Tom Peters

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Tom PetersEXCELLENCE. ALWAYS.XALways/SHO
RT Master.823/18 September 2006
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X.AL.EXCELLENCE. ALWAYS.
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Slides at tompeters.comalso long
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The Irreducible209/Sales122/60TIBs
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A frustrated participant at a seminar for
investment bankers in Mauritius listened
impatiently to my explanation of differences of
opinion among me, Mike Porter, Gary Hamel, Jim
Collins, etc. Finally, hed had enough. What, if
anything, he asked, do you believe for sure?
I mumbled something, but his query started
rumbling around in my mind. Three days later,
wandering on a Sunday in London, the idea of the
irreducibles occurred to meand I started
jotting down notes on stuff I do indeed believe
for sure. Before I knew it, a few days later,
the list had grown to 209 items. Hence The
Irreducible209 that follows.Tom Peters
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1. Hare 1, Tortoise 0. (Hare-y times.) 2. Tempo.
(O.O.D.A.) 3. MBWA. 4. Appreciation. (Motivator
1.) (Cant be faked. Good.) 5. Decency. 6.
Hurry. 7. Time out. 8. One matters. 9. Big
change. Short time. (Alt not work.) 10.
Excellence. Always. 11. Passion. Energy. Hustle.
Enthusiasm. Exuberance. (Move mountains. No
alt.) 12. You must care. 13. Emotion. 14. Hard is
soft. (Soft is hard.)
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EXCELLENCE. ALL YOU NEED TO KNOW.
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TOM PETERS. ALL YOU NEED TO KNOW.
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25
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. Everyone lives by selling something.
Robert Louis Stevenson
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A Few Biases You Should
Know AboutI am not a macro-economist.I am
wholly biased by 30 years (1970-2000) in Silicon
Valley.I would rather work for eBay than
BankAmerica.I believe that the Giant Merger
Game is the single greatest waste of energy
in the world of business.Economies of scale are
wildly over-rated.I find the entire notion of
career to be disturbing and a little silly.I
find the notion of built to last
hilarious.Between 1965 and 1980 I turned 179.9
degrees from Mr Big Government to Mr Cool
Entrepreneur. (Thank you, Frank
Perdue.)Joseph Schumpeter (gales of creative
destruction) and F.A. Hayek are my
economist gods JK Galbraith is my bête
noir.Innovation is a wonderfully messy
chaotic processnot amenable to strategic
plans.I believe in Luck. (Fooled by
Randomnessbest book Ive ever read.)
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A Few Biases You Should
Know AboutI find most strategic plans (and
strategic planners) to be amusing.I am not
Mike Porter.I am not Peter Drucker.I am
not Jim Collins.I believe that the
resilience of Giant Companies is
wildly-absurdly over-rated.I believe that
Americas productivity edge comes from car
dealers more than Giant Cos.No business
model is the last word.I am a Great Believer
in the basics product, people,
customers, execution. (Hence there is nothing
very interesting, save one thing, in In
Search of Excellence.)I believe that EXCELLENCE
is a legitimate aspiration for each of us
and that any lesser aspiration is unconscionable.
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Execution. (Discipline.)Accountability.Action,
a Bias for. (S.A.V./R.F.A.)Relentless.Experiment
ation. (Innovate or Die. He who makes
)Adaptability. (Plan B We eat )In the
moment. (Bertolucci.)Senility.Exuberance.Fun.
Technicolor. Wow! (Extreme Language.)Quest-Advent
ure.By Invitation.Talent. Roster.
(21M.)Weird. (Hangin Out Bottlenecks.)D-squa
red/Dramatic Difference.Up-Up-Up the VA
Ladder. Trifecta Wow Projects-Brand You-PSF.
(No Option.)Design.Women.4-40/D.E.A.615.
(60TIBs IRR209.)EXCELLENCE.
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Thats a Big Number .
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THREE BILLION NEW CAPITALISTS Clyde Prestowitz
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There is no job that is Americas God-given
right anymore. Carly Fiorina/HP/January2004
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There is no job that is _____s God-given right
anymore.
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Deutsche Bank Moves Half of Its Back-office Jobs
to India/ headline/FT/0327 (500 of 900 Research)
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Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline,
Economist, April 15, 2006, Leader, page 14
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Thats a small Number .
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26m
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43h
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EXCELLENCE. EVERYWHERE.ASPIRATION.NECESSITY.

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One Singaporean worker costs as much as
3 in Malaysia 8 in
Thailand 13 in China 18 in
India. Source The Straits Times/2003
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Thaksinomics (after Thaksin Shinawatra)
Bangkok Fashion City managed asset reflation
(add to brand value of Thai textiles by
demonstrating flair and design excellence)Sourc
e The Straits Times/2004
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SpainPortugalItalyIrelandSingapore
TaiwanThailandMalaysiaSingapore
PhilippinesUAEOmanChileRomania New Zealand
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Better By Design A National StrategyNZ
Design Excellence
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THE FUTURE BELONGS TO SMALL POPULATIONS
WHO BUILD EMPIRES OF THE MIND AND WHO IGNORE
THE TEMPTATION OFOR DO NOT HAVE THE OPTION
OFEXPLOITING NATURAL RESOURCES.Source Juan
Enriquez/As the Future Catches You
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SpainPortugalItalyIrelandSingapore
ThailandMalaysiaSingapore PhilippinesUAEOman
ChileRomania New ZealandTaiwan
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MADE IN TAIWAN From Cheap Manufacturing to
Chic Branding Headline/Advertising Age/06.05
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Taiwan, Your Partner in InnoValuePoster/Buchares
t/03.06
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SpainPortugalItalyIrelandSingapore
ThailandMalaysiaPhilippinesDubaiOmanChileRom
ania AustraliaNew ZealandTaiwan
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EXCELLENCE. EVERYWHERE.NECESSITY.ROOTS.
