Tom Peters

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Tom Peters Re-Imagine.2006!Excellence
Through the Relentless Provision of Outrageous
Value-added CA Americas Sales
KickoffOrlando/06April2006/LONG
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Tom Peters Re-imagine Excellence The
Relentless Pursuit of Dramatic
Difference!
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Unglued.
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THREE BILLION NEW CAPITALISTS Clyde Prestowitz
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New Economy?Sergey, Larry gt Harvard
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This is a dangerous world and it is going to
become more dangerous.We may not be
interested in chaos but chaos is interested in
us.Source Robert Cooper, The Breaking of
Nations Order and Chaos in the Twenty-first
Century
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the metabolically dominant soldierSource
Radical Evolution The Promise and Peril of
Enhancing Our Minds, Our Bodiesand What It Means
to Be Human, Joel Garreau
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The Generals Answer. (And Darwins.)
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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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My Answer.
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In Toms world, its always better to try a
swan dive and deliver a colossal belly flop than
to step timidly off the board while holding your
nose. Fast Company /October2003
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Naked Emperors.
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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 underperformed the market by
20 just 2 (2), GE Kodak, outperformed the
market 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
15
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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New Economy?!Genentech09, Amgen09 gt Merck09
(70K-3/394B-5)
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Lessons Learned. GE. Me.
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4/40
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De-cent-ral-iz-a-tion!
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Ex-e-cu-tion!
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Ac-count-a-bil-ity!
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615A.M.
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Innovateor Die!!
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A focus on cost-cutting and efficiency has
helped many organizations weather the downturn,
but this approach will ultimately render them
obsolete. Only the constant pursuit of innovation
can ensure long-term success. Daniel Muzyka,
Dean, Sauder School of Business, Univ of British
Columbia (FT/2004)
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Resist!
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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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Scale?
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TOO BIG TO GROW Why Wall Street has soured on
many of corporate Americas most admired and
feared companies headline, Newsweek, 0313.06
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Joined at the Hip. How?MicrosoftCitigroupGEWa
lMartIntelTimeWarner
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Scale?Microsofts Struggle With Scale
Headline, FT, 09.2005Troubling Exits at
Microsoft Cover Story, BW, 09.2005Too Big
to Move Fast? Headline, BW, 09.2005
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Different!Inspiration/s Dramatic
Difference/Doug Hall, Remarkable Point of
View/Seth Godin
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Franchise Lost! TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
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Beyond the Pension Problem Sedan, Less Than
20,000. Sedan, 20,000-30,000. Sedan,
30,000-40,000. Luxury Sedan. SUV, Less Than
30,000. SUV, More Than 30,000. Pickup Truck.
Minivan. Green Car. Fun To Drive.
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This is not a mature category.
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This is an undistinguished category.
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To grow, companies need to break out of a
vicious cycle of competitive benchmarking and
imitation. W. Chan Kim Renée Mauborgne,
Think for Yourself Stop Copying a Rival,
Financial Times/2003
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798
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415/SqFt/WalMart798/SqFt/Whole Foods
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7X. 730A-800P. F12A.93-03/10 yr annual
return CB 29 WM 17 HD 16. Mkt Cap 48
p.a.
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?
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Cirque du Soleil!
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Every time we come to a comfort zone, we will
find a way out. No Cloning. Reinvent the
brand with each new show. A typical day at the
office for me begins by asking, What is
impossible that I am going to do today? Daniel
Lamarre, president, Cirque du Soleil
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CakewalkWallopWalMart16Or Why its so
unbelievably easy to beat a GIANT Company
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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 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!!
)
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Donnellys Weatherstrip Service Weymouth MA
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Focus!
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We will not, I repeat not, pretend to be all
things to all people. CEO, Investec (03.06)
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The Benefits of FOCUSED EXCELLENCE
Shouldice/Hernia Repair 30 min, 1
recurrence. Avg 90 min, 10-15
recurrence.Source Complications, Atul Gawande
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Big WinnersLousy industry Specialty (No
competition) Smaller than competitors4
Traits Sweet spot Agility Discipline
FOCUSSource Alfred Marcus, Big Winners and Big
Losers The 4 Secrets of Long-term Business and
Failure
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Op-ed. Wall Street Journal. 2 March 2006
Boutique vs. Behemoth Upstarts Steal Market
Share from the Investment Banks.
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Easy!
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FLASH! Innovation is easy!
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Innovations Saviors-in-WaitingDisgruntled
CustomersOff-the-Scope CompetitorsRogue
EmployeesFringe SuppliersWayne Burkan, Wide
Angle Vision Beat the Competition by Focusing on
Fringe Competitors, Lost Customers, and Rogue
Employees
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CUSTOMERS Future-defining customers may account
for only 2 to 3 of your total, but they
represent a crucial window on the
future.Adrian Slywotzky, Mercer Consultants
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We become who we hang out with!
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Measure Strangeness/Portfolio
QualityStaffConsultantsVendorsOut-sourcing
Partners (, Quality)Innovation Alliance
PartnersCustomersCompetitors (who we
benchmark against) Strategic Initiatives
Product Portfolio (LineEx v. Leap)IS/IT
ProjectsHQ LocationLunch MatesLanguageBoard
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Dont benchmark, futuremark! Impetus The
future is already here its just not evenly
distributed. William Gibson
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BOLD!
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Beware of the tyranny of making Small Changes
to Small Things. Rather, make Big Changes to Big
Things. Roger Enrico, former Chairman,
PepsiCo
60
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Speed/ Tempo!
62
He who has the quickest O.O.D.A. Loops
wins!Observe. Orient. Decide. Act. / Col.
John Boyd
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Action !
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We have a strategic plan. Its called doing
things. Herb Kelleher
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This is so simple it sounds stupid, but it is
amazing how few oil people really understand that
you only find oil if you drill wells. You may
think youre finding it when youre drawing maps
and studying logs, but you have to drill.
