1. Distinct or … Extinct Tom Peters Seminar2000 LESSONS IN LEADERSHIP Detroit 29 September 2000

2. Summer 2000 … KOA wires up!

3. N.W.O./Auto Mirror per Gentex: Portal for Wireless, Internet, Navigation, Etc. Cell phones, Voice mail, email, Internet access

4. Mike Charles. Stanford history prof. Whirlpool fridge. Out of 2% milk. Tap keypad on door. Webvan delivers in hours. Next, he sends his washer an email … Source: Business Week (09.00)

5. 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)

6. “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

7. “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)

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

9. S.A.V.

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

11. “It used to be that the big ate the small. Now the fast eat the slow.” Geoff Yang, IVP/ (Institutional Venture Partners)

12. Progressive “We don’t sell insurance anymore. We sell speed.” – Peter Lewis Digital cameras, wireless Net links, etc.: SOME CLAIMS PAID WITHIN 20 MINUTES! Source: Business Week (09.00)

13. “Strategy meetings held once or twice a year” to “Strategy meetings needed several times a week” Source: New York Times on Meg Whitman/eBay

14. John Roth’s “Rules” [Nortel] 1. Our strategies must be tied to leading-edge customers on the attack. 2. Time cannot be sacrificed for better quality, lower cost, or even better decisions. 3. It doesn’t matter whether you develop or acquire leading technology. Our job is to provide the technology and products our customers need. 4. Success is achieved by leading change, not waiting for it. 5. We are paranoid about our leadership – willing to cannibalize our own products to maintain our edge. Source: Abridged from The Wall Street Journal (07.25.00)

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

16. Tom Peters Seminar2000 Brand Everything : Distinct or Extinct!

17. Structure Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

18. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

19. Forces @ Work I The Destruction Imperative!

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

21. “It is generally much easier to kill an organization than change it substantially.” Kevin Kelly, Out of Control

22. “When asked to name just one big merger that had lived up to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy Committee, answered: I’m sure there are success stories out there, but at this moment I draw a blank.” Mark Sirower, The Synergy Trap

23. “Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference.” Peter Job, CEO, Reuters

24. “Our ideal acquisition is a small startup that has a great technology product on the drawing board that is going to come out in six to twelve months. We buy the engineers and the next generation product. …” John Chambers, Cisco

25. Pentium III 800MHz: $42,893.00/# Cisco Engineer: $19,000.00 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)

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

27. The Gales of Creative Destruction +29M = -44M + 73M +4M = +4M - 0M

28. Paradox Redux Atlanta: +113,600 = #1 metro area Layoffs [major]: BellSouth, Lockheed, Coca-Cola

29. Brand Inside Brand Org: Lean, Linked, Electronic & Malleable

30. 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)

31. Qwest Announces 11,000 Layoffs “The cuts will be concentrated among management employees.” Source: AOL 09.07.2000

32. White Collar Revolution!

33. 108 X 5 vs. 8 X 1* * 540 vs. 8

34. The Pincer 5 “Destructive” entrepreneurs/ Global Competition “White Collar Robots” THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler] Global Outsourcing [E.g.: India, Mexico] Speed!!

35. “A bureaucrat is an expensive microchip.” Dan Sullivan, consultant and executive coach

36. Automation+ 75% of what we do: 40 “expert” decision rules!

37. “Assetless Company” John Bryan, CEO, on selling all Sara Lee’s manufacturing

38. “Don’t own nothin’ if you can help it. If you can, rent your shoes.” F.G.

39. Cisco, Dell = Brand-owning companies who sell Customer Satisfaction Source: David Schneider & Grady Means, MetaCapitalism

40. RR on “Assetless” [J.B.] Sara Lee “The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available with insights into the customer’s individual needs and preferences.”

41. Cemex and FDX!

42. Pervasive “Risk Markets” “For a dollar a month, an Ohio insurance company will rent you a GPS receiver to install in your car. As part of your policy, it signals how often, when, and which highways you drive and into which neighborhoods you go. The premium you pay reflects your actual driving risk.” Stan Davis & Christopher Meyer, futureWEALTH

43. Advance Paradigm Data on 165,000,000 prescriptions per year; docs and insurers have access to records Reduces med errors; saves $2.88 per scrip [prescribing errors]; docs save $14,000 per year in review time Rev in ’99: $2B; $477M in ’98 Source: Business Week (09.00)

