1. The California Governor’s Conference for Women: Celebrate the Past, Create the Future Long Beach 12October2000 [Version: 02.02.01]

2. 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 Altan … THIS IS EVEN BIGGER THAN THE INTERNET! Tom Peters

3. 1.Celebrate the Past

4. “Greater opportunity for women is probably the most significant gain for human freedom in the last century.” Andrew Sullivan, The New Republic

5. SWOPSI’70 Sally Helgesen’90 Boston’96 Long Beach’00Helgesen

6. The California Governor’s Conference for Women: Celebrate the Past, Create the Future

7. Sally Helgesen, Female Advantage Judy Rosener, America’s Competitive Secret Deborah Tannen, You Just Don’t Understand John Gray, Men Are from Mars, Women Are from Venus Faith Popcorn, EVEolutionTannen

8. 2. Create the Future

9. “Tomorrow belongs to women.” Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World

10. 3. And … What a Future!

11. NOW THAT’S B-I-G! “The period 2000-2002 will bring the single greatest change in worldwide economic and business conditions since we came down from the trees.” David Schneider & Grady Means, MetaCapitalism

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

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

14. Headline: “Bank of America to Cut … 10,000 Jobs” “Middle-level and senior managers are expected to be the principal targets of the job cutbacks.” Source: The New York Times (07.29.2000)

15. And Now the Equivalent … White Collar Revolution!

16. 2010 “Demographics”: By 2010, full-time workers will be in the minority Source: MIT study (28August2000)

17. 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 Pink

18. Taylorism to Tailorism: “Free Agency is the real new economy!” Source: Daniel Pink, Free Agent NationFree Agent Nation

19. “You are the storyteller of your own life, and you can create your own legend or not.” Isabel Allende

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

21. Message : Everything is up for grabs. Chaos = Opportunity. Always has. This is the ideal moment for the next Giant Step for women.

22. 4. Still: The No.1 Untapped Source of Leadership Talent

23. “It’s time for U.S. organizations to act. No other country in the world has a comparable supply of professional women waiting to be called into action. This is America’s competitive secret.” Judy B. Rosener, America’s Competitive Secret

24. “On average, women and men possess a number of different innate skills. And current trends suggest that many sectors of the twenty- first-century economic community are going to need the natural talents of women.” Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World Helen Fisher

25. “American women possess leadership abilities that are particularly effective in today’s organizations, yet their abilities remain undervalued and underutilized. In the future, what will distinguish one organization and one country from another will be its use of human resources. Today human resource utilization is not only a matter of social justice but a bottom-line issue.” Judy Rosener, America’s Competitive Secret Judy Rosener

26. Women and new- economy management …

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

28. Women’s Stuff = New Economy Match Improv skills Relationship-centric Less “rank consciousness” Self determined Trust sensitive Intuitive Natural “empowerment freaks” [less threatened by strong people] Intrinsic [motivation] > Extrinsic

29. Women’s Strengths: link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment > top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value interpersonal & technical skills, group & individual 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

30. “Women have many exceptional faculties bred in deep history: a talent with words; a capacity to read non-verbal cues; emotional sensitivity; empathy; patience; an ability to do and think several things simultaneously; a gift for networking and negotiating; an ability to take the long view; and a gift for cooperating, reaching consensus and leading via egalitarian teams.” Helen Fisher, The First Sex

31. Women’s Natural Talents and the New World of Work Interactive style of management Proclivity to share information Need to strive for group consensus Desire to empower workers Comfort with ambiguity Seek win-win solutions to thorny problems Source: Helen Fisher, The First Sex

32. “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

33. “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

34. “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

35. “Boys are trained in a way that will make them irrelevant.” Phil Slater

36. “ ‘Obeying the rules’ is obeying their rules. [Women] can never be powerful as long as they try to be in charge in the same way men take charge.” Harriet Rubin, The Princessa: Machiavelli for Women

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

38. M-F GPAs: All: 2.92M vs. 3.07F; Arts: 3.08M, 3.13F; Bus: 2.79M, 2.96F; Science/Math: 2.98M, 3.18F; Eng/CompSci: 2.96M, 3.17F. % Professional Degrees: F ’77: 19%; F ’94: 41% (45% Ph.D.s)

