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  • 1. NOTE : To appreciate this presentation [and ensure that it is not a mess ], you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana”
  • 2. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master* Excellence part seven (of 7) excellence. summaries. Lists. 19 October 2007
  • 3. THE MASTER PRESENTATION: There are about 3,500 slides in this 7-part “Master Presentation.” The first six “chapters” are indeed meant add up to a logical, linear argument. Part I is context. Part II is devoted entirely to innovation—the sine qua non, as perhaps never before, of survival. In earlier incarnations of the “master,” “innovation” “stuff” was scattered throughout the presentation—now it is front and center and a stand-alone. Part III is a variation on the innovation theme—but it is organized to examine the imperative (for most everyone in the developed world) of an ultra high value-added strategy. A “value-added ladder” (the “ladder” configuration lifted with gratitude from Joe Pine and Jim Gilmore’s Experience Economy ) lays out a specific logic for necessarily leaving commodity-like goods and services in the dust. Part IV argues that in this age of “micro-marketing” there are two macro -markets of astounding size that are dramatically under-attended by all but a few; namely women and boomers-geezers. Part V underpins the overall argument with the necessary bedrock—Talent, with brief consideration of Education & Healthcare. Part VI examines Leadership for turbulent times from several angles. Despite the “logical argument,” I think you’d be better off if you thought of “all this” as I do—an ENCYCLOPEDIA OF IDEAS . Various “riffs” are attached throughout which, though not perfect fits, serve my purpose as “meat” from which I cobble together a finance presentation in Bahrain … or a health-services lecture in Virginia. For example, the day I wrote this I spoke to an association made up of independent middle-size companies. I led off with a new section on the place for and power of middle-sized firms in general, featuring the German Mittelstand—which is the basis for that country’s surprise ranking as the world’s #1 exporter. These agile players, residing in the ultimate high-wage nation, tend to “own” a niche courtesy astoundingly high-value-added products. This “Mittelstand opener” does not fit in the Master in a tidy fashion, but I want it to be available for future use and it works pretty well in the overall innovation argument—hence its landing in Part II. The placement is not bad, but the point is that this “idea” is now available to me— and you —in my “encyclopedia.” And there you have it! 19 October 2007
  • 4. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master Excellence. Always. part one (of 7) “all you need to know” (dwelling on the obvious) not your father’s world introduction to excellence.
  • 5. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master* Excellence part two (of 7) innovate. Or. Die.
  • 6. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master/ Excellence. Always./ part THREE (of 7) up , up, up, up … the value added ladder (solutions-experiences-dreams-lovemarks)
  • 7. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master/ Excellence. Always./ part FOUR (of 7) “new” Markets (Stupendous Opportunity)
  • 8. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master Excellence. Always. part FIVE (of 7) people! (Brand you. Talent. Health. Education.)
  • 9. NOTE: To appreciate this presentation, you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana” Master Excellence. Always. part six (of 7) leadership!
  • 10. Tom Peters’ X25* EXCELLENCE. ALWAYS. MASTER/Part SEVEN * In Search of Excellence 1982-2007
  • 11. NOTE: The gray slides (like this one) throughout are explanatory notes not found in my regular presentations.
  • 12. part seven
  • 13. Slides at … tompeters.com
  • 14. Welcome to Tom Peters “PowerPoint World”! Beyond the set of slides here, you will find at tompeters.com the last eight years of presentations, a basketful of “Special Presentations,” and, above all, Tom’s constantly updated Master Presentation —from which most of the slides in this presentation are drawn. There are about 3,500 slides in the 7-part “Master Presentation.” The first five “chapters” constitute the main argument: Part I is context. Part II is devoted entirely to innovation—the sine qua non, as perhaps never before, of survival. In earlier incarnations of the “master,” “innovation” “stuff” was scattered throughout the presentation—now it is front and center and a stand-alone. Part III is a variation on the innovation theme—but it is organized to examine the imperative (for most everyone in the developed-emerging world) of an ultra high value-added strategy. A “value-added ladder” (the “ladder” configuration lifted with gratitude from Joe Pine and Jim Gilmore’s Experience Economy ) lays out a specific logic for necessarily leaving commodity-like goods and services in the dust. Part IV argues that in this age of “micro-marketing” there are two macro -markets of astounding size that are dramatically under-attended by all but a few; namely women and boomers-geezers. Part V underpins the overall argument with the necessary bedrock—Talent, with brief consideration of Education & Healthcare. Part VI examines Leadership for turbulent times from several angles. Part VII is a collection of a dozen Lists—such as Tom’s “Irreducible 209,” 209 “things I’ve learned along the way.” Enjoy! Download! “Steal”—that’s the whole point!
  • 15. EXCELLENCE. ALWAYS. Lists. Irreducible209+ 0513.2007
  • 16. These lists are summaries of this, that, and the other, FYI …
  • 17. The Irreducible209+ Them-Us One Word+ Top 41 Quotes The Cup Challenge Think-DO The Sales122 New “C-levels” “Personal” 60TIBs Tom- A -to, Tom- ah -to
  • 18. The Irreducible209
  • 19. A frustrated participant at a seminar for investment bankers 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 209 items. Hence “The Irreducible209” that follows. Tom Peters
  • 20. 1. 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.)
  • 21. 15. Men. Women. Different. Contend. Connect. 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.
  • 22. 29. You must care. 30. Mentor. (Highest ROI.) 31. Best “roster” wins. 32. Wow. (Okay in biz.) 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.
  • 23. 44. Brand You. (No alt.) 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. 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.)
  • 24. 58. Master statistical analysis. 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.)
  • 25. 73. Exercise. 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.)
  • 26. 86. 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?)
  • 27. 102. 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.)
  • 28. 116. 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 in Relationships.) 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.
  • 29. R.O.I.R. * *Return On Investment In Relationships
  • 30. 124. “Crucial conversations.” “Crucial 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 2016 in 2006. (Find ’em. Study ’em.)
  • 31. 138. 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.
  • 32. 151. Resilience. 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 hamburger bun.” (Go. Ray.)
  • 33. 163. Own up. Quick. ( Denial. Cancer.) 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 pollution) 172. No “quick trigger” on promotion. (Too important.) 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.)
  • 34. 177. Today. Now. My Project. Am. Is. I. Period. 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.
  • 35. 188. 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 . (Thanks, Hal.) 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.
  • 36. 195. Instinctively “head for the front line.” (In all contexts.) 196. Success = DDMMPR/"D-squared, M-squared, PR” = D ram D iff + M oney-Financial Acumen + Good “ M arketing” Instincts + Stellar P eople + R esilience (The “fab five”: What. Every. Small. Biz. Needs.) (Big too.) 197. Core Mechanism (“Game-changing Solutions”): PSF (Professional Service Firm “model”) + Wow! Projects (“Different” vs “Better”) + Brand You (“Distinct” or “Extinct”) 198. 2011/2016 has already happened. Find it.
  • 37. 199. Kids “know” kids. Oldies “know” oldies. Women “know” women. (Staff accordingly.) 200. Everybody is my customer. 201. Cosset “vendors.” 202. I want to run a Housekeeping department. (And you?) 203. The military doesn’t follow the “military model.” (Initiative = Excellence.) 204. No such thing as “going to absurd lengths” to serve the Customer. (HSM & Lefties.) 205. Forget the “customer.” All = “Clients.” 206. It takes decades to get over “sleights.” (So don’t sleight.) 207. Don’t “dumb down.” Ever.
  • 38. 208. NO LESS THAN EXCELLENCE. EVER. 209. EXCELLENCE. ALWAYS.
  • 39. Work In Progress XXX. One size fits. One. Only. (Evaluations. Period.) XXX. Teaching. Individualized. Only. (6 billion people = 6 billion learning trajectories.) (Montessori.) XXX. First impression. Matters. Shapes all that comes. Hard to overcome. (Understatement.) XXX. Jerks. Don’t work with. (Life = Too short.) XXX. Manage [the hell out of] first impressions. XXX. Last impression. Matters. Dominates memory. Hard to overcome. (Understatement.) XXX. Manage [the hell out of] last impressions. XXX. Plain English. XXX. K.I.S.S. (450/8.) XXX. $798. $55,000,000,000. 3,000,000,000. 7AM-7PM. 6:15AM. XXX. Donnelly Weatherstrip rules. XXX. Managers do things right. Leaders do the right thing. NOT.
  • 40. EX CELLE ALW AYS .
  • 41. Them-Us
  • 42. “ Them” “Us” Strategy EXECUTION Planning Action Marketing Selling/Sales Markets Customers Customers Clients Micro-segmentation Big Stuff (Women, Boomers) Cost minimization Revenue maximization Synergy/“Efficiencies” Decentralization “Strategic” supplier Pioneering supplier Process Project Effectiveness Excellence Men Women Leadership Management + Leadership Standardization Exceptionalism (53 = 53) Big clients COOL clients Prestigious Board INTERESTING Board
  • 43. “ Them” “Us” Big Mid-size Growth by merger Organic growth Buy market share Create NEW markets Efficient, streamlined Value-creating “PSF” “department” Certainty-predictability Ambiguity-opportunity Fearful of losing Aggressive pursuit of winning Plan Prototype Careful evaluation Another prototype Revised plan Another prototype People/Employees Talent Effective HR department Rockin’ Talent Development Center of Excellence Benchmark against the Benchmark against the “best”-“industry leader” “coolest”
  • 44. “ Them” “Us” Benchmark “Future”mark Orderly career progression “Up or Out” (PDQ) Head Heart IQ EQ “Professional” Passionate Stoic, humble leaders Noisy, emotional “characters” in charge Hire for Resume Hire for intangibles Measured-thoughtful Relentless, pig-headed approach determination Teamwork comes first Teamwork and disruptive individuals equal billing Listen to customers Lead customers Customer “involvement” Intimate-Seamless customer inter-twining
  • 45. “ Them” “Us” MBM (Management MBWA by memo) MBA MFA Shareholder Value Great people-product rule comes first Work smart Work hard Built to last Built to Rock the World Reward successes Reward (EXCELLENT) failures Quality first! Design 1T Quality first! Innovation 1T High-quality Jaw-dropping Experience transaction CVs demo consistent CVs feature Magic Moments performance Good grades Cool stuff Operational excellence World-rocking INNOVATION
  • 46. “ Them” “Us” Brand Lovemark Best analysis wins Best STORY wins “Beyond politics” Politics-is-life, the rest is details Outsource Bestsource “Motivate” Send on QUESTS “Motivate” Invite Measured language HOT language Product-Service Gamechanging SOLUTION, Thrilling EXPERIENCE, DREAM come true, LOVEMARK Pastel Technicolor Better Different “Mission success” “Mission EXCELLENCE” Very good EXCELLENCE. ALWAYS.
  • 47. “ Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think is practical; ... expect more than others think is possible.” Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)
  • 48. EX CELLE ALW AYS . THE. END.
  • 49. ONE WORD+
  • 50. ONE WORD+ 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
  • 51. ONE WORD+ 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
  • 52. ONE WORD+ 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
  • 53. ONE WORD+ 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
  • 54. ONE WORD+ MBWA Why? PSF Wow! ! (red) Buy a Mirror Know thyself Invite Quest Adventure Talent Brand You Lovemark Experience Dreamketing
  • 55. ONE WORD+ 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
  • 56. EX CELLE ALW AYS .
  • 57. Tom’s Top41 Quotes Tom Peters/01.24.06
  • 58. “ Do one thing every day that scares you.” —Eleanor Roosevelt “ Life is either a daring adventure, or nothing.”—Helen Keller “ Tell me, what is it you plan to do with your one wild and precious life?” —Mary Oliver “ Dream as if you’ll live forever. Live as if you’ll die today.”—James Dean “ The two most powerful things in existence: a kind word and a thoughtful gesture.”—Ken Langone, founder, Home Depot “ The deepest human need is the need to be appreciated.”—William James “ Don’t belittle!” —OD Consultant, on the essence of a well-functioning human community “ If you don’t listen, you don’t sell anything.” — Carolyn Marland/MD/Guardian Group
  • 59. “ 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 “ What creates trust, in the end, is the leader’s manifest respect for the followers.” — Jim O’Toole, Leading Change “ If you can’t state your position in eight words or less, you don’t have a position.” —Seth Godin “ Never doubt that a small group of committed people can change the world. Indeed it is the only thing that ever has.” —Margaret Mead “ Make your life itself a creative work of art.” — Mike Ray, The Highest Goal “ Have you invested as much this year in your career as in your car?” — Molly Sargent, OD consultant and trainer
  • 60. A man approached JP Morgan, held up an envelope, and said, “Sir, in my hand I hold a guaranteed formula for success, which I will gladly sell you for $25,000.” “Sir,” JP Morgan replied, “I do not know what is in the envelope, however if you show me, and I like it, I give you my word as a gentleman that I will pay you what you ask.” The man agreed to the terms, and handed over the envelope. JP Morgan opened it, and extracted a single sheet of paper. He gave it one look, a mere glance, then handed the piece of paper back to the gent. And paid him the agreed-upon $25,000.
  • 61. 1. Every morning, write a list of the things that need to be done that day. 2. Do them. Source: Hugh MacLeod/tompeters.com/NPR
  • 62. “ The most successful people are those who are good at plan B.” —James Yorke, mathematician, on chaos theory in The New Scientist “ Tom, what have you done this year?”—Jessica Sutherland, Director, Institute for International Research/Middle East (TP: “Yikes!”) “ To live is the rarest thing in the world. Most people exist , that is all.” — Oscar Wilde “ People want to be part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.”—Howard Schultz, Starbucks “ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” —Charles Darwin “ We may not be interested in chaos but chaos is interested in us.” — Robert Cooper, The Breaking of Nations: Order and Chaos in the Twenty-first Century
  • 63. “ If you don’t like change, you’re going to like irrelevance even less.”—General Eric Shinseki, retired Chief of Staff, U. S. Army “ You must be the change you wish to see in the world.”—Gandhi “ We eat change for breakfast!” — Harry Quadracci, founder, QuadGraphics “ If things seem under control, you’re just not going fast enough.” — Mario Andretti “ You can’t behave in a calm, rational manner. You’ve got to be out there on the lunatic fringe.” —Jack Welch, retired CEO, GE “ We have a ‘strategic’ plan. It’s called doing things.”—Herb Kelleher, founder, Southwest Airlines “ I guess it comes down to a simple choice, really. Get busy living, or get busy dying.” — The Shawshank Redemption (Tim Robbins)
  • 64. “ A man without a smiling face must not open a shop.” — Chinese Proverb
  • 65. “ There are people who prefer to say ‘Yes,’ and there are people who prefer to say ‘No.’ Those who say ‘Yes’ are rewarded by the adventures they have, and those who say ‘No’ are rewarded by the safety they attain .” — Improv Wisdom: Don’t Prepare, Just Show Up , Patricia Ryan Madson ( “ … yes I said yes I will Yes.” —James Joyce, Ulysses )
  • 66. “ Stay Hungry. Stay Foolish.”—Steve Jobs, Apple “ Groups become great only when everyone in them, leaders and members alike, is free to do his or her absolute best.”—Warren Bennis and Patricia Ward Biederman, Organizing Genius “ The best thing a leader can do for a Great Group is to allow its members to discover their greatness.”—Warren Bennis and Patricia Ward Biederman, Organizing Genius “ You are the storyteller of your own life, and you can create your own legend or not.”—Isabel Allende “ Nobody can prevent you from choosing to be exceptional.” — Mark Sanborn, The Fred Factor “ A leader is a dealer in hope.”—Napoleon “ Nothing is so contagious as enthusiasm.” —Samuel Taylor Coleridge
  • 67. 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. Michelangelo
  • 68. “ If you’re enthusiastic about the things you’re working on, people will come ask you to do interesting things.” — James Woolsey, former CIA director “ Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself believe.” —Winston Churchill “ If your actions inspire others to dream more, learn more, do more and become more, you are a leader."—John Quincy Adams
  • 69. “ A year from now you may wish You had started today.” —Karen Lamb
  • 70. EX CELLE ALW AYS . THE. END.
  • 71. For Starbucks … The Cup Challenge* Tom Peters/1107.2006 *Potential Quotes for Cups
  • 72. !
  • 73. Enthusiasm! The Ultimate Virus!
  • 74. Re-imagine! Re-do! Re-vise! Re-vo-lu-tion!
  • 75. “ Passion!” “ 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!”
  • 76. Excellence. Always.
  • 77. “ No Less Than Excellence. Ever.”
  • 78. No Excellence. no excuse.
  • 79. "Respect!" “ 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”
  • 80. Do.
  • 81. Do.
  • 82. Do.
  • 83. Do. Do.
  • 84. Do. Do. Do.
  • 85. Do. Do. Do.
  • 86. Do .
  • 87. try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it . Try it. Try it. Try it. Try it. Try it. Try it. Try it. try it . Try it. Try it. try it. Try it. Try it . Try it. Try it. Try it.
  • 88. iMplementation … The “last 98%”
  • 89. Do it. Now.
  • 90. start. Now.
  • 91. Most. Relentless. wins.
  • 92. “ Excellence!” “ 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?’”
  • 93. distinct. Or … Extinct.
  • 94. 2007. Self-reliance. No option.
  • 95. 2007. Excellence. No option.
  • 96. Excellence. Not optional.
  • 97. it’s a … “ brand you” world.
  • 98. “‘ Me Too’ = ‘ Me Dead’”
  • 99. “‘ Different’ beats ‘Better.’” “‘ Distinct’ or ‘Extinct.’” “ Innovate or Die” “‘ Me Too’ = ‘Me Dead’” “ Talent Time!” “ Best Talent Wins.” “ Best Roster Wins. “ Moderation Fails in Immoderate Times”
  • 100. “ Moderation Fails in Immoderate Times”
  • 101. “ freaks win in freaky times.”
  • 102. Seek Dissidents. Nurture Dissidents. Cherish Dissidents.
  • 103. “ best talent wins.”
  • 104. women = best leaders. Women = biggest market. Women = control wealth. Women = rule.
  • 105. Roir/return on investment in relationships
  • 106. Respect = magic.
  • 107. “ thank you” = magic.
  • 108. “ thank you” = magic potion #1.
  • 109. EX CELLE ALW AYS .
  • 110. Think! vs. do!
  • 111. “ We design intelligent strategies—but they fall miles short of their for one reason. Poor organizational effectiveness which in turn leads to a gaping ‘implementation deficit.’ Tom, I want you to get a handle on the best thinking and best practices from around the world.” —Ron Daniel (1977*) *TP/1977/ first (?) Stanford Ph.D. thesis studying implementation per se.
  • 112. Excellence1982: The Bedrock “Eight Basics” 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through People 5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties”
  • 113. 1979-2006 Still missing after all these years …
  • 114. TP/BW on BigCo Sin #1: “too much talk, too little do”
  • 115. Think! vs. do!
  • 116. “ Never forget implementation , boys. In our work, it’s what I call the ‘ last 98 percent ’ of the client puzzle.” —Al McDonald, former Managing Director, McKinsey & Co, to a project team that included TP
  • 117. The (Strange) Case of Peter Drucker & Michael Porter vs. The “Non-linearists” HERBERT SIMON. (Administrative Behavior.) JAMES MARCH. KARL WEICK. (The Social Psychology of Organizing.) EUGENE WEBB. Henry MINTZBERG. (The Rise and Fall of Strategic Planning.) JAMES UTTERBACK. THOMAS KUHN. (The Structure of Scientific Revolutions.) CHARLES LINDBLOM. Daniel goleman. INNOVATION BIOGRAPHERS.* (*Transcontinental Railroad, Electrification, Radio, Television, Containerization, DNA, Computers, Military History, Etc.) MOST POLITICAL SCIENTISTS. SILICON VALLEY. Etc.
  • 118. “ Linearist”: think! “Non-linearist”: do!
  • 119. “ Linearist”: Plan it! “Non-linearist”: Try it!
  • 120. “ Linearist”: hypothesize! “Non-linearist”: experiment!