Source The Hunters, by John Masters, Canadian
O G wildcatter
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Relentless!Churchill, Grant, Patton, Welch,
Bossidy, Nardelli (GE execs), UPS, FedEx,
Microsoft/Gates-Ballmer, Eisner, Weill, eBay,
Nixon-Kissinger, Gerstner, Rice, Jordan, Armstrong
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Measurable!
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Innovation Index How many of your Top 5
Strategic Initiatives/Key Projects score 8 or
higher (out of 10) on a Weird/ Profound/
Wow/Game- changer Scale?
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Personal!
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Step 1 Buy a Mirror!
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The First step in a dramatic organizational
change program is obviousdramatic personal
change! RG
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The New Look of Organizing IS/IT as a
Disruptive Tool. Period.
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We all live in Dell-WalMart-eBay-Google World!
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WalMart (!) Katrina
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the FedEx Economy headline/New York
Times/10.08.05
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Any3 Anything/ Anywhere/ Anytime
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Power Tools for Power Solutions/ Strategies!
TP
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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
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Sysco!
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The New Look of Organization The Age of
Best-sourcing.
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Organizations will still be critically important
in the world, but as organizers, not
employers! Charles Handy
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Not out sourcingNot off shoringNot near
shoringNot in sourcingbut Best Sourcing
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global innovation networks vs research in
large monolithic companies Source George
Colony/Forrester Research
84
Re-imagineUp, Up, Up, Up the Value-added
Ladder.
85
The New Look of Organizing The White-Collar
Tsunami and the Professional Service Firm/PSF
Imperative.
86
Disintermediation is overrated. Those who
fear disintermediation should in fact be afraid
of irrelevancedisintermediation is just another
way of saying that youve become irrelevant to
your customers. John Battelle/Point/Advertisin
g Age/07.05
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Imagine you are sitting next to a stranger at
dinner and you have to describe your job in one
sentence that they can understand. If you fail
this test, you are either a nuclear physicist or
your job shouldnt exist. Lucy
Kellaway/personal relevance test/FT/0206.06
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The Rule of PositioningIf you cant describe
your position in eight words or less, you dont
have a position. Jay Levinson and Seth Godin,
Get What You Deserve!
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AnswerPSF
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Answer Professional Service Firm/PSF!Departmen
t Head to Managing Partner, IS HR, RD,
etc. Inc.
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The PSF35 Thirty-Five Professional Service
Firm Marks of Excellence
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The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (Every 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
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Point of View!
94
The PSF35 The Client
Experience11. Always team with client full
partners in achieving memorable results
(Wanted Chimeras of Moonstruck
Minds!)12. We will seek assistance Anywhere to
assemble the Best-in- Planet Team for the
Project13. Client Team Members routinely declare
that working with us was the Peak
Experience of my Career14. The jobs not done
until implementation is 100.00 complete
(Those who dont get it must go)15.
IMPLEMENTATION IS NOT COMPLETE UNTIL THE
CLIENT HAS EXPERIENCED CULTURE CHANGE16.
IMPLEMENTATION IS NOT COMPLETE UNTIL
SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN
PLACE-ROOT (Teach a man to fish )17.
Final Exam DID WE MAKE A LASTING,
GAME-CHANGIN DIFFERENCE?
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PSF Nirvana CounselorTrusted Advisor
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The WOW! Project.
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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.
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Insanely Great
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Will you actually remember it as worthwhile 10
years from now? S.H.
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The Project 50
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• 
  The Project 50
• CREATE
• 1. REFRAME NEVER ... EVER! ... ACCEPT A
  PROJECT/ASSIGNMENT AS GIVEN!
• 2. TRANSLATE YOUR DAILY EXPERIENCES INTO COOL
  STUFF TO DO.
• 2A. Become a Benchmarking Fanatic LOOK at
  every-small-thing-that-happens-to-you as a Golden
  Learning Opportunity.
• 3. Improve your vocabulary! Learn to love WOW!
  Use the word. WOW!
• 4. There are no small projects IN EVERY
  LITTLE FORM OR PROCEDURE, IN EVERY LITTLE
  PROBLEM THERE USUALLY LURKS A B-I-G PROJECT!
• 4A. CONVERT today's annoying chore into a WOW!
  Project. THE B-I-G IDEA THERE'S NO SUCH THING AS
  A GIVEN.
• 5. Put on the brakes! DONT BETRAY WOW!
• 6. LOVE MAKES THE WORLD GO ROUND!
• 7. Will itthe project, our babybe beautiful?
  Yes ... BEAUTIFUL!
• Design-Is-It. I.e. One of the single most
  powerful forces in the whole bloody universe.
• 9. IS THE PROJECT REVOLUTIONARY? (ARE YOU SURE?)

102

The Project 50 10. Is the Web factored into
the project? In a b-i-g way? 11. Impact. Henry
James asked this, as his ultimate question, of an
artist's work Was it worth doing? 11A. Made
Anybody(s) Angry Lately? 12. RAVING FANS! 12A.
Women-as-Raving Fans. Women take to
products/servicesand, thence, project
deliverablesfor (very) different reasons than
men. 13. Pirates-on-the-high-seas. We are on a
Mission/Crusade. We plan to upset the applecart
(convention wisdom) Big Time ... and Make a Damn
Difference. 14. If you can (hint you can!),
create a place. That Is ... Pirates Need Ships
at Sea and Caves on Land. (Safe Houses in
Spy-speak.) 15. Put it in your resume. NOW!
PICTURE YOURSELF CROSSING THE FINISH LINE. 16.
THINK RAINBOW! 17. THINK ... OR RETHINK ... OR
REFRAME ... YOUR CONCEPT ... INTO A BUSINESS
PLAN. 18. Think/obsess ... D-E-A-D-L-I-N-E. Be
ridiculously/absurdly/insanely demanding of
yourself/your little band of renegades.
