part seven

NOTENOTE:: To appreciateTo appreciate this presentation this presentation [and [and

ensure that it is not a ensure that it is not a messmess],], you need Microsoft you need Microsoft

fonts:fonts:

“Showcard Gothic,”“Showcard Gothic,” “Ravie,”“Ravie,” “Chiller”“Chiller”

andand “Verdana”“Verdana”

NOTE: NOTE: To appreciate this To appreciate this presentation, you need Microsoft presentation, you need Microsoft

fonts:fonts: “Showcard Gothic,”“Showcard Gothic,” “Ravie,”“Ravie,” “Chiller”“Chiller” and and “Verdana”“Verdana”

Master*Master*ExcellenceExcellence

part part sevenseven (of 7) (of 7)excellence.excellence.summaries.summaries.

Lists.Lists.

19 October 200719 October 2007

THE MASTER PRESENTATION:THE MASTER PRESENTATION: There are about There are about 3,500 3,500 slides in this 7-part “Master slides in this 7-part “Master Presentation.” The first six “chapters” are indeed meant add up to a logical, linear Presentation.” The first six “chapters” are indeed meant add up to a logical, linear argument. argument. Part IPart I is context. is context. Part IIPart II is devoted entirely to innovation—the sine qua non, is devoted entirely to innovation—the sine qua non, as perhaps never before, of survival. In earlier incarnations of the “master,” as perhaps never before, of survival. In earlier incarnations of the “master,” “innovation” “stuff” was scattered throughout the presentation—now it is front and “innovation” “stuff” was scattered throughout the presentation—now it is front and center and a stand-alone. center and a stand-alone. Part IIIPart III is a variation on the innovation theme—but it is is a variation on the innovation theme—but it is organized to examine the imperative (for most everyone in the developed world) of an organized to examine the imperative (for most everyone in the developed world) of an ultra high value-added strategy. A “value-added ladder” (the “ladder” configuration ultra high value-added strategy. A “value-added ladder” (the “ladder” configuration lifted with gratitude from Joe Pine and Jim Gilmore’s lifted with gratitude from Joe Pine and Jim Gilmore’s Experience EconomyExperience Economy) lays out a ) lays out a specific logic for necessarily leaving commodity-like goods and services in the dust. specific logic for necessarily leaving commodity-like goods and services in the dust. Part Part IVIV argues that in this age of “micro-marketing” there are two argues that in this age of “micro-marketing” there are two macromacro-markets of -markets of astounding size that are dramatically under-attended by all but a few; namely women astounding size that are dramatically under-attended by all but a few; namely women and boomers-geezers. and boomers-geezers. Part VPart V underpins the overall argument with the necessary underpins the overall argument with the necessary bedrock—Talent, with brief consideration of Education & Healthcare. bedrock—Talent, with brief consideration of Education & Healthcare. Part VIPart VI examines examines Leadership for turbulent times from several angles.Leadership for turbulent times from several angles.

Despite the “logical argument,” I think you’d be better off if you thought of “all this” as Despite the “logical argument,” I think you’d be better off if you thought of “all this” as I do—an I do—an ENCYCLOPEDIA OF IDEASENCYCLOPEDIA OF IDEAS. Various “riffs” are attached throughout which, though . Various “riffs” are attached throughout which, though not perfect fits, serve not perfect fits, serve mymy purpose as “meat” from which I cobble together a finance purpose as “meat” from which I cobble together a finance presentation in Bahrain … or a health-services lecture in Virginia. For example, the day I presentation in Bahrain … or a health-services lecture in Virginia. For example, the day I wrote this I spoke to an association made up of independent middle-size companies. I wrote this I spoke to an association made up of independent middle-size companies. I led off with a new section on the place for and power of middle-sized firms in general, led off with a new section on the place for and power of middle-sized firms in general, featuring the German Mittelstand—which is the basis for that country’s surprise ranking featuring the German Mittelstand—which is the basis for that country’s surprise ranking as the world’s #1 exporter. These agile players, residing in the ultimate high-wage as the world’s #1 exporter. These agile players, residing in the ultimate high-wage nation, tend to “own” a niche courtesy astoundingly high-value-added products. This nation, tend to “own” a niche courtesy astoundingly high-value-added products. This “Mittelstand opener” does not fit in the Master in a tidy fashion, but I want it to be “Mittelstand opener” does not fit in the Master in a tidy fashion, but I want it to be available for future use and it works pretty well in the overall innovation argument—available for future use and it works pretty well in the overall innovation argument—hence its landing in Part II. The placement is not bad, but the point is that this “idea” is hence its landing in Part II. The placement is not bad, but the point is that this “idea” is now available to me—now available to me—and youand you—in my “encyclopedia.”—in my “encyclopedia.”

And there you have it!And there you have it!

19 October 200719 October 2007



MasterMasterExcellence. Always.Excellence. Always.

part part oneone (of 7) (of 7)

“all you need to know”“all you need to know”(dwelling on the obvious)(dwelling on the obvious)

not your father’s worldnot your father’s world

introduction to excellence.introduction to excellence.



Master*Master*ExcellenceExcellence

part part twotwo (of 7) (of 7)innovate.innovate.

Or.Or.Die.Die.



Master/Master/Excellence. Always./Excellence. Always./

part part THREETHREE (of 7) (of 7)

upup,, up, up, up,up, upup … …the value added ladderthe value added ladder (solutions-experiences-dreams-lovemarks)(solutions-experiences-dreams-lovemarks)



Master/Master/Excellence. Always./Excellence. Always./

part part FOURFOUR (of 7) (of 7)

“new” Markets“new” Markets(Stupendous Opportunity)(Stupendous Opportunity)




part part FIVEFIVE (of 7) (of 7)

people!people!(Brand you. Talent. Health. (Brand you. Talent. Health.

Education.)Education.)




part part sixsix (of 7) (of 7)

leadership!leadership!

Tom Peters’ X25*Tom Peters’ X25*

EXCELLENCEXCELLENCE. ALWAYS.E. ALWAYS.

MASTER/Part SEVENMASTER/Part SEVEN

**In Search of ExcellenceIn Search of Excellence 1982-2007 1982-2007

NOTE:NOTE: The gray slides (like this one) The gray slides (like this one) throughout are explanatory notes notthroughout are explanatory notes not found in my regular presentations. found in my regular presentations.

part part sevenseven

Slides at …

tompeters.comtompeters.com

Welcome to Tom Peters “PowerPoint World”!Welcome to Tom Peters “PowerPoint World”! Beyond the set of slides Beyond the set of slides here, you will find at here, you will find at tompeters.comtompeters.com the last eight years of the last eight years of presentations, a basketful of “Special Presentations,” and, above all, presentations, a basketful of “Special Presentations,” and, above all, Tom’s Tom’s constantly updatedconstantly updated Master PresentationMaster Presentation—from which most of the —from which most of the slides in this presentation are drawn. There are about 3,500 slides in slides in this presentation are drawn. There are about 3,500 slides in the 7-part “Master Presentation.” The first five “chapters” constitute the 7-part “Master Presentation.” The first five “chapters” constitute the main argument: the main argument: Part IPart I is context. is context. Part IIPart II is devoted entirely to innovation—the sine qua is devoted entirely to innovation—the sine qua non, as perhaps never before, of survival. In earlier incarnations of the non, as perhaps never before, of survival. In earlier incarnations of the “master,” “innovation” “stuff” was scattered throughout the “master,” “innovation” “stuff” was scattered throughout the presentation—now it is front and center and a stand-alone. presentation—now it is front and center and a stand-alone. Part IIIPart III is a is a variation on the innovation theme—but it is organized to examine the variation on the innovation theme—but it is organized to examine the imperative (for most everyone in the developed-emerging world) of an imperative (for most everyone in the developed-emerging world) of an ultra high value-added strategy. A “value-added ladder” (the “ladder” ultra high value-added strategy. A “value-added ladder” (the “ladder” configuration lifted with gratitude from Joe Pine and Jim Gilmore’s configuration lifted with gratitude from Joe Pine and Jim Gilmore’s Experience EconomyExperience Economy) lays out a specific logic for necessarily leaving ) lays out a specific logic for necessarily leaving commodity-like goods and services in the dust. commodity-like goods and services in the dust. Part IVPart IV argues that in argues that in this age of “micro-marketing” there are two this age of “micro-marketing” there are two macromacro-markets of -markets of astounding size that are dramatically under-attended by all but a few; astounding size that are dramatically under-attended by all but a few; namely women and boomers-geezers. namely women and boomers-geezers. Part VPart V underpins the overall underpins the overall argument with the necessary bedrock—Talent, with brief consideration argument with the necessary bedrock—Talent, with brief consideration of Education & Healthcare. of Education & Healthcare. Part VI Part VI examines Leadership for turbulent examines Leadership for turbulent times from several angles.times from several angles. Part VII Part VII is a collection of a dozen Lists— is a collection of a dozen Lists—such as Tom’s “Irreducible 209,” 209 “things I’ve learned along the such as Tom’s “Irreducible 209,” 209 “things I’ve learned along the way.”way.”

Enjoy! Download! “Steal”—that’s the whole point!Enjoy! Download! “Steal”—that’s the whole point!

EXCELLENCE. EXCELLENCE. ALWAYS.ALWAYS.

Lists.Lists.Irreducible209+Irreducible209+

0513.20070513.2007

These These listslists are are summaries of this, that, summaries of this, that,

and the other, FYI and the other, FYI ……

TheThe Irreducible209+Irreducible209+Them-UsThem-Us

One Word+One Word+Top 41 QuotesTop 41 Quotes

The Cup ChallengeThe Cup ChallengeThink-DOThink-DO

The Sales122The Sales122New “C-levels”New “C-levels”

“Personal”“Personal” 60TIBs60TIBs

Tom-Tom-AA-to, Tom--to, Tom-ahah-to-to

TheThe Irreducible209Irreducible209

A frustrated participant at a seminar for investment bankers in Mauritius listened impatiently to my explanation of differences of

opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally,

he’d had enough. “What, if “What, if anything,” he anything,” he

asked, “do you asked, “do you believe ‘for sure’?”believe ‘for sure’?” I mumbled something, but his query started rumbling around in my

mind. Three days later, wandering on a Sunday in London, the idea of “the irreducibles” occurred to

me—and I started jotting down notes on stuff I do indeed believe “for sure.” Before I knew it, a few days later, the list had grown to

209209 items. Hence “The Irreducible209” that follows.

Tom Peters

1. 1. Hare 1, Tortoise 0.Hare 1, Tortoise 0. (Hare-y times.) (Hare-y times.)2. 2. Tempo.Tempo. (O.O.D.A.) (O.O.D.A.)3. 3. MBWA.MBWA.4. 4. Appreciation.Appreciation. (“Motivator” #1.) (“Motivator” #1.) (Can’t be faked. Good.)(Can’t be faked. Good.)5. 5. Decency.Decency.6. Hurry.6. Hurry.7. Time out.7. Time out.8. One matters. 8. One matters. 9. 9. Big change. Short time.Big change. Short time. (Alt not work.) (Alt not work.)10. Excellence. Always.10. Excellence. Always.11. 11. Passion. Energy. Hustle. Passion. Energy. Hustle. Enthusiasm.Enthusiasm. Exuberance.Exuberance. (Move mountains. No (Move mountains. No alt.)alt.)12. You must care.12. You must care.13. Emotion.13. Emotion.14. 14. Hard is soft.Hard is soft. (Soft is hard.) (Soft is hard.)

15. Men. Women. Different. Contend. Connect.15. Men. Women. Different. Contend. Connect.16. Women. Buy. All. (RU listening?)16. Women. Buy. All. (RU listening?)17. Quality. (“Mind-blowing.” Beyond 6-Sigma.)17. Quality. (“Mind-blowing.” Beyond 6-Sigma.)18. 18. Re-invent. Re-pot.Re-invent. Re-pot. (Required.) (Required.)19. Jaywalk.19. Jaywalk.20. Big change. Small # of people. (Always.)20. Big change. Small # of people. (Always.)21. 21. Experiment. Now.Experiment. Now.22. Failure. Normal. 22. Failure. Normal. 23. 23. Most failures, most success. Most failures, most success. (Fail. Forward. Fast.) (Fail. Forward. Fast.) 24. 24. “Reward excellent failures. Punish“Reward excellent failures. Punish mediocre successes.”mediocre successes.”25. Women leaders. (Altered times.) 25. Women leaders. (Altered times.) 26. Extremism. (Good business. Bad politics.)26. Extremism. (Good business. Bad politics.)27. Innovation source. Only. Extreme irritation.27. Innovation source. Only. Extreme irritation.28. Smile.28. Smile.

29. You must care.29. You must care.30. Mentor. (Highest ROI.)30. Mentor. (Highest ROI.)31. 31. Best “roster” wins.Best “roster” wins.32. 32. Wow.Wow. (Okay in biz.) (Okay in biz.)33. We all have customers. (Biz. Personal.)33. We all have customers. (Biz. Personal.)34. 34. All contacts = Experiences.All contacts = Experiences.35. Cirque du Soleil. (Peerless.)35. Cirque du Soleil. (Peerless.)36. 36. Leaders create space for growth.Leaders create space for growth.37. 37. Quests.Quests. (Only.) (Only.)38. High aspirations, “high” results. 38. High aspirations, “high” results. (Self-fulfilling prophecy.)(Self-fulfilling prophecy.)39. 39. Attitude 1, Skills 0.Attitude 1, Skills 0. (Mostly.) (Mostly.) (Attitude 1, Skill 0.3?)(Attitude 1, Skill 0.3?)40. Sometimes: Skill 1, Attitude 0.1.40. Sometimes: Skill 1, Attitude 0.1.41. Must “love,” not “like.”41. Must “love,” not “like.”42. Wegmans.” (No excuses. “Mere” groceries.)42. Wegmans.” (No excuses. “Mere” groceries.)43. Less than your best. Cheating.43. Less than your best. Cheating.

44. Brand You. (No alt.)44. Brand You. (No alt.)45. Self-sufficiency. (Biggest LT turn-on.)45. Self-sufficiency. (Biggest LT turn-on.)46. In the moment.46. In the moment.47. The moment wins.47. The moment wins.48. 48. Tomorrow = Never.Tomorrow = Never. 49. 49. Action 1, Plan 0.1.Action 1, Plan 0.1.50. “Execution” can be a “system.”50. “Execution” can be a “system.”51. 51. Realism.Realism.52. 52. Own up. Move on.Own up. Move on.53. 53. Accountability.Accountability.54. 54. Work hard > Work smart.Work hard > Work smart. (Mostly.) (Mostly.)55. Feedback. Necessary. Fast. (R.F.A. in55. Feedback. Necessary. Fast. (R.F.A. in “ “RFA times.”)RFA times.”)56. 56. Customers. Listen. Lead.Customers. Listen. Lead. (Paradox.) (Paradox.)57. “On stage.” Always. (GW, FDR, RG =57. “On stage.” Always. (GW, FDR, RG = Supreme actors.)Supreme actors.)

58. Master statistical analysis.58. Master statistical analysis.59. Excellence = Set the table.59. Excellence = Set the table.60. Legacy. (Will it have mattered?)60. Legacy. (Will it have mattered?)61. 61. “Great.”“Great.” (Why not?) (Why not?)62. Radicals rule. (Think … Olympics.)62. Radicals rule. (Think … Olympics.)63. !!! = Good.63. !!! = Good.64. Red 1, Brown 0. (Red times.)64. Red 1, Brown 0. (Red times.)65. Talk. Listen. (“Big 2.” Master.)65. Talk. Listen. (“Big 2.” Master.)66. Politics. (Normal-inevitable state66. Politics. (Normal-inevitable state of affairs. Master.)of affairs. Master.)67. 67. Student. Forever.Student. Forever.68. 68. “Why?”“Why?” (Question #1.) (Question #1.)69. Don’t belittle.69. Don’t belittle.70. 70. Respect.Respect.71. All we have: this moment.71. All we have: this moment. (“Moments matter most”?) (“Moments matter most”?) 72. Now. (Procrastination. Death.)72. Now. (Procrastination. Death.)

73. Exercise.73. Exercise.74. Paint. (Leader. Portraits of Excellence.)74. Paint. (Leader. Portraits of Excellence.)75. 75. Best story wins.Best story wins.76. 76. “You must be the change you wish“You must be the change you wish to see in the world.”to see in the world.”77. 77. Two “big ones.” Max.Two “big ones.” Max. (Priorities.)(Priorities.)78. No “I” in Team. (“I” in Win.)78. No “I” in Team. (“I” in Win.)79. “I” in Win. (No “I” in Team.)79. “I” in Win. (No “I” in Team.)80. 80. Different 1, Better 0.Different 1, Better 0. (Better = 0.1) (Better = 0.1)81. Imitation = Mistake. (Learn, from who?)81. Imitation = Mistake. (Learn, from who?)82. Choose/battle the “right” competitor.82. Choose/battle the “right” competitor.83. Schools. Creativity. Entrepreneurship.83. Schools. Creativity. Entrepreneurship. (Not.)(Not.)84. MBAs. Creativity. Entrepreneurship. 84. MBAs. Creativity. Entrepreneurship. Leadership. (Not.)Leadership. (Not.)85. 85. Design. Under-rated. Wildly.Design. Under-rated. Wildly. (Still.) (Everything.)(Still.) (Everything.)

86. 86. You = Calendar.You = Calendar. (Calendar. Never. Lies.) (Calendar. Never. Lies.)87. 87. Laugh.Laugh.88. Handshake. (Quantity. Quality.)88. Handshake. (Quantity. Quality.)89. Don’t fold your hands in front of your89. Don’t fold your hands in front of your

chest. Ever. (Never.) chest. Ever. (Never.)90. 90. Grace.Grace. (“Works” in biz.) (“Works” in biz.)91. 91. Weird. Wins.Weird. Wins. (Weird times.) (Weird times.)92. Crazy times. Crazy orgs.92. Crazy times. Crazy orgs.93. Internet. All.93. Internet. All.94. Women. Boomers-Geezers. Market. All.94. Women. Boomers-Geezers. Market. All.95. Passion. (Repeat. So what?)95. Passion. (Repeat. So what?)96. Energy. (Repeat. So what?)96. Energy. (Repeat. So what?)97. Hustle. (Repeat. So what?)97. Hustle. (Repeat. So what?)98. Enthusiasm. (Repeat. So what?)98. Enthusiasm. (Repeat. So what?)99. Exuberance. (Repeat. So what?)99. Exuberance. (Repeat. So what?)100. Smile. (Repeat. So what?)100. Smile. (Repeat. So what?)101. Care. (Repeat. So what?)101. Care. (Repeat. So what?)

102. 102. Simplicity. Redundancy. Resilience. Bloody-Simplicity. Redundancy. Resilience. Bloody- mindedness. Visible optimism.mindedness. Visible optimism. (Success.)(Success.) 103. Act. (Repeat. So what?) 103. Act. (Repeat. So what?) 104. Appreciate. (Repeat. So what?)104. Appreciate. (Repeat. So what?)105. 105. Fun.Fun. (Biz. Why not?) (Biz. Why not?)106. Joy. (Biz. Why not?)106. Joy. (Biz. Why not?)107. 107. Sales = Life.Sales = Life.108. Marketing = Life.108. Marketing = Life.109. 109. Long-term. “Top line.” c.r.o.Long-term. “Top line.” c.r.o.110. 110. Great company = Creates the mostGreat company = Creates the most individual success stories.individual success stories. (RE/MAX) (RE/MAX)111. Talent first, performance byproduct.111. Talent first, performance byproduct.112. Sustained Wow* 1, “Shareholder112. Sustained Wow* 1, “Shareholder value,” 0.2 (*Product, People.)value,” 0.2 (*Product, People.)113. 113. Commitment. by invitation only.Commitment. by invitation only.114. 114. Creativity. by invitation only. Creativity. by invitation only. 115. 115. HR = #1.HR = #1. (Ought to.) (Ought to.)

116. 116. Face-to-face.Face-to-face. (5K miles, 5 minutes.) (5K miles, 5 minutes.) 117. Negotiation. Make all winners.117. Negotiation. Make all winners. (Save face.)(Save face.)118. Grace makes enemies friends.118. Grace makes enemies friends.119. Network.119. Network.120. 120. Invest in relationships. (Think Invest in relationships. (Think ROIRROIR.. Return On Investment inReturn On Investment in Relationships.)Relationships.)118. Relationship investment. Forethought.118. Relationship investment. Forethought. Calendar item. Intensity.Calendar item. Intensity.119. Innovation. Easy. (Hang out119. Innovation. Easy. (Hang out with weird.)with weird.)120. Weird = Win. (Weird times.)120. Weird = Win. (Weird times.)121. “The bottleneck is at the top121. “The bottleneck is at the top of the bottle.”of the bottle.”122. Good Board = Weird Board. 122. Good Board = Weird Board. (At least, surprising.)(At least, surprising.)123. 123. No contention, no progress.No contention, no progress.

R.O.I.R.R.O.I.R.*

*Return On Investment In Relationships

124. “Crucial conversations.” “Crucial124. “Crucial conversations.” “Crucial confrontations.” (Study. Learn. Do.)confrontations.” (Study. Learn. Do.)125. Honest feedback.125. Honest feedback.126. Gaspworthy. Yes. 126. Gaspworthy. Yes. 127. 127. “Insanely great.”“Insanely great.”128. “Astonish me.”128. “Astonish me.”129. “Make it immortal.”129. “Make it immortal.”130. “Will you remember it in 20 years?”130. “Will you remember it in 20 years?”131. No small opportunities. (Reframe.)131. No small opportunities. (Reframe.)132. One playmate, one playpen = Enough.132. One playmate, one playpen = Enough.133. End run. Sensible.133. End run. Sensible.134. Allies are there for the finding.134. Allies are there for the finding.135. Find successes. Build on successes.135. Find successes. Build on successes. (Pos > Neg. Encourage > Fix.)(Pos > Neg. Encourage > Fix.)136. Somebody’s doing it today. Find ’em.136. Somebody’s doing it today. Find ’em.137. 137. Someone is living 2016 in 2006.Someone is living 2016 in 2006. (Find ’em. Study ’em.)(Find ’em. Study ’em.)

138. 138. Don’t “benchmark.” “futuremark.” Don’t “benchmark.” “futuremark.” 139. “PMA.” It works. (Positive. Mental.139. “PMA.” It works. (Positive. Mental. Attitude.)Attitude.)140. There are no experts. (You are the expert.)140. There are no experts. (You are the expert.)141. Life is short. 141. Life is short. 142. “Sustained success.” Fat chance.142. “Sustained success.” Fat chance. Make today matter. (“Sustained.” Ha.)Make today matter. (“Sustained.” Ha.)143. Collaborate. (Networked world.)143. Collaborate. (Networked world.)144. Go solo. (Individual. Unit of 144. Go solo. (Individual. Unit of Intellectual Capital.)Intellectual Capital.)145. 145. There are no “perfect” plans.There are no “perfect” plans. (Do. Wins.) (Do. Wins.)146. Plans motivate. (Right or wrong. 146. Plans motivate. (Right or wrong. Sense of purpose.)Sense of purpose.)147. Never rest.147. Never rest.148. Get some sleep.148. Get some sleep.149. Winning = Embracing paradox.149. Winning = Embracing paradox.150. 150. Ambiguity = Opportunity.Ambiguity = Opportunity.

151. Resilience.151. Resilience.152. 152. Relentless-ness.Relentless-ness.153. 153. None. Above. Comeuppance. None. Above. Comeuppance. No. “ultimate.” “business model.”No. “ultimate.” “business model.” (GM. Sears. U.S. Steel. DEC.)(GM. Sears. U.S. Steel. DEC.)154. Be yourself. Period.154. Be yourself. Period.155. Never work with jerks. Including155. Never work with jerks. Including customers. (Life. Too short.)customers. (Life. Too short.)156. 156. Under-promise, over-deliver.Under-promise, over-deliver.157. Talent. (Powerful word.)157. Talent. (Powerful word.)158. “Customer = Anyone whose actions158. “Customer = Anyone whose actions affect your results.”affect your results.”159. Competition stinks. (Seek the soft159. Competition stinks. (Seek the soft spots where you can dominate.)spots where you can dominate.)160. 160. K.I.S.S./Keep It Simple, Stupid.K.I.S.S./Keep It Simple, Stupid.161. 161. BeautyBeauty. (Good biz word.). (Good biz word.)162. “See the beauty in a hamburger bun.”162. “See the beauty in a hamburger bun.” (Go. Ray.)(Go. Ray.)

163. Own up. Quick. ( Denial. Cancer.)163. Own up. Quick. ( Denial. Cancer.)164. 164. Celebrate. Often.Celebrate. Often.165. 165. 78 people = 78 approaches.78 people = 78 approaches. (Each. Unique.) (Each. Unique.)166. 166. Weed. Ceaselessly.Weed. Ceaselessly. (Prune. Stupid. (Prune. Stupid. Rules. Non-stop.) Rules. Non-stop.)167. 167. Get out of the way.Get out of the way. (You = The problem.) (You = The problem.)168. Smile. Sunny. Optimism. (If it kills you.)168. Smile. Sunny. Optimism. (If it kills you.)169. Flowers. (Cheery workplace.)169. Flowers. (Cheery workplace.)170. Enjoy. (Or get the hell.)170. Enjoy. (Or get the hell.)171. 171. Be intolerant of “sour.”Be intolerant of “sour.” (1 = Major pollution) (1 = Major pollution)172. No “quick trigger” on promotion.172. No “quick trigger” on promotion. (Too important.) (Too important.)173. Evaluation = Lots of study-time.173. Evaluation = Lots of study-time.174. Evaluation = “Life or death” to evaluee.174. Evaluation = “Life or death” to evaluee.175. “360” evaluation. No fad.175. “360” evaluation. No fad.176. 176. Exit when you’re done.Exit when you’re done. (Done. (Done. Sooner than you think.) Sooner than you think.)

177. Today. Now. My Project. Am. Is. I. Period.177. Today. Now. My Project. Am. Is. I. Period.178. “Beautiful” systems. (Good biz phrase.178. “Beautiful” systems. (Good biz phrase. Not oxymoron.)Not oxymoron.)179. 179. Build on strengths > Fix weaknesses.Build on strengths > Fix weaknesses.180. 180. “To don’t” = “To do.”“To don’t” = “To do.” (“To don’t” > (“To don’t” > “ “To do” ?)To do” ?)181. 181. Leaders “Do” People.Leaders “Do” People. (Period.) (Period.)182. 182. Leaders enjoy leading.Leaders enjoy leading.183. 183. Serious leadership training = Serious.Serious leadership training = Serious.184. Priorities. Obvious. (Or else.)184. Priorities. Obvious. (Or else.)185. 5 “Priorities” = 0 Priorities. 185. 5 “Priorities” = 0 Priorities. (3 “Priorities” = 0 Priorities?)(3 “Priorities” = 0 Priorities?)186. People. First. Last. Always.186. People. First. Last. Always.187. It. Is. Always. The. People.187. It. Is. Always. The. People.

188. 188. Handshake.Handshake. (Quantity. Quality.)(Quantity. Quality.)189. Don’t fold your hands in front of189. Don’t fold your hands in front of your chest. Ever. (Never.) your chest. Ever. (Never.)190. 190. Simplicity. Redundancy. Resilience.Simplicity. Redundancy. Resilience. Bloody-mindedness. Visible Bloody-mindedness. Visible optimism. optimism. (Success.) (Repeat.) (Success.) (Repeat.)191. 191. Employee Entrance = Guest Employee Entrance = Guest Entrance. Entrance.192. 192. Put the customer … Put the customer … SECONDSECOND.. (Thanks, Hal.) (Thanks, Hal.)193. Flowers. (Or did I say that before?193. Flowers. (Or did I say that before? No matter if I did.) No matter if I did.)194. Big Mergers don’t work. Small194. Big Mergers don’t work. Small acquisitions can/do work—if you acquisitions can/do work—if you don’t screw with their energy. don’t screw with their energy.

195. 195. Instinctively “head for the frontInstinctively “head for the front line.” line.” (In all contexts.) (In all contexts.)196. 196. Success = DDMMPR/"D-squared, Success = DDMMPR/"D-squared, M-squared, PR” = M-squared, PR” = DDramramDDiff + iff + MMoney-Financial Acumen + Goodoney-Financial Acumen + Good “ “MMarketing” Instincts + Stellar arketing” Instincts + Stellar PPeopleeople + + RResilienceesilience (The “fab five”: What. (The “fab five”: What. Every. Small. Biz. Needs.) (Big too.)Every. Small. Biz. Needs.) (Big too.)197. Core Mechanism (“Game-changing197. Core Mechanism (“Game-changing Solutions”): PSF (Professional ServiceSolutions”): PSF (Professional Service Firm “model”) + Wow! ProjectsFirm “model”) + Wow! Projects (“Different” vs “Better”) + Brand You (“Different” vs “Better”) + Brand You (“Distinct” or “Extinct”) (“Distinct” or “Extinct”)198. 2011/2016 has already happened.198. 2011/2016 has already happened. Find it.Find it.

199. 199. Kids “know” kids. Oldies “know” oldies.Kids “know” kids. Oldies “know” oldies. Women “know” women. Women “know” women. (Staff (Staff accordingly.)accordingly.)200. 200. Everybody is my customer.Everybody is my customer.201. 201. Cosset “vendors.”Cosset “vendors.”202. I want to run a Housekeeping department.202. I want to run a Housekeeping department. (And you?) (And you?)203. The military doesn’t follow the “military203. The military doesn’t follow the “military model.” (Initiative = Excellence.) model.” (Initiative = Excellence.)204. 204. No such thing as “going to absurd lengths”No such thing as “going to absurd lengths” to serve the Customer. to serve the Customer. (HSM & (HSM & Lefties.)Lefties.)205. Forget the “customer.” All = “Clients.”205. Forget the “customer.” All = “Clients.”206. It takes decades to get over “sleights.” 206. It takes decades to get over “sleights.” (So don’t sleight.) (So don’t sleight.)207. Don’t “dumb down.” Ever.207. Don’t “dumb down.” Ever.

208.208. NO LESS THANNO LESS THAN EXCELLENCE.EXCELLENCE. EVER. EVER.209.209. EXCELLENCE.EXCELLENCE. ALWAYS. ALWAYS.

Work In Progress

XXX. One size fits. One. Only. (Evaluations. Period.)XXX. One size fits. One. Only. (Evaluations. Period.)XXX. Teaching. Individualized. Only. (6 billion people =XXX. Teaching. Individualized. Only. (6 billion people = 6 billion learning trajectories.) (Montessori.) 6 billion learning trajectories.) (Montessori.)XXX. First impression. Matters. Shapes all that comes.XXX. First impression. Matters. Shapes all that comes. Hard to overcome. (Understatement.) Hard to overcome. (Understatement.)XXX. Jerks. Don’t work with. (Life = Too short.)XXX. Jerks. Don’t work with. (Life = Too short.)XXX. Manage [the hell out of] first impressions.XXX. Manage [the hell out of] first impressions.XXX. Last impression. Matters. Dominates memory.XXX. Last impression. Matters. Dominates memory. Hard to overcome. (Understatement.) Hard to overcome. (Understatement.)XXX. Manage [the hell out of] last impressions.XXX. Manage [the hell out of] last impressions.XXX. Plain English.XXX. Plain English.XXX. K.I.S.S. (450/8.)XXX. K.I.S.S. (450/8.)XXX. $798. $55,000,000,000. 3,000,000,000. XXX. $798. $55,000,000,000. 3,000,000,000. 7AM-7PM. 6:15AM. 7AM-7PM. 6:15AM.XXX. Donnelly Weatherstrip rules.XXX. Donnelly Weatherstrip rules.XXX. Managers do things right. Leaders do theXXX. Managers do things right. Leaders do the right thing. NOT. right thing. NOT.

EXEXCELLE CELLE ALWALWAYSAYS..

Them-UsThem-Us

“Them” “Us”

Strategy EXECUTIONEXECUTIONPlanning ActionActionMarketing Selling/SalesSelling/SalesMarkets CustomersCustomersCustomers ClientsClientsMicro-segmentation Big Stuff (Women, Boomers)Big Stuff (Women, Boomers)Cost minimization Revenue maximizationRevenue maximizationSynergy/“Efficiencies” DecentralizationDecentralization“Strategic” supplier Pioneering supplierPioneering supplierProcess ProjectProjectEffectiveness ExcellenceExcellenceMen WomenWomenLeadership Management + LeadershipManagement + LeadershipStandardization Exceptionalism (53 = 53)Exceptionalism (53 = 53)Big clients COOL clientsCOOL clientsPrestigious Board INTERESTING BoardINTERESTING Board

“Them” “Us”Big Mid-sizeMid-sizeGrowth by merger Organic growthOrganic growthBuy market share Create NEW marketsCreate NEW marketsEfficient, streamlined Value-creating “PSF”Value-creating “PSF” “department” Certainty-predictability Ambiguity-opportunityAmbiguity-opportunityFearful of losing Aggressive pursuitAggressive pursuit of winning of winningPlan PrototypePrototypeCareful evaluation Another prototypeAnother prototypeRevised plan Another prototypeAnother prototypePeople/Employees TalentTalentEffective HR department Rockin’ Talent Rockin’ Talent Development CenterDevelopment Center of Excellence of ExcellenceBenchmark against the Benchmark against theBenchmark against the “best”-“industry leader” “coolest”“coolest”

“Them” “Us”

Benchmark “Future”mark“Future”markOrderly career progression “Up or Out” (PDQ)“Up or Out” (PDQ)Head HeartHeartIQ EQEQ“Professional” PassionatePassionateStoic, humble leaders Noisy, emotionalNoisy, emotional “characters” in charge “characters” in chargeHire for Resume Hire for intangiblesHire for intangiblesMeasured-thoughtful Relentless, pig-headedRelentless, pig-headed approach determinationdeterminationTeamwork comes first Teamwork and disruptiveTeamwork and disruptive individuals equal individuals equal billingbillingListen to customers Lead customersLead customersCustomer “involvement” Intimate-SeamlessIntimate-Seamless customer inter-twining customer inter-twining

“Them” “Us”MBM (Management MBWAMBWA by memo)MBA MFAMFAShareholder Value Great people-product ruleGreat people-product rule comes first Work smart Work hardWork hardBuilt to last Built to Rock the WorldBuilt to Rock the WorldReward successes Reward (EXCELLENT)Reward (EXCELLENT) failures failuresQuality first! Design 1TDesign 1TQuality first! Innovation 1TInnovation 1THigh-quality Jaw-dropping ExperienceJaw-dropping Experience transactionCVs demo consistent CVs feature Magic CVs feature Magic MomentsMoments performanceGood grades Cool stuffCool stuff Operational excellence World-rocking World-rocking INNOVATIONINNOVATION

“Them” “Us”Brand LovemarkLovemarkBest analysis wins Best STORY winsBest STORY wins“Beyond politics” Politics-is-life, thePolitics-is-life, the rest is details rest is detailsOutsource BestsourceBestsource“Motivate” Send on QUESTSSend on QUESTS“Motivate” InviteInviteMeasured language HOT languageHOT languageProduct-Service Gamechanging SOLUTION,Gamechanging SOLUTION, Thrilling EXPERIENCE, Thrilling EXPERIENCE, DREAM come true, DREAM come true, LOVEMARK LOVEMARKPastel Technicolor Technicolor Better DifferentDifferent“Mission success” “Mission EXCELLENCE”“Mission EXCELLENCE”Very good EXCELLENCE. ALWAYS.EXCELLENCE. ALWAYS.

““Excellence can be obtained if you:Excellence can be obtained if you: ... care more than others think is wise; ... care more than others think is wise; ... risk more than others think is safe; ... risk more than others think is safe; ... dream more than others think ... dream more than others think is practical;is practical; ... expect more than others think ... expect more than others think is possible.”is possible.”

Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)

EXEXCELLE CELLE ALWALWAYSAYS..THE.THE.END.END.

ONE WORD+ONE WORD+

ONE WORD+

Drill more wellsDrill more wellsR.F.A.R.F.A.

AccountabilityAccountabilityRealismRealism

DecentralizationDecentralizationExecutionExecution

Action biasAction biasMost mistakes winsMost mistakes wins

6:15am6:15amEnergyEnergy

EnthusiasmEnthusiasmDo>PlanDo>Plan

Act>ThinkAct>ThinkBehavior>AttitudeBehavior>Attitude

PassionPassion

ONE WORD+

5 min/5,000 miles5 min/5,000 milesWomenWomenDecencyDecency

GraceGraceInnovate or DieInnovate or Die

Re-imagineRe-imagineFight irrelevanceFight irrelevance

Just Do ItJust Do ItCare (You Must)Care (You Must)

Flowers (Say It With)Flowers (Say It With)I’m sorryI’m sorry

Thank YouThank YouInsanely GreatInsanely Great

SilenceSilence2-cent candy2-cent candy

ONE WORD+

EmotionEmotionIntuitionIntuition

SellSellO.O.D.A.O.O.D.A.IntegrityIntegrity

WeirdWeirdAppreciateAppreciateCelebrateCelebrateRespectRespectListenListen

WanderWanderCalendar rulesCalendar rules

Calendar doesn’t lieCalendar doesn’t lie““To don’tTo don’t

Max priorities = 3Max priorities = 3

ONE WORD+

Gasp-worthyGasp-worthyInsanely greatInsanely great

Different>betterDifferent>betterImpact>longevityImpact>longevity

Dramatic DifferenceDramatic DifferenceOnly ones do what we doOnly ones do what we do

SmileSmile$798$7987-7-77-7-7

Design rulesDesign rulesBeautiful SystemsBeautiful Systems

450/8450/8VP S.O.U.B.VP S.O.U.B.

Women buy allWomen buy allWomen lead betterWomen lead better

ONE WORD+

MBWAMBWAWhy?Why?PSFPSF

Wow!Wow!! (red)! (red)

Buy a MirrorBuy a MirrorKnow thyselfKnow thyself

InviteInviteQuestQuest

AdventureAdventureTalentTalent

Brand YouBrand YouLovemarkLovemark

ExperienceExperienceDreamketingDreamketing

ONE WORD+

Boomers-geezers own allBoomers-geezers own all2.6/212.6/21

25252525

3,000,000,0003,000,000,000(900,000,000)(900,000,000)

26 minutes26 minutes43 hours43 hours

Perception Is All There IsPerception Is All There IsEnthusiasm: The Ultimate VirusEnthusiasm: The Ultimate Virus

Tom’sTom’s

Top41 Top41 QuotesQuotes

Tom Peters/01.24.06Tom Peters/01.24.06

““Do one thing every day that scares you.”Do one thing every day that scares you.” —Eleanor Roosevelt —Eleanor Roosevelt

““Life is either a daring adventure, or nothing.”—Helen KellerLife is either a daring adventure, or nothing.”—Helen Keller

““Tell me, what is it you plan to do with your Tell me, what is it you plan to do with your one wild and precious life?”one wild and precious life?” —Mary Oliver —Mary Oliver

““Dream as if you’ll live forever. Live as if you’ll die today.”—James Dream as if you’ll live forever. Live as if you’ll die today.”—James DeanDean

““The two most powerful things in existence: a kind word andThe two most powerful things in existence: a kind word and a thoughtful gesture.”—Ken Langone, founder, Home Depota thoughtful gesture.”—Ken Langone, founder, Home Depot

““The deepest human need is the need to be appreciated.”—William The deepest human need is the need to be appreciated.”—William JamesJames

““Don’t belittle!” —OD Consultant, on the essence of a Don’t belittle!” —OD Consultant, on the essence of a well-functioning human communitywell-functioning human community

““If you don’t listen, you don’t sell anything.”If you don’t listen, you don’t sell anything.”——Carolyn Marland/MD/Guardian GroupCarolyn Marland/MD/Guardian Group

““It was much later that I realized Dad’s secret. He gained respect It was much later that I realized Dad’s secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously listened to a bishop or a college president. He was seriously interested in who you were and what you had to say.” —Sara interested in who you were and what you had to say.” —Sara

Lawrence-Lightfoot, Lawrence-Lightfoot, RespectRespect

““What creates trust, in the end, is the leader’s manifest respect What creates trust, in the end, is the leader’s manifest respect for the for the

followers.” — Jim O’Toole, followers.” — Jim O’Toole, Leading ChangeLeading Change

““If you can’t state your position in eight words or less,If you can’t state your position in eight words or less, you don’t have a position.” you don’t have a position.” —Seth Godin—Seth Godin

““Never doubt that a small group of committed people can change Never doubt that a small group of committed people can change the world. Indeed it is the only thing that ever has.”the world. Indeed it is the only thing that ever has.” —Margaret —Margaret

MeadMead

“ “Make your life itself a creative work of art.” Make your life itself a creative work of art.” ——Mike Ray, Mike Ray, The Highest GoalThe Highest Goal

““Have you invested as much this year in your career as in your Have you invested as much this year in your career as in your car?”car?”