  • 121. “ Linearist”: failure = unnecessary “Non-linearist”: failure = life
  • 122. “ Linearist”: a>b* “Non-linearist”: b>a** *Attitude shapes behavior **Behavior shapes attitude
  • 123. “ Linearist”: deliberate!* “Non-linearist”: relentless!** * “Do it right the first time” (Hero: Phil Crosby) **Never retreat (Hero: U.S. Grant)
  • 124. “ Linearist”: logical! “Non-linearist”: passionate!
  • 125. “ Linearist”: give me genius! “Non-linearist”: give me luck!
  • 126. “ Linearist”: spotless academic record! “Non-linearist”: a.d.d.
  • 127. “ Linearist”: measured pace! “Non-linearist”: Tempo! Tempo! Tempo!
  • 128. “ Linearist”: think! Plan! (r. a. f.*) “Non-linearist”: Try it! Screw it up! Fix it! Try it again! (r. f. a.**) *Ready. Aim. Fire. **ready. Fire. Aim. (Or, circa 2006: fire. Fire. Fire. )
  • 129. Cheap Shot “Linearist”: minimize cost. “Non-linearist”: maximize revenue.
  • 130. “ Linearist”: marketing rules. “Non-linearist”: sales rules.
  • 131. “ Linearist” Background: planning, marketing & finance. “Non-linearist” background: sales & operations.
  • 132. “ Linearist” likes: ideas. “Non-linearist” likes: people.
  • 133. “ Linearist” likes: parts. “Non-linearist” likes: wholes.
  • 134. “ Linearist” office: walls. “Non-linearist” office: none.
  • 135. “ Linearist” style: meetings. “Non-linearist” style: m.b.w.a.* *Managing by wandering around
  • 136. “ Linearist” reads: michael porter. Peter drucker.* “Non-linearist” reads: waterman & peters. Tom clancy.** *Michael & peter **Bob & tom & tom
  • 137. “ Linearist” reads: michael porter. Peter drucker. “Non-linearist” reads: doesn’t
  • 138. “ Linearist” drives: lincoln town car. Ford explorer (weekends). “Non-linearist” drives: bmw. Harley-davidson (weekends).
  • 139. “ Linearist” preferred baseball score: 1-0. “Non-linearist” preferred baseball score: 11-9.
  • 140. “ Linearist” preferred football score: 7-0. “Non-linearist” preferred football score: 41-38.
  • 141. “ Linearist” criminal record: none. “Non-linearist” criminal record: disorderly conduct. Chronic jaywalking.
  • 142. do! Addendum!
  • 143. “ The secret of getting ahead is getting started .” — Agatha Christie
  • 144. “ Action is the foundational key of all success.” —Picasso
  • 145. Translating Picasso “ Doing something is the key to getting something done.” —TP (Co-author, In Search of Excellence , first “Basic”: “A BIAS FOR ACTION” )
  • 146. “ Intelligent people can always come up with intelligent reasons to do nothing.” —Scott Simon
  • 147. EX CELLE ALW AYS .
  • 148. GE (more or less) : The Sales122: 122 Ridiculously Obvious Thoughts About Selling Stuff Tom Peters/0402.2006
  • 149. This list was first prepared for 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 Irreducibles209.” This, too, is effectively a list of “irreducibles.” Tom Peters
  • 150. 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.
  • 151. “ Everyone lives by selling something.” — Robert Louis Stevenson
  • 152. 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!
  • 153. C(I) > C(X)
  • 154. 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.)
  • 155. 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)
  • 156. 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.
  • 157. F L O W E R P O W E R
  • 158. 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.)
  • 159. “ If you don’t listen, you don’t sell anything.” —Carolyn Marland/ Managing Director/ Guardian Group
  • 160. 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!
  • 161. “ 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
  • 162. 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.)
  • 163. 51. 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.
  • 164. 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.
  • 165. “ Nothing is so contagious as enthusiasm. ” — Samuel Taylor Coleridge
  • 166. 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.)
  • 167. 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.
  • 168. 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.
  • 169. 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.)
  • 170. “ You can’t behave in a calm, rational manner. You’ve got to be out there on the lunatic fringe.” — Jack Welch
  • 171. 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.
  • 172. 97. Women are better salespeople. (See Addendum.) 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.
  • 173. Women Rock … as Salespersons (From Item #97.) 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
  • 174. 109. It takes time to get to know people. (DUH.) 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.)
  • 175. 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!
  • 176. EX CELLE ALW AYS . THE. END.
  • 177. EXCELLENCE. NEW VALUE EQUATION. NEW “C-levels”.
  • 178. C R O * *Chief Revenue Officer
  • 179. C X O * *Chief e X perience Officer
  • 180. C F O* *Chief Festivals Officer
  • 181. C D O * *Chief Design Officer
  • 182. C DM * *Chief Dream Merchant
  • 183. C ST O * *Chief Storytelling Officer
  • 184. C PI * *Chief Portal Impresario
  • 185. C C O* *Chief Conversations Officer
  • 186. C W w M* *Chief WikiWorld Maniac
  • 187. C L O * *Chief Lovemark Officer
  • 188. C S O* *Chief Seduction Officer
  • 189. C ta O * *Chief talent acquisition Officer
  • 190. C FA O * *Chief freaks acquisition Officer
  • 191. C FAP O * *Chief freaks acquisition & Protection Officer
  • 192. C Q O * *Chief quest-meister
  • 193. C T O * *Chief Thrills Officer
  • 194. C W O * *Chief WOW Officer
  • 195. C ! O * *Chief ! Officer
  • 196. EX CELLE ALW AYS . THE. END.
  • 197. EXCELLENCE. PERSONAL.
  • 198. EXCELLENCE. ALL YOU NEED TO KNOW. (ABOUT ME.)
  • 199. A Few Biases You Should Know About * I am not a macro-economist. * I am wholly biased by 30 years (1970-2000) in Silicon Valley . * I would rather work for e Bay than BankAmerica. * I believe that the Giant Merger Game is the single greatest waste of energy in the world of business. * Economies of scale are wildly over-rated. * I find the entire notion of “career” to be disturbing and a little silly. * I find the notion of “built to last” hilarious. * Between 1965 and 1980 I turned 179.9 degrees from “Mr Big Government” to “Mr ‘Cool’ Entrepreneur.” (Thank you, Frank Perdue.) * Joseph Schumpeter (“ gales of creative destruction ”) and F.A. Hayek are my economist “gods”; JK Galbraith is my b ê te noir. * “Innovation” is a wonderfully messy & chaotic process—not amenable to “strategic plans.” *I believe in Luck. ( Fooled by Randomness —best book I’ve ever read.)
  • 200. A Few Biases You Should Know About * I find most strategic plans (and strategic planners) to be amusing. * I am not … Mike Porter. * I am not … Peter Drucker . * I am not … Jim Collins . * I believe that the resilience of Giant Companies is wildly-absurdly over-rated. * I believe that America’s productivity edge comes from car dealers more than Giant Cos. * No “business model” is “the last word.” * I am a Great Believer in “the basics”: product, people, customers, execution . (Hence there is nothing very interesting, save one thing, in In Search of Excellence .) * I believe that EXCELLENCE is a legitimate aspiration for each of us; and that any lesser aspiration is unconscionable.
  • 201. Execution . (Discipline.) Accountability. Action, a Bias for. (S.A.V./R.F.A.) Relentless. Experimentation. (“Innovate or Die.” “He who makes …”) Adaptability. (Plan B; “We eat …”) “In the moment.” (Bertolucci.) Senility. Exuberance. Fun. Technicolor. Wow! (Extreme Language.) Quest-Adventure. By Invitation. Talent. Roster. ($21M.) Weird. (Hangin’ Out + Bottlenecks.) D-squared/ “ Dramatic Difference.” Up-Up-Up the “VA Ladder.” Trifecta: Wow Projects-Brand You-PSF. (No Option.) Design. Women. 4-40 /D.E.A.615. (60TIBs; IRR209.) EXCELLENCE.
  • 202. EXCELLENCE. ALL YOU NEED TO KNOW. “STRATEGY.”
  • 203. Paul Allaire: “We are in a brawl with no rules.” TP: “There’s only one possible answer—S.A.V.” * * Screw Around Vigorously
  • 204. Excellence1982: The Bedrock “Eight Basics” 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through People 5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties”
  • 205. TP’ s “23Passions” by date: 1942-2006
  • 206. B>A* (R.F.A.) (*Behavior drives Attitude) … ’71-’07 Implementation = #1 … ’73-’77 (’07) “Soft is Hard” (“Management Style”) … ’77-’79 (’07) (Org) Structure>Strategy … ’77-’83 (’07) Strategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>Planning … ’74-’07 Mess = Reality ... ’77-’07 Skunkworks/Skunks (“Offline” Innovation/Innovators) … ’84-’91 MBWA … ’80-’85 (’07) Excellence I … ’79-’84 Mid-size biz is cool … ’84-’89 (’07) Customer service … ’84-’88 Innovation … ’87-’92 Free trade/Hayek … ’90-’92 New Org Models … ’92-’96 PSF … ’92-’06 WOW! (WOW Projects) … ’93-’06 Brand You … ’94-’00 Design … ’94-’06 Women (Markets-Leaders) … ’96-’06 Boomers (“insane” $$$$$) … ’05-’07 EXCELLENCE II … ’06-’07 Healthcare (Quality-Wellness-PatientCentric) … ’06-’07 Exuberance-Passion (Soft is Hard) … ’42-’06
  • 207. Worth. The. hassle.
  • 208. Why I Work/Stuff I Care About * “Hard is soft. Soft is hard.” Social stuff, Emotional stuff = Good stuff = The Right Stuff! * Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) * Failure = Normal/Necessary/Good! “Reward excellent failure. Punish mediocre success.” “Fail faster. Succeed sooner.” “Fail. Forward. Fast.” Fail. Sam Walton Secret #1: Fail. Fast. * Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously. * Decentralization = Holy writ = More independent tries. * Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. * The “Missing 98%”: Implementation-Execution. * Strategic planning, limits thereto. Severe. * Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. * Severe limits to scale advantage. Mega-mergers = Stupid. * “Built to last.” Why??? Instead: Built to change the world. * People First! People Power! Best “Roster” Wins. HR (should) rule! Leaders “ DO ” People! Respect-Appreciation Rules! * Freaks for Freaky Times!
  • 209. Why I Work/Stuff I Care About * WOMEN’S WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) * Aesthetics! Beauty! Grace! (Design primacy.) * MBWA! (Managing By Wandering Around.) * Basics Rule: Don’t over-complicate. (Product, People, Action …) * Educate for Risk-taking, Creativity, Independence. * B-schools suck. Teach all … except what’s important. D-School = Cool. * Healthcare’s Big Three: Quality. Prevention. Wellness. * R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer. * S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! * Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add “insane” amounts of value! Become a “Lovemark”!! * Brand You. Self-reliance!! Mastery !! Liberation!! * Survival = PSF/Professional Service Firm “mindset.” Goal #1: Enable clients to become successful beyond their dreams! * Fun! (“Cool” is Cool.) * Service-obsessed!/Experience-obsessed! (Object: “Raving fans.”) * PASSION-EXUBERANCE-ENTHUSIASM. * “Hot” Language! WOW! Insanely great! * EXCELLENCE. ALWAYS.
  • 210. TOM PETERS. THE “DAMN ITS.”
  • 211. To The Mat: The “ 5 Damn Its ” Women. PSF. Brand you. R.f.a. EXCELLENCE. ALWAYS.
  • 212. M.I.A. Action! * Implementation! ** The Work Itself! *** *R.F.A. **Execution ***WOW Projects!
  • 213. “ Never forget im p lementation boys. In our work it’s what I call the ‘ missin g 98 percent ’ of the client puzzle.” —Al McDonald
  • 214. “ The first 90% of a project takes 90% of the time. The last 10% takes the other 90% of the time.” —Richard Templar, The Rules of Management
  • 215. TOM PETERS. THE DEAL.
  • 216. Revolution-Transformation. (No long runs on Broadway-Senility.) “Soft”>“Hard.” (Culture or Bust.) Execution-Action. (Do>Think.) Clean Sheet of Paper. (Web2.0, Transparency, New Org Form—Itinerant Potential Machines.) PSF-Brand You-Wow Projects. Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.) Weird. (Innovation “Easy.”) Energy-Enthusiasm-Relentlessness. Excellence. Always.
  • 217. EX CELLE ALW AYS .
  • 218. Tom’s 60TIB s * *TIB = This I Believe
  • 219. Sixty for Sixty: Tom’s 60TIB 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 TIB s 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 60TIBs—herewith.
  • 220. 1. TECHNICOLOR RULES! (Passion Moves Mountains!) 2. Audacity Matters! 3. Revolution Now! 4. Question Authority! (& Hire Disrespectful People.) 5. Disorganization Wins! (LOVE THE MESS!)
  • 221. 6. Think 3M: Markets Matter Most. ONLY EXTREME 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.)
  • 222. 11. “Permanence” Is a Snare & a Delusion. (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.)
  • 223. 16. Boring Begets Boring. (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!
  • 224. 21. Haste Makes Waste. (SO GO WASTE!) 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.)
  • 225. 26. Diversity’s Hour Is Now! 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.)
  • 226. 31. DESIGN = New Seat of the Soul. 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?”)
  • 227. 36. eALL. (IS/IT: 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.”)
  • 228. 41. Beautiful Systems Are … BEAUTIFUL. 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.
  • 229. 46. 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.)
  • 230. 51. Management Role 1: GET OUT OF THE WAY. (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!
  • 231. 56. Integrity Matters! 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.)
  • 232. EX CELLE ALW AYS .
  • 233. Tom Peters’ to-m A -to to-m ah -to
  • 234. 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.
  • 235. Tom’s Re-imagine Manifesto! 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 Wal*Mart or China or both are about to eat your lunch. Why can’t you provide instead a Fabulous Experience?
  • 236. Tom’s Re-imagine Manifesto! They say “Take a deep breath. Be calm.” I say “Tell it to Wal*Mart. Tell it to China. Tell it to India. Tell it to Dell. Tell it to Microsoft.” They say the Web is a “useful 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.
  • 237. Tom’s 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.
  • 238. They say “Better.” I say “Different!”
  • 239. Tom’s Re-imagine Manifesto! 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.”
  • 240. Tom’s 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.”
  • 241. Tom’s 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 vote for Republicans and Democrats. I vote for Independents and Libertarians. They say “Normal.” I say “Weird.” They say “Happy balance.” I say “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.”
  • 242. Tom’s 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.”
  • 243. Tom’s 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.’”
  • 244. They say “Improve.” I say “Re-imagine!”
  • 245. Tom’s 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.
  • 246. Tom’s 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 1/3rd 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?”
  • 247. Tom’ 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: Wal*Mart.) 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?”
  • 248. Tom’s 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.
  • 249. Tom’s 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.
  • 250. Tom’s 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.)
  • 251. Tom’s 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.)
  • 252. Tom’s 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; give me some version of the ‘ Ownership Society.’” They say “zero defects.” I say “A day without a screw-up or two is a day pissed away.”
  • 253. Tom’s 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.” They (Jim Collins) say “Walgreens is Cool.” I say “I love Larry Ellison.” (Oracle rules … at least for the next ten minutes.)
  • 254. Tom’s 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 35-hour weeks, and the Chinese will kill you.” They say “Install cost controls with teeth.” I say “Ha. Ha. Ha. Blow Up 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.”
  • 255. Tom’s Re-imagine Manifesto! They say “We can’t all be Anita Roddick or Maxine Clark or Stan Shih or Les Wexner or Jerry Yang.” 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.”
  • 256. !
  • 257. EX CELLE ALW AYS .
  • 258. EX CELLE ALW AYS . End. PART TWO .
  • 259. Generic Lists …
  • 260. Tom Peters’ X25* EXCELLENCE. ALWAYS. MASTER/0618.2007/Part ONE * In Search of Excellence 1982-2007
  • 261. “ Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think is practical; ... expect more than others think is possible.” Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)
  • 262. “ Strive for Excellence. Ignore success.” —Bill Young, race car driver (courtesy Andrew Sullivan)
  • 263. profits, people or people, profits?
  • 264. tom peters’ “excellence. Always.” 1. Excellence ! Always! 2. context. 3 , 000 , 000 , 000 new capitalists! 3. Innovate or die! 4. Revenue Matters Most! 5. Up + Up + Up + up the “Value-added Ladder”! (commodity to “ gamechanging solution” to “breathtaking experience” to “lovemark”) 6. Make . Much. Money. Damn it ! (women-Boomers-geezers) 7. Action!/Try It!/ Execution ! 8. Best “ roster ” wins! 9. Emotional Leadership!/ Leading for excellence ! 10. Excellence! Always !
  • 265. Our Story Line Not your father’s world Big = Pitiful. Excellence. Always./“only-ones -who-do-what-we-do.” (what else?) Innovate. Or. Die . Up. Up. Up. Up. Up, Up, Up the “Value Added Chain.” (Raw materials. Goods. Services. Implemented-gamechanging Solutions. Scintillating experiences. Dreams come true. Lovemark.) Stupendous-underserved “New” Markets (Women, Boomers & geezers) Talent = Brand. /You = Brand You. / educate-for-creativity Leading with passion & relentlessness (“21 st Century Leadership. Ha.)
  • 266. The Story Not your father’s world Big = Pitiful. Excellence. Always. (what else?) Innovate. Or. Die. Up, Up, Up the “Value Added Chain.” “New” Markets (Women, Boomers) Talent = Brand. Leading with passion
  • 267. *Context/5/42/500/900. * Weeks of Whoops! * Built to Flop: Pitiful Performance! * Innovate . Or. die. *Value-added Ladder/ raw materials to “lovemarks.” *BEDROCK: “MODEL PSF. *“New” Markets/ women. Boomers-geezers. * “aside”: “Eternal” Basics. *Talent. BRAND YOU. Education. *VIRAL Leadership.
  • 268.
    • Re-imagine! Speech: Story Line in 100 Words or Less
    • 1. Wildly altered context (technology, China-India, global terrorism, etc)
    • Only answer: adaptive skills and bold-breathtaking innovation
    • (top-line focus rather than cost-cutting focus)
    • 3. Race way, way up the value-added curve (implemented “game-altering solutions” rather than “services,” “experiences” rather than “transactions,” and much more)
    • 4. As part of value-added exercise, pursue Ripe & Enormous “new” markets—Women, Boomers & Geezers
    • 5. Radical (!!!) use of IS-IT
    • A “Roster” of Weird & Wondrous & Entrepreneurial “Talent” engaged
    • in “Wow Projects”
    • “ Metabolic Leadership” (Passionate-Radical Leaders who instill a Discipline of Execution, a Quick Tempo-Adaptive Culture and
    • an appetite to “Eat Radical Change for Breakfast”)
    • (96 words by my count)
  • 269. Game plan: The unvarnished Basics
  • 270. Hire Great People (Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.) Enjoy It While It Lasts
  • 271. Tom’s “Change Rules” Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast. Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) <12. Just Say No: Normal. Attitude>Ability. Wow. “Insanely great.” Sell! Sell! Sell! Master politics!
