1. Tom Peters Seminar2000 Distinct or … Extinct Management Conference 2000 ENRON San Antonio 16 November 2000

2. “The corporation as we know it, which is now 120 years old, is not likely to survive the next 25 years. Legally and financially, yes, but not structurally and economically.” Peter Drucker, Business 2.0 (08.00)

3. “There’s going to be a fundamental change in the global economy unlike anything we have had since the cavemen began bartering.” Arnold Baker, Chief Economist, Sandia National Laboratories

4. “We are in a brawl with no rules.” Paul Allaire

5. S.A.V.

6. The Kotler Doctrine: 1965-1980: R.A.F. (Ready.Aim.Fire.) 1980-1995: R.F.A. (Ready.Fire!Aim.) 1995-????: F.F.F. (Fire!Fire!Fire!)

7. “It used to be that the big ate the small. Now the fast eat the slow.” Geoff Yang, IVP/ (Institutional Venture Partners)

8. “We don’t sell insurance anymore. We sell speed.” Peter Lewis, Progressive

9. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

10. Forces @ Work I The Destruction Imperative!

11. Forget>“Learn” “The problem is never how to get new, innovative thoughts into your mind, but how to get the old ones out.” Dee Hock

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

13. “Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference.” Peter Job, CEO, Reuters

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

15. Lessons from the Bees! Since merger mania is now the rage, what lessons can the bees teach us? A simple one: Merging is not in nature. [Nature’s] process is the exact opposite: one of growth, fragmentation and dispersal. There is no megalomania, no merging for merging’s sake. The point is that unlike corporations, which just get bigger, bee colonies know when the time has come to split up into smaller colonies which can grow value faster. What the bees are telling us is that the corporate world has got it all wrong.” David Lascelles, Co-director of The Centre for the Study of Financial Innovation [UK]

16. The Gales of Creative Destruction +29M = -44M + 73M +4M = +4M - 0M

17. “The secret of fast progress is inefficiency … fast and furious and numerous failures.” Kevin Kelly 11.14.2000

18. Brand Inside Brand Org: Lean, Linked, Electronic & Malleable

19. And Now the Equivalent … White Collar Revolution!

20. “Assetless Company” John Bryan, CEO, on selling all Sara Lee’s manufacturing

21. “The virtual corporation is research, development, design, marketing, financing, legal, and other headquarters functions with few or no manufacturing capabilities – a company with a head but no body.” Richard Rosecrance, The Rise of the Virtual State

22. [“Don’t own nothin’ if you can help it. If you can, rent your shoes.” F.G.]

23. Brand Inside Brand Work: The Professional Service Firm Model & The WOW Project

24. So what will be the Basic Building Block of the New Org?

25. Answer: PSF! [Professional Service Firm] Department Head to … Managing Partner, HR [IS, etc.] Inc.

26. Dept. Head I = Sports G.M. Dept. Head II = V.C.

27. G.M. = The Recruitment and Development of Top Talent. [Period!] V.C. = Bets on “Talent.” Bets on Projects. [Period!]

28. The Raw Material … The WOW Project!

29. “Reward excellent failures. Punish mediocre successes.” Phil Daniels, Sydney exec

30. Brand Inside Brand Talent: The Great War for Talent

31. “When land was the scarce resource, nations battled over it. The same is happening now for talented people.” Stan Davis & Christopher Meyer, futureWEALTH

32. “Seller’s Market”: Tomorrow’s Headline* “Molecular biologists are up 3 points, economists down 1/4, in moderate trading” *futureWEALTH, Stan Davis and Christopher Meyer

33. From “1, 2 or 3” [JW] to … “Best talent in each industry segment to build best proprietary intangibles” [EM] Source: Ed Michaels, War for Talent (05.17.00)

34. “This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s the relentless rise of the quasi- adolescents who wield them.” Michael Schrage

35. “Davids vs. Corporate Goliaths: Could the Record and Film Industries Be Brought Down by Teenagers?” Headline: The New York Times (08.06.00)

36. The Cracked Ones Let in the Light “Our business needs a massive transfusion of talent, and talent, I believe, is most likely to be found among non-conformists, dissenters and rebels.” David Ogilvy

37. “Diversity defines the health and wealth of nations in a new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match – these people are inheriting the earth. Mixing is the new norm. Mixing trumps isolation. It spawns creativity, nourishes the human spirit, spurs economic growth and empowers nations.” G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge

