1. EXCELLENCE. ALWAYS. Lists.

2. The Irreducible209+ One Word+ The Cup Challenge The Sales122 60TIBs Tom-A-to, Tom-ah-to

3. EXCELLENCE. Now. The Irreducible 219 Tom Peters November 2006 (Slightly updated February 2012)

4. What, if anything, he asked, do you believe for sure? 219 A frustrated participant at an executive seminar in Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, hed had enough. What, if anything, he asked, do you believe for sure? I mumbled something, but his query started rumbling around in my mind. Three days later, wandering on a Sunday in London, the idea of the irreducibles occurred to meand I started jotting down notes on stuff I do indeed believe for sure. Before I knew it, a few days later, the list had grown to 219 items. Hence The Irreducible219 that follows. Tom Peters

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

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

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

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

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

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

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

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

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

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

15. 124. Crucial conversations. Crucial confrontations. (Study. Learn. Do.) confrontations. (Study. Learn. Do.) 125. Honest feedback. 126. Gaspworthy. Yes. 127. Insanely great. 128. Astonish me. 129. Make it immortal. 130. Will you remember it in 20 years? 131. No small opportunities. (Reframe.) 132. One playmate, one playpen = Enough. 133. End run. Sensible. 134. Allies are there for the finding. 135. Find successes. Build on successes. (Pos > Neg. Encourage > Fix.) (Pos > Neg. Encourage > Fix.) 136. Somebodys doing it today. Find em. 137. Someone is living 2022 in 2012. (Find em. Study em.) (Find em. Study em.)

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

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

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

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

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

21. 195. One size fits. One. Only. No cookie cutter. (Evaluations.) 196. Teaching. Individualized. Only. (7 billion people = 7 billion learning trajectories.) 197. First impression. Matters. Shapes all that comes. Hard to overcome bad. (Understatement.) 198. Jerks. Dont work with. (Life = Too short.) 199. Manage [the hell out of] first impressions. 200. Last impression. Matters. Dominates memory. Hard to overcome bad. (Understatement.) 201. Manage [the hell out of] first/last impressions. 202. Plain English. 203. Managers do things right. Leaders do the right thing. NOT.

22. 204. Instinctively head for the front line. (In all contexts.) 205. Success = DDMMPR/"D-squared, M-squared, PR = DramDiff + M-squared, PR = DramDiff + Money-Financial Acumen + Good Money-Financial Acumen + Good Marketing Instincts + Stellar People Marketing Instincts + Stellar People + Resilience (The fab five: What. + Resilience (The fab five: What. Every. Small. Biz. Needs.) (Big too.) Every. Small. Biz. Needs.) (Big too.) 206. Core Mechanism (Game-changing Solutions): PSF (Professional Service Solutions): PSF (Professional Service Firm model) + Wow! Projects Firm model) + Wow! Projects (Different vs Better) + Brand You (Distinct or Extinct) (Different vs Better) + Brand You (Distinct or Extinct) 207. 2017/2022 has already happened. Find it. Find it.

23. 208. Kids know kids. Oldies know oldies. Women know women. (Staff accordingly.) 209. Everybody is my customer. 210. Cosset vendors. 211. I want to run a Housekeeping department. (And you?) 212. The military doesnt follow the military model. (Initiative = Excellence.) 213. No such thing as going to absurd lengths to serve the Customer. (HSM & Lefties.) 214. Forget the customer. All = Clients. 215. It takes decades to get over sleights. (So dont sleight.) 216. Dont dumb down. Ever.

24. 217. NO LESS THAN EXCELLENCE. EVER. 218. EXCELLENCE. NOW. 219. EXCELLENCE. ALWAYS.

