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Tom Peters’ 2002 We Are In A Brawl With No Rules! MASTER/

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Tom Peters 2002 We Are In A Brawl With No Rules! MASTER/

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1 Tom Peters’ 2002 We Are In A Brawl With No Rules! MASTER/01.07.2002

2 All Slides Available at … tompeters.com

3 More at … tompeters.com Slides from this seminar; Master Presentation, for in-depth; annotated Special Presentations [Women Rule!, Design!, etc.]. “Cool Friends” (referenced in seminar). Discussions re this stuff. Calendar of events. Note: Lavender text in this file is a link.

4 Confusion Reigns.

5 “There will be more confusion in the business world in the next decade than in any decade in history. And the current pace of change will only accelerate.” Steve Case

6 Uncertainty: We don’t know when things will get back to normal
Uncertainty: We don’t know when things will get back to normal. Ambiguity: We no longer know what “normal” means.

7 BMcC: (1) Hierarchy vs. “Network organization
BMcC: (1) Hierarchy vs. “Network organization.” (2) NWO = “Doctrine as center of gravity”/source of motivation; distributed support & decision-making;largely self-organizing; “outside the military sphere.”

8 Per capita scientists: 12,000-60,000 per 1,000,000 in developed world
Per capita scientists: 12,000-60,000 per 1,000,000 in developed world. 1 per 4,000,000 in Muslim countries. (Ratio = 144,000:1) Source: FT 20Oct2001

9 From: Weapon v. Weapon To: Org structure v. Org structure

10 “Our military structure today is essentially one developed and designed by Napoleon.” Admiral Bill Owens, former Vice Chairman, Joint Chiefs of Staff

11 “In an era when terrorists use satellite phones and encrypted , US gatekeepers stand armed against them with pencils and paperwork, and archaic computer systems that don’t talk to each other.” Boston Globe ( )

12 “One of the 19 hijackers was stopped by a Maryland state trooper before September 11 but was released because the trooper had no way of knowing the man was on a CIA terrorist watch list.” Source: AP ( )

13 Per capita scientists: 12,000-60,000 per 1,000,000 in developed world
Per capita scientists: 12,000-60,000 per 1,000,000 in developed world. 1 per 4,000,000 in Muslim countries. (Ratio = 144,000:1) Source: FT 20Oct2001

14 <1000A.D.: paradigm shift: 1000s of years 1000: 100 years for paradigm shift 1800s: > prior 900 years 1900s: 1st 20 years > 1800s 2000: 10 years for paradigm shift 21st century: 1000X tech change than 20th century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture in the fabric of human history”) Ray Kurzweil

15 1 day 2001 = Year’s trade in 1949, year’s FEX in 1979, year’s global calls in Source: Charles Handy, The Elephant and the Flea

16 7 Rules for Leading/THRIVING in a Recession+ 1. It’s ALREADY too late
7 Rules for Leading/THRIVING in a Recession+ 1. It’s ALREADY too late. 2. Show up & tell the truth—CREDIBILITY rules. 3. Kill with KINDNESS. 4. Sharp pencils are imperative—but don’t forget that the CUSTOMER & our TALENT & RISKY INVESTMENTS are still our long-term Bread & Butter. 5. Everything’s different, everything’s the same—it’s the NEW ECONOMY, more than ever, stupid! 6. “Use” the trauma to mount the bold initiatives you should have long before mounted: Flux = OPPORTUNITY. 7. We’re in a War of Organizational Models—from retail to the Pentagon. IDEAS MATTER MOST.

17 SWA = American + Continental + Delta + Northwest + United + USAirways
SWA = American + Continental + Delta + Northwest + United + USAirways. Source: Boston Globe ( )

18 The Destruction Imperative.

19 Forbes100 from 1917 to 1987: 39 members of the Class of ’17 were alive in ’87; 18 in ’87 F100; 18 F100 “survivors” underperformed the market by 20%; just 2 (2%), GE & Kodak, outperformed the market 1917 to S&P 500 from 1957 to 1997: 74 members of the Class of ’57 were alive in ’97; 12 (2.4%) of 500 outperformed the market from 1957 to Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market

20 Message. : Are all CEOs bozos. Was Darwin a genius, or what
Message*: Are all CEOs bozos? Was Darwin a genius, or what? So, Boss, whaddaya say about “risk taking” now? *And “all that” (2 of 100; 12 of 500) was in relatively placid times.

21 CEOs appointed after 1985 are 3X more likely to be fired than CEOs appointed before Warren Bennis, MIT Sloan Management Review

22 “Good management was the most powerful reason [leading firms] failed to stay atop their industries. Precisely because these firms listened to their customers, invested aggressively in technologies that would provide their customers more and better products of the sort they wanted, and because they carefully studied market trends and systematically allocated investment capital to innovations that promised the best returns, they lost their positions of leadership.” Clayton Christensen, The Innovator’s Dilemma

23 “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

24 “The 1990s was a decade of multiple revolutions—political, economic, technological—that changed so thoroughly the way we live that the past no longer seems a good guide to the future (in fact the past seems precisely the wrong guide). So it is in the world of military affairs. The RMA is our opportunity to use the new information technology to change the very nature of the military—in a way that could reinvigorate American political, diplomatic and economic leadership in the world for decades to come.” –Bill Owens, Lifting the Fog of War

25 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

26 Japan’s Science Gap. Rice farming culture: Uniqueness suppressed
Japan’s Science Gap * Rice farming culture: Uniqueness suppressed. Gov’t control of R & D. Promotion based on seniority. Consensus vs. debate. (U.S.: friends can be mortal enemies.) Bias for C.I. vs. “bold leaps.” Lack of competition and critical evaluation (peer review). Syukuro Manabe: “What we need to create is job insecurity rather than security to make people compete more.” *Hideki Shirakawa, Nobel laureate, chemistry

27 The [New] Ge Way DYB.com

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

29 “The secret of fast progress is inefficiency, fast and furious and numerous failures.” Kevin Kelly

30 “Active mutators in placid times tend to die off
“Active mutators in placid times tend to die off. They are selected against. Reluctant mutators in quickly changing times are also selected against.” Carl Sagan & Ann Druyan, Shadows of Forgotten Ancestors

31 “Chivalry is dead. The new code of conduct is an active strategy of disrupting the status quo to create an unsustainable series of competitive advantages. This is not an age of defensive castles, moats and armor. It is rather an age of cunning, speed and surprise. It may be hard for some to hang up the chain mail of ‘sustainable advantage’ after so many battles. But hypercompetition, a state in which sustainable advantages are no longer possible, is now the only level of competition.” Rich D’Aveni, Hypercompetition: Managing the Dynamics of Strategic Maneuvering

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

33 “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

34 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]

35 “Terror cells are superb, malevolent examples of what Information Age organizations can be. So how do you kill them? … Soldiers used to idolize Napoleon or Patton. Network-centric warriors admire Wal*Mart for using ‘information superiority’ to crush rivals. … [The Navy’s John] Arquilla calls for small, fast, information-enabled units.” –America’s Secret Weapon, Business 2.0 (DEC2001)

36 A White Collar Revolution.

37 108 X 5 vs. 8 X 1 = 540 vs. 8 (-98.5%)

38 The Pincer 5 1. “Destructive” entrepreneurs/ Global Competition 2
The Pincer “Destructive” entrepreneurs/ Global Competition 2. “White Collar Robots” THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler] 4. Global Outsourcing [E.g.: India, Mexico] Speed!!

39 Automation+ 75% of what we do: 40 “expert” decision rules!

40 IBM’s Project eLiza!

41 “Unless mankind redesigns itself by changing our DNA through altering our genetic makeup, computer-generated robots will take over the world.” – Stephen Hawking, in the German magazine Focus

42 The Pincer 5 1. “Destructive” entrepreneurs/ Global Competition 2
The Pincer “Destructive” entrepreneurs/ Global Competition 2. “White Collar Robots” THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler] 4. Global Outsourcing [E.g.: India, Mexico] Speed!!

43 “So what does Drexel’s demise tell us about Enron
“So what does Drexel’s demise tell us about Enron? Companies may die (or commit suicide), but ideas—if they’re any good—survive.” James Surowiecki, The New Yorker

44 New Org I: IS/IT … “On the Bus” or “Off the Bus.”

45 Dell’s OptiPlex Facility Big Job: 6 to 8 hours
Dell’s OptiPlex Facility Big Job: 6 to 8 hours. (80,000 per day) Parts Inventory: 100 square feet.

46 Cisco! 90% of $20B (=$50M/day) Annual savings in service and support from customer self-management: $550M (P.S.: C.Sat e >> C.Sat h)

47 Secret Cisco: Community
Secret Cisco: Community! Customer Engineer Chat Rooms/Collaborative Design ($1B “free” consulting) (45,000 customer problems a week solved via customer collaboration)

48 The Real “News”: X1,000,000 TowTruckNet.com

49 Webcor. Construction. Web site for each project
Webcor. Construction. Web site for each project. Instant info on status to employees, subs, architects. Mgt costs cut by 2/3rds. Huge time shrinkage. Source: Business Week (09.00)

50 Welcome to D.I.Y. Nation: “Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle

51 Psych 101: Strongest Force on Earth
Psych 101: Strongest Force on Earth? My need to be in perceived control of my universe!

52 WebWorld = Everything Web as a way to run your business’s 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

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

54 Message: There is no such thing as an effective B2B or Internet-supply chain strategy in a low-trust, bottlenecked-communication, six-layer organization.

55 “Ebusiness is about rebuilding the organization from the ground up
“Ebusiness is about rebuilding the organization from the ground up. Most companies today are not built to exploit the Internet. Their business processes, their approvals, their hierarchies, the number of people they employ … all of that is wrong for running an ebusiness.” Ray Lane, Kleiner Perkins

56 Jargon Bath! Bureaucracy free … Systemically integrated … Internet intense … Knowledge based … Time and location free … “Instantly” responsive … Customer centric … Mass customization enabled.

57 Translation … Bureaucracy free = Flat org, no B. S
Translation … Bureaucracy free = Flat org, no B.S. Systemically integrated = Whole supply chain tightly wired/ friction free Internet intense = Do it all via the Web Knowledge based = Open access Time and location free = Whenever, wherever “Instantly” responsive = Speed demons Customer centric = Customer calls the shots Mass customization enabled = Every product and service rapidly tailored to client requirements

58 “Supply Chain” 2000: “When Joe Employee at Company X launches his browser, he’s taken to Company X’s personalized home page. He can interact with the entire scope of Company X’s world – customers, other employees, distributors, suppliers, manufacturers, consultants. The browser – that is, the portal – resembles a My Yahoo for Company X and hooks into every network associated with Company X. The real trick is that Joe Employee, business partners and customers don’t have to be in the office. They can log on from a cell phone, Palm Pilot, pager or home office system.” Red Herring ( )

59 The Real “New Economy” “Imagine a chess game in which, after every half dozen moves, the arrangement of the pieces on the board stays the same but the capabilities of the pieces randomly change. Knights now move like bishops, bishops like rooks … Technology does that. It rubs out boundaries that separate industries. Suddenly new competitors with new capabilities will come at you from new directions. Lowly truckers in brown vans become geeky logistics experts. …” Business 2.0 ( )

60 The Real “New Economy” “Only a few times in history have interaction costs radically changed—one was the railroads, then the telegraph and telephone. We’re going through another one right now.” Jeff Skilling, Enron

61 Read It Closely: “We don’t sell insurance anymore. We sell speed
Read It Closely: “We don’t sell insurance anymore. We sell speed.” Peter Lewis, Progressive

62 Case: CRM

63 UBIQUITY. “It’s the cars, not the tires, that squeal”: NYT/Circuits/10
UBIQUITY! “It’s the cars, not the tires, that squeal”: NYT/Circuits/ ): E-ZPass (6M in NE), tests with McD’s, gas stations and parking lots next. OnStar (GM/1.5M). Plus: “black boxes,” GPS (the case of the $450 ticket), CA smog offenders.

64 “CRM has, almost universally, failed to live up to expectations
“CRM has, almost universally, failed to live up to expectations.” Butler Group (UK)

65 No! No! No! FT: “The aim [of CRM] is to make customers feel as they did in the pre-electronic age when service was more personal.” Rebuttal: (1) Service sucked in the “pre-electronic” age. (2) NewGen believes in the screen! (So do I.)

66 One Person’s Opinion TP to reporter: “Service is MUCH better
One Person’s Opinion TP to reporter: “Service is MUCH better! Would you go back to bank tellers and phone operators? Value that I place on a “smile”: 3 on a scale of 10. Value I place on fast & accurate “digital” response: 11 on a scale of 10!!

67 M. Rogers: -5% defections = +25% to +85% profit. Lose 15% to 35% p. a
M. Rogers: -5% defections = +25% to +85% profit. Lose 15% to 35% p.a. 69% defect as a result of lousy sales or service experience. (Q:But is this the point???? A: Yes. No.)

