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TOM PETERS’ LESSONS IN LEADERSHIP Anchorage 16 May 2000. Defeated Before The Starter’s Gun! “Track 4: Managing Organization Change (Helping Tired and Overworked Professionals with Today’s Workplace Realities)”. “ You are the Rock Stars of the B2B Age!”.

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TOM PETERS’ LESSONS IN LEADERSHIPAnchorage16 May 2000


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Defeated Before The Starter’s Gun!“Track 4: Managing Organization Change (Helping Tired and Overworked Professionals with Today’s Workplace Realities)”


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Youare the Rock Stars of the B2B Age!”


1 year 1 5 wal marts 03 27 99 167b 03 27 00 555b p s wal mart 8 in 2000 l.jpg
1 Year = 1.5 Wal*Marts03.27.99: $167B03.27.00: $555BP.S.: Wal*Mart = #8 in 2000


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Pentium III 800MHz: $42,893.00/#Hermes Scarf: $1,964.29Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19Source: Fortune (3.20.00)


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“Researchers say they have found a way to mate human cells with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”AP/AOL/02-00


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No Wiggle Room! with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“Incrementalism is innovation’s worst enemy.” Nicholas Negroponte


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Just Say No … with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“I don’t intend to be known as the ‘King of the Tinkerers.’ ”CEO, large financial services company (New York, 5-99)


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64/24 with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”


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Goal? with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”


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Welcome to the Land of the True Believers! with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”“We have the ability to turn the economy upside down, to enhance lives, and to drive civilization forward.”Michael Saylor,MicroStrategy


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“It means nothing less than the total reinvention of with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.” this company.”


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Jacques’ New New Ford with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”Ford + MSN CarPointFord + Yahoo!Ford + OracleFord + HP/MCIWorldcomEtc.Etc.


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“There is probably going to be more confusion in the business world in the next decade than there has been in any decade in history.”Steve Case (2-00)


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“We are in a business world in the next decade than there has been in any decade in history.”brawl with no rules.”Paul Allaire


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S.A.V. business world in the next decade than there has been in any decade in history.”


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T.T.D.s business world in the next decade than there has been in any decade in history.”The next slide is the first of many “T.T.D.” activities. I.e.: Things To Do. These are by and large shorthand forms of training exercises I use. Also: Most of these T.T.D. slides have accompanying Notes.(See following slide.)Tom Peters


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T.T.D./True or False: business world in the next decade than there has been in any decade in history.”“incrementalism”VERSUS“innovation”?


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Notes Page business world in the next decade than there has been in any decade in history.”

  • This is a daunting issue. There is no “right answer.” But it merits constant, conscious debate. Consider the value of incremental change. [Kaizen, etc.] And discuss whether or not this thwarts “BIG” initiatives aimed at wholesale reinvention.

  • Also: Consider … “Can we do both?” [I’m not sure.] P.S.: This crucial issue holds for Finance Departments as much as Product Divisions. And it holds for the smallest and newest of businesses! THIS DEBATE IS WORTH LOTS OF TIME! KEEP IT PRACTICAL!


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Seminar Y2K business world in the next decade than there has been in any decade in history.”Brand Everything:Distinct or Extinct!


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Part I business world in the next decade than there has been in any decade in history.”: Forces @ WorkPart II: Brand InsidePart III: Brand OutsidePart IV: Brand Leadership


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Brand It! business world in the next decade than there has been in any decade in history.”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]


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Forces @ Work business world in the next decade than there has been in any decade in history.”The Destruction Imperative!


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Forget > Learn business world in the next decade than there has been in any decade in history.”“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”Dee Hock


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“When asked to name just one big merger that had lived up to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: ‘I’m sure there are success stories out there, but at this moment I draw a blank.’ ”Mark Sirower, The Synergy Trap


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“Talent” and a to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: ‘I’m sure there are success stories out there, but at this moment I draw a blank.’ ”$2Tenterprise??????


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“Acquisitions are about buying market share. to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: ‘I’m sure there are success stories out there, but at this moment I draw a blank.’ ”Our challenge is to create markets. There is a big difference.” Peter Job, CEO, Reuters


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“We chose not to do a discounted cash flow analysis of their future earnings. We wanted their talent and we wanted their intellectual property.” Art Reidel, CEO, Pharsight


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“Our ideal acquisition is a small startup that has a great technology product on the drawing board that is going to come out in six to twelve months. We buy the engineers and the next generation product. …” John Chambers, Cisco


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Dept. Head I = technology product on the drawing board that is going to come out in six to twelve months. Sports G.M.Dept. Head II = V.C.


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G.M. technology product on the drawing board that is going to come out in six to twelve months. = The Recruitment and Development of Top Talent. [Period!]V.C. = Bets on “Talent.” Bets on Projects. [Period!]


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Silicon Valley Success Secrets technology product on the drawing board that is going to come out in six to twelve months. “Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6 do okay; 3 do well; 1 hits the jackpotSource: The Economist


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“Steve Ross had a wonderful philosophy: technology product on the drawing board that is going to come out in six to twelve months. People get fired for not making mistakes.”Bob Pittman


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technology product on the drawing board that is going to come out in six to twelve months. R & D”Intel’s venture fund: 275 investments, $8BSource: Fast Company , eCompany


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Net World! technology product on the drawing board that is going to come out in six to twelve months. Act now. Analyze later.Avram Miller


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[ technology product on the drawing board that is going to come out in six to twelve months. TP to Chain Owner …“Do 5 deals before you go home!”]


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T.T.D. technology product on the drawing board that is going to come out in six to twelve months. Evaluate your portfolio of projects [and people]: Are you placing enough interesting [long shot?] bets?


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Notes Page technology product on the drawing board that is going to come out in six to twelve months.

  • Be brutally honest!

  • Hint: This holds for you and me as individuals as well as for our unit.


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“With the arrival of the Internet, technology product on the drawing board that is going to come out in six to twelve months. corporate control has completely disappeared. Business today is about all kinds of companies participating to make something happen. Nobody knows any more what the products will do and what the markets will be. Markets define themselves. You have to be able to react to them organically….“Control is an illusion. I don’t think that it ever existed, but now even the illusion is gone.”Avram Miller


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C.E.O. technology product on the drawing board that is going to come out in six to twelve months. to C.D.O.


