Tom Peters’Tom Peters’

Re-ImagineRe-Imagine

EXCELLENCEEXCELLENCE!!HR IndianaHR Indiana

Indianapolis/27 August 2014Indianapolis/27 August 2014

Slides at tompeters.comSlides at tompeters.com(Also see our 23-part Master Compendium at excellencenow.com)(Also see our 23-part Master Compendium at excellencenow.com)

Wegmans Wegmans (was #1 in USA)(was #1 in USA)

Container Store Container Store (was #1 in USA)(was #1 in USA)

Whole FoodsWhole FoodsCostcoCostcoPublixPublix

Darden RestaurantsDarden RestaurantsBuild-A-Bear Build-A-Bear WorkshopsWorkshopsStarbucksStarbucks

““Contrary to conventional Contrary to conventional corporate thinking, corporate thinking, treating retail workers treating retail workers much better may make much better may make everyone (including everyone (including their employers) much their employers) much richer.”richer.” * *** ***Cited in particular, “The Good Jobs Strategy,” by M.I.T. professor Zeynep Ton.*Cited in particular, “The Good Jobs Strategy,” by M.I.T. professor Zeynep Ton.

**Duh**Duh!!

CORPORATE MANDATE #1 2014:CORPORATE MANDATE #1 2014: Your Your principal moral obligation as a principal moral obligation as a

leader is to develop the skillset, leader is to develop the skillset, “soft” and “hard,” of every one “soft” and “hard,” of every one

of the people in your charge of the people in your charge (temporary as well as semi-(temporary as well as semi-permanent) to the maximum permanent) to the maximum

extent of your abilities. The good extent of your abilities. The good news: news: This is also theThis is also the

#1 mid- to lon#1 mid- to longg-term-term … … p profit maximization straterofit maximization strategy!gy!

The Memories That MatterThe Memories That Matter

The people you developed who went on toThe people you developed who went on to stellar accomplishments inside or outsidestellar accomplishments inside or outside the company.the company. The (no more than) two or three people you developed who went on The (no more than) two or three people you developed who went on toto create create stellar institutions of their own.stellar institutions of their own.The longshots (people with “a certain something”) you bet on whoThe longshots (people with “a certain something”) you bet on who surprised themselves—surprised themselves—andand your peers. your peers.

The people of all stripes who 2/5/10/20 yearsThe people of all stripes who 2/5/10/20 years later say later say “You made a difference in my “You made a difference in my life,”life,” “ “Your belief in me changed everything.”Your belief in me changed everything.”The sort of/character of people you hired in general. (The sort of/character of people you hired in general. (And And the bad the bad apples you chucked out despite some stellar traits.)apples you chucked out despite some stellar traits.)A handful of projects (a half dozen at most) you doggedly pursued A handful of projects (a half dozen at most) you doggedly pursued thatthat still make you smile and which fundamentally changed the waystill make you smile and which fundamentally changed the way things are done inside or outside the company/industry.things are done inside or outside the company/industry. The supercharged camaraderie of a handful of Great Teams aiming The supercharged camaraderie of a handful of Great Teams aiming toto “ “change the world.”change the world.”

Joe J. Jones Joe J. Jones 1943 – 2013 1943 – 2013

Net WorthNet Worth

$21,543,672.48$21,543,672.48

In In Good Business, Good Business, Mihaly Csikszentmihalyi argues Mihaly Csikszentmihalyi argues persuasively that business has become the center of persuasively that business has become the center of society. As such, an obligation to community is front & society. As such, an obligation to community is front & center. Business as societal bedrock, per center. Business as societal bedrock, per Csikszentmihalyi, has the RESPONSIBILITY to increase Csikszentmihalyi, has the RESPONSIBILITY to increase

the … the … “SUM OF HUMAN “SUM OF HUMAN WELL-BEING.”WELL-BEING.” Business is Business is

NOTNOT “part of the community.” In terms of how “part of the community.” In terms of how

adults collectively spend their waking hours: Business adults collectively spend their waking hours: Business

ISIS the community. And should act accordingly. The the community. And should act accordingly. The

(REALLY) good news: Community mindedness is a great (REALLY) good news: Community mindedness is a great way (the BEST way?) to have spirited/committed/ way (the BEST way?) to have spirited/committed/ customer-centric work force—and, ultimately, increase customer-centric work force—and, ultimately, increase (maximize?) growth and profitability.(maximize?) growth and profitability.

