Tom Peters Seminar2000 Distinct or

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Tom Peters Seminar2000 Distinct or
ExtinctExpomanagementBuenos
Aires10October2000
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Pentium III 800MHz 42,893.00/Hermes Scarf
1,964.29Saving Private Ryan on DVD
874.75Mercedes-Benz 18.98Hot-rolled steel
0.19Source Fortune (3.20.00)
3
NOW THATS B-I-G!The period 2000-2002 will
bring the single greatest change in worldwide
economic and business conditions since we came
down from the trees.David Schneider Grady
Means, MetaCapitalism
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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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No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
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Tom Peters Seminar2000 Brand EverythingDistinc
t or Extinct!
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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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Forget gt LearnThe problem is
never how to get new, innovative thoughts into
your mind, but how to get old ones out.
Dee Hock
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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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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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Brand InsideBrand Org Lean, Linked,
Electronic Malleable
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White Collar Revolution!
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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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RR on Assetless J.B. Sara LeeThe most
profitable businesses in the future will act as
knowledge brokers, linking insights into whats
available with insights into the customers
individual needs and preferences.
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Cisco, Dell Brand-owning companies who sell
Customer SatisfactionSource David Schneider
Grady Means, MetaCapitalism
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ProgressiveWe dont sell insurance anymore. We
sell speed. Peter LewisDigital cameras,
wireless Net links, etc. SOME CLAIMS PAID WITHIN
20 MINUTES!Source Business Week (09.00)
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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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P.S.F. SummaryH.V.A. Projects (100)Pioneer
ClientsWOW Work (see below)Hot Talent (see
below)Adventurous culturePoint of View
(Methodology)W.W.P.F. (100)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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Measures

• WOW!
• Beauty!
• Raving Fans!
• Impact!

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Brand InsideBrand You Distinct or Extinct
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DISTINCT OR EXTINCT!If there is
nothing very special about your work, no matter
how hard you apply yourself, you wont get
noticed and that increasingly means you wont get
paid much, either. Michael Goldhaber,
Wired
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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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Invent. Reinvent. Repeat.Source HP banner ad
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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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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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We believe companies can increase their market
cap 50 percent in 3 years. Steve Macadam at
Georgia Pacific changed 20 of his 40 box plant
managers to put more talented, higher paid
managers in charge. He increased profitability
from 25 million to 80 million in 2 years.Ed
Michaels, War for Talent (05.17.00)
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Top performing companies are two to four times
more likely than the rest to pay what it takes to
prevent losing top performers.Ed Michaels,
War for Talent (05.17.00)
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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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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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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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Mantra2000Talent Brand
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N.W.O. Was-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 Rick_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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Brand OutsideThe Death Knell for Ordinary
Pursuing Difference!
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Forces _at_ Work IIThe Commodity Trap
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
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Brand OutsideStrategy 1Lead the Customer!
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These days, you cant succeed as a company if
youre consumer led because in a world so full
of so much constant change, consumers cant
anticipate the next big thing. Companies should
be idea-led and consumer-informed.Doug Atkin,
partner,Merkley Newman Harty
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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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Nypro!
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Brand OutsideStrategy 2Use E-Commerce to
Re-invent Everything!
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OVERVIEW
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www.cyveillance.com08.30.2000/1221AM2,461,9
40,629
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www.cyveillance.com10.10.2000/0423AM2,762,2
19,497
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41 days, 4 hours, 2 minutes 300,278,868
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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 28Savings in service
and support from customer self-management 500M
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COMMUNITY SERVICES!/ CUSTOMER CONTROL!
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Tomorrow Today Cisco!90 of 20B save
550MC.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting) (45,000 customer problems a week
solved via customer collaboration)
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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Amen!The Age of the Never Satisfied
CustomerRegis McKenna
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RADICAL STRATEGIES REQUIRED
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One cannot be tentative about this. Excuses like
channel conflict or marketing and sales arent
ready cannot be allowed. Delay and you risk
being cut out of your own market, perhaps not by
traditional competitors but by companies you
never heard of 24 months ago.Jack Welch
07.00/Forbes.com
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ACT NOW, ACT FAST, KEEP ACTING
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Its better to be first with less than last with
more. Success on the Web isnt just about time
to market, its also about time to learning.
Jeff Levy, eHatchery
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SUMMARY REINVENT EVERYTHING
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WebWorld Everything Web as a way to run your
business innardsWeb as connector for your
entire supply-demand chain Web as spiders web
which re-conceives the industryWeb/B2B as
ultimate wake-up call to commodity
producersWeb as the scourge of slack,
inefficiency, sloth, bureaucracy, poor customer
dataWeb as an Encompassing Way of LifeWeb
Everything (P.D. to after-sales)Web forces you
to focus on what you do bestWeb as entrée, at
any size, to Worlds Best at Everything as next
door neighbor
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Message eCommerce is not a technology play! It
is a relationship, partnership, organizational
and communications play, made possible by new
technologies.
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Message There is no such thing as an effective
B2B or Internet-supply chain strategy in a
low-trust, bottlenecked-communication, six-layer
organization.
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A DREAMERS MEDIUM!
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There is no use trying, said Alice. One cant
believe impossible things. I daresay you
havent had much practice, said the Queen. When
I was your age, I always did it for half an hour
a day. Why, sometimes Ive believed as many as
six impossible things before breakfast.Lewis
Carroll
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Inet allows you to dream dreams you could
never have imagined before!
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Brand OutsideStrategy 3 Fighting Back via
Systems Integration!
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GM/Ford/DaimlerChrysler (02-27)Covisint240B
(500B)I.P.O.
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Solectron, IBM, Nortel, Matsushita, Seagate,
Etc.E2Open.com700B
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Goal?Drive profits to zero!Remember AMR
and dynamic pricing.
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Message BOX SELLERS LOSE!
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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersConsulting bus! (31,000
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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We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
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Defense-Offense Systems Integration/HVADelphi,
DanaUnited Technologies, Corning, GE, Sun, HP,
Carpet One, Bud Anybody in their right mind!
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E.g. UTC/Otis Carrier boxes to integrated
building systems
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Message Racing up the V.A. Ladder. Doing More
More More More More for/with the
Customer and the Supply-Demand Chain!
82
Brand OutsideStrategy 4Design 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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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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Design is WHAT WHY I LOVE. LOVE.
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Design is WHY I GET MAD. MAD.
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Design is never neutral.
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Hypothesis DESIGN is the principal difference
between love and hate! In a world where passion
rules.
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Paradox ?!Great Design WOW! GRACE
usability writ large
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Brand OutsideStrategy 5Its the Experience!
91
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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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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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
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Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
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LAN Installation Co. toGeek Squad (2 to
30/Minn.)
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Brand OutsideStrategy 6Women Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
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4.8T gt Japan9M/27.5M/3.6T gt Germany
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OPPORTUNITY NO. 1!
100
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.
101
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
102
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
103
Brand OutsideStrategy 7BRAND POWER!
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Brand It! Now, More Than Ever!The increasing
difficulty in differentiating between products
and the speed with which competitors take up
innovations will assist in the rise and rise of
the brand.Gillian Law and Nick Grant,
Management New Zealand
105
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
106
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
107
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
108
Brand LeadershipPassion Rules!
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Leadership is a performance. You have to be
conscious of your behavior, because everybody
else is. Carly Fiorina
110
Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
111
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
112
A leader is a dealer in hope.Napoleon
113
Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander
114
Have you changed civilization today?Source HP
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