Distinct or Extinct Tom Peters Seminar2000 Lessons in Leadership Des Moines 07 September 2000 Summer 2000 KOA wires up! Amazon.com Plans to Offer Cars Online Headline: New York Times N.W.O./Auto Mirror per Gentex: Portal for Wireless, Internet, Navigation, Etc. Auto-dimming Map lights Emergency assistance Cell phones, Voice mail,, Internet access Davids vs. Corporate Goliaths: Could the Record and Film Industries Be Brought Down by Teenagers? Headline: The New York Times ( ) Pentium III 800MHz: $42,893.00/# Hermes Scarf: $1, Saving Private Ryan on DVD: $ Mercedes-Benz: $18.98 Hot-rolled steel: $0.19 Source: Fortune ( ) No Wiggle Room! Incrementalism is innovations worst enemy. Nicholas Negroponte Theres going to be a fundamental change in the global economy unlike anything we have had since the cavemen began bartering. Arnold Baker, Chief Economist, Sandia National Laboratories NOW THATS B-I-G! The period will bring the single greatest change in worldwide economic and business conditions since we came down from the trees. David Schneider & Grady Means, MetaCapitalism There is probably going to be more confusion in the business world in the next decade than there has been in any decade in history. Steve Case (2-00) 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) I genuinely believe we are living through the greatest intellectual moment in history. Matt Ridley, Genome We are in a brawl with no rules. Paul Allaire S.A.V. Strategy meetings held once or twice a year to Strategy meetings needed several times a week Source: New York Times on Meg Whitman/eBay The Kotler Doctrine: : R.A.F. (Ready.Aim.Fire.) : R.F.A. (Ready.Fire!Aim.) 1995-????: F.F.F. (Fire!Fire!Fire!) John Roths 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 doesnt 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 ( ) Tom Peters Seminar2000 Brand Everything : Distinct or Extinct! Structure Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership Work I The Destruction Imperative! It is generally much easier to kill an organization than change it substantially. Kevin Kelly, Out of Control 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: Im sure there are success stories out there, but at this moment I draw a blank. Mark Sirower, The Synergy Trap Forget > Learn The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out. Dee Hock Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference. Peter Job, CEO, Reuters 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 Pentium III 800MHz: $42,893.00/# Cisco Engineer: $19, Hermes Scarf: $1, Saving Private Ryan on DVD: $ Mercedes-Benz: $18.98 Hot-rolled steel: $0.19 Source: Fortune ( ) The [New] G e Way DYB.com It used to be that the big ate the small. Now the fast eat the slow. Geoff Yang, IVP/ (Institutional Venture Partners) The Gales of Creative Destruction +29M = -44M + 73M +4M = +4M - 0M Paradox Redux Atlanta: +113,600 = #1 metro area Layoffs [major]: BellSouth, Lockheed, Coca-Cola Brand Inside Brand Org: Lean, Linked, Electronic & Malleable And Now the Equivalent White Collar Revolution! 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 ( ) 108 X 5 vs. 8 X 1* * 540 vs. 8 The Pincer 5 Destructive entrepreneurs/ Global Competition White Collar Robots THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler] Global Outsourcing [E.g.: India, Mexico] Speed!! A bureaucrat is an expensive microchip. Dan Sullivan, consultant and executive coach Assetless Company John Bryan, CEO, on selling all Sara Lees manufacturing The virtual corporation is research, development, design, marketing, financing, legal, and other headquarters functions with few or no manufacturing capabilities a company with a head but no body. Richard Rosecrance, The Rise of the Virtual State We own all the intellectual property, we farm out all the direct labor. Jim McDonnell, VP, IBM Cisco, Dell = Brand-owning companies who sell Customer Satisfaction Source: David Schneider & Grady Means, MetaCapitalism More and more companies these days want to be like Cisco. They want to focus on their core business and outsource all the superfluous stuff, like human resources, procurement and accounting. Forbes.com, , on ASPs RR on Assetless [J.B.] Sara Lee The most profitable businesses in the future will act as knowledge brokers, linking insights into whats available with insights into the customers individual needs and preferences. Cemex and FDX! [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] Brand Inside Brand Work: The Professional Service Firm Model & The WOW Project So what will be the Basic Building Block of the New Org? New Orleans April 2000: NAPM You are the Rock Stars of the B2B Age! Message: You are Re-invention Evangelists! Chicago November 1999: HRMAC support function / cost center / bureaucratic drag or Are you Rock Stars of the Age of Talent Every job done in W.C.W. is also done outside for profit! Credo WORK WORTH PAYING FOR Answer: PSF! [Professional Service Firm] Department Head to Managing Partner, HR [IS, etc.] Inc. C.I.O. to C.E.F.R.N.S.