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Age of AgricultureIndustrial AgeAge of
Information IntensificationAge of Creation
IntensificationSource Murikami Teruyasu,
Nomura Research Institute
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Agriculture Age (farmers)Industrial Age (factory
workers)Information Age (knowledge
workers)Conceptual Age (creators and
empathizers)Source Dan Pink, A Whole New Mind
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(No Transcript)
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Human creativity is the ultimate economic
resource. Richard Florida, The Rise of the
Creative Class
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The Creative Age is a wide-open game.
Richard Florida, The Rise of the Creative Class
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London circa 1976 You cant build a real
economy on services, finance, advertising,
etc.London circa 2006 deliberately aims to be
the capital of the 21st century
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CI/Top10 Metro Austin, SF, Seattle, Boston,
Raleigh-Durham, Portland, Minneapolis,
Washington-Baltimore, Sacramento,
DenverCI/Bottom10 Detroit, Norfolk,
Cleveland, Milwaukee, Grand Rapids, Memphis,
Jacksonville, Greensboro, New Orleans, Buffalo,
Louisville gt 1M/49 totalSource Richard
Florida, The Rise of the Creative Class
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EXCELLENCE. THE MANDATE.
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If you dont like change, youre going to
like irrelevance even less. General Eric
Shinseki, Chief of Staff. U. S. Army
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It is not the strongest of the species that
survives, nor the most intelligent, but the one
most responsive to change. Charles Darwin
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The most successful people are those who are
good at plan B. James Yorke, mathematician,
on chaos theory in The New Scientist
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Forbes100 from 1917 to 1987 39 members of the
Class of 17 were alive in 87 18 in 87 F100
18 F100 survivors significantly underperformed
the market just 2 (2), GE Kodak,
outperformed the market from 1917 to 1987.SP
500 from 1957 to 1997 74 members of the Class of
57 were alive in 97 12 (2.4) of 500
outperformed the market from 1957 to
1997.Source Dick Foster Sarah Kaplan,
Creative Destruction Why Companies That Are
Built to Last Underperform the Market
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I am often asked by would-be entrepreneurs
seeking escape from life within huge corporate
structures, How do I build a small firm for
myself? The answer seems obvious Buy a very
large one and just wait. Paul Ormerod, Why
Most Things Fail Evolution, Extinction and
Economics
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Welcome to the Club of Shattered Dreams Of
Koreas Top 100 companies in 1955, only 7 were
still on the list in 2004. The 1997 crisis
destroyed half of Koreas 30 largest
conglomerates.Source KET Issue Report, Kim
Jong Nyun (14.05.2005)
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It is generally much easier to kill an
organization than change it substantially.
Kevin Kelly, Out of Control
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C.E.O. to C.D.O.
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DYB.com
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(Practical) Implication?Go for it! (Why
notalternative is slow death, at best)
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Axiom We are in a brawl with no rules.
(PA)Implication The world will not be kind to
those who play by the rules. (TP)Strategy
S.A.V./R.F.A. (RP/TP)Axiom The
microprocessor plays by the rules.
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Keep Austin Weird
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Active mutators in placid times tend to die off.
They are selected against. Reluctant
mutators in quickly changing times are also
selected against. Carl Sagan Ann Druyan,
Shadows of Forgotten Ancestors
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Natural selection is death. ... Without huge
amounts of death, organisms do not change over
time. ... Death is the mother of structure. ...
It took four billion years of death ... to invent
the human mind ... The Cobra Event
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The secret of fast progress is inefficiency,
fast and furious and numerous failures. Kevin
Kelly
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Uncertainty is the only thing to be sure of.
Anthony Muh,head of investment in Asia,
Citigroup Asset Management
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The Silicon Valley of today is built less atop
the spires of earlier triumphs than upon the
rubble of earlier debacles. Newsweek/Paul Saffo
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TP1 Netscape!Where would you rather have
worked for those 5 years, Netscape or
IBM-HP-Microsoft-Oracle? (Where, 25 years from
now, would you rather to be able to tell
someonee.g., grandchildthat you worked?)
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RMcK A lot of companies in the Valley
fail.RN Maybe not enough fail.RMcK What
do you mean by that?RN Whenever you
fail, it means youre trying new
things.Source Fast Company
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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
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New Economy?!Sergey Larry gt Harvard/370
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Joe J. Jones 1942 2006 HE WOULDA DONE
SOME REALLY COOL STUFF BUT HIS BOSS
WOULDNT LET HIM!
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It is the foremost taskand responsibilityof
our generation to re-imagine enterprises and
institutions, public and private.from the
back cover of Re-imagine!
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EXCELLENCE. STARTERS.HORRORS.
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Radio City Music HallSeptember 2005
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Franchise Lost! TP How many of you 600
really crave a new Chevy?
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Ford, GM and Chrysler do not just make cars
expensively they make bad cars expensively.
Investec analyst, International Herald, 0805.06
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Sluggish Obese Unimaginative More Sluggish
More Obese More Unimaginative Even More
Sluggish Even More Obese Even More
Unimaginative NISSAN RENAULT GM
Innovative Challenger for Toyota????
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Oh, Great Ford Airplane guy.GM CFO.
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Small cars HQ LA. Big cars HQ Dallas.
Corporate HQ Atlanta. CEO Roger Enrico or Lou
Gerstner or Meg Whitman. COO Bob Nardelli.
Chairman George Steinbrenner or Jack Welch or
Ross Perot. Vice-chairman CFO Warren
Buffett. Chief Marketing Officer Brenda
Barnes. Chief Branding Officer Phil Knight
(or Howard Schultz). Chief Innovation Officer
Steve Jobs or Jeff Immelt. Chief/Supply Chain
Raid WalMart or CostCo or Dell. Chief/Dealer
Relations Carl Sewell.
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Not long ago, I heard one studio chief utter the
unthinkable What would happen if I made a movie
I actually looked forward to seeing? Peter
Bart, Editor in Chief, Variety former Paramount
exec, Hollywoods Model Doesnt Produce Art, or
Much Profit (NYT/0721.06)
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Did one of em ever turn to the other and say
Wow, I wonder what unimaginable new tools,
otherwise not possible, will be brought forth for
my daughter Alice, age 17, because of this deal?
