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Distinct or … Extinct Tom Peters Seminar2000 Boston 21 June 2000. Defeated Before The Starter’s Gun! “Track 4: Managing Organization Change (Helping Tired and Overworked Professionals with Today’s Workplace Realities)”. NAPM: “ You are the Rock Stars of the B2B Age!”.

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Distinct or extinct tom peters seminar2000 boston 21 june 2000
Distinct or … ExtinctTom Peters Seminar2000Boston21 June 2000


Defeated Before The Starter’s Gun!“Track 4: Managing Organization Change (Helping Tired and Overworked Professionals with Today’s Workplace Realities)”


Napm you are the rock stars of the b2b age
NAPM:“You are the Rock Stars of the B2B Age!”


Message2000 the point is the passion charles handy
Message2000“The point is the passion!”Charles Handy



Identify their own vision statement source tom stewart fortune
… identify their own vision statement!Source: Tom Stewart, Fortune


An age of passion 1 year 1 5 wal marts 03 27 99 167b 03 27 00 555b p s wal mart 8 in 2000
An Age of Passion:1 Year = 1.5 Wal*Marts03.27.99: $167B03.27.00: $555BP.S.: Wal*Mart = #8 in 2000


Pentium III 800MHz: $42,893.00/#Hermes Scarf: $1,964.29Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19Source: Fortune (3.20.00)


It Makes John Chambers Smile!“We have in our house, among two working parents, two teens and an 8-year-old, five computers (both Mac and Windows), four cell phones, seven phone lines, two Palm Pilots, one DSL, two ISP connections, a collection of personal domain names, a CD burner, a scanner and one AOL account.”Michael Wolff, writer [as reported in New York 06.00]


“Researchers say they have found a way to mate human cells with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”AP/AOL/02-00


No wiggle room incrementalism is innovation s worst enemy nicholas negroponte
No Wiggle Room! with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“Incrementalism is innovation’s worst enemy.” Nicholas Negroponte


Just Say No … with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“I don’t intend to be known as the ‘King of the Tinkerers.’ ”CEO, large financial services company (New York, 5-99)


64 24
64/24 with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”


Goal? with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”


Welcome to the Land of the True Believers! with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“We have the ability to turn the economy upside down, to enhance lives, and to drive civilization forward.”Michael Saylor,MicroStrategy


It means nothing less than the total reinvention of this company
“It means nothing less than the total reinvention of with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.” this company.”


Jacques new new ford ford msn carpoint ford yahoo ford oracle ford hp mciworldcom etc etc
Jacques’ New New Ford with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”Ford + MSN CarPointFord + Yahoo!Ford + OracleFord + HP/MCIWorldcomEtc.Etc.


We are in a brawl with no rules paul allaire
“We are in a with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”brawl with no rules.”Paul Allaire


S a v
S.A.V. with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”


T.T.D.s with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”The next slide is the first of many “T.T.D.” activities. I.e.: Things To Do. These are by and large shorthand forms of training exercises I use. Also: Most of these T.T.D. slides have accompanying Notes.(See following slide.)Tom Peters


T t d true or false incrementalism versus innovation
T.T.D./True or False: with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“incrementalism”VERSUS“innovation”?


Notes page
Notes Page with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”

  • This is a daunting issue. There is no “right answer.” But it merits constant, conscious debate. Consider the value of incremental change. [Kaizen, etc.] And discuss whether or not this thwarts “BIG” initiatives aimed at wholesale reinvention.

  • Also: Consider … “Can we do both?” [I’m not sure.] P.S.: This crucial issue holds for Finance Departments as much as Product Divisions. And it holds for the smallest and newest of businesses! THIS DEBATE IS WORTH LOTS OF TIME! KEEP IT PRACTICAL!


Tom peters seminar2000 brand everything distinct or extinct
Tom Peters Seminar2000 with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”Brand Everything:Distinct or Extinct!


Structure part i brand inside part ii brand outside part iii brand leadership
Structure with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”Part I: Brand InsidePart II: Brand OutsidePart III: Brand Leadership


Part i brand inside part ii brand outside part iii brand leadership
Part I with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”: Brand InsidePart II: Brand OutsidePart III: Brand Leadership


Forces @ work i the destruction imperative
Forces @ Work I with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”The Destruction Imperative!


Forget > Learn with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”Dee Hock


“It is generally much easier to kill an organization than change it substantially.” Kevin Kelly, Out of Control


“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: ‘I’m sure there are success stories out there, but at this moment I draw a blank.’ ”Mark Sirower, The Synergy Trap


Headlines 06 15 00 your call bell atlantic gte vs lucent
Headlines 06.15.00: Your Call! to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: Bell Atlantic-GTEvs.Lucent


Talent and a 2t enterprise
“Talent” and a to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: $2Tenterprise??????


[Some people enjoy the corporate life. to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: Then again, some people enjoy nipple clamps.Source: Ad tag line, FreeAgent.com]


“Acquisitions are about buying market share. to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: Our challenge is to create markets. There is a big difference.” Peter Job, CEO, Reuters


“We chose not to do a discounted cash flow analysis of their future earnings. We wanted their talent and we wanted their intellectual property.” Art Reidel, CEO, Pharsight


“Our ideal acquisition is a small startup that has a great technology product on the drawing board that is going to come out in six to twelve months. We buy the engineers and the next generation product. …” John Chambers, Cisco


Pentium III 800MHz: $42,893.00/# technology product on the drawing board that is going to come out in six to twelve months. Cisco Engineer: $19,000.00Hermes Scarf: $1,964.29Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19Source: Fortune (3.20.00)


Valley Exec on Cisco Strategy: technology product on the drawing board that is going to come out in six to twelve months. “Maybe you overpay for a company, but it’s the pick of the litter and you haven’t frittered away boatloads on R&D”**See also Fast Company on “ ‘Built to flip’ vs. ‘Built to last’ ”


Dept head i sports g m dept head ii v c
Dept. Head I = technology product on the drawing board that is going to come out in six to twelve months. Sports G.M.Dept. Head II = V.C.


G m the recruitment and development of top talent period v c bets on talent bets on projects period
G.M. technology product on the drawing board that is going to come out in six to twelve months. = The Recruitment and Development of Top Talent. [Period!]V.C. = Bets on “Talent.” Bets on Projects. [Period!]


Silicon Valley Success [Failure?] Secrets technology product on the drawing board that is going to come out in six to twelve months. “Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6 do okay; 3 do well; 1 hits the jackpotSource: The Economist


Steve ross had a wonderful philosophy people get fired for not making mistakes bob pittman
“Steve Ross had a wonderful philosophy: technology product on the drawing board that is going to come out in six to twelve months. People get fired for not making mistakes.”Bob Pittman


R d intel s venture fund 275 investments 8b source fast company ecompany
technology product on the drawing board that is going to come out in six to twelve months. R & D”Intel’s venture fund: 275 investments, $8BSource: Fast Company , eCompany


Net world act now analyze later avram miller
Net World! technology product on the drawing board that is going to come out in six to twelve months. Act now. Analyze later.Avram Miller


Tp to chain owner do 5 deals before you go home
[ technology product on the drawing board that is going to come out in six to twelve months. TP to Chain Owner …“Do 5 deals before you go home!”]


And for the 6-Person Group?? technology product on the drawing board that is going to come out in six to twelve months. Send one “Cool Dude/Dudette” out to find something Cool, work with a Cool Customer, etc. [The “Micro-Skunkworks Strategy”]


T.T.D. technology product on the drawing board that is going to come out in six to twelve months. Evaluate your portfolio of projects [and people]: Are you placing enough interesting [long shot?] bets?


Notes page1
Notes Page technology product on the drawing board that is going to come out in six to twelve months.

  • Be brutally honest!

