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Part 10 Tom Peters EXCELLENCE. ALWAYS. New Master/21 August 2008

tompeters.com Slides at … tompeters.com

Ten Parts P1.1, P1.2, P1.3, P1.4/Generic P2/Leadership P3/Talent P4/Value-added Ladder P5/New Markets P6/The Equations P7.1/Implementation P7.2/Action P8/13 Guru Gaffes P9/Healthcare P10/The Lists Ten Parts P1.1, P1.2, P1.3, P1.4/Generic P2/Leadership P3/Talent P4/Value-added Ladder P5/New Markets P6/The Equations P7.1/Implementation P7.2/Action P8/13 Guru Gaffes P9/Healthcare P10/The Lists

Part Ten

EXCELLENCE. ALWAYS. Lists. Irreducible209+ 0513.2007

These lists are summaries of this, that, and the other, FYI …

The Lists

The Irreducible209

What, if anything, he asked, do you believe for sure? 209 A frustrated participant at a seminar for investment bankers in Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, hed had enough. What, if anything, he asked, do you believe for sure? I mumbled something, but his query started rumbling around in my mind. Three days later, wandering on a Sunday in London, the idea of the irreducibles occurred to meand I started jotting down notes on stuff I do indeed believe for sure. Before I knew it, a few days later, the list had grown to 209 items. Hence The Irreducible209 that follows. Tom Peters

1. Hare 1, Tortoise 0. (Hare-y times.) 2. Tempo. (O.O.D.A.) 3. MBWA. 4. Appreciation. (Motivator #1.) (Cant be faked. Good.) (Cant be faked. Good.) 5. Decency. 6. Hurry. 7. Time out. 8. One matters. 9. Big change. Short time. (Alt not work.) 10. Excellence. Always. 11. Passion. Energy. Hustle. Enthusiasm. Exuberance. (Move mountains. No alt.) Exuberance. (Move mountains. No alt.) 12. You must care. 13. Emotion. 14. Hard is soft. (Soft is hard.)

15. Men. Women. Different. Contend. Connect. 16. Women. Buy. All. (RU listening?) 17. Quality. (Mind-blowing. Beyond 6-Sigma.) 18. Re-invent. Re-pot. (Required.) 19. Jaywalk. 20. Big change. Small # of people. (Always.) 21. Experiment. Now. 22. Failure. Normal. 23. Most failures, most success. (Fail. Forward. Fast.) (Fail. Forward. Fast.) 24. Reward excellent failures. Punish mediocre successes. mediocre successes. 25. Women leaders. (Altered times.) 26. Extremism. (Good business. Bad politics.) 27. Innovation source. Only. Extreme irritation. 28. Smile.

29. You must care. 30. Mentor. (Highest ROI.) 31. Best roster wins. 32. Wow. (Okay in biz.) 33. We all have customers. (Biz. Personal.) 34. All contacts = Experiences. 35. Cirque du Soleil. (Peerless.) 36. Leaders create space for growth. 37. Quests. (Only.) 38. High aspirations, high results. (Self-fulfilling prophecy.) (Self-fulfilling prophecy.) 39. Attitude 1, Skills 0. (Mostly.) (Attitude 1, Skill 0.3?) (Attitude 1, Skill 0.3?) 40. Sometimes: Skill 1, Attitude 0.1. 41. Must love, not like. 42. Wegmans. (No excuses. Mere groceries.) 43. Less than your best. Cheating.

44. Brand You. (No alt.) 45. Self-sufficiency. (Biggest LT turn-on.) 46. In the moment. 47. The moment wins. 48. Tomorrow = Never. 49. Action 1, Plan 0.1. 50. Execution can be a system. 51. Realism. 52. Own up. Move on. 53. Accountability. 54. Work hard > Work smart. (Mostly.) 55. Feedback. Necessary. Fast. (R.F.A. in RFA times.) RFA times.) 56. Customers. Listen. Lead. (Paradox.) 57. On stage. Always. (GW, FDR, RG = Supreme actors.) Supreme actors.)

58. Master statistical analysis. 59. Excellence = Set the table. 60. Legacy. (Will it have mattered?) 61. Great. (Why not?) 62. Radicals rule. (Think … Olympics.) 63. !!! = Good. 64. Red 1, Brown 0. (Red times.) 65. Talk. Listen. (Big 2. Master.) 66. Politics. (Normal-inevitable state of affairs. Master.) of affairs. Master.) 67. Student. Forever. 68. Why? (Question #1.) 69. Dont belittle. 70. Respect. 71. All we have: this moment. (Moments matter most?) (Moments matter most?) 72. Now. (Procrastination. Death.)

73. Exercise. 74. Paint. (Leader. Portraits of Excellence.) 75. Best story wins. 76. You must be the change you wish to see in the world. to see in the world. 77. Two big ones. Max. (Priorities.) 78. No I in Team. (I in Win.) 79. I in Win. (No I in Team.) 80. Different 1, Better 0. (Better = 0.1) 81. Imitation = Mistake. (Learn, from who?) 82. Choose/battle the right competitor. 83. Schools. Creativity. Entrepreneurship. (Not.) (Not.) 84. MBAs. Creativity. Entrepreneurship. Leadership. (Not.) Leadership. (Not.) 85. Design. Under-rated. Wildly. (Still.) (Everything.) (Still.) (Everything.)

86. You = Calendar. (Calendar. Never. Lies.) 87. Laugh. 88. Handshake. (Quantity. Quality.) 89. Dont fold your hands in front of your chest. Ever. (Never.) 90. Grace. (Works in biz.) 91. Weird. Wins. (Weird times.) 92. Crazy times. Crazy orgs. 93. Internet. All. 94. Women. Boomers-Geezers. Market. All. 95. Passion. (Repeat. So what?) 96. Energy. (Repeat. So what?) 97. Hustle. (Repeat. So what?) 98. Enthusiasm. (Repeat. So what?) 99. Exuberance. (Repeat. So what?) 100. Smile. (Repeat. So what?) 101. Care. (Repeat. So what?)

102. Simplicity. Redundancy. Resilience. Bloody- mindedness. Visible optimism. (Success.) mindedness. Visible optimism. (Success.) 103. Act. (Repeat. So what?) 104. Appreciate. (Repeat. So what?) 105. Fun. (Biz. Why not?) 106. Joy. (Biz. Why not?) 107. Sales = Life. 108. Marketing = Life. 109. Long-term. Top line. c.r.o. 110. Great company = Creates the most individual success stories. (RE/MAX) individual success stories. (RE/MAX) 111. Talent first, performance byproduct. 112. Sustained Wow* 1, Shareholder value, 0.2 (*Product, People.) value, 0.2 (*Product, People.) 113. Commitment. by invitation only. 114. Creativity. by invitation only. 115. HR = #1. (Ought to.)

116. Face-to-face. (5K miles, 5 minutes.) 117. Negotiation. Make all winners. (Save face.) (Save face.) 118. Grace makes enemies friends. 119. Network. 120. Invest in relationships. (Think ROIR. Return On Investment in Relationships.) Return On Investment in Relationships.) 118. Relationship investment. Forethought. Calendar item. Intensity. Calendar item. Intensity. 119. Innovation. Easy. (Hang out with weird.) with weird.) 120. Weird = Win. (Weird times.) 121. The bottleneck is at the top of the bottle. of the bottle. 122. Good Board = Weird Board. (At least, surprising.) (At least, surprising.) 123. No contention, no progress.

R.O.I.R. R.O.I.R.* *Return On Investment In Relationships

124. Crucial conversations. Crucial confrontations. (Study. Learn. Do.) confrontations. (Study. Learn. Do.) 125. Honest feedback. 126. Gaspworthy. Yes. 127. Insanely great. 128. Astonish me. 129. Make it immortal. 130. Will you remember it in 20 years? 131. No small opportunities. (Reframe.) 132. One playmate, one playpen = Enough. 133. End run. Sensible. 134. Allies are there for the finding. 135. Find successes. Build on successes. (Pos > Neg. Encourage > Fix.) (Pos > Neg. Encourage > Fix.) 136. Somebodys doing it today. Find em. 137. Someone is living 2016 in 2006. (Find em. Study em.) (Find em. Study em.)

138. Dont benchmark. futuremark. 139. PMA. It works. (Positive. Mental. Attitude.) Attitude.) 140. There are no experts. (You are the expert.) 141. Life is short. 142. Sustained success. Fat chance. Make today matter. (Sustained. Ha.) Make today matter. (Sustained. Ha.) 143. Collaborate. (Networked world.) 144. Go solo. (Individual. Unit of Intellectual Capital.) Intellectual Capital.) 145. There are no perfect plans. (Do. Wins.) 146. Plans motivate. (Right or wrong. Sense of purpose.) Sense of purpose.) 147. Never rest. 148. Get some sleep. 149. Winning = Embracing paradox. 150. Ambiguity = Opportunity.

151. Resilience. 152. Relentless-ness. 153. None. Above. Comeuppance. No. ultimate. business model. No. ultimate. business model. (GM. Sears. U.S. Steel. DEC.) (GM. Sears. U.S. Steel. DEC.) 154. Be yourself. Period. 155. Never work with jerks. Including customers. (Life. Too short.) customers. (Life. Too short.) 156. Under-promise, over-deliver. 157. Talent. (Powerful word.) 158. Customer = Anyone whose actions affect your results. affect your results. 159. Competition stinks. (Seek the soft spots where you can dominate.) spots where you can dominate.) 160. K.I.S.S./Keep It Simple, Stupid. 161. Beauty. (Good biz word.) 162. See the beauty in a hamburger bun. (Go. Ray.) (Go. Ray.)

163. Own up. Quick. ( Denial. Cancer.) 164. Celebrate. Often. 165. 78 people = 78 approaches. (Each. Unique.) 166. Weed. Ceaselessly. (Prune. Stupid. Rules. Non-stop.) 167. Get out of the way. (You = The problem.) 168. Smile. Sunny. Optimism. (If it kills you.) 169. Flowers. (Cheery workplace.) 170. Enjoy. (Or get the hell.) 171. Be intolerant of sour. (1 = Major pollution) 172. No quick trigger on promotion. (Too important.) 173. Evaluation = Lots of study-time. 174. Evaluation = Life or death to evaluee. 175. 360 evaluation. No fad. 176. Exit when youre done. (Done. Sooner than you think.) 163. Own up. Quick. ( Denial. Cancer.) 164. Celebrate. Often. 165. 78 people = 78 approaches. (Each. Unique.) 166. Weed. Ceaselessly. (Prune. Stupid. Rules. Non-stop.) 167. Get out of the way. (You = The problem.) 168. Smile. Sunny. Optimism. (If it kills you.) 169. Flowers. (Cheery workplace.) 170. Enjoy. (Or get the hell.) 171. Be intolerant of sour. (1 = Major pollution) 172. No quick trigger on promotion. (Too important.) 173. Evaluation = Lots of study-time. 174. Evaluation = Life or death to evaluee. 175. 360 evaluation. No fad. 176. Exit when youre done. (Done. Sooner than you think.)

177. Today. Now. My Project. Am. Is. I. Period. 178. Beautiful systems. (Good biz phrase. Not oxymoron.) Not oxymoron.) 179. Build on strengths > Fix weaknesses. 180. To dont = To do. (To dont > To do ?) To do ?) 181. Leaders Do People. (Period.) 182. Leaders enjoy leading. 183. Serious leadership training = Serious. 184. Priorities. Obvious. (Or else.) 185. 5 Priorities = 0 Priorities. (3 Priorities = 0 Priorities?) (3 Priorities = 0 Priorities?) 186. People. First. Last. Always. 187. It. Is. Always. The. People.

188. Handshake. (Quantity. Quality.) 189. Dont fold your hands in front of your chest. Ever. (Never.) 190. Simplicity. Redundancy. Resilience. Bloody-mindedness. Visible optimism. (Success.) (Repeat.) 191. Employee Entrance = Guest Entrance. 192. Put the customer … SECOND. (Thanks, Hal.) 193. Flowers. (Or did I say that before? No matter if I did.) 194. Big Mergers dont work. Small acquisitions can/do workif you dont screw with their energy. 188. Handshake. (Quantity. Quality.) 189. Dont fold your hands in front of your chest. Ever. (Never.) 190. Simplicity. Redundancy. Resilience. Bloody-mindedness. Visible optimism. (Success.) (Repeat.) 191. Employee Entrance = Guest Entrance. 192. Put the customer … SECOND. (Thanks, Hal.) 193. Flowers. (Or did I say that before? No matter if I did.) 194. Big Mergers dont work. Small acquisitions can/do workif you dont screw with their energy.

195. Instinctively head for the front line. (In all contexts.) 196. Success = DDMMPR/"D-squared, M-squared, PR = DramDiff + M-squared, PR = DramDiff + Money-Financial Acumen + Good Money-Financial Acumen + Good Marketing Instincts + Stellar People Marketing Instincts + Stellar People + Resilience (The fab five: What. + Resilience (The fab five: What. Every. Small. Biz. Needs.) (Big too.) Every. Small. Biz. Needs.) (Big too.) 197. Core Mechanism (Game-changing Solutions): PSF (Professional Service Solutions): PSF (Professional Service Firm model) + Wow! Projects Firm model) + Wow! Projects (Different vs Better) + Brand You (Distinct or Extinct) (Different vs Better) + Brand You (Distinct or Extinct) 198. 2011/2016 has already happened. Find it. Find it.