25. ONE WORD ONE WORD+

26. Drill more wells R.F.A.AccountabilityRealismDecentralizationExecution Action bias Most mistakes wins 6:15amEnergyEnthusiasmDo>PlanAct>ThinkBehavior>AttitudePassion

27. ONE WORD+ 5 min/5,000 miles WomenDecencyGrace Innovate or Die Re-imagine Fight irrelevance Just Do It Care (You Must) Flowers (Say It With) Im sorry Thank You Insanely Great Silence 2-cent candy

28. ONE WORD+EmotionIntuitionSellO.O.D.A.IntegrityWeirdAppreciateCelebrateRespectListenWander Calendar rules Calendar doesnt lie To dont Max priorities = 3

29. ONE WORD+Gasp-worthy Insanely great Different>betterImpact>longevity Dramatic Difference Only ones do what we do Smile$7987-7-7 Design rules Beautiful Systems 450/8 VP S.O.U.B. Women buy all Women lead better

30. ONE WORD+MBWAWhy?PSFWow! ! (red) Buy a Mirror Know thyself InviteQuestAdventureTalent Brand You LovemarkExperienceDreamketing

31. ONE WORD+ Boomers-geezers own all 2.6/2125253,000,000,000(900,000,000) 26 minutes 43 hours Perception Is All There Is Enthusiasm: The Ultimate Virus

32. For Starbucks … The Cup Challenge* *Potential Quotes for Coffee Cups

33. I was asked to contribute a favorite saying of my own to a program by Starbucks. Itd end up on their cups for a while. The last one in the set was the one I submitted.

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

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

36. Excellence.Always.

37. No Less Than Excellence. Ever. Ever.

38. No Excellence. no excuse. no excuse.

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

40. Do.

41. Do.

42. Do.

43. Do. Do. Do.

44. Do. Do. Do.

45. Do. Do. Do.

46. Do.

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

48. implementation … The last 98% … The last 98%

49. Do it. Now.

50. start.Now.

51. Most. Relentless. wins.

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

53. distinct. Or … Extinct.

54. 2012.Self-reliance. No option.

55. 2012.Excellence. More than ever. No option. More than ever.

56. Excellence. Not optional.

57. its a … brand you world. brand you world.

58. Me Too = Me Dead

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

61. freaks win in freaky times.

62. Seek Dissidents. Nurture Dissidents. Cherish Dissidents.

63. besttalentwins.

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

65. Roir/return on investment in relationships

66. Respect = magic.

67. Acknowledgement = magic.

68. Appreciation = magic.

69. Listening = magic.

70. thank you = magic potion #1.

71. !

72. Enthusiasm! The Ultimate Virus! The Ultimate Virus!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

87. Tom Peters to-m A -to to-mah-to

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

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

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

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

92. They say Better. I say Different!

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

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

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

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

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

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

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

100. Toms Re-imagine Manifesto! They say, Of course we believe in marketing. I say Is the CMO [Chief Marketing Officer] on the Board of Directors? of Directors? They say Of course we believe in marketing. I say Has your customer data base won numerous major industry awards? They say Of course we believe in marketing. I say Is your Web site Sooooo Cool, Sooooo Fresh, Sooooo Friendly to Use that it gives you goose pimples just to e-visit, Friendly to Use that it gives you goose pimples just to e-visit, even though youve seen it 1000 times? even though youve seen it 1000 times? They say Of course we believe in marketing. I say How many in-depth customer visits did the CEO make last month? the CEO make last month? They say Yes, the Womens thing is important. I say Do women hold at least 40% of your Board seats? They say Were coming around on the design bit. I say Is, as at Braun, your Chief Design Officer on the Board of Directors? of Directors?

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

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

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

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

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

106. They say men. I say WOMEN.

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

108. Toms Re-imagine Manifesto! They say Think about it. I say Try it. They say Plan it. I say Test it. They say continuous improvement. I say Bold Leaps. They say Keep on Improvin. I say Keep on Leapin. They say Built to last. I say Built to Soar. Were all dead in the long run … live your Insane Fantasy. Devil take the hindmost. run … live your Insane Fantasy. Devil take the hindmost.

109. Toms Re-imagine Manifesto! They say Play the odds. I say Reward excellent failures. Punish mediocre successes. (Thanks, Phil Daniels.) They say Eighty-hour weeks will kill you. I say Work 45-hour weeks, and the Chinese will kill you. kill you. They say Install cost controls with teeth. I say Ha. Ha. Ha. Erase the existing enterprise and start with a Clean Sheet of Paper. start with a Clean Sheet of Paper. They say Install cost controls with teeth. I say Grow the Top Line. They say Radical change takes a decade. I say Radical change takes a Minute. (See AA.) They say Times are changing. I say Everything has already changed. Tomorrow is the First Day of Your Revolution … or youre Toast. First Day of Your Revolution … or youre Toast.