* * C hief E vangelist F or R eally N eat S tuff Neat Stuff: The Raw Material The WOW Project! Reward excellent failures. Punish mediocre successes. Phil Daniels, Sydney exec You really got to me. So many of our information technology projects take on a life of their own, and I know theyll never end up as more than mediocre successes. CEO, F100 financial services company (10-98) WOW Project Anatomy* I. Create! II. Sell! III. Implement! IV. Exit! *See our The Project50 Measures WOW! Beauty! Raving Fans! Impact! E.g.: WOW Scale 1. Dull as dishwater. 5. Gets the job done. 7. Good work!. 10. A serious Braggable! Every project we take on starts with a question: How can we do whats never been done before? Stuart Hornery, CEO, Lend Lease WOW Project Acid Test Can you explain it - with zest - to your 14-year-old? 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) 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 Brand Inside Brand You: Distinct or Extinct 2010 Demographics: By 2010, full-time workers will be in the minority Source: MIT study (28August2000) DISTINCT OR EXTINCT! If there is nothing very special about your work, no matter how hard you apply yourself, you wont get noticed and that increasingly means you wont get paid much, either. Michael Goldhaber, Wired Deviance Rules! Regardless of what you do, to be successful you need to be unique. We must all try to establish monopolies. At the same time, we have to be true to what and who we are. In a totally transparent society, we can no longer pretend to work or try to be someone else. Historically, people who were different had a hard time. Now, deviance from the norm is the recipe for survival. Kjell Nordstrom and Jonas Ridderstrale, Funky Business Minimum New Work SurvivalSkillsKit2000 Mastery Rolodex Obsession Finishing Skills Entrepreneurial Instinct Mistress of Improv Sense of Humor Intense Appetite for Technology Groveling Before the Young Embracing Marketing Passion for Renewal Minimum New Work SurvivalSkillsKit2000 Sense of Humor! Mastery Networking Obsession Finishing Skills Entrepreneurial Instinct Master of Improvisation Intense Appetite for Technology Groveling Before the Young Embracing Marketing Passion for Renewal R.D.A. Rate: 15%?, 25%? Therefore: Formal Investment Strategy/ R.I.P. 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? youll 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 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 T.T.D./Your R.I.P. IS IT FORMAL? IS IT... WOW!? 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. T.T.D./Starting Assignment Construct a 1/8-page or 1/4-page ad for Brand You for the Yellow Pages You are the storyteller of your own life, and you can create your own legend or not. Isabel Allende Seminar Y2K/Brand Inside Message: Distinct or Extinct! America[ns] The Beautiful Re-inventors Ben F. Ralph W.E. Dale C. N.V.P. Werner E./EST Tony R./Coals Dude Stephen THE I work for a company called Me STREET JOURNAL Adventures in Capitalism THE rise up and flee your cubicle STREET JOURNAL Adventures in Capitalism Some people enjoy the corporate life. Then again, some people enjoy nipple clamps. Source: Ad tag line, FreeAgent.com New World, New Words, New ImagesPower for the Independent Professional [Links indep. professionals and projects] [Official uniform of Guru Nation: the bathrobe!]A Brave New Workforce Bill Parcells World/ Brand You World! BLAME NOBODY! EXPECT NOTHING! DO SOMETHING! NY Post (9/99) Brand Inside Brand Talent: The Great War for Talent Sellers Market: Tomorrows Headline* Molecular biologists are up 3 points, economists down 1/4, in moderate trading *futureWEALTH, Stan Davis and Christopher Meyer There is no talent shortage if you are a GPTW* *Great Place To Work The Case When land was the scarce resource, nations battled over it. The same is happening now for talented people. Stan Davis & Christopher Meyer, futureWEALTH The Talent Ten Obsession! Greatness! Performance! Pay! Youth! Diversity! Women! Weird! Opportunity! Leading Genius! 1.Obsession P.O.T.* = All Consuming *Pursuit of Talent 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 We chose not to do a discounted cash flow analysis of their future earnings. We wanted their talent and we wanted their intellectual property. Art Reidel, CEO, Pharsight GE Is a Talent Machine In most companies the talent review process is a farce. At GE, Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The talent review process is a contact sport. It has the intensity and the importance of the budget process at most companies. Ed Michaels, War for Talent ( ) 2. Greatness Only The Best! 