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1 The B-I-G Opportunity: Women & Boomers Tom Peters/

2 I. NEW MARKETS.

3 Baby-boomer Women: The Sweetest of Sweet Spots for Marketers David Wolfe and Robert Snyder, Ageless Marketing

4 1. Trends Worth Trillion$$$ I: Women Roar.

5 ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major home projects) … 80% Consumer Electronics … 51% Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans … 70% Health Care … 80%

6 ???? 80%

7 Riding Lawnmowers

8 2/3rds working women/ 50+% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed

9 Mens median income: +0.6% Womens median income: + 63% Source: Martha Barletta, Marketing to Women

10 $5+T > Japan 10M/28M/$3.6T > Germany

11 Business Purchasing Power Purchasing mgrs. & agents: 51% HR: >>50% Admin officers: >50% Source: Martha Barletta, Marketing to Women

12 Women-owned Bus. U.S. employees > F500 employees worldwide Source: Martha Barletta, Marketing to Women

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

14 1874?

15 1874 … Jock Strap 1977 … Jogbra K 1996 … 42 M

16 Yeow! 1970 … 1% 2002 … 50%

17 91% women: ADVERTISERS DONT UNDERSTAND US. (58% ANNOYED.) Source: Greenfield Online for Arnolds Womens Insight Team (Martha Barletta, Marketing to Women)

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

19 Men: Individual perspective. Core unit is me. Pride in self-reliance. Women: Group perspective. Core unit is we. Pride in team accomplishment. Source: Martha Barletta, Marketing to Women

20 FemaleThink/ Popcorn Men and women dont think the same way, dont communicate the same way, dont buy for the same reasons. He simply wants the transaction to take place. Shes interested in creating a relationship. Every place women go, they make connections.

21 Men seem like loose cannons. Men always move faster through a stores aisles. Men spend less time looking. They usually dont like asking where things are. Youll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly hes ready to buy. For a man, ignoring the price tag is almost a sign of virility. Paco Underhill, Why We Buy* (*Buy this book!)

22 Shopping: A Guys Nightmare or a Girls Dream Come True? Buy it and be gone vs. Hang out and enjoy the experience Source: The Charleston [WV] Gazette/

23 How Many Gigs You Got, Man? Hard to believe … Different criteria Every research study weve done indicates that women really care about the relationship with their vendor. Robin Sternbergh/ IBM

24 Women's View of Male Salespeople Technically knowledgeable; assertive; get to the point; pushy; condescending; insensitive to womens needs. Source: Judith Tingley, How to Sell to the Opposite Sex (Martha Barletta, Marketing to Women)

25 Women as Healthcare Decision Makers read vociferously want choices value convenience look for small signs of sensitivity (gowns that close) Source: Cheryl Stone, Rynne Marketing Group

26 Women and Healthcare Women are more dissatisfied Women are frustrated by the way they are treated and spoken to by physicians Women seek more information Women are more pressed for time Women make most healthcare decisions and purchases Source: Patricia Braus, Marketing Health Care to Women

27 Women and Financial Advisors Women want... a plan to be listened to to read about it and think about it Women do not want... a high-pressure sales pitch Source: Kathleen Boyd, SVP, Wheat First Butcher Singer (now part of Wachovia Securities)

28 Read This: Barbara & Allan Peases Why Men Dont Listen & Women Cant Read Maps

29 It is obvious to a woman when another woman is upset, while a man generally has to physically witness tears or a temper tantrum or be slapped in the face before he even has a clue that anything is going on. Like most female mammals, women are equipped with far more finely tuned sensory skills than men. Barbara & Allan Pease, Why Men Dont Listen & Women Cant Read Maps

30 Resting State: 30%, 90%: A woman knows her childrens friends, hopes, dreams, romances, secret fears, what they are thinking, how they are feeling. Men are vaguely aware of some short people also living in the house. Barbara & Allan Pease, Why Men Dont Listen & Women Cant Read Maps