44. Brand Inside Brand Work: The Professional Service Firm Model & The WOW Project

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

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

47. New Orleans April 2000: NAPM

48. You are the … Rock Stars of the B2B Age!

49. Chicago November 1999: HRMAC

50. “support function” / “cost center” / “bureaucratic drag” or …

51. Are you “Rock Stars of the Age of Talent”

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

53. Credo “WORK WORTH PAYING FOR”

54. C.I.O. to C.E.F.R.N.S.*

55. * C hief E vangelist F or R eally N eat S tuff

56. The Raw Material … The WOW Project!

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

58. Measures –WOW! –Beauty! –Raving Fans! –Impact!

59. T.T.D.s The next slide is the first of many “T.T.D.” activities. I.e.: Things To Do, shorthand forms of training exercises I use. Also: Many of these T.T.D. slides, as well as most of the “Stuff That Matters” section, have accompanying Notes. (Use Normal View to access.) Tom Peters

60. T.T.D.: Now! –List all projects –Carefully describe a “WOW Outcome” for you and the Client –Score (!) all projects on WOW, Beauty, Impact, Raving Fan-hood –Pick one project with a high combined score –Draft a one-page New Description that emphasizes WOW, Beauty, etc. –Circulate and edit … for three days –Reduce to 5 bullet points

61. Brand Inside Brand You: Distinct … or Extinct

62. 2010 “Demographics”: By 2010, full-time workers will be in the minority Source: MIT study (28August2000)

63. DISTINCT … OR EXTINCT! “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

64. Minimum New Work SurvivalSkillsKit2000 Mastery Rolodex Obsession Finishing Skills Entrepreneurial Instinct CEO/Leader/Businessperson Mistress of Improv Sense of Humor Intense Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

65. Minimum New Work SurvivalSkillsKit2000 Sense of Humor = N0.1 Mastery Rolodex Obsession Finishing Skills Entrepreneurial Instinct CEO/Leader/Businessperson Mistress of Improv Intense Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

66. T.T.D./Assignment Construct a 1/8-page or 1/4-page ad for Brand You … for the Yellow Pages

67. R.D.A. Rate: 15%?, 25%? Therefore: Formal “Investment Strategy”/ R.I.P.

68. T.T.D./Your R.I.P. IS IT … FORMAL? IS IT... WOW!?

69. “You must realize that how you invest your human capital matters as much as how you invest your financial capital. Its rate of return determines your future options. Take a job for what it teaches you, not for what it pays. Instead of a potential employer asking, ‘Where do you see yourself in 5 years?’ you’ll ask, ‘If I invest my mental assets with you for 5 years, how much will they appreciate? How much will my portfolio of career options grow?’ ” Stan Davis & Christopher Meyer, futureWEALTH

70. T.T.D./R.I.P. Use by yourself. Use with your mates. Use [quantitatively?] as a measure of departmental/ P.S.F. renewal. Use in formal eval process.

71. America[ns] The … Beautiful Re-inventors Ben F. Ralph W.E. Dale C. N.V.P. Werner E./est “Tony R.”/“Coals Dude” Stephen

72. Seminar Y2K/Brand Inside Message: Distinct … or Extinct!

73. THE I work for a company called Me STREET JOURNAL Adventures in Capitalism

74. THE rise up and flee your cubicle STREET JOURNAL Adventures in Capitalism

75. Some people enjoy the corporate life. Then again, some people enjoy nipple clamps. Source: Ad tag line, FreeAgent.com

76. Bill Parcells’ World/ Brand You World! BLAME NOBODY! EXPECT NOTHING! DO SOMETHING! NY Post (9/99)

77. Brand Inside Brand Talent: The Great War for Talent

78. The Case

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

80. “Seller’s Market”: Tomorrow’s Headline* “Molecular biologists are up 3 points, economists down 1/4, in moderate trading” *futureWEALTH, Stan Davis and Christopher Meyer

81. The Talent Ten

82. Obsession! Greatness! Performance! Pay! Youth! Diversity! Women! Weird! Opportunity! Leading Genius!

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

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

85. From “1, 2 or 3” [JW] to … “Best talent in each industry segment to build best proprietary intangibles” [EM] Source: Ed Michaels, War for Talent (05.17.00)

86. 2. Greatness Only The Best!

87. Home Depot: 7 new growth initiatives ($20B to $100B in 5-7 years) Arthur Blank: BEST PERSON IN THE WORLD TO HEAD EACH INITIATIVE E.g.: COO of IKEA to head international expansion Ed Michaels, War for Talent (05.17.00)

88. 3. Performance Up or out!