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The Gales of Creative Destruction technology product on the drawing board that is going to come out in six to twelve months. +29M = -44M + 73M+4M = +4M - 0M


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Paradox Redux technology product on the drawing board that is going to come out in six to twelve months. Atlanta: +113,600 = #1 metro areaLayoffs [major]: BellSouth, Lockheed, Coca-Cola


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T.T.D. technology product on the drawing board that is going to come out in six to twelve months. How do you rate as a …C.D.O.?


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Notes Page technology product on the drawing board that is going to come out in six to twelve months.

  • So … what … exactly … are you doing to DESTROY what you [and yours] are today? List every Project that aims to ATTACK today’s “culture” and assumptions. Be specific!


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Brand technology product on the drawing board that is going to come out in six to twelve months. InsidePSF 1:Brand Org!


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108 X 5 technology product on the drawing board that is going to come out in six to twelve months. vs. 8 X 1** 540 vs. 8 (-98.5%)


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And Now the Equivalent … technology product on the drawing board that is going to come out in six to twelve months. White Collar Revolution!


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ERP, ASP, ECM, Web, Etc. technology product on the drawing board that is going to come out in six to twelve months. IT’S THE GIANT SUCKING SOUND OF SLACK BEING EXTRACTED FROM THE GLOBAL ECONOMY!


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Cemex and FDX! technology product on the drawing board that is going to come out in six to twelve months.


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The technology product on the drawing board that is going to come out in six to twelve months. Pincer 5“Destructive” entrepreneurs/ Global Competition“White Collar Robots”THE INTERNET![E.g.: GM + Ford + DaimlerChrysler]Global Outsourcing[E.g.: India, Mexico]Speed!!


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T.T.D. technology product on the drawing board that is going to come out in six to twelve months. Discuss: Is my “90% in 10+ years” extreme?


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Notes Page technology product on the drawing board that is going to come out in six to twelve months.

  • I admit that some say I’m over-the-top here. I honestly don’t think I am. Try and imagine your HR/Whatever Dept. fully automated with numerous tasks outsourced … to India or Ireland.


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technology product on the drawing board that is going to come out in six to twelve months. AssetlessCompany”J.B.


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RR on Sara Lee technology product on the drawing board that is going to come out in six to twelve months. “The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available with insights into the customer’s individual needs and preferences.”


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The “&-!!+#$% in the middle”* technology product on the drawing board that is going to come out in six to twelve months. Jim Clark on Healtheon/WebMD* ’twixt docs, patients, insurers and providers; $275B of $400B in waste; source: Michael Lewis,The New New Thing


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[ technology product on the drawing board that is going to come out in six to twelve months. Incidentally …CEO Jeff ArnoldAge: 30First Start-up: Age 24]


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“We want to be the air traffic controllers of electrons.”Bob Nardelli, GE Power Systems


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So does Enron! electrons.”[et al.]


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[Water2Water.com] electrons.”


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Buzzsaw.com electrons.”Builders, Owners, Architects, Contractors, Suppliers$4T industry5,300 commercial bldg. projects’ specs on-line; +70 per day


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And … electrons.”e-Builder, BuildNet [et al.]


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12/31/00 (per Newsweek 04.24.00) electrons.”75% of U.S. universities will have on-line offerings/ 5.8 million students“Unbundling” profs’ jobs (star lecturer, facilitator)/ Repackage “content” as multi-media “event”AAUP is angry! (Good news!)355 studies: Equal results! (and one teachers union study that disagrees!)


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Election.com* electrons.”*Arizona Democratic primary, etc.


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“The e-conomy is one of re-intermediation, where new technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, value chains constantly reorganize as the demands of the consumer and business change.”Thomas Koulopoulos, Delphi Group


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These are … technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, value chains constantly reorganize as the demands of the consumer and business change.”L.A.D.T.I.R.S.**Life-and-death-total-industry-reinvention-struggles


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So what technologies make it possible to radically increase complexity and efficiency with the introduction of new marketplaces. In these markets, value chains constantly reorganize as the demands of the consumer and business change.”will be the Basic Building Block of the New Org?



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PSF 1.0 WOW-producing Finance Department”?Department Headto …Managing Partner, HR [IS, etc.] Inc.


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PSF 1.0 WOW-producing Finance Department”?Professional Service Firm Conversion Kit / Release 1.0


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“support function” / “cost center” / “bureaucratic drag”or …“Rock Stars of the ‘Age of Talent’ ”



Napm not purchasing napm not supply chain mgt napm te ir t otal e nterprise i ndustry r einvention l.jpg
NAPM: Purchasing Dudes Festival!]Not “Purchasing”!NAPM: Not “Supply Chain Mgt.”NAPM = TE/IR!**Total Enterprise/Industry Reinvention!


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The “7Ps” of PSF 1.0 Purchasing Dudes Festival!]Projects!Passion!Provocation!Partnership!Politics!Professionalism!Performance!


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T.T.D. Purchasing Dudes Festival!]Use the prior slide as a checklist relative to every activity [project] your unit is working on.


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C.I.O. Purchasing Dudes Festival!] to C.E.F.R.N.S.*


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* Purchasing Dudes Festival!]ChiefEvangelistForReallyNeat Stuff


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Seminar Y2K/Brand Purchasing Dudes Festival!]InsideMessage: Distinct … or Extinct!



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What Do I “Do” First? Purchasing Dudes Festival!]One Minute Excellence!**Thomas Watson


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Culture Change is Purchasing Dudes Festival!]not “Corporate.”Culture Change is not a “Program.”Culture change does not take “Years.”Culture Change does not start “Today.”Culture Change starts Right Now!Culture Change Lives in the Moment!Culture Change is Entirely in Your Hands!


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Brand Purchasing Dudes Festival!]InsidePSF 2:Brand Work!


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“Reward excellent failures. Punish mediocre successes.” Purchasing Dudes Festival!]Phil Daniels, Sydney exec


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But Purchasing Dudes Festival!]Does It Matter ????“On time, on budget … who cares?”anon. seminar participant (4/99)


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“You really got to me. Purchasing Dudes Festival!] So many of our information technology projects take on a life of their own, and I know they’ll never end up as more than ‘mediocre successes.’ ” CEO, F100 financial services company (10-98)


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WOW Project Anatomy Purchasing Dudes Festival!]I. Create!II. Sell!III. Implement! IV. Exit!