  • 272. Excellence! Always! Soft is hard. Hard is soft. (People, customers “hard,” #s “soft”) 25 (“Blinding flash of the obvious”) Wow! (Passion! Enthusiasm! Hot language! “Insanely great”—Steve Jobs) Wow EVERYWHERE (Jim’s Group, Basement Systems Inc) Innovate. Or die. Top line obsession!!! (C R O/Chief Revenue Officer; Sales>Marketing; “cost cutting = death spiral”—VH) Innovation = Mess (“What makes God laugh?” “People making plans.”) 1/100 (Big over-rated/Mega-mergers destroy value/“Built to last” chimera “ Built to last” v “Built to rock the world” (TP’s love affair with Netscape) “Last word” = There is no last word! 0/800 (We are who we hang out with/Weird for weird times) Lead the customer! Whacky Wild WikiWorld! (Electronic planetary scrum.) Try stuff!!!!!!!!! (R.F.A., S.A.V.) (Ready. Fire. Aim. Screw Around Vigorously.) Fail. Forward. Fast. (“Reward excellent failures. Punish mediocre successes.) Try MORE stuff!!! (“You miss 100% of the shots you don’t take.”) Parallel Universe (Jill Ker Conway, Starbucks’ 1%, Intel V.C. fund, China!) 4/40 (4 “learnings” in 40 years: Decentralization, Execution, Accountability, 6:15AM) Lord Nelson (“Other admirals more afraid of losing …”) Up, Up, Up the VA Ladder (Solutions/PSF, Experience; Dreamketing; Lovemark) Women rule! (Buy all ! Control all wealth! Better leaders!) $15,000,000,000,000/7 of 13 (Boomers. Geezers. Wealth. Half of life still to go) Brand You (Or else!) PSF!!! (All) Talent = Brand (“Leaders do people,” “connoisseur of talent,” Send ’em on bold Quests, HR rules! <CapEx$$, >PeopleX$$$ ) (Think: Wegmans ) 195,000 (Healthcare: Quality-Safety/EMR/DSS, Prevention-Wellness, Public Health #1!) “Teach to test” = Evil! ( The Creative Age is a wide - open g ame .” —Richard Florida) Leadership/12Ps (Purpose. Passion. Potential. Presence. Personal. Pissed off. Playful. Persistence. People. Peculiar. Potent. Positive.) “Do one thing every day that scares you.” (Eleanor Roosevelt) Basics! (Decency. Flowers. Grace. Respect. Servant. Host. Etc.)
  • 273. This I Believe: Tom’s Super-TIB25 1. TECH NI COL O R Times . 2. Passion! Enthusiasm! Energy! 3. Action/R.F.A./O.O.D.A. Speed. 4. Screw-ups. BIG SCREW-Ups! 5. Mess! Improv! 6. Revolution! Re-imagine! 7. INNOVATE OR DIE! 8. Decentralize! 9. Bulk is BULL! (Mergers don’t work. FOCUS Does!) 10 “Different” > “Better” 11. eALL/Power Tools for Power Strategies! 12. Forgetting/Destruction. 13. Hot Language Matters! 14. WOW!/WOW Projects. 15. VA Bedrock: The “PSF.” (Professional Service Firm.) 16. Daring. 17. Talent Time! Leaders “Do” People! 18. Talent+/Diversity. 19. Talent++/Women Rule! 20. “Brand You” Universe. 21. Design! 22. Gasp-worthy Experiences/Lovemarks. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness. 24. Grace. 25. EXCELLENCE !
  • 274. Sir Richard’s Rules Follow your passions. Keep it simple. Get the best people to help you. Re-create yourself. Play. Source: Fortune /10.03
  • 275. Cause (worthy of commitment) Space (room for/encouragement for initiative) Decency (respect, humane)
  • 276. Respect. Decency. Wee Gestures.
  • 277. Success … Consult everyone on everything “Thank you” note carpet bombing Source: Roger Rosenblatt, Rules for Aging
  • 278. All you need to know …
  • 279. “ Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think is practical; ... expect more than others think is possible.” Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)
  • 280. Life 101: A 40-year Reflection Go on offense. Give everybody a shot. Decentralize. Try a bunch of stuff. Make it up as you go along. Get some stuff wrong. Laugh a lot. Get some stuff right. Become a “success.” Extract “lessons learned” or “best practices.” Thicken the Book of Rules for Success. Become evermore serious. Enforce the rules to increasingly tight tolerances. Go on defense. Install walls. Protect-at-all-costs today’s franchise. Centralize. Calcify. Install taller walls. Write more rules. Become irrelevant and-or die.
  • 281. EXCELLENCE. CIRCA 1982.
  • 282. Excellence1982: The Bedrock “Eight Basics” 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through Peo p le 5. Hands On , Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties”
  • 283. Excellence1982: The Bedrock “Eight Basics” 1. A Bias for Action 2. Close to the Customer 3. Autonom y and Entre p reneurshi p 4. Productivity Through Peo p le 5. Hands On , Value-Driven 6. Stick to the Knitting 7. Sim p le Form, Lean Staff 8. Simultaneous Loose-Tight Properties”
  • 284. The older I get the less boring the “basics” become!
  • 285. ExIn*: 1982-2002/Forbes.com DJIA : $10,000 yields $85,000 EI : $10,000 yields $140,050 * Forbes / Excellence Index /Basket of 32 publicly traded stocks
  • 286. NOTE.: drop the “the companies in in search of excellence failed”—utter rubbish. They’ve waaaay outperformed the market.
  • 287. Importance of Success Factors by Various “Gurus”/(Unreliable) Estimates by Tom Peters Strategy Systems People Passion Porter 50 % 20 20 10 Drucker 25% 35 25 15 Bennis 25% 20 30 25 Peters 15% 20 35 30
  • 288. EXCELLENCE. TOM. 2005.
  • 289. Excellence2005: The Bedrock Baker’s Dozen 1. A Bias For Action Is Job One! (Construct a Discipline/Culture of EXECUTION!) 2. DECENTRALIZATION! ACCOUNTABILITY! (Tom’s “Top Two”, 1965-2005.) 3. Fail. Forward. Fast. (“Reward Excellent Failures, Punish Mediocre Successes.”) 4. “Metabolic Management” Matters! ( Hustle! Adapt! EAT CHANGE! Win the “ O.O.D.A. Loop” War—Confuse Your Competitors!) 5. INNOVATE or Die. (“Game-changers” or Bust! Lead the Customer! Just Shout “NO” to Imitation!) 6. A Damn Good Product. (Pursue “Dramatic Difference.”) 7. A Damn Cool Product. (Design Rules!) 8. Ride the Value Added Curve to the Sky! (Sell “GamechangerSolutions”; Provide “Scintillating Experiences”; Become a “Dream Merchant”; Strive to Be a “Lovemark.”) 9. Relentlessly Pursue the “Big Two” Markets. (WOMEN Buy Everything BOOMERS & GEEZERS Have All the Money!) 10. Best “Talent”/Roster Wins! ( HR Rules! Everyone a Leader! Women Lead Best! “ Weird” Matters Most! A Workplace to Brag About! Educate for Creativity!) 11. Wanted/Demanded: Radical Technology Strategies! (“Incrementalism” Is for Wimps!) 12. Hard Is Soft! Soft Is Hard! (People! Passion! Enthusiasm! Wow! INTEGRITY! TRUST! Good Citizenship.) 13. Accept No Less Than EXCELLENCE! (Excellence, Pursuit thereof, Is the #1 Thing That Vaults Us Out of Bed in the Morning)
  • 290. Successful Businesses’ Dozen Truths: TP’s 30-Year Perspective 1. Insanely Great & Quirky Talent. 2. Disrespect for Tradition. 3. Totally Passionate (to the Point of Irrationality) Belief in What We Are Here to Do. 4. Utter Disbelief at the BS that Marks “Normal Industry Behavior.” 5. A Maniacal Bias for Execution … and Utter Contempt for Those Who Don’t “Get It.” 6. Speed Demons. 7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.) 8. Passionate Hatred of Bureaucracy. 9. Willingness to Lead the Customer … and Take the Heat Associated Therewith. (Mantra: Satan Invented Focus Groups to Derail True Believers.) 10. “Reward Excellent Failures. Punish Mediocre Successes.” 11. Courage to Stand Alone on One’s Record of Accomplishment Against All the Forces of Conventional Wisdom. 12. A Crystal Clear Understanding of the power of a Good Story (Brand Power).
  • 291. Everything You Need to Know about “Strategy” 1. Do you have awesome Talent … everywhere? (“We are the Yankees of home improvement here in Omaha.”) Do you push that Talent to pursue Audacious Quests? 2. Is your Talent Pool loaded with wonderfully peculiar people who others would call “problems”? And what about your Extended Community of customers, vendors et al? 3. Is your Board of Directors as cool as your product offerings … and does it have 50 percent (or at least one-third) Women Members? 4. Long-term, it’s a “Top-line World”: Is creating a “culture” that cherishes above all things Innovation and Entrepreneurship your primary aim? Remember: Innovation … not Imitation! 5. Are the Ultimate Rewards heaped upon those who exhibit an unswerving “Bias for Action,” to quote the co-authors of In Search of Excellence ? Are your O.O.D.A. loops shorter than the next guy’s? 6. Do you routinely use hot, aspirational words-terms like “Excellence” and B.H.A.G. (Big Hairy Audacious Goal, per Jim Collins) and “Let’s make a dent in the Universe” (the Word according to Steve Jobs)? Is “Reward excellent failures, punish mediocre successes” your de facto or de jure motto? 7. Do you subscribe to Jerry Garcia’s dictum: “We do not merely want to be the best of the best, we want to be the only ones who do what we do”? 8. Do you elaborate on and enhance Jerry G’s dictum by adding, “We subscribe to ‘Best Sourcing’—and only want to associate with the ‘best of the best’.” 9. Do you embrace the new technologies with child-like enthusiasm and a revolutionary’s zeal? 10. Do you “serve” and “satisfy” customers … or “go berserk” attempting to provide every customer with an “awesome experience” that does nothing less than transform the way she or he sees the world? 11. Do you understand … to your very marrow … that the two biggest under-served markets are Women and Boomers-Geezers? And that to “take advantage” of these two Monster “Trends” (FACTS OF LIFE) requires fundamental re-alignment of the enterprise? 12. Are your leaders accessible? Do they wear their passion on their sleeves? Does integrity ooze out of every pore of the enterprise? Is “We care” your implicit motto? 13. Do you understand business mantra #1 of the ’00s: DON’T TRY TO COMPETE WITH WAL*MART ON PRICE OR CHINA ON COST? (And if you get this last idea, then see the 12 above!)
  • 292. Ten Good Reasons to “Get Up in the Morning” 1. Empower one and all to vigorously seek WOW! in their work/projects. (Or else.) Foster the “Brand You Spirit” and the “Entrepreneurial Urge” at every turn. (Or else.) 2. Blow up “education” as we know it today! Re-tool education to emphasize the arts, creativity, entrepreneurial behavior. (Or else.) 3. Seek out the bold, the strange, the misfits, the dreamers—and welcome their presence in our midst. 4. Drag enthusiasm, passion, Technicolor and bold commitment out of the closet! Make Passion your Passion! (Hint: Passion makes the world go ‘round.) 5. Be a champion for: Women Roar! Women Rule! 6. Underscore the importance of/stupendous opportunities associated with the “cool new markets”: Women, Boomers and Geezers, Hispanics, Greenies, Wellness. 7. Dramatically re-orient healthcare from after-the-fact “fixes” to before-the-fact attention to prevention-Wellness. (And “kindly suggest” that the “acute-care” “industry” give some passing thought to Quality.) 8. Ensure that the historically neglected “intangibles” are the prime basis for individual and enterprise success. 9. Support Globalization as the best—if indeed messy—path to maximum human freedom, security and welfare. 10. Swear by the motto: “Reward excellent failures; punish mediocre successes.”
  • 293. This I Believe: Tom’s Super-TIB25 1. TECH NI COL O R Times . 2. Passion! Enthusiasm! Energy! 3. Action/R.F.A./O.O.D.A. Speed. 4. Screw-ups. BIG SCREW-Ups! 5. Mess! Improv! 6. Revolution! Re-imagine! 7. INNOVATE OR DIE! 8. Decentralize! 9. Bulk is BULL! (Mergers don’t work. FOCUS Does!) 10 “Different” > “Better” 11. eALL/Power Tools for Power Strategies! 12. Forgetting/Destruction. 13. Hot Language Matters! 14. WOW!/WOW Projects. 15. VA Bedrock: The “PSF.” (Professional Service Firm.) 16. Daring. 17. Talent Time! Leaders “Do” People! 18. Talent+/Diversity. 19. Talent++/Women Rule! 20. “Brand You” Universe. 21. Design! 22. Gasp-worthy Experiences/Lovemarks. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness. 24. Grace. 25. EXCELLENCE !
  • 294. EXCELLENCE. TOM. 2007.
  • 295. Hire Great People (Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.) aCCEPT NO LESS THAN EXCELLENCE/PURSUE Wow! enjoy It While It Lasts
  • 296. pursue a mission that rocks the world (Pharmaceuticals, Moldy basements) Hire awesome / weird People for 100% of jobs (Resilient, Passionate) (Wegmans) give ’em lots of room to experiment , fail , grow make “ respect ” “ decency ” “ integrity ” our watchwords Leaders “Serve.” (“Servant”/“Host” Leadership) try a Lot of Stuff, fast tempo (S.A.V./Screw Around Vigorously, R.F.A./Ready. Fire. Aim.) Emphasize revenue (Organic growth, Sales/“Top line” rules) have fun /exude joy demand excellence /Make accountability instinctive (“Insane” standards for our mates’ and community’s sake) It’s all about Women! (Market, Leadership, Wealth, “Womenomics”) never, never forget the “ it ” (It’s the PRODUCT, Stupid.) 25! (Go, Howard!) (Conrad says, “Don’t forget the shower curtain.) be “ of [‘gaspworthy’] service ” (Cirque du Soleil is our standard—”even” in finance.) (My customer is my partner.) (Remember “She”; remember “Me” … the latter = Old & $$$. ) Create effective/imaginative/minimalist infrastructure (K.I.S.S./Keep It Simple, Stupid; RED BUTTON on the terminal) re - imagine as “routine” (Forget > Remember) enjoy It While It Lasts
  • 297. EXCELLENCE. CAUSES. ADVERSARIES.
  • 298. Causes/1966-2006 Women/Market opportunity Women/Leaders (right for the times) Design/Design-as-soul Wow! (Hot language) Weird! Passion!/Enthusiasm!/Exuberance! (as Leader Lever #1) Brand You (or else) PSF = Bedrock (add value or bust—every group must demonstrate economic viability) PSF + Brand You + WOW Projects = New Biz Logic Sales/+R > -C (increasing revenue more important than cutting cost) HealthCare/Wellness-Safety-H5N1 Brand = Talent (best roster wins) New VA Ladder/Products-Services-SOLUTIONS- EXPERIENCES-DREAMKETING (Dream Marketing)- LOVEMARK Different > > Better Boomers & Geezers/marketing to new “mega-segment”
  • 299. Adversaries B-schools (crappy at soft skills, implementation, leadership) Strategy-is-all By-the-numbers management Dis-passionate management Focus groups Intuition discounted Leading as an intellectual task Leading without passion Cool language in Hot times Dilbert (accepting cubicle slavery) Bigness per se (severe scale limitations—even at Microsoft) White guys! (not really, but enough already) 18-44 emphasis in marketing (geezers > youth for foreseeable future) -Cost > +Revenue (cost cutting more important than organic revenue growth) CI (continuous improvement in an age of discontinuous world) LESS THAN THE NO-HOLDS-BARRED PURSUIT OF EXCELLENCE
  • 300. Them-Us
  • 301. “ Them” “Us” Strategy EXECUTION Planning Action Marketing Selling/Sales Markets Customers Customers Clients Micro-segmentation Big Stuff (Women, Boomers) Cost minimization Revenue maximization Synergy/“Efficiencies” Decentralization “Strategic” supplier Pioneering supplier Process Project Effectiveness Excellence Men Women Leadership Management + Leadership Standardization Exceptionalism (53 = 53) Big clients COOL clients Prestigious Board INTERESTING Board
  • 302. “ Them” “Us” Big Mid-size Growth by merger Organic growth Buy market share Create NEW markets Efficient, streamlined Value-creating “PSF” “department” Certainty-predictability Ambiguity-opportunity Fearful of losing Aggressive pursuit of winning Plan Prototype Careful evaluation Another prototype Revised plan Another prototype People/Employees Talent Effective HR department Rockin’ Talent Development Center of Excellence Benchmark against the Benchmark against the “best”-“industry leader” “coolest”
  • 303. “ Them” “Us” Benchmark “Future”mark Orderly career progression “Up or Out” (PDQ) Head Heart IQ EQ “Professional” Passionate Stoic, humble leaders Noisy, emotional “characters” in charge Hire for Resume Hire for intangibles Measured-thoughtful Relentless, pig-headed approach determination Teamwork comes first Teamwork and disruptive individuals equal billing Listen to customers Lead customers Customer “involvement” Intimate-Seamless customer inter-twining
  • 304. “ Them” “Us” MBM (Management MBWA by memo) MBA MFA Shareholder Value Great people-product rule comes first Work smart Work hard Built to last Built to Rock the World Reward successes Reward (EXCELLENT) failures Quality first! Design 1T Quality first Innovation 1T High-quality Jaw-dropping Experience transaction CVs demo consistent CVs feature Magic Moments performance Good grades Cool stuff Operational excellence World-rocking INNOVATION
  • 305. “ Them” “Us” Brand Lovemark Best analysis wins Best STORY wins “Beyond politics” Politics-is-life, the rest is details Outsource Bestsource “Motivate” Send on QUESTS “Motivate” Invite Measured language HOT language Product-Service Gamechanging SOLUTION, Thrilling EXPERIENCE, DREAM come true, LOVEMARK Pastel Technicolor Better Different “Mission success” “Mission EXCELLENCE” Very good EXCELLENCE. ALWAYS.
  • 306. TP’ s “23Passions” by date: 1942-2006
  • 307. Tom’s Passions B>A* (R.F.A.) (*Behavior drives Attitude) … ’71-’06 Implementation = #1 … ’73-’77 (’06) “Soft is Hard” (“Management Style”) … ’77-’79 (’06) (Org) Structure>Strategy … ’77-’83 (’06) Strategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>Planning … ’74-’06 Mess = Reality ... ’77-’06 Skunkworks/Skunks (“Offline” Innovation/Innovators) … ’84-’91 MBWA … ’80-’85 (’06) Excellence I … ’79-’84 Mid-size biz is cool … ’84-’89 (’06) Customer service … ’84-’88 Innovation … ’87-’92 Free trade/Hayek … ’90-’92 New Org Models … ’92-’96 PSF … ’92-’06 WOW! (WOW Projects) … ’93-’06 Brand You … ’94-’00 Design … ’94-’06 Women (Markets-Leaders) … ’96-’06 EXCELLENCE II … ’06-?? Healthcare (Quality-Wellness-PatientCentric) … ’06-?? Exuberance-Passion (Soft is Hard) … ’42-’06
  • 308. Worth. The. hassle.
  • 309. Why I Work/Stuff I Care About * “Hard is soft. Soft is hard.” Social stuff, Emotional stuff = Good stuff = The Right Stuff! * Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) * Failure = Normal/Necessary/Good! “Reward excellent failure. Punish mediocre success.” “Fail faster. Succeed sooner.” “Fail. Forward. Fast.” Fail. Sam Walton Secret #1: Fail. Fast. * Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously. * Decentralization = Holy writ = More independent tries. * Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. * The “Missing 98%”: Implementation-Execution. * Strategic planning, limits thereto. Severe. * Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. * Severe limits to scale advantage. Mega-mergers = Stupid. * “Built to last.” Why??? Instead: Built to change the world. * People First! People Power! Best “Roster” Wins. HR (should) rule! Leaders “ DO ” People! Respect-Appreciation Rules! * Freaks for Freaky Times!
  • 310. Why I Work/Stuff I Care About * WOMEN’S WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) * Aesthetics! Beauty! Grace! (Design primacy.) * MBWA! (Managing By Wandering Around.) * Basics Rule: Don’t over-complicate. (Product, People, Action …) * Educate for Risk-taking, Creativity, Independence. * B-schools suck. Teach all … except what’s important. D-School = Cool. * Healthcare’s Big Three: Quality. Prevention. Wellness. * R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer. * S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! * Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add “insane” amounts of value! Become a “Lovemark”!! * Brand You. Self-reliance!! Mastery !! Liberation!! * Survival = PSF/Professional Service Firm “mindset.” Goal #1: Enable clients to become successful beyond their dreams! * Fun! (“Cool” is Cool.) * Service-obsessed!/Experience-obsessed! (Object: “Raving fans.”) * PASSION-EXUBERANCE-ENTHUSIASM. * “Hot” Language! WOW! Insanely great! * EXCELLENCE. ALWAYS.
