brand outside strategy 7 : embracing an age of self-determination
TRANSCRIPT
Self-Determination Redux
Micropower (fuel cells) …Microgrids …
“Virtual Utilities”
Source: The Economist (08.2000)
“The fundamental unit of the new economy is not the corporation, but the individual. Tasks aren’t assigned and controlled through a stable chain of command but are carried out autonomously by
independent contractors—e-lancers—who join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next assignment.”
Thomas Malone and Robert Laubacher
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
“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
“You are the storyteller of your own life, and you
can create your own legend or not.”
Isabel Allende
“I am an American, Chicago born, and go at things as I have taught myself, free-style, and will make the record in my own way.”
Saul Bellow, The Adventures of Augie March
America[ns] The … Beautiful Re-inventors
Ben F.Ralph W.E.
Dale C.N.V.P.
Werner E./EST“Tony R.”/“Coals Dude”
Stephen
“Everything can be taken from man but one thing: the last of human freedoms—to choose
one’s own attitude in any set of circumstances, to choose
one’s own way.”Victor Frankl, Auschwitz survivor
Recruit [a/a = 1] Friend [in the Boondocks]
Skip [Flip off] the Hierarchy!Recruit [A]nother Friend!Do Some Cool Shit! Fast!
Surround the Bastards [with WOW WINS/ results]!
Is It …
“The Oh-Shit-I-Wish-It-Were-Over Memorial Day picnic”
or
“The First Annual Seriously
Kewl Celebration 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?
The greatest dangerfor most of us
is not that our aim istoo high
and we miss it,but that it is
too lowand we reach it.
Michelangelo
Epitaph from Hell … Epitaph from Hell …
Joe T. Jones Joe T. Jones
1942 - 20001942 - 2000
HE WOULDA DONE SOME HE WOULDA DONE SOME
REALLY COOL STUFF REALLY COOL STUFF
BUT …BUT …
HIS BOSS WOULDN’T LET HIM! HIS BOSS WOULDN’T LET HIM!
“When land was the scarce resource, nations battled
over it. The same is happening now for talented people.”
Stan Davis & Christopher Meyer, futureWEALTH
Tomorrow’s Headlines
“Molecular biologists are up 3 points, economists
down 1/4, in moderate trading”futureWEALTH, Stan Davis and
Christopher Meyer
Winner Take All!
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)
“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)
“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)
Dudes With ’Tude“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
“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
“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 today’s 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
Women’s Stuff = New Economy Match
Improv skillsRelationship-centric
Less “rank consciousness”Self determinedTrust sensitive
IntuitiveNatural “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 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
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
“These days, you can’t succeed as a company if you’re consumer led—
because in a world so full of so much constant change, consumers can’t
anticipate the next big thing.
Companies should be idea-led and consumer-
informed.”Doug Atkin, partner, Merkley Newman Harty
Tomorrow Today: Cisco!
87% of $20B(Cisco Connection ONLINE)
Save $500M(service and tech support)
C.Sat e >> C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design ($1B “free” consulting)
Bruce Butterfield, CEO, The Forbes Group …
“self-forming groups”“catalyst for community”
“participant-determined world”
Source: Association Executive 4/00
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
Some Lessons from AOL (Yahoo, etc.) …
Customized InfoCustomer Control
Utility (convenience, speed, control, insta-choice)
Self-created CommunityChat/Sociability!
Community …
Somewhat mediated, segmented chat rooms (must be “managed”/ seeded)User-friendly technical/ professional info
Industry “intelligence”Some very timely stuff/ attractors
Hotlinks by the gazillion (to professional and unrelated stuff)
Expert/ advisor opinions (info, chats, etc.)Opportunity for users to build
own Web page & create own communities
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
“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 ain’t cheap. They are young!)
Don’t cut corners on infrastructure!
Rem: “Age of the Never Satisfied Customer”!
We ain’t seen nothin’ yet!
I’net Freedom Manifesto
I AM IN CHARGE HERE! I CAN DO WHATEVER
I NEED OR WANT TO DO WHENEVER I WANT
TO DO IT!
Patricia Seybold’s “Basics”:The E-Customer Bill of Rights
Don’t waste my time!Remember who I am!
Make it easy for me to order and procure service!
Customize your products and services for me!
Source: customers.com
“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
Read This Book …
EVEolution: The Eight Truths of Marketing to Women
Faith Popcorn & Lys Marigold
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
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
Health Care Tsunami
Prevention/Wellness/FitnessProactive Engineering/Gene
“stuff”[Blockbuster-Bazooka to Specific-Sniper’s Rifle]
Holistic/Homeopathic/Non-traditionalPatient-centric/Web-led
No waste [Healtheon/WebMD et al.]Etc.
“Medicine looks likely to change more in the next 20 years than it has in
the last 200.”
British Medical Journal (11-11-99)
Alternative Medicine
More visits than to physicians
Same $$$ expenditure [approx $27B]
Stanford study: 2/3 use alt therapies
“This is the first time in Western medical history that we have had a movement that is consumer
driven.”/Dr. Woody Merrell, Center for Health and Healing, Beth Israel Hospital, Manhattan.
[Merrell: Process = Partnership.]
Source: Barron’s/05.15
“Online Medical Records Seen Empowering
Patients”
Source: Headline, Boston Globe, 07.31.2000, re 1K docs and 700K
patients @ 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
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.”
Patient-centric* Health Care
Wellness (Fix to prevent.)
Partnership (“Tour guide” model.)
Web (Info and support group availability
RESPECT! (Mutual.)
WOMEN RULE!*Not: HMO-centric, Employer-centric, Insurer-
centric, Doc-centric
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 1st loan: $15.]
98% recovery rate [94% to women]
1/3rd out of poverty; 1/3rd up to non-poverty threshold
Muhammad Yunus, Banker to the Poor
MBWA, Grameen Style!“Conventional banks ask their clients to come
to their office. It’s a terrifying place for the poor and illiterate. … The entire Grameen Bank system runs on the principle that people
should not come to the bank, the bank should go to the people. … If any staff member is seen in the office, it should be taken as a violation of the rules of the Grameen Bank. … It is essential
that [those setting up a new village Branch] have no office and no place to stay. The reason
is to make us as different as possible from government officials.
Grameen Bank: “Borrowing Group”
Self-formed; 5 members; Oral test Group approves all loan requests, but individual liability
(8 Groups to a “Center”) Weekly payment, 1-year loan (5% to Group Fund; if
one defaults, no more loans to Group) No legal instrument
1st loan about $15 (housing loan after 3 successful 1-year loans; property to wife’s name)
Lend to two, then six weeks later two more, Chairman last
Process aims to exclude non-resilient people
“The Grameen loan is not simply cash. It
becomes a kind of ticket to self-discovery and
self-exploration.”
Muhammad Yunus
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
“Create a ‘cause,’ not a ‘business.’ ”
Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1:
Charles Schwab)