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I. Create! Purchasing Dudes Festival!]Reframe!THERE ARE NO “SMALL” PROJECTS! Observe & Record!!Head for the trenches!You gotta love it!Measure: WOW!, Beauty, Raving Fans, Impact!Build a no-baloney Business PlanCreate community. Now!Obsess on … the End User. Now!


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Reframers’ Rules: Purchasing Dudes Festival!]Rule 1:Never accept an assignment as given!Rule 2:You’re never so powerful as when you are “powerless”!Rule 3:Every “small” project contains the entire enterprise DNA!


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Measures Purchasing Dudes Festival!]

  • WOW!

  • Beauty!

  • Raving Fans!

  • Impact!


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E.g.: WOW Scale Purchasing Dudes Festival!]1. … Dull as dishwater.5. … Gets the job done.7. … “Good work!”.10. … A serious “Braggable”!


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T.T.D. Purchasing Dudes Festival!]MEASURE … NOW … P-L-E-A-S-E!


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Notes Page Purchasing Dudes Festival!]

  • NO BALONEY: THIS IS MY #1 GOAL FOR THE WHOLE DAMN SEMINAR … THAT YOU [AND YOURS] WILL MEASURE EVERY PROJECT AGAINST MY FOUR KEY CRITERIA: WOW!, BEAUTY, RAVING FANS, IMPACT.

  • [P-L-E-A-S-E.]


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[ Purchasing Dudes Festival!]Just Say “No” to …S-t-r-e-t-c-h]


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WOW Project “Acid Test” Purchasing Dudes Festival!]Can you explain it - with zest - to your 14-year-old?


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“Every project we take on starts with a question: Purchasing Dudes Festival!]How can we do what’s never been done before?”Stuart Hornery, CEO, Lend Lease


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II. Sell! Purchasing Dudes Festival!]Master “The Pitch”!Build Buzz. Consciously.Network maniacally!Preach to the choir!Forget your enemies. [Surround and marginalize!]Money kills!SELL, SELL, SELL!


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III. Implement! Purchasing Dudes Festival!]- Live, eat, sleep … Quick Prototype!- Play! - Keep on recruiting! (Sell!)- Obsess on the End User Community! (Sell!)- Become a Milestone Maniac! / a Timeline Tyrant! / a List Freak! / find Ms. Last 2%!- Appoint a Marketing Director!- Keep the WOW! front and center!


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


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“I view models and prototypes as the battleground for thoughts and behaviors.”Michael Schrage


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“You can’t be a serious innovator unless and until you are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”Michael Schrage, Serious Play


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T.T.D./ Prototyper’s Laws are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”Define a small, practical test of something on a page or less of text. Now.Gather “found” materials … on the [very] cheap.Find a/one partner-“customer” who’ll provide a test site.Set a very tight deadline of about 5 days for the next concrete step.Conduct the test! Debrief A.S.A.P.Set the next test date. Now. [No more than 5 days hence.]


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Notes Page are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”

  • The idea is to establish a “rhythm of prototyping” that defines every project.


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T.T.D./ Secret No. 1 are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”:Forget “selling up”! Go horizontal: Find a (one!) “line” ally in “the Boonies”!

Secret No. 2:“Powerless” allies are Cool!

Secret No. 3:Become a Prototyping Maniac!

Secret No. 4:Embrace Politics / “Community Organizing”!

Secret No. 5:Passion Rules! Get your story in shape!


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Notes Page are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”

  • Main Idea: YOU ARE NOT “POWERLESS.” Seek out allies in strange places … and get going! DO NOT WASTE TIME “SELLING UP.”

  • Attitude: You are the Gandhi/King of your “mission.”

  • So: IDENTIFY THE FOLKS YOU WANT TO PLAY WITH RE THAT INCREDIBLY COOL IDEA YOU HAVE!


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K2K! are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”


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Pause … are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”Implementation 101


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Mark McCormack are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”: 5,000 miles for a 5 min. meeting.


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ESP to TJP are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.”: DON’T FORGET YOUR THANK YOU NOTES!


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“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


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“The deepest human need is the ... 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.NEED TO BEAPPRECIATED.”William James


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Connection! 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.


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2 folks in Hartford … 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.


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IV. Exit! 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.“Sell out!” / Embrace “The Suits”!Recruit a passionate Ms./Mr. Follow-up!Seed your freaks into the mainstream!Celebrate!Exit!


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SOOOO … HOW MANY OF YOUR COLLEAGUES ARE “BACK HOME” AT WORK ON NO-BALONEY … WOW* PROJECTS!* WOW = Will be remembered fondly/ bragged about5+years from now


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Epitaph from Hell … WORK ON NO-BALONEY … Joe T. Jones 1942 - 2000HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!


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T.T.D.: WORK ON NO-BALONEY … Now!

  • List all projects

  • Carefully describe a “WOW Outcome” for you and the Client

  • Score (!)all projects on WOW, Beauty, Impact, Raving Fan-hood

  • Pick one project with a high combined score

  • Draft a one-page New Description that emphasizes WOW, Beauty, etc.

  • Circulate and edit … for three days

  • Reduce to 5 bullet points


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Notes Page WORK ON NO-BALONEY …

  • DO IT!

  • NOW!


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The greatest danger WORK ON NO-BALONEY … for most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo


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Characteristics of the “Also Rans” WORK ON NO-BALONEY …

“minimize risk”

“respect the chain of command”

“support the boss”

“make budget”

Source: Fortune on “most admired

global corporations” (10/26/98)


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[We are WORK ON NO-BALONEY … not trying to “WOW you up.”We think you are/have WOW.We are trying to give you permission to be WOW.]


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Brand WORK ON NO-BALONEY … InsidePSF 3:Brand You!


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DISTINCT … OR EXTINCT! WORK ON NO-BALONEY … “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


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Personal WORK ON NO-BALONEY … “Brand Equity” Evaluation

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

  • My current Project is challenging me …

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

  • My public “recognition program” consists of …

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

  • My resume is discernibly different from last year’s at this time …


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Ike’s World Book Page WORK ON NO-BALONEY …

And Yours?


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T.T.D./Assignment WORK ON NO-BALONEY … Construct a 1/8-page or 1/4-page ad for Brand You … for theYellow Pages


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Notes Page WORK ON NO-BALONEY …

  • THIS IS A BIG DEAL. TAKE IT SERIOUSLY. [“Yellow Pages ads” are the centerpiece of our formal Brand You training programs.]