——Molly Sargent, OD consultant and trainerMolly Sargent, OD consultant and trainer

A man approached JP Morgan, held up an envelope, and said, “Sir, A man approached JP Morgan, held up an envelope, and said, “Sir, in my hand I hold a guaranteed formula for success, which I will in my hand I hold a guaranteed formula for success, which I will

gladly sell you for $25,000.”gladly sell you for $25,000.”

“Sir,” JP Morgan replied, “I do not know what is in the envelope, “Sir,” JP Morgan replied, “I do not know what is in the envelope, however if you show me, and I like it, Ihowever if you show me, and I like it, I

give you my word as a gentleman that I will pay you what you ask.” give you my word as a gentleman that I will pay you what you ask.”

The man agreed to the terms, and handed over the envelope. JP The man agreed to the terms, and handed over the envelope. JP Morgan opened it, and extracted a single sheet of paper. He gave it Morgan opened it, and extracted a single sheet of paper. He gave it one look, a mere glance, then handed the piece of paper back to the one look, a mere glance, then handed the piece of paper back to the

gent.gent.

And paid him the And paid him the agreed-upon $25,000.agreed-upon $25,000.

1. 1. Every morning, write Every morning, write a list of the things a list of the things that need to be done that need to be done that day. that day.

2.2. Do them.Do them. Source: Hugh MacLeod/tompeters.com/NPRSource: Hugh MacLeod/tompeters.com/NPR

““The most successful people are those who are good at plan B.”The most successful people are those who are good at plan B.” —James Yorke, mathematician, on chaos theory in —James Yorke, mathematician, on chaos theory in The New The New

ScientistScientist

““Tom, what have you done this year?”—Jessica Sutherland, Tom, what have you done this year?”—Jessica Sutherland, Director, Institute for International Research/Middle East (TP: Director, Institute for International Research/Middle East (TP:

“Yikes!”)“Yikes!”)

““To To livelive is the rarest thing in the world. Most people is the rarest thing in the world. Most people existexist, that , that is all.”is all.”

——Oscar WildeOscar Wilde

““People want to be part of something larger than themselves. People want to be part of something larger than themselves. They want to be part of something they’re really proud of, that They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.”—Howard Schultz, they’ll fight for, sacrifice for, that they trust.”—Howard Schultz,

StarbucksStarbucks

““It is not the strongest of the species that survives, nor the most It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” intelligent, but the one most responsive to change.” —Charles —Charles

DarwinDarwin

““We may not be interested in chaos but chaos is interested in us.” We may not be interested in chaos but chaos is interested in us.” ——Robert Cooper, Robert Cooper, The Breaking of Nations: The Breaking of Nations: Order and Chaos in the Twenty-first CenturyOrder and Chaos in the Twenty-first Century

““If you don’t like change, you’re going to like irrelevance even If you don’t like change, you’re going to like irrelevance even less.”—General Eric Shinseki, retired Chief of Staff, U. S. Armyless.”—General Eric Shinseki, retired Chief of Staff, U. S. Army

““You must be the change you wish to see in the world.”—GandhiYou must be the change you wish to see in the world.”—Gandhi

““We eat change for breakfast!”We eat change for breakfast!”——Harry Quadracci, founder, QuadGraphicsHarry Quadracci, founder, QuadGraphics

““If things seem under control, you’re just not going fast enough.”If things seem under control, you’re just not going fast enough.”——Mario AndrettiMario Andretti

““You can’t behave in a calm, rational manner. You’ve got to be out You can’t behave in a calm, rational manner. You’ve got to be out there on the lunatic fringe.” —Jack Welch, retired CEO, GEthere on the lunatic fringe.” —Jack Welch, retired CEO, GE

““We have a ‘strategic’ plan. It’s called doing things.”—Herb We have a ‘strategic’ plan. It’s called doing things.”—Herb

Kelleher, founder, Southwest AirlinesKelleher, founder, Southwest Airlines

““I guess it comes down to a simple choice, really. Get busy I guess it comes down to a simple choice, really. Get busy living, or get busy dying.”living, or get busy dying.” — —The Shawshank RedemptionThe Shawshank Redemption (Tim (Tim

Robbins)Robbins)

“A man without a

smiling face must not open a shop.”

—Chinese Proverb

““There are people who There are people who prefer to say ‘Yes,’ and prefer to say ‘Yes,’ and there are people who there are people who

prefer to say ‘No.’ Those prefer to say ‘No.’ Those who say ‘Yes’ are rewarded who say ‘Yes’ are rewarded

by the adventures they by the adventures they have,have,

and those who say ‘No’ and those who say ‘No’ are rewarded by the safety are rewarded by the safety they attainthey attain.”.” — —Improv Wisdom: Don’t Improv Wisdom: Don’t

Prepare, Just Show UpPrepare, Just Show Up, Patricia Ryan Madson ( , Patricia Ryan Madson ( “ … “ … yes I said yes I will Yes.”yes I said yes I will Yes.” —James Joyce, —James Joyce,

UlyssesUlysses))

““Stay Hungry. Stay Foolish.”—Steve Jobs, AppleStay Hungry. Stay Foolish.”—Steve Jobs, Apple

““Groups become great only when everyone in them, leaders and Groups become great only when everyone in them, leaders and members alike, is free to do his or her absolute best.”—Warren members alike, is free to do his or her absolute best.”—Warren

Bennis and Patricia Ward Biederman, Bennis and Patricia Ward Biederman, Organizing Genius Organizing Genius

““The best thing a leader can do for a Great Group is to allow its The best thing a leader can do for a Great Group is to allow its members to discover their greatness.”—Warren Bennis and Patricia members to discover their greatness.”—Warren Bennis and Patricia

Ward Biederman, Ward Biederman, Organizing GeniusOrganizing Genius

““You are the storyteller of your own life, and you can create your You are the storyteller of your own life, and you can create your own legend or not.”—Isabel Allendeown legend or not.”—Isabel Allende

““Nobody can prevent you from choosing to be exceptional.”Nobody can prevent you from choosing to be exceptional.” ——Mark Sanborn, Mark Sanborn, The Fred FactorThe Fred Factor

““A leader is a dealer in hope.”—NapoleonA leader is a dealer in hope.”—Napoleon

“ “Nothing is so contagious as enthusiasm.”Nothing is so contagious as enthusiasm.” —Samuel Taylor —Samuel Taylor ColeridgeColeridge

The greatest dangerThe greatest dangerfor most of usfor most of us

is not that our aim isis not that our aim istoo hightoo high

and we miss it,and we miss it,but that it isbut that it is

too lowtoo lowand we reach it.and we reach it.

MichelangeloMichelangelo

““If you’re enthusiastic about the things you’re working on,If you’re enthusiastic about the things you’re working on, people will come ask you to do interesting things.”people will come ask you to do interesting things.”

——James Woolsey, former CIA directorJames Woolsey, former CIA director

““Before you can inspire with emotion, you must be swamped Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself believe.”flow. To convince them, you must yourself believe.” —Winston —Winston

ChurchillChurchill

“ “If your actions inspire others to dream more, learn more, do If your actions inspire others to dream more, learn more, do more and become more, you are a leader."—John Quincy Adamsmore and become more, you are a leader."—John Quincy Adams

““A year from nowA year from now you may wish you may wish You had started You had started

today.” today.” —Karen Lamb—Karen Lamb

For Starbucks …For Starbucks …

The Cup The Cup Challenge*Challenge*

Tom Peters/1107.2006

*Potential Quotes for Cups

Enthusiasm!Enthusiasm! The Ultimate The Ultimate

Virus!Virus!

Re-imagine! Re-imagine! Re-do! Re-do! Re-vise!Re-vise!

Re-vo-lu-tion!Re-vo-lu-tion!

““Passion!”Passion!”““Energy!”Energy!”

““Enthusiasm!”Enthusiasm!”

““Passion! Energy! Enthusiasm!”Passion! Energy! Enthusiasm!”"Enthusiasm! Enthusiasm! Enthusiasm!""Enthusiasm! Enthusiasm! Enthusiasm!"

"Enthusiasm Moves Mountains!""Enthusiasm Moves Mountains!" "Nothing Matches Enthusiasm as a 'Motivator'!""Nothing Matches Enthusiasm as a 'Motivator'!"

““Technicolor Times Demand Technicolor Technicolor Times Demand Technicolor Actions”Actions”

““Technicolor Times Demand Technicolor People”Technicolor Times Demand Technicolor People”““Wow. Now.”Wow. Now.”

““Re-imagine!”Re-imagine!”““Re-imagine! Re-do! Re-vise! Re-vo-lu-tion!”Re-imagine! Re-do! Re-vise! Re-vo-lu-tion!”

Excellence.Excellence.Always.Always.

““No Less No Less ThanThan

Excellence.Excellence. Ever.”Ever.”

No No Excellence.Excellence. no excuse.no excuse.

"Respect!""Respect!"““Leaders ‘Do’ People. Period.”Leaders ‘Do’ People. Period.”

““Credibility. Asset No. 1.”Credibility. Asset No. 1.”““Tell the Truth.”Tell the Truth.”

““Truth Wins.”Truth Wins.”““Challenge. Challenge. Challenge.”Challenge. Challenge. Challenge.”

““Two Big Goals. Tops.”Two Big Goals. Tops.”““Focus. Your Calendar Never Lies”Focus. Your Calendar Never Lies”

““Good Story. Good Leader.”Good Story. Good Leader.”““Best Story Wins.”Best Story Wins.”““Live the Story.”Live the Story.”

““Change the World. Accept Nothing Less.”Change the World. Accept Nothing Less.” "Dream!""Dream!"

““Dream. The Only Worthwhile Reality.”Dream. The Only Worthwhile Reality.”““Beware Those Who Agree With You”Beware Those Who Agree With You”

““Seek Dissidents. Nurture Dissidents. Cherish Dissidents”Seek Dissidents. Nurture Dissidents. Cherish Dissidents”

Do.Do.

Do. Do. Do. Do.

Do. Do. Do. Do. Do.Do.

Do. Do.

Do. Do.

Do.Do.

DoDo..

try it. Try it. Try it. try it. Try it. Try it. Try Try it. it. Try it.Try it. Try it. Try it. Try it. Try it. Try it. Try it. TryTry itit.. Try it. Try Try it. Try it. Try it. Try it. Try it. it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. trytry itit.. Try Try it. Try it. try it. it. Try it. try it. Try it.Try it. TryTry itit.. Try it. Try it. Try Try it. Try it. Try

it.it.

iMplementationiMplementation … … The “last The “last

98%”98%”

Do it.Do it.Now.Now.

start.start.Now.Now.

Most. Most. Relentless. Relentless.

wins.wins.

““Excellence!”Excellence!”““Demand Excellence!”Demand Excellence!”

““Demand Excellence. The Greatest Demand Excellence. The Greatest Gift.”Gift.”

““Excellence, Life’s Gold Standard” Excellence, Life’s Gold Standard” ““Stop Talking! Start Doing!”Stop Talking! Start Doing!”““Execute. Execute. Execute.”Execute. Execute. Execute.”

“‘“‘Good Execution’ Beats ‘Good Good Execution’ Beats ‘Good Strategy’”Strategy’”

““Agility Trumps Size”Agility Trumps Size” "Women make the best bosses!""Women make the best bosses!"

““Women Rule. Believe It.”Women Rule. Believe It.” "You must care!""You must care!"

““Listen.”Listen.”““Ask. ‘Why?’”Ask. ‘Why?’”

distinct.distinct.Or …Or …

Extinct.Extinct.

2007.2007.Self-reliance.Self-reliance.

No option.No option.

2007.2007.Excellence.Excellence.No option.No option.

Excellence.Excellence.Not optional.Not optional.

it’s a …it’s a … “ “brand brand

you” world.you” world.

“‘“‘Me Too’ Me Too’ ==

‘‘Me Me Dead’”Dead’”

“‘“‘Different’ beats ‘Better.’”Different’ beats ‘Better.’”“‘“‘Distinct’ or ‘Extinct.’”Distinct’ or ‘Extinct.’”

““Innovate or Die”Innovate or Die”“‘“‘Me Too’ = ‘Me Dead’”Me Too’ = ‘Me Dead’”

““Talent Time!”Talent Time!”““Best Talent Wins.”Best Talent Wins.”““Best Roster Wins.Best Roster Wins.

““Moderation Fails in Immoderate Moderation Fails in Immoderate Times”Times”

““Moderation Moderation Fails in Fails in

Immoderate Immoderate Times”Times”

““freaks win in freaks win in freaky times.”freaky times.”

Seek Dissidents. Seek Dissidents. Nurture Nurture

Dissidents. Cherish Dissidents. Cherish Dissidents.Dissidents.

““best best talent talent wins.”wins.”

women = best leaders.women = best leaders.Women = biggest Women = biggest

market.market.Women = control Women = control

wealth.wealth.Women = rule.Women = rule.

Roir/return on Roir/return on investment in investment in relationshipsrelationships

Respect Respect = magic.= magic.

““thank thank you” = you” = magic.magic.

““thank thank you” = you” = magic magic

potion #1.potion #1.

Think!Think!vs.vs.

do!do!

““We design intelligent strategies—We design intelligent strategies—but they fall miles short of their for but they fall miles short of their for

one reason. Poor organizational one reason. Poor organizational effectiveness which in turn leads to effectiveness which in turn leads to a gaping ‘implementation deficit.’ a gaping ‘implementation deficit.’ Tom, I want you to get a handle on Tom, I want you to get a handle on

the best thinking and best the best thinking and best

practices from around the world.”practices from around the world.” —Ron Daniel (1977*)

*TP/1977/first (?) Stanford Ph.D. thesis studying implementation per se.

Excellence1982: The Bedrock “Eight Basics”

1. A Bias for ActionA Bias for Action2. Close to the Customer3. Autonomy and Entrepreneurship4. Productivity Through People5. Hands On, Value-Driven6. Stick to the Knitting7. Simple Form, Lean Staff8. Simultaneous Loose-Tight Properties”

1979-2006

Still missing Still missing after all these after all these

years …years …

TP/BW on BigCo Sin #1: “too “too much talk, much talk, too little too little

do”do”

Think!Think!vs.vs.

do!do!

“Never forget Never forget implementationimplementation , , boys. boys. In our work, it’s what I In our work, it’s what I

call the call the ‘‘last 98 last 98 percentpercent’’ of the client of the client puzzle.”puzzle.” —Al McDonald, former Managing

Director, McKinsey & Co, to a project team that included TP

The (Strange) Case of Peter Drucker & Michael Porter vs. The “Non-linearists”

HERBERT SIMON. HERBERT SIMON. (Administrative Behavior.) (Administrative Behavior.) JAMES MARCH. KARL WEICK. JAMES MARCH. KARL WEICK. (The (The

Social Psychology of Organizing.) Social Psychology of Organizing.) EUGENE WEBB. EUGENE WEBB. Henry MINTZBERG. Henry MINTZBERG. (The Rise and Fall of (The Rise and Fall of

Strategic Planning.)Strategic Planning.) JAMES UTTERBACK. JAMES UTTERBACK. THOMAS KUHN. THOMAS KUHN. (The Structure of Scientific (The Structure of Scientific

Revolutions.)Revolutions.) CHARLES LINDBLOM. CHARLES LINDBLOM. Daniel goleman. INNOVATION Daniel goleman. INNOVATION BIOGRAPHERS.*BIOGRAPHERS.* (*Transcontinental Railroad,

Electrification, Radio, Television, Containerization, DNA,

Computers, Military History, Etc.) MOST MOST POLITICAL SCIENTISTS. SILICON POLITICAL SCIENTISTS. SILICON

VALLEY. Etc.VALLEY. Etc.

“Linearist”: think!think!“Non-linearist”: do!do!

“Linearist”: Plan it!Plan it!“Non-linearist”: Try it!Try it!

“Linearist”:

hypothesize!hypothesize!“Non-linearist”:

experiment!experiment!

“Linearist”: failure = failure = unnecessaryunnecessary

“Non-linearist”:

failure = lifefailure = life

“Linearist”: a>b*a>b*“Non-linearist”: b>a**b>a**

*Attitude shapes behavior**Behavior shapes attitude

“Linearist”: deliberate!*deliberate!*

“Non-linearist”: relentless!relentless!****

* “Do it right the first time” (Hero: Phil Crosby) * “Do it right the first time” (Hero: Phil Crosby) **Never retreat (Hero: U.S. Grant)**Never retreat (Hero: U.S. Grant)

“Linearist”: logical!logical!“Non-linearist”:

passionate!passionate!

“Linearist”: give me give me genius!genius!

“Non-linearist”: give give me luck!me luck!

“Linearist”: spotless spotless academic academic record!record!

“Non-linearist”: a.d.d.a.d.d.

“Linearist”:

measured pace!measured pace!“Non-linearist”:

Tempo! Tempo! Tempo! Tempo! Tempo!Tempo!

“Linearist”: think! Plan! think! Plan! (r.(r.a.a.f.*)f.*)

“Non-linearist”: Try it! Try it! Screw it up! Fix it! Screw it up! Fix it!

Try it again! Try it again! (r.(r.f.f.a.**) a.**)

*Ready. *Ready. Aim.Aim. Fire. Fire.**ready. **ready. Fire.Fire. Aim. (Or, circa 2006: Aim. (Or, circa 2006: fire. Fire. Fire.fire. Fire. Fire.))

Cheap Shot

“Linearist”: minimize minimize cost.cost.

“Non-linearist”: maximize maximize revenue.revenue.

“Linearist”: marketing marketing rules.rules.

“Non-linearist”: sales sales rules.rules.

“Linearist”

Background: Background: planning, marketing planning, marketing

& finance.& finance.“Non-linearist”

background:background: sales & operations. sales & operations.

“Linearist”

likes: ideas.likes: ideas.“Non-linearist”

likes: people.likes: people.

“Linearist”

likes: parts.likes: parts.“Non-linearist”

likes: wholes.likes: wholes.

“Linearist”

office: walls.office: walls.“Non-linearist”

office: none.office: none.

“Linearist”

style: meetings.style: meetings.“Non-linearist”

style: m.b.w.a.* style: m.b.w.a.* *Managing by wandering around*Managing by wandering around

“Linearist”

reads: michael porter. reads: michael porter. Peter drucker.*Peter drucker.*

“Non-linearist”

reads: waterman & reads: waterman & peters.peters. Tom clancy.** Tom clancy.**

*Michael & peter*Michael & peter**Bob & tom & tom**Bob & tom & tom

“Linearist”

reads: michael porter. reads: michael porter. Peter drucker.Peter drucker.

“Non-linearist”

reads: doesn’treads: doesn’t

“Linearist”

drives: lincoln town drives: lincoln town car. Ford explorer car. Ford explorer

(weekends).(weekends).

“Non-linearist”

drives: bmw. Harley-drives: bmw. Harley-davidson davidson (weekends).(weekends).

“Linearist”

preferred baseball preferred baseball score: 1-0.score: 1-0.

“Non-linearist”

preferred baseball preferred baseball score: 11-9.score: 11-9.

“Linearist”

preferred football preferred football score: 7-0.score: 7-0.

“Non-linearist”

preferred football preferred football score: 41-38.score: 41-38.

“Linearist”

criminal record: criminal record: none.none.

“Non-linearist”

criminal record: criminal record: disorderly conduct.disorderly conduct.Chronic jaywalking.Chronic jaywalking.

do!do!AddenduAddendu

m!m!

““The secret of The secret of getting getting aheadahead

is getting is getting startedstarted.”.” ——Agatha ChristieAgatha Christie

““Action is the Action is the foundational foundational

key of all key of all success.”success.” —Picasso—Picasso

Translating PicassoTranslating Picasso

““Doing Doing somethingsomething is the key to is the key to

getting something getting something done.”done.” —TP (Co-author, In Search of

Excellence, first “Basic”: “A BIAS FOR ACTION”“A BIAS FOR ACTION”)

““Intelligent people Intelligent people can always come up can always come up

with intelligent with intelligent reasons to do reasons to do nothing.”nothing.” —Scott Simon—Scott Simon

GE (more or less):

The Sales122:The Sales122: 122 Ridiculously 122 Ridiculously Obvious Thoughts Obvious Thoughts About Selling StuffAbout Selling Stuff

Tom Peters/0402.2006

This list was first prepared for This list was first prepared for GE EnergyGE Energy sales & marketing people in January. It sales & marketing people in January. It

started with a half-dozen items, and grew started with a half-dozen items, and grew like Topsy. Possibly, given its origins, it’s a like Topsy. Possibly, given its origins, it’s a little tilted toward complex, engineering-little tilted toward complex, engineering-

based sales. In any event, it makes a perfect based sales. In any event, it makes a perfect companion to “The Irreducibles209.” This, companion to “The Irreducibles209.” This, too, is effectively a list of “irreducibles.”too, is effectively a list of “irreducibles.”

Tom PetersTom Peters

1. “Strategy” overrated, simply “doin’ stuff” underrated. See 1. “Strategy” overrated, simply “doin’ stuff” underrated. See Kelleher and Bossidy: “We have a ‘strategic plan,’ it’s called Kelleher and Bossidy: “We have a ‘strategic plan,’ it’s called doing things.”—Herb Kelleher. “Execution is a systematic doing things.”—Herb Kelleher. “Execution is a systematic process of rigorously discussing hows and whats, tenaciously process of rigorously discussing hows and whats, tenaciously following through, and ensuring accountability.” —Larry following through, and ensuring accountability.” —Larry Bossidy & Ram CharanBossidy & Ram Charan/ Execution: The Discipline of Getting / Execution: The Discipline of Getting Things DoneThings Done. Action has its own logic—ask Genghis Khan, . Action has its own logic—ask Genghis Khan, Rommel, COL John Boyd, U.S. Grant, Patton, W.T. Sherman.Rommel, COL John Boyd, U.S. Grant, Patton, W.T. Sherman.2. What are you personally great at? (Key word: “great.”) Play 2. What are you personally great at? (Key word: “great.”) Play to strengths! “Distinct or Extinct.” You should aim to be to strengths! “Distinct or Extinct.” You should aim to be “outrageously good”/B.I.W. at a niche area (or more).“outrageously good”/B.I.W. at a niche area (or more).3. Are you a “personality,” a de facto “brand” in the industry? 3. Are you a “personality,” a de facto “brand” in the industry? The Dr Phil of ...The Dr Phil of ...4. Opportunism (with a little forethought) mostly wins. 4. Opportunism (with a little forethought) mostly wins. (“Successful people are the ones who are good at Plan B.”)(“Successful people are the ones who are good at Plan B.”)5. Little starts can lead to big wins. Most true winners—think 5. Little starts can lead to big wins. Most true winners—think search & Google—start as something small. Many big deals—search & Google—start as something small. Many big deals—Disney & Pixar—could have been done as little-er deals if Disney & Pixar—could have been done as little-er deals if you’d had the guts to jump before the value became obvious.you’d had the guts to jump before the value became obvious.

“Everyone lives Everyone lives by selling by selling

something.”something.”—Robert Louis Stevenson

6. Non-obvious targets have great potential. Among many 6. Non-obvious targets have great potential. Among many other things, everybody goes after the obvious ones. Also, other things, everybody goes after the obvious ones. Also, the “non-obvious” are often good Partners for technology the “non-obvious” are often good Partners for technology experiments.experiments.7. The best relationships are often (usually?) not “top to 7. The best relationships are often (usually?) not “top to top”! (Often the best: hungry division GMs eager to make a top”! (Often the best: hungry division GMs eager to make a mark.)mark.)8. IT’S RELATIONSHIPS, STUPID—DEEP AND FROM MULTIPLE 8. IT’S RELATIONSHIPS, STUPID—DEEP AND FROM MULTIPLE FUNCTIONS.FUNCTIONS.9. In any public-sector business, you must become an avid 9. In any public-sector business, you must become an avid student of “the politics,” the incentives and constraints, student of “the politics,” the incentives and constraints, mostly non-economic, facing all of the players. Politicians mostly non-economic, facing all of the players. Politicians are usually incredibly logical—if you (deeply!) understand are usually incredibly logical—if you (deeply!) understand the matrix in which they exist.the matrix in which they exist.10. Relationships from 10. Relationships from withinwithin our firm are as important— our firm are as important—often often moremore important—as those from outside—again broad is important—as those from outside—again broad is as important as deep. Allies—avid supporters!—within and as important as deep. Allies—avid supporters!—within and from from non-obvious placesnon-obvious places may be more important than may be more important than relationships at the Client organization. Goal: an “insanely relationships at the Client organization. Goal: an “insanely unfair ‘market share’” of insiders’ time devoted to your unfair ‘market share’” of insiders’ time devoted to your projects!projects!

C(I)C(I)>>C(XC(X))

11. Interesting outsiders are essential to innovative proposal 11. Interesting outsiders are essential to innovative proposal and sales teams. An “exciting” sales-proposal team is as and sales teams. An “exciting” sales-proposal team is as important as a prestigious one.important as a prestigious one.12. Is the proposal-sales team weird enough—weirdos come 12. Is the proposal-sales team weird enough—weirdos come up with the most interesting, game-changer ideas. Period.up with the most interesting, game-changer ideas. Period.13. Lunch with at least one weirdo per month. (Goal: always 13. Lunch with at least one weirdo per month. (Goal: always on the prowl for interesting new stuff.)on the prowl for interesting new stuff.)14. Gratuitous comment: Lunches with good friends are 14. Gratuitous comment: Lunches with good friends are typically a waste of (professional) time. typically a waste of (professional) time. 15. Don’t short-change (time, money, depth) the proposal 15. Don’t short-change (time, money, depth) the proposal process. Miss one tiny nuance, one potential incentive that process. Miss one tiny nuance, one potential incentive that “makes my day” for a key Client player—and watch the “makes my day” for a key Client player—and watch the whole gig be torpedoed. whole gig be torpedoed. 16. “Sticking with it” sometimes pays, sometimes not—it 16. “Sticking with it” sometimes pays, sometimes not—it takes a lot of tries to forge the best path in. Sometimes you takes a lot of tries to forge the best path in. Sometimes you never do, after a literal lifetime. (Ah, life.)never do, after a literal lifetime. (Ah, life.)17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPS—don’t 17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPS—don’t get hung up—particularly in tech firms—on what industries-get hung up—particularly in tech firms—on what industries-countries “countries “women can’t do.” (Or some such bullshit.)women can’t do.” (Or some such bullshit.)

18. Work incessantly on your “story”—most economic value springs from a good story (think Perrier)! In sensitive public or quasi-public negotiations, a compelling story is of immense value—politics is about the tension among competing stories. (If you don’t believe me, ask Karl Rove or James Carville.) (“Storytelling is the core of culture.” —Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell)19. Call this 18A, or 18 repeat: Become a first-rate Storyteller! (“A key – perhaps the key – to leadership is the effective communication of a story.”—Howard Gardner, Leading Minds: An Anatomy of Leadership)20. Risk Assessment & Risk Management is more about stories than advanced math—i.e., brilliant scenario construction.21. Good listeners are good sales people. Period.22. Lousy listeners are lousy sales people. Period. 23. GREAT LISTENERS ARE GREAT SALES PEOPLE. (Listening “skills” are hard to learn and subject to immense effort in pursuit of Mastery. A virtuoso “listener” is as rare as a virtuoso cello player.) (“If you don’t listen, you don’t sell anything.”—Carolyn Marland/MD/Guardian Group)

24. Things that are funny to me (American) are often-mostly not 24. Things that are funny to me (American) are often-mostly not funny to those in other cultures. (Humor is as fine-edged as it funny to those in other cultures. (Humor is as fine-edged as it gets, and rarely travels.)gets, and rarely travels.)25. You don’t know Jack Squat about other peoples’ cultures—25. You don’t know Jack Squat about other peoples’ cultures—especially if you are a typically myopic American. (Like me.)especially if you are a typically myopic American. (Like me.)26. Are you a great interviewer? It’s a make or break skill. 26. Are you a great interviewer? It’s a make or break skill. (Think Barbara Walters’ skill at extracting unwanted truths from (Think Barbara Walters’ skill at extracting unwanted truths from pros in persona-protection ... in front of 10s of millions of pros in persona-protection ... in front of 10s of millions of people.people.27. Are you a great (not merely “good”) presenter? Mastering 27. Are you a great (not merely “good”) presenter? Mastering presentation skills is a life’s work—with stupendous payoff.presentation skills is a life’s work—with stupendous payoff.28. Work like hell on the Big 2: LISTENING/INTERVIEWING, 28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. These are “the essence of [sales] life”—and PRESENTING. These are “the essence of [sales] life”—and usually picked-up in an amateurish fashion. Mistake! (Become a usually picked-up in an amateurish fashion. Mistake! (Become a “professional student” of these two areas, achieve Mastery.)“professional student” of these two areas, achieve Mastery.)29. Are you good at flowers? Think: 29. Are you good at flowers? Think: FLOWER POWERFLOWER POWER! (see ! (see Harvey Mackay’s “Mackay 66”—what you should know about a Harvey Mackay’s “Mackay 66”—what you should know about a Client; e.g., birthdays & anniversaries.) (My “flowers budget” is Client; e.g., birthdays & anniversaries.) (My “flowers budget” is out of control. Hooray for me.)out of control. Hooray for me.)30. You can’t do it all—be clear at what you are good at, bad at, 30. You can’t do it all—be clear at what you are good at, bad at, indifferent at. Hubris sucks.indifferent at. Hubris sucks.

FFLLOOWWEERRPPOOWWEERR

31. The point is not to “prove yourself.” (That’s ego-talk.) Let 31. The point is not to “prove yourself.” (That’s ego-talk.) Let the best person present to the Client—perhaps a “lower level” the best person present to the Client—perhaps a “lower level” geek. (“Control freaks” get their just desserts in the long haulgeek. (“Control freaks” get their just desserts in the long haul—or sooner.)—or sooner.)32. The numbers will more or less take care of themselves over 32. The numbers will more or less take care of themselves over the long haul—the long haul—ifif the relationship/s is/are solid gold. the relationship/s is/are solid gold.33. The Gold Standard in selling: INDISPENSABLE to the Client. 33. The Gold Standard in selling: INDISPENSABLE to the Client. No other goal is worthy.No other goal is worthy.34. Never stop growing-broadening-deepening the relationship. 34. Never stop growing-broadening-deepening the relationship. The key to “indispensability” is to get the Client more and The key to “indispensability” is to get the Client more and more … and more … and then more … imbedded in “our” web. more … and more … and then more … imbedded in “our” web. Hence the so-called “selling process” is only the first step!Hence the so-called “selling process” is only the first step!35. USE THE WORD “WE” … CONSTANTLY & RELIGIOUSLY! (E.g.: 35. USE THE WORD “WE” … CONSTANTLY & RELIGIOUSLY! (E.g.: “We”—the Client & me—“are going to change the world with “We”—the Client & me—“are going to change the world with this service.”)this service.”)36. Don’t waste your time on jerks—it’ll rarely work out in the 36. Don’t waste your time on jerks—it’ll rarely work out in the mid- to long-term.mid- to long-term.37. Genius is walking away from lousy “scores” (deals)—and 37. Genius is walking away from lousy “scores” (deals)—and accepting the attendant heat. Big Business is the premier home accepting the attendant heat. Big Business is the premier home to Big Egos overpaying by a factor of 2 to 22 with billion$$$$ at to Big Egos overpaying by a factor of 2 to 22 with billion$$$$ at stake. (Think Jerry Levin and AOL Time Warner.)stake. (Think Jerry Levin and AOL Time Warner.)

““If you don’tIf you don’t listen,listen,

youyou don’t selldon’t sellanything.”anything.”

—Carolyn Marland/Managing Director/

Guardian Group

38. You haven’t a clue as to how this situation will actually play 38. You haven’t a clue as to how this situation will actually play out—be prepared to move fast in a different direction.out—be prepared to move fast in a different direction.39. Keep your word.39. Keep your word.40. KEEP YOUR WORD.40. KEEP YOUR WORD.41. Underpromise (i.e., don’t over-promise; i.e., cut yourself a 41. Underpromise (i.e., don’t over-promise; i.e., cut yourself a little slack) even if it costs you business—winning is a long-term little slack) even if it costs you business—winning is a long-term affair. Over-promising is Sign #1 of a lack of integrity. You affair. Over-promising is Sign #1 of a lack of integrity. You willwill pay the piper. pay the piper. 42. There is such a thing as a “good loss”—if you’ve tested 42. There is such a thing as a “good loss”—if you’ve tested something new and developed good relationships. A half-dozen something new and developed good relationships. A half-dozen honorable, ingenious losses over a two-year period can pave the honorable, ingenious losses over a two-year period can pave the way for a Big Victory in a New Space in year 3.way for a Big Victory in a New Space in year 3.43. It’s a competitive world out there. New, innovative products 43. It’s a competitive world out there. New, innovative products are harder to sell than old stand-bys. Nonetheless, you will be a are harder to sell than old stand-bys. Nonetheless, you will be a long-term star to the extent that you are willing to push the long-term star to the extent that you are willing to push the harder-to-sell-at-the-moment Innovative Products that cement harder-to-sell-at-the-moment Innovative Products that cement long-term Client success (Indispensability!) —even if it means a long-term Client success (Indispensability!) —even if it means a #s hit this quarter. PART OF YOUR JOB: #s hit this quarter. PART OF YOUR JOB: TAKE CLIENTS ON AN TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLEDADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLED (GAMECHANGING—hopefully) (GAMECHANGING—hopefully) COMPETITIVE ADVANTAGE!COMPETITIVE ADVANTAGE!

““You can make more You can make more friends in two months friends in two months by by becoming interested in becoming interested in other people other people than you than you

can in two years by can in two years by trying to get other trying to get other

people interested in people interested in you.”you.”

—Dale Carnegie

44. Think “legacy”—what the hell is all this really about for you 44. Think “legacy”—what the hell is all this really about for you and the world? (“Tell me, what is it you plan to do with your one and the world? (“Tell me, what is it you plan to do with your one wild and precious life?” wild and precious life?” —Mary Oliver)—Mary Oliver)45. THERE ARE NO “MODERATES” IN THE HISTORY BOOKS! 45. THERE ARE NO “MODERATES” IN THE HISTORY BOOKS! 46. Keep it simple! (Damn it!) No matter how “sophisticated” 46. Keep it simple! (Damn it!) No matter how “sophisticated” the product. If you can’t explain it in a phrase, a page, or to your the product. If you can’t explain it in a phrase, a page, or to your 14-year-old ... you haven’t got it right yet.14-year-old ... you haven’t got it right yet.47. Know more than the next guy. Homework pays. (of course 47. Know more than the next guy. Homework pays. (of course it’s obvious—but in my work it is too often honored in the it’s obvious—but in my work it is too often honored in the breach.)breach.)48. Regardless of project size, winning or losing invariably 48. Regardless of project size, winning or losing invariably hinges on a raft of “little stuff.” Little stuff is and always has hinges on a raft of “little stuff.” Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!—or, “one man’s little stuff is been everything!!!!!!!!!!!!!!!!!!!!—or, “one man’s little stuff is another man’s 7.6 Richter deal-breaker.”another man’s 7.6 Richter deal-breaker.”49. In public settings in particular, face saving is all. When 49. In public settings in particular, face saving is all. When something changes, allow the other guy to come out looking like something changes, allow the other guy to come out looking like a winner, especially if he has lost. (Even if you must accept the a winner, especially if he has lost. (Even if you must accept the egg on your face—he will always remember you!)egg on your face—he will always remember you!)50. Don’t hold grudges. (It is the ultimate in small mindedness—50. Don’t hold grudges. (It is the ultimate in small mindedness—and incredibly wasteful and ineffective. There’s always and incredibly wasteful and ineffective. There’s always tomorrow.)tomorrow.)

51.51. IT’S ALWAYS “THE POLITICS”— IT’S ALWAYS “THE POLITICS”—wee private-sector deal or wee private-sector deal or giant public sector deal. (Every player, small or large, is giant public sector deal. (Every player, small or large, is angling for something. Master the calculus of advantage.)angling for something. Master the calculus of advantage.)52. To beat the “turnover problem” in key Client posts amidst 52. To beat the “turnover problem” in key Client posts amidst long negotiations, invest outrageous amounts of time building long negotiations, invest outrageous amounts of time building a wide & deep set of relationships with mid-level (& lower!!) a wide & deep set of relationships with mid-level (& lower!!) “plodding” “careerists.” The invisible careerists are the “plodding” “careerists.” The invisible careerists are the bedrock upon which repeated success is built! (My “Capitol Hill bedrock upon which repeated success is built! (My “Capitol Hill Axiom”: It’s the 24-year-old LA who in the end briefs the Axiom”: It’s the 24-year-old LA who in the end briefs the Senator right before she goes to the Floor to vote.)Senator right before she goes to the Floor to vote.)53. Speaking of “she”: Gender differences are Enormous—53. Speaking of “she”: Gender differences are Enormous—dealing with a woman and dealing with a man are different dealing with a woman and dealing with a man are different kettles of fish—you must become an A+ student of gender kettles of fish—you must become an A+ student of gender differences. (E.g.: Men are typically more interested in the differences. (E.g.: Men are typically more interested in the short-term “score.” Women are more interested in the long-short-term “score.” Women are more interested in the long-term consequences.) term consequences.) 54. “LITTLE PEOPLE” OFTEN HAVE BIG FRIENDS.54. “LITTLE PEOPLE” OFTEN HAVE BIG FRIENDS.55. This is 55. This is notnot war, damn it. All parties can win (or not lose, war, damn it. All parties can win (or not lose, anyway). And losing bidders can walk away from a deal with anyway). And losing bidders can walk away from a deal with increased respect for you and your team.increased respect for you and your team.

56. Never, ever dump on a competitor—the Tom Watson IBM 56. Never, ever dump on a competitor—the Tom Watson IBM glory-days mantra.glory-days mantra.57. Never forget the “Law of Cousins!” In developing nations 57. Never forget the “Law of Cousins!” In developing nations in particular, power brokers at all levels are at least cousins! in particular, power brokers at all levels are at least cousins! Consideration for a second cousin can pay off big time.Consideration for a second cousin can pay off big time.58. Speaking of “favors,” jail sucks.58. Speaking of “favors,” jail sucks.59. Work hard beats work smart. (Mostly.)59. Work hard beats work smart. (Mostly.)60. REPEAT: HE/SHE WHO HAS THE MOST-BEST 60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE HARD ... AND LONG ... THE WORK OF THE SALESPERSON. THE HARD ... AND LONG ... WORK OF THE SALESPERSON. WORK OF THE SALESPERSON. 61. Mano v mano “hardball” is seldom the answer—end runs 61. Mano v mano “hardball” is seldom the answer—end runs based and patient multi-level relationship building via deeper-based and patient multi-level relationship building via deeper-wider networks win. wider networks win. 62. If the deal is wired from below, truly wired, than the so-62. If the deal is wired from below, truly wired, than the so-called “big negotiations” are essentially irrelevant.called “big negotiations” are essentially irrelevant.63. If 63. If everyevery quarter is a “little better” than the prior quarter— quarter is a “little better” than the prior quarter—then you are not taking any serious risks. then you are not taking any serious risks. 64. Phones beat email. 64. Phones beat email.