  • Hint: This holds for you and me as individuals as well as for our unit.


C e o to c d o
C.E.O. technology product on the drawing board that is going to come out in six to twelve months. to C.D.O.


The new g e way dyb com
The [New] G technology product on the drawing board that is going to come out in six to twelve months. e WayDYB.com


Change the rules before somebody else does ralph seferian vp oracle
“Change the rules before somebody else does.” technology product on the drawing board that is going to come out in six to twelve months. Ralph Seferian, VP, Oracle


“It used to be that the big ate the small. technology product on the drawing board that is going to come out in six to twelve months. Now the fast eat the slow.”Geoff Yang, IVP/ (Institutional Venture Partners)


E g craig venter celera genomics
E.g.: Craig Venter/ technology product on the drawing board that is going to come out in six to twelve months. Celera Genomics


The gales of creative destruction 29m 44 m 73m 4m 4m 0m
The Gales of Creative Destruction technology product on the drawing board that is going to come out in six to twelve months. +29M = -44M + 73M+4M = +4M - 0M


Paradox redux atlanta 113 600 1 metro area layoffs major bellsouth lockheed coca cola
Paradox Redux technology product on the drawing board that is going to come out in six to twelve months. Atlanta: +113,600 = #1 metro areaLayoffs [major]: BellSouth, Lockheed, Coca-Cola


“But what if [former head of strategic planner 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 Nordstrom and Jonas Ridderstrale,Funky Business


Built to Last v. Built to Flip Dutch Shell] Arie de Geus is wrong in suggesting, in “The problem with Built to Last is that it’s a romantic notion. Large companies are incapable of ongoing innovation, of ongoing flexibility.”“Increasingly, successful businesses will be ephemeral. They will be built to yield something of value – and once that value has been exhausted, they will vanish.”Fast Company (03-00)


Brand inside brand org lean mean linked electronic
Brand Dutch Shell] Arie de Geus is wrong in suggesting, in InsideBrand Org: Lean, Mean, Linked & Electronic


108 x 5 vs 8 x 1 540 vs 8
108 X 5 Dutch Shell] Arie de Geus is wrong in suggesting, in vs. 8 X 1** 540 vs. 8


And now the equivalent white collar revolution
And Now the Equivalent … Dutch Shell] Arie de Geus is wrong in suggesting, in White Collar Revolution!


The Dutch Shell] Arie de Geus is wrong in suggesting, in Pincer 5“Destructive” entrepreneurs/ Global Competition“White Collar Robots”THE INTERNET![E.g.: GM + Ford + DaimlerChrysler]Global Outsourcing[E.g.: India, Mexico]Speed!!


Asset less company j b
Dutch Shell] Arie de Geus is wrong in suggesting, in AssetlessCompany”J.B.


RR on “Assetless” [J.B.] Sara Lee Dutch Shell] Arie de Geus is wrong in suggesting, in “The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available with insights into the customer’s individual needs and preferences.”



The “&-!!+#$% in the middle”* rent your shoes.”Jim Clark on Healtheon/WebMD* ’twixt docs, patients, insurers and providers; $275B of $400B in waste; source: Michael Lewis,The New New Thing


Incidentally ceo jeff arnold age 30 first start up age 24
[ rent your shoes.”Incidentally …CEO Jeff ArnoldAge: 30First Start-up: Age 24]


“This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s the relentless rise of the quasi-adolescents who wield them.”Michael Schrage


We want to be the air traffic controllers of electrons bob nardelli ge power systems
“We want to be the air traffic controllers of electrons.”Bob Nardelli, GE Power Systems


So does enron et al
So does Enron! electrons.”[et al.]


Buzzsaw.com electrons.”Builders, Owners, Architects, Contractors, Suppliers$4T industry5,300 commercial bldg. projects’ specs on-line; +70 per day


And e builder com buildnet com equalfooting com et al
And … electrons.”e-Builder.com, BuildNet.com, EqualFooting.com [et al.]


12/31/00 (per Newsweek 04.24.00) electrons.”75% of U.S. universities will have on-line offerings/ 5.8 million students“Unbundling” profs’ jobs (star lecturer, facilitator)/ Repackage “content” as multi-media “event”AAUP is angry! (Good news!)355 studies: Equal results! (and one teachers union study that disagrees!)


Election com arizona democratic primary etc
Election.com* electrons.”*Arizona Democratic primary, etc.


These are l a d t i r s life and death total industry reinvention struggles
These are … electrons.”L.A.D.T.I.R.S.**Life-and-death-total-industry-reinvention-struggles


Cemex and fdx
Cemex and FDX! electrons.”


[ electrons.”Pervasive “Risk Markets”“For a dollar a month, an Ohio insurance company will rent you a GPS receiver to install in your car. As part of your policy, it signals how often, when, and which highways you drive and into which neighborhoods you go. The premium you pay reflects your actual driving risk.”Stan Davis & Christopher Meyer, futureWEALTH]


“The e-conomy is one of re-intermediation, where new technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, value chains constantly reorganize as the demands of the consumer and business change.”Thomas Koulopoulos, Delphi Group


Magic! technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, [Inter]networked Marketsmeet …[Intra]networked WorkersSource: The Cluetrain Manifesto: The End of Business as Usual


Hyperlinks subvert hierarchy the cluetrain manifesto
“Hyperlinks subvert hierarchy!” technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, The Cluetrain Manifesto


Corporate resistance to it it all goes back to fear of losing control the cluetrain manifesto
Corporate Resistance to “It” technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, “It all goes back to fear of losing control!”The Cluetrain Manifesto


E business is the final nail in the coffin for bureaucracy at ge jack welch ge annual report 2000
“E-business is the final nail in the coffin for bureaucracy at GE.”Jack Welch/GE Annual Report 2000


[ bureaucracy at GE.”Words to Live By …“Hierarchy is an organization with its face toward the CEO and its ass toward the customer.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business]


Brand inside brand work
Brand bureaucracy at GE.”InsideBrand Work!


So what will be the basic building block of the new org
So what bureaucracy at GE.”will be the Basic Building Block of theNew Org?



New orleans april 2000 napm
New Orleans WOW-producing Finance Department”?April 2000NAPM


You are the rock stars of the b2b age
You WOW-producing Finance Department”?are the Rock Stars of the B2B Age!


Welcome to the y2k new orleans jazz and real cool purchasing dudes festival
Welcome to the Y2K New Orleans Jazz and WOW-producing Finance Department”?Real Cool Purchasing Dudes Festival!


Message you are re invention evangelists
Message: WOW-producing Finance Department”?You are Re-invention Evangelists!


Napm not purchasing napm not supply chain mgt napm te ir t otal e nterprise i ndustry r einvention
NAPM: WOW-producing Finance Department”?Not “Purchasing”!NAPM: Not “Supply Chain Mgt.”NAPM = TE/IR!**Total Enterprise/Industry Reinvention!


Ch icago november 1999 shrm
Ch WOW-producing Finance Department”?icagoNovember 1999SHRM


Support function cost center bureaucratic drag or rock stars of the age of talent
“support function” / “cost center” / “bureaucratic drag”or …“Rock Stars of the ‘Age of Talent’ ”



Credo work worth paying for
Credo profit!“WORK WORTH PAYING FOR”


Psf 1 0 department head to managing partner hr is etc inc
PSF 1.0 profit!Department Headto …Managing Partner, HR [IS, etc.] Inc.


Psf 1 0 professional service firm conversion kit release 1 0 the professional service firm50
PSF 1.0* profit!Professional Service Firm Conversion Kit / Release 1.0*The Professional Service Firm50


The “7Ps” of PSF 1.0 profit!Projects!Passion!Provocation!Partnership!Politics!Professionalism!Performance!