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“You are the storyteller of your own life, and you can create your own legend or not.”Isabel Allende


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[ create your own legend or not.”T.T.D.: How About It?Replace your current evaluation process with Yellow Pages ads.]


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Notes Page create your own legend or not.”

  • NO BULL! Some of our Clients have gone this far. And report stunning results. If you can’t do this formally, try it informally.


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They “Get it”?! create your own legend or not.”

  • stone mason

  • electrician

  • plumber

  • tiler

  • cabinet maker

  • contractor

  • blacksmith

  • well driller

  • blaster

  • sheep shearer

  • etc.


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Icon Woman … create your own legend or not.”

  • Totally turned on by her work!

  • “It” matters / a WOW Project!

  • “It” is … COOL!

  • “It” is … BEAUTIFUL!

  • She is … in your face!

  • She is an … adventurer!

  • She is … CEO of her own life!


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Icon Woman … create your own legend or not.”

- She is … at least … a little funky!

  • Her curiosity is … insatiable!

  • She thinks screwups are … as normal as breathing!

  • She hangs out with some … seriously rad Dudes!

  • She is not God. She is not Bionic Woman. She is … determined to make a damned difference!


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“Well-behaved women rarely make history.” create your own legend or not.”Anita Borg, Institute for Women and Technology


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Icon Woman Meets the Web … create your own legend or not.”

  • submits resume on the Web

  • recruited on the Web

  • hired on the Web

  • trained on the Web

  • creates and conducts projects with virtual teams on the Web

  • manages project and client follow-up on the Web

  • manages career/reputation-building on the Web


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R.D.A. create your own legend or not.”Rate: 15%?, 25%?Therefore: Formal “Investment Strategy”/R.I.P.


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R.I.P. create your own legend or not.”10… Major job change [new area of concentration]; major offsite educational investment; extensive sabbatical [oddball learning experience of > 2 months]; exceptional community project [presidency of fundraising drive, run for school board].


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R.I.P. create your own legend or not.”5... Extensive course work in oddball area of passionate interest; major off-the-job activity [community involvement, learn to play the cello, study Chinese].1 … Company training, as directed.


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T.T.D./Your R.I.P. create your own legend or not.”IS IT … FORMAL? IS IT ... WOW!?


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Notes Page create your own legend or not.”

  • We think “R.I.P.s” are imperative! So … please take these two questions seriously and literally!


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T.T.D./R.I.P. create your own legend or not.”Use by yourself.Use with your mates.Use [quantitatively?] as a measure of departmental/ P.S.F. renewal.Use in formal eval process.


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Notes Page create your own legend or not.”

  • The whole idea is to make “R.I.P.s” a/the centerpiece – formally – of measuring unit “freshness.” E.g.: SCORE EVERYONE’S “R.I.P.” ON ITS BOLDNESS/WOW.


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Women and new-economy management … create your own legend or not.”


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Net Result … create your own legend or not.”Say goodbye to “command and control.”Say goodbye to hierarchy.Say goodbye to “knowing one’s place.”


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Women’s Stuff = create your own legend or not.”New Economy MatchImprov skillsRelationship-centricLess “rank consciousness”Self determinedTrust sensitive IntuitiveNatural “empowerment freaks” [less threatened by strong people]Intrinsic [motivation] > Extrinsic


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“Boys are trained in a create your own legend or not.” way that will make them irrelevant.”Phil Slater


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[ … and women are Market Opportunity #1] create your own legend or not.”


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Seminar Y2K/Brand create your own legend or not.”InsideMessage: Distinct … or Extinct!


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Bill Parcels’ World/ create your own legend or not.”Brand You World!BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post (9/99)


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Brand create your own legend or not.”InsidePSF 4:Brand Talent!


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Issue Y2K create your own legend or not.”The Great War for Talent!


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“The war is for talent and we want to create your own legend or not.” have it.”Jane Harper, Director of Internet Technology and Operations, IBM


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There is no “talent shortage” … create your own legend or not.”if…you are a GPTW**Great Place To Work


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Alan Kay on create your own legend or not.”PARC’s Bob Taylor“He was a connoisseur of talent.”


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A Connoisseur of Talent … create your own legend or not.”

  • Spends time on Talent!

  • Becomes a student of Talent!

  • Puts Talent “on the agenda”!

  • Practices D.I.Y.

  • Uses Plain English! (If you want “sunny” … ask for “sunny”!)

  • Creates Workspaces that foster energy, entrepreneurship and creativity!

  • Recruits from oddball places!/ Recruits Oddballs!


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Talent war, Web-speed! create your own legend or not.”Every resume or employment question that comes to Lucent via the Web gets answered in 30 minutes or less. [24/7.]Red Herring [06.00], on Lucent Director of Recruitment Jim Baughman


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“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


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Axiom talent, I believe, is most likely to be found among :Never hire anyone without an aberration in their background.(Find the One Ton Cookie Man!)


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A Connoisseur of Talent … talent, I believe, is most likely to be found among

  • Recruits M.I. (Gardner: Logical-mathematical, linguistic, artistic, musical, bodily-kinesthetic, intrapersonal-self, interpersonal-others)

  • Recruits arts!

  • Becomes de facto C.D.O. (Chief Diversity Officer)

  • Turns the pay scale upside down!/ Pays Talent!

  • Rewards & Promotes all on Talent Development Skills!

  • Spouts the Gospel of Renewal! (R.D.A./ R.I.P.)


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T.T.D. talent, I believe, is most likely to be found among Use the two Connoisseur of Talent slides as a guide for creating a Formal Talent Development Plan


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Notes Page talent, I believe, is most likely to be found among

  • Literally use the items on the two slides as a formal check list to measure yourself [quantitatively] against.


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The talent, I believe, is most likely to be found among NAESP …


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Attributes of Those Who “Made” the 10th Grade History Book

  • Committed!

  • Determined to make a difference!

  • Focused!

  • Passionate!

  • Irrational about their life’s project!

  • Ahead of their time / Paradigm busters!

  • Impatient! / Action Obsessed


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Attributes of Those Who “Made” the 10 BookthGrade History Book

  • Made lots of people mad!

  • Flouted the chain of command!

