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Tom Peters’ Re-Imagine! Business Excellence in a Disruptive Age 07.21.2003. Slides at … tompeters.com. It is the foremost task—and responsibility— of our generation to re-imagine our enterprises, private and public —from the Foreword, Re-imagine.

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Tom peters re imagine business excellence in a disruptive age 07 21 2003
Tom Peters’ Re-Imagine!Business Excellence in a Disruptive Age07.21.2003


Slides at tompeters com
Slides at …tompeters.com


It is the foremost task—and responsibility—of our generation to re-imagine our enterprises, private and public —from the Foreword, Re-imagine


“Uncertainty is the only thing to be sure of.–Anthony Muh,head of investment in Asia, Citigroup Asset Management“If you don’t like change, you’re going to like irrelevance even less.”—General Eric Shinseki, Chief of Staff, U. S. Army


“Uncertainty is the only thing to be sure of.”—Anthony Muh, head of investment in Asia, Citigroup Asset management (FT/03.27.2003)


“If you don’t like change, you’re going to like irrelevance even less.”—General Eric Shinseki, Chief of Staff, U. S. Army


“Either we modernize or we will be modernized by the unremitting force of the markets.”—Gerhard Schroeder


You must become an ignorant man again unremitting force of the markets.”And see the sun again with an ignorant eyeAnd see it clearly in the idea of it.--Wallace Stevens/“Notes Toward a Supreme Fiction”


Sequenom/David Ewing Duncan/ unremitting force of the markets.”Wired11.02“Sequenom has industrialized the SNP [single nucleotide polymorphisms] identification process.” “This, I’m told, is the first time a healthy human has ever been screened for the full gamut of genetic-disease markers.” “On the horizon: multi-disease gene kits, available at Wal*Mart, as easy to use as home-pregnancy tests.” “You can’t look at humanity separate from machines; we’re so intertwined we’re almost the same species, and the difference is getting smaller.”


“Help! There’s nobody in the cockpit. In the future, will the airlines no longer need pilots?”Grumman Global Hawk/ 24 hours/ Edwards to South AustraliaSource: The Economist/12.21.2002


“There will be more will the airlines no longer need pilots?”confusion in the business world in the next decadethan in any decade in history. And the current pace of change will only accelerate.”Steve Case


“IT MAY SOMEDAY BE SAID THAT THE 21 will the airlines no longer need pilots?”ST CENTURY BEGAN ON SEPTEMBER 11, 2001. …“Al-Qaeda represents a new and profoundly dangerous kind of organization—one that might be called a ‘virtual state.’ On September 11 a virtual state proved that modern societies are vulnerable as never before.”—Time/09.09.2002


“The deadliest strength of America’s new adversaries is their very fluidity, Defense Secretary Donald Rumsfeld believes. Terrorist networks, unburdened by fixed borders, headquarters or conventional forces, are free to study the way this nation responds to threats and adapt themselves to prepare for what Mr. Rumsfeld is certain will be another attack. …“ ‘Business as usual won’t do it,’ he said. His answer is to develop swifter, more lethal ways to fight. ‘Big institutions aren’t swift on their feet in adapting but rather ponderous and clumsy and slow.’ ”—The New York Times/09.04.2002


From weapon v weapon to org structure v org structure
From their very fluidity, Defense Secretary Donald Rumsfeld believes. Terrorist networks, unburdened by fixed borders, headquarters or conventional forces, are free to study the way this nation responds to threats and adapt themselves to prepare for what Mr. Rumsfeld is certain will be another attack. …: Weapon v. WeaponTo:Org structure v. Org structure


“Our military structure today is essentially one developed and designed by Napoleon.”Admiral Bill Owens, former Vice Chairman, Joint Chiefs of Staff


“The organizations we created have become tyrants. They have taken control, holding us fettered, creating barriers that hinder rather than help our businesses. The lines that we drew on our neat organizational diagrams have turned into walls that no one can scale or penetrate or even peer over.”—Frank Lekanne Deprez & René Tissen, Zero Space: Moving Beyond Organizational Limits.


“In an era when terrorists use satellite phones and encrypted email,US gatekeepers stand armed against them with pencils and paperwork, and archaic computer systems that don’t talk to each other.”Boston Globe (09.30.2001)


“Dawn Meyerreicks, CTO of the Defense Intelligence Systems Agency, made one of the most fateful military calls of the 21st century. After 9/11 … her office quickly leased all the available transponders covering Central Asia. The implications should change everything about U.S. military thinking in the years ahead. “The U.S. Air Force had kicked off its fight against the Taliban with an ineffective bombing campaign, and Washington was anguishing over whether to send in a few Army divisions. Donald Rumsfeld told Gen. Tommy Franks to give the initiative to 250 Special Forces already on the ground. They used satellite phones, Predator surveillance drones, and GPS- and laser-based targeting systems to make the air strikes brutally effective.“In effect, they ‘Napsterized’ the battlefield by cutting out the middlemen (much of the military’s command and control) and working directly with the real players. … The data came in so fast that HQ revised operating procedures to allow intelligence analysts and attack planners to work directly together. Their favorite tool, incidentally, was instant messaging over a secure network.”—Ned Desmond/“Broadband’s New Killer App”/Business 2.0/ OCT2002


“The mechanical speed of combat vehicles has not increased since Rommel’s day, so the difference is all in the operational speed, faster communications and faster decisions.”—Edward Luttwak, on the unprecedented pace of the move toward Baghdad


“At Big Electronics Show, the Buzz Is All About Connections” —headline, New York Times/ 01.13.2003/ Consumer Electronics Show


“Our entire facility is digital. No paper, no film, no medical records. Nothing. And it’s all integrated—from the lab to X-ray to records to physician order entry. Patients don’t have to wait for anything. The information from the physician’s office is in registration and vice versa. The referring physician is immediately sent an email telling him his patient has shown up. … It’s wireless in-house. We have 800 notebook computers that are wireless. Physicians can walk around with a computer that’s pre-programmed. If the physician wants, we’ll go out and wire their house so they can sit on the couch and connect to the network. They can review a chart from 100 miles away.”—David Veillette, CEO, Indiana Heart Hospital (HealthLeaders/12.2002)


“If early soldiers idealized Napoleon or Patton, network-centric warriors admire Wal*Mart,where point-of-sale scanners share information on a near real-time basis with suppliers and also produce data that is mined to help leaders develop new strategic or tactical plans. Wal*Mart is an example of translating information into competitive advantage.”—Tom Stewart, Business 2.0


The New Infantry Battalion/ network-centric warriors admire Wal*Mart,New York Times/12.01.2002“Pentagon’s Urgent Search for Speed.” 270 soldiers (1/3rd normal complement); 140 robotic off-road armored trucks. “Every soldier is a sensor.” “Revolutionary capabilities.” Find-to-hit: 45 minutes to 15 minutes … in just one year.


Eric’s Army network-centric warriors admire Wal*Mart,Flat.Fast.Agile.Adaptable.Light … But Lethal.Brand You/ Talent/ “I Am An ARMY Of One.”Info-intense.Network-centric.


Float like a butterfly sting like a bee ali
“Float like a butterfly. Sting like a bee.” network-centric warriors admire Wal*Mart, —Ali


“We must not only transform our armed forces but the Defense Department that serves them—by encouraging a culture of creativity and intelligent risktaking. We must promote a more entrepreneurial approach: one that encourages people to be proactive, not reactive, and to behave less like bureaucrats and more like venture capitalists; one that does not wait for threats to emerge and be ‘validated,’ but rather anticipates them before they appear and develops new capabilities to dissuade them and deter them.” —Donald Rumsfeld, Foreign Affairs


I Believe … Defense Department that serves them—by encouraging a culture of creativity and intelligent risktaking. We must promote a more entrepreneurial approach: one that encourages people to be proactive, not reactive, and to behave less like bureaucrats and more like venture capitalists; one that does not wait for threats to emerge and be ‘validated,’ but rather anticipates them before they appear and develops new capabilities to dissuade them and deter them.”1. Change will accelerate. DRAMATICALLY.2. We will RE-INVENT THE WORLD IN THE NEXT TWO GENERATIONS.(Business … Health Care … Politics … War … Education … Fundamentals of Human Interaction.)3. OPPORTUNITIES are matchless.4. You are either …ON THE BUS … or … OFF THE BUS.5. I WANT TO PLAY! ANDYOU?


“How we feel about the evolving future tells us who we are as individuals and as a civilization: Do we search for stasis—a regulated, engineered world? Or do we embrace dynamism—a world of constant creation, discovery and competition? Do we value stability and control or evolution and learning? Do we think that progress requires a central blueprint, or do we see it as a decentralized, evolutionary process?? Do we see mistakes as permanent disasters, or the correctable byproducts of experimentation? Do we crave predictability or relish surprise? These two poles, stasis and dynamism, increasingly define our political, intellectual and cultural landscape.” —Virginia Postrel, The Future and Its Enemies


Successful Businesses’ Dozen Truths: TP’s 30 Year Perspective1. Insanely Great & Quirky Talent.2. Disrespect for Tradition.3. Totally Passionate (to the Point of Irrationality) Belief in What We Are Here to Do.4. Utter Disbelief at the Bullshit that Marks “Normal Industry Behavior.”5. A Maniacal Bias for Execution … and Utter Contempt for Those Who Don’t “Get It.”6. Speed Demons.7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.)8. Passionate Hatred of Bureaucracy.9. Willingness to Lead the Customer … and Take the Heat Associated Therewith. (Mantra: Satan Invented Focus Groups to Derail True Believers.)10. “Reward Excellent Failures. Punish Mediocre Successes.” 11. Courage to Stand Alone on One’s Record of Accomplishment Against All the Forces of Conventional Wisdom.12. A Crystal Clear Understanding of Brand Power.


I new business new context
I. NEW BUSINESS. NEW Perspective CONTEXT.


All bets are off
All Bets Perspective Are Off.


< Perspective1000A.D.: paradigm shift: 1000s of years1000: 100 years for paradigm shift1800s: > prior 900 years1900s: 1st 20 years > 1800s2000: 10 years for paradigm shift21st century: 1000Xtech change than 20th century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture in the fabric of human history”)Ray Kurzweil


Vernor Vinge/Mr. Singularity Perspective“The transition time from human history to post-human singularity time, Vinge thinks, will be astonishingly short—maybe one hundred hours from the first moment of computer self-awareness to computer world conquest.”—Esquire/12.2002


“We are at a pivotal point in history. … We are at one of a half dozen turning points that have fundamentally changed the way societies are organized for governance.”—Philip Bobbitt, The Shield of Achilles: War, Peace, and the Course of History


“There’s going to be a fundamental change in the global economy unlike anything we have hadsince the cavemen began bartering.”Arnold Baker, Chief Economist, Sandia National Laboratories


“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]


“I genuinely believe we are living through the total of all human knowledge on a personal device.”greatest intellectual moment in history.”Matt Ridley, Genome


We are in a brawl with no rules paul allaire
“We are in a total of all human knowledge on a personal device.”brawl with no rules.”Paul Allaire


S a v
S.A.V. total of all human knowledge on a personal device.”


Strategy meetings held once or twice a year to strategy meetings needed several times a week
“Strategy meetings held once or twice a year” to total of all human knowledge on a personal device.”“Strategy meetings needed several times a week”

Source: New York Times on Meg Whitman/eBay


2 the destruction imperative
2. The Destruction Imperative. total of all human knowledge on a personal device.”


“It is generally much easier to total of all human knowledge on a personal device.”kill an organization than change it substantially.” Kevin Kelly, Out of Control


C e o to c d o
C.E.O. total of all human knowledge on a personal device.”to C.D.O.


“Wealth in this new regime flows directly from innovation, not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Kevin Kelly, New Rules for the New Economy


“Analysts said we don’t care about revenue, just give us the bottom line. They preferred cost cutting, as long as they could see 2 or 3 years of EPS growth. I preached revenue and the analysts’ eyes would glaze over. Now revenue is ‘in’ because so many got caught, and earnings went to hell. They said, ‘Oh my gosh, you need revenues to grow earnings over time.’ Well, Duh!”Dick Kovacevich, Wells Fargo (in ABA Banking Journal)


Forbes100 from 1917 to 1987 the bottom line. They preferred cost cutting, as long as they could see 2 or 3 years of EPS growth. I preached revenue and the analysts’ eyes would glaze over. Now revenue is ‘in’ because so many got caught, and earnings went to hell. : 39 members of the Class of ’17 were alive in ’87; 18 in ’87 F100; 18 F100 “survivors” underperformed the market by 20%; just 2 (2%), GE & Kodak, outperformed the market 1917 to 1987.S&P 500 from 1957 to 1997: 74 members of the Class of ’57 were alive in ’97; 12 (2.4%) of 500 outperformed the market from 1957 to 1997.Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market


“Mr. Foster and his McKinsey colleagues collected detailed performance data stretching back 40 years for 1,000 U.S. companies. They found that none of the long-term survivors managed to outperform the market. Worse, the longer companies had been in the database, the worse they did.”—Financial Times/11.28.2002


It s just a fact survivors underperform dick foster
“It’s just a fact: performance data stretching back 40 years for 1,000 U.S. companies. Survivors underperform.”—Dick Foster


Rate of Leaving F500 performance data stretching back 40 years for 1,000 U.S. companies. 1970-1990: 4XSource: The Company, John Micklethwait & Adrian Wooldridge (1974-200: One-half biggest 100 disappear)


“Far from being a source of comfort, bigness became a code for inflexibility.”—John Micklethwait & Adrian Wooldridge, The Company


for inflexibility.”Good management was the most powerful reason [leading firms] failed to stay atop their industries.Precisely because these firms listened to their customers, invested aggressively in technologies that would provide their customers more and better products of the sort they wanted, and because they carefully studied market trends and systematically allocated investment capital to innovations that promised the best returns, they lost their positions of leadership.”Clayton Christensen, The Innovator’s Dilemma


Forget>“Learn” for inflexibility.”“The problem is never how to get new, innovative thoughts into your mind, but how to get the old ones out.”Dee Hock


“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


Conglomerates don t work james surowiecki the new yorker 07 01 2002
“Conglomerates don’t work” to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered:—James Surowiecki, The New Yorker (07.01,2002)


“MERGERS: Why Most Big Deals Don’t Pay Off. A to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered:BusinessWeek analysis shows that 61% of buyers destroyed shareholder wealth.”—BusinessWeek/10.14.2002


“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


“Active mutators in placid times tend to die off. They are selected against. Reluctant mutators in quickly changing times are also selected against.”Carl Sagan & Ann Druyan,Shadows of Forgotten Ancestors


“Survival of the Fittest Not the Fattest”/John Kay/FT03.27.2003“I have heard it from people who make pharmaceuticals and from people who make defense equipment. From executives in utilities and executives in advertising. Among banks and law firms. .. They all expect their industry to develop the way the car industry has. In an increasingly globalized marketplace, maturing industries will become steadily more concentrated. Only a small number of big companies will survive.“There is one problem with these analogies. What is said about the motor industry is not true.The peak of concentration in the automobile industry was reached in the early 1950s and since then there has been a substantial decline. However you look at it, small carmakers have been steadily gaining market share at the expense of large ones. Back in the 1960s, the 10 largest carmakers had a market share of 85 percent; today it is about 75 percent. Concentration has fallen, even though weak firms have been repeatedly absorbed through mergers.“As markets evolve, differentiation becomes steadily more important. Success in the motor industry comes not from size or scale, but from developing competitive advantages in operations and marketing those advantages internationally. The same is true in pharmaceuticals and defense equipment, utilities and banking, telecommunications and media.”


