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THE WORKS Chapter 17 Avoid Moderation

This document is a 17-chapter book in PowerPoint format summarizing Tom Peters' reflections over 50 years working in business and management from 1966 to 2016. Some of the key topics covered include the importance of execution, pursuing excellence in all activities, prioritizing people, embracing technological change, innovating continuously, recognizing the growing power of women as consumers and leaders, and the importance of small- and medium-sized enterprises in today's business world. The document encourages readers to try new ideas and approaches and avoid moderation in the pursuit of outstanding results.

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Tom Peters’Tom Peters’ EXCELLENCEEXCELLENCE !! ““THE WORKS”THE WORKS” A Half-Century’s Reflections/1966-2016A Half-Century’s Reflections/1966-2016 ChapterChapter SEVENTEENSEVENTEEN:: AVOID MODERATIONAVOID MODERATION 01 January 201601 January 2016 (10+ years of presentation slides at(10+ years of presentation slides at tompeters.comtompeters.com))
Contents/“The Works”/1966-2016/EXCELLENCEContents/“The Works”/1966-2016/EXCELLENCE !! ChapterChapter ONEONE:: Execution/The “All-Important Last 95%”Execution/The “All-Important Last 95%” ChapterChapter TWOTWO:: EXCELLENCE (Or Why Bother at All?)EXCELLENCE (Or Why Bother at All?) ChapterChapter THREETHREE:: The “Strategy First” MythThe “Strategy First” Myth ChapterChapter FOURFOUR:: (REALLY) First Things Before First Things(REALLY) First Things Before First Things ChapterChapter FIVEFIVE:: 34 BFOs/Blinding Flashes of the Obvious34 BFOs/Blinding Flashes of the Obvious ChapterChapter SIXSIX:: Putting People (REALLY!) FirstPutting People (REALLY!) First ChapterChapter SEVENSEVEN:: Tech Tsunami/Software Is Eating the World++Tech Tsunami/Software Is Eating the World++ ChapterChapter EIGHTEIGHT:: People First/A Moral Imperative Circa 2016People First/A Moral Imperative Circa 2016 ChapterChapter NINENINE:: Giants Stink/Age of SMEs/Be The Best,Giants Stink/Age of SMEs/Be The Best, It’s the Only Market That’s Not CrowdedIt’s the Only Market That’s Not Crowded ChapterChapter TENTEN:: Innovate Or Die/W.T.T.M.S.W./Innovate Or Die/W.T.T.M.S.W./ Whoever Tries The Most Stuff Wins++Whoever Tries The Most Stuff Wins++ ChapterChapter ELEVENELEVEN:: Nine Value-added StrategiesNine Value-added Strategies ChapterChapter TWELVETWELVE:: Value Added/1Value Added/1STST Among Equals/DESIGNAmong Equals/DESIGN MINDEDNESSMINDEDNESS ChapterChapter THIRTEENTHIRTEEN:: The “PSF”/Professional Service Firm “Model”The “PSF”/Professional Service Firm “Model” as Exemplar/“Cure All”as Exemplar/“Cure All” ChapterChapter FOURTEENFOURTEEN:: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’” ChapterChapter FIFTEENFIFTEEN:: Women Are Market #1 For Everything/Women Are Market #1 For Everything/ Women Are the Most Effective LeadersWomen Are the Most Effective Leaders ChapterChapter SIXTEENSIXTEEN:: Leadership/46 Scattershot TacticsLeadership/46 Scattershot Tactics ChapterChapter SEVENTEENSEVENTEEN:: Avoid Moderation!/PursueAvoid Moderation!/Pursue ““Insanely Great”/Just Say “NO!” to NormalInsanely Great”/Just Say “NO!” to Normal Appendix:Appendix: Library of Best QuotesLibrary of Best Quotes
This—circa January 2016—is my best shot. It took 50 years to write!This—circa January 2016—is my best shot. It took 50 years to write! (From 1966, Vietnam, U.S. Navy ensign, combat engineer/Navy Seabees—(From 1966, Vietnam, U.S. Navy ensign, combat engineer/Navy Seabees— my 1st “management” job—to today, 2016.) It is …my 1st “management” job—to today, 2016.) It is … “THE WORKS.”“THE WORKS.” THETHE WORKS is presented in PowerPoint format—but it includes 50,000++WORKS is presented in PowerPoint format—but it includes 50,000++ words of annotation, the equivalent of a 250-page book.words of annotation, the equivalent of a 250-page book. The times are nutty—and getting nuttier at an exponential pace. I haveThe times are nutty—and getting nuttier at an exponential pace. I have taken into account as best I can (there really are no “experts”) thetaken into account as best I can (there really are no “experts”) the current context. But I have given equal attention to more or less eternalcurrent context. But I have given equal attention to more or less eternal (i.e., human) verities that will continue to drive organizational(i.e., human) verities that will continue to drive organizational performance and a quest for EXCELLENCE for the next several years—andperformance and a quest for EXCELLENCE for the next several years—and perhaps beyond. (Maybe this bifurcation results from my odd adult lifeperhaps beyond. (Maybe this bifurcation results from my odd adult life circumstances: 30 years in Silicon Valley, 20 years in Vermont.)circumstances: 30 years in Silicon Valley, 20 years in Vermont.) Enjoy.Enjoy. Steal.Steal. P-L-E-A-S-E try something, better yet several somethings.* ** *** ****P-L-E-A-S-E try something, better yet several somethings.* ** *** **** ********** *Make no mistake …*Make no mistake … THISTHIS ISIS AA 1717--CHAPTERCHAPTER BOOKBOOK … which happens to… which happens to be in PowerPoint format; I invite you to join me in this unfinished—half century to datebe in PowerPoint format; I invite you to join me in this unfinished—half century to date —journey.—journey. **My “Life Mantra #1”: WTTMSW/Whoever Tries The Most Stuff Wins.**My “Life Mantra #1”: WTTMSW/Whoever Tries The Most Stuff Wins. ***I am quite taken by N.N. Taleb’s term “antifragile” (it’s the title of his***I am quite taken by N.N. Taleb’s term “antifragile” (it’s the title of his most recent book). The point is not “resilience” in the face of change;most recent book). The point is not “resilience” in the face of change; that’s reactive. Instead the idea is proactive—literally “getting off ” on the madnessthat’s reactive. Instead the idea is proactive—literally “getting off ” on the madness per se; perhaps I somewhat anticipated this with my 1987 book,per se; perhaps I somewhat anticipated this with my 1987 book, Thriving on ChaosThriving on Chaos .. ****Re “new stuff,” this presentation has benefited immensely from Social Media—e.g.,****Re “new stuff,” this presentation has benefited immensely from Social Media—e.g., I have learned a great deal from my 125K+ twitter followers; that is, some fraction ofI have learned a great deal from my 125K+ twitter followers; that is, some fraction of this material is “crowdsourced.”this material is “crowdsourced.” ********** I am not interested in providing a “good presentation.” I amI am not interested in providing a “good presentation.” I am interested in spurring practical action. Otherwise, why waste your time—interested in spurring practical action. Otherwise, why waste your time— or mine?or mine?