199. Kids know kids. Oldies know oldies. Women know women. (Staff accordingly.) 200. Everybody is my customer. 201. Cosset vendors. 202. I want to run a Housekeeping department. (And you?) 203. The military doesnt follow the military model. (Initiative = Excellence.) 204. No such thing as going to absurd lengths to serve the Customer. (HSM & Lefties.) 205. Forget the customer. All = Clients. 206. It takes decades to get over sleights. (So dont sleight.) 207. Dont dumb down. Ever.

208. NO LESS THAN EXCELLENCE. EVER. 209. EXCELLENCE. ALWAYS.

XXX. One size fits. One. Only. (Evaluations. Period.) XXX. Teaching. Individualized. Only. (6 billion people = 6 billion learning trajectories.) (Montessori.) XXX. First impression. Matters. Shapes all that comes. Hard to overcome. (Understatement.) XXX. Jerks. Dont work with. (Life = Too short.) XXX. Manage [the hell out of] first impressions. XXX. Last impression. Matters. Dominates memory. Hard to overcome. (Understatement.) XXX. Manage [the hell out of] last impressions. XXX. Plain English. XXX. K.I.S.S. (450/8.) XXX. $798. $55,000,000,000. 3,000,000,000. 7AM-7PM. 6:15AM. XXX. Donnelly Weatherstrip rules. XXX. Managers do things right. Leaders do the right thing. NOT. Work In Progress XXX. One size fits. One. Only. (Evaluations. Period.) XXX. Teaching. Individualized. Only. (6 billion people = 6 billion learning trajectories.) (Montessori.) XXX. First impression. Matters. Shapes all that comes. Hard to overcome. (Understatement.) XXX. Jerks. Dont work with. (Life = Too short.) XXX. Manage [the hell out of] first impressions. XXX. Last impression. Matters. Dominates memory. Hard to overcome. (Understatement.) XXX. Manage [the hell out of] last impressions. XXX. Plain English. XXX. K.I.S.S. (450/8.) XXX. $798. $55,000,000,000. 3,000,000,000. 7AM-7PM. 6:15AM. XXX. Donnelly Weatherstrip rules. XXX. Managers do things right. Leaders do the right thing. NOT.

Them-Us

EXECUTION Action Selling/Sales Customers Clients Big Stuff (Women, Boomers) Revenue maximization Decentralization Pioneering supplier Project Excellence Women Management + Leadership Exceptionalism (53 = 53) COOL clients INTERESTING Board Them Us Strategy EXECUTION Planning Action Marketing Selling/Sales Markets Customers Customers Clients Micro-segmentation Big Stuff (Women, Boomers) Cost minimization Revenue maximization Synergy/Efficiencies Decentralization Strategic supplier Pioneering supplier Process Project Effectiveness Excellence Men Women Leadership Management + Leadership Standardization Exceptionalism (53 = 53) Big clients COOL clients Prestigious Board INTERESTING Board

Mid-size Organic growth Create NEW markets Value-creating PSF Ambiguity-opportunity Aggressive pursuit of winning Prototype Another prototype Another prototype Talent Rockin Talent Development Center of Excellence Benchmark against the coolest Them Us Big Mid-size Growth by merger Organic growth Buy market share Create NEW markets Efficient, streamlined Value-creating PSF department Certainty-predictability Ambiguity-opportunity Fearful of losing Aggressive pursuit of winning Plan Prototype Careful evaluation Another prototype Revised plan Another prototype People/Employees Talent Effective HR department Rockin Talent Development Center of Excellence Benchmark against the Benchmark against the best-industry leader coolest

Futuremark Up or Out (PDQ) Heart EQ Passionate Noisy, emotional characters in charge Hire for intangibles Relentless, pig-headed determination Teamwork and disruptive individuals equal billing Lead customers Intimate-Seamless customer inter-twining Them Us Benchmark Futuremark Orderly career progression Up or Out (PDQ) Head Heart IQ EQ Professional Passionate Stoic, humble leaders Noisy, emotional characters in charge Hire for Resume Hire for intangibles Measured-thoughtful Relentless, pig-headed approach determination Teamwork comes first Teamwork and disruptive individuals equal billing Listen to customers Lead customers Customer involvement Intimate-Seamless customer inter-twining

MBWA MFA Great people-product rule Work hard Built to Rock the World Reward (EXCELLENT) failures Design 1T Innovation 1T Jaw-dropping Experience CVs feature Magic Moments Cool stuff World-rocking INNOVATION Them Us MBM (Management MBWA by memo) MBA MFA Shareholder Value Great people-product rule comes first Work smart Work hard Built to last Built to Rock the World Reward successes Reward (EXCELLENT) failures Quality first! Design 1T Quality first! Innovation 1T High-quality Jaw-dropping Experience transaction CVs demo consistent CVs feature Magic Moments performance Good grades Cool stuff Operational excellence World-rocking INNOVATION

Lovemark Best STORY wins Politics-is-life, the rest is details Bestsource Send on QUESTS Invite HOT language Gamechanging SOLUTION, Thrilling EXPERIENCE, DREAM come true, LOVEMARK Technicolor Different Mission EXCELLENCE EXCELLENCE. ALWAYS. Them Us Brand Lovemark Best analysis wins Best STORY wins Beyond politics Politics-is-life, the rest is details Outsource Bestsource Motivate Send on QUESTS Motivate Invite Measured language HOT language Product-Service Gamechanging SOLUTION, Thrilling EXPERIENCE, DREAM come true, LOVEMARK Pastel Technicolor Better Different Mission success Mission EXCELLENCE Very good EXCELLENCE. ALWAYS.

EXCELLENCE. CAUSES. ADVERSARIES.

Causes/1966-2006 Women/Market opportunity Women/Leaders (right for the times) Design/Design-as-soul Wow! (Hot language) Weird! Passion!/Enthusiasm!/Exuberance! (as Leader Lever #1) Brand You (or else) PSF = Bedrock (add value or bustevery group must demonstrate economic viability) demonstrate economic viability) PSF + Brand You + WOW Projects = New Biz Logic Sales/+R > -C (increasing revenue more important than cutting cost) HealthCare/Wellness-Safety-H5N1 Brand = Talent (best roster wins) New VA Ladder/Products-Services-SOLUTIONS- EXPERIENCES-DREAMKETING (Dream Marketing)- EXPERIENCES-DREAMKETING (Dream Marketing)- LOVEMARK LOVEMARK Different > > Better Boomers & Geezers/marketing to new mega-segment

Adversaries B-schools (crappy at soft skills, implementation, leadership) Strategy-is-all By-the-numbers management Dis-passionate management Focus groups Intuition discounted Leading as an intellectual task Leading without passion Cool language in Hot times Dilbert (accepting cubicle slavery) Bigness per se (severe scale limitationseven at Microsoft) White guys! (not really, but enough already) 18-44 emphasis in marketing (geezers > youth for foreseeable future) -Cost > +Revenue (cost cutting more important than organic revenue growth) CI (continuous improvement in an age of discontinuous world) LESS THAN THE NO-HOLDS-BARRED PURSUIT OF EXCELLENCE

Toms 60TIB s * Toms 60TIB s * *TIB = This I Believe

Sixty for Sixty: Toms 60TIB s The architect Bill Caudill was a contrarian. He pioneered the idea of working intimately with clients to create spaces that met their needs; this flew in the face of conventional wisdom, which held that the architect was pure artist, barely deigning to make client contact. Caudills approach was wildly successfulso much so that today its become conventional wisdom. wildly successfulso much so that today its become conventional wisdom. Over the years Bill jotted notes on this and that, and began to organize them for his children. The title of his musings: This I Believe. After Caudills death, his colleagues collected the notes and published them. That is, The TIB s of Bill Caudill. A sixtieth birthday is a monumental occasion, and I chose, among other things, to give myself a present to mark the/my date in November 2002. I sat on a hill overlooking my farm in Vermont, and scribbled down 60 thoughts, one for each year, that seemed to capture my professional and, to some extent, my personal journey. Those thoughtsToms 60TIBsherewith.

1. TECHNICOLOR RULES! (Passion Moves Mountains!) 2. Audacity Matters! 3. Revolution Now! 4. Question Authority! (& Hire Disrespectful People.) 5. Disorganization Wins! (LOVE THE MESS!)

6. Think 3M: Markets Matter Most. ONLY EXTREME COMPETITION STAVES OFF STALENESS. (You can take the boy out of Silicon Valley, but you cant take Silicon Valley out of the boy!) 7. Three Hearty Cheers for Weirdos. (Bill Gates, Steve Jobs, Larry Ellison, Scott McNealy, Craig Venter et al.) 8. Message 2003: Technology Change (Info-sciences, Biosciences) Is in Its Infancy! (WE AINT SEEN NOTHIN YET!) 9. Everything Is Up For Grabs! Volatility Is Thy Name! (Forever & Ever. Amen.) RE-INVENT … OR DIE! 10. Big Sucks. (Mostly.) (VERY Mostly.)

11. Permanence Is a Snare & a Delusion. (Forget Built to Last. Its Yesterdays Idea.) 12. Kaizen (Continuous Improvement) Is … Dangerous. 13. DESTRUCTION RULES! 14. Forget It! (Learning = Easy. Forgetting = Nigh on Impossible.) 15. Innovation Is Easy: Hang Out with Freaks. (Employees, Board Members, Customers, Suppliers, Alliance Partners, Consultants.)

16. Boring Begets Boring. (Cool Begets Cool.) 17. Think Portfolio. (Were All V.C.s.) 18. Perception Is All There Is. (Insiders … ALWAYS … overestimate the Radicalism of What Theyre Up To.) 19. Action … ALWAYS … Takes Precedence. Think: R.F!A./Ready. Fire! Aim. (REWARD SUCCESS. REWARD FAILURE. PUNISH … INACTION.) 20. He Who Makes & Tests the Quickest & Coolest Prototypes Reigns!

21. Haste Makes Waste. (SO GO WASTE!) 22. Screw-ups are … the … Mark of Excellence. (Do It Right the First Time Is a Very Stupid Idea.) 23. Play Hard! Play Now! (Cherish Play!) 24. TALENT TIME! (He/She Who Has the Best Roster Rules!) 25. Re-do Education. Totally. (FOSTER CREATIVITY … NOT UNIFORMITY.) (THE NOISIEST CLASSROOM WINS.)

26. Diversitys Hour Is Now! 27. SHE … Is the Best Leader! 28. MARKETING MANTRA: Embrace the BIG THREE Demographics. (1) SHE … is the Customer. (For everything.) (2) Rapidly Aging Boomers Have … ALL THE MONEY. (3) Green … Matters. (TRILLIONS OF $$$$$ Are at Stake.) (NOBODY … Gets It.) (Mere Programs Will Not Suffice.) 29. Re-boot Healthcare. (UNDERSTATEMENT.) 30. WHAT ARE WE SELLING? Experiences & Solutions > Quality & Satisfaction. (The Traditional Value-added Equation Is Being Set on Its Ear.)

31. DESIGN = New Seat of the Soul. 32. Branding Is for … EVERYONE. He Who Has the … BEST STORY … Takes Home the Marbles. 33. DRAMATIC DIFFERENCE = Only Difference. 34. WORDS/Language Matters … a Lot. (E.g.: Three Hearty Cheers for Wow!) 35. WHAT MATTERS IS STUFF THAT MATTERS. (Query #1: Are You Proud of It?)

36. eALL. (IS/IT: Half-way = No Way.) 37. DREAM … Big! DREAM … Enormous. DREAM … Gargantuan. (These Are XXXL Times.) 38. THINK MIKE! (Michelangelo: The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.) 39. There Is Only … ONE BIG ISSUE. Cross- functional Communication. 40. Stop Doing Dumb Shit. (SYSTEMATIZE THE PROCESS OF UN-DUMBING.)

41. Beautiful Systems Are … BEAUTIFUL. 42. The … WHITE-COLLAR REVOLUTION … Will Devour Everything in Its Path. 43. Take Charge of Your Destiny! BrandYou Moment! DISTINCT … OR EXTINCT! 44. Powerlessness Is a State of Mind! Think: King. Gandhi. De Gaulle. 45. Pursue Adventure … in Every Task.

46. EXCELLENCE … Is a State of Mind. (Excellence Takes a Minute.) (No Bull.) 47. SHOW UP! (If You Care, Youre There.) 48. YOUR CALENDAR KNOWS ALL. (You = Calendar.) (Mind Your TO DONT List.) 49. LIFE IS SALES. (The Rest Is Details.) 50. Boss Mantra #1: I DONT KNOW. (I Dont Know = Permission to Explore.)

51. Management Role 1: GET OUT OF THE WAY. (Clear the Way.) (Manager = Hurdle Removal Professional.) 52. Epitaph from Hell: He Woulda Done Some Truly Cool Stuff … But His Boss Wouldnt Let Him. 53. Change Takes However Long You Think It Takes. (Eschew … Incrementalism.) 54. Respect! (Rule 1: Dont Belittle!) 55. Thank You Trumps All!