68 CGE&Y (Paul Cole): “Pleasant Transaction” vs. “Systemic Opportunity
CGE&Y (Paul Cole): “Pleasant Transaction” vs. “Systemic Opportunity.” “Better job of what we do today” vs. “Re-think overall enterprise strategy.”

69 Message CRM: Madness = 600 CRM vendors. : “Do it all” or “do something
Message CRM: Madness = 600 CRM vendors. ???: “Do it all” or “do something.” Past: over-invest in low-value customers. Idea: better experience, not off-load work to customer. Relationship = f(dialogue & knowledge & duration). Key: new attitudes, DESTRUCTION of functional barriers to info & action.

70 I’net … … allows you to dream dreams you could never have dreamed before!

71 “There’s no use trying,” said Alice
“There’s no use trying,” said Alice. “One can’t believe impossible things.” “I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half an hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.” Lewis Carroll

72 Suppose, just suppose, that the Web is a new world we’re just beginning to inhabit. We’re like the earlier European settlers in the United States, living on the edge of the forest. We don’t know what’s there and we don’t know exactly what we need to do to find out: Do we pack mountain climbing gear, desert wear, canoes, or all three? Of course while the settlers may not have known what the geography of the new world was going to be, they at least knew that there was a geography. The Web, on the other hand, has no geography, no landscape. It has no distance. It has nothing natural in it. It has few rules of behavior and fewer lines of authority. Common sense doesn’t hold here, and uncommon sense hasn’t yet emerged.” David Weinberger, Small Pieces Loosely Joined

73 New Org II: “PSF” …The Professional Service Firm Model.

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

75 Every job done in W.C.W. is also done “outside” …for profit!

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

77 “P.S.F.”: Summary H.V.A. Projects (100%) Pioneer Clients WOW Work (see below) Hot “Talent” (see below) “Adventurous” “culture” Proprietary Point of View (Methodology) W.W.P.F. (100%)/Outside Clients (25%++)

78 TP to NAPM: You are the … Rock Stars of the B2B Age!

79 “P.S.F.”: Summary H.V.A. Projects (100%) Pioneer Clients WOW Work (see below) Hot “Talent” (see below) “Adventurous” “culture” Proprietary Point of View (Methodology) W.W.P.F. (100%)/Outside Clients (25%++)

80 BMW’s Designworks/USA: >50% from outside work

81 eHR. /PCC. All HR on the Web
eHR*/PCC** *All HR on the Web **Productivity Consulting Center Source: E-HR: A Walk through a 21st Century HR Department, John Sullivan, IHRIM

82 Model PSF …

83 (1) Translate ALL departmental activities into discrete W. W. P. F
(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!

84 New Org III : PSF Unbound … the Heart of the Value-added Revolution.

85 Animating Force: The Sameness Trap

86 Quality Not Enough! “Quality as defined by few defects is becoming the price of entry for automotive marketers rather than a competitive advantage.” J.D. Power

87 “While everything may be better, it is also increasingly the same
“While everything may be better, it is also increasingly the same.” Paul Goldberger on retail, “The Sameness of Things,” The New York Times

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

89 What’s Special? “Customers will try ‘low cost providers’ … because the Majors have not given them any clear reason not to.” Leading Insurance Industry Analyst (10-98)

90 “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

91 “Companies have defined so much ‘best practice’ that they are now more or less identical.” Jesper Kunde, A Unique Moment

92 10X/10X

93 The Big Day!

94 09.11.2000: HP bids $18,000,000,000 for PricewaterhouseCoopers consulting business!

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

96 HP … Sun … GE … IBM … UPS … UTC … General Mills … Springs … Anheuser-Busch … Carpet One … Delphi … Etc. … Etc.

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

98 “Customer Satisfaction” to “Customer Success” “We’re getting better at [Six Sigma] every day. But we really need to think about the customer’s profitability. Are customers’ bottom lines really benefiting from what we provide them?” Bob Nardelli, GE Power Systems

99 Keep In Mind: Customer Satisfaction versus Customer Success

100 “UPS wants to take over the sweet spot in the endless loop of goods, information and capital that all the packages [it moves] represent.” ecompany.com/06.01 (E.g., UPS Logistics manages the logistics of 4.5M Ford vehicles, from 21 mfg. sites to 6,000 NA dealers)

101 New Springs = Turnkey Collections. Flexible sourcing. Packaging
New Springs = Turnkey Collections. Flexible sourcing. Packaging. Merchandising. Promotion. Systems & Site mgt.

102 Omnicom: 57% (of $6B) from marketing services

103 Who was the number one employer of architecture school grads in the U
Who was the number one employer of architecture school grads in the U.S. last year?

104 “We are a ‘real estate facilities consulting’ organization, not just an ‘interior design’ firm.” Jean Bellas, founder, SPACE (from SMPS Marketer)

105 “VISIONS OF A BRAND-NAME OFFICE EMPIRE
“VISIONS OF A BRAND-NAME OFFICE EMPIRE. Sam Zell is not a man plagued by self doubt. Mr. Zell controls public companies that own nearly 700 office buildings in the United States. … Now Mr. Zell says he will transform the real estate market by turning those REITs into national brands. … Mr. Zell believes [clients] will start to view those offices as something more than a commodity chosen chiefly by price and location.” –New York Times ( )

106 Problem: Everybody is going after the same space!

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

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

109 Better Red than Dead. / Better Dead than Red
Better Red than Dead?/ Better Dead than Red? “We will see more and more outsourcing of discovery processes.” Craig Venter

110 Pfizer: 1,000 projects with academics and biotechs
Pfizer: 1,000 projects with academics and biotechs. Novartis: 30% of R&D is via collaborations.

111 Better Red than Dead. / Better Dead than Red
Better Red than Dead?/ Better Dead than Red? “If we completely outsourced all of our genetic analysis, we’d be held hostage by outside people.” Brian Spear, Director of Pharmacogenomics, Abbott Labs

112 NC2001: Furniture company outsources all mfg. to Asian firm
NC2001: Furniture company outsources all mfg. to Asian firm. Asian firm gets financing, buys NC company. Hmmm!!??

113 “The move toward outsourced manufacturing represents an obvious opportunity for contract manufacturers [such as Flextronics: $93M to $15B, ’93-’00], but it’s also a potential boon to product innovation. The future of gadget-making is not about making gadgets; it’s about imagining them. Someone else makes the imaginary real. ‘All that money that used to go to fund infrastructure is going into design and innovation,’ says Flex CEO Michael Marks.” Wired/

114 Markets to networks. Hierarchies to networks
Markets to networks. Hierarchies to networks. Sellers and buyers to suppliers and users. Ownership to access. (Age of Access.) Marginalization of physical property. Weightless economy. Protean generation. Outsourcing of everything. Franchising of everything. (Business format franchising.) (Leasing DNA.) Everything is a service/platform for services delivery. (Give away the goods, charge for the services. VALUE = THE RELATIONSHIP. “Share of market” to “Share of customer.”) Every business is show business. Source: Jeremy Rifkin, The Age of Access

115 Bottom Line: The … Solutions Imperative

116 1. It’s the (OUR. ) organization, stupid. 2. Friction free. 3
1. It’s the (OUR!) organization, stupid! 2. Friction free! 3. No STOVEPIPES! 4. “Stovepiping” is a F.O.—Firing Offense. 5. ALL on the web! (ALL = ALL.) 6. Open access! 6. Project Managers rule! (E.g.: Control the purse strings and evals.) 7. VALUE-ADDED RULES! (Services Rule.) (Experiences Rule.) (Brand Rules.) 8. SOLUTIONS RULE! (We sell SOLUTIONS. Period. We sell PRODUCTIVITY & PROFITABILITY. Period.) 9. Solutions = “Our ‘culture.’ ” 10. Partner with B.I.C. (Best-In-Class). Period.

117 11. All functions contribute equally—IS, HR, Finance, Purchasing, Engineering, Logistics, Sales, Etc. 12. Project Management can come from any function. 13. WE ARE ALL IN SALES. PERIOD. 14. We all invest in “wiring” the customer organization. 15. WE ALL “LIVE THE BRAND.” (Brand = Solutions That MAKE MONEY FOR OUR CUSTOMER PARTNER.) 16. We use the word “PARTNER” until we all want to barf! 17. We NEVER BLAME other parts of our organization for screw-ups. 18. WE AIM TO REINVENT THIS INDUSTRY! 19. We hate the word-idea “COMMODITY.”

118 20. We believe in “High tech, High touch. ” 21. We are DREAMERS. 22
20. We believe in “High tech, High touch.” 21. We are DREAMERS. 22. We deliver . (PROFITS.) (CUSTOMER SUCCESS.) 23. If we play the “SOLUTIONS GAME” brilliantly, no one can touch us! 24. Our TEAM needs 100% I.C.s (Imaginative Contributors). This is the ULTIMATE “All Hands” affair! 25. This is a hoot!

119 TP2002: GE Industrial Systems. Farmers. Message I: Same-same
TP2002: GE Industrial Systems. Farmers. Message I: Same-same. Way up the VA Chain. (Or else.) Transformation: Full-service/ solutions provider. Great rep … but … NOBODY OWNS THE SPACE. Message II: All dogs must learn … lotsa … new tricks. (Bad news: Everybody’s after the same space. Mr. Darwin is on the prowl!)

120 Getting Beyond Lip Service
Getting Beyond Lip Service! “No longer are we only an insurance provider. Today, we also offer our customers the products and services that help them achieve their dreams, whether it’s financial security, buying a car, paying for home repairs, or even taking a dream vacation.”—Martin Feinstein, CEO, Farmers Group

121 Diversity Marketing … Communities of Interest … Bank of America relationship … specialized acquisitions … Farmers Agency Dashboard … HelpPoint … licensed financial planners … etc. … etc.

122 PSF Unbound+ … It’s the EXPERIENCE.

123 “Experiences are as distinct from services as services are from goods
“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

124 “The [Starbucks] Fix” Is on … “We have identified a ‘third place
“The [Starbucks] Fix” Is on … “We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.” Nancy Orsolini, District Manager

125 Experience: “Rebel Lifestyle
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

126 The “Experience Ladder” Experiences Services Goods Raw Materials

127 1940: Cake from flour, sugar (raw materials economy): $1
1940: Cake from flour, sugar (raw materials economy): $ : Cake from Cake mix (goods economy): $ : Bakery-made cake (service economy): $ : Chuck E. Cheese (experience economy) $100.00

128 Message: “Experience” is the “Last 80%” P. S
Message: “Experience” is the “Last 80%” P.S.: “Experience” applies to all work!

129 1940: Cake from flour, sugar (raw materials economy): $1
1940: Cake from flour, sugar (raw materials economy): $ : Cake from Cake mix (goods economy): $ : Bakery-made cake (service economy): $ : Chuck E. Cheese (experience economy) $100.00

130 Bob Lutz: “I see us as being in the art business
Bob Lutz: “I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.” Source: NYT

131 The “Experience Ladder” Experiences Services Goods Raw Materials

132 Ladder Position Measure Solutions Success Services Satisfaction Goods Six-sigma

133 Sales2002.

134 The Sales25: Great Salespeople … 1. Know the product
The Sales25: 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.)

135 Great Salespeople … 8. Never overpromise
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.)

136 Great Salespeople … 12. Think “Turnkey. ” (It’s always your problem
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 Are wary & respectful of upstarts—the real enemy. 20. Seek several “cool customers”—who’ll drag you into Tomorrowland.

137 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!

138 Re-inventing the Individual: Ahoy BRAND YOU.

139 2010 “Demographics”: By 2010, full-time workers will be in the minority Source: MIT study (28August2000)

140 New World of Work < 1 in 10 F500 #1: Manpower Inc. Freelancers/I. C
New World of Work < 1 in 10 F500 #1: Manpower Inc. Freelancers/I.C.: 16M-25M Temps: 3M (incl. CEOs & lawyers) Microbusinesses: 12M-27M Total: 31M-55M Source: Daniel Pink, Free Agent Nation

141 “The fundamental unit of the new economy is not the corporation, but the individual. Tasks aren’t assigned and controlled through a stable chain of command but are carried out autonomously by independent contractors - e-lancers - who join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next assignment.” Thomas Malone and Robert Laubacher

142 “If there is nothing very special about your work, no matter how hard you apply yourself, you won’t get noticed, and that increasingly means you won’t get paid much either.” Michael Goldhaber, Wired

143 Minimum New Work SurvivalSkillsKit2001 Mastery Rolodex Obsession (vert
Minimum New Work SurvivalSkillsKit2001 Mastery Rolodex Obsession (vert. to horiz. “loyalty”) Entrepreneurial Instinct CEO/Leader/Businessperson/Closer Mistress of Improv Sense of Humor Intense Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

144 Sam’s Secret #1!

145 Minimum New Work SurvivalSkillsKit2001 Mastery Rolodex Obsession (vert
Minimum New Work SurvivalSkillsKit2001 Mastery Rolodex Obsession (vert. to horiz. “loyalty”) Entrepreneurial Instinct CEO/Leader/Businessperson/Closer Mistress of Improv Sense of Humor Intense Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

146 “You must realize that how you invest your human capital matters as much as how you invest your financial capital. Its rate of return determines your future options. Take a job for what it teaches you, not for what it pays. Instead of a potential employer asking, ‘Where do you see yourself in 5 years?’ you’ll ask, ‘If I invest my mental assets with you for 5 years, how much will they appreciate? How much will my portfolio of career options grow?’ ” Stan Davis & Christopher Meyer, futureWEALTH

147 “My ancestors were printers in Amsterdam from 1510 or so until 1750, and during that entire time they didn’t have to learn anything new.” Peter Drucker, Business 2.0 ( )

148 “Knowledge becomes obsolete incredibly fast
“Knowledge becomes obsolete incredibly fast. The continuing professional education of adults is the No. 1 industry in the next 30 years … mostly on line.” Peter Drucker, Business 2.0 (22August2000) This portends a cradle-to-grave education revolution, for which the school system … call it K-80 … is hardly prepared. [Corporations are currently doing a better job – and experimenting more vigorously - at all aspects of education than the public sector.]