Lessons from the Bees! Kay/FT03.27.2003“Since merger mania is now the rage, what lessons can the bees teach us? A simple one: Merging is not in nature. [Nature’s] process is the exact opposite: one of growth, fragmentation and dispersal. There is no megalomania, no merging for merging’s sake. The point is that unlike corporations, which just get bigger, bee colonies know when the time has come to split up into smaller colonies which can grow value faster. What the bees are telling us is that the corporate world has got it all wrong.”David Lascelles, Co-director of The Centre for the Study of Financial Innovation [UK]


“The Industrial Revolution was about scale: vast factory complexes, skyscrapers and railway grids concentrating power in the hands of rulers of large territories: not only responsible rulers such as Bismarck and Disraeli, but Hitler and Stalin too. But the post-Industrial Revolution empowers any one with a cellular phone and a bag of explosives. America’s military superiority guarantees that such new adversaries will not fight according to our notions of fairness: they will come at us by surprise, asymmetrically, at our weakest points.” —Robert Kaplan, Warrior Politics


TP on Acquisitions complexes, skyscrapers and railway grids concentrating power in the hands of rulers of large territories: not only responsible rulers such as Bismarck and Disraeli, but Hitler and Stalin too. But the post-Industrial Revolution empowers any one with a cellular phone and a bag of explosives. America’s military superiority guarantees that such new adversaries will not fight according to our notions of fairness: they will come at us by surprise, asymmetrically, at our weakest points.”1. Big + Big = Disaster. (Statistically.) (There are exceptions; e.g., Citigroup.)2. Big (GE, Cisco, Omnicon) acquires small/specialist = Good … if you can retain Top Talent.3. Odds on achieving “projected synergies” among Mixed Big “cultures”: 10%.4. Max Scale Advantages are achieved at a smaller size than imagined.5. Attacked by Big, Mediocre Medium marries Mediocre Medium to “bulk up.” Result: Big Mediocrity … or worse.6. Any size—if Great & Focused—can win, locally or globally.7. Increasingly, Alliances deliver more value than mergers —and clearly abet flexibility.


A Baker’s Dozen Merger Messages: Private Sector & DHS/BTSD complexes, skyscrapers and railway grids concentrating power in the hands of rulers of large territories: not only responsible rulers such as Bismarck and Disraeli, but Hitler and Stalin too. But the post-Industrial Revolution empowers any one with a cellular phone and a bag of explosives. America’s military superiority guarantees that such new adversaries will not fight according to our notions of fairness: they will come at us by surprise, asymmetrically, at our weakest points.”1. Attitude Rules: Opportunity or Pain in …2. Unique time for Deep Re-assessment. (WE MUST RE-INVENT THE ESSENTIAL IDEA OF HOMELAND SECURITY.)3. THIS SORT OF THING ONLY HAPPENS ONCE EVERY SEVERAL DECADES! (I.E.: Don’t blow the Main Chance!)4. Avoid getting totally caught up in (necessary) details. (KEEP YOUR EYE ON THE B-I-G OPPORTUNITY.)5. Let’s assume you only hold this job for the next few months. MAKE A DAMN DIFFERENCE EVERY DAMN DAY. 6. What happens in the next few months is the principal basis by which your entire professional career will be judged.7. How well (IMAGINATIVELY!!!) you do this matters to 280,000,000 Americans.8. Every morning, say quietly to yourself, “GROW UP.” Forget Age Old Turf Disputes. (TURF WARFARE IS OSAMA’s-TERRORISM’s NO. 1 OPPORTUNITY.)9. Inclusiveness matters. Be incredibly careful about Respect & Involvement.10. Score some Quick Wins. (Rudy’s Rule.) Needed: New Behaviors. Focus on the Positives. (Bob’s Rule.) 11. BE INSANELY LAVISH IN PRAISE OF SMALL ACTS OF COOPERATION. (Be publicly brutal to the smallest act of turf warfare.)12. “GOOD” DECISIONS MADE TODAY BEAT “GREAT” DECISIONS DELAYED FOR MONTHS. MOMENTUM & MORALE MATTER. DELAY = CANCER.13. VISIBILITY RULES!


The new g e way dyb com
The [New] G complexes, skyscrapers and railway grids concentrating power in the hands of rulers of large territories: not only responsible rulers such as Bismarck and Disraeli, but Hitler and Stalin too. But the post-Industrial Revolution empowers any one with a cellular phone and a bag of explosives. America’s military superiority guarantees that such new adversaries will not fight according to our notions of fairness: they will come at us by surprise, asymmetrically, at our weakest points.”e WayDYB.com


Top-performing Companies complexes, skyscrapers and railway grids concentrating power in the hands of rulers of large territories: not only responsible rulers such as Bismarck and Disraeli, but Hitler and Stalin too. But the post-Industrial Revolution empowers any one with a cellular phone and a bag of explosives. America’s military superiority guarantees that such new adversaries will not fight according to our notions of fairness: they will come at us by surprise, asymmetrically, at our weakest points.”“Extremely contentious boards that regard dissent as an obligation and that treat no subject as undiscussable”—Jeffrey Sonnenfeld, Yale School of Management


Change the rules before somebody else does ralph seferian vp oracle
“Change the rules before somebody else does.” complexes, skyscrapers and railway grids concentrating power in the hands of rulers of large territories: not only responsible rulers such as Bismarck and Disraeli, but Hitler and Stalin too. But the post-Industrial Revolution empowers any one with a cellular phone and a bag of explosives. America’s military superiority guarantees that such new adversaries will not fight according to our notions of fairness: they will come at us by surprise, asymmetrically, at our weakest points.”—Ralph Seferian, VP, Oracle


“Most of our predictions are based on very linear thinking. That’s why they will most likely be wrong.”Vinod Khosla, in “GIGATRENDS,” Wired 04.01


The gales of creative destruction 29m 44 m 73m 4m 4m 0m
The Gales of Creative Destruction thinking. That’s why they will most likely be wrong.”+29M = -44M + 73M+4M = +4M - 0M


The secret of fast progress is inefficiency fast and furious and numerous failures kevin kelly
“The secret of fast progress is thinking. That’s why they will most likely be wrong.”inefficiency, fast and furious and numerous failures.”Kevin Kelly


RM thinking. That’s why they will most likely be wrong.”: “A lot of companies in the Valley fail.”RN: “Maybe not enough fail.”RM: “What do you mean by that?”RN: “Whenever you fail, it means you’re trying new things.”Source: Fast Company


“The Silicon Valley of today is built less atop the spires of earlier triumphs than upon the rubble of earlier debacles.”—Newsweek/ Paul Saffo (03.02)


Silicon Valley Success of earlier triumphs than upon the rubble of earlier debacles.[Failure?] Secrets“Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6 do okay; 3 do well; 1 hits the jackpotSource: The Economist


Axiom (Hypothesis) of earlier triumphs than upon the rubble of earlier debacles.: We have been screwed by Benchmarking … Best Practice … C.I./Kaizen.Axiom (Hypothesis): We need Masters of Discontinuity/ Masters of Ambiguity … in discontinuous/ambiguous times.


Organize for performance customer satisfaction disorganize for renewal innovation
“Organize” of earlier triumphs than upon the rubble of earlier debacles. for … performance & customer satisfaction.“Disorganize” for … renewal & innovation.


“Rose gardeners face a choice every spring: how to prune our roses. The long-term fate of a rose garden depends on this decision. If you want to have the largest and most glorious roses of the neighborhood, you will prune hard. You will reduce each rose plant to a maximum of three stems. This represents a policy of low tolerance and tight control. You force the plant to make the maximum use of its available resources, by putting them into the the rose’s ‘core business.’ However, if this is an unlucky year [late frost, deer, green-fly invasion], you may lose the main stems or the whole plant! Pruning hard is a dangerous policy in an unpredictable environment. Thus, if you are in a spot where you know nature may play tricks on you, you may opt for a policy of high tolerance. You will leave more stems on the plant. You will never have the biggest roses, but you have a much-enhanced chance of having roses every year. You will achieve a gradual renewal of the plant. In short, tolerant pruning achieves two ends: (1) It makes it easier to cope with unexpected environmental changes.(2) It leads to a continuous restructuring of the plant. The policy of tolerance admittedly wastes resources—the extra buds drain away nutrients from the main stem. But in an unpredictable environment, this policy of tolerance makes the rose healthier. Tolerance of internal weakness, ironically, allows the rose to be stronger in the long run.”—Arie De Geus, The Living Company


Japan’s Science Gap our roses. The long-term fate of a rose garden depends on this decision. If you want to have the largest and most glorious roses of the neighborhood, you will prune hard. You will reduce each rose plant to a maximum of three stems. This represents a policy of low tolerance and tight control. You force the plant to make the maximum use of its available resources, by putting them into the the rose’s ‘core business.’ However, if this is an unlucky year [late frost, deer, green-fly invasion], you may lose the main stems or the whole plant! Pruning hard is a dangerous policy in an unpredictable environment. Thus, if you are in a spot where you know nature may play tricks on you, you may opt for a policy of high tolerance. You will leave more stems on the plant. You will never have the biggest roses, but you have a much-enhanced chance of having roses every year. You will achieve a gradual renewal of the plant. In short, tolerant pruning achieves two ends: (1) It makes it easier to cope with unexpected environmental changes. *Rice farming culture: uniqueness suppressed. Gov’t control of R & D. Promotion based on seniority. Consensus vs. debate. (U.S.: friends can be mortal enemies.) Bias for C.I. vs. “bold leaps.” Lack of competition and critical evaluation (peer review). Syukuro Manabe: “What we need to create is job insecurity rather than security to make people compete more.”*Hideki Shirakawa, Nobel laureate, chemistry


December 2000: Swiss House for Advanced Research & Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”


“The Word(s)” on Vitality: Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.” Gary Hamel“Sell By” [jettison old crap]Spin Out [support entrepreneurs]Spin In [buy young firms]


No wiggle room incrementalism is innovation s worst enemy nicholas negroponte
No Wiggle Room! Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”“Incrementalism is innovation’s worst enemy.” Nicholas Negroponte


Just Say No … Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”“I don’t intend to be known as the ‘King of the Tinkerers.’ ”CEO, large financial services company (New York, 5-99)


Jim tom joined at the hip not
Jim & Tom. Joined at the hip. Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”Not.


Huh quiet workmanlike stoic leaders bring about the big transformations jc
Huh? Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”“Quiet, workmanlike, stoic leaders bring about the big transformations.”--JC


Pastels? Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”T. Paine/P. Henry/A. Hamilton/T. Jefferson/B. FranklinA. Lincoln/U. S. Grant/W. T. ShermanTR/FDR/LBJ/RR/JFKM.L. KingC. de GaulleM. GandhiW. ChurchillM. ThatcherPicassoMozartCopernicus/Newton/EinsteinJ. Welch/L. Gerstner/L. Ellison/B. Gates/S. Ballmer/S. Jobs/S. McNealyA. Carnegie/J. P. Morgan/H. Ford/J.D. Rockefeller/T. A. Edison


Herman Melville on JPJ: Education. Cambridge, Massachusetts. Xavier Comtesse: “You never hear a Swiss say, ‘I want to change the world.’ We need to take more risks.”“intrepid, unprincipled, reckless, predatory, with boundless ambition, civilized in externals but a savage at heart.”—from Evan Thomas, John Paul Jones: Sailor, Hero, Father of the American Navy


Audie Murphy was the most decorated soldier in WW2. He won every medal we had to offer, plus 5 presented by Belgium and France. There was one common medal he never won …


The good conduct medal
… the Good Conduct medal. every medal we had to offer, plus 5 presented by Belgium and France. There was one common medal he never won …


Jim Collins vs. Michael Maccoby every medal we had to offer, plus 5 presented by Belgium and France. There was one common medal he never won …“quiet, workmanlike, stoic”vs. “larger-than-life leaders”/ “egoists, charmers, risk-takers with big visions”: Carnegie, Rockefeller, Edison, Ford, Welch, Jobs, Gates


“But what if [former head of strategic planning at Royal Dutch Shell] Arie De Geus is wrong in suggesting, in The Living Company, that firms should aspire to live forever? Greatness is fleeting and, for corporations, it will become ever more fleeting. The ultimate aim of a business organization, an artist, an athlete or a stockbroker may be to explode in a dramatic frenzy of value creation during a short space of time, rather than to live forever.”Kjell Nordström and Jonas Ridderstråle,Funky Business


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


“The Futility of Size … Dutch Shell] Arie De Geus is wrong in suggesting, in “Virtualization is the recognition that territorial size does not solve economic problems. … Economic access must become the substitute for increasing domain.”Richard Rosecrance, The Rise of the Virtual State


“In Italy for 30 years under the Borgias they had warfare, terror, murder, bloodshed—and produced Michelangelo, da Vinci and the Renaissance. In Switzerland they had brotherly love, 500 years of democracy and peace, and what did they produce—the cuckoo clock.”Orson Welles, as Harry Lime, in “The Third Man”


Warren bennis patricia ward biederman organizing genius great groups don t last very long
Warren Bennis & Patricia Ward Biederman/ terror, murder, bloodshed—and produced Michelangelo, da Vinci and the Renaissance. In Switzerland they had brotherly love, 500 years of democracy and peace, and what did they produce—the cuckoo clock.”Organizing Genius:Great Groups Don’t Last Very Long!


W a mozart 1756 1791 he changed the world and enriched humanity
W.A. Mozart terror, murder, bloodshed—and produced Michelangelo, da Vinci and the Renaissance. In Switzerland they had brotherly love, 500 years of democracy and peace, and what did they produce—the cuckoo clock.”1756 – 1791HE CHANGED THE WORLD AND ENRICHED HUMANITY


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


“The difficulties … arise from the inherent conflict between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. … We believe that most corporations will find it impossible to match or outperform the market without abandoning the assumption of continuity. … The current apocalypse—the transition from a state of continuity to state of discontinuity—Has the same suddenness [as the trauma that beset civilization in 1000 A.D.]” Richard Foster & Sarah Kaplan, “Creative Destruction” (The McKinsey Quarterly)


The Three Levels of Innovation between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. … TransformationalSubstantialIncrementalSource: Dick Foster, Business 2.0 (05.01) Note: Each level requires totally different processes!


Jane Jacobs: between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. … Exuberant Varietyvs. the Great Blight of Dullness. F.A. Hayek:Spontaneous Discovery Process.Joseph Schumpeter: theGales of Creative Destruction.


Boyd between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. …


Eglin Flag: between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. … “100% AGAINST ZERO DEFECTS”“General, if you’re not having accidents, your training program is not what it should be. … You need to kill some pilots.”BOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


OODA Loop/Boyd Cycle between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. … “Unraveling the competition”/ Quick Transients/ Quick Tempo (NOT JUST SPEED!)/ Agility/ “So quick it is disconcerting” (adversary over-reacts or under-reacts)/ “Winners used tactics that caused the enemy to unravel before the fight” (NEVER HEAD TO HEAD)BOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


“Fast Transients” between the need to control existing operations and the need to create the kind of environment that will permit new ideas to flourish—and old ones to die a timely death. … “Buttonhook turn” (YF16: “could flick from one maneuver to another faster than any aircraft”)BOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


“Blitzkrieg is far more than lightning thrusts that most people think of when they hear the term; rather it was all about high operational tempo and the rapid exploitation of opportunity.”/ “Arrange the mind of the enemy.”—T.E. Lawrence/ “Float like a butterfly, sting like a bee.”—AliBOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


F86 vs. MiG/Korea/10:1 people think of when they hear the term; rather it was all about Bubble canopy (360 degree view)Full hydraulic controls (“The F86 driver could go from one maneuver to another faster than the MiG driver”)MiG: “faster in raw acceleration and turning ability”; F86: “quicker in changing maneuvers”BOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


Maneuverists boyd the fighter pilot who changed the art of war robert coram
“Maneuverists” people think of when they hear the term; rather it was all about BOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


Ii new business new tech
II. NEW BUSINESS. people think of when they hear the term; rather it was all about NEW TECH.