89. “We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia Pacific changed 20 of his 40 box plant managers to put more talented, higher paid managers in charge. He increased profitability from $25 million to $80 million in 2 years.” Ed Michaels, War for Talent (05.17.00)

90. 4. Pay Fork Over!

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

92. 5. Youth Grovel Before the Young!

93. “This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s the relentless rise of the quasi- adolescents who wield them.” Michael Schrage

94. “A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities. Arguably this is the first time the older generation can – and must – leverage the younger generation very early in their careers.” Ed Michaels, War for Talent (05.17.00)

95. “Talent” and a $2T enterprise??????

96. 6. Diversity Mess Rules!

97. “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

98. “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

99. 7. Women Born to Lead!

100. Women and new- economy management …

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

102. 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

103. “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

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

105. 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)

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

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

108. Axiom: Never hire anyone without an aberration in their background. (Find the One Ton Cookie Man!)

109. 9. Opportunity Make It an Adventure!

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

111. “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”

112. “The challenge for IBM, AT&T and other mainstream companies is to re-instill a sense of adventure in recruits.” Burke Stinson, AT&T

113. 10. Leading Genius It’s All Theater All the Time!

114. The Creative Arts: Acquisition & Development of Talent = All Ballet Symphony Theater Sports Combat

115. Employee retention and satisfaction: Overwhelmingly, based on their immediate manager! Source: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the World’s Greatest Managers Do Differently

116. 44 Players = 44 Projects = 44 different success measures = 44 different styles (of you) One [if lucky] “1 in 10 years” [Scout: Great career = 1 sleeper find]

117. Exec: Can we really use individualized evaluations for everyone? TP: We do routinely for “Top 25,” so why not? Few supervisors have more than 10 folks directly reporting to them. True, there’d have to be some bounds. I guess. But why not a $60,000 housekeeper who sets the character of a full floor of a $150,000,000 hotel property?

118. Insights from 80,000 managers: “People don’t change much. “Don’t waste time trying to put in what was left out. “Try to draw out what was left in. “That is hard enough.” Source: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the World’s Greatest Managers Do Differently

119. Mantra2000 Talent = Brand

120. Brand Inside Brand Action: Getting Started … a Personal Perspective

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

122. “ This is all I ‘know’ in the world!” Tom Peters

123. I. THE IDEA “4Fs”: F ind a F ellow F reak F araway

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

125. Axiom: Never waste compelling evidence on people who don’t agree with you, especially bosses. The principal purpose of such evidence is to inflame people who already agree with you – to the point that they will take hard action.

126. Heart of the Matter F2F!* *Freak to Freak … or K2K [Kook to Kook]

127. Create a Personal University of Weird!* *AP to TP: “Make your own McKinsey.”

128. II. THE NUGGET Do Something. Do Anything. Get Going. Now.

129. Opportunity ALWAYS Knocks VFCJ* “Strategy” *Volunteer For Crappy Jobs

130. Is It … “The Oh-Shit-I-Wish-It-Were- Over Memorial Day picnic” or “The First Annual S eriously K ewl C elebration of Our Incredible Staff”

131. Is It … Wrestle the damn Safety Manual into line with the ridiculous new OSHA Regs? Or … A stealth opportunity to address the War for Talent via … a thoroughgoing review of how safety and environmental issues contribute to making this a Great Place to Work?

132. Is It … Fix these bloody customer problems that have cropped up with the new 2783B? Or … A chance to work with a hotshot, young division GM on … using the Internet/Internet Speed to revisit the entire process of how we get customer input – before and during the fact – into the heart of the Product Design Process?

133. Reframers’ Rules: Rule 1: Never accept an assignment as given! (Please.) Rule 2: You’re never so powerful as when you are “powerless”! Rule 3: Every “small” project contains the entire enterprise DNA!

