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Distinct or extinct tom peters seminar2000 lessons in leadership orlando 21september2000
Distinct or … ExtinctTom Peters Seminar2000LESSONS IN LEADERSHIPOrlando21September2000


Summer 2000 koa wires up
Summer 2000 …KOA wires up!


N.W.O./Auto Mirror per Gentex: Portal for Wireless, Internet, Navigation, Etc.Cell phones, Voice mail, email, Internet access


Levi’s and Philips Internet, Navigation, Etc.Stephano Marzano (Philips Design), Levi Strauss, Italian designer Massimo Ossi: jacket with cell phone and MP3 player built into pockets!Source: Red Herring (09.00)


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


“The period 2000-2002 will bring the single greatest change in worldwide economic and business conditions since we came down from the trees.”David Schneider & Grady Means, MetaCapitalism


“The corporation as we know it, which is now 120 years old, is not likely to survive the next 25 years. Legally and financially, yes, but not structurally and economically.”Peter Drucker, Business 2.0 (08.00)


We are in a brawl with no rules paul allaire
“We are in a old, is brawl with no rules.”Paul Allaire


S a v
S.A.V. old, is


The Kotler Doctrine: old, is 1965-1980: R.A.F.(Ready.Aim.Fire.)1980-1995: R.F.A.(Ready.Fire!Aim.)1995-????: F.F.F.(Fire!Fire!Fire!)


“It used to be that the big ate the small. old, is Now the fast eat the slow.”Geoff Yang, IVP/ (Institutional Venture Partners)


Strategy meetings held once or twice a year to strategy meetings needed several times a week
“Strategy meetings held once or twice old, is a year” to “Strategy meetings needed several times a week”

Source: New York Times on Meg Whitman/eBay


John Roth’s “Rules” [Nortel] old, is 1. Our strategies must be tied toleading-edge customers on the attack.2. Time cannot be sacrificedfor better quality, lower cost, or even better decisions.3. It doesn’t matter whether you develop or acquire leading technology.Our job is to provide the technology and products our customers need.4. Success is achieved byleading change, not waiting for it.5. We are paranoid about our leadership– willing to cannibalize our own products to maintain our edge.Source: Abridged from The Wall Street Journal (07.25.00)


No wiggle room incrementalism is innovation s worst enemy nicholas negroponte
No Wiggle Room! old, is “Incrementalism is innovation’s worst enemy.” Nicholas Negroponte


Tom peters seminar2000 brand everything distinct or extinct
Tom Peters Seminar2000 old, is Brand Everything:Distinct or Extinct!


Structure part i brand inside part ii brand outside part iii brand leadership
Structure old, is Part I: Brand InsidePart II: Brand OutsidePart III: Brand Leadership


Part i brand inside part ii brand outside part iii brand leadership
Part I: Brand Inside old, is Part II: Brand OutsidePart III: Brand Leadership


Forces @ work i the destruction imperative
Forces @ Work I old, is The Destruction Imperative!


Forget > Learn old, is “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 old, is 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


“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


“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)


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


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


Brand inside brand org lean linked electronic malleable
Brand technology product on the drawing board that is going to come out in six to twelve months. InsideBrand Org:Lean, Linked, Electronic & Malleable


Headline: “Bank of America to Cut … 10,000 Jobs” technology product on the drawing board that is going to come out in six to twelve months. “Middle-level and senior managersare expected to be the principal targets of the job cutbacks.”Source: The New York Times (07.29.2000)


Qwest Announces 11,000 Layoffs technology product on the drawing board that is going to come out in six to twelve months. “The cuts will beconcentrated among management employees.”Source: AOL 09.07.2000


And now the equivalent white collar revolution
And Now the Equivalent … technology product on the drawing board that is going to come out in six to twelve months. White Collar Revolution!


108 x 5 vs 8 x 1 540 vs 8
108 X 5 technology product on the drawing board that is going to come out in six to twelve months. vs. 8 X 1** 540 vs. 8


The technology product on the drawing board that is going to come out in six to twelve months. Pincer 5“Destructive” entrepreneurs/ Global Competition“White Collar Robots”THE INTERNET![E.g.: GM + Ford + DaimlerChrysler]Global Outsourcing[E.g.: India, Mexico]Speed!!


A bureaucrat is an expensive microchip dan sullivan consultant and executive coach
“A bureaucrat is an expensive microchip.” technology product on the drawing board that is going to come out in six to twelve months. Dan Sullivan, consultant and executive coach


Automation 75 of what we do 40 expert decision rules
Automation+ technology product on the drawing board that is going to come out in six to twelve months. 75% of what we do: 40 “expert” decision rules!


Asset less company john bryan ceo on selling all sara lee s manufacturing
“Asset technology product on the drawing board that is going to come out in six to twelve months. lessCompany”John Bryan, CEO, on selling all Sara Lee’s manufacturing



Cisco, Dell = rent your shoes.”Brand-owning companies who sell Customer SatisfactionSource: David Schneider & Grady Means, MetaCapitalism


We own all the intellectual property we farm out all the direct labor jim mcdonnell vp ibm
“We own all the intellectual property, we farm out all the direct labor.”Jim McDonnell, VP, IBM


RR on “Assetless” [J.B.] Sara Lee direct labor.”“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.”


Cemex and fdx
Cemex and FDX! direct labor.”


