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Orthodontics 2001The Next Odyssey
Tom Peters
Distinct … or Extinct!
5 May 2001/Toronto
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“In 25 years, you’ll probably be able to get the
sum total of all human knowledge on a personal
device.”Greg Blonder, VC [was Chief Technical
Adviser for Corporate Strategy @ AT&T] [Barron’s 11.13.2000]
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<1000A.D.: paradigm shift: 1000s of years1000: 100 years for paradigm shift
1800s: > prior 900 years1900s: 1st 20 years > 1800s
2000: 10 years for paradigm shift 21st century: 1000X tech change than 20th
century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture
in the fabric of human history”)
Ray Kurzweil, talk april2001
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I Believe …
1. Change will accelerate. DRAMATICALLY.2. We will RE-INVENT THE WORLD IN THE NEXT TWO GENERATIONS. (Business … Health Care … Politics … Fundamentals of Human Interaction.)
3. OPPORTUNITIES are matchless. 4. You are either … ON THE BUS … or … OFF THE BUS.5. THIS IS ALL GREAT FUN! I WANT TO PLAY “REVOLUTION”! (And you?)
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Organizations Redefined!
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White Collar Revolution!
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“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
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Message: People taking charge of their lives,
taking their lives back from
corporations. (Message: Brand You! CEO, Me Inc.)
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The Work Redefined!
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The Survivor’s Raw Material …
The WOW Project!
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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
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What would the “Perfect (Way Cool) Practice,”
circa 2005, look like?
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?????“Come up with three
‘Crazy Ideas,’ one of which might
work.”
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Fr Timothy Radcliffe, Master of the Dominicans,
to his friars, circa 2001
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Talent Rules!
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“When land was the productive asset, nations
battled over it. The same is happening now for
talented people.”Stan Davis & Christopher Meyer, futureWEALTH
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“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
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“AS LEADERS, WOMEN RULE: New Studies find that female managers
outshine their male counterparts in almost
every measure”Title, Special Report, Business Week, 11.20.00
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Diversity: TALENT Opportunity.LEADERSHIP Opportunity.
MARKET Opportunity.
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The New Marketplace (for Everything):
“Same-Same” Kills!
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“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
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Stand Out … or … Stand
Down
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Standing Out: The Internet Opportunity!
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“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
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Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
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???????
Impact #1:
Healthcare
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“It may be the most far-reaching evolution of them all: the metamorphosis of passive
patient into consumer – and well-informed, assertive consumer at that. The defining axiom of traditional medicine – ‘doctor’s orders’ is being turned on its
head. These days it’s the patients who are armed, the doctors who must get wired to
keep nimble.”
Richard Firstman, “Heal Thyself,” On Magazine (04.01)
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“We’re in the Internet age, and the average
patient can’t email their doctor.”
Donald Berwick, Harvard Med School
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THE FUTURE: Patients Rule!
Control Over Aging! [M&F Cosmetic Surgery, Viagra] Targeted Therapies = High Expectations The Internet! [meds, expert consultation, info-
knowledge incl. outcome data & own recs, interaction with peers & docs, awareness that experts aren’t]
Alt Therapies! [more visits, some insurer recognition]Awareness [medicine as front-page news, ads]
Boomers! [#s, $$$, Ethos of self-control]Prevention/Wellness
HMO [no-choice] RevoltSpeed! [surgicenters, out-patient, self-admin regimens]
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“The Age of the …
Never Satisfied Customer”
Regis McKenna
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“Savior for the Sick”
vs.
“Partner for Good Health”
Source: NPR/VPR 08.15.00
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“Health Care” (problem, fix) to
“Health Management” (opportunity, manage,
proactive, Brand You)???
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TP’s Empowered Patient (Health Manager) Manifesto:
Brilliant (not “competent”)Partner
On time (to the minute) Fit my insane schedule
(nights, weekends)
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Standing Out: We Are Gettin’ Old!
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“ ‘Age Power’ will rule the 21st
century.”
Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old
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2000-2010 Stats
18-44: -1%
55+: +21%(55-64: +47%)
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50+
$7T wealth (70%)/$2T annual income50% all discretionary spending
79% own homes41% new cars/48% luxury
$610B healthcare spending74% prescription drugs
5% of advertising targetsKen Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
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Message:
OPPORTUNITY!
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60>20**Italy, first time in human history
Source: Ken Dychtwald, Age Power
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Standing Out:It’s the Experience!
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“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
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“The [Starbucks] Fix” Is on …
“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is
that place that’s not work or home. It’s the place our
customers come for refuge.”Nancy Orsolini, District Manager
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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
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Message: Minutely dissect and reconstruct every aspect of the “patient
experience.” (E.g., quit sending cards aimed at 8-year-olds to 28-year-olds)
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Standing Out:Brands Matter!
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“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
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“WHO ARE WE?”
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WHAT’S OUR
STORY?
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“EXACTLY HOW IS OUR
STORY DIFFERENT?”
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“EXACTLY HOW DO I CONVEY THAT STORY/
DIFFERENCE TO THE CLIENT ”
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Leadership:
Passion Rules!
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Ben Zander: “I am a dispenser of
enthusiasm.”
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“It is impossible to claim that all good teachers use similar techniques: some lecture nonstop
and others speak very little; some stay close to their material and others loose the imagination; some teach with the carrot and others with the stick. But in every instance, good teachers share one trait: a strong sense of personal identity infuses their work. ‘Dr. A is really there when he teaches.’ ‘Mr. B has such enthusiasm for his subject.’ You can tell
that this is really Prof. C’s life.’ ”
Parker Palmer, The Courage to Teach
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“Let’s make a dent in the universe.”
Steve Jobs