  • 311. TP’ s “23Passions” by date: 1942-2006
  • 312. Tom’s 23 Passions B>A* (R.F.A.) (*Behavior drives Attitude) … ’71-’06 Implementation = #1 … ’73-’77 (’06) “Soft is Hard” (“Management Style”) … ’77-’79 (’06) (Org) Structure>Strategy … ’77-’83 (’06) Strategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>Planning … ’74-’06 Mess = Reality ... ’77-’06 Skunkworks/Skunks (“Offline” Innovation/Innovators) … ’84-’91 MBWA … ’80-’85 (’06) Excellence I … ’79-’84 Mid-size biz is cool … ’84-’89 (’06) Customer service … ’84-’88 Innovation … ’87-’92 Free trade/Hayek … ’90-’92 New Org Models … ’92-’96 PSF … ’92-’06 WOW! (WOW Projects) … ’93-’06 Brand You … ’94-’00 Design … ’94-’06 Women (Markets-Leaders) … ’96-’06 EXCELLENCE II … ’06-?? Healthcare (Quality-Wellness-PatientCentric) … ’06-?? Exuberance-Passion (Soft is Hard) … ’42-’06
  • 313. Worth. The. hassle.
  • 314. Why I Work/Stuff I Care About * “Hard is soft. Soft is hard.” Social stuff, Emotional stuff = Good stuff = The Right Stuff! * Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) * Failure = Normal/Necessary/Good! “Reward excellent failure. Punish mediocre success.” “Fail faster. Succeed sooner.” “Fail. Forward. Fast.” Fail. Sam Walton Secret #1: Fail. Fast. * Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously. * Decentralization = Holy writ = More independent tries. * Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. * The “Missing 98%”: Implementation-Execution. * Strategic planning, limits thereto. Severe. * Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. * Severe limits to scale advantage. Mega-mergers = Stupid. * “Built to last.” Why??? Instead: Built to change the world. * People First! People Power! Best “Roster” Wins. HR (should) rule! Leaders “ DO ” People! Respect-Appreciation Rules! * Freaks for Freaky Times!
  • 315. Why I Work/Stuff I Care About * WOMEN’S WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) * Aesthetics! Beauty! Grace! (Design primacy.) * MBWA! (Managing By Wandering Around.) * Basics Rule: Don’t over-complicate. (Product, People, Action …) * Educate for Risk-taking, Creativity, Independence. * B-schools suck. Teach all … except what’s important. D-School = Cool. * Healthcare’s Big Three: Quality. Prevention. Wellness. * R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer. * S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! * Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add “insane” amounts of value! Become a “Lovemark”!! * Brand You. Self-reliance!! Mastery !! Liberation!! * Survival = PSF/Professional Service Firm “mindset.” Goal #1: Enable clients to become successful beyond their dreams! * Fun! (“Cool” is Cool.) * Service-obsessed!/Experience-obsessed! (Object: “Raving fans.”) * PASSION-EXUBERANCE-ENTHUSIASM. * “Hot” Language! WOW! Insanely great! * EXCELLENCE. ALWAYS.
  • 316. TOM PETERS. THE “DAMN ITS.”
  • 317. To The Mat: The “ 5 Damn Its ” Women. PSF. Brand you. R.f.a. EXCELLENCE. ALWAYS.
  • 318. M.I.A. Action! * Implementation! ** The Work Itself! *** *R.F.A. **Execution ***WOW Projects!
  • 319. TOM PETERS. THE DEAL.
  • 320. Revolution-Transformation. (No long runs on Broadway-Senility.) “Soft”>“Hard.” (Culture or Bust.) Execution-Action. (Do>Think.) Clean Sheet of Paper. (Web2.0, Transparency, New Org Form—Itinerant Potential Machines.) PSF-Brand You-Wow Projects. Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.) Weird. (Innovation “Easy.”) Energy-Enthusiasm-Relentlessness. Excellence. Always.
  • 321. good words. Bad words .
  • 322. Words that ma y NOT be used in my p resence : “Motivate” … “Market” … “MBA” … “Plan” (mostly) … “Worker” … “Job” … “Task” … “Exceeds expectations” … “HR” … “Employee evaluation” … “Man” (mostly) … “Shareholder Value”
  • 323. Words that MAY be used in m y presence : “Invite” (v. “Motivate”) … “Sell” (v. “Market”) … “People” (we’d like to serve) (v. “Market segment”) … “Client” (v. “Customer”) “OJT/MFA” (v. “MBA”) … “Act”/ “Execute” (v. “Plan”) … “Talent” (v. “Worker”) … “Quest”/“Adventure-in-EXCELLENCE” (v. “Job”) … “Wow Project” (v. “Task”) … “Rockin’ (profit-makin’) PSF” (v. “Department”) … “Theater” (v. “Office”) … “Breathtaking Experience” (v. “Transaction” that “Exceeds expectations”) … “Talent Fanatics Inc” (v. “HR”) … “Brand You adventure” (v “Career development”) “Annual Report development session” … (v. “Employee evaluation”) … “Woman” (v. “Man”) …
  • 324. Words that MAY be used in m y p resence : … “Wow!” (v. “Nice”) … “Bloody-minded” (v. “Committed”) … “Thank you! (v. “____”) … “Attack”/Innovate (v. “defend”/Entrench) … “Great stuff. Great people. ‘Do it’ fanatics.” (v. “shareholder value”) … “EXCELLENCE. ALWAYS.” (v. “Good work”) (v. “shareholder value”)
  • 325. Why in the World did you go to Siberia ?
  • 326. S y non y ms Purity Transcendence Virtue Elegance Majesty Anton y ms Mediocrity
  • 327. The Peters Princi p les : Enthusiasm. Emotion. Excellence . Energy. Excitement. Service. Growth. Creativity. Imagination. Vitality. Joy. Surprise. Independence. Spirit. Community. Limitless human potential. Diversity. Profit. Innovation. Design. Quality. Entrepreneurialism. Wow!
  • 328. Enterprise * ** (*at its best): An emotional , vital , innovative , jo y ful , creative , entre p reneurial endeavor that elicits maximum concerted human potential in the wholehearted service of others .** **Employees, Customers, Suppliers, Communities, Owners, Temporary partners
  • 329. Enter p rise * ** (*at its best): An emotional , vital , innovative , joyful , creative , entrepreneurial endeavor that elicits maximum concerted human potential in the wholehearted service of others . *** **Excellence. Always. ***Employees, Customers, Suppliers, Communities, Owners, Temporary partners
  • 330. Business : The Ultimate Creative Endeavor.
  • 331. Business : The Ultimate Personal Development-Growth Experience.
  • 332. Business : The Ultimate Transcendent Service Opportunity .
  • 333. “ BUSINESS IS ABOUT POWER.” —Joanne Lipman, editor, on Portfolio
  • 334. TP: “BUSINESS IS ABOUT ...”
  • 335. “ Make sure your executive team includes top talent in desi g n , en g ineerin g and manufacturin g, because that’s your only ! priority— to build ! Cars ! People ! Want ! to buy ! . Hot styling sells them and quality keeps them sold.” — Lee Iacocca , Where Have All the Leaders Gone?
  • 336. “ enterprises that Matter & change the game … offer solutions & experiences that surprise , amaze , and transform perceptions of what’s possible —and stick like super-glue in customers’ minds.* such offerings are brilliantly conceived and flawlessly delivered by unconventional , creative , hyper - committed , energetic talent from within & outside the organization.” —Tom Peters E.g.: Apple, Whole Foods, Cirque du Soleil, Starbucks, Wegmans, London Drugs, Griffin Hospital/Planetree Alliance, John Laing Homes, RE/MAX, Sewell Autos, Jim’s Group, The Met/Big Picture, Virgin, Commerce Bank, Google, Basement Systems Inc., Ford (circa 1917), IBM (circa 1970), Wanamaker’s (circa 1880)
  • 337. “ To me business isn’t about wearing suits or pleasing stockholders. It’s about being true to yourself, your ideas and focusing on the essentials .” —Richard Branson
  • 338. “ Strive for Excellence. Ignore success.” —Bill Young, PR driver (courtesy Andrew Sullivan)
  • 339. EXCELLENCE. 1982. Hard is soft. Soft is hard.
  • 340. Hard Is Soft Soft Is Hard
  • 341. Hard Is Soft (# s ) Soft Is Hard (people)
  • 342. Hard Is Soft (Plans, # s ) Soft Is Hard (people, customers, values, relationships))
  • 343. “ The 7-S Model” Strategy Structure Systems Style Skills Staff Super-ordinate goal
  • 344. “ The 7-S Model” “Hard S s ” (Strategy, Structure, Systems) “Soft S S ” (Style, Skills, Staff, Super-ordinate goal)
  • 345. “ The 7-S Model” Strategy Structure Systems Style (Corporate “Culture,” “The way we do things around here”) Skills (“Distinctive Competence/s) Staff (People-Talent) Super-ordinate goal (Vision, Core Values)
  • 346. EXCELLENCE. “the rules.”
  • 347. Cause (worthy of commitment) Space (room for/encouragement for initiative) Decency (respect, humane)
  • 348. Cause (worthy of commitment) Space (room for/encouragement for initiative-adventures) Decency (respect, grace, integrity, humane) service (worthy of our clients’ & extended family’s continuing custom) excellence (period)
  • 349. Cause (worthy of commitment) Space (room for/encouragement for initiative-adventures) Decency (respect, grace, integrity, humane) service (worthy of our clients’ & extended family’s continuing custom) excellence (period) servant leadership
  • 350. Cause Space Decency service excellence servant leadership
  • 351. Hire Great People (Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.) all “wow” all the time Enjoy It While It Lasts
  • 352. Tom’s “Change Rules” Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast. Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) <12. Just Say No: Normal. Attitude>Ability. Wow. “Insanely great.” Sell! Sell! Sell! Master politics!
  • 353. pursue a mission that rocks the world (Pharmaceuticals, Moldy basements) Hire awesome / weird People for 100% of jobs (Resilient, Passionate) (Wegmans) (Women RULE!) give ’em lots of room to experiment , fail , grow make “ respect ” “ decency ” “ integrity ” our watchwords try a Lot of Stuff, fast tempo (S.A.V./Screw Around Vigorously, R.F.A./Ready. Fire. Aim.) Emphasize revenue (Organic growth, Sales/“Top line” rules) have fun /exude joy demand excellence /Make accountability instinctive (“Insane” standards for our mates’ and community’s sake) never, never forget the “ it ” (It’s the PRODUCT, Stupid.) (25!) be “ of [‘gaspworthy’] service ” (Cirque du Soleil is our standard— “even” in finance.) (My customer is my partner.) (Remember “She”; remember “Me.”) (“Servant”/“Host” Leadership) Have effective/imaginative/minimalist infrastructure (K.I.S.S./Keep It Simple, Stupid) (Systems/No bull: beauty, grace, elegance) re - imagine as “routine” ” enjoy It While It Lasts
  • 354. Sir Richard’s Rules Follow your passions. Keep it simple. Get the best people to help you. Re-create yourself. Play. Source: Fortune /10.03
  • 355. Excellence “defined”
  • 356. EG: An amazing performance A sunrise, a bloom, a smile “ Thank you” (a gesture, an act of Grace) Extraordinary performance in an odd place (by an “unlikely” person—EWR) (unlikely market—Jim’s Group) X small ( Small Giants ) X med (Mittelstand) X large Sets the agenda One at bat (Bobby Thompson, Kurt Gibson) A career (Roger Clemens) A novel, a short story, a sentence An Olympian (any) “ Loser” with a great story (Rutgers, George Mason) Stuff (any sort) that makes you go “ wow “/ “insanely great”/gaspworthy (“The lives of others”)
  • 357. X + 6: The “7E s ”
  • 358. Exuberance! Energy! Empathy! Engagement! Empowerment! Execution! Excellence!
  • 359. The Sales 27: Out-prepare!! (huge time commitment!) Learn the “culture” Practice! Care-Empathy Listen-Empathetic listening (SC) “Listen”-Body language K.I.S.S. (1-page summary. 1 = 1.) Enthusiasm-ENERGY-“Authenticity”!! OBVIOUS belief in product Selling: Solution-Success-Experience-Dream come true-Love-Dramatic Difference Selling: Better STORY! (“Best story wins”) Selling: Yourself! (Brand you) “Obvious” Wow! No exaggeration! Spell out commitments! SIMPLE timeline Sell “inside”-First! Thorough! Relationships-“Way down”!! Time!!!! (E.g., build trust) Ooze integrity Introduce to rest of team, esp. “mechanics” SBWA (5K for 5M) Remember: Close! Gotta-make-a-profit (be ready to walk away!) “Good loss” Don’t dis competitors!! Make her-him-target SUCCESSFUL (in a personal way)
  • 360. What “We” Know “For Sure” About Innovation Big mergers [by & large] don’t work Scale is over-rated Strategic planning is the last refuge of scoundrels Focus groups are counter-productive “Built to last” is a chimera (stupid) Success kills “Forgetting” is impossible Re-imagine is a charming idea “Orderly innovation process” is an oxymoronic phrase (= Believed only by morons with ox-like brains) “Tipping points” are easy to identify … long after they will do you any good “Facts” aren’t All information making it to the top is filtered to the point of danger and hilarity “Success stories” are the illusions of egomaniacs (and “gurus”) If you believe the memoirs of CEOs you should be institutionalized “Herd behavior” (XYZ is “hot”) is ubiquitous … and amusing “Top teams” are “Dittoheads” CEOs have little effect on performance “Expert” prediction is rarely better than rolling the dice
  • 361. Tom’ s source code: The eight iconic books which are the Wellsprings of my operating values and core assumptions 05.22.07
  • 362. Fooled by Randomness: The Hidden Role of Chance in Life and the Markets, Nassim Nicholas Taleb The Black Swan: The Impact of the Highly Improbable , Nassim Nicholas Taleb Expert Political Judgment: How Good Is It? How Can We know ? Philip Tetlock The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies , Scott Page The Wisdom of Crowds , James Surowiecki Full House: The Spread of Excellence from Plato to Darwin , Stephen Jay Gould Judgment under Uncertainty: Heuristics and Biases , Daniel Kahneman, Paul Slovic, and Amos Tversky A Mind of Its Own: How Your Brain Distorts and Deceives , Cordelia Fine
  • 363. Fooled by Randomness: The Hidden Role of Chance in Life and the Markets, Nassim Nicholas Taleb “This book is about luck disguised and perceived as non-luck (that is, skills) and more generally randomness disguised and perceived as non-randomness. It manifests itself in the shape of the lucky fool, defined as a person who benefited from a disproportionate share of luck but attributed his success to some other, generally precise reason.” The Black Swan: The Impact of the Highly Improbable , Nassim Nicholas Taleb Expert Political Judgment: How Good Is It? How Can We know ? Philip Tetlock “A fox, the thinker who knows many little things, draws from an eclectic array of disciplines, and is better able to improvise in response to changing events, is more successful in predicting the future than the hedgehog, who knows one big thing, toils devotedly within one tradition, and imposes formulaic solutions on ill defined problems.” The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies , Scott Page “Diverse groups of problem solvers—groups of people with diverse tools—consistently outperformed groups of the best and the brightest. If I formed two groups, one random (and therefore diverse) and one consisting of the best individual performers, the first group almost always did better. … Diversity trumped ability.” The Wisdom of Crowds , James Surowiecki Full House: The Spread of Excellence from Plato to Darwin , Stephen Jay Gould Judgment under Uncertainty: Heuristics and Biases , Daniel Kahneman, Paul Slovic, and Amos Tversky A Mind of Its Own: How Your Brain Distorts and Deceives , Cordelia Fine “Your brain has some shifty habits that leave the truth distorted and disguised. Your brain is vainglorious. It’s emotional and immoral. It deludes you. It is pigheaded, secretive and weak willed. Oh, and it’s also a bigot.”
  • 364. TP on Acquisitions 1. Big + Big = Disaster. (Statistically.) 2. Big (GE, Cisco, Omnicom) acquires small/specialist = Good … if you can retain Top Talent. 3. Odds on achieving “projected synergies” among Mixed Big “cultures”: 10%. 4. Max Scale Advantages are achieved at a smaller size than imagined. 5. Attacked by Big, Mediocre Medium marries Mediocre Medium to “bulk up.” Result: Big Mediocrity … or worse. 6. Increasingly, Alliances deliver more value than mergers—and clearly abet flexibility.
  • 365. InnoTacs
  • 366. revenue matters most
  • 367. “ Creativity” vs. “Innovation”
  • 368. We become who we hang out with 1
  • 369. Measure “Strangeness”/Portfolio Quality Staff Consultants Vendors Out-sourcing Partners (#, Quality) Innovation Alliance Partners Customers Competitors (who we “benchmark” against) Strategic Initiatives Product Portfolio (LineEx v. Leap) IS/IT Projects HQ Location Lunch Mates Language Board
  • 370. The “Fury factor.”
  • 371. futuremark
  • 372. blog.
  • 373. Planners vs Searchers
  • 374. Find ’em!
  • 375. invite ’em!
  • 376. send ’em on a quest!
  • 377. Women as innovation force!
  • 378. Concoct a Parallel universe!
  • 379. Multipliers: Broken Windows
  • 380. Multipliers, science of/butterflies/Rat Psych 101: Broken Windows/safe city Small plates/empty shelves/remote parking lot/ distant food court/slow elevator Geologists/geophysicists Contiguous offices/Office layout-location power casual gathering places “renegade” buildings “Hang out factor”/inno #1 “hero galleries”/great art welcoming reception area (Insta-smell culture) b.P.d. decals on glasses/12.31.06 beyond escape: Bike at the door/ Running shoes next to the bed etc. etc.
  • 381. Speed/ Tempo/ is-it
  • 382. Speed/ Tempo/ o.o.d.a. loops/ “Metabolic Management”
  • 383. try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Screw it up. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Screw it up. it. Try it. Try it. try it. Try it. Screw it up. Try it. Try it. Try it.
  • 384. do things.
  • 385. do them.
  • 386. drill.
  • 387. try things.
  • 388. SERIOUS PLAY
  • 389. Screw. things. Up.
  • 390. try. Miss. try.
  • 391. Life 101: A 40-year Reflection Go on offense. Give everybody a shot. Decentralize. Try a bunch of stuff. Make it up as you go along. Get some stuff wrong. Laugh a lot. Get some stuff right. Become a “success.” Extract “lessons learned” or “best practices.” Thicken the Book of Rules for Success. Become evermore serious. Enforce the rules to increasingly tight tolerances. Go on defense. Install walls. Protect-at-all-costs today’s franchise. Centralize. Calcify. Install taller walls. Write more rules. Become irrelevant and-or die.
  • 392. No try. No deal.
  • 393. Try. Try. try.
  • 394. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try Try. Try. Try. Try. try
  • 395. Focus.
  • 396. Conscious measurement
  • 397. personal
  • 398. Inno64: Innovation Strategies & Tactics
  • 399. Parallel universe /Exec Ed v res MBA End run regnant powers/JKC Find done deals-practicing mavericks/Stone-ReGo Bell curves2016 in 2006 Non-industry benchmarking Everything = Portfolio V.C.s all! Hot language/Wow-Astonish me-Insanely great-immortal-Make something great Lead customers/PW-Embraer Lead suppliers /Top decile R&D Weird alliances Mottos/Paul Arden (“Whatever You Think Think the Opposite”) Hire freaks/Enough weird people? Weird Boards!!!