[ direct labor.”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]


Brand inside brand work the professional service firm model the wow project
Brand direct labor.”InsideBrand Work: The Professional Service Firm Model & The WOW Project


So what will be the basic building block of the new org
So what direct labor.”will be the Basic Building Block of theNew Org?


Answer psf professional service firm department head to managing partner hr is etc inc
Answer: direct labor.”PSF![Professional Service Firm]Department Headto …Managing Partner, HR [IS, etc.] Inc.


New orleans april 2000 napm
New Orleans direct labor.”April 2000: NAPM


You are the rock stars of the b2b age
You direct labor.”are the …Rock Stars of the B2B Age!


Ch icago november 1999 hrmac
Ch direct labor.”icagoNovember 1999:HRMAC



Are you rock stars of the age of talent
Are you “Rock Stars of the drag” Age of Talent”



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


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


Messages every dept psf or get outsourced eautomated now do or die
Messages: profit!Every Dept. = PSFOr Get Outsourced/ eAutomated.Now.Do or Die!


The raw material the wow project
The Raw Material … profit!The WOW Project!



“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)


Measures
Measures profit!

  • WOW!

  • Beauty!

  • Raving Fans!

  • Impact!


“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


T.T.D.s profit!The next slide is the first of many “T.T.D.” activities. I.e.: Things To Do, shorthand forms of training exercises I use. Also: Many of these T.T.D. slides, as well as most of the “Stuff That Matters” section, have accompanying Notes. (Use Normal View to access.)Tom Peters


T t d now
T.T.D.: profit!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


Brand inside brand you distinct or extinct
Brand profit!InsideBrand You: Distinct … or Extinct


2010 demographics by 2010 full time workers will be in the minority source mit study 28august2000
2010 “Demographics”: profit!By 2010, full-time workers will be in the minoritySource: MIT study (28August2000)


DISTINCT … OR EXTINCT! profit!“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


Minimum New Work profit!SurvivalSkillsKit2000MasteryRolodex ObsessionFinishing SkillsEntrepreneurial InstinctCEO/Leader/BusinesspersonMistress of ImprovSense of HumorIntense Appetite for TechnologyGroveling Before the YoungEmbracing “Marketing”Passion for Renewal


Minimum New Work profit!SurvivalSkillsKit2000Sense of Humor= N0.1MasteryRolodex ObsessionFinishing SkillsEntrepreneurial InstinctCEO/Leader/BusinesspersonMistress of ImprovIntense Appetite for TechnologyGroveling Before the YoungEmbracing “Marketing”Passion for Renewal


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 profit!Construct a 1/8-page or 1/4-page ad for Brand You … for theYellow Pages


R d a rate 15 25 therefore formal investment strategy r i p
R.D.A. profit!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. profit!IS IT … FORMAL? IS IT ... 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


T.T.D./R.I.P. matters as much as how you invest your financial capital. Its rate of return determines your future options. Use by yourself.Use with your mates.Use [quantitatively?] as a measure of departmental/ P.S.F. renewal.Use in formal eval process.


America[ns] The … matters as much as how you invest your financial capital. Its rate of return determines your future options. Beautiful Re-inventorsBen F.Ralph W.E.Dale C.N.V.P. Werner E./est“Tony R.”/“Coals Dude”Stephen


Seminar y2k brand inside message distinct or extinct
Seminar Y2K/Brand matters as much as how you invest your financial capital. Its rate of return determines your future options. InsideMessage: Distinct … or Extinct!


The i work for a company called me street journal adventures in capitalism
THE matters as much as how you invest your financial capital. Its rate of return determines your future options. I work for a company called Me STREET JOURNALAdventures in Capitalism


The rise up and flee your cubicle street journal adventures in capitalism
THE matters as much as how you invest your financial capital. Its rate of return determines your future options. rise up and flee your cubicle STREET JOURNALAdventures in Capitalism


Some people enjoy the corporate life. matters as much as how you invest your financial capital. Its rate of return determines your future options. Then again, some people enjoy nipple clamps.Source: Ad tag line, FreeAgent.com


Bill parcells world brand you world blame nobody expect nothing do something ny post 9 99
Bill Parcells’ World/ matters as much as how you invest your financial capital. Its rate of return determines your future options. Brand You World!BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post (9/99)


Brand inside brand talent the great war for talent
Brand matters as much as how you invest your financial capital. Its rate of return determines your future options. InsideBrand Talent: The Great War for Talent


There is no talent shortage if you are a gptw great place to work
There is no “talent shortage” … matters as much as how you invest your financial capital. Its rate of return determines your future options. if…you are a GPTW**Great Place To Work


The case
The Case matters as much as how you invest your financial capital. Its rate of return determines your future options.


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


“Seller’s Market”: Tomorrow’s Headline* it. The same is happening now for“Molecular biologists are up 3 points, economists down 1/4, in moderate trading”*futureWEALTH, Stan Davis and Christopher Meyer


The talent ten
The Talent Ten it. The same is happening now for


Obsession greatness performance pay youth diversity women weird opportunity leading genius
Obsession! it. The same is happening now forGreatness! Performance!Pay!Youth!Diversity!Women!Weird!Opportunity!Leading Genius!


Obsession p o t all consuming pursuit of talent
Obsession it. The same is happening now forP.O.T.* = All Consuming*Pursuit of Talent


From “1, 2 or 3” [JW] to … it. The same is happening now for“Best talent in each industry segment to build best proprietary intangibles”[EM]Source: Ed Michaels, War for Talent (05.17.00)


2 greatness only the best
2. it. The same is happening now forGreatnessOnly The Best!