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

111. !

112. GE (more or less) : The Sales122: 122 Ridiculously Obvious Thoughts About Selling Stuff GE (more or less) : The Sales122: 122 Ridiculously Obvious Thoughts About Selling Stuff Tom Peters/0402.2006

113. This list was first prepared for GE Energy sales & marketing people in January. It started with a half-dozen items, and grew like Topsy. Possibly, given its origins, its a little tilted toward complex, engineering- based sales. In any event, it makes a perfect companion to The Irreducibles219. This, too, is effectively a list of irreducibles. Tom Peters

114. 1. Strategy overrated, simply doin stuff underrated. See Kelleher and Bossidy: We have a strategic plan, its called doing things.Herb Kelleher. Execution is a systematic process of rigorously discussing hows and whats, tenaciously following through, and ensuring accountability. Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done. Action has its own logicask Genghis Khan, Rommel, COL John Boyd, U.S. Grant, Patton, W.T. Sherman. 2. What are you personally great at? (Key word: great.) Play to strengths! Distinct or Extinct. You should aim to be outrageously good/B.I.W. at a niche area (or more). 3. Are you a personality, a de facto brand in the industry? The Dr Phil of... 4. Opportunism (with a little forethought) mostly wins. (Successful people are the ones who are good at Plan B.) 5. Little starts can lead to big wins. Most true winnersthink search & Googlestart as something small. Many big deals Disney & Pixarcould have been done as little-er deals if youd had the guts to jump before the value became obvious.

115. Everyone lives by selling something.Everyone lives by selling something. Robert Louis Stevenson

116. 6. Non-obvious targets have great potential. Among many other things, everybody goes after the obvious ones. Also, the non-obvious are often good Partners for technology experiments. 7. The best relationships are often (usually?) not top to top! (Often the best: hungry division GMs eager to make a mark.) 8. ITS RELATIONSHIPS, STUPIDDEEP AND FROM MULTIPLE FUNCTIONS. 9. In any public-sector business, you must become an avid student of the politics, the incentives and constraints, mostly non-economic, facing all of the players. Politicians are usually incredibly logicalif you (deeply!) understand the matrix in which they exist. 10. Relationships from within our firm are as important often more importantas those from outsideagain broad is as important as deep. Alliesavid supporters!within and from non-obvious places may be more important than relationships at the Client organization. Goal: an insanely unfair market share of insiders time devoted to your projects!

117. C(I)>C(X)

118. 11. Interesting outsiders are essential to innovative proposal and sales teams. An exciting sales-proposal team is as important as a prestigious one. 12. Is the proposal-sales team weird enoughweirdos come up with the most interesting, game-changer ideas. Period. 13. Lunch with at least one weirdo per month. (Goal: always on the prowl for interesting new stuff.) 14. Gratuitous comment: Lunches with good friends are typically a waste of (professional) time. 15. Dont short-change (time, money, depth) the proposal process. Miss one tiny nuance, one potential incentive that makes my day for a key Client playerand watch the whole gig be torpedoed. 16. Sticking with it sometimes pays, sometimes notit takes a lot of tries to forge the best path in. Sometimes you never do, after a literal lifetime. (Ah, life.) 17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPSdont get hung upparticularly in tech firmson what industries- countries women cant do. (Or some such bullshit.)

119. 18. Work incessantly on your storymost economic value springs from a good story (think Perrier)! In sensitive public or quasi-public negotiations, a compelling story is of immense valuepolitics is about the tension among competing stories. (If you dont believe me, ask Karl Rove or James Carville.) (Storytelling is the core of culture. Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell) 19. Call this 18A, or 18 repeat: Become a first-rate Storyteller! (A key – perhaps the key – to leadership is the effective communication of a story.Howard Gardner, Leading Minds: An Anatomy of Leadership) 20. Risk Assessment & Risk Management is more about stories than advanced mathi.e., brilliant scenario construction. 21. Good listeners are good sales people. Period. 22. Lousy listeners are lousy sales people. Period. 23. GREAT LISTENERS ARE GREAT SALES PEOPLE. (Listening skills are hard to learn and subject to immense effort in pursuit of Mastery. A virtuoso listener is as rare as a virtuoso cello player.) (If you dont listen, you dont sell anything.Carolyn Marland/MD/Guardian Group)