3 the white collar revolution the death of bureaucracy
3. The White Collar Revolution & the Death of Bureaucracy. people think of when they hear the term; rather it was all about


108 x 5 vs 8 x 1 540 vs 8 98 5
108 X 5 people think of when they hear the term; rather it was all about vs. 8 X 1= 540 vs. 8(-98.5%)


The coefficient of friction associated with the grunge of business is amazing michael schrage
“The coefficient of friction associated with the grunge of business is amazing!”Michael Schrage


A bureaucrat is an expensive microchip dan sullivan consultant and executive coach
“A bureaucrat is an expensive microchip.” business is amazing!”Dan Sullivan, consultant and executive coach


Ibm s project eliza self bootstrapping artilects
IBM’s Project business is amazing!”eLiza!** “Self-bootstrapping”/ “Artilects”



“The virtual corporation is research, development, design, marketing, financing, legal, and other headquarters functions wth few or no manufacturing capabilities – a company with a head but no body.”Richard Rosecrance, The Rise of the Virtual State


Ford marketing, financing, legal, and other headquarters functions wth few or no manufacturing capabilities – : “Vehicle brand owner”(“design, engineer, and market, but not actually make”)Source: The Company, John Micklethwait & Adrian Wooldridge


“UPS used to be a trucking company with technology. Now it’s a technology company with trucks.”—Forbes, upon naming UPS “Company of the Year” in Y2000


Deep Blue Redux* it’s a technology company with trucks.”: 2,240 EKGs … 1,120 heart attacks. Hans Ohlin (50 yr old chief of coronary care, Univ of Lund/SW) : 620. Lars Edenbrandt’s software: 738.*Only this time it matters!


“Most physicians believe that diagnosis can’t be reduced to a set of generalizations—to a ‘cookbook.’ … How often does my intuition lead me astray? The radical implication of the Swedish study is that the individualized, intuitive approach that lies at the center of modern medicine is flawed—it causes more mistakes than it prevents.” —Atul Gawande, Complications


Probable parole violations to a set of generalizations—to a ‘cookbook.’ … How often does my intuition lead me astray? The radical implication of the Swedish study is that the individualized, intuitive approach that lies at the center of modern medicine is flawed—it causes more mistakes than it prevents.” : Simple model (age, # of previous offenses, type of crime) beats M.D. shrinks. 100 studies: Statistical formulas > Human judgment. “In virtually all cases, statistical thinking equaled or surpassed human judgment.”—Atul Gawande, Complications


“Unless mankind redesigns itself by changing our DNA through altering our genetic makeup, computer-generated robots will take over the world.”– Stephen Hawking, in the German magazine Focus


Vernor Vinge/Mr. Singularity through altering our genetic makeup, computer-generated robots will take over the world.”“The transition time from human history to post-human singularity time, Vinge thinks, will be astonishingly short—maybe one hundred hours from the first moment of computer self-awareness to computer world conquest.”—Esquire/12.2002


N.W.O./Holy Moly through altering our genetic makeup, computer-generated robots will take over the world.”: Unemployment up 2% … real wage growth highest since 60s … productivity soaring.Source: BW/02.11.2002


E g jeff immelt 75 of admin back room finance digitalized in 3 years source bw 01 28 02
E.g. … through altering our genetic makeup, computer-generated robots will take over the world.”Jeff Immelt: 75% of “admin, back room, finance” “digitalized” in 3 years.Source: BW (01.28.02)


BW Cover/02.2003 through altering our genetic makeup, computer-generated robots will take over the world.”“IS YOUR JOB NEXT? A New Round of GLOBALIZATION Is Sending Upscale Jobs Offshore. They Include Chip Design, Basic Research—even Financial Analysis. Can America Lose These Jobs and Still Prosper?”


Everybody’s Doin’ It! through altering our genetic makeup, computer-generated robots will take over the world.”“The leading Indian outsourcers reckon that the key to their long-term prosperity is bagging ever larger deals and moving ever higher up the value chain.”—The Economist/01.11.2003


“GE is a champion of India’s scientists, technicians, business analysts and graduates, thousands of whom work at the U.S. conglomerate’s offshore service centers in India. They are the low-cost, high capability vanguard of GE’s outsourcing to India. Along the way, GE has transformed its cost structure, enhanced its ability to provide technology services and incubated a rare world-class industry in India.” —FT/06.03.03


4 is it web on the bus or off the bus
4. IS/ IT/ Web business analysts and graduates, thousands of whom work at the U.S. conglomerate’s offshore service centers in India. They are the low-cost, high capability vanguard of GE’s outsourcing to India. Along the way, GE has transformed its cost structure, enhanced its ability to provide technology services and incubated a rare world-class industry in India.” … “On the Bus” or “Off the Bus.”


2 5g 3g 4g windows symbian java bluetooth wi fi pcs pdas cell phones e business vs m business etc
2.5G, 3G, 4G business analysts and graduates, thousands of whom work at the U.S. conglomerate’s offshore service centers in India. They are the low-cost, high capability vanguard of GE’s outsourcing to India. Along the way, GE has transformed its cost structure, enhanced its ability to provide technology services and incubated a rare world-class industry in India.”WindowsSymbianJavaBluetooth Wi-FiPCs-PDAs-Cell“phones”E-business vs. M-businessEtc.


Outsider’s view business analysts and graduates, thousands of whom work at the U.S. conglomerate’s offshore service centers in India. They are the low-cost, high capability vanguard of GE’s outsourcing to India. Along the way, GE has transformed its cost structure, enhanced its ability to provide technology services and incubated a rare world-class industry in India.”: (1) Billions are being spent, even in a down market. (2) NOBODY HAS A CLUE AS TO WHO THE WINNERS—AND LOSERS—WILL BE. (3) Yet you must play. Now. Hard. Fast.


100 square feet
100 business analysts and graduates, thousands of whom work at the U.S. conglomerate’s offshore service centers in India. They are the low-cost, high capability vanguard of GE’s outsourcing to India. Along the way, GE has transformed its cost structure, enhanced its ability to provide technology services and incubated a rare world-class industry in India.”square feet


Dell s optiplex facility big job 6 to 8 hours 80 000 per day parts inventory 100 square feet
Dell’s OptiPlex Facility business analysts and graduates, thousands of whom work at the U.S. conglomerate’s offshore service centers in India. They are the low-cost, high capability vanguard of GE’s outsourcing to India. Along the way, GE has transformed its cost structure, enhanced its ability to provide technology services and incubated a rare world-class industry in India.”Big Job: 6 to 8 hours.(80,000 per day)Parts Inventory:100square feet.


“Our entire facility is digital. No paper, no film, no medical records. Nothing. And it’s all integrated—from the lab to X-ray to records to physician order entry. Patients don’t have to wait for anything. The information from the physician’s office is in registration and vice versa. The referring physician is immediately sent an email telling him his patient has shown up. … It’s wireless in-house. We have 800 notebook computers that are wireless. Physicians can walk around with a computer that’s pre-programmed. If the physician wants, we’ll go out and wire their house so they can sit on the couch and connect to the network. They can review a chart from 100 miles away.”—David Veillette, CEO, Indiana Heart Hospital (HealthLeaders/12.2002)


The real news x1 000 000 towtrucknet com
The Real “News”: medical records. Nothing. And it’s all integrated—from the lab to X-ray to records to physician order entry. Patients don’t have to wait for anything. The information from the physician’s office is in registration and vice versa. The referring physician is immediately sent an email telling him his patient has shown up. … It’s wireless in-house. We have 800 notebook computers that are wireless. Physicians can walk around with a computer that’s pre-programmed. If the physician wants, we’ll go out and wire their house so they can sit on the couch and connect to the network. They can review a chart from 100 miles awayX1,000,000TowTruckNet.com


Impact No. 1/ Logistics & Distribution medical records. Nothing. And it’s all integrated—from the lab to X-ray to records to physician order entry. Patients don’t have to wait for anything. The information from the physician’s office is in registration and vice versa. The referring physician is immediately sent an email telling him his patient has shown up. … It’s wireless in-house. We have 800 notebook computers that are wireless. Physicians can walk around with a computer that’s pre-programmed. If the physician wants, we’ll go out and wire their house so they can sit on the couch and connect to the network. They can review a chart from 100 miles away: Wal*Mart … Dell … Amazon.com … Autobytel.com … FedEx … UPS … Ryder … Cisco … Etc. … Etc. … Ad Infinitum.


Autobytel 400 wal mart 13 source bw 05 13 2002
Autobytel medical records. Nothing. And it’s all integrated—from the lab to X-ray to records to physician order entry. Patients don’t have to wait for anything. The information from the physician’s office is in registration and vice versa. The referring physician is immediately sent an email telling him his patient has shown up. … It’s wireless in-house. We have 800 notebook computers that are wireless. Physicians can walk around with a computer that’s pre-programmed. If the physician wants, we’ll go out and wire their house so they can sit on the couch and connect to the network. They can review a chart from 100 miles away:$400.Wal*Mart:13%.Source: BW(05.13.2002)


“If early soldiers idealized Napoleon or Patton, network-centric warriors admire Wal*Mart,where point-of-sale-scanners share information on a near real-time basis with suppliers and also produce data that is mined to help leaders develop new strategic or tactical plans. Wal*Mart is an example of translating information into competitive advantage.”—Tom Stewart, Business 2.0


From supply chain optimization to design chain optimization source cadence design systems
From network-centric warriors admire Wal*Mart,: Supply-chain OptimizationTo: Design-chain OptimizationSource: Cadence Design Systems


“A Big Electronics Show Is All About Connections” network-centric warriors admire Wal*Mart, —headline, New York Times/ 01.13.2003/ Consumer Electronics Show > COMDEX


NTT/DoCoMo/i-motion/“remote control for your life” network-centric warriors admire Wal*Mart,/“If Tokyo and DoCoMo are the first capitals of the wireless Internet industry, Helsinki and Nokia have been the wellsprings of mobile telephony—Finland leads the world in both Internet connections and mobile phones per capita.”Source: Howard Rheingold/Smart Mobs


m-“On” or Out of the Loop network-centric warriors admire Wal*Mart,“Managers in Finland always keep their phones on. Customers expect fast reactions. And if you can’t reach a superior, you make many decisions yourself. Managers who want to influence decisions of subordinates must keep their phones open.”—Risto Linturi, Finnish m-guru, in Howard Rheingold’s Smart Mobs


WebWorld = Everything network-centric warriors admire Wal*Mart,Web as a way to run your business’s innardsWeb as connector for your entire supply-demand chainWebas “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 bestWebas entrée, at any size, to World’s Best at Everything as next door neighbor


Jargon Bath! network-centric warriors admire Wal*Mart,Bureaucracy free …Systemically integrated …Internet intense …Knowledge based …Time and location free …“Instantly” responsive …Customer centric …Mass customization enabled.


Translation … network-centric warriors admire Wal*Mart,Bureaucracy free = Flat org, no B.S.Systemically integrated = Whole supply chain tightly wired/ friction-freeInternet intense = Do it all via the WebKnowledge based = Open accessTime and location free = Whenever, wherever“Instantly” responsive = Speed demonsCustomer centric = Customer calls the shotsMass customization enabled = Every product and service rapidly tailored to client requirements


Message network-centric warriors admire Wal*Mart,: eCommerce is not a technology play! It is a relationship, partnership, organizational and communications play, made possible by new technologies.


Message network-centric warriors admire Wal*Mart,: There is no such thing as an effective B2B or Internet-supply chain strategy in a low-trust, bottlenecked-communication, six-layer organization.


“Ebusiness is about rebuilding the organization from the ground up. Most companies today are not built to exploit the Internet. Their business processes, their approvals, their hierarchies, the number of people they employ … all of that is wrong for running an ebusiness.”Ray Lane, Kleiner Perkins


Read it closely we don t sell insurance anymore we sell speed peter lewis progressive
Read It Closely ground up.:“We don’t sell insurance anymore.Wesell speed.”Peter Lewis, Progressive


The New Infantry Battalion/ ground up.New York Times/12.01.2002“Pentagon’s Urgent Search for Speed.” 270 soldiers (1/3rd normal complement); 140 robotic off-road armored trucks. “Every soldier is a sensor.” “Revolutionary capabilities.” Find-to-hit: 45 minutes to 15 minutes … in just one year.


“There’s 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 dreamed 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. … allows you to dream dreams you could never have dreamed before!


“Don’t rebuild. Reimagine.” 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. The New York Times Magazine on the future of the WTC space in Lower Manhattan/09.08.2002


“Suppose 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. —just suppose—that the Web is a new world we’re just beginning to inhabit. We’re like the earlier European settlers in the United States, living on the edge of the forest. We don’t know what’s there and we don’t know exactly what we need to do to find out: Do we pack mountain climbing gear, desert wear, canoes, or all three? Of course while the settlers may not have known what the geography of the New World was going to be, they at least knew that there was a geography. The Web, on the other hand, has no geography, no landscape. It has no distance. It has nothing natural in it. It has few rules of behavior and fewer lines of authority. Common sense doesn’t hold here, and uncommon sense hasn’t yet emerged.” David Weinberger, Small Pieces Loosely Joined


Hyperlinks subvert hierarchy the cluetrain manifesto
“Hyperlinks subvert hierarchy!” 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. The Cluetrain Manifesto


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


Case crm
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. : CRM


Anne busquet american express not age of the internet is age of customer control
Anne Busquet/ American Express 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. Not: “Age of the Internet”Is: “Age of Customer Control”


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


“The Web enables total transparency. 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. 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 Nordström and Jonas Ridderstråle, Funky Business


“Parents, doctors, stockbrokers, even military leaders are starting to lose the authority they once had. There are all these roles premised on access to privileged information. … What we are witnessing is a collapse of that advantage, prestige and authority.”Michael Lewis, next


“A seismic shift is underway in healthcare. starting to lose the authority they once had. There are all these roles premised on access to privileged information. … The Internet is delivering vast knowledge and new choices to consumers—raising their expectations and, in many cases, handing them the controls. [Healthcare] consumers are driving radical, fundamental change.”Deloitte Research, “Winning the Loyalty of the eHealth Consumer”


Welcome to starting to lose the authority they once had. There are all these roles premised on access to privileged information. … D.I.Y. Nation:“Changes in business processes will emphasize self service. Your costs as a business go down and perceivedservice 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: starting to lose the authority they once had. There are all these roles premised on access to privileged information. … Strongest Force on Earth?My need to be in perceived control of my universe!


Crm has almost universally failed to live up to expectations butler group uk
“CRM has, almost universally, failed to live up to expectations.”Butler Group (UK)


No! No! No! expectations.”FT: “The aim [of CRM] is to make customers feel as they did in the pre-electronic age when service was more personal.”Rebuttal: (1) Service sucked in the “pre-electronic” age. (2) NewGen believes in the screen! (So do I.)


One Person’s Opinion expectations.”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 & accurate “digital” response: 11 on a scale of 10!!


CGE&Y (Paul Cole) expectations.”: “Pleasant Transaction” vs.“Systemic Opportunity.”“Better job of what we do today” vs.“Re-think overall enterprise strategy.”


Here We Go Again: expectations.”Except It’s Real This Time!Bank online: 24.3M (10.2002);2XY2000.Wells Fargo: 1/3rd; 3.3M;50% lower attrition rate; 50% higher growth in balances than off-line; more likely to cross-purchase; “happier and stay with the bank much longer.”Source: The Wall Street Journal/10.21.2002


Richard rosecrance the rise of the virtual state wealth and power in the coming century
Richard Rosecrance, expectations.”The Rise of the Virtual State: Wealth and Power in the Coming Century


“The Futility of Size … expectations.”“[Regarding this issue] the new process of virtualization fully exerts itself. Virtualization is the recognition that territorial size does not solve economic problems. … Economic access must become the substitute for economic domain.”Richard Rosecrance, The Rise of the Virtual State


Tp skill at creating exploiting and exiting crucial alliances beats ownership of fixed assets
TP expectations.”: Skill at creating, exploiting, and exiting crucial alliances beats ownership of fixed assets.


What’s the Common Denominator? expectations.”The Dutch … the British … the Rothschilds … Cargill … Sumitomo … the KGB … the CIA … Mossad … Enron … Wal*Mart … McKinsey … FedEx … UPS … Mr. Speaker … Henry Kissinger … Executive secretaries … the Corner Grocer … Women-in-general?


Masters of information acquisition, manipulation, dissemination, and utilization.Networkmeisters.Agile.Temporary.Virtual is thy name.Motto: Applied information is power/wealth.


Iii new business new value proposition
III. NEW BUSINESS. NEW VALUE PROPOSITION. dissemination, and utilization.


