women dont buy brands. They join them.Faith
Popcorn, EVEolution
228
Not!!Year of the Woman
229
Enterprise Reinvention!RecruitingHiring/Rewardi
ng/PromotingStructure ProcessesMeasurementStra
tegyCulture VisionLeadershipTHE BRAND ITSELF!
230
Honey, are you sure you have the kind of money
it takes to be looking at a car like this?
231
THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
232
27March2000 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!
233
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
234
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
235
Brand OutsideStrategy 6Welcome to Old World!
236
Subject Marketers StupidityIts 18-44,
stupid!18-24 XFL
237
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
238
2000-2010 Stats18-44 -155 21(55-64
47)
239
Member Growth 1987 199718 34 2635
49 6350 118Source IHRSA
240
TP to IHRSA Look this way! I am your ideal body
type!
241
Aging/ElderlyIm in charge!
242
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
243
Age Power will rule the 21st century.We
are woefully unprepared.Ken Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
244
Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
245
60gt20Italy, first time in human
historySource Ken Dychtwald, Age Power
246
TP Why are you the only one writing about
this?KD People are uncomfortable with aging,
the elderly they inadvertently shy away from the
whole idea.
247
Trends 1, 2 or 2 1,3 Women, Aging,
Greening
248
Protect the environment 52Develop more energy
36Equal 6No opinion or Other 6Source
Gallup 3-5 March 2001
249
Brand OutsideStrategy 7BRAND POWER!
250
WHO ARE YOU these days ?TP to Client
251
The idea that business is just a numbers affair
has always struck me as preposterous. For one
thing, Ive never been particularly good at
numbers, but I think Ive done a reasonable job
with feelings. And Im convinced that it is
feelings and feelings alone that account for
the success of the Virgin brand in all of its
myriad forms.Richard Branson
252
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
253
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
254
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
255
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!
256
Jesper Kundes Challenge All business processes
should be aligned with the Brand/Value Promise.
Think Brand Driven Systems!
257
Remember!Talent Brand And dont forget
Hal R.
258
Remember Whats your companys EVP?Employee
Value Proposition, per Ed Michaels et al., The
War for Talent
259
Edgartown MA AP Fun in the Sun StoreDO THE
EMPLOYEES BUY THIS ACT?
260
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.
261
Tell the TRUTHP-l-e-a-s-e
262
WHO ARE WE?
263
WHO AM I ?Me and the Brand Promise, a
Passionate Saga We hope!
264
EXACTLY HOW AM I/ ARE WE DIFFERENT?
265
WHY DOES IT MATTER TO THE CLIENT?
266
EXACTLY HOW DO I CONVEY THAT DIFFERENCE TO THE
CLIENT
267
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
268
Brand LeadershipPassion Rules!
269
Leadership is a performance. You have to be
conscious of your behavior, because everybody
else is. Carly Fiorina
270
You must be the change you wish to see in the
world.Gandhi
271
Leaders achieve their effectiveness chiefly
through the stories they relate. In addition to
communicating stories, leaders embody those
stories.Howard Gardner, Leading Minds An
Anatomy of Leadership
272
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
273
As Ministers of The Republic of Tea, our
not-so-covert mission is to carry out a Tea
Revolution.Ron Rubin Stuart Avery Gold,
success_at_life
274
Our free and open immigration policies welcome
all who wish to flee the tyranny of coffee crazed
lives and escape the frazzled fast paced
race-to-stay-in-one-place existence that it
fuels. In our tiny land, we have come to learn
that coffee is about speeding up and losing
sight, while tea is about slowing down and taking
a look. Because tea is not just a beverage, it is
a consciousness altering substance that allows
for a way of getting in touch with and taking
pleasure from the beauty and the wonder that life
has to offer.Ron Rubin Stuart Avery Gold,
success_at_life
275
Brand Leadership ENTHUSIASM RULES!Ben Zander
I am a dispenser of enthusiasm.
276
A leader is a dealer in hope.Napoleon
277
It is impossible to claim that all good teachers
use similar techniques some lecture nonstop and
others speak very little some stay close to
their material and others loose the imagination
some teach with the carrot and others with the
stick. But in every instance, good teachers share
one trait a strong sense of personal identity
infuses their work. Dr. A is really there when
he teaches. Mr. B has such enthusiasm for his
subject. You can tell that this is really Prof.
Cs life. Parker Palmer, The Courage to Teach
278
One student said she could not describe her good
teachers because they differed so greatly, one
from another. But she could describe her bad
teachers because they were all the same Their
words float somewhere in front of their faces,
like the balloon speech in cartoons. Parker
Palmer, The Courage to Teach
279

• It was much later that I realized Dads secret.
  He gained respect by giving it. He talked and
  listened to the fourth-grade kids in Spring
  Valley who shined shoes the same way he talked
  and listened to a bishop or a college president.
  He was seriously interested in who you were and
  what you had to say.
• Sara Lawrence-Lightfoot, Respect

280
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.
281
Lets make a dent in the universe.Steve Jobs