““G-E-N-I-U-S”G-E-N-I-U-S”Getting more and more cantankerous (short tempered!)Getting more and more cantankerous (short tempered!)

about this:about this: Job #1Job #1 (& #2 & #3)(& #2 & #3) is to abet peoples' personal is to abet peoples' personal

growth. All other good things growth. All other good things flow there from.flow there from.My idea of a gen-u-ine “genius”My idea of a gen-u-ine “genius”

“ “breakthrough” idea:breakthrough” idea: If you work your If you work your heart out to help people grow, heart out to help people grow,

they'll work their hearts outthey'll work their hearts out to give customers a great to give customers a great

experience.experience.

Hard is Soft.Hard is Soft.Soft is Hard.Soft is Hard.

CONTEXT/CONTEXT/

1,000,001,000,0000

China/Foxconn:China/Foxconn:

1,000,001,000,0000 robots/next 3 robots/next 3

yearsyears

Source:Source: Race AGAINST the Machine, Race AGAINST the Machine, Erik Brynjolfsson and Andrew McAfeeErik Brynjolfsson and Andrew McAfee

““Just like other members of Just like other members of the board, the board, the althe alggorithm orithm

ggets to vote on whether the ets to vote on whether the firm makes an investment firm makes an investment in a sin a sppecific comecific comppananyy or or

notnot. The program will be the . The program will be the sixth member of DKV's sixth member of DKV's

board.”board.”

Source:Source: Business Insider, Business Insider, 13 May 2014: 13 May 2014: “A Hong Kong VC fund “A Hong Kong VC fund has just appointed an algorithm to its board.” has just appointed an algorithm to its board.”

PersadoPersado (vs. copywriter): emotion words, product (vs. copywriter): emotion words, product characteristics, “call to action,” position of text, imagescharacteristics, “call to action,” position of text, images

Up To $250 To Spend On Up To $250 To Spend On All Ships In AllAll Ships In All

Destinations. 2 Days LeftDestinations. 2 Days Left(1.3%)(1.3%)

vs.vs.

No kidding! You Qualify toNo kidding! You Qualify toExperience An IncredibleExperience An Incredible

Vacation With Us :-)Vacation With Us :-)(4.1) (4.1)

“A creative person is good but random. We’ve taken the “A creative person is good but random. We’ve taken the randomness out by building an ontology of language”randomness out by building an ontology of language”

——Lawrence Whittle, head of salesLawrence Whittle, head of sales

Source: Wall Street Journal/ Source: Wall Street Journal/ 0825.14/ “It’s Finally Time to Take AI Seriously”0825.14/ “It’s Finally Time to Take AI Seriously”

““The median The median worker is losing worker is losing the race against the race against the machine.”the machine.”

—Erik Brynjolfsson and Andrew McAfee, Race Against The Machine

““The root of our problem is The root of our problem is not that we’re in a Great Recessionthat we’re in a Great Recession

or a Great Stagnation, but ratheror a Great Stagnation, but rather that we are in the early that we are in the early

throes of a throes of a Great Restructuring. .

Our technologies are racing ahead,Our technologies are racing ahead, but our skills and organizationsbut our skills and organizations

are lagging behind.”are lagging behind.”

Source:Source: Race AGAINST the Machine, Race AGAINST the Machine, Erik Brynjolfsson and Andrew McAfeeErik Brynjolfsson and Andrew McAfee

S&P 500S&P 500

+1/-1*+1/-1*

*Every …*Every … 22 weeksweeks!!Source: Richard Foster (via Rita McGrath/Source: Richard Foster (via Rita McGrath/HBRHBR/12.26.13/12.26.13

MORAL MORAL IMPERATIVEIMPERATIVE

1/4,0961/4,096

““Business has to Business has to give people give people enriching, enriching,

rewarding lives …rewarding lives …

1/4,096: excellencenow.com1/4,096: excellencenow.com

““Business has to give people enriching, Business has to give people enriching,

rewarding lives … rewarding lives … or it's or it's simsimppllyy not not

worth worth doindoing.”g.”

