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Design = Differentiator #1 Design Management Institute : Design-Based Leadership in the 21 st Century Chatham MA 25October2000 [Version 01.22.01].

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Design = Differentiator #1Design Management Institute:Design-Based Leadershipin the 21st CenturyChatham MA 25October2000 [Version 01.22.01]


THE BASE CASE: I am a design fanatic. Personally, though not “artistic,” I’m a cool-stuff guy. I love what I love and I hate what I hate. [Openly.] But it goes [much] further, far beyond the personal. Design has become a professional obsession. I - SIMPLY – BELIEVE THAT DESIGN PER SE IS THE PRINCIPAL REASON FOR EMOTIONAL ATTACHMENT [or detachment] RELATIVE TO A PRODUCT OR SERVICE OR EXPERIENCE. Design, as I see it, is arguably the #1 determinant of whether a product-service-experience stands out … or doesn’t. Furthermore, it’s “one of those things” … that damn few companies put – consistently – on the front burner.



NOW THAT’S B-I-G!“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


Um … Eduardo Kac and Alba, the glowing* bunny rabbit!*You can thank one selfless jellyfish and several French scientists!Source: Rutland Herald (10.01.00)


“In 25 years, you’ll probably be able to get the sum total of all human knowledge on a personal device.”Greg Blonder, VC [was Chief Technical Adviser for Corporate Strategy @ AT&T] [Barron’s 11.13.2000]


The new g e way dyb com
The [New] Ge WayDYB.com


“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)


Message everybody s scrambling nobody s got it right
Message old, is : Everybody’s scrambling. Nobody’s “got it right.”


Ii the 3b problem better but boring
II. The 3B Problem: old, is BetterButBoring!


Quality Not Enough! old, is “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, CEO, Hewlett Packard


“The ‘surplus society’ has a surplus of you remember them? similar companies, employing similarpeople, with similar educational backgrounds, working in similar jobs, coming up with similarideas, producing similar things, with similarprices and similarquality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business


Message find an edge or else
Message you remember them? : Find an edge. Or else.


Iii we must lead different or doomed
III. We Must Lead: you remember them? Different or Doomed!


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


“These days, you can’t succeed as a company if you’re consumer led – because in a world so full of so much constant change, consumers can’t anticipate the next big thing. Companies should be idea-led and consumer-informed.”Doug Atkin, partner, Merkley Newman Harty


“The good 10 percent of American product design consumer led – because in a world so full of so much constant change, consumers can’t anticipate the next big thing. comes out of big-idea companies that don’t believe in talking to the customer. They're run by passionate maniacs who make everybody’s life miserable until they get what they want.”Bran Ferren, Applied Minds/Wired 1-2001


“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


“Future-defining customers may account for only 2% to 3% of your total, but they represent a crucial window on the future.”Adrian Slywotzky, Mercer Consultants


Message you are paid to lead so lead
Message of your total, : You are paid to lead. So … lead!


Iv design the no 1 source of passionate attachment or undying despair
IV. Design: The No.1 Source of of your total, PassionateAttachment!(Or undying despair)



I love my zyliss garlic peeler
I of your total, LOVEmy ZYLISS Garlic Peeler!



Wanted dead preferably or alive the designer of my radio shack phone major reward
Wanted of your total, : Dead [preferably] or Alive: THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!


Design is never neutral
Design is of your total, neverneutral.


Hypothesis design is the principal difference between love and hate
Hypothesis: of your total, DESIGN is the principal difference between love and hate.


“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 engage your client in an examination exploration of why we care about stuff or don t
Message of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. : Engage your Client in an examination- exploration of why we care about stuff. Or don’t.


Compare 10 order forms or data fields at a Web site. of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Save great and awful junk mail.Go on a <$10 shopping spree.Pay attention to signage. (And instruction manuals.)Start a notebook. NOW.


V design is a great story
V. Design is a Great of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Story!