31 As a hunter, a man needed vision that would allow him to zero in on targets in the distance … whereas a woman needed eyes to allow a wide arc of vision so that she could monitor any predators sneaking up on the nest. This is why modern men can find their way effortlessly to a distant pub, but can never find things in fridges, cupboards or drawers. Barbara & Allan Pease, Why Men Dont Listen & Women Cant Read Maps

32 Female hearing advantage contributes significantly to what is called womens intuition and is one of the reasons why a woman can read between the lines of what people say. Men, however, shouldnt despair. They are excellent at imitating animal sounds. Barbara & Allan Pease, Why Men Dont Listen & Women Cant Read Maps

33 Senses Vision: Men, focused; Women, peripheral. Hearing: Womens discomfort level I/2 mens. Smell: Women >> Men. Touch: Most sensitive man < Least sensitive women. Source: Martha Barletta, Marketing to Women

34 Sensitivity to differences: Twice as many card stacks. More contextual, holistic. People powered: Age 3 days, baby girls 2X eye contact. Source: Martha Barletta, Marketing to Women

35 When a woman is upset, she talks emotionally to her friends; but an upset man rebuilds a motor or fixes a leaking tap. Barbara & Allan Pease, Why Men Dont Listen & Women Cant Read Maps

36 Stress* ** Men: Fight or flee Women: Seek the company of friends *Source: UCLA, Female Response to Stress: Tend and Befriend, Not Fight or Flight/Psychological Review **90% of stress research: men

37 Women speak and hear a language of connection and intimacy, and men speak and hear a language of status and independence. Men communicate to obtain information, establish their status, and show independence. Women communicate to create relationships, encourage interaction, and exchange feelings. Judy Rosener, Americas Competitive Secret

38 The Hollywood scripts that men write tend to be direct and linear, while womens compositions have many conflicts, many climaxes, and many endings. Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World

39 I only really understand myself, what Im really thinking and feeling, when Ive talked it over with my circle of female friends. When days go by without that connection, I feel like a radio playing in an empty room. Anna Quindlen

40 Women are more comfortable talking or thinking about people and relationships, while men prefer to contemplate things. research reported in the New York Times ( )

41 Editorial/Men: Tables, rankings.* Editorial/Women: Narratives that cohere.* *Redwood (UK)

42 Where the Girls Are: Theyre Online, Solving Puzzles and Making Up Characters in Narrative- driven Games Headline/WSJ/10.28

43 Initiate Purchase Men: Study facts & features. Women: Ask lots of people for input. Source: Martha Barletta, Marketing to Women

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

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

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

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

48 The New New Jiffy Lube In the male mold, Jiffy Lube was going all out to deliver quick, efficient service. But, in the female mold, women were being turned off by the lets get it fixed fast, no conversation required experience. New JL: Control over her environment. Comfort in the service setting. Trust that her car is being serviced properly. Respect for her intelligence and ability. EVEolution

49 Women dont buy brands. They join them. EVEolution

50 Purchasing Patterns Women: Harder to convince; more loyal once convinced. Men: Snap decision; fickle. Source: Martha Barletta, Marketing to Women

51 2.6 vs. 21

52 Cents & Sensibility Our advisory sessions [with women] changed from a purely analytical, male approach to something that starts with the heart and ends with the figures.

53 Lowes … Gets it. 1989: 13%/lumber shop … 2002: >50%

54 War has broken out over your home-improvement dollar, and Lowes has superpower Home Depot on the defensive. Its not-so- secret ploy: Lure women. Forbes.com

55 Home Depot is still very much a guys chain. But women, according to Lowes research, initiate 80 percent of all home- improvement purchase decisions, especially the big ticket orders like kitchen cabinets, flooring and bathrooms. We focused on a customer nobody in home improvement has focused on. Dont get me wrong, but women are far more discriminating than men, says CEO Robert Tillman, 59, a Lowes lifer. Forbes.com

56 Womens Work: Do-it- yourself has become do-it- herself, and toolmakers are taking notice Headline/San Francisco Chronicle/08.03