134. III. THE TOOL Prototyping Mania!

135. Culture of Prototyping “Effective prototyping may be the most valuable core competence an innovative organization can hope to have.” Michael Schrage

136. “Success is the ability to go from failure to failure without losing your enthusiasm.” Winston Churchill (as quoted by John Peterman)

137. IV. THE SOFT STUFF Show Up! Connect! Infect!

138. Message: It’s Community Organizing, stupid! See: Saul Alinsky’s Rules for Radicals

139. V. BOTTOM LINE The Enemy!

140. Epitaph from Hell … Joe T. Jones 1942 - 2000 HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!

141. Characteristics of the “Also Rans” “minimize risk” “respect the chain of command” “support the boss” “make budget” Source: Fortune on “most admired global corporations” (10/26/98)

142. Consider: Are any of these four attributes characteristic of those who “made the history books”?

143. The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it. Michelangelo

144. Reprise: Brand Inside The White Collar Revolution & The Web [Destruction Rules!] PSF as Building Block [Work Worth Paying For] Work Worth Paying For = WOW Projects! Brand You [Everybody!] The Great War for Talent! Boss-free Implementation of STM! [F2F]

145. N.W.O.: 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 Seat 9B, AA233 Address: Dude@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

146. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

147. Forces @ Work II The Commodity Trap

148. Quality Not Enough! “Quality as defined by few defects is becoming the price of entry for automotive marketers rather than a competitive advantage.” J.D. Power

149. Quality Not Enough! “While everything may be better, it is also increasingly the same.” Paul Goldberger on retail, “The Sameness of Things,” The New York Times

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

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

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

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

154. Funky Business: “To succeed we must stop being so goddamn normal. In a winner-takes-all world, normal = nothing.”

155. Brand Outside Strategy 1 : Lead the Customer!

156. “If you worship at the throne of the voice of the customer, you’ll get only incremental advances.” Joseph Morone, President, Bentley College

157. “Our strategies must be tied to leading edge customers on the attack. If we focus on the defensive customers, we will also become defensive.” John Roth, CEO, Nortel

158. Lucent Stumbles! Cause(s): (1) Listening to BIGGEST, SLUGGISH customers. (2) Failing to exploit the Web internally or externally Source: Business Week (08.07.00)

159. Message … Biggest is not always [often?] most beautiful! F2F Rules: How’s your “freaks” portfolio?

160. Brand Outside Strategy 2 : Use E-Commerce to Re-invent Everything!

161. OVERVIEW

162. Dateline … Johannesburg, 1221AM EDT, 30 August 2000

163. www.cyveillance.com 08.30.2000/1221AM: 2,461,940,629

164. www.cyveillance.com 09.29.2000/0553AM: 2,683,461,885

165. 30 days, 5 hours, 32 minutes … +221,521,256

166. Tomorrow Today: Cisco! 90% of $20B (=$50M/day) 75% mfg. outsourced; 50% of orders routed to supplier who ships direct Gross margin: 65%; Net margin: 28% Savings in service and support from customer self-management: $550M

167. Oracle: Service Call Center $300.00 per transaction to $1.50 Savings: $550,000,000 Source: Ralph Seferian, Oracle [part of O’s $1B saving – on a rev. base of $9B; $1B additional this year]

168. Enron: $400B in annual on-line trading transactions. [50% total bus.] Much stimulated by the Web per se. Schwab: $25B per week in asset transactions [80% of trades] [Transition to e.Schwab: Rev. fell, then quickly doubled]

169. W.W. Grainger* 2X phone/fax *$220B “MRO” market (per Business 2.0/02-00)

170. COMMUNITY SERVICES!/ CUSTOMER CONTROL!

171. Tomorrow Today: Cisco! 90% of $20B; save $550M C.Sat e >> C.Sat H Customer Engineer Chat Rooms/Collaborative Design ($1B “free” consulting) (45,000 customer problems a week solved via customer collaboration)

172. Cisco’s Secret Trust (Openness to partners!!!!!)

173. B2C Success “Genuine brand strength” “Build community” Source: Geoffrey Moore

174. Welcome to D.I.Y. Nation! “Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle

175. Psych 101: Strongest Force on Earth? My need to be in perceived control of my universe!

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

177. “The moral is that in an imperfect world of customer service, most customers prefer to cut to the chase and help themselves.” Adrian Slywotzky & David Morrison, Mercer Consulting

178. SWA Simple!!!!!!!!!!!! (customers call because the process is so easy they can’t believe they’re done) 30% of revenues directly from site (vs. 6% for others) Source: Business Week (09.00)

179. Amen! “The Age of the Never Satisfied Customer” Regis McKenna

180. “The Web enables total transparency. People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee, patient or citizen is dead.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business

181. “In the network economy, the Website becomes the company’s primary interface to the customer. The user interface becomes the marketing materials, store front, store interior, sales staff and post- sales support all rolled into one.” Jakob Nielsen, Designing Web Usability