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VALUE ADDED 1
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EXCELLENCE. STARTERS.BASICS.
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P.P.C.E.E.E.
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People.Product.Clients.Execution.Enthusiasm.E
xcellence.
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People.Product.Clients.Execution.Enthusiasm.E
xcellence.Relentlessness.
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One of my superstitions had always been when I
started to go anywhere or to do anything, not to
turn back, or stop, until the thing intended was
accomplished. Grant
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"The reasonable man adapts himself to the world.
The unreasonable one persists in trying to adapt
the world to himself. Therefore, all progress
depends upon the unreasonable man. GB Shaw,
Man and Superman The Revolutionists' Handbook.
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People.Product.Clients.Execution.Enthusiasm.E
xcellence.Relentlessness. Senility.
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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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Wanted Corporate Senility! Desperately!
The 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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MBA-On-A-Single-SlideP R - C
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EXCELLENCE. THE WORD.
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SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
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EXCELLENCE. GAMECHANGER.
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Excellence1982 The Bedrock Eight Basics 1. A
Bias for Action 2. Close to the Customer 3.
Autonomy and Entrepreneurship 4. Productivity
Through People 5. Hands On, Value-Driven 6. Stick
to the Knitting 7. Simple Form, Lean Staff 8.
Simultaneous Loose-Tight Properties
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ExIn 1982-2002/Forbes.comDJIA 10,000 yields
85,000 EI 10,000 yields 140,050
Forbes/Excellence Index /Basket of 32
publicly traded stocks
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EXCELLENCE. GAMECHANGER.(MAYBE.)
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Hardball Are You Playing to Play or Playing to
Win? by George Stalk Rob Lachenauer/HBS
PressThe winners in business have always
played hardball. Unleash massive and
overwhelming force. Exploit anomalies.
Threaten your competitors profit sanctuaries.
Entice your competitor into retreat.Approximat
ely 640 Index entries Customer/s (service,
retention, loyalty), 4. People (employees,
motivation, morale, worker/s), 0. Innovation
(product development, research development, new
products), 0.
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Them-Us
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Them UsStrategy

EXECUTIONPlanning
ActionMarketing
Selling/SalesMarkets
CustomersCustomers
ClientsMicro-segmentation Big
Stuff (Women, Boomers)Cost minimization
Revenue maximizationSynergy/Efficiencies
DecentralizationStrategic supplier
Pioneering supplierProcess
ProjectEffectiveness
ExcellenceMen
WomenLeadership
Management
LeadershipStandardization
Exceptionalism (53 53)Big clients
COOL clientsPrestigious Board
INTERESTING Board
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Them UsBig

Mid-sizeGrowth by merger
Organic growthBuy market share
Create NEW marketsEfficient, streamlined
Value-creating PSF
department Certainty-predictability
Ambiguity-opportunityFearful of losing
Aggressive pursuit
of winningPlan
PrototypeCareful
evaluation Another
prototypeRevised plan
Another prototypePeople/Employees
TalentEffective HR department Rockin
Talent
Development Center
of ExcellenceBenchmark
against the Benchmark against the
best-industry leader coolest
96
Them
UsBenchmark
FuturemarkOrderly career progression Up
or Out (PDQ)Head
HeartIQ
EQProfessional
PassionateStoic, humble leaders
Noisy, emotional
characters in chargeHire for
Resume Hire for
intangiblesMeasured-thoughtful
Relentless, pig-headed approach
determinationTeamwork comes first
Teamwork and disruptive
individuals equal
billingListen to customers Lead
customersCustomer involvement
Intimate-Seamless
customer inter-twining
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Them UsMBM (Management
MBWA by memo)MBA
MFAShareholder Value Great
people-product rule comes first
Work smart Work
hardBuilt to last Built to
Rock the WorldReward successes Reward
(EXCELLENT)
failuresQuality first! Design
1TQuality first Innovation
1THigh-quality Jaw-dropping
Experience transactionCVs demo consistent
CVs feature Magic Moments performanceGood
grades Cool stuff Operational
excellence World-rocking INNOVATION

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Them UsBrand
LovemarkBest analysis wins
Best STORY winsBeyond politics
Politics-is-life, the
rest is detailsOutsource
BestsourceMotivate
Send on QUESTSMotivate
InviteMeasured language HOT
languageProduct-Service Gamechanging
SOLUTION,
Thrilling EXPERIENCE,
DREAM come true,
LOVEMARKPastel
Technicolor Better
DifferentMission success Mission
EXCELLENCEVery good
EXCELLENCE. ALWAYS.
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good words.Bad words.
100
Words that may NOT be used in my presence
Motivate
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In the end, management doesnt change culture.
Management invites the workforce itself to
change the culture. Lou Gerstner
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Words that may NOT be used in my presence
Marketing
103
SellSellSell
104
EXCELLENCE. ALWAYS.
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Why in the world did you go to Siberia?
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The Peters Principles Enthusiasm. Emotion.
Excellence. Energy. Excitement. Service. Growth.
Creativity. Imagination. Vitality. Joy.
Surprise. Independence. Spirit. Community.
Limitless human potential. Diversity. Profit.
Innovation. Design. Quality. Entrepreneurialism.
Wow.
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Business (at its best) An emotional, vital,
innovative, joyful, creative, entrepreneurial
endeavor that elicits maximum concerted human
potential in the wholehearted service of
others.Excellence. Always.Employees,
Customers, Suppliers, Communities, Owners,
Temporary partners
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EXCELLENCE. DEFINED.
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Great Companies SET THE AGENDA. (PERIOD.)
disturb the sleep of
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AGENDA SETTERS Set the Table/ Pioneers/
Questors/ AdventurersUS Steel Ford Toyota
Sears GM ITT The Gap Limited WalMart
Tesco PG 3M Intel IBM Apple Nokia
Cisco Dell MCI Sun Microsoft Google
Enron Schwab GE Laker Southwest People
Express Ogilvy Virgin eBay Amazon Sony
Amgen BMW CNN Nike
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Built to Last vs Built for ImpactBut what if
former head of strategic planning at Royal Dutch
Shell Arie De Geus is wrong in suggesting, in
The Living Company, that firms should aspire to
live forever? Greatness is fleeting and, for
corporations, it will become ever more fleeting.