120. 24. Things that are funny to me (American) are often-mostly not funny to those in other cultures. (Humor is as fine-edged as it gets, and rarely travels.) 25. You dont know Jack Squat about other peoples cultures especially if you are a typically myopic American. (Like me.) 26. Are you a great interviewer? Its a make or break skill. (Think Barbara Walters skill at extracting unwanted truths from pros in persona-protection... in front of 10s of millions of people. 27. Are you a great (not merely good) presenter? Mastering presentation skills is a lifes workwith stupendous payoff. 28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. These are the essence of [sales] lifeand usually picked-up in an amateurish fashion. Mistake! (Become a professional student of these two areas, achieve Mastery.) 29. Are you good at flowers? Think: FLOWER POWER ! (see Harvey Mackays Mackay 66what you should know about a Client; e.g., birthdays & anniversaries.) (My flowers budget is out of control. Hooray for me.) 30. You cant do it allbe clear at what you are good at, bad at, indifferent at. Hubris sucks.

121. FLOWERPOWERFLOWERPOWERFLOWERPOWERFLOWERPOWER

122. 31. The point is not to prove yourself. (Thats ego-talk.) Let the best person present to the Clientperhaps a lower level geek. (Control freaks get their just desserts in the long haul or sooner.) 32. The numbers will more or less take care of themselves over the long haulif the relationship/s is/are solid gold. 33. The Gold Standard in selling: INDISPENSABLE to the Client. No other goal is worthy. 34. Never stop growing-broadening-deepening the relationship. The key to indispensability is to get the Client more and more … and more … and then more … imbedded in our web. Hence the so-called selling process is only the first step! 35. USE THE WORD WE … CONSTANTLY & RELIGIOUSLY! (E.g.: Wethe Client & meare going to change the world with this service.) 36. Dont waste your time on jerksitll rarely work out in the mid- to long-term. 37. Genius is walking away from lousy scores (deals)and accepting the attendant heat. Big Business is the premier home to Big Egos overpaying by a factor of 2 to 22 with billion$$$$ at stake. (Think Jerry Levin and AOL Time Warner.)

123. If you dont listen, you dont sell you dont sell anything. anything. Carolyn Marland/ Managing Director/ Guardian Group

124. 38. You havent a clue as to how this situation will actually play outbe prepared to move fast in a different direction. 39. Keep your word. 40. KEEP YOUR WORD. 41. Underpromise (i.e., dont over-promise; i.e., cut yourself a little slack) even if it costs you businesswinning is a long-term affair. Over-promising is Sign #1 of a lack of integrity. You will pay the piper. 42. There is such a thing as a good lossif youve tested something new and developed good relationships. A half-dozen honorable, ingenious losses over a two-year period can pave the way for a Big Victory in a New Space in year 3. 43. Its a competitive world out there. New, innovative products are harder to sell than old stand-bys. Nonetheless, you will be a long-term star to the extent that you are willing to push the harder-to-sell-at-the-moment Innovative Products that cement long-term Client success (Indispensability!) even if it means a #s hit this quarter. PART OF YOUR JOB: TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLED (GAMECHANGINGhopefully) COMPETITIVE ADVANTAGE!

125. You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you. You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you. Dale Carnegie

126. 44. Think legacywhat the hell is all this really about for you and the world? (Tell me, what is it you plan to do with your one wild and precious life? Mary Oliver) 45. THERE ARE NO MODERATES IN THE HISTORY BOOKS! 46. Keep it simple! (Damn it!) No matter how sophisticated the product. If you cant explain it in a phrase, a page, or to your 14- year-old... you havent got it right yet. 47. Know more than the next guy. Homework pays. (of course its obviousbut in my work it is too often honored in the breach.) 48. Regardless of project size, winning or losing invariably hinges on a raft of little stuff. Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!or, one mans little stuff is another mans 7.6 Richter deal-breaker. 49. In public settings in particular, face saving is all. When something changes, allow the other guy to come out looking like a winner, especially if he has lost. (Even if you must accept the egg on your facehe will always remember you!) 50. Dont hold grudges. (It is the ultimate in small mindedness and incredibly wasteful and ineffective. Theres always tomorrow.)