——Richard BransonRichard Branson

““You have to You have to treat your treat your

employees like employees like customers.”customers.” —Herb —Herb

Kelleher, upon being asked his “secret to success”Kelleher, upon being asked his “secret to success”

Source: Joe Nocera, Source: Joe Nocera, NYTNYT, “Parting Words of an Airline Pioneer,” , “Parting Words of an Airline Pioneer,” on the occasion of Herb Kelleher’s retirement after 37 years at on the occasion of Herb Kelleher’s retirement after 37 years at

Southwest Airlines Southwest Airlines (SWA’s pilots union took out a full-page ad in (SWA’s pilots union took out a full-page ad in USA USA TodayToday

thanking HK for all he had done) thanking HK for all he had done) ; across the way in Dallas, American ; across the way in Dallas, American Airlines’ pilots were Airlines’ pilots were picketingpicketing AA’s Annual Meeting)AA’s Annual Meeting)

Rocket Science. Rocket Science. NOT.NOT.

““If you want staff to If you want staff to give great service, give great service, service, give great service, give great service to staff.” service to staff.”

——Ari Weinzweig, Zingerman’s Ari Weinzweig, Zingerman’s

Source: Source: Small Giants: Companies That Choose to Be Small Giants: Companies That Choose to Be Great Instead of Big, Great Instead of Big, Bo BurlinghamBo Burlingham

““We went through the hotel and made We went through the hotel and made

a ... a ... ‘consideration ‘consideration renovation.’renovation.’ Instead of redoing Instead of redoing bathrooms, dining rooms, and guest bathrooms, dining rooms, and guest

rooms, we gave employees new uniforms, rooms, we gave employees new uniforms, bought flowers and fruit, and changed bought flowers and fruit, and changed

colors.colors. Our focus was totally on the staff.Our focus was totally on the staff. They were the ones we wanted to make They were the ones we wanted to make

happy.happy. We wanted them to wake up We wanted them to wake up every morning excited about a new day every morning excited about a new day

at work.”at work.” —Jan Gunnarsson and Olle Blohm, —Jan Gunnarsson and Olle Blohm, Hostmanship: Hostmanship:

The Art of Making People Feel WelcomeThe Art of Making People Feel Welcome..

“ … “ … The guest comes into The guest comes into the picture only when you the picture only when you are ready to ask, are ready to ask, ‘‘Would Would you prefer to stay at a you prefer to stay at a

hotel where the staff love hotel where the staff love their work or where their work or where

management has made management has made customers its highest customers its highest

priority?’priority?’””

The Dream The Dream ManagerManager —Matthew Kelly—Matthew Kelly

E.g.: “An organization can only become the-best-version-of-itself to the E.g.: “An organization can only become the-best-version-of-itself to the extent that the people who drive that organization are striving to extent that the people who drive that organization are striving to

become better-versions-of-themselves.” “A company’s purpose is to become better-versions-of-themselves.” “A company’s purpose is to become the-best-version-of-itself. The question is: What is an become the-best-version-of-itself. The question is: What is an

employee’s purpose? Most would say, ‘to help the company achieve its employee’s purpose? Most would say, ‘to help the company achieve its purpose’—but they would be wrong. That is certainly part of the purpose’—but they would be wrong. That is certainly part of the

employee’s role, but an employee’s primary purpose is to become the-employee’s role, but an employee’s primary purpose is to become the-best-version-of-himself or –herself. … When a company forgets that it best-version-of-himself or –herself. … When a company forgets that it

exists to serve customers, it quickly goes out of business. exists to serve customers, it quickly goes out of business. Our Our employees are our first customers, and our employees are our first customers, and our

most important customersmost important customers.”.”

““It may sound radical, unconventional, and It may sound radical, unconventional, and bordering on being a crazy business idea. bordering on being a crazy business idea. However— as ridiculous as it sounds—joy is However— as ridiculous as it sounds—joy is

the core belief of our workplace. the core belief of our workplace.

JoyJoy is the reason my company, is the reason my company,

Menlo Innovations, a customer software Menlo Innovations, a customer software design and development firm in Ann Arbor, design and development firm in Ann Arbor,

exists. It defines what we do and how we do it. exists. It defines what we do and how we do it. It is the single shared belief of our entire It is the single shared belief of our entire

team.”team.”