Home Depot: it. The same is happening now for7 new growth initiatives ($20B to $100B in 5-7 years)Arthur Blank: BEST PERSON IN THE WORLD TO HEAD EACH INITIATIVEE.g.: COO of IKEA to head international expansionEd Michaels, War for Talent (05.17.00)


3 performance up or out
3. it. The same is happening now forPerformanceUp or out!


“We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia Pacificchanged 20 of his 40 box plant managers to put more talented, higher paid managers in charge.He increased profitability from $25 million to $80 million in 2 years.”Ed Michaels, War for Talent (05.17.00)


4 pay fork over
4. percent in 3 years. Steve Macadam at Georgia PacificPayFork Over!


“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)


5 youth grovel before the young
5. likely than the rest to YouthGrovel Before the Young!


“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


“A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities.Arguably this is the first time the older generation can – and must – leverage the younger generation very early in their careers.”Ed Michaels, War for Talent (05.17.00)


Talent and a 2t enterprise
“Talent” and a $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. $2Tenterprise??????


6 diversity mess rules
6. $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. DiversityMess Rules!


“Where do good new ideas come from?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


“Diversity defines the health and wealth of nations in a new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match – these people are inheriting the earth. Mixing is the new norm. Mixing trumps isolation. It spawns creativity, nourishes the human spirit, spurs economic growth and empowers nations.”G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge


7 women born to lead
7. new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-matchWomenBorn to Lead!


Women and new economy management
Women and new-economy management … new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match


The New Economy … new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-matchShout goodbye to “command and control”!Shout goodbye to hierarchy!Shout goodbye to “knowing one’s place”!


Women’s Stuff = new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-matchNew Economy MatchImprov skillsRelationship-centricLess “rank consciousness”Self determinedTrust sensitive IntuitiveNatural “empowerment freaks” [less threatened by strong people]Intrinsic [motivation] > Extrinsic


“TAKE THIS QUICK QUIZ: new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match 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 day’s events? Who is better at keeping in touch with others?”Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson


Boys are trained in a way that will make them irrelevant phil slater
“Boys are trained in a way that will make new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-matchthem irrelevant.”Phil Slater


It’s Girls, Stupid! new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match1996: 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)


8 weird the cracked ones let in the light
8. new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-matchWeirdThe Cracked Ones Let in the Light!


The Cracked Ones Let in the Light new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match“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


“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


Axiom never hire anyone without an aberration in their background find the one ton cookie man
Axiom 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.’ ”:Never hire anyone without an aberration in their background.(Find the One Ton Cookie Man!)


9 opportunity make it an adventure
9. 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.’ ”OpportunityMake It an Adventure!


H r to h e d h uman e nablement d epartment
“H.R.” to “H.E.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.’ ”HumanEnablement Department


“Firms will not ‘manage the careers’ of their employees. They will provide opportunities to enable the employee to develop identity and adaptability and

thus be in charge of his or her own career.”

Tim Hall et al., “The New Protean Career Contract”


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


10 leading genius it s all theater all the time
10. companies is to re-instill a Leading GeniusIt’s All Theater All the Time!


The creative arts acquisition development of talent all ballet symphony theater sports combat
The Creative Arts: Acquisition & Development of Talent = All companies is to re-instill a BalletSymphonyTheaterSportsCombat


Alan kay on parc s bob taylor he was a connoisseur of talent
Alan Kay on companies is to re-instill a PARC’s Bob Taylor“He was a connoisseur of talent.”


Employee retention companies is to re-instill a and satisfaction: Overwhelmingly, based on their immediatemanager!Source: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the World’s Greatest Managers Do Differently


44 Players = 44 Projects = companies is to re-instill a 44 different success measures = 44 different styles (of you) One [if lucky] “1 in 10 years”[Scout: Great career = 1 sleeper find]


Exec companies is to re-instill a : Can we really use individualized evaluations for everyone?TP: We do routinely for “Top 25,” so why not? Few supervisors have more than 10 folks directly reporting to them. True, there’d have to be some bounds. I guess. But why not a $60,000 housekeeper who sets the character of a full floor of a $150,000,000 hotel property?


Insights from 80,000 managers: companies is to re-instill a “People don’t change much.“Don’t waste time trying to put in what was left out.“Try to draw out what was left in.“That is hard enough.”Source: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the World’s Greatest Managers Do Differently


Talent companies is to re-instill a >Experience, Skills, WillpowerSource: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the World’s Greatest Managers Do Differently


Mantra2000 talent brand
Mantra2000 companies is to re-instill a Talent = Brand


Brand inside brand action getting started a personal perspective
Brand companies is to re-instill a InsideBrand Action:Getting Started … a Personal Perspective


Topic boss free implementation of stm stuff that matters
Topic: companies is to re-instill a Boss-free Implementation of STM/Stuff That MATTERS!


This is all i know in the world tom peters
companies is to re-instill a This is all I ‘know’ in the world!”Tom Peters


I the idea 4fs f ind a f ellow f reak f araway
I. THE IDEA companies is to re-instill a “4Fs”: Find a FellowFreak Faraway


World s biggest waste selling up
World’s Biggest Waste … companies is to re-instill a Selling “Up”


Heart of the matter f2f freak to freak or k2k kook to kook
Heart of the Matter companies is to re-instill a F2F!**Freak to Freak … or K2K [Kook to Kook]


Create a personal university of weird ap to tp make your own mckinsey
Create a Personal companies is to re-instill a University of Weird!**AP to TP: “Make your own McKinsey.”