“Car designers need to create a of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. 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


of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Experiencesare as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage


Hmmmm only words story adventure smile focus plot passion
Hmmmm(?): “Only” Words … of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. StoryAdventureSmile FocusPlotPassion


Plot of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Williams Sonoma = 6 [was 10]Crate & Barrel = 8Sharper Image = 9+Smith & Hawken = 8+Garnet Hill = 9L.L. Bean = 5 [was 9+]Land’s End = 7+Colonial Williamsburg = ?


Great Design is “Cheeky” of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. CEO Richard Branson’s stated hurdle for any new Virgin product or service: best quality, good value, innovative, challenge existing alternatives, sense of fun or cheekiness


Message what s the plot is a compelling exercise
Message of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. : “What’s the plot?” is a compelling exercise!


Vi design defined
VI. Design of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Defined


“I wish more money and time was spent on designing an exceptional product, and less on trying to psychologically manipulate perceptions through expensive advertising.” – Phil KotlerSource: Design Council [UK]


“Design is a way of demonstrating how beautiful something can be. It has a very profound quality. Design is a way of changing life and influencing the future.”– Sir Ernest Hall, Dean CloughSource: Design Council [UK]


“It was a revelation to discover how design could change people’s behaviour. I learnt that simply by altering the graphic content of an exhibit you could double the number of people who visited it.”– Gillian Thomas, The Science MuseumSource: Design Council [UK]


“The future will fascinate. A people’s behaviour. I learnt that place where experience becomes more important than information, truth more important than technology, and ideas the only global currency.” - Ralph Ardill, ImaginationSource: Design Council [UK]


“What’s imperative is the people’s behaviour. I learnt that creation of a style that becomes a culture linking you to the community. You can only do that through good design.”– Anita RoddickSource: Design Council [UK]


“Outstandingly good design in service industries is not an optional extra. It is an essential part of everything a company does, and what it stands for.” – Richard Dykes, MD, Royal Mail “Design is one of the few tools that, for every $ you spend, you actually say something about your business. You have it in your power to use design to further the wealth and prosperity of your business.” – Raymond Turner, BAASource: Design Council [UK]


“Designers are people who think with their hearts.” optional extra. It is an essential part of everything a company does, and what it stands for.” – James, age 10. “If there were no design there would be nothing to do, and nothing would progress or get better. The world would fall apart.” – Anna, age 11. “My favourite design is the Nike ‘tick’ because it makes me feel confident, even though I am not so good at sports.” – Raoul, age 11.Source: Design Council [UK]


Vii great design is respectful
VII. Great Design optional extra. It is an essential part of everything a company does, and what it stands for.” is Respectful


User stop blaming yourself don norman design of everyday things
User … optional extra. It is an essential part of everything a company does, and what it stands for.” STOP BLAMING YOURSELF!(Don Norman/Design of Everyday Things)


“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


Paradox great design wow grace usability writ large
Paradox [?][!] It’s not road rage. It’s more like design rage.”Great Design = WOW! + GRACE[usability writ large]


“My favorite word is It’s not road rage. It’s more like design rage.”grace– whether it’s amazinggrace, saving grace, graceunder fire, Grace Kelly. How we live contributes to beauty – whether it’s how we treat other people or the environment.”Celeste Cooper, designer


“Lust for beauty and elegance underpins the most important discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. The gap has little to do with technical or mathematical or engineering training – and much to do with taste, good judgment, aesthetic gifts.”David Gelernter, Machine Beauty: Elegance and the Heart of Technology


Message usability rules grace is a better word than usability
Message discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. : Usability rules! “Grace” is a better word than usability.


Step no 1 notebook power start recording the awesome the awful
Step No. 1: discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. NOTEBOOK POWER![Start recording the awesome & the awful]


Viii design is not about expensive lumps
VIII. Design is discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. notabout Expensive Lumps!


The discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. 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 … discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. $70M on developing the OralB CrossAction toothbrush23 patents, including 6 for the packagingSource: www.ecompany.com [06.00]


Design Transforms even the [Biggest] Corporations! discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. TARGET… “the champion of America’s new design democracy” (Time) “Marketer of the Year 2000” (Advertising Age)


Message design applies to 1 service companies 2 departmental affairs 3 79 cent items
Message discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. : Design applies to (1) service companies, (2) departmental affairs, (3) 79-cent items.