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 ( ) 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 ( ) 3. Performance Up or out! 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 ( ) Paradox! Talent Shortage & Performance Mania 4. Pay Fork Over! Technically savvy and innovative people have become unbelievably expensive. Peter Drucker, Business 2.0/ [Drucker adds that theres no reason for them to be on anyones payroll.] Pentium III 800MHz: $42,893.00/# Cisco Engineer: $19, Hermes Scarf: $1, Saving Private Ryan on DVD: $ Mercedes-Benz: $18.98 Hot-rolled steel: $0.19 Source: Fortune ( ) 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 ( ) Enron (per Gary Hamel/Fortune/06.00) Design an open market for ideas Offer an open market for capital Open up the market for talent Make like a cell: Divide and divide (We havent been able to start new businesses within existing businesses) Pay your innovators well really well 5. Youth Grovel Before the Young! This is the Age of Ageism: The real innovators dilemma isnt disruptive technologies; its the relentless rise of the quasi- adolescents who wield them. Michael Schrage The Rise of the Teen Guru Theyre brilliant, ambitious, and almost intuitively gifted at technology. A new generation of whiz kids are gaining unprecedented power and authority. Case in point: Shawn Fanning, 19, Napster founder Source: Cover story, Brills Content, 7-8/00 The Triumph of the Brainiac: In todays biotech, dot-com world, nerds rule, and it all starts in high school Cover story, The New York Times Magazine ( ) 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 ( ) Talent and a $2T enterprise?????? 6. Diversity Mess Rules! Where do good new ideas come from?Thats simple! From differences. Creativity comes from unlikely juxtapositions. The best way to maximize differences is to mix ages, cultures and disciplines. Nicholas Negroponte Diversity defines the health and wealth of nations in a new century. Mighty is the mongrel. The hybrid is hip. The impure, the mlange, 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 Capitalism and the conditions for creating wealth have changed in ways that play to the strengths of hybrid individuals, organizations and nations. And those that wish to profit from changing economic conditions must view hybridity as their first and best option. This bold claim warrants an explanation. The ability to apply knowledge to new situations is the most valued currency in todays economy. Highly creative people are misfits on some level. They tend to question accepted views and consider contradictory ones. This appreciation defines the mongrel mentality. Strangers instinctively question things that natives take for granted. Many things strike them as odd or stupid. G. Pascal Zachary, The Global Me 7. Women Born to Lead! Women and new- economy management The New Economy Shout goodbye to command and control! Shout goodbye to hierarchy! Shout goodbye to knowing ones place! Womens 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 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 Boys are trained in a way that will make them irrelevant. Phil Slater Its 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) 8. Weird The Cracked Ones Let in the Light! Our most beloved products were developed by hunch, guesswork and fanaticism, by creators who were eccentric - or even stark raving mad. Jack Mingo, How the Cadillac Got Its Fins 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 He grew his hair long, played guitar in a rock band, chased girls, got into trouble. At age 17 he was flogged by his house master, who described him as the most difficult boy Ive ever had to deal with. Solution? Slip Ritalin into his food Or Elect Him Prime Minister Tony Blair* *talk/May 2000 Whoever is the most impertinent has the best chance. W.A. Mozart Well-behaved women rarely make history. Anita Borg, Institute for Women and Technology Axiom: Never hire anyone without an aberration in their background. (Find the One Ton Cookie Man!) 9. Opportunity Make It an Adventure! The challenge for IBM, AT&T and other mainstream companies is to re-instill a sense of adventure in recruits. Burke Stinson, AT&T H.R. to H.E.D. ??? Human Enablement Department 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 10. Leading Genius Its All Theater All the Time! The Creative Arts: Acquisition & Development of Talent = All Ballet Symphony Theater Sports Combat 44 Players = 44 