03.29.2007
* No   book   *Top 500   *5/day  (text, voice)   *Marketing = #1   *Risk    *64
* No   book   *Top 500   *5/day  (text, voice)   *Marketing = #1   *Risk    *64
*No book *Top 500 *5/day (text, voice) *Marketing = #1   *Risk   *64
*No book *Top 500 *5/day (text, voice) *Marketing = #1   *Risk   *64
*No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk
*No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk *64
Plentyatimetogo. Plentyaenergy. Plentyamoney.
Average # of cars purchased per household, “lifetime”:  13 Average # of cars bought per household after the “head of house...
*No book *Top 500 *5/day (text, voice) *Marketing = #1  *Risk * 56 / F
Tom Peters’ X25* EXCELLENCE. ALWAYS. Avenue A / Razorfish Caesars Palace 30  March 2007 * In Search of Excellence  1982-2007
Slides at … tompeters.com
Real deal.  Big deal. “n”m = tp brand/brand experience.  What’s to lose? Hang out with “weirdos.” Try stuff. Fast. Screw s...
EXCELL- ENCE????
“ I am often asked by would-be entrepreneurs seeking escape from life within huge corporate structures, ‘How do I build a ...
For g et > “Learn” “The problem is never how to get new, innovative thoughts into your mind,  but how to  g et the old one...
“ A pattern emphasized in the case studies in this book is the degree to which powerful competitors not only resist innova...
“ It is  not  the strongest of the species that survives,  nor  the most intelligent, but  the one  most  responsive  to  ...
EXCELLENCE.  REVENUE. MATTERS. MOST.
The Commerce Bank Model “Cost cutting is a death spiral.” Source:  Fans! Not customers. How Commerce Bank Created a Super-...
The Commerce Bank Model   “Are you going to  cost   cut  your way to prosperity? Or … are you going to  $$$$$pend  your wa...
“ Our whole story is growing revenue.”   —Vernon Hill (Top-line driven; standard  is bottom-line driven by cost cutting)
EXCELLENCE. INNOVATE. OR.  DIE.
The  Mess  Is   The   Message!  Period!
InnoTacs
We  become  who we hang out with 1
Measure “Strangeness”/Portfolio Quality Staff Consultants Vendors Out-sourcing Partners  (#, Quality) Innovation Alliance ...
The “Hang Out Axiom”:   At its core,  ever y  (!!!) relationship-partnership decision (employee, vendor, customer, etc)  i...
<ul><li>Why Do I love Freaks?  </li></ul><ul><li>Because when Anything Interesting happens … it </li></ul><ul><li>was a   ...
We  become  who we hang out with 2
Whacky Wiki World Wow Now
Rob McEwen/ CEO/ Goldcorp Inc./ Red Lake  gold Source:  Wikinomics: How Mass  Collaboration Chan g es Ever y thin g ,  Don...
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. T...
do things.
“ We have a ‘strategic  plan.’ It’s called  doing things .”   — Herb Kelleher
drill.
“ This is so simple it sounds stupid, but it is amazing how few oil people really understand that  you only find oil if yo...
try things.
“ We made mistakes, of course. Most of them were omissions we didn’t think of when we initially wrote the software.  We fi...
  PLAY   SERIOUSLY
“ You can’t be a serious innovator unless and until you are ready, willing and able to seriously play. ‘ Serious play ’ is...
“ Learn not to be careful.”   —Photographer Diane Arbus  to her students ( Careful = The sidelines , from Harriet Rubin in...
Screw. things. Up.
“ FAIL, FAIL AGAIN. FAIL BETTER.”   —Samuel Beckett
“ Fail .  Forward.  Fast.” High Tech CEO, Pennsylvania
“ Fail faster. Succeed Sooner.” David Kelley/IDEO
“ Reward   excellent failures.  Punish   mediocre successes.” Phil Daniels, Sydney exec
try. Miss. try.
READY. FIRE! AIM. Ross Perot (vs  “ Aim! Aim! Aim!”   /EDS vs GM/1985)
S.A.V.
No try. No deal.
“ You miss  100 %   of the shots you never take.”   —Wayne   Gretzky
bottom line.
“ Do one thing every day that scares you.”   —Eleanor Roosevelt
Pause …
Think! vs. do!
“ Linearist”:  think! “Non-linearist”:  do!
“ Linearist”:  Plan it! “Non-linearist”:  Try it!