56. Integrity Matters! Integrity = Credibility. (Dennis K. Is a Jerk.) 57. SOFT IS HARD. HARD IS SOFT. (Numbers Are Soft. People Are Not.) 58. Try Sunny! (Sunny Begets Sunny. Gloomy Begets Gloomy.) 59. DISPENSE ENTHUSIASM! 60. FUN …Is Not a 4-Letter Word. So, too … JOY. (And … GRACE.)

Tom Peters to-m A -to to-mah-to

New Delhi. Thirteen September 2004. I awoke, jetlagged and sweaty, at 3A.M. Id had a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks (!!!!!). Only this time Id acceded to They. The They who believe in The Plan and Built to Last and Continuous Improvement and Quiet, Humble Leaders. No! No! I had failed, in my dream, to live up to my Fervent Beliefs! This must not pass! In a sweat, fearful that the time would not come round again, I turned on the light, picked up a pad of paper, and began to scribble frantically. Herewith the result.

Toms Re-imagine Manifesto! They say … my (Tom) language is extreme. I say … the times are extreme. They say Im extreme. I say Im a realist. They say I demand too much. I say they accept mediocrity & continuous improvement too readily. too readily. They say We cant handle this much change. I say Your job and career are in jeopardy; what other options do you have? options do you have? They say Brand You is not for everyone. I say the alternative is unemployment. They say Whats wrong with a good product? I say Wal*Mart or China or both are about to eat your lunch. Why cant you provide instead a Fabulous lunch. Why cant you provide instead a Fabulous Experience? Experience?

Toms Re-imagine Manifesto! They say Take a deep breath. Be calm. I say Tell it to Wal*Mart. Tell it to China. Tell it to India. Tell it to Dell. Tell it to Microsoft. to India. Tell it to Dell. Tell it to Microsoft. They say the Web is a useful tool. I say the Web changes everything. Now. They say We need an Initiative. I say We need a Dream. And Dreamers. They say Great Design is nice. I say Great Design is necessary. They say I overplay the womens thing. I say the share of Women in Senior Leadership Positions is a Waste and a Disgrace and a Positions is a Waste and a Disgrace and a Strategic Marketing Error. Strategic Marketing Error.

Toms Re-imagine Manifesto! They say the Womens Market Opportunity I harp on is doubtless important. I say 9 out of 10, make that 99 out of 100, companies arent within striking distance of accurately estimating the potential within striking distance of accurately estimating the potential of the Womens Market … let alone exploiting it. of the Womens Market … let alone exploiting it. They say the boomer-geezer market is also doubtless important. I say the boomer-geezer market amounts to a Redefining Moment. Moment. They say we need a project to exploit the women-boomer-geezer market. I say we need Total Strategic Realignment to exploit the Women-Boomer-Geezer Opportunity. Women-Boomer-Geezer Opportunity. They say Wow is typical Tom. I say WOW is a Minimum Survival Requirement. They say effective governance is important. I say bold-brash Boards that are representative of the market servedmore than a token woman or two and an empty seat servedmore than a token woman or two and an empty seat for the forthcoming Hispanicare an Imperative. Now. for the forthcoming Hispanicare an Imperative. Now.

I say Different! They say Better. I say Different!

Toms Re-imagine Manifesto! They say Plan it. I say DO IT. They say We need more steady, loyal employees. I say WE NEED MORE FREAKS WHO ROUTINELY TELL THOSE IN CHARGE TO TAKE A FLYING LEAP … THOSE IN CHARGE TO TAKE A FLYING LEAP … BEFORE ITS TOO LATE. BEFORE ITS TOO LATE. They say We need Good People. I say We need Quirky Talent. They say We like people who, with steely determination, say, I can make it better. I say I love people who, with a certain maniacal gleam in their eye, perhaps even a giggle, say, I can turn in their eye, perhaps even a giggle, say, I can turn the world upside down. Watch me! the world upside down. Watch me! They say We must speed things up. I say We must Radically change the Corporate Metabolism until Insane Urgency becomes Metabolism until Insane Urgency becomes a Sacrament. a Sacrament.

Toms Re-imagine Manifesto! They say, Sure, we need Change. I say we need REVOLUTION NOW. They say (acknowledge), Okay, we need revolution. I say, REVOLUTION. They say fast follower. I say battered and bruised leader. They say Conglomerate & Imitate! I say Create & Innovate! They say Market share. I say Market CREATION. They say Improve & Maintain. I say DESTROY & RE-IMAGINE.

Toms Re-imagine Manifesto! They say We like words such as calm … certainty … is. I say I like words/phrases such as turbulent opportunity … might be. opportunity … might be. They vote for Republicans and Democrats. I vote for Independents and Libertarians. They say Normal. I say Weird. They say Happy balance. I say Creative Tension. They say they favor a team that works & lives in harmony. I say give me a raucous brawl among the most creative people imaginable. creative people imaginable. They say Peace, brother. I say Bruise my feelings. Flatten my ego. SAVE MY JOB. SAVE MY JOB.

Toms Re-imagine Manifesto! They say Vanilla. I say Cherry Garcia. They say Basic Black. I say TECHNICOLOR RULES! They say Branding is for the likes of Nike. I say Branding is for Everyone & Anyone with the Passion & Tenacity to foist their Wonderful & Weird Passion & Tenacity to foist their Wonderful & Weird Point of View on the world … and the New Worlds Point of View on the world … and the New Worlds (read: Webs) power allows-encourages such silly (read: Webs) power allows-encourages such silly (until recently) visions-of-ubiquity to become reality, (until recently) visions-of-ubiquity to become reality, perhaps overnight. perhaps overnight. They say we need happy customers. I say Give me pushy, needy, nasty, provocative customers who will drag me down Innovation customers who will drag me down Innovation Boulevard. Boulevard. They say they want to partner with best of breed. I say Give me Coolest of Breed.

Toms Re-imagine Manifesto! They say we need supply chain harmony. I say we need supply chain Innovation. They say We seek Harvard MBAs. I say I seek Certificate-free PhDs from the School of Hard Knocks. of Hard Knocks. They say they want recruits with a spotless records. I say the Spots are what matter most. They say Integrity is important. I say Tell the Unvarnished Truth, All the Time … or take a Long Hike. or take a Long Hike. They read Jim Collins and grok on quiet, humble leaders. I say Give me the Bold, the Brash, the Brassy, the Egocentric Dreamers who, like Steve Jobs, Egocentric Dreamers who, like Steve Jobs, Dent the Universe. Dent the Universe.

I say Re-imagine! They say Improve. I say Re-imagine!

Toms Re-imagine Manifesto! They say they need a vision born of McKinsey. I say we need a Grandiose Dream born of a Passionate & Intemperate Belief that the world can be a different, & Intemperate Belief that the world can be a different, better place. better place. They say healthcare, our biggest industry, is a mess. I say our hospitals, which kill over 100,000 patients a year, are part of a system that is a disgrace. year, are part of a system that is a disgrace. They say obesity is a problem … lose some weight. I say Re-imagine the entire healthcare system … NOW … to focus on Prevention & Wellness. NOW … to focus on Prevention & Wellness. They say no child left behind. I say education is leaving ALL our children behind, as it is totally mis-aligned to deal with tomorrows as it is totally mis-aligned to deal with tomorrows (this afternoons) uncertain, ambiguous, creativity- (this afternoons) uncertain, ambiguous, creativity- driven economy. driven economy.

Toms Re-imagine Manifesto! They say, Of course we believe in marketing. I say Is the CMO [Chief Marketing Officer] on the Board of Directors? of Directors? They say Of course we believe in marketing. I say Has your customer data base won numerous major industry awards? They say Of course we believe in marketing. I say Is your Web site Sooooo Cool, Sooooo Fresh, Sooooo Friendly to Use that it gives you goose pimples just to e-visit, Friendly to Use that it gives you goose pimples just to e-visit, even though youve seen it 1000 times? even though youve seen it 1000 times? They say Of course we believe in marketing. I say How many in-depth customer visits did the CEO make last month? last month? They say Yes, the Womens thing is important. I say Do women hold at least 1/3rd of your Board seats? They say Were coming around on the design bit. I say Is, as at Braun, your Chief Design Officer on the Board of Directors? of Directors?

Tom Re-imagine Manifesto! They say Of course we think the experiences thing is important. I say Is there an EVP Experiences? They say Of course innovation is important. I say Is your percentage of revenue devoted to R&D at least 1.5 (2.0? 2.5?) times the industry average? at least 1.5 (2.0? 2.5?) times the industry average? They say Of course we believe in IS/IT. I say Is the CIO on the Board of Directors? (Only 5% of Fortune500 CIOs are on the Board. One example: Wal*Mart.) They say Of course we believe in IS/IT. I say How many members of your Board are under 35 years old? years old? They say We believe in having a flat organization. I say Is your headquarters in a Tower?

Toms Re-imagine Manifesto ! They say we need to bring effectiveness to the supply chain. I say we need an IS/IT/Best Sourcing revolution based on nothing less than an Entirely Original Vision of what on nothing less than an Entirely Original Vision of what organizations are and how they interact. organizations are and how they interact. They say Globalization is a bumpy road. I say India and China and Asia in general are within two decades of running the show: Get ready or get decades of running the show: Get ready or get trounced. trounced. They say defense and consolidation are musts for a global game. I say encourage Offense, nurture a Generation (or 10) of Entrepreneurs, cherish Creativity & Risk-taking from Entrepreneurs, cherish Creativity & Risk-taking from primary school onwards … and dont expect to be primary school onwards … and dont expect to be saved by a bunch of bulky, retro behemoth commanded saved by a bunch of bulky, retro behemoth commanded by a phalanx of Old White Guys who think 30 minutes a by a phalanx of Old White Guys who think 30 minutes a day on the corporate treadmill and 27 holes on the day on the corporate treadmill and 27 holes on the links are a fit defense against Revolution. links are a fit defense against Revolution.

Toms Re-imagine Manifesto! They say Get an MBA. I say Get an MFA. They say If it cant be precisely measured then it isnt real. (And I suppose if it can be measured it is real? Think Enron? Adelphia? WorldCom?) I say If it can be precisely measured it isnt real. (Think Age of Intangibles & Relationships.) (Think: He knew Age of Intangibles & Relationships.) (Think: He knew the price of everything and the value of nothing.) the price of everything and the value of nothing.) They say Rationality is the Bedrock of Modern Society. I say Irrationality [irrational exuberance?] is the Mother of all True Entrepreneurial Pilgrimages. of all True Entrepreneurial Pilgrimages. They say Order is the necessary precursor to measured, sustainable success. I say Dis-order is the precursor to Opportunistic Sorties, Market Creation, Quantum Leaps, and Entrepreneurial Market Creation, Quantum Leaps, and Entrepreneurial Adventure. Adventure.

Toms Re-imagine Manifesto! They say To get anywhere, you have to know exactly where the hell youre headed. I say If you know precisely where youre headed and exactly how youre gonna get there, then you clearly exactly how youre gonna get there, then you clearly suffer from Advanced Shrivelus Imaginationus. suffer from Advanced Shrivelus Imaginationus. (This disease is fatal.) They say Employees need Well-defined Structure. I say Talent should be encouraged to embark on Quests to the Unknown. to the Unknown. They say Im here to maximize shareholder value. I say Im here to inflame each & every member of my Awesome Staff to embark with Vigor & Determination Awesome Staff to embark with Vigor & Determination & Passion & Enthusiasm on a Quest of Monumental & Passion & Enthusiasm on a Quest of Monumental Consequence. (And if I come even close to succeeding, Consequence. (And if I come even close to succeeding, it will, in fact, dramatically up the odds of Thriving it will, in fact, dramatically up the odds of Thriving Amidst Todays Chaosand creating untold shareholder Amidst Todays Chaosand creating untold shareholder value in the process.) value in the process.)

Toms Re-imagine Manifesto! They say men. I say WOMEN. They say Diversity is a good thing. I say Diversity is a Fresh Breath of Creative Air … Absolutely Necessary for Economic Salvation in perilous times. Necessary for Economic Salvation in perilous times. They say Wait your turn, honor those who have marched these corridors before you. I say Get Off Your Butt & Go for the Gold … TODAY … or sign the transfer papers willing your job in perpetuity to a the transfer papers willing your job in perpetuity to a Chinese or Indian who Gives a Shit and Gets Up Chinese or Indian who Gives a Shit and Gets Up (VERY) Early and works Saturdays & Sundays. (VERY) Early and works Saturdays & Sundays. They say offshoring is a blight. I say the Earth proved not to be the center of the Solar System … and the USA is not the epicenter-in-perpetuity System … and the USA is not the epicenter-in-perpetuity of the Earth … and that we had best learn … NOW … to of the Earth … and that we had best learn … NOW … to prosper and take pleasure in a dynamic, exciting, creative, prosper and take pleasure in a dynamic, exciting, creative, multi-polar economic environment. (Damn it.) multi-polar economic environment. (Damn it.)