““Nothing is Nothing is soso

contagious ascontagious asenthusiasm.enthusiasm.””

—Samuel Taylor Coleridge

65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF 65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT MONTH. There was A FIASCO NEXT MONTH. There was alwaysalways a time when a little a time when a little thing could have been addressed that headed off a subsequent thing could have been addressed that headed off a subsequent big thing. As to avoiding that call, didn’t someone say, “Pride big thing. As to avoiding that call, didn’t someone say, “Pride goeth before the fall”?goeth before the fall”?66. Be hyper-organized about relationship management—you 66. Be hyper-organized about relationship management—you are in the anthropology business. Study the great pols! Brilliant are in the anthropology business. Study the great pols! Brilliant NRM (network relationship management) is not accidental! It is NRM (network relationship management) is not accidental! It is not catch-as-catch can. (Football analogies are cute—but deep not catch-as-catch can. (Football analogies are cute—but deep political understanding pays the private-school tuition.)political understanding pays the private-school tuition.)67. Obsess on ROIR (Return On Investment In Relationships).67. Obsess on ROIR (Return On Investment In Relationships).68. “THANK YOU” NOTES: World’s highest-return investment!!68. “THANK YOU” NOTES: World’s highest-return investment!!69. The way to anyone’s heart: Doing a nice thing for their kid. 69. The way to anyone’s heart: Doing a nice thing for their kid. (But, gawd, does this take a gentle touch.)(But, gawd, does this take a gentle touch.)70. Scoring off other people is stupid. Winners are always in 70. Scoring off other people is stupid. Winners are always in the business of creating the maximum # of winners—among the business of creating the maximum # of winners—among adversaries at least as much as among “partners.”adversaries at least as much as among “partners.”71. Your colleagues’ successes are your successes. Period. 71. Your colleagues’ successes are your successes. Period. (Trust me, my greatest personal success—financially as well as (Trust me, my greatest personal success—financially as well as artistically—has been creating a bigger pond in which everyone artistically—has been creating a bigger pond in which everyone wins, even if my “market share” is down.)wins, even if my “market share” is down.)

72. Lend a helping hand, especially when you don’t have the 72. Lend a helping hand, especially when you don’t have the time. E.g. share relationships—the more you give away the time. E.g. share relationships—the more you give away the more you get in return (just like they say in church). more you get in return (just like they say in church). 73. Listen up: “It was much later that I realized Dad’s 73. Listen up: “It was much later that I realized Dad’s secret. He gained respect by giving it. He talked and secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in bishop or a college president. He was seriously interested in who you were and what you had to say.”who you were and what you had to say.” —Sara Lawrence-—Sara Lawrence-Lightfoot, Lightfoot, Respect. Respect. (I.e., Respect is Cool.)(I.e., Respect is Cool.)74. Mentoring is a thrill—74. Mentoring is a thrill—and and the practical payoff is the practical payoff is enormous. The best mentors have the whole world working enormous. The best mentors have the whole world working its buns off for them!its buns off for them!75. Hire for enthusiasm. Promote for enthusiasm. Cherish 75. Hire for enthusiasm. Promote for enthusiasm. Cherish enthusiasm. REMOVE NON-ENTHUSIASTS—THEY ARE enthusiasm. REMOVE NON-ENTHUSIASTS—THEY ARE CANCERS. (“Nothing is so contagious as enthusiasm.”—CANCERS. (“Nothing is so contagious as enthusiasm.”—Samuel Taylor Coleridge. “A man without a smiling face Samuel Taylor Coleridge. “A man without a smiling face must not open a shop.”—Chinese Proverb.)must not open a shop.”—Chinese Proverb.)76. IT’S 76. IT’S ALWAYSALWAYS YOUR PROBLEM—you sold it to them. YOUR PROBLEM—you sold it to them.

77. It’s never over: While there may be an excellent service 77. It’s never over: While there may be an excellent service activity in your company, the “relationship” belongs to You! activity in your company, the “relationship” belongs to You! Hence the “aftersales” “moments of truth” are at least as—if Hence the “aftersales” “moments of truth” are at least as—if not more than*--important to the Continuing Relationship as not more than*--important to the Continuing Relationship as the sale “transaction” itself. (*I vote for “more than.”) You’ll the sale “transaction” itself. (*I vote for “more than.”) You’ll get your biggest “points” with the Client for being an get your biggest “points” with the Client for being an effective after-the-fact go-between with your company.effective after-the-fact go-between with your company.78. Don’t get too hung up on “systems integration”—first & 78. Don’t get too hung up on “systems integration”—first & foremost, the individual bits have got to work.foremost, the individual bits have got to work.79. For God’s sake don’t over promise on “systems 79. For God’s sake don’t over promise on “systems integration”—it’s nigh on impossible to deliver.integration”—it’s nigh on impossible to deliver.80. On the other hand … winners clamber Up the Value-added 80. On the other hand … winners clamber Up the Value-added Ladder, and offer ever so much more than “mere” product. Ladder, and offer ever so much more than “mere” product. ALL SUCCESSFUL SALES PEOPLE ARE IN THE “SOLUTIONS ALL SUCCESSFUL SALES PEOPLE ARE IN THE “SOLUTIONS BUSINESS”—no matter how jargony that may sound.BUSINESS”—no matter how jargony that may sound.

81. “Systems” / “Solutions” selling means grappling directly 81. “Systems” / “Solutions” selling means grappling directly with “culture change” in Client organizations. (“The business of with “culture change” in Client organizations. (“The business of selling is not just about matching viable solutions to the selling is not just about matching viable solutions to the customers that require them. It’s equally about managing the customers that require them. It’s equally about managing the change process the customer will need to go through to change process the customer will need to go through to implement the solution and achieve the value promised by the implement the solution and achieve the value promised by the solution”—Jeff Thull, solution”—Jeff Thull, The Prime Solution: Close the Value Gap, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex SaleIncrease Margins, and Win the Complex Sale) ) 82. Shit happens. That’s what they pay you for.82. Shit happens. That’s what they pay you for.83. This is not a “GE” or “Ben & Jerry’s” sale—it is a Joe 83. This is not a “GE” or “Ben & Jerry’s” sale—it is a Joe Jones/Jane Jones sale. YOU ARE THE “BRAND” THE CLIENT BUYSJones/Jane Jones sale. YOU ARE THE “BRAND” THE CLIENT BUYS—especially over the long haul.—especially over the long haul.84. Duh: You make money, the company makes money—on 84. Duh: You make money, the company makes money—on repeat business.repeat business.85. Master—yes, you—the “PR” Game. “Word of Mouth” is not 85. Master—yes, you—the “PR” Game. “Word of Mouth” is not accidental! You want Word of Mouth? Make it happen! accidental! You want Word of Mouth? Make it happen! 86. GOAL #1: MAKE YOUR CLIENT A HERO—YOU ARE NOT THERE 86. GOAL #1: MAKE YOUR CLIENT A HERO—YOU ARE NOT THERE TO GET CREDIT. (“Taking credit” is for egomaniacs. And losers.)TO GET CREDIT. (“Taking credit” is for egomaniacs. And losers.)87. “Decent margins,” over the mid- to long-term, are a product 87. “Decent margins,” over the mid- to long-term, are a product of better relationships, not better “negotiating skill.” (Mostly.)of better relationships, not better “negotiating skill.” (Mostly.)

““You can’t behaveYou can’t behavein a calm, rationalin a calm, rational

manner. You’ve gotmanner. You’ve got to be out there onto be out there on the lunatic fringe.”the lunatic fringe.”

—Jack Welch

88. In the immortal words of ex-GE Vice Chairman Larry 88. In the immortal words of ex-GE Vice Chairman Larry Bossidy, more or less, “Realism rocks.” (“Bullshit artist” and Bossidy, more or less, “Realism rocks.” (“Bullshit artist” and “great salesperson,” contrary to conventional wisdom, are “great salesperson,” contrary to conventional wisdom, are Diametric Opposites. “Truthteller” and Great Salesperson is Diametric Opposites. “Truthteller” and Great Salesperson is more like it.)more like it.)89. Be the first to tell the Client bad news (e.g., slipped 89. Be the first to tell the Client bad news (e.g., slipped delivery); his intelligence sources will tell him fast—you want to delivery); his intelligence sources will tell him fast—you want to be there first with your story and to enhance your rep as be there first with your story and to enhance your rep as Truthteller!Truthteller!90. Work like hell to get a reputation as a valued industry 90. Work like hell to get a reputation as a valued industry expert, to become an industry resource.expert, to become an industry resource.91. Work the Trade Association angle for all its worth—it may 91. Work the Trade Association angle for all its worth—it may take a decade to pay off—e.g., when you become an officer or take a decade to pay off—e.g., when you become an officer or are on an important panel or testify Before Congress.are on an important panel or testify Before Congress.92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!93. It’s all bloody tactics.93. It’s all bloody tactics.94. You must ... LOVE .... the product! (Period.)94. You must ... LOVE .... the product! (Period.)95. YOU MUST LOVE THE PRODUCT!95. YOU MUST LOVE THE PRODUCT!96. Don’t over-schedule. “Running late” is inexcusable at any 96. Don’t over-schedule. “Running late” is inexcusable at any level of seniority; it is the ultimate mark of self-importance level of seniority; it is the ultimate mark of self-importance mixed with contempt.mixed with contempt.

97. Women are better salespeople. (See Addendum.)97. Women are better salespeople. (See Addendum.)98. Women alone understand Women.98. Women alone understand Women.99. Actually, Women by and large understand Men better than 99. Actually, Women by and large understand Men better than Men understand Men.Men understand Men.100.Women purchasers buy Stories and recommendations.100.Women purchasers buy Stories and recommendations.101. Women take longer to become Loyal purchasers, but then 101. Women take longer to become Loyal purchasers, but then stay Loyal.stay Loyal.102. Men buy Stats.102. Men buy Stats.103. Men decide fast, but are fickle.103. Men decide fast, but are fickle.104. Men & Women are … VERY, VERY … Different.104. Men & Women are … VERY, VERY … Different.105. Women buy most things. Consumer. Increasingly, 105. Women buy most things. Consumer. Increasingly, professional goods and services.professional goods and services.106. Women’s Market is Opportunity #1.106. Women’s Market is Opportunity #1.107. Boomers. Many, many. Lots & lots & lots of … $$$.107. Boomers. Many, many. Lots & lots & lots of … $$$.108. Boomers-Geezers are very different purchasers than those 108. Boomers-Geezers are very different purchasers than those in other categories.in other categories.

Women Rock … as Salespersons (From Item #97.)Women Rock … as Salespersons (From Item #97.)

And the answers are?And the answers are?

““TAKE THIS QUICK QUIZ: Who manages more things at TAKE THIS QUICK QUIZ: Who manages more things at once? once? Who puts more effort into their appearance?Who puts more effort into their appearance? Who usually takes care of the details? Who usually takes care of the details? Who finds it Who finds it easier to meet new people?easier to meet new people? Who asks more questions Who asks more questions in a conversation? in a conversation? Who is a better listener?Who is a better listener? Who has Who has more interest in communication skills? more interest in communication skills? Who is more Who is more inclined to get involved?inclined to get involved? Who encourages harmony Who encourages harmony and agreement? and agreement? Who has better intuition?Who has better intuition? Who Who works with a longer ‘to do’ list? works with a longer ‘to do’ list? Who enjoys a recap to Who enjoys a recap to the day’s events?the day’s events? Who is better at keeping in touch Who is better at keeping in touch with others?”with others?”

Source: Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell MenWomen Can Outsell Men, Nicki Joy & Susan Kane-Benson, Nicki Joy & Susan Kane-Benson

109. It takes time to get to know people. (DUH.)109. It takes time to get to know people. (DUH.)110. The very idea of “efficiency” in relationship 110. The very idea of “efficiency” in relationship development is ... STUPID.development is ... STUPID.111. MBWA (still) rules.111. MBWA (still) rules.112. “Preparing the soil” is the “first 98 percent.” (Or 112. “Preparing the soil” is the “first 98 percent.” (Or more.)more.)113. WORK THE PHONES!113. WORK THE PHONES!114. Rule 5K-5M: 5K miles for a 5-Minute meeting often 114. Rule 5K-5M: 5K miles for a 5-Minute meeting often makes sense. (Yes, often.) (Even with constrained travel makes sense. (Yes, often.) (Even with constrained travel budgets.) (Thanks, super-agent Mark McCormack.)budgets.) (Thanks, super-agent Mark McCormack.)115. Become a student! Study great salespeople! 115. Become a student! Study great salespeople! (Including Presidents.) (“Natural” is a little bit true—but (Including Presidents.) (“Natural” is a little bit true—but then Naturals are always the ones who study hardest—then Naturals are always the ones who study hardest—e.g., Jerry Rice.)e.g., Jerry Rice.)116. Become a student! Yes, you can study Relationship 116. Become a student! Yes, you can study Relationship Building. So, study … Building. So, study … 117. Beware complexifiers and complicators. (Truly 117. Beware complexifiers and complicators. (Truly “smart people” ... Simplify things.)“smart people” ... Simplify things.)

118. The smartest guy in the room rarely wins—alas, 118. The smartest guy in the room rarely wins—alas, he usually is aware he’s the smartest guy. (And he usually is aware he’s the smartest guy. (And needn’t waste his time on that “soft relationship needn’t waste his time on that “soft relationship crap.”)crap.”)119. Be kind. It works.119. Be kind. It works.120. Be especially kind when there are screw-ups. 120. Be especially kind when there are screw-ups. (There’s plenty of time later to Play the Great (There’s plenty of time later to Play the Great Accountability Game.)Accountability Game.)121. Presidents never tire of being treated like 121. Presidents never tire of being treated like Presidents.Presidents.

122.122. Luck matters. Luck matters. Good luck!Good luck!

EXCELLENCE.EXCELLENCE.NEW VALUE NEW VALUE EQUATION.EQUATION.

NEW “C-levels”. NEW “C-levels”.

CCRR OO*

*Chief RevenueRevenue Officer

CCXXOO**Chief eeXXperience perience Officer

CCFFO*O*

*Chief Festivals Officer

CCDDOO**Chief DesignDesign Officer

CCDMDM*

*Chief DreamDream Merchant

CCSTSTOO*

*Chief StorytellingStorytelling Officer

CCPIPI***Chief Portal Impresario

CCCCO*O*

*Chief Conversations Officer

C C WWww

M*M*

*Chief *Chief WikiWorldWikiWorld Maniac Maniac

CCLL OO*

*Chief LovemarkLovemark Officer

CCSSO*O*

*Chief Seduction Officer

CCtataOO*

*Chief talent acquisitiontalent acquisition Officer

CCFAFAOO*

*Chief *Chief freaks acquisitionfreaks acquisition OfficerOfficer

CCFAPFAPOO*

*Chief *Chief freaks acquisition & Protectionfreaks acquisition & Protection OfficerOfficer

CCQQOO*

*Chief quest-meisterquest-meister

CCTTOO**Chief ThrillsThrills Officer

CCWWOO**Chief*Chief WOWWOW OfficerOfficer

CC!!OO**Chief ! Officer

EXCELLENCEXCELLENC

E.E. PERSONAL. PERSONAL.

EXCELLENCE.EXCELLENCE.

ALL YOU NEED TO KNOW. ALL YOU NEED TO KNOW.(ABOUT ME.)(ABOUT ME.)

A Few Biases You Should Know AboutA Few Biases You Should Know About**I am I am notnot a macro-economist. a macro-economist.**I am wholly biased by 30 years (1970-2000) in I am wholly biased by 30 years (1970-2000) in Silicon Silicon ValleyValley..**I would rather work forI would rather work for eeBayBay than BankAmerica. than BankAmerica.**I believe that the Giant Merger Game is the single greatest I believe that the Giant Merger Game is the single greatest waste of energy in the world of business. waste of energy in the world of business.**Economies of scale are wildly over-rated.Economies of scale are wildly over-rated.**I find the entire notion of “career” to be disturbing and a little silly.I find the entire notion of “career” to be disturbing and a little silly.**I find the notion of “built to last” hilarious.I find the notion of “built to last” hilarious.**Between 1965 and 1980 I turned 179.9 degrees from “Mr BigBetween 1965 and 1980 I turned 179.9 degrees from “Mr Big Government” to “Mr ‘Cool’ Entrepreneur.” (Thank you, Government” to “Mr ‘Cool’ Entrepreneur.” (Thank you, Frank Perdue.) Frank Perdue.)**Joseph Schumpeter (“Joseph Schumpeter (“gales of creative destructiongales of creative destruction”) and F.A. Hayek ”) and F.A. Hayek are my economist “gods”; JK Galbraith is my b are my economist “gods”; JK Galbraith is my bêête noir.te noir.**“Innovation” is a wonderfully “Innovation” is a wonderfully messymessy & & chaoticchaotic process—not process—not amenable to “strategic plans.” amenable to “strategic plans.”*I believe in Luck. (*I believe in Luck. (Fooled by RandomnessFooled by Randomness—best book—best book I’ve ever read.) I’ve ever read.)

A Few Biases You Should Know About**I find most strategic plans (and strategic planners) to be amusing.I find most strategic plans (and strategic planners) to be amusing.**I am not … I am not … Mike Porter.Mike Porter.**I am not … I am not … Peter DruckerPeter Drucker..**I am not … I am not … Jim CollinsJim Collins..**I believe that the resilience of Giant Companies is I believe that the resilience of Giant Companies is wildly-absurdly over-rated. wildly-absurdly over-rated.**I believe that America’s productivity edge comes from I believe that America’s productivity edge comes from carcar dealers more than Giant Cos. dealers more than Giant Cos.**No “business model” is “the last word.”No “business model” is “the last word.”**I am a Great Believer in “the basics”: I am a Great Believer in “the basics”: product, people, product, people, customers, execution customers, execution.. (Hence there is nothing very (Hence there is nothing very interesting,interesting, save one thing, in save one thing, in In Search of ExcellenceIn Search of Excellence.).)**I believe that EXCELLENCE is a legitimate aspiration for I believe that EXCELLENCE is a legitimate aspiration for eacheach of us; and that any lesser aspiration is of us; and that any lesser aspiration is unconscionable.unconscionable.

ExecutionExecution. (Discipline.)Accountability.Accountability.

Action, a Bias for.Action, a Bias for. (S.A.V./R.F.A.)Relentless.Relentless.

Experimentation.Experimentation. (“Innovate or Die.” “He who makes …”)Adaptability.Adaptability. (Plan B; “We eat …”)

“In the moment.”“In the moment.” (Bertolucci.)Senility.Senility.

Exuberance.Exuberance.Fun.Fun.

Technicolor. Wow!Wow! (Extreme Language.)Quest-Adventure.Quest-Adventure.

By Invitation.By Invitation.Talent. Roster.Talent. Roster. ($21M.)

Weird.Weird. (Hangin’ Out + Bottlenecks.)D-squared/“Dramatic Difference.”Dramatic Difference.”

Up-Up-Up the “VA Ladder.”Up-Up-Up the “VA Ladder.” Trifecta: Wow Projects-Brand You-PSF.Trifecta: Wow Projects-Brand You-PSF. (No Option.)

Design.Design.Women.Women.

4-404-40/D.E.A.615. (60TIBs; IRR209.)EXCELLENCE.EXCELLENCE.

EXCELLENCE.EXCELLENCE.

ALL YOU NEED TO KNOW. ALL YOU NEED TO KNOW.“STRATEGY.”“STRATEGY.”

Paul Allaire: Paul Allaire: “We are in a “We are in a brawl with no rules.”brawl with no rules.”

TP: TP: “There’s only one “There’s only one possible answer—S.A.V.”possible answer—S.A.V.”**

**Screw Around VigorouslyScrew Around Vigorously


1. 1. A Bias for ActionA Bias for Action2. Close to the Customer2. Close to the Customer3. Autonomy and Entrepreneurship3. Autonomy and Entrepreneurship4. Productivity Through People4. Productivity Through People5. Hands On, Value-Driven5. Hands On, Value-Driven6. Stick to the Knitting6. Stick to the Knitting7. Simple Form, Lean Staff7. Simple Form, Lean Staff8. Simultaneous Loose-Tight8. Simultaneous Loose-Tight Properties” Properties”

TP’TP’ss “23Passions”“23Passions”

by date:by date:1942-20061942-2006

B>A* (R.F.A.)B>A* (R.F.A.) (*Behavior drives Attitude)(*Behavior drives Attitude) … ’71-’07Implementation = #1Implementation = #1 … ’73-’77 (’07) “Soft is Hard”“Soft is Hard” (“Management Style”)(“Management Style”) … ’77-’79 (’07)(Org) Structure>Strategy(Org) Structure>Strategy … ’77-’83 (’07)Strategy-Structure+/ “McKinsey 7-S” ModelStrategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>PlanningAction>Planning … ’74-’07Mess = RealityMess = Reality ... ’77-’07 Skunkworks/Skunks (“Offline” Innovation/Innovators)Skunkworks/Skunks (“Offline” Innovation/Innovators) … ’84-’91MBWAMBWA … ’80-’85 (’07)Excellence IExcellence I … ’79-’84Mid-size biz is coolMid-size biz is cool … ’84-’89 (’07)Customer serviceCustomer service … ’84-’88InnovationInnovation … ’87-’92Free trade/HayekFree trade/Hayek … ’90-’92New Org ModelsNew Org Models … ’92-’96PSFPSF … ’92-’06WOW! (WOW Projects) … ’93-’06Brand YouBrand You … ’94-’00DesignDesign … ’94-’06Women (Markets-Leaders)Women (Markets-Leaders) … ’96-’06Boomers (“insane” $$$$$) … ’05-’07EXCELLENCE IIEXCELLENCE II … ’06-’07Healthcare (Quality-Wellness-PatientCentric)Healthcare (Quality-Wellness-PatientCentric) … ’06-’07Exuberance-PassionExuberance-Passion (Soft is Hard)(Soft is Hard) … ’42-’06

Worth.Worth.The.The.

hassle.hassle.

Why I Work/Stuff I Care AboutWhy I Work/Stuff I Care About**“Hard is soft. Soft is hard.” Social stuff, Emotional stuff =“Hard is soft. Soft is hard.” Social stuff, Emotional stuff = Good stuff = The Right Stuff! Good stuff = The Right Stuff! **Mess = Normal = Reality. Rationality = Delusional. Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. Non-linearity = Life 101. (Embrace it! Design accordingly!)(Embrace it! Design accordingly!)**Failure = Normal/Necessary/Good! “Reward excellent failure.Failure = Normal/Necessary/Good! “Reward excellent failure. Punish mediocre success.” “Fail faster. Succeed sooner.” Punish mediocre success.” “Fail faster. Succeed sooner.” “Fail. Forward. Fast.” Fail. Sam Walton Secret #1: Fail. Fast. “Fail. Forward. Fast.” Fail. Sam Walton Secret #1: Fail. Fast.**Do > Think. Act > Talk. Action bias! RELENTLESSDo > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously. S.A.V./Screw Around Vigorously.**Decentralization = Holy writ = More independent tries.Decentralization = Holy writ = More independent tries.**Success for Mortals: Indirection. SkunkWorks. End Runs.Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. Demos. Heroes. Stories.**The “Missing 98%”: Implementation-Execution. The “Missing 98%”: Implementation-Execution. **Strategic planning, limits thereto. Severe.Strategic planning, limits thereto. Severe.**Pitiful performance of Huge Companies. Needed: C.D.O./Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. Chief Destruction Officer.**Severe limits to scale advantage. Mega-mergers = Stupid.Severe limits to scale advantage. Mega-mergers = Stupid.**“Built to last.” Why??? Instead: Built to change the world.“Built to last.” Why??? Instead: Built to change the world.**People First! People Power! Best “Roster” Wins. HR (should)People First! People Power! Best “Roster” Wins. HR (should) rule! Leaders “ rule! Leaders “DODO” People! Respect-Appreciation Rules!” People! Respect-Appreciation Rules!**Freaks for Freaky Times!Freaks for Freaky Times!

Why I Work/Stuff I Care AboutWhy I Work/Stuff I Care About**WOMEN’S WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! WOMEN’S WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.)**Aesthetics! Beauty! Grace! (Design primacy.) Aesthetics! Beauty! Grace! (Design primacy.) **MBWA! (Managing By Wandering Around.)MBWA! (Managing By Wandering Around.)**Basics Rule:Basics Rule: Don’t over-complicate. (Product, People, Action Don’t over-complicate. (Product, People, Action …)…)**Educate for Risk-taking, Creativity, Independence.Educate for Risk-taking, Creativity, Independence.**B-schools suck. Teach all … except what’s important. B-schools suck. Teach all … except what’s important. D-School = Cool. D-School = Cool.**Healthcare’s Big Three: Quality. Prevention. Wellness.Healthcare’s Big Three: Quality. Prevention. Wellness.**R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer. Chief Revenue Officer. **S>M (Selling > Marketing.) S>M (Selling > Marketing.) SELL! SELL! SELL! SELL!SELL! SELL! SELL! SELL!**Free markets work! Free trade works! Rise of India-China =Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add Good thing. Respond with Excellent Performance: Add “insane”“insane” amounts of value! Become a “Lovemark”!! amounts of value! Become a “Lovemark”!! **Brand You. Self-reliance!! Mastery !! Liberation!!Brand You. Self-reliance!! Mastery !! Liberation!!**Survival = PSF/Professional Service Firm “mindset.” Goal #1:Survival = PSF/Professional Service Firm “mindset.” Goal #1: Enable clients to become successful beyond their dreams! Enable clients to become successful beyond their dreams!**Fun! (“Cool” is Cool.)Fun! (“Cool” is Cool.)**Service-obsessed!/Experience-obsessed! (Object: “Raving Service-obsessed!/Experience-obsessed! (Object: “Raving fans.”)fans.”)**PASSION-EXUBERANCE-ENTHUSIASM. PASSION-EXUBERANCE-ENTHUSIASM. **“Hot” Language! WOW! Insanely great! “Hot” Language! WOW! Insanely great! **EXCELLENCE. ALWAYS.EXCELLENCE. ALWAYS.

TOM PETERS.TOM PETERS.

THE “DAMN ITS.” THE “DAMN ITS.”

To The Mat: The ““5 Damn Its5 Damn Its””

Women.Women.PSF.PSF.

Brand you.Brand you.R.f.a.R.f.a.


M.I.A.Action!Action! *

Implementation!Implementation! **The Work Itself!The Work Itself! ***

*R.F.A.**Execution

***WOW Projects!

““Never forget Never forget

imimpplementationlementation boys. In our work it’s boys. In our work it’s

what I call the what I call the

‘‘missinmissingg 98 98 percentpercent’’ of the of the

client puzzle.”client puzzle.” —Al McDonald

““The first 90% of a The first 90% of a project takes 90% ofproject takes 90% of the time. The last the time. The last

10% takes the other 10% takes the other 90% of the time.”90% of the time.” —Richard —Richard

Templar,Templar, The Rules of ManagementThe Rules of Management

TOM PETERS.TOM PETERS. THE DEAL. THE DEAL.

Revolution-Transformation. Revolution-Transformation. (No long runs on Broadway-Senility.)(No long runs on Broadway-Senility.)

“Soft”>“Hard.” “Soft”>“Hard.” (Culture or Bust.)(Culture or Bust.)

Execution-Action. Execution-Action. (Do>Think.)(Do>Think.)

Clean Sheet of Paper. Clean Sheet of Paper. (Web2.0, Transparency, New Org Form—Itinerant Potential Machines.)(Web2.0, Transparency, New Org Form—Itinerant Potential Machines.)

PSF-Brand You-Wow Projects.PSF-Brand You-Wow Projects.

Up-Up-Up the VA Ladder. Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.)(Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.)

Weird. Weird. (Innovation “Easy.”)(Innovation “Easy.”)

Energy-Enthusiasm-Relentlessness.Energy-Enthusiasm-Relentlessness.

Excellence. Always.Excellence. Always.

Tom’sTom’s

60TIB60TIBss***TIB = This I Believe

Sixty for Sixty: Tom’s 60TIBs

The architect Bill Caudill was a contrarian. He pioneered the The architect Bill Caudill was a contrarian. He pioneered the idea of working intimately with clients to create spaces that idea of working intimately with clients to create spaces that

met their needs; this flew in the face of conventional wisdom, met their needs; this flew in the face of conventional wisdom, which held that the architect was pure artist, barely which held that the architect was pure artist, barely

deigning to make client contact. Caudill’s approach wasdeigning to make client contact. Caudill’s approach was wildly successful—so much so that today it’s become wildly successful—so much so that today it’s become

conventional wisdom.conventional wisdom.

Over the years Bill jotted notes on this and that, and began to Over the years Bill jotted notes on this and that, and began to organize them for his children. The title of his musings: This I organize them for his children. The title of his musings: This I

Believe. After Caudill’s death, his colleagues collected the Believe. After Caudill’s death, his colleagues collected the notes and published them. That is, notes and published them. That is, The TIBThe TIBss of Bill Caudill of Bill Caudill..

A sixtieth birthday is a monumental occasion, and I chose, A sixtieth birthday is a monumental occasion, and I chose, among other things, to give myself a present to mark the/my among other things, to give myself a present to mark the/my date in November 2002. I sat on a hill overlooking my farm date in November 2002. I sat on a hill overlooking my farm in Vermont, and scribbled down 60 thoughts, one for each in Vermont, and scribbled down 60 thoughts, one for each

year, that seemed to capture my professional and, to year, that seemed to capture my professional and, to some extent, my personal journey. Those thoughts—Tom’s some extent, my personal journey. Those thoughts—Tom’s

60TIBs—herewith.60TIBs—herewith.

1. TECHNICOLOR RULES!1. TECHNICOLOR RULES! (Passion Moves Mountains!) (Passion Moves Mountains!)2. Audacity Matters!2. Audacity Matters!3. Revolution Now!3. Revolution Now!4. Question Authority! (& Hire4. Question Authority! (& Hire Disrespectful People.) Disrespectful People.) 5. Disorganization Wins! (LOVE5. Disorganization Wins! (LOVE THE MESS!) THE MESS!)

6. Think 3M: Markets Matter Most. ONLY EXTREME6. Think 3M: Markets Matter Most. ONLY EXTREME COMPETITION STAVES OFF STALENESS. (You can COMPETITION STAVES OFF STALENESS. (You can take the boy out of Silicon Valley, but you can’t take take the boy out of Silicon Valley, but you can’t take Silicon Valley out of the boy!) Silicon Valley out of the boy!)7. Three Hearty Cheers for Weirdos. (Bill Gates, Steve7. Three Hearty Cheers for Weirdos. (Bill Gates, Steve Jobs, Larry Ellison, Scott McNealy, Craig Venter Jobs, Larry Ellison, Scott McNealy, Craig Venter et al.) et al.) 8. Message 2003: Technology Change (Info-sciences,8. Message 2003: Technology Change (Info-sciences, Biosciences) Is in Its Infancy! (WE AIN’T SEEN Biosciences) Is in Its Infancy! (WE AIN’T SEEN NOTHIN’ YET!) NOTHIN’ YET!)9. Everything Is Up For Grabs! Volatility Is Thy Name!9. Everything Is Up For Grabs! Volatility Is Thy Name! (Forever & Ever. Amen.) RE-INVENT … OR DIE! (Forever & Ever. Amen.) RE-INVENT … OR DIE! 10. Big Sucks. (Mostly.) (VERY Mostly.)10. Big Sucks. (Mostly.) (VERY Mostly.)

11. “Permanence” Is a Snare & a Delusion.11. “Permanence” Is a Snare & a Delusion. (Forget “Built to Last.” It’s Yesterday’s (Forget “Built to Last.” It’s Yesterday’s Idea.) Idea.)12. Kaizen” (Continuous Improvement) Is …12. Kaizen” (Continuous Improvement) Is … Dangerous.Dangerous.13. DESTRUCTION RULES!13. DESTRUCTION RULES!14. Forget It! (“Learning” = Easy. “Forgetting” =14. Forget It! (“Learning” = Easy. “Forgetting” = Nigh on Impossible.) Nigh on Impossible.) 15. Innovation Is Easy: Hang Out with Freaks.15. Innovation Is Easy: Hang Out with Freaks. (Employees, Board Members, Customers, (Employees, Board Members, Customers, Suppliers, Alliance Partners, Consultants.) Suppliers, Alliance Partners, Consultants.)

16. Boring Begets Boring. 16. Boring Begets Boring. (Cool Begets Cool.)(Cool Begets Cool.)17. Think “Portfolio.” (We’re All V.C.s.)17. Think “Portfolio.” (We’re All V.C.s.)18. Perception Is All There Is. (“Insiders” …18. Perception Is All There Is. (“Insiders” … ALWAYS … overestimate the Radicalism of ALWAYS … overestimate the Radicalism of What They’re Up To.) What They’re Up To.)19. Action … ALWAYS … Takes Precedence. 19. Action … ALWAYS … Takes Precedence. Think: R.F!A./Ready. Fire! Aim. (REWARD Think: R.F!A./Ready. Fire! Aim. (REWARD SUCCESS. REWARD FAILURE. PUNISH … SUCCESS. REWARD FAILURE. PUNISH … INACTION.) INACTION.) 20. 20. He Who Makes & Tests the Quickest &He Who Makes & Tests the Quickest & Coolest Prototypes Reigns! Coolest Prototypes Reigns!

21. Haste Makes Waste. (SO GO WASTE!)21. Haste Makes Waste. (SO GO WASTE!)22. Screw-ups are … 22. Screw-ups are … thethe … Mark of Excellence. … Mark of Excellence. (“Do It Right the First Time” Is a Very Stupid (“Do It Right the First Time” Is a Very Stupid Idea.) Idea.) 23. Play Hard! Play Now! (Cherish Play!)23. Play Hard! Play Now! (Cherish Play!)24. TALENT TIME! 24. TALENT TIME! (He/She Who Has the Best(He/She Who Has the Best “Roster” Rules!) “Roster” Rules!)25. Re-do Education. Totally. (FOSTER25. Re-do Education. Totally. (FOSTER CREATIVITY … NOT UNIFORMITY.) (THE CREATIVITY … NOT UNIFORMITY.) (THE NOISIEST CLASSROOM WINS.) NOISIEST CLASSROOM WINS.)

26. Diversity’s Hour Is Now!26. Diversity’s Hour Is Now!27. 27. SHE … Is the Best Leader!SHE … Is the Best Leader!28. MARKETING MANTRA: 28. MARKETING MANTRA: Embrace the “BIG THREE”Embrace the “BIG THREE” Demographics. Demographics. (1) SHE … is the Customer. (For (1) SHE … is the Customer. (For everything.) (2) Rapidly Aging Boomers Have … everything.) (2) Rapidly Aging Boomers Have … ALL THE MONEY. (3) Green … Matters. ALL THE MONEY. (3) Green … Matters. (TRILLIONS OF $$$$$ Are at Stake.) (NOBODY … (TRILLIONS OF $$$$$ Are at Stake.) (NOBODY … Gets It.) (Mere “Programs” Will Not Suffice.) Gets It.) (Mere “Programs” Will Not Suffice.)29. Re-boot Healthcare. (UNDERSTATEMENT.)29. Re-boot Healthcare. (UNDERSTATEMENT.)30. WHAT ARE WE SELLING? “Experiences” &30. WHAT ARE WE SELLING? “Experiences” & “Solutions” > “Quality” & “Satisfaction.” (The “Solutions” > “Quality” & “Satisfaction.” (The Traditional Value-added Equation Is Being Set on Traditional Value-added Equation Is Being Set on Its Ear.) Its Ear.)

31. DESIGN = New Seat of the Soul. 31. DESIGN = New Seat of the Soul. 32. Branding Is for … EVERYONE. He Who Has32. Branding Is for … EVERYONE. He Who Has the … BEST STORY … Takes Home the the … BEST STORY … Takes Home the Marbles. Marbles.33. 33. DRAMATIC DIFFERENCEDRAMATIC DIFFERENCE = Only Difference. = Only Difference.34. WORDS/Language Matters … a Lot. (E.g.:34. WORDS/Language Matters … a Lot. (E.g.: Three Hearty Cheers for “Wow”!) Three Hearty Cheers for “Wow”!)35. WHAT MATTERS IS STUFF THAT MATTERS.35. WHAT MATTERS IS STUFF THAT MATTERS. (Query #1: (Query #1: “Are You Proud of It?”)“Are You Proud of It?”)

36. eALL. (IS/IT: 36. eALL. (IS/IT: Half-way = No WayHalf-way = No Way.).)37. DREAM … Big! DREAM … Enormous.37. DREAM … Big! DREAM … Enormous. DREAM … Gargantuan. DREAM … Gargantuan. (These Are XXXL(These Are XXXL Times.) Times.)38. THINK MIKE! (Michelangelo: “The greatest38. THINK MIKE! (Michelangelo: “The greatest danger for most of us is not that our aim is danger for most of us is not that our aim is too high and we miss it, but that it is too low too high and we miss it, but that it is too low and we reach it.”) and we reach it.”)39. There Is Only … ONE BIG ISSUE. Cross-39. There Is Only … ONE BIG ISSUE. Cross- functional Communication. functional Communication.40. Stop Doing Dumb Shit. (SYSTEMATIZE THE40. Stop Doing Dumb Shit. (SYSTEMATIZE THE PROCESS OF “UN-DUMBING.”) PROCESS OF “UN-DUMBING.”)

41. Beautiful Systems Are … BEAUTIFUL.41. Beautiful Systems Are … BEAUTIFUL.42. The … WHITE-COLLAR REVOLUTION … Will42. The … WHITE-COLLAR REVOLUTION … Will Devour Everything in Its Path. Devour Everything in Its Path. 43. Take Charge of Your Destiny! BrandYou43. Take Charge of Your Destiny! BrandYou Moment! DISTINCT … OR EXTINCT! Moment! DISTINCT … OR EXTINCT!44. “Powerlessness” Is a State of Mind! Think:44. “Powerlessness” Is a State of Mind! Think: King. Gandhi. De Gaulle. King. Gandhi. De Gaulle.45. 45. Pursue Adventure … in Every Task.Pursue Adventure … in Every Task.

46. 46. EXCELLENCE … Is a State of Mind.EXCELLENCE … Is a State of Mind. (Excellence Takes a Minute.) (No Bull.) (Excellence Takes a Minute.) (No Bull.)47. 47. SHOW UP! SHOW UP! (If You Care, You’re There.)(If You Care, You’re There.)48. YOUR CALENDAR KNOWS ALL. 48. YOUR CALENDAR KNOWS ALL. (You =(You = Calendar.) Calendar.) (Mind Your “TO DON’T” List.) (Mind Your “TO DON’T” List.)49. LIFE IS SALES. (The Rest Is Details.)49. LIFE IS SALES. (The Rest Is Details.)50. Boss Mantra #1: “I DON’T KNOW.” (“I Don’t50. Boss Mantra #1: “I DON’T KNOW.” (“I Don’t Know” = Permission to Explore.) Know” = Permission to Explore.)

51. Management Role 1: GET OUT OF THE WAY.51. Management Role 1: GET OUT OF THE WAY. (Clear the Way.) (Clear the Way.) (“Manager” = Hurdle(“Manager” = Hurdle Removal Professional.) Removal Professional.)52. Epitaph from Hell: 52. Epitaph from Hell: “He Woulda Done Some“He Woulda Done Some Truly Cool Stuff … But His Boss Wouldn’t Truly Cool Stuff … But His Boss Wouldn’t Let Him.” Let Him.”53. Change Takes However Long You Think It53. Change Takes However Long You Think It Takes. (Eschew … “Incrementalism.”) Takes. (Eschew … “Incrementalism.”)54. 54. Respect!Respect! (Rule 1: Don’t Belittle!) (Rule 1: Don’t Belittle!)55. “Thank You” Trumps All!55. “Thank You” Trumps All!