  • Creative / Quirky / Peculiar! / Rebels! / Irreverent!

  • Masters of improv / Thrive on chaos / Exploit chaos!


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Attributes of Those Who “Made” the 10 Bookth Grade History Book

  • Forgiveness > Permission

  • Bone honest!

  • Flawed as the dickens!

  • “In touch” with their followers’ aspirations

  • Damn good at what they do!


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“He grew his hair long, played guitar in a rock band, chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”


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Solution? chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Ritalin [“a chemical virtually identical to cocaine”/Reason magazine]Or …


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Elect Him Prime Minister chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Tony Blair**talk/May 2000


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Just Say “No” to “Grout”! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Participant: “Don’t you need ‘grout’ between the tiles?”TP:“No!”[med staff, NFL Special Teams,waiters, PFCs, cymbals player, bit parts, waiters]


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TP’s Ideal Job: chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Head of Housekeeping!


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“Conformity is the enemy of freedom and the jailer chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”of growth.”J.F.K.


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Yes! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Director of Bringing in the ReallyCool People


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All You Need to Know? chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”Chief Evangelist For Really Neat StuffDirector Of Bringing In The Really Cool People


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T.T.D. chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”STEAL THESE TWO JOB TITLES!


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Talent = Brand chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”


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Brand Outside chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”=Brand Inside


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Seminar Y2K/Brand chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”InsideMessage: Distinct … or Extinct!


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Brand chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”OutsideContext:No “Commodities”!


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In the Beginning … chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“The audit has become a commodity.”Big 5 audit partner to TP


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Quality Not Enough! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“Quality as defined by few defects is becoming the price of entry for automotive marketers rather than a competitive advantage.”J.D. Power


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Quality Not Enough! chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“While everything may be better, it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,” The New York Times


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What’s Special? chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”“Customers will try ‘low cost providers’ because the Majors have not given them any clear reason not to.”Leading Insurance Industry Analyst (10-98)


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


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


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The “10X/10X Phenomenon” you remember them? 10 Times Better/10 Times Less Different


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“When we did it ‘right’ it was still pretty ordinary.”Barry Gibbons on “Nightmare No. 1”


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Pretzel Crumb-less-ness Plus … ordinary.”“The Ritz Carlton Experience enlivens the senses, instills well-being and fulfills even the unexpressed wishes and needs of the guest.”from the Ritz Carlton Credo


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“You do not merely want to be the best of the best. ordinary.”You want to be considered the only ones who do what you do.”Jerry Garcia


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Nirvana! ordinary.”- Nordstrom- Four Seasons- Adirondack Guide Boat- OXO Good Grips- Ziplocs- Power Point


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Why? ordinary.”Cool!/Surprising!Reliable!Friendly!/Comfortable!Aesthetically pleasing!


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Consider … ordinary.”What words and emotions do you use to describe the things you love?


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“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


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[Old view: Out of service 9 days. 4 days are transport, which is client responsibility.New view: ALL 9 DAYS ARE OUR RESPONSIBILITY! Why? 9 days = Client’s world.]Source: Steve Kerr


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Message which is client responsibility.: The “distributor” is dead. Long live the value-added, knowledge-intensive “business partner.”


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TP’s “Mega-marketing-trends” which is client responsibility.Rapidly aging population!Health fanaticism!Environmental concerns!Freaky independence!Women rule!


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Context which is client responsibility.: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Context which is client responsibility.: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand which is client responsibility.OutsideStrategy 1:Lead the Customer!


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“The customer is a which is client responsibility.rear view mirror, not a guide to the future.”George Colony, Forrester Research“If you worship at the throne of the voice of the customer, you’ll get only incremental advances.”Joseph Morone, President, Bentley College


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“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


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Good = Bad/ 1 of 30,000 not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“We are crazy. We should do something when people say it is ‘crazy.’If people say something is ‘good’, it means someone else is already doing it.”Hajime Mitarai, Canon


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Benchmarking, Perils of … not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends him on the spot.”Mark Twain


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Amen! not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“The Age of the NeverSatisfied Customer”Regis McKenna


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T.T.D./Sooooo… not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Are you pushing your customers? [Internal or external.]ARE YOU ENGAGING THEM IN A JOINT VENTURE-JOURNEY INTO TOMORROWLAND?


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Notes Page not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”

  • No bull: Evaluate EVERY Client Relationship. Is EVERY CP/Client Project a “test”? That is, an effort to explore Uncomfortable-But-Important-Stuff?


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Context not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”OutsideStrategy 2:UseE-Commerce toRe-inventthe Business!


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2X = 100 days not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”(Internet traffic)2X = 9 months (network capacity)Source: Red Herring (1-00)


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Tomorrow Today: Cisco! not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”70% ($13B)Save $500M+ (service and tech support)C.Sat e >> C.Sat HCustomer Engineer Chat Rooms ($1B+)


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Cherry Picking not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Vertical MarketsPlasticsnet.com: $370B; sellers pay $5K to $8K for “storefront”; 5% to 10% cut Hook: community services (database, catalogs, forums, industry job bank, etc.)


The motley fool secret strangers helping strangers fools logic iw l.jpg
The Motley Fool Secret? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“Strangers helping strangers”“Fools’ Logic,” IW


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Message … not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”COMMUNITY!/ COMMUNITY SERVICES!


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B2C Success not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”“Genuine brand strength”“Build community”Source: Geoffrey Moore


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B2B not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”1999 – 2004: 50X2004: $7.4Source: GartnerGroup (per Reuters 1-26-00)

T


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GM/Ford/DaimlerChrysler (02-27) not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Auto parts supply “Co.”$240B (+$500B)I.P.O.


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W.W. Grainger not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”*2X phone/fax*$220B “MRO” market (per Business 2.0/02-00)


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Goal? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Drive profits to zero!**Remember AMR and “dynamic pricing.”


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Paradox? not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Community Services/V.A.Waste Extraction


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Welcome to not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”D.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


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Shop in your Underwear not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Source: SM’d logo for www.ae.comae = American Eagle Outfitters


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Anne Busquet/ American Express not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Not: “Age of the Internet”Is: “Age of Customer Control”


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Psych 101: not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”Strongest Force on Earth?My need to be in perceived control of my universe!