EpigraphsEpigraphs ““Business has to give people enriching, rewarding lives …Business has to give people enriching, rewarding lives … or it's simply not worth doing.”or it's simply not worth doing.” —Richard Branson—Richard Branson ““Your customers will never be any happierYour customers will never be any happier than your employees.”than your employees.” —John DiJulius—John DiJulius ““We have a strategic plan. It’s called ‘doing things.’ ”We have a strategic plan. It’s called ‘doing things.’ ” —Herb Kelleher—Herb Kelleher ““You miss 100% of the shots you never take.”You miss 100% of the shots you never take.” —Wayne—Wayne GretzkyGretzky ““Ready. Fire. Aim.”Ready. Fire. Aim.” —Ross Perot—Ross Perot ““ExecutionExecution isis strategy.”strategy.” —Fred Malek—Fred Malek ““Avoid moderation.”Avoid moderation.” —Kevin Roberts—Kevin Roberts ““I’m not comfortable unless I’m uncomfortable.”I’m not comfortable unless I’m uncomfortable.” —Jay Chiat—Jay Chiat ““It takes 20 years to build a reputation and five minutes to ruin it.”It takes 20 years to build a reputation and five minutes to ruin it.” ——John DiJulius on social mediaJohn DiJulius on social media ““Courtesies of a small and trivial character are the ones whichCourtesies of a small and trivial character are the ones which strike deepest in the grateful and appreciating heart.”strike deepest in the grateful and appreciating heart.” —Henry Clay—Henry Clay ““You know a design is cool when you want to lick it.”You know a design is cool when you want to lick it.” —Steve Jobs—Steve Jobs ““This will be the women’s century.”This will be the women’s century.” —Dilma Rousseff—Dilma Rousseff ““Be the best. It’s the only market that’s not crowded.”Be the best. It’s the only market that’s not crowded.” —George Whalin—George Whalin
First Principles. Guiding Stars. Minimums.First Principles. Guiding Stars. Minimums. **EXECUTION! The “Last 99%.”EXECUTION! The “Last 99%.” GET IT (Whatever) DONE.GET IT (Whatever) DONE. **EXCELLENCE. Always. PERIOD.EXCELLENCE. Always. PERIOD. **People REALLY First! Moral Obligation #1.People REALLY First! Moral Obligation #1. **EXPONENTIAL Tech Tsunami.EXPONENTIAL Tech Tsunami. GET OFF ON CONTINUOUS UPHEAVALS!GET OFF ON CONTINUOUS UPHEAVALS! **Innovate or DIE!Innovate or DIE! WTTMSW/Whoever Tries The Most Stuff Wins!WTTMSW/Whoever Tries The Most Stuff Wins! **Women Buy (EVERYTHING)!Women Buy (EVERYTHING)! Women Are the Best Leaders! Women RULE!Women Are the Best Leaders! Women RULE! **Oldies Have (All of) the Market Power!Oldies Have (All of) the Market Power! **DESIGN Matters! EVERYWHERE!DESIGN Matters! EVERYWHERE! **Maximize TGRs!/Things Gone RIGHT!Maximize TGRs!/Things Gone RIGHT! **SMEs, Age of/“Be the Best,SMEs, Age of/“Be the Best, It’s the Only Market That’s Not Crowded”It’s the Only Market That’s Not Crowded” **Moderation KILLS!Moderation KILLS!
NEW WORLD ORDERNEW WORLD ORDER ??!! 0810/2011:0810/2011: Apple > ExxonApple > Exxon ** 0724/2015:0724/2015: Amazon > WalmartAmazon > Walmart **** *Market capitalization; Apple became*Market capitalization; Apple became #1#1 in the world.in the world. **Market capitalization; Walmart is a “Fortune**Market capitalization; Walmart is a “Fortune 11”” company—company— the biggest in the world by sales.the biggest in the world by sales.
Phew.Phew.
