Tom Peters SeminarM3 Rollercoaster Days: Learning to

1
Tom Peters SeminarM3 Rollercoaster Days
Learning to Rock Roll!IMRA/Logistics2001Orl
ando 01.09.01
2
There will be more confusion in the the business
world in the next decade than in any decade in
history. And the current pace of change will only
accelerate.Steve Case
3
The corporation as we know it, which is now 120
years old, is not likely to survive the next 25
years. Legally and financially, yes, but not
structurally and economically.Peter Drucker,
Business 2.0 (08.00)
4
Zounds Bradlees. Wards. Sears/89. Same-store
Xmas sales. Olds. Cherokee. CEOs _at_ PG, Coca
Cola, Gillette, Xerox, Lucent, Aetna, Mattel,
Chrysler USA, Home Depot (sorta). ATT Breakup
III. NASDAQ.
5
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
6
Brand InsideBrand Org Lean, Linked,
Electronic Malleable
7
90 DoomedWhite Collar Revolution!
8
New OrleansApril 2000 NAPM
9
You are the Rock Stars of the B2B Age!
10
Brand InsideBrand Talent The Great War for
Talent
11
We have transitioned from an asset-based
strategy to a talent-based strategy.Jeff
Skilling, Enron
12
When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
13
We believe companies can increase their market
cap 50 percent in 3 years. Steve Macadam at
Georgia Pacific changed 20 of his 40 box plant
managers to put more talented, higher paid
managers in charge. He increased profitability
from 25 million to 80 million in 2 years.Ed
Michaels, War for Talent (05.17.00)
14
So-so plant manager, 1M per year. Pay 110,000
plus 60,000. Top plant manager, 3-4M per year.
Pay 135,000 plus 90,000. Net 2-3M for
50K.Source Ed Michaels et al., The War for
Talent, re Georgia Pacific
15
Women in the 00sBorn to Lead!
16
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
on almost every measureTitle, Special Report,
Business Week, 11.20.00
17
On average, women and men possess a number of
different innate skills. And current trends
suggest that many sectors of the
twenty-first-century economic community are going
to need the natural talents of women.Helen
Fisher, The First Sex The Natural Talents of
Women and How They are Changing the World
18
Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
19
Boys are trained in a way that will make them
irrelevant.Phil Slater
20
Brand InsideReprise THINK WEIRD The High
Standard Deviation Enterprise
21
Renewal The Weird 10 The High S.D.
Enterprise/IndividualPioneer Weird
AcquisitionsPioneer Weird Customers
Alliance Partners Measure the Customer-Partner
Portfolios S.D./Weirdness IndexDivide
Conquer/Sell-by Pioneer Assignments/Pioneer
Projects/Pioneer PartnersHire Weird
Diversity/Train Weird/Promote Weird/Pay Gobs
Promote Fast Cherish Six Sigma
Talent/Appoint a Weird BoardWeed Un-weird One
Sigma Talent, etc. Hang out with Weird
Univ. of Weird/Lunch with Weird/Read Surf
Weird/Vacate Weird R.A.F. to R.F.A. to F.F.F.
Sense of Humor Rhapsodize Over Thine Cool
Failures!Re-enforce a Culture of
Disrespect/Passionate Piracy
22
Saviors-in-WaitingDisgruntled CustomersFringe
CompetitorsRogue EmployeesEdge SuppliersWayne
Burkan, Wide Angle Vision Beat the Competition
by Focusing on Fringe Competitors, Lost
Customers, and Rogue Employees
23
There is an ominous downside to strategic
supplier relationships. An SSR supplier is not
likely to function as any more than a mirror to
your organization. Fringe suppliers that offer
innovative business practices need not apply.
Wayne Burkan, Wide Angle Vision Beat the
Competition by Focusing on Fringe Competitors,
Lost Customers, and Rogue Employees
24
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
25
Forces _at_ Work IIThe Commodity Trap
26
The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Businessrosecr
27
Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
28
Tomorrow Today Cisco!90 of 20B
(50M/day)75 mfg. outsourced 50 of orders
routed to supplier who ships directGross
margin65 Net margin 28Annual savings in
service and support from customer
self-management 550M
29
Enron eWorld 30 times a day (price a structured
trade/early 1999, per John Arnold, 26) late
2000 30 times per minute.Long-term gas
contract, 1989 9 months, 400 deals late 90s 2
weeks, 2 per week late 2000 5 such deals per
daySource www.ecompany.com (1-2/2001)
30
Tomorrow Today Cisco!90 of 20B save
550MC.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting) (45,000 customer problems a week
solved via customer collaboration)
31
SUMMARY REINVENT EVERYTHING
32
Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

33
Weve put the word out to all of our suppliers
by the end of the year 2000 well only do
purchasing over the Internet.John Paterson,
C.P.O., IBM 50B from 18,000 suppliers
34
WebWorld Everything Web as a way to run your
business innardsWeb as connector for your
entire supply-demand chain Web as spiders web
which re-conceives the industryWeb/B2B as
ultimate wake-up call to commodity
producersWeb as the scourge of slack,
inefficiency, sloth, bureaucracy, poor customer
dataWeb as an Encompassing Way of LifeWeb
Everything (P.D. to after-sales)Web forces you
to focus on what you do bestWeb as entrée, at
any size, to Worlds Best at Everything as next
door neighbor
35
Message eCommerce is not a technology play! It
is a relationship, partnership, organizational
and communications play, made possible by new
technologies.