5 the psf solution the professional service firm model
5. The “PSF Solution”: dissemination, and utilization.The Professional Service Firm Model.


Sarah daddy what do you do daddy i m a cost center
Sarah: dissemination, and utilization.“ Daddy, what do you do?”Daddy: “I’m a ‘cost center.’ ”


So what will be the basic building block of the new org
So what dissemination, and utilization.will be the Basic Building Block of theNew Org?


Every job done in w c w is also done outside for profit
Every job done in W.C.W. is also dissemination, and utilization.done “outside” …for profit!


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


Tp to napm you are the rock stars of the b2b age
TP to NAPM dissemination, and utilization.:Youare the …Rock Stars of the B2B Age!


Message you are re invention evangelists
Message: dissemination, and utilization.You are Re-invention Evangelists!


Tp to hrmac you are the rock stars of the age of talent
TP to HRMAC dissemination, and utilization.:Youare the …Rock Stars of the Age of Talent!


Dd 21m
DD dissemination, and utilization.$21M


Talent department
Talent Department dissemination, and utilization.


“P.S.F.”: Summary dissemination, and utilization.H.V.A. Projects (100%)Pioneer ClientsWOW Work (see below)Hot “Talent” (see below)“Adventurous” “culture”Proprietary Point of View (Methodology)W.W.P.F. (100%)/Outside Clients (25%++) When: Now!


Bmw s designworks usa 50 from outside work
BMW’s Designworks/USA: dissemination, and utilization.>50% from outside work


G m the recruitment and development of top talent period v c bets on talent bets on projects period
G.M. dissemination, and utilization. = The Recruitment and Development of Top Talent. [Period!]V.C. = Bets on “Talent.” Bets on Projects. [Period!]


Dept head i sports g m dept head ii v c
Dept. Head I = dissemination, and utilization.Sports G.M.Dept. Head II = V.C.


eHR*/PCC** dissemination, and utilization.*All HR on the Web**Productivity Consulting CenterSource: E-HR: A Walk through a 21st Century HR Department, John Sullivan, IHRIM


Is There a There There: The Ericsson Case dissemination, and utilization.1. 50+% Mfg to Solectron/Flextronics2. Substantial R&D to India3. Division for licensing technology4. JV with Sony on “crown jewel” handsets5. Net: “a wireless specialist that depends on services more than manufacturing, on knowledge more than metal”Source: BW/11.04.02


Model psf
Model PSF … dissemination, and utilization.


(1) Translate ALL departmental dissemination, and utilization. activities into discrete W.W.P.F. “Products.”(2) 100% go on the Web.(3)Non-awesome are outsourced (75%??).(4)Remaining “Centers of Excellence” are retained & leveraged to the hilt!


“Typically in a mortgage company or financial services company, ‘risk management’ is an overhead, not a revenue center. We’ve become more than that.We pay for ourselves, and we actually make money for the company.”—Frank Eichorn, Director of Credit Risk Data Management Group, Wells Fargo Home Mortgage (Source: sas.com)


What do i do first one minute excellence thomas watson
What Do I “Do” First? company, ‘risk management’ is an overhead, not a revenue center. One Minute Excellence!**Thomas Watson


Culture Change is company, ‘risk management’ is an overhead, not a revenue center. not “Corporate.”Culture Change is not a “Program.”Culture Change does not take “Years.”Culture Change does not start “Today.”Culture Change starts Right Now!Culture Change Lives in the Moment!Culture Change is Entirely in Your Hands!


6 the heart of the value added revolution psfs unbound the solutions imperative
6. The Heart of the Value Added Revolution: company, ‘risk management’ is an overhead, not a revenue center. PSFs Unbound/ The “Solutions Imperative.”


Base case the sameness trap
Base Case company, ‘risk management’ is an overhead, not a revenue center. :The Sameness Trap


“Companies have defined so much ‘best practice’ that they are now more or less identical.”Jesper Kunde, Unique Now ... or Never


“While everything may be better, they are now more or less identical.”it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,”The New York Times


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”


“When McDonald’s first started exporting its formula of quality, cleanliness and service, it was something of a novelty. … These days, quality, cleanliness and service are a given—and people are becoming more interested in what they are eating.” —FT/12.21.2002


Nobody brags about going to mcdonald s sf professional subway mcd s usa
“Nobody brags about going to McDonald’s”—SF professional. Subway > McD’s (USA).


“Customers will try ‘low cost providers’ … professional. Subway > McD’s (USA).because the Majors have not given them any clear reason not to.”Leading Insurance Industry Analyst


Getting Beyond Lip Service! professional. Subway > McD’s (USA).“No longer are we only an insurance provider. Today, we also offer our customers the products and services that help them achieve their dreams, whether it’s financial security, buying a car, paying for home repairs, or even taking a dream vacation.”—Martin Feinstein, CEO, Farmers Group


“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 similarpeople, with similar educational backgrounds, coming up with similarideas, producing similar things, with similarprices and similarquality.”Kjell Nordström and Jonas Ridderstråle, Funky Business


Funky Business you remember them? : “To succeed we must stop being so goddamn normal. In a winner-takes-all world,normal = nothing.”


“This is an essay about what it takes to create and sell something remarkable. It is a plea for originality, passion, guts and daring. You can’t be remarkable by following someone else who’s remarkable. One way to figure out a theory is to look at what’s working in the real world and determine what the successes have in common. But what could the Four Seasons and Motel 6 possibly have in common? Or Neiman-Marcus and Wal*Mart? Or Nokia (bringing out new hardware every 30 days or so) and Nintendo (marketing the same Gameboy 14 years in a row)? It’s like trying to drive looking in the rearview mirror. The thing that all these companies have in common is that they have nothing in common. They are outliers. They’re on the fringes. Superfast or superslow. Very exclusive or very cheap. Extremely big or extremely small. The reason its so hard to follow the leader is this: The leader is the leader precisely because he did something remarkable. And that remarkable thing is now taken—so it’s no longer remarkable when you decide to do it.” —Seth Godin, Fast Company/02.2003


“The Internet is the most effective profit-killer on earth something remarkable. It is a plea for originality, passion, guts and daring. … it stimulates a TRUE FREE MARKET; and a real free market is the most dangerous of marketplaces for companies selling the SAME OLD STUFF. To those with COURAGE, free markets are great—they help kill off the deadwood competitors who don’t have the courage to change—making way for them to LEVERAGE their DRAMATIC DIFFERENCE into profitable growth.”—Doug Hall


The big day
The something remarkable. It is a plea for originality, passion, guts and daring. Big Day!


09 11 2000 hp bids 18 000 000 000 for pricewaterhousecoopers consulting business
09.11.2000 something remarkable. It is a plea for originality, passion, guts and daring. : HP bids $18,000,000,000for PricewaterhouseCoopersconsulting business!


“These days, building the best server isn’t enough. That’s the price of entry.”Ann Livermore, Hewlett-Packard


Gerstner’s IBM That’s the price of entry.”: Systems Integrator of choice. Global Services: $35B.Pledge/’99: Business Partner Charter. 72 strategic partners, aim for 200. Drop many in-house programs/products. (BW/12.01).


“You are headed for commodity hell if you don’t have services.”—Lou Gerstner on IBM’s coming revolution (1997)


AT&T services.”: President David Dorman: Back to long distance … but with “bundles of lucrative corporate services” for the likes of Merrill Lynch, MasterCard, Hyatt. Consumer: Dump 25M subscribers (50%)—hold on to high enders.Source: BW/05.20.2002


Is There a There There: The Ericsson Case services.”1. 50+% Mfg to Solectron/Flextronics2. Substantial R&D to India3. Division for licensing technology4. JV with Sony on “crown jewel” handsets5. Net: “a wireless specialist that depends on services more than manufacturing, on knowledge more than metal”Source: BW/11.04.02


Everybody’s Doin’ It! services.”“The leading Indian outsourcers reckon that the key to their long-term prosperity is bagging ever larger deals and moving ever higher up the value chain.”—The Economist/01.11.2003


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


Keep in mind customer s atisfaction versus customer success
Keep In Mind electrons.”: Customer Satisfactionversus Customer Success


Was big iron transformer dudes division is air traffic controllers of electrons
Was electrons.”: “Big Iron” Transformer Dudes Division.Is: Air Traffic Controllers of Electrons.


Was bunch of guys who make circuit breakers division is ge industrial systems
Was electrons.”: Bunch of Guys Who Make Circuit Breakers Division.Is: GE Industrial 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


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


Leased ac units of coolth
Leased AC electrons.”: Units of “Coolth”


Nardelli’s goal ($50B to $100B by 2005) electrons.”: “… move Home Depot beyond selling ‘goods’ to selling ‘home services.’ … He wants to capture home improvement dollars wherever and however they are spent.”E.g.: “house calls” (At-Home Service: $10B by ’05?) … “pros shops” (Pro Set) … “home project management” (Project Management System … “a deeper selling relationship”).Source: USA Today/06.14.2002


John deere landscapes this is our future
John Deere Landscapes: electrons.”“This is our future.”


“A little-known fact: Siemens is now the world’s largest application service provider* to the health business. Digitally stored X rays, recordkeeping, the cameras that guide surgeons in the operating theater—all run on Siemens software” —Forbes/09.16.2002*E.g.: “Siemens is giving Health South an all-digital ‘hospital of the future.’ ”


“UPS wants to take over the sweet spot in the endless loop of goods, information and capital that all the packages [it moves] represent.”ecompany.com/06.01 (E.g., UPS Logistics manages the logistics of 4.5M Ford vehicles, from 21 mfg. sites to 6,000 NA dealers)


“No longer are we only an insurance provider. of goods, information and capital that all the packages Today, we also offer our customers the products and services that help them achieve their dreams, whether it’s financial security, buying a car, paying for home repairs, or even taking a dream vacation.”—Martin Feinstein, CEO, Farmers Group


“VISIONS OF A BRAND-NAME OFFICE EMPIRE. of goods, information and capital that all the packages Sam Zell is not a man plagued by self doubt. Mr. Zell controls public companies that own nearly 700 office buildings in the United States. … Now Mr. Zell says he will transform the real estate market by turning those REITs into national brands. … Mr. Zell believes [clients] will start to view those offices as something more than a commodity chosen chiefly by price and location.” –New York Times (12.16.2001)


“ ‘Architecture’ is becoming a commodity. Winners will be ‘Turnkey Facilities Management’ providers.”SMPS Exec


“We are a ‘real estate facilities consulting’ organization, not just an ‘interior design’ firm.”Jean Bellas, founder, SPACE (from SMPS Marketer)


Omnicom 57 of 6b from marketing services
Omnicom organization, not just an ‘interior design’ firm.”: 57% (of $6B) from marketing services


And the Winners Are … organization, not just an ‘interior design’ firm.”Televisions –12%Cable TV service +5%Toys -10%Child care +5%Photo equipment -7%Photographer’s fees +3%Sports Equipment -2%Admission to sporting event +3%New car -2%Car repair +3%Dishes & flatware -1%Eating out +2%Gardening supplies -0.1%Gardening services +2%Source: WSJ/05.16.03


Core Logic organization, not just an ‘interior design’ firm.”: (1) 108X5 to 8X1/ eLiza/ 100sf. (2) Dept. to PSF/ WWPF. (3) V.A. via PSFs Unbound/ “Solutions”/ “Customer Success.”


Model2002 3 4 5 dell ibm magic cut all the bullshit add lotsa soft integrative experiences value
Model2002/3/4/5/?? organization, not just an ‘interior design’ firm.”Dell* + IBM** = Magic*Cut (ALL) the bullshit**Add (LOTSA) “soft”/“integrative”/“experiences” value


The seagate exception paradox possibility
The Seagate Exception. organization, not just an ‘interior design’ firm.”(Paradox? Possibility?)


7 the solutions 25 no more silos no more stovepipes damn it
7. The … organization, not just an ‘interior design’ firm.”Solutions25.**NO MORE “SILOS.” NO MORE “STOVEPIPES.” (DAMN IT.)


1. It’s the (OUR!) organization, stupid! organization, not just an ‘interior design’ firm.”2. Friction free! 3. No STOVEPIPES!4. “Stovepiping” is a F.O.—Firing Offense.5. ALL on the web! (ALL = ALL.)6. Open access!6. Project Managers rule! (E.g.: Control the purse strings and evals.)7. VALUE-ADDED RULES! (Services Rule.) (Experiences Rule.) (Brand Rules.)8. SOLUTIONS RULE! (We sell SOLUTIONS. Period. We sell PRODUCTIVITY & PROFITABILITY. Period.)9. Solutions = “Our ‘culture.’ ”10. Partner with B.I.C. (Best-In-Class). Period.


“The organizations we created have become tyrants. They have taken control, holding us fettered, creating barriers that hinder rather than help our businesses. The lines that we drew on our neat organizational diagrams have turned into walls that no one can scale or penetrate or even peer over.”—Frank Lekanne Deprez & René Tissen, Zero Space: Moving Beyond Organizational Limits.


“Once devised in Riyadh, the tasking order took hours to get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … To compensate for the lack of communications capability, the Navy was forced to fly a daily cargo mission from the Persian Gulf and Red Sea to Riyadh in order to pick up a computer printout of the air mission tasking order, then fly back to the carriers, run photocopy machines at full tilt, and distribute the documents to the air wing squadrons that were planning the next strike.” –Bill Owens, Lifting the Fog of War


Duh??? get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … *: “We’ve come up with a solution. … We’ve begun to create a form of communications that is much better than we had before, and that’s allowed us to gather better data. We’ve finally realized that we have an interplay with other hospitals and with pre-hospital.”—Dr. Ben Honigman, ER, U. Colorado Hospital, on “diverts” (Denver Post/05.05.02)*Internet + Data + Open data exchange + Barrier busting


12. All functions contribute equally—IS, HR, Finance, get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … Purchasing, Engineering, Logistics, Sales, Etc.13. Project Management can come from any function.14. WE ARE ALL IN SALES. PERIOD.15. We all invest in “wiring” the customer organization.16. WE ALL “LIVE THE BRAND.” (Brand = Solutions. That MAKE MONEY FOR OUR CUSTOMER- PARTNER.)17. We use the word “PARTNER” until we all want to barf!18. We NEVER BLAME other parts of our organization for screw-ups.19. WE AIM TO REINVENT THIS INDUSTRY!20. We hate the word-idea “COMMODITY.”


21. We believe in “High tech, High touch.” get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … 22. We are DREAMERS.23. We deliver . (PROFITS.) (CUSTOMER SUCCESS.)24. If we play the “SOLUTIONS GAME” brilliantly, no one can touch us!25. Our TEAM needs 100% I.C.s (Imaginative Contributors). This is the ULTIMATE “All Hands” affair!


KEY WORDS get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … : Partners with our Customers in creating Memorable, Value-addedSolutions/ Successes/ Experiences.WHICH REQUIRES: Total Enterprise Responsiveness … beyond functional walls.


“Supply Chain” 2000: get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … “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. The real trick is that Joe Employee, business partners and customers don’t have to be in the office. They can log on from a cell phone, Palm Pilot, pager or home office system.”Red Herring (09.2000)


Iv new business new brand
IV. NEW BUSINESS. NEW BRAND. get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. …



“Experiences.”Experiencesare as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage


“Club Med “Experiences.” is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an entirely new ‘me.’ ”Source: Jean-Marie Dru, Disruption


“The [Starbucks] Fix” Is on … “Experiences.”“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


“Guinness “Experiences.” as a brand is all about community. It’s about bringing people together and sharing stories.”—Ralph Ardill, Imagination, in re Guinness Storehouse


Experience: “Rebel Lifestyle!” “Experiences.”“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


What can brown do for you
WHAT CAN BROWN DO FOR YOU? “Experiences.”


From “Service’ to “Cause” “Experiences.”7X. 730A-800P. F12A.**Plus: WOW Department’” “Kill a Stupid Rule” contests, etc. 2001R: 34%; P: 29%; ’90-’00: 2,048%. Commerce Bank/NJ ($10B). Source: FC05.02.


