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EXCELLENCE. ALWAYS. Lists. The Irreducible209+ One Word+ The Cup Challenge The Sales122 60TIBs Tom- A -to, Tom- ah -to. EXCELLENCE. Now . The Irreducible 219 Tom Peters November 2006 (Slightly updated February 2012).

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The irreducible209 one word the cup challenge the sales122 60tibs tom a to tom ah to l.jpg
TheIrreducible209+One Word+The Cup ChallengeThe Sales12260TIBsTom-A-to, Tom-ah-to


Excellence now the irreducible 219 tom peters november 2006 slightly updated february 2012 l.jpg
EXCELLENCE. Now.TheIrreducible 219Tom PetersNovember 2006 (Slightly updated February 2012)


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A frustrated participant at an executive seminar in Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. “What, if anything,” he asked, “do you believe ‘for sure’?”I mumbled something, but his query started rumbling around in my mind. Three days later, wandering on a Sunday in London, the idea of “the irreducibles” occurred to me—and I started jotting down notes on stuff I do indeed believe “for sure.” Before I knew it, a few days later, the list had grown to 219 items. Hence “The Irreducible219” that follows.Tom Peters


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1. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Hare 1, Tortoise 0. (Hare-y times.)

2. Tempo. (O.O.D.A.)

3. MBWA.

4. Appreciation. (“Motivator” #1.)

(Can’t be faked. Good.)

5. Decency.

6. Hurry.

7. Time out.

8. One matters.

9. Big change. Short time. (Alt not work.)

10. Excellence. Always.

11. Passion. Energy. Hustle. Enthusiasm.

Exuberance. (Move mountains. No alt.)

12. You must care.

13. Emotion.

14. Hard is soft. (Soft is hard.)


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15. Men. Women. Different. Contend. Connect. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

16. Women. Buy. All. (RU listening?)

17. Quality. (“Mind-blowing.” Beyond 6-Sigma.)

18. Re-invent. Re-pot. (Required.)

19. Jaywalk.

20. Big change. Small # of people. (Always.)

21. Experiment. Now.

22. Failure. Normal.

23. Most failures, most success.

(Fail. Forward. Fast.)

24. “Reward excellent failures. Punish

mediocre successes.”

25. Women leaders. (Altered times.)

26. Extremism. (Good business. Bad politics.)

27. Innovation source. Only. Extreme irritation.

28. Smile.


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29. You must care. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

30. Mentor. (Highest ROI.)

31. Best “roster” wins.

32. Wow. (Why not?!)

33. We all have customers. (Biz. Personal.)

34. All contacts = Experiences.

35. Cirque du Soleil. (Peerless.)

36. Leaders create space for growth.

37. Quests. (Only.)

38. High aspirations, “high” results.

(Self-fulfilling prophecy.)

39. Attitude 1, Skills 0. (Mostly.)

(Attitude 1, Skill 0.3?)

40. Sometimes: Skill 1, Attitude 0.1.

41. Must “love,” not “like.”

42. Wegmans.” (No excuses. “Mere” groceries.)

43. Less than your best. Cheating.


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44. Brand You. (No alt.) Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

45. Self-sufficiency. (Biggest LT turn-on.)

46. In the moment.

47. The moment wins.

48. Tomorrow = Never.

49. Action 1, Plan 0.1.

50. “Execution” can be a “system.”

51. Realism. (But don’t let it paralyze.)

52. Own up. Move on.

53. Accountability.

54. Work hard > Work smart. (Mostly.)

55. Feedback. Necessary. Fast. (R.F.A. in

“RFA times.”)

56. Customers. Listen. Lead. (Paradox.)

57. “On stage.” Always. (GW, FDR, RG =

Supreme actors.)


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58. Master statistical analysis. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

59. Excellence = Set the table.

60. Legacy. (Will it have mattered?)

61. “Great.” (Why not?)

62. Radicals rule. (Think … Olympics.)

63. !!! = Good.

64. Red 1, Brown 0. (Red times.)

65. Talk. Listen. (“Big 2.” Master.)

66. Politics. (Normal-inevitable state

of affairs. Master.)

67. Student. Forever.

68. “Why?” (Question #1.)

69. Don’t belittle.

70. Respect.

71. All we have: this moment.

(“Moments matter most”?)

72. Now. (Procrastination. Death.)


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73. Exercise. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

74. Paint. (Leader. Portraits of Excellence.)

75. Best story wins.

76. “You must be the change you wish

to see in the world.”

77. Two “big ones.” Max.(Priorities.)

78. No “I” in Team. (“I” in Win.)

79. “I” in Win. (No “I” in Team.)

80. Different 1, Better 0. (Better = 0.1)

81. Imitation = Mistake. (Learn, from who?)

82. Choose/battle the “right” competitor.

83. Schools. Creativity. Entrepreneurship.

(Not.)

84. MBAs. Creativity. Entrepreneurship.

Leadership. (Not.)

85. Design. Under-rated. Wildly.

(Still.) (Everything.)


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86. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. You = Calendar. (Calendar. Never. Lies.)

87. Laugh.

88. Handshake. (Quantity. Quality.)

89. Don’t fold your hands in front of your chest. Ever. (Never.)

90. Grace. (“Works” in biz.)

91. Weird. Wins. (Weird times.)

92. Crazy times. Crazy orgs.

93. Internet. All.

94. Women. Boomers-Geezers. Market. All.

95. Passion. (Repeat. So what?)

96. Energy. (Repeat. So what?)

97. Hustle. (Repeat. So what?)

98. Enthusiasm. (Repeat. So what?)

99. Exuberance. (Repeat. So what?)

100. Smile. (Repeat. So what?)

101. Care. (Repeat. So what?)


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102. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Simplicity. Redundancy. Resilience. Bloody-

mindedness. Visible optimism. (Success.)

103. Act. (Repeat. So what?)

104. Appreciate. (Repeat. So what?)

105. Fun. (Biz. Why not?)

106. Joy. (Biz. Why not?)

107. Sales = Life.

108. Marketing = Life.

109. Long-term. “Top line.” c.r.o.

110. Great company = Creates the most

individual success stories. (RE/MAX)

111. Talent first, performance byproduct.

112. Sustained Wow* 1, “Shareholder

value,” 0.2 (*Product, People.)

113. Commitment. by invitation only.

114. Creativity. by invitation only.

115. HR = #1. (Ought to.)


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116. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Face-to-face. (5K miles, 5 minutes.)117. Negotiation. Make all winners.

(Save face.)

118. Grace makes enemies friends.

119. Network.

120. Invest in relationships. (Think ROIR.

Return On Investment inRelationships.)

118. Relationship investment. Forethought.

Calendar item. Intensity.

119. Innovation. Easy. (Hang out

with weird.)

120. Weird = Win. (Weird times.)

121. “The bottleneck is at the top

of the bottle.”

122. Good Board = Weird Board.

(At least, surprising.)