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Patricia Seybold’s “Basics”: not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.”The E-Customer Bill of RightsDon’t waste my time!Remember who I am!Make it easy for me to order and procure service!Customize your products and services for me!Source: customers.com


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“In the network economy, the Website becomes the company’s primary interface to the customer. The user interface becomes the marketing materials, store front, store interior, sales staff and post-sales support all rolled into one.”Jakob Nielsen,Designing Web Usability


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“Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”Jakob Nielsen, Nielsen Norman Group


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Red Herring they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.” (01/00)75% of online shoppers don’t complete their purchase!


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T.T.D.: Message! they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”SIMPLICITY!


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Notes Page they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”

  • READ JAKOB NIELSEN’S BOOK! Hold your site to the Exacting Nielsen Standard! [Be ruthless … on yourself.]


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“Where does the Internet rank in priority? they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”It’s No. 1, 2, 3, and 4.”Jack Welch


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There are 2 Kinds of … they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”Defense*vs.Offense***Fend off upstarts.**Reinvent our marketspace!


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“ … if they set up a completely independent organization and let that organization attack the parent.”

Clayton Christensen, The Innovator’s Dilemma


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No and let that organization attack the parent.” Room for “Competent”* SortsBeer WholesalersPersonal Trainers [FitLinxx]Financial PlannersCar Dealers* LVA, “M”VA … vs. HVA [Web-enhanced]


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Web Strategy: GE Power Systems and let that organization attack the parent.” “Launch and Learn”(4 sites in 30 days)


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Ready. and let that organization attack the parent.” Fire!Aim. Ross Perot, Wayne Calloway, Harry Quadracci, et al.


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[ and let that organization attack the parent.” He who has the quickest O.O.D.A. Loops* wins!*Observe. Orient. Decide. Act. / Col. John Boyd]


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T.T.D. and let that organization attack the parent.” Most important Y2K question: Are you & yours “dealing with” the Web … or “embracing it” as “central to our being”?


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Notes Page and let that organization attack the parent.”

  • SPEND A LOT OF TIME ON THIS “TTD”!


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Jargon Bath! and let that organization attack the parent.” Bureaucracy free …Systemically integrated …Internet intense …Knowledge based …Time and location free …“Instantly” responsive …Customer centric …Mass customization enabled.


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


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“E-business is the final nail in the coffin for bureaucracy at GE.”Jack Welch/GE Annual Report 2000


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


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Getting Right Down to bureaucracy at GE.” Brass Tacks …Bricks & Mortar?Clicks & Mortar?All Clicks All the time?


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#1 bureaucracy at GE.”: ANY IDIOT WHO THINKS CONSUMERS ARE GOING TO GIVE UP THE IN-STORE SHOPPING EXPERIENCE FOR THE INTERNET IS JUST THAT. AN IDIOT.


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#2 bureaucracy at GE.”: ANY IDIOT WHO THINKS WE ARE STILL GOING TO BE HANGING OUT IN STORES 15 YEARS FROM NOW IS JUST THAT. AN IDIOT.


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TP bureaucracy at GE.”: ANY IDIOT WHO THINKS THEY KNOW WHICH ONE OF THE ABOVE TWO STATEMENTS IS TRUE IS THE BIGGEST IDIOT OF ALL.


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Context bureaucracy at GE.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule!(and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand bureaucracy at GE.”OutsideStrategy 3:Women Rule!


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????????? bureaucracy at GE.”Home Furnishings … 94%Vacations … 92%Houses … 91%Bank Account … 89%Health Care … 75%Etc.


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$3.3T + $1.5T = $4.8T* bureaucracy at GE.”* Larger than Japan!


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Most Under-reported story! bureaucracy at GE.”9M*/28M(1 of 4)/$3.6T [> Germany]* 400K in ’72; 132% since ’92Sources: NFWBO, Cognetics, Business Wire (030600)


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48% working wives > 50% bureaucracy at GE.”80% checks61% bills53% stock (mutual fund boom)43% > $500K95% financial decisions/ 29% single handed


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Women … bureaucracy at GE.”49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.Source: Business Week (11-99)


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New golfers … 37% bureaucracy at GE.”Basketball … 13.5M1 in 27 (’70) … 1 in 3 (’96)


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1874? bureaucracy at GE.”


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1874 … Jock Strap bureaucracy at GE.”1977 … Jogbra1977 ... 25K1996 … 42M


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Yeow! bureaucracy at GE.”1970 … 1%2000 … 50%


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OPPORTUNITY bureaucracy at GE.”NO. 1!*[* No shit!]


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


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FemaleThink bureaucracy at GE.”/ 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.”


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Women and Financial Advisors bureaucracy at GE.”Women 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


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E.g.: bureaucracy at GE.”Quicken.com: gender-neutralTheStreet.com: male-ish (“aggressive, we-tell-you-what-to-think”)MotleyFool.com: female-ish (“inquisitive, open, supportive”)WFN and MsMoney.com: female (e.g.: emphasize parenting and divorce issues)Source: Red Herring, Kathleen Morris of WFN


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Marketing to Women: bureaucracy at GE.”Help Them Save Time!80% … work86% … cook58% … run errands with kids38% … take child to school21% … go to the gym21% … take outside classes


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How Many Gigs You Got, Man? bureaucracy at GE.”“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


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Q bureaucracy at GE.”: Why do guys like pagers?A1: Sense of importance [Pager Dude]A2: Cubicle Slaves’ replacement for “real guys” tool belts


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Q bureaucracy at GE.”: Why do women like pagers?A: Get the news A.S.A.P. if her child is in the Nurse’s OfficeQ:Why do women hate pagers?A: They find nothing romantic about wearing a Stetson wrench or Stanley hammer attached to their waist! [Note the pager’s clip-on device … guys]


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T.T.D. bureaucracy at GE.”Do you [clearly] understand the difference between men’s and women’s purchasing habits?


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Notes Page bureaucracy at GE.”

  • Again: STUDY!

  • [It took me years to get a handle on “this stuff.”]


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[ bureaucracy at GE.”It’s Simple …Women are more thoughtful and more deliberate than men!]


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Not!! bureaucracy at GE.”“Year of the Woman”


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Enterprise Reinvention! bureaucracy at GE.”RecruitingHiring/Rewarding/ PromotingStructure ProcessesMeasurementStrategyCulture VisionLeadershipTHE BRAND ITSELF!