57 Tomboy Tools. E.g.: smaller, lighter in weight. Tupperware party model.

58 Darcy Winslow is a leading figure in Nike Goddess, a companywide grassroots team whose goal is a once-and-for-all shift in how a high-testosterone outfit sells to, designs for, and communicates with women.Fast Company/

59 Women werent comfortable in our stores. So I figured out where they would be comfortablemost likely their own homes. The [first Nike Goddess] store has more of a residential feel. I wanted it to have furniture, not fixtures. Above all, I didnt want it to be girlie. John Hoke, designer, Nike

60 Yes!: Crest Spinoff Targets Womencover story, Ad Age/ Crest Rejuvenating Effects. Chicks in charge team. $50M launch. Packaging. Taste. Features.

61 Mattel Sees Untapped Market for Blocks: Little GirlsHeadline, WSJ/ Last year more than 90% of Lego sets purchased were for boys. Mattel says Ellowith interconnecting plastic squares, balls, triangles, squiggles, flowers and sticks, in pastel colors and with rounded cornerswill go beyond Legos linear play patterns.

62 Volvo Teams Up to Build What Women Want: Concept Car Goes for Great Storage, Easy Maintenance headline/USA Today/ /140-person team;80% women

63 Not ! Year of the Woman

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

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

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

67 Not a Morality Play It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. Were marketing to women entrepreneurs because it is a huge opportunity. Cherie Piebes

68 27 March 2000: to TP from Shelley Rae Norbeck I make 1/3 rd more money than my husband does. I have as much financial pull in the relationship as he does. Id say this is also true of most of my women friends. Someone should wake up, smell the coffee and kiss our asses long enough to sell us something! We have money to spend and nobody wants it!

69 If we are single, they say we couldnt catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldnt keep him. If we are widowed, they say we killed him. Kathleen Brown, on the joys of female political candidacy

70 Psssst! Wanna see my porn collection?

71 Norwegian Law: Boards must have at least 40% women.

72 Ass Of The Year2002 : Maurice Greenberg, A.I.G., on the Companys New (All Male) Leadership Team In a lot of countries of the world, it would be very difficult for a woman to be a good CEO. … I have a responsibility to do the best we can for shareholders. * ** *Source: New York Times/ **Wouldnt you love to watch him tell that … face-to- face … to Margaret Thatcher or Carly Fiorina? (I would.)

73 Ad from Furniture /Today (04.01): MEET WITH THE EXPERTS!: How Retailings Most Successful Stay that Way Presenting Experts: M = 16 ; F = ?? (94% = 272)

74 0

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

76 Customer is King: 4,440 Customer is Queen: 29 Source: Steve Farber/Google search/

77 F.Y.I.

78 Women Beat Men at Art of Investing Source: Miami Herald, reporting on a study by Profs. Terrance Odean and Brad Barber, UC Davis (Cause: Guys are in and out of stocks more often; women choose carefully and hold on for the long term)

79 Investment Club Returns Women-only clubs 1997 … 17.9% Mixed … 17.3% Men-only … 15.6% Source: National Assoc. Investors

80 Value Line: Top State* Investment Clubs … All male 19 … Coed 22 … All FEMALE * VT & Maine not included; D.C. included

81 JBQ: Stop Treating Women Investors Like Idiots! Why all this focus on women and our lack of investment guts? A far greater problem, it seems to me, is trigger-happy speculation, mostly by men. The kind of guys whose family savings went south with the dot-coms. Imagine a list of their money mistakes: Shoot from the hip. Overtrade their accounts. Believe theyre smarter than the market. Think with their mouse rather than their brain. Praise their own genius when stocks go up. Hide their mistakes from their wives. Source: Newsweek

82 Notes to the CEO --Women are not a niche; so get this out of the Specialty Markets group. --The competition is starting to catch on. (E.g.: Nike, Nokia, Wachovia, Ford, Harley-Davidson, Jiffy Lube, Charles Schwab, Citigroup, Aetna.) --If you dip your toes in the water, what makes you think youll get splashy results? --Bust through the walls of the corporate silos. --Once you get her, dont let her slip away. --Women ARE the long run! Source: Martha Barletta, Marketing to Women

83 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Womens Market = Opportunity No Men are (STILL) in charge. 9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Womens Market = Opportunity No. 1.