——Richard Sheridan, Richard Sheridan, Joy, Inc.: Joy, Inc.: How We Built a Workplace People LoveHow We Built a Workplace People Love

… … NO LESS THAN NO LESS THAN

CATHEDRALSCATHEDRALS IN WHICH IN WHICH THE FULL AND AWESOME THE FULL AND AWESOME

POWER OF THE IMAGINATION POWER OF THE IMAGINATION AND SPIRIT AND NATIVE AND SPIRIT AND NATIVE

ENTREPRENEURIAL FLAIRENTREPRENEURIAL FLAIR OF OF DIVERSE INDIVIDUALSDIVERSE INDIVIDUALS IS IS

UNLEASHED IN PASSIONATE UNLEASHED IN PASSIONATE PURSUIT OF … PURSUIT OF … EXCELLENCEEXCELLENCE..

““The role of the Director is to The role of the Director is to create a space where the create a space where the

actors and actresses canactors and actresses can become more than become more than thetheyy’ve ever been ’ve ever been

before,before, more than themore than they’y’ve ve dreamed of beindreamed of being.”g.”

——Robert Altman, Oscar acceptance speechRobert Altman, Oscar acceptance speech

SERGEANTSSERGEANTS

Is there Is there ONEONE “secret” “secret” to productivity and to productivity and

employee satisfaction?employee satisfaction?

YESYES!!

The Quality of your The Quality of your FULLFULL CADRECADRE of … of …1st-line Leaders.1st-line Leaders.

““People People leave leave

manamanaggersers not not companies.”companies.”

——Dave WheelerDave Wheeler

TRAININGTRAINING

6/2/36/2/3**

*It takes Jerry Seinfeld *It takes Jerry Seinfeld SIX SIX MONTHSMONTHS to develop to develop

TWO TWO oror THREE THREE MINUTESMINUTES of new material of new material (documentary: (documentary: ComedianComedian))

““training, training, TRAINING and TRAINING and

M-O-R-E M-O-R-E T-R-A-I-N-I-N-G”T-R-A-I-N-I-N-G” ——

——CINCPAC Nimitz to CNO KingCINCPAC Nimitz to CNO King/1943/1943(punctuation Nimitz’s)(punctuation Nimitz’s)

Training = InvestmentTraining = Investment

#1#1: : In the Army, In the Army,

33--star star ggeneralsenerals worry about worry about training. In most training. In most

businesses, the top training businesses, the top training post is a “ho-hum” mid-post is a “ho-hum” mid-

level staff slot.level staff slot.

Is your Is your CTOCTO/Chief /Chief Training Officer your top Training Officer your top paid “C-level” job (other paid “C-level” job (other

than CEO/COO)?than CEO/COO)?

Are your top trainers Are your top trainers paid/cherished as much paid/cherished as much as your top marketers/ as your top marketers/

engineers?engineers?

Is your CTO/Chief Training Officer your top paid “C-level” job (other than Is your CTO/Chief Training Officer your top paid “C-level” job (other than CEO/COO)?CEO/COO)?If not, why not?If not, why not?Are your top trainers paid as much as your top marketers and engineers?Are your top trainers paid as much as your top marketers and engineers?If not, why not?If not, why not?

Are your training courses so Are your training courses so good they make you giggle and good they make you giggle and tingle?tingle?If not, why not?If not, why not?Randomly stop an employee in the hall: Can she/he meticulously describe her/his Randomly stop an employee in the hall: Can she/he meticulously describe her/his development plan for the next 12 months?development plan for the next 12 months?If not, why not?If not, why not?Why is your world of business any different than the (competitive) world of Why is your world of business any different than the (competitive) world of rugby, football, opera, theater, rugby, football, opera, theater, the military?the military?If “people/talent first” and hyper-intense continuous training are laughably If “people/talent first” and hyper-intense continuous training are laughably obviously for them, why not you? obviously for them, why not you?

E.g.:E.g.: Are you Are you raiding top raiding top university university

professors?professors? [Equivalent of Wall Street and math Ph.D.s][Equivalent of Wall Street and math Ph.D.s]

Is your CTO/Chief Training Officer your top paid “C-level” job (other than Is your CTO/Chief Training Officer your top paid “C-level” job (other than CEO/COO)?CEO/COO)?If not, why not?If not, why not?

Are your top trainers paid as much as your top marketers and engineers?Are your top trainers paid as much as your top marketers and engineers?If not, why not?If not, why not?

Are your training courses so good they make you giggle and tingle?Are your training courses so good they make you giggle and tingle?If not, why not?If not, why not?

Randomly stop an employee in Randomly stop an employee in the hall: Can she/he the hall: Can she/he meticulously describe her/his meticulously describe her/his development plan for the next development plan for the next 12 months?12 months?If not, why not?If not, why not?