Projects = 44 different success measures = 44 different styles (of you) Short term-Long term One [if lucky] 1 in 10 years [Scout: Great career = 1 sleeper find] Alan Kay on PARCs Bob Taylor He was a connoisseur of talent. Talent > Experience, Skills, Willpower Source: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the Worlds Greatest Managers Do Differently Insights from 80,000 managers: People dont change much. Dont 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 Worlds Greatest Managers Do Differently Employee retention and satisfaction: Overwhelmingly, based on their immediate manager! Source: Marcus Buckingham & Curt Coffman, First, Break All the Rules: What the Worlds Greatest Managers Do Differently Mantra2000 Talent = Brand Yes! Director of Bringing in the Really Cool People All You Need to Know? Chief Evangelist For Really Neat Stuff Director Of Bringing In The Really Cool People T.T.D. STEAL THESE TWO JOB TITLES! Brand Inside Brand Action: Getting Started a Personal Perspective Topic: Boss-free Implementation of STM /Stuff That MATTERS! This is all I know in the world! Tom Peters I. THE IDEA 4Fs: F ind a F ellow F reak F araway Worlds Biggest Waste Selling Up Heart of the Matter F2F!* *Freak to Freak or K2K [Kook to Kook] Lead customers! F2F redux! Alliance Skills! Let the [Freak-Pioneer] Customer Pay Part, Own [Part], and Lead Us - Push Us! And for the 6-Person Group?? Send one Cool Dude/Dudette out to Find Something Cool, work with a Cool Customer, etc. [The Micro-Skunkworks Strategy] Create a Personal University of Weird!* *AP to TP: Make your own McKinsey. II. THE NUGGET Do Something. Do Anything. Get Going. Now. Opportunity ALWAYS Knocks VFCJ* Strategy *Volunteer For Crappy Jobs 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 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? 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? Reframers Rules: Rule 1: Never accept an assignment as given! (Please.) Rule 2: Youre never so powerful as when you are powerless! Rule 3: Every small project contains the entire enterprise DNA! Bottom Line ANYTHING CAN BE THE RAW MEAT FOR YOUR CRUSADE! III. THE TOOL Prototyping Mania! Culture of Prototyping Effective prototyping may be the most valuable core competence an innovative organization can hope to have. Michael Schrage Good prototypes have charisma. They create narratives tell stories. Michael Schrage, Serious Play Think about It!? Innovation = Reaction to the Prototype Michael Schrage Secret: Creating the Rhythm of Prototyping Fail. Forward. Fast. High-tech exec, PA Success is the ability to go from failure to failure without losing your enthusiasm. Winston Churchill (as quoted by John Peterman) IV. THE SOFT STUFF Show Up! Connect! Infect! Message: Its Community Organizing, stupid! See: Saul Alinskys Rules for Radicals Are You a Viral Enthusiast? 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 V. BOTTOM LINE The Enemy! Epitaph from Hell Joe T. Jones HE WOULDA DONE SOME REALLY COOL STUFF BUT HIS BOSS WOULDNT LET HIM! 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] N.W.O. CEO, $14 Billion Corp.: 80+% on the road; Corporate Headquarters is in my head and on my laptop, wherever I happen to be. 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 D.I.A.O./Self-contained Seat 9B, UA233 Address: 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 Translation Flexible Fluid-Shape shifter Fast [Net speed] Informal-Peer oriented Talent Obsessed Alliance Mania Entrepreneurial- Meritocratic Intellectual Property Is All Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Work II The Commodity Trap 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 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 Whats Special? Customers will try low cost providers because the Majors have not given them any clear reason not to. Leading Insurance Industry Analyst (10-98) We make over three new product announcements a day. Can you remember them? Our customers cant! Carly Fiorina 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 The 10X/10X Phenomenon 10 Times Better/ 10 Times Less Different Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 1 : Lead the Customer! These days, you cant succeed as a company if youre consumer led because in a world so full of so much constant change, consumers cant anticipate the next big thing. Companies should be idea- led and consumer- informed. Doug Atkin, partner,Merkley Newman Harty If you worship at the throne of the voice of the customer, youll get only incremental advances. Joseph Morone, President, Bentley College 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 Lucent Wobbles! Cause(s): (1) Listening to BIGGEST, SLUGGISH