  • 400. CEO track record of Innovation (nobody starts at 45! Or 35!) System/GE-Immelt “ Strategic thrust overlay” Calendar Big Delta easier than Small MBWA with freaks-weirdos/JKC MBWA/Boonies’ labs V.C.-formal/Intel Acquire weird Children’s crusade Old farts crusade Go Global at any size Stop listening to customers Talent!/Unusual sources-Hire innovators-V.C.s Eschew giant mergers
  • 401. Remember: scale economies max out early Assisted suicide! (“Built to last” = Chimera-snare-delusion) Burn your press clippings “ Forgetting” “strategy” Fire all strategic planners Tempo! Final product bears little relation to starting notion Design! Design! Design! (“culture,” not program) All innovation: Pissed-off people Gut feel rules! Focus groups suck Weird focus groups okay Be-Do philosophy
  • 402. Celebrations Culture-little as well as big Inno (“everyone-an-innovator”) Life = Wow Projects Acknowledge messiness-pursue serendipity (Blitzkrieg-Containers-Science-Jim Utterback) R.F.A. Culture of execution 4/40: decentralization, execution, accountability, 615AM EVP (S.O.U.B.)/Systems-process “un-design” Diversity for diversity’s sake Women-Women-Women/customers (they “are the market,” not a “segment”)-leaders Boomers-Geezers (“all the money”)
  • 403. CRO (Chief Revenue Officer) “culture”/top-line obsessed CIO (Chief INNOVATION Officer) Laughter Facility-space configuration Experiments-prototypes “ Reward excellent failures. Punish mediocre successes.” Bizarrely high incentives (& penalties) We are what we eat/We are who we hang out with (E.g.: Staff-Consultants-Vendors-Out-sourcing Partners/#, Quality-Innovation Alliance Partners-Customers-Competitors/who we “benchmark” against -Strategic Initiatives -Product Portfolio/LineEx v. Leap-IS/IT Projects-HQ Location-Lunch Mates-Language-Board)
  • 404. Driven by anger!! (not “focus groups”) Great “vision,” no “strategic plan” Whoops: conflicting “vision/s” Execution (& vision) (“Dreamers with deadlines”) Opportunistic Insane optimism Failure after failure; disappointment after disappointment (secret to staying power: Stay pissed off!!) Plan B rules Changing cadres Opportunistic alliances (here today, gone tomorrow) “The enemy of my enemy is my friend” Creating events and groups to serve a momentary need Warring leaders (Freud-Jung) Petulance (human frailty amidst a Great Struggle) Agile re goal w/o sacrificing Vision Go underground for long stretches Patience (72 years) & impatience Relentless!!!!!!!!!!!!!!! (WSC: “Success stems from the ability to go from failure without losing your enthusiasm ”)
  • 405. Hustle (Seneca Falls, ’48: 5 days) Fits & starts Traitors-deserters Radicals (“good”—MLKjr) Radicals (“disruptive”—Stokely) Moderates Mentors Schisms Setbacks (again & again & again—incl lost ground) (“2-9” = Great record) “Get off” on the “politics” (TP: “Life is politics— the rest is details.”) Managing the goal down to get to the doable (but not losing sight of the main game in the process) Small wins “Externalities” (Civil War) Small Band of Sisters (<10; Seneca Falls 1848) Coherent, factual, emotional story Story altered at the margin to attract specific adherents Story tellers (superb, relentless public communicators)
  • 406. Agility (Plan B) Relentless Resilient Optimistic (Unreasonably so) Pissed Off “Visionary” Try It. Try it. Try it. … Action > Plans Virus Small Wins Demos-Heroes-Stories Wee Gestures of Decency-Thoughtfulness Politics >> Science (Get over it!) Think: R.O.I.R. (Networker) Sales Rules! Passion (incl. speaking skills) Women (Lead Local Change Agents) Women Leaders (Woman to Woman)
  • 407. What “We” Know “For Sure” About Innovation Big mergers [by & large] don’t work Scale is over-rated Strategic planning is the last refuge of scoundrels Focus groups are counter-productive “Built to last” is a chimera (stupid) Success kills “Forgetting” is impossible Re-imagine is a charming idea “Orderly innovation process” is an oxymoronic phrase (= Believed only by morons with ox-like brains) “Tipping points” are easy to identify … long after they will do you any good “Facts” aren’t All information making it to the top is filtered to the point of danger and hilarity “Success stories” are the illusions of egomaniacs (and “gurus”) If you believe the memoirs of CEOs you should be institutionalized “Herd behavior” (XYZ is “hot”) is ubiquitous … and amusing “Top teams” are “Dittoheads” CEOs have little effect on performance “Expert” prediction is rarely better than rolling the dice
  • 408. Tom’s “Change Rules” Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast. Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) <12. Just Say No: Normal. Attitude>Ability. Wow. “Insanely great.” Sell! Sell! Sell! Master politics!
  • 409. Tom’s “Change Rules” Cause. (Pissed off.) RELENTLESS!!!!!!!!!!!!!!!!!!!!!!!!!!!! Try it. (S.A.V.) (r.f.a.) (hustle.) project. Project. Project. Wow! (hot language.) fun. (growth opportunities.) Sky-high aspirations. Fail. Forward. Fast. “SMALL WINS.” MOMENTUM. INEVITABILITY. Quests. Demos. Heroes. Stories. STATISTICAL INDEPENDENCE. (DIVERSITY.) Boonies. (Parallel universe. Test stuff. Buy WeeCo) V.C.: Roster = portfolio. everything = portfolio. Roster = brand yous. PARTNER WITH WIERDOS. (everywhere.) Diversity @ top. Buy a mirror. FRUSTRATED “GODFATHER.” <12. ALREADY IN PLACE/find ’em. JUST Say No: NORMAL. wikiWorld. Attitude > Ability. Wow. “Insanely great.” Sell! Sell! Sell! (master-appreciate politics) (r.o.i.r.)
  • 410. 4/40 (Decentralization/Execution/Accountability/6:15A.M.)
  • 411. DECENTRALIZATION. EXECUTION. ACCOUTABILITY. 6 :15A.M.
  • 412. De-cent-ral-iz- a-tion!
  • 413. Ex-e- cu-tion!
  • 414. Ac-count-a-bil-ity!
  • 415. 6:15A.M.
  • 416. DECENTRALIZATION. EXECUTION. ACCOUTABILITY. 2a.m.
  • 417. * Planetree! Commerce! Cirque! (Pianos! Dog biscuits!) *Jerry Garcia … or bust (“only ones who do what we do,” “insanely great,” “radically thrilling,” “ gaspworthy.”) *Think/Obsess Wegmans! (Staff: #1; the Manager’s Handbook of Decencies; “Kindness is free.”) *Leaders serve. (Leader as host.) *”Wow” is free, too. *Hire nut cases (the “O for 800” rule holds for DDB)
  • 418. Excellence: The SE22 : ORIGINS OF SUSTAINABLE ENTREPRENEURSHIP
  • 419. SE22/Origins of Sustainable Entrepreneurship 1. Genetically disposed to Innovations that upset apple carts (3M, Apple, FedEx, Virgin, BMW, Sony, Nike, Schwab, Starbucks, Oracle, Sun, Fox, Stanford University, MIT) 2. Perpetually determined to outdo oneself, even to the detriment of today’s $$$ winners (Apple, Cirque du Soleil, Nokia, FedEx) 3. Treat History as the Enemy (GE) 4. Love the Great Leap/Enjoy the Hunt (Apple, Oracle, Intel, Nokia, Sony) 5. Use “Strategic Thrust Overlays” to Attack Monster Problems (Sysco, GSK, GE, Microsoft) 6. Establish a “Be on the COOL Team” Ethos. (Most PSFs, Microsoft) 7. Encourage Vigorous Dissent/Genetically “Noisy” (Intel, Apple, Microsoft, CitiGroup, PepsiCo) 8. “ Culturally” as well as organizationally Decentralized (GE, J&J, Omnicom) 9. Multi-entrepreneurship/Many Independent-minded Stars (GE, PepsiCo)
  • 420. SE22/Origins of Sustainable Entrepreneurship 10. Keep decentralizing—tireless in pursuit of wiping out Centralizing Tendencies (J&J, Virgin) 11. Scour the world for Ingenious Alliance Partners— especially exciting start-ups (Pfizer) 12. Acquire for Innovation, not Market Share (Cisco, GE) 13. Don’t overdo “pursuit of synergy” (GE, J&J, Time Warner) 14. Execution/Action Bias: Just do it … don’t obsess on how it “fits the business model.” (3M, J & J) 15. Find and Encourage and Promote Strong-willed/ Hyper-smart/Independent people (GE, PepsiCo, Microsoft) 16. Support Internal Entrepreneurs (3M, Microsoft) 17. Ferret out Talent anywhere/“No limits” approach to retaining top talent (Virgin, GE, PepsiCo )
  • 421. SE22/Origins of Sustainable Entrepreneurship 18. Unmistakable Results & Accountability focus from the get-go to the grave (GE, New York Yankees, PepsiCo) 19. Up or Out (GE, McKinsey, big consultancies and law firms and ad agencies and movie studios in general) 20. Competitive to a fault! (GE, New York Yankees, News Corp/Fox, PepsiCo) 21. “Bi-polar” Top Team, with “Unglued” Innovator #1, powerful Control Freak #2 (Oracle, Virgin) (Watch out when #2 is missing: Enron) 22. Masters of Loose-Tight/Hard-nosed about a very few Core Values, Open-minded about everything else (Virgin)
  • 422. The Value-added Ladder/ STUFF ‘N’ THINGS Goods Raw Materials
  • 423. The Value-added Ladder/Stuff & TRANSACTIONS Services Goods Raw Materials
  • 424. The Value-added Ladder/ OPPORTUNITY-SEEKING Customer Success/ Gamechanging Solutions Services Goods Raw Materials
  • 425. The Value-added Ladder/ OPPORTUNITY-SEEKING Im p lemented Gamechanging Solutions Services Goods Raw Materials
  • 426. Core Mechanism : “Game-chan g in g Solutions” PSF (Professional Service Firm “model”/The Organizing Principle ) + Brand You (“Distinct” or “Extinct”/The Talent ) + Wow! Projects (“Different” vs “Better”/The Work )
  • 427. The “ PSF35 ” : Thirty-Five Professional Service Firm Marks of Excellence
  • 428. The PSF35: The Work & The Legacy 1. CRYSTAL CLEAR POINT OF VIEW (E very Practice Group: “If you can’t explain your position in eight words or less, you don’t have a position”—Seth Godin) 2. DRAMATIC DIFFERENCE (“We are the only ones who do what we do”—Jerry Garcia) 3. Stretch Is Routine (“Never bite off less than you can chew”—anon.) 4. Eye-Appetite for Game-changer Projects (Excellence at Assembling “ Best Team”—Fast) 5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change the World) 6. Small “Uneconomic” Clients with Big Aims 7. Life Is Too Short to Work with Jerks (Fire lousy clients) 8. OBSESSED WITH LEGACY (Practice Group and Individual: “Dent the Universe”—Steve Jobs) 9. Fire-on-the-spot Anyone Who Says, “Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ” 10. Consistent with #9 above … DO NOT SHY AWAY FROM THE WORD (IDEA) “RADICAL”
  • 429. The PSF35: The Client Experience 11. Always team with client: “full partners in achieving memorable results” (Wanted: “Chimeras of Moonstruck Minds”!) 12. We will seek assistance Anywhere to assemble the Best-in- Planet Team for the Project 13. Client Team Members routinely declare that working with us was “the Peak Experience of my Career” 14. The job’s not done until implementation is “100.00% complete” (Those who don’t “get it” must go) 15. IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED “CULTURE CHANGE” 16. IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT “TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT (“Teach a man to fish …”) 17. The Final Exam: DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE?
  • 430. The PSF35: The People & The Leadership 18. TALENT FANATICS (“Best-Coolest place to work”) (PERIOD) 19. EYE FOR THE PECULIAR (Hiring: Go beyond “same old, same old”) 20. Early Opportunities (vs. “Wait your turn”) 21. Up or Out (Based on “Legacy”/Mentoring as much as “ Billings”/“Rainmaking”) 22. Slide the Old Aside/Make Room for Youth (Find oldsters new roles?) 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO DAY #“R” [R = Retirement] 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building Skills 25. A “PROPRIETARY” TALENT DEVELOPMENT PROCESS (GE) 26. Team Leadership Skills Valued Early 27. Partner with B.I.W. [Best In World] Outsiders as Needed and to Infuse Different Views
  • 431. The PSF35: The Firm & The Brand 28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (“My life is my message”—Gandhi) 29. Excellence+ in EXECUTION … 100.00% of the Time 30. “Drop everything”/“Swarm” to Support a Harried-On The Verge Team 31. SPEND ON R&D LIKE A TECH FIRM. 32. A PROPRIETARY METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old EDS) 33. BRAND MANIACS (Organize Around a Point of View Worth BROADCASTING) 34 . PASSION! ENTHUSIASM! 35. EXCELLENCE. ALWAYS.
  • 432. (1) Translate ALL departmental activities into discrete W.W.P.F. “Products.” (2) 100% go on the Web. (3) Non-awesome are outsourced (75%??). (4) Remaining “Centers of Excellence” are retained & leveraged to the hilt!
  • 433. Static/Imitative Integrity. Quality. Continuous Improvement. Superior Service (Exceeds Expectations.) Completely Satisfactory Transaction. Smooth Evolution. Market Share. Dynamic/Different Dramatic Difference! Disruptive! Insanely Great! (Quality++++) Life-(Industry-)changing Experience! Game-changing! WOW! Surprise! Delight! Breathtaking! Punctuated Equilibrium! Market Creation!
  • 434. EXCELLENCE = Flawless EXECUTION + Continuous IMPROVEMENT + Brilliantly Trained PEOPLE + Gamechanging QUESTS + WEIRD Rosters + GASPWORTHY Results
  • 435. EXCELLENCE = Flawless EXECUTION + Continuous IMPROVEMENT + Brilliantly Trained PEOPLE + Gamechanging QUESTS + WEIRD Rosters + GASPWORTHY Results
  • 436. Psf. Bedrock.
  • 437. PSF /Professional Service Firm/Beliefs Profession : Calling/Passion to make a difference/Excellence (always) point of view : know exactly what we stand for/ “Dramatic Difference” Client : enduring, test-the-limits relationship/Trusted advisor Solution : Rock His-her World/ “wow” / implemented “Culture change”/ >>>>>> “satisfaction”
  • 438. Big Idea: “Corporation” as Mega-“PSF” (Professional Service Firm*) * “Virtual” Collection of Entrepreneurially-minded Professionals (“Talent”/“Roster”) Creating/Applying Intellectual Capital (“Work Product”)
  • 439. Core Mechanism : “Game-chan g in g Solutions” Brand You(S) (“Distinct” or “Extinct”/The Talent ) + Wow! Project(s) (“Different” vs “Better”/The Work ) = PSF(S) (Professional Service Firm “model”/The Organizing Principle ) = “Corporation” as “Mega- PSF”
  • 440. The FEVP/Fundamental Enter p rise Value-Added Proposition-E q uation/Mark2007 (1) 100% “WOW PROJECTS” (New Org “DNA”/“The Work”) + (2) Incredible “TALENT” Transformed into (3) Entrepreneurial “BRAND YOUs” and (4) Given Room-to-Roam & Launched on Awesome “QUESTS” = (5) Internal “ Rockin’ PSFs” (Staff Depts. Morphed into Wildly Innovative P rofessional S ervice F irms) … (6) Which Coalesce to Transform the FEVP/Fundamental Enterprise Value Proposition from “Superior Products & Services” to “ENCOMPASSING SOLUTIONS” & “GAME-CHANGING CLIENT SUCCESS”
  • 441. Big Idea/“Meta”-Idea/Premier “Engine of Value Added” (1) The Talent : “Best Roster” of Entrepreneurial-minded Brand Yous. (2) The (Virtual) Organization : Internal or External “PSF”/Professional Service Firm working with “Best Anywhere” = Engine of Value Added through the Application of Creative “Intellectual Capital” (3) The Work Product : “Game Changer”/ “Gaspworthy” WOW Projects
  • 442. Your Current Project? 1. Another day’s work/Pays the rent. 4. Of value. 7. Pretty Damn Cool/Definitely subversive. 10. WE AIM TO CHANGE THE WORLD. (Insane!/Insanely Great!/WOW!)
  • 443. Subversive Change Be(very)ware “genetic constraints” (history’s looong arm) You must “do” Gandhi Hire weird (fulltime or temp) Find the extant crazies (troll for them via offers to join weird project teams) Create a (quiet) “Crazies Club”/Keep extendin’ the Web Create “boondocks projects” by the truckload (with partners of every flavor) Understand: Yours is a “protection racket” Sky High Standards!! (There’s a deadly serious reason for “all this”—life or death) TP Heroes: Allan Puckett; Bob Stone; Jill Ker Conway; Kelly Johnson; John Boyd
  • 444. The Value-added Ladder/ MEMORABLE CONNECTION Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials
  • 445. Words! — Magician of Magical Moments — Maestro of Moments of Truth — Recruiter of Raving Fans — Impresario of First Impressions — Wizard of WOW — Captain of Brilliant Comebacks — Director of Electronic Customer Experiences — Conductor of Customer Intimacy — King of Customer Community — Queen of Customer Retention — CEO of Ownership Experience — Managing Director of After-sales Experience
  • 446. WallopWal*Mart16* *Or: Why it’s so ABSURDLY EASY to BEAT a GIANT Company
  • 447. The “Small Guys” Guide: Wallop Wal*Mart16 * Niche-aimed. (Never, ever “all things for all people,” a “mini-Wal*Mart.) * Never attack the monsters head on! (Instead steal niche business and lukewarm customers.) * “ Dramaticall y Different ” (La Difference ... within our community, our industry regionally, etc … is as obvious as the end of one’s nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.) * Compete on value/experience/intimacy, not price. (You ain’t gonna beat the behemoths on cost-price in 9.99 out of 10 cases.) * Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)
  • 448. The “Small Gu y s” Guide: Wallop Wal*Mart16 * Hands-on, emotional leadership. (“We are a great & cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible Experiences!”) * A community star! (“Sell” local-ness per se. Sell the hell out of it!) * An incredible experience, from the first to last moment—and then in the follow-up! (“These guys are cool! They ‘get’ me! They love me!”) * DESIGN DRIVEN! (“Design” is a premier weapon-in-pursuit-of-the sublime for small-ish enterprises, including the professional services.)
  • 449. The “Small Gu y s” Guide: Wallop Wal*Mart16 * Employer of choice. (A very cool, well-paid place to work/learning and growth experience in at least the short term … marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!) * Sophisticated use of information technology . (Small-“ish” is no excuse for “small aims”/execution in IS/IT!) * Web-power! (The Web can make very small very big … if the product-service is super-cool and one purposefully masters buzz/viral marketing.) * Innovative! (Must keep renewing and expanding and revising and re-imagining “the promise” to employees, the customer, the community.)
  • 450. The “Small Gu y s” Guide: Wallop Wal*Mart16 * Brand-Lovemark* (*Kevin Roberts) Maniacs ! (“Branding” is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regional-niche “lovemark.”) * Focus on women-as-clients. (Most don’t. How stupid.) * Excellence! (A small player … per me … has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the right—one damn day and client experience at a time!—to beat the Big Guys in your chosen niche!)
  • 451. tom peters: what I’ve Learned about “Small Business”
  • 452. Passion for PRODUCT. OBSESSION With Product . LOVE The Product. Aim To Be “ONLY ONES WHO DO WHAT WE DO.” Keep ADDIN’ Stuff. Invest “UNWISELY” in R&D. Reside Permanently In The DISCOMFORT Zone. “Unhealthy” PARANOIA Is A Good Thing. Add Clients That PUSH-PULL. SELL. SELL. SELL. SELL. Go For Broke: CUSTOMER CONTACT PEOPLE. PERFECTION: Customer Contact People. Hire for ATTITUDE. INVITE On An Adventure. GREAT CFO/Biz Guy-Gal. NASTY CFO/Biz Guy-Gal. QUADRANGULAR LEADERSHIP: Visionary-Talent Fanatic-Project Manager-I.P.M. (I.P.M. = Inspired Profit Mechanic)
  • 453. GREAT Logo. DESIGN! “OVERDO” Marketing Materials. WOMEN Roar. WOMEN Rule. WOMEN Buy. Diversity = $$$$$$ Be RELENTLESS. Cut And RUN. Product Includes-Features the PACKAGING. Define Your DRAMATIC DIFFERENCE (R.P.O.V.8) Best STORY Wins. DRESS For Success. First Goal: AMUSE Yourself. Know YOURSELF. DON’T Do Stuff You Hate. “Over-invest” In RELATIONSHIPS. (R.O.I.R.: Return On Investment in Relationships) SYSTEMATICALLY “Manage” Relationships. “Work” The SUPPORT PEOPLE In Client Orgs.