Ii the nugget do something do anything get going now
II. companies is to re-instill a THE NUGGETDoSomething.DoAnything.GetGoing.Now.


Opportunity always knocks vfcj strategy volunteer for crappy jobs
Opportunity ALWAYS Knocks companies is to re-instill a VFCJ*“Strategy”*Volunteer For Crappy Jobs


Is It … companies is to re-instill a “The Oh-Shit-I-Wish-It-Were-Over Memorial Day picnic”or “The First Annual Seriously Kewl Celebration of Our Incredible Staff”


Is It … companies is to re-instill a Wrestle the damn Safety Manual into line with the ridiculous new OSHA Regs?Or …A stealth opportunity to address the War for Talent via … a thoroughgoing review of how safety and environmental issues contribute to making this a Great Place to Work?


Is It … companies is to re-instill a Fix these bloody customer problems that have cropped up with the new 2783B?Or …A chance to work with a hotshot, young division GM on …using the Internet/Internet Speed to revisit the entire process of how we get customer input – before and during the fact – into the heart of the Product Design Process?


Reframers’ Rules: companies is to re-instill a Rule 1:Never accept an assignment as given! (Please.)Rule 2:You’re never so powerful as when you are “powerless”!Rule 3:Every “small” project contains the entire enterprise DNA!


Iii the tool prototyping mania
III. companies is to re-instill a THE TOOLPrototypingMania!


Culture of Prototyping companies is to re-instill a “Effective prototyping may be the most valuable core competence an innovative organization can hope to have.”Michael Schrage


Secret creating the rhythm of prototyping
Secret: companies is to re-instill a Creating the …Rhythm of Prototyping


“Success is the ability to go from failure to failure without losing your enthusiasm.”Winston Churchill(as quoted by John Peterman)


Iv the soft stuff show up connect infect
IV. THE SOFT STUFF without losing your enthusiasm.”Show Up!Connect!Infect!


Message it s community organizing stupid see saul alinsky s rules for radicals
Message: without losing your enthusiasm.”It’s Community Organizing, stupid!See: Saul Alinsky’sRules for Radicals


V bottom line the enemy
V. BOTTOM LINE without losing your enthusiasm.”The Enemy!


Epitaph from Hell … without losing your enthusiasm.”Joe T. Jones 1942 - 2000HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!


Characteristics of the also rans
Characteristics of the “Also Rans” without losing your enthusiasm.”

“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 without losing your enthusiasm.”any of these four attributes characteristic of those who “made the history books”?


The greatest danger without losing your enthusiasm.”for most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo


Reprise: Brand without losing your enthusiasm.”InsideThe White Collar Revolution & The Web[Destruction Rules!]PSF as Building Block[Work Worth Paying For]Work Worth Paying For = WOW Projects!Brand You[Everybody!]The Great War for Talent! Boss-free Implementation of STM! [F2F]


N w o was is

Pine-paneled Office without losing your enthusiasm.”

Address: 1 Big Man Plaza

Secretary

Suit

Formal

Rank conscious

Pretense (“Failures are

for fools.”)

I love “Yes men”

Self-contained

Seat 9B, AA233

Address: [email protected]

Typing: 60 WPM

Casual M-F

Approachable

We are a HOT Team

Screwing up is as normal as breathing

I love Misfits!

I love partners

N.W.O.: Was-Is


Part i brand inside part ii brand outside part iii brand leadership1
Part I: Brand without losing your enthusiasm.”InsidePart II: Brand OutsidePart III: Brand Leadership


Context without losing your enthusiasm.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Forces @ work ii the commodity trap
Forces @ Work II without losing your enthusiasm.”The Commodity Trap


Quality Not Enough! without losing your enthusiasm.”“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! without losing your enthusiasm.”“While everything may be better, it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,” The New York Times


“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, working in similar jobs, coming up with similarideas, producing similar things, with similarprices 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”


Context ordinary.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


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


“If you worship at the throne of the voice of the customer, you’ll get only incremental advances.”Joseph Morone, President, Bentley College


“Our strategies must be tied to leading edge customers on the attack. If we focus on the defensive customers, we will also become defensive.”John Roth, CEO, Nortel


Lucent Stumbles! the attack.Cause(s): (1) Listening to BIGGEST, SLUGGISH customers. (2) Failing to exploit the Web internally or externallySource: Business Week (08.07.00)


Message biggest is not always often most beautiful f2f rules how s your freaks portfolio
Message … the attack.Biggest is not always [often?] most beautiful!F2F Rules: How’s your “freaks” portfolio?


Context the attack.: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 2 use e commerce to re invent everything
Brand the attack.OutsideStrategy 2:Use E-Commerce toRe-inventEverything!


Overview
OVERVIEW the attack.


