Distinct or … Extinct Tom Peters Seminar2000 Sun Microsystems San Diego 10 August 2000

1. Distinct or … ExtinctTom Peters Seminar2000Sun MicrosystemsSan Diego10 August 2000

2. 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

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

4. Brand InsideBrand Org:Lean, Linked, Electronic & Malleable

5. Headline: “Bank of America to Cut … 10,000 Jobs”“Middle-level and senior managersare expected to be the principal targets of the job cutbacks.”Source: The New York Times (07.29.2000)

6. 90 in 10: The Pincer 5“Destructive” entrepreneurs“White Collar Robots”THE INTERNET![E.g.: GM + Ford + DaimlerChrysler/Covisint]Global Outsourcing[E.g.: India, Ireland]Speed!!

7. Brand InsideBrand Work: The Professional Service Firm Model & The WOW Project

8. So what will be the Basic Building Block of theNew Org?

9. New OrleansApril 2000:Jazz Festival + NAPM

10. Youare the …Rock Stars of the B2B Age!

11. Enter … The WOW Project!**The Project50

12. “Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec

13. Brand InsideBrand You: Distinct … or Extinct

14. 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

15. Minimum New Work Survival SkillsKit2000MasteryRolodex ObsessionFinishing SkillsEntrepreneurial InstinctMistress of ImprovSense of HumorInternse Appetite for TechnologyGroveling Before the YoungEmbracing “Marketing”Passion for Renewal

16. Women and new-economy management …

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

18. P.S.1: “In a Web First, Women Are in the Majority”*Q12000: 50.4% to 49.6%;“Women and men use the Web differently. Women are more pressed for time. For them, the Internet is really a productivity tool. … Men tend to spend more time on line just playing around.”*Headline, USAToday, 08.09, p.1A; Media Metrics/Jupiter Communications

19. P.S.2: 9/27.5/3.6 > Germany“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

20. Brand InsideBrand Talent: The Great War for Talent

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

22. “The leaders of Great Groups lovetalent and know where to find it. They revelin the talent of others.”Warren Bennis & Patricia Ward Biederman

23. Dudes With ’Tude“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

24. Talent = Brand

25. Brand InsideBrand Action:Getting Started … a Personal Perspective

26. Topic: Boss-free Implementation of STM/Stuff That MATTERS!

27. I. THE IDEA“4Fs”: Find a FellowFreak Faraway

28. Heart of the MatterK2K!**Kook to Kook

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

30. World’s Biggest Waste …Selling “Up”

31. Epitaph from Hell … Joe T. Jones 1942 - 2000HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!

32. II. THE NUGGETDo Something. Do Anything.Get Going.Now.

33. Small[ish] Pioneer Playmate Now>Big, Sluggish, Dopey

34. III. THE TOOLPrototyping Mania!

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

36. Part I: Brand InsidePart II: Brand OutsidePart III: Brand Leadership

37. Forces @ Work IIThe Commodity Trap

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

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

40. Brand OutsideStrategy 1:Lead the Customer!

41. “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

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

43. “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

44. Brand OutsideStrategy 2:Use E-Commerce toRe-inventEverything!

45. 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

46. “Where does the Internet rank in priority? It’s No. 1, 2, 3, and 4.”Jack Welch

47. Brand OutsideStrategy 3:It’s the Experience!

48. “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

49. 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

50. “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