182. Shop in your Underwear Source: SM’d logo for www.ae.com ae = American Eagle Outfitters

183. RADICAL STRATEGIES REQUIRED

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

185. “One cannot be tentative about this. Excuses like ‘channel conflict’ or ‘marketing and sales aren’t ready’ cannot be allowed. Delay and you risk being cut out of your own market, perhaps not by traditional competitors but by companies you never heard of 24 months ago.” Jack Welch [07.00/Forbes.com]

186. ACT NOW, ACT FAST, KEEP ACTING

187. “It’s better to be first with less than last with more. Success on the Web isn’t just about time to market, it’s also about ‘time to learning.’ ” Jeff Levy, eHatchery

188. SUMMARY I: REINVENT EVERYTHING

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

190. “Supply Chain” 2000: “When Joe Employee at Company X launches his browser, he’s taken to Company X’s personalized home page. He can interact with the entire scope of Company X’s world – customers, other employees, distributors, suppliers, manufacturers, consultants. The browser – that is, the portal – resembles a My Yahoo for Company X and hooks into every network associated with Company X. And Joe Employee, business partners and customers don’t have to be in the office. They can log on from their own cell phone, Palm Pilot, pager or home office system.” Red Herring (09.2000)

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

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

193. SUMMARY II: A DREAMER’S MEDIUM!

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

195. I’net … … allows you to dream dreams you could never have imagined before!

196. “Banking is necessary. Banks are not.” Dick Kovacevich, Norwest/ Wells

197. Brand Outside Strategy 3 : Fighting Back via Systems Integration!

198. THE CASE

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

200. GM/Ford/DaimlerChrysler (02-27) Covisint $240B (+$500B)

201. Solectron, IBM, Nortel, Matsushita, Seagate, Etc. E2Open.com $700 B

202. Goal? Drive profits to zero!* *Remember AMR and “dynamic pricing.”

203. “Net Nips Real Estate Sales Fees” Headline, p.1B, USAToday 07.05.00* *Homebytes.com, eHomes.com, YourHomeDirect.com, etc.

204. Message: “BOX” SELLERS LOSE!

205. THE RESPONSE

206. Message: Racing up the V.A. Ladder. Doing More & More … & More & More & More … for/with the Customer and the Supply-Demand Chain!

207. 09.11.2000: HP bids $18,000,000,000 for PricewaterhouseCoopers Consulting bus! (31,000 bods)

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

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

210. Defense-Offense: Systems Integration/HVA Delphi, Dana United Technologies, Corning, GE, Sun, Carpet One, Bud … [Anybody in their right mind!]

211. E.g. … UTC/Otis + Carrier: boxes to “integrated building systems”

212. Brand Outside Strategy 4 : Design Matters!

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

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

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

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

217. Message: “Great - Cool Stuff” Matters. Great & Cool Trumps Not-So-Great & Ho Hum!

218. DESIGN transforms the perception of what’s possible. E.g.: Plate-glass windows. Apple II.

219. Message Beetle & iMac: “Great Stuff” Takes Guts!!

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

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

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

223. Message: “Services” are Not Intangible! You “give off” hundreds of design cues … daily! YOU ARE A DESIGNER!

224. T.T.D./“Beauty Contest!” 1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim form. 2. Rate it on a 1 to 10 scale (1 = Awful; 10 = Scintillating) on three dimensions: Beauty, Grace, Clarity. 3. Repeat … every 15 days.

225. T.T.D./Design “Awareness”! STEP No. 1: NOTEBOOK! [Start recording the awesome and the awful.]

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

228. I LOVE my ZYLISS Garlic Peeler!

229. Design is never neutral.

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

231. “Sometimes I have episodes of wild fury in rental cars. It’s not road rage. It’s more like design rage.” Susan Casey, www.ecompany.com www.ecompany.com

232. Wanted: Dead [preferably] or Alive: THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!

233. Users … STOP BLAMING YOURSELVES! (Don Norman)

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

235. Web = PURE DESIGN MEDIUM

236. Brand Outside Strategy 5 : It’s the Experience!

237. “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

238. “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

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

240. To 1940: Cake from flour, sugar (extraction economy): $1.00 1955: Cake from Cake mix (goods economy): $2.00 1970: Bakery-made cake (service economy): $10.00 1985+: Party @ Chuck E. Cheese (experience economy) $100.00

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

242. Step #1 WHAT’S THE [your] PLOT?

243. “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

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

245. Plot Williams Sonoma = 7 [was 10] Crate & Barrel = 8 Sharper Image = 9+ Smith & Hawken = 8+ Garnet Hill = 9 L.L. Bean = 5 [was 9+] Land’s End = 7+ Colonial Williamsburg = ?