The experience ladder experiences services goods raw materials
The “Experience Ladder” “Experiences.”Experiences ServicesGoods Raw Materials


1940 “Experiences.”: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.001990: Party @ Chuck E. Cheese (experience economy) $100.00


Message experience is the last 80 p s experience applies to all work
Message “Experiences.”:“Experience” is the “Last 80%”P.S.: “Experience” applies to allwork!


1940 “Experiences.”: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.001990: Party @ Chuck E. Cheese (experienceeconomy) $100.00


Bob Lutz “Experiences.”:“I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.”Source: NYT 10.19.01


Experience It! “Experiences.”“Living Room, To Go: Cars of the future will be sanctuaries, with mood lighting, aroma therapy and massage seats. For long drives: movies and popcorn”—headline, Newsweek/11.25.2002


“Lexus sells its cars as containers for our sound systems. It’s marvelous.”—Sidney Harman/ Harman International


It’s All About EXPERIENCES: “Trapper” to “Wildlife Damage-control Professional”Trapper: <$20 per beaver pelt.WDCP: $150/“problem beaver”; $750-$1,000 for flood-control piping … so that beavers can stay.Source: WSJ/05.21.2002


“Car designers need to create a Damage-control Professional”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 … Damage-control Professional”StoryAdventureSmile FocusPlotPassion


“It’s a question of how to marshal our resources. I’d like us to bereally great in four or five areas.We have tomake some hard choices.“The big challenge is,we’ve got to get a story about science that’s completelyunderstandable.To get money in wholesale amounts, you’ve got to sell concepts.”Larry Small, Smithsonian Institution


Plot it williams sonoma 5 crate barrel 7 smith hawken 8 sharper image 9 ll bean 3
Plot It! like us to beWilliams Sonoma … 5Crate & Barrel … 7+Smith & Hawken … 8Sharper Image … 9LL Bean … 3


Lan installation co to geek squad 2 to 30 minn
LAN Installation Co. like us to betoGeek Squad(2% to 30%/Minn.)


“Music Worth Paying For: Paul McCartney, rapper Jay-Z and other acts beat the digital pirates by cashing in on concerts”—Forbes cover/07.07.03


“When Pete Rozelle ran the league, it was a football business and a good one. Now it’s truly an entertainment business.”—Paul Much, Investment Advisor


First step hire a theater director as a consultant or fte
First Step (?!) business and a good one. Now it’s truly an entertainment business.”: Hire a theater director, as a consultant or FTE!


Experience cirque du soleil
Experience … business and a good one. Now it’s truly an entertainment business.”Cirque du Soleil


Do you measure up if not why not
DO YOU MEASURE UP?* business and a good one. Now it’s truly an entertainment business.”*If not, why not?


Lay-Z-Boy business and a good one. Now it’s truly an entertainment business.”Experience = Brand = Expert Sales and Design Consultants + Unique In-store Design Tools + In-home Design Assistance + Superior Delivery + Satisfaction Guarantee + Pixie Dust


“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, Unique Now ... or Never [on the excellence of Nokia, Nike, Lego, Virgin et al.]


The SAU/Straight Academic Underpinning in the metaphysical world.“That people in an advanced economy spend more on weightless intangibles than on three-dimensional objects causes some folks of literal bent to feel vaguely uncomfortable, but the trend should be of no concern. The greater value, and more eager expenditure, comes in the psychological domain.” —Robert Reich


Extraction goods male dominance services experiences female dominance
Extraction & Goods: Male dominance in the metaphysical world.Services & Experiences: Female dominance


Women don t buy brands they join them eveolution
“Women don’t buy brands. in the metaphysical world.They join them.”EVEolution


The experience ladder experiences services goods raw materials1
The “Experience Ladder” in the metaphysical world.Experiences ServicesGoods Raw Materials


Ladder position measure solutions success experiences services satisfaction goods six sigma
Ladder Position in the metaphysical world.MeasureSolutions Success(Experiences)Services SatisfactionGoods Six-sigma


Tg w vs tg r
<TG in the metaphysical world.Wvs.>TGR


9 experiences embracing the dream business
9. Experiences+: in the metaphysical world. Embracing the “Dream Business.”


DREAM in the metaphysical world.: “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be.” —Gian Luigi Longinotti-Buitoni


Common Products in the metaphysical world. “Dream” ProductsMaxwell House StarbucksBVD Victoria’s SecretPayless FerragamoHyundai FerrariSuzuki Harley-DavidsonAtlantic City AcapulcoNew Jersey CaliforniaCarter KennedyConners PeleCNN MillionaireSource: Gian Luigi Longinotti-Buitoni


Building the Creative Organization in the metaphysical world.Choose a creator: The cultural leader who gives the company an aesthetic point of view.Hire eclectically: Hire collaborators with different cultures and past histories in order to balance rigor with emotion.Prepare vertically: Develop a rigorous understanding of the product and the client.Develop horizontally: Promote curiosity in unrelated disciplines.Lead emotionally: Engender passionate dedication through vision and freedom.Build for the long haul: Creativity requires a lifetime commitment.Source: Gian Luigi Longinotti-Buitoni


Emotional Design that Interprets Dreams in the metaphysical world.“Zero defects”: Only the starting point.Love at first sight.Design for the five senses.Develop to expand the Main Dream.Design so as to seduce through the peripheral senses.Source: Gian Luigi Longinotti-Buitoni


The marketing of Dreams (Dreamketing) in the metaphysical world.Dreamketing: Touching the clients’ dreams.Dreamketing: The art of telling stories and entertaining.Dreamketing: Promote the dream, not the product.Dreamketing: Build the brand around the main dream.Dreamketing: Build the “buzz,” the “hype,” the “cult.”Source: Gian Luigi Longinotti-Buitoni


Constantly Magnify Perceived Value in the metaphysical world.Maximize your value-added by fulfilling the dreams of your clients.Only invest in what is valuable for your client.Don’t let the short-term results weaken the long-term value of your brand.Balance rigorous control of the financial endeavor with the emotional management of your brand.Build a financial structure that allows risk-taking: NO RISKS—NO DREAMS.Establish long-term “price power” in order to avoid the trap of the commodity product.Source: Gian Luigi Longinotti-Buitoni


(Revised) in the metaphysical world.Experience LadderDreams Come True Awesome ExperiencesSolutionsServicesGoodsRaw Materials


10 the mostly ignored soul of experiences design rules
10. The in the metaphysical world.[Mostly Ignored] “Soul” of “Experiences”: Design Rules!


Design myths
Design Myths. in the metaphysical world.


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


The in the metaphysical world.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 objects1
Unconventional in the metaphysical world.[Design] MessagesNot about ... “Lumpy Objects”!Not about ... $79,000 objects


Design Transforms even the [Biggest] Corporations! in the metaphysical world.TARGET… “the champion of America’s new design democracy” (Time) “Marketer of the Year 2000” (Advertising Age)


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


Design2002 listerine s pocketpaks
Design2002 in the metaphysical world.LISTERINE’s …PocketPaks


Westin s heavenly bed
Westin’s … in the metaphysical world.Heavenly Bed


Design s place in the universe
Design’s place in the universe. in the metaphysical world.


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


All Equal in the metaphysical world.Except …“At Sony we assume that all products of our competitors have basically the same technology, price, performance and features.Design is the only thing that differentiates one product from another in the marketplace.”Norio Ohga


Design is treated like a religion at bmw fortune
“Design is in the metaphysical world.treated like a religion at BMW.”Fortune


“The new in the metaphysical world.Beetle fails at most categories. The only thing it doesn’t fail in is drop-dead charm.”Jerry Hirshberg, Nissan Design International


Auto Designers at Milan Fashion Shows! in the metaphysical world.“Welcome to the world of the celebrity car designer, a new breed increasingly responsible for the fortunes of the world’s big car companies. We live in a designer world, and the car designers are at its heart.”—The Economist/12.21.2002


Object of Desire! in the metaphysical world.“Every now and then, a designcomes along that radically changes the way we think about a particular object. Case in point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.”Katherine McCoy & Michael McCoy, Illinois Institute of Technology


“The good 10 percent of American product design in the metaphysical world. 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


“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 fundamentalsoul of a man-made creation.”Steve Jobs


Check Out the Language: of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. “Tomorrow it’s design …”“Design is the only thing …”“Design is … religion ...”“Drop-dead charm …”“Object of desire …” “Passionate maniacs …” “Fundamental soul …”


Bottom line
Bottom Line. of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design.


Design is what why i love love
Design “is” … WHAT & WHY I LOVE. of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. LOVE.


I love my zyliss garlic peeler
I of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. LOVEmy ZYLISS Garlic Peeler!


All time no 1 tp ziplocs
All Time of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. No.1 (TP)Ziplocs


Design is why i get mad mad
Design “is” … WHY I GET MAD. of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. MAD.


Wanted the designer of my radio shack phone major reward
Wanted of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. : THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!


Design is never neutral
Design is of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. neverneutral.


Hypothesis design is the principal difference between love and hate
Hypothesis: 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 principaldifference between love and hate!


THE BASE CASE of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. : I am a design fanatic. Though not “artistic,” I love “cool stuff.” 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 another “one of those things” that damn few companies put – consistently – on the front burner.


Message men cannot design for women s needs
Message (?????) of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. : Men cannot design for women’s needs.


“Perhaps the macho look can be interesting of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. … if you want to fight dinosaurs. But now to survive you need intelligence, not power and aggression. Modern intelligence means intuition—it’s female.”Source: Philippe Starck, Harvard Design Magazine (Summer 1998)


Step no 1 notebook power start recording the awesome the awful
Step No. 1: of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. NOTEBOOK POWER![Start recording the awesome & the awful]


User stop blaming yourself don norman design of everyday things
User … of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. 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


Design Case I … It’s not road rage. It’s more like design rage.”Thomas Hine: The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers


“Packages have personality. They create confidence and trust. They spark fantasies. They move the goods!”—Thomas Hine/The Total Package


“The most fundamental difference between a traditional market and the places through which you push your cart is that in modern retailing all the selling is done without people. It replaces people with packages.” —Thomas Hine/The Total Package


Oatmeal/1870 market and the places through which you push your cart is that in modern retailing all the selling is done without people. It replaces people with packages.” : “horses and a few stray Scots”Oatmeal/1890/Quaker: “a delicacy for the epicure, a nutritious dainty for thr invalid, a delight to the children”Difference: Packaging!Thomas Hine/The Total Package


“During the thirty minutes you spend on an average trip to the supermarket, about thirty thousand different products vie to win your attention and ultimately to make you believe in their promise. When the door opens, you enter an arena where your emotions are in play—and a walk down the aisles is an exercise in self-definition. Few experiences in life offer the visual intensity of a Safeway, a Krogers. …”—Thomas Hine/The Total Package


Research the supermarket, about thirty thousand different products vie to win your attention and ultimately to make you believe in their promise. When the door opens, you enter an arena where your emotions are in play—and a walk down the aisles is an exercise in self-definition. Few experiences in life offer the visual intensity of a Safeway, a Krogers. …”: customers aware of 11,000 packages in 1,800 seconds walking the aisles.Opportunity= 1/6th second! Source: Thomas Hine/The Total Package


“Packaging strives at once to offer excitement and reassurance. It promises something newer and better, but not necessarily different. When we talk about a tourist destination, or even a presidential contender, being packaged that’s not really a metaphor. The same projection of intensified ordinariness, the same combination of titillation and reassurance, are used for laundry detergents, theme parks and candidates alike.”—Thomas Hine/The Total Package


“What’s important to recognize is that fast-food and motel chains are not like packages, but that they are packages—packaged places and experiences.”—Thomas Hine/The Total Package


“One, consumers really do not distinguish between a product and its package. Two, consumers relate emotionally not to the facts (the realities) of the product/packages they are involved with, but rather to their perceived realities.” —Walter Stern in Thomas Hine/The Total Package


11 design beautiful systems
11. Design+ = “Beautiful” Systems. product and its package. Two, consumers relate emotionally not to the facts (the realities) of the product/packages they are involved with, but rather to their perceived realities.”


Fred s s mediocre thesis herb k s napkin
Fred S.’s product and its package. Two, consumers relate emotionally not to the facts (the realities) of the product/packages they are involved with, but rather to their perceived realities.” “mediocre” thesis. Herb K.’s napkin.


Great design one page business plan jim horan
Great design = product and its package. Two, consumers relate emotionally not to the facts (the realities) of the product/packages they are involved with, but rather to their perceived realities.” One-page business plan (Jim Horan)


There Are Lawyers … and Then There Are Lawyers: John De Laney/ICMANYTHING TRULY IMPORTANT CAN BE BOILED DOWN TO 1/3RD PAGE.


K i s s gordon bell vax daddy 500 50 chas wang ca behind schedule cut least productive 25
K.I.S.S. Laney/ICM: Gordon Bell (VAX daddy): 500/50. Chas. Wang (CA): Behind schedule? Cut least productive 25%.


Systems must have must hate must design must un design
Systems Laney/ICM: Must have. Must hate. / Must design. Must un-design.


Mgt team includes evp s o u b
Mgt. Team includes … Laney/ICMEVP (S.O.U.B.)


E xecutive v ice p resident s tomping o ut u nnecessary b ullshit
E Laney/ICMxecutive Vice President, Stomping Out Unnecessary Bullshit


Laney/ICMNinety percent of what we call ‘management’ consists of making it difficult for people to get things done.”– P.D.


First steps beauty contest
First Steps: “Beauty Contest”! Laney/ICM

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

    2. Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/ Sucks; 10 = Work of Art] on four dimensions: Beauty. Grace. Clarity. Simplicity.

    3. Re-invent!

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




Who are we
“WHO Laney/ICMARE WE?”


“Most companies tend to equate branding with the company’s marketing. Design a new marketing campaign and, voilà, 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, Unique Now ... or Never


What s our story
“WHAT’S OUR company’s marketing. Design a new marketing campaign and, voilSTORY?”


“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


“Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs.”Source: Jean-Marie Dru, Disruption


Message all business models are in fact brand statements
Message enlightens, Sony dreams, Benetton protests.: ALL ‘BUSINESS MODELS’ ARE IN FACT … BRAND STATEMENTS!


Do the housekeepers clerks buy it are you v e r y sure
DO THE enlightens, Sony dreams, Benetton protests.HOUSEKEEPERS & CLERKS “BUY IT”?[ARE YOU V-E-R-Y SURE?]


Exactly how are we dramatically different
enlightens, Sony dreams, Benetton protests.EXACTLY HOW ARE WE DRAMATICALLYDIFFERENT?”


1 enlightens, Sony dreams, Benetton protests.st Law Mktg Physics: OVERTBENEFIT(Focus: 1 or 2 > 3 or 4/“One Great Thing.” Source #1: Personal Passion)2ND Law: REALREASONTOBELIEVE(Stand & Deliver!)3RD Law: DRAMATICDIFFERENCE(Execs Don’t Get It: See the next slide.)Source: Jump Start Your Business Brain, Doug Hall


2 Questions enlightens, Sony dreams, Benetton protests.:“How likely are you to purchase this new product or service?”(95% to 100% weighting by execs)“How unique is this new product or service?”(0% to 5%*)*No exceptions in 20 years – Doug Hall, Jump Start Your Business Brain


“You do not merely want to be the best of the best. enlightens, Sony dreams, Benetton protests.You want to be considered the only ones who do what you do.”Jerry Garcia


“A great company enlightens, Sony dreams, Benetton protests. is defined by the fact that it is not compared to its peers.”Phil Purcell, Morgan Stanley


Brand = You Must enlightens, Sony dreams, Benetton protests.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


“We’re not going to be driven by where we think a funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Stephen Spongberg, Polly Hill Arboretum


Why does it matter to the client
“WHY DOES IT funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”MATTER TO THE CLIENT?”


Exactly how do i passionately convey that dramatic difference to the client
funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”EXACTLY HOW DO I PASSIONATELYCONVEY THAT DRAMATIC DIFFERENCE TO THE CLIENT ?”


funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Brand Promise” Exercise:(1) Who Are WE?(poem/novella/song, then 25 words.) (2) List three ways in which we are UNIQUE … to our Clients. (3) Who are THEY(competitors)? (ID, 25 words.) (4) List 3 distinct “us”/“them” differences. (5) Try “results” on your teammates. (6) Try ’em on a friendly Client. (7) Try ’em on a skeptical Client!