Contents/“The Works”/1966-2016/EXCELLENCEContents/“The Works”/1966-2016/EXCELLENCE !! ChapterChapter ONEONE: Execution/The “All-Important Last 95%”: Execution/The “All-Important Last 95%” ChapterChapter TWOTWO: EXCELLENCE (Or Why Bother at All?): EXCELLENCE (Or Why Bother at All?) ChapterChapter THREETHREE: The “Strategy First” Myth: The “Strategy First” Myth ChapterChapter FOURFOUR: (REALLY) First Things Before First Things: (REALLY) First Things Before First Things ChapterChapter FIVEFIVE: 34 BFOs/Blinding Flashes of the Obvious: 34 BFOs/Blinding Flashes of the Obvious ChapterChapter SIXSIX: Putting People (REALLY!) First: Putting People (REALLY!) First ChapterChapter SEVENSEVEN: Tech Tsunami/Software Is Eating the World++: Tech Tsunami/Software Is Eating the World++ ChapterChapter EIGHTEIGHT: People First/A Moral Imperative Circa 2016: People First/A Moral Imperative Circa 2016 ChapterChapter NINENINE: Giants Stink/Age of SMEs/Be The Best,: Giants Stink/Age of SMEs/Be The Best, It’s the Only Market That’s Not CrowdedIt’s the Only Market That’s Not Crowded ChapterChapter TENTEN: Innovate Or Die/W.T.T.M.S.W./: Innovate Or Die/W.T.T.M.S.W./ Whoever Tries The Most Stuff Wins++Whoever Tries The Most Stuff Wins++ ChapterChapter ELEVENELEVEN: Nine Value-added Strategies: Nine Value-added Strategies ChapterChapter TWELVETWELVE: Value Added/1: Value Added/1STST Among Equals/DESIGNAmong Equals/DESIGN MINDEDNESSMINDEDNESS ChapterChapter THIRTEENTHIRTEEN: The “PSF”/Professional Service Firm “Model”: The “PSF”/Professional Service Firm “Model” as Exemplar/“Cure All”as Exemplar/“Cure All” ChapterChapter FOURTEENFOURTEEN: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’” ChapterChapter FIFTEENFIFTEEN: Women Are Market #1 For Everything/: Women Are Market #1 For Everything/ Women Are the Most Effective LeadersWomen Are the Most Effective Leaders ChapterChapter SIXTEENSIXTEEN: Leadership/46 Scattershot Tactics: Leadership/46 Scattershot Tactics ChapterChapter SEVENTEENSEVENTEEN: Avoid Moderation!/Pursue: Avoid Moderation!/Pursue ““Insanely Great”/Just Say “NO!” to NormalInsanely Great”/Just Say “NO!” to Normal Appendix: Library of Best QuotesAppendix: Library of Best Quotes
ChapterChapter SEVENTEENSEVENTEEN !!
It took two years—no kidding—to getIt took two years—no kidding—to get to this. But my company (tompetersto this. But my company (tompeters company) logo is …company) logo is … !! … a red… a red exclamation mark. “Redexclamation mark. “Red exclamations” are what I’ve beenexclamations” are what I’ve been about for decades.* And as theabout for decades.* And as the madness around us increases, themadness around us increases, the more important amore important a !! gets.gets. (*As one colleague described me to a member of(*As one colleague described me to a member of thethe press:press: “A human exclamation point who no longer“A human exclamation point who no longer
17.117.1 AVOIDAVOID MODERATIONMODERATION !!
Kevin Roberts’ CredoKevin Roberts’ Credo 11. Ready. Fire! Aim.. Ready. Fire! Aim. 2. If it ain’t broke ... Break it!2. If it ain’t broke ... Break it! 3. Hire crazies.3. Hire crazies. 4. Ask dumb questions.4. Ask dumb questions. 5. Pursue failure.5. Pursue failure. 6. Lead, follow ... or get out of the6. Lead, follow ... or get out of the way!way! 7. Spread confusion.7. Spread confusion. 8. Ditch your office.8. Ditch your office. 9. Read odd stuff.9. Read odd stuff. 10. AVOIDAVOID MODERATION!
Kevin Roberts is CEO of Saatchi &Kevin Roberts is CEO of Saatchi & Saatchi Worldwide—and a goodSaatchi Worldwide—and a good friend.friend.
““INSANELY GREAT”INSANELY GREAT”STEVE JOBSSTEVE JOBS “RADICALLY THRILLING”“RADICALLY THRILLING”BMW “ASTONISH ME”“ASTONISH ME”SERGEI DIAGHLEV, TO A LEAD DANCER “BUILD SOMETHING“BUILD SOMETHING GREAT”GREAT”HIROSHI YAMAUCHI, NINTENDO, TO A SENIOR GAME DESIGNER “MAKE IT IMMORTAL”“MAKE IT IMMORTAL”DAVID OGILVY, TO A COPYWRITER.
Extreme times call for extremeExtreme times call for extreme language—and actions to back it up.language—and actions to back it up.
*Basement Systems*Basement Systems Inc.Inc. (Larry Janesky/Seymour CT)(Larry Janesky/Seymour CT) **Dry Basement ScienceDry Basement Science (100,000++ copies!)(100,000++ copies!) *1990: $0; 2003: $13M;*1990: $0; 2003: $13M; 2010:2010: $80,000,000$80,000,000
Retail Superstars:Retail Superstars: Inside the 25 BestInside the 25 Best IndependentIndependent StoresStores in Americain America —by George Whalin—by George Whalin
JUNGLE JIM’S INTERNATIONAL MARKET, FAIRFIELD, OHJUNGLE JIM’S INTERNATIONAL MARKET, FAIRFIELD, OH :: ““An adventure inAn adventure in ‘shoppertainment,’‘shoppertainment,’ begins in thebegins in the parking lot and goes on toparking lot and goes on to 1,6001,600 cheeses andcheeses and 1,4001,400 varieties of hot sauce—not to mention 12,000varieties of hot sauce—not to mention 12,000 wines priced fromwines priced from $8-$$8-$8,0008,000 a bottle; all this is broughta bottle; all this is brought to you byto you by 4,0004,000 vendors. Customers from everyvendors. Customers from every corner of the globe.”corner of the globe.” BRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MIBRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MI ,, POP 5,000POP 5,000:: 98,000-square-foot “shop” features98,000-square-foot “shop” features 6,0006,000 Christmas ornaments,Christmas ornaments, 50,00050,000 trims, and anythingtrims, and anything else you can nameelse you can name
Remember?Remember? Extremists!Extremists!
