1. Tom Peters’ 2002 We Are In A Brawl With No Rules! SEATTLE/03.19.2002

2. All Slides Available at … tompeters.com Note: Lavender text in this file is a link.

3. Tom Peters Seminar2002: We Are in a Brawl with No Rules CONTEXT Confusion Reigns The Destruction Imperative A White Collar Revolution IS/IT/Web … “On the Bus” or “Off the Bus” RESPONSE The “PSF” Solution: The Professional Service Firm Model The Heart of the Value-Added Revolution: PSFs Unbound/ The “Solutions Imperative” The Solutions25 PSF Unbound+: It’s the Experience The “Soul” of “Experiences”: Design Mindfulness Design: Beautiful Systems It All Adds Up to … The Brand

4. Tom Peters Seminar2002 (Cont.) THE INDIVIDUAL Re-inventing the Individual: Brand You (Or Else) THE WORK Re-defining the Work Itself I: The WOW Project Re-defining the Work Itself II: WOW Projects for the “Powerless” Re-defining the Work Itself III: Starting a WOW Projects Epidemic TALENT Brand = Talent (Duh)

5. Tom Peters Seminar2002 (Cont.) TRENDS WORTH TRILLIONS Trends I: Speaking of … Women (Duh II) Trends II: Boomer Bonanza (Duh III) BOTTOM LINE I: BRAND INSIDE “Think Weird”: The HVA Bedrock “Brand Inside Summary” BOTTOM LINE II: LEADING IN TOTALLY SCREWED-UP TIMES The Leadership50

6. CONTEXT

7. Confusion Reigns.

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

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

10. The Destruction Imperative.

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

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

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

14. The [New] G e Way DYB.com

15. Axiom (Hypothesis): We have been screwed by Benchmarking … Best Practice … C.I./Kaizen. Axiom (Hypothesis): We need Masters of Discontinuity/ Masters of Ambiguity … in discontinuous/ambiguous times.

16. A White Collar Revolution.

17. 108 X 5 vs. 8 X 1 = 540 vs. 8 (-98.5%)

18. IBM’s Project eLiza!* * “Self-bootstrapping”/ “Artilects”

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

20. N.W.O./Holy Moly: Unemployment up 2% … real wage growth highest since 60s … productivity soaring. Source: BW/02.11.2002

21. E.g. … Jeff Immelt: 75% of “admin, back room, finance” “digitalized” in 3 years. Source: BW (01.28.02)

22. IS/IT/Web … “On the Bus” or “Off the Bus.”

23. 100 square feet

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

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

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

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

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

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

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

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

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

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

34. RESPONSE

35. The “PSF Solution”: The Professional Service Firm Model.

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

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

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

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

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

41. Model PSF …

42. (1) Translate ALL departmental activities into discrete W.W.P.F. “Products.” (2) 100% go on the Web. (3) Non-awesome are outsourced (75%??). (4) Remaining “Centers of Excellence” are retained & leveraged to the hilt!

43. The Heart of the Value Added Revolution: PSFs Unbound/ The “Solutions Imperative.”

44. Base Case: The Sameness Trap I

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

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

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

48. “Customers will try ‘low cost providers’ … because the Majors have not given them any clear reason not to.” Leading Insurance Industry Analyst

49. SWA > American + Continental + Delta + Northwest + United + USAirways. Source: Boston Globe (12.22.2001)

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

51. 2002: Same-Same-Same … Farmers = GE = Oracle = MCAA = Biotech & Pharmaceutical Trainers = Omnicom

52. GE/IS: “We don’t sell circuit breakers.” Farmers: “We don’t sell insurance.” Oracle: “We don’t sell apps-in-boxes.” MCAA: “We don’t sell ‘a job.’” B&P Trainers: “We don’t sell pills.” Omnicom: “We don’t sell ads.”

53. The Big Day!

54. 09.11.2000: HP bids $18,000,000,000 for PricewaterhouseCoopers consulting business!

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

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

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

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

60. Keep In Mind: Customer Satisfaction versus Customer Success

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

62. Gerstner’s IBM: Systems Integrator of choice. (BW/12.01). Global Services: $35B. Pledge/’99: Business Partner Charter. 72 strategic partners, aim for 200. Drop many in- house programs/products.