“ Linearist”:  hypothesize! “Non-linearist”:  experiment!
“ Linearist”:  failure = unnecessary/product of poor planning “Non-linearist”:  failure = life  (wsc)
“ Linearist”:   deliberate!* “Non-linearist”:   relentless!**   * “Do it right the first time” (Hero: Phil Crosby)  **Neve...
“ Linearist”:  logical! “Non-linearist”:  passionate!
“ Linearist”:  give me genius! “Non-linearist”:  give me luck!
“ Linearist”:  spotless academic record! “Non-linearist”:  a.d.d.
“ Linearist”:  measured pace! “Non-linearist”:  fast! faster! fastest!
“ Linearist”:  minimize cost. “Non-linearist”:  maximize revenue.
“ Linearist”  office: walls. “Non-linearist”  office: none.
“ Linearist”  reads: michael porter. Peter drucker. “Non-linearist”   reads: doesn’t.
“ Linearist”  preferred hockey score: 1-1 in regulation. (OL /penalty free.) “Non-linearist”  preferred hockey score: 7-5....
“ Linearist”  criminal record: none. “Non-linearist”    criminal record: disorderly conduct. (repeat offender.)
End Pause.
Up,   Up,   Up,  Up   the Value-added Ladder.
The Value-added Ladder/  ECSTASY   Lovemark   Dreams Come True  Spellbinding Experiences Services Goods Raw Materials
 
 
 
 
To p  10 “Tattoo Brands”* Harley .… 18.9% Disney .... 14.8 Coke …. 7.7 Google .... 6.6 Pepsi .... 6.1 Rolex …. 5.6 Nike …....
The Value-added Ladder/  ECSTASY   Lovemark   Dreams Come True  Spellbinding Experiences Services Goods Raw Materials
C X O * *Chief e X perience Officer
C DM * *Chief Dream Merchant
C L   O * *Chief  Lovemar k  Officer
“ NEW” MARKETS.
E-nor-mous Strat-eg-ic opp-or-tun-ity
women. BOOMERS. GEEZERS.
women. BOOMERS. GEEZERS.
“ Forget  China ,  India  and the  Internet : Economic Growth Is Driven by  Women .”   —Headline,  Economist , April 15, 2...
Women’s  Trifecta+ * Buy  * Wealth * Lead   + ECLIPSE OF MALES   (Old/Retire; Young/Poorly educated)
“ Women are   the   majority market”   —Fara Warner/ The Power of the Purse
“ The  most significant variable   in  every  sales situation is the  gender   of the buyer, and more importantly, how the...
The Perfect Answer Jill and Jack buy slacks in black…
 
“ Women don’t buy  brands.  They  join them .” EVEolution
Selling to men:   The  TRANSACTION  Model Selling to Women:   The  RELATIONAL  Model Source:  Selling to Men, Selling to W...
10 UNASSAILABLE REASONS WOMEN RULE Women  make [all] the financial decisions. Women  control [all] the wealth. Women  [sub...
COROLLARY. EXCELLENCE. WOMEN. RULE.
“ AS LEADERS, WOMEN RULE :   New Studies find that female managers outshine their male counterparts in almost every measur...
New (4 of 7) Value-added “Ladder”:  Plays to Women’s Inherent Strengths!   Lovemark/ F   Dreams Come True/ F  Spellbinding...
women. BOOMERS. GEEZERS.
!!!!!!!!!!!!!!!!! “ People turning 50 today have  more than   half   of their adult life ahead of them.”   —Bill Novelli, ...
Subject: Marketers & Stupidity “ It’s 18-44, stupid!”
Subject: Marketers & Stupidity Or is it:   “ 18-44 is stupid, stupid!”
2000-2010 Stats 18-44:  -1% 55+:  + 21 % (55-64:  + 47 % )
Boomers’-Geezers’-Womens’ Trifecta+ *Buy/ all  *Wealth/ all   *time left/   lots   *Eclipse of males/ retire - die
Average # of cars purchased per household, “lifetime”:  13 Average # of cars bought per household after the “head of house...
44-65 :   “New Customer Majority”  * *45% larger than 18-43; 60% larger by 2010 Source:  Ageless Marketing , David Wolfe &...
“ Baby-boomer Women : The Sweetest of  Sweet Spots for  Marketers”   —David Wolfe and Robert Snyder,  Ageless Marketing
!!!!!!!!!!!!!!!!! “ People turning 50 today have  more than   half   of their adult life ahead of them.”   —Bill Novelli, ...