““We are crazy. We should doWe are crazy. We should do something when people saysomething when people say it is ‘crazy.’it is ‘crazy.’ If peopleIf people say something issay something is ‘good’, it means‘good’, it means someone else issomeone else is already doing it.”already doing it.” —Hajime Mitarai, CEO, Canon—Hajime Mitarai, CEO, Canon
““We all agreeWe all agree your theory isyour theory is crazy.crazy. TheThe qquestion, whichuestion, which divides us, isdivides us, is whether it iswhether it is crazcrazyy enouenougghh.”.” —Niels—Niels
““There’s no use trying,’ saidThere’s no use trying,’ said Alice. ‘One cannot believeAlice. ‘One cannot believe impossible things.’ ‘I daresay youimpossible things.’ ‘I daresay you haven’t had much practice,’ saidhaven’t had much practice,’ said the Queen. ‘When Ithe Queen. ‘When I was your age, I always did it forwas your age, I always did it for halfhalf an hour a day.an hour a day. Why,Why, sometimes I’vesometimes I’ve believed as manbelieved as manyy asas six imsix imppossible thinossible thinggss before breakfastbefore breakfast.’”.’” —— Lewis CarrollLewis Carroll
Words to the wise circa 2015.Words to the wise circa 2015.
17.217.2 METABOLICMETABOLIC MANAGEMENTMANAGEMENT (WTTMSASTMSUTFW(WTTMSASTMSUTFW !!))
““If things seem underIf things seem under control, you’re just notcontrol, you’re just not going fast enough.”going fast enough.” ——Mario Andretti, race driverMario Andretti, race driver ““I’m not comfortableI’m not comfortable unless I’munless I’m uncomfortable.”uncomfortable.” ——Jay ChiatJay Chiat ““If it works, it’sIf it works, it’s obsolete.”obsolete.”
I call itI call it “METABOLIC“METABOLIC MANAGEMENT.”MANAGEMENT.” The leader isThe leader is responsible for setting—and living—theresponsible for setting—and living—the pace necessary for sustainedpace necessary for sustained competitiveness, circa 2016.competitiveness, circa 2016.
WTTMSWTTMSASTMSUASTMSUTFTFWW
WHOEVERWHOEVER TRIESTRIES THETHE MOSTMOST STUFFSTUFF ANDAND SCREWSSCREWS THETHE MOSTMOST STUFFSTUFF UPUP THETHE FASTESTFASTEST WINSWINS
!!
17.317.3 00/800/800
““Normal” =Normal” = “0“0 forfor 800”800” *There are …*There are … ZEROZERO … “normal people” in the history… “normal people” in the history books.books.
By definition:By definition: No one normalNo one normal makes it into the historymakes it into the history books. It’s not that I thinkbooks. It’s not that I think you or I will make it into ayou or I will make it into a history book. I’m simplyhistory book. I’m simply suggesting that normal is—suggesting that normal is— in my opinion—overrated.in my opinion—overrated.
““You can’t behaveYou can’t behave in a calm, rationalin a calm, rational manner. You’vemanner. You’ve got to be outgot to be out there on thethere on the lunaticlunatic frinfringgee.”.” — Jack Welch— Jack Welch
““WHENEVERWHENEVER ANYTHING ISANYTHING IS BEINGBEING ACCOMPLISHED, IACCOMPLISHED, I HAVE LEARNED, ITHAVE LEARNED, IT IS BEING DONE BYIS BEING DONE BY A MONOMANIACA MONOMANIAC WITH A MISSION.”WITH A MISSION.” — Peter Drucker
"THE REASONABLE MAN"THE REASONABLE MAN ADAPTS HIMSELF TO THEADAPTS HIMSELF TO THE WORLD. THE UNREASONABLEWORLD. THE UNREASONABLE ONE PERSISTS IN TRYING TOONE PERSISTS IN TRYING TO ADAPT THE WORLD TOADAPT THE WORLD TO HIMSELF.HIMSELF. THEREFORE, ALL PROGRESS DEPENDS UPON THE UNREASONABLE MAN.” —GB Shaw, Man and Superman: The Revolutionists' Handbook.
Mr. Welch (et al.) speak.Mr. Welch (et al.) speak.
““If I had any epitaph that IIf I had any epitaph that I would rather have morewould rather have more than any other, it would bethan any other, it would be to say that I hadto say that I had …… disturbed thedisturbed the sleesleepp of mof myy ggenerationeneration.”.” —Adlai—Adlai StevensonStevenson
““I WANT TO BEI WANT TO BE THOROUGHLY USED UPTHOROUGHLY USED UP WHEN I DIE.WHEN I DIE. … Life is no… Life is no ‘brief candle’ to me. It is a‘brief candle’ to me. It is a sort of splendid torch whichsort of splendid torch which I have got hold of for theI have got hold of for the moment, and I want to makemoment, and I want to make it burn as brightly asit burn as brightly as possible before handing itpossible before handing it on to future generations.”on to future generations.” —— George Bernard ShawGeorge Bernard Shaw
"Life is not a journey to the"Life is not a journey to the grave with the intention ofgrave with the intention of arriving safely in one prettyarriving safely in one pretty and well preserved piece, butand well preserved piece, but to skid across the lineto skid across the line broadside, thoroughly usedbroadside, thoroughly used up, worn out, leaking oil,up, worn out, leaking oil, shoutingshouting ‘GERONIMO!’‘GERONIMO!’”” ——Bill McKenna, professional motorcycle racer (Bill McKenna, professional motorcycle racer ( CycleCycle magazinemagazine
GERONIMOGERONIMO !!(Indeed.)(Indeed.) (Circa 2016.)(Circa 2016.)
17.417.4 ARE YOUARE YOU BEINGBEING REASONABLE?REASONABLE?
““ARE YOU BEINGARE YOU BEING REASONABLE?REASONABLE? Most people areMost people are reasonable; that’sreasonable; that’s why they only dowhy they only do reasonably well.”reasonably well.” Source: Paul Arden, Whatever You Think Think the Opposite
The greatest dangerThe greatest danger for most of usfor most of us is not that our aim isis not that our aim is too hightoo high and we miss it,and we miss it, but that it isbut that it is too lowtoo low and we reach it.and we reach it. MichelangeloMichelangelo
17.517.5 7878
The last word.The last word. This 78-year-old aims to do no lessThis 78-year-old aims to do no less than change the world—beginningthan change the world—beginning with changing dramatically thewith changing dramatically the culture of a 2,000+ year old hyper-culture of a 2,000+ year old hyper- rigid institution.rigid institution. I’m not comparing your or my missionI’m not comparing your or my mission to the Pope’s. And my intent here isto the Pope’s. And my intent here is in no way religious. I am simplyin no way religious. I am simply suggesting that aspiring to thesuggesting that aspiring to the extraordinary—at Zuckerberg’s ageextraordinary—at Zuckerberg’s age or as a near octogenarian—isor as a near octogenarian—is possible.possible.