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

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

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

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

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

68. Core Logic: (1) 108X5 to 8X1/ eLiza/ 100sf. (2) Dept. to PSF/ WWPF. (3) V.A. via PSFs Unbound/ “Solutions”/ “Customer Success.”

69. The … Solutions 25.

70. 1. It’s the (OUR!) organization, stupid! 2. Friction free! 3. No STOVEPIPES! 4. “Stovepiping” is a F.O.—Firing Offense. 5. ALL on the Web! (ALL = ALL.) 6. Open access! 7. Project Managers rule! (E.g.: Control the purse strings and evals.) 8. VALUE-ADDED RULES! (Services Rule.) (Experiences Rule.) (Brand Rules.) 9. SOLUTIONS RULE! (We sell SOLUTIONS. Period. We sell PRODUCTIVITY & PROFITABILITY. Period.) 10. Solutions = “Our ‘culture.’ ” 11. Partner with B.I.C. (Best-In-Class). Period.

71. 12. All functions contribute equally—IS, HR, Finance, Purchasing, Engineering, Logistics, Sales, Etc. 13. Project Management can come from any function. 14. WE ARE ALL IN SALES. PERIOD. 15. We all invest in “wiring” the customer organization. 16. WE ALL “LIVE THE BRAND.” (Brand = Solutions. That MAKE MONEY FOR OUR CUSTOMER- PARTNER.) 17. We use the word “PARTNER” until we all want to barf! 18. We NEVER BLAME other parts of our organization for screw-ups. 19. WE AIM TO REINVENT THIS INDUSTRY! 20. We hate the word-idea “COMMODITY.”

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

73. PSF Unbound+: It’s the EXPERIENCE.

74. “ 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

75. 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

76. The “Experience Ladder” Experiences Services Goods Raw Materials

77. 1940: Cake from flour, sugar (raw materials economy): $1.00 1955: Cake from Cake mix (goods economy): $2.00 1970: Bakery-made cake (service economy): $10.00 1990: Party @ Chuck E. Cheese (experience economy) $100.00

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

79. 1940: Cake from flour, sugar (raw materials economy): $1.00 1955: Cake from Cake mix (goods economy): $2.00 1970: Bakery-made cake (service economy): $10.00 1990: Party @ Chuck E. Cheese (experience economy) $100.00

80. 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 10.19.01

81. The “Experience Ladder” Experiences Services Goods Raw Materials

82. Ladder Position Measure Solutions Success (Experiences) Services Satisfaction Goods Six-sigma

83. The “Soul” of “Experiences”: Design Mindfulness.

84. Design Myths.

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

86. 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

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

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

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

90. Design’s place in the universe.

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

92. 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

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

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

95. 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

96. “The good 10 percent of American product design comes out of big-idea companies that don’t believe in talking to the customer. They're run by passionate maniacs who make everybody’s life miserable until they get what they want.” Bran Ferren, Applied Minds/Wired 1-2001

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

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

99. Bottom Line.

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

101. I LOVE my ZYLISS Garlic Peeler!

102. Design “is” … WHY I GET MAD. MAD.

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

104. Design is never neutral.

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

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

107. Design+ = Beautiful Systems.

108. Fred S.’s “mediocre” thesis. Herb K.’s napkin.

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

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

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

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

113. Executive Vice President, Stomping Out Unnecessary Bullshit

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

115. First Steps: “Beauty Contest”! 1.Select one form/document: invoice, air bill, sick leave policy, customer returns-claim form. 2. Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/ Sucks; 10 = Work of Art] on four dimensions: Beauty. Grace. Clarity. Simplicity. 3. Re-invent! 4. Repeat, with a new selection, every 15 working days.

116. It all adds up to … THE BRAND.

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

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

119. “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

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

121. 1 st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or 4/“One Great Thing.” Source #1: Personal Passion) 2 ND Law: REAL REASON TO BELIEVE (Stand & Deliver!) 3 RD Law: DRAMATIC DIFFERENCE (Execs Don’t Get It: See the next slide.) Source: Jump Start Your Business Brain, Doug Hall

122. 2 Questions: “How likely are you to purchase this new product or service?” (95% to 100% weighting by execs) “How unique is this new product or service?” (0% to 5%*) *No exceptions in 20 years – Doug Hall, Jump Start Your Business Brain

123. The Heart of Branding …

124. “WHO ARE WE?”