BOTTOM LINE I.
Real deal.  Big deal. “n”m = brand tp.  What’s to lose? Hang out with “weirdos.” Try stuff. Fast. Screw stuff up. Try more...
BOTTOM LINE II.
Kevin Roberts’ Credo 1 . Ready. Fire! Aim. 2. If it ain’t broke ... Break it! 3. Hire crazies. 4. Ask dumb questions. 5. P...
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....
On NELSON:   “[other] admirals more frightened of losing than anxious to win”
&quot;Life is not a journey to the grave with the intention of arriving safely in one pretty and well preserved piece, but...
Ger- on -i-mo !
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Tom Peters at Avenue A Razorfish

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Tom Peters presentation @ Avenue A Razorfish, Las Vegas, NV - 30 March 2007. More freely available on http://www.tompeters.com/slides/

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  • Tom Peters at Avenue A Razorfish

    1. 1. 03.29.2007
    2. 2. * No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk *64
    3. 3. * No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk *64
    4. 4. *No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk *64
    5. 5. *No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk *64
    6. 6. *No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk
    7. 7. *No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk *64
    8. 8. Plentyatimetogo. Plentyaenergy. Plentyamoney.
    9. 9. Average # of cars purchased per household, “lifetime”: 13 Average # of cars bought per household after the “head of household” reaches age 50 : 7 Source: Marti Barletta, PrimeTime Women
    10. 10. *No book *Top 500 *5/day (text, voice) *Marketing = #1 *Risk * 56 / F
    11. 11. Tom Peters’ X25* EXCELLENCE. ALWAYS. Avenue A / Razorfish Caesars Palace 30 March 2007 * In Search of Excellence 1982-2007
    12. 12. Slides at … tompeters.com
    13. 13. Real deal. Big deal. “n”m = tp brand/brand experience. What’s to lose? Hang out with “weirdos.” Try stuff. Fast. Screw stuff up. Try more stuff. Aspiration: lovemark. Women. (Duh.) Boomers. (Duh.) Boomer Women. (Double Duh.)
    14. 14. EXCELL- ENCE????
    15. 15. “ I am often asked by would-be entrepreneurs seeking escape from life within huge corporate structures, ‘How do I build a small firm for myself?’ The answer seems obvious : Buy a very large one and just wait .” —Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics
    16. 16. For g et > “Learn” “The problem is never how to get new, innovative thoughts into your mind, but how to g et the old ones out .” —Dee Hock
    17. 17. “ A pattern emphasized in the case studies in this book is the degree to which powerful competitors not only resist innovative threats, but actually resist all efforts to understand them, preferring to further their positions in older products. This results in a surge of productivity and performance that may take the old technology to unheard of heights. But in most cases this is a sign of impending death.” —Jim Utterback, Mastering the Dynamics of Innovation
    18. 18. “ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change .” —Charles Darwin
    19. 19. EXCELLENCE. REVENUE. MATTERS. MOST.
    20. 20. The Commerce Bank Model “Cost cutting is a death spiral.” Source: Fans! Not customers. How Commerce Bank Created a Super-growth Business in a No-growth Industry , Vernon Hill & Bob Andelman
    21. 21. The Commerce Bank Model “Are you going to cost cut your way to prosperity? Or … are you going to $$$$$pend your way to prosperity?” Source: Fans! Not customers. How Commerce Bank Created a Super-growth Business in a No-growth Industry , Vernon Hill & Bob Andelman
    22. 22. “ Our whole story is growing revenue.” —Vernon Hill (Top-line driven; standard is bottom-line driven by cost cutting)
    23. 23. EXCELLENCE. INNOVATE. OR. DIE.
    24. 24. The Mess Is The Message! Period!