C i o to c e f r n s
C.I.O. profit! to C.E.F.R.N.S.*


C hief e vangelist f or r eally n eat s tuff
* profit!ChiefEvangelistForReallyNeat Stuff



What do i do first one minute excellence thomas watson
What Do I “Do” First? profit!One Minute Excellence!**Thomas Watson


Culture Change is profit!not “Corporate.”Culture Change is not a “Program.”Culture change does not take “Years.”Culture Change does not start “Today.”Culture Change starts Right Now!Culture Change Lives in the Moment!Culture Change is Entirely in Your Hands!


The psf bedrock the wow project see the project50
The “PSF” Bedrock … profit!The WOW Project!**See:The Project50



But does it matter on time on budget who cares anon seminar participant 4 99
But profit!Does It Matter ????“On time, on budget … who cares?”anon. seminar participant (4/99)


“You really got to me. profit! So many of our information technology projects take on a life of their own, and I know they’ll never end up as more than ‘mediocre successes.’ ” CEO, F100 financial services company (10-98)


Wow project anatomy i create ii sell iii implement iv exit
WOW Project Anatomy profit!I. Create!II. Sell!III. Implement! IV. Exit!


Create/Reframers’ Rules: profit!Rule 1:Never accept an assignment as given!Rule 2:You’re never so powerful as when you are “powerless”!Rule 3:Every “small” project contains the entire enterprise DNA!



T.T.D. profit!Examine that “small”/ “annoying” project you’re working on. Can it be re-cast as a WOW/ Culture Change Project? What are the hidden assumptions about customers/ suppliers/ employees?


Notes page2
Notes Page profit!

  • I am adamant: Every project can be made into a “big deal” if your head is in the right place. So … now … COMPLETELY RE-INVENT THAT “SMALL” PROJECT YOU ARE WORKING ON! No bull! E.g.: What about a “Memorial Day Employee Picnic that signals a whole new attitude toward our staff”?


Measures
Measures profit!

  • WOW!

  • Beauty!

  • Raving Fans!

  • Impact!


E g wow scale 1 dull as dishwater 5 gets the job done 7 good work 10 a serious braggable
E.g.: WOW Scale profit!1. … Dull as dishwater.5. … Gets the job done.7. … “Good work!”.10. … A serious “Braggable”!


“Every project we take on starts with a question: profit!How can we do what’s never been done before?”Stuart Hornery, CEO, Lend Lease


Sell, Sell, Sell! profit!Master “The Pitch”!Repeat: “I am a salesperson!”Read: Saul Alinsky’s Rules for Radicals [1971]


Culture of Prototyping profit!“Effective prototyping may be the most valuable core competence an innovative organization can hope to have.”Michael Schrage


“You can’t be a serious innovator unless and until you are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”Michael Schrage, Serious Play


Think about it innovation reaction to the prototype michael schrage
Think about It!? are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”Innovation =Reaction to the PrototypeMichael Schrage


Good prototypes have charisma they create narratives tell stories michael schrage serious play
“Good prototypes have ‘charisma.’ They create narratives … tell stories.”Michael Schrage, Serious Play


T.T.D./ Prototyper’s Laws narratives … tell stories.”Define a small, practical test of something on a page or less of text. Now.Gather “found” materials … on the [very] cheap.Find a/one partner-“customer” who’ll provide a test site.Set a very tight deadline of about 5 days for the next concrete step.Conduct the test! Debrief A.S.A.P.Set the next test date. Now. [No more than 5 days hence.]


Notes page3
Notes Page narratives … tell stories.”

  • The idea is to establish a “rhythm of prototyping” that defines every project.


T.T.D./ Secret No. 1 narratives … tell stories.”:Forget “selling up”! Go horizontal: Find a (one!) “line” ally in “the Boonies”!

Secret No. 2:“Powerless” allies are Cool!

Secret No. 3:Become a Prototyping Maniac!

Secret No. 4:Embrace Politics / “Community Organizing”!

Secret No. 5:Passion Rules! Get your story in shape!


Notes page4
Notes Page narratives … tell stories.”

  • Main Idea: YOU ARE NOT “POWERLESS.” Seek out allies in strange places … and get going! DO NOT WASTE TIME “SELLING UP.”

  • Attitude: You are the Gandhi/King of your “mission.”

  • So: IDENTIFY THE FOLKS YOU WANT TO PLAY WITH RE THAT INCREDIBLY COOL IDEA YOU HAVE!


K2K! narratives … tell stories.”


Pause implementation 101
Pause … narratives … tell stories.”Implementation 101


Mark mccormack 5 000 miles for a 5 min meeting
Mark McCormack narratives … tell stories.”: 5,000 miles for a 5 min. meeting.


Esp to tjp don t forget your thank you notes
ESP to TJP narratives … tell stories.”: DON’T FORGET YOUR THANK YOU NOTES!


“It was much later that I realized Dad’s 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


The deepest human need is the need to be appreciated william james
“The deepest human need is the ... 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.NEED TO BEAPPRECIATED.”William James


2 folks in hartford
2 folks in Hartford … 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.


SOOOO … HOW MANY OF YOUR COLLEAGUES ARE “BACK HOME” AT WORK ON NO-BALONEY … WOW* PROJECTS!* WOW = Will be remembered fondly/ bragged about5+years from now


Epitaph from Hell … WORK ON NO-BALONEY … Joe T. Jones 1942 - 2000HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!


Death is only one of many ways to lose your life alvah simon north to the night
“Death is only one of many ways to lose your life.” WORK ON NO-BALONEY … Alvah Simon, North to the Night


T t d now
T.T.D.: WORK ON NO-BALONEY … Now!

  • List all projects

  • Carefully describe a “WOW Outcome” for you and the Client

  • Score (!)all projects on WOW, Beauty, Impact, Raving Fan-hood

  • Pick one project with a high combined score

  • Draft a one-page New Description that emphasizes WOW, Beauty, etc.

  • Circulate and edit … for three days

  • Reduce to 5 bullet points


Notes page5
Notes Page WORK ON NO-BALONEY …

  • DO IT!

  • NOW!


The greatest danger WORK ON NO-BALONEY … for most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo


G: How’d that herringbone pattern for the hearth come out? WORK ON NO-BALONEY … T: Great! But the tile guy’d like to get his hands on you; it was a royal pain.G: But it looks good, right?T: Fabulous.G: That’s what matters. I tell my guys, “It may be a lot of work, but think about it this way: Would you bring your kid back, 10 years from now, to see the job?”


Characteristics of the also rans
Characteristics of the “Also Rans” WORK ON NO-BALONEY …

“minimize risk”

“respect the chain of command”

“support the boss”

“make budget”

Source: Fortune on “most admired

global corporations” (10/26/98)


Consider are any of these four attributes characteristic of those who made the history books
Consider: Are WORK ON NO-BALONEY … any of these four attributes characteristic of those who “made the history books”?


[We are WORK ON NO-BALONEY … not trying to “WOW you up.”We think you are/have WOW.We are trying to give you permission to be WOW.]


1) Turn ignition key. WORK ON NO-BALONEY … 2) Shift into drive.3) Press foot firmly on the throat of mediocrity.Source: Mercedes ad


Brand inside brand you distinct or extinct
Brand WORK ON NO-BALONEY … InsideBrand You: Distinct … or Extinct


DISTINCT … OR EXTINCT! WORK ON NO-BALONEY … “If there is nothing very special about your work, no matter how hard you apply yourself, you won’t get noticed and that increasingly means you won’t get paid much, either.” Michael Goldhaber, Wired


Personal brand equity evaluation
Personal WORK ON NO-BALONEY … “Brand Equity” Evaluation

  • I am known for [2 to 3 things]; next year at this time I’ll also be known for [1 more thing].