Message funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”: REAL Branding is personal. REAL Branding is integrity. REAL Branding is consistency& freshness. REAL Branding is the answer to WHO ARE WE? WHY ARE WE HERE? REAL Branding is why I/you/we [all] get out of bed in the morning. REAL Branding can’t be faked. REAL Branding is a systemic, 24/7, all departments, all hands affair.


Rules of “Radical Marketing” funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”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)


Branding: Is-Is Not “Table” funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”TNT is not: TNT is: TNT is not:Juvenile Contemporary Old-fashionedMindless Meaningful ElitistPredictable Suspenseful DullFrivolous Exciting SlowSuperficial Powerful Self-important


Message is not is
Message … funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Is Not >> Is


“Salt is salt is salt. Right? Not when it comes in a funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”bluebox 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


What Can [Can’t] Be Branded? funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”“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


V new business new markets
V. NEW BUSINESS. NEW funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.” MARKETS.


13 trends i women roar
13. Trends I: funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Women Roar.


Women the marketspace
Women & the Marketspace. funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”


????????? funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Home Furnishings … 94%Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)Houses … 91%D.I.Y. (“home projects”) … 80%Consumer Electronics … 51% Cars … 60% (90%)Allconsumerpurchases … 83%Bank Account … 89%Health Care … 80%


???? funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”80%


Riding lawnmowers
Riding Lawnmowers funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”


2/3rds funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.” working women/50+% working wives > 50%80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed


1970-1998 funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Men’s median income: +0.6%Women’s median income: + 63%Source: Martha Barletta, Marketing to Women


4 8t japan 9m 27 5m 3 6t germany
$4.8T funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”> Japan9M/27.5M/$3.6T> Germany


Business Purchasing Power funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Purchasing mgrs. & agents: 51%HR: >>50%Admin officers: >50%Source: Martha Barletta, Marketing to Women


Women owned bus u s employees f500 employees worldwide source martha barletta marketing to women
Women-owned Bus. funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”U.S. employees > F500 employees worldwideSource: Martha Barletta, Marketing to Women


New golfers 37 basketball 13 5m 1 in 27 70 1 in 3 96
New golfers … 37% funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”Basketball … 13.5M1 in 27 (’70) … 1 in 3 (’96)


1874? funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”


1874 jock strap 1977 jogbra 1977 25k 1996 42 m
1874 … Jock Strap funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”1977 … Jogbra1977 ... 25K1996 … 42M


Yeow 1970 1 2002 50
Yeow! funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”1970 … 1%2002 … 50%


Opportunity no 1 no shit
OPPORTUNITY funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”NO. 1!*[* No shit!]


91% funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.” women: ADVERTISERS DON’T UNDERSTAND US. (58% “ANNOYED.”)Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)


Carol Gilligan/ funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”In a Different VoiceMen: Get away from authority, familyWomen:ConnectMen: Self-orientedWomen:Other-orientedMen: RightsWomen:Responsibilities


Men funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”: Individual perspective. “Core unit is ‘me.’ ”Pride in self-reliance.Women: Group perspective. “Core unit is ‘we.’ ” Pride in team accomplishment.Source: Martha Barletta, Marketing to Women


FemaleThink funding agency would like to see us go. We’re going to build our case … and then find an organization that agrees with us.”/ 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!)


“Shopping: A Guy’s Nightmare or a Girl’s Dream Come True?”“Buy it and be gone”vs.“Hang out and enjoy the experience”Source: The Charleston [WV] Gazette/06.22.2002


How Many Gigs You Got, Man? True?”“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


Women's View of Male Salespeople True?”Technically knowledgeable; assertive; get to the point; pushy; condescending; insensitive to women’s needs.Source: Judith Tingley, How to Sell to the Opposite Sex (Martha Barletta, Marketing to Women)


Read this barbara allan pease s why men don t listen women can t read maps
Read This True?”:Barbara & Allan Pease’s Why Men Don’t Listen & Women Can’t Read Maps


“It is obvious to a woman when another woman is upset, while a man generally has to physically witness tears or a temper tantrum or be slapped in the face before he even has a clue that anything is going on. Like most female mammals, women are equipped with far more finely tuned sensory skills than men.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps


“Resting” State: 30%, 90% while a man generally has to physically witness tears or a temper tantrum or be slapped in the face before he even has a clue that anything is going on. : “A woman knows her children’s friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps


“As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps


“Female hearing advantage contributes significantly to what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. Men, however, shouldn’t despair. They are excellent at imitating animal sounds.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps


Senses what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. Vision: Men, focused; Women, peripheral.Hearing: Women’s discomfort level I/2 men’s.Smell: Women >> Men.Touch: Most sensitive man < Least sensitive women.Source: Martha Barletta, Marketing to Women


Sensitivity to differences: Twice as many card stacks. what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. More “contextual,” “holistic.”“People powered”: Age 3 days, baby girls 2X eye contact. Source: Martha Barletta, Marketing to Women


Barbara & Allan Pease, what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. Why Men Don’t Listen & Women Can’t Read Maps:Women love to talk.Men talk silently to themselves. Women think aloud. Women talk,men feel nagged. Women multitask. Women are indirect.Men are direct. Women talk emotively,men are literal. Men listen like statues. Boys like things,girls like people. Boys compete, girls cooperate.Men hate to be wrong. Men hide their emotions.


“When a woman is upset, she talks emotionally to her friends; but an upset man rebuilds a motor or fixes a leaking tap.”Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps


Stress friends; but an upset man rebuilds a motor or fixes a leaking tap.”* **Men: Fight or fleeWomen: Seek the company of friends*Source: UCLA, “Female Response to Stress: Tend and Befriend, Not Fight or Flight”/Psychological Review**90% of stress research: men


We Really … Don’t Get It! friends; but an upset man rebuilds a motor or fixes a leaking tap.”Review of “Unfaithful”:“ … the latest entry in the category of male directors’ clueless fantasies concerning what women fantasize about in their nonexistent free time.”Source: Julie Iovine, NYT (05.19.2002)


Men & Women on friends; but an upset man rebuilds a motor or fixes a leaking tap.”Thelma & Louise. MEN: Sundance Kid; women who get angry, swear, go to bars, leave their mate. WOMEN: women controlled by the men in their lives, who would rather be dead than oppressed.Source: Judy Rosener, America’s Competitive Secret


[“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


“I only really understand myself, what I’m really thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.”Anna Quindlen


Editorial men tables rankings editorial women narratives that cohere redwood uk
Editorial/Men thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.”: Tables, rankings.*Editorial/Women: Narratives that cohere.**Redwood (UK)


Initiate Purchase thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.”Men: Study “facts & features.”Women: Ask lots of people for input.Source: Martha Barletta, Marketing to Women


Storytelling thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.”: Men start with the headline. Women start with the context.Source: Martha Barletta, Marketing to Women


Tomboy tools e g smaller lighter in weight tupperware party model
Tomboy Tools thinking and feeling, when I’ve talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room.”. E.g.: smaller, lighter in weight. Tupperware “party” model.


“Darcy Winslow is a leading figure in Nike Goddess, a companywide grassroots team whose goal is a once-and-for-all shift in how a high-testosterone outfit sells to, designs for, and communicates with women.”—Fast Company/08.2002


“Women weren’t comfortable in our stores. So I figured out where they would be comfortable—most likely their own homes. The [first Nike Goddess] store has more of a residential feel. I wanted it to have furnishings, not fixtures. Above all, I didn’t want it to be girlie.” —John Hoke, designer, Nike


Read this book eveolution the eight truths of marketing to women faith popcorn lys marigold
Read This Book … out where they would be comfortable—most likely their own homes. The [first Nike Goddess] store has more of a residential feel. I wanted it to have furnishings, not fixtures. Above all, I didn’t want it to be girlie.” EVEolution: The Eight Truths of Marketing to WomenFaith Popcorn & Lys Marigold


Eveolution truth no 1 connecting your female consumers to each other connects them to your brand
EVEolution out where they would be comfortable—most likely their own homes. The [first Nike Goddess] store has more of a residential feel. I wanted it to have furnishings, not fixtures. Above all, I didn’t want it to be girlie.” : 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


What If … 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


2 6 vs 21
2.6 When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”vs.21


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


Lowe s gets it 1989 13 lumber shop 2002 50
Lowe’s When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ” … Gets it. 1989: 13%/“lumber shop” … 2002: >50%


“War has broken out over your home-improvement dollar, and Lowe’s has superpower Home Depot on the defensive. It’s not-so-secret ploy: Lure women.”—Forbes.com


“Home Depot is still very much a guy’s chain. But women, according to Lowe’s research, initiate 80 percent of all home-improvement purchase decisions, especially the big ticket orders like kitchen cabinets, flooring and bathrooms. ‘We focused on a customer nobody in home improvement has focused on. Don’t get me wrong, but women are far more discriminating than men,’ says CEO Robert Tillman, 59, a Lowe’s lifer.” —Forbes.com


Yes!: “Crest Spinoff Targets Women”—cover story, according to Lowe’s research, initiate Ad Age/06.03.02Crest Rejuvenating Effects. “Chicks in charge” team. $50M launch. Packaging. Taste. Features.


“Mattel Sees Untapped Market for Blocks: Little Girls”—Headline, WSJ/04.06.02“Last year more than 90% of Lego sets purchased were for boys. Mattel says Ello—with interconnecting plastic squares, balls, triangles, squiggles, flowers and sticks, in pastel colors and with rounded corners—will go beyond Lego’s linear play patterns.”


Women don t buy brands they join them eveolution1
“Women don’t buy brands. Girls”—Headline, They join them.”EVEolution


Purchasing Patterns Girls”—Headline, Women: Harder to convince; more loyal once convinced.Men: Snap decision; fickle.Source: Martha Barletta, Marketing to Women


Not year of the woman
Not Girls”—Headline, !“Year of the Woman”


Enterprise Reinvention! Girls”—Headline, RecruitingHiring/Rewarding/PromotingStructure ProcessesMeasurementStrategyCulture VisionLeadershipTHE BRAND ITSELF!



STATEMENT OF PHILOSOPHY to be looking at a car like this?”: 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 Alto resident … THIS IS EVEN BIGGER THAN THE INTERNET!Tom Peters


27 March 2000: email to TP from to be looking at a car like this?” 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


Psssst wanna see my porn collection
Psssst! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. Wanna see my “porn” collection?


Norwegian law boards must have at least 40 women
Norwegian Law we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. : Boards must have at least 40% women.


Duh! we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “We want our associate population to mirror our customer population at every level, from the executive suite all the way to the retail floor. In the marketplace, basically what I want to do is draw a concentric circle around every one of our 2,300 stores, and I want the assortment in that store to match the ethnicity of the neighborhood it’s in. Some neighborhoods are all Hispanic, so we can put in a full Hispanic format. That’s what Super Saver is. All the signage is in both languages. There’s a 100 percent Spanish-speaking staff in the store.”—Larry Johnston, CEO, Albertson’s


Ass Of The Year2002 we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. : Maurice Greenberg, A.I.G., on the Company’s New (All Male) Leadership Team“In a lot of countries of the world, it would be very difficult for a woman to be a good CEO. … I have a responsibility to do the best we can for shareholders.” * ***Source: New York Times/05.05.02**Wouldn’t you love to watch him tell that … face-to-face … to Margaret Thatcher or Carly Fiorina? (I would.)


Ad from we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. Furniture /Today (04.01):“MEET WITH THE EXPERTS!: How Retailing’s Most Successful Stay that Way”PresentingExperts: M = 16;F = ?? (94% = 272)


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


“Each time a ‘women’s movie’ is a success [e.g., First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”—Exec [F], major Hollywood studio


Stupid
Stupid! First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”


Stupid First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”: “Amazing, now that I think about it. A bunch of guys --developers, architects, contractors, engineers, bankers--sitting around designing shopping centers. And the ‘end users’ will be overwhelmingly women!”


Instructions First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”: 1. Purchase ticket to symphony … 7:30 p.m. show. 2. Drink three large bottles of water between 3 p.m. and 7 p.m. 3. X-dress. 4. Wait in queue at Ladies at Intermission. 5. Realize what total wretches you are. 6. Seize a microphone and apologize publicly to every woman in the hall.


Customer is king 4 440 customer is queen 29 source steve farber google search 04 2002
“Customer is King”: First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”4,440“Customer is Queen”: 29Source: Steve Farber/Google search/04.2002


F y i
F.Y.I. First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”


“Women Beat Men at Art of Investing” First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”Source: 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)


Investment Club Returns First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”Women-only clubs 1997 … 17.9%Mixed … 17.3%Men-only … 15.6%Source: National Assoc. Investors


Value Line First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”: Top State* Investment Clubs 20008 … All male19 … Coed22 … All FEMALE* VT & Maine not included; D.C. included


JBQ: Stop Treating Women Investors Like Idiots! First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”“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


Notes to the CEO First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”--Women are not a “niche”; so get this out of the “Specialty Markets” group.--The competition is starting to catch on. (E.g.: Nike, Nokia, Wachovia, Ford, Harley-Davidson, Jiffy Lube, Charles Schwab, Citigroup, Aetna.)--If you “dip your toes in the water,” what makes you think you’ll get splashy results?--Bust through the walls of the corporate silos.--Once you get her, don’t let her slip away.--Women ARE the long run!Source: Martha Barletta, Marketing to Women


1. Men and women are different. First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”2. Very different.3. VERY, VERY DIFFERENT.4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common.5. Women buy lotsa stuff.6. WOMEN BUY A-L-L THE STUFF.7. Women’s Market = Opportunity No. 1.8. Men are (STILL) in charge.9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.10. Women’s Market = Opportunity No. 1.


14 trends ii boomer bonanza godzilla geezer
14. Trends II: First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”Boomer Bonanza/ Godzilla Geezer.


Subject marketers stupidity it s 18 44 stupid
Subject: Marketers & Stupidity First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”“It’s 18-44, stupid!”


Subject marketers stupidity or is it 18 44 is stupid stupid
Subject: Marketers & Stupidity First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”Or is it:“18-44 is stupid, stupid!”


2000 2010 stats 18 44 1 55 21 55 64 47
2000-2010 Stats First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”18-44: -1%55+: +21%(55-64: +47%)


Aging elderly i m in charge
Aging/“Elderly” First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”$$$$$$$$$$$$“I’m in charge!”