56. Integrity Matters! 56. Integrity Matters! Integrity = Credibility.Integrity = Credibility. (Dennis K. Is a Jerk.) (Dennis K. Is a Jerk.)57. SOFT IS HARD. HARD IS SOFT. (Numbers57. SOFT IS HARD. HARD IS SOFT. (Numbers Are Soft. People Are Not.) Are Soft. People Are Not.)58. Try Sunny! (Sunny Begets Sunny.58. Try Sunny! (Sunny Begets Sunny. Gloomy Begets Gloomy.) Gloomy Begets Gloomy.)59. DISPENSE ENTHUSIASM!59. DISPENSE ENTHUSIASM!60. FUN …Is Not a 4-Letter Word. So, too …60. FUN …Is Not a 4-Letter Word. So, too … JOY. (And … GRACE.) JOY. (And … GRACE.)

Tom Peters’Tom Peters’

to-mto-mAA-to-toto-mto-mahah-to-to

New Delhi. Thirteen September 2004. I New Delhi. Thirteen September 2004. I

awoke, jetlagged and sweaty, at 3A.M. I’d had awoke, jetlagged and sweaty, at 3A.M. I’d had a nightmare. Stark realism. I was, as usual, a nightmare. Stark realism. I was, as usual,

accused of overstatement and a few (or more) accused of overstatement and a few (or more) too many exclamation marks (!!!!!). Only this too many exclamation marks (!!!!!). Only this time I’d acceded to “They.” The “They” who time I’d acceded to “They.” The “They” who believe in “The Plan” and “Built to Last” and believe in “The Plan” and “Built to Last” and

“Continuous Improvement” and “Quiet, “Continuous Improvement” and “Quiet, Humble Leaders.” No! No! I had failed, in my Humble Leaders.” No! No! I had failed, in my dream, to live up to my Fervent Beliefs! This dream, to live up to my Fervent Beliefs! This must not pass! In a sweat, fearful that the must not pass! In a sweat, fearful that the

time would not come ‘round again, I turned on time would not come ‘round again, I turned on the light, picked up a pad of paper, and began the light, picked up a pad of paper, and began

to scribble frantically. Herewith the result. to scribble frantically. Herewith the result.

Tom’s Re-imagine Manifesto!

They say … my (Tom) language is extreme.I say … the times are extreme.I say … the times are extreme.

They say I’m extreme.I say I’m a realist.I say I’m a realist.

They say I demand too much.I say they accept mediocrity & continuous improvementI say they accept mediocrity & continuous improvement too readily.too readily.

They say “We can’t handle this much change.”I say “Your job and career are in jeopardy; what otherI say “Your job and career are in jeopardy; what other options do you have?”options do you have?”

They say Brand You is not for everyone.I say the alternative is unemployment.I say the alternative is unemployment.

They say “What’s wrong with a ‘good product’?”I say Wal*Mart or China or both are about to eat yourI say Wal*Mart or China or both are about to eat your lunch. Why can’t you provide instead a Fabulouslunch. Why can’t you provide instead a Fabulous Experience?Experience?


They say “Take a deep breath. Be calm.”I say “Tell it to Wal*Mart. Tell it to China. Tell itI say “Tell it to Wal*Mart. Tell it to China. Tell it to India. Tell it to Dell. Tell it to Microsoft.”to India. Tell it to Dell. Tell it to Microsoft.”

They say the Web is a “useful tool.”I say the Web changes everything. Now.I say the Web changes everything. Now.

They say “We need an Initiative.”I say “We need a Dream. And Dreamers.”I say “We need a Dream. And Dreamers.”

They say Great Design is “nice.”I say Great Design is “necessary.”I say Great Design is “necessary.”

They say I “overplay” the “women’s thing.”I say the share of Women in Senior LeadershipI say the share of Women in Senior Leadership Positions is a Waste and a Disgrace and aPositions is a Waste and a Disgrace and a Strategic Marketing Error.Strategic Marketing Error.


They say the Women’s Market Opportunity I harp on is “doubtless important.”I say 9 out of 10, make that 99 out of 100, companies aren’tI say 9 out of 10, make that 99 out of 100, companies aren’t within striking distance of accurately estimating the potentialwithin striking distance of accurately estimating the potential of the Women’s Market … let alone exploiting it.of the Women’s Market … let alone exploiting it.

They say the boomer-geezer market is also “doubtless important.”I say the boomer-geezer market amounts to a RedefiningI say the boomer-geezer market amounts to a Redefining Moment.Moment.

They say we need a “project” to exploit the women-boomer-geezer market.I say we need Total Strategic Realignment to exploit theI say we need Total Strategic Realignment to exploit the Women-Boomer-Geezer Opportunity.Women-Boomer-Geezer Opportunity.

They say “Wow” is “typical Tom.”I say “WOW” is a Minimum Survival Requirement.I say “WOW” is a Minimum Survival Requirement.

They say “effective governance” is important.I say bold-brash Boards that are representative of the marketI say bold-brash Boards that are representative of the market served—more than a token woman or two and an empty seatserved—more than a token woman or two and an empty seat for the “forthcoming Hispanic”—are an Imperative. Now.for the “forthcoming Hispanic”—are an Imperative. Now.

They say “Better.”

I sayI say “Different!” “Different!”


They say “Plan it.”I say “DO IT.”I say “DO IT.”

They say “We need more steady, loyal employees.”I say “WE NEED MORE FREAKS WHO ROUTINELY TELLI say “WE NEED MORE FREAKS WHO ROUTINELY TELL THOSE ‘IN CHARGE’ TO TAKE A FLYING LEAP … THOSE ‘IN CHARGE’ TO TAKE A FLYING LEAP … BEFORE IT’S TOO LATE.”BEFORE IT’S TOO LATE.”

They say “We need Good People.”I say “We need Quirky Talent.”I say “We need Quirky Talent.”

They say “We like people who, with steely determination, say, “I can make it better.’”I say “I love people who, with a certain maniacal gleamI say “I love people who, with a certain maniacal gleam in their eye, perhaps even a giggle, say, ‘I can turnin their eye, perhaps even a giggle, say, ‘I can turn the world upside down. Watch me!’”the world upside down. Watch me!’”

They say “We must speed things up.”I say “We must Radically change the CorporateI say “We must Radically change the Corporate Metabolism until Insane Urgency becomesMetabolism until Insane Urgency becomes a Sacrament.”a Sacrament.”


They say, “Sure, we need ‘Change.’”I say we need “REVOLUTION NOW.”I say we need “REVOLUTION NOW.”

They say (acknowledge), “Okay, we need revolution.”

I say, I say, “REVOLUTION.”“REVOLUTION.”They say “fast follower.”I say “battered and bruised leader.”I say “battered and bruised leader.”

They say “Conglomerate & Imitate!”I say “Create & Innovate!”I say “Create & Innovate!”

They say “Market share.”I say “Market CREATION.”I say “Market CREATION.”

They say “Improve & Maintain.” I say “DESTROY & RE-IMAGINE.”I say “DESTROY & RE-IMAGINE.”


They say “We like words such as ‘calm’ … ‘certainty’ … ‘is.’”I say “I like words/phrases such as ‘turbulent’I say “I like words/phrases such as ‘turbulent’ ‘ ‘opportunity’ … ‘might be’.”opportunity’ … ‘might be’.”

They vote for Republicans and Democrats.I vote for Independents and Libertarians.I vote for Independents and Libertarians.

They say “Normal.”I say “Weird.”I say “Weird.”

They say “Happy balance.”I say “Creative Tension.”I say “Creative Tension.”

They say they favor a “team” that works & lives in “harmony.”I say “give me a raucous brawl among the mostI say “give me a raucous brawl among the most creative people imaginable.”creative people imaginable.”

They say “Peace, brother.”I say “Bruise my feelings. Flatten my ego.I say “Bruise my feelings. Flatten my ego. SAVE MY JOB.”SAVE MY JOB.”


They say “Vanilla.”I say “Cherry Garcia.”I say “Cherry Garcia.”

They say “Basic Black.”I say “TECHNICOLOR RULES!”I say “TECHNICOLOR RULES!”

They say “Branding is for the likes of Nike.”I say “Branding is for Everyone & Anyone with theI say “Branding is for Everyone & Anyone with the Passion & Tenacity to foist their Wonderful & Weird Passion & Tenacity to foist their Wonderful & Weird Point of View on the world … and the New World’sPoint of View on the world … and the New World’s (read: Web’s) power allows-encourages such “silly” (read: Web’s) power allows-encourages such “silly” (until recently) visions-of-ubiquity to become reality,(until recently) visions-of-ubiquity to become reality, perhaps overnight.”perhaps overnight.”

They say we need “happy customers.”I say “Give me pushy, needy, nasty, provocativeI say “Give me pushy, needy, nasty, provocative customers who will drag me down Innovationcustomers who will drag me down Innovation Boulevard.”Boulevard.”

They say they want to partner with “best of breed.”I say “Give me Coolest of Breed.”I say “Give me Coolest of Breed.”


They say we need “supply chain harmony.”I say we need “supply chain Innovation.”I say we need “supply chain Innovation.”

They say “We seek Harvard MBAs.”I say I seek Certificate-free “PhDs” from the SchoolI say I seek Certificate-free “PhDs” from the School of Hard Knocks.of Hard Knocks.

They say they want recruits with a “spotless records.”I say “the Spots are what matter most.”I say “the Spots are what matter most.”

They say “Integrity is important.”I say “Tell the Unvarnished Truth, All the Time …I say “Tell the Unvarnished Truth, All the Time … or take a Long Hike.”or take a Long Hike.”

They read Jim Collins and grok on “quiet, humble leaders.”I say “Give me the Bold, the Brash, the Brassy, theI say “Give me the Bold, the Brash, the Brassy, the Egocentric Dreamers who, like Steve Jobs,Egocentric Dreamers who, like Steve Jobs, ‘ ‘Dent the Universe.’”Dent the Universe.’”

They say “Improve.”

I sayI say “Re-imagine!” “Re-imagine!”


They say they need a “vision” born of McKinsey.I say we need a “Grandiose Dream” born of a PassionateI say we need a “Grandiose Dream” born of a Passionate & Intemperate Belief that the world can be a different,& Intemperate Belief that the world can be a different, better place.better place.

They say healthcare, our biggest industry, is “a mess.”I say our hospitals, which kill over 100,000 patients aI say our hospitals, which kill over 100,000 patients a year, are part of a system that is “a disgrace.”year, are part of a system that is “a disgrace.”

They say “obesity is a problem” … “lose some weight.”I say Re-imagine the entire healthcare system … I say Re-imagine the entire healthcare system … NOW … to focus on Prevention & Wellness.NOW … to focus on Prevention & Wellness.

They say “no child left behind.”I say “education” is leaving ALL our children behind,I say “education” is leaving ALL our children behind, as it is totally mis-aligned to deal with tomorrow’sas it is totally mis-aligned to deal with tomorrow’s (this afternoon’s) uncertain, ambiguous, creativity-(this afternoon’s) uncertain, ambiguous, creativity- driven economy.driven economy.


They say, “Of course we believe in marketing.”I say “Is the CMO [Chief Marketing Officer] on the BoardI say “Is the CMO [Chief Marketing Officer] on the Board of Directors?”of Directors?”

They say “Of course we believe in marketing.”I say “Has your customer data base won numerous major industry awards?”

They say “Of course we believe in marketing.”I say “Is your Web site Sooooo Cool, Sooooo Fresh, SoooooI say “Is your Web site Sooooo Cool, Sooooo Fresh, Sooooo Friendly to Use that it gives you goose pimples just to e-visit,Friendly to Use that it gives you goose pimples just to e-visit, even though you’ve seen it 1000 times?” even though you’ve seen it 1000 times?”

They say “Of course we believe in marketing.”I say “How many in-depth customer visits did the CEO makeI say “How many in-depth customer visits did the CEO make last month?”last month?”

They say “Yes, the ‘Women’s thing’ is important.”I say “Do women hold at least 1/3rd of your Board seats?”I say “Do women hold at least 1/3rd of your Board seats?”

They say “We’re coming around on the design bit.”I say “Is, as at Braun, your Chief Design Officer on the BoardI say “Is, as at Braun, your Chief Design Officer on the Board of Directors?”of Directors?”

Tom’ Re-imagine Manifesto!

They say “Of course we think the ‘experiences thing’ is important.”I say “Is there an ‘EVP Experiences’?”I say “Is there an ‘EVP Experiences’?”

They say “Of course innovation is important.”I say “Is your percentage of revenue devoted to R&DI say “Is your percentage of revenue devoted to R&D at least 1.5 (2.0? 2.5?) times the industry average?”at least 1.5 (2.0? 2.5?) times the industry average?”

They say “Of course we believe in IS/IT.”I say “Is the CIO on the Board of Directors?” (Only 5% of I say “Is the CIO on the Board of Directors?” (Only 5% of Fortune500 CIOs are on the Board. One example: Fortune500 CIOs are on the Board. One example: Wal*Mart.)Wal*Mart.)

They say “Of course we believe in IS/IT.”I say “How many members of your Board are under 35I say “How many members of your Board are under 35 years old?”years old?”

They say “We believe in having a ‘flat organization.’”I say “Is your headquarters in a Tower?”I say “Is your headquarters in a Tower?”


They say we need to “bring effectiveness to the supply chain.”I say we need an IS/IT/Best Sourcing revolution basedI say we need an IS/IT/Best Sourcing revolution based on nothing less than an Entirely Original Vision of on nothing less than an Entirely Original Vision of whatwhat organizations are and how they interact.organizations are and how they interact.

They say “Globalization is a bumpy road.”I say India and China and Asia in general are within twoI say India and China and Asia in general are within two decades of running the show: Get ready or getdecades of running the show: Get ready or get trounced.trounced.

They say “defense” and “consolidation” are musts for a global game.I say encourage Offense, nurture a Generation (or 10) of I say encourage Offense, nurture a Generation (or 10) of Entrepreneurs, cherish Creativity & Risk-taking fromEntrepreneurs, cherish Creativity & Risk-taking from primary school onwards … and don’t expect to beprimary school onwards … and don’t expect to be saved by a bunch of bulky, retro behemoth saved by a bunch of bulky, retro behemoth commandedcommanded by a phalanx of Old White Guys who think 30 minutes by a phalanx of Old White Guys who think 30 minutes aa day on the corporate treadmill and 27 holes on theday on the corporate treadmill and 27 holes on the links are a fit defense against Revolution.links are a fit defense against Revolution.


They say “Get an MBA.”I say “Get an MFA.”I say “Get an MFA.”

They say “If it can’t be precisely measured then it isn’t real.” (And I suppose if it can be measured it is real? Think Enron? Adelphia? WorldCom?)I say “If it can be precisely measured it isn’t real.” (ThinkI say “If it can be precisely measured it isn’t real.” (Think Age of Intangibles & Relationships.) (Think: “He knewAge of Intangibles & Relationships.) (Think: “He knew the price of everything and the value of nothing.”)the price of everything and the value of nothing.”)

They say “Rationality is the Bedrock of Modern Society.”I say “Irrationality [irrational exuberance?] is the MotherI say “Irrationality [irrational exuberance?] is the Mother of all True Entrepreneurial Pilgrimages.”of all True Entrepreneurial Pilgrimages.”

They say “Order is the necessary precursor to measured, sustainable success.”I say “Dis-order is the precursor to Opportunistic Sorties,I say “Dis-order is the precursor to Opportunistic Sorties, Market Creation, Quantum Leaps, and EntrepreneurialMarket Creation, Quantum Leaps, and Entrepreneurial Adventure.Adventure.


They say “To get anywhere, you have to know exactly where the hell you’re headed.”I say “If you know precisely where you’re headed andI say “If you know precisely where you’re headed and exactly how you’re gonna get there, then you clearlyexactly how you’re gonna get there, then you clearly suffer from Advanced Shrivelus Imaginationus.”suffer from Advanced Shrivelus Imaginationus.” (This disease is fatal.)(This disease is fatal.)

They say “Employees need Well-defined Structure.”I say “Talent should be encouraged to embark on QuestsI say “Talent should be encouraged to embark on Quests to the Unknown.”to the Unknown.”

They say “I’m here to maximize shareholder value.”I say “I’m here to inflame each & every member of myI say “I’m here to inflame each & every member of my Awesome Staff to embark with Vigor & DeterminationAwesome Staff to embark with Vigor & Determination & Passion & Enthusiasm on a Quest of Monumental& Passion & Enthusiasm on a Quest of Monumental Consequence.” (And if I come even close to succeeding,Consequence.” (And if I come even close to succeeding, it will, in fact, dramatically up the odds of Thrivingit will, in fact, dramatically up the odds of Thriving Amidst Today’s Chaos—and creating untold shareholderAmidst Today’s Chaos—and creating untold shareholder value in the process.)value in the process.)


They say “men.”I say “WOMEN.”I say “WOMEN.”

They say Diversity is a “good thing.”I say Diversity is a Fresh Breath of Creative Air … AbsolutelyI say Diversity is a Fresh Breath of Creative Air … Absolutely Necessary for Economic Salvation in perilous times.Necessary for Economic Salvation in perilous times.

They say “Wait your turn, honor those who have marched these corridors before you.”I say Get Off Your Butt & Go for the Gold … TODAY … or signI say Get Off Your Butt & Go for the Gold … TODAY … or sign the transfer papers willing your job in perpetuity to athe transfer papers willing your job in perpetuity to a Chinese or Indian who Gives a Shit and Gets Up Chinese or Indian who Gives a Shit and Gets Up (VERY) Early and works Saturdays & Sundays.(VERY) Early and works Saturdays & Sundays.

They say “offshoring” is a “blight.”I say the Earth proved not to be the center of the Solar I say the Earth proved not to be the center of the Solar System … and the USA is not the epicenter-in-perpetuitySystem … and the USA is not the epicenter-in-perpetuity of the Earth … and that we had best learn … NOW … toof the Earth … and that we had best learn … NOW … to prosper and take pleasure in a dynamic, exciting, creative,prosper and take pleasure in a dynamic, exciting, creative, multi-polar economic environment. (Damn it.)multi-polar economic environment. (Damn it.)


They say “It’s a fright.”I say “It’s a Helluva Ride.”I say “It’s a Helluva Ride.”

They say it’s “daunting.”I say it’s “a bronco-bustin’ day at the rodeo.”I say it’s “a bronco-bustin’ day at the rodeo.”

They say “Life is a marathon; husband your strength.”I say “Life is a sprint. Begin planning your World-beatingI say “Life is a sprint. Begin planning your World-beating Me Inc. start-up … TODAY.”Me Inc. start-up … TODAY.”

They say lifetime employment was a boon.I say lifetime employment was Indentured Servitude,I say lifetime employment was Indentured Servitude, modern-day Slavery.modern-day Slavery.

They say “safety net.”I say “I say “II am my safety net; give me some version of the am my safety net; give me some version of the ‘ ‘Ownership Society.’”Ownership Society.’”

They say “zero defects.”I say “A day without a screw-up or two is a day pissedI say “A day without a screw-up or two is a day pissed away.”away.”


They say “Think about it.”I say “Try it.”I say “Try it.”

They say “Plan it.”I say “Test it.”I say “Test it.”

They say “continuous improvement.”I say “Bold Leaps.”I say “Bold Leaps.”

They say “Keep on Improvin’.”I say “Keep on Leapin’.”I say “Keep on Leapin’.”

They say “Built to last.”I say “Built to Soar. We’re all dead in the long run …I say “Built to Soar. We’re all dead in the long run … live your Insane Fantasy. Devil take the hindmost.”live your Insane Fantasy. Devil take the hindmost.”

They (Jim Collins) say “Walgreens is Cool.”I say “I love Larry Ellison.” (Oracle rules … at leastI say “I love Larry Ellison.” (Oracle rules … at least for the next ten minutes.)for the next ten minutes.)


They say “Play the odds.”I say “Reward excellent failures. Punish mediocre I say “Reward excellent failures. Punish mediocre successes.” (Thanks, Phil Daniels.)successes.” (Thanks, Phil Daniels.)

They say “Eighty-hour weeks will kill you.” I say “Work 35-hour weeks, and the Chinese will I say “Work 35-hour weeks, and the Chinese will kill you.”kill you.”

They say “Install cost controls with teeth.”I say “Ha. Ha. Ha. Blow Up the existing enterprise andI say “Ha. Ha. Ha. Blow Up the existing enterprise and start with a Clean Sheet of Paper.”start with a Clean Sheet of Paper.”

They say “Install cost controls with teeth.”I say “Grow the Top Line.”I say “Grow the Top Line.”

They say “Radical change takes a decade.”I say “Radical change takes a Minute.” (See AA.)I say “Radical change takes a Minute.” (See AA.)

They say “Times are changing.”I say “Everything has already changed. Tomorrow is theI say “Everything has already changed. Tomorrow is the First Day of Your Revolution … or you’re Toast.”First Day of Your Revolution … or you’re Toast.”


They say “We can’t all be Anita Roddick or Maxine Clark or Stan Shih or Les Wexner or Jerry Yang.”I say “Why not?”I say “Why not?”

They say “We can’t all be Revolutionaries.”I say “Why not?”I say “Why not?”

They say “We can’t all be a Brand.”I say “Why not?”I say “Why not?”

They say “Beware the Hype.”I say “Been to China lately? Visited Infosys inI say “Been to China lately? Visited Infosys in Bangalore lately?”Bangalore lately?”

They say this is just a Rant.I say this is just Reality.I say this is just Reality.

They say “The man is not nice.”I say “The times are not forgiving.”I say “The times are not forgiving.”


End.End.PART PART TWOTWO..

Generic Generic Lists …Lists …

Tom Peters’ X25*Tom Peters’ X25*

EXCELLENCEXCELLENCE. ALWAYS.E. ALWAYS.

MASTER/0618.2007/Part MASTER/0618.2007/Part ONEONE

**In Search of ExcellenceIn Search of Excellence 1982-2007 1982-2007

““Excellence can be obtained if you:Excellence can be obtained if you:

... care more than others think... care more than others think is wise;is wise; ... risk more than others think ... risk more than others think is safe;is safe; ... dream more than others think ... dream more than others think is practical;is practical; ... expect more than others think ... expect more than others think is possible.”is possible.”

Source: Anon.Source: Anon. (Posted @ tompeters.com by (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)K.Sriram, November 27, 2006 1:17 AM)

““Strive for Strive for Excellence. Excellence.

Ignore Ignore success.”success.” —Bill Young, race

car driver (courtesy Andrew Sullivan)

profits, profits, people people or or

people, people, profits? profits?

tom peters’tom peters’ “excellence. Always.”“excellence. Always.”

1. 1. ExcellenceExcellence! Always!! Always!2. context. 2. context. 33,,000000,,000000,,000000 new new capitalists!capitalists!3. 3. InnovateInnovate or die! or die!4. 4. RevenueRevenue Matters Most! Matters Most!5. 5. UpUp++UpUp++UpUp++upup the “Value-added the “Value-added Ladder”! Ladder”! (commodity to “ gamechanging solution” (commodity to “ gamechanging solution” to “breathtaking experience” to “lovemark”) to “breathtaking experience” to “lovemark”)

6. Make . Much. Money. 6. Make . Much. Money. Damn itDamn it! ! (women-Boomers-geezers)(women-Boomers-geezers)

7. Action!/Try It!/7. Action!/Try It!/ExecutionExecution!!8. Best “8. Best “rosterroster” wins!” wins!9. 9. EmotionalEmotional Leadership!/ Leadership!/ Leading for Leading for excellenceexcellence!!10. Excellence! 10. Excellence! AlwaysAlways!!

Our Story LineOur Story Line

Not your father’s worldNot your father’s worldBig = Pitiful.Big = Pitiful.

Excellence. Always./“only-onesExcellence. Always./“only-ones-who-do-what-we-do.”-who-do-what-we-do.”

(what else?)(what else?)

Innovate. Or. Innovate. Or. DieDie..Up. Up. Up. Up. Up, Up, Up. Up. Up. Up. Up, Up,

Up the “Value Added Chain.”Up the “Value Added Chain.”(Raw materials. Goods. Services. Implemented-gamechanging (Raw materials. Goods. Services. Implemented-gamechanging

Solutions. Scintillating experiences. Dreams come true. Solutions. Scintillating experiences. Dreams come true. Lovemark.)Lovemark.)

Stupendous-underserved “New” MarketsStupendous-underserved “New” Markets (Women, Boomers & geezers)(Women, Boomers & geezers)

Talent = Brand. /You = Brand You. /Talent = Brand. /You = Brand You. /educate-for-creativityeducate-for-creativity

Leading with passion & relentlessnessLeading with passion & relentlessness (“21(“21stst Century Leadership. Ha.) Century Leadership. Ha.)

The StoryThe Story

Not your father’s worldNot your father’s worldBig = Pitiful.Big = Pitiful.

Excellence. Always. (what else?)Excellence. Always. (what else?)Innovate. Or. Innovate. Or. Die.Die.

Up, Up, Up the “Value Added Up, Up, Up the “Value Added Chain.”Chain.”

“New” Markets (Women, “New” Markets (Women, Boomers)Boomers)

Talent = Brand.Talent = Brand.Leading with passionLeading with passion

*Context/5/42/500/900.*Context/5/42/500/900.

**Weeks of Whoops!Weeks of Whoops!

**Built to Flop: Pitiful Built to Flop: Pitiful Performance!Performance!**InnovateInnovate. Or. . Or. die. die.

*Value-added Ladder/*Value-added Ladder/raw materials to “lovemarks.” raw materials to “lovemarks.”

*BEDROCK: “MODEL PSF.*BEDROCK: “MODEL PSF.*“New” Markets/*“New” Markets/

women. Boomers-geezers.women. Boomers-geezers.* “aside”: “Eternal” Basics.* “aside”: “Eternal” Basics.

*Talent. BRAND YOU. Education.*Talent. BRAND YOU. Education.*VIRAL Leadership.*VIRAL Leadership.

Re-imagine! Speech: Re-imagine! Speech: Story Line in 100 Words or LessStory Line in 100 Words or Less

1. Wildly altered context (technology, China-India, global 1. Wildly altered context (technology, China-India, global terrorism, etc)terrorism, etc)

2.2. Only answer: adaptive skills and bold-breathtaking innovationOnly answer: adaptive skills and bold-breathtaking innovation (top-line focus rather than cost-cutting focus)(top-line focus rather than cost-cutting focus)3. Race way, way up the value-added curve (implemented “game-3. Race way, way up the value-added curve (implemented “game-

altering solutions” rather than “services,” “experiences” rather altering solutions” rather than “services,” “experiences” rather than “transactions,” and much more)than “transactions,” and much more)

4. As part of value-added exercise, pursue Ripe & Enormous 4. As part of value-added exercise, pursue Ripe & Enormous “new” markets—Women, Boomers & Geezers“new” markets—Women, Boomers & Geezers

5. Radical (!!!) use of IS-IT5. Radical (!!!) use of IS-IT6.6. A “Roster” of Weird & Wondrous & Entrepreneurial “Talent” A “Roster” of Weird & Wondrous & Entrepreneurial “Talent”

engagedengaged in “Wow Projects”in “Wow Projects”7.7. ““Metabolic Leadership” (Passionate-Radical Leaders who instill Metabolic Leadership” (Passionate-Radical Leaders who instill

a Discipline of Execution, a Quick Tempo-Adaptive Culture anda Discipline of Execution, a Quick Tempo-Adaptive Culture and an appetite to “Eat Radical Change for Breakfast”)an appetite to “Eat Radical Change for Breakfast”)

(96 words by my count)(96 words by my count)

Game plan: Game plan: TheThe

unvarnished unvarnished BasicsBasics

Hire Great PeopleHire Great People (Resilient, Passionate)(Resilient, Passionate)

Try a Lot of StuffTry a Lot of Stuff (S.A.V./R.F.A.)(S.A.V./R.F.A.)

Enjoy It While It Enjoy It While It LastsLasts

Tom’s “Change Rules”Tom’s “Change Rules”

Cause. (pissed off.)Cause. (pissed off.)

Try it. (S.A.V.)Try it. (S.A.V.)Fail. Forward. Fast.Fail. Forward. Fast.

Quests. Demos. Heroes. Stories.Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) Boonies. (Parallel universe.)

<12.<12.Just Say No: Normal.Just Say No: Normal.

Attitude>Ability.Attitude>Ability.Wow. “Insanely great.”Wow. “Insanely great.”

Sell! Sell! Sell!Sell! Sell! Sell!Master politics!Master politics!

Excellence! Always! Excellence! Always!

Soft is hard. Soft is hard. Hard is soft.Hard is soft. (People, customers “hard,” #s “soft”) (People, customers “hard,” #s “soft”)2525 (“Blinding flash of the obvious”)(“Blinding flash of the obvious”)

Wow!Wow! (Passion! Enthusiasm! Hot language! “Insanely great”—Steve Jobs) (Passion! Enthusiasm! Hot language! “Insanely great”—Steve Jobs)Wow EVERYWHEREWow EVERYWHERE (Jim’s Group, Basement Systems Inc) (Jim’s Group, Basement Systems Inc)

Innovate. Innovate. Or die.Or die.Top line obsession!!!Top line obsession!!! (C (CRRO/Chief O/Chief RevenueRevenue Officer; Sales>Marketing; “cost cutting = death spiral”—VH) Officer; Sales>Marketing; “cost cutting = death spiral”—VH)

Innovation = MessInnovation = Mess (“What makes God laugh?” “People making plans.”)(“What makes God laugh?” “People making plans.”)1/1001/100 (Big over-rated/Mega-mergers destroy value/“Built to last” chimera (Big over-rated/Mega-mergers destroy value/“Built to last” chimera

““Built to last” v “Built to rock the world” Built to last” v “Built to rock the world” (TP’s love affair with Netscape)(TP’s love affair with Netscape) “Last word” = There is no last word! “Last word” = There is no last word!

0/8000/800 (We are who we hang out with/Weird for weird times) (We are who we hang out with/Weird for weird times)Lead the customer!Lead the customer!

Whacky Wild WikiWorld!Whacky Wild WikiWorld! (Electronic planetary scrum.)(Electronic planetary scrum.)Try stuff!!!!!!!!!Try stuff!!!!!!!!! (R.F.A., S.A.V.) (Ready. Fire. Aim. Screw Around Vigorously.)(R.F.A., S.A.V.) (Ready. Fire. Aim. Screw Around Vigorously.)

Fail. Forward. Fast.Fail. Forward. Fast. (“Reward excellent failures. Punish mediocre successes.) (“Reward excellent failures. Punish mediocre successes.)Try MORE stuff!!!Try MORE stuff!!! (“You miss 100% of the shots you don’t take.”)(“You miss 100% of the shots you don’t take.”)

Parallel UniverseParallel Universe (Jill Ker Conway, Starbucks’ 1%, Intel V.C. fund, China!)(Jill Ker Conway, Starbucks’ 1%, Intel V.C. fund, China!)4/404/40 (4 “learnings” in 40 years: Decentralization, Execution, Accountability, 6:15AM) (4 “learnings” in 40 years: Decentralization, Execution, Accountability, 6:15AM)

Lord NelsonLord Nelson (“Other admirals more afraid of losing …”)(“Other admirals more afraid of losing …”)

Up, Up, Up the VA LadderUp, Up, Up the VA Ladder (Solutions/PSF, Experience; Dreamketing; Lovemark) (Solutions/PSF, Experience; Dreamketing; Lovemark)Women rule!Women rule! (Buy (Buy all all ! Control ! Control allall wealth! Better leaders!) wealth! Better leaders!)

$15,000,000,000,000/7 of 13$15,000,000,000,000/7 of 13 (Boomers. Geezers. Wealth. Half of life still to go) (Boomers. Geezers. Wealth. Half of life still to go)

Brand YouBrand You (Or else!) (Or else!)PSF!!!PSF!!! (All) (All)

Talent = BrandTalent = Brand (“Leaders do people,” “connoisseur of talent,” Send ’em on bold Quests,(“Leaders do people,” “connoisseur of talent,” Send ’em on bold Quests, HR rules! <CapEx$$, >PeopleX$$$ ) (Think: HR rules! <CapEx$$, >PeopleX$$$ ) (Think: WegmansWegmans))

195,000195,000 (Healthcare: Quality-Safety/EMR/DSS, Prevention-Wellness, Public Health #1!) (Healthcare: Quality-Safety/EMR/DSS, Prevention-Wellness, Public Health #1!)“Teach to test” = Evil!“Teach to test” = Evil! ( (The Creative Age is a The Creative Age is a widewide--openopen g gameame.”.” —Richard Florida)

Leadership/12PsLeadership/12Ps (Purpose. Passion. Potential. Presence. Personal. Pissed off. (Purpose. Passion. Potential. Presence. Personal. Pissed off.Playful. Persistence. People. Peculiar. Potent. Positive.)Playful. Persistence. People. Peculiar. Potent. Positive.)

“Do one thing every day that scares you.”“Do one thing every day that scares you.” (Eleanor Roosevelt) (Eleanor Roosevelt)Basics!Basics! (Decency. Flowers. (Decency. Flowers. Grace.Grace. Respect. Servant. Host. Etc.) Respect. Servant. Host. Etc.)

This I Believe: This I Believe: Tom’s Super-TIB25Tom’s Super-TIB25

1. 1. TECHTECHNINICOLCOLOOR R TimesTimes..2. 2. Passion! Enthusiasm! Energy!Passion! Enthusiasm! Energy!3. 3. Action/R.F.A./O.O.D.A. Speed.Action/R.F.A./O.O.D.A. Speed.4. Screw-ups. 4. Screw-ups. BIG SCREW-Ups!BIG SCREW-Ups!5. 5. Mess! Improv!Mess! Improv!6. 6. Revolution! Re-imagine!Revolution! Re-imagine!7. 7. INNOVATE OR DIE! INNOVATE OR DIE! 8.8. Decentralize!Decentralize!9.9. Bulk is BULL! (Mergers don’t work. FOCUS Does!)Bulk is BULL! (Mergers don’t work. FOCUS Does!)1010 “Different” > “Better” “Different” > “Better”11. eALL/Power Tools for Power Strategies!11. eALL/Power Tools for Power Strategies!12. 12. Forgetting/Destruction.Forgetting/Destruction.13. 13. Hot Language Matters!Hot Language Matters!14. 14. WOW!/WOW Projects.WOW!/WOW Projects.15. 15. VA Bedrock: The “PSF.” (Professional Service Firm.)VA Bedrock: The “PSF.” (Professional Service Firm.)16. 16. Daring.Daring.17. 17. Talent Time! Leaders “Do” People!Talent Time! Leaders “Do” People!18. 18. Talent+/Diversity.Talent+/Diversity.19. 19. Talent++/Women Rule!Talent++/Women Rule!20. 20. “Brand You” Universe.“Brand You” Universe.21. 21. Design!Design!22. 22. Gasp-worthy Experiences/Lovemarks.Gasp-worthy Experiences/Lovemarks.23. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness.New Market Demographics/Women/Boomers & Geezers/Green/Wellness.24.24. Grace.Grace.25.25. EXCELLENCEEXCELLENCE!!

Sir Richard’s RulesSir Richard’s Rules

Follow your passions.Follow your passions.Keep it simple.Keep it simple.

Get the best people to help Get the best people to help you.you.

Re-create yourself.Re-create yourself.Play.Play.

Source: Source: FortuneFortune/10.03/10.03

CauseCause (worthy of commitment)(worthy of commitment)

SpaceSpace (room for/encouragement(room for/encouragement

for initiative) for initiative)

DecencyDecency (respect, (respect,

humane)humane)

Respect.Respect.Decency.Decency.

Wee Wee Gestures.Gestures.

Success …

Consult Consult everyoneeveryone on on everythingeverything

“Thank you” “Thank you” note note carpetcarpet

bombingbombingSource: Roger Rosenblatt, Source: Roger Rosenblatt, Rules for AgingRules for Aging

All you All you need to need to know …know …

““Excellence can be obtained if you:Excellence can be obtained if you:

... care more than others think... care more than others think is wise;is wise; ... risk more than others think ... risk more than others think is safe;is safe; ... dream more than others think ... dream more than others think is practical;is practical; ... expect more than others think ... expect more than others think is possible.”is possible.”

Source: Anon.Source: Anon. (Posted @ tompeters.com by (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)K.Sriram, November 27, 2006 1:17 AM)

Life 101: A 40-year ReflectionLife 101: A 40-year Reflection

Go on offense. Go on offense. Give everybody a shot. Give everybody a shot.

Decentralize. Decentralize. Try a bunch of stuff.Try a bunch of stuff.

Make it up as you go along. Make it up as you go along. Get some stuff wrong.Get some stuff wrong.

Laugh a lot.Laugh a lot.Get some stuff right. Get some stuff right. Become a “success.”Become a “success.”

Extract “lessons learned” or “best practices.”Extract “lessons learned” or “best practices.”Thicken the Book of Rules for Success.Thicken the Book of Rules for Success.

Become evermore serious.Become evermore serious.Enforce the rules to increasingly tight tolerances.Enforce the rules to increasingly tight tolerances.

Go on defense. Go on defense. Install walls. Install walls.

Protect-at-all-costs today’s franchise. Protect-at-all-costs today’s franchise. Centralize. Centralize.

Calcify. Calcify. Install taller walls.Install taller walls.Write more rules.Write more rules.

Become irrelevant and-or die.Become irrelevant and-or die.

EXCELLENCE. EXCELLENCE. CIRCA 1982.CIRCA 1982.


1. A Bias for 1. A Bias for ActionAction2. Close to the 2. Close to the CustomerCustomer3. Autonomy and Entrepreneurship3. Autonomy and Entrepreneurship4. Productivity Through 4. Productivity Through PeoPeopplele5. 5. Hands OnHands On, Value-Driven, Value-Driven6. Stick to the Knitting6. Stick to the Knitting7. Simple Form, Lean Staff7. Simple Form, Lean Staff8. Simultaneous Loose-Tight8. Simultaneous Loose-Tight Properties” Properties”

Excellence1982: The Bedrock “Eight Basics”Excellence1982: The Bedrock “Eight Basics”

1. A Bias for 1. A Bias for ActionAction2. Close to the 2. Close to the CustomerCustomer3. 3. AutonomAutonomyy and and EntreEntreppreneurshireneurshipp4. Productivity Through 4. Productivity Through PeoPeopplele5. 5. Hands OnHands On, , Value-DrivenValue-Driven6. 6. Stick toStick to the Knitting the Knitting7. 7. SimSimpplele Form, Form, LeanLean Staff Staff8. Simultaneous 8. Simultaneous Loose-TightLoose-Tight Properties” Properties”

The older I The older I get the get the lessless boring the boring the “basics” “basics” become!become!

ExIn*: 1982-2002/Forbes.com

DJIA: $10,000 yields $85,000$85,000 EI: $10,000 yields $140,050$140,050

*Forbes/Excellence Index /Basket of 32 publicly traded stocks

NOTE.: NOTE.: drop the “the drop the “the companies in companies in in search of in search of excellenceexcellence failed”—utter failed”—utter rubbish. They’ve waaaay rubbish. They’ve waaaay

outperformed the market.outperformed the market.