Toms Re-imagine Manifesto! They say Its a fright. I say Its a Helluva Ride. They say its daunting. I say its a bronco-bustin day at the rodeo. They say Life is a marathon; husband your strength. I say Life is a sprint. Begin planning your World-beating Me Inc. start-up … TODAY. Me Inc. start-up … TODAY. They say lifetime employment was a boon. I say lifetime employment was Indentured Servitude, modern-day Slavery. modern-day Slavery. They say safety net. I say I am my safety net; give me some version of the Ownership Society. Ownership Society. They say zero defects. I say A day without a screw-up or two is a day pissed away. away.

Toms Re-imagine Manifesto! They say Think about it. I say Try it. They say Plan it. I say Test it. They say continuous improvement. I say Bold Leaps. They say Keep on Improvin. I say Keep on Leapin. They say Built to last. I say Built to Soar. Were all dead in the long run … live your Insane Fantasy. Devil take the hindmost. live your Insane Fantasy. Devil take the hindmost. They (Jim Collins) say Walgreens is Cool. I say I love Larry Ellison. (Oracle rules … at least for the next ten minutes.) for the next ten minutes.)

Toms Re-imagine Manifesto! They say Play the odds. I say Reward excellent failures. Punish mediocre successes. (Thanks, Phil Daniels.) They say Eighty-hour weeks will kill you. I say Work 35-hour weeks, and the Chinese will kill you. kill you. They say Install cost controls with teeth. I say Ha. Ha. Ha. Blow Up the existing enterprise and start with a Clean Sheet of Paper. start with a Clean Sheet of Paper. They say Install cost controls with teeth. I say Grow the Top Line. They say Radical change takes a decade. I say Radical change takes a Minute. (See AA.) They say Times are changing. I say Everything has already changed. Tomorrow is the First Day of Your Revolution … or youre Toast. First Day of Your Revolution … or youre Toast.

Toms Re-imagine Manifesto! They say We cant all be Anita Roddick or Maxine Clark or Stan Shih or Les Wexner or Jerry Yang. I say Why not? They say We cant all be Revolutionaries. I say Why not? They say We cant all be a Brand. I say Why not? They say Beware the Hype. I say Been to China lately? Visited Infosys in Bangalore lately? Bangalore lately? They say this is just a Rant. I say this is just Reality. They say The man is not nice. I say The times are not forgiving.

TP s 23Passions by date: 1942-2006

Toms Passions B>A* (R.F.A.)(*Behavior drives Attitude) Implementation = #1 Soft is Hard(Management Style) (Org) Structure>Strategy Strategy-Structure+/ McKinsey 7-S Model Action>Planning Mess = Reality Skunkworks/Skunks (Offline Innovation/Innovators) MBWA Excellence I Mid-size biz is cool Customer service Innovation Free trade/Hayek New Org Models PSF Brand You Design Women (Markets-Leaders) EXCELLENCE II Healthcare (Quality-Wellness-PatientCentric) Exuberance-Passion(Soft is Hard) Toms Passions B>A* (R.F.A.) (*Behavior drives Attitude) … 71-06 Implementation = #1 … 73-77 (06) Soft is Hard (Management Style) … 77-79 (06) (Org) Structure>Strategy … 77-83 (06) Strategy-Structure+/ McKinsey 7-S Model... 77-81 Action>Planning … 74-06 Mess = Reality... 77-06 Skunkworks/Skunks (Offline Innovation/Innovators) … 84-91 MBWA … 80-85 (06) Excellence I … 79-84 Mid-size biz is cool … 84-89 (06) Customer service … 84-88 Innovation … 87-92 Free trade/Hayek … 90-92 New Org Models … 92-96 PSF … 92-06 WOW! (WOW Projects) … 93-06 Brand You … 94-00 Design … 94-06 Women (Markets-Leaders) … 96-06 EXCELLENCE II … 06-?? Healthcare (Quality-Wellness-PatientCentric) … 06-?? Exuberance-Passion (Soft is Hard) … 42-06

Worth. The. hassle.

Why I Work/Stuff I Care About *Hard is soft. Soft is hard. Social stuff, Emotional stuff = Good stuff = The Right Stuff! *Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) *Failure = Normal/Necessary/Good! Reward excellent failure. Punish mediocre success. Fail faster. Succeed sooner. Fail. Forward. Fast. Fail. Sam Walton Secret #1: Fail. Fast. *Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously. *Decentralization = Holy writ = More independent tries. *Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. *The Missing 98%: Implementation-Execution. *Strategic planning, limits thereto. Severe. *Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. *Severe limits to scale advantage. Mega-mergers = Stupid. *Built to last. Why??? Instead: Built to change the world. *People First! People Power! Best Roster Wins. HR (should) rule! Leaders DO People! Respect-Appreciation Rules! *Freaks for Freaky Times!

Why I Work/Stuff I Care About *WOMENS WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) *Aesthetics! Beauty! Grace! (Design primacy.) *MBWA! (Managing By Wandering Around.) *Basics Rule: Dont over-complicate. (Product, People, Action …) *Educate for Risk-taking, Creativity, Independence. *B-schools suck. Teach all … except whats important. D-School = Cool. *Healthcares Big Three: Quality. Prevention. Wellness. *R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer. *S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! *Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add insane amounts of value! Become a Lovemark!! *Brand You. Self-reliance!! Mastery !! Liberation!! *Survival = PSF/Professional Service Firm mindset. Goal #1: Enable clients to become successful beyond their dreams! *Fun! (Cool is Cool.) *Service-obsessed!/Experience-obsessed! (Object: Raving fans.) *PASSION-EXUBERANCE-ENTHUSIASM. *Hot Language! WOW! Insanely great! *EXCELLENCE. ALWAYS.

good words. Bad words good words. Bad words.

Motivate … Market … MBA … Plan (mostly) … Worker … Job … Task … Exceeds expectations … HR … Employee evaluation … Man (mostly) … Shareholder Value Words that may NOT be used in my presence: Motivate … Market … MBA … Plan (mostly) … Worker … Job … Task … Exceeds expectations … HR … Employee evaluation … Man (mostly) … Shareholder Value

Invite (v. Motivate) … Sell (v. Market) … People (wed like to serve) (v. Market segment) … Client (v. Customer) OJT/MFA (v. MBA) … Act/ Execute (v. Plan) … Talent (v. Worker) … Quest/Adventure-in-EXCELLENCE (v. Job) … Wow Project (v. Task) … Rockin (profit-makin) PSF (v. Department) … Theater (v. Office) … Breathtaking Experience (v. Transaction that Exceeds expectations) … Talent Fanatics Inc (v. HR) … Brand You adventure (v Career development) Annual Report development session … (v. Employee evaluation) … Woman (v. Man) … Words that MAY be used in my presence: Invite (v. Motivate) … Sell (v. Market) … People (wed like to serve) (v. Market segment) … Client (v. Customer) OJT/MFA (v. MBA) … Act/ Execute (v. Plan) … Talent (v. Worker) … Quest/Adventure-in-EXCELLENCE (v. Job) … Wow Project (v. Task) … Rockin (profit-makin) PSF (v. Department) … Theater (v. Office) … Breathtaking Experience (v. Transaction that Exceeds expectations) … Talent Fanatics Inc (v. HR) … Brand You adventure (v Career development) Annual Report development session … (v. Employee evaluation) … Woman (v. Man) …

Wow! (v. Nice) … Bloody- minded (v. Committed) … Thank you! (v. ____) … Attack/Innovate (v. defend/Entrench) … Great stuff. Great people. Do it fanatics. (v. shareholder value) … EXCELLENCE. ALWAYS. (v. Good work) (v. shareholder value) Words that MAY be used in my presence: … Wow! (v. Nice) … Bloody- minded (v. Committed) … Thank you! (v. ____) … Attack/Innovate (v. defend/Entrench) … Great stuff. Great people. Do it fanatics. (v. shareholder value) … EXCELLENCE. ALWAYS. (v. Good work) (v. shareholder value)

Toms Top41 Quotes Tom Peters/01.24.06

Do one thing every day that scares you. Eleanor Roosevelt Life is either a daring adventure, or nothing.Helen Keller Tell me, what is it you plan to do with your one wild and precious life? Mary Oliver Dream as if youll live forever. Live as if youll die today.James Dean The two most powerful things in existence: a kind word and a thoughtful gesture.Ken Langone, founder, Home Depot a thoughtful gesture.Ken Langone, founder, Home Depot The deepest human need is the need to be appreciated.William James Dont belittle! OD Consultant, on the essence of a well-functioning human community If you dont listen, you dont sell anything. Carolyn Marland/MD/Guardian Group

It was much later that I realized Dads secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in who you were and what you had to say. Sara Lawrence-Lightfoot, Respect What creates trust, in the end, is the leaders manifest respect for the followers. Jim OToole, Leading Change If you cant state your position in eight words or less, you dont have a position. Seth Godin you dont have a position. Seth Godin Never doubt that a small group of committed people can change the world. Indeed it is the only thing that ever has. Margaret Mead Make your life itself a creative work of art. Make your life itself a creative work of art. Mike Ray, The Highest Goal Have you invested as much this year in your career as in your car? Molly Sargent, OD consultant and trainer

A man approached JP Morgan, held up an envelope, and said, Sir, in my hand I hold a guaranteed formula for success, which I will gladly sell you for $25,000. Sir, JP Morgan replied, I do not know what is in the envelope, however if you show me, and I like it, I give you my word as a gentleman that I will pay you what you ask. The man agreed to the terms, and handed over the envelope. JP Morgan opened it, and extracted a single sheet of paper. He gave it one look, a mere glance, then handed the piece of paper back to the gent. And paid him the agreed-upon $25,000.

1. Every morning, write a list of the things that need to be done that day. 2. Do them. Source: Hugh MacLeod/tompeters.com/NPR

The most successful people are those who are good at plan B. James Yorke, mathematician, on chaos theory in The New Scientist Tom, what have you done this year?Jessica Sutherland, Director, Institute for International Research/Middle East (TP: Yikes!) To live is the rarest thing in the world. Most people exist, that is all. To live is the rarest thing in the world. Most people exist, that is all. Oscar Wilde People want to be part of something larger than themselves. They want to be part of something theyre really proud of, that theyll fight for, sacrifice for, that they trust.Howard Schultz, Starbucks It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. Charles Darwin We may not be interested in chaos but chaos is interested in us. Robert Cooper, The Breaking of Nations: Order and Chaos in the Twenty-first Century

If you dont like change, youre going to like irrelevance even less.General Eric Shinseki, retired Chief of Staff, U. S. Army You must be the change you wish to see in the world.Gandhi We eat change for breakfast! Harry Quadracci, founder, QuadGraphics If things seem under control, youre just not going fast enough. Mario Andretti You cant behave in a calm, rational manner. Youve got to be out there on the lunatic fringe. Jack Welch, retired CEO, GE We have a strategic plan. Its called doing things.Herb Kelleher, founder, Southwest Airlines I guess it comes down to a simple choice, really. Get busy living, or get busy dying. The Shawshank Redemption (Tim Robbins) I guess it comes down to a simple choice, really. Get busy living, or get busy dying. The Shawshank Redemption (Tim Robbins)

A man without a smiling face must not open a shop. Chinese Proverb

There are people who prefer to say Yes, and there are people who prefer to say No. Those who say Yes are rewarded by the adventures they have, and those who say No are rewarded by the safety they attain. Improv Wisdom: Dont Prepare, Just Show Up, Patricia Ryan Madson ( … yes I said yes I will Yes. James Joyce, Ulysses)

Stay Hungry. Stay Foolish.Steve Jobs, Apple Groups become great only when everyone in them, leaders and members alike, is free to do his or her absolute best.Warren Bennis and Patricia Ward Biederman, Organizing Genius The best thing a leader can do for a Great Group is to allow its members to discover their greatness.Warren Bennis and Patricia Ward Biederman, Organizing Genius You are the storyteller of your own life, and you can create your own legend or not.Isabel Allende Nobody can prevent you from choosing to be exceptional. Mark Sanborn, The Fred Factor A leader is a dealer in hope.Napoleon Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge

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

If youre enthusiastic about the things youre working on, people will come ask you to do interesting things. people will come ask you to do interesting things. James Woolsey, former CIA director Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself believe. Winston Churchill If your actions inspire others to dream more, learn more, do more and become more, you are a leader."John Quincy Adams If your actions inspire others to dream more, learn more, do more and become more, you are a leader."John Quincy Adams

A year from now you may wish you may wish You had started today. Karen Lamb

For Starbucks … The Cup Challenge* Tom Peters/1107.2006 *Potential Quotes for Cups

Enthusiasm! The Ultimate Virus! The Ultimate Virus!

Re-imagine!Re-do!Re-vise!Re-vo-lu-tion!

Passion!Energy!Enthusiasm! Passion! Energy! Enthusiasm! "Enthusiasm! Enthusiasm! Enthusiasm!" "Enthusiasm Moves Mountains!" "Enthusiasm Moves Mountains!" "Nothing Matches Enthusiasm as a 'Motivator'!" "Nothing Matches Enthusiasm as a 'Motivator'!" Technicolor Times Demand Technicolor Actions Technicolor Times Demand Technicolor People Wow. Now. Re-imagine! Re-imagine! Re-do! Re-vise! Re-vo-lu-tion!