149 E-LEARNING: 2M students in U. S. 4,000 colleges & universities offer
E-LEARNING: 2M students in U.S. 4,000 colleges & universities offer. Target: Developing world. E.g.: U. of Melbourne & McGill, part of U21 (with Thompson Learning), expect 100K students by 2010—mostly Asians. Army’s $500M contract with PWC (eArmyU)—includes 24 colleges. Mixed models: Fuqua—9 to 11 weeks “in residence” over 2 years. Dentist gets law degree—25 to 30 hours per week. IBM trained 200K online in 2000—saved $350M. “Tricks”: Small classes, required student involvement at U. of Phoenix Online (76% growth in Y2K.). Source: Business Week ( )

150 26.3

151 3 Weeks in May “Training” & Prep: 187 “Work”: 41 (“Other”: 17)

152 1% vs. 367%

153 Divas do it. Violinists do it. Sprinters do it. Golfers do it
Divas do it. Violinists do it. Sprinters do it. Golfers do it. Pilots do it. Soldiers do it. Surgeons do it. Cops do it. Astronauts do it. Why don’t businesspeople do it [very much]?

154 Conclusion: “We” are not serious!

155 Invent. Reinvent. Repeat. Source: HP banner ad

156 “The time seems appropriate to rethink the notions of self and identity in this rapidly changing age …” Tara Lemmey, Project LENS, past president Electronic Frontier Foundation

157 In Store: International Equality, Intranational Inequality “The new organization of society implied by the triumph of individual autonomy and the true equalization of opportunity based upon merit will lead to very great rewards for merit and great individual autonomy. This will leave individuals far more responsible for themselves than they have been accustomed to being during the industrial period. It will also reduce the unearned advantage in living standards that has been enjoyed by residents of advanced industrial societies throughout the 20th century.” James Davidson & William Rees-Mogg,The Sovereign Individual

158 Great Great Granddad: Pushes the plow
Great Great Granddad: Pushes the plow. Great Granddad: Horse now walks ahead of the plow. Granddad: Farm Hand to Factory Factotum. Dad: Factory Factotum to White Collar Cubicle Slave. And You: V.A. Player (“Brand You”) … or else!

159 America[ns] The … Beautiful Re-inventors Ben F. Ralph W. E. Dale C. N
America[ns] The … Beautiful Re-inventors Ben F. Ralph W.E. Dale C. N.V.P. Werner E./EST Tony R. Stephen

160 Brand You, Big Time! I AM AN ARMY OF ONE

161 Message: Distinct … or Extinct.

162 Brand You+ … a New Age of Self-determination
Brand You+ … a New Age of Self-determination. (+Trends I: Health Care Center Stage.)

163 “Parents, doctors, stockbrokers, even military leaders are starting to lose the authority they once had. There are all these roles premised on access to privileged information. … What we are witnessing is a collapse of that advantage, prestige and authority.” Michael Lewis, next

164 Anne Busquet/ American Express Not: “Age of the Internet” Is: “Age of Customer Control”

165 Amen! “The Age of the Never Satisfied Customer” Regis McKenna

166 Reuters ( ): “Teens and young adults are flocking to the Web for health-related information as much as they are downloading music and playing games online and more often than shopping online, according to a national survey from the Kaiser Family Foundation.”

167 “One in Four Internet Users Seek Religious Information”—Reuters ( ) (“God trumps money, sex.”)

168 Impact #1: Healthcare

169 HealthCare2001 Consumerism X Demographics X IS/Internet X Info Consolidators X Genetics & Devices = YIKES!

170 1. Consumerism (Patient-centric Healthcare)

171 “A seismic shift is underway in healthcare
“A seismic shift is underway in healthcare. The Internet is delivering vast knowledge and new choices to consumers—raising their expectations and, in many cases, handing them the controls. [Healthcare] consumers are driving radical, fundamental change.” Deloitte Research, “Winning the Loyalty of the eHealth Consumer”

172 Reuters ( ): “Teens and young adults are flocking to the Web for health-related information as much as they are downloading music and playing games online and more often than shopping online, according to a national survey from the Kaiser Family Foundation.”

173 Consumer Imperatives Choice Control (Self-care, Self-management) Shared Medical Decision-making Customer Service Information Branding Source: Institute for the Future

174 “Consumerism”: HMO backlash (e. g. , plans with more choice)
“Consumerism”: HMO backlash (e.g., plans with more choice). Alternative Medicine, Wellness & Prevention. Info availability (disease, health, docs, support groups, outcomes). Self-care (chronic disease). High expectations (genetics, etc.). Boomers (see below). …

175 “Savior for the Sick” vs. “Partner for Good Health” Source: NPR/VPR 08

176 “He shook me up. He put his hand on my shoulder, and simply said, ‘Old friend, you have got to take charge of your own medical care.’ ” Hamilton Jordan, No Such Thing as a Bad Day (on a conversation with a doctor pal, following Jordan’s cancer diagnosis)

177 2. Demographics: The BOOMERS Reach 55!

178 Boomer World “From jogging to plastic surgery, from vegetarian diets to Viagra, they are fighting to preserve their youth and defy the effects of gravity.” M.W.C. Howgill, “Healthcare Consumerism, the Information Revolution and Branding”

179 Message Boomer: (1) “There are l-o-t-s of us.” (2) “We have the $$$$$$. (3) “We’re/I’m in charge!” (4) “We’ll take no guff from anyone.” (5) “We know the emperor has no clothes.”

180 3. The IS/Web REVOLUTION

181 “We’re in the Internet age, and the average patient can’t their doctor.” Donald Berwick, Harvard Med School

182 “In an era when terrorists use satellite phones and encrypted , US gatekeepers stand armed against them with pencils and paperwork, and archaic computer systems that don’t talk to each other.” Boston Globe ( )

183 “Once devised in Riyadh, the tasking order took hours to get to the Navy’s six aircraft carriers—because the Navy had failed years earlier to procure the proper communications gear that would have connected the Navy with its Air Force counterparts. … To compensate for the lack of communications capability, the Navy was forced to fly a daily cargo mission from the Persian Gulf and Red Sea to Riyadh in order to pick up a computer printout of the air mission tasking order, then fly back to the carriers, run photocopy machines at full tilt, and distribute the documents to the air wing squadrons that were planning the next strike.” –Bill Owens, Lifting the Fog of War

184 “By combining powerful computer technology and other modern information-based systems we could make a revitalized, leaner military force that is designed to outsee, outmaneuver and outfight any foe.” --Bill Owens, Lifting the Fog of War

185 “Without being disrespectful, I consider the U. S
“Without being disrespectful, I consider the U.S. healthcare delivery system the largest cottage industry in the world. There are virtually no performance measurements and no standards. Trying to measure performance … is the next revolution in healthcare.” Richard Huber, former CEO, Aetna

186 “As unsettling as the prevalence of inappropriate care is the enormous amount of what can only be called ignorant care. A surprising 85% of everyday medical treatments have never been scientifically validated. … For instance, when family practitioners in Washington were queried about treating a simple urinary tract infection, 82 physicians came up with an extraordinary 137 strategies.” Demanding Medical Excellence: Doctors and Accountability in the Information Age, Michael Millenson

187 “In health care, geography is destiny
“In health care, geography is destiny.” Dartmouth Medical School 1996 report, from Demanding Medical Excellence: Doctors and Accountability in the Information Age, Michael Millenson

188 Geography Is Destiny E. g. : Ft. Myers 4X Manhattan—back surgery
Geography Is Destiny E.g.: Ft. Myers 4X Manhattan—back surgery. Newark 2X New Haven—prostatectomy. Rapid City SD 34X Elyria OH—breast-conserving surgery. VT, ME, IA: 3X differences in hysterectomy by age 70; 8X tonsillectomy; 4X prostatectomy (10X Baton Rouge vs. Binghampton). Breast cancer screening: 4X NE, FL, MI vs. SE, SW. (Source: various)

189 Geography Is Destiny “Often all one must do to acquire a disease is to enter a country where a disease is recognized—leaving the country will either cure the malady or turn it into something else. … Blood pressure considered treatably high in the United States might be considered normal in England; and the low blood pressure treated with 85 drugs as well as hydrotherapy and spa treatments in Germany would entitle its sufferer to lower life insurance rates in the United States.” – Lynn Payer, Medicine & Culture

190 “Practice variation is not caused by ‘bad’ or ‘ignorant’ doctors
“Practice variation is not caused by ‘bad’ or ‘ignorant’ doctors. Rather, it is a natural consequence of a system that systematically tracks neither its processes nor its outcomes, preferring to presume that good facilities, good intentions and good training lead automatically to good results. Providers remain more comfortable with the habits of a guild, where each craftsman trusts his fellows, than with the demands of the information age.” Michael Millenson, Demanding Medical Excellence

191 CDC 1998: 90,000 killed and 2,000,000 injured from nosocomial [hospital-caused] drug errors & infections

192 “Quality of care is the problem, not managed care
“Quality of care is the problem, not managed care.” Institute of Medicine (from Michael Millenson, Demanding Medical Excellence)

193 RAND (1998): 50%, appropriate preventive care
RAND (1998): 50%, appropriate preventive care. 60%, recommended treatment, per medical studies, for chronic conditions. 20%, chronic care treatment that is wrong. 30% acute care treatment that is wrong.

194 “In a disturbing 1991 study, 110 nurses of varying experience levels took a written test of their ability to calculate medication doses. Eight out of 10 made calculation mistakes at least 10% of the time, while four out of 10 made mistakes 30 % of the time.” Demanding Medical Excellence: Doctors and Accountability in the Information Age, Michael Millenson

195 “Patient by patient, problem by problem—drug reactions, hospital caused infections—Salt Lake City’s LDS Hospital has attacked treatment-caused injuries and deaths. One of the secrets of LDS’s success is a custom-built clinical computer system that may serve as a national model for how to save patient lives.” Demanding Medical Excellence: Doctors and Accountability in the Information Age, Michael Millenson

196 The VHA gets it! E.g.: Laptop at bedside calls up patient e-records from one of 1,300 hospitals. Bar-coded wristband confirms meds. National Center for Patient Safety in Ann Arbor. Docs and researchers discuss optimal treatment regimens—research center in Durham NC. Doc measures & guidelines; e.g., pneumonia vaccinations from 50% to 84%. Blame-free system, modeled after airlines. “What’s needed in the U.S. is nothing short of a medical revolution and the VHA has gone further than most any other organization to revamp its culture and systems.”—Rand/Source:WSJ

197 “When a plane crashes, they ask, ‘What happened
“When a plane crashes, they ask, ‘What happened?’ In medicine they ask: ‘Whose fault was it?’ ”—James Bagian, M.D. & former astronaut, now working with the VHA.