246. Brand Outside Strategy 6 : Women Rule!

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

248. 48% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed

249. 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

250. $4.8T > Japan 9/27.5/3.6T > Germany

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

252. 1874?

253. 1874 … Jock Strap 1977 … Jogbra 1977... 25K 1996 … 42 M

254. Yeowl! 1970 … 1% 2002 … 50%

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

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

257. 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.”

258. [“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!)]

259. 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

260. 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

261. “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)

262. 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

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

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

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

266. “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

267. 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

268. 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

269. Not!! “Year of the Woman”

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

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

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

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

274. 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!”

275. “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

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

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

278. Speaking of Enormous [Missed] [Huge] Opportunities...

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

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

281. 2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

282. 74/55 “At each stage of their lives, the needs and desires of the baby boomers have become the dominant concerns of American business and popular culture. If you can anticipate the movement of the baby-boom generation’s life-span migration, you can see the future.” Ken Dychtwald, Age Wave

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

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

285. Brand Outside Strategy 7 : Embracing an Age of Self-Determination

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

287. SO … WE’VE GOTTA MAKE OUR OWN RULES!

288. Emerson’s Back … with a vengeance! It’s scary! It’s cool!

289. The Individual

290. DISTINCT … OR EXTINCT! “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

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

292. The Work

293. Enter … The WOW Project!* *The Project50

294. Ann Richards’ Dogma Show up! Know your story! Put yourself at risk every day!

295. The Organization: Seller’s [Talent] Market

296. “A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities. Arguably this is the first time the older generation can – and must – leverage the younger generation very early in their careers” Ed Michaels, War for Talent (05.17.00)

297. The Market: Fighting Sameness with Distinction

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

299. Web World: POWER TO THE PEOPLE

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

301. Women Get Respect … and Take Charge

302. $4.8T > Japan 9/27.5/3.6T > Germany

303. The Elderly Get Respect … and Take Charge

304. Aging/“Elderly” 2X growth rate $$$$$$$$$$$$ “I’m in charge!” Good source: Ken Dychtwald, Age Wave

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

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

307. “Online Medical Records Seen Empowering Patients” Source: Headline, Boston Globe, 07.31.2000, re 1K docs and 700K patients @ CareGroup

308. 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.”

309. The Poor Get Respect

310. 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% to women!] 1/3 rd out of poverty; 1/3 rd up to non- poverty threshold Muhammad Yunus, Banker to the Poor

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

312. Etc.

313. Self-Determination Redux Micropower (fuel cells) … Microgrids … “Virtual Utilities” Source: The Economist (08.2000)

314. Sooooo … Is your strategy centered around customer-client empowerment & self- determination? Hint: This means letting go of traditional sources of power!

315. Brand Outside Strategy 8 & Summary: BRAND POWER!

316. 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]

317. Scott Bedbury/ Nike, Starbucks “A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product. “A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”

318. “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

319. “In the funky village, real competition no longer revolves around marketshare. We are competing for attention – mindshare and heartshare.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business

320. 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

321. Brand = Special = Passion = Plot = Compelling Mythology = Cause = Connection = Heart

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

323. T.T.D.: “How can I know what I think till I see what I say”* Exercise : Write copy for a bookmark! (Etc.) *Graham Wallas, The Art of Thought

324. 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

325. “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

326. Brand Outside Reprise

327. S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self- Determination! S8: Brand Power & Summary!

328. Lead the Customer: Why Tough Guts! Failures!

329. Re-invention via ecommerce: Why Tough Total commitment to total enterprise [and supply chain] reinvention!

330. Systems Integration: Why Tough Completely new view of what a “product” is.

331. Design: Why Tough True-believer-dom-ship Encompassing/Cultural

332. Ing-ing/Experience: Why Tough Total Reorientation

333. Women’s Market: Why Tough Encompassing Attitude CULTURAL!

334. Self-Determination: Why Tough Cede Control

335. Brand Power: Why Tough Way of Life Forever! Passion Rules! Touches Everything! It Am Me [Personal!]

336. Message : Not for the Faint of Heart!* *Weenies need not apply

337. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

338. Brand Leadership Passion Rules!

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

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

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

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

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

344. “A leader is a dealer in hope.” Napoleon

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