84 2. Trends Worth Trillion$$$ II: Boomer Bonanza/ Godzilla Geezer.

85 Subject: Marketers & Stupidity Its 18-44, stupid!

86 Subject: Marketers & Stupidity Or is it: is stupid, stupid!

87 Stats 18-44: -1% 55+: +21% (55-64: +47%)

88 44-65: New Consumer Majority * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing, David Wolfe & Robert Snyder

89 The New Consumer Majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies. David Wolfe & Robert Snyder, Ageless Marketing

90 Baby-boomer Women: The Sweetest of Sweet Spots for Marketers David Wolfe and Robert Snyder, Ageless Marketing

91 Aging/Elderly $$$$$$$$$$$$ Im in charge!

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

93 Sixty Is the New Thirty Cover/AARP/11.03

94 50+ $7T wealth (70%)/$2T annual income 50% all discretionary spending 79% own homes/40M credit card users 41% new cars/48% luxury cars $610B healthcare spending/ 74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old

95 Advertisers pay more to reach the kid because they think that once someone hits middle age hes too set in his ways to be susceptible to advertising. … In fact, this notion of impressionable kids and hidebound geezers is little more than a fairy tale, a Madison Avenue gloss on Hollywoods cult of youth.James Surowiecki (The New Yorker/ )

96 Read This! Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

97 Marketers attempts at reaching those over 50 have been miserably unsuccessful. No markets motivations and needs are so poorly understood. Peter Francese, founding publisher, American Demographics

98 Households headed by someone 40 or older enjoy 91% ($9.7T) of our populations net worth. … The mature market is the dominant market in the U.S. economy, making the majority of expenditures in virtually every category. Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

99 The mature market cannot be dismissed as entrenched in its brand loyalties. Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

100 Focused on assessing the marketplace based on lifetime value (LTV), marketers may dismiss the mature market as headed to its grave. The reality is that at 60 a person in the U.S. may enjoy 20 or 30 years of life. Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

101 While the average American age 12 or older watched at least five movies per year in a theater, those 40 and older were the most frequent moviegoers, viewing 12 or more a year. Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

102 Women 65 and older spent $14.7 billion on apparel in 1999, almost as much as that spent by 25- to 34-year- olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But who in the fashion industry is currently pursuing this market? Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

103 Elderly Purchase experiences more than just things Convenience / Comfort / Access / Need to be appreciated = Top Priorities Source: Ken Dychtwald, Age Wave

104 Possession Experiences /Desires for things/Young adulthood/to 38 Catered Experiences/ Desires to be served by others/Middle adulthood Being Experiences/Desires for trancendany experiences/Late adulthood Source: David Wolfe and Robert Snyder/Ageless Marketing

105 POSSESSION EXPERIENCE: New car, home entertainment system, new boat, first home … CATERED EXPERIENCE: Thrilling theater performance, experience of playing on an exclusive golf course, throwing a highly successful catered party … BEING EXPERIENCE: Heading up a charity ball, helping a young person master a problem, learning an exciting new thing … Source: David Wolfe and Robert Snyder, Ageless Marketing

106 Catered experiences more likely say We have arrived! They mark the first stage of being someone versus becoming someone. Source: David Wolfe and Robert Snyder, Ageless Marketing

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

108 No : Target Marketing Yes : Target Innovation & Target Delivery Systems

109 The baby-boom generation is the first wellness generation. Paul Zane Pilzer/ The Wellness Revolution: The Next Trillion Dollar Industry

110 Wellness = $$$$$$$$ Currently $200B, $1T by 2013 (Source: Paul Zane Pilzer, The Wellness Revolution: The Next Trillion Dollar Industry)

111 And ….

112 Hispanics: 38.5% growth, , vs. 9.3% overall* *Source: Communispace/2003

113 Relative to the demand, the success stories are pitifully few Andrew Nuttney, Research Director, The Research & Advisory Group; on marketing effectively to Hispanics