Why is your world of business any different than the (competitive) world of Why is your world of business any different than the (competitive) world of rugby, football, opera, theater, rugby, football, opera, theater, the military?the military?If “people/talent first” and hyper-intense continuous training are laughably If “people/talent first” and hyper-intense continuous training are laughably obviously for them, why not you? obviously for them, why not you?

Gamblin’ ManGamblin’ Man

Bet #1: Bet #1: >> 5 of 10 CEOs see >> 5 of 10 CEOs see training as expense rather training as expense rather than investment.than investment.Bet #2: Bet #2: >> 5 of 10 CEOs see >> 5 of 10 CEOs see training as defense rather training as defense rather than offense.than offense.Bet #3: Bet #3: >> 5 of 10 CEOs see >> 5 of 10 CEOs see training as “necessary evil” training as “necessary evil” rather than “strategic rather than “strategic opportunity.”opportunity.”

Bet #4:Bet #4: >> 8 of 10 >> 8 of 10 CEOs, in 45-min CEOs, in 45-min “tour d’horizon” “tour d’horizon” of their biz, would of their biz, would NOTNOT mention mention training.training.

Training #1: Bottom LineTraining #1: Bottom Line

NOBODYNOBODY gets off the gets off the

hook! “Training & Development hook! “Training & Development Maniac” applies as much to the Maniac” applies as much to the

leader of the leader of the 4-person 4-person businessbusiness as to the chief of as to the chief of the 44,444-person business.the 44,444-person business.

What is the best reason to go What is the best reason to go

bananas over trainingbananas over training??

GREEDGREED.. (It pays off.)(It pays off.)

(Training should be an official part of the(Training should be an official part of the

R&DR&D budget and a capital expense.) budget and a capital expense.)

TRAINING TRAINING

PRIORITY #1PRIORITY #1??

““The doctor The doctor interruptsinterrupts after …*after …*

*Source: Jerome Groopman, *Source: Jerome Groopman, How Doctors ThinkHow Doctors Think

18 …18 …

18 … 18 … secondsseconds!!

[An [An obsessionobsession with] Listening is ... the ultimate mark with] Listening is ... the ultimate mark

of of RespectRespect..

Listening is ... the heart and soul of Listening is ... the heart and soul of EngagementEngagement..Listening is ... the heart and soul of Listening is ... the heart and soul of KindnessKindness..Listening is ... the heart and soul of Listening is ... the heart and soul of ThoughtfulnessThoughtfulness..Listening is ... the basis for true Listening is ... the basis for true CollaborationCollaboration..Listening is ... the basis for true Listening is ... the basis for true PartnershipPartnership..Listening is ... a Listening is ... a Team SportTeam Sport..Listening is ... a Listening is ... a Developable Individual SkillDevelopable Individual Skill.* .* (*Though women (*Though women are are farfar better at it than men.) better at it than men.)

Listening is ... the basis forListening is ... the basis for CommunityCommunity..Listening is ... the bedrock of Listening is ... the bedrock of Joint Ventures that workJoint Ventures that work..Listening is ... the bedrock of Listening is ... the bedrock of Joint Ventures thatJoint Ventures that growgrow..Listening is ... the core of Listening is ... the core of effective Cross-functional effective Cross-functional CommunicationCommunication.* .* (*Which is in turn Attribute #1 of (*Which is in turn Attribute #1 of organization effectiveness.)organization effectiveness.)

[cont.][cont.]

Suggested Suggested Core Value Core Value #1:#1: “We are Effective “We are Effective

Listeners—we treat Listening Listeners—we treat Listening EXCELLENCEEXCELLENCE as the as the Centerpiece of our Centerpiece of our

Commitment to Respect and Commitment to Respect and Engagement and Community Engagement and Community

and Growth.”and Growth.”

