Eleventh Annual International Business
Conference
Fresno05.10.00
Pentium III 800MHz: $42,893.00/#Hermes Scarf: $1,964.29
Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19
Source: Fortune (3.20.00)
No Wiggle Room!
“Incrementalism is innovation’s worst
enemy.” Nicholas Negroponte
Just Say No …
“I don’t intend to be known as the ‘King of the
Tinkerers.’ ”CEO, large financial services company
(New York, 5-99)
“We are in a
brawl with no rules.”
Paul Allaire
S.A.V.
Forget > Learn
“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”
Dee Hock
C.E.O. to
C.D.O.
Brand Inside
Brand Org!
108 X 5vs.
8 X 1*
* 540 vs. 8
And Now the Equivalent …
White Collar Revolution!
The “&-!!+#$% in the middle”*
Jim Clark on Healtheon/WebMD
* ’twixt docs, patients, insurers and providers; $275B of $400B in waste; source: Michael
Lewis, The New New Thing
“We want to be the air traffic controllers
of electrons.”Bob Nardelli,
GE Power Systems
Buzzsaw.com
Builders, Owners, Architects, Contractors, Suppliers
$4T industry
5,300 commercial bldg. projects’ specs on-line; +70 per day
These are …
L.A.D.T.I.R.S.*
*Life-and-death-total-industry-reinvention-struggles
Brand Inside
Brand Talent!
Issue Y2K
The Great War for Talent!
There is no “talent shortage” …
if …
you are a GPTW*
*Great Place To Work
“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 I’ve ever
had to deal with.’ ”
Solution?
Ritalin [“a chemical virtually identical to cocaine”/Reason
magazine]
Or …
Elect Him Prime Minister
Tony Blair*
*talk/May 2000
Brand Outside
Context:
No “Commodities”!
The “10X/10X Phenomenon”
10 Times Better/
10 Times Less Different
“When we did it ‘right’ it was still pretty
ordinary.”
Barry Gibbons on
“Nightmare No. 1”
“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
Brand Outside
Strategy 1:
Lead the Customer!
“The customer is a rear view mirror, not a guide to the future.”
George Colony, Forrester Research
“If you worship at the throne of the voice of the customer, you’ll get only
incremental advances.”Joseph Morone, President, Bentley College
“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
Brand Outside
Strategy 2:
Use E-Commerce
to Re-invent the Business!
B2B
1999 – 2004: 50X
2004: $7.4Source: GartnerGroup (per Reuters 1-26-00)
T
GM/Ford/DaimlerChrysler (02-27)
Auto parts supply “Co.”$240B (+$500B)
I.P.O.
Tomorrow Today: Cisco!
70%Save $500M (service and tech
support)
C.Sat e >> C.Sat HCustomer Engineer Chat Rooms ($1B?)
“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
There are 2 Kinds of …
Defense*
vs.
Offense**
*Fend off upstarts.**Reinvent our marketspace!
No Room for “Competent”* Sorts
Beer WholesalersPersonal Trainers [FitLinxx]
Financial PlannersCar Dealers
* LVA, “M”VA … vs. HVA [Web-enhanced]
Message: The “distributor” is dead. Long live the value-added, knowledge-intensive “business
partner.”
Brand Outside
Strategy 3:
Think Global!
Rule #1
If “it” is [truly] good … then it’s good
enough for … THE WORLD.
Rule #2
There’s no such thing as “too small to
be global.”
Rule #4
Hang out … vigorously!
Rule #5
Glom onto a [modest-sized] partner … who
loves/ “gets” you!
Rule #6
Phil Crosby notwithstanding,
you’ll not [likely] “get it right the first time”!
Brand Outside
Strategy 4:
Women Rule!
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Bank Account … 89%
Health Care … 75%Etc.
$3.3T + $1.5T = $4.8T*
* Larger than Japan!
27 March 2000: email to TP from Shelley Rae Norbeck
“I make 1/3rd 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!”
Brand Outside
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]
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
“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
“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and
diversity, choices become increasingly informed by belief. [Consumers] want to
know who is behind the products that they buy. They want to know the
company. They want to know what you think.”
Jesper Kunde, Corporate Religion
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
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
Brand Leadership:ENTHUSIASM RULES!
“I am a dispenser of enthusiasm.”/ Ben
Zander
Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF AT RISK EVERY DAY!