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THE WORKS Chapter 17 Avoid Moderation

  • 1.
    Tom Peters’Tom Peters’ EXCELLENCEEXCELLENCE!! ““THE WORKS”THE WORKS” A Half-Century’s Reflections/1966-2016A Half-Century’s Reflections/1966-2016 ChapterChapter SEVENTEENSEVENTEEN:: AVOID MODERATIONAVOID MODERATION 01 January 201601 January 2016 (10+ years of presentation slides at(10+ years of presentation slides at tompeters.comtompeters.com))
  • 2.
    Contents/“The Works”/1966-2016/EXCELLENCEContents/“The Works”/1966-2016/EXCELLENCE!! ChapterChapter ONEONE:: Execution/The “All-Important Last 95%”Execution/The “All-Important Last 95%” ChapterChapter TWOTWO:: EXCELLENCE (Or Why Bother at All?)EXCELLENCE (Or Why Bother at All?) ChapterChapter THREETHREE:: The “Strategy First” MythThe “Strategy First” Myth ChapterChapter FOURFOUR:: (REALLY) First Things Before First Things(REALLY) First Things Before First Things ChapterChapter FIVEFIVE:: 34 BFOs/Blinding Flashes of the Obvious34 BFOs/Blinding Flashes of the Obvious ChapterChapter SIXSIX:: Putting People (REALLY!) FirstPutting People (REALLY!) First ChapterChapter SEVENSEVEN:: Tech Tsunami/Software Is Eating the World++Tech Tsunami/Software Is Eating the World++ ChapterChapter EIGHTEIGHT:: People First/A Moral Imperative Circa 2016People First/A Moral Imperative Circa 2016 ChapterChapter NINENINE:: Giants Stink/Age of SMEs/Be The Best,Giants Stink/Age of SMEs/Be The Best, It’s the Only Market That’s Not CrowdedIt’s the Only Market That’s Not Crowded ChapterChapter TENTEN:: Innovate Or Die/W.T.T.M.S.W./Innovate Or Die/W.T.T.M.S.W./ Whoever Tries The Most Stuff Wins++Whoever Tries The Most Stuff Wins++ ChapterChapter ELEVENELEVEN:: Nine Value-added StrategiesNine Value-added Strategies ChapterChapter TWELVETWELVE:: Value Added/1Value Added/1STST Among Equals/DESIGNAmong Equals/DESIGN MINDEDNESSMINDEDNESS ChapterChapter THIRTEENTHIRTEEN:: The “PSF”/Professional Service Firm “Model”The “PSF”/Professional Service Firm “Model” as Exemplar/“Cure All”as Exemplar/“Cure All” ChapterChapter FOURTEENFOURTEEN:: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’” ChapterChapter FIFTEENFIFTEEN:: Women Are Market #1 For Everything/Women Are Market #1 For Everything/ Women Are the Most Effective LeadersWomen Are the Most Effective Leaders ChapterChapter SIXTEENSIXTEEN:: Leadership/46 Scattershot TacticsLeadership/46 Scattershot Tactics ChapterChapter SEVENTEENSEVENTEEN:: Avoid Moderation!/PursueAvoid Moderation!/Pursue ““Insanely Great”/Just Say “NO!” to NormalInsanely Great”/Just Say “NO!” to Normal Appendix:Appendix: Library of Best QuotesLibrary of Best Quotes
  • 3.
    This—circa January 2016—ismy best shot. It took 50 years to write!This—circa January 2016—is my best shot. It took 50 years to write! (From 1966, Vietnam, U.S. Navy ensign, combat engineer/Navy Seabees—(From 1966, Vietnam, U.S. Navy ensign, combat engineer/Navy Seabees— my 1st “management” job—to today, 2016.) It is …my 1st “management” job—to today, 2016.) It is … “THE WORKS.”“THE WORKS.” THETHE WORKS is presented in PowerPoint format—but it includes 50,000++WORKS is presented in PowerPoint format—but it includes 50,000++ words of annotation, the equivalent of a 250-page book.words of annotation, the equivalent of a 250-page book. The times are nutty—and getting nuttier at an exponential pace. I haveThe times are nutty—and getting nuttier at an exponential pace. I have taken into account as best I can (there really are no “experts”) thetaken into account as best I can (there really are no “experts”) the current context. But I have given equal attention to more or less eternalcurrent context. But I have given equal attention to more or less eternal (i.e., human) verities that will continue to drive organizational(i.e., human) verities that will continue to drive organizational performance and a quest for EXCELLENCE for the next several years—andperformance and a quest for EXCELLENCE for the next several years—and perhaps beyond. (Maybe this bifurcation results from my odd adult lifeperhaps beyond. (Maybe this bifurcation results from my odd adult life circumstances: 30 years in Silicon Valley, 20 years in Vermont.)circumstances: 30 years in Silicon Valley, 20 years in Vermont.) Enjoy.Enjoy. Steal.Steal. P-L-E-A-S-E try something, better yet several somethings.* ** *** ****P-L-E-A-S-E try something, better yet several somethings.* ** *** **** ********** *Make no mistake …*Make no mistake … THISTHIS ISIS AA 1717--CHAPTERCHAPTER BOOKBOOK … which happens to… which happens to be in PowerPoint format; I invite you to join me in this unfinished—half century to datebe in PowerPoint format; I invite you to join me in this unfinished—half century to date —journey.—journey. **My “Life Mantra #1”: WTTMSW/Whoever Tries The Most Stuff Wins.**My “Life Mantra #1”: WTTMSW/Whoever Tries The Most Stuff Wins. ***I am quite taken by N.N. Taleb’s term “antifragile” (it’s the title of his***I am quite taken by N.N. Taleb’s term “antifragile” (it’s the title of his most recent book). The point is not “resilience” in the face of change;most recent book). The point is not “resilience” in the face of change; that’s reactive. Instead the idea is proactive—literally “getting off ” on the madnessthat’s reactive. Instead the idea is proactive—literally “getting off ” on the madness per se; perhaps I somewhat anticipated this with my 1987 book,per se; perhaps I somewhat anticipated this with my 1987 book, Thriving on ChaosThriving on Chaos .. ****Re “new stuff,” this presentation has benefited immensely from Social Media—e.g.,****Re “new stuff,” this presentation has benefited immensely from Social Media—e.g., I have learned a great deal from my 125K+ twitter followers; that is, some fraction ofI have learned a great deal from my 125K+ twitter followers; that is, some fraction of this material is “crowdsourced.”this material is “crowdsourced.” ********** I am not interested in providing a “good presentation.” I amI am not interested in providing a “good presentation.” I am interested in spurring practical action. Otherwise, why waste your time—interested in spurring practical action. Otherwise, why waste your time— or mine?or mine?