Ix design is the web
IX. Design discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. is the Web!


“The Web enables total transparency. discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. 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


Shop in your underwear source sm d logo for www ae com ae american eagle outfitters
Shop in your Underwear discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. Source: SM’d logo for www.ae.comae = American Eagle Outfitters


The MySimon “Model” discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. “MySimon renders obsolete the value-added role of the trained salesperson and goes beyond the role of the typical e-retailer. Rather than selling the product, MySimon acts as a personal advisor to guide the customer to a source for purchase. The company generates revenue from vendor slotting fees and advertising.”Richard Wine & David Morrison, “Beyond the Exchange: The Future of B2B” (HBR, 11-12/2000)


Psych 101 strongest force on earth my need to be in perceived control of my universe
Psych 101: discoveries in computational history.” “The beauty of a proof or a machine lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against complexity.” “A good programmer can be at least a hundred times more productive than an average one. Strongest Force on Earth?My need to be in perceived control of my universe!


“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 actuallymade 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 (01/00)75% of online shoppers don’t complete their purchase!


Nielsen/ they fired their entire marketing department and replaced it with people who could produce Designing Web UsabilityAll Web projects are customer-interface projects!Simplicity rules!Make it easy for customers to perform useful tasks!Less “cool,” more useful!Speed rules!


SWA they fired their entire marketing department and replaced it with people who could produce Simple!!!!!!!!!!!!(customers call because the process is so easy they can’t believe they’re done)30% of revenues directly from SWA site(vs. 6% for others)Source: Business Week (09.00)


One Person’s Opinion [11.2000] they fired their entire marketing department and replaced it with people who could produce TP to reporter: “Service is MUCH better! Would you go back to bank tellers and phone operators? Value that I place on a smile: 3 on a scale of 10. Value I place on fast “digital” response: 11 on a scale of 10!!”


Web pure design medium
Web = they fired their entire marketing department and replaced it with people who could produce PURE DESIGN MEDIUM


Web a dreamer s medium
WEB = they fired their entire marketing department and replaced it with people who could produce 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!


Message the web is the no 1 entr e for designers into the mainstream ever
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.”: The Web is the No. 1 entrée for designers into the mainstream! Ever!


X caution beware look alike cool
X. 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.”Caution: Beware “Look Alike ‘Cool’ ”


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.”: All the “cool stuff” looks [exactly] like all the other “cool stuff” in this, THE BRIGHT NEW AGE OF DESIGN.


Against smoothness harper s magazine 07 2000
“Against Smoothness” 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.”(Harper’s Magazine 07.2000)


“Our 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.”innate idiosyncrasies are actually more endearing to others than our most glorious achievements.”– Veronique Vienne, The Art of Imperfection.“Glorious imperfections”– Sam Phillips, Sun Records, on identifying & presenting raw talent


Message buy a new cad package or a set of pencils
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.”: Buy a new CAD package. Or a set of pencils.


Xi design work piss on dilbert
XI. Design & Work: 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.”PissonDilbert!


N w o was is is

Pine-paneled Office 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.”

Address: 1 Big Man Plaza

Secretary

Suit

Formal

Rank conscious

Pretense (“Failures are

for fools.”)

I love “Yes men”

Self-contained

Seat 9B, UA233

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.:WasIs Is


White collar revolution
White Collar Revolution! 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.”


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


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


Credo work worth paying for
Credo 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.”“WORK WORTH PAYING FOR”


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


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


“P.S.F.”: Summary 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.”H.V.A. Projects (100%)Pioneer ClientsWOW Work (see below)Hot “Talent” (see below)“Adventurous” “culture”Point of View (Methodology)W.W.P.F. (100%)When: Now!


Message prove your worth e g get outside work
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.”: Prove your worth! [E.g., get outside work.]


The wow project
The 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.”WOW Project!