103

The Project 50 19. Find a Wise Friend. WOW
Projects Aint Easy! They Stretch You, Stress
You, and Often Vex You. And the Organization. 20.
FINDAND THEN NURTUREA FEW (VERY FEW)
CO-CONSPIRATORS. 20A. Find at least one
user/co-conspirator. NOW. Think user from the
start. 21. Consider carrying around a little
card that reads WOW! BEAUTIFUL! REVOLUTIONARY!
IMPACT! RAVING FANS! SELL 22. Be
S-U-C-C-I-N-C-T. Describe your project (its
benefits and its WOW!) in T-H-R-E-E minutes. 22A.
METAPHOR TIME! The pitchand every aspect of
the projectworks best if there is a compelling
theme/image/hook that makes the whole thing
cohere, resonate, and vibrate with life. 23.
SALES MEANS SELLING ... EVERYONE! 24. Hey WOW
Project Life Sales. Right? So ... WORK
CONSCIOUSLY ON BUZZ. GET VISIBLE AND STAY
VISIBLE. 25. Do your Community Work. Start to
Expand the Network! ASAP.
104

• 
  The Project 50
• 26. Last is as good as first. If they support
  you ... they are your friends.
• 27. Preach to the choir! Never forget your
  friends!
• 28. Don't try to convert your enemies. Dont
  waste time on them.
• 29. CREATE AN A-TEAM ADVISORY BOARD.
• 30. Become a Master Bootstrapper. You heard it
  here first Too much initial money ... kills!
• Think B-E-T-A! As in ... Beta Site(s). You need
  customer-partners ... as safe-haven testing
  grounds for rough prototypes.
• IMPLEMENT
• 32. CHUNK! CHUNK! CHUNK! Weve gotta break
  itour project, now on the movedown into
  tidbit/do-it-today/do-it-in-the-next-four-hours
  pieces.
• 33. Live ... Eat ... Sleep ... Breathe
  Prototype! I.e. BECOME AN UNABASHED PROTOTYPING
  FANATIC.
• 33A. Teach prototyping. Prototyping is a
  corporate culture issue. I.e. Work to create a
  Culture of Prototyping.
• 34. PLAY! FIND PLAYMATES!
• 35. Scrunch the Feedback Loops!
• 36. BLOW IT UP! PLAY ... AND DESTRUCTION ... ARE
  HANDMAIDENS.

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The
Project 50 37. Keep recruiting! Iron Law WOW
Projects Call for WOW! People. Never stop
recruiting! 37A. WANTED COURT JESTER. 38. Make
a B-I-G binder! This is the Project Bible. It's
the Master Document ... the macro-map. 39. List
mania. Ye shall make lists ... and the lists
shall make ye omniscient. (No joke.) 40. Think
(live/sleep/eat/breathe) Timeline/
Milestones. 40A. WANTED MS. LAST TWO
PERCENT! 41. Master the 15-Minute Meeting. You
can change (or at least organize) the world in 15
minutes! 42. C-E-L-E-B-R-A-T-E! 42A. CELEBRATE
FAILURES! 43. Station break! The keynote here is
action. Exactly right! But Don't allow the
action fanaticism to steer you off course re
WOW!/Beauty/Revolution/Impact!/Raving Fans. 44.
A Project Has an Identity. Its Alive. PROJECT
LIFE ... SPIRIT ... PERSONALITY.
106
The
Project 50 45. Cast the Net a Little/Lot
Farther Afield. 46. It's the U-S-E-R, stupid!
Never lose sight of the user community. 47.
Concoct a B.M.P./Buzz-Management Program.
Marketing is Implementation. EXIT 48. SELL
OUT! It's been us against them ... and one
heck of a ride. But now the time has come to
dance with the suits ... if we really want full
impact. 48A. Recruit a Mr. Follow-up ... Who Is
as Passionate as You Are! (And L-O-V-E-S
Administration.) 49. SEED YOUR FREAKS INTO THE
MAINSTREAM ... WHERE THEY CAN BECOME MUTANT
VIRUSES FOR YOUR (QUIRKY) POINT OF VIEW! 50.
Write up the project history. Throw a Grand
Celebratory Bash!
107
Up, Up, Up, Up the Value-added Ladder.
108
Solve It.
109
55B
110
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
111
Planetary Rainmaker-in-Chief!Palmisanos
strategy is to expand techs borders by pushing
usersand entire industriestoward radically
different business models. The payoff for IBM
would be access to an ocean of revenuePalmisano
estimates it at 500 billion a yearthat
technology companies have never been able to
touch. Fortune
112
By making the Global Delivery Model both
legitimate and mainstream, we have brought the
battle to our territory. That is, after all, the
purpose of strategy. We have become the leaders,
and incumbents IBM, Accenture are followers,
forever playing catch-up. However, creating a
new business innovation is not enough for rules
to be changed. The innovation must impact
clients, competitors, investors, and society. We
have seen all this in spades. Clients have
embraced the model and are demanding it in even
greater measure. The acuteness of their
circumstance, coupled with the capability and
value of our solution, has made the choice not a
choice. Competitors have been dragged kicking and
screaming to replicate what we do. They face
trauma and disruption, but the game has changed
forever. Investors have grasped that this is not
a passing fancy, but a potential restructuring of
the way the world operates and how value will be
created in the future. Narayana Murthy,
chairmans letter, Infosys Annual Report
113
Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW/2004
114
Instant Infrastructure GE Becomes a General
Store for Developing Countries headline/
NYT/07.16.05
115
Consulting-addedGE Commercial Finance (233B
assets). Gratis advisory service called At the
customer, for the Customer (E.g., GE disciplines
such as Six Sigma, JIT, succession planning,
leadership development) GE Mentor.Source
Michael Neal runs GEs biggest profit engine.