123. No contention, no progress.


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R.O.I.R. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. **Return On Investment In Relationships


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124. “Crucial conversations.” “Crucial Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

confrontations.” (Study. Learn. Do.)

125. Honest feedback.

126. Gaspworthy. Yes.

127. “Insanely great.”

128. “Astonish me.”

129. “Make it immortal.”

130. “Will you remember it in 20 years?”

131. No small opportunities. (Reframe.)

132. One playmate, one playpen = Enough.

133. End run. Sensible.

134. Allies are there for the finding.

135. Find successes. Build on successes.

(Pos > Neg. Encourage > Fix.)

136. Somebody’s doing “it” today. Find ’em.

137. Someone is living 2022 in 2012.

(Find ’em. Study ’em.)


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138. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Don’t “benchmark.” “futuremark.”

139. “PMA.” It works. (Positive. Mental.

Attitude.)

140. There are no experts. (You are the expert.)

141. Life is short.

142. “Sustained success.” Fat chance.

Make today matter. (“Sustained.” Ha.)

143. Collaborate. (Networked world.)

144. Go solo. (Individual. Unit of

Intellectual Capital.)

145. There are no “perfect” plans. (Do. Wins.)

146. Plans motivate. (Right or wrong.

Sense of purpose.)

147. Never rest.

148. Get some sleep.

149. Winning = Embracing paradox.

150. Ambiguity = Opportunity.


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151. Resilience. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

152. Relentless-ness.

153. None. Above. Comeuppance.

No. “ultimate.” “business model.”

(GM. Sears. U.S. Steel. DEC.)

154. Be yourself. Period.

155. Never work with jerks. Including

customers. (Life. Too short.)

156. Under-promise, over-deliver.

157. Talent. (Powerful word.)

158. “Customer = Anyone whose actions

affect your results.”

159. Competition stinks. (Seek the soft

spots where you can dominate.)

160. K.I.S.S./Keep It Simple, Stupid.

161. Beauty. (Good biz word.)

162. “See the beauty in a [your] hamburger

bun.” (Go. Ray Kroc.)


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163. Own up. Quick. ( Denial. Cancer.) Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. 164. Celebrate. Often.165. 78 people = 78 approaches. (Each. Unique.)166. Weed. Ceaselessly. (Prune. Stupid. Rules. Non-stop.)167. Get out of the way. (You = The problem.)168. Smile. Sunny. Optimism. (If it kills you.)169. Flowers. (Cheery workplace.)170. Enjoy. (Or get the hell.)171. Be intolerant of “sour.” (1 = Major pollutant)172. No “quick trigger” on promotion. (Too important.) (Promotions = Legacy.)173. Evaluation = Lots of study-time.174. Evaluation = “Life or death” to evaluee.175. “360” evaluation. No fad.176. Exit when you’re done. (Done. Sooner than you think.)


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177. Today. Now. My Project. Am. Is. I. Period. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

178. “Beautiful” systems. (Good biz phrase.

Not oxymoron.)

179. Build on strengths > Fix weaknesses.

180. “To don’t” = “To do.” (“To don’t” >

“To do” ?)

181. Leaders “Do” People. (Period.)

182. Leaders enjoy leading.

183. Serious leadership training = Serious.

184. Priorities. Obvious. (Or else.)

185. 5 “Priorities” = 0 Priorities.

(3 “Priorities” = 0 Priorities?)

186. People. First. Last. Always.

187. It. Is. Always. The. People.


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188. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Handshake.(Quantity. Quality.)189. Don’t fold your hands in front of your chest. Ever. (Never.)190. Simplicity. Redundancy. Resilience. Bloody-mindedness. Visible optimism. (Success.) (Repeat.)191. Employee Entrance = Guest Entrance.192. Put the customer … SECOND. (“Wow” your people first, then the customer will likely be “Wowed.”.)193. Flowers. (Or did I say that before? No matter if I did.)194. Big Mergers don’t work. Small acquisitions can/do work—if you don’t screw with their energy.


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195. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. One size fits. One. Only. No cookie cutter. (Evaluations.)196. Teaching. Individualized. Only. (7 billion people = 7 billion learning trajectories.) 197. First impression. Matters. Shapes all that comes. Hard to overcome bad. (Understatement.)198. Jerks. Don’t work with. (Life = Too short.)199. Manage [the hell out of] first impressions.200. Last impression. Matters. Dominates memory. Hard to overcome bad. (Understatement.)201. Manage [the hell out of] first/last impressions.202. Plain English.203. Managers do things right. Leaders do the right thing. NOT.


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204. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Instinctively “head for the front line.” (In all contexts.)205. Success = DDMMPR/"D-squared,

M-squared, PR” = DramDiff +

Money-Financial Acumen + Good

“Marketing” Instincts + Stellar People

+ Resilience (The “fab five”: What.

Every. Small. Biz. Needs.) (Big too.)

206. Core Mechanism (“Game-changing

Solutions”): PSF (Professional Service

Firm “model”) + Wow! Projects

(“Different” vs “Better”) + Brand You (“Distinct” or “Extinct”)

207. 2017/2022 has already happened.

Find it.


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208. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Kids “know” kids. Oldies “know” oldies. Women “know” women. (Staff accordingly.)209. Everybody is my customer.210. Cosset “vendors.”211. I want to run a Housekeeping department. (And you?)212. The military doesn’t follow the “military model.” (Initiative = Excellence.)213. No such thing as “going to absurd lengths” to serve the Customer. (HSM & Lefties.)214. Forget the “customer.” All = “Clients.”215. It takes decades to get over “sleights.” (So don’t sleight.)216. Don’t “dumb down.” Ever.


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217. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. NO LESS THANEXCELLENCE.EVER. 218.EXCELLENCE.NOW. 219.EXCELLENCE.ALWAYS.


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ONE WORD Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

ONE WORD+


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ONE WORD+ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Drill more wells

R.F.A.

Accountability

Realism

Decentralization

Execution

Action bias

Most mistakes wins

6:15am

Energy

Enthusiasm

Do>Plan

Act>Think

Behavior>Attitude

Passion


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ONE WORD+ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

5 min/5,000 miles

Women

Decency

Grace

Innovate or Die

Re-imagine

Fight irrelevance

Just Do It

Care (You Must)

Flowers (Say It With)

I’m sorry

Thank You

Insanely Great

Silence

2-cent candy


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ONE WORD+ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Emotion

Intuition

Sell

O.O.D.A.

Integrity

Weird

Appreciate

Celebrate

Respect

Listen

Wander

Calendar rules

Calendar doesn’t lie

“To don’t

Max priorities = 3


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ONE WORD+ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Gasp-worthy

Insanely great

Different>better

Impact>longevity

Dramatic Difference

Only ones do what we do

Smile

$798

7-7-7

Design rules

Beautiful Systems

450/8

VP S.O.U.B.

Women buy all

Women lead better


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ONE WORD+ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

MBWA

Why?

PSF

Wow!