39. TP: When it comes to the New Economy … men & women are NOT equal as managers. WOMEN ARE … SIMPLY … BETTER!

40. Opportunity! U.S. G.B. E.U. Ja. M.Mgt. 41% 29% 18% 6% T.Mgt. 4% 3% 2% <1% Peak Partic. Age 45 22 27 19 % Coll. Stud. 52% 50% 48% 26% Source: Judy Rosener, America’s Competitive Secret

41. 63 of top 2,500 earners in F500 8% Big 5 partners 14% partners at top 250 law firms 7% movie directors 43% new med students; 26% med faculty; 7% deans 28% women VPs in line jobs Source: Susan Estrich, Sex and Power

42. Top Management: the “rule of three” Source: Judy Rosener, America’s Competitive Secret

43. “Would Congress [the Boardroom] be a different place if half the members were women?” From Sex and Power, Susan Estrich

44. Read This! “Winning the Talent War for Women: Sometimes It Takes a Revolution” Douglas McCracken, HBR [11-12/2000]

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

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

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

48. Message : Boldness is required. On the part of organizations … to exploit women’s leadership skills, which so match new economy needs. On the part of women, to seize this singular moment.

49. 5. The Idea … Writ Even Larger!

50. “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

51. “Capitalism and the conditions for creating wealth have changed in ways that play to the strengths of hybrid individuals, organizations and nations. And those that wish to profit from changing economic conditions must view hybridity as their first and best option. This bold claim warrants an explanation. The ability to apply knowledge to new situations is the most valued currency in today’s economy. Highly creative people … are misfits on some level. They tend to question accepted views and consider contradictory ones. This appreciation defines the mongrel mentality. Strangers instinctively question things that natives take for granted. Many things strike them as odd or stupid. …” G. Pascal Zachary, The Global Me

52. “Where do good new ideas come from? That’s simple! From differences. Creativity comes from unlikely juxtapositions. The best way to maximize differences is to mix ages, cultures and disciplines.” Nicholas Negroponte

53. Study of 1,400 high-growth IPO companies: Those with women in top management positions outperform those with men only. [Stock price, stock price growth, earnings.] Theresa Welbourne, U.Mich B.School: “I don’t think it’s the women per se. I think it’s the diversity of the management team.” Source: Wired News [12.06.2000]

54. Diversity Redux M.I. (logical-mathematical, linguistic, spatial, musical, kinesthetic, interpersonal, intrapersonal) Arts (“A poet in every accounting department”)

55. “The Main crisis in school today is irrelevance.” Daniel Pink, Free Agent Nation

56. “Our education system is a second-rate, factory-style organization, pumping out obsolete information in obsolete ways. [Schools] are simply not connected to the future of the kids they’re responsible for.” Alvin Toffler, Business 2.0 (09.00)

57. “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)

58. “At the ultimate stage, competition among nations will be competition among educational systems, for the most productive and richest countries will be those with the best education and training.” Richard Rosecrance, The Rise of the Virtual State

59. Message : Diversity rules! Period! It exploits needs in the new marketplace. Period.

60. 6. Summary: The New World of Work

61. New Economy: Was-Is Pine-paneled Office Address: 1 Big Man Plaza Secretary Suit Formal Rank conscious Pretense (“Failures are for fools.”) I love “Yes men” Self-contained White is the color of gold Seat 9B, UA233 Address: Anne@Corp.com Typing: 60 WPM Casual M-F Approachable We are a HOT Team Screwing up is as normal as breathing I love Misfits! I love partners Rainbow rules!

62. Translation Flexible Fluid-Shape shifter Fast [Net speed] Informal-Peer oriented Talent Obsessed Alliance Mania Entrepreneurial-Meritocratic Intellectual Property Is All

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

64. “Firms will not ‘manage the careers’ of their employees. They will provide opportunities to enable the employee to develop identity and adaptability and thus be in charge of his or her own career.” Tim Hall et al., “The New Protean Career Contract”

65. 48 Players = 48 Projects = 48 different success measures = 48 different styles (of you)

66. One size NEVER fits all. One size fits one. Period.

67. Message : Winning tomorrow = More effective & individualistic use of talent. My bet: WOMEN LEADERS ARE BETTER AT THIS.