His secret free advice for the clientele,
Forbes, 11.05
116
And MasterCard Advisors
117
Photo marketers have to inspire seller
innovation Retailers have to redefine what a
camera store is headline, USA Today/ 0227.06
118
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
119
Huge Customer Satisfaction versus Customer
Success
120
Security devices to Turnkey security
solutions (A/C, elevators, DIY, photo shops,
etc, etc)
121
The Value-added Ladder/Stuff n ThingsGoods
Raw Materials
122
The Value-added Ladder/Stuff TransactionsServ
icesGoods Raw Materials
123
The Value-added Ladder/Opportunity-seeking
Gamechanging SolutionsServicesGoods Raw
Materials
124
Era 1/Obvious ValueOur it works, is
delivered on time (Close)Era 2/Augmented
Value How our it can add valuea useful it
(Solve)Era 3/Complex Value Networks How
our system can change you and deliver business
advantage (Culture-Strategic
change)Source Jeff Thull, The Prime Solution
Close the Value Gap, Increase Margins, and Win
the Complex Sale
125
The Value-added Ladder/Opportunity-seeking
Gamechanging Solutions/Business
AdvantageServicesGoods Raw Materials
126
Game-changing Solutions Core MechanismPSF
(Professional Service Firm model)Wow
Projects (Different vs Better)Brand
You(Distinct or Extinct)
127
Fleet ManagerRolling Stock Cost Minimization
Officervs/orChief of Fleet Lifetime Value
Maximization Strategic Supply-chain
Executive Customer Experience Director (via
drivers)
128
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/AnonVSE-Spain)
129
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)
130
Trapper lt20 per beaver pelt.Source WSJ
131
WDCP 150 to remove problem beaver
750-1,000 for flood-control piping so that
beavers can stay. Wildlife Damage-control
Professional Source WSJ
132
I. LAN Installation Co. (3)II. Geek
Squad. (30.)III. Acquired by BestBuy.IV.
Flagship of BestBuy Wholesale Strategy
Makeover.
133
What Isnt Matter Is What Matters section
title, Branded Nation The Marketing of
Megachurch, College Inc., and Museumworld, James
Twitchell
134
Gas ... 1.75 per gallonLipton Iced Tea ..
9.52 per gallonOcean Spray ... 10.00Gatorade
.. 10.17Diet Snapple ... 10.32STP brake
fluid .. 33.60Pepto-Bismol .. 123.20Vicks
NyQuil ... 178.13Evian water . 21.19
(50B-200B)Source Branded Nation The
Marketing of Megachurch, College Inc.,
and Museumworld, James Twitchell (2004)
135
VA Teaching MomentAndy pointed to a molding,
about halfway up the wall
136
Experience It.
137
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
138
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
139
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
140
WHAT CAN BROWN DO FOR YOU?
141
The Value-added Ladder/Memorable
ConnectionSpellbinding Experiences
Gamechanging Solutions/Business
AdvantageServicesGoods Raw Materials
142
Beyond the Transaction/ Satisfaction
MentalityGood hotel/ Happy guest/ Exceeded
Expectationsvs. Great Vacation/ Great
Conference/ Operation Personal Renewal
143
Warren Goes Shopping
144
Q Why did you buy Jordans Furniture?A
Jordans is spectacular. Its all
showmanship.Source Warren Buffet
interview/Boston Sunday Globe/12.05.2004
145
Dream It.
146
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
147
The Value-added Ladder/EmotionDreams Come
TrueSpellbinding Experiences Gamechanging
Solutions/Business AdvantageServicesGoods Raw
Materials
148
The Ritz-Carlton experience enlivens the
senses, instills well-being, and fulfills even
the unexpressed wishes and needs of our guests.
from the Ritz-Carlton Credo
149
Six Market Profiles1.
Adventures for Sale2. The Market for
Togetherness, Friendship and Love3. The
Market for Care4. The Who-Am-I Market5. The
Market for Peace of Mind6. The Market for
Convictions Rolf Jensen/The Dream Society
How the Coming Shift from Information to
Imagination Will Transform Your Business
150
Six Market Profiles1.
Adventures for Sale/IBM-UPS-GE2. The Market for
Togetherness, Friendship and
Love/IBM-UPS-GE3. The Market for
Care/IBM-UPS-GE4. The Who-Am-I
Market/IBM-UPS-GE5. The Market for Peace of
Mind/IBM-UPS-GE6. The Market for
Convictions/IBM-UPS-GE Rolf Jensen/The Dream
Society How the Coming Shift from
Information to Imagination Will Transform Your
Business
151
IBM, UPS, GE Dream Merchants!
152
PSFs (PSF35) Dream Merchants!
153
Love It.
154
Brands have run out of juice. Theyre dead.
Kevin Roberts/Saatchi Saatchi
155
Kevin Roberts Lovemarks!
156
Brand . LovemarkRecognized by
consumers . Loved by PeopleGeneric
PersonalPresents a narrative
.. Creates a Love storyThe promise of
quality A touch of SensualitySymbolic
.. IconicDefined
.. InfusedStatement
.. StoryDefined attributes
... Wrapped in MysteryValues
. SpiritProfessional
... Passionately CreativeAdvertising
agency .. Ideas companySource Kevin
Roberts, Lovemarks
157
Lovemarks are owned by the people who love
them. Lovemarks The Future Beyond Brands,
Kevin Roberts
158
(No Transcript)
159
(No Transcript)
160
(No Transcript)
161
(No Transcript)
162
Tattoo Brand What of users would tattoo the
brand name on their body?
163
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
164
Top 10 Tattoo BrandsHarley . 18.9Disney
.... 14.8Coke . 7.7Google .... 6.6Pepsi ....
6.1Rolex . 5.6Computer Associates?Nike .
4.6Adidas . 3.1Absolut . 2.6Nintendo .
1.5BRANDsense Build Powerful Brands through
Touch, Taste, Smell, Sight, and Sound, Martin
Lindstrom
165
Up, Up, Up, Up the Value-added Ladder.