198 Winning By Acknowledging Failures Wernher Von Braun, the Redstone missile engineer who “confessed” & the bottle of champagne. Award to the sailor on the Carl Vinson—for reporting the lost tool. Amy Edmonson & the successful nursing units with the highest reported adverse drug events. Source: Karl Weick & Kathleen Sutcliffe, Managing the Unexpected

199 4. Information Consolidators: The Network Maestros

200 “America has twice as many hospitals and physicians as it needs
“America has twice as many hospitals and physicians as it needs.” Med Inc., Sandy Lutz, Woodrin Grossman & John Bigalke

201 “The future of hospitals is murky
“The future of hospitals is murky. A combination of technological advances, managed care, and changes in Medicare reimbursement policy means that the underlying demand for inpatient services will continue to fall.” Institute for the Future

202 “Virtual health care webs force providers to focus on their areas of excellence and to invest in areas where they can generate a sustainable competitive advantage.” Healthcare.com: Rx for Reform, David Friend, Watson Wyatt Worldwide

203 WebMD (or heirs & assigns)

204 5. Genetics & Devices

205 “Recognizing that a single misspelled gene means the difference between being poisoned and being cured was the first victory for the new science of pharmacogenetics.” Newsweek ( )

206 Genetic data: 2X every 6 months. Source: FT, 11.27.2001

207 “Pharmacogenomics could fundamentally change the nature of drug discovery and marketing, rendering obsolete the pharmaceutical industry’s practice of spending vast amounts of time and money to craft a single medicine with mass-market appeal.” The Industry Standard ( )

208 E.g., Genentech’s Herceptin, useful in 25% of advanced breast cancer cases. Would probably have been uneconomic if subjected to 9X patients in phase III clinical trials. Source: FT ( )

209 Pharmacogenomics: End of Blockbusters by End-of-Decade (Reuters/5-22) Barrie James, Pharma Strategy Consulting: “We’re moving from a blunderbuss approach to laser-guided munitions, and it marks a sea change for the industry. The implications for existing business models are devastating.” Allen Roses, SVP Genetic Research, GlaxoSmithKline: “minibuster.” Rob Arnold, Euro head of life sciences, PWC: “Once you start dealing with minority treatments, small biotechs who are more nimble and don’t need $500-million-a-year drugs to make money could be at a real advantage.”

210 “BIG DRUG MAKERS TRY TO POSTPONE CUSTOM REGIMENS
“BIG DRUG MAKERS TRY TO POSTPONE CUSTOM REGIMENS. Most drugs don’t work well for about half the patients for whom they are prescribed, and experts believe genetic differences are part of the reason. The technology for genetic testing is now in use. But the technique threatens to be so disruptive to the business of big drug companies – it could limit the market for some of their blockbuster products – that many of them are resisting its widespread use.” The Wall Street Journal ( )

211 Forbes100 from 1917 to 1987: 39 members of the Class of ’17 were alive in ’87; 18 are in ’87 F100; the 18 F100 “survivors” underperformed the market by 20%; just 2 (2%), GE & Kodak, outperformed the market from 1917 to Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market

212 Biotechs: Amgen, Genentech, Biogen, Genzyme, Celltech, ImClone Systems
Biotechs: Amgen, Genentech, Biogen, Genzyme, Celltech, ImClone Systems. Bioinformatics: Accelrys, Cognia, Double Twist, IBM Lifesciences, NetGenics, SAS Institute.

213 “Imagine the day that your surgeon performs your heart bypass sitting at a computer thousands of miles from the operating table. That day may come sooner than you think.” Newsweek ( )

214 “There is no question in my mind that the future of heart surgery is in robotics.” Dr. Robert Michler, OSU Med Center, upon the FDA’s approval of robotic partial-bypass surgery

215 Golden Age of Patient-centric, Genetics-driven Healthcare Looms
Golden Age of Patient-centric, Genetics-driven Healthcare Looms! Current status: $1.3T. 30M-70M uninsured. 90K killed and 2M injured p.a. in hospitals. 85% treatments unproven. Cure depends on locale in which treated. 50% prescriptions do not work. 2X docs. 2X hospitals. IS primitive. Accountability & measurement nil. And everybody’s mad and feels powerless: docs, patients, nurses, insurers, employers, hospitals administrators and staff.

216 Message: (1) An unparalleled time for imagination and bold action
Message: (1) An unparalleled time for imagination and bold action. (2) A time of unprecedented opportunities. (3) A time of unprecedented risk.

217 Trends II: Welcome to “Old World.”

218 “ ‘Age Power’ will rule the 21st century, and we are woefully unprepared.” Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

219 Subject: Marketers & Stupidity “It’s 18-44, stupid!”

220 Subject: Marketers & Stupidity Or is it: “18-44 is stupid, stupid!”

221 2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

222 “NOT ACTING THEIR AGE: As Baby Boomers Zoom into Retirement, Will America Ever Be the Same?” USN&WR Cover/06.01

223 Member Growth: 1987 – 1997 18 – 34: 26% 35 – 49: 63% 50+: 118% Source: IHRSA

224 Aging/“Elderly” $$$$$$$$$$$$ “I’m in charge!”

225 50+ $7T wealth (70%)/$2T annual income 50% all discretionary spending 79% own homes/40M credit card users 41% new cars/48% luxury $610B healthcare spending/74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

226 Stupid!

227 No: “Target Marketing” Yes: “Target Innovation” & “Target Delivery Systems”

228 Redefining the Work Itself I: B.H.A.G.s and WOW Projects.

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

230 Language matters! Wow! BHAG! “Takes your breath away!”

231 “Intimidate their [users] imaginations” … “Where’s the revolution
“Intimidate their [users] imaginations” … “Where’s the revolution?” –J Allard, on the Xbox

232 “Let’s make a dent in the universe.” Steve Jobs

233 Your Current Project. 1. Another day’s work/Pays the rent. 4. Of value
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!)

234 “Learn not to be careful.” Photographer Diane Arbus, to her students

235 Re-defining the Work Itself II: WOW Projects for the “Powerless.”

236 Topic: Boss-free Implementation of STM /Stuff That MATTERS!
Implementing offbeat stuff … that matters … is the whole point! And there is a proven – if unconventional route – I believe. Basic premise: Avoid “selling up” like the plague! No surprise: If you are selling revolution … don’t bet the farm on getting the support of the current establishment.

237 World’s Biggest Waste … Selling “Up”
Yes it is! BIGGEST WASTE! People – bosses especially – are not impressed by intellectual arguments, from 26-year-olds or 46-year-olds. [Particularly when it comes to revolutionary – nonestablishment – ideas.] THEY ARE IMPRESSED BY RESULTS! So forget the “perfect” presentation, long labored over. Hey, forget the boss. Instead …

238 THE IDEA: Model F4 Find a Fellow Freak Faraway
Topic #1: THE MAIN IDEA. You need at first a [one!!!!] buddy who shares your peculiar passion … and who will play with you. [Play = Big Word. Much more later.]

239 Heart of the Matter F2F. /K2K. / 1@T/R. F. A
Heart of the Matter F2F!/K2K!/ *Freak to Freak/Kook to Kook/ One at a Time/ Ready.Fire!Aim. The hell with B2B. Try K2K!!!! That is, Kook 2 Kook. [Or, a pal says, F2F … Freak 2 Freak. Fine!] [Or, per me redux: W2W … Weirdo 2 Weirdo.] “They” say that no revolution has ever been concocted by more than a dozen people. I’m inclined to buy that. Hence the key to your Revolution [in HR, IS, Purchasing & Logistics] is those first recruits! Your Premier Fellow Kooks [Freaks, Weirdos]! Who will risk life & professional limb for this Very Cool [Kewl] idea which will change the world. Frankly, we’d rather not have a Vice President or Div. Gen. Mgr. aboard at first. They are subject to too bright a spotlight. We’d rather labor in the distant vineyards with young, passionate pioneers … who want to change the world … JUST FOR THE HELL OF IT. To be sure, once we’ve demo-ed the idea in a few places, we’ll go after a Rad/Kewl VP to become our Management Sponsor/Protector-from-the Forces-of-Evil. But for starters, the invisible, passionate ones are the keys.

240 THE NUGGET Do Something. Do Anything. Get Going. Now.
So we’ve got the basic idea. Right? Now … onto … THE WORK ITSELF. The vision should be grand. [Work Worth Doing.] But the Raw Meat can be mundane. Action is the name of the game. [Hey, that’s how – the only way – you lasso more supporters.]

241 Opportunity ALWAYS Knocks VFCJ* “Strategy” *Volunteer For Crappy Jobs
Lesson: THERE IS NO JOB – NO MATTER HOW APPARENTLY ROTTEN – THAT CANNOT BE USED AS A “DEMO” FOR SOMETHING REALLY COOL/KEWL/BIG. (No bull.) Success Secret: Turn Any Sow’s Ear into a Silk Purse … as a matter of routine. The ONLY roadblock: ATTITUDE! Read on …

242 Is It … “The Oh-Hell-I-Wish-It-Were-Over Memorial Day picnic” or “The First Annual Seriously Kewl Celebration of Our Incredible Staff” So you draw the short straw. YOU – the “powerless” 28-year-old – ARE “IN CHARGE” OF THE [dreaded] MEMORIAL DAY PICNIC. It’s a desultory affair. Employees and their families feel they must show up … or they’ll lose points. But … NOW … it’s Your Baby. You talk to folks. Ask them what would be Cool/Kewl. You – finally – get a decent Band. You create contests to develop the Kewlest Booths. You force Top Management to show up [YOU EMBARRASS THEM INTO IT], and to be the Guys Who Get Dunked in the throw-the-ball-at-the-old-bald-guy-in-the-chair-over-the-pool “contest.” You do 15 things like this … and turn “it” into The-Employee-Event-Of-The-Year. Fact: IT CAN SET/RE-SET THE ENTIRE TONE OF “EMPLOYEE RELATIONS” FOR THE 167-PERSON UNIT. Fact Redux: You can “get away with this” precisely because it’s a CJ/Crappy Job that no one else wants!

243 Is It … Wrestle the damn Safety Manual into line with the ridiculous new OSHA Regs? Or … A stealth opportunity to address the War for Talent via … a thoroughgoing review of how safety and environmental issues contribute to making this a Great Place to Work? One more “CJ”. [Again: I believe you can Find a Freak or 2 to work with on this. If you are assiduous in your networking skills. Remember: Cultivate that University of Weird.]

244 Reframers’ Rules: Rule 1: Never accept an assignment as given. (Please
Reframers’ Rules: Rule 1: Never accept an assignment as given! (Please.) Rule 2: You’re never so powerful as when you are “powerless”! Rule 3: Every “small” project contains the entire enterprise DNA! I call “it” Reframers’ Rules. To wit: ONLY FOOLS ACCEPT ASSIGNMENTS … “AS GIVEN.” No baloney. The Idea: Twist “it” – that Memorial Day Picnic or the outcropping of customer complaints about the new product – into something that can … MAKE A [big] DIFFERENCE. AND: Such “twisting” is … ALWAYS … possible. [Please … trust me … on this one.] Great News I: “It” is actually easiest to do when you are “powerless.” That is, “they” will Not Be Watching … as you turn the “dreaded” Memorial Day Picnic into … SOMETHING REALLY KEWL. Or shift the safety manual “update” into a full-scale Workplace Review. Great News II: Such “small stuff” really does contain the Essential Beliefs of the company/unit. The PICNIC … in fact … reveals more about Who We Are/How Much We Care than a hundred formal policy proclamations. GOT IT?

245 THE TOOL Prototyping Mania!
Fact: THERE IS A “NUGGET WITHIN A NUGGET.” Namely: Quick Prototyping. Again, a shorthand for saying … TURN THAT “REVOLUTIONARY IDEA” INTO SOMETHING CONCRETE … A.S.A.P.

246 Think about It!? Innovation = Reaction to the Prototype Michael Schrage
Call this … The Big DUH. You can’t get turned on by something … until … there is … SOMETHING TO GET TURNED ON BY. In Schrage-speak, the Reaction To The Prototype … IS THE INNOVATION. Tom-speak: YOU AIN’T DONE NOTHIN’ ’TIL YOU’VE DONE … SOMETHIN’!

247 He who has the quickest O. O. D. A. Loops. wins. Observe. Orient
He who has the quickest O.O.D.A. Loops* wins! *Observe. Orient. Decide. Act. / Col. John Boyd There’s a bigger competitive issue here. Flummoxing the competition by moving fast … and above all … ADJUSTING FAST. Air Force Colonel John Boyd was a master defense strategist. The idea of OODA Loops was at the heart of his message. He observed, in Korean War air combat, that American F-86s outperformed enemy aircraft that could fly faster and climb faster. But the Americans could turn faster. Thence, they could get inside the enemy … and eventually disorient him. Their observe-orient-decide-act cycle was superior, in Boyd’s subsequent formulation. This is the Big Cousin to the Fail Forward Fast and Ready. FIRE! Aim. ideas.

248 THE Process Building Buzz!
Fact: THERE IS A “NUGGET WITHIN A NUGGET.” Namely: Quick Prototyping. Again, a shorthand for saying … TURN THAT “REVOLUTIONARY IDEA” INTO SOMETHING CONCRETE … A.S.A.P.

249 Boss-free “Selling” of a WOW. Idea Get a Zany [WOW
Boss-free “Selling” of a WOW! Idea Get a Zany [WOW!] Idea/ Shop it with a coupla good pals. Surface [using your network] a list of [operational] folks who might be interested in playing. Call, visit and choose a coupla prospects. Engage the prospects [they must “own” “it”]. Concoct a rough plan and a prototype schedule. Move forward [Ready. Fire! Aim.]. Keep on recruitin’. Get the Test Customer to recruit some buddies for Round #2 tests [Meanwhile Customer #1 expands program] With any luck … this is self-explanatory by now. F.A.B S.A.V. To wit: Find A/one Buddy. Screw Around Vigorously.