127. 51. ITS ALWAYS THE POLITICSwee private-sector deal or giant public sector deal. (Every player, small or large, is angling for something. Master the calculus of advantage.) 52. To beat the turnover problem in key Client posts amidst long negotiations, invest outrageous amounts of time building a wide & deep set of relationships with mid-level (& lower!!) plodding careerists. The invisible careerists are the bedrock upon which repeated success is built! (My Capitol Hill Axiom: Its the 24-year-old LA who in the end briefs the Senator right before she goes to the Floor to vote.) 53. Speaking of she: Gender differences are Enormous dealing with a woman and dealing with a man are different kettles of fishyou must become an A+ student of gender differences. (E.g.: Men are typically more interested in the short-term score. Women are more interested in the long- term consequences.) 54. LITTLE PEOPLE OFTEN HAVE BIG FRIENDS. 55. This is not war, damn it. All parties can win (or not lose, anyway). And losing bidders can walk away from a deal with increased respect for you and your team.

128. 56. Never, ever dump on a competitorthe Tom Watson IBM glory-days mantra. 57. Never forget the Law of Cousins! In developing nations in particular, power brokers at all levels are at least cousins! Consideration for a second cousin can pay off big time. 58. Speaking of favors, jail sucks. 59. Work hard beats work smart. (Mostly.) 60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE HARD... AND LONG... WORK OF THE SALESPERSON. 61. Mano v mano hardball is seldom the answerend runs based and patient multi-level relationship building via deeper- wider networks win. 62. If the deal is wired from below, truly wired, than the so- called big negotiations are essentially irrelevant. 63. If every quarter is a little better than the prior quarter then you are not taking any serious risks. 64. Phones beat email.

129. Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge

130. 65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT MONTH. There was always a time when a little thing could have been addressed that headed off a subsequent big thing. As to avoiding that call, didnt someone say, Pride goeth before the fall? 66. Be hyper-organized about relationship managementyou are in the anthropology business. Study the great pols! Brilliant NRM (network relationship management) is not accidental! It is not catch-as-catch can. (Football analogies are cutebut deep political understanding pays the private-school tuition.) 67. Obsess on ROIR (Return On Investment In Relationships). 68. THANK YOU NOTES: Worlds highest-return investment!! 69. The way to anyones heart: Doing a nice thing for their kid. (But, gawd, does this take a gentle touch.) 70. Scoring off other people is stupid. Winners are always in the business of creating the maximum # of winnersamong adversaries at least as much as among partners. 71. Your colleagues successes are your successes. Period. (Trust me, my greatest personal successfinancially as well as artisticallyhas been creating a bigger pond in which everyone wins, even if my market share is down.)

131. 72. Lend a helping hand, especially when you dont have the time. E.g. share relationshipsthe more you give away the more you get in return (just like they say in church). 73. Listen up: It was much later that I realized Dads secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in who you were and what you had to say. Sara Lawrence-Lightfoot, Respect. (I.e., Respect is Cool.) 74. Mentoring is a thrilland the practical payoff is enormous. The best mentors have the whole world working its buns off for them! 75. Hire for enthusiasm. Promote for enthusiasm. Cherish enthusiasm. REMOVE NON-ENTHUSIASTSTHEY ARE CANCERS. (Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge. A man without a smiling face must not open a shop.Chinese Proverb.) 76. ITS ALWAYS YOUR PROBLEMyou sold it to them.

132. 77. Its never over: While there may be an excellent service activity in your company, the relationship belongs to You! Hence the aftersales moments of truth are at least asif not more than*--important to the Continuing Relationship as the sale transaction itself. (*I vote for more than.) Youll get your biggest points with the Client for being an effective after-the-fact go-between with your company. 78. Dont get too hung up on systems integrationfirst & foremost, the individual bits have got to work. 79. For Gods sake dont over promise on systems integrationits nigh on impossible to deliver. 80. On the other hand … winners clamber Up the Value-added Ladder, and offer ever so much more than mere product. ALL SUCCESSFUL SALES PEOPLE ARE IN THE SOLUTIONS BUSINESSno matter how jargony that may sound.