114 BofA Is Betting Its Future on the Hispanic Market * We expect to get no less than 80 % of our future growth in retail banking from the Hispanic market. Ken Lewis, CEO, BofA *Fortune/

115 Duh! We want our associate population to mirror our customer population at every level, from the executive suite all the way to the retail floor. In the marketplace, basically what I want to do is draw a concentric circle around every one of our 2,300 stores, and I want the assortment in that store to match the ethnicity of the neighborhood its in. Some neighborhoods are all Hispanic, so we can put in a full Hispanic format. Thats what Super Saver is. All the signage is in both languages. Theres a 100 percent Spanish-speaking staff in the store.Larry Johnston, CEO, Albertsons

116 II. TAKING ADVANTAGE.

117 3. Produce Scintillating Experiences.

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

119 Club Med is more than just a resort; its a means of rediscovering oneself, of inventing an entirely new me. Source: Jean-Marie Dru, Disruption

120 The [Starbucks] Fix Is on … We have identified a third place. And I really believe that sets us apart. The third place is that place thats not work or home. Its the place our customers come for refuge. Nancy Orsolini, District Manager

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

122 WHAT CAN BROWN DO FOR YOU?

123 The Experience Ladder Experiences Services Goods Raw Materials

124 1940: Cake from flour, sugar (raw materials economy): $ : Cake from Cake mix (goods economy): $ : Bakery-made cake (service economy): $ : Chuck E. Cheese (experience economy) $100.00

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

126 1940: Cake from flour, sugar (raw materials economy): $ : Cake from Cake mix (goods economy): $ : Bakery-made cake (service economy): $ : Chuck E. Cheese (experience economy) $100.00

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

128 Lexus sells its cars as containers for our sound systems. Its marvelous. Sidney Harman/ Harman International

129 Its All About EXPERIENCES: Trapper to Wildlife Damage-control Professional Trapper: <$20 per beaver pelt. WDCP: $150/problem beaver; $750-$1,000 for flood-control piping … so that beavers can stay. Source: WSJ/

130 Moving Companies WSJ/ : In Texas, Theyll fill your empty fridge with brie and wine. An outfit in New York promises quick high-speed Internet hookup. And when Allied Van Lines finishes unloading your couch, theyll have a feng shui expert figure out the right spot. …

131 Duet … Whirlpool … washing machine to fabric care system … white goods: a sea of undifferentiated boxes … $400 to $1,300 … the Ferrari of washing machines … consumer: They are our little mechanical buddies. They have personality. When they are running efficiently, our lives are running efficiently. They are part of my family. … machine as aesthetic showpiece … laundry room to family studio / designer laundry room (complements Sub-Zero refrigerator and home-theater center) Source: New York Times Magazine/

132 LAN Installation Co. to Geek Squad (2% to 30%/Minn.)

133 Car designers need to create a story. Every car provides an opportunity to create an adventure. … The Prowler makes you smile. Why? Because its focused. It has a plot, a reason for being, a passion. Freeman Thomas, co-designer VW Beetle; designer Audi TT

134 Hmmmm(?): Only Words … Story Adventure Smile Focus Plot Passion

135 First Step (?!): Hire a theater director, as a consultant or FTE!

136 Experience … Cirque du Soleil

137 DO YOU MEASURE UP?* *If not, why not?

138 Most executives have no idea how to add value to a market in the metaphysical world. But that is what the market will cry out for in the future. There is no lack of physical products to choose between. Jesper Kunde, Unique Now... or Never [on the excellence of Nokia, Nike, Lego, Virgin et al.]

139 Extraction & Goods: Male dominance Services & Experiences: Female dominance

140 Women dont buy brands. They join them. EVEolution

141 4. Experiences+: Embrace the Dream Business.