! (red)

Buy a Mirror

Know thyself

Invite

Quest

Adventure

Talent

Brand You

Lovemark

Experience

Dreamketing


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ONE WORD+ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Boomers-geezers own all

2.6/21

25

25

3,000,000,000

(900,000,000)

26 minutes

43 hours

Perception Is All There Is

Enthusiasm: The Ultimate Virus


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For Starbucks … Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

The Cup Challenge*

*Potential Quotes for Coffee Cups


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I was asked to contribute a favorite saying of my own to a Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. program by Starbucks. It’d end up on their cups for a while. The last one in the set was the one I submitted.


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Re-imagine! Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Re-do!

Re-vise!

Re-vo-lu-tion!


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“Passion!” Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

“Energy!”

“Enthusiasm!”

“Passion! Energy! Enthusiasm!”

"Enthusiasm! Enthusiasm! Enthusiasm!"

"Enthusiasm Moves Mountains!"

"Nothing Matches Enthusiasm as a 'Motivator'!"

“Technicolor Times Demand Technicolor Actions”

“Technicolor Times Demand Technicolor People”

“Wow. Now.”

“Re-imagine!”

“Re-imagine! Re-do! Re-vise! Re-vo-lu-tion!”


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Excellence. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Always.


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“No Less Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Than

Excellence.

Ever.”


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No Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Excellence.

no excuse.


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"Respect!" Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

“Leaders ‘Do’ People. Period.”

“Credibility. Asset No. 1.”

“Tell the Truth.”

“Truth Wins.”

“Challenge. Challenge. Challenge.”

“Two Big Goals. Tops.”

“Focus. Your Calendar Never Lies”

“Good Story. Good Leader.”

“Best Story Wins.”

“Live the Story.”

“Change the World. Accept Nothing Less.”

"Dream!"

“Dream. The Only Worthwhile Reality.”

“Beware Those Who Agree With You”

“Seek Dissidents. Nurture Dissidents. Cherish Dissidents.”


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Do. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Do. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Do. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Do. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Do.


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Do. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Do.

Do.


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Do. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Do.

Do.


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Do Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. .


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try it. Try it. Try it. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Try it. Try it. Try it. Try it. Try it. Tryit. Try it. Try it. Try it. Try it. Try it. Try it. Try it. tryit. Try it. Try it. try it. Try it.Tryit. Try it. Try it. Try it.


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implementation Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

… The “last 98%”


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Do it. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Now.


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start. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Now.


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Most. Relentless. wins. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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“Excellence!” Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

“Demand Excellence!”

“Demand Excellence. The Greatest Gift.”

“Excellence, Life’s Gold Standard”

“Stop Talking! Start Doing!”

“Execute. Execute. Execute.”

“‘Good Execution’ Beats ‘Good Strategy’”

“Agility Trumps Size”

"Women make the best bosses!"

“Women Rule. Believe It.”

"You must care!"

“Listen.”

“Ask. ‘Why?’”


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distinct. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Or …

Extinct.


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2012. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Self-reliance.

No option.


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2012. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Excellence.

More than ever.

No option.

More than ever.


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Excellence. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Not optional.


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it’s a … Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

“brand you” world.


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“‘Me Too’ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. =

‘Me Dead’”


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“‘Different’ beats ‘Better.’” Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

“‘Distinct’ or ‘Extinct.’”

“Innovate or Die”

“‘Me Too’ = ‘Me Dead’”

“Talent Time!”

“Best Talent Wins.”

“Best Roster Wins.

“Moderation Fails in Immoderate Times”


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“Moderation Fails in Immoderate Times” Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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“freaks win in freaky times.” Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Seek Dissidents. Nurture Dissidents. Cherish Dissidents. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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“best Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

talent

wins.”


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women = best leaders. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

Women = biggest market.

Women = control wealth.

Women = rule.


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Roir/return on investment in relationships Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Respect = magic. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Acknowledgement = magic. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Appreciation = magic. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Listening = magic. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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“thank you” = magic Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

potion #1.


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! Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.


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Enthusiasm! Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough.

The Ultimate Virus!


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Tom’s Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. 60 TIBs**TIB = This I Believe


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Sixty for Sixty: Tom’s 60 TIB Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. s

The architect Bill Caudill was a contrarian. He pioneered the idea of working intimately with clients to create spaces that met their needs; this flew in the face of conventional wisdom, which held that the architect was pure artist, barely

deigning to make client contact. Caudill’s approach was

wildly successful—so much so that today it’s become conventional wisdom.

Over the years Bill jotted notes on this and that, and began to organize them for his children. The title of his musings: This I Believe. After Caudill’s death, his colleagues collected the notes and published them. That is, The TIBs of Bill Caudill.

A sixtieth birthday is a monumental occasion, and I chose, among other things, to give myself a present to mark the/my date in November 2002. I sat on a hill overlooking my farm

in Vermont, and scribbled down 60 thoughts, one for each year, that seemed to capture my professional and, to

some extent, my personal journey.

Those thoughts—Tom’s 60 TIBs—herewith.


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1. TECHNICOLOR RULES! Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. (Passion Moves Mountains!)2. Audacity Matters!3. Revolution Now!4. Question Authority! (& Hire Disrespectful People.) 5. Disorganization Wins! (LOVE THE MESS!)


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6. Think 3M: Markets Matter Most. ONLY EXTREME Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. COMPETITION STAVES OFF STALENESS. (You can take the boy out of Silicon Valley, but you can’t take Silicon Valley out of the boy!)7. Three Hearty Cheers for Weirdos. (Bill Gates, Steve Jobs, Larry Ellison, Scott McNealy, Craig Venter et al.) 8. Message 2003: Technology Change (Info-sciences, Biosciences) Is in Its Infancy! (WE AIN’T SEEN NOTHIN’ YET!)9. Everything Is Up For Grabs! Volatility Is Thy Name! (Forever & Ever. Amen.) RE-INVENT … OR DIE! 10. Big Sucks. (Mostly.) (VERY Mostly.)


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11. “Permanence” Is a Snare & a Delusion. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. (Forget “Built to Last.” It’s Yesterday’s Idea.)12. Kaizen” (Continuous Improvement) Is …Dangerous.13. DESTRUCTION RULES!14. Forget It! (“Learning” = Easy. “Forgetting” = Nigh on Impossible.) 15. Innovation Is Easy: Hang Out with Freaks. (Employees, Board Members, Customers, Suppliers, Alliance Partners, Consultants.)


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16. Boring Begets Boring. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. (Cool Begets Cool.)17. Think “Portfolio.” (We’re All V.C.s.)18. Perception Is All There Is. (“Insiders” … ALWAYS … overestimate the Radicalism of What They’re Up To.)19. Action … ALWAYS … Takes Precedence. Think: R.F!A./Ready. Fire! Aim. (REWARD SUCCESS. REWARD FAILURE. PUNISH … INACTION.) 20. He Who Makes & Tests the Quickest & Coolest Prototypes Reigns!