  • My current Project is challenging me …

  • New things I’ve 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 year’s at this time …


Resume your annual report new york times magazine 05 14
Resume WORK ON NO-BALONEY … =Your Annual Report**New York Times Magazine[05.14]


You are the storyteller of your own life and you can create your own legend or not isabel allende
“You are the storyteller of your own life, and you can create your own legend or not.”Isabel Allende


T t d assignment construct a 1 8 page or 1 4 page ad for brand you for the yellow pages
T.T.D./Assignment create your own legend or not.”Construct a 1/8-page or 1/4-page ad for Brand You … for theYellow Pages


Notes page6
Notes Page create your own legend or not.”

  • THIS IS A BIG DEAL. TAKE IT SERIOUSLY. [“Yellow Pages ads” are the centerpiece of our formal Brand You training programs.]


T t d how about it replace your current evaluation process with yellow pages ads
[ create your own legend or not.”T.T.D.: How About It?Replace your current evaluation process with Yellow Pages ads.]


Notes page7
Notes Page create your own legend or not.”

  • NO BULL! Some of our Clients have gone this far. And report stunning results. If you can’t do this formally, try it informally.


R d a rate 15 25 therefore formal investment strategy r i p
R.D.A. create your own legend or not.”Rate: 15%?, 25%?Therefore: Formal “Investment Strategy”/R.I.P.


T t d your r i p is it formal is it wow
T.T.D./Your R.I.P. create your own legend or not.”IS IT … FORMAL? IS IT ... WOW!?


Notes page8
Notes Page create your own legend or not.”

  • We think “R.I.P.s” are imperative! So … please take these two questions seriously and literally!


T.T.D./R.I.P. create your own legend or not.”Use by yourself.Use with your mates.Use [quantitatively?] as a measure of departmental/ P.S.F. renewal.Use in formal eval process.


Notes page9
Notes Page create your own legend or not.”

  • The whole idea is to make “R.I.P.s” a/the centerpiece – formally – of measuring unit “freshness.” E.g.: SCORE EVERYONE’S “R.I.P.” ON ITS BOLDNESS/WOW.


“You must realize that how you invest your human capital matters as much as how you invest your financial capital. Its rate of return determines your future options. Take a job for what it teaches you, not for what it pays. Instead of a potential employer asking, ‘Where do you see yourself in 5 years?’ you’ll ask, ‘If I invest my mental assets with you for 5 years, how much will they appreciate?How much will my portfolio of career options grow?’ ”Stan Davis & Christopher Meyer, futureWEALTH


“Everything can be taken from man but one thing: the last of human freedoms - to choose one’s own attitude in any set of circumstances,to choose one’s own way.”Victor Frankl, Auschwitz survivor


Rabbi Zusya of human freedoms - : “In the world to come I shall not be asked, ‘Why were you not Moses?’ I’ll be asked,

‘Why were you not Zusya?’”


“I am an American, Chicago born, and go at things as I have taught myself, free-style, and will make the record in my own way.”Saul Bellow, The Adventures of Augie March


Seminar y2k brand inside message distinct or extinct
Seminar Y2K/Brand have taught myself, free-style, and will make the record in my own way.”InsideMessage: Distinct … or Extinct!




Bill parcells world brand you world blame nobody expect nothing do something ny post 9 99
Bill Parcells’ World/ ordinary.”Brand You World!BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post (9/99)


T.T.D./Cluetrain Manifesto ordinary.”Relax!Have a sense of humor!Find your voice and use it!Tell the truth!Don’t panic!Enjoy yourself!Be Brave!Be curious!Play more!Dream always!Listen up!Rap on!



The New Economy … ordinary.”Shout goodbye to “command and control”!Shout goodbye to hierarchy!Shout goodbye to “knowing one’s place”!


Women’s Stuff = ordinary.”New Economy MatchImprov skillsRelationship-centricLess “rank consciousness”Self determinedTrust sensitive IntuitiveNatural “empowerment freaks” [less threatened by strong people]Intrinsic [motivation] > Extrinsic


It’s Girls, Stupid! ordinary.”1996: 8.4M women, 6.7M men in college (est: 9.2 to 6.9 in 2007); more women than men in high-level math and science coursesMore girls in student govt., honor societies; girls read more books, outperform boys in artistic and musical ability, study abroad in higher numbersBoys do rule: crime, alcohol, drugs, failure to do homework (4:1)Source: The Atlantic Monthly (May2000)


Boys are trained in a way that will make them irrelevant phil slater
“Boys are trained in a ordinary.” way that will make them irrelevant.”Phil Slater


Brand inside brand talent the great war for talent
Brand ordinary.”InsideBrand Talent: The Great War for Talent


Issue y2k the great war for talent
Issue Y2K ordinary.”The Great War for Talent!


“When land was the scarce resource, nations battled over it. The same is happening now for talented people.”Stan Davis & Christopher Meyer, futureWEALTH


“The market’s being divided up right now. We’re in a tough competition [with the U.S. and the U.K.] for the best brains.”Gerhard Schroeder, on Germany’s new tech immigration policy[Frankfurter Allgemeine/06.02.00]


Tomorrow’s Headlines tough competition [with the U.S. and the U.K.] for“Molecular biologists are up 3 points, economists down 1/4, in moderate trading”futureWEALTH, Stan Davis and Christopher Meyer


There is no talent shortage if you are a gptw great place to work
There is no “talent shortage” … tough competition [with the U.S. and the U.K.] forif…you are a GPTW**Great Place To Work


Alan kay on parc s bob taylor he was a connoisseur of talent
Alan Kay on tough competition [with the U.S. and the U.K.] forPARC’s Bob Taylor“He was a connoisseur of talent.”


Talent war, Web-speed! tough competition [with the U.S. and the U.K.] forEvery resume or employment question that comes to Lucent via the Web gets answered in 30 minutes or less. [24/7.]Red Herring [06.00], on Lucent Director of Recruitment Jim Baughman


C.O.T. Redux tough competition [with the U.S. and the U.K.] for“Our 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


Axiom never hire anyone without an aberration in their background find the one ton cookie man
Axiom tough competition [with the U.S. and the U.K.] for:Never hire anyone without an aberration in their background.(Find the One Ton Cookie Man!)


“Every school I visited was participating in the systematic suppression of creative genius.”“From cradle to grave the pressure is on: BE NORMAL!” Gordon MacKenzie


“The school system is absolutely not designed for creativity. Quietness, going along with the flow, keeping order – this is what’s encouraged.” Tom Yamokoski


“Where do good new ideas come from? ... creativity. Quietness, going along with the flow, keeping order – this is what’s encouraged.”That’s simple! From differences. Creativity comes from unlikely juxtapositions. The best way to maximize differences is to mix ages, cultures and disciplines.”Nicholas Negroponte


“He grew his hair long, played guitar in a rock band, chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”


Solution slip ritalin into his food or
Solution? chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Slip Ritalin into his food … Or …


Elect him prime minister tony blair talk may 2000
Elect Him Prime Minister chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Tony Blair**talk/May 2000


Whoever is the most impertinent has the best chance w a mozart
“Whoever is the most impertinent has the best chance.” chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”W.A. Mozart


Conformity is the enemy of freedom and the jailer of growth j f k
“Conformity is the enemy of freedom and the jailer chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”of growth.”J.F.K.


Yes director of bringing in the really cool people
Yes! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Director of Bringing in the ReallyCool People


All You Need to Know? chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Chief Evangelist For Really Neat StuffDirector Of Bringing In The Really Cool People


T t d steal these two job titles
T.T.D. chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”STEAL THESE TWO JOB TITLES!


Talent war y2k
Talent War Y2K! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”

  • All out!/ Time consuming!

  • Never ending!/ Unwinnable!

  • Includes everybody!/ Everybody’s game! (“We’re all in sales.”)