Reward excellent failures punish mediocre successes phil daniels sydney exec
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.”Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec


Measures
Measures 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.”

  • WOW!

  • Beauty!

  • Raving Fans!

  • Impact!


T t d things to do now
T.T.D./Things To Do: 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.”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 [scintillating] “bullet points”


Message buy your top management a jillion copies of the project50 teach wow
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.”: Buy your top management a jillion copies of The Project50. Teach “WOW.”


Xii get over it designers all you need is one
XII. Get Over It Designers: 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.”ALLYOUNEEDISONE!


Topic boss free implementation of stm stuff that matters
Topic: 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.”Boss-free Implementation of STM/Stuff That MATTERS!


This is all i know in the world tom peters
“This is all I ‘know’ in the world!” 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.”Tom Peters


I the idea 4fs f ind a f ellow f reak f araway
I. THE IDEA 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.”“4Fs”: Find a FellowFreak Faraway


World s biggest waste selling up
World’s Biggest Waste … 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.”Selling “Up”


Recruit [a/ 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.”a = 1] Friend [in the Boondocks]Skip [Flip off] the Hierarchy!Recruit [A]nother Friend!Do Some Cool Shit! Fast!Surround the Bastards [with WOW WINS/ results]!


Heart of the matter f2f freak to freak or k2k kook to kook
Heart of the Matter 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.”F2F!**Freak to Freak … or K2K [Kook to Kook]


Lead customers k2k redux
“Lead” customers! 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.”K2K redux!


Alliance skills let the freak pioneer customer pay part own part and lead us push us
Alliance Skills! 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.”Let the [Freak-Pioneer] Customer Pay Part, Own [Part], and Lead Us - Push Us!


Great + risky design is always [??] a product of 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.”engaging the Client – from the start – in a journey to the unknown.


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


Ii the nugget do something do anything get going now
II. 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.”THE NUGGETDoSomething.DoAnything.GetGoing.Now.


Opportunity always knocks vfcj strategy volunteer for crappy jobs
Opportunity ALWAYS Knocks 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.” VFCJ*“Strategy”*Volunteer For Crappy Jobs


Reframers’ Rules: 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.”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 soft stuff show up connect infect
III. THE SOFT STUFF 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.”Show Up!Connect!Infect!


Message it s community organizing stupid see saul alinsky s rules for radicals
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.”It’s Community Organizing, stupid!See: Saul Alinsky’sRules for Radicals


“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


P s mark mccormack 5 000 miles for a 5 min meeting
P.S. … 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.Mark McCormack: 5,000 miles for a 5 min. meeting.


Iv bottom line the enemy
IV. BOTTOM LINE 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.The Enemy!


Epitaph from Hell … 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.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.” 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.Alvah Simon, North to the Night


Characteristics of the “Also rans” 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.*“Minimize risk”“Respect the chain of command”“Support the boss”“Make budget”*Fortune, article on “Most Admired Global Corporations”


The greatest danger 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.for most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo


Message find one freak forget selling up quit bitching about powerlessness
Message 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.: Find one freak. Forget selling “up.” Quit bitching about powerlessness.


Xiii design the individual self design
XIII. Design & the Individual: 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.Self-design!


Design is the considered presentation of me
Design is … 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. THE CONSIDERED PRESENTATION OF … Me.


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


New World of Work 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.< 1 in 10 F500#1: Manpower Inc.Freelancers/I.C.: 16M-25MTemps: 3M (incl. CEOs & lawyers)Microbusinesses: 12M-27MTotal: 31M-55MSource: Daniel Pink, Free Agent Nation


“If there is nothing very special about your work, 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. 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


When was the last time you asked what do i want to be sara ann friedman work matters
“When was the last time you asked, create your own legend or not.”‘What do I want to be?’” Sara Ann Friedman, Work Matters


“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


“The time seems appropriate to have taught myself, free-style, and will make the record in my own way.”rethink the notions of self and identity in this rapidly changing age …”Tara Lemmey, Project LENS, past president Electronic Frontier Foundation