“NOT ACTING THEIR AGE First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”: As Baby Boomers Zoom into Retirement, Will America Ever Be the Same?”USN&WR Cover/06.01


Member growth 1987 1997 18 34 26 35 49 63 50 118 source ihrsa
Member Growth: 1987 – 1997 First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”18 – 34: 26%35 – 49: 63%50+: 118%Source: IHRSA


50+ First Wives Club] everybody is surprised all over again. But if any action movie is a hit, it instantly spawns a dozen knockoffs.”$7T wealth (70%)/$2T annual income50% all discretionary spending79% own homes/40M credit card users41% new cars/48% luxury cars$610B healthcare spending/74% prescription drugs5% of advertising targetsKen Dychtwald, Age Power: How the 21stCentury Will Be Ruled by the New Old


“Advertisers pay more to reach the kid because they think that once someone hits middle age he’s too set in his ways to be susceptible to advertising. … In fact, this notion of impressionable kids and hidebound geezers is little more than a fairy tale, a Madison Avenue gloss on Hollywood’s cult of youth.”—James Surowiecki (The New Yorker/04.01.2002)


Read this carol morgan doran levy marketing to the mindset of boomers and their elders
Read This! that once someone hits middle age he’s too set in his ways to be susceptible to advertising. … Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders


“Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood.”—Peter Francese, founding publisher,American Demographics


“Households headed by someone 40 or older enjoy 91% ($9.7T) of our population’s net worth. … The mature market is the dominant market in the U.S. economy, making the majority of expenditures in virtually every category.”—Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders


“The mature market cannot be dismissed as entrenched in its brand loyalties.”—Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders


“Focused on assessing the marketplace based on lifetime value (LTV), marketers may dismiss the mature market as headed to its grave. The reality is that at 60 a person in the U.S. may enjoy 20 or 30 years of life.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders


“While the average American age 12 or older watched at least five movies per year in a theater, those 40 and older were the most frequent moviegoers, viewing 12 or more a year.”—Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders


“Women 65 and older spent $14.7 billion on apparel in 1999, almost as much as that spent by 25- to 34-year-olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market?”—Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders


“Take the Road Less Traveled 1999, almost as much as that spent by 25- to 34-year-olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market?””—Advertising Age headline re Sony, upon targeting “Zoomers,” the neglected 34% of its customers who are age 50+


“ ‘Age Power’ 1999, almost as much as that spent by 25- to 34-year-olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market?” will rule the 21st century, and we are woefully unprepared.”Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old


No target marketing yes target innovation target delivery systems
No 1999, almost as much as that spent by 25- to 34-year-olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market?”: “Target Marketing”Yes:“Target Innovation” & “Target DeliverySystems”


Hispanics 38 5 growth 1990 2000 vs 9 3 overall source communispace 2003
Hispanics 1999, almost as much as that spent by 25- to 34-year-olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market?”: 38.5% growth, 1990-2000, vs. 9.3% overall**Source: Communispace/2003


“Relative to the demand, the success stories are pitifully few”—Andrew Nuttney, Research Director, The Research & Advisory Group; on marketing effectively to Hispanics




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


Language matters wow bhag takes your breath away
Language few”matters!Wow! BHAG! “Takes your breath away!”


Let s make a dent in the universe steve jobs
few”Let’s make a dent in the universe.”Steve Jobs


Your Current Project? few”1. Another day’s work/Pays the rent.4. Of value.7. Pretty Damn Cool/Definitely subversive.10.WE AIM TO CHANGE THE WORLD.(Insane!/Insanely Great!/WOW!)


Measures
Measures few”

  • WOW!

  • Beauty!

  • Raving Fans!

  • Impact!





Astonish me s d build something great h y immortal d o
“Astonish me!” us.”—WSC / S.D.“Build something great!” / H.Y.“Immortal!” / D.O.


Legacy
Legacy us.”—WSC!


TP us.”—WSC: “Your ‘signature’ is not ‘I work for Dow.’ It’s, ‘’I accomplished [INCREDIBLY COOL PROJECT] while I was associated with Dow.’”**Terms: Signature. Portfolio. Projects. Braggables.


Herman Edwards us.”—WSC: “I picked up one of those Jets books and I told them, ‘What you do as a football team is your legacy. When you’re 80 years old, what you’ve done will be in this book and no one can take that away from you. Your grandkids, your kids after that, they will know what you did. It’s about leaving your name in stone.”Source: The New York Times (12.31.02)


“What the dot-com boom made vivid was that a significant portion of the workforce was disenchanted with the conventional office landscape and was looking for a viable alternative to the cubicle.” —Lise Anne Couture, designer/Metropolis/“Reimagining Work”/11.2002


New work new spaces
NEW WORK … portion of the workforce was disenchanted with the conventional office landscape and was looking for a viable alternative to the cubicle.” NEW SPACES


“The fact is, a person is so far formed by his surroundings, that his state of harmony depends entirely on his harmony with his surroundings.”—Christopher Alexander, The Timeless Way of Building


“What the dot-com boom made vivid was that a significant portion of the workforce was disenchanted with the conventional office landscape and was looking for a viable alternative to the cubicle.” —Lise Anne Couture, designer/Metropolis/“Reimagining Work”/11.2002


“I think it’s a chicken and egg proposition: do furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” —Lise Anne Couture, designer/Metropolis/“Reimagining Work”/11.2002


Why Not? furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” “My ideal office wouldn’t have a chair. You would do two things there: stand up or lie down. These are the body’s most natural positions.”—Niels Diffrient, designer and F500 consultant/Metropolis/“Reimagining Work”/11.2002


16 wow projects for the powerless a surefire recipe
16. WOW Projects furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” for the “Powerless”: A Surefire Recipe.


Topic boss free implementation of stm stuff that matters
Topic: furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” Boss-free Implementation of STM/Stuff That MATTERS!


World s biggest waste selling up
World’s Biggest Waste … furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” Selling “Up”


The idea model f4 f ind a f ellow f reak f araway
THE IDEA: furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” Model F4Find a FellowFreak Faraway


F2f k2k 1@t r f a freak to freak kook to kook one at a time ready fire aim
F2F furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” !/K2K!/[email protected]/R.F!A.**Freak to Freak/ Kook to Kook/ One at a Time/ Ready.Fire!Aim.


And k2kk s2ss kook to kooky kustomer skunk to scintillating supplier
And … furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” K2KK*S2SS***Kook to Kooky Kustomer**Skunk to Scintillating Supplier


Bottom line the enemy
BOTTOM LINE furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” The Enemy!


Joe j jones 1942 2002 he woulda done some really cool stuff but his boss wouldn t let him
Joe J. Jones furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” 1942 – 2002 HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!


Characteristics of the “Also rans” furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” *“Minimize risk”“Respect the chain of command”“Support the boss”“Make budget”*Fortune, article on “Most Admired Global Corporations”


Kurt carlson to young marilyn carlson if you don t like sunday school change it she did
Kurt Carlson to young Marilyn Carlson: furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” “If you don’t like Sunday School, change it!” (She did.)


Nobody gives you power you just take it roseanne
“Nobody gives you power. You just take it.” furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” —Roseanne


“ ‘Obeying the rules’ is obeying furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” their rules. [Women] can never be powerful as long as they try to be in charge in the same way men take charge.”Harriet Rubin, The Princessa: Machiavelli for Women


The greatest danger furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” for most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo


Epitaphs from hell
Epitaphs furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” from Hell


Joe j jones 1942 2002 he woulda done some really cool stuff but his boss wouldn t let him1
Joe J. Jones furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” 1942 – 2002HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!


Joe j jones 1942 2002 he made budget again again
Joe J. Jones furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” 1942 – 2002HE MADE BUDGET! (AGAIN & AGAIN.)


Joe j jones 1942 2002 his net worth was 11 000 000
Joe J. Jones furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” 1942 – 2002HIS NET WORTH WAS $11,000,000.


Joe j jones 1942 2002 he hit quarterly earnings targets 44 times in a row
Joe J. Jones furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” 1942 – 2002HE HIT QUARTERLY EARNINGS TARGETS 44 TIMES IN A ROW.


Who will go to stockholm damn it
WHO WILL GO TO STOCKHOLM? furniture manufacturers make cubes because of the demand, or is the demand there because it’s artificially created by the absence of any real alternatives?” (Damn it.)


If you are not prepared to be fired over your beliefs you are working on the wrong project tp
If you are not prepared to be fired over your beliefs … you are working on the wrong project - TP


To be somebody or to do something boyd the fighter pilot who changed the art of war robert coram
“To you are working on the wrong projectBe somebody or to Do something”BOYD: The Fighter Pilot Who Changed the Art of War (Robert Coram)


IMPLEMENTATION SECRETS. you are working on the wrong projectCredibility. Demos & End Runs & Being There.Mr. OSHA Maine. Find three COs. Seek determined alumnae. Go to Bangkok. (Forget: “How do I erase the old?” Supplant rather than change the regnant heirarchs.)


It s politics stupid play or sit on the sidelines
It’s politics, stupid! you are working on the wrong project(Play or sit on the sidelines.)


17 bringing wow work to fruition the sales 25
17. Bringing WOW Work to Fruition: you are working on the wrong projectThe Sales25.


The Sales25 you are working on the wrong project: Great Salespeople …1. Know the product. (Find cool mentors, and use them.)2. Know the company.3. Know the customer. (Including the customer’s consultants.) (And especially the “corporate culture.”)4. Love internal politics at home and abroad.5. Religiously respect competitors. (No badmouthing, no matter how provoked.)6. Wire the customer’s org.(Relationships at all levels & functions.)7. Wire the home team’s org. and vendors’ orgs.(INVEST Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.)


It s politics stupid play or sit on the sidelines1
It’s politics, stupid! you are working on the wrong project(Play or sit on the sidelines.)


Great Salespeople … you are working on the wrong project8. Never overpromise.(Even if it costs you your job.)9. Sell only by solving problems-creating profitable opportunities.(“Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and will make you a ton of money—here’s exactly how.”) (IS THIS A “PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION YOU’LL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?)10. Will involve anybody—including mortal enemies—if it enhances the scope of the problem we can solve and increases the scope of the opportunity we can encompass.11. Know the Brand Story cold; live the Brand Story. (If not, leave.)


Great Salespeople … you are working on the wrong project12. Think “Turnkey.” (It’s always your problem!)13. Act as “orchestra conductor”: You are responsible for making the whole-damn-network respond. (PERIOD.)14. Help the customer get to know the vendor’s organization & build up their Rolodex.15. Walk away from bad business.(Even if it gets you fired.)16. Understand the idea of a “good loss.”(A bold effort that’s sometimes better than a lousy win.)17. Think those who regularly say “It’s all a price issue” suffer from rampant immaturity & shrunken imagination.18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstarts—the real enemy.20. Seek several “cool customers”—who’ll drag you into Tomorrowland.


Great Salespeople … you are working on the wrong project21. Use the word “partnership” obsessively, even though it is way overused.(“Partnership” includes folks at all levels throughout the supply chain.)22. Send thank you notes by the truckload.(NOT E-NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word “we.” 23. When you look across the table at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY?25. Keep your bloody PowerPoint slides simple!


18 boss work demos heroes stories or starting a wow projects epidemic
18. Boss Work: you are working on the wrong project Demos, Heroes, Stories … Or: Starting a WOW Projects Epidemic.


Premise ordering systemic change is a stupid waste of time
Premise you are working on the wrong project: “Ordering” Systemic Change is a Stupid Waste of Time!


Demos heroes stories
Demos! you are working on the wrong project Heroes! Stories!


Leapfrog group lead frogs
Leapfrog Group you are working on the wrong project: “Lead Frogs”


Demo = Story you are working on the wrong project“A key – perhaps the key – to leadership is the effective communication of a story.”Howard Gardner, Leading Minds: An Anatomy of Leadership


Mb s a managing by story ing around david armstrong
MB you are working on the wrong projectSA!**Managing By Story-ing Around/David Armstrong


Culture of Prototyping you are working on the wrong project“Effective prototyping may be the most valuable core competence an innovative organization can hope to have.”Michael Schrage


Think about it innovation reaction to the prototype michael schrage
Think about It!? you are working on the wrong projectInnovation = Reaction to the PrototypeMichael Schrage


He who has the quickest o o d a loops wins observe orient decide act col john boyd
He who has the quickest you are working on the wrong projectO.O.D.A. Loops* wins!*Observe. Orient. Decide. Act. / Col. John Boyd


“Find something small that you can turn around. you are working on the wrong project If you’re on a 9-game losing streak, you need to start with one great inning.”—Rudy


REAL Org Change you are working on the wrong project:Demos & Models (“Model Installations,” “ReGo Labs”)/ Heroes(mostly extant: “burned to reinvent gov’t”)/ Stories&Storytellers (Props!)/ Chroniclers (Writers, Videographers, Pamphleteers, Etc.)/ Cheerleaders&Recognition(Pos>>Neg, Volume)/ New Language (Hot/Emotional/WOW)/ Seekers(networking mania)/ Protectors/ Support Groups/ End Runs—“Pull Strategy” (weird alliances, weird customers, weird suppliers, weird alumnae-JKC)/ Field “Real People” Focus(3 COs) (long way away)/Speed (O.O.D.A. Loops—act before the “bad guys” can react)C.f., Bob Stone, Lessons from an Uncivil Servant


“Some people look for things that went wrong and try to fix them.I look for things that went right and try to build on them.”—Bob Stone/ Mr.Rego/ Lessons from an Uncivil Servant




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


WorldWhat strategic motto will dominate this transition from nation-state to market-state? If the slogan that animated the liberal, parliamentary nation-states was ‘make the world safe for democracy,’ what will the forthcoming motto be? Perhaps ‘making the world available,’ which is to say creating new worlds of choice and protecting the autonomy of persons to choose.”—Philip Bobbitt, The Shield of Achilles: War, Peace, and the Course of History


“better material welfare” World vs. “maximize the opportunity of its people”—Philip Bobbitt, The Shield of Achilles: War, Peace, and the Course of History


“In a global economy, the government cannot give anybody a guaranteed success story, but you can give people the tools to make the most of their own lives.”—WJC, from Philip Bobbitt, The Shield of Achilles: War, Peace, and the Course of History


New World of Work guaranteed success story, but you can give people the tools to make the most of their own lives.”< 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


Just got laid off hire yourself cover story forbes 12 may 2003
“JUST GOT LAID OFF? HIRE YOURSELF!” guaranteed success story, but you can give people the tools to make the most of their own lives.”—Cover story, Forbes, 12 May 2003


Minimum New Work guaranteed success story, but you can give people the tools to make the most of their own lives.”SurvivalSkillsKit2002MasteryRolodex Obsession (vert. to horiz. “loyalty”)Entrepreneurial InstinctCEO/Leader/Businessperson/CloserMistress of ImprovSense of HumorIntense Appetite for TechnologyGroveling Before the YoungEmbracing “Marketing”Passion for Renewal


Sam s secret 1
Sam’s Secret #1! guaranteed success story, but you can give people the tools to make the most of their own lives.”


Minimum New Work guaranteed success story, but you can give people the tools to make the most of their own lives.”SurvivalSkillsKit2001MasteryRolodex Obsession (vert. to horiz. “loyalty”)Entrepreneurial InstinctCEO/Leader/Businessperson/CloserMistress of ImprovSense of HumorIntense Appetite for TechnologyGroveling Before the YoungEmbracing “Marketing”Passion for Renewal


“My ancestors were printers in Amsterdam from 1510 or so until 1750, and during that entire time they didn’t have to learn anything new.”Peter Drucker, Business 2.0 (08.22.00)


“Knowledge becomes obsolete incredibly fast. until 1750, The continuing professional education of adults is the No. 1 industry in the next 30 years … mostly on line.”Peter Drucker,Business 2.0 (22August2000)


26.3 until 1750,


3 weeks in may training prep 187 work 41 other 17
3 Weeks in May until 1750, “Training” & Prep: 187“Work”: 41(“Other”: 17)


1 vs 367
1% until 1750, vs.367%


Divas until 1750, do it. Violinists do it. Sprinters do it. Golfers do it. Pilots do it. Soldiers do it. Surgeons do it. Cops do it. Astronauts do it.Why don’t businesspeople do it?


Edward Jones’ Training Machine until 1750, *146 hours/employee/yearNew hires: 4X avg.3.8% of payroll* #1, “The 100 Best Companies To Work For”/Fortune/01.2003


R d a rate 15 25 therefore formal investment strategy r i p
R.D.A. until 1750, Rate: 15%?, 25%?Therefore: Formal “Investment Strategy”/R.I.P.


Invent reinvent repeat source hp banner ad
Invent until 1750, . Reinvent. Repeat.Source: HP banner ad


Personal brand equity evaluation
Personal until 1750, “Brand Equity” Evaluation

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

  • My current Project is challenging me …

  • New things I’ve learned in the last 90 days include …

  • My public “recognition program” consists of …

  • Additions to my Rolodex in the last 90 days include …

  • My resume is discerniblydifferentfrom last year’s at this time …


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 until 1750, Construct a 1/8-page or 1/4-page ad for Brand You … for theYellow Pages


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


“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


Thriving in 24/7 matters as much as how you invest your financial capital. Its rate of return determines your future options. (Sally Helgesen)START AT THE CORE. Nimbleness only possible if we “locate our inner voice,” take regular inventory of where we are.LEARN TO ZIGZAG. Think “gigs.” Think lifelong learning. Forget “old loyalty.” Work on optimism.CREATE OUR OWN WORK. Articulate your value. Integrate your passions. I.D. your market. Run your own business.WEAVE A STRONG WEB OF INCLUSION. Build your own support network. Master the art of “looking people up.”