Www cyveillance com 08 30 2000 1221am 2 461 940 629
www.cyveillance.com the attack.08.30.2000/1221AM:2,461,940,629


Www cyveillance com 09 15 2000 0653am 2 582 967 733
www.cyveillance.com the attack.09.15.2000/0653AM:2,582,967,733


16 days 6 hours 32 minutes 121 027 104
16 days, 6 hours, 32 minutes … the attack.+121,027,104


Tomorrow Today: the attack.Cisco!90% of $20B (=$50M/day)75% mfg. outsourced; 50% of orders routed to supplier who ships directGross margin: 65%; Net margin: 28%Savings in service and support from customerself-management:$550M


Oracle: Service Call Center the attack.$300.00 per transaction to $1.50Savings: $550,000,000Source: Ralph Seferian, Oracle [part of O’s $1B saving – on a rev. base of $9B; $1B additional this year]


Enron the attack.: $400B in annual on-line trading transactions. [50% total bus.] Much stimulated by the Web per se.Schwab: $25B per week in asset transactions [80% of trades] [Transition to e.Schwab: Rev. fell, then quickly doubled]


W w grainger 2x phone fax 220b mro market per business 2 0 02 00
W.W. Grainger the attack.*2X phone/fax*$220B “MRO” market (per Business 2.0/02-00)


Community services customer control
COMMUNITY SERVICES!/ the attack.CUSTOMER CONTROL!


Tomorrow Today: the attack.Cisco!90% of $20B; save $550MC.Sat e >> C.Sat HCustomer Engineer Chat Rooms/CollaborativeDesign ($1B “free” consulting) (45,000 customer problems a week solved via customer collaboration)


Cisco s secret trust openness to partners
Cisco’s Secret the attack.Trust(Openness to partners!!!!!)


B2c success genuine brand strength build community source geoffrey moore
B2C Success the attack.“Genuine brand strength”“Build community”Source: Geoffrey Moore


Welcome to the attack.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


Psych 101 strongest force on earth my need to be in perceived control of my universe
Psych 101: the attack.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 the attack.Not: “Age of the Internet”Is: “Age of Customer Control”


I’net Freedom Manifesto the attack.I AM IN CHARGE HERE! I CAN DO WHATEVER I NEED OR WANT TO DO WHENEVER I WANT TO DO IT!


Amen the age of the never satisfied customer regis mckenna
Amen! the attack.“The Age of the NeverSatisfied Customer”Regis McKenna


“Michael Dell comes on the scene and eliminates the retailer. If you order a Dell computer before 1030 in the morning, he will fabricate it in the afternoon, burn it in later in the day, and ship it to you at night.You cannot compete with Dell if you’re trying to ship boxes to a store.”Peter Sealey, marketing prof, UC Berkeley


“The Web enables total transparency. retailer. If you order a Dell computer before 1030 in the morning, he will fabricate it in the afternoon, burn it in later in the day, and ship it to you at night.People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee, patient 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


Shop in your underwear source sm d logo for www ae com ae american eagle outfitters
Shop in your Underwear 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.”Source: SM’d logo for www.ae.comae = American Eagle Outfitters


Radical strategies required
RADICAL STRATEGIES REQUIRED 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.”


Where does the internet rank in priority it s no 1 2 3 and 4 jack welch
“Where does the Internet rank in priority? 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.”It’s No. 1, 2, 3, and 4.”Jack Welch


“One cannot be tentative about this. 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.” Excuses like ‘channel conflict’ or ‘marketing and sales aren’t 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]


Act now act fast keep acting
ACT NOW, 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.” ACT FAST, KEEP ACTING


“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


Summary i reinvent everything
SUMMARY I: REINVENT EVERYTHING Success on the Web isn’t just about


WebWorld = Everything Success on the Web isn’t just about Web as a way to run your business’ innardsWeb as connector for your entire supply-demand chainWeb as “spider’s web” which re-conceives the industryWeb/B2B as ultimate wake-up call to “commodity producers”Web 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 World’s Best at Everything as next door neighbor


“Supply Chain” 2000: Success on the Web isn’t just about “When Joe Employee at Company X launches his browser, he’s taken to Company X’s personalized home page. He can interact with the entire scope of Company X’s world – customers, other employees, distributors, suppliers, manufacturers, consultants. The browser – that is, the portal – resembles a My Yahoo for Company X and hooks into every network associated with Company X. And Joe Employee, business partners and customers don’t have to be in the office. They can log on from their own cell phone, Palm Pilot, pager or home office system.”Red Herring (09.2000)


Message Success on the Web isn’t just about :eCommerce is not a technology play! It is a relationship, partnership, organizational and communications play, made possible by new technologies.


Message Success on the Web isn’t just about :There is no such thing as an effective B2B or Internet-supply chain strategy in a low-trust, bottlenecked-communication, six-layer organization.


Summary ii a dreamer s medium
SUMMARY II: Success on the Web isn’t just about A DREAMER’S MEDIUM!


“There is no use trying,” said Alice. “One can’t believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”Lewis Carroll


I net allows you to dream dreams you could never have imagined before
I’net … believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”… allows you to dream dreams you could never have imagined before!


Banking is necessary banks are not dick kovacevich norwest wells
“Banking is necessary. believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”Banks are not.”Dick Kovacevich, Norwest/ Wells


“It” is real! It is “Life and Death”! believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”Dream BIG!Start Now! Study Hard! Play Hard! Play Fast! Go on Offence!Hire great folks! (They ain’t cheap. They are young!)Don’t cut corners on infrastructure!Rem: “Age of the Never Satisfied Customer”!We ain’t seen nothin’ yet!


Context believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 3 fighting back via systems integration
Brand believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”OutsideStrategy 3:Fighting Back viaSystemsIntegration!