“My work is a series of have taught myself, free-style, and will make the record in my own way.”projects. My life is a series of moves. What can I connect to? My community.” Carnegie Mellon student [Fast Company]



The i work for a company called me street journal adventures in capitalism
THE ordinary.”I work for a company called Me STREET JOURNALAdventures in Capitalism


The rise up and flee your cubicle street journal adventures in capitalism
THE ordinary.”rise up and flee your cubicle STREET JOURNALAdventures in Capitalism


Some people enjoy the corporate life. ordinary.”Then again, some people enjoy nipple clamps.Source: Ad tag line, FreeAgent.com


Message ordinary.”: This is an impact issue. Designers: Attach yourself to HR. Enhance the value of the Talent Pool by helping others with designing …“Brand You.”


Xiv design the all out war for talent
XIV. Design & The All-Out ordinary.”WARFORTALENT!


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


“Seller’s Market”: Tomorrow’s Headline* over 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 leaders of Great Groups over it. The same is happening now forlove talent and know where to find it. They revel in the talent of others.”Warren Bennis & Patricia Ward Biederman, Organizing Genius


over it. The same is happening now forDiversity 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


The Cracked Ones Let in the Light over it. The same is happening now 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


Message over it. The same is happening now for: Design - writ large, as the Mother of Passion – dramatically affects the all important“Great Place to Work”value proposition.


Xv design the all out war for talent women rule
XV. Design & The All-Out WAR FOR TALENT: over it. The same is happening now forWOMENRULE!


Women and new economy management
Women and new-economy management over it. The same is happening now for …


Women’s Strengths over it. The same is happening now for: link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment > top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value interpersonal & technical skills, group & individual contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversitySource: Judy B. Rosener, America’s Competitive Secret


over it. The same is happening now forAS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts on almost every measure”Title, Special Report, Business Week, 11.20.00


“Tomorrow belongs to women.” over it. The same is happening now forHelen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World


S estrich sex power the magic number 3 partners tenured profs directors
S. Estrich, over it. The same is happening now forSex & Power: The Magic Number 3! [Partners, Tenured Profs, Directors]


“Would Congress [the Boardroom] be a different place if half the members were women?”From Sex and Power, Susan Estrich


Message half the members were women?”: Put women in charge! Watch the newly important “new economy” stuff rise to the top of the strategic agenda!


Xvi design weird wins
XVI. Design: half the members were women?”WEIRD Wins!


Jane Jacobs: half the members were women?”Exuberant Varietyvs. the Great Blight of Dullness.F.A. Hayek:Spontaneous Discovery.Joseph Schumpeter:theGales of Creative Destruction.


Saviors-in-Waiting half the members were women?”Disgruntled CustomersFringe CompetitorsRogue EmployeesEdge SuppliersWayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees


“Enormous sums of money are invested to reduce cycle time, improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … power of the edge.”Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees


Fighter Pilots … Snipers … Secret Service Agents: improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … “Splatter Vision”[don’t become too focused]Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees


Message improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … : (1) Make sure you’re hangin’ with Cool Dudes. (2) Designers ought to stick their noses [and every other body part] into everyone’s business! “Design sensibility” rules … everything!


Xvii design the most beautiful systems win
XVII. Design: The Most improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … Beautiful Systems Win!


Design beauty is fred s s mediocre thesis and herb k s napkin
Design + Beauty is improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … Fred S.’s “mediocre” thesis and Herb K.’s napkin.


Progressive improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … “We don’t sell insurance anymore.We sell speed.”– Peter LewisDigital cameras, wireless Net links, etc.:SOME CLAIMS PAID WITHIN 20 MINUTES!Source: Business Week (09.00)


Great design one page business plan jim horan
Great design = improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … One-page business plan (Jim Horan)


First steps beauty contest
First Steps: “Beauty Contest”! improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the …

  • Select one form/document: invoice, air bill, sick leave policy, customer returns-claim form

  • Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/ Sucks; 10 = Work of Art] on three dimensions: Beauty, Grace, Clarity

  • Re-invent!

