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Distinct or … Extinct Tom Peters Seminar2000 The Ackerley Group Sales Conference Seattle 18 September 2000. Summer 2000 … KOA wires up!. “ Plans to Offer Cars Online” Headline: New York Times 08.24.00.

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Distinct or … ExtinctTom Peters Seminar2000The Ackerley GroupSales ConferenceSeattle18 September 2000

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


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


“Davids vs. Corporate Goliaths: Could the Record and Film Industries Be Brought Down by Teenagers?”Headline: The New York Times (08.06.00)


“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


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

“It is generally much easier to kill an organization than change it substantially.” Kevin Kelly, Out of Control
“It used to be that the big ate the small. Now the fast eat the slow.”Geoff Yang, IVP/ (Institutional Venture Partners)
“The Word(s)” on Vitality: Gary Hamel“Sell By” [jettison old crap]Spin Out [support entrepreneurs]Spin In [buy young firms]
reward excellent failures punish mediocre successes phil daniels sydney exec
“Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec
“Every project we take on starts with a question: How can we do what’s never been done before?”Stuart Hornery, CEO, Lend Lease

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


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


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

obsession greatness performance pay youth diversity women weird opportunity leading genius
Obsession! Greatness! Performance!Pay!Youth!Diversity!Women!Weird!Opportunity!Leading Genius!

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


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


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


“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)


“The Rise of the Teen Guru”“They’re brilliant, ambitious, and almost intuitively gifted at technology. A new generation of whiz kids are gaining unprecedented power and authority.”Case in point: Shawn Fanning, 19, Northeastern dropout, Napster founderSource: Cover story, Brill’s Content, 7-8/00


“Where do good new ideas come from?That’s simple! From differences. Creativity comes from unlikely juxtapositions. The best way to maximize differences is to mix ages, cultures and disciplines.”Nicholas Negroponte


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

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

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


“TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the 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


It’s Girls, Stupid!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)


“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


“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”


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

The following five slides, as well as slide #85, have comments in the notes section.Please use Normal View to access.
characteristics of the also rans
Characteristics of the “Also Rans”

“minimize risk”

“respect the chain of command”

“support the boss”

“make budget”

Source: Fortune on “most admired

global corporations” (10/26/98)

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

Quality Not Enough!“Quality as defined by few defects is becoming the price of entry for automotive marketers rather than a competitive advantage.”J.D. Power


Quality Not Enough!“While everything may be better, it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,” The New York Times


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


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


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


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


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


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


Some Lessons from AOL (Yahoo, etc.) …Customized InfoCustomer ControlUtility (convenience, speed, control, insta-choice)Self-created CommunityChat/Sociability!

b2c success genuine brand strength build community source geoffrey moore
B2C Success“Genuine brand strength”“Build community”Source: Geoffrey Moore

Welcome toD.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle

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

I Can Immediately …Shop for $1,000,000 homes or $1.95 office supplies, at best price and with best advisorsManage all my financial dealingsWork with my doc, or world’s best medical experts, or humble support groups, on any health issueRecruit talent to help me with any projectDevelop professional docs collaboratively, with anyoneShare my ideas with the worldChat with anyone, anywhereResearch anythingTake a course on any topic, from cooking to softwareStay in touch with my 90 year old momPlay a gajillion games to while away the time


“The Web enables total transparency.People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee, patient or citizen is dead.”Kjell Nordstrom and Jonas Ridderstrale, Funky Business


“One cannot be tentative about this. Excuses like ‘channel conflict’ or ‘marketing and sales aren’t ready’ cannot be allowed. Delay and you risk being cut out of your own market, perhaps not by traditional competitors but by companies you never heard of 24 months ago.”Jack Welch [07.00/]


WebWorld = EverythingWeb as a way to run your business’ innardsWeb as connector for your entire supply-demand chainWeb as “spider’s web” which re-conceives the industryWeb/B2B as ultimate wake-up call to “commodity producers”Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer dataWeb as an Encompassing Way of LifeWeb = Everything (P.D. to after-sales)Web forces you to focus on what you do bestWeb as entrée, at any size, to World’s Best at Everything as next door neighbor


“It” is real! It is “Life and Death”!Dream BIG!Start Now! Study Hard! Play Hard! Play Fast! Go on Offence!Hire great folks! (They ain’t cheap. They are young!)Don’t cut corners on infrastructure!Rem: “Age of the Never Satisfied Customer”!We ain’t seen nothin’ yet!

“Net Nips Real Estate Sales Fees”Headline,p.1B, USAToday 07.05.00**,,, etc.
Message I: Racing up the V.A. Ladder. Doing More & More … & More & More & More … for/with the Customer and the Supply-Demand Chain!
09 11 2000 hp bids 18 000 000 000 for pricewaterhousecoopers it consulting bus
09.11.2000: HP bids $18,000,000,000for PricewaterhouseCoopersIT consulting bus!
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

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


E.g. …GE: boxes [transformers, etc.] to “air traffic controllers of electrons”UTC/Otis + Carrier: boxes to “integrated building systems”; P&W, etc.: boxes to major aircraft subsystems


“Customer Satisfaction” to “Customer Success”“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


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


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


Experience: “Rebel Lifestyle!”“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.”Harley exec, quoted in Results-based Leadership


“Car designers need to create astory. 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

home furnishings 94 vacations 92 houses 91 bank account 89 health care 75 etc
?????????Home Furnishings … 94%Vacations … 92%Houses … 91%Bank Account … 89%Health Care … 75%Etc.
48% working wives > 50%80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed

Women …50+%(!!!) of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.Source: Business Week; Jupiter Communications


Carol Gilligan/ In a Different VoiceMen: Get away from authority, familyWomen:ConnectMen: Self-orientedWomen:Other-orientedMen: RightsWomen:Responsibilities


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


Women and HealthcareWomen are … more dissatisfied, frustrated by the way they are treatedand spoken down toby physicians, seek more information, are more pressed for time … and make 75% of health care decisions and control 2/3 of health care $$$$ [and constitute 2/3 of health care employees].Source: Patricia Braus, Marketing Healthcare to Women


Women and Financial AdvisorsWomen want … a plan, to be listened to,to be taken seriously, to read about it, to think about it.Women do not want … an in-your-face sales pitchSource: Kathleen Boyle, Wheat Boyle Butcher Singer


“Women Beat Men at Art of Investing”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)


How Many Gigs You Got, Man?“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

eveolution truth no 1 connecting your female consumers to each other connects them to your brand
EVEolution: Truth No. 1Connecting Your Female Consumers to Each Other Connects Them to Your Brand

“The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”EVEolution


Weight Watchers International “Model”“What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of car pool partners?”“What if American Express made a concerted effort to connect up female empty-nesters through on-line and off-line programs, geared to help women re-enter the workforce with today’s skills?”EVEolution


The New New Jiffy Lube“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


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


27 March 2000: email to TP from 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!”

this just might be the biggest thing in this seminar please think about it

Brand It!Now, More Than Ever!“The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.”Gillian Law and Nick Grant, Management [New Zealand]


“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


Brand = You Must 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

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

Brand Leadership!“A key – perhaps the key – to leadership isthe effective communication of a story.”Howard GardnerLeading Minds: An Anatomy of Leadership

“Create a Cause, not a ‘business.’ ”Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1: Charles Schwab)