125. “WHAT’S OUR STORY?”

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

127. “EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?”

128. “WHY DOES IT MATTER TO THE CLIENT?”

129. “EXACTLY HOW DO I PASSIONATELY CONVEY THAT DRAMATIC DIFFERENCE TO THE CLIENT ?”

130. Re-inventing the Individual: BRAND YOU. (Or Else.)

131. THE INDIVIDUAL

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

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

134. Minimum New Work SurvivalSkillsKit2002 Mastery Rolodex Obsession (vert. to horiz. “loyalty”) Entrepreneurial Instinct CEO/Leader/Businessperson/Closer Mistress of Improv Sense of Humor Intense Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

135. Sam’s Secret #1!

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

137. “My ancestors were printers in Amsterdam from 1510 or so until 1750, and during that entire time they didn’t have to learn anything new.” Peter Drucker, Business 2.0 (08.22.00)

138. “Knowledge becomes obsolete incredibly fast. The continuing professional education of adults is the No. 1 industry in the next 30 years … mostly on line.” Peter Drucker, Business 2.0 (22August2000)

139. 26.3

140. 3 Weeks in May “Training” & Prep: 187 “Work”: 41 (“Other”: 17)

141. 1% vs. 367%

142. Divas do it. Violinists do it. Sprinters do it. Golfers do it. Pilots do it. Soldiers do it. Surgeons do it. Cops do it. Astronauts do it. Why don’t businesspeople do it?

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

144. THE WORK

145. Redefining the Work Itself I: The WOW Project.

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

147. Language matters! Wow! BHAG! “Takes your breath away!”

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

149. Your Current Project? 1. Another day’s work/Pays the rent. 4. Of value. 7. Pretty Damn Cool/Definitely subversive. 10. WE AIM TO CHANGE THE WORLD. (Insane!/Insanely Great!/WOW!)

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

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

152. World’s Biggest Waste … Selling “Up”

153. THE IDEA: Model F4 F ind a F ellow F reak F araway

154. F2F!/K2K!/ 1@T/R.F!A.* *Freak to Freak/ Kook to Kook/ One at a Time/ Ready.Fire!Aim.

155. BOTTOM LINE The Enemy!

156. Joe J. Jones 1942 – 2002 HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!

157. 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

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

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

160. The Sales 25.

161. The Sales25 : Great Salespeople … 1. Know the product. (Find cool mentors, and use them.) 2. Know the company. 3. Know the customer. (Including the customer’s consultants.) (And especially the “corporate culture.”) 4. Love internal politics at home and abroad. 5. Religiously respect competitors. (No badmouthing, no matter how provoked.) 6. Wire the customer’s org. (Relationships at all levels & functions.) 7. Wire the home team’s org. and vendors’ orgs. (INVEST Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.)

162. Great Salespeople … 8. Never overpromise. (Even if it costs you your job.) 9. Sell only by solving problems-creating profitable opportunities. (“Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and will make you a ton of money—here’s exactly how.”) (IS THIS A “PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION YOU’LL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?) 10. Will involve anybody—including mortal enemies—if it enhances the scope of the problem we can solve and increases the scope of the opportunity we can encompass. 11. Know the Brand Story cold; live the Brand Story. (If not, leave.)

163. Great Salespeople … 12. Think “Turnkey.” (It’s always your problem!) 13. Act as “orchestra conductor”: You are responsible for making the whole-damn-network respond. (PERIOD.) 14. Help the customer get to know the vendor’s organization & build up their Rolodex. 15. Walk away from bad business. (Even if it gets you fired.) 16. Understand the idea of a “good loss.” (A bold effort that’s sometimes better than a lousy win.) 17. Think those who regularly say “It’s all a price issue” suffer from rampant immaturity & shrunken imagination. 18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstarts—the real enemy. 20. Seek several “cool customers”—who’ll drag you into Tomorrowland.

164. Great Salespeople … 21. Use the word “partnership” obsessively, even though it is way overused. (“Partnership” includes folks at all levels throughout the supply chain.) 22. Send thank you notes by the truckload. (NOT E- NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word “we.” 23. When you look across the table at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY? 25. Keep your bloody PowerPoint slides simple!