Excellence.Always.

No Less Than Excellence. Ever. Ever.

No Excellence. no excuse. no excuse.

"Respect!" Leaders Do People. Period. Credibility. Asset No. 1. Tell the Truth. Truth Wins. Challenge. Challenge. Challenge. Two Big Goals. Tops. Focus. Your Calendar Never Lies Good Story. Good Leader. Best Story Wins. Live the Story. Change the World. Accept Nothing Less. "Dream!" "Dream!" Dream. The Only Worthwhile Reality. Beware Those Who Agree With You Seek Dissidents. Nurture Dissidents. Cherish Dissidents

Do. Do. Do.

try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. try it. Try it. Try it. try it. Try it. Try it. Try it. Try it. Try it.

iMplementation … The last 98% … The last 98%

Do it. Now.

start.Now.

Most. Relentless. wins.

Excellence! Demand Excellence! Demand Excellence. The Greatest Gift. Excellence, Lifes Gold Standard Stop Talking! Start Doing! Execute. Execute. Execute. Good Execution Beats Good Strategy Agility Trumps Size "Women make the best bosses!" "Women make the best bosses!" Women Rule. Believe It. "You must care!" "You must care!"Listen. Ask. Why?

distinct. Or … Extinct.

2007.Self-reliance. No option.

2007.Excellence.

Excellence. Not optional.

its a … brand you world. brand you world.

Me Too = Me Dead

Different beats Better. Distinct or Extinct. Innovate or Die Me Too = Me Dead Talent Time! Best Talent Wins. Best Roster Wins. Moderation Fails in Immoderate Times

freaks win in freaky times.

Seek Dissidents. Nurture Dissidents. Cherish Dissidents.

besttalentwins.

women = best leaders. Women = biggest market. Women = control wealth. Women = rule.

Roir/return on investment in relationships

Respect = magic.

thank you = magic.

thank you = magic potion #1.

Generic Lists …

EXCELLENCE. CIRCA 1982.

Excellence1982: The Bedrock Eight Basics Excellence1982: The Bedrock Eight Basics 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through People 5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties Properties

The older I get the less boring the basics become!

$85,000 $140,050 ExIn*: 1982-2002/Forbes.com DJIA : $10,000 yields $85,000 EI : $10,000 yields $140,050 *Forbes/ Excellence Index /Basket of 32 publicly traded stocks

NOTE.: drop the the companies in in search of excellence failedutter rubbish. Theyve waaaay outperformed the market.

Importance of Success Factors by Various Gurus/(Unreliable) Estimates by Tom Peters Strategy Systems People Passion Porter 50% 20 20 10 Drucker 25% 35 25 15 Bennis 25% 20 30 25 Peters 15% 20 35 30

EXCELLENCE. TOM. 2005.

Excellence2005: The Bedrock Bakers Dozen 1. A Bias For Action Is Job One! (Construct a Discipline/Culture of EXECUTION!) 2. DECENTRALIZATION! ACCOUNTABILITY! (Toms Top Two, 1965-2005.) 3. Fail. Forward. Fast. (Reward Excellent Failures, Punish Mediocre Successes.) 4. Metabolic Management Matters! ( Hustle! Adapt! EAT CHANGE! Win the O.O.D.A. Loop WarConfuse Your Competitors!) O.O.D.A. Loop WarConfuse Your Competitors!) 5. INNOVATE or Die. (Game-changers or Bust! Lead the Customer! Just Shout NO to Imitation!) 6. A Damn Good Product. (Pursue Dramatic Difference.) 7. A Damn Cool Product. (Design Rules!) 8. Ride the Value Added Curve to the Sky! (Sell GamechangerSolutions; Provide Scintillating Experiences; Become a Dream Merchant; Strive to Be a Lovemark.) Experiences; Become a Dream Merchant; Strive to Be a Lovemark.) 9. Relentlessly Pursue the Big Two Markets. (WOMEN Buy Everything BOOMERS & GEEZERS Have All the Money!) BOOMERS & GEEZERS Have All the Money!) 10. Best Talent/Roster Wins! ( HR Rules! Everyone a Leader! Women Lead Best! Weird Matters Most! A Workplace to Brag About! Educate for Creativity!) Weird Matters Most! A Workplace to Brag About! Educate for Creativity!) 11. Wanted/Demanded: Radical Technology Strategies! (Incrementalism Is for Wimps!) 12. Hard Is Soft! Soft Is Hard! (People! Passion! Enthusiasm! Wow! INTEGRITY! TRUST! Good Citizenship.) Good Citizenship.) 13. Accept No Less Than EXCELLENCE! (Excellence, Pursuit thereof, Is the #1 Thing That Vaults Us Out of Bed in the Morning)

Successful Businesses Dozen Truths: TPs 30-Year Perspective 1. Insanely Great & Quirky Talent. 2. Disrespect for Tradition. 3. Totally Passionate (to the Point of Irrationality) Belief in What We Are Here to Do. 4. Utter Disbelief at the BS that Marks Normal Industry Behavior. 5. A Maniacal Bias for Execution … and Utter Contempt for Those Who Dont Get It. 6. Speed Demons. 7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.) 8. Passionate Hatred of Bureaucracy. 9. Willingness to Lead the Customer … and Take the Heat Associated Therewith. (Mantra: Satan Invented Focus Groups to Derail True Believers.) 10. Reward Excellent Failures. Punish Mediocre Successes. 11. Courage to Stand Alone on Ones Record of Accomplishment Against All the Forces of Conventional Wisdom. 12. A Crystal Clear Understanding of the power of a Good Story (Brand Power). Successful Businesses Dozen Truths: TPs 30-Year Perspective 1. Insanely Great & Quirky Talent. 2. Disrespect for Tradition. 3. Totally Passionate (to the Point of Irrationality) Belief in What We Are Here to Do. 4. Utter Disbelief at the BS that Marks Normal Industry Behavior. 5. A Maniacal Bias for Execution … and Utter Contempt for Those Who Dont Get It. 6. Speed Demons. 7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.) 8. Passionate Hatred of Bureaucracy. 9. Willingness to Lead the Customer … and Take the Heat Associated Therewith. (Mantra: Satan Invented Focus Groups to Derail True Believers.) 10. Reward Excellent Failures. Punish Mediocre Successes. 11. Courage to Stand Alone on Ones Record of Accomplishment Against All the Forces of Conventional Wisdom. 12. A Crystal Clear Understanding of the power of a Good Story (Brand Power).

Everything You Need to Know about Strategy 1. Do you have awesome Talent … everywhere? (We are the Yankees of home improvement here in Omaha.) Do you push that Talent to pursue Audacious Quests? 2. Is your Talent Pool loaded with wonderfully peculiar people who others would call problems? And what about your Extended Community of customers, vendors et al? 3. Is your Board of Directors as cool as your product offerings … and does it have 50 percent (or at least one-third) Women Members? 4. Long-term, its a Top-line World: Is creating a culture that cherishes above all things Innovation and Entrepreneurship your primary aim? Remember: Innovation … not Imitation! 5. Are the Ultimate Rewards heaped upon those who exhibit an unswerving Bias for Action, to quote the co-authors of In Search of Excellence? Are your O.O.D.A. loops shorter than the next guys? 6. Do you routinely use hot, aspirational words-terms like Excellence and B.H.A.G. (Big Hairy Audacious Goal, per Jim Collins) and Lets make a dent in the Universe (the Word according to Steve Jobs)? Is Reward excellent failures, punish mediocre successes your de facto or de jure motto? 7. Do you subscribe to Jerry Garcias dictum: We do not merely want to be the best of the best, we want to be the only ones who do what we do? 8. Do you elaborate on and enhance Jerry Gs dictum by adding, We subscribe to Best Sourcingand only want to associate with the best of the best. 9. Do you embrace the new technologies with child-like enthusiasm and a revolutionarys zeal? 10. Do you serve and satisfy customers … or go berserk attempting to provide every customer with an awesome experience that does nothing less than transform the way she or he sees the world? 11. Do you understand … to your very marrow … that the two biggest under-served markets are Women and Boomers- Geezers? And that to take advantage of these two Monster Trends (FACTS OF LIFE) requires fundamental realignment of the enterprise? 12. Are your leaders accessible? Do they wear their passion on their sleeves? Does integrity ooze out of every pore of the enterprise? Is We care your implicit motto? 13. Do you understand business mantra #1 of the 00s: DONT TRY TO COMPETE WITH WAL*MART ON PRICE OR CHINA ON COST? (And if you get this last idea, then see the 12 above!)

Ten Good Reasons to Get Up in the Morning 1. Empower one and all to vigorously seek WOW! in their work/projects. (Or else.) Foster the Brand You Spirit and the Entrepreneurial Urge at every turn. (Or else.) 2. Blow up education as we know it today! Re-tool education to emphasize the arts, creativity, entrepreneurial behavior. (Or else.) 3. Seek out the bold, the strange, the misfits, the dreamersand welcome their presence in our midst. 4. Drag enthusiasm, passion, Technicolor and bold commitment out of the closet! Make Passion your Passion! (Hint: Passion makes the world go round.) 5. Be a champion for: Women Roar! Women Rule! 6. Underscore the importance of/stupendous opportunities associated with the cool new markets: Women, Boomers and Geezers, Hispanics, Greenies, Wellness. 7. Dramatically re-orient healthcare from after-the-fact fixes to before-the-fact attention to prevention-Wellness. (And kindly suggest that the acute-care industry give some passing thought to Quality.) 8. Ensure that the historically neglected intangibles are the prime basis for individual and enterprise success. 9. Support Globalization as the bestif indeed messypath to maximum human freedom, security and welfare. 10. Swear by the motto: Reward excellent failures; punish mediocre successes.

This I Believe: Toms Super-TIB25 1. TECHNICOLOR Times. 2. Passion! Enthusiasm! Energy! 3. Action/R.F.A./O.O.D.A. Speed. 4. Screw-ups. BIG SCREW-Ups! 5. Mess! Improv! 6. Revolution! Re-imagine! 7. INNOVATE OR DIE! 8. Decentralize! 9. Bulk is BULL! (Mergers dont work. FOCUS Does!) 10 Different > Better 11. eALL/Power Tools for Power Strategies! 12. Forgetting/Destruction. 13. Hot Language Matters! 14. WOW!/WOW Projects. 15. VA Bedrock: The PSF. (Professional Service Firm.) 16. Daring. 17. Talent Time! Leaders Do People! 18. Talent+/Diversity. 19. Talent++/Women Rule! 20. Brand You Universe. 21. Design! 22. Gasp-worthy Experiences/Lovemarks. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness. 24. Grace. 25. EXCELLENCE!

EXCELLENCE. SIBERIA.

Why in the World did you go to Siberia? go to Siberia?

Synonyms Purity Transcendence Virtue Elegance Majesty Antonyms Mediocrity

The Peters Principles: Enthusiasm. Emotion. Excellence. Energy. Excitement. Service. Growth. Creativity. Imagination. Vitality. Joy. Surprise. Independence. Spirit. Community. Limitless human potential. Diversity. Profit. Innovation. Design. Quality. Entrepreneurialism. Wow!

Enterprise* ** (*at its best): An emotional, vital, innovative, joyful, creative, entrepreneurial endeavor that elicits maximum concerted human concerted human potential in the wholehearted service of others **Employees, Customers, Suppliers, Communities, Owners, Temporary partners potential in the wholehearted service of others.** **Employees, Customers, Suppliers, Communities, Owners, Temporary partners

An emotional, vital, innovative, joyful, creative, entrepreneurial endeavor that elicits maximum concerted human potential in the wholehearted service of others Enterprise* ** (*at its best): An emotional, vital, innovative, joyful, creative, entrepreneurial endeavor that elicits maximum concerted human potential in the wholehearted service of others. *** **Excellence. Always. ***Employees, Customers, Suppliers, Communities, Owners, Temporary partners

The Ultimate Creative Endeavor. Business: The Ultimate Creative Endeavor.

The Ultimate Personal Development- Growth Experience. Business: The Ultimate Personal Development- Growth Experience.

The Ultimate Transcendent Service Opportunity. Business: The Ultimate Transcendent Service Opportunity.

Joanne Lipman, editor, on Portfolio BUSINESS IS ABOUT POWER. Joanne Lipman, editor, on Portfolio

TP: BUSINESS IS ABOUT...