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21. Haste Makes Waste. (SO GO WASTE!) Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. 22. Screw-ups are … the … Mark of Excellence. (“Do It Right the First Time” Is a Very Stupid Idea.) 23. Play Hard! Play Now! (Cherish Play!)24. TALENT TIME! (He/She Who Has the Best “Roster” Rules!)25. Re-do Education. Totally. (FOSTER CREATIVITY … NOT UNIFORMITY.) (THE NOISIEST CLASSROOM WINS.)


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26. Diversity’s Hour Is Now! Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. 27. SHE … Is the Best Leader!28. MARKETING MANTRA: Embrace the “BIG THREE” Demographics. (1) SHE … is the Customer. (For everything.) (2) Rapidly Aging Boomers Have … ALL THE MONEY. (3) Green … Matters. (TRILLIONS OF $$$$$ Are at Stake.) (NOBODY … Gets It.) (Mere “Programs” Will Not Suffice.)29. Re-boot Healthcare. (UNDERSTATEMENT.)30. WHAT ARE WE SELLING? “Experiences” & “Solutions” > “Quality” & “Satisfaction.” (The Traditional Value-added Equation Is Being Set on Its Ear.)


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31. DESIGN = New Seat of the Soul. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. 32. Branding Is for … EVERYONE. He Who Has the … BEST STORY … Takes Home the Marbles.33. DRAMATIC DIFFERENCE = Only Difference.34. WORDS/Language Matters … a Lot. (E.g.: Three Hearty Cheers for “Wow”!)35. WHAT MATTERS IS STUFF THAT MATTERS. (Query #1: “Are You Proud of It?”)


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36. eALL. (IS/IT: Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Half-way = No Way.)37. DREAM … Big! DREAM … Enormous. DREAM … Gargantuan. (These Are XXXL Times.)38. THINK MIKE! (Michelangelo: “The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.”)39. There Is Only … ONE BIG ISSUE. Cross- functional Communication.40. Stop Doing Dumb Shit. (SYSTEMATIZE THE PROCESS OF “UN-DUMBING.”)


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41. Beautiful Systems Are … BEAUTIFUL. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. 42. The … WHITE-COLLAR REVOLUTION … Will Devour Everything in Its Path. 43. Take Charge of Your Destiny! BrandYou Moment! DISTINCT … OR EXTINCT!44. “Powerlessness” Is a State of Mind! Think: King. Gandhi. De Gaulle.45. Pursue Adventure … in Every Task.


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46. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. EXCELLENCE … Is a State of Mind. (Excellence Takes a Minute.) (No Bull.)47. SHOW UP! (If You Care, You’re There.)48. YOUR CALENDAR KNOWS ALL. (You = Calendar.) (Mind Your “TO DON’T” List.)49. LIFE IS SALES. (The Rest Is Details.)50. Boss Mantra #1: “I DON’T KNOW.” (“I Don’t Know” = Permission to Explore.)


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51. Management Role 1: GET OUT OF THE WAY. Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. (Clear the Way.) (“Manager” = Hurdle Removal Professional.)52. Epitaph from Hell: “He Woulda Done Some Truly Cool Stuff … But His Boss Wouldn’t Let Him.”53. Change Takes However Long You Think It Takes. (Eschew … “Incrementalism.”)54. Respect! (Rule 1: Don’t Belittle!)55. “Thank You” Trumps All!


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56. Integrity Matters! Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. Integrity = Credibility. (Dennis K. Is a Jerk.)57. SOFT IS HARD. HARD IS SOFT. (Numbers Are Soft. People Are Not.)58. Try Sunny! (Sunny Begets Sunny. Gloomy Begets Gloomy.)59. DISPENSE ENTHUSIASM!60. FUN …Is Not a 4-Letter Word. So, too … JOY. (And … GRACE.)


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Tom Peters’ Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, he’d had enough. to-mA-toto-mah-to


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New Delhi. Thirteen September 2004. I awoke, jetlagged and sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks (!!!!!). Only this time I’d acceded to “They.” The “They” who believe in “The Plan” and “Built to Last” and “Continuous Improvement” and “Quiet, Humble Leaders.” No! No! I had failed, in my dream, to live up to my Fervent Beliefs! This must not pass! In a sweat, fearful that the time would not come ’round again, I turned on the light, picked up a pad of paper, and began to scribble frantically.

Herewith the result …


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagineManifesto!

They say … my (Tom) language is extreme.

I say … the times are extreme.

They say I’m extreme.

I say I’m a realist.

They say I demand too much.

I say they accept mediocrity & continuous improvement

too readily.

They say “We can’t handle this much change.”

I say “Your job and career are in jeopardy; what other

options do you have?”

They say Brand You is not for everyone.

I say the alternative is unemployment.

They say “What’s wrong with a ‘good product’?”

I say Walmart or China or both are about to eat your

lunch. Why can’t you provide instead a Fabulous

Experience?


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagineManifesto!

They say “Take a deep breath. Be calm.”

I say “Tell it to Walmart. Tell it to China. Tell it

to India. Tell it to Dell. Tell it to Microsoft.”

They say the Web is a “important tool.”

I say the Web changes everything. Now.

They say “We need an Initiative.”

I say “We need a Dream. And Dreamers.”

They say Great Design is “nice.”

I say Great Design is “necessary.”

They say I “overplay” the “women’s thing.”

I say the share of Women in Senior Leadership

Positions is a Waste and a Disgrace and a

Strategic Marketing Error.


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say the Women’s Market Opportunity I harp on is “doubtless important.”

I say 9 out of 10, make that 99 out of 100, companies aren’t

within striking distance of accurately estimating the potential

of the Women’s Market … let alone exploiting it.

They say the boomer-geezer market is also “doubtless important.”

I say the boomer-geezer market amounts to a Redefining

Moment.

They say we need a “project” to exploit the women-boomer-geezer market.

I say we need Total Strategic Realignment to exploit the

Women-Boomer-Geezer Opportunity.

They say “Wow” is “typical Tom.”

I say “WOW” is a Minimum Survival

Requirement.

They say “effective governance” is important.

I say bold-brash Boards that are representative of the market

served—more than a token woman or two and an empty seat

for the “forthcoming Hispanic”—are an Imperative. Now.


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They say “Better.” sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks I say “Different!”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagineManifesto!

They say “Plan it.”

I say “DO IT.”

They say “We need more steady, loyal employees.”

I say “WE NEED MORE FREAKS WHO ROUTINELY TELL

THOSE ‘IN CHARGE’ TO TAKE A FLYING LEAP …

BEFORE IT’S TOO LATE.”

They say “We need Good People.”

I say “We need Quirky Talent.”

They say “We like people who, with steely determination, say,

“I can make it better.’”

I say “I love people who, with a certain maniacal gleam

in their eye, perhaps even a giggle, say, ‘I can turn

the world upside down. Watch me!’”

They say “We must speed things up.”

I say “We must Radically change the Corporate

Metabolism until Insane Urgency becomes

a Sacrament.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say, “Sure, we need ‘Change.’”

I say we need “REVOLUTION NOW.”

They say (acknowledge), “Okay, we need revolution.”