250 Get going with Round #2 prototypes Start conscious “buzz building” [Let “the word” of successful tests trickle out] Have the “line dudes” put on a demo for, say, a coupla “cool” regional bosses Etc. Etc. Have the growing Network of Converts initiate a Major Program Proposal Etc. Etc. More. More. More.

251 BOTTOM LINE The Enemy! Implementation is a Soft Art! I.e.: It’s all about people. [Duh!]

252 Joe J. Jones 1942 – 2001 HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!
Tragedy! [Doesn’t remind you of Churchill or Gandhi or Betty Friedan, does it?]

253 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

254 Characteristics of the “Also rans”
Characteristics of the “Also rans”* “Minimize risk” “Respect the chain of command” “Support the boss” “Make budget” *Fortune, article on “Most Admired Global Corporations”

255 Message to “scientists”: It AIN’T about the science
Message to “scientists”: It AIN’T about the science. It’s NEVER about the science. It’s ALWAYS about the PASSION for the IDEA.

256 “In a long and honorable career, a Ph. D
“In a long and honorable career, a Ph.D. scientist in a pharmaceutical house is not likely –statistically – to experience a success.” Pharmaceutical Exec

257 “Statistically speaking,” Churchill shouldn’t have been able to fend off Hitler. “Statistically speaking,” de Gaulle shouldn’t have been able to revive the French. “Statistically speaking,” Jefferson & Adams & Hamilton shouldn’t have been able to create America.

258 I wonder …

259 Will one of you be awoken some December morning in Stockholm by candle-carrying kids?

260 If you are not prepared to be fired over your beliefs … you are working on the wrong project.- TP

261 Charles Handy on the “alchemists”: “Passion was what drove these people, passion for their product or their cause. If you care enough, you will find out what you need to know. Or you will experiment and not worry if the experiment goes wrong. Passion as the secret to learning is an odd secret to propose, but I believe that it works at all levels and at all ages. Sadly, passion is not a word often heard in the elephant organizations, nor in schools, where it can seem disruptive.”

262 John Jumper and Predator, the armed unmanned drone.

263 Walsh: Height—shrimp. Arm—okay. Quickness—okay. Speed—slow
Walsh: Height—shrimp. Arm—okay. Quickness—okay. Speed—slow. Zeal—PLANET CLASS. “People can’t measure your heart. They look at my size, my arm strength and knock me for that”—Jeff Garcia. Source: USA Today,

264 Re-defining the Work Itself III: Starting a Wow Projects Epidemic.

265 Premise: “Ordering” Systemic Change is a Stupid Waste of Time!

266 Demos! Heroes! Stories!

267 Demos! Heroes! Stories!

268 L.B.I.W.D. (Leading By Inducing Weird Demos)

269 Leaders aiming to change their world … troll for & identify palpable heroes, who executed palpable projects—then they point to these people and say to the masses, “See, here it is, done by one of your own.” (And then they “deep-dip” a few of those heroes to demo their seriousness.)

270 Trolling for radicals. ER Doc Ken Kizer (former VA Undersecretary): Spots patient wrist band during 1998 visit to Topeka. Finds RN Sue Kinnick. (She’d gotten the idea from Avis.) Kizer orders systemic experiment. 170 hospitals by Topeka: 70% reduction in meds errors.

271 Demos! Heroes! Stories!

272 Demo = Story “A key – perhaps the key – to leadership is the effective communication of a story.” Howard Gardner, Leading Minds: An Anatomy of Leadership

273 MBSA!* *Managing By Story-ing Around/David Armstrong

274 Boss Advice I: The “Poster Kids” Strategy Chat up the organization
Boss Advice I: The “Poster Kids” Strategy Chat up the organization. Develop a tentative list of Pioneers. Hang with those Pioneers, discover the “stuff I’ve long wanted to do”/Encourage them to “Do it!” Begin to showcase their developing results [with your public stamp of approval]. Dip deep[ish] and early - promote a Pioneer into the [New] Establishment. Incorporate the Pioneers’ work into your Vision Chatter/Welcome ALL aboard! This PROCESS is as available to “bosses” as to “others.” The Main Idea: IDENTIFYING “FREAKS” AND ANNOINTING THEM TO DO SANCTIONED “FREAK STUFF.” And then, per the idea near the end of the slide text, promote a New True Believer, over many others. [Call it … THE SHOT HEARD ’ROUND THE WORLD.]

275 Boss Advice II: The “Flypaper” Strategy “Event Marketing”: Idea Fair/Internal “Tradeshow”/Bragfest. Or: Seminar Series, with “strange” outsiders/insiders (not the usual suspects); intense Web-based follow-up and community creation (Neighborhoods of Common Interest). “Play Fund,” around a topic of importance. Small-ish grants. Easy application process. Short-ish timeframes. American Express re AI.) “Scholarships” (not the usual suspects). Sabbatical funds (contest?). Placement on customer or supplier project teams (not the usual suspects).

276 Each VP a V.C.: Portfolio of high-risk investments … in people/ideas … from all across the company.

277 Silicon Valley Success [Failure
Silicon Valley Success [Failure?] Secrets “Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6 do okay; 3 do well; 1 hits the jackpot Source: The Economist

278 Freaks need mentors/ guardians!

279 Summary Don’t try to “change the culture”
Summary Don’t try to “change the culture”! Do create flypaper which attracts Mavericks & Pirates! Let the new culture (which is already lurking around you) find you! Publicize, at the appropriate moment, the New Hall of Fame; help the New Culture Adherents create & nurture Community!

280 “The” Unsung Work Tool: Design Mindfulness.

281 What is it?

282 Unconventional [Design] Messages Not about. “Lumpy Objects”. Not about
Unconventional [Design] Messages Not about ... “Lumpy Objects”! Not about ... $79,000 objects

283 The I. D. [International Design] Forty. Airstream … Alfred A
The I.D. [International Design] Forty* Airstream … Alfred A. Knopf … Apple Computer … Amazon.com … Bloomberg … Caterpillar … CNN … Disney … FedEx … Gillette … IBM … Martha Stewart … New Balance … Nickelodeon … Patagonia … The New York Yankees … 3M … Etc. * List No. 1, 1999

284 Unconventional [Design] Messages Not about. “Lumpy Objects”. Not about
Unconventional [Design] Messages Not about ... “Lumpy Objects”! Not about ... $79,000 objects

285 Design Transforms even the [Biggest] Corporations
Design Transforms even the [Biggest] Corporations! TARGET … “the champion of America’s new design democracy” (Time) “Marketer of the Year 2000” (Advertising Age)

286 Lady Sensor, Mach3, and … $70M on developing the OralB CrossAction toothbrush 23 patents, including 6 for the packaging Source: [06.00]

287 Packaging Power: From Quaker Oats to … Listerine PocketPaks

288 Packaging, Power of … 1870: animal feed
Packaging, Power of … 1870: animal feed : “A delicacy for the epicure, a nutritious dainty for the invalid, a delight to the children” Source: Thomas Hine, The Total Package: The Evolution and Secret Meanings of Bottles, Boxes, Cans and Tubes (on Quaker Oats)

289 “Packages are about containing and labeling and informing and celebrating. They are about power and flattery and trying to win people’s trust. They are about beauty and craftsmanship and comfort. They are about color, protection, survival.” –Thomas Hine, The Total Package

290 “During the 30 minutes you spend on an average trip to the supermarket, about 30,000 different products vie to win your attention and ultimately to make you believe in their promise. When the door opens, automatically, before you, you enter an arena where your emotions and your appetites are in play, and a walk down the aisle is an exercise in self definition. Are you a good parent, a good provider? … do you care about the environment? Do you appreciate the finer things in life? Are you enjoying what you’ve accomplished?” –Thomas Hine, The Total Package

291 Bottom Line.

292 Design “is” … WHAT & WHY I LOVE. LOVE.

293 I LOVE my ZYLISS Garlic Peeler!

294 Design “is” … WHY I GET MAD. MAD.

295 Wanted: THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!

296 “I’m just going to come right out and say it: Ericsson lost $2
“I’m just going to come right out and say it: Ericsson lost $2.3B on mobile phone handsets last year because its products are ugly.” Peter Martin (FT )

297 Design is never neutral.

298 Hypothesis: DESIGN is the principal difference between love and hate!

299 THE BASE CASE: I am a design fanatic
THE BASE CASE: I am a design fanatic. Though not “artistic,” I love “cool stuff.” But it goes [much] further, far beyond the personal. Design has become a professional obsession. I SIMPLY BELIEVE THAT DESIGN PER SE IS THE PRINCIPAL REASON FOR EMOTIONAL ATTACHMENT [or detachment] RELATIVE TO A PRODUCT OR SERVICE OR EXPERIENCE. Design, as I see it, is arguably the #1 DETERMINANT of whether a product-service-experience stands out … or doesn’t. Furthermore, it’s another “one of those things” that damn few companies put – consistently – on the front burner. This is my core argument.

300 Design’s place in the universe.

301 And Tomorrow … “Fifteen years ago companies competed on price
And Tomorrow … “Fifteen years ago companies competed on price. Now it’s quality. Tomorrow it’s design.” Robert Hayes

302 All Equal Except … “At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” Norio Ohga

303 “Design is treated like a religion at BMW.” Fortune

304 “The new Beetle fails at most categories
“The new Beetle fails at most categories. The only thing it doesn’t fail in is drop-dead charm.” Jerry Hirshberg, Nissan Design International

305 Object of Desire! “Every now and then, a design comes along that radically changes the way we think about a particular object. Case in point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.” Katherine McCoy & Michael McCoy, Illinois Institute of Technology

306 “We don’t have a good language to talk about this kind of thing
“We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs

307 “The good 10 percent of American product design comes out of big-idea companies that don’t believe in talking to the customer. They're run by passionate maniacs who make everybody’s life miserable until they get what they want.” Bran Ferren, Applied Minds/Wired

308 Check Out the Language: “Tomorrow it’s design …” “Design is the only thing …” “Design is … religion ...” “Drop-dead charm …” “Object of desire …” “Fundamental soul …” “Passionate maniacs …”

309 Philippe Starck

310 “Today the problem is not how to produce more to sell more
“Today the problem is not how to produce more to sell more. The fundamental question is that of the product’s right to exist. And it is the designer’s right and duty to question the legitimacy of the product.” Philippe Starck

311 “[At Thompson] I outlawed the word ‘consumer’ in all company meetings, and insisted it be replaced by the words ‘my friend,’ ‘my wife, ‘my daughter,’ ‘my mother,’ or ‘myself.’ It doesn’t sound the same at all, if you say: ‘It doesn’t matter, it’s shit, but the consumers will make do with it,’ or if you start over again and say, ‘It’s shit, but it doesn’t matter, my daughter will make do with it.’ All of a sudden, you can’t get away with it anymore. There is an enormous task to be done with this kind of symbolic repositioning.” Philippe Starck

312 “Today, 80 per cent of objects are unnecessarily macho
“Today, 80 per cent of objects are unnecessarily macho. Yet it is plain: The intelligence of a truly modern society must be feminine. … Apart from a machine pistol, I can’t think of many objects which actually need to be extravagantly masculine.” Philippe Starck

313 Message (?????): Men cannot design for women’s needs.

314 Architect to TP: “The only house with a second-floor laundry was designed by a woman.”

315 Message: Design is the wellspring of branding
Message: Design is the wellspring of branding. Great design takes guts and is “soul deep.”

316 T. T. D. /Design “Awareness”. STEP No. 1: NOTEBOOK
T.T.D./Design “Awareness”! STEP No. 1: NOTEBOOK! [Start recording the awesome and the awful.]

317 Compare 10 order forms or data fields at a Web site
Compare 10 order forms or data fields at a Web site. Save great and awful junk mail. Go on a <$10 shopping spree. Pay attention to signage. (And instruction manuals.) Start a notebook. NOW.

318 Design-Minded Company: Credo Design matters. Everywhere
Design-Minded Company: Credo Design matters! Everywhere! The Brand Promise rules! Everywhere! All can answer: WHO ARE WE? HOW ARE WE DISTINCT? Words such as beauty & grace & emotion & connection & Wow & adventure are okay ’twixt 9 and 5. Non-Wow doesn’t cut it. Anywhere! We aim to attract Best-In-Planet TALENT; non-traditional hiring, with an emphasis on the arts, is part of this. Diversity-R-Us!

319 Design-Minded Company: Operating Philosophy All work is the product of Hot Teams of peers. Hierarchy is minimal, and usually a distraction. We understand that “disrespect” is the ultimate in respect in crazy times. The Work Matters! Wow … or bust! All work reflects design-mindfulness & the brand promise. Promotion comes immediately if the work is Wow. NO BULLSHIT. We keep our word to our teammates and other partners. Integrity = No.1 outcropping of design-mindfulness. We are a business. Results matter!