The ultimate aim of a business organization, an
artist, an athlete or a stockbroker may be to
explode in a dramatic frenzy of value creation
during a short space of time, rather than to live
forever. Kjell Nordström and Jonas
Ridderstråle, Funky Business
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EXCELLENCE. YOU ME.
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The First step in a dramatic organizational
change program is obviousdramatic personal
change! RG
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Work on me first. Kerry Patterson, Joseph
Grenny, Ron McMillan and Al Switzler/Crucial
Conversations
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VALUE ADDED 2
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EXCELLENCE. REVENUE.MATTERS.MOST.
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Analysts preferred cost cutting, as long as
they could see two or three years of EPS growth.
I preached revenue and the analysts eyes would
glaze over. Now revenue is in because so many
got caught, and earnings went to hell. They said,
Oh my gosh, you need revenues to grow earnings
over time. Well, Duh! Dick Kovacevich, Wells
Fargo
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EXCELLENCE. SELL. SELL.SELL.
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. Everyone lives by selling something.
Robert Louis Stevenson
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SellSellSell
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CROChief Revenue Officer
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MBA-On-A-Single-SlideP R - C
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Incidentally
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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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VALUE ADDED 3
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EXCELLENCE. VALUE ADDED.UP THE LADDER.
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EXCELLENCE I. SOLVE IT.
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55B
129
And the M Stands for ?Gerstners IBM
Systems Integrator of choice./BW (Lou, help
us turn all this into that long-promised
revolution. ) IBM Global Services
(Integrated Systems Services Corp.) 55B
130
Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW/2004
131
MasterCard Advisors
132
Gamechanging Solutions Bet-the-CompanyIBMUPS
XeroxMasterCardGEBestBuy
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I. LAN Installation Co. (3)II. Geek
Squad. (30.)III. Acquired by BestBuy.IV.
Flagship of BestBuy Wholesale Solutions
Strategy Makeover.
134
Huge Customer Satisfaction versus Customer
Success
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Up, Up, Up, Up the Value-added Ladder.
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The Value-added Ladder/ STUFF N THINGSGoods
Raw Materials
137
The Value-added Ladder/Stuff TRANSACTIONSServ
icesGoods Raw Materials
138
The Value-added Ladder/ OPPORTUNITY-SEEKING
Gamechanging SolutionsServicesGoods Raw
Materials
139
VALUE ADDED 3A
140
EXCELLENCE.NECESSITY.OPPORTUNITY.
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Disintermediation is overrated. Those who
fear disintermediation-outsourcing should in fact
be afraid of irrelevance outsourcing is just
another way of saying that youve become
irrelevant to your customers. John
Battelle/Point/Advertising Age/07.05
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support function / cost center/ overhead
or
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Are you Rock Stars of the Age of Talent
144
ChicagoHRMAC
145
EXCELLENCE.SOLVE IT. NO OPTION.PSF. (PSF)
146
Department Head to Managing Partner, IS
HR, RD, etc. Inc.
147
AnswerPSF
148
Core MechanismGame-changing Solutions PSF
(Professional Service Firm model/The
Organizing Principle) Brand You(Distinct or
Extinct/The Talent) Wow! Projects
(Different vs Better/The Work)
149
The WOW! Mega-PSF
150
Big Idea Corporation as Mega-PSF
(Professional Service Firm) Virtual
Collection of Entrepreneurially-minded
Professionals (Talent/Roster)
Creating/Applying Intellectual Capital (Work
Product)
151
The PSF35 Thirty-Five Professional Service
Firm Marks of Excellence
152
The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (E very
Practice Group If you cant explain your
position in eight words or less, you dont
have a positionSeth Godin)2. DRAMATIC
DIFFERENCE (We are the only ones who do what
we doJerry Garcia)3. Stretch Is Routine
(Never bite off less than you can
chewanon.)4. Eye-Appetite for Game-changer
Projects (Excellence at Assembling Best
TeamFast) 5. Playful Clients (Adventurous
folks who unfailingly Aim to Change the
World)6. Small Uneconomic Clients with Big
Aims 7. Life Is Too Short to Work with Jerks
(Fire lousy clients)8. OBSESSED WITH LEGACY
(Practice Group and Individual Dent the
UniverseSteve Jobs)9. Fire-on-the-spot Anyone
Who Says, Law/Architecture/Consulting/
I-banking/ Accounting/PR/Etc. has become a
commodity 10. Consistent with 9 above DO
NOT SHY AWAY FROM THE WORD (IDEA)
RADICAL
153
Pointed Point of View!
154
R.POV8Remarkable Point Of View/8 Words or
less/If you cant state your position in eight
words or less you dont have a position.SG
155
The PSF35 The People The
Leadership18. TALENT FANATICS (Best-Coolest
place to work) (PERIOD)19. EYE FOR THE PECULIAR
(Hiring Go beyond same old, same old)
20. Early Opportunities (vs. Wait your turn)
21. Up or Out (Based on Legacy/Mentoring as
much as Billings/Rainmaking)22. Slide
the Old Aside/Make Room for Youth (Find oldsters
new roles?)23. TALENT IS OBSESSED WITH
RENEWAL FROM DAY 1 TO DAY R R
Retirement24. Office/Practice Leaders Evaluated
Primarily on Mentoring-Team Building
Skills 25. A PROPRIETARY TALENT DEVELOPMENT
PROCESS (GE) 26. Team Leadership Skills Valued
Early27. Partner with B.I.W. Best In World
Outsiders as Needed and to Infuse Different
Views
156
The PSF35 The Firm The
Brand28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My
life is my messageGandhi) 29. Excellence
in EXECUTION 100.00 of the Time (No such
thing as a small sins/World Series Ring to
the Batboy!) 30. Drop everything/Swarm to
Support a Harried-On The Verge Team31.