I say, “REVOLUTION.”

They say “fast follower.”

I say “battered and bruised leader.”

They say “Conglomerate & Imitate!”

I say “Create & Innovate!”

They say “Market share.”

I say “Market CREATION.”

They say “Improve & Maintain.”

I say “DESTROY & RE-IMAGINE.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “We like words such as ‘calm’ … ‘certainty’ … ‘is.’”

I say “I like words/phrases such as ‘turbulent’

‘opportunity’ … ‘might be’.”

They say “Normal.”

I say “Weird.”

They say “Happy balance.”

I say rollicking “Creative Tension.”

They say they favor a “team” that works & lives in “harmony.”

I say “give me a raucous brawl among the most

creative people imaginable.”

They say “Peace, brother.”

I say “Bruise my feelings. Flatten

my ego. SAVE MY JOB.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “Vanilla.”

I say “Cherry Garcia.”

They say “Basic Black.”

I say “TECHNICOLOR RULES!”

They say “Branding is for the likes of Nike.”

I say “Branding is for Everyone & Anyone with the

Passion & Tenacity to foist their Wonderful & Weird

Point of View on the world … and the New World’s

(read: Web’s) power allows-encourages such “silly”

(until recently) visions-of-ubiquity to become reality,

perhaps overnight.”

They say we need “happy customers.”

I say “Give me pushy, needy, nasty, provocative

customers who will drag me down Innovation

Boulevard.”

They say they want to partner with “best of breed.”

I say “Give me Coolest of Breed.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say we need “supply chain harmony.”

I say we need “supply chain Innovation.”

They say “We seek Harvard MBAs.”

I say I seek Certificate-free “PhDs” from the School

of Hard Knocks.

They say they want recruits with a “spotless records.”

I say “the Spots are what matter most.”

They say “Integrity is important.”

I say “Tell the Unvarnished Truth, All the Time …

or take a Long Hike.”

They read Jim Collins and grok on “quiet, humble leaders.”

I say “Give me the Bold, the Brash, the Brassy, the

Egocentric Dreamers who, like Steve Jobs,

‘Dent the Universe.’”


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They say “Improve.” sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks I say “Re-imagine!”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say they need a “vision” born of McKinsey.

I say we need a “Grandiose Dream” born of a Passionate

& Intemperate Belief that the world can be a different,

better place.

They say healthcare, our biggest industry, is “a mess.”

I say our hospitals, which kill over 100,000 patients a

year, are part of a system that is “a disgrace.”

They say “obesity is a problem” … “lose some weight.”

I say Re-imagine the entire healthcare system …

NOW … to focus on Prevention & Wellness.

They say “no child left behind.”

I say “education” is leaving ALL our children behind,

as it is totally mis-aligned to deal with tomorrow’s

(this afternoon’s) uncertain, ambiguous, creativity-

driven economy.


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say, “Of course we believe in marketing.”

I say “Is the CMO [Chief Marketing Officer] on the Board

of Directors?”

They say “Of course we believe in marketing.”

I say “Has your customer data base won numerous major industry awards?”

They say “Of course we believe in marketing.”

I say “Is your Web site Sooooo Cool, Sooooo Fresh, Sooooo

Friendly to Use that it gives you goose pimples just to e-visit,

even though you’ve seen it 1000 times?”

They say “Of course we believe in marketing.”

I say “How many in-depth customer visits did

the CEO make last month?”

They say “Yes, the ‘Women’s thing’ is important.”

I say “Do women hold at least 40% of your Board seats?”

They say “We’re coming around on the design bit.”

I say “Is, as at Braun, your Chief Design Officer on the Board

of Directors?”


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Tom’ sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “Of course we think the ‘experiences thing’ is

important.”

I say “Is there an ‘EVP Experiences’?”

They say “Of course innovation is important.”

I say “Is your percentage of revenue devoted to R&D

at least 1.5 (2.0? 2.5?) times the industry average?”

They say “Of course we believe in IS/IT.”

I say “Is the CIO on the Board of Directors?” (Only 5% of Fortune500 CIOs are on the Board. One example: Walmart.)

They say “Of course we believe in IS/IT.”

I say “How many members of your Board

are under 35 years old?”

They say “We believe in having a ‘flat organization.’”

I say “Is your headquarters in a Tower?”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say we need to “bring effectiveness to the supply chain.”

I say we need an IS/IT/Best Sourcing revolution based

on nothing less than an Entirely Original Vision of what

organizations are and how they interact.

They say “Globalization is a bumpy road.”

I say India and China and Asia in general are within two

decades of running the show: Get ready or get

trounced.

They say “defense” and “consolidation” are musts for a global

game.

I say encourage Offense, nurture a Generation (or 10) of

Entrepreneurs, cherish Creativity & Risk-taking from

primary school onwards … and don’t expect to be

saved by a bunch of bulky, retro behemoth commanded

by a phalanx of Old White Guys who think 30 minutes a

day on the corporate treadmill and 27 holes on the

links are a fit defense against Revolution.


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “Get an MBA.”

I say “Get an MFA.”

They say “If it can’t be precisely measured then it isn’t real.” (And I

suppose if it can be measured it is real? Think Enron? Adelphia?

WorldCom?)

I say “If it can be precisely measured it isn’t real.” (Think

Age of Intangibles & Relationships.) (Think: “He knew

the price of everything and the value of nothing.”)

They say “Rationality is the Bedrock of Modern Society.”

I say “Irrationality [irrational exuberance?] is the Mother

of all True Entrepreneurial Pilgrimages.”

They say “Order is the necessary precursor to measured,

sustainable success.”

I say “Dis-order is the precursor to Opportunistic Sorties,

Market Creation, Quantum Leaps, and Entrepreneurial

Adventure.


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “To get anywhere, you have to know exactly where the

hell you’re headed.”

I say “If you know precisely where you’re headed and

exactly how you’re gonna get there, then you clearly

suffer from Advanced Shrivelus Imaginationus.”

(This disease is fatal.)

They say “Employees need Well-defined Structure.”

I say “Talent should be encouraged to embark on Quests

to the Unknown.”

They say “I’m here to maximize shareholder value.”

I say “I’m here to inflame each & every member of my

Awesome Staff to embark with Vigor & Determination

& Passion & Enthusiasm on a Quest of Monumental

Consequence.” (And if I come even close to succeeding,

it will, in fact, dramatically up the odds of Thriving

Amidst Today’s Chaos—and creating untold shareholder

value in the process.)


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “men.”

I say “WOMEN.”

They say Diversity is a “good thing.”

I say Diversity is a Fresh Breath of Creative Air … Absolutely

Necessary for Economic Salvation in perilous times.

They say “Wait your turn, honor those who have marched these corridors

before you.”

I say Get Off Your Butt & Go for the Gold … TODAY … or sign

the transfer papers willing your job in perpetuity to a

Chinese or Indian who Gives a Shit and Gets Up

(VERY) Early and works Saturdays & Sundays.

They say “offshoring” is a “blight.”