Make sure your executive team includes top talent in design, engineering and manufacturing, because thats your only! priority to build! Cars! People! Want! to buy!. Hot styling sells them and quality keeps them sold. Lee Iacocca, Where Have All the Leaders Gone?

enterprises that Matter & change the game … offer solutions & experiences that surprise, amaze, and transform perceptions of whats possible and stick like super-glue in customers minds.* such offerings are brilliantly conceived and flawlessly delivered by unconventional, creative, hyper- committed, energetic talent from within & outside the organization. Tom Peters E.g.: Apple, Whole Foods, Cirque du Soleil, Starbucks, Wegmans, London Drugs, Griffin Hospital/Planetree Alliance, John Laing Homes, RE/MAX, Sewell Autos, Jims Group, The Met/Big Picture, Virgin, Commerce Bank, Google, Basement Systems Inc., Ford (circa 1917), IBM (circa 1970), Wanamakers (circa 1880)enterprises that Matter & change the game … offer solutions & experiences that surprise, amaze, and transform perceptions of whats possible and stick like super-glue in customers minds.* such offerings are brilliantly conceived and flawlessly delivered by unconventional, creative, hyper- committed, energetic talent from within & outside the organization. Tom Peters E.g.: Apple, Whole Foods, Cirque du Soleil, Starbucks, Wegmans, London Drugs, Griffin Hospital/Planetree Alliance, John Laing Homes, RE/MAX, Sewell Autos, Jims Group, The Met/Big Picture, Virgin, Commerce Bank, Google, Basement Systems Inc., Ford (circa 1917), IBM (circa 1970), Wanamakers (circa 1880)

To me business isnt about wearing suits or pleasing stockholders. Its about being true to yourself, your ideas and focusing on the essentials.To me business isnt about wearing suits or pleasing stockholders. Its about being true to yourself, your ideas and focusing on the essentials. Richard Branson

Strive for Excellence. Ignore success. Strive for Excellence. Ignore success. Bill Young, PR driver (courtesy Andrew Sullivan)

EXCELLENCE. 1982. Hard is soft. Soft is hard.

Hard Is Soft Soft Is Hard

Hard Is Soft (# s ) Soft Is Hard (people)

Hard Is Soft (Plans, # s ) Soft Is Hard (people, customers, values, relationships))

The 7-S Model Strategy Structure Systems Style Skills Staff Super-ordinate goal The 7-S Model Strategy Structure Systems Style Skills Staff Super-ordinate goal

The 7-S Model Hard S s (Strategy, Structure, Systems) Soft S S (Style, Skills, Staff, Super-ordinate goal) The 7-S Model Hard S s (Strategy, Structure, Systems) Soft S S (Style, Skills, Staff, Super-ordinate goal)

The 7-S Model Strategy Structure Systems Style (Corporate Culture, The way we do things around here) Skills (Distinctive Competence/s) Staff (People-Talent) Super-ordinate goal (Vision, Core Values) The 7-S Model Strategy Structure Systems Style (Corporate Culture, The way we do things around here) Skills (Distinctive Competence/s) Staff (People-Talent) Super-ordinate goal (Vision, Core Values)

EXCELLENCE. the rules.

Cause (worthy of commitment) Space (room for/encouragement for initiative) Decency (respect, humane)

Cause (worthy of commitment) Space (room for/encouragement for initiative-adventures) Decency (respect, grace, integrity, humane) service (worthy of our clients & extended familys continuing custom) excellence (period)

Cause (worthy of commitment) Space (room for/encouragement for initiative-adventures) Decency (respect, grace, integrity, humane) service (worthy of our clients & extended familys continuing custom) excellence (period) servant leadership

Cause Space Decency service excellence servant leadership

Hire Great People (Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.) all wow all the time Enjoy It While It Lasts

Toms Change Rules Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast. Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) Ability. Wow. Insanely great. Sell! Sell! Sell! Master politics!

pursue a mission that rocks the world (Pharmaceuticals, Moldy basements) Hire awesome/weird People for 100% of jobs (Resilient, Passionate) (Wegmans) (Women RULE!) give em lots of room to experiment, fail, grow make respect decency integrity our watchwords try a Lot of Stuff, fast tempo (S.A.V./Screw Around Vigorously, R.F.A./Ready. Fire. Aim.) Emphasize revenue (Organic growth, Sales/Top line rules) have fun/exude joy demand excellence/Make accountability instinctive (Insane standards for our mates and communitys sake) never, never forget the it (Its the PRODUCT, Stupid.) (25!) be of [gaspworthy] service (Cirque du Soleil is our standard even in finance.) (My customer is my partner.) (Remember She; remember Me.) (Servant/Host Leadership) Have effective/imaginative/minimalist infrastructure (K.I.S.S./Keep It Simple, Stupid) (Systems/No bull: beauty, grace, elegance) re-imagine as routine enjoy It While It Lasts

Sir Richards Rules Follow your passions. Keep it simple. Get the best people to help you. Re-create yourself. Play. Source: Fortune/10.03

Excellence defined

EG: An amazing performance A sunrise, a bloom, a smile Thank you (a gesture, an act of Grace) Extraordinary performance in an odd place (by an unlikely personEWR) (unlikely marketJims Group) X small (Small Giants) X med (Mittelstand) X large Sets the agenda One at bat (Bobby Thompson, Kurt Gibson) A career (Roger Clemens) A novel, a short story, a sentence An Olympian (any) Loser with a great story (Rutgers, George Mason) Stuff (any sort) that makes you go wow / insanely great/gaspworthy (The lives of others)

X + 6: The 7E s X + 6: The 7E s

Exuberance! Energy! Empathy! Engagement! Empowerment! Execution! Excellence!

InnoTacs

revenue matters most

Creativity vs. Innovation

We become who we hang out with 1

Measure Strangeness/Portfolio Quality Staff Consultants Vendors Out-sourcing Partners (#, Quality) Innovation Alliance Partners Customers Competitors (who we benchmark against) Strategic Initiatives Product Portfolio (LineEx v. Leap) IS/IT Projects HQ Location Lunch Mates Language Board

The Fury factor.

futuremark

Planners Searchers Planners vs Searchers

Find em!

invite em!

send em on a quest!

Women as innovation force!

Concoct a Parallel universe!

Multipliers: Broken Windows

Multipliers, science of/butterflies/Rat Psych 101: Broken Windows/safe city Small plates/empty shelves/remote parking lot/ distant food court/slow elevator Geologists/geophysicists Contiguous offices/Office layout-location power casual gathering places renegade buildings Hang out factor/inno #1 hero galleries/great art welcoming reception area (Insta-smell culture) b.P.d. decals on glasses/12.31.06 beyond escape: Bike at the door/ Running shoes next to the bed etc. etc.

Speed/ Tempo/ is-it

Speed/ Tempo/ o.o.d.a. loops/ Metabolic Management

try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Screw it up. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Screw it up. it. Try it. Try it. try it. Try it. Screw it up. Try it. Try it. Try it.

do things.

do them.

drill.

try things.

SERIOUS PLAY

Screw. things. Up.

try. Miss. try.

Life 101: A 40-year Reflection Go on offense. Give everybody a shot. Decentralize. Try a bunch of stuff. Make it up as you go along. Get some stuff wrong. Laugh a lot. Get some stuff right. Become a success. Extract lessons learned or best practices. Thicken the Book of Rules for Success. Become evermore serious. Enforce the rules to increasingly tight tolerances. Go on defense. Install walls. Protect-at-all-costs todays franchise. Centralize.Calcify. Install taller walls. Write more rules. Become irrelevant and-or die.

No try. No deal.

Try. Try. try.

Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try Try. Try. Try. Try. try

Focus.

Conscious measurement

personal

Inno64: Innovation Strategies & Tactics

Parallel universe /Exec Ed v res MBA End run regnant powers/JKC Find done deals-practicing mavericks/Stone-ReGo Bell curves2016 in 2006 Non-industry benchmarking Everything = Portfolio V.C.s all! Hot language/Wow-Astonish me-Insanely great-immortal-Make something great great-immortal-Make something great Lead customers/PW-Embraer Lead suppliers /Top decile R&D Weird alliances Mottos/Paul Arden (Whatever You Think Think the Opposite) Think the Opposite) Hire freaks/Enough weird people? Weird Boards!!!

CEO track record of Innovation (nobody starts at 45! Or 35!) starts at 45! Or 35!)System/GE-Immelt Strategic thrust overlay Calendar Big Delta easier than Small MBWA with freaks-weirdos/JKC MBWA/Boonies labs V.C.-formal/Intel Acquire weird Childrens crusade Old farts crusade Go Global at any size Stop listening to customers Talent!/Unusual sources-Hire innovators-V.C.s Eschew giant mergers

Remember: scale economies max out early Assisted suicide! (Built to last = Chimera- snare-delusion) Burn your press clippings Forgetting strategy Fire all strategic planners Tempo! Final product bears little relation to starting notion Design! Design! Design! (culture, not program) All innovation: Pissed-off people Gut feel rules! Focus groups suck Weird focus groups okay Be-Do philosophy

Celebrations Culture-little as well as big Inno (everyone- an-innovator) Life = Wow Projects Acknowledge messiness-pursue serendipity (Blitzkrieg-Containers-Science-Jim Utterback) R.F.A. Culture of execution 4/40: decentralization, execution, accountability, 615AM EVP (S.O.U.B.)/Systems-process un-design Diversity for diversitys sake Women-Women-Women/customers (they are the market, not a segment)-leaders Boomers-Geezers (all the money)

CRO (Chief Revenue Officer) culture/top- line obsessed CIO (Chief INNOVATION Officer) Laughter Facility-space configuration Experiments-prototypes Reward excellent failures. Punish mediocre successes. Bizarrely high incentives (& penalties) We are what we eat/We are who we hang out with (E.g.: Staff-Consultants-Vendors-Out-sourcing Partners/#, Quality-Innovation Alliance Partners- Customers-Competitors/who we benchmark against -Strategic Initiatives -Product Portfolio/LineEx v. Leap- IS/IT Projects-HQ Location-Lunch Mates-Language- Board)

Driven by anger!! (not focus groups) Great vision, no strategic plan Whoops: conflicting vision/s Execution (& vision) (Dreamers with deadlines) Opportunistic Insane optimism Failure after failure; disappointment after disappointment (secret to staying power: Stay pissed off!!) Plan B rules Changing cadres Opportunistic alliances (here today, gone tomorrow) The enemy of my enemy is my friend Creating events and groups to serve a momentary need Warring leaders (Freud-Jung) Petulance (human frailty amidst a Great Struggle) Agile re goal w/o sacrificing Vision Go underground for long stretches Patience (72 years) & impatience Relentless!!!!!!!!!!!!!!! (WSC: Success stems from the ability to go from failure without losing your enthusiasm )

Hustle (Seneca Falls, 48: 5 days) Fits & starts Traitors-deserters Radicals (goodMLKjr) Radicals (disruptiveStokely) Moderates Mentors Schisms Setbacks (again & again & againincl lost ground) (2-9 = Great record) Get off on the politics (TP: Life is politics the rest is details.) Managing the goal down to get to the doable (but not losing sight of the main game in the process) Small wins Externalities (Civil War) Small Band of Sisters (<10; Seneca Falls 1848) Coherent, factual, emotional story Story altered at the margin to attract specific adherents Story tellers (superb, relentless public communicators)

Agility (Plan B) Relentless Resilient Optimistic (Unreasonably so) Pissed Off Visionary Try It. Try it. Try it. … Action > Plans Virus Small Wins Demos-Heroes-Stories Wee Gestures of Decency-Thoughtfulness Politics >> Science (Get over it!) Think: R.O.I.R. (Networker) Sales Rules! Passion (incl. speaking skills) Women (Lead Local Change Agents) Women Leaders (Woman to Woman)

Big mergers [by & large] dont work Scale is over-rated Strategic planning is the last refuge of scoundrels Focus groups are counter-productive Built to last is a chimera (stupid) Success kills Forgetting is impossible Re-imagine is a charming idea Orderly innovation process is an oxymoronic phrase (= Believed only by morons with ox-like brains) Tipping points are easy to identify … long after they will do you any good Facts arent All information making it to the top is filtered to the point of danger and hilarity Success stories are the illusions of egomaniacs (and gurus) If you believe the memoirs of CEOs you should be institutionalized Herd behavior (XYZ is hot) is ubiquitous … and amusing Top teams are Dittoheads CEOs have little effect on performance Expert prediction is rarely better than rolling the dice What We Know For Sure About Innovation Big mergers [by & large] dont work Scale is over-rated Strategic planning is the last refuge of scoundrels Focus groups are counter-productive Built to last is a chimera (stupid) Success kills Forgetting is impossible Re-imagine is a charming idea Orderly innovation process is an oxymoronic phrase (= Believed only by morons with ox-like brains) Tipping points are easy to identify … long after they will do you any good Facts arent All information making it to the top is filtered to the point of danger and hilarity Success stories are the illusions of egomaniacs (and gurus) If you believe the memoirs of CEOs you should be institutionalized Herd behavior (XYZ is hot) is ubiquitous … and amusing Top teams are Dittoheads CEOs have little effect on performance Expert prediction is rarely better than rolling the dice

Toms Change Rules Cause. (Pissed off.) RELENTLESS!!!!!!!!!!!!!!!!!!!!!!!!!!!! Try it. (S.A.V.) (r.f.a.) (hustle.) project. Project. Project. Wow! (hot language.) fun. (growth opportunities.) Toms Change Rules Cause. (Pissed off.) RELENTLESS!!!!!!!!!!!!!!!!!!!!!!!!!!!! Try it. (S.A.V.) (r.f.a.) (hustle.) project. Project. Project. Wow! (hot language.) fun. (growth opportunities.) Sky-high aspirations. Fail. Forward. Fast. SMALL WINS. MOMENTUM. INEVITABILITY. Quests. Demos. Heroes. Stories. STATISTICAL INDEPENDENCE. (DIVERSITY.) Boonies. (Parallel universe. Test stuff. Buy WeeCo) V.C.: Roster = portfolio. everything = portfolio. Roster = brand yous. PARTNER WITH WIERDOS. (everywhere.) Diversity @ top. Buy a mirror. FRUSTRATED GODFATHER. <12. ALREADY IN PLACE/find em. JUST Say No: NORMAL. wikiWorld. Attitude > Ability. Wow. Insanely great. Sell! Sell! Sell! (master-appreciate politics) (r.o.i.r.)