SPEND AS AGGRESSIVELY ON RD AS A TECH FIRM OR
CIRQUE DU SOLEIL 32. A PROPRIETARY
METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old
EDS)33. Web (Technology) Obsession 34.
BRAND/LOVEMARK MANIACS (Organize Around a
Point of View Worth BROADCASTING You must
be the change you wish to see in the
worldGandhi) 35. PASSION! ENTHUSIASM! (Passion
Enthusiasm have as much a place at the
Head Table in a PSF as in a widgets
factory You cant behave in a calm, rational
manner. Youve got to be out there on the
lunatic fringeJack Welch)
157
The PSF35 The Firm The
Brand28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My
life is my messageGandhi) 29. Excellence
in EXECUTION 100.00 of the Time30. Drop
everything/Swarm to Support a Harried-On
The Verge Team31. SPEND ON RD LIKE A TECH
FIRM. 32. A PROPRIETARY METHODOLOGY (FBR,
McKinsey, Chiat Day, IDEO, old EDS) 33.
BRAND MANIACS (Organize Around a Point of View
Worth BROADCASTING) 34. PASSION!
ENTHUSIASM! 35. EXCELLENCE. ALWAYS.
158
AnswerPSF
159
The New Enterprise Value-Added Equation/Mark2006
(1) 100 WOW PROJECTS (New Org DNA/The
Work) (2) Incredible TALENT Transformed
into (3) Entrepreneurial BRAND YOUs and (4)
Launched on Awesome QUESTS FOR EXCELLENCE
(5) Internal Rockin PSFs (Staff Depts. Morphed
into Wildly Innovative Professional Service
Firms) (6) Which Coalesce to Transform the
FEVP/Fundamental Enterprise Value Proposition
from Superior Products Services to
ENCOMPASSING SOLUTIONS GAME-CHANGING CLIENT
SUCCESS
160
Big Idea/Meta-Idea/Premier Engine of Value
Added(1) The Talent Best Roster of
Entrepreneurial-minded Brand Yous.(2) The
(Virtual) Organization Internal or External
PSF/Professional Service Firm working with
Best Anywhere Engine of Value Added through
the Application of Creative Intellectual
Capital(3) The Work Product Game Changer/
Gaspworthy WOW Projects
161
Static/ImitativeIntegrity.Quality.Continuous
Improvement.Superior Service (Exceeds
Expectations.)Completely Satisfactory
Transaction.Smooth Evolution.Market
Share.Dynamic/DifferentDramatic
Difference!Disruptive!Insanely Great!
(Quality)Life-(Industry-)changing
Experience!Game-changing!WOW!Surprise!Delight!
Breathtaking!Punctuated Equilibrium!Market
Creation!
162
EXCELLENCE Flawless EXECUTION Continuous
IMPROVEMENT Brilliantly Trained
PEOPLEGamechanging QUESTS WEIRD Rosters
GASPWORTHY Results
163
EXCELLENCE. ATTITUDE.TRANSFORMATION.PSF.
164
Are you the Principal Engine of Value
AddedE.g. Your RD budget as robust as the
New Products team?
165
Purchasing Officer Thrust 1 Cost (at All
Costs) Minimization Professional? Or/to Full
Partner-Leader in Lifetime Value-added
Maximization?(Lopez Arguably Villain 1 in
GM tragedy/Anon VSE-Spain)
166
HCare CIO Technology Executive (workin in a
hospital) Or/to Full-scale, Accountable (life
or death) Member-Partner of XYZ Hospitals
Senior Healing-Services Team (who happens to be a
techie)
167
PSF Transformation Credit
Department/TrekWas
IsCredit Dept
Financial
ServicesHammer on dealers until
Make dealers successful so theythey pay
CAN payAR
sold to 3rd party Trek is
the commercial financialcommercial co.
Company23 employees
12 employeesOversee
peak AR of 70M Oversee peak AR of
160MIdentify risky dealers
Identify opportunitiesCost Center
Profit CenterNo
products
Products Consulting, MC/Visa,
Stored
value of gift cards, Gift card

peripherals, Online paymentsSource John
Burke/0330.06
168
VALUE ADDED 3B
169
The WOW! Project.
170
Your Current Project?1. Another
days work/Pays the rent.4. Of value.7.
Pretty Damn Cool/Definitely subversive.10.
WE AIM TO CHANGE THE WORLD.
(Insane!/Insanely Great!/WOW!)
171
Astonish me! (S.D).Build something great!
(H.Y.).Make it immortal! (D.O.)
172
If you are not prepared to be fired over your
beliefs you are working on the wrong project.
TP
173
You! Your Project Portfolio!
174
A position is not an accomplishment. TP
175
WOW! Projects Nuts Bolts (a few)
176
Playmate!Playpen!Can be Client, supplier
as well as Insider
177
Where to look for Playmates F.F.F.F. (Find
a Fellow Freak Faraway)
178
Forward, march The Sri Lanka Stratagem
179
Where NOT to look for Playmates BIG Division,
BIG Customer, BIG Vendor, UP
180
Culture of PrototypingEffective prototyping
may be the most valuable core competence an
innovative organization can hope to have.
Michael Schrage

181
Prototype mania/maniac!
182
Starting a WOW! Projects Epidemic Demos, Heroes,
Stories!
183
Premise Ordering Systemic Change is a Waste of
Time!
184
Somewhere in your organization, groups of people
are already doing things differently and better.
To create lasting change, find these areas of
positive deviance and fan the flames. Richard
Tanner Pascale Jerry Sternin, Your Companys
Secret Change Agents, HBR
185
Some people look for things that went wrong and
try to fix them. I look for things that went
right, and try to build off them. Bob Stone
(Mr ReGo)
186
Demos! Heroes! Stories!
187
Demo StoryA key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner, Leading Minds An
Anatomy of Leadership
188
Best story wins!