68. 7. The [New] Marketplace Imperative: Creativity Wanted!

69. “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 Nordström and Jonas Ridderstråle, Funky Business

70. Message : “Special” is a survival must. Creativity rules.

71. 8. Winning by Design

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

73. Design “is” … WHY I GET MAD. MAD.

74. Design is never neutral.

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

76. TARGET … “the champion of America’s new design democracy” (Time)

77. Message: Men cannot design for women’s needs. Period.

78. Message : Design presents an enormous, and under- appreciated, economic opportunity. Perhaps one that women are in general more attuned to???

79. 9. Creating Great Experiences

80. “ 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

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

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

83. Hmmmm(?): “Only” Words … Story Adventure Smile Focus Plot Passion

84. Extraction & Goods: Male dominance Services & Experiences: Female dominance

85. Message : Creating incredible “experiences” presents another enormous opportunity in the New Economy. And, again, there is every reason to believe that women have something special-different-important to contribute.

86. 10. And: OPPORTUNITY NO. 1!

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

88. ???? 80+%

89. Riding Lawnmowers

90. 48% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed

91. Women … 50+% (!!!) of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education. Source: Business Week; Jupiter Communications

92. $4.8T > Japan [= #1] 9/27.5/$3.6T > Germany

93. Yeow! 1970 … 1% 2002 … 50%

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

95. 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

96. [“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

97. Women and Healthcare Women are … more dissatisfied, frustrated by the way they are treated and spoken down to by physicians, seek more information, are more pressed for time … and make 75% of health care decisions and control 2/3 of health care $$$$ [and constitute 2/3 of health care employees]. Source: Patricia Braus, Marketing Healthcare to Women

98. Women and Financial Advisors Women want … a plan, to be listened to, to be taken seriously, to read about it, to think about it. Women do not want … an in-your-face sales pitch Source: Kathleen Boyle, Wheat Boyle Butcher Singer

99. “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)

100. 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 they’re 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 01.08.01

101. Marketing to Women: Help Them Save Time! 80% … work 86% … cook 58% … run errands with kids 38% … take child to school 21% … go to the gym 21% … take outside classes

102. E.g.: Genetically Altered Food Would eat: M, 71%; F, 50% Give to children: M, 59%; F,37% Pay more for non-altered: M, 35%; F, 47% Source: www.pulse.org & USA Today

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

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

105. “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

106. [“The Hollywood scripts that men write tend to be direct and linear, while women’s 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]

107. “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, America’s Competitive Secret

108. Men & women on ambiguous problem [no answer]: MEN: quickly arrive at “right answer” WOMEN: longer time, multiple options in “if, then” form Source: Judy Rosener, America’s Competitive Secret

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

110. “Women don’t buy brands. They join them.” Faith Popcorn, EVEolution Faith Popcorn

111. 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 ‘let’s 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

112. Not!! “Year of the Woman”

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

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

115. “Ask for everything.” Harriet Rubin, The Princessa: Machiavelli for Women Harriet Rubin

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

117. “What kind of car does Mommy want?”

118. “I didn’t know [company] were giving company cars to secretaries.” Source: UK financial services CEO, 12/99

119. “Excuse me, doctor, but it’s my neck that’s in pain!”

120. THIS JUST MIGHT BE THE BIGGEST “THING” IN THIS SEMINAR. [PLEASE: THINK ABOUT IT!]

121. Not a Morality Play! “It is critical that we all understand that IBM is not marketing to women because it is the thing to do, or even the right thing to do. We are marketing to women entrepreneurs because it is a huge opportunity.” Cherie Piebes

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

123. 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!”

124. “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

125. Message : Yes! Damn it! Opportunity #1! Problem: Exploiting this opportunity demands wholesale re- alignment of the enterprise, from leadership approaches to the basic nature of the brand promise.

126. 11. Speaking of Enormous [Missed] [Huge] Opportunities...