166
Lovemark Dreams Come True Spellbinding
ExperiencesGamechanging Solutions/Business
AdvantageServicesGoodsRaw Materials
167
4 of 7
168
Lovemark Dreams Come True Spellbinding
ExperiencesGamechanging Solutions/Business
AdvantageServicesGoodsRaw Materials
169
The Power Is the Story.
170
Story gt Brand
171
Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
172
Branding, in the simplest sense, is the
application of a story to a product or a
serviceand is utilized whenever there is a
surplus of interchangeable goods. Branded
Nation The Marketing of Megachurch, College
Inc., and Museumworld, James Twitchell
173
Market Power Story Power Dream Power
174
Message Is Not gt Is
175
Branding Is-Is Not TableTNT is not
TNT is TNT is notJuvenile
Contemporary Old-fashionedMindless
Meaningful ElitistPredictable
Suspenseful DullFrivolous
Exciting SlowSuperficial
Powerful Self-important
176
Rules of Radical MarketingLove Respect Your
Customers!Hire only Passionate
Missionaries!Create a Community of
Customers!Celebrate Craziness!Be insanely True
to the Brand!Sam Hill Glenn Rifkin, Radical
Marketing (e.g., Harley, Virgin, The Dead, HBS,
NBA)
177
No Option Brand You World.
178
One of the defining characteristics of the
change is that it will be less driven by
countries or corporations and more driven by real
people. It will unleash unprecedented
creativity, advancement of knowledge, and
economic development. But at the same time, it
will tend to undermine safety net systems and
penalize the unskilled. Clyde Prestowitz, Three
Billion New Capitalists
179
12January2006Happy 300 th, Brand You!
180
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
181
You are the storyteller of your own life, and
you can create your own legend or not. Isabel
Allende
182
The Rule of PositioningIf you cant describe
your position in eight words or less, you dont
have a position. Jay Levinson and Seth Godin,
Get What You Deserve!
183
Imagine you are sitting next to a stranger at
dinner and you have to describe your job in one
sentence that they can understand. If you fail
this test, you are either a nuclear physicist or
your job shouldnt exist. Lucy
Kellaway/personal relevance test/FT/0206.06
184
Oh, S!Tom, what have you done this year?
Jessica Sutherland, IIR ME
185
R.D.A.Rate 15?, 25?Therefore Formal
Investment Strategy/R.I.P.Renewal
Investment Plan
186
26.3
187
Have you invested as much this year in your
career as in your car?Source Molly Sargent
188
26.3
189
3 Weeks in MayTraining Prep 187Work
41(Other 17)
190
1 vs. 367
191
Divas do it. Violinists do it. Sprinters do it.
Golfers do it. Pilots do it. Soldiers do it.
Surgeons do it. Cops do it. Astronauts do it. Why
dont businesspeople do it?
192
Personal Brand Equity Evaluation

• I am known for 2 to 3 things next year at this
  time Ill also be known for 1 more thing.
• My current Project is challenging me
• New things Ive learned in the last 90 days
  include
• My public recognition program consists of
• Additions to my Rolodex in the last 90 days
  include
• My resume is discernibly different from last
  years at this time

193
New Work
SurvivalKit.2006 1. Mastery! (Best/Absurdly Good
at Something!)2. Manage to Legacy (All Work
Memorable/Braggable WOW Projects!) 3. A
USP/Unique Selling Proposition (R.POV8
Remarkable Point of View captured in 8 or
less words) 4. Rolodex Obsession (From
vertical/hierarchy/suck up loyalty to
horizontal/colleague/mate loyalty)5.
Entrepreneurial Instinct (A sleepless Eye for
Opportunity! E.g. Small Opp for Independent
Action beats faceless part of Monster Project)6.
CEO/Leader/Businessperson/Closer (CEO, Me Inc.
Period! 24/7!)7. Master of Improv (Play a dozen
parts simultaneously, from Chief Strategist
to Chief Toilet Scrubber)8. Sense of Humor (A
willingness to Screw Up Move On) 9. Comfortable
with Your Skin (Bring interesting you to
work!)10. Intense Appetite for Technology (E.g.
How Cool-Active is your Web site? Do you
Blog?)11. Embrace Marketing (Your own
CSO/Chief Storytelling Officer)12. Passion for
Renewal (Your own CLO/Chief Learning Officer)
13. Execution Excellence! (Show up on time!
Leave last!)
194
Distinct or Extinct
195
Its always showtime. David DAlessandro,
Career Warfare
196
100 WAYS TO SUCCEED 35 Lovemark or Bust! (1)
Enjoy your the Holiday Season! (2) Between now
and 1JAN2005, invent 10 actions, solo or with
pals, to Launch Your Lovemark Journey2005. (3)
Focus directlyArchitect or Lawyer or Realtoron
the following KRWs/Kevin Roberts Words Mystery
Magic Sensuality Enchantment Intimacy
Exploration. (3A) The words in 3 above Do Apply
to You! (4) Develop a No Bull Action Schedule
that includes 2 Hard First Steps by 10JAN05, 5
Hard First Steps by 01FEB05. (5) Report back to
this Website, tompeters.com. Pronunciamento I
HEREBY DESIGNATE, IN ACCORDANCE WITH THE POWERS
GRANTED TO ME (the Inalienable Right To Blog)
THAT 2005 IS PROCLAIMED AS THE YEAR OF THE
PROFESSIONAL SERVICE LOVEMARK. Welcome
aboard! Source TPBlog/12.17.2004
197
GE (more or less)The Sales122 122
Ridiculously Obvious Thoughts About Selling
StuffTom Peters/0402.2006
198
This list was first prepared for GE Energy sales
marketing people in January. It started with a
half-dozen items, and grew like Topsy. Possibly,
given its origins, its a little tilted toward
complex, engineering-based sales. It certainly is
twisted toward solutions sellingbut, then, I
think all selling worth the name is solutions
selling or success selling. Tom Peters
199
1. Strategy overrated, simply doin stuff
underrated. See Kelleher and Bossidy We have a
strategic plan, its called doing things.Herb
Kelleher. Execution is a systematic process of
rigorously discussing hows and whats, tenaciously
following through, and ensuring accountability.