320 Design+ = Beautiful Systems.

321 Fred S.’s “mediocre” thesis. Herb K.’s napkin.
The story goes that Fred got a “C” on his Yale School of Management thesis. Fred Smith, that is, FedEx founder. The thesis outlined – BEAUTIFULLY – his simple Hub & Spoke idea for air-transported goods. Beautiful, indeed. As “beautiful” as the similarly fabled – and now framed on the wall in HQ – napkin Herb used in the restaurant to sketch his Beautiful System. Mr. Kelleher, Southwest Airlines founder, doodled a simple triangle with Houston, Dallas and San Antonio at its corners. This is design at its best … most potent … and beautiful. There’s a lot we could all learn from Fred and Herb! Ever sat through one of those Endless Overheads presentations … where each new slide has a more intricate & convoluted diagram than the last? THAT AIN’T BEAUTY!

322 Great design = One-page business plan (Jim Horan)
Talk about Beautiful System[s]! Jim Horan may not be the father, but he is the chief proponent of the …ONE-PAGE BUSINESS PLAN. [He’s authored an excellent book on the topic.] I didn’t get hooked as a “management guru.” I got hooked as a user. Take it from me [please], one page business plans are the nuts! Done right: Compelling. Complete. Beautiful! As “guru” … I simply love the whole idea of this!

323 K. I. S. S. : Gordon Bell (VAX daddy): 500/50. Chas
K.I.S.S.: Gordon Bell (VAX daddy): 500/50. Chas. Wang (CA): Behind schedule? Cut least productive 25%.

324 Scaled De-Compression, Rule Of … 5 days “on the ground” = 5 weeks (MONTHS?) in absentia

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

326 SWA Simple!!!!!!!!!!!! (customers call because the process is so easy they can’t believe they’re done) 30% of revenues directly from site (vs. 6% for others) Source: Business Week (09.00)

327 Read It Closely: “We don’t sell insurance anymore. We sell speed
Read It Closely: “We don’t sell insurance anymore. We sell speed.” Peter Lewis, Progressive

328 K. I. S. S. /Jack “1@T” Welch: (1) Neutron Jack. (Banish bureaucracy
K.I.S.S./Jack Welch: (1) Neutron Jack. (Banish bureaucracy.) (2) “1, 2 or out” Jack. (Lead or leave.) (3) “Workout” Jack. (Empowerment, GE style.) (4) 6-Sigma Jack. (5) Internet Jack. (Throughout) TALENT JACK!

329 Systems: Must have. Must hate. / Must design. Must un-design.

330 “Ninety percent of what we call ‘management’ consists of making it difficult for people to get things done.” – P.D.

331 Mgt. Team includes … EVP (S.O.U.B.)

332 Executive Vice President, Stomping Out Unnecessary Bullshit

333 First Steps: “Beauty Contest”!
Select one form/document: invoice, air bill, sick leave policy, customer returns-claim form. 2. Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/ Sucks; 10 = Work of Art] on four dimensions: Beauty. Grace. Clarity. Simplicity. 3. Re-invent! 4. Repeat, with a new selection, every 15 working days. Getting started is easy! Try this exercise. It is invariably an eye opener [my clients have done this hundreds of times] … because … we never use words like “beauty,” “grace,” or “clarity” to describe “mundane” systems stuff.

334 Systems Design Matters. Palm Beach County’s U. C. B. [
Systems Design Matters! Palm Beach County’s U.C.B.* [*Utterly Confusing Ballot] Hey, the Election2000 fiasco was Tribute #1 to design ineptitude … and the consequences thereof. [Designers trying to convince bosses of the merits of a “design-intense approach” to whatever … this event handed you the Most Compelling Case Imaginable. We all “do Palm Beach” to our internal and external customers … via poor design … all the time!

335 N.W.O. I: Brand = Talent

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

337 Yikes: “What worries me is that I can’t see why any ambitious young person would want to join my company, or stay here for long if they did join. My most important job is to change that as fast as I can.”—CEO, giant multinational, to Charles Handy

338 The Talent Ten

339 1. Obsession P.O.T.* = All Consuming *Pursuit of Talent

340 “The leaders of Great Groups love talent and know where to find it
“The leaders of Great Groups love talent and know where to find it. They revel in the talent of others.” Warren Bennis & Patricia Ward Biederman, Organizing Genius

341 Model 24/7*: Sports Franchise GM *25/8/53

342 2. Greatness Only The Best!

343 From “1, 2 or you’re out” [JW] to … “Best Talent in each industry segment to build best proprietary intangibles” [EM] Source: Ed Michaels, War for Talent ( )

344 3. Performance Up or out!

345 “We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia-Pacific changed 20 of his 40 box plant managers to put more talented, higher paid managers in charge. He increased profitability from $25 million to $80 million in 2 years.” Ed Michaels, War for Talent ( )

346 Message: Some people are better than other people
Message: Some people are better than other people. Some people are a helluva lot better than other people.

347 4. Pay Fork Over!

348 “Top performing companies are two to four times more likely than the rest to pay what it takes to prevent losing top performers.” Ed Michaels, War for Talent ( )

349 What gets measured gets done. What gets paid for gets done more
What gets measured gets done. What gets paid for gets done more. What gets paid a lot for gets done a lot more.

350 5. Youth Grovel Before the Young!

351 “Why focus on these late teens and twenty-somethings
“Why focus on these late teens and twenty-somethings? Because they are the first young who are both in a position to change the world, and are actually doing so. … For the first time in history, children are more comfortable, knowledgeable and literate than their parents about an innovation central to society. … The Internet has triggered the first industrial revolution in history to be led by the young.” The Economist [12/2000]

352 6. Diversity Mess Rules!

353 “Diversity defines the health and wealth of nations in a new century
“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

354 7. Women Born to Lead!

355 “AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure” Title, Special Report, Business Week,

356 The New Economy … Shout goodbye to “command and control”
The New Economy … Shout goodbye to “command and control”! Shout goodbye to hierarchy! Shout goodbye to “knowing one’s place”!

357 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 Source: Judy B. Rosener, America’s Competitive Secret

358 “TAKE THIS QUICK QUIZ: Who manages more things at once
“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

359 “Investors are looking more and more for a relationship with their financial advisers. They want someone they can trust, someone who listens. In my experience, in general, women may be better at these relationship-building skills than are men.” Hardwick Simmons, CEO, Prudential Securities

360 It’s Girls, Stupid. 1996: 8. 4M women, 6. 7M men in college (est: 9
It’s Girls, Stupid! 1996: 8.4M women, 6.7M men in college (est: 9.2 to 6.9 in 2007); more women than men in high-level math and science courses More girls in student govt., honor societies; girls read more books, outperform boys in artistic and musical ability, study abroad in higher numbers Boys do rule: crime, alcohol, drugs, failure to do homework (4:1) Source: The Atlantic Monthly (May2000)

361 Okay, you think I’ve gone tooooo far
Okay, you think I’ve gone tooooo far. How about this: DO ANY OF YOU SUFFER FROM TOO MUCH TALENT?

362 63 of 2,500 top earners in F500 8% Big 5 partners 14% partners at top 250 law firms 43% new med students; 26% med faculty; 7% deans Source: Susan Estrich, Sex and Power

363 Opportunity! M.Mgt. 41% 29% 18% 6% T.Mgt. 4% 3% 2% <1%
U.S. G.B. E.U. Ja. M.Mgt % 29% 18% 6% T.Mgt % % % <1% Peak Partic. Age % Coll. Stud % 50% 48% 26% Source: Judy Rosener, America’s Competitive Secret

364 Encouraging signs: CEO, HP. CEO, eBay. CEO, Avon. CEO, Mirant
Encouraging signs: CEO, HP. CEO, eBay. CEO, Avon. CEO, Mirant. CEO, Xerox. President, Pharmaceutical Group, Pfizer. President, Chevron Products. Co-CEO, Kraft. President, PepsiCo. CEO, Ogilvy & Mather. COO, Enron Americas. COO, Colgate-Palmolive. President, Southwest Airlines.

365 Message S. Estrich: Re-invent the Culture!

366 S. Estrich: The Magic Number 3! [Partners, Tenured Profs, Directors]

367 “Deloitte was doing a great job of hiring high-performing women; in fact, women often earned higher performance ratings than men in their first years with the firm. Yet the percentage of women decreased with step up the career ladder. … Most women weren’t leaving to raise families; they had weighed their options in Deloitte’s male-dominated culture and found them wanting. Many, dissatisfied with a culture they perceived as endemic to professional service firms, switched professions.” Douglas McCracken, “Winning the Talent War for Women” [HBR]

368 “The process of assigning plum accounts was largely unexamined
“The process of assigning plum accounts was largely unexamined. … Male partners made assumptions: ‘I wouldn’t put her on that kind of company because it’s a tough manufacturing environment.’ ‘That client is difficult to deal with.’ ‘Travel puts too much pressure on women.’ ” Douglas McCracken, “Winning the Talent War for Women” [HBR]

369 8. Weird The Cracked Ones Let in the Light!

370 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

371 “Are there enough weird people in the lab these days. ” V. Chmn
“Are there enough weird people in the lab these days?” V. Chmn., pharmaceutical house, to a lab director (06.01)

372 “I would like to think we could attract students with green hair
“I would like to think we could attract students with green hair. We will take pink and blue and orange hair, too.” Shirley Tilghman, Princeton

373 Would Craig Venter (Luciano Benetton) come to work for us?

374 9. Opportunity Make It an Adventure!

375 “H.R.” to “H.E.D.” ??? Human Enablement Department

376 Titles! Manager HRIS to Manager Human Capital Assets or Manager Employee Marketing* *IHRIM.link ( )

377 10. Leading Genius We are all unique!

378 Beware Lurking HR Types … One size NEVER fits all. One size fits one
Beware Lurking HR Types … One size NEVER fits all. One size fits one. Period.

379 48 Players = 48 Projects = 48 different success measures

380 MantraM3 Talent = Brand

381 What’s your company’s … EVP
What’s your company’s … EVP? Employee Value Proposition, per Ed Michaels et al., The War for Talent

382 EVP = Challenge, professional growth, respect, satisfaction, opportunity, reward Source: Ed Michaels et al., The War for Talent

383 First Steps Make a list of the traits you really want to unearth
First Steps Make a list of the traits you really want to unearth. (TP & “sense of humor;” GR & jaywalking.) Promote for TDS/Talent Development Skills. Work up an EVP.

384 Trends III: Speaking of … Women.

385 Women & the Marketspace.

386 ????????? Home Furnishings … 94% Vacations … 92% Houses … 91% Consumer Electronics … 51% Cars … 60% (90%) All consumer purchases … 83% Bank Account … 89% Health Care … 80%

387 ???? 80%

388 Riding Lawnmowers

389 2/3rds working women/ 50+% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed

390 $4.8T > Japan 9M/27.5M/$3.6T > Germany

391 New golfers … 37% Basketball … 13.5M 1 in 27 (’70) … 1 in 3 (’96)

392 1874?

393 1874 … Jock Strap 1977 … Jogbra 1977 ... 25K 1996 … 42M

394 Yeow! … 1% 2002 … 50%

395 OPPORTUNITY NO. 1!* [* No shit!]

396 Carol Gilligan/ In a Different Voice Men: Get away from authority, family Women: Connect Men: Self-oriented Women: Other-oriented Men: Rights Women: Responsibilities

397 FemaleThink/ Popcorn “Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.” “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”

398 “Men seem like loose cannons
“Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For a man, ignoring the price tag is almost a sign of virility.” Paco Underhill, Why We Buy* (*Buy this book!)

399 Read This: Barbara & Allan Pease’s Why Men Don’t Listen & Women Can’t Read Maps

400 “It is obvious to a woman when another woman is upset, while a man generally has to physically witness tears or a temper tantrum or be slapped in the face before he even has a clue that anything is going on. Like most female mammals, women are equipped with far more finely tuned sensory skills than men.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

401 “Resting” State: 30%, 90%: “A woman knows her children’s friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

402 “As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

403 “Female hearing advantage contributes significantly to what is called ‘women’s intuition’ and is one of the reasons why a woman can read between the lines of what people say. Men, however, shouldn’t despair. They are excellent at imitating animal sounds.” Barbara & Allan Pease, Why Men Don’t Listen & Women Can’t Read Maps

404 Read This Book … EVEolution: The Eight Truths of Marketing to Women Faith Popcorn & Lys Marigold

405 EVEolution: Truth No. 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand

406 “The ‘Connection Proclivity’ in women starts early
“The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ” EVEolution

407 “Women don’t buy brands. They join them.” EVEolution

408 What If … “What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of car pool partners?” “What if American Express made a concerted effort to connect up female empty-nesters through on-line and off-line programs, geared to help women re-enter the workforce with today’s skills?” EVEolution

409 Not!! “Year of the Woman”

410 Enterprise Reinvention
Enterprise Reinvention! Recruiting Hiring/Rewarding/Promoting Structure Processes Measurement Strategy Culture Vision Leadership THE BRAND ITSELF!