  • Expensive!

  • Cool!/ WOW!/ Fun!/ Creative!

  • Strategic!/ Core competence!


Talent vs employee or associate
Talent chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”vs.“Employee” (or “Associate”)


Talent brand
Talent = Brand chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”


Brand outside brand inside
Brand Outside chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”=Brand Inside


Brand inside a bias for action no 1
Brand chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”InsideA BIAS FOR ACTION = No. 1


The new metabolism
The new metabolism! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”


S a v1
S.A.V. chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”


Net world act now analyze later avram miller1
Net World! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Act now. Analyze later.Avram Miller


Tp to chain owner do 5 deals before you go home1
[ chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”TP to Chain Owner …“Do 5 deals before you go home!”]


Steve ross had a wonderful philosophy people get fired for not making mistakes bob pittman1
“Steve Ross had a wonderful philosophy: chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”People get fired for not making mistakes.”Bob Pittman


Fail forward fast high tech exec
Fail. chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Forward. Fast.High-tech exec


Ready fire aim ross perot wayne calloway harry quadracci et al
Ready. chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Fire!Aim. Ross Perot, Wayne Calloway, Harry Quadracci, et al.


He who has the quickest o o d a loops wins observe orient decide act col john boyd
He who has the quickest O.O.D.A. Loops* wins! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”*Observe. Orient. Decide. Act. / Col. John Boyd


ABfA chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”[A Bias for Action]RFA[Ready.Fire!Aim.]SAV[Screw Around Vigorously]FFF[Fail Forward Fast]OODA[Observe.Orient.Decide.Act.]


Reprise: Brand chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”InsideThe White Collar Revolution & The Web[90% poleaxed, CDO, Healtheon/WebMD, Buzzsaw.com]PSF as Building Block[Work Worth Paying For, Real Cool Purchasing Dudes]Work Worth Paying For = WOW Projects!Brand You[Everybody!]The Great War for Talent![Lookin’ for Dudes with ’tude]The New Metabolism[Ready. Fire! Aim.]


Part i brand inside part ii brand outside part iii brand leadership1
Part I chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”: Brand InsidePart II: Brand OutsidePart III: Brand Leadership


Forces @ work ii the commodity trap
Forces @ Work II chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”The Commodity Trap


Quality Not Enough! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“Quality as defined by few defects is becoming the price of entry for automotive marketers rather than a competitive advantage.”J.D. Power


Quality Not Enough! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“While everything may be better, it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,” The New York Times


What’s Special? chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“Customers will try ‘low cost providers’ because the Majors have not given them any clear reason not to.”Leading Insurance Industry Analyst (10-98)


“We make over three new product announcements a day. Can you remember them? Our customers can’t!”Carly Fiorina


“The ‘surplus society’ has a surplus of you remember them? similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business


The 10x 10x phenomenon 10 times better 10 times less different
The “10X/10X Phenomenon” you remember them? 10 Times Better/10 Times Less Different


When we did it right it was still pretty ordinary barry gibbons on nightmare no 1
“When we did it ‘right’ it was still pretty ordinary.”Barry Gibbons on “Nightmare No. 1”


Pretzel Crumb-less-ness Plus … ordinary.”“The Ritz Carlton Experience enlivens the senses, instills well-being and fulfills even the unexpressed wishes and needs of the guest.”from the Ritz Carlton Credo


Nirvana nordstrom four seasons adirondack guide boat oxo good grips ziplocs power point
Nirvana! ordinary.”- Nordstrom- Four Seasons- Adirondack Guide Boat- OXO Good Grips- Ziplocs- Power Point


Why cool surprising reliable friendly comfortable aesthetically pleasing
Why? ordinary.”Cool!/Surprising!Reliable!Friendly!/Comfortable!Aesthetically pleasing!


Consider what words and emotions do you use to describe the things you love
Consider … ordinary.”What words and emotions do you use to describe the things you love?


Aarrgh quality is conformance to requirements not goodness phil crosby
Aarrgh! ordinary.”“Quality is conformance to requirements, not goodness.”Phil Crosby


“You do not merely want to be the best of the best. ordinary.”You want to be considered the only ones who do what you do.”Jerry Garcia


T.T.D. ordinary.”What words do you & yours use to describe Customer Contentment? [Way] beyond “satisfaction”? [DO SUCH WORDS MATTER?]


Notes page10
Notes Page ordinary.”

  • PLEASE [REDUX]: PAY LOTS OF ATTENTION TO WORDS … AND THE EMOTIONAL “SIGNS” THEY CONNOTE. [TomWorld: What applies to a Detroit Red Wings “performance” ought to apply to a “Purchasing Dept. performance”!


Context ordinary.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Context ordinary.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Brand outside strategy 1 lead the customer
Brand ordinary.”OutsideStrategy 1:Lead the Customer!


“The customer is a ordinary.”rear view mirror, not a guide to the future.”George Colony, Forrester Research“If you worship at the throne of the voice of the customer, you’ll get only incremental advances.”Joseph Morone, President, Bentley College


Early Customer Rejection ordinary.”Post-Its [12 years!]Chrysler MinivansVCRsFax machinesFedExCNNHeart-assist pumpsEtc.Source: Fortune


“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


Lead customers k2k redux
“Lead” customers! not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”K2K redux!


T.T.D.: Do You K2K? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Are you working with [numerous] weird, far out customers? [As opposed to “biggest” customers?]


Notes page11
Notes Page not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”

  • Trust me! You will be as Cool as your Coolest Clients. Cool Clients co-invent the future with us. Soooo … WHAT’S YOUR COOL CLIENT PORTFOLIO LOOK LIKE? [Hint: “Biggest” are rarely “coolest.”]


T.T.D./Sooooo… not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Are you pushing your customers? [Internal or external.]ARE YOU ENGAGING THEM IN A JOINT VENTURE-JOURNEY INTO TOMORROWLAND?


Notes page12
Notes Page not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”

  • No bull: Evaluate EVERY Client Relationship. Is EVERY CP/Client Project a “test”? That is, an effort to explore Uncomfortable-But-Important-Stuff?


Benchmarking, Perils of … not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends him on the spot.”Mark Twain


Good = Bad/ 1 of 30,000 not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“We are crazy. We should do something when people say it is ‘crazy.’If people say something is ‘good’, it means someone else is already doing it.”Hajime Mitarai, Canon


Amen the age of the never satisfied customer regis mckenna
Amen! not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“The Age of the NeverSatisfied Customer”Regis McKenna


Context not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Brand outside strategy 2 use e commerce to re invent the business
Brand not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”OutsideStrategy 2:UseE-Commerce toRe-inventthe Business!


35 000 000
????? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”$35,000,000.


Dell s web sales daily
Dell’s Web sales not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.” … daily


2x 100 days internet traffic 2x 9 months network capacity source red herring 1 00
2X = 100 days not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”(Internet traffic)2X = 9 months (network capacity)Source: Red Herring (1-00)


Web World/05.00 not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”1B pages/7B hotlinks/+1M per day“For the first time in history, people everywhere have access to the thoughts, products and writings of a large and growing percentage of earth’s population.”The New Yorker/05.29.00


Tomorrow Today: Cisco! not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”90% of $14.4B(Cisco Connection ONLINE)Save $500M(service and tech support)C.Sat e >> C.Sat HCustomer Engineer Chat Rooms/CollaborativeDesign ($1B “free” consulting)


And larry
And Larry? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”


Service Call Center not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”$300.00 per transaction to $1.50Savings: $550,000,000.00Source: Ralph Seferian, Oracle [part of O’s $1B saving – on a rev. base of $9B; $1B addnl this year]


B2b 1999 2004 50x 2004 7 4 source gartnergroup per reuters 1 26 00
B2B not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”1999 – 2004: 50X2004: $7.4Source: GartnerGroup (per Reuters 1-26-00)

T


Gm ford daimlerchrysler 02 27 covisint 240b 500b i p o
GM/Ford/DaimlerChrysler (02-27) not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Covisint$240B (+$500B)I.P.O.