Larry Bossidy Ram Charan/ Execution The
Discipline of Getting Things Done. Action has its
own logicask Genghis Khan, Rommel, COL John
Boyd, U.S. Grant, Patton, W.T. Sherman. 2. What
are you personally great at? (Key word great.)
Play to strengths! Distinct or Extinct. You
should aim to be outrageously good/B.I.W. at a
niche area (or more). 3. Are you a personality,
a de facto brand in the industry? The Dr Phil
of ... 4. Opportunism (with a little forethought)
mostly wins. (Successful people are the ones who
are good at Plan B.) 5. Little starts can lead
to big wins. Most true winnersthink search
Googlestart as something small. Many big
dealsDisney Pixarcould have been done as
little-er deals if youd had the guts to jump
before the value became obvious.
200
6. Non-obvious targets have great potential.
Among many other things, everybody goes after the
obvious ones. Also, the non-obvious are often
good Partners for technology experiments. 7. The
best relationships are often (usually?) not top
to top! (Often the best hungry division GMs
eager to make a mark.) 8. ITS RELATIONSHIPS,
STUPIDDEEP AND FROM MULTIPLE FUNCTIONS. 9. In
any public-sector business, you must become an
avid student of the politics, the incentives
and constraints, mostly non-economic, facing all
of the players. Politicians are usually
incredibly logicalif you (deeply!) understand
the matrix in which they exist. 10. Relationships
from within our firm are as importantoften more
importantas those from outsideagain broad is as
important as deep. Alliesavid supporters!within
and from non-obvious places may be more important
than relationships at the Client organization.
Goal an insanely unfair market share of
insiders time devoted to your projects!
201
Everyone lives by selling something. Robert
Louis Stevenson
202
11. Interesting outsiders are essential to
innovative proposal and sales teams. An
exciting sales-proposal team is as important as
a prestigious one. 12. Is the proposal-sales team
weird enoughweirdos come up with the most
interesting, game-changer ideas. Period. 13.
Lunch with at least one weirdo per month. (Goal
always on the prowl for interesting new
stuff.) 14. Gratuitous comment Lunches with good
friends are typically a waste of (professional)
time. 15. Dont short-change (time, money,
depth) the proposal process. Miss one tiny
nuance, one potential incentive that makes my
day for a key Client playerand watch the whole
gig be torpedoed. 16. Sticking with it
sometimes pays, sometimes notit takes a lot of
tries to forge the best path in. Sometimes you
never do, after a literal lifetime. (Ah,
life.) 17. WOMEN ARE SIMPLY BETTER AT
RELATIONSHIPSdont get hung upparticularly in
tech firmson what industries-countries women
cant do. (Or some such bullshit.)
203
18. Work incessantly on your storymost
economic value springs from a good story (think
Perrier)! In sensitive public or quasi-public
negotiations, a compelling story is of immense
valuepolitics is about the tension among
competing stories. (If you dont believe me, ask
Karl Rove or James Carville.) (Storytelling is
the core of culture. Branded Nation The
Marketing of Megachurch, College Inc., and
Museumworld, James Twitchell) 19. Call this 18A,
or 18 repeat Become a first-rate Storyteller!
(A key perhaps the key to leadership is the
effective communication of a story.Howard
Gardner, Leading Minds An Anatomy of
Leadership) 20. Risk Assessment Risk Management
is more about stories than advanced mathi.e.,
brilliant scenario construction. 21. Good
listeners are good sales people. Period. 22.
Lousy listeners are lousy sales people. Period.
23. GREAT LISTENERS ARE GREAT SALES PEOPLE.
(Listening skills are hard to learn and subject
to immense effort in pursuit of Mastery. A
virtuoso listener is as rare as a virtuoso
cello player.) (If you dont listen, you dont
sell anything.Carolyn Marland/MD/Guardian
Group)
204
24. Things that are funny to me (American) are
often-mostly not funny to those in other
cultures. (Humor is as fine-edged as it gets, and
rarely travels.) 25. You dont know Jack Squat
about other peoples culturesespecially if you
are a typically myopic American. (Like me.) 26.
Are you a great interviewer? Its a make or break
skill. (Think Barbara Walters skill at
extracting unwanted truths from pros in
persona-protection ... in front of 10s of
millions of people. 27. Are you a great (not
merely good) presenter? Mastering presentation
skills is a lifes workwith stupendous
payoff. 28. Work like hell on the Big 2
LISTENING/INTERVIEWING, PRESENTING. These are
the essence of sales lifeand usually
picked-up in an amateurish fashion. Mistake!
(Become a professional student of these two
areas, achieve Mastery.) 29. Are you good at
flowers? Think FLOWER POWER! (see Harvey
Mackays Mackay 66what you should know about a
Client e.g., birthdays anniversaries.) (My
flowers budget is out of control. Hooray for
me.) 30. You cant do it allbe clear at what you
are good at, bad at, indifferent at. Hubris
sucks.
205
If you dont listen, you dont sell anything.
Carolyn Marland/ Managing Director/ Guardian
Group
206
31. The point is not to prove yourself.
(Thats ego-talk.) Let the best person present to
the Clientperhaps a lower level geek.
(Control freaks get their just desserts in the
long haulor sooner.) 32. The numbers will more
or less take care of themselves over the long
haulif the relationship/s is/are solid gold. 33.