411 “Honey, are you sure you have the kind of money it takes to be looking at a car like this?”

412 27 March 2000: to TP from Shelley Rae Norbeck “I make 1/3rd more money than my husband does. I have as much financial ‘pull’ in the relationship as he does. I’d say this is also true of most of my women friends. Someone should wake up, smell the coffee and kiss our asses long enough to sell us something! We have money to spend and nobody wants it!”

413 STATEMENT OF PHILOSOPHY: I am a businessperson. An analyst
STATEMENT OF PHILOSOPHY: I am a businessperson. An analyst. A pragmatist. The enormous social good of increased women’s power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders about my fact-based conviction that women’s increasing power – leadership skills and purchasing power – is the strongest and most dynamic force at work in the American economy today. Dare I say it as a long-time Palo Alto resident … THIS IS EVEN BIGGER THAN THE INTERNET! Tom Peters

414 Psssst! Wanna see my “porn” collection?

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

416 Stupid!

417 Ad from Furniture /Today (04. 01): “MEET WITH THE EXPERTS
Ad from Furniture /Today (04.01): “MEET WITH THE EXPERTS!: How Retailing’s Most Successful Stay that Way” Presenting Experts: M = 16; F = ?? (94% = 272)

418

419 The Furniture Industry … doesn’t understand BRANDING doesn’t understand FASHION doesn’t understand WOMEN doesn’t understand SPEED & RESPONSIVENESS & VALUE-ADDED SERVICES doesn’t understand EXCITING RETAIL PRESENTATION & “EXPERIENCE” MARKETING. And is run by old, conservative white guys … who don’t even understand what they don’t understand.

420 Prescription … SHE is the Consumer. (PERIOD. ) SHE is the Brand
Prescription … SHE is the Consumer. (PERIOD.) SHE is the Brand. (PERIOD.) 75% women designers* (*Men CANNOT design for women. PERIOD.) 75% women reps. “Cool” retail spaces in high-rent districts (à la Ethan Allen). Match furniture with accessories … i.e., create an “experience.” FOCUS ON “RELATIONSHIPS-FOR-LIFE”, not “transactions.”

421 Stupid: “Amazing, now that I think about it
Stupid: “Amazing, now that I think about it. A bunch of guys --developers, architects, contractors--sitting around designing shopping centers. And the ‘end users’ will be overwhelmingly women!”

422 Whose pelvis is it, anyway?

423 Stupid: Nike. The “pelvis pics. ” Research in h. care
Stupid: Nike. The “pelvis pics.” Research in h.care. Georgene Terry’s “finding.” Etc. Etc. Etc. Etc. Etc.

424 Harmony. From General Mills
Harmony. From General Mills. Low-fat cereal fortified with calcium, folic acid and iron. “Breakfast of Heroines” Source: Business Week’s “The Best Products of 2001”

425 Brand Talent+: The Education Fiasco

426 FES/NOV2001: New Work. New Education. The Twain Must Meet.

427 TP Mood Anger. Despair. Hopelessness.

428 Losing the War to Bismarck (and Rockefeller)

429 J. D. Rockefeller’s General Education Board (1906): “In our dreams people yield themselves with perfect docility to our molding hands. … The task is simple. We will organize children and teach them in a perfect way the things their fathers and mothers are doing in an imperfect way.” John Taylor Gatto, A Different Kind of Teacher

430 “My wife and I went to a [kindergarten] parent-teacher conference and were informed that our budding refrigerator artist, Christopher, would be receiving a grade of Unsatisfactory in art. We were shocked. How could any child—let alone our child—receive a poor grade in art at such a young age? His teacher informed us that he had refused to color within the lines, which was a state requirement for demonstrating ‘grade-level motor skills.’ ” Jordan Ayan, AHA!

431 “How many artists are there in the room
“How many artists are there in the room? Would you please raise your hands. FIRST GRADE: En masse the children leapt from their seats, arms waving. Every child was an artist. SECOND GRADE: About half the kids raised their hands, shoulder high, no higher. The hands were still. THIRD GRADE: At best, 10 kids out of 30 would raise a hand, tentatively, self-consciously. By the time I reached SIXTH GRADE, no more than one or two kids raised their hands, and then ever so slightly, betraying a fear of being identified by the group as a ‘closet artist.’ The point is: Every school I visited was participating in the suppression of creative genius.” Gordon MacKenzie, Orbiting the Giant Hairball: A Corporate Fool’s Guide to Surviving with Grace

432 An Unnatural Way to “Learn”

433 Schools’ “Kafka-like rituals”: “enforce sensory deprivation on classes of children held in featureless rooms … sort children into rigid categories by the use of fantastic measures such as age-grading, or standardized test scores … train children to drop whatever they are occupied with and to move as a body from room to room at the sound of a bell, buzzer, horn, or klaxon … keep children under constant surveillance, depriving them of private time and space … John Taylor Gatto, A Different Kind of Teacher

434 Kafka-like rituals (cont
Kafka-like rituals (cont.): “assign children numbers constantly, feigning the ability to discriminate qualities quantitatively … insist that every moment of time be filled with low-level abstractions … forbid children their own discoveries, pretending to possess some vital secret to which children must surrender their active learning time to acquire.” John Taylor Gatto, A Different Kind of Teacher

435 Doing Stuff that Matters!

436 “During the first years of life, youngsters all over the world master a breathtaking array of competences with little formal tutelage.” Howard Gardner, The Unschooled Mind

437 The Learner’s Manifesto The brain is always learning
The Learner’s Manifesto The brain is always learning. Learning does not require coercion. Learning must be meaningful. Learning is incidental. Learning is collaborative. The consequences of worthwhile learning are obvious. Learning always involves feelings. Learning must be free of risk. Frank Smith, Insult to Intelligence

438 Tom’s Edu3M Manifesto* *Manifesto for Education in the 3rd Millennium

439 Education3M Learning is a normal state. Children are learnavores
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.

440 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. [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.

441 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.]

442 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.

443 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.

444 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.

445 Education3M 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.” “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.]

446 N.W.O. II, New Org IV & Reprise: THINK WEIRD … the H.V.A. Bedrock.

447 THINK WEIRD: The High Standard Deviation Enterprise.

448 “The corporate faith in big industrial mergers [2/3rds of which fail] is a vestige of the spats-and-spittoons era.” —James Suroweicki, The New Yorker (More, a Buffett annual-report quote: “Many managers were overexposed in impressionable childhood years to the story in which the imprisoned handsome prince is released from a toad’s body by a kiss from the beautiful princess.”)

449 Saviors-in-Waiting Disgruntled Customers Off-the-Scope Competitors Rogue Employees Fringe Suppliers Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees

450 CUSTOMERS: “Future-defining customers may account for only 2% to 3% of your total, but they represent a crucial window on the future.” Adrian Slywotzky, Mercer Consultants

451 COMPETITORS: “The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends him on the spot.” Mark Twain

452 Employees: “Are there enough weird people in the lab these days. ” V
Employees: “Are there enough weird people in the lab these days?” V. Chmn., pharmaceutical house, to a lab director (06.01)

453 Suppliers: There is an ominous downside to strategic supplier relationships. An SSR supplier is not likely to function as any more than a mirror to your organization. Fringe suppliers that offer innovative business practices need not apply.” Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees

454 Elliott Masie, on desirable eLearning vendors: “I want a ‘sandbox partner,’ someone who will openly say, ‘This is not the last word; we don’t know exactly where we’re going.’ ”

455 Step 1: TAKE SOMEONE NEW & WEIRD TO LUNCH TODAY OR TOMORROW
Step 1: TAKE SOMEONE NEW & WEIRD TO LUNCH TODAY OR TOMORROW. [Inundate yourself with weird.]

456 WEIRD IDEAS THAT WORK: (1) Hire slow learners (of the organizational code). (1.5) Hire people who make you uncomfortable, even those you dislike. (2) Hire people you (probably) don’t need. (3) Use job interviews to get ideas, not to screen candidates. (4) Encourage people to ignore and defy superiors and peers. (5) Find some happy people and get them to fight. (6) Reward success and failure, punish inaction (7) Decide to do something that will probably fail, then convince yourself and everyone else that success is certain. (8) Think of some ridiculous, impractical things to do, then do them (9) Avoid, distract, and bore customers, critics, and anyone who just wants to talk about money. (10) Don’t try to learn anything from people who seem to have solved the problems you face. (11) Forget the past, particularly your company’s success. Bob Sutton, Weird Ideas that Work: 11½ Ideas for Promoting, Managing and Sustaining Innovation

457 The GM/VC “model” of leadership.

458 Logic: Cut from 1,000 brands to 500 brands, for efficiency’s sake
Logic: Cut from 1,000 brands to 500 brands, for efficiency’s sake. Need 10% p.a. growth in reduced # of brands to get “guaranteed” corporate growth of 5%. (AND YOU DON’T GET “AVERAGE” GROWTH IN EVERY BRAND—DUH.) Hence, 10% across-the-board growth will mostly come from 40% growth in small # of brands (Pareto: 80/20 rule; blah, blah, blah). Axiom: 40% growth will only come from high-risk bets—and accompanying failures—across the portfolio. Hence, the “VC [GM] model.”

459 Axiom/Statistical Truism: The more challenging the goal and the more elusive the target … the more dependant we are on the “outliers” … the serendipitous/“long shot” results that only emanate from a portfolio of “tries”/projects laden with risk. ALL HAIL THE HSDE!

460 Renewal = The Weird 10 = The “High S. D
Renewal = The Weird 10 = The “High S.D.” Enterprise/Individual Pioneer [Weird] Acquisitions Pioneer [Weird] Customers & Alliance Partners [Measure the Customer-Partner Portfolios’ S.D./Weirdness Index] Divide & Conquer/“Sell-by” [Lessons from the Bees, Sir Richard, Gary H.] Pioneer Assignments/Pioneer Projects/Pioneer Partners [F2F: Freak-to-Freak/ 4F: Find a Fellow Freak Faraway] Hire Weird [Diversity]/Train Weird/Promote Weird/Pay Gobs & Promote Fast & Cherish “Six Sigma” Talent/Appoint a Weird Board Weed Un-weird [“One Sigma” “Talent,” etc.] 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 [Rhapsodize Over Thine Cool Failures!] Re-enforce a “Culture of Disrespect”/PassionatePiracy

461 The Top Creators of Shareholder Value Accept depressed earnings for several quarters to support hot product Expense rather than capitalize new venture costs Bonuses without caps Source: Fortune ( )

462 New Org IV+: Tomorrow’s Organizations … Itinerant Potential Machines.

463 TALENT POOL TO DIE FOR. Youthful. Insanely energetic. Value creativity
TALENT POOL TO DIE FOR. Youthful. Insanely energetic. Value creativity. Risk taking is routine. Failing is normal … if you’re stretching. Want to “make their bones” in “the revolution.”Love the new technologies. Well rewarded. Don’t plan to be around 10 years from now.

464 TALENT POOL PLUS. Seek out and work with “world’s best” as needed (it’s often needed). “We aim to change the world, and we need gifted colleagues—who well may not be on our payroll.”

465 BRASSY-BUT-GROUNDED-LEADERSHIP
BRASSY-BUT-GROUNDED-LEADERSHIP. Say “I don’t know”—and then unleash the TALENT. Have a vision to be DRAMATICALLY DIFFERENT—but don’t expect the co. to be around forever. Will scrap pet projects, and change course 180 degrees—and take a big write-off in the process. NO REGRETS FROM SCREW-UPS WHOSE TIME HAS NOT-YET-COME. GREAT REGRETS AT TIME & $$$ WASTED ON “ME TOO” PRODUCTS AND PROJECTS.

466 BRASSY-BUT-GROUNDED-LEADERSHIP. (Cont
BRASSY-BUT-GROUNDED-LEADERSHIP. (Cont.) “Visionary” leaders matched by leaders with shrewd business sense: “HOW DO WE TURN A PROFIT ON THIS GORGEOUS IDEA?” Appreciate “market creation” as much as or more than “market share growth.” ARE INSANELY AWARE THAT MARKET LEADERS ARE ALWAYS IN PRECARIOUS POSITIONS, AND THAT MARKET SHARE WILL NOT PROTECT US, IN TODAY’S VOLATILE WORLD, FROM THE NEXT KILLER IDEA AND KILLER ENTREPRENEUR. (Gates. Ellison. Venter. McNealy. Walton. Case. Etc.)