I say the Earth proved not to be the center of the Solar

System … and the USA is not the epicenter-in-perpetuity

of the Earth … and that we had best learn … NOW … to

prosper and take pleasure in a dynamic, exciting, creative,

multi-polar economic environment. (Damn it.)


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They say “men.” sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks

I say “WOMEN.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “It’s a fright.”

I say “It’s a Helluva Ride.”

They say it’s “daunting.”

I say it’s “a bronco-bustin’ day at the rodeo.”

They say “Life is a marathon; husband your strength.”

I say “Life is a sprint. Begin planning your World-beating

Me Inc. start-up … TODAY.”

They say lifetime employment was a boon.

I say lifetime employment was Indentured Servitude,

modern-day Slavery.

They say “safety net.”

I say “I am my safety net.”

They say “zero defects.”

I say “A day without a screw-up or two

is a day pissed away.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “Think about it.”

I say “Try it.”

They say “Plan it.”

I say “Test it.”

They say “continuous improvement.”

I say “Bold Leaps.”

They say “Keep on Improvin’.”

I say “Keep on Leapin’.”

They say “Built to last.”

I say “Built to Soar.” We’re all dead in the long

run … live your Insane Fantasy. Devil take the hindmost.


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “Play the odds.”

I say “Reward excellent failures. Punish mediocre successes.”(Thanks, Phil Daniels.)

They say “Eighty-hour weeks will kill you.”

I say “Work 45-hour weeks, and the Chinese will

kill you.”

They say “Install cost controls with teeth.”

I say “Ha. Ha. Ha. Erase the existing enterprise and

start with a Clean Sheet of Paper.”

They say “Install cost controls with teeth.”

I say “Grow the Top Line.”

They say “Radical change takes a decade.”

I say “Radical change takes a Minute.” (See AA.)

They say “Times are changing.”

I say “Everything has already changed. Tomorrow is the

First Day of Your Revolution … or you’re Toast.”


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Tom’s sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks Re-imagine Manifesto!

They say “We can’t all be Anita Roddick or Maxine Clark or Stan Shih or Les Wexner or Larry Page.”

I say “Why not?”

They say “We can’t all be Revolutionaries.”

I say “Why not?”

They say “We can’t all be a Brand.”

I say “Why not?”

They say “Beware the Hype.”

I say “Been to China lately? Visited Infosys in

Bangalore lately?”

They say this is just a Rant.

I say this is just Reality.

They say “The man is not nice.”

I say “The times are not forgiving.”


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! sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks


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GE sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks (more or less):The Sales122: 122 Ridiculously Obvious Thoughts About Selling StuffTom Peters/0402.2006


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This list was first prepared for sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks GE Energy sales & marketing people in January. It started with a half-dozen items, and grew like Topsy. Possibly, given its origins, it’s a little tilted toward complex, engineering-based sales. In any event, it makes a perfect companion to “The Irreducibles219.” This, too, is effectively a list of “irreducibles.”Tom Peters


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1. “Strategy” overrated, simply “doin’ stuff” underrated. See Kelleher and Bossidy: “We have a ‘strategic plan,’ it’s called doing things.”—Herb Kelleher. “Execution is a systematic process of rigorously discussing hows and whats, tenaciously following through, and ensuring accountability.” —Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done. Action has its own logic—ask Genghis Khan, Rommel, COL John Boyd, U.S. Grant, Patton, W.T. Sherman.

2. What are you personally great at? (Key word: “great.”) Play to strengths! “Distinct or Extinct.” You should aim to be “outrageously good”/B.I.W. at a niche area (or more).

3. Are you a “personality,” a de facto “brand” in the industry? The Dr Phil of ...

4. Opportunism (with a little forethought) mostly wins. (“Successful people are the ones who are good at Plan B.”)

5. Little starts can lead to big wins. Most true winners—think search & Google—start as something small. Many big deals—Disney & Pixar—could have been done as little-er deals if you’d had the guts to jump before the value became obvious.


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underrated. See Kelleher and Bossidy: “We have a ‘strategic plan,’ it’s called doing things.”—Herb Kelleher. “Execution is a systematic process of rigorously discussing hows and whats, tenaciously following through, and ensuring accountability.” —Larry Bossidy & Ram CharanEveryone lives by selling something.”

—Robert Louis Stevenson


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6. Non-obvious targets have great potential. Among many other things, everybody goes after the obvious ones. Also, the “non-obvious” are often good Partners for technology experiments.

7. The best relationships are often (usually?) not “top to top”! (Often the best: hungry division GMs eager to make a mark.)

8. IT’S RELATIONSHIPS, STUPID—DEEP AND FROM MULTIPLE FUNCTIONS.

9. In any public-sector business, you must become an avid student of “the politics,” the incentives and constraints, mostly non-economic, facing all of the players. Politicians are usually incredibly logical—if you (deeply!) understand the matrix in which they exist.

10. Relationships from within our firm are as important—often more important—as those from outside—again broad is as important as deep. Allies—avid supporters!—within and from non-obvious places may be more important than relationships at the Client organization. Goal: an “insanely unfair ‘market share’” of insiders’ time devoted to your projects!


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C(I) other things, everybody goes after the obvious ones. Also, the “non-obvious” are often good Partners for technology experiments.>C(X)


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11. Interesting outsiders are essential to innovative proposal and sales teams. An “exciting” sales-proposal team is as important as a prestigious one.

12. Is the proposal-sales team weird enough—weirdos come up with the most interesting, game-changer ideas. Period.

13. Lunch with at least one weirdo per month. (Goal: always on the prowl for interesting new stuff.)

14. Gratuitous comment: Lunches with good friends are typically a waste of (professional) time.

15. Don’t short-change (time, money, depth) the proposal process. Miss one tiny nuance, one potential incentive that “makes my day” for a key Client player—and watch the whole gig be torpedoed.

16. “Sticking with it” sometimes pays, sometimes not—it takes a lot of tries to forge the best path in. Sometimes you never do, after a literal lifetime. (Ah, life.)

17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPS—don’t get hung up—particularly in tech firms—on what industries-countries “women can’t do.” (Or some such bullshit.)


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18. Work incessantly on your “story”—most economic value springs from a good story (think Perrier)! In sensitive public or quasi-public negotiations, a compelling story is of immense value—politics is about the tension among competing stories. (If you don’t believe me, ask Karl Rove or James Carville.) (“Storytelling is the core of culture.” —Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell)

19. Call this 18A, or 18 repeat: Become a first-rate Storyteller! (“A key – perhaps the key – to leadership is the effective communication of a story.”—Howard Gardner, Leading Minds: An Anatomy of Leadership)

20. Risk Assessment & Risk Management is more about stories than advanced math—i.e., brilliant scenario construction.

21. Good listeners are good sales people. Period.

22. Lousy listeners are lousy sales people. Period.

23. GREAT LISTENERS ARE GREAT SALES PEOPLE. (Listening “skills” are hard to learn and subject to immense effort in pursuit of Mastery. A virtuoso “listener” is as rare as a virtuoso cello player.) (“If you don’t listen, you don’t sell anything.”—Carolyn Marland/MD/Guardian Group)


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24. Things that are funny to me (American) are often-mostly not funny to those in other cultures. (Humor is as fine-edged as it gets, and rarely travels.)