  • Repeat, with a new selection, every 15 working days.


Message systems business is design business inject yourself
Message improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … : “Systems business” isdesign business. Inject yourself!


Design rules literally palm beach county s u c b utterly confusing ballot
Design Rules! improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … [Literally]Palm Beach County’s U.C.B.* [*Utterly Confusing Ballot]


Xviii design marketing to women opportunity no 1
XVIII. Design & improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … Marketing toWomen: Opportunity No.1 ??!!


????????? improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … Home Furnishings … 94%Vacations … 92%Houses … 91%Consumer Electronics … 51% Cars … 60% (90%)All Consumer Purchases … 83%Bank Account … 89%Health Care … 80%


???? improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … 80+%


Riding lawnmowers
Riding Lawnmowers improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the …


48% working wives > 50% improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … 80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed


Women … improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … 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 1 9 27 5 3 6t germany
$4.8T > Japan improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … [= #1]9/27.5/$3.6T > Germany


Yeow 1970 1 2002 50
Yeow! improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … 1970 … 1%2002 … 50%


Carol Gilligan/ improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … In a Different VoiceMen: Get away from authority, familyWomen:ConnectMen: Self-orientedWomen:Other-orientedMen: RightsWomen:Responsibilities


FemaleThink improve quality, reengineer … Much of this money is simply wasted. The waste is due to companies’ inability to develop wide-angle vision and tap into the … / 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)


JBQ: Stop Treating Women Investors Like Idiots! 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“Why all this focus on women and our lack of investment guts? A far greater problem, it seems to me, is trigger-happy speculation, mostly by men. The kind of guys whose family savings went south with the dot-coms. Imagine a list of their money mistakes: Shoot from the hip. Overtrade their accounts. Believe they’re smarter than the market. Think with their mouse rather than their brain. Praise their own genius when stocks go up. Hide their mistakes from their wives.”Source: Newsweek 01.08.01


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


E.g.: Genetically Altered Food 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 aWould eat: M, 71%; F, 50%Give to children: M,59%; F,37%Pay more for non-altered: M,35%; F, 47%Source: www.pulse.org & USA Today


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


[“The Hollywood scripts that men write tend to be direct and linear, while women’s compositions have many conflicts, many climaxes, and many endings.”Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World]


“Women speak and hear a language of connection and intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”Judy Rosener, America’s Competitive Secret


Men & women on ambiguous problem [no answer]: intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”MEN: quickly arrive at “right answer” WOMEN: longer time, multiple options in “if, then” formSource: Judy Rosener, America’s Competitive Secret


Weight Watchers International “Model” intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”“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


Women don t buy brands they join them faith popcorn eveolution
“Women don’t buy brands. intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”They join them.”Faith Popcorn, EVEolution


The New New Jiffy Lube intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”“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


STATEMENT OF PHILOSOPHY intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”: I am a businessperson. An analyst. A pragmatist. The enormous social good of increased women’s power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders about my fact-based conviction thatwomen’s increasing power – leadership skills and purchasing power – is the strongest and most dynamic force at work in the American economy today. Dare I say it as a long-time Palo Altan … THIS IS EVEN BIGGER THAN THE INTERNET!Tom Peters


27 March 2000: email to TP from intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.” 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!”


Message men cannot design for women s needs period
Message intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”: Men cannot design for women’s needs. Period.


Xix design the aging opportunity no 1a
XIX. Design & intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.” the Aging: Opportunity No. 1A ??!!


Subject marketers stupidity it s 18 44 stupid
Subject: Marketers & Stupidity intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”It’s 18-44, stupid!


Subject marketers stupidity or is it 18 44 is stupid stupid
Subject: Marketers & Stupidity intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”Or is it: 18-44 is stupid, stupid!


2000 2010 stats 18 44 1 55 21 55 64 47
2000-2010 Stats intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”18-44: -1%55+: +21%(55-64: +47%)


Aging elderly i m in charge
Aging/“Elderly” intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”$$$$$$$$$$$$“I’m in charge!”