The Gold Standard in selling INDISPENSABLE to
the Client. No other goal is worthy. 34. Never
stop growing-broadening-deepening the
relationship. The key to indispensability is to
get the Client more and more and more and
then more imbedded in our web. Hence the
so-called selling process is only the first
step! 35. USE THE WORD WE CONSTANTLY
RELIGIOUSLY! (E.g. Wethe Client meare
going to change the world with this
service.) 36. Dont waste your time on
jerksitll rarely work out in the mid- to
long-term. 37. Genius is walking away from lousy
scores (deals)and accepting the attendant
heat. Big Business is the premier home to Big
Egos overpaying by a factor of 2 to 22 with
billion at stake. (Think Jerry Levin and AOL
Time Warner.)
207
38. You havent a clue as to how this situation
will actually play outbe prepared to move fast
in a different direction. 39. Keep your word. 40.
KEEP YOUR WORD. 41. Underpromise (i.e., dont
over-promise i.e., cut yourself a little slack)
even if it costs you businesswinning is a
long-term affair. Over-promising is Sign 1 of a
lack of integrity. You will pay the piper. 42.
There is such a thing as a good lossif youve
tested something new and developed good
relationships. A half-dozen honorable, ingenious
losses over a two-year period can pave the way
for a Big Victory in a New Space in year 3. 43.
Its a competitive world out there. New,
innovative products are harder to sell than old
stand-bys. Nonetheless, you will be a long-term
star to the extent that you are willing to push
the harder-to-sell-at-the-moment Innovative
Products that cement long-term Client success
(Indispensability!) even if it means a s hit
this quarter. PART OF YOUR JOB TAKE CLIENTS ON
AN ADVENTURE THAT PUTS THEM AHEAD OF THE GAME
CALLED (GAMECHANGINGhopefully) COMPETITIVE
ADVANTAGE!
208
44. Think legacywhat the hell is all this
really about for you and the world? (Tell me,
what is it you plan to do with your one wild and
precious life? Mary Oliver) 45. THERE ARE NO
MODERATES IN THE HISTORY BOOKS! 46. Keep it
simple! (Damn it!) No matter how sophisticated
the product. If you cant explain it in a phrase,
a page, or to your 14-year-old ... you havent
got it right yet. 47. Know more than the next
guy. Homework pays. (of course its obviousbut
in my work it is too often honored in the
breach.) 48. Regardless of project size, winning
or losing invariably hinges on a raft of little
stuff. Little stuff is and always has been
everything!!!!!!!!!!!!!!!!!!!!or, one mans
little stuff is another mans 7.6 Richter
deal-breaker. 49. In public settings in
particular, face saving is all. When something
changes, allow the other guy to come out looking
like a winner, especially if he has lost. (Even
if you must accept the egg on your facehe will
always remember you!) 50. Dont hold grudges. (It
is the ultimate in small mindednessand
incredibly wasteful and ineffective. Theres
always tomorrow.)
209
51. ITS ALWAYS THE POLITICSwee
private-sector deal or giant public sector deal.
(Every player, small or large, is angling for
something. Master the calculus of advantage.) 52.
To beat the turnover problem in key Client
posts amidst long negotiations, invest outrageous
amounts of time building a wide deep set of
relationships with mid-level ( lower!!)
plodding careerists. The invisible
careerists are the bedrock upon which repeated
success is built! (My Capitol Hill Axiom Its
the 24-year-old LA who in the end briefs the
Senator right before she goes to the Floor to
vote.) 53. Speaking of she Gender differences
are Enormousdealing with a woman and dealing
with a man are different kettles of fishyou must
become an A student of gender differences.
(E.g. Men are typically more interested in the
short-term score. Women are more interested in
the long-term consequences.) 54. LITTLE PEOPLE
OFTEN HAVE BIG FRIENDS. 55. This is not war, damn
it. All parties can win (or not lose, anyway).
And losing bidders can walk away from a deal with
increased respect for you and your team.
210
56. Never, ever dump on a competitorthe Tom
Watson IBM glory-days mantra. 57. Never forget
the Law of Cousins! In developing nations in
particular, power brokers at all levels are at
least cousins! Consideration for a second cousin
can pay off big time. 58. Speaking of favors,
jail sucks. 59. Work hard beats work smart.
(Mostly.) 60. REPEAT HE/SHE WHO HAS THE
MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE
THE ESSENCE OF THE WORK OF THE SALESPERSON. THE
HARD ... AND LONG ... WORK OF THE SALESPERSON.
61. Mano v mano hardball is seldom the
answerend runs based and patient multi-level
relationship building via deeper-wider networks
win. 62. If the deal is wired from below, truly
wired, than the so-called big negotiations are
essentially irrelevant. 63. If every quarter is a
little better than the prior quarterthen you
are not taking any serious risks. 64. Phones
beat email.
211
Nothing is so contagious as enthusiasm. Samuel
Taylor Coleridge
212
65. A THREE-MINUTE CALL TODAY CAN AVOID A
GAME-LOSER OF A FIASCO NEXT MONTH. There was
always a time when a little thing could have been
addressed that headed off a subsequent big thing.
As to avoiding that call, didnt someone say,
Pride goeth before the fall? 66. Be
hyper-organized about relationship managementyou
are in the anthropology business. Study the great
pols! Brilliant NRM (network relationship
management) is not accidental! It is not
catch-as-catch can. (Football analogies are
cutebut deep political understanding pays the
private-school tuition.) 67. Obsess on ROIR
(Return On Investment In Relationships). 68.
THANK YOU NOTES Worlds highest-return
investment!! 69. The way to anyones heart Doing
a nice thing for their kid. (But, gawd, does this
take a gentle touch.) 70. Scoring off other
people is stupid. Winners are always in the
business of creating the maximum of
winnersamong adversaries at least as much as
among partners. 71. Your colleagues successes
are your successes. Period. (Trust me, my
greatest personal successfinancially as well as
artisticallyhas been creating a bigger pond in
which everyone wins, even if my market share is
down.)
213
72. Lend a helping hand, especially when you
dont have the time. E.g. share relationshipsthe
more you give away the more you get in return
(just like they say in church). 73. Listen up
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. (I.e., Respect is Cool.) 74. Mentoring
is a thrilland the practical payoff is enormous.