Importance of Success Factors by VariousImportance of Success Factors by Various “Gurus”/(Unreliable) Estimates by Tom Peters“Gurus”/(Unreliable) Estimates by Tom Peters

StrategyStrategy SystemsSystems PeoplePeople PassionPassion

Porter Porter 5050%% 2020 20 10 20 10

Drucker 25% Drucker 25% 3535 25 15 25 15

Bennis 25% 20 30 Bennis 25% 20 30 25 25

Peters 15% 20 Peters 15% 20 3535 3030

EXCELLENCE. EXCELLENCE. TOM. 2005.TOM. 2005.

Excellence2005: The Bedrock Baker’s DozenExcellence2005: The Bedrock Baker’s Dozen

1. 1. A Bias For Action Is Job One!A Bias For Action Is Job One! (Construct a Discipline/Culture of EXECUTION!)(Construct a Discipline/Culture of EXECUTION!)

2. DECENTRALIZATION! ACCOUNTABILITY!2. DECENTRALIZATION! ACCOUNTABILITY! (Tom’s “Top Two”, 1965-2005.)(Tom’s “Top Two”, 1965-2005.)

3. Fail. Forward. Fast.3. Fail. Forward. Fast. (“Reward Excellent Failures, Punish Mediocre Successes.”)(“Reward Excellent Failures, Punish Mediocre Successes.”)

4. “Metabolic Management” Matters!4. “Metabolic Management” Matters! ((Hustle! Adapt! EAT CHANGE! Win theHustle! Adapt! EAT CHANGE! Win the “ “O.O.D.A. Loop” War—Confuse Your Competitors!)O.O.D.A. Loop” War—Confuse Your Competitors!)

5. INNOVATE or Die.5. INNOVATE or Die. (“Game-changers” or Bust! Lead the Customer! Just Shout “NO” to Imitation!)(“Game-changers” or Bust! Lead the Customer! Just Shout “NO” to Imitation!)

6. A Damn 6. A Damn GoodGood Product. Product. (Pursue “Dramatic Difference.”)(Pursue “Dramatic Difference.”)

7. A Damn 7. A Damn CoolCool Product. Product. (Design Rules!)(Design Rules!)

8. Ride the Value Added Curve to the Sky!8. Ride the Value Added Curve to the Sky! (Sell “GamechangerSolutions”; Provide “Scintillating(Sell “GamechangerSolutions”; Provide “Scintillating

Experiences”; Become a “Dream Merchant”; Strive to Be a “Lovemark.”)Experiences”; Become a “Dream Merchant”; Strive to Be a “Lovemark.”)

9. Relentlessly Pursue the “Big Two” Markets.9. Relentlessly Pursue the “Big Two” Markets. (WOMEN Buy Everything(WOMEN Buy Everything BOOMERS & GEEZERS Have All the Money!) BOOMERS & GEEZERS Have All the Money!)

10. Best “Talent”/Roster Wins! 10. Best “Talent”/Roster Wins! ((HR Rules! Everyone a Leader! Women Lead Best!HR Rules! Everyone a Leader! Women Lead Best! “ “Weird” Matters Most! A Workplace to Brag About! Educate for Creativity!)Weird” Matters Most! A Workplace to Brag About! Educate for Creativity!)

11. Wanted/Demanded: Radical Technology Strategies!11. Wanted/Demanded: Radical Technology Strategies! (“Incrementalism” Is for Wimps!)(“Incrementalism” Is for Wimps!)

12. Hard Is Soft! Soft Is Hard!12. Hard Is Soft! Soft Is Hard! (People! Passion! Enthusiasm! Wow! INTEGRITY! TRUST!(People! Passion! Enthusiasm! Wow! INTEGRITY! TRUST! Good Citizenship.)Good Citizenship.)

13. Accept No Less Than EXCELLENCE!13. Accept No Less Than EXCELLENCE! (Excellence, Pursuit thereof, Is the #1 Thing That Vaults (Excellence, Pursuit thereof, Is the #1 Thing That Vaults Us Out of Bed in the Morning) Us Out of Bed in the Morning)

Successful Businesses’ Dozen Truths: TP’s 30-Year Successful Businesses’ Dozen Truths: TP’s 30-Year PerspectivePerspective

1. Insanely Great & Quirky Talent.1. Insanely Great & Quirky Talent.2. Disrespect for Tradition.2. Disrespect for Tradition.3. Totally Passionate (to the Point of Irrationality) Belief in What 3. Totally Passionate (to the Point of Irrationality) Belief in What We Are Here to Do. We Are Here to Do.4. Utter Disbelief at the BS that Marks “Normal Industry Behavior.”4. Utter Disbelief at the BS that Marks “Normal Industry Behavior.”5. A Maniacal Bias for Execution … and Utter Contempt5. A Maniacal Bias for Execution … and Utter Contempt for Those Who Don’t “Get It.” for Those Who Don’t “Get It.”6. Speed Demons.6. Speed Demons.7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.)7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.)8. Passionate Hatred of Bureaucracy.8. Passionate Hatred of Bureaucracy.9. Willingness to Lead the Customer … and Take the Heat Associated9. Willingness to Lead the Customer … and Take the Heat Associated Therewith. (Mantra: Satan Invented Focus Groups to Derail True Therewith. (Mantra: Satan Invented Focus Groups to Derail True Believers.) Believers.)10. “Reward Excellent Failures. Punish Mediocre Successes.” 10. “Reward Excellent Failures. Punish Mediocre Successes.” 11. Courage to Stand Alone on One’s Record of Accomplishment 11. Courage to Stand Alone on One’s Record of Accomplishment Against All the Forces of Conventional Wisdom. Against All the Forces of Conventional Wisdom.12. A Crystal Clear Understanding of the power of a Good Story12. A Crystal Clear Understanding of the power of a Good Story (Brand Power). (Brand Power).

Everything You Need to Know about “Strategy”Everything You Need to Know about “Strategy”

1. Do you have awesome Talent … everywhere? (“We are the Yankees of home improvement here in Omaha.”) Do you 1. Do you have awesome Talent … everywhere? (“We are the Yankees of home improvement here in Omaha.”) Do you push that Talent to pursue Audacious Quests?push that Talent to pursue Audacious Quests?2. Is your Talent Pool loaded with wonderfully peculiar people who others would2. Is your Talent Pool loaded with wonderfully peculiar people who others wouldcall “problems”? And what about your Extended Community of customers, vendors et al?call “problems”? And what about your Extended Community of customers, vendors et al?3. Is your Board of Directors as cool as your product offerings … and does it have3. Is your Board of Directors as cool as your product offerings … and does it have50 percent (or at least one-third) Women Members?50 percent (or at least one-third) Women Members?4. Long-term, it’s a “Top-line World”: Is creating a “culture” that cherishes above all things Innovation and 4. Long-term, it’s a “Top-line World”: Is creating a “culture” that cherishes above all things Innovation and Entrepreneurship your primary aim? Remember: Innovation … not Imitation!Entrepreneurship your primary aim? Remember: Innovation … not Imitation!5. Are the Ultimate Rewards heaped upon those who exhibit an unswerving “Bias for Action,” to quote the co-authors 5. Are the Ultimate Rewards heaped upon those who exhibit an unswerving “Bias for Action,” to quote the co-authors of of In Search of ExcellenceIn Search of Excellence? Are your O.O.D.A. loops shorter than the next guy’s? ? Are your O.O.D.A. loops shorter than the next guy’s? 6. Do you routinely use hot, aspirational words-terms like “Excellence” and B.H.A.G. (Big Hairy Audacious Goal, per 6. Do you routinely use hot, aspirational words-terms like “Excellence” and B.H.A.G. (Big Hairy Audacious Goal, per Jim Collins) and “Let’s make a dent in the Universe” (the Word according to Steve Jobs)? Is “Reward excellent Jim Collins) and “Let’s make a dent in the Universe” (the Word according to Steve Jobs)? Is “Reward excellent failures, punish mediocre successes” your de facto or de jure motto?failures, punish mediocre successes” your de facto or de jure motto?7. Do you subscribe to Jerry Garcia’s dictum: “We do not merely want to be the best of the best, we want to be the 7. Do you subscribe to Jerry Garcia’s dictum: “We do not merely want to be the best of the best, we want to be the only ones who do what we do”?only ones who do what we do”?8. Do you elaborate on and enhance Jerry G’s dictum by adding, “We subscribe to ‘Best Sourcing’—and only want to 8. Do you elaborate on and enhance Jerry G’s dictum by adding, “We subscribe to ‘Best Sourcing’—and only want to associate with the ‘best of the best’.” associate with the ‘best of the best’.” 9. Do you embrace the new technologies with child-like enthusiasm and a revolutionary’s zeal?9. Do you embrace the new technologies with child-like enthusiasm and a revolutionary’s zeal?10. Do you “serve” and “satisfy” customers … or “go berserk” attempting to provide every customer with an 10. Do you “serve” and “satisfy” customers … or “go berserk” attempting to provide every customer with an “awesome experience” that does nothing less than transform the way she or he sees the world?“awesome experience” that does nothing less than transform the way she or he sees the world?11. Do you understand … to your very marrow … that the two biggest under-served markets are Women and 11. Do you understand … to your very marrow … that the two biggest under-served markets are Women and Boomers-Geezers? And that to “take advantage” of these two Monster “Trends” (FACTS OF LIFE) requires Boomers-Geezers? And that to “take advantage” of these two Monster “Trends” (FACTS OF LIFE) requires fundamental re-alignment of the enterprise?fundamental re-alignment of the enterprise?12. Are your leaders accessible? Do they wear their passion on their sleeves? Does integrity ooze out of every pore of 12. Are your leaders accessible? Do they wear their passion on their sleeves? Does integrity ooze out of every pore of the enterprise? Is “We care” your implicit motto?the enterprise? Is “We care” your implicit motto?13. Do you understand business mantra #1 of the ’00s: DON’T TRY TO COMPETE13. Do you understand business mantra #1 of the ’00s: DON’T TRY TO COMPETEWITH WAL*MART ON PRICE OR CHINA ON COST? (And if you get this last idea, then see the 12 above!)WITH WAL*MART ON PRICE OR CHINA ON COST? (And if you get this last idea, then see the 12 above!)

Ten Good Reasons to “Get Up in the Morning”Ten Good Reasons to “Get Up in the Morning”

1. Empower one and all to vigorously seek WOW! in their work/projects. (Or else.) Foster 1. Empower one and all to vigorously seek WOW! in their work/projects. (Or else.) Foster the “Brand You Spirit” and the “Entrepreneurial Urge” at every turn. (Or else.) the “Brand You Spirit” and the “Entrepreneurial Urge” at every turn. (Or else.) 2. Blow up “education” as we know it today! Re-tool education to emphasize the arts, 2. Blow up “education” as we know it today! Re-tool education to emphasize the arts, creativity, entrepreneurial behavior. (Or else.)creativity, entrepreneurial behavior. (Or else.)3. Seek out the bold, the strange, the misfits, the dreamers—and welcome their presence 3. Seek out the bold, the strange, the misfits, the dreamers—and welcome their presence in our midst.in our midst.4. Drag enthusiasm, passion, Technicolor and bold commitment out of the closet! Make 4. Drag enthusiasm, passion, Technicolor and bold commitment out of the closet! Make Passion your Passion! (Hint: Passion makes the world go ‘round.)Passion your Passion! (Hint: Passion makes the world go ‘round.)5. Be a champion for: Women Roar! Women Rule!5. Be a champion for: Women Roar! Women Rule!6. Underscore the importance of/stupendous opportunities associated with the “cool new 6. Underscore the importance of/stupendous opportunities associated with the “cool new markets”: Women, Boomers and Geezers, Hispanics, Greenies, Wellness.markets”: Women, Boomers and Geezers, Hispanics, Greenies, Wellness.7. Dramatically re-orient healthcare from after-the-fact “fixes” to before-the-fact attention 7. Dramatically re-orient healthcare from after-the-fact “fixes” to before-the-fact attention to prevention-Wellness. (And “kindly suggest” that the “acute-care” “industry” give some to prevention-Wellness. (And “kindly suggest” that the “acute-care” “industry” give some passing thought to Quality.)passing thought to Quality.)8. Ensure that the historically neglected “intangibles” are the prime basis for individual 8. Ensure that the historically neglected “intangibles” are the prime basis for individual and enterprise success.and enterprise success.9. Support Globalization as the best—if indeed messy—path to maximum human 9. Support Globalization as the best—if indeed messy—path to maximum human freedom, security and welfare.freedom, security and welfare.10. Swear by the motto: “Reward excellent failures; punish mediocre successes.”10. Swear by the motto: “Reward excellent failures; punish mediocre successes.”

This I Believe: This I Believe: Tom’s Super-TIB25Tom’s Super-TIB25

1. 1. TECHTECHNINICOLCOLOOR R TimesTimes..2. 2. Passion! Enthusiasm! Energy!Passion! Enthusiasm! Energy!3. 3. Action/R.F.A./O.O.D.A. Speed.Action/R.F.A./O.O.D.A. Speed.4. Screw-ups. 4. Screw-ups. BIG SCREW-Ups!BIG SCREW-Ups!5. 5. Mess! Improv!Mess! Improv!6. 6. Revolution! Re-imagine!Revolution! Re-imagine!7. 7. INNOVATE OR DIE! INNOVATE OR DIE! 8.8. Decentralize!Decentralize!9.9. Bulk is BULL! (Mergers don’t work. FOCUS Does!)Bulk is BULL! (Mergers don’t work. FOCUS Does!)1010 “Different” > “Better” “Different” > “Better”11. eALL/Power Tools for Power Strategies!11. eALL/Power Tools for Power Strategies!12. 12. Forgetting/Destruction.Forgetting/Destruction.13. 13. Hot Language Matters!Hot Language Matters!14. 14. WOW!/WOW Projects.WOW!/WOW Projects.15. 15. VA Bedrock: The “PSF.” (Professional Service Firm.)VA Bedrock: The “PSF.” (Professional Service Firm.)16. 16. Daring.Daring.17. 17. Talent Time! Leaders “Do” People!Talent Time! Leaders “Do” People!18. 18. Talent+/Diversity.Talent+/Diversity.19. 19. Talent++/Women Rule!Talent++/Women Rule!20. 20. “Brand You” Universe.“Brand You” Universe.21. 21. Design!Design!22. 22. Gasp-worthy Experiences/Lovemarks.Gasp-worthy Experiences/Lovemarks.23. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness.New Market Demographics/Women/Boomers & Geezers/Green/Wellness.24.24. Grace.Grace.25.25. EXCELLENCEEXCELLENCE!!

EXCELLENCE. EXCELLENCE. TOM. 2007.TOM. 2007.



aCCEPT NO LESS THAN aCCEPT NO LESS THAN EXCELLENCE/PURSUE EXCELLENCE/PURSUE Wow!Wow!

enjoy It While It Lastsenjoy It While It Lasts

pursue a mission that pursue a mission that rocksrocks the world the world (Pharmaceuticals, Moldy basements)(Pharmaceuticals, Moldy basements)

Hire Hire awesomeawesome//weirdweird People for People for 100%100% of jobs of jobs (Resilient, Passionate) (Resilient, Passionate) (Wegmans) (Wegmans)

give ’em lots of room to give ’em lots of room to experimentexperiment, , failfail, , growgrow

make “make “respectrespect” “” “decencydecency” “” “integrityintegrity” our watchwords” our watchwords

Leaders “Serve.”Leaders “Serve.” (“Servant”/“Host” Leadership) (“Servant”/“Host” Leadership)

trytry aa LotLot of Stuff, fast of Stuff, fast tempotempo (S.A.V./Screw Around Vigorously, (S.A.V./Screw Around Vigorously, R.F.A./Ready. Fire. Aim.)R.F.A./Ready. Fire. Aim.)

Emphasize Emphasize revenuerevenue (Organic growth, Sales/“Top line” rules)(Organic growth, Sales/“Top line” rules)

have have funfun/exude /exude joyjoy

demand demand excellenceexcellence/Make/Make accountability accountability instinctiveinstinctive (“Insane” standards for our mates’ and community’s sake)(“Insane” standards for our mates’ and community’s sake)

It’s all about Women! It’s all about Women! (Market, Leadership, Wealth, “Womenomics”)(Market, Leadership, Wealth, “Womenomics”)

never, never forget the “ never, never forget the “itit” ” (It’s the PRODUCT, Stupid.) (It’s the PRODUCT, Stupid.)

25! 25! (Go, Howard!) (Conrad says, “Don’t forget the shower curtain.)(Go, Howard!) (Conrad says, “Don’t forget the shower curtain.)

be “be “of of [‘gaspworthy’] [‘gaspworthy’] serviceservice” ” (Cirque du Soleil is our standard—”even” in(Cirque du Soleil is our standard—”even” infinance.) (My customer is my partner.) (Remember “She”; finance.) (My customer is my partner.) (Remember “She”; remember “Me” … the latter = Old & $$$. ) remember “Me” … the latter = Old & $$$. )

Create effective/imaginative/minimalist Create effective/imaginative/minimalist infrastructureinfrastructure (K.I.S.S./Keep It Simple, Stupid; (K.I.S.S./Keep It Simple, Stupid; RED RED BUTTON on the terminal)BUTTON on the terminal)

rere--imagineimagine as “routine” as “routine” (Forget > Remember) (Forget > Remember)

enjoy It enjoy It WhileWhile ItIt LastsLasts

EXCELLENCE. EXCELLENCE.

CAUSES.CAUSES.ADVERSARIES.ADVERSARIES.

Causes/1966-2006

Women/Market opportunityWomen/Market opportunityWomen/Leaders Women/Leaders (right for the times)(right for the times)

Design/Design-as-soulDesign/Design-as-soulWow! Wow! (Hot language)(Hot language)

Weird!Weird!Passion!/Enthusiasm!/Exuberance! Passion!/Enthusiasm!/Exuberance! (as Leader Lever #1)(as Leader Lever #1)

Brand You Brand You (or else)(or else)

PSF = Bedrock PSF = Bedrock (add value or bust—every group must(add value or bust—every group must demonstrate economic viability)demonstrate economic viability)

PSF + Brand You + WOW Projects = New Biz LogicPSF + Brand You + WOW Projects = New Biz LogicSales/+R > -C Sales/+R > -C (increasing revenue more important than cutting cost)(increasing revenue more important than cutting cost)

HealthCare/Wellness-Safety-H5N1HealthCare/Wellness-Safety-H5N1Brand = Talent Brand = Talent (best roster wins)(best roster wins)

New VA Ladder/Products-Services-SOLUTIONS-New VA Ladder/Products-Services-SOLUTIONS- EXPERIENCES-DREAMKETING EXPERIENCES-DREAMKETING (Dream Marketing)-(Dream Marketing)-

LOVEMARKLOVEMARKDifferent > > BetterDifferent > > BetterBoomers & Geezers/marketing to new “mega-Boomers & Geezers/marketing to new “mega-segment”segment”

Adversaries

B-schools B-schools (crappy at soft skills, implementation, leadership)(crappy at soft skills, implementation, leadership)

Strategy-is-allStrategy-is-allBy-the-numbers managementBy-the-numbers managementDis-passionate managementDis-passionate managementFocus groupsFocus groupsIntuition discountedIntuition discountedLeading as an intellectual taskLeading as an intellectual taskLeading without passionLeading without passionCool language in Hot timesCool language in Hot timesDilbert Dilbert (accepting cubicle slavery)(accepting cubicle slavery)

Bigness per se Bigness per se (severe scale limitations—even at Microsoft)(severe scale limitations—even at Microsoft)

White guys! White guys! (not really, but enough already)(not really, but enough already)

18-44 emphasis in marketing 18-44 emphasis in marketing (geezers > youth for foreseeable future)(geezers > youth for foreseeable future)

-Cost > +Revenue -Cost > +Revenue (cost cutting more important than organic revenue (cost cutting more important than organic revenue growth) growth)

CI CI (continuous improvement in an age of discontinuous world)(continuous improvement in an age of discontinuous world)

LESS THAN THE NO-HOLDS-BARRED PURSUIT OF LESS THAN THE NO-HOLDS-BARRED PURSUIT OF EXCELLENCEEXCELLENCE

Them-UsThem-Us

“Them” “Us”

Strategy EXECUTIONEXECUTIONPlanning ActionActionMarketing Selling/SalesSelling/SalesMarkets CustomersCustomersCustomers ClientsClientsMicro-segmentation Big Stuff (Women, Boomers)Big Stuff (Women, Boomers)Cost minimization Revenue maximizationRevenue maximizationSynergy/“Efficiencies” DecentralizationDecentralization“Strategic” supplier Pioneering supplierPioneering supplierProcess ProjectProjectEffectiveness ExcellenceExcellenceMen WomenWomenLeadership Management + LeadershipManagement + LeadershipStandardization Exceptionalism (53 = 53)Exceptionalism (53 = 53)Big clients COOL clientsCOOL clientsPrestigious Board INTERESTING BoardINTERESTING Board

“Them” “Us”Big Mid-sizeMid-sizeGrowth by merger Organic growthOrganic growthBuy market share Create NEW marketsCreate NEW marketsEfficient, streamlined Value-creating “PSF”Value-creating “PSF” “department” Certainty-predictability Ambiguity-opportunityAmbiguity-opportunityFearful of losing Aggressive pursuitAggressive pursuit of winning of winningPlan PrototypePrototypeCareful evaluation Another prototypeAnother prototypeRevised plan Another prototypeAnother prototypePeople/Employees TalentTalentEffective HR department Rockin’ Talent Rockin’ Talent Development CenterDevelopment Center of Excellence of ExcellenceBenchmark against the Benchmark against theBenchmark against the “best”-“industry leader” “coolest”“coolest”

“Them” “Us”

Benchmark “Future”mark“Future”markOrderly career progression “Up or Out” (PDQ)“Up or Out” (PDQ)Head HeartHeartIQ EQEQ“Professional” PassionatePassionateStoic, humble leaders Noisy, emotionalNoisy, emotional “characters” in charge “characters” in chargeHire for Resume Hire for intangiblesHire for intangiblesMeasured-thoughtful Relentless, pig-headedRelentless, pig-headed approach determinationdeterminationTeamwork comes first Teamwork and disruptiveTeamwork and disruptive individuals equal individuals equal billingbillingListen to customers Lead customersLead customersCustomer “involvement” Intimate-SeamlessIntimate-Seamless customer inter-twining customer inter-twining

“Them” “Us”MBM (Management MBWAMBWA by memo)MBA MFAMFAShareholder Value Great people-product ruleGreat people-product rule comes first Work smart Work hardWork hardBuilt to last Built to Rock the WorldBuilt to Rock the WorldReward successes Reward (EXCELLENT)Reward (EXCELLENT) failures failuresQuality first! Design 1TDesign 1TQuality first Innovation 1TInnovation 1THigh-quality Jaw-dropping ExperienceJaw-dropping Experience transactionCVs demo consistent CVs feature Magic CVs feature Magic MomentsMoments performanceGood grades Cool stuffCool stuff Operational excellence World-rocking World-rocking INNOVATIONINNOVATION

“Them” “Us”Brand LovemarkLovemarkBest analysis wins Best STORY winsBest STORY wins“Beyond politics” Politics-is-life, thePolitics-is-life, the rest is details rest is detailsOutsource BestsourceBestsource“Motivate” Send on QUESTSSend on QUESTS“Motivate” InviteInviteMeasured language HOT languageHOT languageProduct-Service Gamechanging SOLUTION,Gamechanging SOLUTION, Thrilling EXPERIENCE, Thrilling EXPERIENCE, DREAM come true, DREAM come true, LOVEMARK LOVEMARKPastel Technicolor Technicolor Better DifferentDifferent“Mission success” “Mission EXCELLENCE”“Mission EXCELLENCE”Very good EXCELLENCE. ALWAYS.EXCELLENCE. ALWAYS.


by date:by date:1942-20061942-2006

Tom’s PassionsTom’s Passions

B>A* (R.F.A.)B>A* (R.F.A.) (*Behavior drives Attitude)(*Behavior drives Attitude) … ’71-’06Implementation = #1Implementation = #1 … ’73-’77 (’06) “Soft is Hard”“Soft is Hard” (“Management Style”)(“Management Style”) … ’77-’79 (’06)(Org) Structure>Strategy(Org) Structure>Strategy … ’77-’83 (’06)Strategy-Structure+/ “McKinsey 7-S” ModelStrategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>PlanningAction>Planning … ’74-’06Mess = RealityMess = Reality ... ’77-’06 Skunkworks/Skunks (“Offline” Innovation/Innovators)Skunkworks/Skunks (“Offline” Innovation/Innovators) … ’84-’91MBWAMBWA … ’80-’85 (’06)Excellence IExcellence I … ’79-’84Mid-size biz is coolMid-size biz is cool … ’84-’89 (’06)Customer serviceCustomer service … ’84-’88InnovationInnovation … ’87-’92Free trade/HayekFree trade/Hayek … ’90-’92New Org ModelsNew Org Models … ’92-’96PSFPSF … ’92-’06WOW! (WOW Projects) … ’93-’06Brand YouBrand You … ’94-’00DesignDesign … ’94-’06Women (Markets-Leaders)Women (Markets-Leaders) … ’96-’06EXCELLENCE IIEXCELLENCE II … ’06-??Healthcare (Quality-Wellness-PatientCentric)Healthcare (Quality-Wellness-PatientCentric) … ’06-??Exuberance-PassionExuberance-Passion (Soft is Hard)(Soft is Hard) … ’42-’06


hassle.hassle.


by date:by date:1942-20061942-2006

Tom’s 23 PassionsTom’s 23 PassionsB>A* (R.F.A.)B>A* (R.F.A.) (*Behavior drives Attitude)(*Behavior drives Attitude) … ’71-’06Implementation = #1Implementation = #1 … ’73-’77 (’06) “Soft is Hard”“Soft is Hard” (“Management Style”)(“Management Style”) … ’77-’79 (’06)(Org) Structure>Strategy(Org) Structure>Strategy … ’77-’83 (’06)Strategy-Structure+/ “McKinsey 7-S” ModelStrategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>PlanningAction>Planning … ’74-’06Mess = RealityMess = Reality ... ’77-’06 Skunkworks/Skunks (“Offline” Innovation/Innovators)Skunkworks/Skunks (“Offline” Innovation/Innovators) … ’84-’91MBWAMBWA … ’80-’85 (’06)Excellence IExcellence I … ’79-’84Mid-size biz is coolMid-size biz is cool … ’84-’89 (’06)Customer serviceCustomer service … ’84-’88InnovationInnovation … ’87-’92Free trade/HayekFree trade/Hayek … ’90-’92New Org ModelsNew Org Models … ’92-’96PSFPSF … ’92-’06WOW! (WOW Projects) … ’93-’06Brand YouBrand You … ’94-’00DesignDesign … ’94-’06Women (Markets-Leaders)Women (Markets-Leaders) … ’96-’06EXCELLENCE IIEXCELLENCE II … ’06-??Healthcare (Quality-Wellness-PatientCentric)Healthcare (Quality-Wellness-PatientCentric) … ’06-??Exuberance-PassionExuberance-Passion (Soft is Hard)(Soft is Hard) … ’42-’06


hassle.hassle.

TOM PETERS.TOM PETERS.

THE “DAMN ITS.” THE “DAMN ITS.”

To The Mat: The ““5 Damn Its5 Damn Its””

Women.Women.PSF.PSF.

Brand you.Brand you.R.f.a.R.f.a.


M.I.A.Action!Action! *

Implementation!Implementation! **The Work Itself!The Work Itself! ***

*R.F.A.**Execution

***WOW Projects!

TOM PETERS.TOM PETERS. THE DEAL. THE DEAL.

Revolution-Transformation. Revolution-Transformation. (No long runs on Broadway-Senility.)(No long runs on Broadway-Senility.)

“Soft”>“Hard.” “Soft”>“Hard.” (Culture or Bust.)(Culture or Bust.)

Execution-Action. Execution-Action. (Do>Think.)(Do>Think.)

Clean Sheet of Paper. Clean Sheet of Paper. (Web2.0, Transparency, New Org Form—Itinerant Potential Machines.)(Web2.0, Transparency, New Org Form—Itinerant Potential Machines.)

PSF-Brand You-Wow Projects.PSF-Brand You-Wow Projects.

Up-Up-Up the VA Ladder. Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.)(Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.)

Weird. Weird. (Innovation “Easy.”)(Innovation “Easy.”)

Energy-Enthusiasm-Relentlessness.Energy-Enthusiasm-Relentlessness.

Excellence. Always.Excellence. Always.

good words.good words.Bad wordsBad words.

Words that may NOT be used in my presence: “Motivate”“Motivate” … … “Market”“Market” … “MBA” … “Plan” … “MBA” … “Plan”

(mostly)(mostly) … “Worker” … “Job” … … “Worker” … “Job” … “Task” … “Exceeds “Task” … “Exceeds

expectations” … “HR” … expectations” … “HR” … “Employee evaluation” … “Man” “Employee evaluation” … “Man”

(mostly) (mostly) …… “Shareholder Value”“Shareholder Value”

Words that MAY be used in my presence: “Invite” “Invite” (v. “Motivate”)(v. “Motivate”) … “Sell” … “Sell” (v. “Market”)(v. “Market”) … “People” … “People” (we’d like to serve) (we’d like to serve) (v. “Market segment”)(v. “Market segment”) … “Client” … “Client” (v. (v.

“Customer”)“Customer”) “OJT/MFA” “OJT/MFA” (v. “MBA”)(v. “MBA”) … “Act”/ “Execute” … “Act”/ “Execute” (v. “Plan”)(v. “Plan”) … “Talent” … “Talent” (v. “Worker”)(v. “Worker”) … …

“Quest”/“Adventure-in-EXCELLENCE” “Quest”/“Adventure-in-EXCELLENCE” (v. “Job”)(v. “Job”) … … “Wow Project” “Wow Project” (v. “Task”)(v. “Task”) … “Rockin’ (profit-makin’) … “Rockin’ (profit-makin’)

PSF” PSF” (v. “Department”)(v. “Department”) … “Theater” (v. “Office”) … … “Theater” (v. “Office”) … “Breathtaking Experience” “Breathtaking Experience” (v. “Transaction” that “Exceeds (v. “Transaction” that “Exceeds

expectations”)expectations”) … “Talent Fanatics Inc” … “Talent Fanatics Inc” (v. “HR”)(v. “HR”) … … “Brand You adventure” “Brand You adventure” (v “Career development”)(v “Career development”)

“Annual Report development session” … “Annual Report development session” … (v. (v.

“Employee evaluation”)“Employee evaluation”) … “Woman” … “Woman” (v. “Man”)(v. “Man”) … …

Words that MAY be used in my presence: … “Wow!” “Wow!” (v. “Nice”)(v. “Nice”) … “Bloody- … “Bloody-

minded” minded” (v. “Committed”)(v. “Committed”) … “Thank you! … “Thank you! (v. “____”)(v. “____”) … …

“Attack”/Innovate “Attack”/Innovate (v. “defend”/Entrench)(v. “defend”/Entrench)

… “Great stuff. Great people. ‘Do it’ … “Great stuff. Great people. ‘Do it’ fanatics.”fanatics.” (v. “shareholder value”) (v. “shareholder value”) ……

“EXCELLENCE. “EXCELLENCE. ALWAYS.”ALWAYS.” (v. “Good work”) (v. “Good work”)

(v. “shareholder value”)(v. “shareholder value”)

Why in Why in the the World did World did youyou go to go to SiberiaSiberia??

SSyynonnonyymsms

PurityPurityTranscendenceTranscendence

VirtueVirtueEleganceEleganceMajestyMajesty

AntonAntonyymsms

MediocrityMediocrity

The Peters PrinciThe Peters Principplesles:: Enthusiasm. Enthusiasm.

Emotion. Emotion. ExcellenceExcellence.. Energy. Excitement. Service. Energy. Excitement. Service.

Growth. Creativity. Growth. Creativity. Imagination. Vitality. Joy. Imagination. Vitality. Joy.

Surprise. Independence. Spirit. Surprise. Independence. Spirit. Community. Limitless human Community. Limitless human

potential. Diversity. potential. Diversity.

Profit.Profit. Innovation. Design. Innovation. Design. Quality. Entrepreneurialism. Quality. Entrepreneurialism.

Wow!Wow!

EnterpriseEnterprise* ** (*at its best):* ** (*at its best): An An emotionalemotional, , vitalvital, , innovativeinnovative, , jojoyyfulful, , creativecreative, , entreentreppreneurialreneurial endeavor endeavor that elicits maximum that elicits maximum

concerted humanconcerted human potential in the potential in the wholeheartedwholehearted serviceservice of others of others.****Employees, Customers, Suppliers, Communities, Owners, Temporary partners**Employees, Customers, Suppliers, Communities, Owners, Temporary partners

Enterprise* ** (*at its best): An An emotionalemotional, , vitalvital, , innovativeinnovative, , joyfuljoyful, ,

creativecreative, , entrepreneurialentrepreneurial endeavor that elicits endeavor that elicits maximum concerted maximum concerted human potential in human potential in the the wholehearted wholehearted serviceservice of others of others.***

**Excellence. Always.***Employees, Customers, Suppliers, Communities, Owners, Temporary partners

Business: The The Ultimate Ultimate CreativeCreative

Endeavor.Endeavor.

Business: The The Ultimate Ultimate Personal Personal

Development-Development-GrowthGrowth

Experience.Experience.

Business: The The Ultimate Ultimate

Transcendent Transcendent Service Service

OpportunityOpportunity..

“BUSINESS IS ABOUT

POWER.” —Joanne —Joanne

Lipman, editor, onLipman, editor, on PortfolioPortfolio

TP: “BUSINESS

IS ABOUT ...”

““Make sure your executive team includesMake sure your executive team includes top talent in top talent in desidesiggnn, , enenggineerinineering and g and

manufacturinmanufacturing, because that’sg, because that’s

your your onlyonly! ! priority—priority— to to buildbuild! ! CarsCars!! PeoplePeople! ! WantWant! ! to to

buybuy!!.. Hot styling sells them and quality Hot styling sells them and quality

keeps them sold.” keeps them sold.” — — Lee IacoccaLee Iacocca,, Where Have All the Leaders Gone?Where Have All the Leaders Gone?

““enterprisesenterprises that that MatterMatter & & changechange the the gamegame … offer … offer solutionssolutions & & experiencesexperiences that that surprisesurprise , , amazeamaze, and , and transformtransform perceptions of perceptions of what’swhat’s possiblepossible —and —and stickstick likelike super-gluesuper-glue in customers’ in customers’

minds.* such offerings are minds.* such offerings are brilliantlybrilliantly conceived and conceived and flawlesslyflawlessly delivered by delivered by

unconventionalunconventional, , creativecreative, , hyperhyper--committedcommitted, , energeticenergetic talent from within talent from within

& outside the organization.”& outside the organization.” —Tom Peters—Tom Peters

E.g.: E.g.: Apple, Whole Foods, Cirque du Soleil, Starbucks, Wegmans, London Drugs, Griffin Apple, Whole Foods, Cirque du Soleil, Starbucks, Wegmans, London Drugs, Griffin Hospital/Planetree Alliance, John Laing Homes, RE/MAX, Sewell Autos, Jim’s Group, Hospital/Planetree Alliance, John Laing Homes, RE/MAX, Sewell Autos, Jim’s Group,

The Met/Big Picture, Virgin, Commerce Bank, Google, Basement Systems Inc.,The Met/Big Picture, Virgin, Commerce Bank, Google, Basement Systems Inc., Ford (circa 1917), IBM (circa 1970), Wanamaker’s (circa 1880) Ford (circa 1917), IBM (circa 1970), Wanamaker’s (circa 1880)

“To me business isn’t To me business isn’t about wearing suits or about wearing suits or pleasing stockholders.pleasing stockholders. It’s about being true to It’s about being true to yourself, your ideas and yourself, your ideas and

focusing on the focusing on the essentialsessentials.”.” —Richard Branson

““Strive for Strive for Excellence. Excellence.

Ignore Ignore success.”success.” —Bill Young, PR

driver (courtesy Andrew Sullivan)

EXCELLENCEEXCELLENCE..

1982.1982.Hard is soft.Hard is soft.Soft is hard.Soft is hard.

Hard Is SoftHard Is SoftSoft Is HardSoft Is Hard

Hard Is Soft (#Hard Is Soft (#ss))Soft Is Hard (people)Soft Is Hard (people)

Hard Is Hard Is SoftSoft (Plans, (Plans, ##ss))

Soft Is Soft Is HardHard (people, (people, customers, values, customers, values,

relationships))relationships))

““The 7-S Model”The 7-S Model”

StrategyStrategyStructureStructureSystemsSystems

StyleStyleSkillsSkillsStaffStaff

Super-ordinate goalSuper-ordinate goal


“Hard S“Hard Sss”” (Strategy, Structure, Systems)(Strategy, Structure, Systems)

“Soft S“Soft SSS”” (Style, Skills, Staff, Super-ordinate goal)(Style, Skills, Staff, Super-ordinate goal)


StrategyStrategyStructureStructureSystemsSystems

StyleStyle (Corporate “Culture,” “The (Corporate “Culture,” “The way we do things around here”)way we do things around here”)

SkillsSkills (“Distinctive Competence/s) (“Distinctive Competence/s)StaffStaff (People-Talent) (People-Talent)

Super-ordinate goalSuper-ordinate goal (Vision, Core (Vision, Core Values)Values)

EXCELLENCEEXCELLENCE..

“the rules.”“the rules.”



for initiative) for initiative)

DecencyDecency (respect, (respect,

humane)humane)



for initiative-adventures) for initiative-adventures)

DecencyDecency (respect, grace,(respect, grace,

integrity, humane) integrity, humane)

service service (worthy of our clients’ & (worthy of our clients’ &

extended extended family’s continuing custom) family’s continuing custom)

excellenceexcellence (period) (period)


SpaceSpace (room for/encouragement for initiative-(room for/encouragement for initiative-

adventures) adventures)

DecencyDecency (respect, grace, integrity, humane)(respect, grace, integrity, humane)

service service (worthy of our clients’ & extended (worthy of our clients’ & extended

family’s continuing custom) family’s continuing custom)

excellenceexcellence (period) (period)

servant servant leadership leadership

CauseCause

SpaceSpace

DecencyDecency

serviceserviceexcellenceexcellence

servant leadership servant leadership



all “wow” all the timeall “wow” all the time

Enjoy It While It LastsEnjoy It While It Lasts

pursue a mission that pursue a mission that rocksrocks the world the world (Pharmaceuticals, (Pharmaceuticals, Moldy basements)Moldy basements)

Hire Hire awesomeawesome//weirdweird People for People for 100%100% of jobs of jobs (Resilient, (Resilient, Passionate) (Wegmans) (Women RULE!)Passionate) (Wegmans) (Women RULE!)

give ’em lots of room to give ’em lots of room to experimentexperiment, , failfail, , growgrow

make “make “respectrespect” “” “decencydecency” “” “integrityintegrity” our watchwords” our watchwords

trytry aa LotLot of Stuff, fast of Stuff, fast tempotempo (S.A.V./Screw Around Vigorously, (S.A.V./Screw Around Vigorously, R.F.A./Ready. Fire. Aim.)R.F.A./Ready. Fire. Aim.)

Emphasize Emphasize revenuerevenue (Organic growth, Sales/“Top line” rules)(Organic growth, Sales/“Top line” rules)

have have funfun/exude /exude joyjoy

demand demand excellenceexcellence/Make/Make accountability accountability instinctiveinstinctive (“Insane” standards for our mates’ and community’s sake)(“Insane” standards for our mates’ and community’s sake)

never, never forget the “never, never forget the “itit” ” (It’s the PRODUCT, Stupid.) (25!)(It’s the PRODUCT, Stupid.) (25!)

be “be “of of [‘gaspworthy’] [‘gaspworthy’] serviceservice” ” (Cirque du Soleil is our (Cirque du Soleil is our standard— “even” in finance.) (My customer is my partner.) standard— “even” in finance.) (My customer is my partner.) (Remember “She”; remember “Me.”) (“Servant”/“Host” Leadership)(Remember “She”; remember “Me.”) (“Servant”/“Host” Leadership)

Have effective/imaginative/minimalist Have effective/imaginative/minimalist infrastructureinfrastructure (K.I.S.S./Keep It Simple, Stupid) (Systems/No bull: beauty, grace, elegance) (K.I.S.S./Keep It Simple, Stupid) (Systems/No bull: beauty, grace, elegance)

rere--imagineimagine as “routine” as “routine” ” ”

enjoy It enjoy It WhileWhile ItIt LastsLasts

Sir Richard’s RulesSir Richard’s Rules

Follow your passions.Follow your passions.Keep it simple.Keep it simple.