Goal drive profits to zero remember amr and dynamic pricing
Goal? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Drive profits to zero!**Remember AMR and “dynamic pricing.”


“We can expect markets as efficient as capital markets for everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”Stan Davis & Christopher Meyer, futureWEALTH


W w grainger 2x phone fax 220b mro market per business 2 0 02 00
W.W. Grainger everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”*2X phone/fax*$220B “MRO” market (per Business 2.0/02-00)


Welcome to everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle


Shop in your underwear source sm d logo for www ae com ae american eagle outfitters
Shop in your Underwear everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”Source: SM’d logo for www.ae.comae = American Eagle Outfitters


Psych 101 strongest force on earth my need to be in perceived control of my universe
Psych 101: everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”Strongest Force on Earth?My need to be in perceived control of my universe!


Anne busquet american express not age of the internet is age of customer control
Anne Busquet/ American Express everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”Not: “Age of the Internet”Is: “Age of Customer Control”


The Supply Side … everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”The Age of the ChoiceboardThe War of the ChoiceboardsSource: Adrian Slywotzky, HBR 1-2/2000 [<1%]


“IT enables total transparency. everything. Time-shared airplane space, time in Denton Cooley’s operating schedule, eggs from 5’10” Radcliffe graduates, baseball cards. Once these markets are established, futures, derivatives and all the rest will follow.”People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee or citizen is dead.”Kjell Nordstrom and Jonas Ridderstrale, Funky Business


“In the network economy, the Website becomes the company’s primary interface to the customer. The user interface becomes the marketing materials, store front, store interior, sales staff and post-sales support all rolled into one.”Jakob Nielsen,Designing Web Usability


“Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”Jakob Nielsen, Nielsen Norman Group


Red herring 01 00 75 of online shoppers don t complete their purchase
Red Herring they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.” (01/00)75% of online shoppers don’t complete their purchase!


“Even if executives of established businesses grasp the impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.” Philip Evans & Thomas Wurster, Blown to Bits


Where does the internet rank in priority it s no 1 2 3 and 4 jack welch
“Where does the Internet rank in priority? impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.”It’s No. 1, 2, 3, and 4.”Jack Welch


There are 2 kinds of defense vs offense fend off upstarts reinvent our marketspace
There are 2 Kinds of … impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.”Defense*vs.Offense***Fend off upstarts.**Reinvent our marketspace!


No impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.” Room for “Competent”* SortsBeer WholesalersPersonal Trainers [FitLinxx]Financial PlannersCar Dealers* LVA, “M”VA … vs. HVA [Web-enhanced]


Web strategy ge power systems launch and learn 4 sites in 30 days
Web Strategy: GE Power Systems impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.”“Launch and Learn”(4 sites in 30 days)


“It’s better to be first with less than last with more. Success on the Web isn’t just about time to market, it’s also about‘time to learning.’ ”Jeff Levy, eHatchery


Jargon Bath! Success on the Web isn’t just about Bureaucracy free …Systemically integrated …Internet intense …Knowledge based …Time and location free …“Instantly” responsive …Customer centric …Mass customization enabled.


Translation … Success on the Web isn’t just about Bureaucracy free = Flat org, no B.S.Systemically integrated = Whole supply chain tightly wired/ friction freeInternet intense = Do it all via the WebKnowledge based = Open accessTime and location free = Whenever, wherever“Instantly” responsive = Speed demonsCustomer centric = Customer calls the shotsMass customization enabled = Every product and service rapidly tailored to client requirements


Getting right down to brass tacks bricks mortar clicks mortar all clicks all the time
Getting Right Down to Success on the Web isn’t just about Brass Tacks …Bricks & Mortar?Clicks & Mortar?All Clicks All the time?


#1 Success on the Web isn’t just about : ANY IDIOT WHO THINKS CONSUMERS ARE GOING TO GIVE UP THE IN-STORE SHOPPING EXPERIENCE FOR THE INTERNET IS JUST THAT. AN IDIOT.


#2 Success on the Web isn’t just about : ANY IDIOT WHO THINKS WE ARE STILL GOING TO BE HANGING OUT IN STORES 15 YEARS FROM NOW IS JUST THAT. AN IDIOT.


TP Success on the Web isn’t just about : ANY IDIOT WHO THINKS THEY KNOW WHICH ONE OF THE ABOVE TWO STATEMENTS IS TRUE IS THE BIGGEST IDIOT OF ALL.


Context Success on the Web isn’t just about : “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule!(and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Brand outside strategy 3 women rule
Brand Success on the Web isn’t just about OutsideStrategy 3:Women Rule!


Home furnishings 94 vacations 92 houses 91 bank account 89 health care 75 etc
????????? Success on the Web isn’t just about Home Furnishings … 94%Vacations … 92%Houses … 91%Bank Account … 89%Health Care … 75%Etc.


3 3t 1 5t 4 8t larger than japan
$3.3T + $1.5T = $4.8T* Success on the Web isn’t just about * Larger than Japan!


Most Under-reported story! Success on the Web isn’t just about 9M*/28M(1 of 4)/$3.6T [> Germany]* 400K in ’72; 132% since ’92Sources: NFWBO, Cognetics, Business Wire (030600)


48% working wives > 50% Success on the Web isn’t just about 80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed


Women … Success on the Web isn’t just about 49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.Source: Business Week (11-99)


New golfers 37 basketball 13 5m 1 in 27 70 1 in 3 96
New golfers … 37% Success on the Web isn’t just about Basketball … 13.5M1 in 27 (’70) … 1 in 3 (’96)


1874? Success on the Web isn’t just about


1874 jock strap 1977 jogbra 1977 25k 1996 42 m
1874 … Jock Strap Success on the Web isn’t just about 1977 … Jogbra1977 ... 25K1996 … 42M


Yeow 1970 1 2002 50
Yeow! Success on the Web isn’t just about 1970 … 1%2002 … 50%


Opportunity no 1 no shit
OPPORTUNITY Success on the Web isn’t just about NO. 1!*[* No shit!]


Carol Gilligan/ Success on the Web isn’t just about In a Different VoiceMen: Get away from authority, familyWomen:ConnectMen: Self-orientedWomen:Other-orientedMen: RightsWomen:Responsibilities


FemaleThink Success on the Web isn’t just about / Popcorn“Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.“He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”


Women and Healthcare Success on the Web isn’t just about Women are … more dissatisfied, frustrated by the way they are treatedand spoken down toby physicians, seek more information, are more pressed for time … and make 75% of health care decisions and control 2/3 of health care $$$$ [and constitute 2/3 of health care employees].Source: Patricia Braus, Marketing Healthcare to Women


Women and Financial Advisors Success on the Web isn’t just about Women want … a plan, to be listened to,to be taken seriously, to read about it, to think about it.Women do not want … an in-your-face sales pitchSource: Kathleen Boyle, Wheat Boyle Butcher Singer


How Many Gigs You Got, Man? Success on the Web isn’t just about “Hard to believe … Different criteria” “Every research study we’ve done indicates that women really care about the relationship with their vendor.”Robin Sternbergh/ IBM


Q Success on the Web isn’t just about : Why do guys like pagers?A1: Sense of importance [Pager Dude]A2: Cubicle Slaves’ replacement for “real guys” tool belts


Q Success on the Web isn’t just about : Why do women like pagers?A: Get the news A.S.A.P. if her child is in the Nurse’s OfficeQ:Why do women hate pagers?A: They find nothing romantic about wearing a Stetson wrench or Stanley hammer attached to their waist! [Note the pager’s clip-on device … guys]