189
REAL Org Change Demos Models (Model
Installations, ReGo Labs)/ Heroes (mostly
extant burned to reinvent govt)/ Stories
Storytellers (Props!)/ Chroniclers (Writers,
Videographers, Pamphleteers, Etc.)/ Cheerleaders
Recognition (PosgtgtNeg, Volume)/ New Language
(Hot/Emotional/WOW)/ Seekers (networking mania)/
Protectors/ Support Groups/ End RunsPull
Strategy (weird alliances, weird customers,
weird suppliers, weird alumnae-JKC)/ Field Real
People Focus (3 COs) (long way away)/ Speed
(O.O.D.A. Loopsact before the bad guys can
react)C.f., Bob Stone, Lessons from an Uncivil
Servant
190
JKC1. Scour for renegades
wine dine.2. Go outside for funds.
191
JKC
192
Make your own McKinsey (AP)
193
Build a School on top of a school/Continuing-Exe
c Ed (The Parallel Universe Strategy)
194
Stories Paint me a picture Story
infrastructure Demos Quick prototypes
Experiments Heroes Renegades Skunkworks
Demo Funds V.C. G.M. Roster Portfolio
Stones Rules JKCs Rules
195
Tempo He who has the quickest O.O.D.A. Loops
wins!Observe. Orient. Decide. Act. / Col.
John Boyd
196
Subversive ChangeBe(very)ware genetic
constraints (historys looong arm)You must
do GandhiHire weird (fulltime or temp)Find
the extant crazies (troll for them via offers to
join weird project teams)Create a (quiet)
Crazies Club/Keep extendin the WebCreate
boondocks projects by the truckload (with
partners of every flavor)Understand Yours is a
protection racketSky High Standards!! (Theres
a deadly serious reason for all thislife or
death)TP Heroes Allan Puckett Bob Stone Jill
Ker Conway Kelly Johnson John Boyd
197
Never doubt that a small group of committed
people can change the world. Indeed it is the
only thing that ever has. Margaret Mead
198
SP But can you turn a defensive player into
an offensive player?TP Yes! Work with
him/her to re-frame their principal project to
the point that their ego is fully engaged and it
becomes something of a life compulsion.
If you and I had 150K in the bank and on
the line and the day before the opening the Fire
Inspector
199
VALUE ADDED 3C
200
EXCELLENCE II. EXPERIENCE IT.
201
Experiences are as distinct from services as
services are from goods. Joe Pine Jim
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
202
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
203
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
204
Up, Up, Up, Up the Value-added Ladder.
205
The Value-added Ladder/ MEMORABLE
CONNECTIONSpellbinding Experiences
Gamechanging SolutionsServicesGoods Raw
Materials
206
CXOChief eXperience Officer
207
VALUE ADDED 3D
208
EXCELLENCE. DRAMATIC.DIFFERENCE.DOABLE.
209
This is not a mature category.
210
This is an undistinguished category.
211
798
212
415/SqFt/WalMart798/SqFt/Whole Foods
213
1/100 Best Companies to Work for/2005
214
Wegmans
215
?
216
Its simple, really, Tom. Hire for ?s, and,
above all, promote for ?s. Starbucks middle
manager/field
217
A man without a smiling face must not open a
shop. Chinese Proverb
218
EXCELLENCE. 1.
219
Donnellys Weatherstrip Service Weymouth MA
220
EXCELLENCE. 1T.
221
Jims Group Jim Penman/Empire Builders/MT
/Jan/Feb 2006/Australia
222
The Missing 900M Will the Boat Sink the Water
The Life of Chinas Peasants Chen Guidi and Wu
Chuntao
223
EXCELLENCE. NO EXCUSES.
224
WallopWalMart16Or Why its so ABSURDLY
EASY to BEAT a GIANT Company
225
The Small Guys Guide Wallop
WalMart16 Niche-aimed. (Never, ever all
things for all people, a mini-WalMart.) Never
attack the monsters head on! (Instead steal niche
business and lukewarm customers.) Dramatically
Different (La Difference ... within our
community, our industry regionally, etc is as
obvious as the end of ones nose!) (THIS IS WHERE
MOST MIDGETS COME UP SHORT.) Compete on
value/experience/intimacy, not price. (You aint
gonna beat the behemoths on cost-price in 9.99
out of 10 cases.) Emotional bond with Clients,
Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!
)
226
The Small Guys Guide Wallop WalMart16
Hands-on, emotional leadership. (We are a
great cool intimate joyful dramatically
different team working to transform our Clients
lives via Consistently Incredible
Experiences!) A community star! (Sell
local-ness per se. Sell the hell out of it!) An
incredible experience, from the first to last
momentand then in the follow-up! (These guys
are cool! They get me! They love me!) DESIGN
DRIVEN! (Design is a premier weapon-in-pursuit-o
f-the sublime for small-ish enterprises,
including the professional services.)
227
The Small Guys Guide Wallop WalMart16
Employer of choice. (A very cool, well-paid
place to work/learning and growth experience in
at least the short term marked by notably
progressive policies.) (THIS IS EMINENTLY
DO-ABLE!!) Sophisticated use of information
technology. (Small-ish is no excuse for small
aims/execution in IS/IT!) Web-power! (The Web
can make very small very big if the
product-service is super-cool and one
purposefully masters buzz/viral
marketing.) Innovative! (Must keep renewing and
expanding and revising and re-imagining the
promise to employees, the customer, the
community.)
228
The Small Guys Guide Wallop WalMart16
Brand-Lovemark (Kevin Roberts) Maniacs!
(Branding is not just for big folks with big
budgets. And modest size is actually a Big
Advantage in becoming a local-regional-niche
lovemark.) Focus on women-as-clients. (Most
dont. How stupid.) Excellence! (A small player
per me has no right or reason to exist unless
they are in Relentless Pursuit of Excellence. One
earns the rightone damn day and client
experience at a time!to beat the Big Guys in
your chosen niche!)
229
What Ive Learned about Small BusinessTom
Peters
230
Passion for PRODUCT.OBSESSION With Product.LOVE
The Product.Aim To Be ONLY ONES WHO DO WHAT WE
DO.Keep ADDIN Stuff.Invest UNWISELY in
RD.Reside Permanently In The DISCOMFORT
Zone.Unhealthy PARANOIA Is A Good Thing.Add
Clients That PUSH-PULL.SELL. SELL. SELL.