4/40 (Decentralization/Execution/Accountability/6:15A.M.)

DECENTRALIZATION. EXECUTION. ACCOUTABILITY. 6 :15A.M.

De-cent- ral-iz- a-tion!

Ex-e- cu-tion!

Ac-count- a-bil-ity!

6:15A.M.

DECENTRALIZATION. EXECUTION. ACCOUTABILITY. 2a.m.

*Planetree! Commerce! Cirque! (Pianos! Dog biscuits!) (Pianos! Dog biscuits!) *Jerry Garcia … or bust (only ones who do what we do, insanely who do what we do, insanely great, radically thrilling, great, radically thrilling, gaspworthy.) gaspworthy.) *Think/Obsess Wegmans! (Staff: #1; the Managers Handbook of the Managers Handbook of Decencies; Kindness is free.) Decencies; Kindness is free.) *Leaders serve. (Leader as host.) *Wow is free, too. *Hire nut cases (the O for 800 rule holds for DDB) holds for DDB)

Excellence: The SE22: ORIGINS OF SUSTAINABLE ENTREPRENEURSHIP

SE22/Origins of Sustainable Entrepreneurship 1. Genetically disposed to Innovations that upset apple carts (3M, Apple, FedEx, Virgin, BMW, Sony, Nike, Schwab, Starbucks, Oracle, Sun, Fox, Stanford University, MIT) Fox, Stanford University, MIT) 2. Perpetually determined to outdo oneself, even to the detriment of todays $$$ winners (Apple, Cirque du Soleil, Nokia, FedEx) the detriment of todays $$$ winners (Apple, Cirque du Soleil, Nokia, FedEx) 3. Treat History as the Enemy (GE) 4. Love the Great Leap/Enjoy the Hunt (Apple, Oracle, Intel, Nokia, Sony) 5. Use Strategic Thrust Overlays to Attack Monster Problems (Sysco, GSK, GE, Microsoft) 6. Establish a Be on the COOL Team Ethos. (Most PSFs, Microsoft) 7. Encourage Vigorous Dissent/Genetically Noisy (Intel, Apple, Microsoft, CitiGroup, PepsiCo) Microsoft, CitiGroup, PepsiCo) 8.Culturally as well as organizationally Decentralized (GE, J&J, Omnicom) (GE, J&J, Omnicom) 9. Multi-entrepreneurship/Many Independent-minded Stars (GE, PepsiCo)

SE22/Origins of Sustainable Entrepreneurship 10. Keep decentralizingtireless in pursuit of wiping out Centralizing Tendencies (J&J, Virgin) Centralizing Tendencies (J&J, Virgin) 11. Scour the world for Ingenious Alliance Partners especially exciting start-ups (Pfizer) especially exciting start-ups (Pfizer) 12. Acquire for Innovation, not Market Share (Cisco, GE) 13. Dont overdo pursuit of synergy (GE, J&J, Time Warner) 14. Execution/Action Bias: Just do it … dont obsess on how it fits the business model. (3M, J & J) how it fits the business model. (3M, J & J) 15. Find and Encourage and Promote Strong-willed/ Hyper-smart/Independent people (GE, PepsiCo, Microsoft) Hyper-smart/Independent people (GE, PepsiCo, Microsoft) 16. Support Internal Entrepreneurs (3M, Microsoft) 17. Ferret out Talent anywhere/No limits approach to retaining top talent (Virgin, GE, PepsiCo ) retaining top talent (Virgin, GE, PepsiCo )

SE22/Origins of Sustainable Entrepreneurship 18. Unmistakable Results & Accountability focus from the get-go to the grave (GE, New York Yankees, PepsiCo) the get-go to the grave (GE, New York Yankees, PepsiCo) 19. Up or Out (GE, McKinsey, big consultancies and law firms and ad agencies and movie studios in general) firms and ad agencies and movie studios in general) 20. Competitive to a fault! (GE, New York Yankees, News Corp/Fox, PepsiCo) Corp/Fox, PepsiCo) 21. Bi-polar Top Team, with Unglued Innovator #1, powerful Control Freak #2 (Oracle, Virgin) (Watch out when powerful Control Freak #2 (Oracle, Virgin) (Watch out when #2 is missing: Enron) #2 is missing: Enron) 22. Masters of Loose-Tight/Hard-nosed about a very few Core Values, Open-minded about everything else Core Values, Open-minded about everything else (Virgin) (Virgin)

ThePSF35 : Thirty-Five Professional Service Firm Marks of Excellence

1. CRYSTAL CLEAR POINT OF VIEW The PSF35: The Work & The Legacy 1. CRYSTAL CLEAR POINT OF VIEW (E very Practice Group: If you cant explain your position in eight (E very Practice Group: If you cant explain your position in eight words or less, you dont have a positionSeth Godin) 2. DRAMATIC DIFFERENCE (We are the only ones who do what words or less, you dont have a positionSeth Godin) 2. DRAMATIC DIFFERENCE (We are the only ones who do what we doJerry Garcia) 3. Stretch Is Routine (Never bite off less than you can chewanon.) 4. Eye-Appetite for Game-changer Projects (Excellence at Assembling we doJerry Garcia) 3. Stretch Is Routine (Never bite off less than you can chewanon.) 4. Eye-Appetite for Game-changer Projects (Excellence at Assembling Best TeamFast) 5. Playful Clients (Adventurous folks who unfailingly Aim to Change Best TeamFast) 5. Playful Clients (Adventurous folks who unfailingly Aim to Change the World) 6. Small Uneconomic Clients with Big Aims the World) 6. Small Uneconomic Clients with Big Aims 7. Life Is Too Short to Work with Jerks (Fire lousy clients) 8. OBSESSED WITH LEGACY (Practice Group and Individual: Dent the UniverseSteve Jobs) 9. Fire-on-the-spot Anyone Who Says, Law/Architecture/Consulting/ UniverseSteve Jobs) 9. Fire-on-the-spot Anyone Who Says, Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a commodity I-banking/ Accounting/PR/Etc. has become a commodity 10. Consistent with #9 above … DO NOT SHY AWAY FROM THE WORD (IDEA) RADICAL WORD (IDEA) RADICAL

11. Always team with client: full partners in achieving memorable results (Wanted: Chimeras of Moonstruck Minds!) 12. We will seek assistance Anywhere to assemble the Best-in- Planet Team for the Project 13. Client Team Members routinely declare that working with us was the Peak Experience of my Career 14. The jobs not done until implementation is 100.00% complete (Those who dont get it must go) 15. IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED CULTURE CHANGE 16. IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT (Teach a man to fish …) 17. The Final Exam: DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE? The PSF35: The Client Experience 11. Always team with client: full partners in achieving memorable results (Wanted: Chimeras of Moonstruck Minds!) 12. We will seek assistance Anywhere to assemble the Best-in- Planet Team for the Project 13. Client Team Members routinely declare that working with us was the Peak Experience of my Career 14. The jobs not done until implementation is 100.00% complete (Those who dont get it must go) 15. IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED CULTURE CHANGE 16. IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT (Teach a man to fish …) 17. The Final Exam: DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE?

18. TALENT FANATICS (Best-Coolest place to work) (PERIOD) 19. EYE FOR THE PECULIAR (Hiring: Go beyond same old, The PSF35: The People & The Leadership 18. TALENT FANATICS (Best-Coolest place to work) (PERIOD) 19. EYE FOR THE PECULIAR (Hiring: Go beyond same old, same old) 20. Early Opportunities (vs. Wait your turn) 21. Up or Out (Based on Legacy/Mentoring as much as same old) 20. Early Opportunities (vs. Wait your turn) 21. Up or Out (Based on Legacy/Mentoring as much as Billings/Rainmaking) 22. Slide the Old Aside/Make Room for Youth (Find oldsters Billings/Rainmaking) 22. Slide the Old Aside/Make Room for Youth (Find oldsters new roles?) 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO new roles?) 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO DAY #R [R = Retirement] 24. Office/Practice Leaders Evaluated Primarily on DAY #R [R = Retirement] 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building Skills Mentoring-Team Building Skills 25. A PROPRIETARY TALENT DEVELOPMENT PROCESS (GE) 26. Team Leadership Skills Valued Early 27. Partner with B.I.W. [Best In World] Outsiders as Needed and to Infuse Different Views and to Infuse Different Views

28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My life The PSF35: The Firm & The Brand 28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My life is my messageGandhi) is my messageGandhi) 29. Excellence+ in EXECUTION … 100.00% of the Time 30. Drop everything/Swarm to Support a Harried-On The Verge Team 31. SPEND ON R&D LIKE A TECH FIRM. The Verge Team 31. SPEND ON R&D LIKE A TECH FIRM. 32. A PROPRIETARY METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old EDS) Chiat Day, IDEO, old EDS) 33. BRAND MANIACS (Organize Around a Point of View Worth BROADCASTING) BROADCASTING) 34. PASSION! ENTHUSIASM! 35. EXCELLENCE. ALWAYS.

WallopWal*Mart16* ABSURDLY EASY BEAT GIANT WallopWal*Mart16* *Or: Why its so ABSURDLY EASY to BEAT a GIANT Company

The Small Guys Guide: Wallop Wal*Mart16 * Niche-aimed. (Never, ever all things for all people, a mini- Wal*Mart.) * Never attack the monsters head on! (Instead steal niche business and lukewarm customers.) *Dramatically Different (La Difference... within our community, our industry regionally, etc … is as obvious as the end of ones nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.) * Compete on value/experience/intimacy, not price. (You aint gonna beat the behemoths on cost-price in 9.99 out of 10 cases.) * Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)

The Small Guys Guide: Wallop Wal*Mart16 * Hands-on, emotional leadership. (We are a great & cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible Experiences!) * A community star! (Sell local-ness per se. Sell the hell out of it!) * An incredible experience, from the first to last momentand then in the follow-up! (These guys are cool! They get me! They love me!) * DESIGN DRIVEN! (Design is a premier weapon-in- pursuit-of-the sublime for small-ish enterprises, including the professional services.)

The Small Guys Guide: Wallop Wal*Mart16 * Employer of choice. (A very cool, well-paid place to work/learning and growth experience in at least the short term … marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!) * Sophisticated use of information technology. (Small-ish is no excuse for small aims/execution in IS/IT!) * Web-power! (The Web can make very small very big … if the product-service is super-cool and one purposefully masters buzz/viral marketing.) * Innovative! (Must keep renewing and expanding and revising and re-imagining the promise to employees, the customer, the community.)

The Small Guys Guide: Wallop Wal*Mart16 * Brand-Lovemark* (*Kevin Roberts) Maniacs ! (Branding is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regional- niche lovemark.) * Focus on women-as-clients. (Most dont. How stupid.) * Excellence! (A small player … per me … has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the rightone damn day and client experience at a time!to beat the Big Guys in your chosen niche!)

tom peters: what Ive Learned about Small Business

Passion for PRODUCT. OBSESSION With Product. LOVE The Product. Aim To Be ONLY ONES WHO DO WHAT WE DO. Keep ADDIN Stuff. Invest UNWISELY in R&D. Reside Permanently In The DISCOMFORT Zone. Unhealthy PARANOIA Is A Good Thing. Add Clients That PUSH-PULL. SELL. SELL. SELL. SELL. Go For Broke: CUSTOMER CONTACT PEOPLE. PERFECTION: Customer Contact People. Hire for ATTITUDE. INVITE On An Adventure. GREAT CFO/Biz Guy-Gal. NASTY CFO/Biz Guy-Gal. QUADRANGULAR LEADERSHIP: Visionary-Talent Fanatic- Project Manager-I.P.M. (I.P.M. = Inspired Profit Mechanic)

GREAT Logo. DESIGN! OVERDO Marketing Materials. WOMEN Roar. WOMEN Rule. WOMEN Buy. Diversity = $$$$$$ Be RELENTLESS. Cut And RUN. Product Includes-Features the PACKAGING. Define Your DRAMATIC DIFFERENCE (R.P.O.V.8) Best STORY Wins. DRESS For Success. First Goal: AMUSE Yourself. Know YOURSELF. DONT Do Stuff You Hate. Over-invest In RELATIONSHIPS. (R.O.I.R.: Return On Investment in Relationships) SYSTEMATICALLY Manage Relationships. Work The SUPPORT PEOPLE In Client Orgs.