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“I didn’t know [company] were giving company cars to secretaries.”Source: UK financial services CEO, 12/99


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27 March 2000: email to TP from secretaries.” 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!”


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Not a Morality Play! secretaries.”“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



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T.T.D. secretaries.”DO YOU UNDERSTAND [“GET”] THE ENORMITY OF THIS OPPORTUNITY?


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Notes Page secretaries.”

  • Discuss … AT LENGTH!


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T.T.D. secretaries.”What would it take to get you & yours to “Go For It”?First steps?


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Notes Page secretaries.”

  • What could you do – in the next 30 days – to begin to test these ideas? Define 10 actions!


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“If we are single, they say we couldn’t catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. If we are widowed, they say we killed him.”Kathleen Brown, on the joys of female political candidacy


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Speaking of Enormous we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. [Missed] [Huge] Opportunities ...


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74/55 we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. “At each stage of their lives, the needs and desires of the baby boomers have become the dominant concerns of American business and popular culture. If you can anticipate the movement of the baby-boom generation’s life-span migration, you can see the future.”Ken Dychtwald, Age Wave


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Aging/“Elderly” we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. 2X growth rate$$$$$$$$$$$$“I’m in charge!”Good source: Ken Dychtwald,Age Wave


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Priorities: Aging/“Elderly” we are married, they say we are neglecting him. If we are divorced, they say we couldn’t keep him. Experiences … Convenience … Comfort … Access … Respect!


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“Any student who combines an expertise in gerontology with, say, an M.B.A. or law degree will have a license to print money.”Newsweek


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Context with, say, an M.B.A. or law degree will have a license to print money.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules!(too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand with, say, an M.B.A. or law degree will have a license to print money.”OutsideStrategy 4:Design Rules!


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And Tomorrow … with, say, an M.B.A. or law degree will have a license to print money.”“Fifteen years ago companies competed on price. Now It’s quality.Tomorrow it’s design.”Robert Hayes


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All Equal with, say, an M.B.A. or law degree will have a license to print money.”Except …“At Sony we assume that all products of our competitors have basically the same technology, price, performance and features.Design is the only thing that differentiates one product from another in the marketplace.”Norio Ohga


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“Design is with, say, an M.B.A. or law degree will have a license to print money.”treated like areligion at BMW.”Fortune (10/98)


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Drop-dead Charm! with, say, an M.B.A. or law degree will have a license to print money.”“The new Beetle fails at most categories. The only thing it doesn’t fail in is drop-dead charm.”Jerry Hirshberg, Nissan Design International


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Object of Desire! with, say, an M.B.A. or law degree will have a license to print money.”“Every now and then, a designcomes along that radically changes the way we think about a particular object. Case in point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.”Katherine McCoy, Michael McCoy, Illinois Institute of Technology


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Design as Soul with, say, an M.B.A. or law degree will have a license to print money.”“We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.”Steve Jobs


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Check Out the Language: with, say, an M.B.A. or law degree will have a license to print money.”“Tomorrow it’s design …”“Design is the only thing …”“Design is … religion ...”“Drop-dead charm …”“Object of desire …”“Fundamental soul …”


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T.T.D. with, say, an M.B.A. or law degree will have a license to print money.”Where do you stand on design? [1 = Who, me? 10 = Preoccupation.]Where do you stand on design-as-soul?


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Notes Page with, say, an M.B.A. or law degree will have a license to print money.”

  • I’m at a bit of a loss here. I DON’T KNOW HOW TO “MAKE YOU” “GET” THIS. I think it is of the Utmost Importance. I want you – at least – to become “aware” of the Power of Great Design. And … I do [fervently] believe that Great-Design-Is-Soul.


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Think Back … with, say, an M.B.A. or law degree will have a license to print money.”New Beetle, iMac = Radical, “Bet the Company”Right?


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The with, say, an M.B.A. or law degree will have a license to print money.”I.D. [International Design] Forty*Airstream … Alfred A. Knopf … Apple Computer …Amazon.com… Bloomberg… Caterpillar …CNN… Disney…FedEx… Gillette … IBM …Martha Stewart… New Balance …Nickelodeon… Patagonia …The New York Yankees… 3M … Etc. * List No. 1, 1999


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Unconventional with, say, an M.B.A. or law degree will have a license to print money.”[Design] MessagesNot about ... “Lumpy Objects”!Not about ... $79,000 objects


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One-sixth Second per Item! with, say, an M.B.A. or law degree will have a license to print money.”“During the 30 minutes you spend on an average trip to the supermarket, about 30,000 products vie to win your attention and ultimately to make you believe in their promise.”Thomas Hine, The Total Package


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“Car designers need to create a with, say, an M.B.A. or law degree will have a license to print money.”story. Every car provides an opportunity to create anadventure. …“The Prowler makes yousmile. Why? Because it’s focused. It has aplot, a reason for being, apassion.”Freeman Thomas, co-designer VW Beetle; designer Audi TT


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Hmmmm(?): “Only” Words … with, say, an M.B.A. or law degree will have a license to print money.”StoryAdventureSmile FocusPlotPassion


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T.T.D./Message: with, say, an M.B.A. or law degree will have a license to print money.”Services are Not Intangible!You “give off” hundreds of design cues … daily!YOU ARE A DESIGNER!


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Notes Page with, say, an M.B.A. or law degree will have a license to print money.”

  • List 100 [!] “design cues” that you give off! [Okay, start with 25.]


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Graceful language! with, say, an M.B.A. or law degree will have a license to print money.”


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T.T.D./“Beauty Contest!” with, say, an M.B.A. or law degree will have a license to print money.”1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim form.2. Rate it on a 1 to 10 scale (1 = Awful; 10 = Scintillating) on three dimensions:Beauty, Grace, Clarity.3. Repeat … every 15 days.


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Notes Page with, say, an M.B.A. or law degree will have a license to print money.”

  • DO THIS! USE MY TERMS! [Beauty … Grace … Clarity.] Be quantitative. [PLEASE.]


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Clarity! with, say, an M.B.A. or law degree will have a license to print money.”Simplicity!Functionality!Focus!Beauty!Surprise!Quirkiness!Humane-ness!


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Design = Everything! with, say, an M.B.A. or law degree will have a license to print money.”Hence: Evaluate Everything on These Criteria!