38. Mantra2000 Talent = Brand

39. Brand Inside Brand Action: Getting Started … a Personal Perspective

40. Topic: Boss-free Implementation of STM /Stuff That MATTERS!

41. I. THE IDEA “4Fs”: F ind a F ellow F reak F araway

42. Heart of the Matter F2F!* *Freak to Freak … or K2K [Kook to Kook]

43. II. THE TOOL Prototyping Mania!

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

45. “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

46. He who has the quickest O.O.D.A. Loops* wins! *Observe. Orient. Decide. Act. / Col. John Boyd

47. “Success is the ability to go from failure to failure without losing your enthusiasm.” Winston Churchill (as quoted by John Peterman)

48. N.W.O.: Was-Is Pine-paneled Office Address: 1 Big Man Plaza Secretary Suit Formal Rank conscious Pretense (“Failures are for fools.”) I love “Yes men” Self-contained Seat 9B, UA233 Address: Rick@Corp.com Typing: 60 WPM Casual M-F Approachable We are a HOT Team Screwing up is as normal as breathing I love Misfits! I love partners

49. Renewal = The “High S.D.” Org/Individual Pioneer Acquisitions [+ “Sell-by”] Pioneer Customers & Alliance Partners [Measure the Portfolio] Divide & Conquer [Lessons from the Bees] Pioneer Assignments/Pioneer Projects [F2F & K2K] Hire Weird [Diversity]/Train Weird/ Promote Weird/Acquire & Cherish & Pay & Promote “Six Sigma” Talent Fast/Appoint Weird Board Weed Un-weird [“One Sigma” “Talent”] Hang out with Weird [Univ. of Weird]/Lunch with Weird Read & Surf Weird/Vacate Weird R.A.F. to R.F.A. to F.F.F. [O.O.D.A. Loops/ Prototyping Mania] Sense of Humor [Cherish Thine Failures]

50. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

51. Forces @ Work II The Commodity Trap

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

53. Brand Outside Strategy 1 : Lead the Customer!

54. “Our strategies must be tied to leading edge customers on the attack. If we focus on the defensive customers, we will also become defensive.” John Roth, CEO, Nortel

55. Brand Outside Strategy 2 : Use E-Commerce to Re-invent Everything!

56. WebWorld = Everything Web as a way to run your business’ innards Web as connector for your entire supply-demand chain Web as “spider’s web” which re-conceives the industry Web/B2B as ultimate wake-up call to “commodity producers” Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer data Web as an Encompassing Way of Life Web = Everything (P.D. to after-sales) Web forces you to focus on what you do best Web as entrée, at any size, to World’s Best at Everything as next door neighbor

57. Message: eCommerce is not a technology play! It is a relationship, partnership, organizational and communications play, made possible by new technologies.

58. Brand Outside Strategy 3 : Fighting Back via Systems Integration!

59. Message B2B: “BOX” SELLERS LOSE!

60. Message: Racing up the V.A. Ladder. Doing More & More … & More & More & More … for/with the Customer and the Supply-Demand Chain!

61. 09.11.2000: HP bids $18,000,000,000 for PricewaterhouseCoopers Consulting bus! (31,000 bods)

62. “These days, building the best server isn’t enough. That’s the price of entry.” Ann Livermore, Hewlett Packard

63. Problem: Everybody is going after the same space!

64. Buzzsaw.com Builders, Owners, Architects, Contractors, Suppliers $4T industry 5,300 commercial bldg. projects’ specs on-line; +70 per day

65. Brand Outside Strategy 4 : Design Matters!

66. Design = SIMPLICITY … HONESTY … ACCESSIBILITY … ENJOYMENT Jonathan Ive (iMac)

67. Design = “There are three basic principles behind any well- designed product: truth, humanity, and simplicity.” Sohrab Vossoughi, Ziba Design

68. Design + Beauty is Fred S.’s “mediocre” thesis and Herb K.’s napkin.

69. Great design = One-page business plan (Jim Horan)

70. Design Rules! [Literally] Palm Beach County’s U.C.B. * [*Utterly Confusing Ballot]

71. Brand Outside Strategy 5 : It’s the Experience!

72. “ Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

73. Experience: “Rebel Lifestyle!” “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” Harley exec, quoted in Results-based Leadership

74. The “Experience Ladder” Extraction/Raw Materials Goods Services Experiences

75. To 1940: Cake from flour, sugar (extraction economy): $1.00 1955: Cake from Cake mix (goods economy): $2.00 1970: Bakery-made cake (service economy): $10.00 1985+: Party @ Chuck E. Cheese (experience economy) $100.00

76. Brand Outside Strategy 6 : BRAND POWER!

77. Brand = Trust! “Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.” The Economist

78. “WHO ARE YOU [these days] ?” TP to Client

79. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

80. Brand Leadership Passion Rules!

81. Brand Leadership! “A key – perhaps the key – to leadership is the effective communication of a story.” Howard Gardner Leading Minds: An Anatomy of Leadership

82. Brand Leadership: ENTHUSIASM RULES! “I am a dispenser of enthusiasm.”/ Ben Zander