customers. (2) Failing to exploit the Web internally or externally Source: Business Week ( ) Message Biggest is not always [often?] most beautiful! F2F Rules: Hows your freaks portfolio? Wealth in this new regime flows directly from innovation, not optimization. That is, wealth is not gained by perfecting the known, but by imperfectly seizing the unknown. Kevin Kelly, New Rules for the New Economy Benchmarking, Perils of The best swordsman in the world doesnt need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesnt do the thing he ought to do, and so the expert isnt prepared for him; he does the thing he ought not to do and often it catches the expert out and ends him on the spot. Mark Twain Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 2 : Use E-Commerce to Re-invent Everything! OVERVIEW /1221AM: 2,461,940,629 /0531AM: 2,524,961,358 197 hours, 10 minutes +63,020,729 Tomorrow Today: Cisco! 87% of $20B* (Cisco Connection ONLINE) Save $500M (service and tech support) * = $48,000,000 per DAY Oracle: Service Call Center $ per transaction to $1.50 Savings: $550,000,000 Source: Ralph Seferian, Oracle [part of Os $1B saving on a rev. base of $9B; $1B addnl this year] 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] W.W. Grainger* 2X phone/fax *$220B MRO market (per Business 2.0/02-00) COMMUNITY!/ COMMUNITY SERVICES! Tomorrow Today: Cisco! 87% of $20B (Cisco Connection ONLINE) Save $500M (service and tech support) C.Sat e >> C.Sat H Customer Engineer Chat Rooms/Collaborative Design ($1B free consulting) Cherry Picking Vertical Markets Plasticsnet.com: $370B; sellers pay $5K to $8K for storefront; 5% to 10% cut Hook: community services (database, catalogs, forums, industry job bank, etc.) B2C Success Genuine brand strength Build community Source: Geoffrey Moore Ciscos Secret Trust (Openness to partners!!!!!) CUSTOMER PERSPECTIVE: D.I.Y./ CONTROL 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 Psych 101: Strongest Force on Earth? My need to be in perceived control of my universe! Anne Busquet/ American Express Not: Age of the Internet Is: Age of Customer Control Shop in your Underwear Source: SMd logo forae = American Eagle Outfitters Inet Freedom Manifesto I AM IN CHARGE HERE! I CAN DO WHATEVER I NEED OR WANT TO DO WHENEVER I WANT TO DO IT! I Can Immediately Shop for $1,000,000 homes or $1.95 office supplies, at best price and with best advisors Manage all my financial dealings Work with my doc, or worlds best medical experts, or humble support groups, on any health issue Recruit talent to help me with any project Develop professional docs collaboratively, with anyone Share my ideas with the world Chat with anyone, anywhere Research anything Take a course on any topic, from cooking to software Stay in touch with my 90 year old mom Play a gajillion games to while away the time Amen! The Age of the Never Satisfied Customer Regis McKenna 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 In the network economy, the Website becomes the companys 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 Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy. Jakob Nielsen, Nielsen Norman Group Red Herring (01/00) 75% of online shoppers dont complete their purchase! Case in Point L.L.Beans incredibly awful, amazingly pathetic, hopelessly misleading, purely putrid Web site (TP/ ) RADICAL STRATEGIES REQUIRED Where does the Internet rank in priority? Its No. 1, 2, 3, and 4. Jack Welch There are 2 Kinds of Defense* vs. Offense** *Fend off upstarts. ** Reinvent our marketspace! One cannot be tentative about this. Excuses like channel conflict or marketing and sales arent 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] ACT NOW, ACT FAST, KEEP ACTING Its better to be first with less than last with more. Success on the Web isnt just about time to market, its also about time to learning. Jeff Levy, eHatchery Web Strategy: GE Power Systems Launch and Learn (4 sites in 30 days) SUMMARY: REINVENT EVERYTHING Supply Chain 2000: When Joe Employee at Company X launches his browser, hes taken to Company Xs personalized home page. He can interact with the entire scope of Company Xs 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. The real trick is that Joe Employee, business partners and customers dont have to be in the office. They can log on from their own cell phone, Palm Pilot, pager or home office system. Red Herring ( ) Jargon Bath! Bureaucracy free Systemically integrated Internet intense Knowledge based Time and location free Instantly responsive Customer centric Mass customization enabled. Translation Bureaucracy free = Flat org, no B.S. Systemically integrated = Whole supply chain tightly wired/ friction free Internet intense = Do it all via the Web Knowledge based = Open access Time and location free = Whenever, wherever Instantly responsive = Speed demons Customer centric = Customer calls the shots Mass customization enabled = Every product and service rapidly tailored to client requirements WebWorld = Everything Web as a way to run your business innards Web as connector for your entire supply-demand chain Web as spiders 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 entre, at any size, to Worlds Best at Everything as next door neighbor There is no use trying, said Alice. One cant believe impossible things. I daresay you havent had much practice, said the Queen. When I was your age, I always did it for half an hour a day. Why, sometimes Ive believed as many as six impossible things before breakfast. Lewis Carroll The Web A DREAMERS MEDIUM! Inet allows you to dream dreams you could never have imagined before! Banking is necessary. Banks are not. Dick Kovacevich, Norwest/ Wells It is real! It is Life and Death! Dream BIG! Start Now! Study Hard! Play Hard! Play Fast! Go on Offence! Hire great folks! (They aint cheap. They are young!) Dont cut corners on infrastructure! Rem: Age of the Never Satisfied Customer! We aint seen nothin yet! Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 3 : Fighting Back via Systems Integration! THE CASE B2B 1999 2004: 50X 2004: $7.4 Source: GartnerGroup (per Reuters ) T GM/Ford/DaimlerChrysler (02-27) Covisint $240B (+$500B) I.P.O. Solectron, IBM, Nortel, Matsushita, Seagate, Etc. E2Open.com $700 B Goal? Drive profits to zero!* *Remember AMR and dynamic pricing. Net Nips Real Estate Sales Fees Headline, p.1B, USAToday * *Homebytes.com, eHomes.com, YourHomeDirect.com, etc. HealthMarket.com The exchange is designed to enable consumers to purchase a wide range of health-care services from insurance plans to episodes of care for such procedures as heart surgery and hip replacement on the Internet, much as they can now purchase groceries and airline tickets. The new venture reflects a growing interest in returning responsibility for day-to-day medical decisions to consumers and their physicians. [Founder Stephen Wiggins says] Were creating an alternative to managed care. Source: The Wall Street Journal ( ); also covered: HealthAllies.com THE RESPONSE Message: Racing up the V.A. Ladder. Doing More & More & More & More & More for/with the Customer and the Supply-Demand Chain! We want to be the air traffic controllers of electrons. Bob Nardelli, GE Power Systems RR on Assetless [J.B.] Sara Lee The most profitable businesses in the future will act as knowledge brokers, linking insights into whats available with insights into the customers individual needs and preferences. The essence of Ciscos success was its decision to adopt the de-capitalized, brand- owning model and shed the traditional role of equipment manufacturer. David Schneider & Grady Means, MetaCapitalism Cisco, Dell = Brand-owning companies who sell Customer Satisfaction Source: David Schneider & Grady Means, MetaCapitalism Systems Integrators Unite [And Conquer] Ciscos winning strategy [USAToday 07.11]: Become the Go-to Systems Provider Customer Satisfaction to Customer Success Were getting better at [Six Sigma] every day. But we really need to think about the customers profitability. Are customers bottom lines really benefiting from what we provide them? Bob Nardelli, GE Power Systems GEs New Six Sigma Approach Old view: Out of service 9 days. 4 days are transport, which is client responsibility. New view: ALL 9 DAYS ARE OUR RESPONSIBILITY! Why? 9 days = Clients World. Source: Steve Kerr, VP, GE Defense-Offense: Systems Integration/HVA Delphi, Dana United Technologies, Corning, GE, Sun, Carpet One, Bud [Anybody in their right mind!] E.g. UTC/Otis + Carrier: boxes to integrated building systems P&W: boxes to major aircraft subsystems Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 4 : Design Matters! And Tomorrow Fifteen years ago companies competed on price. Now its quality. Tomorrow its design. Robert Hayes 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 Design as Soul We dont have a good language to talk about this kind of thing. In most peoples 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 Message: Great - Cool Stuff Matters. Great & Cool Trumps Not-So-Great & Ho Hum! Message iMac: Great Stuff Takes Guts!! Unconventional [Design] Messages Not about... Lumpy Objects! Not about... $79,000 objects 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 Lady Sensor, Mach3, and $70M on developing the CrossAction toothbrush 23 patents, including 6 for the packaging Source:[06.00]www.ecompany.com Message: Services are Not Intangible! You give off hundreds of design cues daily! YOU ARE A DESIGNER! 