The best mentors have the whole world working its
buns off for them! 75. Hire for enthusiasm.
Promote for enthusiasm. Cherish enthusiasm.
REMOVE NON-ENTHUSIASTSTHEY ARE CANCERS.
(Nothing is so contagious as enthusiasm.Samuel
Taylor Coleridge. A man without a smiling face
must not open a shop.Chinese Proverb.) 76. ITS
ALWAYS YOUR PROBLEMyou sold it to them.
214
77. Its never over While there may be an
excellent service activity in your company, the
relationship belongs to You! Hence the
aftersales moments of truth are at least
asif not more than--important to the Continuing
Relationship as the sale transaction itself.
(I vote for more than.) Youll get your
biggest points with the Client for being an
effective after-the-fact go-between with your
company. 78. Dont get too hung up on systems
integrationfirst foremost, the individual
bits have got to work. 79. For Gods sake dont
over promise on systems integrationits nigh
on impossible to deliver. 80. On the other hand
winners clamber Up the Value-added Ladder, and
offer ever so much more than mere product. ALL
SUCCESSFUL SALES PEOPLE ARE IN THE SOLUTIONS
BUSINESSno matter how jargony that may sound.
215
81. Systems / Solutions selling means
grappling directly with culture change in
Client organizations. (The business of selling
is not just about matching viable solutions to
the customers that require them. Its equally
about managing the change process the customer
will need to go through to implement the solution
and achieve the value promised by the
solutionJeff Thull, The Prime Solution Close
the Value Gap, Increase Margins, and Win the
Complex Sale) 82. Shit happens. Thats what they
pay you for. 83. This is not a GE or Ben
Jerrys saleit is a Joe Jones/Jane Jones sale.
YOU ARE THE BRAND THE CLIENT BUYSespecially
over the long haul. 84. Duh You make money, the
company makes moneyon repeat business. 85.
Masteryes, youthe PR Game. Word of Mouth is
not accidental! You want Word of Mouth? Make it
happen! 86. GOAL 1 MAKE YOUR CLIENT A HEROYOU
ARE NOT THERE TO GET CREDIT. (Taking credit is
for egomaniacs. And losers.) 87. Decent
margins, over the mid- to long-term, are a
product of better relationships, not better
negotiating skill. (Mostly.)
216
You cant behave in a calm, rational manner.
Youve got to be out there on the lunatic
fringe. Jack Welch
217
88. In the immortal words of ex-GE Vice Chairman
Larry Bossidy, more or less, Realism rocks.
(Bullshit artist and great salesperson,
contrary to conventional wisdom, are Diametric
Opposites. Truthteller and Great Salesperson is
more like it.) 89. Be the first to tell the
Client bad news (e.g., slipped delivery) his
intelligence sources will tell him fastyou want
to be there first with your story and to enhance
your rep as Truthteller! 90. Work like hell to
get a reputation as a valued industry expert, to
become an industry resource. 91. Work the Trade
Association angle for all its worthit may take a
decade to pay offe.g., when you become an
officer or are on an important panel or testify
Before Congress. 92. PAY YOUR DUES IN THE CLIENT
ORG AND IN YOUR OWN ORG! 93. Its all bloody
tactics. 94. You must ... LOVE .... the product!
(Period.) 95. YOU MUST LOVE THE PRODUCT! 96.
Dont over-schedule. Running late is
inexcusable at any level of seniority it is the
ultimate mark of self-importance mixed with
contempt.
218
97. Women are better salespeople. (See
Addendum.) 98. Women alone understand Women. 99.
Actually, Women by and large understand Men
better than Men understand Men. 100.Women
purchasers buy Stories and recommendations. 101.
Women take longer to become Loyal purchasers, but
then stay Loyal. 102. Men buy Stats. 103. Men
decide fast, but are fickle. 104. Men Women are
VERY, VERY Different. 105. Women buy most
things. Consumer. Increasingly, professional
goods and services. 106. Womens Market is
Opportunity 1. 107. Boomers. Many, many. Lots
lots lots of . 108. Boomers-Geezers are
very different purchasers than those in other
categories.
219
109. It takes time to get to know people.
(DUH.) 110. The very idea of efficiency in
relationship development is ... STUPID. 111. MBWA
(still) rules. 112. Preparing the soil is the
first 98 percent. (Or more.) 113. WORK THE
PHONES! 114. Rule 5K-5M 5K miles for a 5-Minute
meeting often makes sense. (Yes, often.) (Even
with constrained travel budgets.) (Thanks,
super-agent Mark McCormack.) 115. Become a
student! Study great salespeople! (Including
Presidents.) (Natural is a little bit truebut
then Naturals are always the ones who study
hardeste.g., Jerry Rice.) 116. Become a
student! Yes, you can study Relationship
Building. So, study 117. Beware
complexifiers and complicators. (Truly smart
people ... Simplify things.)
220
118. The smartest guy in the room rarely
winsalas, he usually is aware hes the
smartest guy. (And neednt waste his time on that
soft relationship crap.) 119. Be kind. It
works. 120. Be especially kind when there are
screw-ups. (Theres plenty of time later to
Play the Great Accountability Game.) 121.
Presidents never tire of being treated like
Presidents. 122. Luck matters. So Good luck!
221
ADDENDUM Women Rock as Salespersons (From Item
98.) And the answers are? 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
222
Getting Things Done The Power
Implementation34.
223
Send Thank You notes! Its (always) all
about relationships. And at the Heart of
Effective Relationships is APPRECIATION. (Oh
yeah Never, ever forget a birthday of a
co-worker.) Bring donuts! Small gestures of
appreciation (on a rainy day, after a long days
work the day before) are VBDs Very Big
Deals. Make the call! One short,
hard-to-make call today can avert a relationship
crisis that could bring you down six months from
now. Remember There are no little gestures
of kindness. As boss, stopping by someones
cube for 30 seconds to inquire about