Priorities aging elderly experiences convenience comfort access respect
Priorities: Aging/“Elderly” intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”Experiences … Convenience … Comfort … Access … Respect!


Message you wanna be relevant this is a very big deal listen up
Message intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”: Youwanna be relevant? This is a [VERY] Big Deal. Listen up.


Xx design cornerstone of the age of the brand
XX. Design = Cornerstone of the Age of the intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”Brand


Who are you these days tp to client
“WHO ARE YOU intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information,establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings.”[these days] ?”TP to Client


“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


“Products from the major competing companies around the world will become increasingly similar. Inevitably this means that the whole of a company’s personality, its identity will become the most significant factor in making a choice between one company and its products and another.”Wally Olins, Corporate Identity


“Young people entering the labor market already have two televisions, the latest mobile phone, a car and a wardrobe full of clothes. No matter how important material values may be, there is more to life – the employee of the future is seeking meaning and value. I am convinced that this change in attitudes will be the strongest driving force in the markets of the future. Moving from the physical to the metaphysical world entails moving from the product-oriented economy to a new Value Economy. The most important thing a company offers will be the Value your products convey to the customer. People will seek out brands that fulfill new and growing needs. We will demand the unique, because, on the physical level, we can have anything we want. This, for most companies, will demand a dramatic change in thinking..”Jesper Kunde, A Unique Moment


“Most executives have no idea how to add value to a market in the metaphysical world. But that is what the market will cry out for in the future. There is no lack of ‘physical’ products to choose between.”Jesper Kunde, A Unique Moment [on the excellence of Nokia, Nike, Lego, Virgin et al.]


“Most companies tend to equate branding with the company’s marketing. Design a new marketing campaign and, voila, you’re on course. They are wrong. The task is much bigger. It is about fulfilling our potential … not about a new logo, no matter how clever. WHAT IS MY MISSION IN LIFE?WHAT DO I WANT TO CONVEY TO PEOPLE?HOW DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE WORLD IS ACTUALLY UNIQUE? The brand has to give of itself, the company has to give of itself, the management has to give of itself. To put it bluntly, it is a matter of whether – or not – you want to be … UNIQUE … NOW.”Jesper Kunde, A Unique Moment


Client company’s marketing. Design a new marketing campaign and, voila, you’re on course. They are wrong. The task is much bigger. It is about fulfilling our potential … not about a new logo, no matter how clever. : “We’re not like Nike! We sell paper clips , 9mm bolts, who can be bothered?”JK: “The whole world can be bothered if you brand them well. Nike does not actually sell shoes.Nike sells the experience of using Nikes, the feeling of being a winner.And they condense the message into just three words: Just Do It! It is a question of being the only one, of offering the market something unique.”Source: Jesper Kunde, The Unique Moment


“You can’t survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now. What do you want? What do you want to tell the world in the future? What does your company have that will enrichtheworld? You must believe in that ‘it’ strongly enough to become unique at what you do.”Jesper Kunde, The Unique Moment


“Customers will follow the brand into new product categories … as long as the brand lives up to its values. That’s why I think value positions will separate the winners from the losers.”Jesper Kunde, The Unique Moment


Brand = You Must categories … 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


Message categories … : THIS IS THE BIG ENCHILADA. Case logic: (1) Brand is it. (2) Brand = Emotional reaction. (3) Design is THE KEY to emotional reaction.(4) Designers are “the key” to the strategic success of the enterprise. [If they’d only flick the chip off their collective shoulders.]


Xxi design leadership passion technicolor rule
XXI. Design & categories … Leadership: Passion & Technicolor Rule!


Brand categories … 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.’ ” categories … Gary Hamel, Fortune (06.00), on re-inventing a company to survive in the ’00s (Exemplar #1: Charles Schwab)


I am a dispenser of enthusiasm benjamin zander
“I am a dispenser of enthusiasm.” categories … Benjamin Zander


Message categories … : Designers – appropriately considered – are the script writers for The Compelling Story called OurCompanyMattersBecause …


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