467 ALLIANCE MANIACS. Don’t assume that “the best resides within
ALLIANCE MANIACS. Don’t assume that “the best resides within.” WORK WITH A SHIFTING ARRAY OF STATE-OF-THE-ART PARTNERS FROM ONE END OF THE “SUPPLY CHAIN” TO THE OTHER. Including vendors and consultants and … especially … PIONEERING CUSTOMERS … who will “pull us into the future.”

468 TECHNOLOGY-NETWORK FANATICS
TECHNOLOGY-NETWORK FANATICS. Run the whole-damn-company, and relations with all outsiders, on the Internet … at Internet speed. Reluctant to work with those who don’t share this (radical) vision.

469 POTENTIAL MACHINES-ORGANISMS. Don’t know what’s coming next
POTENTIAL MACHINES-ORGANISMS. Don’t know what’s coming next. But are ready to jump at opportunities, especially those that challenge-overturn our own “way of doing things.”

470 New Org IV++: NewGov2002.

471 WE NEED … IDEAS!

472 “There will be more confusion in the business world in the next decade than in any decade in history. And the current pace of change will only accelerate.” Steve Case

473 BMcC: (1) Hierarchy vs. “Network organization
BMcC: (1) Hierarchy vs. “Network organization.” (2) NWO = “Doctrine as center of gravity”/source of motivation; distributed support & decision-making;largely self-organizing; “outside the military sphere.”

474 “Our military structure today is essentially one developed and designed by Napoleon.” Admiral Bill Owens, former Vice Chairman, Joint Chiefs of Staff

475 From: Weapon v. Weapon To: Org structure v. Org structure

476 Ideas > Leadership

477 NO: “Good gov’t” YES: EFFECTIVE Gov’t (in altered/ambiguous times)

478 A Plea for “virtual [RESPONSIVE] government”

479 Agile.

480 WALLS MUST FALL!

481 The W. O. G. (Work-of-Government): Insta- Targeted WPTs (WOW (B. H. A
The W.O.G. (Work-of-Government): Insta- Targeted WPTs (WOW (B.H.A.G.) Project Teams (with clout) )

482 Experiments rule!

483 Failures rule!

484 Talent matters!

485 IS/IT to the Max!

486 Streamlined procurement (esp. IS/IT)

487 “THE MARINES LEARN NEW TACTICS—FROM WAL. MART”—Business Week (12. 24

488 N.W.O. III: It all adds up to … THE BRAND.

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

490 “Most companies tend to equate branding with the company’s marketing
“Most companies tend to equate branding with the company’s marketing. Design a new marketing campaign and, voilà, you’re on course. They are wrong. The task is much bigger. It is about fulfilling our potential … not about a new logo, no matter how clever. WHAT IS MY MISSION IN LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE WORLD IS ACTUALLY UNIQUE? The brand has to give of itself, the company has to give of itself, the management has to give of itself. To put it bluntly, it is a matter of whether – or not – you want to be … UNIQUE … NOW.” Jesper Kunde, A Unique Moment

491 “We are in the twilight of a society based on data
“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths. Companies will need to understand that their products are less important than their stories.” Rolf Jensen, Copenhagen Institute for Future Studies

492 “Brand Promise” Exercise: (1) Who Are WE
“Brand Promise” Exercise: (1) Who Are WE? (poem/novella/song, then 25 words.) (2) List three ways in which we are UNIQUE … to our Clients. (3) Who are THEY (competitors)? (ID, 25 words.) (4) List 3 distinct “us”/“them” differences. (5) Try “results” on your teammates. (6) Try ’em on a friendly Client. (7) Try ’em on a skeptical Client!

493 1st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or 4/“One Great Thing.” Source #1: Personal Passion) 2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!) 3RD Law: DRAMATIC DIFFERENCE (Execs Don’t Get It: See the next slide.) Source: Jump Start Your Business Brain, Doug Hall

494 2 Questions: “How likely are you to purchase this new product or service?” (95% to 100% weighting by execs) “How unique is this new product or service?” (0% to 5%*) *No exceptions in 20 years – Doug Hall, Jump Start Your Business Brain

495 Message: “Branding” is B. S
Message: “Branding” is B.S. long-term if the product is not supercalifragilisticexpealidocious (e.g., see sections on Design & Experience above)

496 The Heart of Branding …

497 “WHO ARE WE?”

498 WHAT’S OUR STORY?

499 DO THE HOUSEKEEPERS & CLERKS “BUY IT”? [ARE YOU V-E-R-Y SURE?]

500 “EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?”

501 “ WHY DOES IT MATTER TO THE CLIENT?”

502 “EXACTLY HOW DO I PASSIONATELY CONVEY THAT DRAMATIC DIFFERENCE TO THE CLIENT ”

503 Leading in Totally Screwed Up Times.

504 The Context.

505 “There will be more confusion in the business world in the next decade than in any decade in history. And the current pace of change will only accelerate.” Steve Case

506 Uncertainty: We don’t know when things will get back to normal
Uncertainty: We don’t know when things will get back to normal. Ambiguity: We no longer know what “normal” means.

507 BMcC: (1) Hierarchy vs. “Network organization
BMcC: (1) Hierarchy vs. “Network organization.” (2) NWO = “Doctrine as center of gravity”/source of motivation; distributed support & decision-making;largely self-organizing; “outside the military sphere.”

508 From: Weapon v. Weapon To: Org structure v. Org structure

509 “Our military structure today is essentially one developed and designed by Napoleon.” Admiral Bill Owens, former Vice Chairman, Joint Chiefs of Staff

510 <1000A.D.: paradigm shift: 1000s of years 1000: 100 years for paradigm shift 1800s: > prior 900 years 1900s: 1st 20 years > 1800s 2000: 10 years for paradigm shift 21st century: 1000X tech change than 20th century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture in the fabric of human history”) Ray Kurzweil

511 1 day 2001 = Year’s trade in 1949, year’s FEX in 1979, year’s global calls in Source: Charles Handy, The Elephant and the Flea

512 The Leadership50

513 The Basic Premise.

514 1. Leadership Is a … Mutual Discovery Process.

515 Leaders-Teachers Do Not “Transform People”
Leaders-Teachers Do Not “Transform People”! Instead leaders-mentors-teachers (1) provide a context which is marked by (2) access to a luxuriant portfolio of meaningful opportunities (projects) which (3) allow people to fully (and safely, mostly—caveat: “they” don’t engage unless they’re “mad about something”) express their innate curiosity and (4) engage in a vigorous discovery voyage (alone and in small teams, assisted by an extensive self-constructed network) by which those people (5) go to-create places they (and their mentors-teachers-leaders) had never dreamed existed—and then the leaders-mentors-teachers (6) applaud like hell, stage “photo-ops,” and ring the church bells 100 times to commemorate the bravery of their “followers’ ” explorations!

516 I am inalterably opposed to “organization change,” “empowerment,” “motivation.” The goal: to awaken the latent talent already within, by providing opportunities worthy of the individual’s investment of her or his most precious resources … time and emotional commitment.

517 1A. Leaders … Cede Control.

518 “I don’t know.”

519 “The leader who says ‘I don’t know’ essentially says that the group is facing a new ballgame where the old tools of logic may be its undoing rather than its salvation. To drop these tools is not to give up on finding a workable answer. It is only to give up on one means of answering that is ill-suited to the unstable, the unknowable, the unpredictable. To drop the heavy tools of rationality is to gain access to lightness in the form of intuitions, feelings, stories, experience, active listening, shared humanity, awareness in the moment, capability for fascination, awe, novel words and empathy.” - Karl Weick

520 1B. Leaders Try … Not to Screw Things Up

521 “Ninety percent of what we call ‘management’ consists making it difficult for people to get things done.” – P.D.

522 The Leadership Types.

523 2. Great Leaders on Snorting Steeds Are Important – but Great Talent Developers (Type I Leadership) are the Bedrock of Organizations that Perform Over the Long Haul.

524 25/8/53* (*Damn it!)

525 Whoops: Jack didn’t have a vision!

526 2A. “Just One”: Great Leading = Great Mentoring.

527 T.A.: 3

528 Goal of the Year No. 1. : Find-Develop-Mentor ONE Extraordinary Person
Goal of the Year No. 1*: Find-Develop-Mentor ONE Extraordinary Person. *CEO, large financial advisory firm, April 2001

529 2B. Great Leaders are … Great V.C.s.

530 “Basically [Omnicom’s John] Wren makes aggressive bets on entrepreneurs and gives them tremendous autonomy, on the assumption that the risk-taking will pay off in new ideas, connections, businesses, and, yes, revenues and profits. … ‘Omnicom operates like a venture-capital firm,’ says Sir Martin Sorrell [of WPP].” Fortune ( )

531 3. But Then Again, There Are Times When This “Cult of Personality” (Type II Leadership) Stuff Actually Works!

532 “A leader is a dealer in hope.” Napoleon (+TP’s writing room pics)

533 4. Find the “Businesspeople”! (Type III Leadership)

534 I.P.M. (Inspired Profit Mechanic)

535 4A. All Organizations Need the Golden Leadership Triangle.

536 The Golden Leadership Triangle: (1) Creator-Visionary … (2) Talent Fanatic-Mentor-V.C. … (3) Inspired Profit Mechanic.

537 Project Team Golden Triangle (1) Champion-Maniac. (2) Implementer-Pol
Project Team Golden Triangle (1) Champion-Maniac. (2) Implementer-Pol. (3) Schedule & Budgets Fanatic.

538 5. Leadership Mantra #1: IT ALL DEPENDS!

539 Renaissance Men are … a snare, a myth, a delusion!

540 6. The Leader Is Rarely/Never the Best Performer.

541 33 Division Titles. 26 League Pennants. 14 World Series: Earl Weaver—0
33 Division Titles. 26 League Pennants. 14 World Series: Earl Weaver—0. Tom Kelly—0. Jim Leyland—0. Walter Alston—1AB. Tony LaRussa—132 games, 6 seasons. Tommy Lasorda—P, 26 games. Sparky Anderson—1 season.

542 The Leadership Dance.

543 7. Leaders … SHOW UP!

544 Rudy!

545 P.S. … Mark McCormack: 5,000 miles for a 5 min. meeting!
The Powers That Be call meta-sports agent Mark McCormack the most powerful guy in sports. A few years ago he wrote a terrific book, called What They Don’t Teach You at Harvard Business School. Lotsa Good Stuff in it … but one thing stuck/sticks in my mind: IF YOU’VE GOT A CRUCIAL POINT TO MAKE, IT’S WELL WORTH TRAVELLING 5,000 MILES FOR A 5 MINUTE MEETING. At age 57 [I was about 40 when I read this] I can only add: AMEN! In short, when there’s a sale to make … Internet Age or no … BE THERE.

546 7A. Leaders … LOVE the MESS!

547 “If things seem under control, you’re just not going fast enough
“If things seem under control, you’re just not going fast enough.” Mario Andretti

548 7B. Leadership Is Improv!

549 Duct Tape Rules! “Andrew Higgins, who built landing craft in WWII, refused to hire graduates of engineering schools. He believed that they only teach you what you can’t do in engineering school. He started off with 20 employees, and by the middle of the war had 30,000 working for him. He turned out 20,000 landing craft. D.D. Eisenhower told me, ‘Andrew Higgins won the war for us. He did it without engineers.’ ” Stephen Ambrose/Fast Company

550 8. Leaders Groove on AMBIGUITY!

551 “Most of our predictions are based on very linear thinking
“Most of our predictions are based on very linear thinking. That’s why they will most likely be wrong.” Vinod Khosla, in “GIGATRENDS,” Wired 04.01

552 9. Leaders DO!

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

554 9A. Leaders Re-do.

555 “Sony Electronics has a well-earned reputation for persistence
“Sony Electronics has a well-earned reputation for persistence. The company’s first entry into a new field often isn’t very good. But, as it has shown in laptops, Sony will keep trying until it gets it right.” Business Week (5/01)

556 “If Microsoft is good at anything, it’s avoiding the trap of worrying about criticism. Microsoft fails constantly. They’re eviscerated in public for lousy products. Yet they persist, through version after version, until they get something good enough. Then they leverage the power they’ve gained in other markets to enforce their standard.” Seth Godin, Zooming

557 He who has the quickest O. O. D. A. Loops. wins. Observe. Orient
He who has the quickest O.O.D.A. Loops* wins! *Observe. Orient. Decide. Act. / Col. John Boyd There’s a bigger competitive issue here. Flummoxing the competition by moving fast … and above all … ADJUSTING FAST. Air Force Colonel John Boyd was a master defense strategist. The idea of OODA Loops was at the heart of his message. He observed, in Korean War air combat, that American F-86s outperformed enemy aircraft that could fly faster and climb faster. But the Americans could turn faster. Thence, they could get inside the enemy … and eventually disorient him. Their observe-orient-decide-act cycle was superior, in Boyd’s subsequent formulation. This is the Big Cousin to the Fail Forward Fast and Ready. FIRE! Aim. ideas.

558 9B. Leaders Are PLAYFUL.