Read this book eveolution the eight truths of marketing to women faith popcorn lys marigold
Read This Book … Success on the Web isn’t just about EVEolution: The Eight Truths of Marketing to WomenFaith Popcorn & Lys Marigold


Eveolution truth no 1 connecting your female consumers to each other connects them to your brand
EVEolution Success on the Web isn’t just about : Truth No. 1Connecting Your Female Consumers to Each Other Connects Them to Your Brand


“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


Weight Watchers International “Model” When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”“What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of car pool partners?”“What if American Express made a concerted effort to connect up female empty-nesters through on-line and off-line programs, geared to help women re-enter the workforce with today’s skills?”EVEolution


The New New Jiffy Lube When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”“In the male mold, Jiffy Lube wasgoing all out to deliver quick, efficient service. But, in the female mold, women were being turned off by the ‘let’s get it fixed fast, no conversation required’ experience.”New JL: “Control over her environment. Comfort in the service setting. Trust that her car is being serviced properly. Respect for her intelligence and ability.”EVEolution


Not year of the woman
Not!! When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”“Year of the Woman”


Enterprise Reinvention! When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”RecruitingHiring/Rewarding/ PromotingStructure ProcessesMeasurementStrategyCulture VisionLeadershipTHE BRAND ITSELF!


What kind of car does mommy want
“What kind of car does Mommy want?” When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”


“I didn’t know [company] were giving company cars to secretaries.”Source: UK financial services CEO, 12/99


27 March 2000: email to TP from secretaries.” 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. I’d 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!”


Not a Morality Play! secretaries.”“It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We are marketing to women entrepreneurs because it is a huge opportunity.”Cherie Piebes


Psssst wanna see my porn collection
Psssst! secretaries.”Wanna see my “porn” collection?



“If we are single, they say we couldn’t catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. If we are widowed, they say we killed him.”Kathleen Brown, on the joys of female political candidacy


Speaking of enormous missed huge opportunities
Speaking of Enormous we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. [Missed] [Huge] Opportunities ...


74/55 we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “At each stage of their lives, the needs and desires of the baby boomers have become the dominant concerns of American business and popular culture. If you can anticipate the movement of the baby-boom generation’s life-span migration, you can see the future.”Ken Dychtwald, Age Wave


Aging elderly 2x growth rate i m in charge good source ken dychtwald age wave
Aging/“Elderly” we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. 2X growth rate$$$$$$$$$$$$“I’m in charge!”Good source: Ken Dychtwald,Age Wave


Priorities aging elderly experiences convenience comfort access respect
Priorities: Aging/“Elderly” we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. Experiences … Convenience … Comfort … Access … Respect!


Self Control Redux! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “There is already telling evidence that these new sex drugs may well do for medicine what porn did for the Internet: constitute the killer app that reshapes the industry in an age of patient choice and turbo consumerism.”Jack Hitt, “The Second Sexual Revolution,” The New York Times Magazine(2-20-00)


Context we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. : “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules!(too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Brand outside strategy 4 design rules
Brand we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. OutsideStrategy 4:Design Rules!


All Equal we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. 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


Design is treated like a religion at bmw fortune 10 98
“Design is we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. treated like areligion at BMW.”Fortune (10/98)


Drop-dead Charm! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “The new Beetle fails at most categories. The only thing it doesn’t fail in is drop-dead charm.”Jerry Hirshberg, Nissan Design International


Object of Desire! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “Every now and then, a designcomes along that radically changes the way we think about a particular object. Case in point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.”Katherine McCoy, Michael McCoy, Illinois Institute of Technology


Design as Soul we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “We don’t have a good language to talk about this kind of thing. In most people’s 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


Think back new beetle imac radical bet the company right
Think Back … we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. New Beetle, iMac = Radical, “Bet the Company”Right?


The we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. I.D. [International Design] Forty*Airstream … Alfred A. Knopf … Apple Computer …Amazon.com… Bloomberg… Caterpillar …CNN… Disney…FedEx… Gillette … IBM …Martha Stewart… New Balance …Nickelodeon… Patagonia …The New York Yankees… 3M … Etc. * List No. 1, 1999


Lady Sensor, Mach3, and … we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. $70M on developing the CrossAction toothbrush23 patents, including 6 for the packagingSource: www.ecompany.com [06.00]


Unconventional design messages not about lumpy objects no t about 79 000 objects
Unconventional we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. [Design] MessagesNot about ... “Lumpy Objects”!Not about ... $79,000 objects


Message services are not intangible you give off hundreds of design cues daily you are a designer
Message: we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. Services are Not Intangible!You “give off” hundreds of design cues … daily!YOU ARE A DESIGNER!


T.T.D./“Beauty Contest!” we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. 1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim form.2. Rate it on a 1 to 10 scale (1 = Awful; 10 = Scintillating) on three dimensions:Beauty, Grace, Clarity.3. Repeat … every 15 days.


Notes page13
Notes Page we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him.

  • DO THIS! USE MY TERMS! [Beauty … Grace … Clarity.] Be quantitative. [PLEASE.]


T t d design awareness step no 1 notebook start recording the awesome and the awful
T.T.D./Design “Awareness”! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. STEP No. 1: NOTEBOOK![Start recording the awesome and the awful.]


Notes page14
Notes Page we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him.

  • THIS IS MY “SECRET.” I am not “artistic.” But … I did teach myself to be … CONSTANTLY AWARE. The Key: My [simple] notebook! [I’VE NOW BEEN “RECORDING” FOR ALMOST TEN YEARS!]


Context we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. : “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Brand outside strategy 5 it s the experience
Brand we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. OutsideStrategy 5:It’s the Experience!


“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


“The [Starbucks] Fix” Is on … from goods.”“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.”Nancy Orsolini, District Manager


Safe, On Time and … from goods.”“We defined personality as a market niche. We seek to amuse, to surprise, to entertain.”Herb Kelleher, Main Man, LUV Airlines


Experience: “Rebel Lifestyle!” from goods.”“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


“Car designers need to create a from goods.”story. Every car provides an opportunity to create anadventure. …“The Prowler makes yousmile. Why? Because it’s focused. It has aplot, a reason for being, apassion.”Freeman Thomas, co-designer VW Beetle; designer Audi TT


Hmmmm only words story adventure smile focus plot passion
Hmmmm(?): “Only” Words … from goods.”StoryAdventureSmile FocusPlotPassion


Plot from goods.”Williams Sonoma = 6 [was 10]Crate & Barrel = 8Sharper Image = 9+Smith & Hawken = 8+Vermont Country Store = 8+Garnet Hill = 9L.L. Bean = 5 [was 9+]Land’s End = 7+Colonial Williamsburg = ?


What s the plot freeman thomas
“What’s the plot?” from goods.”Freeman Thomas


“This is the end of the pure product era. For instance, car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Carly Fiorina, HP @ Comdex ’99


And now for a nod to 1 7 th of our economy
And Now For A Nod To 1/7 car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”th of Our Economy!


“Medicine looks likely to change more in the next car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.” 20 years than it has in the last 200.”British Medical Journal (11-11-99)


Health Care Tsunami car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.” Prevention/Wellness/FitnessProactive Engineering/Gene “stuff”[Blockbuster-Bazooka to Specific-Sniper’s Rifle]Holistic/Homeopathic/Non-traditionalPatient-centric/Web-ledNo waste [Healtheon/WebMD et al.]Etc.