Get the best people to help Get the best people to help you.you.

Re-create yourself.Re-create yourself.Play.Play.

Source: Source: FortuneFortune/10.03/10.03

Excellence Excellence “defined”“defined”

EG:EG: An amazing performance An amazing performanceA sunrise, a bloom, a smileA sunrise, a bloom, a smile

““Thank you” (a gesture, an act of Grace)Thank you” (a gesture, an act of Grace)Extraordinary performance in an odd place (by an Extraordinary performance in an odd place (by an

“unlikely” person—EWR) (unlikely market—Jim’s Group) “unlikely” person—EWR) (unlikely market—Jim’s Group) X small (X small (Small GiantsSmall Giants))X med (Mittelstand)X med (Mittelstand)

X largeX largeSets the agendaSets the agenda

One at bat (Bobby Thompson, Kurt Gibson)One at bat (Bobby Thompson, Kurt Gibson)A career (Roger Clemens)A career (Roger Clemens)

A novel, a short story, a sentenceA novel, a short story, a sentenceAn Olympian (any)An Olympian (any)

““Loser” with a great story (Rutgers, George Mason)Loser” with a great story (Rutgers, George Mason)Stuff (any sort) that makes you go “Stuff (any sort) that makes you go “wow “/ “insanely wow “/ “insanely

great”/gaspworthy great”/gaspworthy (“The lives of others”)(“The lives of others”)

X + 6: X + 6: The The

“7E“7Ess””

Exuberance! Exuberance! Energy!Energy!

Empathy!Empathy!Engagement!Engagement!

Empowerment!Empowerment!Execution!Execution!

Excellence!Excellence!

The Sales 27:The Sales 27: Out-prepare!! (huge time commitment!) Out-prepare!! (huge time commitment!)Learn the “culture”Learn the “culture”Practice!Practice!Care-EmpathyCare-EmpathyListen-Empathetic listening (SC)Listen-Empathetic listening (SC)“Listen”-Body language“Listen”-Body languageK.I.S.S. (1-page summary. 1 = 1.)K.I.S.S. (1-page summary. 1 = 1.)Enthusiasm-ENERGY-“Authenticity”!!Enthusiasm-ENERGY-“Authenticity”!!OBVIOUS belief in productOBVIOUS belief in productSelling: Solution-Success-Experience-Dream come true-Love-Dramatic DifferenceSelling: Solution-Success-Experience-Dream come true-Love-Dramatic DifferenceSelling: Better STORY! (“Best story wins”)Selling: Better STORY! (“Best story wins”)Selling: Yourself! (Brand you)Selling: Yourself! (Brand you)“Obvious” Wow!“Obvious” Wow!No exaggeration!No exaggeration!Spell out commitments!Spell out commitments!SIMPLE timelineSIMPLE timelineSell “inside”-First! Thorough!Sell “inside”-First! Thorough!Relationships-“Way down”!!Relationships-“Way down”!!Time!!!! (E.g., build trust)Time!!!! (E.g., build trust)Ooze integrityOoze integrityIntroduce to rest of team, esp. “mechanics”Introduce to rest of team, esp. “mechanics”SBWA (5K for 5M)SBWA (5K for 5M)Remember: Close!Remember: Close!Gotta-make-a-profit (be ready to walk away!)Gotta-make-a-profit (be ready to walk away!)“Good loss”“Good loss”Don’t dis competitors!!Don’t dis competitors!!Make her-him-target SUCCESSFUL (in a personal way)Make her-him-target SUCCESSFUL (in a personal way)

What “We” Know “For Sure” About Innovation

Big mergers Big mergers [by & large][by & large] don’t work don’t workScale is over-ratedScale is over-rated

Strategic planning is the last refuge of scoundrelsStrategic planning is the last refuge of scoundrelsFocus groups are counter-productiveFocus groups are counter-productive“Built to last” is a chimera (stupid)“Built to last” is a chimera (stupid)

Success killsSuccess kills“Forgetting” is impossible“Forgetting” is impossible

Re-imagine is a charming ideaRe-imagine is a charming idea“Orderly innovation process” is an oxymoronic phrase“Orderly innovation process” is an oxymoronic phrase

(= Believed only by morons with ox-like brains) (= Believed only by morons with ox-like brains)“Tipping points” are easy to identify …“Tipping points” are easy to identify … long after they will do you any good long after they will do you any good

“Facts” aren’t“Facts” aren’tAll information making it to the top is filteredAll information making it to the top is filtered

to the point of danger and hilarity to the point of danger and hilarity“Success stories” are the illusions of egomaniacs (and “gurus”)“Success stories” are the illusions of egomaniacs (and “gurus”)

If you believe the memoirs of CEOs you should be institutionalizedIf you believe the memoirs of CEOs you should be institutionalized“Herd behavior” (XYZ is “hot”) is ubiquitous“Herd behavior” (XYZ is “hot”) is ubiquitous

… and amusing … and amusing“Top teams” are “Dittoheads”“Top teams” are “Dittoheads”

CEOs have little effect on performanceCEOs have little effect on performance“Expert” prediction is rarely better than rolling the dice“Expert” prediction is rarely better than rolling the dice

Tom’Tom’ss source code: source code: The eight iconic The eight iconic

books which are the books which are the Wellsprings Wellsprings

of my operating of my operating values and core values and core

assumptionsassumptions

05.22.0705.22.07

Fooled by Randomness: The Hidden Role of Chance in Fooled by Randomness: The Hidden Role of Chance in Life and the Markets,Life and the Markets, Nassim Nicholas TalebNassim Nicholas Taleb

The Black Swan: The Impact of the Highly ImprobableThe Black Swan: The Impact of the Highly Improbable,, Nassim Nicholas TalebNassim Nicholas Taleb

Expert Political Judgment: How Good Is It? How Can We Expert Political Judgment: How Good Is It? How Can We knowknow?? Philip Tetlock Philip Tetlock

The Difference: How the Power of Diversity Creates The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and SocietiesBetter Groups, Firms, Schools, and Societies,, Scott PageScott Page

The Wisdom of CrowdsThe Wisdom of Crowds,, James Surowiecki James Surowiecki

Full House: The Spread of Excellence from Plato to Full House: The Spread of Excellence from Plato to DarwinDarwin,, Stephen Jay GouldStephen Jay Gould

Judgment under Uncertainty: Heuristics and BiasesJudgment under Uncertainty: Heuristics and Biases,, Daniel Kahneman, Paul Slovic, and Amos Tversky Daniel Kahneman, Paul Slovic, and Amos Tversky

A Mind of Its Own: How Your Brain Distorts and A Mind of Its Own: How Your Brain Distorts and DeceivesDeceives,, Cordelia FineCordelia Fine

Fooled by Randomness: The Hidden Role of Chance in Life and the Markets,Fooled by Randomness: The Hidden Role of Chance in Life and the Markets, Nassim Nicholas Taleb Nassim Nicholas Taleb “This “This book is about luck disguised and perceived as non-luck (that is, skills) and more book is about luck disguised and perceived as non-luck (that is, skills) and more generally randomness disguised and perceived as non-randomness. It manifests generally randomness disguised and perceived as non-randomness. It manifests itself in the shape of the lucky fool, defined as a person who benefited from a itself in the shape of the lucky fool, defined as a person who benefited from a disproportionate share of luck but attributed his success to some other, disproportionate share of luck but attributed his success to some other, generally precise reason.” generally precise reason.”

The Black Swan: The Impact of the Highly ImprobableThe Black Swan: The Impact of the Highly Improbable,, Nassim Nicholas TalebNassim Nicholas Taleb

Expert Political Judgment: How Good Is It? How Can We knowExpert Political Judgment: How Good Is It? How Can We know?? Philip Tetlock Philip Tetlock “A fox, the thinker who “A fox, the thinker who knows many little things, draws from an eclectic array of disciplines, and is better knows many little things, draws from an eclectic array of disciplines, and is better able to improvise in response to changing events, is more successful in able to improvise in response to changing events, is more successful in predicting the future than the hedgehog, who knows one big thing, toils devotedly predicting the future than the hedgehog, who knows one big thing, toils devotedly within one tradition, and imposes formulaic solutions on ill defined problems.” within one tradition, and imposes formulaic solutions on ill defined problems.” The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and SocietiesThe Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies,, Scott PageScott Page

“Diverse groups of problem solvers—groups of people with diverse tools—“Diverse groups of problem solvers—groups of people with diverse tools—consistently outperformed groups of the best and the brightest. If I formedconsistently outperformed groups of the best and the brightest. If I formed two groups, one random (and therefore diverse) and one consisting of the best two groups, one random (and therefore diverse) and one consisting of the best individual performers, the first group almost always did better. … Diversityindividual performers, the first group almost always did better. … Diversitytrumped ability.”trumped ability.” The Wisdom of CrowdsThe Wisdom of Crowds,, James SurowieckiJames Surowiecki

Full House: The Spread of Excellence from Plato to DarwinFull House: The Spread of Excellence from Plato to Darwin, , Stephen Jay GouldStephen Jay Gould

Judgment under Uncertainty: Heuristics and BiasesJudgment under Uncertainty: Heuristics and Biases, , Daniel Kahneman, Paul Slovic, and Amos TverskyDaniel Kahneman, Paul Slovic, and Amos Tversky

A Mind of Its Own: How Your Brain Distorts and DeceivesA Mind of Its Own: How Your Brain Distorts and Deceives, , Cordelia Fine Cordelia Fine “Your brain has some shifty “Your brain has some shifty habits that leave the truth distorted and disguised. Your brain is vainglorious. It’s habits that leave the truth distorted and disguised. Your brain is vainglorious. It’s emotional and immoral. It deludes you. It is pigheaded, secretive and weak willed. emotional and immoral. It deludes you. It is pigheaded, secretive and weak willed. Oh, and it’s also a bigot.” Oh, and it’s also a bigot.”

TP on AcquisitionsTP on Acquisitions

1. Big + Big = Disaster. (Statistically.)1. Big + Big = Disaster. (Statistically.)2. Big (GE, Cisco, Omnicom) acquires small/specialist 2. Big (GE, Cisco, Omnicom) acquires small/specialist = Good … = Good … ifif you can retain Top Talent. you can retain Top Talent.3. Odds on achieving “projected synergies” among3. Odds on achieving “projected synergies” among Mixed Big “cultures”: 10%. Mixed Big “cultures”: 10%.4. Max Scale Advantages are achieved at a smaller size4. Max Scale Advantages are achieved at a smaller size than imagined. than imagined.5. Attacked by Big, Mediocre Medium marries Mediocre5. Attacked by Big, Mediocre Medium marries Mediocre Medium to “bulk up.” Result: Big Mediocrity … Medium to “bulk up.” Result: Big Mediocrity … or worse. or worse.6. Increasingly, Alliances deliver more value than6. Increasingly, Alliances deliver more value than mergers—and clearly abet flexibility. mergers—and clearly abet flexibility.

InnoTacsInnoTacs

revenue revenue matters matters most most

““Creativity”Creativity”vs.vs.

“Innovation” “Innovation”

We We becomebecome who we hang who we hang

out with 1out with 1

Measure “Strangeness”/Portfolio QualityMeasure “Strangeness”/Portfolio Quality

StaffStaffConsultantsConsultants

VendorsVendorsOut-sourcing Partners Out-sourcing Partners (#, Quality)(#, Quality)

Innovation Alliance PartnersInnovation Alliance PartnersCustomersCustomers

Competitors Competitors (who we “benchmark” against)(who we “benchmark” against)

Strategic Initiatives Strategic Initiatives Product Portfolio Product Portfolio (LineEx v. Leap)(LineEx v. Leap)

IS/IT ProjectsIS/IT ProjectsHQ LocationHQ LocationLunch MatesLunch Mates

LanguageLanguageBoardBoard

The “Fury The “Fury factor.”factor.”

futuremarkfuturemark

blog.blog.

PlannersPlannersvs

SearchersSearchers

Find ’em!Find ’em!

invite invite ’em!’em!

send ’em on send ’em on

a quest!a quest!

Women as Women as innovation innovation

force!force!

Concoct a Concoct a Parallel Parallel

universe!universe!

Multipliers:Multipliers:Broken Broken

WindowsWindows

Multipliers, science of/butterflies/Rat Psych 101:Multipliers, science of/butterflies/Rat Psych 101:

Broken Windows/safe cityBroken Windows/safe citySmall plates/empty shelves/remote parking lot/Small plates/empty shelves/remote parking lot/

distant food court/slow elevatordistant food court/slow elevatorGeologists/geophysicists Geologists/geophysicists

Contiguous offices/Office layout-location powerContiguous offices/Office layout-location powercasual gathering placescasual gathering places“renegade” buildings“renegade” buildings

“Hang out factor”/inno #1“Hang out factor”/inno #1“hero galleries”/great art“hero galleries”/great art

welcoming reception area (Insta-smell culture)welcoming reception area (Insta-smell culture)b.P.d. decals on glasses/12.31.06b.P.d. decals on glasses/12.31.06beyond escape: Bike at the door/beyond escape: Bike at the door/Running shoes next to the bedRunning shoes next to the bed

etc.etc.etc.etc.

Speed/ Speed/ Tempo/Tempo/

is-itis-it

Speed/ Speed/ Tempo/Tempo/

o.o.d.a. loops/ o.o.d.a. loops/ “Metabolic “Metabolic

Management”Management”

try it. Try it. Try it. try it. Try it. Try it. Try it. Try it. Try it.Try it. Try it. Try it.

Try it. Try it. Try it. Try it. Screw it Screw it up.up. Try it. Try it. Try Try it. Try it. Try

it. Try it. Try it. Try it. it. Try it. Try it. Try it. Try it. Try it. Screw it up.Screw it up. it. it.

Try it. Try it. try it. Try it. Try it. try it. Try it.Try it. Screw it up.Screw it up. Try it. Try it. Try it. Try it. Try it. Try it.

do do things.things.

do do them.them.

drill.drill.

try try things.things.

SERIOUS SERIOUS PLAYPLAY

Screw. Screw. things.things.

Up.Up.

try.try.Miss.Miss.try.try.

Life 101: A 40-year ReflectionLife 101: A 40-year Reflection

Go on offense. Go on offense. Give everybody a shot. Give everybody a shot.

Decentralize. Decentralize. Try a bunch of stuff.Try a bunch of stuff.

Make it up as you go along. Make it up as you go along. Get some stuff wrong.Get some stuff wrong.

Laugh a lot.Laugh a lot.Get some stuff right. Get some stuff right. Become a “success.”Become a “success.”

Extract “lessons learned” or “best practices.”Extract “lessons learned” or “best practices.”Thicken the Book of Rules for Success.Thicken the Book of Rules for Success.

Become evermore serious.Become evermore serious.Enforce the rules to increasingly tight tolerances.Enforce the rules to increasingly tight tolerances.

Go on defense. Go on defense. Install walls. Install walls.

Protect-at-all-costs today’s franchise. Protect-at-all-costs today’s franchise. Centralize. Centralize.

Calcify. Calcify. Install taller walls.Install taller walls.Write more rules.Write more rules.

Become irrelevant and-or die.Become irrelevant and-or die.

No try. No try. No deal.No deal.

Try.Try.Try.Try.try.try.

Try.Try.Try.Try.try.try.Try.Try.Try.Try. Try. Try.Try.Try.try.try.Try.Try.Try.Try. Try. Try.Try.Try.try.try.Try.Try.Try.Try. Try. Try.Try.Try.try.try.Try.Try.Try.Try. Try. Try.Try.Try.try.try. Try. Try.Try.Try. Try. Try.Try.Try.try try Try.Try.Try.Try. Try. Try.Try.Try.trytry

Focus.Focus.

Conscious Conscious measurementmeasurement

personalpersonal

Inno64: Inno64: Innovation Innovation StrategiesStrategies & Tactics & Tactics

Parallel universeParallel universe /Exec Ed v res MBA/Exec Ed v res MBAEnd run regnant powers/JKCEnd run regnant powers/JKCFind done deals-practicing mavericks/Stone-ReGoFind done deals-practicing mavericks/Stone-ReGoBell curves2016 in 2006Bell curves2016 in 2006Non-industry benchmarkingNon-industry benchmarkingEverything = PortfolioEverything = PortfolioV.C.s all!V.C.s all!Hot language/Wow-Astonish me-Insanely Hot language/Wow-Astonish me-Insanely great-immortal-Make something greatgreat-immortal-Make something greatLead customers/PW-EmbraerLead customers/PW-EmbraerLead suppliers /Top decile R&DLead suppliers /Top decile R&DWeird alliancesWeird alliancesMottos/Paul Arden (“Whatever You Think Mottos/Paul Arden (“Whatever You Think Think the Opposite”)Think the Opposite”)Hire freaks/Enough weird people?Hire freaks/Enough weird people?Weird Boards!!!Weird Boards!!!

CEO track record of Innovation (nobodyCEO track record of Innovation (nobody starts at 45! Or 35!)starts at 45! Or 35!)System/GE-ImmeltSystem/GE-Immelt““Strategic thrust overlay”Strategic thrust overlay”CalendarCalendarBig Delta easier than SmallBig Delta easier than SmallMBWA with freaks-weirdos/JKCMBWA with freaks-weirdos/JKCMBWA/Boonies’ labsMBWA/Boonies’ labsV.C.-formal/IntelV.C.-formal/IntelAcquire weirdAcquire weirdChildren’s crusadeChildren’s crusadeOld farts crusadeOld farts crusadeGo Global at any sizeGo Global at any sizeStop listening to customers Stop listening to customers Talent!/Unusual sources-Hire innovators-V.C.sTalent!/Unusual sources-Hire innovators-V.C.sEschew giant mergersEschew giant mergers

Remember: scale economies max out earlyRemember: scale economies max out earlyAssisted suicide! (“Built to last” = Chimera-Assisted suicide! (“Built to last” = Chimera-snare-delusion)snare-delusion)Burn your press clippingsBurn your press clippings““Forgetting” “strategy”Forgetting” “strategy”Fire all strategic plannersFire all strategic plannersTempo!Tempo!Final product bears little relation to starting Final product bears little relation to starting notionnotionDesign! Design! Design! (“culture,” not Design! Design! Design! (“culture,” not program)program)All innovation: Pissed-off peopleAll innovation: Pissed-off peopleGut feel rules!Gut feel rules!Focus groups suckFocus groups suckWeird focus groups okayWeird focus groups okayBe-Do philosophyBe-Do philosophy

CelebrationsCelebrationsCulture-little as well as big Inno (“everyone-Culture-little as well as big Inno (“everyone-an-innovator”)an-innovator”)Life = Wow ProjectsLife = Wow ProjectsAcknowledge messiness-pursue serendipity Acknowledge messiness-pursue serendipity (Blitzkrieg-Containers-Science-Jim Utterback)(Blitzkrieg-Containers-Science-Jim Utterback)R.F.A.R.F.A.Culture of executionCulture of execution4/40: decentralization, execution, 4/40: decentralization, execution, accountability, 615AMaccountability, 615AMEVP (S.O.U.B.)/Systems-process “un-design”EVP (S.O.U.B.)/Systems-process “un-design”Diversity for diversity’s sakeDiversity for diversity’s sakeWomen-Women-Women/customers (they Women-Women-Women/customers (they “are the market,” not a “segment”)-leaders“are the market,” not a “segment”)-leadersBoomers-Geezers (“all the money”)Boomers-Geezers (“all the money”)

CRO (Chief Revenue Officer) “culture”/top-CRO (Chief Revenue Officer) “culture”/top-line obsessedline obsessedCIO (Chief INNOVATION Officer)CIO (Chief INNOVATION Officer)LaughterLaughterFacility-space configurationFacility-space configurationExperiments-prototypesExperiments-prototypes““Reward excellent failures. Punish mediocre Reward excellent failures. Punish mediocre successes.”successes.”Bizarrely high incentives (& penalties)Bizarrely high incentives (& penalties)We are what we eat/We are who we hang out We are what we eat/We are who we hang out with with (E.g.: Staff-Consultants-Vendors-Out-sourcing (E.g.: Staff-Consultants-Vendors-Out-sourcing Partners/#, Quality-Innovation Alliance Partners-Partners/#, Quality-Innovation Alliance Partners-Customers-Competitors/who we “benchmark” against -Customers-Competitors/who we “benchmark” against -Strategic Initiatives -Product Portfolio/LineEx v. Leap-Strategic Initiatives -Product Portfolio/LineEx v. Leap-IS/IT Projects-HQ Location-Lunch Mates-Language-IS/IT Projects-HQ Location-Lunch Mates-Language-Board)Board)

Driven by anger!!Driven by anger!! (not “focus groups”) (not “focus groups”)Great “vision,” no “strategic plan”Great “vision,” no “strategic plan”Whoops: conflicting “vision/s”Whoops: conflicting “vision/s”Execution (& vision) (“Dreamers with deadlines”)Execution (& vision) (“Dreamers with deadlines”)OpportunisticOpportunisticInsane optimismInsane optimismFailure after failure; disappointment after disappointmentFailure after failure; disappointment after disappointment (secret to staying power: Stay pissed off!!) (secret to staying power: Stay pissed off!!)Plan B rulesPlan B rulesChanging cadresChanging cadresOpportunistic alliances (here today, gone tomorrow)Opportunistic alliances (here today, gone tomorrow)“The enemy of my enemy is my friend”“The enemy of my enemy is my friend”Creating events and groups to serve a momentary needCreating events and groups to serve a momentary needWarring leaders (Freud-Jung)Warring leaders (Freud-Jung)Petulance (human frailty amidst a Great Struggle)Petulance (human frailty amidst a Great Struggle)Agile re goal w/o sacrificing VisionAgile re goal w/o sacrificing VisionGo underground for long stretchesGo underground for long stretchesPatience (72 years) & impatiencePatience (72 years) & impatienceRelentless!!!!!!!!!!!!!!!Relentless!!!!!!!!!!!!!!! (WSC: (WSC: “Success stems from the “Success stems from the ability to go from failure without losing your enthusiasmability to go from failure without losing your enthusiasm”)”)

Hustle (Seneca Falls, ’48: 5 days)Hustle (Seneca Falls, ’48: 5 days)Fits & startsFits & startsTraitors-desertersTraitors-desertersRadicals (“good”—MLKjr)Radicals (“good”—MLKjr)Radicals (“disruptive”—Stokely)Radicals (“disruptive”—Stokely)ModeratesModeratesMentorsMentorsSchismsSchismsSetbacks (again & again & again—incl lost ground) Setbacks (again & again & again—incl lost ground) (“2-9” = Great record) (“2-9” = Great record)“Get off” on the “politics” (TP: “Life is politics—“Get off” on the “politics” (TP: “Life is politics— the rest is details.”) the rest is details.”)Managing the goal down to get to the doable (but not losingManaging the goal down to get to the doable (but not losing sight of the main game in the process) sight of the main game in the process)Small winsSmall wins“Externalities” (Civil War)“Externalities” (Civil War)Small Band of Sisters (<10; Seneca Falls 1848)Small Band of Sisters (<10; Seneca Falls 1848)Coherent, factual, emotional storyCoherent, factual, emotional storyStory altered at the margin to attract specific adherentsStory altered at the margin to attract specific adherentsStory tellers Story tellers (superb, relentless public communicators)(superb, relentless public communicators)

Agility (Plan B)Agility (Plan B)RelentlessRelentlessResilientResilient

Optimistic (Unreasonably so)Optimistic (Unreasonably so)Pissed OffPissed Off

“Visionary”“Visionary”Try It. Try it. Try it. …Try It. Try it. Try it. …

Action > PlansAction > PlansVirusVirus

Small WinsSmall WinsDemos-Heroes-StoriesDemos-Heroes-Stories

Wee Gestures of Decency-ThoughtfulnessWee Gestures of Decency-ThoughtfulnessPolitics >> Science (Get over it!)Politics >> Science (Get over it!)

Think: R.O.I.R. (Networker)Think: R.O.I.R. (Networker)Sales Rules!Sales Rules!

Passion (incl. speaking skills)Passion (incl. speaking skills)Women (Lead Local Change Agents)Women (Lead Local Change Agents)Women Leaders (Woman to Woman)Women Leaders (Woman to Woman)

What “We” Know “For Sure” About Innovation

Big mergers Big mergers [by & large][by & large] don’t work don’t workScale is over-ratedScale is over-rated

Strategic planning is the last refuge of scoundrelsStrategic planning is the last refuge of scoundrelsFocus groups are counter-productiveFocus groups are counter-productive“Built to last” is a chimera (stupid)“Built to last” is a chimera (stupid)

Success killsSuccess kills“Forgetting” is impossible“Forgetting” is impossible

Re-imagine is a charming ideaRe-imagine is a charming idea“Orderly innovation process” is an oxymoronic phrase“Orderly innovation process” is an oxymoronic phrase

(= Believed only by morons with ox-like brains) (= Believed only by morons with ox-like brains)“Tipping points” are easy to identify …“Tipping points” are easy to identify … long after they will do you any good long after they will do you any good

“Facts” aren’t“Facts” aren’tAll information making it to the top is filteredAll information making it to the top is filtered

to the point of danger and hilarity to the point of danger and hilarity“Success stories” are the illusions of egomaniacs (and “gurus”)“Success stories” are the illusions of egomaniacs (and “gurus”)

If you believe the memoirs of CEOs you should be institutionalizedIf you believe the memoirs of CEOs you should be institutionalized“Herd behavior” (XYZ is “hot”) is ubiquitous“Herd behavior” (XYZ is “hot”) is ubiquitous

… and amusing … and amusing“Top teams” are “Dittoheads”“Top teams” are “Dittoheads”

CEOs have little effect on performanceCEOs have little effect on performance“Expert” prediction is rarely better than rolling the dice“Expert” prediction is rarely better than rolling the dice


Cause. (Pissed off.)Cause. (Pissed off.)RELENTLESS!!!!!!!!!!!!!!!!!!!!!!!!!!!!RELENTLESS!!!!!!!!!!!!!!!!!!!!!!!!!!!!Try it. Try it. (S.A.V.) (r.f.a.) (hustle.)(S.A.V.) (r.f.a.) (hustle.)project. Project. Project.project. Project. Project.Wow! (hot language.)Wow! (hot language.)fun. (growth opportunities.)fun. (growth opportunities.)Sky-high aspirations.Sky-high aspirations.Fail. Forward. Fast.Fail. Forward. Fast.“SMALL WINS.” MOMENTUM. INEVITABILITY.“SMALL WINS.” MOMENTUM. INEVITABILITY.Quests. Demos. Heroes. Stories. Quests. Demos. Heroes. Stories. STATISTICAL INDEPENDENCE. (DIVERSITY.)STATISTICAL INDEPENDENCE. (DIVERSITY.) Boonies. (Parallel universe. Test stuff. Buy WeeCo) Boonies. (Parallel universe. Test stuff. Buy WeeCo)V.C.: Roster = portfolio. everything = portfolio.V.C.: Roster = portfolio. everything = portfolio.Roster = brand yous.Roster = brand yous.PARTNER WITH WIERDOS. (everywhere.)PARTNER WITH WIERDOS. (everywhere.)Diversity @ top.Diversity @ top.Buy a mirror.Buy a mirror.FRUSTRATED “GODFATHER.”FRUSTRATED “GODFATHER.”<12.<12.ALREADY IN PLACE/find ’em.ALREADY IN PLACE/find ’em.JUST Say No: NORMAL.JUST Say No: NORMAL.wikiWorld.wikiWorld.Attitude > Ability.Attitude > Ability.Wow. “Insanely great.”Wow. “Insanely great.”Sell! Sell! Sell! Sell! Sell! Sell! (master-appreciate politics) (r.o.i.r.)(master-appreciate politics) (r.o.i.r.)

4/404/40(Decentralization/Execution/Accountability/6:15A.M.)(Decentralization/Execution/Accountability/6:15A.M.)

DECENTRALIZATIONDECENTRALIZATION..

EXECUTION.EXECUTION.ACCOUTABILITY.ACCOUTABILITY.

66:15A.M. :15A.M.

De-cent-De-cent-ral-iz-ral-iz-a-tion!a-tion!

Ex-e-Ex-e-cu-cu-

tion!tion!

Ac-count-Ac-count-a-bil-ity!a-bil-ity!

6:15A.M6:15A.M..

DECENTRALIZATIONDECENTRALIZATION..

EXECUTION.EXECUTION.ACCOUTABILITY.ACCOUTABILITY.

2a.m.2a.m.

**Planetree! Commerce! Cirque!Planetree! Commerce! Cirque! (Pianos! Dog biscuits!) (Pianos! Dog biscuits!) *Jerry Garcia … or bust (“only ones*Jerry Garcia … or bust (“only ones who do what we do,” “insanelywho do what we do,” “insanely great,” “radically thrilling,”great,” “radically thrilling,” “ “gaspworthy.”) gaspworthy.”) *Think/Obsess Wegmans! (Staff: #1;*Think/Obsess Wegmans! (Staff: #1; the the Manager’s Handbook ofManager’s Handbook of Decencies;Decencies; “Kindness is free.”) “Kindness is free.”)*Leaders serve. (Leader as host.)*Leaders serve. (Leader as host.)*”Wow” is free, too.*”Wow” is free, too.*Hire nut cases (the “O for 800” rule*Hire nut cases (the “O for 800” rule holds for DDB)holds for DDB)

Excellence: The SE22Excellence: The SE22::

ORIGINS OF ORIGINS OF SUSTAINABLE SUSTAINABLE

ENTREPRENEURSHIENTREPRENEURSHIPP

SE22/Origins of Sustainable Entrepreneurship1. Genetically disposed to Innovations that upset apple carts 1. Genetically disposed to Innovations that upset apple carts (3M, Apple, (3M, Apple,

FedEx, Virgin, BMW, Sony, Nike, Schwab, Starbucks, Oracle, Sun,FedEx, Virgin, BMW, Sony, Nike, Schwab, Starbucks, Oracle, Sun, Fox, Stanford University, MIT)Fox, Stanford University, MIT)

2. Perpetually determined to outdo oneself, even to 2. Perpetually determined to outdo oneself, even to the detriment of today’s $$$ winners the detriment of today’s $$$ winners (Apple, Cirque du Soleil, Nokia, FedEx)(Apple, Cirque du Soleil, Nokia, FedEx)

3. Treat History as the Enemy 3. Treat History as the Enemy (GE)(GE)

4. Love the Great Leap/Enjoy the Hunt 4. Love the Great Leap/Enjoy the Hunt (Apple, Oracle, Intel, Nokia, Sony)(Apple, Oracle, Intel, Nokia, Sony)

5. Use “Strategic Thrust Overlays” to Attack Monster Problems 5. Use “Strategic Thrust Overlays” to Attack Monster Problems (Sysco, (Sysco, GSK, GE, Microsoft)GSK, GE, Microsoft)

6. Establish a “Be on the COOL Team” Ethos. 6. Establish a “Be on the COOL Team” Ethos. (Most PSFs, Microsoft)(Most PSFs, Microsoft)

7. Encourage Vigorous Dissent/Genetically “Noisy” 7. Encourage Vigorous Dissent/Genetically “Noisy” (Intel, Apple, (Intel, Apple, Microsoft, CitiGroup, PepsiCo)Microsoft, CitiGroup, PepsiCo)

8. 8. ““Culturally” as well as Culturally” as well as organizationally Decentralizedorganizationally Decentralized

(GE, J&J, Omnicom)(GE, J&J, Omnicom)

9. Multi-entrepreneurship/Many Independent-minded Stars 9. Multi-entrepreneurship/Many Independent-minded Stars (GE,(GE, PepsiCo)PepsiCo)

SE22/Origins of Sustainable Entrepreneurship

10. Keep decentralizing—tireless in pursuit of wiping 10. Keep decentralizing—tireless in pursuit of wiping outout Centralizing Tendencies Centralizing Tendencies (J&J, Virgin)(J&J, Virgin)

11. Scour the world for Ingenious Alliance Partners— 11. Scour the world for Ingenious Alliance Partners— especially exciting start-ups especially exciting start-ups (Pfizer)(Pfizer)

12. Acquire for Innovation, not Market Share 12. Acquire for Innovation, not Market Share (Cisco, GE)(Cisco, GE)

13. Don’t overdo “pursuit of synergy” 13. Don’t overdo “pursuit of synergy” (GE, J&J, Time Warner)(GE, J&J, Time Warner)

14. Execution/Action Bias: Just do it … don’t obsess on14. Execution/Action Bias: Just do it … don’t obsess on how it “fits the business model.”how it “fits the business model.” (3M, J & J) (3M, J & J)

15. Find and Encourage and Promote Strong-willed/15. Find and Encourage and Promote Strong-willed/ Hyper-smart/Independent people Hyper-smart/Independent people (GE, PepsiCo, Microsoft)(GE, PepsiCo, Microsoft)

16. Support Internal Entrepreneurs16. Support Internal Entrepreneurs (3M, Microsoft) (3M, Microsoft)

17. Ferret out Talent anywhere/“No limits” approach to17. Ferret out Talent anywhere/“No limits” approach to retaining top talent retaining top talent (Virgin, GE, PepsiCo(Virgin, GE, PepsiCo))

SE22/Origins of Sustainable Entrepreneurship

18. Unmistakable Results & Accountability focus from18. Unmistakable Results & Accountability focus from the get-go to the grave the get-go to the grave (GE, New York Yankees, PepsiCo)(GE, New York Yankees, PepsiCo)

19. 19. Up or OutUp or Out (GE, McKinsey, big consultancies and law (GE, McKinsey, big consultancies and law

firms and ad agencies and movie studios in general)firms and ad agencies and movie studios in general)

20. Competitive to a fault! 20. Competitive to a fault! (GE, New York Yankees, News(GE, New York Yankees, News Corp/Fox, PepsiCo)Corp/Fox, PepsiCo)

21. “Bi-polar” Top Team, with “Unglued” Innovator #1,21. “Bi-polar” Top Team, with “Unglued” Innovator #1, powerful Control Freak #2 powerful Control Freak #2 (Oracle, Virgin) (Watch out when(Oracle, Virgin) (Watch out when #2 is missing: Enron)#2 is missing: Enron)

22. Masters of Loose-Tight/Hard-nosed about a very few22. Masters of Loose-Tight/Hard-nosed about a very few Core Values, Open-minded about everything elseCore Values, Open-minded about everything else (Virgin)(Virgin)

The Value-added Ladder/ STUFF ‘N’ THINGSSTUFF ‘N’ THINGS

GoodsGoods Raw Materials Raw Materials

The Value-added Ladder/Stuff & TRANSACTIONSTRANSACTIONS

ServicesServicesGoods

Raw Materials

The Value-added Ladder/ OPPORTUNITY-SEEKINGOPPORTUNITY-SEEKING

Customer Success/ Customer Success/ Gamechanging Gamechanging

SolutionsSolutionsServicesGoods

Raw Materials

The Value-added Ladder/ OPPORTUNITY-SEEKINGOPPORTUNITY-SEEKING

ImImpplementedlemented Gamechanging Gamechanging

SolutionsSolutionsServicesGoods

Raw Materials

Core Mechanism:“Game-changing Solutions”

PSFPSF (Professional Service Firm “model”/The Organizing Principle)

+

Brand YouBrand You(“Distinct” or “Extinct”/The Talent)

+

Wow! ProjectsWow! Projects (“Different” vs “Better”/The Work)

TheThe ““PSF35PSF35””:: Thirty-Five Thirty-Five

Professional Service Firm Professional Service Firm Marks of ExcellenceMarks of Excellence

The PSF35: The Work & The Legacy

1.1. CRYSTAL CLEAR POINT OF VIEWCRYSTAL CLEAR POINT OF VIEW

(E very Practice Group: “If you can’t explain your position in eight(E very Practice Group: “If you can’t explain your position in eight words or less, you don’t have a position”—Seth Godin)words or less, you don’t have a position”—Seth Godin)2. 2. DRAMATIC DIFFERENCEDRAMATIC DIFFERENCE (“We are the only ones who do what (“We are the only ones who do what we do”—Jerry Garcia)we do”—Jerry Garcia)3. Stretch Is Routine (“Never bite off less than you can chew”—anon.)3. Stretch Is Routine (“Never bite off less than you can chew”—anon.)4. Eye-Appetite for Game-changer Projects (Excellence at Assembling4. Eye-Appetite for Game-changer Projects (Excellence at Assembling “ “Best Team”—Fast) Best Team”—Fast) 5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change the World)the World)6. Small “Uneconomic” Clients with Big Aims6. Small “Uneconomic” Clients with Big Aims7. Life Is Too Short to Work with Jerks (Fire lousy clients)7. Life Is Too Short to Work with Jerks (Fire lousy clients)8. 8. OBSESSED WITH LEGACYOBSESSED WITH LEGACY (Practice Group and Individual: “Dent the (Practice Group and Individual: “Dent the Universe”—Steve Jobs)Universe”—Steve Jobs)9. Fire-on-the-spot Anyone Who Says, “Law/Architecture/Consulting/9. Fire-on-the-spot Anyone Who Says, “Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ”I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ”10. Consistent with #9 above … 10. Consistent with #9 above … DO NOT SHY AWAY FROM THEDO NOT SHY AWAY FROM THE WORD (IDEA) “RADICAL”WORD (IDEA) “RADICAL”

The PSF35: The Client Experience11. Always team with client: “full partners in 11. Always team with client: “full partners in achieving memorable results” achieving memorable results” (Wanted: “Chimeras(Wanted: “Chimeras of Moonstruck Minds”!) of Moonstruck Minds”!)12. We will seek assistance Anywhere to assemble the Best-in-12. We will seek assistance Anywhere to assemble the Best-in- Planet Team for the Project Planet Team for the Project13. Client Team Members routinely declare that working with us13. Client Team Members routinely declare that working with us was “the Peak Experience of my Career” was “the Peak Experience of my Career”14. The job’s not done until implementation is14. The job’s not done until implementation is “100.00% complete” (Those who don’t “get it” must go) “100.00% complete” (Those who don’t “get it” must go)

15.15. IMPLEMENTATION IS IMPLEMENTATION IS NOTNOT COMPLETECOMPLETE UNTIL UNTIL THE CLIENT HAS EXPERIENCED “CULTURE THE CLIENT HAS EXPERIENCED “CULTURE CHANGE” CHANGE”16.16. IMPLEMENTATION IS IMPLEMENTATION IS NOTNOT COMPLETECOMPLETE UNTIL UNTIL SIGNIFICANT “TECHNOLOGY TRANSFER HAS SIGNIFICANT “TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT TAKEN PLACE-ROOT (“Teach a man to fish …”)(“Teach a man to fish …”)

17.17. The Final Exam: The Final Exam: DID WE MAKE A DRAMATIC,DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE? LASTING, GAME-CHANGING DIFFERENCE?