25. You don’t know Jack Squat about other peoples’ cultures—especially if you are a typically myopic American. (Like me.)

26. Are you a great interviewer? It’s a make or break skill. (Think Barbara Walters’ skill at extracting unwanted truths from pros in persona-protection ... in front of 10s of millions of people.

27. Are you a great (not merely “good”) presenter? Mastering presentation skills is a life’s work—with stupendous payoff.

28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. These are “the essence of [sales] life”—and usually picked-up in an amateurish fashion. Mistake! (Become a “professional student” of these two areas, achieve Mastery.)

29. Are you good at flowers? Think: FLOWER POWER! (see Harvey Mackay’s “Mackay 66”—what you should know about a Client; e.g., birthdays & anniversaries.) (My “flowers budget” is out of control. Hooray for me.)

30. You can’t do it all—be clear at what you are good at, bad at, indifferent at. Hubris sucks.


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F not funny to those in other cultures. (Humor is as fine-edged as it gets, and rarely travels.)LOWERPOWER


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31. The point is not to “prove yourself.” (That’s ego-talk.) Let the best person present to the Client—perhaps a “lower level” geek. (“Control freaks” get their just desserts in the long haul—or sooner.)

32. The numbers will more or less take care of themselves over the long haul—if the relationship/s is/are solid gold.

33. The Gold Standard in selling: INDISPENSABLE to the Client. No other goal is worthy.

34. Never stop growing-broadening-deepening the relationship. The key to “indispensability” is to get the Client more and more … and more … and then more … imbedded in “our” web. Hence the so-called “selling process” is only the first step!

35. USE THE WORD “WE” … CONSTANTLY & RELIGIOUSLY! (E.g.: “We”—the Client & me—“are going to change the world with this service.”)

36. Don’t waste your time on jerks—it’ll rarely work out in the mid- to long-term.

37. Genius is walking away from lousy “scores” (deals)—and accepting the attendant heat. Big Business is the premier home to Big Egos overpaying by a factor of 2 to 22 with billion$$$$ at stake. (Think Jerry Levin and AOL Time Warner.)


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“If you don’t ego-talk.) Let the best person present to the Client—perhaps a “lower level” geek. (“Control freaks” get their just desserts in the long haul—or sooner.)listen,

youdon’t sell

anything.”—Carolyn Marland/

Managing Director/

Guardian Group


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38. You haven’t a clue as to how this situation will actually play out—be prepared to move fast in a different direction.

39. Keep your word.

40. KEEP YOUR WORD.

41. Underpromise (i.e., don’t over-promise; i.e., cut yourself a little slack) even if it costs you business—winning is a long-term affair. Over-promising is Sign #1 of a lack of integrity. You will pay the piper.

42. There is such a thing as a “good loss”—if you’ve tested something new and developed good relationships. A half-dozen honorable, ingenious losses over a two-year period can pave the way for a Big Victory in a New Space in year 3.

43. It’s a competitive world out there. New, innovative products are harder to sell than old stand-bys. Nonetheless, you will be a long-term star to the extent that you are willing to push the harder-to-sell-at-the-moment Innovative Products that cement long-term Client success (Indispensability!) —even if it means a #s hit this quarter. PART OF YOUR JOB: TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLED (GAMECHANGING—hopefully) COMPETITIVE ADVANTAGE!


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actually play out—be prepared to move fast in a different direction.You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”—Dale Carnegie


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44. Think “legacy”—what the hell is all this really about for you and the world? (“Tell me, what is it you plan to do with your one wild and precious life?” —Mary Oliver)

45. THERE ARE NO “MODERATES” IN THE HISTORY BOOKS!

46. Keep it simple! (Damn it!) No matter how “sophisticated” the product. If you can’t explain it in a phrase, a page, or to your 14-year-old ... you haven’t got it right yet.

47. Know more than the next guy. Homework pays. (of course it’s obvious—but in my work it is too often honored in the breach.)

48. Regardless of project size, winning or losing invariably hinges on a raft of “little stuff.” Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!—or, “one man’s little stuff is another man’s 7.6 Richter deal-breaker.”

49. In public settings in particular, face saving is all. When something changes, allow the other guy to come out looking like a winner, especially if he has lost. (Even if you must accept the egg on your face—he will always remember you!)

50. Don’t hold grudges. (It is the ultimate in small mindedness—and incredibly wasteful and ineffective. There’s always tomorrow.)


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51. about for you and the world? (“Tell me, what is it you plan to do with your one wild and precious life?” IT’S ALWAYS “THE POLITICS”—wee private-sector deal or giant public sector deal. (Every player, small or large, is angling for something. Master the calculus of advantage.)

52. To beat the “turnover problem” in key Client posts amidst long negotiations, invest outrageous amounts of time building a wide & deep set of relationships with mid-level (& lower!!) “plodding” “careerists.” The invisible careerists are the bedrock upon which repeated success is built! (My “Capitol Hill Axiom”: It’s the 24-year-old LA who in the end briefs the Senator right before she goes to the Floor to vote.)

53. Speaking of “she”: Gender differences are Enormous—dealing with a woman and dealing with a man are different kettles of fish—you must become an A+ student of gender differences. (E.g.: Men are typically more interested in the short-term “score.” Women are more interested in the long-term consequences.)

54. “LITTLE PEOPLE” OFTEN HAVE BIG FRIENDS.

55. This is not war, damn it. All parties can win (or not lose, anyway). And losing bidders can walk away from a deal with increased respect for you and your team.


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56. Never, ever dump on a competitor—the Tom Watson IBM glory-days mantra.

57. Never forget the “Law of Cousins!” In developing nations in particular, power brokers at all levels are at least cousins! Consideration for a second cousin can pay off big time.

58. Speaking of “favors,” jail sucks.

59. Work hard beats work smart. (Mostly.)

60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE HARD ... AND LONG ... WORK OF THE SALESPERSON.

61. Mano v mano “hardball” is seldom the answer—end runs based and patient multi-level relationship building via deeper-wider networks win.

62. If the deal is wired from below, truly wired, than the so-called “big negotiations” are essentially irrelevant.

63. If every quarter is a “little better” than the prior quarter—then you are not taking any serious risks.

64. Phones beat email.


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“Nothing is so glory-days mantra.

contagious as

enthusiasm.”

—Samuel Taylor Coleridge


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65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT MONTH. There was always a time when a little thing could have been addressed that headed off a subsequent big thing. As to avoiding that call, didn’t someone say, “Pride goeth before the fall”?

66. Be hyper-organized about relationship management—you are in the anthropology business. Study the great pols! Brilliant NRM (network relationship management) is not accidental! It is not catch-as-catch can. (Football analogies are cute—but deep political understanding pays the private-school tuition.)