The case1
THE CASE believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”


B2b 1999 2004 50x 2004 7 4 source gartnergroup per reuters 1 26 00
B2B believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”1999 – 2004: 50X2004: $7.4Source: GartnerGroup (per Reuters 1-26-00)

T


Gm ford daimlerchrysler 02 27 covisint 240b 500b
GM/Ford/DaimlerChrysler (02-27) believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”Covisint$240B (+$500B)


Solectron ibm nortel matsushita seagate etc e2open com 700 b
Solectron, IBM, Nortel, Matsushita, Seagate, Etc. believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”E2Open.com$700B


And escout com community banks small businesses 6 000 members 100 new per week
And … believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”eScout.com …community banks & small businesses; 6,000+ members; 100 new per week


Goal drive profits to zero remember amr and dynamic pricing
Goal? believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”Drive profits to zero!**Remember AMR and “dynamic pricing.”


“Net Nips Real Estate Sales Fees” believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”Headline,p.1B, USAToday 07.05.00**Homebytes.com, eHomes.com, YourHomeDirect.com, etc.


Message box sellers lose
Message believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”:“BOX” SELLERS LOSE!


The response
THE RESPONSE believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”


Message believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”: Racing up the V.A. Ladder. Doing More & More … & More & More & More … for/with the Customer and the Supply-Demand Chain!


09 11 2000 hp bids 18 000 000 000 for pricewaterhousecoopers it consulting bus
09.11.2000: HP bids believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”$18,000,000,000for PricewaterhouseCoopersIT consulting bus!


“Systems Integrators” Unite believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”[And Conquer]Cisco’s winning strategy [USAToday 07.11]: “Become the ‘Go-to’ Systems Provider”


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


“Customer Satisfaction” to “Customer Success” electrons.”“We’re getting better at [Six Sigma] every day. But we really need to think about the customer’s profitability. Are customers’ bottom lines really benefiting from what we provide them?”Bob Nardelli, GE Power Systems


GE’s New Six Sigma Approach electrons.”Old view: Out of service 9 days. 4 days are transport, which is client responsibility.New view: ALL 9 DAYS ARE OUR RESPONSIBILITY! Why? 9 days = Client’s World.Source: Steve Kerr, VP, GE


Defense-Offense: electrons.”Systems Integration/HVADelphi, DanaUnited Technologies, Corning, GE, Sun, Carpet One, Bud …[Anybody in their right mind!]


E g utc otis carrier boxes to integrated building systems
E.g. … electrons.”UTC/Otis + Carrier: boxes to “integrated building systems”


Context electrons.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 4 design matters
Brand electrons.”OutsideStrategy 4:Design Matters!


And Tomorrow … electrons.”“Fifteen years ago companies competed on price. Now it’s quality.Tomorrow it’s design.”Robert Hayes


All Equal electrons.”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 as Soul electrons.”“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


Message great cool stuff matters great cool trumps not so great ho hum
Message electrons.”:“Great - Cool Stuff” Matters. Great & Cool Trumps Not-So-Great & Ho Hum!


Message imac great stuff takes guts
Message iMac: electrons.”“Great Stuff” Takes Guts!!


The electrons.”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


Unconventional design messages not about lumpy objects no t about 79 000 objects
Unconventional electrons.”[Design] MessagesNot about ... “Lumpy Objects”!Not about ... $79,000 objects


Lady Sensor, Mach3, and … electrons.”$70M on developing the OralB CrossAction toothbrush23 patents, including 6 for the packagingSource: www.ecompany.com [06.00]


Message services are not intangible you give off hundreds of design cues daily you are a designer
Message: electrons.”“Services” are Not Intangible!You “give off” hundreds of design cues … daily!YOU ARE A DESIGNER!


T.T.D./“Beauty Contest!” electrons.”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.


Design = electrons.”“There are three basic principles behind any well-designed product: truth, humanity, and simplicity.”Sohrab Vossoughi, Ziba Design


Design simplicity honesty accessibility enjoyment jonathan ive imac
Design = electrons.”SIMPLICITY … HONESTY … ACCESSIBILITY … ENJOYMENTJonathan Ive (iMac)


“My favorite word is electrons.”grace – whether it’s amazing grace, saving grace, grace under fire, Grace Kelly. How we live contributes to beauty – whether it’s how we treat other people or the environment.”Celeste Cooper, designer


T t d design awareness step no 1 notebook start recording the awesome and the awful
T.T.D./Design “Awareness”! electrons.”STEP No. 1: NOTEBOOK![Start recording the awesome and the awful.]


“Sometimes I have episodes of wild fury in rental cars. It’s not road rage. It’s more like design rage.”Susan Casey, www.ecompany.com


Wanted dead preferably or alive the designer of my radio shack phone major reward
Wanted It’s not road rage. It’s more like design rage.”: Dead [preferably] or Alive: THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!


Context It’s not road rage. It’s more like design rage.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 5 it s the experience
Brand It’s not road rage. It’s more like design rage.”OutsideStrategy 5:It’s the Experience!


“Experiences It’s not road rage. It’s more like design rage.” are as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage


“The [Starbucks] Fix” Is on … It’s not road rage. It’s more like design rage.”“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


Experience: “Rebel Lifestyle!” It’s not road rage. It’s more like design rage.”“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 It’s not road rage. It’s more like design rage.”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 … It’s not road rage. It’s more like design rage.”StoryAdventureSmile FocusPlotPassion


T t d what s the your plot
T.T.D. It’s not road rage. It’s more like design rage.”WHAT’S THE [your] PLOT?


Plot It’s not road rage. It’s more like design rage.”Williams Sonoma = 7 [was 10]Crate & Barrel = 8Sharper Image = 9+Smith & Hawken = 8+Garnet Hill = 9L.L. Bean = 5 [was 9+]Land’s End = 7+Colonial Williamsburg = ?