36
Message There is no such thing as an effective
B2B or Internet-supply chain strategy in a
low-trust, bottlenecked-communication, six-layer
organization.
37
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. In a true
ebusiness, customers can come to your Website and
evaluate products, be connected to the supply
chain to get commitment for delivery and pricing.
It also includes all the tangential services like
billing and customer service, which should be
automatic and simultaneous.Ray Lane, Kleiner
Perkins
38
Brand OutsideStrategy 2Design Matters!
39
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
40
Design Transforms Even the Biggest
Corporations!TARGET the champion of
Americas new design democracy (Time) Marketer
of the Year 2000 (Advertising Age)
41
Design is WHAT WHY I LOVE. LOVE.
42
Design is WHY I GET MAD. MAD.
43
Design is never neutral.
44
Hypothesis DESIGN is the principal difference
between love and hate!
45
THE BASE CASE I am a design fanatic.
Personally, though not artistic, Im a
cool-stuff guy. I love what I love and I hate
what I hate. Openly. But it goes much
further, far beyond the personal. Design has
become a professional obsession. I - SIMPLY
BELIEVE THAT DESIGN PER SE IS THE PRINCIPAL
REASON FOR EMOTIONAL ATTACHMENT or detachment
RELATIVE TO A PRODUCT OR SERVICE OR EXPERIENCE.
Design, as I see it, is arguably the 1
determinant of whether a product-service-experienc
e stands out or doesnt. Furthermore, its one
of those things that damn few companies put
consistently on the front burner.
46
Brand OutsideStrategy 2AIts the Experience!
47
Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theater
Every Business a Stage
48
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
49
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
50
Car designers need to create a story. Every car
provides an opportunity to create an adventure.
The Prowler makes you smile. Why? Because its
focused. It has a plot, a reason for being, a
passion.Freeman Thomas, co-designer VW Beetle
designer Audi TT
51
Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
52
PlotWilliams Sonoma 5 was 10Crate Barrel
8Sharper Image 9Smith Hawken 8Garnet
Hill 9L.L. Bean 4 was 9Colonial
Williamsburg ?
53
Brand OutsideStrategy 3Women Rule!
54
?????????Home Furnishings 94Vacations
92Houses 91Consumer Electronics 51 Cars
60 (90)All consumer purchases 83 Bank
Account 89Health Care 80
55
4.8T gt Japan9M/27.5M/3.6T gt Germany
56
OPPORTUNITY NO. 1!
57
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
58
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
59
Women dont buy brands. They join them.Faith
Popcorn, EVEolution
60
STATEMENT OF PHILOSOPHY I am a businessperson.
An analyst. A pragmatist. The enormous social
good of increased womens power is clear to me
but it is not my bailiwick. My game is
haranguing business leaders about my fact-based
conviction that womens increasing power
leadership skills and purchasing power is the
strongest and most dynamic force at work in the
American economy today. Dare I say it as a
long-time Palo Altan THIS IS EVEN BIGGER THAN
THE INTERNET!Tom Peters
61
27 March 2000 email to TP from Shelley Rae
Norbeck I make 1/3rd more money than my
husband does. I have as much financial pull in
the relationship as he does. Id say this is also
true of most of my women friends. Someone should
wake up, smell the coffee and kiss our asses long
enough to sell us something! We have money to
spend and nobody wants it!
62
Speaking of Enormous Missed Huge
Opportunities ...
63
Subject Marketers StupidityIts 18-44,
stupid!
64
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
65
2000-2010 Stats18-44 -155 21(55-64
47)
66
Aging/ElderlyIm in charge!
67
Brand OutsideStrategy 4BRAND POWER!
68
We are in the twilight of a society based on
data. As information and intelligence become the
domain of computers, society will place more
value on the one human ability that cannot be
automated emotion. Imagination, myth, ritual -
the language of emotion - will affect everything
from our purchasing decisions to how we work with
others. Companies will thrive on the basis of
their stories and myths. Companies will need to
understand that their products are less important
than their stories.Rolf Jensen, Copenhagen
Institute for Future Studies
69
Most executives have no idea how to add value to
a market in the metaphysical world. But that is
what the market will cry out for in the future.
There is no lack of physical products to choose
between.Jesper Kunde, A Unique Moment on the
excellence of Nokia, Nike, Lego, Virgin et al.
70
Most companies tend to equate branding with the
companys marketing. Design a new marketing
campaign and, voila, youre on course. They are
wrong. The task is much bigger. It is about
fulfilling our potential not about a new logo,
no matter how clever. WHAT IS MY MISSION IN
LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW
DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE
WORLD IS ACTUALLY UNIQUE? The brand has to give
of itself, the company has to give of itself, the
management has to give of itself. To put it
bluntly, it is a matter of whether or not you
want to be UNIQUE NOW.Jesper Kunde, A
Unique Moment
71
WHO ARE YOU these days ?TP to Client/11-2000
72
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
73
Brand LeadershipPassion Rules!
74
Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander
75
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
76
Message 2001Mastering Madness!Best Talent
Wins!eBusEx Reinvention!Women Rule!Value
Proposition Who Are We?