67. Obsess on ROIR (Return On Investment In Relationships).

68. “THANK YOU” NOTES: World’s highest-return investment!!

69. The way to anyone’s heart: Doing a nice thing for their kid. (But, gawd, does this take a gentle touch.)

70. Scoring off other people is stupid. Winners are always in the business of creating the maximum # of winners—among adversaries at least as much as among “partners.”

71. Your colleagues’ successes are your successes. Period. (Trust me, my greatest personal success—financially as well as artistically—has been creating a bigger pond in which everyone wins, even if my “market share” is down.)


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72. Lend a helping hand, especially when you don’t have the time. E.g. share relationships—the more you give away the more you get in return (just like they say in church).

73. Listen up: “It was much later that I realized Dad’s secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in who you were and what you had to say.”—Sara Lawrence-Lightfoot, Respect. (I.e., Respect is Cool.)

74. Mentoring is a thrill—and the practical payoff is enormous. The best mentors have the whole world working its buns off for them!

75. Hire for enthusiasm. Promote for enthusiasm. Cherish enthusiasm. REMOVE NON-ENTHUSIASTS—THEY ARE CANCERS. (“Nothing is so contagious as enthusiasm.”—Samuel Taylor Coleridge. “A man without a smiling face must not open a shop.”—Chinese Proverb.)

76. IT’S ALWAYS YOUR PROBLEM—you sold it to them.


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77. It’s never over: While there may be an excellent service activity in your company, the “relationship” belongs to You! Hence the “aftersales” “moments of truth” are at least as—if not more than*--important to the Continuing Relationship as the sale “transaction” itself. (*I vote for “more than.”) You’ll get your biggest “points” with the Client for being an effective after-the-fact go-between with your company.

78. Don’t get too hung up on “systems integration”—first & foremost, the individual bits have got to work.

79. For God’s sake don’t over promise on “systems integration”—it’s nigh on impossible to deliver.

80. On the other hand … winners clamber Up the Value-added Ladder, and offer ever so much more than “mere” product. ALL SUCCESSFUL SALES PEOPLE ARE IN THE “SOLUTIONS BUSINESS”—no matter how jargony that may sound.


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81. “Systems” / “Solutions” selling means grappling directly with “culture change” in Client organizations. (“The business of selling is not just about matching viable solutions to the customers that require them. It’s equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solution”—Jeff Thull, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale)

82. Shit happens. That’s what they pay you for.

83. This is not a “GE” or “Ben & Jerry’s” sale—it is a Joe Jones/Jane Jones sale. YOU ARE THE “BRAND” THE CLIENT BUYS—especially over the long haul.

84. Duh: You make money, the company makes money—on repeat business.

85. Master—yes, you—the “PR” Game. “Word of Mouth” is not accidental! You want Word of Mouth? Make it happen!

86. GOAL #1: MAKE YOUR CLIENT A HERO—YOU ARE NOT THERE TO GET CREDIT. (“Taking credit” is for egomaniacs. And losers.)

87. “Decent margins,” over the mid- to long-term, are a product of better relationships, not better “negotiating skill.” (Mostly.)


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“You can’t behave directly with “culture change” in Client organizations. (“The business of selling is not just about matching viable solutions to the customers that require them. It’s equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solution”—Jeff Thull,

in a calm, rational

manner. You’ve got

to be out there on

the lunatic fringe.”

—Jack Welch


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88. In the immortal words of ex-GE Vice Chairman Larry Bossidy, more or less, “Realism rocks.” (“Bullshit artist” and “great salesperson,” contrary to conventional wisdom, are Diametric Opposites. “Truthteller” and Great Salesperson is more like it.)

89. Be the first to tell the Client bad news (e.g., slipped delivery); his intelligence sources will tell him fast—you want to be there first with your story and to enhance your rep as Truthteller!

90. Work like hell to get a reputation as a valued industry expert, to become an industry resource.

91. Work the Trade Association angle for all its worth—it may take a decade to pay off—e.g., when you become an officer or are on an important panel or testify Before Congress.

92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!

93. It’s all bloody tactics.

94. You must ... LOVE .... the product! (Period.)

95. YOU MUST LOVE THE PRODUCT!

96. Don’t over-schedule. “Running late” is inexcusable at any level of seniority; it is the ultimate mark of self-importance mixed with contempt.


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97. Women are better salespeople. (See Addendum.) Bossidy, more or less, “Realism rocks.” (“Bullshit artist” and “great salesperson,” contrary to conventional wisdom, are Diametric Opposites. “Truthteller” and Great Salesperson is more like it.)

98. Women alone understand Women.

99. Actually, Women by and large understand Men better than Men understand Men.

100.Women purchasers buy Stories and recommendations.

101. Women take longer to become Loyal purchasers, but then stay Loyal.

102. Men buy Stats.

103. Men decide fast, but are fickle.

104. Men & Women are … VERY, VERY … Different.

105. Women buy most things. Consumer. Increasingly, professional goods and services.

106. Women’s Market is Opportunity #1.

107. Boomers. Many, many. Lots & lots & lots of … $$$.

108. Boomers-Geezers are very different purchasers than those in other categories.


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Women Rock … as Salespersons (From Item #97.) Bossidy, more or less, “Realism rocks.” (“Bullshit artist” and “great salesperson,” contrary to conventional wisdom, are Diametric Opposites. “Truthteller” and Great Salesperson is more like it.)

And the answers are?

“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


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109. It takes time to get to know people. (DUH.) Bossidy, more or less, “Realism rocks.” (“Bullshit artist” and “great salesperson,” contrary to conventional wisdom, are Diametric Opposites. “Truthteller” and Great Salesperson is more like it.)

110. The very idea of “efficiency” in relationship development is ... STUPID.

111. MBWA (still) rules.

112. “Preparing the soil” is the “first 98 percent.” (Or more.)

113. WORK THE PHONES!

114. Rule 5K-5M: 5K miles for a 5-Minute meeting often makes sense. (Yes, often.) (Even with constrained travel budgets.) (Thanks, super-agent Mark McCormack.)

115. Become a student! Study great salespeople! (Including Presidents.) (“Natural” is a little bit true—but then Naturals are always the ones who study hardest—e.g., Jerry Rice.)

116. Become a student! Yes, you can study Relationship Building. So, study …

117. Beware complexifiers and complicators. (Truly “smart people” ... Simplify things.)


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118. The smartest guy in the room rarely wins—alas, he usually is aware he’s the smartest guy. (And needn’t waste his time on that “soft relationship crap.”)

119. Be kind. It works.

120. Be especially kind when there are screw-ups. (There’s plenty of time later to Play the Great Accountability Game.)

121. Presidents never tire of being treated like Presidents.

122.Luck matters.

Good luck!


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EX usually is aware he’s the smartest guy. (And needn’t waste his time on that “soft relationship crap.”)CELLE ALWAYS.


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