“This story It’s not road rage. It’s more like design rage.” is bigger than shifting market share or selling a few more cars, or dodging the dealer by buying direct. Rather, it’s about the redefinition of the automobile itself, and the relationship of its owner to its maker. Think of the auto as a rolling wireless portal on wheels, connecting you to your kitchen, your bank, your kids, your office.”Business 2.0, “Four Wheel Drive,” 08.22.00


Context It’s not road rage. It’s more like design rage.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 6 women rule
Brand It’s not road rage. It’s more like design rage.”OutsideStrategy 6:Women Rule!


Home furnishings 94 vacations 92 houses 91 bank account 89 health care 75 etc
????????? It’s not road rage. It’s more like design rage.”Home Furnishings … 94%Vacations … 92%Houses … 91%Bank Account … 89%Health Care … 75%Etc.


48% working wives > 50% It’s not road rage. It’s more like design rage.”80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed


Women … It’s not road rage. It’s more like design rage.”50+%(!!!) of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.Source: Business Week; Jupiter Communications


4 8t japan 9 27 5 3 6t germany
$4.8T > Japan It’s not road rage. It’s more like design rage.”9/27.5/3.6T > Germany


New golfers 37 basketball 13 5m 1 in 27 70 1 in 3 96
New golfers … 37% It’s not road rage. It’s more like design rage.”Basketball … 13.5M1 in 27 (’70) … 1 in 3 (’96)


1874? It’s not road rage. It’s more like design rage.”


1874 jock strap 1977 jogbra 1977 25k 1996 42 m
1874 … Jock Strap It’s not road rage. It’s more like design rage.”1977 … Jogbra1977 ... 25K1996 … 42M


Yeowl 1970 1 2002 50
Yeowl! It’s not road rage. It’s more like design rage.”1970 … 1%2002 … 50%


Opportunity no 1 no shit
OPPORTUNITY It’s not road rage. It’s more like design rage.”NO. 1!*[* No shit!]


Carol Gilligan/ It’s not road rage. It’s more like design rage.”In a Different VoiceMen: Get away from authority, familyWomen:ConnectMen: Self-orientedWomen:Other-orientedMen: RightsWomen:Responsibilities


FemaleThink It’s not road rage. It’s more like design rage.”/ 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.”


[“Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For a man, ignoring the price tag is almost a sign of virility.”Paco Underhill, Why We Buy*(*Buy this book!)]


Women and Healthcare through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For aWomen 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 through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For aWomen 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


“Women Beat Men at Art of Investing” through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For aSource: Miami Herald, reporting on a study by Profs. Terrance Odean and Brad Barber, UC Davis(Cause: Guys are “in and out” of stocks more often; women choose carefully and hold on for the long term)


Marketing to Women: through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For aHelp Them Save Time!80% … work86% … cook58% … run errands with kids38% … take child to school21% … go to the gym21% … take outside classes


How Many Gigs You Got, Man? through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For a“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


Read this book eveolution the eight truths of marketing to women faith popcorn lys marigold
Read This Book … through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For aEVEolution: 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 through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For a: 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. Comfortin the service setting. Trust that her car is being serviced properly. Respectfor her intelligence and ability.”EVEolution


Q When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”: Why do guys like pagers?A1: Sense of importance [Pager Dude]A2: Cubicle Slaves’ replacement for “real guys” tool belts


Q When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”: 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]


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


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


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!”


“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


This just might be the biggest thing in this seminar please think about it
THIS JUST MIGHT BE THE BIGGEST “THING” IN THIS SEMINAR. we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. [PLEASE: THINK ABOUT IT!]


Not a Morality Play! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “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


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!


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: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 7 embracing an age of self determination
Brand we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. OutsideStrategy 7:Embracing an Age of Self-Determination


We are in a brawl with no rules paul allaire1
“We are in a we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. brawl with no rules.”Paul Allaire


So we ve gotta make our own rules
SO … WE’VE GOTTA MAKE OUR OWN RULES! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him.


Emerson s back with a vengeance it s scary it s cool
Emerson’s Back we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. … with a vengeance! It’s scary! It’s cool!


The individual
The Individual we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him.


DISTINCT … OR EXTINCT! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “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


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


The work
The Work create your own legend or not.”


Enter the wow project the project50
Enter … create your own legend or not.”The WOW Project!**The Project50


Ann richards dogma show up know your story put yourself at risk every day
Ann Richards’ Dogma create your own legend or not.”Show up! Know your story!Put yourself at risk every day!


The organization seller s talent market
The Organization: Seller’s [Talent] Market create your own legend or not.”


“A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities. Arguably this is the first time the older generation can – and must – leverage the younger generation very early in their careers”Ed Michaels, War for Talent (05.17.00)


The market fighting sameness with distinction
The Market: Fighting Sameness with Distinction $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M.


“The ‘surplus society’ has a surplus of $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. similar companies, employing similar people, with similar educational backgrounds, coming up with similarideas, producing similar things, with similarprices and similar quality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business


Web world power to the people
Web World: POWER TO THE PEOPLE $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M.