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


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)


In Store: matters as much as how you invest your financial capital. Its rate of return determines your future options. International Equality, Intranational Inequality“The new organization of society implied by the triumph of individual autonomy and the true equalization of opportunity based upon merit will lead to very great rewards for merit and great individual autonomy. This will leave individuals far more responsible for themselves than they have been accustomed to being during the industrial period. It will also reduce the unearned advantage in living standards that has been enjoyed by residents of advanced industrial societies throughout the 20th century.”James Davidson & William Rees-Mogg,The Sovereign Individual


20 boss job one the talent obsession
20. Boss Job One: matters as much as how you invest your financial capital. Its rate of return determines your future options. The Talent Obsession.


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


“Historically, smart people have always turned to where the money was. Today, money is turning to where the smart people are.” —FT/06.03.03


“In a curious reversal, instead of people moving to jobs, I was finding that companies were moving to or forming in places that had skilled people.” —Richard Florida, The Rise of the Creative Class


“The Creative Class derives its identity from its members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.” —Richard Florida, The Rise of the Creative Class (38M, 30%)


“Seller’s Market”: Tomorrow’s Headline* members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.” “Molecular biologists are up 3 points, economists down 1/4, in moderate trading”*futureWEALTH, Stan Davis and Christopher Meyer


Age of Agriculture members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.” Industrial AgeAge of Information IntensificationAge of Creation IntensificationSource: Murikami Teruyasu, Nomura Research Institute


Brand talent
Brand = Talent. members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.”


Talent! members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.” Tina Brown: “The first thing to do is to hire enough talent that a critical mass of excitement starts to grow.”Source: Business2.0/12.2002-01.2003


The talent ten
The Talent Ten members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.”


1 obsession p o t all consuming pursuit of talent
1. members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.” ObsessionP.O.T.* = All Consuming*Pursuit of Talent


Model 25 8 53 sports franchise gm 48 500m
Model members’ roles as purveyors of creativity. Because creativity is the driving force of economic growth, in terms of influence the Creative Class has become the dominant class in society.” 25/8/53Sports Franchise GM**48 = $500M


“In most companies, the Talent Review Process is a farce. At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed Michaels


“The leaders of Great Groups At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed Michaelslove talent and know where to find it. They revel in the talent of others.”Warren Bennis & Patricia Ward Biederman, Organizing Genius


Parc s bob taylor connoisseur of talent
PARC’s Bob Taylor: At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed Michaels“Connoisseur of Talent”


Les wexner from sweaters to people
Les Wexner At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed Michaels: From sweaters to people!


Talent (Not) on His Mind At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed MichaelsNorman Pearlstine, Editor-in-Chief, Time Inc. asked a magazine’s managing editor to name 10 people outside Time that the magazine should pursue: “He said, I can’t think of any.’ ”Source: New York Times/05.12.2003


Visibly energetic At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed Michaels/ Passionate/ Enthusiastic … about everything.Engaging/ Inspires others. (Inspires the interviewer!)Loves messes & pressure. Impatient/ Action fanatic.A finisher.Exhibits: Fat “WOW Project” Portfolio. (Loves to talk about her work.)Smart.Curious/ Eclectic interests/ A little (or more) weird.Well-developed sense of humor/ Fun to be around. ******No. 1 re bosses: Exceptional talent selection & development record. (Former co-workers: “Did you visibly grow while working with X?” / “How has the department/team grown on a ‘world-class’ scale during X’s tenure?”)


2 greatness only the best
2. At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed MichaelsGreatnessOnly The Best!


From “1, 2 or you’re out” [JW] to … At GE, Jack Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The Talent Review Process is a contact sport at GE; it has the intensity and the importance of the budget process at most companies.”—Ed Michaels“BestTalent in each industry segment to build best proprietary intangibles”[EM]Source: Ed Michaels, War for Talent


“Differentiation is all about being extreme, rewarding the best and weeding out the ineffective. … You build strong teams by treating individuals differently. Just look at the way baseball teams pay 20-game winning pitchers and 40-plus homerun hitters.”—Jack Welch


3 performance up or out
3. best and weeding out the ineffective. … You build strong teams by treating individuals differently. Just look at the way baseball teams pay 20-game winning pitchers and 40-plus homerun hitters.”—Jack WelchPerformanceUp 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


Message percent in 3 years. Steve Macadam at Georgia-Pacific: Some people are better than other people.Some people are a helluva lot better than other people.


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!


“Why focus on these late teens and twenty-somethings? likely than the rest to Because they are the first young who are both in a position to change the world, and are actually doing so. … For the first time in history, children are more comfortable, knowledgeable and literate than their parents about an innovation central to society. … The Internet has triggered the first industrial revolution in history to be led by the young.”The Economist [12/2000]


8 likely than the rest to Minutes* —Dr. Sugata Mira, NIIT/ New Delhi/ 1999***Ignorance to Surfing**And then there’s oya yubi sedai, the “thumb generation”


6 diversity mess rules
6. likely than the rest to 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


differences. Diversitydefines 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


CM Prof Richard Florida on “Creative Capital differences. ”: “You cannot get a technologically innovative place unless it’s open to weirdness, eccentricity and difference.”Source: New York Times/06.01.2002


Duh! differences. “We want our associate population to mirror our customer population at every level, from the executive suite all the way to the retail floor. In the marketplace, basically what I want to do is draw a concentric circle around every one of our 2,300 stores, and I want the assortment in that store to match the ethnicity of the neighborhood it’s in. Some neighborhoods are all Hispanic, so we can put in a full Hispanic format. That’s what Super Saver is. All the signage is in both languages. There’s a 100 percent Spanish-speaking staff in the store.”—Larry Johnston, CEO, Albertson’s


“Expose yourself to the best things humans have done and then try to bring those things into what you are doing.”Steve Jobs, on the eclectic nature of the teams he concocts; people of“extraordinary tastes”with“intriguing backgrounds”


7 women born to lead
7. then try to bring those things into what you are doing.”WomenBorn to Lead!


then try to bring those things into what you are doing.”AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure”Title, Special Report, Business Week, 11.20.00


8 weird the cracked ones let in the light
8. then try to bring those things into what you are doing.”WeirdThe Cracked Ones Let in the Light!


The Cracked Ones Let in the Light then try to bring those things into what you are doing.”“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


“Are there then try to bring those things into what you are doing.”enoughweirdpeoplein the lab these days?”V. Chmn., pharmaceutical house, to a lab director (06.01)


Deviants, Inc then try to bring those things into what you are doing.”. “Deviance tells the story of every mass market ever created.What starts out weird and dangerous becomes America’s next big corporate payday. So are you looking for the next mass market idea? It’s out there … way out there.”Source: Ryan Matthews & Watts Wacker, Fast Company (03.02)


9 opportunity make it an adventure
9. then try to bring those things into what you are doing.”OpportunityMake It an Adventure!


H r to h e d h uman e nablement d epartment
“H.R.” to “H.E.D.” ??? then try to bring those things into what you are doing.”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”


Leaders-Teachers Do employees. Not “Transform People”!Instead leaders-mentors-teachers (1) provide a context which is marked by (2) access to a luxuriant portfolio of meaningful opportunities(projects) which (3) allow people to fully (and safely, mostly—caveat: “they” don’t engage unless they’re “mad about something”) express their innate curiosity and (4) engage in a vigorous discovery voyage(alone and in small teams, assisted by an extensive self-constructed network) by which those people (5) go to-create places they(and their mentors-teachers-leaders)had never dreamed existed—and then the leaders-mentors-teachers (6) applaud like hell, stage “photo-ops,” and ring the church bells 100 times to commemorate the bravery of their “followers’ ” explorations!


Talent department1
Talent Department employees.


People Department employees. Center for Talent ExcellenceSeriously Cool People Who Recruit & Develop Seriously Cool PeopleEtc.


10 leading genius we are all unique
10. employees. Leading GeniusWe are all unique!


Beware lurking hr types one size never fits all one size fits one period
Beware Lurking HR Types … employees. One size NEVER fits all. One size fits one. Period.


48 players 48 projects 48 different success measures
48 Players = employees. 48 Projects = 48 different success measures.


Mantram3 talent brand
MantraM3 employees. Talent = Brand


What s your company s evp e mployee v alue p roposition per ed michaels et al the war for talent
What’s your company’s … employees. EVP?Employee Value Proposition, per Ed Michaels et al., The War for Talent


EVP = employees. Challenge, professional growth, respect, satisfaction, opportunity, rewardSource: Ed Michaels et al., The War for Talent


Talent’s “Big Two” Rules employees. GREAT Finance Dept. = GREAT Football TeamDIFFERENCES Among Cello Players = DIFFERENCES Among Hotel GMs


The Top 5 “Revelations” employees. Better talent wins.Talent management is my job as leader.Talented leaders are looking for the moon and stars.Over-deliver on people’s dreams – they are volunteers.Pump talent in at all levels, from all conceivable sources, all the time.Source: Ed Michaels et al., The War for Talent


Addenda tom peters the talent 50
ADDENDA: Tom Peters’ employees. The Talent50


The Talent50 employees. 1. People first!2. Soft is Hard. 3. FUNDAMENTAL PREMISE: We are in an Age of Talent/ Creativity/ Intellectual-capital Added.4. Talent “excellence” in every part of the organization.5. P.O.T./Pursuit Of Talent = Obsession.6. HR sits at The Head Table.7. HR is “cool.”


The Talent50 employees. 8. Re-name “HR.” (Talent Department, Center of Talent Excellence)9. There’s an HR Strategy10. There is a FORMAL Recruitment Strategy.11. There is a FORMAL Leadership Development Strategy.12. There is a “world class” Leadership Development Center.13. There is a FORMAL-STRATEGIC HR Review Process.14. The “Top100,” and every unit’s Top10, are consciously managed.


The Talent50 employees. 15. “People/Talent Reviews” are the FIRST reviews.16. HR Strategy = Business Strategy.17. Make it a Cause Worth Signing Up For..18. Set Sky High Standards.19. Enlist everyone in Challenge Century21.20. Pursue the Best!21. Up or Out.22. Ensure that the Review Process has INTEGRITY.23. Pay!


The Talent50 employees. 24. Training I: Train! Train! Train!25. TII: 100% “business people.”26. TIII: 100% Leaders.27. TIV: Boss as Trainer-in-Chief.28. Open Communication I: NO BARRIERS.29. Open Communication II: Share Information. (ALL!)30. Respect!31. INTEGRITY!32. Treat the Whole Individual.


The Talent50 employees. 33. Places of “grace.”34. MBWA: The “Rudy Rule.”35. Thank You!36. Promote for “people skills.” (ALL ELSE IS SECONDARY.)37. Honor youth.38. Early leadership assignments.39. Fast Tracking is the norm.40. Create a System of Mentoring.


The Talent50 employees. 41. Diversity!42. Diversity starts on the Board of Directors.43. WOMEN RULE.44. Weird Wins.45. We are all unique. 46. Bosses “win people over.”47. GOAL: Adventures of Mutual Discovery.48. Foster Independence.49. Enthusiasm!


The talent50 50 talent brand
The Talent50 employees. 50. Talent = Brand.


21 meet the new boss women rule
21. Meet the New Boss: employees. Women Rule!


employees. AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure”Title, Special Report, Business Week, 11.20.00


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


“Guys want to put everybody in their hierarchical place. Like, should I have more respect for you, or are you somebody that’s south of me?”Paul Biondi, Mercer Consultants [from It’s Not Business, It’s Personal, Ronna Lichtenberg]


Women’s Strengths Match New Economy Imperatives Like, should I have more respect for you, or are you somebody that’s south: Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversity.Source: Judy B. Rosener, America’s Competitive Secret


“On average, women and men possess a number of different innate skills. And current trends suggest that many sectors of the twenty-first-century economic community are going to need the natural talents of women.”Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World


“American women possess leadership abilities that are particularly effective in today’s organizations, yet their abilities remain undervalued and underutilized. In the future, what will distinguish one organization and one country from another will be its use of human resources. Today human resource utilization is not only a matter of social justice but a bottom-line issue.”Judy Rosener, America’s Competitive Secret


“TAKE THIS QUICK QUIZ particularly effective in today’s organizations, yet their abilities remain undervalued and underutilized. : 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


“Investors are looking more and more for a relationship with their financial advisers. They want someone they can trust, someone who listens. In my experience, in general, women may be better at these relationship-building skills than are men.”Hardwick Simmons, CEO, Prudential Securities


Thank you 17 men 8 4 women 19
“Thank you” with their financial advisers. 17 Men: 84 Women: 19


Ass Of The Year2002 (?) with their financial advisers. : Maurice Greenberg, A.I.G., on the Company’s New (All Male) Leadership Team“In a lot of countries of the world, it would be very difficult for a woman to be a good CEO. … I have a responsibility to do the best we can for shareholders.” * ***Source: New York Times/05.05.02**Wouldn’t you love to watch him tell that … face-to-face … to Margaret Thatcher or Carly Fiorina? (I would.)


Okay you think i ve gone tooooo far how about this do any of you suffer from too much talent
Okay, you think I’ve gone tooooo far. How about this: with their financial advisers. DO ANY OF YOU SUFFER FROM TOOMUCH TALENT?


63 of 2,500 with their financial advisers. top earners in F5008% Big 5 partners14% partners at top 250 law firms43% new med students; 26% med faculty; 7% deansSource: Susan Estrich, Sex and Power


“It’s time for U.S. organizations to act. No other country in the world has a comparable supply of professional women waiting to be called into action. This is America’s competitive secret.”Judy B. Rosener, America’s Competitive Secret


Opportunity
Opportunity! country in the world has a comparable supply of professional women waiting to be called into action. This is America’s competitive secret.”

U.S.G.B.E.U.Ja.

M.Mgt. 41% 29% 18% 6%

T.Mgt. 4% 3% 2% <1%

Peak Partic. Age 45 22 27 19

% Coll. Stud. 52% 50% 48% 26%

Source: Judy Rosener, America’s Competitive Secret


It’s Girls, Stupid! country in the world has a comparable supply of professional women waiting to be called into action. This is America’s competitive secret.”1996: 8.4M women, 6.7M men in college (est: 9.2 to 6.9 in 2007); more women than men in high-level math and science coursesMore girls in student govt., honor societies; girls read more books, outperform boys in artistic and musical ability, study abroad in higher numbersBoys do rule: crime, alcohol, drugs, failure to do homework (4:1)Source: The Atlantic Monthly (May2000)


M-F GPAs country in the world has a comparable supply of professional women waiting to be called into action. This is America’s competitive secret.”:All: 2.92M vs. 3.07F; Arts: 3.08M, 3.13F; Bus: 2.79M, 2.96F; Science/Math: 2.98M, 3.18F;Eng/CompSci: 2.96M, 3.17F.% Professional Degrees: F ’77: 19%; F ’94: 41% (45% Ph.D.s)


“THE NEW GENDER GAP: From kindergarten to grad school, boys are becoming the second sex”—Cover story, BusinessWeek/26 May 2003


Girls lead boys are becoming the second sex”: Student gov’t, music & performing arts, yearbook & newspaper, academic clubs.Boys lead: Sports, learning disabilities, diagnosed with emotional disturbancesSource: The New Gender Gap/BusWeek/05.26.03


Degree Gap boys are becoming the second sex”*Wom:Men/Bachelor’s … 2000: 133; 2010: 142Wom:Men/Master’s … 2000: 138; 2010: 151* Whites, Blacks, Hispanics, Asians, Native AmericansSource: The New Gender Gap/BusWeek/05.26.2003


Workforce participation rate boys are becoming the second sex”: Women … soaring; men … declining.Voter participation rate: Men … plummeting; women … decliningSource: The New Gender Gap/BusWeek/05.26.2003


Boys are trained in a way that will make them irrelevant phil slater