  • 454. BLOG As If Your Life Depended On It. SOPHISTICATED Use Of Infotech. RESPONSE To Problems. Make ’Em PAY. CLOSE The Sale. Invest BIGTIME In PR. Media FRIENDLY. Live-To- SCHMOOZE. Fun/Laughter = $$$$ MBWA: Stay In Touch. “You Must Be The Change You Wish To See In The World”/ GANDHI 5K For 5M. Your CALENDAR Never Lies. OUT: Pastels. IN: T e c h n i c o l o r
  • 455. JUST SAY “NO” TO C.E.O.: CIO /Chief Innovation Officer. CSO /Chief Sales Officer. CWO / Chief Wow Officer EXCELLENCE Is Very Cool. “MICRO-MANAGE” Your Reputation. Wear Your Integrity On Your SLEEVE. KEEP Your Promises. EXECUTION !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! “A Man Without A Smiling Face MUST NOT Open His Shop.” RECOGNITION! Work HARD, Not Smart. “Insanely Great.” THE STANDARD.
  • 456. R.O.I.R
  • 457. Measure #1: R.O.I.R. * * Return On Investment In Relationships
  • 458. Sell Sell Sell
  • 459. Small Giants: Companies That Choose To Be Great Instead Of Big —by Bo Burlingham
  • 460. Small Giants/Bo Burlingham &quot;First, I could see that, unlike most entrepreneurs, their founders and leaders had recognized the full range of choices they had about the type of company they would create.&quot; &quot;Second, the leaders had overcome the enormous pressures on successful companies to take paths they had not chosen and did not necessarily want to follow.&quot; &quot;Third, each company had an extraordinarily intimate relationship with the local city, town, or county in which it did business -- a relationship that went well beyond the usual concept of `giving back.'&quot; &quot;Fourth, they cultivated exceptionally intimate relationships with customers and suppliers , based on personal contact, one-on-one interaction, and mutual commitment to delivering on promises.&quot;
  • 461. Small Giants/Bo Burlingham &quot;Fifth, the companies also had what struck me as unusually intimate workplaces .&quot; &quot;Sixth, I was impressed by the variety of corporate structures and modes of governance that these companies had come up with.&quot; &quot;Finally, I noticed the passion that the leaders brought to what the company did. They loved the subject matter , whether it be music, safety lighting, food, special effects, constant torque hinges, beer, records storage, construction, dining, or fashion.&quot;
  • 462. Planetree : A Radical Model for New Healthcare/Healing/ Wellness Excellence
  • 463. The 9 Planetree Practices 1. The Importance of Human Interaction 2. Informing and Empowering Diverse Populations: Consumer Health Libraries and Patient Information 3. Healing Partnerships: The importance of Including Friends and Family 4. Nutrition: The Nurturing Aspect of Food 5. Spirituality: Inner Resources for Healing 6. Human Touch: The Essentials of Communicating Caring Through Massage 7. Healing Arts: Nutrition for the Soul 8. Integrating Complementary and Alternative Practices into Conventional Care 9. Healing Environments: Architecture and Design Conducive to Health Source: Putting Patients First , Susan Frampton, Laura Gilpin, Patrick Charmel
  • 464. The Value-added Ladder/ MEMORABLE CONNECTION Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials
  • 465. Better By Design The Design49 Tom Peters/Auckland/30March2005
  • 466. Better By Design: Tom’s Design49 1. There are only 2 rules. 2. Rule #1: You can’t beat Wal*Mart on price or China on cost. 3. Rule #2: See Rule #1. 4. Econ Survival = Innovate and Sprint Up the Value-added Chain … OR DIE ! 5. DESIGN (WRIT LARGE) (“DESIGN MINDFULNESS”) IS THE “SOUL”/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE. 6. Design as Soul-Core Competence #1 is a “cultural imperative,” not a “programmatic” or “process” or “throw $$$ at it” issue! 7. CDEs (Culturally Design-driven Enterprises) use Design-Experiences-Dream Merchantry-Lovemarks as the Lead Dog(s) in the OlympianInnovation-“Strategy”-Value Proposition Struggle. 8. “Dream Merchant” makes as much sense for IBM or GE or UPS as for Starbucks!
  • 467. Better By Design: Tom’s Design49 9. At CDEs, Design is the Heart of the “Emotional Branding” Process. 10. CDEs wholeheartedly embrace ideas such as “mystery,” “surprise,” sensuality.” 11. CDEs love “WOW!” and “B.H.A.G.” and “Insanely Great” and “Gasp-worthy” and “Passion” and “Love”! ( Axiom: Extreme language breeds extreme products and services .) 12. Staff at CDEs laugh and cry a lot! (Axiom: “Calm” enterprise = Crappy enterprise.) 13. CDEs love “strange” and “weird.” 14. CDEs scour the earth for “strange” and “weird” people. (CDEs know: FREAKS RULE !) 15. CDEs are “extremists.” (KR: “Avoid moderation.”) 16. CDEs know that … EXCELLENCE IS NOT GOOD ENOUGH! (We must use non-linear measures!)
  • 468. Better By Design: Tom’s Design49 17. CDEs seek Discontinuities. (JG: “We don’t want to be the best of the best, we want to be the only ones who do what we do.”) 18. CDEs are “respectful” of their customers, but not slaves to their customers! CDEs … LEAD THEIR CUSTOMERS! (Axioms: “Listening to customers” is over-rated! Focus groups suck!) 19. But: “Lead” customers are an entirely different matter! 20: Yet: CDEs turn “customers” into “Raving Fans.” (Think: “Tattoo Brand”!) 21. CDEs abide by Phil Daniels’ Credo: “REWARD EXCELLENT FAILURES. PUNISH MEDIOCRE SUCCESSES.” 22. At CDEs the Design Director is at least an Exec Vice President, a Member of the Senior Executive Team, perhaps on the Board, and has an office within 10 meters of the CEO (unless she is the CEO). 23. Design Directors at large companies not worth $5,000,000 per year aren’t worth hiring! (DD$21M.)
  • 469. Better By Design: Tom’s Design49 24. Great Designers are “10,000X” better than “good designers.” 25. At CDEs CFOs are never former CFOs! The CEO always doubles as the Chief Innovation Officer. 26. CDEs are “Top-line Obsessed.” 27. CDE execs know there is a chasm between “excellent design” and “game-changer design.” 28. Gasp-worthy design is a moving target! 29. No Broadway shows last forever. So too, great designers! (Hire them! Pay them! Cherish them! Nurture them! Fire them! ) 30. Great design wrestles incessantly with the issue of “cool” and/versus “usability.”! 31. Designers “get” the stunning principles of Wabi Sabi. (Great designers side with Chris Alexander against the A.I.A.) 32. CDEs “get” the “feminine side” of life.
  • 470. Better By Design: Tom’s Design49 33. CDEs Know I: WOMEN BUY EVERYTHING! 34. CDEs Know II: MEN ARE INCAPABLE OF DESIGNING PRODUCTS FOR WOMEN. 35. CDEs understand that “We’re getting’ older”—and vigorously embrace the Boomer-Geezer market. 36. CDEs understand: Boomers-Geezers have “ALL THE MONEY” … are by and large healthy … and have 20 or so years left! 37. CDEs wonder: Can 28-year-olds design “experiences” for 68-year-olds? 38. CDEs seek the sweetest “sweet spot”: Woman-Boomer-Greenie-Wellness. 39. “Design-mindfulness” is as apparent in the CDE’s facilities as in its products-services!
  • 471. Better By Design: Tom’s Design49 40. “Design mindfulness” is as apparent in HR and Engineering and Logistics and IS/IT as in NPD. 41. CDEs will settle for nothing less then “beautiful,” “gasp-worthy” Business Processes/Infrastructure! 42. CDEs obsess on K.I.S.S. (Beware creeping feature-itis!) (450/8.) 43. “Design-mindfulness”/“aesthetic sensibility” is a requisite for Every Hire—including waiters and waitresses in Fast Food outlets and Housekeepers in hotels. 44. Gasp-worthy Design is as essential to “service companies” as to “manufacturers.” 45. Gasp-worthy design can transform any “commodity,” including ag!
  • 472. Better By Design: Tom’s Design49 46. DESIGN MANIA IS A NATIONAL ECONOMIC ISSUE OF THE FIRST ORDER. 47. “Small” is no disadvantage in an Age of Creativity! 48. There is no such thing as a “National Design Advantage” unless the current school system is Destroyed & Re-imagined —to emphasize creativity and risk-taking and acceptance of failure. (Design Mindfulness … the suppression thereof … typically begins at Age 4 .) 49. How sweet it is! (If your head is screwed on right.)
  • 473. First Steps: “Beauty Contest”!
    • 1. Select one form/document: invoice, airbill, sick leave policy, customer returns claim form.
    • Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/Sucks; 10 = Work of Art] on four dimensions: Beaut y. Grace .
    • Clarit y. Simplicit y.
    • 3. Re-invent!
    • Repeat, with a new selection,
    • every 15 working days.
  • 474. The Value-added Ladder/ EMOTION Dreams Come True Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials
  • 475. The Marketing of Dreams (Dreamketing) Dreamketing : Touching the clients’ dreams. Dreamketing : The art of telling stories and entertaining. Dreamketing : Promote the dream, not the product. Dreamketing : Build the brand around the main dream. Dreamketing : Build the “buzz,” the “hype,” the “cult.” Source: Gian Luigi Longinotti-Buitoni
  • 476. Six Market Profiles 1. Adventures for Sale 2. The Market for Togetherness, Friendship and Love 3. The Market for Care 4. The Who-Am-I Market 5. The Market for Peace of Mind 6. The Market for Convictions Rolf Jensen/ The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
  • 477. Six Market Profiles 1. Adventures for Sale/ IBM-UPS 2. The Market for Togetherness, Friendship and Love/ IBM-UPS 3. The Market for Care/ IBM-UPS 4. The Who-Am-I Market/ IBM-UPS 5. The Market for Peace of Mind/ IBM-UPS 6. The Market for Convictions/ IBM-UPS Rolf Jensen/ The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
  • 478. The Value-added Ladder/ ECSTASY Lovemark Dreams Come True Spellbinding Experiences Services Goods Raw Materials
  • 479. Brand …………………………………………………. Lovemark Recognized by consumers ………………. Loved by People Generic ………………………………………………… Personal Presents a narrative ………………….. Creates a Love story The promise of quality ……………… A touch of Sensuality Symbolic ………………………………………………….. Iconic Defined ………………………………………………….. Infused Statement ………………………………………………….. Story Defined attributes ……………………... Wrapped in Mystery Values ………………………………………………………. Spirit Professional …………………………... Passionately Creative Advertising agency ………………………….. Ideas company Source: Kevin Roberts, Lovemarks
  • 480. To p 10 “Tattoo Brands”* Harley .… 18.9% Disney .... 14.8 Coke …. 7.7 Google .... 6.6 Pepsi .... 6.1 Rolex …. 5.6 Nike …. 4.6 Adidas …. 3.1 Absolut …. 2.6 Nintendo …. 1.5 * BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound , Martin Lindstrom
  • 481. Ladder.2007: 4 of 7! Lovemark Dreams Come True Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials
  • 482. New (4 of 7) Value-added “Ladder”: Plays to Women’s Inherent Strengths! Lovemark/ F Dreams Come True/ F Spellbinding Experiences/ F Gamechanging Solutions/ F Services/ F Goods/ M Raw Materials/ M
  • 483. women. BOOMERS. GEEZERS.
  • 484. ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% (66% home computers) Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans/biz starts … 70% Health Care … 80%
  • 485. USA/F.Stats: Short ’n (Very) Sweet >50% of stock ownership, $13T total wealth (2X in 15 years) >$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg) 57% BA degrees (2002); = ed & social strata, no wage gap 60% Internet users; >50% primary users of electronic equipment >50% biz trips WimBiz: Employees > F500; 10M+: 33% all US Biz Pay from 62% in 1980 to 80% today; equal if education, social status, etc are equal 60% work; 46M (divorced, widowed, never married) Source: Fara Warner, The Power of the Purse
  • 486. Women > 50% of Household Income in >50% of households. In 48% of the 55% of households/married couples, women provide >50% of income. 27% of households are headed by a single female. 75% of married female execs with the rank of VP or above out earn their spouse. Women control 51% of private wealth in the U.S.; head 40% of households with >$600K assets; 47% of market investors are women. Major Credit Union: pre Y2K, modal customer was 53-year-old family man; today, 46-year-old single working woman. Commercial: 51% purchasing managers are women. Women make >80% consumer purchases; businesswomen make >90% of household purchasing decisions. Women: 70% of travel decisions; purchase 57% of consumer electronics; write 80% of personal checks; purchase >50% of cars (primary influence >80%). Source: Don’t Think Pink: What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market , Lisa Johnson & Andrea Learned
  • 487. Purchasin g Patterns Women : Harder to convince; more loyal once convinced. Men : Snap decision; fickle. Source: Martha Barletta, Marketing to Women
  • 488. 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT . 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF . 7. Women’s Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.
  • 489. 10. Women’s Market = Opportunity No. 1.
  • 490. Cases! Cases! Cases! McDonald’s (“mom-centered” to “majority consumer”; not via kids) Home Depot (“Do it [everything!] Herself”) P&G (more than “house cleaner”) DeBeers (“right-hand rings”/$4B) AXA Financial Kodak (women = “emotional centers of the household”) Nike (> jock endorsements; new def sports; majority consumer) Avon Bratz (young girls want “friends,” not a blond stereotype) Source: Fara Warner/ The Power of the Purse
  • 491. EXCELLENCE. OPPORTUNITY. WOMEN. BUSINESS. OWNERS.
  • 492. U.S. firms owned or controlled by Women: 10.6 million ( 48% of all firms) Growth rate of Women-owned firms vs all firms: 3X Rate of jobs created by Women-owned firms vs all firms: 2X Ratio of total payroll of Women-owned firms vs total for Fortune500 firms: >1.0 Ratio of likelihood of Women-owned firms staying in business vs all firms: >1.0 Growth rate of Women-owned companies with revenues of >$1,000,000 and >100 employees vs all firms: 2X Source: Margaret Heffernan, How She Does It
  • 493. WOMEN. DOMINATE. ECONOMIC. GROWTH.
  • 494. “ For g et China, India and the Internet: Economic Growth Is Driven b y Women .” [Headline.] “Even today in the modern, developed world, surveys show that parents still prefer to have a boy rather than a girl. One longstanding reason boys have been seen as a greater blessing has been that they are expected to become better economic providers for their parents’ old age. Yet it is time for parents to think again. Girls may now be a better investment.” “Girls get better grades in school than boys, and in most developed countries more women than men go to university. Women will thus be better equipped for the new jobs of the 21st century, in which brains count a lot more than brawn . … And women are more likely to provide sound advice on investing their parents’ nest—e.g.: surveys show that women consistently achieve higher financial returns than men do. Furthermore, the increase in female employment in the rich world has been the main driving force of growth in the last couple of decades. Those women have contributed more to global GDP growth than have either new technology or the new giants, India and China.” Source: Economist , April 15, Leader, page 14
  • 495. Continuing on page 73: “ A Guide to Womenomics: The Future of the World Econom y Lies Increasin g l y in Female Hands .” (Headline.) More stats: Around the globe since 1980, women have filled “two new jobs for everyone taken by a man.” “Women are becoming more important in the global marketplace not just as workers, but also as consumers, entrepreneurs, managers and investors.” Re consumption, Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from women’s increased purchasing power; over the past decade the value of shares in “Goldman’s basket has risen by 96%, against the Tokyo stockmarket’s rise of 13% .” A couple of final assertions: (1) It is now agreed that “the single best investment that can be made in the developing world” is educating girls. (2) Also, surprisingly, nations with the highest female laborforce participation rates, such as Sweden and the U.S., have the highest fertility rates; and those with the lowest participation rates, such as Italy and Germany, have the lowest fertility rates. Source: Economist , April 15, page 73
  • 496. 10 UNASSAILABLE REASONS WOMEN RULE Women make [all] the financial decisions. Women control [all] the wealth. Women [substantially] outlive men. Women start most of the new businesses. Women’s work force participation rates have soared worldwide. Women are closing in on “same pay for same job.” Women are penetrating senior ranks rapidly [even if the pace is slow for the corner office per se]. Women’s leadership strengths are exceptionally well aligned with new organizational effectiveness & value-added imperatives. Women are better salespersons than men. Women buy [almost] everything—commercial as well as consumer goods. So what exactly is … the point of men ?
  • 497. COROLLARY. EXCELLENCE. WOMEN. RULE.
  • 498. Lawrence A. Pfaff & Assoc. — 2 Years, 941 mgrs (672M, 269F); 360º feedback — Women: 20 of 20; 15 of 20 with statistical significance, incl. decisiveness, planning, setting stds.) — “Men are not rated significantly higher by any of the raters in any of the areas measured.” (LP)
  • 499. Women’s Strengths Match New Economy Imperatives : Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender ; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversity . —Judy B. Rosener, America’s Competitive Secret: Women Managers
  • 500. Women’s Ne g otiatin g Stren g ths *Ability to put themselves in their counterparties’ shoes *Comprehensive, attentive and detailed communication style *Empathy that facilitates trust-building *Curious and attentive listening *Less competitive attitude *Strong sense of fairness and ability to persuade *Proactive risk manager *Collaborative decision-making Source: Horacio Falcao, Cover story/May 2006, World Business , “Say It Like a Woman: Why the 21 st -century negotiator will need the female touch”
  • 501. The Core Argument: Women [Ought to] Rule! 1. We are in a War for Talent. 2. The war will intensify. 3. There is a severe shortage of effective leaders at all levels. 4. Women are under-represented in our leadership ranks at or near the top. 5. Women and men are different; “new science” reinforces this view. 6. Women’s strengths match the New Economy’s leadership needs—to a striking degree. 7. Women are also the principal purchasers of goods and services—retail and commercial. 8. Ergo, women are a large part of “the answer” to the War for Talent/leadership shortage issue/opportunity.
  • 502. women. BOOMERS. GEEZERS.
  • 503. 2000-2010 Stats 18-44: -1% 55+: + 21 % (55-64: + 47 % )
  • 504. See me. Watch me. respect me. Suck up to me. Serve me. Love me. Love my longevity. Love my m-o-n-e-y.
  • 505. See “ her .” Watch her . respect her . Be obsequious to her . Serve her . Love her . Love her long longevity. Love her m-o-n-e-y. (which is damn near a-l-l the mon- $$$$$$ .)