The PSF35: The People & The Leadership

18. 18. TALENT FANATICSTALENT FANATICS (“Best-Coolest place to work”) (PERIOD) (“Best-Coolest place to work”) (PERIOD)19. 19. EYE FOR THE PECULIAREYE FOR THE PECULIAR (Hiring: Go beyond “same old, (Hiring: Go beyond “same old, same old”) same old”) 20. Early Opportunities (vs. “Wait your turn”) 20. Early Opportunities (vs. “Wait your turn”) 21. Up or Out (Based on “Legacy”/Mentoring as much as21. Up or Out (Based on “Legacy”/Mentoring as much as “ “Billings”/“Rainmaking”)Billings”/“Rainmaking”)22. Slide the Old Aside/Make Room for Youth (Find oldsters22. Slide the Old Aside/Make Room for Youth (Find oldsters new roles?)new roles?)23. 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO DAY #“R” DAY #“R” [R = Retirement][R = Retirement]24. Office/Practice Leaders Evaluated Primarily on 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building SkillsMentoring-Team Building Skills25. 25. A “PROPRIETARY” TALENT DEVELOPMENT PROCESS (GE)A “PROPRIETARY” TALENT DEVELOPMENT PROCESS (GE)26. Team Leadership Skills Valued Early26. Team Leadership Skills Valued Early27. Partner with B.I.W. [Best In World] Outsiders as Needed27. Partner with B.I.W. [Best In World] Outsiders as Needed and to Infuse Different Viewsand to Infuse Different Views

The PSF35: The Firm & The Brand

28. 28. EAT-SLEEP-BREATHE-OOZE INTEGRITYEAT-SLEEP-BREATHE-OOZE INTEGRITY (“My life (“My life is my message”—Gandhi)is my message”—Gandhi)

29. Excellence+ in 29. Excellence+ in EXECUTIONEXECUTION … 100.00% of the Time… 100.00% of the Time30. “Drop everything”/“Swarm” to Support a Harried-On30. “Drop everything”/“Swarm” to Support a Harried-On The Verge TeamThe Verge Team

31. 31. SPEND ON R&D LIKE A TECH FIRM.SPEND ON R&D LIKE A TECH FIRM.32. 32. A PROPRIETARY METHODOLOGYA PROPRIETARY METHODOLOGY (FBR, McKinsey, (FBR, McKinsey, Chiat Day, IDEO, old EDS)Chiat Day, IDEO, old EDS)

33. 33. BRAND MANIACSBRAND MANIACS (Organize Around a Point of View Worth(Organize Around a Point of View Worth BROADCASTING)BROADCASTING)

3434. . PASSION! ENTHUSIASM!PASSION! ENTHUSIASM!

35.35. EXCELLENCE. ALWAYS.EXCELLENCE. ALWAYS.

(1) Translate ALL departmental(1) Translate ALL departmental activities into activities into discretediscrete W.W.P.F. “Products.” W.W.P.F. “Products.”(2) (2) 100% go on the Web.100% go on the Web.

(3)(3) Non-awesome areNon-awesome are outsourced outsourced (75%??). (75%??).

(4)(4) Remaining Remaining “Centers of “Centers of Excellence” are retained & Excellence” are retained & leveraged to the hilt! leveraged to the hilt!

Static/Imitative

Integrity.Integrity.Quality.Quality.

Continuous Improvement.Continuous Improvement.Superior Service Superior Service (Exceeds Expectations.)(Exceeds Expectations.)

Completely Satisfactory Transaction.Completely Satisfactory Transaction.Smooth Evolution.Smooth Evolution.

Market Share.Market Share.

Dynamic/Different

Dramatic Difference!Dramatic Difference!Disruptive!Disruptive!

Insanely Great! Insanely Great! (Quality++++)(Quality++++)

Life-(Industry-)changing Experience!Life-(Industry-)changing Experience!Game-changing!Game-changing!

WOW!WOW!Surprise!Surprise!Delight!Delight!

Breathtaking!Breathtaking!Punctuated Equilibrium!Punctuated Equilibrium!

Market Creation!Market Creation!

EXCELLENCEEXCELLENCE = =

Flawless Flawless EXECUTIONEXECUTION + Continuous + Continuous IMPROVEMENTIMPROVEMENT

+ Brilliantly Trained + Brilliantly Trained PEOPLEPEOPLE

+Gamechanging Gamechanging QUESTSQUESTS + +

WEIRD WEIRD Rosters +Rosters + GASPWORTHYGASPWORTHY Results Results

Psf.Psf.Bedrock.Bedrock.

PSFPSF/Professional Service Firm/Beliefs/Professional Service Firm/Beliefs

ProfessionProfession: : Calling/Passion to make aCalling/Passion to make a difference/Excellence difference/Excellence (always)(always)

point of viewpoint of view: : know exactly what weknow exactly what we stand for/ stand for/ “Dramatic “Dramatic Difference”Difference”

ClientClient: : enduring, test-the-limits enduring, test-the-limits relationship/Trusted advisor relationship/Trusted advisor

SolutionSolution: : Rock His-her World/ Rock His-her World/ “wow”“wow”// implemented “Culture implemented “Culture change”/change”/ >>>>>> “satisfaction” >>>>>> “satisfaction”

Big Idea:

“Corporation” as “Corporation” as

Mega-“PSFMega-“PSF”” (Professional (Professional Service Firm*)Service Firm*)

* “Virtual” Collection of Entrepreneurially-minded Professionals (“Talent”/“Roster”)

Creating/Applying Intellectual Capital (“Work Product”)


Brand You(S)Brand You(S)(“Distinct” or “Extinct”/The Talent)

+

Wow! Project(s)Wow! Project(s) (“Different” vs “Better”/The Work)

==

PSF(S)PSF(S) (Professional Service Firm “model”/The Organizing Principle)

=

“Corporation” as“Corporation” as

“Mega-“Mega-PSF”PSF”

The FEVP/Fundamental EnterThe FEVP/Fundamental Enterpprise Value-Added rise Value-Added Proposition-EProposition-Eqquation/Mark2007uation/Mark2007

(1) 100% (1) 100% “WOW PROJECTS”“WOW PROJECTS” (New Org “DNA”/“The Work”)(New Org “DNA”/“The Work”)

++ (2) Incredible (2) Incredible “TALENT”“TALENT” Transformed intoTransformed into (3) Entrepreneurial (3) Entrepreneurial “BRAND YOUs”“BRAND YOUs” and and

(4) Given Room-to-Roam & Launched on(4) Given Room-to-Roam & Launched on Awesome Awesome “QUESTS”“QUESTS”

== (5) Internal (5) Internal ““Rockin’ PSFs”Rockin’ PSFs” (Staff Depts. Morphed into (Staff Depts. Morphed into

Wildly Innovative Wildly Innovative PProfessional rofessional SService ervice FFirms) … irms) … (6) Which Coalesce to Transform the FEVP/Fundamental Enterprise (6) Which Coalesce to Transform the FEVP/Fundamental Enterprise

Value Proposition from “Superior Products & Services” to Value Proposition from “Superior Products & Services” to “ENCOMPASSING SOLUTIONS” “ENCOMPASSING SOLUTIONS” &&

“GAME-CHANGING CLIENT“GAME-CHANGING CLIENT SUCCESS” SUCCESS”

Big Idea/“Meta”-Idea/Premier “Engine of Value Added”

(1) (1) The TalentThe Talent: “Best Roster” of Entrepreneurial-: “Best Roster” of Entrepreneurial-minded minded Brand Yous.Brand Yous.

(2) (2) The (Virtual) OrganizationThe (Virtual) Organization: Internal or : Internal or External External “PSF”/Professional Service Firm“PSF”/Professional Service Firm

working with “Best Anywhere” = Engine of working with “Best Anywhere” = Engine of Value Added through the Application of Creative Value Added through the Application of Creative

“Intellectual Capital”“Intellectual Capital”

(3) (3) The Work ProductThe Work Product: “Game Changer”/ : “Game Changer”/ “Gaspworthy” “Gaspworthy” WOW ProjectsWOW Projects

Your Current Project?

1. Another day’s work/Pays the rent.4. Of value.7. Pretty Damn Cool/Definitely subversive.10. WE AIM TO CHANGE THEWE AIM TO CHANGE THE WORLD. WORLD. (Insane!/Insanely(Insane!/Insanely Great!/WOW!) Great!/WOW!)

Subversive Change

Be(very)ware “genetic constraints” (history’s looong Be(very)ware “genetic constraints” (history’s looong arm)arm)

You must “do” GandhiYou must “do” Gandhi

Hire weird (fulltime or temp)Hire weird (fulltime or temp)

Find the extant crazies (troll for them via offers to join Find the extant crazies (troll for them via offers to join weird project teams)weird project teams)

Create a (quiet) “Crazies Club”/Keep extendin’ the WebCreate a (quiet) “Crazies Club”/Keep extendin’ the Web

Create “boondocks projects” by the truckload (with Create “boondocks projects” by the truckload (with partners of every flavor)partners of every flavor)

Understand: Yours is a “protection racket”Understand: Yours is a “protection racket”Sky High Standards!! (There’s a deadly serious reason Sky High Standards!! (There’s a deadly serious reason

for “all this”—life or death)for “all this”—life or death)

TP Heroes: Allan Puckett; Bob Stone; Jill Ker Conway; TP Heroes: Allan Puckett; Bob Stone; Jill Ker Conway; Kelly Johnson; John BoydKelly Johnson; John Boyd

The Value-added Ladder/ MEMORABLE CONNECTIONMEMORABLE CONNECTION

Spellbinding Spellbinding ExperiencesExperiences

Gamechanging SolutionsServicesGoods

Raw Materials

Words!Words!

—— Magician of Magical Moments Magician of Magical Moments—— Maestro of Moments of Truth Maestro of Moments of Truth—— Recruiter of Raving Fans Recruiter of Raving Fans—— Impresario of First Impressions Impresario of First Impressions—— Wizard of WOW Wizard of WOW—— Captain of Brilliant Comebacks Captain of Brilliant Comebacks—— Director of Electronic Customer Experiences Director of Electronic Customer Experiences—— Conductor of Customer Intimacy Conductor of Customer Intimacy—— King of Customer Community King of Customer Community—— Queen of Customer Retention Queen of Customer Retention—— CEO of Ownership Experience CEO of Ownership Experience—— Managing Director of After-sales Experience Managing Director of After-sales Experience

WallopWal*Mart16*WallopWal*Mart16*

*Or: Why it’s so ABSURDLY EASYABSURDLY EASY to BEATBEAT a GIANTGIANT Company

The “Small Guys” Guide: Wallop Wal*Mart16

**Niche-aimed.Niche-aimed. (Never, ever “all things for all people,” a “mini- (Never, ever “all things for all people,” a “mini-Wal*Mart.)Wal*Mart.)

**Never attack the monsters head on!Never attack the monsters head on! (Instead steal niche (Instead steal niche business and lukewarm customers.)business and lukewarm customers.)

**““DramaticallDramatically y DifferentDifferent”” (La Difference ... within our community, (La Difference ... within our community,

our industry regionally, etc … is as obvious as the end of one’s nose!) our industry regionally, etc … is as obvious as the end of one’s nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.)(THIS IS WHERE MOST MIDGETS COME UP SHORT.)

**Compete on value/experience/intimacy, not price.Compete on value/experience/intimacy, not price. (You (You ain’t gonna beat the behemoths on cost-price in 9.99 out of 10 cases.)ain’t gonna beat the behemoths on cost-price in 9.99 out of 10 cases.)

**Emotional bond with Clients, Vendors.Emotional bond with Clients, Vendors. (BEAT THE BIGGIES (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)ON EMOTION/CONNECTION!!)


**Hands-on, emotional leadership.Hands-on, emotional leadership. (“We are a great & (“We are a great & cool & intimate & joyful & dramatically different team working to cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible transform our Clients lives via Consistently Incredible Experiences!”)Experiences!”)

**A community star!A community star! (“Sell” local-ness per se. Sell the hell (“Sell” local-ness per se. Sell the hell out of it!)out of it!)

**An incredible experience, from the first to last An incredible experience, from the first to last moment—and then in the follow-up!moment—and then in the follow-up! (“These guys (“These guys are cool! They ‘get’ me! They love me!”)are cool! They ‘get’ me! They love me!”)

**DESIGN DRIVEN!DESIGN DRIVEN! (“Design” is a premier weapon-in- (“Design” is a premier weapon-in-pursuit-of-the sublime for small-ish enterprises, including the pursuit-of-the sublime for small-ish enterprises, including the professional services.)professional services.)


**Employer of choice.Employer of choice. (A very cool, well-paid (A very cool, well-paid place to work/learning and growth experience in at place to work/learning and growth experience in at least the short term … marked by notably progressive least the short term … marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!)policies.) (THIS IS EMINENTLY DO-ABLE!!)

**Sophisticated use of information Sophisticated use of information technologytechnology. (Small-“ish” is no excuse for “small . (Small-“ish” is no excuse for “small aims”/execution in IS/IT!)aims”/execution in IS/IT!)

**Web-power!Web-power! (The Web can make very small very (The Web can make very small very big … if the product-service is super-cool and one big … if the product-service is super-cool and one purposefully masters buzz/viral marketing.)purposefully masters buzz/viral marketing.)

**Innovative!Innovative! (Must keep renewing and expanding (Must keep renewing and expanding and revising and re-imagining “the promise” to and revising and re-imagining “the promise” to employees, the customer, the community.)employees, the customer, the community.)


**Brand-Lovemark* Brand-Lovemark* (*Kevin Roberts)(*Kevin Roberts) Maniacs Maniacs! ! (“Branding” is not just for big folks with big budgets. And modest (“Branding” is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regional-size is actually a Big Advantage in becoming a local-regional-niche “lovemark.”)niche “lovemark.”)

**Focus on women-as-clients.Focus on women-as-clients. (Most don’t. How stupid.) (Most don’t. How stupid.)

**Excellence!Excellence! (A small player … per me … (A small player … per me …

has no right or reason to exist unless they are in Relentless has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the right—one damn day and Pursuit of Excellence. One earns the right—one damn day and client experience at a time!—to beat the Big Guys in your chosen client experience at a time!—to beat the Big Guys in your chosen niche!)niche!)

tom peters:tom peters: what what I’ve Learned I’ve Learned about “Small about “Small

Business”Business”

Passion for PRODUCT.Passion for PRODUCT.OBSESSION With ProductOBSESSION With Product..

LOVE LOVE The Product.The Product.Aim To Be Aim To Be “ONLY ONES WHO DO WHAT WE DO.”“ONLY ONES WHO DO WHAT WE DO.”

Keep Keep ADDIN’ADDIN’ Stuff. Stuff.Invest “UNWISELY” in R&D.Invest “UNWISELY” in R&D.

Reside Permanently In The Reside Permanently In The DISCOMFORTDISCOMFORT Zone. Zone.“Unhealthy” “Unhealthy” PARANOIA PARANOIA Is A Good Thing.Is A Good Thing.

Add Clients ThatAdd Clients That PUSH-PULL. PUSH-PULL.SELL.SELL. SELL. SELL. SELL.SELL. SELL. SELL.

Go For Broke: Go For Broke: CUSTOMER CONTACT PEOPLE.CUSTOMER CONTACT PEOPLE.PERFECTION:PERFECTION: Customer Contact People. Customer Contact People.

Hire for Hire for ATTITUDE.ATTITUDE.INVITE INVITE On An Adventure.On An Adventure. GREATGREAT CFO/Biz Guy-Gal. CFO/Biz Guy-Gal. NASTYNASTY CFO/Biz Guy-Gal. CFO/Biz Guy-Gal.

QUADRANGULAR LEADERSHIP:QUADRANGULAR LEADERSHIP: Visionary-Talent Fanatic- Visionary-Talent Fanatic-Project Manager-I.P.M.Project Manager-I.P.M. (I.P.M. = Inspired Profit Mechanic)(I.P.M. = Inspired Profit Mechanic)

GREATGREAT Logo. Logo.DESIGN!DESIGN!

“OVERDO”“OVERDO” Marketing Materials. Marketing Materials.WOMENWOMEN Roar. Roar. WOMENWOMEN Rule. Rule. WOMENWOMEN Buy. Buy.

Diversity = Diversity = $$$$$$$$$$$$Be Be RELENTLESS.RELENTLESS. Cut And Cut And RUN.RUN.

Product Includes-Features theProduct Includes-Features the PACKAGING. PACKAGING.Define YourDefine Your DRAMATIC DIFFERENCE DRAMATIC DIFFERENCE (R.P.O.V.8)(R.P.O.V.8)

Best Best STORYSTORY Wins. Wins.DRESSDRESS For Success. For Success.

First Goal: First Goal: AMUSEAMUSE Yourself. Yourself.Know Know YOURSELF.YOURSELF.

DON’TDON’T Do Stuff You Hate. Do Stuff You Hate. “Over-invest” In “Over-invest” In RELATIONSHIPS.RELATIONSHIPS.

(R.O.I.R.: Return On Investment in Relationships)(R.O.I.R.: Return On Investment in Relationships)

SYSTEMATICALLYSYSTEMATICALLY “Manage” Relationships. “Manage” Relationships.“Work” The “Work” The SUPPORT PEOPLESUPPORT PEOPLE In Client Orgs. In Client Orgs.

BLOG BLOG As If Your Life Depended On It.As If Your Life Depended On It.SOPHISTICATEDSOPHISTICATED Use Of Infotech. Use Of Infotech.

RESPONSERESPONSE To Problems. To Problems.Make ’Em Make ’Em PAY.PAY.

CLOSE CLOSE The Sale.The Sale. Invest Invest BIGTIMEBIGTIME In PR. In PR.

Media Media FRIENDLY.FRIENDLY.Live-To-Live-To-SCHMOOZE.SCHMOOZE.

Fun/Laughter =Fun/Laughter = $$$$ $$$$ MBWA:MBWA: Stay In Touch. Stay In Touch.

“You Must Be The Change You Wish“You Must Be The Change You Wish To See In The World”/ To See In The World”/GANDHIGANDHI

5K For 5K For 5M.5M.YourYour CALENDAR CALENDAR Never Lies.Never Lies.

OUT:OUT: Pastels.Pastels. IN:IN: TTeecchhnniiccoolloorr

JUST SAY “NO” TO C.E.O.:JUST SAY “NO” TO C.E.O.: CIOCIO/Chief Innovation /Chief Innovation Officer. Officer. CSOCSO/Chief Sales Officer. /Chief Sales Officer. CWOCWO//

Chief Wow OfficerChief Wow Officer

EXCELLENCEEXCELLENCE Is Very Cool.Is Very Cool. “MICRO-MANAGE”“MICRO-MANAGE” Your Reputation. Your Reputation.Wear Your Integrity On Your Wear Your Integrity On Your SLEEVE.SLEEVE.

KEEPKEEP Your Promises. Your Promises.EXECUTIONEXECUTION!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

“A Man Without A Smiling Face“A Man Without A Smiling Face MUST NOT MUST NOT Open His Shop.”Open His Shop.”

RECOGNITION! RECOGNITION! Work Work HARD,HARD, Not Smart. Not Smart.

“Insanely Great.” “Insanely Great.” THE STANDARD.THE STANDARD.

R.O.I.RR.O.I.R

Measure #1:Measure #1: R.O.I.R.R.O.I.R.*

**Return On Return On Investment In Investment In RelationshipsRelationships

SellSellSellSellSellSell

Small Giants: Small Giants: Companies That Companies That

Choose To Be Choose To Be Great Instead Great Instead Of BigOf Big —by Bo Burlingham

Small Giants/Bo Burlingham

"First, I could see that, unlike most entrepreneurs, I could see that, unlike most entrepreneurs, their founders and leaders had recognized the full their founders and leaders had recognized the full range of choices they had about the type of company range of choices they had about the type of company they would create."they would create."

"Second, the leaders had the leaders had overcome the enormous overcome the enormous pressures on successful companies to take paths they pressures on successful companies to take paths they had not chosenhad not chosen and did not necessarily want to and did not necessarily want to follow." follow."

"Third, each company had an each company had an extraordinarily intimate extraordinarily intimate relationship with the local city, town, or countyrelationship with the local city, town, or county in in which it did business -- a relationship that went well which it did business -- a relationship that went well beyond the usual concept of `giving back.'" beyond the usual concept of `giving back.'"

"Fourth, they cultivated they cultivated exceptionally intimate exceptionally intimate relationships with customers and suppliersrelationships with customers and suppliers, based on , based on personal contact, one-on-one interaction, and mutual personal contact, one-on-one interaction, and mutual commitment to delivering on promises." commitment to delivering on promises."

Small Giants/Bo Burlingham

"Fifth, the companies also had what struck me as the companies also had what struck me as unusually unusually intimate workplacesintimate workplaces." ."

"Sixth, I was impressed by the variety of corporate I was impressed by the variety of corporate structures and modes of governance that these structures and modes of governance that these companies had come up with." companies had come up with."

"Finally, I noticed the I noticed the passionpassion that the leaders that the leaders brought to what the company did. brought to what the company did. They loved the They loved the subject mattersubject matter, whether it be music, safety lighting, , whether it be music, safety lighting, food, special effects, constant torque hinges, beer, food, special effects, constant torque hinges, beer, records storage, construction, dining, or fashion."records storage, construction, dining, or fashion."

PlanetreePlanetree:: A Radical Model for A Radical Model for

New New Healthcare/Healing/Healthcare/Healing/Wellness Wellness ExcellenceExcellence

The 9 Planetree Practices

1.1. The Importance of Human InteractionThe Importance of Human Interaction2. Informing and Empowering Diverse Populations: Consumer Informing and Empowering Diverse Populations: Consumer Health Libraries and Patient Information Health Libraries and Patient Information3. Healing Partnerships: The importance of Including Healing Partnerships: The importance of Including Friends and Family Friends and Family4. Nutrition: The Nurturing Aspect of Food Nutrition: The Nurturing Aspect of Food5. Spirituality: Inner Resources for Healing Spirituality: Inner Resources for Healing6.6. Human Touch: The Essentials of Communicating Human Touch: The Essentials of Communicating Caring Through Massage Caring Through Massage7.7. Healing Arts: Nutrition for the Soul Healing Arts: Nutrition for the Soul8.8. Integrating Complementary and Alternative Practices Integrating Complementary and Alternative Practices into Conventional Care into Conventional Care9.9. Healing Environments: Architecture and Design Healing Environments: Architecture and Design Conducive to Health Conducive to Health

Source: Putting Patients First, Susan Frampton, Laura Gilpin, Patrick Charmel

The Value-added Ladder/ MEMORABLE CONNECTIONMEMORABLE CONNECTION

Spellbinding Spellbinding ExperiencesExperiences

Gamechanging SolutionsServicesGoods

Raw Materials

Better By DesignBetter By Design

The The Design49Design49

Tom Tom Peters/Auckland/30March2005Peters/Auckland/30March2005

Better By Design: Tom’s Design49Better By Design: Tom’s Design49

1. There are only 2 rules.1. There are only 2 rules.2. Rule #1: 2. Rule #1: You can’t beat Wal*Mart on price or China on cost.You can’t beat Wal*Mart on price or China on cost.3. Rule #2: See Rule #1.3. Rule #2: See Rule #1.4. Econ Survival = Innovate and Sprint Up the Value-added4. Econ Survival = Innovate and Sprint Up the Value-addedChain … Chain … OR DIEOR DIE!!5. 5. DESIGN (WRIT LARGE) (“DESIGN MINDFULNESS”) IS THE DESIGN (WRIT LARGE) (“DESIGN MINDFULNESS”) IS THE “SOUL”/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE.“SOUL”/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE.6. Design as Soul-Core Competence #1 is a 6. Design as Soul-Core Competence #1 is a “cultural imperative,”“cultural imperative,” not not a “programmatic” or “process” ora “programmatic” or “process” or“throw $$$ at it” issue!“throw $$$ at it” issue!7. CDEs 7. CDEs (Culturally Design-driven Enterprises)(Culturally Design-driven Enterprises) use Design- use Design-Experiences-Dream Merchantry-Lovemarks as the LeadExperiences-Dream Merchantry-Lovemarks as the LeadDog(s) in the OlympianInnovation-“Strategy”-ValueDog(s) in the OlympianInnovation-“Strategy”-ValueProposition Struggle.Proposition Struggle. 8. “Dream Merchant” makes as much sense for IBM or GE or UPS as 8. “Dream Merchant” makes as much sense for IBM or GE or UPS as for Starbucks!for Starbucks!


9. At CDEs, Design is the Heart of the “Emotional Branding” 9. At CDEs, Design is the Heart of the “Emotional Branding” Process.Process.10. 10. CDEs wholeheartedly embrace ideas such as “mystery,” CDEs wholeheartedly embrace ideas such as “mystery,” “surprise,” sensuality.”“surprise,” sensuality.”11. CDEs love “WOW!” and “B.H.A.G.” and “Insanely Great”11. CDEs love “WOW!” and “B.H.A.G.” and “Insanely Great”and “Gasp-worthy” and “Passion” and “Love”! and “Gasp-worthy” and “Passion” and “Love”! ((Axiom: Extreme Axiom: Extreme language breeds extreme products and serviceslanguage breeds extreme products and services.).)12. Staff at CDEs laugh and cry a lot! (Axiom: “Calm” enterprise = 12. Staff at CDEs laugh and cry a lot! (Axiom: “Calm” enterprise = Crappy enterprise.)Crappy enterprise.)13. CDEs love “strange” and “weird.”13. CDEs love “strange” and “weird.”14. CDEs scour the earth for “strange” and “weird” people. (CDEs 14. CDEs scour the earth for “strange” and “weird” people. (CDEs know: know: FREAKS RULEFREAKS RULE!)!)15. CDEs are “extremists.” (KR: “Avoid moderation.”)15. CDEs are “extremists.” (KR: “Avoid moderation.”)16. CDEs know that … 16. CDEs know that … EXCELLENCE IS NOT GOOD ENOUGH!EXCELLENCE IS NOT GOOD ENOUGH!(We must use (We must use non-linearnon-linear measures!) measures!)


17. 17. CDEs seek Discontinuities.CDEs seek Discontinuities. (JG: “We don’t want to be the best of (JG: “We don’t want to be the best of the best, we want to be the only ones who do what we do.”) the best, we want to be the only ones who do what we do.”) 18. 18. CDEs are “respectful” of their customers, but not slaves to their CDEs are “respectful” of their customers, but not slaves to their customers! CDEs … LEAD THEIR CUSTOMERS!customers! CDEs … LEAD THEIR CUSTOMERS! (Axioms: “Listening (Axioms: “Listening to customers” is over-rated! Focus groups suck!)to customers” is over-rated! Focus groups suck!)19. But: “Lead” customers are an entirely different matter!19. But: “Lead” customers are an entirely different matter!20: Yet: CDEs turn “customers” into “Raving Fans.” (Think: “Tattoo 20: Yet: CDEs turn “customers” into “Raving Fans.” (Think: “Tattoo Brand”!)Brand”!)21. CDEs abide by Phil Daniels’ Credo: 21. CDEs abide by Phil Daniels’ Credo: “REWARD EXCELLENT “REWARD EXCELLENT FAILURES. PUNISH MEDIOCRE SUCCESSES.”FAILURES. PUNISH MEDIOCRE SUCCESSES.”22. At CDEs the Design Director is at least an Exec Vice President, a 22. At CDEs the Design Director is at least an Exec Vice President, a Member of the Senior Executive Team, perhaps on the Board, and Member of the Senior Executive Team, perhaps on the Board, and has an office within 10 meters of the CEO (unless she has an office within 10 meters of the CEO (unless she isis the CEO). the CEO). 23. Design Directors at large companies 23. Design Directors at large companies notnot worth worth $5,000,000$5,000,000 per year aren’t worth hiring! per year aren’t worth hiring! (DD$21M.)(DD$21M.)


24. Great Designers are 24. Great Designers are “10,000X”“10,000X” better than “good designers.” better than “good designers.”25. At CDEs CFOs are 25. At CDEs CFOs are nevernever former CFOs! The CEO former CFOs! The CEO alwaysalways doubles doubles as the Chief Innovation Officer.as the Chief Innovation Officer.26. 26. CDEs are “Top-line Obsessed.”CDEs are “Top-line Obsessed.”27. CDE execs know there is a chasm between “excellent design” 27. CDE execs know there is a chasm between “excellent design” and “game-changer design.”and “game-changer design.”28. Gasp-worthy design is a moving target!28. Gasp-worthy design is a moving target!29. No Broadway shows last forever. So too, great designers!29. No Broadway shows last forever. So too, great designers!(Hire them! Pay them! Cherish them! Nurture them! (Hire them! Pay them! Cherish them! Nurture them! Fire them!Fire them!))30. Great design wrestles incessantly with the issue of “cool” 30. Great design wrestles incessantly with the issue of “cool” and/versus “usability.”! and/versus “usability.”! 31. 31. Designers “get” the stunning principles of Wabi Sabi.Designers “get” the stunning principles of Wabi Sabi. (Great (Great designers side with Chris Alexander against the A.I.A.)designers side with Chris Alexander against the A.I.A.)32. CDEs “get” the “feminine side” of life.32. CDEs “get” the “feminine side” of life.


33. CDEs Know I: 33. CDEs Know I: WOMEN BUY EVERYTHING!WOMEN BUY EVERYTHING!34. CDEs Know II: 34. CDEs Know II: MEN ARE INCAPABLE OF DESIGNING PRODUCTS MEN ARE INCAPABLE OF DESIGNING PRODUCTS FOR WOMEN. FOR WOMEN. 35. CDEs understand that “We’re getting’ older”—and vigorously 35. CDEs understand that “We’re getting’ older”—and vigorously embrace the Boomer-Geezer market.embrace the Boomer-Geezer market.36. 36. CDEs understand: Boomers-Geezers have “ALL THE MONEY” … CDEs understand: Boomers-Geezers have “ALL THE MONEY” … are by and large healthy … and have 20 or so years left!are by and large healthy … and have 20 or so years left!37. CDEs wonder: Can 28-year-olds design “experiences” for 68-37. CDEs wonder: Can 28-year-olds design “experiences” for 68-year-olds?year-olds?38. CDEs seek the sweetest “sweet spot”: Woman-Boomer-Greenie-38. CDEs seek the sweetest “sweet spot”: Woman-Boomer-Greenie-Wellness.Wellness.39. “Design-mindfulness” is as apparent in the CDE’s facilities as in 39. “Design-mindfulness” is as apparent in the CDE’s facilities as in its products-services!its products-services!


40. 40. “Design mindfulness” is as apparent in HR and “Design mindfulness” is as apparent in HR and Engineering and Logistics and IS/IT as in NPD.Engineering and Logistics and IS/IT as in NPD.41. 41. CDEs will settle for nothing less then “beautiful,” “gasp-CDEs will settle for nothing less then “beautiful,” “gasp-worthy” Business Processes/Infrastructure!worthy” Business Processes/Infrastructure!42. CDEs obsess on K.I.S.S. (Beware creeping feature-itis!) 42. CDEs obsess on K.I.S.S. (Beware creeping feature-itis!) (450/8.)(450/8.)43. “Design-mindfulness”/“aesthetic sensibility” is a requisite 43. “Design-mindfulness”/“aesthetic sensibility” is a requisite for Every Hire—including waiters and waitresses in Fast Food for Every Hire—including waiters and waitresses in Fast Food outlets and Housekeepers in hotels.outlets and Housekeepers in hotels. 44. Gasp-worthy Design is as essential to “service 44. Gasp-worthy Design is as essential to “service companies” as to “manufacturers.”companies” as to “manufacturers.”45. Gasp-worthy design can transform any “commodity,” 45. Gasp-worthy design can transform any “commodity,” including ag!including ag!


46. 46. DESIGN MANIA IS A NATIONAL ECONOMIC ISSUE OF DESIGN MANIA IS A NATIONAL ECONOMIC ISSUE OF THE FIRST ORDER.THE FIRST ORDER.47. “Small” is no disadvantage in an Age of Creativity!47. “Small” is no disadvantage in an Age of Creativity!48.48. There is no such thing as a “National Design There is no such thing as a “National Design Advantage” unless the current school system is Destroyed Advantage” unless the current school system is Destroyed & Re-imagined& Re-imagined—to emphasize creativity and risk-taking and —to emphasize creativity and risk-taking and acceptance of failure. (Design Mindfulness … the acceptance of failure. (Design Mindfulness … the suppression thereof … typically begins at Age suppression thereof … typically begins at Age 44.).)

49.49. How sweet it is!How sweet it is! (If your head is screwed on right.)(If your head is screwed on right.)

First Steps: “Beauty Contest”!

1. Select one form/document: invoice, 1. Select one form/document: invoice, airbill, sick leave policy, customer airbill, sick leave policy, customer returns claim form.returns claim form.

2.2. Rate the selected doc on a scale of 1 to Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/Sucks; 10 [1 = Bureaucratica Obscuranta/Sucks; 10 = Work of Art] on four dimensions:10 = Work of Art] on four dimensions:

BeautBeauty. y. GraceGrace. . ClaritClarity. y. SimplicitSimplicity.y.3. Re-invent!3. Re-invent!4.4. Repeat, with a new selection,Repeat, with a new selection, every 15 working days.every 15 working days.

The Value-added Ladder/ EMOTIONEMOTION

Dreams Come TrueDreams Come TrueSpellbinding Experiences Gamechanging Solutions

ServicesGoods

Raw Materials

The Marketing of Dreams (Dreamketing)

DreamketingDreamketing:: Touching the clients’ Touching the clients’ dreams.dreams.DreamketingDreamketing:: The art of telling storiesThe art of telling stories and entertaining.and entertaining.DreamketingDreamketing: : Promote the dream,Promote the dream, not the product. not the product.DreamketingDreamketing:: Build the brand aroundBuild the brand around the main dream.the main dream.DreamketingDreamketing:: Build the “buzz,” theBuild the “buzz,” the “hype,” the “cult.”“hype,” the “cult.”

Source: Gian Luigi Longinotti-Buitoni

Six Market Profiles

1. Adventures for Sale1. Adventures for Sale2. The Market for Togetherness,2. The Market for Togetherness, Friendship and Love Friendship and Love3. The Market for Care3. The Market for Care4. The Who-Am-I Market4. The Who-Am-I Market5. The Market for Peace of Mind5. The Market for Peace of Mind6. The Market for Convictions6. The Market for Convictions

Rolf Jensen/The Dream Society: How the Coming Shift from

Information to Imagination Will Transform Your Business

Six Market Profiles

1. Adventures for Sale/ IBM-UPSIBM-UPS2. The Market for Togetherness, Friendship and Love/ IBM-UPSIBM-UPS3. The Market for Care/ IBM-UPSIBM-UPS4. The Who-Am-I Market/ IBM-UPSIBM-UPS5. The Market for Peace of Mind/ IBM-UPSIBM-UPS6. The Market for Convictions/ IBM-UPSIBM-UPS

Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

The Value-added Ladder/ ECSTASYECSTASY

LovemarkLovemark Dreams Come True

Spellbinding Experiences

ServicesGoods

Raw Materials

Brand …………………………………………………. Lovemark

Recognized by consumers ………………. Loved by PeopleGeneric ………………………………………………… PersonalPresents a narrative ………………….. Creates a Love storyThe promise of quality ……………… A touch of SensualitySymbolic ………………………………………………….. IconicDefined ………………………………………………….. InfusedStatement ………………………………………………….. StoryDefined attributes ……………………... Wrapped in MysteryWrapped in MysteryValues ………………………………………………………. SpiritProfessional …………………………... Passionately CreativeAdvertising agency ………………………….. Ideas company

Source: Kevin Roberts, Lovemarks

Top 10 “Tattoo Brands”*

Harley .… 18.9%Harley .… 18.9%Disney .... 14.8Disney .... 14.8

Coke …. 7.7Coke …. 7.7Google .... 6.6Google .... 6.6Pepsi .... 6.1Pepsi .... 6.1Rolex …. 5.6Rolex …. 5.6Nike …. 4.6Nike …. 4.6

Adidas …. 3.1Adidas …. 3.1Absolut …. 2.6Absolut …. 2.6

Nintendo …. 1.5Nintendo …. 1.5

*BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom

Ladder.2007: 4 of Ladder.2007: 4 of 7!7!

Lovemark Lovemark Dreams Come TrueDreams Come True

Spellbinding Experiences Spellbinding ExperiencesGamechanging SolutionsGamechanging Solutions

ServicesGoods

Raw Materials

New (4 of 7) Value-added “Ladder”:New (4 of 7) Value-added “Ladder”: Plays to Women’s Inherent Strengths! Plays to Women’s Inherent Strengths!

Lovemark/Lovemark/FF Dreams Come True/Dreams Come True/FF

Spellbinding Experiences/ Spellbinding Experiences/FFGamechanging Solutions/Gamechanging Solutions/FF

Services/FGoods/M

Raw Materials/M

women.women.BOOMERBOOMER

S.S.GEEZERSGEEZERS

..

?????????

Home Furnishings … 94%Home Furnishings … 94%Vacations … 92% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)

Houses … 91%Houses … 91%D.I.Y. D.I.Y. (major “home projects”) … 80% … 80%

Consumer Electronics … 51% Consumer Electronics … 51% (66% home computers)

Cars … 68% (90%)Cars … 68% (90%)AllAll consumerconsumer purchasespurchases … … 83%83%

Bank Account … 89%Bank Account … 89%Household investment decisions … 67%Household investment decisions … 67%Small business loans/biz starts … 70%Small business loans/biz starts … 70%

Health Care … 80%Health Care … 80%

USA/F.Stats: Short ’n (Very) Sweet

>50% of stock ownership, $13T total wealth (2X in 15 years)>50% of stock ownership, $13T total wealth (2X in 15 years)

>$7T consumer & biz spending (>50% GDP; > Japan GDP); >$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg) >80% consumer spdg (Consumer = 70% all spdg)

57% BA degrees (2002); = ed & social strata, no wage gap57% BA degrees (2002); = ed & social strata, no wage gap

60% Internet users; >50% primary users of60% Internet users; >50% primary users of electronic equipment electronic equipment

>50% biz trips>50% biz trips

WimBiz: Employees > F500; 10M+: 33% all US BizWimBiz: Employees > F500; 10M+: 33% all US Biz

Pay from 62% in 1980 to 80% today; equal if education,Pay from 62% in 1980 to 80% today; equal if education, social status, etc are equal social status, etc are equal

60% work; 46M (divorced, widowed, never married)60% work; 46M (divorced, widowed, never married)

Source: Fara Warner, The Power of the PurseThe Power of the Purse

Women > 50% of Household Income in >50% of Women > 50% of Household Income in >50% of households. In 48% of the 55% of households/married households. In 48% of the 55% of households/married

couples, women provide >50% of income. 27% of couples, women provide >50% of income. 27% of households are headed by a single female. 75% of married households are headed by a single female. 75% of married female execs with the rank of VP or above out earn their female execs with the rank of VP or above out earn their

spouse. Women control 51% of private wealth in the U.S.; spouse. Women control 51% of private wealth in the U.S.; head 40% of households with >$600K assets; 47% of head 40% of households with >$600K assets; 47% of

market investors are women.market investors are women.

Major Credit Union: pre Y2K, modal customer was 53-year-Major Credit Union: pre Y2K, modal customer was 53-year-old family man; today, 46-year-old single working woman.old family man; today, 46-year-old single working woman.

Commercial: 51% purchasing managers are women.Commercial: 51% purchasing managers are women.

Women make >80% consumer purchases; businesswomen Women make >80% consumer purchases; businesswomen make >90% of household purchasing decisions. Women: make >90% of household purchasing decisions. Women:

70% of travel decisions; purchase 57% of consumer 70% of travel decisions; purchase 57% of consumer electronics; write 80% of personal checks; purchase >50% electronics; write 80% of personal checks; purchase >50%

of cars (primary influence >80%).of cars (primary influence >80%).

Source: Don’t Think Pink: What Really Makes Women Buy—and How to Increase Your Share of This Crucial Market, Lisa Johnson & Andrea Learned

PurchasinPurchasingg Patterns Patterns

WomenWomen:: Harder to convince; more Harder to convince; more loyal once convinced.loyal once convinced.

MenMen:: Snap decision; fickle. Snap decision; fickle.