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. My favorite word is grace whether its amazing grace, saving grace, grace under fire, Grace Kelly. How we live contributes to beauty whether its how we treat other people or the environment. Celeste Cooper, designer Grace. T.T.D./Design Awareness! STEP No. 1: NOTEBOOK! [Start recording the awesome and the awful.] Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 5 : Its the Experience! 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 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 thats not work or home. Its the place our customers come for refuge. Nancy Orsolini, District Manager 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 Car designers need to create a story. Every car provides an opportunity to create an adventure. The Prowler makes you smile. Why? Because its focused. It has a plot, a reason for being, a passion. Freeman Thomas, co-designer VW Beetle; designer Audi TT Hmmmm(?): Only Words Story Adventure Smile Focus Plot Passion T.T.D. WHATS THE [your] PLOT? Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 6 : Women Rule! $4.8T > Japan 9/27.5/3.6T > Germany ????????? Home Furnishings 94% Vacations 92% Houses 91% Bank Account 89% Health Care 75% Etc. 48% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed 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 New golfers 37% Basketball 13.5M 1 in 27 (70) 1 in 3 (96) 1874? 1874 Jock Strap 1977 Jogbra K 1996 42 M Yeow! 1970 1% 2002 50% OPPORTUNITY NO. 1!* [* No shit!] Carol Gilligan/ In a Different Voice Men: Get away from authority, family Women: Connect Men: Self-oriented Women: Other-oriented Men: Rights Women: Responsibilities FemaleThink/ Popcorn Men and women dont think the same way, dont communicate the same way, dont buy for the same reasons. He simply wants the transaction to take place. Shes interested in creating a relationship. Every place women go, they make connections. 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 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 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) 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 How Many Gigs You Got, Man? Hard to believe Different criteria Every research study weve done indicates that women really care about the relationship with their vendor. Robin Sternbergh/ IBM Read This Book EVEolution: The Eight Truths of Marketing to Women Faith Popcorn & Lys Marigold EVEolution: Truth No. 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand 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 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 todays skills? EVEolution Not!! Year of the Woman Enterprise Reinvention! Recruiting Hiring/Rewarding/ Promoting Structure Processes Measurement Strategy Culture Vision Leadership THE BRAND ITSELF! What kind of car does Mommy want? I didnt know [company] were giving company cars to secretaries. Source: UK financial services CEO, 12/99 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 27 March 2000: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. Id 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! Psssst! Wanna see my porn collection? If we are single, they say we couldnt catch a man. If we are married, they say we are neglecting him. If we are divorced, they say we couldnt keep him. If we are widowed, they say we killed him. Kathleen Brown, on the joys of female political candidacy THIS JUST MIGHT BE THE BIGGEST THING IN THIS SEMINAR. [PLEASE: THINK ABOUT IT!] Speaking of Enormous [Missed] [Huge] Opportunities... 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 generations life-span migration, you can see the future. Ken Dychtwald, Age Wave Aging/Elderly 2X growth rate $$$$$$$$$$$$ Im in charge! Good source: Ken Dychtwald, Age Wave Priorities: Aging/Elderly Experiences Convenience Comfort Access Respect! Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self- Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 7 : Embracing an Age of Self-Determination Emersons Back with a vengeance! Its scary! Its cool! Chaos Breeds: The Dawn of The [New] Age of Self-Determination! The Individual You are the storyteller of your own life, and you can create your own legend or not. Isabel Allende The Work The WOW Project! The Organization: Sellers [Talent] Market When land was the scarce resource, nations battled over it. The same is happening now for talented people. Stan Davis & Christopher Meyer, futureWEALTH The Market: Fighting Sameness with Distinction Quality Not Enough! While everything may be better, it is also increasingly the same. Paul Goldberger on retail, The Sameness of