Distinct or

1
Distinct or ExtinctTom Peters
Seminar2000CorningQuality Milestone 200029
June 2000
2
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
An Age of Passion1 Year 1.5
WalMarts03.27.99 167B03.27.00
555BP.S. WalMart 8 in 2000
4
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
5
Forces _at_ Work IThe Destruction Imperative!
6
Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
7
Headlines 06.15.00 Your Call!Bell Atlantic-GTE
vs.Lucent
8
Acquisitions are about buying market share. Our
challenge is to create markets. There is a big
difference. Peter Job, CEO, Reuters
9
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
10
Pentium III 800MHz 42,893.00/Cisco Engineer
19,000.00Hermes Scarf 1,964.29Saving Private
Ryan on DVD 874.75Mercedes-Benz
18.98Hot-rolled steel 0.19Source Fortune
(3.20.00)
11
Expected Batting Average?Intels venture
fund 275 investments, 8BSource Fast
Company , eCompany
12
C.E.O. to C.D.O.
13
The Gales of Creative Destruction29M -44M
73M4M 4M - 0M
14
Brand InsideBrand Org Lean, Linked,
Electronic Malleable
15
108 X 5vs. 8 X 1 540 vs. 8
16
And Now the Equivalent White Collar
Revolution!
17
The Pincer 5Destructive entrepreneurs/ Global
CompetitionWhite Collar RobotsTHE INTERNET!
E.g. GM Ford DaimlerChryslerGlobal
Outsourcing E.g. India, MexicoSpeed!!
18
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.
19
The -!! in the middleJim Clark on
Healtheon/WebMD twixt docs, patients,
insurers and providers 275B of 400B in waste
source Michael Lewis, The New New Thing
20
Incidentally CEO Jeff ArnoldAge 30First
Start-up Age 24
21
This is the Age of Ageism The real innovators
dilemma isnt disruptive technologies its the
relentless rise of the quasi-adolescents who
wield them.Michael Schrage
22
A good plant engineer in a paper mill may create
100K to 300K in value per year. An outstanding
software product developer may create a product
worth 1M to 300M. 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 careersEd
Michaels, War for Talent (05.17.00)
23
We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
24
So does Enron!et al.
25
Brand InsideBrand Work!
26
So what will be the Basic Building Block of the
New Org?
27
New OrleansApril 2000Jazz Festival NAPM
28
Welcome to the Y2K New Orleans Jazz and Real Cool
Purchasing Dudes Festival!
29
You are the Rock Stars of the B2B Age!
30
ChicagoNovember 1999SHRM
31
support function / cost center /
bureaucratic dragor Rock Stars of the
Age of Talent
32
Enter The WOW Project!The Project50
33
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
34
But Does It Matter ????On time, on budget
who cares? anon. seminar participant (4/99)
35
You really got to me. So many of our information
technology projects take on a life of their own,
and I know theyll never end up as more than
mediocre successes. CEO, F100 financial
services company (10-98)
36
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
37
Brand InsideBrand You Distinct or Extinct
38
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
39
Brand InsideBrand Talent The Great War for
Talent
40
Issue Y2KThe Great War for Talent!
41
When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
42
The markets being divided up right now. Were
in a tough competition with the U.S. and the
U.K. for the best brains.Gerhard Schroeder,
on Germanys new tech immigration
policyFrankfurter Allgemeine/06.02.00
43
Winner Take All!From 1, 2 or 3 JW to Best
talent in each industry segment to build better
models and proprietary intangibles EMEd
Michaels, War for Talent (05.17.00)
44
Home Depot Goes Long!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)
45
There is no talent shortage if you are
a GPTWGreat Place To Work
46
The leaders of Great Groups love talent and know
where to find it. They revel in the talent of
others. Warren Bennis Patricia Ward
Biederman
47
The Silent Battlefield50 of middle mgrs. in
big corps. report moderate to high chance
theyll change companies within 3 yearsMore
loyalty to geography than companiesMost
companies dont know how many 25-40 year olds
theyre losing, have no special retention
programsEd Michaels, War for Talent (05.17.00)
48
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)
49
Dudes With TudeOur 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
50
He grew his hair long, played guitar in a rock
band, chased girls, got into trouble. At age 17
he was flogged by his house master, who described
him as the most difficult boy Ive ever had to
deal with.
51
Solution?Slip Ritalin into his food Or
52
Elect Him Prime MinisterTony Blairtalk/May
2000
53
Talent War Y2K!