142 DREAM: A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be. Gian Luigi Longinotti-Buitoni

143 Common Products Dream Products Maxwell House Starbucks BVD Victorias Secret Payless Ferragamo Hyundai Ferrari Suzuki Harley-Davidson Atlantic City Acapulco New Jersey California Carter Kennedy Conners Pele CNN Millionaire Source: Gian Luigi Longinotti-Buitoni

144 The marketing of Dreams (Dreamketing) Dreamketing: Touching the clients dreams. Dreamketing: The art of telling stories and entertaining. Dreamketing: Promote the dream, not the product. Dreamketing: Build the brand around the main dream. Dreamketing: Build the buzz, the hype, the cult. Source: Gian Luigi Longinotti-Buitoni

145 Building the Creative Organization Choose a creator: The cultural leader who gives the company an aesthetic point of view. Hire eclectically: Hire collaborators with different cultures and past histories in order to balance rigor with emotion. Prepare vertically: Develop a rigorous understanding of the product and the client. Develop horizontally: Promote curiosity in unrelated disciplines. Lead emotionally: Engender passionate dedication through vision and freedom. Build for the long haul: Creativity requires a lifetime commitment. Source: Gian Luigi Longinotti-Buitoni

146 Constantly Magnify Perceived Value Maximize your value-added by fulfilling the dreams of your clients. Only invest in what is valuable for your client. Dont let the short-term results weaken the long-term value of your brand. Balance rigorous control of the financial endeavor with the emotional management of your brand. Build a financial structure that allows risk-taking: NO RISKSNO DREAMS. Establish long-term price power in order to avoid the trap of the commodity product. Source: Gian Luigi Longinotti-Buitoni

147 (Revised) Experience Ladder Dreams Come True Awesome Experiences Solutions Services Goods Raw Materials

148 Safe, On-time and... We defined personality as a market niche. We seek to amaze, surprise, entertain. Herb Kelleher, SWA / LUV

149 Furniture vs. Dreams We do not sell furniture at Domain. We sell dreams. This is accomplished by addressing the half-formed needs in our customers heads. By uncovering these needs, we, in essence, fill in the blanks. We convert needs into dreams. Sales are the inevitable result. Judy George, Domain Home Fashions

150 HORCHOW.COM Furniture. Accessories. Dreams.

151 The Ritz-Carlton experience enlivens the senses, instills well- being, and fulfills even the unexpressed wishes and needs of our guests. from the Ritz-Carlton Credo

152 The sun is setting on the Information Societyeven before we have fully adjusted to its demands as individuals and as companies. We have lived as hunters and as farmers, we have worked in factories and now we live in an information-based society whose icon is the computer. We stand facing the fifth kind of society: the Dream Society. … The Dream Society is emerging this very instantthe shape of the future is visible today. Right now is the time for decisionsbefore the major portion of consumer purchases are made for emotional, nonmaterialistic reasons. Future products will have to appeal to our hearts, not to our heads. Now is the time to add emotional value to products and services. Rolf Jensen/The Dream Society:How the Coming Shift from Information to Imagination Will Transform Your Business

153 In Denmark, eggs from free-range hens have conquered over 50 percent of the market. Consumers do not want hens to live their lives in small, confining cages. They are willing to pay 15 percent to 20 percent more for the story about animal ethics. This is classic Dream Society logic. Both kind of eggs are similar in quality, but consumers prefer eggs with the better story. After we debated the issue and stockpiled 50 other examples, the conclusion became evident: Stories and tales speak directly to the heart rather than the brain. After a century where society was marked by science and rationalism, the stories and values are returning to the scene. Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

154 Person 1 is the rational, planning being, and Person 2 is the emotional and story-buying entity. The last century disowned and repressed Person 2a rejection that is not surprising in a technological era. Now Person 2 is back in townin the shops, on the Internet, in the companies, in politics, in economics, even science. Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

155 Six Market Profiles 1. Adventures for Sale 2. The Market for Togetherness, Friendship and Love 3. The Market for Care 4. The Who-Am-I Market 5. The Market for Peace of Mind 6. The Market for Cnvictions Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

156 5. Seek the [Mostly Ignored] Soul of Experiences: Design Rules!