  • 506. Boomers’-Geezers’-Women’s Trifecta+ *Buy/ all *Wealth/ all *time left/ lots *Eclipse of males/ retire - die
  • 507. Median Household Net Worth <35: $7K 35-44: $44K 45-54: $83K 55-64: $112K 65-69: $114K 70-74: $120K >74: $100K Source: U.S. Census
  • 508. BoomerBucks! Boomer turns 50: every 7 seconds. 2009: majority of U.S. households headed by someone over 50. 2006-2016: U.S. population up 22.9 million; 22.1 million in over-50 group. 2006: 1 in 5 adults is F, over 50. Women between 50-70 who are single: 35%. Age 45-54: highest average income, $59, 021 (national average is $42,209). FASTEST GROWING INCOME CATEGORY: WOMEN, 55-64 (4X men in same category). Women, age 60-64: 50% still in workforce. Highest net worth: families, 55-64 ($182,000). People over 50: 70% to 79% of all financial assets; 80% of all savings accounts; 62% of all large Wall Street asset accounts; 66% of $$ invested in the stock market. Age 50+: 29% of population, 40% of total consumer spending, 50% of discretionary spending. Next 2 decades: BOOMERS WILL INHERIT $14 TRILLION-$25 TRILLION (“largest intergenerational transfer of wealth in history”). —Marti Barletta, PrimeTime Women
  • 509. 55-64 vs 25-34 E.g.: New cars & trucks: 20% more spending. Meals at full-service restaurants: +29%. Airfare: +38%. Sports equipment: +58%. Motorized recreational vehicles: +103%. Wine: 113%. Maintenance, repairs and home insurance: +127%. Vacation homes: +258%. Housekeeping & yard services: +250% to +500%. Source: Marti Barletta, PrimeTime Women
  • 510. 50+ $7T wealth (70%)/ $2T annual income 50% all discretionary spending 79% own homes 40M credit card users 41% new cars/48% luxury cars $610B healthcare spending/ 74% prescription drugs 5% of advertisin g tar g ets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old
  • 511. Possession Experiences /“Desires for things ”/Young adulthood/to 38 Catered Experiences / “Desires to be served by others”/Middle adulthood Bein g Experiences /“Desires for transcending experiences ”/Late adulthood Source: David Wolfe and Robert Ageless Marketing
  • 512. 2006/Top 10% of U.S. Earners* Luxury goods for the home …. -5.7% Fashion & jewelry …………...… -8.7% Luxury cars …………………….. -0.9% Experiential luxury** …..… +10.7% * “The wealthy are increasingly spending more on doing things than owning things” /Unity Marketing **Travel, dining, entertainment, spa & beauty Source: European Business (04.2007)
  • 513. Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Tom Peters/0411.07
  • 514. Beer: National Boh to Bud to Anchor Steam to Zilch Car: Chevrolet (1942-1962) to misc to Subaru Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed) Sports clothes: Misc-cheap to Northface Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) School: Cornell to Stanford to RISD (Go Nads!) Pens: Cross to Bic Food: Safeway to Whole Foods Music: Beatles to Queen Home Furnishings: With it to Comfortable Home: SF Bay Area to West Tinmouth VT Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Favorite MLB, NFL: Orioles- Baltimore Colts to A’s-Raiders (Warriors!) Favorite magazine: Life to Wired Favorite media: Print-Radio to Web-Radio Favorite airline: TWA to American to Lufthansa Home: East to West Vacations: USA to New Zealand Price: Cheap to Varied (Wal*Mart to Milan) Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Restaurants: McDonald’s to Hole in the wall Stores: Misc/Big to Little shops Loyalty: Serial monogamy (just as loyal now as then; “love ’em, then leave ’em”)
  • 515. Peo - ple
  • 516. EXCELLENCE. INDIVIDUAL. BRAND YOU.
  • 517. 1. Can someone overseas do it cheaper? 2. Can a computer do it faster? 3. Is what you’re selling in demand in an age of abundance? Source: Dan Pink
  • 518. Core Mechanism : “Game-chan g in g Solutions” PSF (Professional Service Firm “model”/The Organizing Principle ) + Brand You (“Distinct” or “Extinct”/The Talent ) + Wow! Projects (“Different” vs “Better”/The Work )
  • 519. New Work SurvivalKit.2007 1. MASTERY! (Best/Absurdly Good at Something! ) 2. “Manage” to Legacy (All Work = “Memorable”/“Braggable” WOW Projects! ) 3. A “USP”/UNIQUE SELLING PROPOSITION 4. Rolodex Obsession (From vertical/hierarchy/“suck up” loyalty to horizontal/“colleague”/“mate” loyalty) 5. ENTREPRENEURIAL INSTINCT (A sleepless … Eye for Opportunity! 6. CEO/LEADER/BUSINESSPERSON/CLOSER (CEO, Me Inc. 24/7!) 7. Master of Improv (Play a dozen parts simultaneously, from Chief Strategist to Chief Toilet Scrubber) 8. Sense of Humor (A willingness to Screw Up & Move On) 9. Comfortable with Your Skin (Bring “interesting you” to work!) 10. Intense Appetite for Technology (E.g.: How Cool-Active is your Web site? Do you Blog?) 11. EMBRACE “MARKETING” (Your own CSO/Chief Storytelling Officer) 12. PASSION FOR RENEWAL (Your own CLO/Chief Learning Officer) 13. EXECUTION EXCELLENCE! (Show up on time! Leave last!)
  • 520. Thriving in 24/7 (Sally Helgesen) *START AT THE CORE. Nimbleness only possible if we “locate our inner voice,” take regular inventory of where we are. *LEARN TO ZIGZAG. Think “gigs.” Think lifelong learning. Forget “old loyalty.” Work on optimism. *CREATE OUR OWN WORK. Articulate your value. Integrate your passions. I.D. your market. Run your own business. *WEAVE A STRONG WEB OF INCLUSION. Build your own support network. Master the art of “looking people up.”
  • 521. Personal “Brand Equity” Evaluation
      • My current Project is challenging me …
      • New things I’ve learned in the last 90 days include …
      • I am known for [2 to 3 things]; next year at this time I’ll also be known for [1 more thing].
      • 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 …
  • 522. Advice to techie mid-career “Brand You”s: Smith college (06.05)
  • 523. TP’s “Top Dozen” Commandments 1. Enthusiasm, Optimism and Energy carry the day. 2. She who delivers the Best Projects wins. (Be-Do.) (Your inherent advantages enhance the odds of delivering “ladle dropper” projects. USE THEM.) 3. There are sympathizers. FIND THEM. (“Make your own McKinsey.”) 4. Indirection rules; frontal attacks are for boneheads. (“My mission is that of a mole—my existence only to be known by upheavals.” —John Fisher) 5. Accept a Lateral Move to get X-functional experience. (!!!!!!!!!!!!!!!!!!!!) 6 . Take a crappy line job whenever it’s offered! (There’s no such thing as a “crappy line job”!)
  • 524. TP’s “Top Dozen” Commandments 7. Understand the “Soft” New Value-added Equation … and Master/Exploit it. 8. DO GREAT THINGS FOR CUSTOMERS! (It’s the best form of protection from idiots!) 9. Always Champion Change … and find a Protector! 10. Life (SUCCESS) = Mastery of Sales & Politics. (Believe it!) 11. Get involved in Recruiting and Development Activities! (“We’re all in HR.”) (Find Radical Young Women and become their Champion.) 12. If it ain’t working, get the hell out. (What about joining the “Mighty Eleven Million” and starting your own business?)
  • 525. My Kinda Folks! Tom Peters/0720.2005
  • 526. My Kinda Folks!* * “Do” vs “Be”** (The task, not the title, is important) (**Military strategist extraordinaire Col John Boyd: 2 kinds of people. “Do” … focus obsessively on “the work itself”—and damn the torpedoes. “Be” … obsess on the politics, the rank, the next promotion or assignment.) * Intuitive > Purely logical. (Routinely make strange connections) * Incredible passion for the work/Lingering idealism (though also cynical—paradox) * Persistent/Relentless (to a fault) * Like the long shots (Don Quixote-ish) * Stay on the case long after being ordered to drop it *See James Lee Burke, Ian Rankin, John Harvey, etc.
  • 527. My Kinda Folks! * Cases no one else wants (hot potatoes, dead ends, political nightmares, “unimportant” victims) * Constant thorns in the side of bureaucracy!!!!!!!!!!!!!!!! * Repeatedly exiled to professional “Siberia” (so annoyingly good and so annoying per se that others try to do him terminal professional harm) * Little in the way of career prospects * Have a “Godfather” (need internal protection—though even protectors lose patience) * Work mostly solo (Secretive) * “Work” “old pals network” to get info-leads beyond their charter
  • 528. My Kinda Folks! * Master of the End Run! * Mentor (often to an incredibly talented young woman fighting the sexist culture) * Curmudgeonly * Often their own worst enemies * Drink too much * Don’t work out enough * Sneak fast food * Excessive work has estranged from family * More or less shabbily dressed * Drive shabby cars * Not money/security oriented (can’t help themselves, just gotta get involved)
  • 529. My Kinda Folks! * Not money/security oriented (can’t help themselves, just gotta get involved) * Carry a secret/hidden motivator in their kit (e.g. someone close he feels he let down, leading to their death) * GET THE DAMN JOB DONE! (and don’t expect/get much appreciation)
  • 530. Brand you tool #1: Mastering Sales … The Sales25.
  • 531. Great Salespeople … 1. Know the product. (Find cool mentors, and use them.) 2. Know the company. 3. Know the customer. (Including the customer’s consultants.) (And especially the “corporate culture.”) 4. Love internal politics at home and abroad. 5. Religiously respect competitors. (No badmouthing, no matter how provoked.) 6. Wire the customer’s org. (Relationships at all levels & functions.) 7. Wire the home team’s org. and vendors’ orgs. (INVEST Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.)
  • 532. Great Salespeople … 8. Never overpromise. (Even if it costs you your job.) 9. Sell only by solving problems-creating profitable opportunities. (“Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and will make you a ton of money—here’s exactly how.”) (IS THIS A “PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION YOU’LL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?) 10. Will involve anybody—including mortal enemies—if it enhances the scope of the problem we can solve and increases the scope of the opportunity we can encompass. 11. Know the Brand Story cold; live the Brand Story. (If not, leave.)
  • 533. Great Salespeople … 12. Think “Turnkey.” (It’s always your problem!) 13. Act as “orchestra conductor”: You are responsible for making the whole-damn-network respond. (PERIOD.) 14. Help the customer get to know the vendor’s organization & build up their Rolodex. 15. Walk away from bad business. (Even if it gets you fired.) 16. Understand the idea of a “good loss.” (A bold effort that’s sometimes better than a lousy win.) 17. Think those who regularly say “It’s all a price issue” suffer from rampant immaturity & shrunken imagination. 18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstarts—the real enemy. 20. Seek several “cool customers”—who’ll drag you into Tomorrowland.
  • 534. Great Salespeople … 21. Use the word “partnership” obsessively, even though it is way overused. (“Partnership” includes folks at all levels throughout the supply chain.) 22. Send thank you notes by the truckload. (NOT E-NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word “we.” 23. When you look across the table at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY? 25. Keep your bloody PowerPoint slides simple!
  • 535. Brand you tool #2: Getting Things Done … The Power & Implementation34.
  • 536. *Send “Thank You” notes! It’s (always) “all about relationships.” And at the Heart of Effective Relationships is … APPRECIATION. (Oh yeah: Never, ever forget a birthday of a co-worker.) *Bring donuts! “Small” gestures of appreciation (on a rainy day, after a long day’s work the day before) are VBDs … Very Big Deals. *Make the call! One short, hard-to-make call today can avert a relationship crisis that could bring you down six months from now. *Remember: There are no “little gestures” of kindness. As boss, stopping by someone’s cube … for 30 seconds … to inquire about their sick parent will be remembered for … 10 years . (Trust me.) *Make eye contact! No big deal? Wrong! “It” is all about … Connection! Paying attention! Being there … in the Moment … Present. So, work on your eye contact, your Intent to Connect. *Smile! Or, rather: SMILE. Rule: Smiles beget smiles. Frowns beget frowns. Rule: WORK ON THIS. *Smile! (If it kills you.) Energy & enthusiasm & passion engender energy-enthusiasm-passion in those we work with.
  • 537. *It’s all … RELATIONSHIPS. Remember: Business is a relationships business. (Period.) We’re all in sales! (Period.) Connecting! Making our case! Following up! Networking! “Relationships” are what we “do.” *You = Your Calendar. Your true priorities are “given away” by your calendar. YOUR CALENDAR NEVER LIES. What are you truly spending your time on? Are you distracted? Focused? *What’s in a number? EVERYTHING! While we all “do a hundred things,” we may not/should not/cannot have more than 2 (or 3) true “strategic” priorities at any point in time. BELIEVE IT. *She (he) who is best prepared wins! Out study, out-read, out-research the competition. Know more (lots more!) than “the person on the other side of the table.” *“Excellence” is the Ultimate Cool Idea. The very idea of “pursuing excellence” is a turn on—for you and me as well as those we work with. (And, I find to my dismay, it’s surprisingly rare.) *Think WOW! Language matters! “Hot” words generate a Hot Team. Watch your language! *Take a break! We need all the creativity we can muster these days. So close your office door and do 5 (FIVE) minutes of breathing or yoga; get a bag lunch today and eat it in the park.
  • 538. *You are the boss! Old ideas of “lifetime employment” at one company (maybe where Dad/Mom worked) are gone. No matter what your current status, think of your self as CEO of Brand Me, Inc. We are all Small Business Owners … of our own careers. *Do something in … the next half hour! Don’t let yourself get stuck! There is … ALWAYS … something little you can start/do in the next thirty minutes to make a wee, concrete step forward with a problem-opportunity . *Test it! NOW! We call this the “Quick Prototype Attitude.” One of life’s, especially business life’s, biggest problems is: “Too much ‘talk’, too little ‘do’.” If you’ve got a Cool Idea, don’t sit on it or research it to death. Grab a pal, an empty conference, and start laying out a little model. That is, begin the process of transforming the Idea to Action … ASAP. Incidentally, testing something quarter-baked in an approximation of the real world is the quickest way to learn. *Expand your horizons. Routinely reach out beyond your comfort zone. TAKE A FREAK TO LUNCH TOMORROW! Call somebody interesting “you’ve been meaning to get in touch with;” invite them to lunch tomorrow. (Lunch with “the same ole gang means nothing new learned. And that’s a guarantee.) (Remember: Discomfort = Growth.) *Build a Web site. The Web is ubiquitous. Play with it! Be a presence! Start You.com … ASAP!
  • 539. *Spread the credit! Don’t build monuments to yourself, build them to others—those whose contributions we wholeheartedly acknowledge will literally follow us into machine gun fire! *Follow Tom’s patented VFCJ strategy! VFCJ = Volunteer For Crappy Jobs. That is, volunteer for the crummy little assignment nobody else wants, but will give you a chance to (1) be on your own, (2) express your creativity, and (3) make a noticeable mark when it turns out “Wow.” *VOLUNTEER! Life’s a maze, and you never know what’s connected to what. (Six degrees of separation, and all that.) So volunteer for that Community Center fund raising drive, even though you’re busy as all get out. You might end up working side-by-side with the president of a big company who’s looking for an enthusiast like you, or someone wealthy who might be interested in investing in the small business you dream of starting. *Join Toastmasters! You don’t need to try and match Ronald Reagan’s speaking skills, but you do need to be able to “speak your piece” with comfort, confidence and authority. Organizations like Toastmasters can help … enormously. *Dress for success! This one is old as the hills and I hate it!! But it’s true. FIRST IMPRESSIONS DO MATTER. (A lot!!!)
  • 540. *Follow the Gospel of “Experience Marketing” in all you do. The shrewdest marketers today tell us that selling a “product” or “service” is not enough in a crowded marketplace for everything. Every interaction must be reframed as a … Seriously Cool Experience. That includes the “little” 15-minute presentation you are giving to your 4 peers tomorrow. *Think of your resume as an Annual Report on Brand Me Inc. It’s not about keeping your resume “updated.” It is about having a Super-cool Annual Report. (Tom Peters Inc 2004.) What are your “stunning” accomplishments that you can add to that Report each 6 months, or at the most annually? *Build a Great Team … even if you are not boss. Best roster wins, right? So, work on your roster. Meet someone new at Church or your kid’s birthday party? Add them to your team (Team Tom); you never know when they might be able to assist you or give you ideas or support for something you are working on. * She or he who has the Fattest & and Best-managed Rolodex wins. Your Rolodex is your most cherished possession! Have you added 3 names to it in the last 2 weeks? Have you renewed acquaintance (email, lunch, gym date) with 3 people in your Rolodex in the last month? “MANAGE” YOUR ROLODEX!
  • 541. *Start your own business! Sure that’s radical. But people are doing it—especially women—by the millions. Let the idea percolate. Chat about it, perhaps, with pals. Start a file folder or three on things you Truly Care About … that just might be the basis for Cool Self-employment. *There’s nothing cooler than an Angry Customer! The most loyal customers are ones who had a problem with us … and then marveled when we went the Extra Ten Miles to fix it! Business opportunity No. 1 = Irate customers converted into fans. So … are you on the prowl for customer problems to fix? *All “marketing” is Relationship Marketing. In business, profit is a byproduct of “bringing ’em back.” Thus, systematic and intense and repeated Follow-up and After-sales Service and Scintillating New Hooks are of the utmost importance.
  • 542. *BRANDING ain’t just for Big Dudes. This may well be Business Mistake No. 1 … the idea that “branding” is only for the likes of Coke and Sony and Nike. Baloney! Branding applies as much for the one-person accountancy run out of a spare bedroom as it does for Procter & Gamble. *Credibility! In the end … Character Matters Most. Does he/she give their word, and then stick to it … come hell & high water? Can you rely on Her/Him in a pinch? Does she/he … CARE? *Grace. Is it “a pleasure to do business with you”? Is it a pleasure to “be a member of your team”?
  • 543. Brand You Tool #3: Presentation Excellence … The PresX56
  • 544. Presentation Excellence 1. Total commitment to the Problem/Project/Outcome 2. A compelling “Story line”/“Plot” 3. Enough data to sink a tanker (98% in reserve) 4. Know the data from memory; ability to manipulate the data in your head 5. Great Stories/Illustrations/Vignettes 6. Superb “political antennae” (you must “play the room” like a Virtuoso and be hyper-attentive to the likes of Body Language) 7. By hook or by crook … CONNECT 7A. CONNECT! CONNECT! CONNECT! 8. Punch line/Plot Outline/WOW/Surprise in first one to two minutes
  • 545. Presentation Excellence 9. Once you’ve “won” … stop pushing (don’t “rub it in”) 10. Be “in command” but don’t “show off” (if you’re brilliant they’ll figure it out for themselves) 11. Pay attention to the Senior Person present, but not too much (don’t look like/act like/be a “suck up”) 12. Brief the hell out of your “champions” before the presentation; insist that they make changes/fine tune ... they must “own” the outcome before the fact! 13. Don’t try to “score off” your detractors … be especially courteous to them (even if/especially if they’re jerks) 14. Adjust as you go: LET THE GROUP ARRIVE AT “YOUR” CONCLUSION! THEY MUST OWN IT (“I knew that”) IN THE END!
  • 546. Presentation Excellence 15. No more than THREE key points! Come at them in several different ways. 16. No more than ONE point per slide! 17. Slides: NO CLUTTER!!!!!!!!!!!!!!!!!!!!! (no wee print/ charts/graphs) 18. Slides: Good quotes from the field. (Remember you’re “telling a story”) 19. Be aware of differing cognitive styles, especially M-F 20. There must be “surprise” … some key facts that are not commonly known/are counter-intuitive (no reason to do the presentation in the first place if there are no Surprises) 21. Summarize the argument/story from time to time 22. Include an Action Agenda that involves some small items that will be started/accomplished in the next 72 HOURS (this ices commitment/practicality)
  • 547. Presentation Excellence 23. If you don’t know something … ADMIT IT! (this is actually a good thing—as opposed to appearing as a “know it all”) 24. ASK FOR THE SALE! (Remember to be a “closer”) 25. This is War (a war for Hearts & Mind), but never forget that you are the Supplicant! 26. Data are imperative, but also play to Emotion. 27. Consider bringing along a “customer” (internal or perhaps external) for support 28. Be precisely clear where/when you intend to prototype … and that the prototype guinea pig is lined up (better yet, do the first, at least partial, prototype before the presentation) 29. Compromise but don’t yield! (Lost battles are normal, no matter how agonizing) 30. Assume that you may be cut off at any moment, and be prepared to give on the spot a compelling 30-second to one- minute (no longer!) Brilliant Summary including Sales Pitch
  • 548. Presentation Excellence 31. Follow the Law of Recency: Make sure that you have been in the field with the key “operating” players more recently than anyone in the room 32. Make it clear that you’ve done a Staggering Amount of Homework, even though you are exhibiting but a tiny fraction … allude to the tons of research that are available if desired by participants; offer deeper one-on-one briefings if desired 33. SMILE! RELAX (to a point) (fake it if necessary) (“up tight” is disastrous) (remember you are doing them a favor by sharing this Compelling Opportunity!) 34. EYE CONTACT!!!!!!! 35. Be shrewd: Override some interruptions; be attentive to others (distraction is okay and normal … within limits!) 36. Becoming an Excellent Presenter is as tough as becoming a great baseball pitcher. THIS IS IMPORTANT … and Presentation Excellence is never accidental! (Work your buns off!)