HIRING/HIRING/QUIETQUIET

““We live with a value system that I call the Extrovert Ideal—the We live with a value system that I call the Extrovert Ideal—the omnipresent belief that the ideal self is gregarious, alpha, and omnipresent belief that the ideal self is gregarious, alpha, and

comfortable in the spotlight. The archetypal extrovert prefers action comfortable in the spotlight. The archetypal extrovert prefers action to contemplation, risk-taking to heed-taking, certainty to doubt. … We to contemplation, risk-taking to heed-taking, certainty to doubt. … We think that we value individuality, but all too often we admire one type think that we value individuality, but all too often we admire one type of individual … Introversion is now a second-class personality trait. … of individual … Introversion is now a second-class personality trait. …

The Extrovert Ideal has been documented in many The Extrovert Ideal has been documented in many studies. Talkative people, for example, are rated as studies. Talkative people, for example, are rated as smarter, better looking, more interesting, and more smarter, better looking, more interesting, and more

desirable as friends. Velocity of speech counts as well desirable as friends. Velocity of speech counts as well as volume: We rank fast talkers as more competent and as volume: We rank fast talkers as more competent and likeable than slow ones. But we make a grave mistake likeable than slow ones. But we make a grave mistake to embrace the Extrovert Ideal so unthinkingly.to embrace the Extrovert Ideal so unthinkingly. … As the … As the

science journalist Winifred Gallagher writes, ‘The glory of the science journalist Winifred Gallagher writes, ‘The glory of the disposition that stops to consider stimuli rather than rushing to disposition that stops to consider stimuli rather than rushing to

engage with them is its long association with intellectual and artistic engage with them is its long association with intellectual and artistic achievement. Neither E = mc squared or Paradise Lost was dashed off achievement. Neither E = mc squared or Paradise Lost was dashed off by a party animal.’ Even in less obviously introverted occupations, like by a party animal.’ Even in less obviously introverted occupations, like

finance, politics, and activism, some of the greatest leaps forward finance, politics, and activism, some of the greatest leaps forward were made by introverts … figures like Eleanor Roosevelt, Warren were made by introverts … figures like Eleanor Roosevelt, Warren

Buffett and Gandhi achieved what they did not in spite of but because Buffett and Gandhi achieved what they did not in spite of but because of their introversion.”of their introversion.” — —Susan Cain, Susan Cain,

Quiet: The Power of Introverts in a World That Can’t Stop TalkingQuiet: The Power of Introverts in a World That Can’t Stop Talking

WOMEN RULEWOMEN RULE!!““d”d”iversityiversity

““AS AS LEADERS, LEADERS, WOMEN WOMEN

RULERULE:: New Studies find that New Studies find that

female managers outshine their male female managers outshine their male counterparts in almost every measure”counterparts in almost every measure”

TITLE/ Special Report/ TITLE/ Special Report/ BusinessWeekBusinessWeek

““Research suggests Research suggests that to succeed, start that to succeed, start

by promoting by promoting women.”women.”

““McKinsey & Company found that the international companiesMcKinsey & Company found that the international companies with more women on their corporate boards with more women on their corporate boards far outperformedfar outperformed the the

average company in return on equity and other measures. average company in return on equity and other measures.

Operating profit wasOperating profit was 56%56% higher.”higher.”

Source: Nicholas Kristof, “Twitter, Women, and Power,” Source: Nicholas Kristof, “Twitter, Women, and Power,” NYTimesNYTimes, 1024.13, 1024.13

““Forget CHINA, Forget CHINA, INDIA and the INDIA and the

INTERNET: Economic INTERNET: Economic Growth Is Driven by Growth Is Driven by

WOMENWOMEN.”.”

Source: Headline, Economist

““d”iversityd”iversityThe “We are what we eat”/ The “We are what we eat”/

“We are who we hang out with”“We are who we hang out with”

Axiom: Axiom: At its core, At its core, evereveryy (!!!) (!!!) relationship-partnership decision relationship-partnership decision

(employee, vendor, customer, etc., (employee, vendor, customer, etc., etc.) is a etc.) is a stratestrateggicic decision about: decision about:

“Innovate,“Innovate, ‘ ‘YesYes’ ’ oror ‘No’ ” ”

!!

Kevin Roberts’ CredoKevin Roberts’ Credo

11. Ready. Fire! Aim.. Ready. Fire! Aim.2. If it ain’t broke ... Break it!2. If it ain’t broke ... Break it!3. Hire crazies.3. Hire crazies.4. Ask dumb questions.4. Ask dumb questions.5. Pursue failure.5. Pursue failure.6. Lead, follow ... or get out of the way!6. Lead, follow ... or get out of the way!7. Spread confusion.7. Spread confusion.8. Ditch your office.8. Ditch your office.9. Read odd stuff.9. Read odd stuff.

10. AVOID MODERATIONAVOID MODERATION!!