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Context with, say, an M.B.A. or law degree will have a license to print money.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand with, say, an M.B.A. or law degree will have a license to print money.”OutsideStrategy 5:It’s the Experience!


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“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


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“The [Starbucks] Fix” Is on … from goods.”“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


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Experience: “Rebel Lifestyle!” from goods.”“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


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“What’s the plot?” from goods.”Freeman Thomas, designer


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T.T.D. from goods.”WHAT’S THE [your] PLOT?


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Notes Page from goods.”

  • WHAT IS YOUR STORY? [Be specific!] Message: This applies to every [Finance] project!


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The stock must have from goods.”a great story!The company must have a product that changes the way the world works!Source: Technology Investor 05.00


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Mantra: “Any good can be from goods.”ing-ed”the drivingexperiencethe pumpingexperiencethesittingexperiencethe readingexperiencethewashingexperiencethe cookingexperienceJoseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage


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[ from goods.”NAPM: Think …Supply Chain-ingB2B-ing]


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“This is the end of the pure product era. For instance, car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Carly Fiorina, HP @ Comdex ’99


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And Now For A Nod To 1/7 car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”th of Our Economy!


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Health Care Tsunami car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.” Prevention/Wellness/FitnessProactive Engineering/Gene “stuff”[Blockbuster-Bazooka to Specific-Sniper’s Rifle]Holistic/Homeopathic/Non-traditionalPatient-centric/Web-ledNo waste [Healtheon/WebMD et al.]Etc.


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TP 03.26.00: car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”AMA Riff


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Are You Fighting Yesterday’s War? car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Docs don’t know it all. There are a lotta bad docs. There are a lotta bad medical decisions. “Hospitals” kill far too many people.(Bad decisions, bad execution.) Systemic wasteis stratospheric. (Still.) Patients are getting (much) smarter.Patients have had it with HMOs. (And Docs with the “white-coat syndrome.”) You are not smarter than I am. (I am your partner.)YouarenotbusierthanIam. (!!!!!)Patients want more data.(And can readily get it.) Boomers will control their lives. Period. Medicine is about to be overwhelmed with a tsunami!


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1965 car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”: “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.”YES, NURSE. ME GOOD PUPPY DOG.1995: “HMO will take care of you.” BULLSHIT.2005: “Iwilltakecareofme. I’d like your expert help.”P.S.:THE VIAGRA [ETC.] I ORDERED ONLINE IS GREAT.


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Patient-centric* Health Care car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”Wellness (Fix to prevent.)Partnership (“Tour guide” model.)RESPECT! (Mutual.)WOMEN RULE!*Not: HMO-centric, Employer-centric, Insurer-centric, Doc-centric


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AMA car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”: Push “Patient Partnership” Model????


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Context car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”: “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”OutsideBRANDPOWER!


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Brand It! car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”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]


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No Room for Brands? car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”NikeSaturnCNNAmerica OnlineCharles SchwabStarbucksThe GapIntelEtc.


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Brand = Trust! car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”“Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.”The Economist


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What Can [Can’t] Be Branded? car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”“Branding is not a problem if you have the right mentality. You go to your team and you pin up a $200 Swiss Army Watch. Competing in the ridiculously crowded sub-$200 watch market, they made it into a brand name, named after the most irrelevant and useless thing in history [the Swiss Army]. And you say, ‘Gang, if they can do it, we can do it.’ ”Barry Gibbons


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“Salt is salt is salt. Right? Not when it comes in a car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.”blue box with a picture of a little girl carrying an umbrella. Morton International continues to dominate the U.S. salt market even though it charges more for a product that is demonstrably the same as many other products on the shelf.”Tom Asaker, Humanfactor Marketing


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“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. [Consumers] want to know who is behind the products that they buy. They want to know the company. They want to know what you think.”Jesper Kunde, Corporate Religion


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“Corporate Religion is a completely new way of thinking about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … communicating the company’s attitudes and values becomes the decisive parameter for success. It demands that you find out who you are as a company.”Jesper Kunde, Corporate Religion


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T.T.D./Calling the about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … Corporate Shrink!“Organizational Psychotherapy”/WHO WE ARE!


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Notes Page about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes …

  • This is The Big Enchilada: SPEND – lotsa – TIME ON IT!


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Scott Bedbury/ Nike, Starbucks about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … “A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”


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Brand = You Must about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … 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


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Rabbi Zusya about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … : “In the world to come I shall not be asked, ‘Why were you not Moses?’ I’ll be asked,

‘Why were you not Zusya?’”


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“In the funky village, real competition no longer revolves around marketshare. We are competing for attention – mindshare and heartshare.”Kjell Nordstrom and Jonas Ridderstrale, Funky Business


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Context around marketshare. We are competing for attention – : “No” to “inevitable commoditization”S1: Lead the Customer!S2: Master E-Commerce!S3: Women Rule! (and the elderly)S4: Design Rules! (too)S5: It’s the Experience!Net: Glorious Age of the BRAND!


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Brand around marketshare. We are competing for attention – LeadershipPassion Rules!


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Brand around marketshare. We are competing for attention – Leadership!“A key – perhaps the key – to leadership isthe effective communication of a story.”Howard GardnerLeading Minds: An Anatomy of Leadership


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“The challenge for IBM, AT&T and other mainstream companies is to re-instill a sense of adventure in recruits.”Burke Stinson, AT&T


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“Leadership is a performance. companies is to re-instill a sense of adventure in recruits.”You have to be conscious of your behavior, because everybody else is.” Carly Fiorina


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Brand companies is to re-instill a sense of adventure in recruits.”Leadership:ENTHUSIASM RULES!“I am a dispenser of enthusiasm.”/ Ben Zander


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Talent “War,” Marketplace “War” companies is to re-instill a sense of adventure in recruits.”“The successful company has to create an environment that imbues its employees with a sense of passion.”Joe Nocera, eCompany, on David Pottruck


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[ IN THE END … WHAT MATTERS … IS … companies is to re-instill a sense of adventure in recruits.”PERCEIVED INTENSITY!]


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[Message to NAPM: companies is to re-instill a sense of adventure in recruits.”You are Re-invention Evangelists!]


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Ann Richards’ Dogma companies is to re-instill a sense of adventure in recruits.”Show up!Know your message!PUT YOURSELF AT RISK EVERY DAY!