Anne busquet american express not age of the internet is age of customer control1
Anne Busquet/ American Express $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Not: “Age of the Internet”Is: “Age of Customer Control”


“Imagine a world where a citizen could search the globe to assemble “my government,” the ultimate in customized,customer-centric services. Health care from the Netherlands, business incorporation in Malaysia …” Don Tapscott


Women get respect and take charge
Women Get Respect … and Take Charge assemble “my government,”


4 8t japan 9 27 5 3 6t germany1
$4.8T > Japan assemble “my government,”9/27.5/3.6T > Germany


The elderly get respect and take charge
The Elderly Get Respect … and Take Charge assemble “my government,”


Aging elderly 2x growth rate i m in charge good source ken dychtwald age wave1
Aging/“Elderly” assemble “my government,”2X growth rate$$$$$$$$$$$$“I’m in charge!”Good source: Ken Dychtwald,Age Wave



Partner for good health vs savior for the sick source npr vpr 08 15 00
“Partner for Good Health” Chargevs.“Savior for the Sick”Source: NPR/VPR 08.15.00


“Online Medical Records Seen Empowering Patients” ChargeSource: Headline, Boston Globe, 07.31.2000, re 1K docs and 700K patients @ CareGroup


1965 Charge: “ ‘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.”



Grameen Bank/Bangladesh Charge“It’s not people who aren’t credit-worthy. It’s banks that aren’t people worthy.”$2.3B to 2.3M [typical 1st loan: $15.]98% recovery rate [94% to women!]1/3rd out of poverty; 1/3rd up to non-poverty thresholdMuhammad Yunus, Banker to the Poor


“The Grameen loan is Chargenot simply cash. It becomes a kind of ticket to self-discovery and self-exploration.”Muhammad Yunus


Etc. Charge


Self-Determination Redux ChargeMicropower (fuel cells) …Microgrids …“Virtual Utilities”Source: The Economist (08.2000)


Sooooo … ChargeIs your strategy centered around customer-client empowerment & self-determination? Hint: This means letting go of traditional sources of power!


Context Charge: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Brand outside strategy 8 summary brand power
Brand ChargeOutsideStrategy 8 & Summary:BRANDPOWER!


Brand It! ChargeNow, 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]


Scott Bedbury/ Nike, Starbucks Charge“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.”


“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions to how we work with others.Companies will thrive on the basis of their stories and myths.Companies will need to understand that their products are less important than their stories.”Rolf Jensen, Copenhagen Institute for Future Studies


“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


Brand = You Must around marketshare. We are competing for attention – 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


Brand special passion plot compelling mythology cause connection heart
Brand around marketshare. We are competing for attention – = Special = Passion = Plot = Compelling Mythology = Cause = Connection = Heart


Rules of “Radical Marketing” around marketshare. We are competing for attention – Love + Respect Your Customers!Hire only Passionate Missionaries!Create a Community of Customers!Celebrate Craziness!Be insanely True to the Brand!Sam Hill & Glenn Rifkin, Radical Marketing(e.g., Harley, Virgin, The Dead, HBS, NBA)


T.T.D.: “How can I know what I think till I see what I say”*Exercise : Write copy for a bookmark! (Etc.)*Graham Wallas, The Art of Thought


What Can [Can’t] Be Branded? say”“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 say”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


Brand outside reprise
Brand say”OutsideReprise


Context say”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Re-invent with E-Commerce!S3: Fighting Back via Systems integration!S4: Design Matters! S5: It’s the Experience!S6: Women Rule! (and the elderly)S7: Embracing an Age of Self-Determination!S8: Brand Power & Summary!


Lead the customer why tough guts failures
Lead the Customer: Why Tough say”Guts!Failures!


Re-invention via ecommerce: say” Why ToughTotal commitment to total enterprise [and supply chain] reinvention!


Systems integration why tough completely new view of what a product is
Systems Integration: Why Tough say”Completely new view of what a “product” is.


Design why tough true believer dom ship encompassing cultural
Design: Why Tough say”True-believer-dom-shipEncompassing/Cultural


Ing ing experience why tough total reorientation
Ing-ing/Experience: Why Tough say”Total Reorientation


Women s market why tough encompassing attitude cultural
Women’s Market: Why Tough say”EncompassingAttitudeCULTURAL!


Self determination why tough cede control
Self-Determination: Why Tough say”Cede Control


Brand power why tough way of life forever passion rules touches everything it am me personal
Brand Power: Why Tough say”Way of LifeForever!Passion Rules!Touches Everything!It Am Me [Personal!]


Message not for the faint of heart weenies need not apply
Message : say”Not for the Faint of Heart!**Weenies need not apply


Part i brand inside part ii brand outside part iii brand leadership2
Part I: Brand say”InsidePart II: Brand OutsidePart III: Brand Leadership


Brand leadership passion rules
Brand say”LeadershipPassion Rules!


“Leadership is a performance. say”You have to be conscious of your behavior, because everybody else is.” Carly Fiorina



Brand No. 1 actor.”Leadership!“A key – perhaps the key – to leadership isthe effective communication of a story.”Howard GardnerLeading Minds: An Anatomy of Leadership


“Create a Cause, not a ‘business.’ ” No. 1 actor.”Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1: Charles Schwab)


Brand leadership enthusiasm rules i am a dispenser of enthusiasm ben zander
Brand No. 1 actor.”Leadership:ENTHUSIASM RULES!“I am a dispenser of enthusiasm.”/ Ben Zander


A leader is a dealer in hope napoleon
“A leader is a dealer in hope.” No. 1 actor.”Napoleon


If things seem under control you re just not going fast enough mario andretti
“If things seem under control, you’re just not going No. 1 actor.” fast enough.”Mario Andretti


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