133. 81. Systems / Solutions selling means grappling directly with culture change in Client organizations. (The business of selling is not just about matching viable solutions to the customers that require them. Its equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solutionJeff Thull, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale) 82. Shit happens. Thats what they pay you for. 83. This is not a GE or Ben & Jerrys saleit is a Joe Jones/Jane Jones sale. YOU ARE THE BRAND THE CLIENT BUYSespecially over the long haul. 84. Duh: You make money, the company makes moneyon repeat business. 85. Masteryes, youthe PR Game. Word of Mouth is not accidental! You want Word of Mouth? Make it happen! 86. GOAL #1: MAKE YOUR CLIENT A HEROYOU ARE NOT THERE TO GET CREDIT. (Taking credit is for egomaniacs. And losers.) 87. Decent margins, over the mid- to long-term, are a product of better relationships, not better negotiating skill. (Mostly.)

134. You cant behave in a calm, rational manner. Youve got to be out there on to be out there on the lunatic fringe. the lunatic fringe. Jack Welch

135. 88. In the immortal words of ex-GE Vice Chairman Larry Bossidy, more or less, Realism rocks. (Bullshit artist and great salesperson, contrary to conventional wisdom, are Diametric Opposites. Truthteller and Great Salesperson is more like it.) 89. Be the first to tell the Client bad news (e.g., slipped delivery); his intelligence sources will tell him fastyou want to be there first with your story and to enhance your rep as Truthteller! 90. Work like hell to get a reputation as a valued industry expert, to become an industry resource. 91. Work the Trade Association angle for all its worthit may take a decade to pay offe.g., when you become an officer or are on an important panel or testify Before Congress. 92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG! 93. Its all bloody tactics. 94. You must... LOVE.... the product! (Period.) 95. YOU MUST LOVE THE PRODUCT! 96. Dont over-schedule. Running late is inexcusable at any level of seniority; it is the ultimate mark of self-importance mixed with contempt.

136. 97. Women are better salespeople. (See Addendum.) 98. Women alone understand Women. 99. Actually, Women by and large understand Men better than Men understand Men. 100.Women purchasers buy Stories and recommendations. 101. Women take longer to become Loyal purchasers, but then stay Loyal. 102. Men buy Stats. 103. Men decide fast, but are fickle. 104. Men & Women are … VERY, VERY … Different. 105. Women buy most things. Consumer. Increasingly, professional goods and services. 106. Womens Market is Opportunity #1. 107. Boomers. Many, many. Lots & lots & lots of … $$$. 108. Boomers-Geezers are very different purchasers than those in other categories.

137. Women Rock … as Salespersons (From Item #97.) Women Rock … as Salespersons (From Item #97.) And the answers are? 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 days events? Who is better at keeping in touch with others? Source: Selling Is a Womans Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson

138. 109. It takes time to get to know people. (DUH.) 110. The very idea of efficiency in relationship development is... STUPID. 111. MBWA (still) rules. 112. Preparing the soil is the first 98 percent. (Or more.) 113. WORK THE PHONES! 114. Rule 5K-5M: 5K miles for a 5-Minute meeting often makes sense. (Yes, often.) (Even with constrained travel budgets.) (Thanks, super-agent Mark McCormack.) 115. Become a student! Study great salespeople! (Including Presidents.) (Natural is a little bit truebut then Naturals are always the ones who study hardest e.g., Jerry Rice.) 116. Become a student! Yes, you can study Relationship Building. So, study … 117. Beware complexifiers and complicators. (Truly smart people... Simplify things.)

139. 118. The smartest guy in the room rarely winsalas, he usually is aware hes the smartest guy. (And neednt waste his time on that soft relationship crap.) 119. Be kind. It works. 120. Be especially kind when there are screw-ups. (Theres plenty of time later to Play the Great Accountability Game.) 121. Presidents never tire of being treated like Presidents. 122. Luck matters. Good luck! Good luck!

140. EXCELLE ALWAYS.