    25. 25. InnoTacs
    26. 26. We become who we hang out with 1
    27. 27. 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
    28. 28. The “Hang Out Axiom”: At its core, ever y (!!!) relationship-partnership decision (employee, vendor, customer, etc) is a strate g ic decision about: “Innovate, ‘Yes’ or ‘No’ ”
    29. 29. <ul><li>Why Do I love Freaks? </li></ul><ul><li>Because when Anything Interesting happens … it </li></ul><ul><li>was a freak who did it. (Period.) </li></ul><ul><li>(2) Freaks are fun. (Freaks are also a pain.) (Freaks are never boring.) </li></ul><ul><li>(3) We need freaks . Especially in freaky times. (Hint: These are freaky times, for you & me & the CIA & the Army & Avon.) </li></ul><ul><li>(4) A critical mass of freaks-in-our-midst automatically make us-who-are-not-so-freaky at least somewhat more freaky. (Which is a Good Thing in freaky times—see immediately above.) </li></ul><ul><li>(5) Freaks are the only (ONLY) ones who succeed—as in, make it into the history books. </li></ul><ul><li>(6) Freaks keep us from falling into ruts. (If we listen to them.) (We seldom listen to them.) (Which is why most organizations are in ruts. Make that chasms.) </li></ul>
    30. 30. We become who we hang out with 2
    31. 31. Whacky Wiki World Wow Now
    32. 32. Rob McEwen/ CEO/ Goldcorp Inc./ Red Lake gold Source: Wikinomics: How Mass Collaboration Chan g es Ever y thin g , Don Ta p scott & Anthon y Williams
    33. 33. 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.
    34. 34. do things.
    35. 35. “ We have a ‘strategic plan.’ It’s called doing things .” — Herb Kelleher
    36. 36. drill.
    37. 37. “ This is so simple it sounds stupid, but it is amazing how few oil people really understand that you only find oil if you drill wells . You may think you’re finding it when you’re drawing maps and studying logs, but you have to drill.” Source: The Hunters , by John Masters, Canadian O & G wildcatter
    38. 38. try things.
    39. 39. “ We made mistakes, of course. Most of them were omissions we didn’t think of when we initially wrote the software. We fixed them by doing it over and over, again and again. We do the same today. While our competitors are still sucking their thumbs trying to make the design perfect, we’re already on prototype version # 5 . By the time our rivals are ready with wires and screws, we are on version # 10 . It gets back to planning versus acting : We act from day one ; others plan how to plan — for months .” —Bloomberg by Bloomberg
    40. 40. PLAY SERIOUSLY
    41. 41. “ You can’t be a serious innovator unless and until you are ready, willing and able to seriously play. ‘ Serious play ’ is not an oxymoron; it is the essence of innovation .” —Michael Schrage, Serious Play
    42. 42. “ Learn not to be careful.” —Photographer Diane Arbus to her students ( Careful = The sidelines , from Harriet Rubin in The Princessa )
    43. 43. Screw. things. Up.
    44. 44. “ FAIL, FAIL AGAIN. FAIL BETTER.” —Samuel Beckett
    45. 45. “ Fail . Forward. Fast.” High Tech CEO, Pennsylvania
    46. 46. “ Fail faster. Succeed Sooner.” David Kelley/IDEO
    47. 47. “ Reward excellent failures. Punish mediocre successes.” Phil Daniels, Sydney exec
    48. 48. try. Miss. try.
    49. 49. READY. FIRE! AIM. Ross Perot (vs “ Aim! Aim! Aim!” /EDS vs GM/1985)
    50. 50. S.A.V.
    51. 51. No try. No deal.
    52. 52. “ You miss 100 % of the shots you never take.” —Wayne Gretzky
    53. 53. bottom line.
    54. 54. “ Do one thing every day that scares you.” —Eleanor Roosevelt
    55. 55. Pause …
    56. 56. Think! vs. do!
    57. 57. “ Linearist”: think! “Non-linearist”: do!
    58. 58. “ Linearist”: Plan it! “Non-linearist”: Try it!
    59. 59. “ Linearist”: hypothesize! “Non-linearist”: experiment!
    60. 60. “ Linearist”: failure = unnecessary/product of poor planning “Non-linearist”: failure = life (wsc)
    61. 61. “ Linearist”: deliberate!* “Non-linearist”: relentless!** * “Do it right the first time” (Hero: Phil Crosby) **Never retreat (Hero: U.S. Grant)
    62. 62. “ Linearist”: logical! “Non-linearist”: passionate!
    63. 63. “ Linearist”: give me genius! “Non-linearist”: give me luck!
    64. 64. “ Linearist”: spotless academic record! “Non-linearist”: a.d.d.
    65. 65. “ Linearist”: measured pace! “Non-linearist”: fast! faster! fastest!
    66. 66. “ Linearist”: minimize cost. “Non-linearist”: maximize revenue.
    67. 67. “ Linearist” office: walls. “Non-linearist” office: none.