Things, The New York Times Web World: POWER TO THE PEOPLE Anne Busquet/ American Express Not: Age of the Internet Is: Age of Customer Control Women Get Respect and Take Charge $4.8T > Japan 9/27.5/3.6T > Germany The Elderly Get Respect and Take Charge Aging/Elderly 2X growth rate $$$$$$$$$$$$ Im in charge! Good source: Ken Dychtwald, Age Wave Our Biggest Industry: The Patient Gets Respect and Takes Charge Medicine looks likely to change more in the next 20 years than it has in the last 200. British Medical Journal ( ) Savior for the Sick vs. Partner for Good Health Source: NPR/VPR 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. Id like your expert help. Online Medical Records Seen Empowering Patients Source: Headline, Boston Globe, , re 1K docs and 700K CareGroup SoftWatch (MS) Manage relationships across the healthcare continuum/ Amir Kishon Establish e-relationships with customers/retain customers/collect data Patients record info + receive feedback/ online access to nurses Community with others with MS Etc. Source: Start-Up The Poor Get Respect Grameen Bank/Bangladesh Its not people who arent credit- worthy. Its banks that arent 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 The Grameen loan is not simply cash. It becomes a kind of ticket to self-discovery and self-exploration. Muhammad Yunus Self-Determination & Empowerment: Dealing in Hope A leader is a dealer in hope. Napoleon Etc. Self-Determination Micropower (fuel cells) Microgrids Virtual Utilities Source: The Economist ( ) Sooooo Is your strategy centered around customer-client empowerment & self- determination? Hint: This means letting go of traditional sources of power! Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 8 : Think Global! THE EIGHT RULES Rule #1 Theres no such thing as too small to be global. [GET A LIFE.] Rule #2 If it is [truly] good then its good enough for THE WORLD. Rule # 3 When? Now. Rule #4 Hang out vigorously! Rule #5 Seek Talent! Send Talent! Rule #6 Glom onto a [modest-sized] partner who loves/ gets you! Rule #7 Tailor!! [But dont give away the store.] Rule #8 Phil Crosby notwithstanding, youll not [likely] get it right the first time! Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Brand Outside Strategy 9 & Summary: BRAND POWER! 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] 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. Its an emotional connecting point that transcends the product. A Great Brand is a story thats 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. 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 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 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, Toms of Maine You do not merely want to be the best of the best. You want to be considered the only ones who do what you do. Jerry Garcia T.T.D./Calling the Corporate Shrink! Organizational Psychotherapy/ WHO WE ARE! T.T.D./Assignment Y2K Write an essay on Who we are.* * Jesper Kunde, Corporate Religion 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 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) Brand Outside Reprise Context: No to inevitable commoditization S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: Its the Experience! S6: Women Rule! (and the elderly) S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary! Lead the Customer: Why Tough Guts! Failures! Re-invention via ecommerce: Why Tough Total commitment to total enterprise [and supply chain] reinvention! Yo, C. D.O.!!!!!!!! Systems Integration: Why Tough Completely new view of what a product is. Design: Why Tough True-believer-dom-ship Encompassing/Cultural Ing-ing/Experience: Why Tough Total Reorientation Womens Market: Why Tough Encompassing Attitude CULTURAL! Self-Determination: Why Tough Cede Control Brand Power: Why Tough Way of Life Forever! Passion Rules! Touches Everything! It Am Me [Personal!] Message : Not for the Faint of Heart!* *Weenies need not apply Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership Brand Leadership Passion Rules! Brand Leadership! A key perhaps the key to leadership is the effective communication of a story. Howard Gardner Leading Minds: An Anatomy of Leadership Create a Cause, not a business. Gary Hamel, Fortune (06.00), on re- inventing a company (Exemplar #1: Charles Schwab) Leadership is a performance. You have to be conscious of your behavior, because everybody else is. Carly Fiorina It is necessary for the President to be the nations No. 1 actor. FDR [Ronald Reagan] radiated an almost transcendent happiness. Lou Cannon, George ( ) [Message to NAPM: You are Re-invention Evangelists!] Brand Leadership: ENTHUSIASM RULES! I am a dispenser of enthusiasm./ Ben Zander