SELL.Go For Broke CUSTOMER CONTACT
PEOPLE.PERFECTION Customer Contact People.Hire
for ATTITUDE.INVITE On An Adventure. GREAT
CFO/Biz Guy-Gal. NASTY CFO/Biz
Guy-Gal.QUADRANGULAR LEADERSHIP
Visionary-Talent Fanatic-Project Manager-I.P.M.
(I.P.M. Inspired Profit Mechanic)
231
Seminars Travel 65Research Writing
40-50Admin/Stuff 15Greater than 100
considerable research-writing is performed on the
road
232
GREAT Logo.DESIGN! OVERDO Marketing
Materials.WOMEN Roar. WOMEN Rule. WOMEN
Buy.Diversity Be RELENTLESS. Cut And
RUN.Product Includes-Features the
PACKAGING.Define Your DRAMATIC DIFFERENCE
(R.P.O.V.8)Best STORY Wins.DRESS For
Success.First Goal AMUSE Yourself.Know
YOURSELF. DONT Do Stuff You Hate.
Over-invest In RELATIONSHIPS. (R.O.I.R.
Return On Investment in Relationships)SYSTEMATICA
LLY Manage Relationships.Work The SUPPORT
PEOPLE In Client Orgs.
233
BLOG As If Your Life Depended On
It.SOPHISTICATED Use Of Infotech.RESPONSE To
Problems.Make Em PAY.CLOSE The Sale. Invest
BIGTIME In PR.Media FRIENDLY.Live-To-SCHMOOZE.F
un/Laughter MBWA Stay In Touch.You
Must Be The Change You Wish To See In The
World/GANDHI5K For 5M.Your CALENDAR Never
Lies.OUT Pastels. IN Technicolor
234
JUST SAY NO TO C.E.O. CIO/Chief Innovation
Officer. CSO/Chief Sales Officer. CWO/Chief Wow
OfficerEXCELLENCE Is Very Cool.
MICRO-MANAGE Your Reputation.Wear Your
Integrity On Your SLEEVE.KEEP Your
Promises.EXECUTION!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!A Man Without A Smiling Face MUST NOT
Open His Shop.RECOGNITION! Work HARD, Not
Smart.Insanely Great. THE STANDARD.
235
Small Giants Companies That Choose To Be Great
Instead Of Big by Bo Burlingham
236
The SmallMart Revolution How Local Businesses
Are Beating Local Competition Michael Shuman
237
I Bacteria Man HEREBY PLEDGEWhen asked,
What are some examples of companies stepping up
to todays challenges? I will NEVER AGAIN
offer an example of a Giant Company instead Ill
refer to Cirque du Soleil, Donnellys
Weatherstrip Service, 3K tanning salons, 10.6M
women-owned businesses (or the typically/95
female recipients of micro-lending) There
is more to Biz Life than Giant Cos LOTS MORE
that hidden 99
238
VALUE ADDED 3E
239
EXCELLENCE III. DREAM IT.
240
Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
241
DREAM A dream is a complete moment in the life
of a client. Important experiences that tempt the
client to commit substantial resources. The
essence of the desires of the consumer. The
opportunity to help clients become what they want
to be. Gian Luigi Longinotti-Buitoni
242
Up, Up, Up, Up the Value-added Ladder.
243
The Value-added Ladder/ EMOTIONDreams Come
TrueSpellbinding Experiences Gamechanging
SolutionsServicesGoods Raw Materials
244
CDMChief Dream Merchant
245
Big Blue
246
EXCELLENCE IV. LOVE IT.
247
Brands have run out of juice. Theyre dead.
Kevin Roberts/Saatchi Saatchi
248
Kevin Roberts Lovemarks!
249
Tattoo Brand What of users would tattoo the
brand name on their body?
250
Top 10 Tattoo BrandsHarley . 18.9Disney
.... 14.8Coke . 7.7Google .... 6.6Pepsi ....
6.1Rolex . 5.6Nike . 4.6Adidas .
3.1Absolut . 2.6Nintendo . 1.5BRANDsense
Build Powerful Brands through Touch, Taste,
Smell, Sight, and Sound, Martin Lindstrom
251
Up, Up, Up, Up the Value-added Ladder.
252
The Value-added Ladder/ ECSTASY Lovemark
Dreams Come True Spellbinding
ExperiencesGamechanging SolutionsServicesGoods
Raw Materials
253
CL OChief Lovemark Officer
254
Damn it
255
Lovemark?! IBMUPSPSFLogistics
DepartmentHR Department
256
Up, Up, Up, Up the Value-added Ladder.
257
Ladder.2006 4 of 7! Lovemark Dreams Come
True Spellbinding ExperiencesGamechanging
SolutionsServicesGoodsRaw Materials
258
EXCELLENCE.SOUL I.THE STORY.
259
Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
260
Best story wins!
261
Market Power Story Power
262
CSTOChief Storytelling Officer
263
EXCELLENCE. SOUL II.DESIGN.
264
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
265
Design is treated like a religion at BMW.
Fortune
266
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
267
CDOChief Design Officer
268
EXCELLENCE.SYSTEMS. DESIGN. K.I.S.S.
269
450/8
270
"A business unit strategy should be less than
fifty pages long and should be easy to
understand. Its essence should be describable in
one page ... If you can't describe your strategy
in twenty minutes, simply and in plain language,
you haven't got a plan. Larry Bossidy
271
First Steps Beauty Contest!

• 1. Select one form/document invoice, airbill,
  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 four dimensions Beauty. Grace.
• Clarity. Simplicity.
• 3. Re-invent!
• Repeat, with a new selection,
• every 15 working days.

272
EXCELLENCE.NEW VALUE EQUATION. NEW
C-levels.
273
CROChief Revenue Officer
274
CXOChief eXperience Officer
275
CDMChief Dream Merchant
276
CL OChief Lovemark Officer
277
CSTOChief Storytelling Officer
278
CDOChief Design Officer
279
CtaOChief talent acquisition Officer
280
CfaOChief freaks acquisition Officer
281
CQOChief quest-meister
282
CTOChief Thrills Officer
283
CTROChief Transcendence Officer
284
CWOChief WOW Officer
285
C!OChief ! Officer
286
EXCELLENCE. WHAT MATTERS.