    68. 68. “ Linearist” reads: michael porter. Peter drucker. “Non-linearist” reads: doesn’t.
    69. 69. “ Linearist” preferred hockey score: 1-1 in regulation. (OL /penalty free.) “Non-linearist” preferred hockey score: 7-5. (w/fights.)
    70. 70. “ Linearist” criminal record: none. “Non-linearist” criminal record: disorderly conduct. (repeat offender.)
    71. 71. End Pause.
    72. 72. Up, Up, Up, Up the Value-added Ladder.
    73. 73. The Value-added Ladder/ ECSTASY Lovemark Dreams Come True Spellbinding Experiences Services Goods Raw Materials
    74. 78. 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
    75. 79. The Value-added Ladder/ ECSTASY Lovemark Dreams Come True Spellbinding Experiences Services Goods Raw Materials
    76. 80. C X O * *Chief e X perience Officer
    77. 81. C DM * *Chief Dream Merchant
    78. 82. C L O * *Chief Lovemar k Officer
    79. 83. “ NEW” MARKETS.
    80. 84. E-nor-mous Strat-eg-ic opp-or-tun-ity
    81. 85. women. BOOMERS. GEEZERS.
    82. 86. women. BOOMERS. GEEZERS.
    83. 87. “ Forget China , India and the Internet : Economic Growth Is Driven by Women .” —Headline, Economist , April 15, 2006, Leader, page 14
    84. 88. Women’s Trifecta+ * Buy * Wealth * Lead + ECLIPSE OF MALES (Old/Retire; Young/Poorly educated)
    85. 89. “ Women are the majority market” —Fara Warner/ The Power of the Purse
    86. 90. “ The most significant variable in every sales situation is the gender of the buyer, and more importantly, how the salesperson communicates to the buyer’s gender.” —Jeffery Tobias Halter, Selling to Men, Selling to Women
    87. 91. The Perfect Answer Jill and Jack buy slacks in black…
    88. 93. “ Women don’t buy brands. They join them .” EVEolution
    89. 94. Selling to men: The TRANSACTION Model Selling to Women: The RELATIONAL Model Source: Selling to Men, Selling to Women , Jeffery Tobias Halter
    90. 95. 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 ?
    91. 96. COROLLARY. EXCELLENCE. WOMEN. RULE.
    92. 97. “ AS LEADERS, WOMEN RULE : New Studies find that female managers outshine their male counterparts in almost every measure” TITLE/ Special Report/ BusinessWeek
    93. 98. 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/ M Goods/ M Raw Materials/ M
    94. 99. women. BOOMERS. GEEZERS.
    95. 100. !!!!!!!!!!!!!!!!! “ People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
    96. 101. Subject: Marketers & Stupidity “ It’s 18-44, stupid!”
    97. 102. Subject: Marketers & Stupidity Or is it: “ 18-44 is stupid, stupid!”
    98. 103. 2000-2010 Stats 18-44: -1% 55+: + 21 % (55-64: + 47 % )
    99. 104. Boomers’-Geezers’-Womens’ Trifecta+ *Buy/ all *Wealth/ all *time left/ lots *Eclipse of males/ retire - die
    100. 105. Average # of cars purchased per household, “lifetime”: 13 Average # of cars bought per household after the “head of household” reaches age 50 : 7 Source: Marti Barletta, PrimeTime Women
    101. 106. 44-65 : “New Customer Majority” * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing , David Wolfe & Robert Snyder
    102. 107. “ Baby-boomer Women : The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing
    103. 108. !!!!!!!!!!!!!!!!! “ People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America
    104. 109. BOTTOM LINE I.
    105. 110. Real deal. Big deal. “n”m = brand tp. What’s to lose? Hang out with “weirdos.” Try stuff. Fast. Screw stuff up. Try more stuff. Aspiration: lovemark. Women. (Duh.) Boomers. (Duh.) Boomer Women. (Double Duh.)
    106. 111. BOTTOM LINE II.
    107. 112. 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 !
    108. 113. 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
    109. 114. On NELSON: “[other] admirals more frightened of losing than anxious to win”
    110. 115. &quot;Life is not a journey to the grave with the intention of arriving safely in one pretty and well preserved piece, but to skid across the line broadside, thoroughly used up, worn out, leaking oil, shouting ‘ GERONIMO!’ ” — Bill McKenna, professional motorcycle racer ( Cycle magazine 02.1982)
    111. 116. Ger- on -i-mo !
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