  • 549. Presentation Excellence 37. Practice … but don’t leave your game in the locker room. 38. Seek tips on how various participants “play the [presentation] game” 39. A Presentation is an Act (FDR: “The President must be the nation’s number one actor”) 40. Remember, the presentation is about Change … RESISTANCE IS NORMAL (in fact if there’s little resistance then your Project is hardly a “game changer”) 41. Dress well. Don’t over-dress. 42. Be early (obvious, but worth saying) 43. GET THE A/V RIGHT/PERFECT. 44. Don’t bring a supporting horde … a couple of back-ups is okay/enough 45. No matter how good you are you’ll have crappy days … WEEP AND THEN GET BACK ON THE HORSE
  • 550. Presentation Excellence 46. Speak in “Plain English” … keep the jargon to a minimum 47. Make your Personal Commitment clear as a bell! 48. Emphasize “competitive advantage” and timeliness (act now), without stooping to ridiculous war-like language (“tear the heart out of the competition”) (in audiences with heavy female component, if you are male, avoid repetitive “football analogues”) 49. Underscore the USP/Unique Selling Proposition 50. Emphasize the Positive 51. Sell Novelty yet “fit” with “core values” 52. Remember JFK’s immortal words: “The only reason to give a speech is to change the world”
  • 551. Presentation Excellence 53. Say what you have to say Clearly … and then Say It Again & Again from slightly different angles 54. Make it clear that you are a Man/Woman of Action … and Execution Excellence is your First, Middle, and Last Name! 55. Energy! Enthusiasm! (don’t know the answer to, “If you ain’t got it how do you get it?”) 56. Enjoy it! This is a Hoot! THE ULTIMATE TURN ON! Remember your Goal: Change the world!
  • 552. Brand You Tool #4: Interviewing Excellence … The IntX31
  • 553. Interviewing Excellence 1. INTERVIEWING IS AN “ART” WORTH MASTERING! (Think Christiane Amanpour, Mike Wallace) 2. Don’t overschedule—2 or 3 in-depth interviews are a solid day’s work. (More than that is lunacy and will lead to shallow results.) 3. Save, if possible, the “Big Guy”/Gal until last—that is, until you know what the hell you’re doing! 4. Find a comfy/“safe”/neutral setting. THIS IS ALL IMPORTANT! (Worst case: You on the other side of his/her desk.) 5. Start with a little bit (LITTLE) of local small talk. But get some tips on the interviewee ahead of time; he may be one of the “brusque ones” who considers any small talk a waste of his Imperial Time. 6. DO YOUR DAMN HOME WORK! (On the interviewee, the subject matter.) 7. Concoct a … LONG LIST … of questions. (You’ll only use 10% of it, but that’s okay.)
  • 554. Interviewing Excellence 8. Prepare a … SHORT LIST … of questions you must get answered. 9. Begin by briefly reviewing your assignment—why you’re here. 10. ALWAYS ASK FOR EXAMPLES! (When she says “Customer Service is in good shape,” you ask for specifics—hard data, recent Customer Service successes (and failures). And: PRECISELY WHO YOU CAN FOLLOW UP WITH TO GET MORE DETAIL. 11. STORIES! STORIES! STORIES! (You are in the “Story Collection Business.) 12. Dress well. DON’T OVERDRESS. (Look like they look, more or less; perhaps a touch more formal—this is a Serious Affair you are engaging in.) 13. Assume you’ll never get another chance to talk to this person. 14. Be personable, but more or less match the interviewee’s style. (THIS IS HARD WORK!) 15. THINK … SMALL! “Please walk me in great detail through the [complaint resolution] process. Here, let’s diagram it.”
  • 555. Interviewing Excellence 16. For God’s sake, get to the Front Line! (The devil is in the details, and the details are to be found on the loading dock at 3a.m.) (YES … 3A.M.) 17. Don’t quit until you understand. THE INTERVIEWEE ALWAYS TALKS IN SHORTHAND—using the jargon of the Corporate Culture. You’ve got to crack the code. (THIS IS ABOUT THE HARDEST THING TO DO, ESPECIALLY IF YOU ARE YOUNG AND UNCERTAIN: Tell yourself you are here to ask “Dumb” Questions—this is not a job interview. Again, think Mike Wallace: “So did you in fact murder Mrs. Smith?”) 18. Ignore generalizations! YOU ARE HERE IN SEARCH OF SPECIFICS!!! 19. CONTEXT! “Get” the “corporate culture”—e.g. Shell is not ExxonMobil! Find out (from a set of interviewees) “Core Values” (in theory and in practice).
  • 556. Interviewing Excellence 20. Engage the Interviewee! GET HER TO DO SOME OF THE WORK! E.g., write out her view of the Ten Key Operative Core Values—or some such. 20A. ENGAGE! ENGAGE! ENGAGE! 21. You must come across as “trustworthy.” YOU ARE A DUMBO HERE TO LEARN—NOT AN FBI AGENT IN DISGUISE. 22. “Take me through yesterday.” Get past the theoretical crap. Give me in excruciating detail an average day: YESTERDAY! (One hour/meeting at a time.) 23. “If you’re comfortable, let’s go over your Calendar for the last month, so I can understand the flow of things.” (Remember TP’s Rule #1: YOU = YOUR CALENDAR.) 24. DON’T LET YOUR NOTES AGE!! Immediately after the interview set aside some time to do a “stream of consciousness” recap. And to clean up the obscure scrawl on your notes.
  • 557. Interviewing Excellence 25. Ask the interview if you can get back to her by phone tomorrow to fill in holes that your tin ear missed. NO MORE THAN TEN MINUTES. 26. LEARNING! Tag along with “great interviewers” in your organization. (I made three PBS films with a Director who had been Mike Wallace’s director at 60 Minutes —oh my God, how much I learned—or, rather, how little I learned: He could drag stuff out of people that you couldn’t believe. (Secret: “I’m just a dumb old fart trying to figure out what goes on here. HELP ME. PLEASE.”) 27. “Work on” your Level of Dis-satisfaction: BE MAD AS HELL WHEN YOU SPENT 1.5 HOURS ON AN INTERVIEW WITHOUT REVALATIONS! 28. No, you’re not FBI—BUT YOU ARE HERE TO FERRET OUT THE NON-OBVIOUS. So: Keep Digging! (Think Woodward & Bernstein.)
  • 558. Interviewing Excellence 29. Repeat: INTERVIEWING IS A CRUCIALLY IMPORTANT “ART.” Study it! Work on it! It’s no different than golf or underwater basket-weaving. The more & harder you work, the better you get. 30. Yes, we need “facts” (e.g., stories), but remember always: INTERVIEWS ARE PURE & SIMPLE ABOUT EMOTIONAL INTERACTION! 31. Tom Wrap-up Note: FEW THINGS IN LIFE PISS ME OFF MORE THAN GOING THROUGH SOMEONE’S INTERVIEW NOTES AND FINDING A DEARTH OF “SOLID EVIDENCE”—examples, stories, detailed process maps, etc. (I BLOODY HATE Generalizations!) (Think doctor’s office: Come hell & high water they start with weight, blood pressure, pulse.)
  • 559. EXCELLENCE. BEDROCK. TALENT.
  • 560. Hire ver y good people!
  • 561. INVITE THEM TO JOIN US IN A JOURNEY TO EXCELLENCE!
  • 562. EMPHASIZE THE “SOFT SKILLS.”
  • 563. A Few Lessons from the Arts Each hired and developed and evaluated in unique ways (23 contributors = 23 unique contributions = 23 pathways = 23 personalities = 23 sets of motivators) Attitude/Enthusiasm/Energy paramount Re-lent-less! “Practice is cool” (G Leonard/ Mastery ) Team and individual Aspire to EXCELLENCE = Obvious Ex-e-cu-tion Talent = Brand = Duh “The Project” rules Emotional language Bit players. No. B.I.W . (everything) Delta events = Delta rosters (incl leader/s)
  • 564. Diversity = profit
  • 565. Build on strengths
  • 566. SO YOU’RE A “PEOPLE PERSON”? PROVE IT .
  • 567. “ Do” TALENT!
  • 568. LIVE FOR TALENT!
  • 569. Internal “brand promise”!
  • 570. Words Matter.
  • 571. Brand = Talent.
  • 572. Re-ima g ine Peo p le Power: The Talent 50
  • 573. The Talent50 1. People first! 2. Soft is Hard. 3. FUNDAMENTAL PREMISE: We are in an Age of Talent/ Creativity/Intellectual- capital Added. 4. Talent “excellence” in every part of the organization. 5. P.O.T./Pursuit Of Talent = Obsession. 6. HR sits at The Head Table. 7. HR is “cool.”
  • 574. The Talent50 8. Re-name “HR.” (Talent Department, Center of Talent Excellence) 9. There’s an HR Strategy 10. There is a FORMAL Recruitment Strategy. 11. There is a FORMAL Leadership Development Strategy. 12. There is a “world class” Leadership Development Center. 13. There is a FORMAL-STRATEGIC HR Review Process. 14. The “Top100,” and every unit’s Top10, are consciously managed.
  • 575. The Talent50 15. “People/Talent Reviews” are the FIRST reviews. 16. HR Strategy = Business Strategy. 17. Make it a Cause Worth Signing Up For.. 18. Set Sky High Standards. 19. Enlist everyone in Challenge Century21. 20. Pursue the Best! 21. Up or Out. 22. Ensure that the Review Process has INTEGRITY. 23. Pay!
  • 576. The Talent50 24. Training I: Train! Train! Train! 25. TII: 100% “business people.” 26. TIII: 100% Leaders. 27. TIV: Boss as Trainer-in-Chief. 28. Open Communication I: NO BARRIERS. 29. Open Communication II: Share Information. (ALL!) 30. Respect! 31. INTEGRITY! 32. Treat the Whole Individual.
  • 577. The Talent50 33. Places of “grace.” 34. MBWA: The “Rudy Rule.” 35. Thank You! 36. Promote for “people skills.” (ALL ELSE IS SECONDARY.) 37. Honor youth. 38. Early leadership assignments. 39. Fast Tracking is the norm. 40. Create a System of Mentoring.
  • 578. The Talent50 41. Diversity! 42. Diversity starts on the Board of Directors. 43. WOMEN RULE. 44. Weird Wins. 45. We are all unique. 46. Bosses “win people over.” 47. GOAL: Adventures of Mutual Discovery. 48. Foster Independence. 49. Enthusiasm!
  • 579. 50 . Talent = Brand.
  • 580. EXCELLENCE. AWOL. THE SCHOOLS FIASCO. MBA.
  • 581. 15 “Leading” Biz Schools Design /Core: 0 Design/Elective: 1 Creativit y /Core: 0 Creativity/Elective: 4 Innovation /Core: 0 Innovation/Elective: 6 Source: DMI /Summer 2002/Research by Thomas Lockwood
  • 582. M.I.A . *: Talk . (Present.) Listen . (Interview.) Sell . (Life = Sales.) Do . (Execution-Implementation.) Talent. (Recruit-Develop-Retain.) Project Management. (Create. Solicit support. Execution. Adoption-Client “Culture Change.”) Product. (“It.”) Innovation. (Design. Creativity. “Buzz-building.” Politics.) Leadership. (USMA, etc.) E.Q. (Connect.) “Culture” Change. (Lasting impact.) Diversity. (Cross-cultural Effectiveness.) Career Creation. (Brand You life-lifestyle.) Wellness. (Life.) *B.Schools (“M.I.A.” or at most “B.I.A.”—barely in action)
  • 583. TP’ S EDUCATION MANIFESTO FOR THE 3 RD MILLENEUM
  • 584. Education3M Learning is a normal state. Children are learnavores. Prodigious feats of learning are common as dirt. [Watch an H.S. QB studying game film.] We learn at different rates. We learn in different ways. Boys and girls learn [very] differently. In a class of 25, there are 25 different trajectories. Learning in 40-minutes blocks is bullshit . Learning for tests is utterly insane. There are numerous rigorous evaluation schemes, of which testing is but one—and abnormal, by “real world” standards.
  • 585. Education3M We learn most/fastest/most completely when we are passionate about what we are learning and it matters to us. [Salience rules!] Think EBI/LBI: Education by Interest/Learning by Internship. Classrooms are abnormal places. We need changes of pace. [e.g., Japanese recesses after each class.] International test scores are not correlated with hours-per-year in class. Big classes are slightly problematic. Big schools suck. Period.
  • 586. Education3M “All this”—the right stuff—fits the NWW/New World of Work hand-in-glove. [NWW = Age of Creativity.] U.S. schools circa 2001 are a vestige of the Prussian-Fordist model, more interested in shaping behavior than stoking the fires of lifelong learning. Cutting art-music budgets is truly dumb. Learning is a matter of Intensity of Engagement, not elapsed time. [Aargh: 11 minutes on the Battle of Gettysburg.] Teachers need enough space-time-flexibility to get to know kids as individuals. Scientific discovery processes and the teaching of science are utterly at odds. [Exploration vs. spoon-feeding.]
  • 587. Education3M Our toughest “learning achievement”—mastering our native language—does not require schools, or even competent parents. [It does require a desperate need-to-know.] Great teachers are great learners, not imparters-of-knowledge. Great teachers ask great questions—that launch kids on lifelong quests. The world is not about “right” & “wrong” answers; it is about the pursuit of increasingly sophisticated questions—just ask a ski instructor or neurosurgeon.
  • 588. Education3M Most schools spend most of their time setting up contexts in which kids learn not to like particular subjects. [Evidence shows that such anti-learning sticks!] Vigorous exploration is normal … until you are incarcerated in a school. “Bite size” education-learning is neither education nor learning. Learning takes place rapidly on the cheerleading squad, the football team, the school newspaper, the drama club, at the after-class job--just not in the hyper-structured classroom.
  • 589. Education3M The “school reform” “movement” is a giant step … backwards … embracing the Prussian-Fordist paradigm with renewed vigor—at exactly the wrong time. There are large numbers of superb schools, superb principals, superb teachers; sadly, they not only fail to infect the [largely timid] rest, but are ordinarily supplanted by wusses & wimps. Alas, the teaching profession does not ordinarily attract “cool dudes & dudettes.” Schools of “education” should by and large have their charters revoked.
  • 590. Education3M “Education” must “develop in youth the capabilities for engaging in intense concentrated involvement in an activity.” [James Coleman, 1974.] [Hint: It doesn’t.] [Hint: Understatement.] Stability is dead; “education” must therefore “educate” for an unknowable, ambiguous, changing future; thence, learning to learn & change is far more important than mastery of a static body of “facts.” [Was the “War of the Roses” really over roses? (1) I don’t remember. (2) Not remembering has not been a handicap.]
  • 591. Education3M I never took a speech course. Hemmingway couldn’t spell. Etc. Etc. Etc.
  • 592. To the NAESP* … *National Association of Elementary School Principals
  • 593. 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
  • 594. Attributes of Those Who “Made” the 10 th Grade 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!
  • 595. Attributes of Those Who “Made” the 10 th Grade History Book
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 596. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 597. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 598. EXCELLENCE. BEDROCK. TALENT PLUS . HEALTH.
  • 599. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 600. Quality! DSS! Prevention! Wellness! Chronic care! Elder care! Convenient care! Childhood obesity! H5N1!
  • 601. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 602. Sexy Cures vs Quality/Safety Surgeons vs Family Practice Physicians/CIOs Fixing vs Preventing Healthcare vs Health Tom/$53K vs 1,000 Africans [Stanford?] vs Griffin/Planetree SF Internist vs Tom/Canyon Ranch
  • 603. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 604. PLANETREE/ PLANETREE ALLIANCE: A DIFFERENT MODEL
  • 605. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 606. The 9 Planetree Practices 1. The Importance of Human Interaction 2. Informing and Empowering Diverse Populations: Consumer Health Libraries and Patient Information 3. Healing Partnerships: The importance of Including Friends and Family 4. Nutrition: The Nurturing Aspect of Food 5. Spirituality: Inner Resources for Healing 6. Human Touch: The Essentials of Communicating Caring Through Massage 7. Healing Arts: Nutrition for the Soul 8. Integrating Complementary and Alternative Practices into Conventional Care 9. Healing Environments: Architecture and Design Conducive to Health Source: Putting Patients First , Susan Frampton, Laura Gilpin, Patrick Charmel
  • 607. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 608. EXCELLENCE. BEDROCK. LEADERSHIP. L23. 7Es. 9Ps. 12Ps.
  • 609. EXCELLENCE. THE LEADERSHIP23.
  • 610. Leadershi p 23/ML 1. Enthusiasm. Energy. Exuberance. 2. Action. Execution. 3. Tempo. Metabolism. 4. Relentless. 5. Master of Plan B. 6. Accountability. 7. Meritocracy. 8. Leaders “do” people. Mentor. (“Success creation business.”) 9. Women. Diversity. 10. Integrity. Credibility. Humanity. Grace. 11. Realism. 12. Cause. Adventures. Quests.
  • 611. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 612. Leadershi p 23/ML 13. Legacy. 14. Best story wins. 15. On the edge. (“Wildest chimera of a moonstruck mind.”) 16. “Reward excellent failures. Punish mediocre successes.” 17. Different > Better. (“Only ones who do what we do.”) 18. MBWA. Customer MBWA. 19. Laughs. 20. Repot. Curiosity. Why? 21. You = Calendar. “To Don’t.” Two. 22. Excellence. Always. 23. Nelsonian! (“Other admirals more afraid of losing than anxious to win.”)
  • 613. The “7E s ”
  • 614. Exuberance! Energy! Empathy! Engagement! Empowerment! Execution! Excellence!
  • 615. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 616. EXCELLENCE. BEDROCK. LEADERSHIP. “9 P s .”
  • 617. PURPOSE . PASSION . Potential . Presence . Personal . PERSISTENCE . PEOPLE . Potent . Positive .
  • 618. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 619. EXCELLENCE. BEDROCK. LEADERSHIP. “12 P s .” Tom Peters/04.18.2007
  • 620. PURPOSE . PASSION . Potential . Presence . Personal . pissed off . Playful . PERSISTENCE . PEOPLE . Peculiar . Potent . Positive .
  • 621. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 622. PURPOSE . PASSION . Potential . Presence . Personal . pissed off . Playful . PERSISTENCE . PEOPLE . Peculiar . Potent . Positive .
  • 623. 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. Michelangelo
  • 624. Kevin Roberts’ Credo 1 . Ready. Fire! Aim. 2. If it ain’t broke ... Break it! 3. Hire crazies. 4. Ask dumb questions. 5. Pursue failure. 6. Lead, follow ... or get out of the way! 7. Spread confusion. 8. Ditch your office. 9. Read odd stuff. 10. Avoid moderation !
  • 625. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 626. The Re-ima g ineer’s Credo … or, Pit y the Poor Brown * Technicolor Times demand … Technicolor Leaders and Boards who recruit … Technicolor People who are then sent on … Technicolor Quests to execute … Technicolor (WOW!) Projects in partnership with … Technicolor Customers and … Technicolor Suppliers all in pursuit of … Technicolor Goals and Aspirations fit for … Tech ni col or Times. *WSC
  • 627. Attributes of Those Who “Made” the 10 th Grade History Book
      • Forgiveness > Permission
      • Bone honest!
      • Flawed as the dickens!
      • “ In touch” with their followers’ aspirations
      • Damn good at what they do!
  • 628. PURPOSE . PASSION . Potential . Presence . Personal . pissed off . Playful . PERSISTENCE . PEOPLE . Peculiar . Potent . Positive .
  • 629. Leadership’s 13 th “P”: Promotion
  • 630. PURPOSE . PASSION . Potential . Presence . Personal . pissed off . Playful . PERSISTENCE . PEOPLE . Peculiar . Potent . Positive .
  • 631. “ Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think is practical; ... expect more than others think is possible.” Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)
  • 632. Hire Great People (Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.) aCCEPT NO LESS THAN EXCELLENCE/PURSUE Wow! enjoy It While It Lasts
  • 633. EX CELLE ALW AYS . End. PART ONE .