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

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

167. Demos! Heroes! Stories!

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

169. MB S A!* *Managing By Story-ing Around/David Armstrong

170. THE TALENT

171. Brand = Talent.* *Duh.

172. The Talent Ten

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

174. Model 25/8/53 Sports Franchise GM

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

176. 2. Greatness Only The Best!

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

178. 3. Performance Up or out!

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

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

181. 4. Pay Fork Over!

182. “Top performing companies are two to four times more likely than the rest to pay what it takes to prevent losing top performers.” Ed Michaels, War for Talent (05.17.00)

183. 5. Youth Grovel Before the Young!

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

185. 6. Diversity Mess Rules!

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

187. 7. Women Born to Lead!

188. “AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure” Title, Special Report, Business Week, 11.20.00

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

190. Women’s Strengths Match New Economy Imperatives: Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversity. Source: Judy B. Rosener, America’s Competitive Secret

191. “TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is better at keeping in touch with others?” Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson

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

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

194. 63 of 2,500 top earners in F500 8% Big 5 partners 14% partners at top 250 law firms 43% new med students; 26% med faculty; 7% deans Source: Susan Estrich, Sex and Power

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

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

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

198. 9. Opportunity Make It an Adventure!

199. “H.R.” to “H.E.D.” ??? H uman E nablement D epartment

200. 10. Leading Genius We are all unique!

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

202. 48 Players = 48 Projects = 48 different success measures.

203. MantraM3 Talent = Brand

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

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

206. TRENDS WORTH TRILLIONS

207. Trends I: Speaking of … Women.* *Duh II.

208. Women & the Marketspace.

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

210. ???? 80%

211. Riding Lawnmowers

212. 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

213. $4.8T > Japan 9M/27.5M/$3.6T > Germany

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

215. 1874?

216. 1874 … Jock Strap 1977 … Jogbra 1977... 25K 1996 … 42 M

217. Yeow! 1970 … 1% 2002 … 50%

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

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

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

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

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

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

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

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

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

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

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

229. “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

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

231. Not ! “Year of the Woman”

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

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

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

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

236. 27 March 2000: email 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. I’d say this is also true of most of my women friends. Someone should wake up, smell the coffee and kiss our asses long enough to sell us something! We have money to spend and nobody wants it!”

237. Psssst! Wanna see my “porn” collection?

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

239. 0

240. Stupid!

241. Trends II: Boomer Bonanza.”* *Duh III.

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

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

244. 2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

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

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

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

248. 50+ $7T wealth (70%)/$2T annual income 50% all discretionary spending 79% own homes/40M credit card users 41% new cars/48% luxury $610B healthcare spending/74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21 st Century Will Be Ruled by the New Old

249. Stupid!

250. “ ‘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

251. No : “Target Marketing” Yes : “Target Innovation” & “Target Delivery Systems”

252. The Royal Tenenbaums

253. BOTTOM LINE I: BRAND INSIDE

254. Message 2002 … BI > BO

255. THINK WEIRD … the H.V.A. Bedrock.

256. THINK WEIRD: The High Standard Deviation Enterprise.

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

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

259. !

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

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

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

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

264. Advice to Corporate Leaders: “Consider the metaphor of the windmill: You can harness raw power but you can’t control it. … Hire artists, clowns, or other disrupters to come in and challenge your corporate environment. … Hire a corporate anthropoligist to analyze how tolerant your organization is of deviants and other innovators. … Once the anthropologist leaves, hire a shaman to drive out the evil spirits of conformity. …” Source: Ryan Matthews & Watts Wacker, Fast Company (03.02)

265. Deviants, Inc. “Deviance tells the story of every mass market ever created. What starts out weird and dangerous becomes America’s next big corporate payday. So are you looking for the next mass market idea? It’s out there … way out there.” Source: Ryan Matthews & Watts Wacker, Fast Company (03.02)

266. “Organize” for … immediate performance & customer satisfaction. “Disorganize” for … renewal & innovation.

267. Brand Inside: Summary

268. The Brand Inside 10 BI1. The Execution Imperative: An “Action Culture” BI2. Cherish Failures BI3. Dent the Universe: WOW Projects/BHAGs BI4. “Tell Me a Story”: Demo Mania BI5. Cut the Crap: WebWorld = ALL BI6. “Beautiful” Systems BI7. The Modified Basis for Value Added: The New “Brand Inside Warriors” BI8. Talent Time BI9. The “HSDE”: Weird Begets Weird BI10. A Brand New/Brand You World

269. BOTTOM LINE II: LEADING IN TOTALLY SCREWED- UP TIMES

270. The Leadership 50

271. The Basic Premise.

272. 1. Leadership Is a … Mutual Discovery Process.