157 Design Myths.

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

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

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

161 Design Transforms even the [Biggest] Corporations! TARGET … the champion of Americas new design democracy (Time) Marketer of the Year 2000 (Advertising Age)

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

163 Design2002 LISTERINEs … PocketPaks

164 Westins … Heavenly Bed

165 Designs place in the universe.

166 And Tomorrow … Fifteen years ago companies competed on price. Now its quality. Tomorrow its design. Robert Hayes

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

168 Design is treated like a religion at BMW. Fortune

169 The new Beetle fails at most categories. The only thing it doesnt fail in is drop-dead charm. Jerry Hirshberg, Nissan Design International

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

171 The good 10 percent of American product design comes out of big-idea companies that dont believe in talking to the customer. They're run by passionate maniacs who make everybodys life miserable until they get what they want. Bran Ferren, Applied Minds/Wired

172 We dont have a good language to talk about this kind of thing. In most peoples vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation. Steve Jobs

173 Check Out the Language: Tomorrow its design … Design is the only thing … Design is … religion... Drop-dead charm … Object of desire … Passionate maniacs … Fundamental soul …

174 Bottom Line.

175 Design is … WHAT & WHY I LOVE. LOVE.

176 I LOVE my ZYLISS Garlic Peeler!

177 All Time No.1 (TP) Ziplocs

178 Design is … WHY I GET MAD. MAD.

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

180 Design is never neutral.

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

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

183 Message (?????): Men cannot design for womens needs.

184 Perhaps the macho look can be interesting … if you want to fight dinosaurs. But now to survive you need intelligence, not power and aggression. Modern intelligence means intuitionits female. Source: Philippe Starck, Harvard Design Magazine (Summer 1998)

185 6. Brand it!

186 WHO ARE WE?

187 WHATS OUR STORY?

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

189 Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs. Source: Jean-Marie Dru, Disruption

190 EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?

191 You do not merely want to be the best of the best. You want to be considered the only ones who do what you do. Jerry Garcia

192 Brand = You Must Care!Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about. Tom Chappell, Toms of Maine

193 WHY DOES IT MATTER TO THE CLIENT?

194 EXACTLY HOW DO I PASSIONATELY CONVEY THAT DRAMATIC DIFFERENCE TO THE CLIENT ?

195 Rules of Radical Marketing Love + Respect Your Customers! Hire only Passionate Missionaries! Create a Community of Customers! Celebrate Craziness! Be insanely True to the Brand! Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)

196 Branding: Is-Is Not Table TNT is not: TNT is: TNT is not : Juvenile Contemporary Old-fashioned Mindless Meaningful Elitist Predictable Suspenseful Dull Frivolous Exciting Slow Superficial Powerful Self-important

197 Message … Is Not >> Is

198 III. SUMMARY.

199 7. Summary: O-P-P-O-R-T-U-N-I-T-Y.

200 ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major home projects) … 80% Consumer Electronics … 51% Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans … 70% Health Care … 80%

201 50+ $7T wealth (70%)/$2T annual income 50% all discretionary spending 79% own homes/40M credit card users 41% new cars/48% luxury cars $610B healthcare spending/ 74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old

202 Baby-boomer Women: The Sweetest of Sweet Spots for Marketers David Wolfe and Robert Snyder, Ageless Marketing

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

204 DREAM: A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be. Gian Luigi Longinotti-Buitoni

205 We dont have a good language to talk about this kind of thing. In most peoples vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation. Steve Jobs

206 Read these books!* *Damn it.

207 Marketing to Women, Martha Barletta EVEolution: The Eight Truths of Marketing to Women, Faith Popcorn & Lys Marigold Ageless Marketing, David Wolfe & Robert Snyder Marketing to the Mindset of Boomers and Their Elders, Carol Morgan & Doran Levy Selling Dreams: How to Make Any Product Irresistible, Gian Luigi Longinotti-Buitoni The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business, Rolf Jensen Trading Up: The New American Luxury, Michael Silverstein & Neil Fiske


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