• All out!/ Time consuming!
• Never ending!/ Unwinnable!
• Includes everybody!/ Everybodys game! (Were
  all in sales.)
• Expensive!
• Cool!/ WOW!/ Fun!/ Creative!
• Strategic!/ Core competence!

54
Talent Brand
55
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
56
Forces _at_ Work IIThe Commodity Trap
57
Quality Not Enough!Quality as defined by few
defects is becoming the price of entry for
automotive marketers rather than a competitive
advantage.J.D. Power
58
We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
59
The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, coming up with similar
ideas, producing similar things, with similar
prices and similar quality.Kjell Nordstrom and
Jonas Ridderstrale, Funky Business
60
Customer Satisfaction to Customer
SuccessWere getting better at Six Sigma
every day. But we really need to think about the
customers profitability. Are customers bottom
lines really benefiting from what we provide
them?Bob Nardelli, GE Power Systems
61
GEs New Six Sigma ApproachOld view Out of
service 9 days. 4 days are transport, which is
client responsibility.New view ALL 9 DAYS ARE
OUR RESPONSIBILITY! Why? 9 days Clients
World.Source Steve Kerr, VP, GE
62
Brand OutsideStrategy 1Lead the Customer!
63
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
64
Wealth in this new regime flows directly from
innovation, not optimization. That is, wealth is
not gained by perfecting the known, but by
imperfectly seizing the unknown.Kevin Kelly,
New Rules for the New Economy
65
Brand OutsideStrategy 2Use E-Commerce to
Re-invent the Business!
66
Tomorrow Today Cisco!90 of 14.4B(Cisco
Connection ONLINE)Save 500M(service and tech
support)C.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting)
67
And Larry?
68
Service Call Center300.00 per transaction to
1.50Savings 550,000,000.00Source Ralph
Seferian, Oracle part of Os 1B saving on a
rev. base of 9B 1B addnl this year
69
GM/Ford/DaimlerChrysler (02-27)Covisint240B
(500B)I.P.O.
70
Goal?Drive profits to zero!Remember AMR
and dynamic pricing.
71
No Room for Competent SortsBeer
WholesalersPersonal Trainers FitLinxxFinancial
PlannersCar Dealers LVA, MVA vs.
HVA Web-enhanced
72
Defense-Offense Systems Integration/HVAUnited
TechnologiesGE Delphi
73
E.g. GE boxes transformers, etc. to air
traffic controllers of electronsUTC/Otis
Carrier boxes to integrated building
systems-solutions PW, etc. boxes to major
aircraft subsystems
74
Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

75
Brand OutsideStrategy 3Its the Experience!
76
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
77
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
78
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
79
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
80
Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
81
This is the end of the pure product era. For
instance, car makers are beginning to understand
that the car is a platform for delivering
services that drive the customer
experience.Carly Fiorina, HP _at_ Comdex 99
82
Brand OutsideBRAND POWER!
83
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
84
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
85
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
86
Brand LeadershipPassion Rules!
87
Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
88
The challenge for IBM, ATT and other mainstream
companies is to re-instill a sense of adventure
in recruits.Burke Stinson, ATT
89
Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander
90
If things seem under control, youre just not
going fast enough.Mario Andretti
91
Main Messages War for Talent!pay, early
responsibility, recruit rebels Value Added
Through Systems Integration commodity boxes to
air traffic controllers for electronsRun All
on the Internet Oracle modelBrand Power! for
a Tech Company