273. “I don’t know.”

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

275. The Leadership Types.

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

277. 25/8/53* (*Damn it!)

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

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

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

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

282. 5. All Organizations Need the Golden Leadership Triangle.

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

284. 6. Leadership Mantra #1: IT ALL DEPENDS!

285. Renaissance Men are … a snare, a myth, a delusion!

286. 7. The Leader Is Rarely/Never the Best Performer.

287. 33 Division Titles. 26 League Pennants. 14 World Series: Earl Weaver—0. Tom Kelly—0. Jim Leyland—0. Walter Alston—1AB. Tony LaRussa—132 games, 6 seasons. Tommy Lasorda—P, 26 games. Sparky Anderson—1 season.

288. The Leadership Dance.

289. 8. Leaders … SHOW UP!

290. P.S. … Mark McCormack: 5,000 miles for a 5 min. meeting !

291. 9. Leaders … LOVE the MESS!

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

293. 10. Leaders DO!

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

295. 11. Leaders Re -do.

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

297. 12. BUT … Leaders Know When to Wait.

298. Tex Schramm: The “too hard” box!

299. 13. Leaders Are … Optimists.

300. Hackneyed but none the less true: LEADERS SEE CUPS AS “HALF FULL.”

301. Half-full Cups: “[Ronald Reagan] radiated an almost transcendent happiness.” Lou Cannon, George (08.2000)

302. 14. Leaders … DELIVER!

303. “Leaders don’t ‘want to’ win. Leaders ‘need to’ win.” #49

304. 15. BUT … Leaders Are Realists/Leaders Win Through LOGISTICS!

305. The “Gus Imperative”!

306. 16. Leaders FOCUS!

307. “To Don’t ” List

308. 17. Leaders … Set CLEAR DESIGN SPECS.

309. Danger: S.I.O. (Strategic Initiative Overload)

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

311. 18. Leaders … Send V-E-R-Y Clear Signals About Design Specs!

312. Ridin’ with Roger: “What have you done to DRAMATICALLY IMPROVE quality in the last 90 days?”

313. It’s Relationships, Stupid.

314. 19. Leaders Trust in TRUST !

315. Credibility !

316. If It Ain’t Broke … Break It.

317. 20. Leaders … FORGET!/ Leaders … DESTROY!

318. Cortez!

319. Leaders “dump the ones who brung ’em” — Nokia, HP, 3M, PerkinElmer, Corning, etc.

320. 21. BUT … Leaders Have to Deliver, So They Worry About “Throwing the Baby Out with the Bathwater.”

321. “Damned If You Do, Damned If You Don’t, Just Plain Damned.” Subtitle in the chapter, “Own Up to the Great Paradox: Success Is the Product of Deep Grooves/ Deep Grooves Destroy Adaptivity,” Liberation Management (1992)

322. 22. Leaders … HONOR THE USURPERS.

323. Saviors-in-Waiting Disgruntled Customers Upstart Competitors Rogue Employees Fringe Suppliers Wayne Burkan, Wide Angle Vision

324. Leaders know … WE BECOME WHO WE HANG WITH!

325. 23. Leaders Make [Lotsa] Mistakes – and MAKE NO BONES ABOUT IT!

326. “Fail faster. Succeed sooner.” David Kelley/IDEO

327. 24. Leaders Make … BIG MISTAKES!

328. “Reward excellent failures. Punish mediocre successes.” Phil Daniels, Sydney exec (and, de facto, Jack)

329. Create.

330. 25. Leaders Know that THERE’S MORE TO LIFE THAN “LINE EXTENSIONS.” Leaders Love to CREATE NEW MARKETS.

331. No one ever made it into the Business Hall of Fame on a record of “line extensions.”

332. 26. Leaders Pursue DRAMATIC DIFFERENCE!