  • 4.
    EpigraphsEpigraphs ““Business has togive people enriching, rewarding lives …Business has to give people enriching, rewarding lives … or it's simply not worth doing.”or it's simply not worth doing.” —Richard Branson—Richard Branson ““Your customers will never be any happierYour customers will never be any happier than your employees.”than your employees.” —John DiJulius—John DiJulius ““We have a strategic plan. It’s called ‘doing things.’ ”We have a strategic plan. It’s called ‘doing things.’ ” —Herb Kelleher—Herb Kelleher ““You miss 100% of the shots you never take.”You miss 100% of the shots you never take.” —Wayne—Wayne GretzkyGretzky ““Ready. Fire. Aim.”Ready. Fire. Aim.” —Ross Perot—Ross Perot ““ExecutionExecution isis strategy.”strategy.” —Fred Malek—Fred Malek ““Avoid moderation.”Avoid moderation.” —Kevin Roberts—Kevin Roberts ““I’m not comfortable unless I’m uncomfortable.”I’m not comfortable unless I’m uncomfortable.” —Jay Chiat—Jay Chiat ““It takes 20 years to build a reputation and five minutes to ruin it.”It takes 20 years to build a reputation and five minutes to ruin it.” ——John DiJulius on social mediaJohn DiJulius on social media ““Courtesies of a small and trivial character are the ones whichCourtesies of a small and trivial character are the ones which strike deepest in the grateful and appreciating heart.”strike deepest in the grateful and appreciating heart.” —Henry Clay—Henry Clay ““You know a design is cool when you want to lick it.”You know a design is cool when you want to lick it.” —Steve Jobs—Steve Jobs ““This will be the women’s century.”This will be the women’s century.” —Dilma Rousseff—Dilma Rousseff ““Be the best. It’s the only market that’s not crowded.”Be the best. It’s the only market that’s not crowded.” —George Whalin—George Whalin
  • 5.
    First Principles. GuidingStars. Minimums.First Principles. Guiding Stars. Minimums. **EXECUTION! The “Last 99%.”EXECUTION! The “Last 99%.” GET IT (Whatever) DONE.GET IT (Whatever) DONE. **EXCELLENCE. Always. PERIOD.EXCELLENCE. Always. PERIOD. **People REALLY First! Moral Obligation #1.People REALLY First! Moral Obligation #1. **EXPONENTIAL Tech Tsunami.EXPONENTIAL Tech Tsunami. GET OFF ON CONTINUOUS UPHEAVALS!GET OFF ON CONTINUOUS UPHEAVALS! **Innovate or DIE!Innovate or DIE! WTTMSW/Whoever Tries The Most Stuff Wins!WTTMSW/Whoever Tries The Most Stuff Wins! **Women Buy (EVERYTHING)!Women Buy (EVERYTHING)! Women Are the Best Leaders! Women RULE!Women Are the Best Leaders! Women RULE! **Oldies Have (All of) the Market Power!Oldies Have (All of) the Market Power! **DESIGN Matters! EVERYWHERE!DESIGN Matters! EVERYWHERE! **Maximize TGRs!/Things Gone RIGHT!Maximize TGRs!/Things Gone RIGHT! **SMEs, Age of/“Be the Best,SMEs, Age of/“Be the Best, It’s the Only Market That’s Not Crowded”It’s the Only Market That’s Not Crowded” **Moderation KILLS!Moderation KILLS!
  • 6.
    NEW WORLD ORDERNEWWORLD ORDER ??!! 0810/2011:0810/2011: Apple > ExxonApple > Exxon ** 0724/2015:0724/2015: Amazon > WalmartAmazon > Walmart **** *Market capitalization; Apple became*Market capitalization; Apple became #1#1 in the world.in the world. **Market capitalization; Walmart is a “Fortune**Market capitalization; Walmart is a “Fortune 11”” company—company— the biggest in the world by sales.the biggest in the world by sales.
  • 7.
  • 8.