287
What Isnt Matter Is What Matters section
title, Branded Nation The Marketing of
Megachurch, College Inc., and Museumworld, James
Twitchell
288
VA Teaching MomentAndy pointed to a molding,
about halfway up the wall
289
VALUE ADDED 4
290
EXCELLENCE.NEW MARKETS.ENORMOUS.
OPPORTUNITIES.
291
Idiot is too kind a word.
292
Thats a very diverse team. Patrick Cescau,
CEO, Unilever 1 of 14 Board of Directors
members is a woman (not an exec) 2 of 7 Exec
Team members are Indians. (Source FT/24-25
June.) Approximately 85 of Unilevers products
are purchased by women.
293
Thats a VERY diverse team. Patrick
Cescau, CEO, Unilever 1 of 14 Board of
Directors members is a woman (not an exec) 2 of
7 Exec Team members are Indians. (Source
FT/24-25 June.) Approximately 85 of Unilevers
products are purchased by women.
294
Thats a VERY sick man. Tom Peters
295
EXCELLENCE. FOUND.DUH.
296
To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
297
EXCELLENCE. OPPORTUNITY.
298
Women are the majority market Fara
Warner/The Power of the Purse
299
?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91D.I.Y. (major home
projects) 80Consumer Electronics 51 (66
home computers) Cars 68 (90)All consumer
purchases 83 Bank Account 89Household
investment decisions 67Small business
loans/biz starts 70Health Care 80
300
USA/F.Stats Short n (Very) Sweetgt50 of stock
ownership, 13T total wealth (2X in 15
years)gt7T consumer biz spending (gt50 GDP gt
Japan GDP) gt80 consumer spdg (Consumer 70
all spdg) 57 BA degrees (2002) ed social
strata, no wage gap60 Internet users gt50
primary users of electronic equipmentgt50 biz
tripsWimBiz Employees gt F500 10M 33 all US
BizPay from 62 in 1980 to 80 today equal if
education, social status, etc are equal60
work 46M (divorced, widowed, never
married)Source Fara Warner, The Power of the
Purse
301
Women gt 50 of Household Income in gt50 of
households. In 48 of the 55 of
households/married couples, women provide gt50 of
income. 27 of households are headed by a
single female. 75 of married female execs with
the rank of VP or above out earn their spouse.
Women control 51 of private wealth in the U.S.
head 40 of households with gt600K assets 47 of
market investors are women.Major Credit Union
pre Y2K, modal customer was 53-year-old family
man today, 46-year-old single working
woman.Commercial 51 purchasing managers are
women.Women make gt80 consumer purchases
businesswomen make gt90 of household purchasing
decisions. Women 70 of travel decisions
purchase 57 of consumer electronics write 80
of personal checks purchase gt50 of cars
(primary influence gt80). Source Dont Think
Pink What Really Makes Women Buyand How to
Increase Your Share of This Crucial Market, Lisa
Johnson Andrea Learned
302
1970-1998Mens median income 0.6Womens
median income 63Source Martha Barletta,
Marketing to Women
303
Commercial Purchasing PowerPurchasing mgrs.
agents 51HR gtgt50Admin officers
gt50Source Martha Barletta, Marketing to Women
304
The most significant variable in every sales
situation is the gender of the buyer, and more
importantly, how the salesperson communicates to
the buyers gender. Jeffery Tobias Halter,
Selling to Men, Selling to Women
305
Thanks, Marti Barletta!
306
The Perfect Answer
Jill and Jack buy slacks in black
307
(No Transcript)
308
She knows more about the Volvo than the
salesman who greets her at the door. But how is
she treated? As if she has a low IQ, is slightly
hard of hearing, and really has no right to be
buying a luxury car and if she brought a male
friend with her, chances are very high that the
clueless salesperson spent most of his time
speaking to him. Selling to Men, Selling to
Women, Jeffery Tobias Halter
309
Selling to men The TRANSACTION ModelSelling to
Women The RELATIONAL ModelSource Selling
to Men, Selling to Women, Jeffery Tobias Halter
310
Women dont buy brands. They join
them.EVEolution
311
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
312
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
313
A woman can effortlessly speak 6,000 to 8,000
words a day, use an additional 2,000-3,000 vocal
sounds and 8,000-10,000 gestures and body
signals. A man utters 2,000-4,00 words,
1,000-2,000 vocal sounds and makes 2,000-3,000
body language signals. In other words, women
communicate three times more than men. Barbara
and Allan Pease (from Selling to Men, Selling to
Women, Jeffery Tobias Halter)
314
2.6 vs. 21
315
1. Men and women are different.2. Very
different.3. VERY, VERY DIFFERENT.4. Women
Men have a-b-s-o-l-u-t-e-l-y nothing in
common.5. Women buy lotsa stuff.6. WOMEN BUY
A-L-L THE STUFF.7. Womens Market Opportunity
No. 1.8. Men are (STILL) in charge.9. MEN ARE
TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.
316
10. Womens Market Opportunity No. 1.
317
Cases!McDonalds (mom-centered to majority
consumer not via kids)Home Depot (Do it
everything! Herself)PG (more than house
cleaner) DeBeers (right-hand rings/4B)AXA
FinancialKodak (women emotional centers of
the household)Nike (gt jock endorsements new
def sports majority consumer)AvonBratz (young
girls want friends, not a blond
stereotype)Source Fara Warner/The Power of the
Purse
318
Goldman Sachs in Tokyo has developed an index of
115 companies poised to benefit from womens
increased purchasing power over the past decade
the value of shares in Goldmans basket has risen
by 96, against the Tokyo stockmarkets rise of
13. Economist, April 15
319
EXCELLENCE. OPPORTUNITY.
320
10.6
321
Add It Up!Doing it right
(Men buy things that other men will buy for
women. I buy thin