333. 1 st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or 4/“One Great Thing.” Source #1: Personal Passion) 2 ND Law: REAL REASON TO BELIEVE (Stand & Deliver!) 3 RD Law: DRAMATIC DIFFERENCE (Execs Don’t Get It: “intent to purchase” – 100%; “unique” – 0% to 5%) Source: Jump Start Your Business Brain, Doug HallDoug Hall

334. 27. Leaders Push Their Organizations W-a-y Up the Value-added/ Intellectual Capital Chain

335. 09.11.2000: HP bids $18,000,000,000 for PricewaterhouseCoopers Consulting business!

336. 28. Leaders LOVE the New Technology!

337. 100 square feet

338. 29. Needed? Type IV Leadership: Technology Dreamer-True Believer

339. The Golden Leadership Quadrangle: (1) Creator- Visionary … (2) Talent Fanatic-Mentor-V.C. … (3) Inspired Profit Mechanic. (4) Technology Dreamer-True Believer

340. Talent.

341. 30. When It Comes to TALENT … Leaders Always Swing for the Fences!

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

343. 31. Leaders “Manage” Their EVP/ Internal Brand Promise.

344. MantraM3 Talent = Brand

345. 32. Leaders LOVE RAINBOWS – for Pragmatic Reasons.

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

347. Passion.

348. 33. Leaders … Out Their PASSION!

349. G.H.: “Create a ‘cause,’ not a ‘business.’ ”

350. !

351. 34. Leaders Know: ENTHUSIASM BEGETS ENTHUSIASM!

352. BZBZ: “I am a … Dispenser of Enthusiasm!”

353. 35. Leaders Focus on the SOFT STUFF!

354. “Soft” Is “Hard ” - ISOE

355. Message: Leadership is all about love! [Passion, Enthusiasms, Appetite for Life, Engagement, Commitment, Great Causes & Determination to Make a Damn Difference, Shared Adventures, Bizarre Failures, Growth, Insatiable Appetite for Change.] [Otherwise, why bother? Just read Dilbert. TP’s final words: CYNICISM SUCKS.]

356. The “Job” of Leading.

357. 36. Leaders Know It’s ALL SALES ALL THE TIME.

358. TP: If you don’t LOVE SALES … find another life. (Don’t pretend you’re a “leader.”) (See TP’s The Project50.)

359. 37. Leaders LOVE “POLITICS.”

360. TP: If you don’t LOVE POLITICS … find another life. (Don’t pretend you’re a “leader.”)

361. 38. But … Leaders Also Break a Lot of China

362. If you’re not pissing people off, you’re not making a difference!

363. 39. Leaders Give … RESPECT!

364. “It was much later that I realized Dad’s 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

365. 40. Leaders Say “ Thank You.”

366. “The two most powerful things in existence: a kind word and a thoughtful gesture.” Ken Langone, CEO, Invemed Associates [from Ronna Lichtenberg, It’s Not Business, It’s Personal]

367. 41. Leaders Are … Curious.

368. TP/08.2001: The Three Most Important Letters … WHY?

369. 42. Leadership Is a … Performance.

370. “It is necessary for the President to be the nation’s No. 1 actor.” FDR

371. 43. Leaders … Are The Brand

372. The BRAND lives (OR DIES) in the “minutiae” of the leader’s moment- to-moment actions.

373. 44. Leaders … Have a GREAT STORY!

374. Leaders don’t just make products and make decisions. Leaders make meaning. – John Seeley Brown

375. Introspection.

376. 45. Leaders … Enjoy Leading.

377. “Warren, I know you want to ‘be’ president. But do you want to ‘do’ president?”

378. 46. Leaders … KNOW THEMSELVES.

379. Individuals (would-be leaders) cannot engage in a liberating mutual discovery process unless they are comfortable with their own skin. (“Leaders” who are not comfortable with themselves become petty control freaks.)

380. 47. But … Leaders have MENTORS.

381. The Gospel According to TP: Upon having the Leadership Mantle placed upon thine head, thou shalt never hear the unvarnished truth again!* (*Therefore, thy needs one faithful compatriot to lay it on with no jelly.)

382. 48. Leaders … Take Breaks.

383. Zombie! Zombie!

384. The End Game.

385. 49. Leaders ??? :

386. “Hire smart – go bonkers – have grace – make mistakes – love technology – start all over again.”

387. “LEADERS NEED TO BE THE ROCK OF GIBRALTAR ON ROLLER BLADES”

388. 50. Leaders Know WHEN TO LEAVE!

389. Thank You!