127. Subject: Marketers & Stupidity It’s 18-44, stupid!

128. Subject: Marketers & Stupidity Or is it: 18-44 is stupid, stupid!

129. 2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

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

131. Priorities: Aging/“Elderly” Experiences … Convenience … Comfort … Access … Respect!

132. Message : Yet another mammoth—and VERY UNDER- APPRECIATED—opportunity. At least … take a look!

133. 12. Summary: A Golden Age of Self-Determination

134. The Individual

135. “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

136. “You are the storyteller of your own life, and you can create your own legend or not.” Isabel Allende

137. Web World: POWER TO THE PEOPLE

138. Anne Busquet/ American Express Not: “Age of the Internet” Is: “Age of the Customer”

139. Women Get Respect … and Take Charge

140. “Greater opportunity for women is probably the most significant gain for human freedom in the last century.” Andrew Sullivan, The New Republic

141. The Elderly Get Respect … and Take Charge

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

143. “Such a critical mass of older women with a tradition of rebellion and independence and a way of making a living has not occurred before in history.” Gerda Lerner, historian

144. Our Biggest Industry: The Patient Gets Respect … and Takes Charge

145. “Savior for the Sick” vs. “Partner for Good Health” Source: NPR/VPR 08.15.00

146. 1965: “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.” YES, NURSE. ME GOOD PUPPY DOG. 1995: “HMO will take care of you.” BULLSHIT. 2005: “I will take care of me. I’d like your expert help.”

147. The Poor Get Respect

148. Grameen Bank/Bangladesh “It’s not people who aren’t credit-worthy. It’s banks that aren’t people worthy.” $2.3B to 2.3M [typical 1 st loan: $15.] 98% recovery rate [94% of loans to women!] 1/3 rd out of poverty; 1/3 rd up to non- poverty threshold Muhammad Yunus, Banker to the Poor

149. “The Grameen loan is not simply cash. It becomes a kind of ticket to self-discovery and self-exploration.” Muhammad Yunus

150. Message : The individual will take command from the organization. Women should play a commanding role in architecting this re-orientation.

151. 13. Brands & Leadership & Women

152. Brand It! Now, More Than Ever! “The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.” Gillian Law and Nick Grant, Management [New Zealand]

153. “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

154. “Young people entering the labor market already have two televisions, the latest mobile phone, a car and a wardrobe full of clothes. No matter how important material values may be, there is more to life—the employee of the future is seeking meaning and value. I am convinced that this change in attitudes will be the strongest driving force in the markets of the future. Moving from the physical to the metaphysical world entails moving from the product- oriented economy to a new Value Economy. The most important thing a company offers will be the Value your products convey to the customer. People will seek out brands that fulfill new and growing needs. We will demand the unique, because, on the physical level, we can have anything we want. This, for most companies, will demand a dramatic change in thinking..” Jesper Kunde, A Unique Moment Jesper Kunde

155. “You can’t survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now. What do you want? What do you want to tell the world in the future? What does your company have that will enrich the world? You must believe in that ‘it’ strongly enough to become unique at what you do.” Jesper Kunde, A Unique Moment

156. “Most companies tend to equate branding with the company’s marketing. Design a new marketing campaign and, voila, 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

157. “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, A Unique Moment [on the excellence of Nokia, Nike, Lego, Virgin et al.]

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

159. “Create a ‘cause,’ not a ‘business.’ ” Gary Hamel, Fortune (06.00), on re- inventing a company (Exemplar #1: Charles Schwab)

160. 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, Tom’s of Maine

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

162. “In the funky village, real competition no longer revolves around marketshare. We are competing for attention— mindshare and heartshare.” Kjell Nordström and Jonas Ridderstråle, Funky Business

163. Brand = Special = Passion = Plot = Compelling Mythology = Cause = Connection = Heart = Integrity & Trust

164. “Leadership is a performance. You have to be conscious of your behavior, because everybody else is.” Carly Fiorina

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

166. Celebrate the past! [For about 10 minutes.] Seize the amazing moment … and create an amazing future. [With women in the front-driver’s seat of the spaceship!]