Alternative Medicine car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”More visits than to physiciansSame $$$ expenditure [approx $27B]Stanford study: 2/3 use alt therapies“This is the first time in Western medical history that we have had a movement that is consumer driven.”/Dr. Woody Merrell, Center for Health and Healing, Beth Israel Hospital, Manhattan. [Merrell: Process = Partnership.]Source: Barron’s/05.15


SoftWatch (MS) car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”“Manage relationships across the healthcare continuum”/ Amir KishonEstablish e-relationships with customers/retain customers/collect dataPatients record info + receive feedback/ online access to nursesCommunity with others with MSEtc.Source: Start-Up


Tp 03 26 00 ama riff
TP 03.26.00: car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”AMA Riff


Are You Fighting Yesterday’s War? car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Docs don’t know it all. There are a lotta bad docs. There are a lotta bad medical decisions. “Hospitals” kill far too many people.(Bad decisions, bad execution.) Systemic wasteis stratospheric. (Still.) Patients are getting (much) smarter.Patients have had it with HMOs. (And Docs with the “white-coat syndrome.”) You are not smarter than I am. (I am your partner.)YouarenotbusierthanIam. (!!!!!)Patients want more data.(And can readily get it.) Boomers will control their lives. Period. Medicine is about to be overwhelmed with a tsunami!


Confusing Message car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”*Traditional indemnity: 37% to 11% [’94-’99; 77% in ’88]HMO: 23% to 30%PPO: 25% to 43%*Cut the waste & provide choice


1965 car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”: “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.”YES, NURSE. ME GOOD PUPPY DOG.1995: “HMO will take care of you.” BULLSHIT.2005: “Iwilltakecareofme. I’d like your expert help.”


Patient-centric* Health Care car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Wellness (Fix to prevent.)Partnership (“Tour guide” model.)Web (Info and support group availabilityRESPECT! (Mutual.)WOMEN RULE!*Not: HMO-centric, Employer-centric, Insurer-centric, Doc-centric


Ama push patient partnership model
AMA car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”: Push “Patient Partnership” Model????


Reprise: Dawn of an Age of Self-Determination? E.g. … car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Brand You [end of corporate paternalism]D.I.Y. [the Internet]Boomers [“I’m in charge here!”]Health [“I’m in charge here!”]


Context car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Brand outside brand power
Brand car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”OutsideBRANDPOWER!


Brand It! car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Now, More Than Ever!“The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.”Gillian Law and Nick Grant, Management [New Zealand]


No room for brands nike saturn cnn america online charles schwab starbucks the gap intel etc
No Room for Brands? car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”NikeSaturnCNNAmerica OnlineCharles SchwabStarbucksThe GapIntelEtc.


Brand = Trust! car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”“Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.”The Economist


What Can [Can’t] Be Branded? car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”“Branding is not a problem if you have the right mentality. You go to your team and you pin up a $200 Swiss Army Watch. Competing in the ridiculously crowded sub-$200 watch market, they made it into a brand name, named after the most irrelevant and useless thing in history [the Swiss Army]. And you say, ‘Gang, if they can do it, we can do it.’ ”Barry Gibbons


“Salt is salt is salt. Right? Not when it comes in a car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”blue box with a picture of a little girl carrying an umbrella. Morton International continues to dominate the U.S. salt market even though it charges more for a product that is demonstrably the same as many other products on the shelf.”Tom Asaker, Humanfactor Marketing


“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. [Consumers] want to know who is behind the products that they buy. They want to know the company. They want to know what you think.”Jesper Kunde, Corporate Religion


T t d calling the corporate shrink organizational psychotherapy who we are
T.T.D./Calling the as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. Corporate Shrink!“Organizational Psychotherapy”/WHO WE ARE!


Notes page15
Notes Page as well. When confronted with proliferation and diversity, choices become increasingly informed by belief.

  • This is The Big Enchilada: SPEND – lotsa – TIME ON IT!


Scott Bedbury/ Nike, Starbucks as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. “A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”


Brand = You Must as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. Care!“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.”Tom Chappell, Tom’s of Maine


“Create a Cause, not a ‘business.’ ” as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1: Charles Schwab)


Brand special passion plot compelling mythology cause connection caring
Brand = Special = Passion = as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. Plot = Compelling Mythology = Cause = Connection = Caring


“In the funky village, real competition no longer revolves around marketshare. We are competing for attention – mindshare and heartshare.”Kjell Nordstrom and Jonas Ridderstrale, Funky Business


“How can I know what I think till I see what I say” around marketshare. We are competing for attention – *Exercise : Write copy for a bookmark! (Etc.)*Graham Wallas, The Art of Thought


Brand outside reprise
Brand around marketshare. We are competing for attention – OutsideReprise


Context around marketshare. We are competing for attention – : “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


Lead the customer why tough guts failures
Lead the Customer: Why Tough around marketshare. We are competing for attention – Guts!Failures!


Re-invention via ecommerce: around marketshare. We are competing for attention – Why ToughTotal commitment to total enterprise [and supply chain] reinvention!Yo, C.D.O.!!!!!!!!


Women s market why tough encompassing attitude cultural
Women’s Market: Why Tough around marketshare. We are competing for attention – EncompassingAttitudeCULTURAL!


Design why tough true believer dom ship encompassing cultural
Design: Why Tough around marketshare. We are competing for attention – True-believer-dom-shipEncompassing/Cultural


Ing ing experience why tough total reorientation
Ing-ing/Experience: Why Tough around marketshare. We are competing for attention – Total Reorientation


Brand power why tough way of life forever passion rules touches everything it am me personal
Brand Power: Why Tough around marketshare. We are competing for attention – Way of LifeForever!Passion Rules!Touches Everything!It Am Me [Personal!]


Message not for the faint of heart weenies need not apply
Message : around marketshare. We are competing for attention – Not for the Faint of Heart!**Weenies need not apply


Part i brand inside part ii brand outside part iii brand leadership2
Part I around marketshare. We are competing for attention – : Brand InsidePart II: Brand OutsidePart III: Brand Leadership


Brand leadership passion rules
Brand around marketshare. We are competing for attention – LeadershipPassion Rules!


Brand around marketshare. We are competing for attention – Leadership!“A key – perhaps the key – to leadership isthe effective communication of a story.”Howard GardnerLeading Minds: An Anatomy of Leadership


“The challenge for IBM, AT&T and other mainstream companies is to re-instill a sense of adventure in recruits.”Burke Stinson, AT&T


“Leadership is a performance. companies is to re-instill a sense of adventure in recruits.”You have to be conscious of your behavior, because everybody else is.” Carly Fiorina


Brand leadership enthusiasm rules i am a dispenser of enthusiasm 9 ben zander
Brand companies is to re-instill a sense of adventure in recruits.”Leadership:ENTHUSIASM RULES!“I am a dispenser of enthusiasm.9”/ Ben Zander


Talent “War,” Marketplace “War” companies is to re-instill a sense of adventure in recruits.”“The successful company has to create an environment that imbues its employees with a sense of passion.”Joe Nocera, eCompany, on David Pottruck


Ann richards dogma show up know your message put yourself at risk every day
Ann Richards’ Dogma companies is to re-instill a sense of adventure in recruits.”Show up!Know your message!PUT YOURSELF AT RISK EVERY DAY!


Personal accountability where were you during the great enterprise revolution of y2k
(Personal) Accountability?! companies is to re-instill a sense of adventure in recruits.”WHERE WERE YOU DURING THE GREAT ENTERPRISE REVOLUTION OF Y2K?


companies is to re-instill a sense of adventure in recruits.”I WANT TO BE THOROUGHLY USED UP WHEN I DIE.… Life is no ‘brief candle’ to me. It is a sort of splendid torch which I have got hold of for the moment, and I want to make it burn as brightly as possible before handing it on to future generations.”GBS



How sweet it is
How sweet it is things I have not.”!


If things seem under control you re just not going fast enough mario andretti
“If things seem under control, you’re just not going things I have not.” fast enough.”Mario Andretti


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