BLOG As If Your Life Depended On It. SOPHISTICATED Use Of Infotech. RESPONSE To Problems. Make Em PAY. CLOSE The Sale. Invest BIGTIME In PR. Media FRIENDLY. Live-To-SCHMOOZE. Fun/Laughter = $$$$ MBWA: Stay In Touch. You Must Be The Change You Wish To See In The World/GANDHI 5K For 5M. Your CALENDAR Never Lies. OUT: Pastels. IN: Technicolor

JUST SAY NO TO C.E.O.: CIO/Chief Innovation Officer. CSO/Chief Sales Officer. CWO/ Chief Wow Officer EXCELLENCE Is Very Cool. MICRO-MANAGE Your Reputation. Wear Your Integrity On Your SLEEVE. KEEP Your Promises. EXECUTION!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! A Man Without A Smiling Face MUST NOT Open His Shop. RECOGNITION! Work HARD, Not Smart. Insanely Great. THE STANDARD.

R.O.I.R

Measure #1: R.O.I.R. * Return On Investment In Relationships Measure #1: R.O.I.R.* * Return On Investment In Relationships

Sell Sell Sell

Small Giants: Companies That Choose To Be Great Instead Of Big Small Giants: Companies That Choose To Be Great Instead Of Big by Bo Burlingham

Small Giants/Bo Burlingham I could see that, unlike most entrepreneurs, their founders and leaders had recognized the full range of choices they had about the type of company they would create." the leaders had overcome the enormous pressures on successful companies to take paths they had not chosen and did not necessarily want to follow." each company had an extraordinarily intimate relationship with the local city, town, or county in which it did business -- a relationship that went well beyond the usual concept of `giving back.'" they cultivated exceptionally intimate relationships with customers and suppliers, based on personal contact, one-on-one interaction, and mutual commitment to delivering on promises." "First, I could see that, unlike most entrepreneurs, their founders and leaders had recognized the full range of choices they had about the type of company they would create." "Second, the leaders had overcome the enormous pressures on successful companies to take paths they had not chosen and did not necessarily want to follow." "Third, each company had an extraordinarily intimate relationship with the local city, town, or county in which it did business -- a relationship that went well beyond the usual concept of `giving back.'" "Fourth, they cultivated exceptionally intimate relationships with customers and suppliers, based on personal contact, one-on-one interaction, and mutual commitment to delivering on promises."

Small Giants/Bo Burlingham the companies also had what struck me as unusually intimate workplaces." I was impressed by the variety of corporate structures and modes of governance that these companies had come up with." I noticed the passion that the leaders brought to what the company did. They loved the subject matter, whether it be music, safety lighting, food, special effects, constant torque hinges, beer, records storage, construction, dining, or fashion." "Fifth, the companies also had what struck me as unusually intimate workplaces." "Sixth, I was impressed by the variety of corporate structures and modes of governance that these companies had come up with." "Finally, I noticed the passion that the leaders brought to what the company did. They loved the subject matter, whether it be music, safety lighting, food, special effects, constant torque hinges, beer, records storage, construction, dining, or fashion."

Better By Design The Design49 Tom Peters/Auckland/30March2005

Better By Design: Toms Design49 1. There are only 2 rules. 2. Rule #1: You cant beat Wal*Mart on price or China on cost. 3. Rule #2: See Rule #1. 4. Econ Survival = Innovate and Sprint Up the Value-added Chain … OR DIE! 5. DESIGN (WRIT LARGE) (DESIGN MINDFULNESS) IS THE SOUL/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE. 6. Design as Soul-Core Competence #1 is a cultural imperative, not a programmatic or process or throw $$$ at it issue! 7. CDEs (Culturally Design-driven Enterprises) use Design- Experiences-Dream Merchantry-Lovemarks as the Lead Dog(s) in the OlympianInnovation-Strategy-Value Proposition Struggle. 8. Dream Merchant makes as much sense for IBM or GE or UPS as for Starbucks!

Better By Design: Toms Design49 9. At CDEs, Design is the Heart of the Emotional Branding Process. 10. CDEs wholeheartedly embrace ideas such as mystery, surprise, sensuality. 11. CDEs love WOW! and B.H.A.G. and Insanely Great and Gasp-worthy and Passion and Love! (Axiom: Extreme language breeds extreme products and services.) 12. Staff at CDEs laugh and cry a lot! (Axiom: Calm enterprise = Crappy enterprise.) 13. CDEs love strange and weird. 14. CDEs scour the earth for strange and weird people. (CDEs know: FREAKS RULE!) 15. CDEs are extremists. (KR: Avoid moderation.) 16. CDEs know that … EXCELLENCE IS NOT GOOD ENOUGH! (We must use non-linear measures!)

Better By Design: Toms Design49 17. CDEs seek Discontinuities. (JG: We dont want to be the best of the best, we want to be the only ones who do what we do.) 18. CDEs are respectful of their customers, but not slaves to their customers! CDEs … LEAD THEIR CUSTOMERS! (Axioms: Listening to customers is over-rated! Focus groups suck!) 19. But: Lead customers are an entirely different matter! 20: Yet: CDEs turn customers into Raving Fans. (Think: Tattoo Brand!) 21. CDEs abide by Phil Daniels Credo: REWARD EXCELLENT FAILURES. PUNISH MEDIOCRE SUCCESSES. 22. At CDEs the Design Director is at least an Exec Vice President, a Member of the Senior Executive Team, perhaps on the Board, and has an office within 10 meters of the CEO (unless she is the CEO). 23. Design Directors at large companies not worth $5,000,000 per year arent worth hiring! (DD$21M.)

Better By Design: Toms Design49 24. Great Designers are 10,000X better than good designers. 25. At CDEs CFOs are never former CFOs! The CEO always doubles as the Chief Innovation Officer. 26. CDEs are Top-line Obsessed. 27. CDE execs know there is a chasm between excellent design and game-changer design. 28. Gasp-worthy design is a moving target! 29. No Broadway shows last forever. So too, great designers! (Hire them! Pay them! Cherish them! Nurture them! Fire them!) 30. Great design wrestles incessantly with the issue of cool and/versus usability.! 31. Designers get the stunning principles of Wabi Sabi. (Great designers side with Chris Alexander against the A.I.A.) 32. CDEs get the feminine side of life.

Better By Design: Toms Design49 33. CDEs Know I: WOMEN BUY EVERYTHING! 34. CDEs Know II: MEN ARE INCAPABLE OF DESIGNING PRODUCTS FOR WOMEN. 35. CDEs understand that Were getting olderand vigorously embrace the Boomer-Geezer market. 36. CDEs understand: Boomers-Geezers have ALL THE MONEY … are by and large healthy … and have 20 or so years left! 37. CDEs wonder: Can 28-year-olds design experiences for 68-year- olds? 38. CDEs seek the sweetest sweet spot: Woman-Boomer-Greenie- Wellness. 39. Design-mindfulness is as apparent in the CDEs facilities as in its products-services!

Better By Design: Toms Design49 40. Design mindfulness is as apparent in HR and Engineering and Logistics and IS/IT as in NPD. 41. CDEs will settle for nothing less then beautiful, gaspworthy Business Processes/Infrastructure! 42. CDEs obsess on K.I.S.S. (Beware creeping feature-itis!) (450/8.) 43. Design-mindfulness/aesthetic sensibility is a requisite for Every Hireincluding waiters and waitresses in Fast Food outlets and Housekeepers in hotels. 44. Gasp-worthy Design is as essential to service companies as to manufacturers. 45. Gasp-worthy design can transform any commodity, including ag!

Better By Design: Toms Design49 46. DESIGN MANIA IS A NATIONAL ECONOMIC ISSUE OF THE FIRST ORDER. 47. Small is no disadvantage in an Age of Creativity! 48. There is no such thing as a National Design Advantage unless the current school system is Destroyed & Re-imaginedto emphasize creativity and risk-taking and acceptance of failure. (Design Mindfulness … the suppression thereof … typically begins at Age 4.) 49. How sweet it is! (If your head is screwed on right.) (If your head is screwed on right.)

EXCELLENCE. BEDROCK. LEADERSHIP. L23. 7Es. 9Ps. 12Ps.

EXCELLENCE. THE LEADERSHIP23.

1. Enthusiasm. Energy. Exuberance. 2. Action. Execution. 3. Tempo. Metabolism. 4. Relentless. 5. Master of Plan B. 6. Accountability. 7. Meritocracy. 8. Leaders do people. Mentor. (Success Leadership23/ML 1. Enthusiasm. Energy. Exuberance. 2. Action. Execution. 3. Tempo. Metabolism. 4. Relentless. 5. Master of Plan B. 6. Accountability. 7. Meritocracy. 8. Leaders do people. Mentor. (Success creation business.) 9. Women. Diversity. 10. Integrity. Credibility. Humanity. Grace. 11. Realism. 12. Cause. Adventures. Quests. creation business.) 9. Women. Diversity. 10. Integrity. Credibility. Humanity. Grace. 11. Realism. 12. Cause. Adventures. Quests.

Attributes of Those Who Made the 10 th Grade History Book Attributes of Those Who Made the 10 th Grade History Book –Forgiveness > Permission –Bone honest! –Flawed as the dickens! – In touch with their followers aspirations –Damn good at what they do!

13. Legacy. 14. Best story wins. 15. On the edge. (Wildest chimera of a Leadership23/ML 13. Legacy. 14. Best story wins. 15. On the edge. (Wildest chimera of a moonstruck mind.) moonstruck mind.) 16. Reward excellent failures. Punish mediocre successes. 17. Different > Better. (Only ones who do mediocre successes. 17. Different > Better. (Only ones who do what we do.) 18. MBWA. Customer MBWA. 19. Laughs. 20. Repot. Curiosity. Why? 21. You = Calendar. To Dont. Two. 22. Excellence. Always. what we do.) 18. MBWA. Customer MBWA. 19. Laughs. 20. Repot. Curiosity. Why? 21. You = Calendar. To Dont. Two. 22. Excellence. Always. 23. Nelsonian! (Other admirals more afraid of losing than anxious to win.) of losing than anxious to win.)

The 7E s The 7E s

Exuberance! Energy! Empathy! Engagement! Empowerment! Execution! Excellence!

EXCELLENCE. BEDROCK. LEADERSHIP. 9 P s. BEDROCK. LEADERSHIP. 9 P s.

PURPOSE. PASSION. Potential. Presence. Personal. PERSISTENCE. PEOPLE. Potent. Positive.

EXCELLENCE. BEDROCK. LEADERSHIP. 12 P s. BEDROCK. LEADERSHIP. 12 P s. Tom Peters/04.18.2007

PURPOSE. PASSION. Potential. Presence. Personal. pissed off. Playful. PERSISTENCE. PEOPLE. Peculiar. Potent. Positive.

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. 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

1. Ready. Fire! Aim. 2. If it aint broke... Break it! 3. Hire crazies. 4. Ask dumb questions. 5. Pursue failure. 6. Lead, follow... or get out of the way! 7. Spread confusion. 8. Ditch your office. 9. Read odd stuff. Avoid moderation! Kevin Roberts Credo 1. Ready. Fire! Aim. 2. If it aint broke... Break it! 3. Hire crazies. 4. Ask dumb questions. 5. Pursue failure. 6. Lead, follow... or get out of the way! 7. Spread confusion. 8. Ditch your office. 9. Read odd stuff. 10. Avoid moderation!

The Re-imagineers Credo … or, Pity the Poor Brown * Technicolor Times demand … Technicolor Leaders and Boards who recruit … Technicolor People who are then sent on … Technicolor Quests to execute … Technicolor (WOW!) Projects in partnership with … Technicolor Customers and … Technicolor Suppliers all in pursuit of … Technicolor Goals and Aspirations fit for … Technicolor Times. *WSC The Re-imagineers Credo … or, Pity the Poor Brown * Technicolor Times demand … Technicolor Leaders and Boards who recruit … Technicolor People who are then sent on … Technicolor Quests to execute … Technicolor (WOW!) Projects in partnership with … Technicolor Customers and … Technicolor Suppliers all in pursuit of … Technicolor Goals and Aspirations fit for … Technicolor Times. *WSC

Leaderships 13 th P: Promotion Leaderships 13 th P: Promotion

Excellence can be obtained if you:... care more than others think is wise;... risk more than others think is safe;... dream more than others think is practical;... expect more than others think is practical;... expect more than others think is possible. is possible. Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)

Hire Great People! (Resilient, Passionate, Curious, Relentless) Try a Lot of Stuff! (S.A.V./Screw Around Vigorously; R.F.A./Ready. Fire. Aim.) aCCEPT NO LESS THAN EXCELLENCE! PURSUE Wow! enjoy It While It Lasts!

EXCELLENCE. ALWAYS. Toms tenets.

Strive for Excellence. Ignore success. Strive for Excellence. Ignore success. Bill Young, race car driver (courtesy Andrew Sullivan)

profits, people or people, profits?

To develop and manage talent; to apply that talent, throughout the world, for the benefit of clients; to do so in partnership; to do so with profit. Our Mission To develop and manage talent; to apply that talent, throughout the world, for the benefit of clients; to do so in partnership; to do so with profit. WPP