(The New

1
(The New Incredibly Cool ) General MillsTom
PetersWinning (BIG) Amidst Total Madness!02
May 2001
2
There will be more confusion in 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
lt1000A.D. paradigm shift 1000s of years1000
100 years for paradigm shift1800s gt prior 900
years1900s 1st 20 years gt 1800s2000 10 years
for paradigm shift 21st century 1000X tech
change than 20th century (the Singularity, a
merger between humans and computers that is so
rapid and profound it represents a rupture in the
fabric of human history)Ray Kurzweil, talk
april2001
4
We are in a brawl with no rules.Paul Allaire
5
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
6
Forces _at_ Work IThe Destruction Imperative!
7
ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out.Dee Hock
8
The New Ge WayDYB.com
9
Forbes100 from 1917 to 1987 39 members of the
Class of 17 were alive in 87 18 are in 87
F100 the 18 F100 survivors underperformed the
market by 20 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
10
Brand InsideBrand Org Lean, Linked,
Electronic Malleable
11
White Collar Revolution!
12
80,000??
13
Brand InsideBrand Work The Professional
Service Firm Model The WOW Project
14
So what will be the Basic Building Block of the
New Org?
15
Answer PSF!Professional Service
FirmDepartment Head to Managing Partner,
HR IS, etc. Inc.
16
11 September 2000
17
09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersConsulting business!
(31K bods)
18
These days, building the best server isnt
enough. Thats the price of entry.Ann
Livermore, Hewlett Packard
19
Rev From ServiceGE (80) IBM (80) HP
Sun????
20
Mystery Co.Turnkey.Collections.Flexible
sourcing.Packaging.Merchandising.Promotion.Des
ign.Systems Site mgt.
21
The Raw Material The WOW Project!
22
Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
23
My GOAL Radicalize Audiences!Hint These are
Radical times!
24
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!)
25
Learn not to be careful! Photographer Diane
Arbus to her students (Careful The sidelines,
per Harriet Rubin in The Princessa)
26
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
27
Brand InsideBrand Talent The Great War for
Talent
28
We have transitioned from an asset-based
strategy to a talent-based strategy.Jeff
Skilling, COO, Enron
29
From 1, 2 or youre out JW to Best
Talent in each industry segment to build best
proprietary intangibles EMSource Ed
Michaels, War for Talent (05.17.00)
30
Top performing companies are two to four times
more likely than the rest to pay what it takes to
prevent losing top performers.Ed Michaels,
War for Talent (05.17.00)
31
Message Some people are better than other
people. Some people are a helluva lot better than
other people.
32
Where do good new ideas come from? Thats
simple! From differences. Creativity comes from
unlikely juxtapositions. The best way to maximize
differences is to mix ages, cultures and
disciplines.Nicholas Negroponte
33
The Cracked Ones Let in the LightOur business
needs a massive transfusion of talent, and
talent, I believe, is most likely to be found
among non-conformists, dissenters and
rebels.David Ogilvy
34
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special Report,
Business Week, 11.20.00
35
Women and new-economy management
36
The New Economy Shout goodbye to command and
control!Shout goodbye to hierarchy!Shout
goodbye to knowing ones place!
37
Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
38
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
39
Investors are looking more and more for a
relationship with their financial advisers. They
want someone they can trust, someone who listens.
In my experience, in general, women may be better
at these relationship-building skills than are
men.Hardwick Simmons, CEO, Prudential
Securities
40
Boys are trained in a way that will make them
irrelevant.Phil Slater
41
MantraM3Talent Brand
42
Whats your companys EVP?Employee Value
Proposition, per Ed Michaels et al., The War for
Talent
43
EVP Challenge, professional growth, respect,
satisfaction, opportunity, rewardSource Ed
Michaels et al., The War for Talent
44
Its your fault!Sam Culbert
45
Goal of the Year No. 1 Find-Develop-Mentor ONE
Extraordinary Person.CEO, large financial
advisory firm, April 2001
46
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
47
Forces _at_ Work IIThe Commodity Trap
48
Quality Not Enough!While everything may be
better, it is also increasingly the same.Paul
Goldberger on retail, The Sameness of Things,
The New York Times
49
Whats Special?Customers will try low cost
providers because the Majors have not given them
any clear reason not to.Leading Insurance
Industry Analyst (10-98)
50
The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
51
Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, A Unique Moment
52
Our basic business belief is that we dont want
a parity product.Stephen Sanger, CEO, General
Mills
53
Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
54
Tomorrow Today Cisco!90 of 20B
(50M/day)75 mfg. outsourced 50 of orders
routed to supplier who ships directGross
margin 65 Net margin 28Annual savings in
service and support from customer
self-management 550M
55
One cannot be tentative about this. Excuses like
channel conflict or marketing and sales arent
ready cannot be allowed. Delay and you risk
being cut out of your own market, perhaps not by
traditional competitors but by companies you
never heard of 24 months ago.Jack Welch
07.00/Forbes.com
56
GE the WebPurchasing 2000 6B 2001
15BSales 1999 1B 2000 7B 2001
20BSource Business 2.0 (05.01)
57
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
58
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
59
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
60
Brand OutsideStrategy 2Women Rule!
61
?????????Home Furnishings 94Vacations
92Houses 91Consumer Electronics 51 Cars
60 (90)All consumer purchases 83 Bank
Account 89Health Care 80
62
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
63
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
64
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
65
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
66
Women dont buy brands. They join them.Faith
Popcorn, EVEolution
67
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
68
Ad from Furniture /Today (04.01)MEET WITH THE
EXPERTS! How Retailings Most Successful Stay
that WayPresenting Experts M 16F ??
69
0
70
Brand OutsideStrategy 3Welcome to Old World!
71
Age Power will rule the 21st centuryKen
Dychtwald, Age Power How the 21st Century Will
Be Ruled by the New Old
72
Subject Marketers StupidityIts 18-44,
stupid!
73
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
74
2000-2010 Stats18-44 -155 21(55-64
47)
75
Member Growth 1987 199718 34 2635
49 6350 118Source IHRSA
76
Aging/ElderlyIm in charge!
77
No Target MarketingYes Target Innovation
Target Delivery Systems
78
And 3 GREEN????? 50 to 36 Protect
Environment gt Economic Growth.58 to 34
Protect Plants Animals gt Preserve Private
Property Rights.Roll back National Monuments
24 Yes 65 No.
79
Brand OutsideStrategy 4BRAND POWER!
80
WHO ARE YOU these days ?TP to Client
81
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
82
Message REAL Branding is personal. REAL
Branding is integrity. REAL Branding is
consistency freshness. REAL Branding is the
answer to WHO ARE WE? WHY ARE WE HERE? REAL
Branding is why I/you/we all get out of bed in
the morning. REAL Branding cant be faked.
REAL Branding is a systemic, 24/7, all
departments, all hands affair.
83
Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
84
Brand LeadershipPassion Rules!
85
Brand Leadership ENTHUSIASM RULES!Ben Zander
I am a dispenser of enthusiasm.
86
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
87
Lets make a dent in the universe at the New
Incredibly Cool General Mills. Steve Jobs