    Contents/“The Works”/1966-2016/EXCELLENCEContents/“The Works”/1966-2016/EXCELLENCE!! ChapterChapter ONEONE: Execution/The “All-Important Last 95%”: Execution/The “All-Important Last 95%” ChapterChapter TWOTWO: EXCELLENCE (Or Why Bother at All?): EXCELLENCE (Or Why Bother at All?) ChapterChapter THREETHREE: The “Strategy First” Myth: The “Strategy First” Myth ChapterChapter FOURFOUR: (REALLY) First Things Before First Things: (REALLY) First Things Before First Things ChapterChapter FIVEFIVE: 34 BFOs/Blinding Flashes of the Obvious: 34 BFOs/Blinding Flashes of the Obvious ChapterChapter SIXSIX: Putting People (REALLY!) First: Putting People (REALLY!) First ChapterChapter SEVENSEVEN: Tech Tsunami/Software Is Eating the World++: Tech Tsunami/Software Is Eating the World++ ChapterChapter EIGHTEIGHT: People First/A Moral Imperative Circa 2016: People First/A Moral Imperative Circa 2016 ChapterChapter NINENINE: Giants Stink/Age of SMEs/Be The Best,: Giants Stink/Age of SMEs/Be The Best, It’s the Only Market That’s Not CrowdedIt’s the Only Market That’s Not Crowded ChapterChapter TENTEN: Innovate Or Die/W.T.T.M.S.W./: Innovate Or Die/W.T.T.M.S.W./ Whoever Tries The Most Stuff Wins++Whoever Tries The Most Stuff Wins++ ChapterChapter ELEVENELEVEN: Nine Value-added Strategies: Nine Value-added Strategies ChapterChapter TWELVETWELVE: Value Added/1: Value Added/1STST Among Equals/DESIGNAmong Equals/DESIGN MINDEDNESSMINDEDNESS ChapterChapter THIRTEENTHIRTEEN: The “PSF”/Professional Service Firm “Model”: The “PSF”/Professional Service Firm “Model” as Exemplar/“Cure All”as Exemplar/“Cure All” ChapterChapter FOURTEENFOURTEEN: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’” ChapterChapter FIFTEENFIFTEEN: Women Are Market #1 For Everything/: Women Are Market #1 For Everything/ Women Are the Most Effective LeadersWomen Are the Most Effective Leaders ChapterChapter SIXTEENSIXTEEN: Leadership/46 Scattershot Tactics: Leadership/46 Scattershot Tactics ChapterChapter SEVENTEENSEVENTEEN: Avoid Moderation!/Pursue: Avoid Moderation!/Pursue ““Insanely Great”/Just Say “NO!” to NormalInsanely Great”/Just Say “NO!” to Normal Appendix: Library of Best QuotesAppendix: Library of Best Quotes
  • 9.
  • 10.
    It took twoyears—no kidding—to getIt took two years—no kidding—to get to this. But my company (tompetersto this. But my company (tompeters company) logo is …company) logo is … !! … a red… a red exclamation mark. “Redexclamation mark. “Red exclamations” are what I’ve beenexclamations” are what I’ve been about for decades.* And as theabout for decades.* And as the madness around us increases, themadness around us increases, the more important amore important a !! gets.gets. (*As one colleague described me to a member of(*As one colleague described me to a member of thethe press:press: “A human exclamation point who no longer“A human exclamation point who no longer
  • 11.
  • 12.
    Kevin Roberts’ CredoKevinRoberts’ Credo 11. Ready. Fire! Aim.. Ready. Fire! Aim. 2. If it ain’t broke ... Break it!2. If it ain’t broke ... Break it! 3. Hire crazies.3. Hire crazies. 4. Ask dumb questions.4. Ask dumb questions. 5. Pursue failure.5. Pursue failure. 6. Lead, follow ... or get out of the6. Lead, follow ... or get out of the way!way! 7. Spread confusion.7. Spread confusion. 8. Ditch your office.8. Ditch your office. 9. Read odd stuff.9. Read odd stuff. 10. AVOIDAVOID MODERATION!
  • 13.
    Kevin Roberts isCEO of Saatchi &Kevin Roberts is CEO of Saatchi & Saatchi Worldwide—and a goodSaatchi Worldwide—and a good friend.friend.
  • 14.
    ““INSANELY GREAT”INSANELY GREAT”STEVEJOBSSTEVE JOBS “RADICALLY THRILLING”“RADICALLY THRILLING”BMW “ASTONISH ME”“ASTONISH ME”SERGEI DIAGHLEV, TO A LEAD DANCER “BUILD SOMETHING“BUILD SOMETHING GREAT”GREAT”HIROSHI YAMAUCHI, NINTENDO, TO A SENIOR GAME DESIGNER “MAKE IT IMMORTAL”“MAKE IT IMMORTAL”DAVID OGILVY, TO A COPYWRITER.
  • 15.
    Extreme times callfor extremeExtreme times call for extreme language—and actions to back it up.language—and actions to back it up.
  • 16.
    *Basement Systems*Basement Systems Inc.Inc. (LarryJanesky/Seymour CT)(Larry Janesky/Seymour CT) **Dry Basement ScienceDry Basement Science (100,000++ copies!)(100,000++ copies!) *1990: $0; 2003: $13M;*1990: $0; 2003: $13M; 2010:2010: $80,000,000$80,000,000
  • 17.
    Retail Superstars:Retail Superstars: Insidethe 25 BestInside the 25 Best IndependentIndependent StoresStores in Americain America —by George Whalin—by George Whalin
  • 18.
    JUNGLE JIM’S INTERNATIONALMARKET, FAIRFIELD, OHJUNGLE JIM’S INTERNATIONAL MARKET, FAIRFIELD, OH :: ““An adventure inAn adventure in ‘shoppertainment,’‘shoppertainment,’ begins in thebegins in the parking lot and goes on toparking lot and goes on to 1,6001,600 cheeses andcheeses and 1,4001,400 varieties of hot sauce—not to mention 12,000varieties of hot sauce—not to mention 12,000 wines priced fromwines priced from $8-$$8-$8,0008,000 a bottle; all this is broughta bottle; all this is brought to you byto you by 4,0004,000 vendors. Customers from everyvendors. Customers from every corner of the globe.”corner of the globe.” BRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MIBRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MI ,, POP 5,000POP 5,000:: 98,000-square-foot “shop” features98,000-square-foot “shop” features 6,0006,000 Christmas ornaments,Christmas ornaments, 50,00050,000 trims, and anythingtrims, and anything else you can nameelse you can name
  • 19.
  • 20.
    ““We are crazy.We should doWe are crazy. We should do something when people saysomething when people say it is ‘crazy.’it is ‘crazy.’ If peopleIf people say something issay something is ‘good’, it means‘good’, it means someone else issomeone else is already doing it.”already doing it.” —Hajime Mitarai, CEO, Canon—Hajime Mitarai, CEO, Canon
  • 21.
    ““We all agreeWeall agree your theory isyour theory is crazy.crazy. TheThe qquestion, whichuestion, which divides us, isdivides us, is whether it iswhether it is crazcrazyy enouenougghh.”.” —Niels—Niels
  • 22.
