1. Eleventh Annual International Business Conference Fresno 05.10.00

2. Pentium III 800MHz: $42,893.00/# Hermes Scarf: $1,964.29 Saving Private Ryan on DVD: $874.75 Mercedes-Benz: $18.98 Hot-rolled steel: $0.19 Source: Fortune (3.20.00)

3. No Wiggle Room! “Incrementalism is innovation’s worst enemy.” Nicholas Negroponte

4. Just Say No … “I don’t intend to be known as the ‘King of the Tinkerers.’ ” CEO, large financial services company (New York, 5-99)

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

6. S.A.V.

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

8. C.E.O. to C.D.O.

9. Brand Inside Brand Org!

10. 108 X 5 vs. 8 X 1* * 540 vs. 8

11. And Now the Equivalent … White Collar Revolution!

12. The “&-!!+#$% in the middle”* Jim Clark on Healtheon/WebMD * ’twixt docs, patients, insurers and providers; $275B of $400B in waste; source: Michael Lewis, The New New Thing

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

14. Buzzsaw.com Builders, Owners, Architects, Contractors, Suppliers $4T industry 5,300 commercial bldg. projects’ specs on-line; +70 per day

15. These are … L.A.D.T.I.R.S.* *Life-and-death-total-industry-reinvention- struggles

16. Brand Inside Brand Talent!

17. Issue Y2K The Great War for Talent!

18. There is no “talent shortage” … if … you are a GPTW* *Great Place To Work

19. “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

20. “He grew his hair long, played guitar in a rock band, chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as ‘the most difficult boy I’ve ever had to deal with.’ ”

21. Solution? Ritalin [“a chemical virtually identical to cocaine”/Reason magazine] Or …

22. Elect Him Prime Minister Tony Blair* *talk/May 2000

23. Brand Outside Context: No “Commodities”!

24. The “10X/10X Phenomenon” 10 Times Better/ 10 Times Less Different

25. “When we did it ‘right’ it was still pretty ordinary.” Barry Gibbons on “Nightmare No. 1”

26. “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

27. Brand Outside Strategy 1 : Lead the Customer!

28. “The customer is a rear view mirror, not a guide to the future.” George Colony, Forrester Research “If you worship at the throne of the voice of the customer, you’ll get only incremental advances.” Joseph Morone, President, Bentley College

29. “Wealth in this new regime flows directly from innovation, not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown.” Kevin Kelly, New Rules for the New Economy

30. Brand Outside Strategy 2 : Use E-Commerce to Re-invent the Business!

31. B2B 1999 – 2004: 50X 2004: $7.4 Source: GartnerGroup (per Reuters 1-26-00) T

32. GM/Ford/DaimlerChrysler (02-27) Auto parts supply “Co.” $240B (+$500B) I.P.O.

33. Tomorrow Today: Cisco! 70% Save $500M (service and tech support) C.Sat e >> C.Sat H Customer Engineer Chat Rooms ($1B?)

34. “Where does the Internet rank in priority? It’s No. 1, 2, 3, and 4.” Jack Welch

35. There are 2 Kinds of … Defense* vs. Offense** *Fend off upstarts. ** Reinvent our marketspace!

36. No Room for “Competent”* Sorts Beer Wholesalers Personal Trainers [FitLinxx] Financial Planners Car Dealers * LVA, “M”VA … vs. HVA [Web-enhanced]

37. Message: The “distributor” is dead. Long live the value- added, knowledge- intensive “business partner.”

38. Brand Outside Strategy 3 : Think Global!

39. Rule #1 If “it” is [truly] good … then it’s good enough for … THE WORLD.

40. Rule #2 There’s no such thing as “too small to be global.”

41. Rule #4 Hang out … vigorously!

42. Rule #5 Glom onto a [modest-sized] partner … who loves/ “gets” you!

43. Rule #6 Phil Crosby notwithstanding, you’ll not [likely] “get it right the first time”!

44. Brand Outside Strategy 4 : Women Rule!

45. ????????? Home Furnishings … 94% Vacations … 92% Houses … 91% Bank Account … 89% Health Care … 75% Etc.

46. $3.3T + $1.5T = $4.8T* * Larger than Japan!

47. 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!”

48. Brand Outside BRAND POWER!

49. 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]

50. What Can [Can’t] Be Branded? “Branding is not a problem if you have the right mentality. You go to your team and you pin up a $200 Swiss Army Watch. Competing in the ridiculously crowded sub-$200 watch market, they made it into a brand name, named after the most irrelevant and useless thing in history [the Swiss Army]. And you say, ‘Gang, if they can do it, we can do it.’ ” Barry Gibbons

51. “Salt is salt is salt. Right? Not when it comes in a blue box with a picture of a little girl carrying an umbrella. Morton International continues to dominate the U.S. salt market even though it charges more for a product that is demonstrably the same as many other products on the shelf.” Tom Asaker, Humanfactor Marketing

52. “Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. [Consumers] want to know who is behind the products that they buy. They want to know the company. They want to know what you think.” Jesper Kunde, Corporate Religion

53. 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

54. Brand Leadership Passion Rules!

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

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

57. Ann Richards’ Dogma Show up! Know your message! PUT YOURSELF AT RISK EVERY DAY!