    ““There’s no usetrying,’ saidThere’s no use trying,’ said Alice. ‘One cannot believeAlice. ‘One cannot believe impossible things.’ ‘I daresay youimpossible things.’ ‘I daresay you haven’t had much practice,’ saidhaven’t had much practice,’ said the Queen. ‘When Ithe Queen. ‘When I was your age, I always did it forwas your age, I always did it for halfhalf an hour a day.an hour a day. Why,Why, sometimes I’vesometimes I’ve believed as manbelieved as manyy asas six imsix imppossible thinossible thinggss before breakfastbefore breakfast.’”.’” —— Lewis CarrollLewis Carroll
  • 23.
    Words to thewise circa 2015.Words to the wise circa 2015.
  • 24.
  • 25.
    ““If things seemunderIf things seem under control, you’re just notcontrol, you’re just not going fast enough.”going fast enough.” ——Mario Andretti, race driverMario Andretti, race driver ““I’m not comfortableI’m not comfortable unless I’munless I’m uncomfortable.”uncomfortable.” ——Jay ChiatJay Chiat ““If it works, it’sIf it works, it’s obsolete.”obsolete.”
  • 26.
    I call itIcall it “METABOLIC“METABOLIC MANAGEMENT.”MANAGEMENT.” The leader isThe leader is responsible for setting—and living—theresponsible for setting—and living—the pace necessary for sustainedpace necessary for sustained competitiveness, circa 2016.competitiveness, circa 2016.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
    ““Normal” =Normal” = “0“0forfor 800”800” *There are …*There are … ZEROZERO … “normal people” in the history… “normal people” in the history books.books.
  • 32.
    By definition:By definition:No one normalNo one normal makes it into the historymakes it into the history books. It’s not that I thinkbooks. It’s not that I think you or I will make it into ayou or I will make it into a history book. I’m simplyhistory book. I’m simply suggesting that normal is—suggesting that normal is— in my opinion—overrated.in my opinion—overrated.
  • 33.
    ““You can’t behaveYoucan’t behave in a calm, rationalin a calm, rational manner. You’vemanner. You’ve got to be outgot to be out there on thethere on the lunaticlunatic frinfringgee.”.” — Jack Welch— Jack Welch
  • 34.
    ““WHENEVERWHENEVER ANYTHING ISANYTHING IS BEINGBEING ACCOMPLISHED,IACCOMPLISHED, I HAVE LEARNED, ITHAVE LEARNED, IT IS BEING DONE BYIS BEING DONE BY A MONOMANIACA MONOMANIAC WITH A MISSION.”WITH A MISSION.” — Peter Drucker
  • 35.
    "THE REASONABLE MAN"THEREASONABLE MAN ADAPTS HIMSELF TO THEADAPTS HIMSELF TO THE WORLD. THE UNREASONABLEWORLD. THE UNREASONABLE ONE PERSISTS IN TRYING TOONE PERSISTS IN TRYING TO ADAPT THE WORLD TOADAPT THE WORLD TO HIMSELF.HIMSELF. THEREFORE, ALL PROGRESS DEPENDS UPON THE UNREASONABLE MAN.” —GB Shaw, Man and Superman: The Revolutionists' Handbook.
  • 36.
    Mr. Welch (etal.) speak.Mr. Welch (et al.) speak.
  • 37.
    ““If I hadany epitaph that IIf I had any epitaph that I would rather have morewould rather have more than any other, it would bethan any other, it would be to say that I hadto say that I had …… disturbed thedisturbed the sleesleepp of mof myy ggenerationeneration.”.” —Adlai—Adlai StevensonStevenson
  • 38.
    ““I WANT TOBEI WANT TO BE THOROUGHLY USED UPTHOROUGHLY USED UP WHEN I DIE.WHEN I DIE. … Life is no… Life is no ‘brief candle’ to me. It is a‘brief candle’ to me. It is a sort of splendid torch whichsort of splendid torch which I have got hold of for theI have got hold of for the moment, and I want to makemoment, and I want to make it burn as brightly asit burn as brightly as possible before handing itpossible before handing it on to future generations.”on to future generations.” —— George Bernard ShawGeorge Bernard Shaw
  • 39.
    "Life is nota journey to the"Life is not a journey to the grave with the intention ofgrave with the intention of arriving safely in one prettyarriving safely in one pretty and well preserved piece, butand well preserved piece, but to skid across the lineto skid across the line broadside, thoroughly usedbroadside, thoroughly used up, worn out, leaking oil,up, worn out, leaking oil, shoutingshouting ‘GERONIMO!’‘GERONIMO!’”” ——Bill McKenna, professional motorcycle racer (Bill McKenna, professional motorcycle racer ( CycleCycle magazinemagazine
  • 40.
  • 41.
    17.417.4 ARE YOUAREYOU BEINGBEING REASONABLE?REASONABLE?
  • 42.
    ““ARE YOU BEINGAREYOU BEING REASONABLE?REASONABLE? Most people areMost people are reasonable; that’sreasonable; that’s why they only dowhy they only do reasonably well.”reasonably well.” Source: Paul Arden, Whatever You Think Think the Opposite
  • 43.
    The greatest dangerThegreatest danger for most of usfor most of us is not that our aim isis not that our aim is too hightoo high and we miss it,and we miss it, but that it isbut that it is too lowtoo low and we reach it.and we reach it. MichelangeloMichelangelo
  • 44.
  • 46.
    The last word.Thelast word. This 78-year-old aims to do no lessThis 78-year-old aims to do no less than change the world—beginningthan change the world—beginning with changing dramatically thewith changing dramatically the culture of a 2,000+ year old hyper-culture of a 2,000+ year old hyper- rigid institution.rigid institution. I’m not comparing your or my missionI’m not comparing your or my mission to the Pope’s. And my intent here isto the Pope’s. And my intent here is in no way religious. I am simplyin no way religious. I am simply suggesting that aspiring to thesuggesting that aspiring to the extraordinary—at Zuckerberg’s ageextraordinary—at Zuckerberg’s age or as a near octogenarian—isor as a near octogenarian—is possible.possible.