Source: Martha Barletta, Source: Martha Barletta, Marketing to WomenMarketing to Women

1. Men and women are different.1. Men and women are different.2. Very different.2. Very different.3. 3. VERY, VERY DIFFERENTVERY, VERY DIFFERENT..4. Women & Men have a-b-s-o-l-u-t-e-l-y4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. nothing in common.5. Women buy lotsa stuff.5. Women buy lotsa stuff.

6. 6. WOMEN BUY A-L-L THE WOMEN BUY A-L-L THE STUFFSTUFF..7. Women’s Market = Opportunity No. 1.7. Women’s Market = Opportunity No. 1.8. Men are (STILL) in charge.8. Men are (STILL) in charge.9. 9. MEN ARE … TOTALLY, HOPELESSLYMEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. CLUELESS ABOUT WOMEN.

10. 10. Women’s Women’s Market = Market =

Opportunity Opportunity No. 1.No. 1.

Cases! Cases! Cases!Cases! Cases! Cases!McDonald’sMcDonald’s (“mom-centered” to “majority consumer”;

not via kids)

Home DepotHome Depot (“Do it [everything!] Herself”)

P&GP&G (more than “house cleaner”)

DeBeersDeBeers (“right-hand rings”/$4B)

AXA FinancialAXA FinancialKodakKodak (women = “emotional centers of the household”)

NikeNike (> jock endorsements; new def sports; majority consumer)

AvonAvonBratzBratz (young girls want “friends,” not a blond stereotype)

Source: Fara Warner/Fara Warner/The Power of the PurseThe Power of the Purse

EXCELLENCE. EXCELLENCE. OPPORTUNITY.OPPORTUNITY.

WOMEN.WOMEN. BUSINESS. BUSINESS. OWNERS. OWNERS.

U.S. firms owned or controlled by Women:U.S. firms owned or controlled by Women: 10.6 10.6 millionmillion ( (48%48% of all firms) of all firms)

Growth rate of Women-owned firms vs all firms:Growth rate of Women-owned firms vs all firms: 3X3X

Rate of jobs created by Women-owned firms vs all Rate of jobs created by Women-owned firms vs all firms:firms: 2X2X

Ratio of total payroll of Women-owned firms vs total Ratio of total payroll of Women-owned firms vs total for Fortune500 firms:for Fortune500 firms: >1.0>1.0

Ratio of likelihood of Women-owned firms staying in Ratio of likelihood of Women-owned firms staying in business vs all firms:business vs all firms: >1.0>1.0

Growth rate of Women-owned companies with Growth rate of Women-owned companies with revenues of >$1,000,000 and >100 employees vs all revenues of >$1,000,000 and >100 employees vs all firms:firms: 2X2X

Source: Margaret Heffernan, How She Does It

WOMEN.WOMEN.

DOMINATE. DOMINATE. ECONOMIC. ECONOMIC. GROWTH.GROWTH.

““ForForgget China, India and the et China, India and the Internet: Economic Growth Is Driven Internet: Economic Growth Is Driven

bbyy Women Women.”.” [Headline.] “Even today in the modern, developed world, surveys show that parents still prefer to have

a boy rather than a girl. One longstanding reason boys have been seen as a greater blessing has been that they are expected to become better economic providers for their

parents’ old age. Yet it is time for parents to think again. Girls Girls may now be a better investment.”may now be a better investment.” “Girls get better grades in

school than boys, and in most developed countries more women than men go to university. Women will thus be better equipped Women will thus be better equipped for the new jobs of the 21st century, in which brains count a lot for the new jobs of the 21st century, in which brains count a lot

more than brawnmore than brawn.. … And women are more likely to provide sound advice on investing their parents’ nest—e.g.: surveys

show that women consistently achieve higher financial returns than men do. Furthermore, the increase in female employment in the rich world has been the main driving force of growth in

the last couple of decades. Those women have contributed more Those women have contributed more to global GDP growth than have either new technology or theto global GDP growth than have either new technology or the

new giants, India and China.”new giants, India and China.” Source: EconomistEconomist, April 15, Leader, page 14

Continuing on page 73: ““A Guide to Womenomics: A Guide to Womenomics: The Future of the World EconomThe Future of the World Economyy Lies Lies

IncreasinIncreasinggllyy in Female Hands in Female Hands.”.” (Headline.) More stats: Around the globe since 1980, women have filled “two

new jobs for everyone taken by a man.” “Women are becoming more important in the global marketplace not just as workers, but also as consumers, entrepreneurs, managers and investors.” Re consumption, Goldman Sachs in Tokyo has Re consumption, Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from developed an index of 115 companies poised to benefit from women’s increased purchasing power; over the past decade women’s increased purchasing power; over the past decade the value of shares in “Goldman’s basket has risen by 96%, the value of shares in “Goldman’s basket has risen by 96%, against the Tokyo stockmarket’s rise of 13%against the Tokyo stockmarket’s rise of 13%.”.” A couple of

final assertions: (1) It is now agreed that “the single best investment that can be made in the developing world” is educating girls. (2) Also,

surprisingly, nations with the highest female laborforce participation rates, such as Sweden and the U.S., have the highest fertility rates; and those with the lowest

participation rates, such as Italy and Germany, have the lowest fertility rates.

Source: EconomistEconomist,, April 15, page 73

10 UNASSAILABLE REASONS WOMEN RULE10 UNASSAILABLE REASONS WOMEN RULE

WomenWomen make [all] the financial decisions. make [all] the financial decisions.WomenWomen control [all] the wealth. control [all] the wealth.WomenWomen [substantially] outlive men. [substantially] outlive men.WomenWomen start most of the new businesses. start most of the new businesses.Women’sWomen’s work force participation rates have work force participation rates have soared worldwide.soared worldwide.WomenWomen are closing in on “same pay for same are closing in on “same pay for same job.”job.”WomenWomen are penetrating senior ranks rapidly are penetrating senior ranks rapidly [even if the pace is slow for the corner [even if the pace is slow for the corner office per se].office per se].Women’s Women’s leadership strengths are exceptionally wellleadership strengths are exceptionally well aligned with new organizational effectiveness &aligned with new organizational effectiveness & value-added imperatives.value-added imperatives.WomenWomen are better salespersons than men. are better salespersons than men.WomenWomen buy [almost] everything—commercial buy [almost] everything—commercial as well as consumer goods.as well as consumer goods.

SoSo whatwhat exactlyexactly isis … … thethe pointpoint ofof menmen??

COROLLARY. COROLLARY. EXCELLENCE. EXCELLENCE.

WOMEN.WOMEN.RULE.RULE.

Lawrence A. Pfaff & Assoc.Lawrence A. Pfaff & Assoc.

— 2 Years, 941 mgrs (672M, 269F);— 2 Years, 941 mgrs (672M, 269F); 360º feedback 360º feedback

— Women: 20 of 20; 15 of 20 with — Women: 20 of 20; 15 of 20 with statistical significance, incl. statistical significance, incl.

decisiveness, planning, setting stds.)decisiveness, planning, setting stds.) — “Men are not rated significantly — “Men are not rated significantly

higher by any of the raters in any of the higher by any of the raters in any of the areas measured.” (LP)areas measured.” (LP)

Women’s Strengths Match New Women’s Strengths Match New Economy ImperativesEconomy Imperatives:: Link [rather than rank] Link [rather than rank]

workers; workers; favor interactive-collaborative leadership favor interactive-collaborative leadership style [empowerment beats top-down decision style [empowerment beats top-down decision

making];making]; sustain fruitful collaborations; comfortable sustain fruitful collaborations; comfortable with sharing information; with sharing information; see redistribution of power see redistribution of power

as victory, not surrenderas victory, not surrender; favor multi-dimensional ; favor multi-dimensional feedback; feedback; value technical & interpersonal skills, value technical & interpersonal skills, individual & group contributions equally;individual & group contributions equally; readily readily

accept ambiguity; accept ambiguity; honor intuition as well ashonor intuition as well as pure “rationality”; pure “rationality”; inherently flexible; inherently flexible; appreciate appreciate

cultural diversitycultural diversity. —Judy B. Rosener, America’s Competitive Secret: Women Managers

Women’s NeWomen’s Neggotiatinotiatingg Stren Strenggthsths

*Ability to put themselves in their *Ability to put themselves in their counterparties’ shoes counterparties’ shoes*Comprehensive, attentive and detailed*Comprehensive, attentive and detailed communication style communication style*Empathy that facilitates trust-building*Empathy that facilitates trust-building*Curious and attentive listening*Curious and attentive listening*Less competitive attitude*Less competitive attitude*Strong sense of fairness and ability to *Strong sense of fairness and ability to persuadepersuade*Proactive risk manager*Proactive risk manager*Collaborative decision-making*Collaborative decision-making

Source: Horacio Falcao, Cover story/May 2006, World Business, “Say It Like a Woman: Why the 21st-century negotiator will need the female touch”

The Core Argument: Women [Ought to] Rule!The Core Argument: Women [Ought to] Rule!

1. We are in a War for Talent.1. We are in a War for Talent.2. The war will intensify.2. The war will intensify.3. There is a severe shortage of effective leaders3. There is a severe shortage of effective leaders at all levels. at all levels.4. Women are under-represented in our4. Women are under-represented in our leadership ranks at or near the top. leadership ranks at or near the top.5. Women and men are different; “new science”5. Women and men are different; “new science” reinforces this view. reinforces this view.6. Women’s strengths match the New Economy’s6. Women’s strengths match the New Economy’s leadership needs—to a striking degree. leadership needs—to a striking degree.7. Women are also the principal purchasers of7. Women are also the principal purchasers of goods and services—retail and commercial. goods and services—retail and commercial.8. 8. Ergo, women are a large part of “the answer” Ergo, women are a large part of “the answer”

to the War for Talent/leadership shortage to the War for Talent/leadership shortage issue/opportunity. issue/opportunity.

women.women.BOOMERBOOMER

S.S.GEEZERSGEEZERS

..

2000-2010 Stats

18-44: -1%-1%

55+: ++2121%%(55-64: ++4747%%)

See me.See me.Watch me.Watch me.respect me.respect me.

Suck up to me.Suck up to me.Serve me.Serve me.Love me.Love me.

Love my longevity.Love my longevity.Love my m-o-n-e-y. Love my m-o-n-e-y.

See “See “herher.”.”Watch Watch herher..respect respect herher..

Be obsequious to Be obsequious to herher..Serve Serve herher..Love Love herher..

Love her Love her longlong longevity. longevity.Love Love herher m-o-n-e-y. m-o-n-e-y.

(which is damn near (which is damn near a-l-la-l-l the mon-the mon-$$$$$$$$$$$$.) .)

Boomers’-Geezers’-Women’s Trifecta+Boomers’-Geezers’-Women’s Trifecta+

*Buy/*Buy/allall *Wealth/ *Wealth/allall

*time left/ *time left/ lotslots *Eclipse of males/*Eclipse of males/retireretire--diedie

Median Household Net WorthMedian Household Net Worth

<35: $7K35-44: $44K45-54: $83K

55-64: $112K55-64: $112K65-69: $114K65-69: $114K70-74: $120K70-74: $120K

>74: $100KSource: U.S. Census

BoomerBucks!BoomerBucks!Boomer turns 50: every 7 seconds. Boomer turns 50: every 7 seconds. 2009: majority of 2009: majority of U.S. households headed by someone over 50.U.S. households headed by someone over 50. 2006- 2006-2016: U.S. population up 22.9 million; 22.1 million in 2016: U.S. population up 22.9 million; 22.1 million in over-50 group. over-50 group. 2006: 1 in 5 adults is F, over 50.2006: 1 in 5 adults is F, over 50.

Women between 50-70 who are single: 35%. Women between 50-70 who are single: 35%. Age 45-Age 45-54: highest average income, $59, 021 (national 54: highest average income, $59, 021 (national

average is $42,209).average is $42,209). FASTEST GROWING INCOME FASTEST GROWING INCOME CATEGORY: WOMEN, 55-64CATEGORY: WOMEN, 55-64 (4X men in same category). (4X men in same category). Women, age 60-64: 50% still in workforce.Women, age 60-64: 50% still in workforce. Highest Highest net worth: families, 55-64 ($182,000). net worth: families, 55-64 ($182,000). People over People over

50: 70% to 79% of all financial assets; 80% of all 50: 70% to 79% of all financial assets; 80% of all savings accounts; 62% of all large Wall Street asset savings accounts; 62% of all large Wall Street asset accounts; 66% of $$ invested in the stock market.accounts; 66% of $$ invested in the stock market. Age 50+: 29% of population, 40% of total consumer Age 50+: 29% of population, 40% of total consumer spending, 50% of discretionary spending. spending, 50% of discretionary spending. Next 2 Next 2

decades: decades: BOOMERS WILL INHERIT $14 TRILLION-$25 BOOMERS WILL INHERIT $14 TRILLION-$25 TRILLIONTRILLION (“largest intergenerational transfer of (“largest intergenerational transfer of

wealth in history”). wealth in history”).

—Marti Barletta, —Marti Barletta, PrimeTime WomenPrimeTime Women

55-64 vs 25-34

E.g.: New cars & trucks: 20% more New cars & trucks: 20% more spending. Meals at full-service restaurants: spending. Meals at full-service restaurants:

+29%. Airfare: +38%. Sports equipment: +29%. Airfare: +38%. Sports equipment: +58%. Motorized recreational vehicles: +58%. Motorized recreational vehicles:

+103%. Wine: 113%. Maintenance, repairs +103%. Wine: 113%. Maintenance, repairs and home insurance: +127%. Vacation and home insurance: +127%. Vacation homes: +258%. Housekeeping & yard homes: +258%. Housekeeping & yard

services: +250% to +500%. services: +250% to +500%.

Source: Marti Barletta, PrimeTime Women

50+50+$7T$7T wealth (70%)/ $2T$2T annual income

50%50% all discretionary spending

79%79% own homes

40M40M credit card users41% new cars/48% luxury cars

$610B healthcare spending/74% prescription drugs

5% of advertisin5% of advertisingg tar targgetsetsKen Dychtwald, Age Power: How the 21st

Century Will Be Ruled by the New Old

PossessionPossession ExperiencesExperiences /“Desires for /“Desires for

thingsthings”/Young adulthood/to 38”/Young adulthood/to 38

CateredCatered Experiences Experiences/ “Desires to / “Desires to be be servedserved by others”/Middle by others”/Middle

adulthoodadulthood

BeinBeing Experiencesg Experiences/“Desires for /“Desires for transcending transcending experiencesexperiences”/Late ”/Late

adulthoodadulthood

Source: David Wolfe and Robert Ageless MarketingAgeless Marketing

2006/Top 10% of U.S. Earners*2006/Top 10% of U.S. Earners*

Luxury goods for the home …. Luxury goods for the home …. -5.7%-5.7%Fashion & jewelry …………...… Fashion & jewelry …………...… -8.7%-8.7%Luxury cars …………………….. Luxury cars …………………….. -0.9%-0.9%Experiential luxury** …..… Experiential luxury** …..… +10.7%+10.7%

* * “The wealthy are increasingly spending more on doing things“The wealthy are increasingly spending more on doing things than owning things” than owning things” /Unity Marketing /Unity Marketing

**Travel, dining, entertainment, spa & beauty**Travel, dining, entertainment, spa & beauty

Source: Source: European BusinessEuropean Business (04.2007) (04.2007)

Brand Loyalty: Brand Loyalty: Stable Stable oror

Unstable/Fickle?Unstable/Fickle?

Serial Monogamy: Serial Monogamy: A Personal OdysseyA Personal Odyssey

Tom Peters/0411.07Tom Peters/0411.07

Beer:Beer: National Boh to Bud to Anchor Steam to Zilch National Boh to Bud to Anchor Steam to ZilchCar:Car: Chevrolet (1942-1962) to misc to Subaru Chevrolet (1942-1962) to misc to SubaruBiz Clothes:Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Various warehouses to Brooks to Nordstrom to MilanBiz:Biz: Big (U.S. Navy, McKinsey) to Small Big (U.S. Navy, McKinsey) to Small (de facto self-employed)(de facto self-employed)Sports clothes:Sports clothes: Misc-cheap to Northface Misc-cheap to NorthfaceSpouse:Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) “Sexy broad” (wife #1) to Best friend/Brainy (+sexy)School:School: Cornell to Stanford to RISD (Go Nads!) Cornell to Stanford to RISD (Go Nads!)Pens:Pens: Cross to Bic Cross to BicFood:Food: Safeway to Whole Foods Safeway to Whole FoodsMusic:Music: Beatles to Queen Beatles to QueenHome Furnishings:Home Furnishings: With it to Comfortable With it to ComfortableHome:Home: SF Bay Area to West Tinmouth VT SF Bay Area to West Tinmouth VTFavorite sport:Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Lacrosse-Crew to Speed Walking-Trekking-RowingFavorite MLB, NFL:Favorite MLB, NFL: Orioles- Orioles-BaltimoreBaltimore Colts to A’s-Raiders (Warriors!)Colts to A’s-Raiders (Warriors!)Favorite magazine:Favorite magazine: Life Life to to WiredWiredFavorite media:Favorite media: Print-Radio to Web-Radio Print-Radio to Web-RadioFavorite airline:Favorite airline: TWA to American to Lufthansa TWA to American to LufthansaHome:Home: East to West East to WestVacations:Vacations: USA to New Zealand USA to New Zealand Price:Price: Cheap to Varied (Wal*Mart to Milan) Cheap to Varied (Wal*Mart to Milan)Hotel:Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Ramada/Holiday Inns to Four Seasons/Leading HotelsRestaurants:Restaurants: McDonald’s to Hole in the wall McDonald’s to Hole in the wall Stores:Stores: Misc/Big to Little shops Misc/Big to Little shopsLoyalty:Loyalty: Serial monogamy Serial monogamy (just as loyal now as then; “love ’em, then leave (just as loyal now as then; “love ’em, then leave ’em”)’em”)

PeoPeo--pleple

EXCELLENCE. EXCELLENCE. INDIVIDUAL.INDIVIDUAL.BRAND YOU.BRAND YOU.

1. Can someone overseas do1. Can someone overseas do it cheaper? it cheaper?2. Can a computer do it2. Can a computer do it faster? faster?3. Is what you’re selling in3. Is what you’re selling in demand in an age of demand in an age of abundance? abundance?Source: Dan PinkSource: Dan Pink


PSFPSF (Professional Service Firm “model”/The Organizing Principle)

+

Brand YouBrand You(“Distinct” or “Extinct”/The Talent)

+

Wow! ProjectsWow! Projects (“Different” vs “Better”/The Work)

New Work SurvivalKit.2007

1. MASTERY!MASTERY! (Best/Absurdly Good at Something!)2. “Manage” to Legacy“Manage” to Legacy (All Work = “Memorable”/“Braggable” WOW Projects!)3. A “USP”/UNIQUE SELLING PROPOSITIONA “USP”/UNIQUE SELLING PROPOSITION 4. Rolodex Rolodex ObsessionObsession (From vertical/hierarchy/“suck up” loyalty to horizontal/“colleague”/“mate” loyalty)5. ENTREPRENEURIAL INSTINCTENTREPRENEURIAL INSTINCT (A sleepless … Eye for Opportunity! 6.CEO/LEADER/BUSINESSPERSON/CLOSERCEO/LEADER/BUSINESSPERSON/CLOSER (CEO, Me Inc. 24/7!)7. Master of ImprovMaster of Improv (Play a dozen parts simultaneously, from Chief Strategist to Chief Toilet Scrubber)8. Sense of HumorSense of Humor (A willingness to Screw Up & Move On)9. Comfortable with Your SkinComfortable with Your Skin (Bring “interesting you” to work!)10. Intense Appetite for TechnologyIntense Appetite for Technology (E.g.: How Cool-Active is your Web site? Do you Blog?)11. EMBRACE “MARKETING”EMBRACE “MARKETING” (Your own CSO/Chief Storytelling Officer)12. PASSION FOR RENEWALPASSION FOR RENEWAL (Your own CLO/Chief Learning Officer) 13. EXECUTION EXCELLENCE!EXECUTION EXCELLENCE! (Show up on time! Leave last!)

Thriving in 24/7Thriving in 24/7 (Sally Helgesen) (Sally Helgesen)

*START AT THE CORE.*START AT THE CORE. Nimbleness only possible if we “locate our inner Nimbleness only possible if we “locate our inner voice,” take regular inventory of where we are.voice,” take regular inventory of where we are.

*LEARN TO ZIGZAG.*LEARN TO ZIGZAG. Think “gigs.” Think “gigs.” Think lifelong learning. Forget “old loyalty.” Work Think lifelong learning. Forget “old loyalty.” Work on optimism.on optimism.

*CREATE OUR OWN WORK.*CREATE OUR OWN WORK. Articulate your value. Integrate your passions. I.D. Articulate your value. Integrate your passions. I.D. your market. Run your own business.your market. Run your own business.

*WEAVE A STRONG WEB OF *WEAVE A STRONG WEB OF INCLUSION.INCLUSION. Build your own support Build your own support network. Master the art of “looking people up.”network. Master the art of “looking people up.”

Personal Personal “Brand Equity” Evaluation“Brand Equity” Evaluation

– My current Project is challenging me …My current Project is challenging me …– New things I’ve learned in the last 90 days include …New things I’ve learned in the last 90 days include …– I am known for [2 to 3 things]; next year at this time I’ll I am known for [2 to 3 things]; next year at this time I’ll

also be known for [1 more thing].also be known for [1 more thing].– My public “recognition program” My public “recognition program”

consists of …consists of …– Additions to my Rolodex in the last 90 days include …Additions to my Rolodex in the last 90 days include …

– My resume is My resume is discerniblydiscernibly differentdifferent from last year’sfrom last year’s

at this time …at this time …

Advice to techie Advice to techie mid-career mid-career

“Brand You”s: “Brand You”s: Smith college Smith college

(06.05)(06.05)

TP’s “Top Dozen” CommandmentsTP’s “Top Dozen” Commandments

1. Enthusiasm, Optimism and Energy carry the day.1. Enthusiasm, Optimism and Energy carry the day.2. She who delivers the Best Projects wins. 2. She who delivers the Best Projects wins. (Be-Do.)(Be-Do.) (Your inherent advantages enhance the odds of delivering (Your inherent advantages enhance the odds of delivering “ladle dropper” projects. USE THEM.) “ladle dropper” projects. USE THEM.)

3. There 3. There areare sympathizers. FIND THEM. sympathizers. FIND THEM. (“Make your(“Make your own McKinsey.”) own McKinsey.”)

4. Indirection rules; frontal attacks are for boneheads.4. Indirection rules; frontal attacks are for boneheads. (“My mission is that of a mole—my existence only to be known(“My mission is that of a mole—my existence only to be known by upheavals.” —John Fisher) by upheavals.” —John Fisher)

5. Accept a Lateral Move to get X-functional 5. Accept a Lateral Move to get X-functional experience. experience. (!!!!!!!!!!!!!!!!!!!!)(!!!!!!!!!!!!!!!!!!!!)

66. . Take a crappy line job whenever it’s offered!Take a crappy line job whenever it’s offered! (There’s no such thing as a “crappy (There’s no such thing as a “crappy lineline job”!) job”!)

TP’s “Top Dozen” CommandmentsTP’s “Top Dozen” Commandments

7. Understand the “Soft” New Value-added Equation …7. Understand the “Soft” New Value-added Equation … and Master/Exploit it. and Master/Exploit it. 8. DO GREAT THINGS FOR CUSTOMERS! 8. DO GREAT THINGS FOR CUSTOMERS! (It’s the best(It’s the best form of protection from idiots!) form of protection from idiots!)

9. Always Champion Change … and find a Protector!9. Always Champion Change … and find a Protector!10. Life (SUCCESS) = Mastery of Sales & Politics.10. Life (SUCCESS) = Mastery of Sales & Politics. (Believe it!)(Believe it!)

11. Get involved in Recruiting and Development11. Get involved in Recruiting and Development Activities! Activities! (“We’re all in HR.”)(“We’re all in HR.”) (Find Radical Young Women(Find Radical Young Women and become their Champion.) and become their Champion.)

12.12. If it ain’t working, get the hell out.If it ain’t working, get the hell out. (What about joining (What about joining the “Mighty Eleven Million” and starting your own business?) the “Mighty Eleven Million” and starting your own business?)

My Kinda Folks!My Kinda Folks!

Tom Peters/0720.2005Tom Peters/0720.2005

My Kinda Folks!*

**“Do” vs “Be”**“Do” vs “Be”** (The task, not the title, is important) (The task, not the title, is important) (**Military strategist extraordinaire Col John Boyd: 2 kinds of (**Military strategist extraordinaire Col John Boyd: 2 kinds of people. “Do” … focus obsessively on “the work itself”—and damn people. “Do” … focus obsessively on “the work itself”—and damn the torpedoes. “Be” … obsess on the politics, the rank, the next the torpedoes. “Be” … obsess on the politics, the rank, the next promotion or assignment.)promotion or assignment.)

**Intuitive > Purely logical.Intuitive > Purely logical. (Routinely make strange (Routinely make strange connections)connections)

**Incredible passion for the work/Lingering Incredible passion for the work/Lingering idealismidealism (though also cynical—paradox) (though also cynical—paradox)

**Persistent/RelentlessPersistent/Relentless (to a fault)(to a fault)

**Like the long shotsLike the long shots (Don Quixote-ish) (Don Quixote-ish)

**Stay on the case long after being ordered to Stay on the case long after being ordered to drop itdrop it*See James Lee Burke, Ian Rankin, John Harvey, etc.*See James Lee Burke, Ian Rankin, John Harvey, etc.


**Cases no one else wantsCases no one else wants (hot potatoes, dead ends, (hot potatoes, dead ends, political nightmares, “unimportant” victims)political nightmares, “unimportant” victims)

**Constant thorns in the side of Constant thorns in the side of bureaucracy!!!!!!!!!!!!!!!!bureaucracy!!!!!!!!!!!!!!!!**Repeatedly exiled to professional “Siberia”Repeatedly exiled to professional “Siberia” (so (so annoyingly good and so annoying per se that others try to do him annoyingly good and so annoying per se that others try to do him terminal professional harm)terminal professional harm)

**Little in the way of career prospectsLittle in the way of career prospects**Have a “Godfather”Have a “Godfather” (need internal protection—though (need internal protection—though even protectors lose patience)even protectors lose patience)

**Work mostly soloWork mostly solo (Secretive) (Secretive)

**“Work” “old pals network” to get info-leads “Work” “old pals network” to get info-leads beyond their charterbeyond their charter


*Master of the End Run!Master of the End Run!**MentorMentor (often to an incredibly talented young woman fighting (often to an incredibly talented young woman fighting the sexist culture)the sexist culture)

**CurmudgeonlyCurmudgeonly**Often their own worst enemiesOften their own worst enemies**Drink too muchDrink too much**Don’t work out enoughDon’t work out enough**Sneak fast foodSneak fast food**Excessive work has estranged from familyExcessive work has estranged from family**More or less shabbily dressedMore or less shabbily dressed**Drive shabby carsDrive shabby cars**Not money/security oriented (can’t help Not money/security oriented (can’t help themselves, just gotta get involved)themselves, just gotta get involved)


**Not money/security orientedNot money/security oriented (can’t help (can’t help themselves, just gotta get involved)themselves, just gotta get involved)

**Carry a secret/hidden motivator in their Carry a secret/hidden motivator in their kitkit (e.g. someone close he feels he let down, leading to (e.g. someone close he feels he let down, leading to their death)their death)

**GET THE DAMN GET THE DAMN JOB DONE!JOB DONE! (and don’t expect/get (and don’t expect/get

much appreciation)much appreciation)

Brand you tool Brand you tool #1: Mastering #1: Mastering

Sales … Sales … The Sales25.The Sales25.

Great Salespeople …Great Salespeople …

1. Know the product. 1. Know the product. (Find cool mentors, and use them.)(Find cool mentors, and use them.)

2. Know the company.2. Know the company.3. Know the customer. 3. Know the customer. (Including the customer’s consultants.) (Including the customer’s consultants.) (And especially the “corporate culture.”)(And especially the “corporate culture.”)

4. 4. Love internal politics at home and abroad.Love internal politics at home and abroad.5. Religiously respect competitors. 5. Religiously respect competitors. (No badmouthing, no (No badmouthing, no matter how provoked.)matter how provoked.)

6. 6. Wire the customer’s org.Wire the customer’s org. (Relationships at all levels & (Relationships at all levels & functions.)functions.)

7. 7. Wire the home team’s org. and vendors’ orgs.Wire the home team’s org. and vendors’ orgs. (INVEST (INVEST Big Time time in relationships at all levels & functions.) (Take junior Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.)people in all functions to client meetings.)


8. 8. Never overpromise.Never overpromise. (Even if it costs you your job.)(Even if it costs you your job.) 9. 9. Sell only by solving problems-creating profitable Sell only by solving problems-creating profitable opportunities.opportunities. (“Our product solves these problems, creates these (“Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and will make you a ton of unimagined INCREDIBLE opportunities, and will make you a ton of money—here’s exactly how.”) (IS THIS A “PRODUCT SALE” OR A money—here’s exactly how.”) (IS THIS A “PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION YOU’LL BE DINING OFF 5 YEARS FROM WOW-ORIGINAL SOLUTION YOU’LL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?)NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?)

10. Will involve anybody—including mortal enemies—if it 10. Will involve anybody—including mortal enemies—if it enhances the scope of the problem we can solve and enhances the scope of the problem we can solve and increases the scope of the opportunity we can increases the scope of the opportunity we can encompass.encompass.11. Know the Brand Story cold; live the Brand Story. (If 11. Know the Brand Story cold; live the Brand Story. (If not, leave.)not, leave.)


12. Think “Turnkey.” 12. Think “Turnkey.” (It’s (It’s alwaysalways your problem!) your problem!)

13. 13. Act as “orchestra conductor”: You are responsible for Act as “orchestra conductor”: You are responsible for making the whole-damn-network respond. making the whole-damn-network respond. (PERIOD.)(PERIOD.)

14. Help the customer get to know the vendor’s 14. Help the customer get to know the vendor’s organization & build up their Rolodex.organization & build up their Rolodex.15. 15. Walk away from bad business.Walk away from bad business. (Even if it gets you fired.)(Even if it gets you fired.)

16. 16. Understand the idea of a “good loss.”Understand the idea of a “good loss.” (A bold effort that’s (A bold effort that’s sometimes better than a lousy win.)sometimes better than a lousy win.)

17. Think those who regularly say “It’s all a price issue” 17. Think those who regularly say “It’s all a price issue” suffer from rampant immaturity & shrunken imagination.suffer from rampant immaturity & shrunken imagination.18. Will not give away the store to get a foot in the door. 18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstarts—the real enemy.19. Are wary & respectful of upstarts—the real enemy.20. 20. Seek several “cool customers”—who’ll drag you into Seek several “cool customers”—who’ll drag you into Tomorrowland.Tomorrowland.


21. 21. Use the word “partnership” obsessively, even though Use the word “partnership” obsessively, even though it is way overused.it is way overused. (“Partnership” includes folks at all levels (“Partnership” includes folks at all levels throughout the supply chain.)throughout the supply chain.)

22. 22. Send thank you notes by the truckload.Send thank you notes by the truckload. (NOT E-NOTES.) (NOT E-NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in (Most are for “little things.”) (50% of those notes are sent to those in

our company!)our company!) Remember birthdays. Use the word “we.” Remember birthdays. Use the word “we.” 23. 23. When you look across the table at the customer, think When you look across the table at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY?CIVILIZATION TODAY?25. 25. Keep your bloody PowerPoint slides simple!Keep your bloody PowerPoint slides simple!

Brand you tool #2: Brand you tool #2: Getting Things Done … Getting Things Done …

The Power & The Power & Implementation34.Implementation34.

*Send “Thank You” notes!*Send “Thank You” notes! It’s (always) It’s (always)

“all about relationships.” And at the Heart of Effective Relationships is … “all about relationships.” And at the Heart of Effective Relationships is … APPRECIATION. APPRECIATION. (Oh yeah: Never, ever forget a birthday of a co-worker.)(Oh yeah: Never, ever forget a birthday of a co-worker.)

*Bring donuts!*Bring donuts! “Small” gestures of appreciation (on a rainy day, after a long day’s “Small” gestures of appreciation (on a rainy day, after a long day’s work the day before) are VBDs … Very Big Deals.work the day before) are VBDs … Very Big Deals.

*Make the call!*Make the call! One short, hard-to-make call today can avert a relationship crisis One short, hard-to-make call today can avert a relationship crisis that could bring you down six months from now.that could bring you down six months from now.

*Remember: There are no “little gestures” of kindness.*Remember: There are no “little gestures” of kindness. As boss, stopping by As boss, stopping by someone’s cube … for 30 seconds … to inquire about their sick parent will be someone’s cube … for 30 seconds … to inquire about their sick parent will be remembered for … remembered for … 10 years10 years. (Trust me.). (Trust me.)

*Make eye contact!*Make eye contact! No big deal? Wrong! “It” is all about … Connection! Paying No big deal? Wrong! “It” is all about … Connection! Paying attention! Being there … in the Moment … Present. So, work on your eye contact, attention! Being there … in the Moment … Present. So, work on your eye contact, your Intent to Connect.your Intent to Connect.

*Smile!*Smile! Or, rather: SMILE. Rule: Or, rather: SMILE. Rule: Smiles beget smiles. Frowns beget frowns. Smiles beget smiles. Frowns beget frowns. Rule: Rule: WORK ON THIS.WORK ON THIS.

*Smile! (If it kills you.)*Smile! (If it kills you.) Energy & enthusiasm & passion engender energy- Energy & enthusiasm & passion engender energy-enthusiasm-passion in those we work with.enthusiasm-passion in those we work with.

*It’s all … RELATIONSHIPS.*It’s all … RELATIONSHIPS. Remember: Business is a relationships business. Remember: Business is a relationships business. (Period.) We’re all in sales! (Period.) Connecting! Making our case! Following up! (Period.) We’re all in sales! (Period.) Connecting! Making our case! Following up! Networking! “Relationships” are what we “do.” Networking! “Relationships” are what we “do.”

*You = Your Calendar.*You = Your Calendar. Your true priorities are “given away” by your calendar. YOUR Your true priorities are “given away” by your calendar. YOUR CALENDAR NEVER LIES. What are you truly spending your time on? Are you CALENDAR NEVER LIES. What are you truly spending your time on? Are you distracted? Focused? distracted? Focused?

*What’s in a number? EVERYTHING!*What’s in a number? EVERYTHING! While we all “do a hundred things,” we may While we all “do a hundred things,” we may not/should not/cannot have more than 2 (or 3) true “strategic” priorities at any point not/should not/cannot have more than 2 (or 3) true “strategic” priorities at any point in time. BELIEVE IT.in time. BELIEVE IT.

*She (he) who is best prepared wins!*She (he) who is best prepared wins! Out study, out-read, out-research the Out study, out-read, out-research the competition. Know more (lots more!) than “the person on the other side of the table.”competition. Know more (lots more!) than “the person on the other side of the table.”

*“Excellence” is the Ultimate Cool Idea.*“Excellence” is the Ultimate Cool Idea. The very idea of “pursuing excellence” is a The very idea of “pursuing excellence” is a turn on—for you and me as well as those we work with. (And, I find to my dismay, it’s turn on—for you and me as well as those we work with. (And, I find to my dismay, it’s surprisingly rare.)surprisingly rare.)

*Think WOW!*Think WOW! Language matters! “Hot” words generate a Hot Team. Watch your Language matters! “Hot” words generate a Hot Team. Watch your language!language!

*Take a break!*Take a break! We need all the creativity we can muster these days. So close your We need all the creativity we can muster these days. So close your office door and do 5 (FIVE) minutes of breathing or yoga; get a bag lunch today and office door and do 5 (FIVE) minutes of breathing or yoga; get a bag lunch today and eat it in the park.eat it in the park.

*You are the boss!*You are the boss! Old ideas of “lifetime employment” at one company (maybe Old ideas of “lifetime employment” at one company (maybe where Dad/Mom worked) are gone. No matter what your current status, think of your where Dad/Mom worked) are gone. No matter what your current status, think of your self as CEO of Brand Me, Inc. We are all Small Business Owners … of our own self as CEO of Brand Me, Inc. We are all Small Business Owners … of our own careers.careers.

*Do something in … the next half hour!*Do something in … the next half hour! Don’t let yourself get stuck! There is … Don’t let yourself get stuck! There is … ALWAYS … something little you can start/do in the next thirty minutes to make a wee, ALWAYS … something little you can start/do in the next thirty minutes to make a wee, concrete step forward with a problem-opportunityconcrete step forward with a problem-opportunity. .

*Test it! NOW!*Test it! NOW! We call this the “Quick Prototype Attitude.” One of life’s, especially We call this the “Quick Prototype Attitude.” One of life’s, especially business life’s, biggest problems is: “Too much ‘talk’, too little ‘do’.” If you’ve got a business life’s, biggest problems is: “Too much ‘talk’, too little ‘do’.” If you’ve got a Cool Idea, don’t sit on it or research it to death. Grab a pal, an empty conference, and Cool Idea, don’t sit on it or research it to death. Grab a pal, an empty conference, and start laying out a little model. That is, begin the process of transforming the Idea to start laying out a little model. That is, begin the process of transforming the Idea to Action … ASAP. Incidentally, testing something quarter-baked in an approximation of Action … ASAP. Incidentally, testing something quarter-baked in an approximation of the real world is the quickest way to learn.the real world is the quickest way to learn.

*Expand your horizons.*Expand your horizons. Routinely reach out beyond your comfort zone. TAKE A Routinely reach out beyond your comfort zone. TAKE A FREAK TO LUNCH TOMORROW! Call somebody interesting “you’ve been meaning to FREAK TO LUNCH TOMORROW! Call somebody interesting “you’ve been meaning to get in touch with;” invite them to lunch tomorrow. (Lunch with “the same ole gang get in touch with;” invite them to lunch tomorrow. (Lunch with “the same ole gang means nothing new learned. And that’s a guarantee.) (Remember: Discomfort = means nothing new learned. And that’s a guarantee.) (Remember: Discomfort = Growth.)Growth.)

*Build a Web site.*Build a Web site. The Web is ubiquitous. Play with it! Be a presence! The Web is ubiquitous. Play with it! Be a presence! Start You.com … ASAP!Start You.com … ASAP!

*Spread the credit!*Spread the credit! Don’t build monuments to yourself, build them to Don’t build monuments to yourself, build them to others—those whose contributions we wholeheartedly acknowledge will others—those whose contributions we wholeheartedly acknowledge will literally follow us into machine gun fire!literally follow us into machine gun fire!

*Follow Tom’s patented VFCJ strategy!*Follow Tom’s patented VFCJ strategy! VFCJ = Volunteer For Crappy VFCJ = Volunteer For Crappy Jobs. That is, volunteer for the crummy little assignment nobody else Jobs. That is, volunteer for the crummy little assignment nobody else wants, but will give you a chance to (1) be on your own, (2) express your wants, but will give you a chance to (1) be on your own, (2) express your creativity, and (3) make a noticeable mark when it turns out “Wow.”creativity, and (3) make a noticeable mark when it turns out “Wow.”

*VOLUNTEER!*VOLUNTEER! Life’s a maze, and you never know what’s connected to Life’s a maze, and you never know what’s connected to what. (Six degrees of separation, and all that.) So volunteer for that what. (Six degrees of separation, and all that.) So volunteer for that Community Center fund raising drive, even though you’re busy as all get Community Center fund raising drive, even though you’re busy as all get out. You might end up working side-by-side with the president of a big out. You might end up working side-by-side with the president of a big company who’s looking for an enthusiast like you, or someone wealthy who company who’s looking for an enthusiast like you, or someone wealthy who might be interested in investing in the small business you dream of might be interested in investing in the small business you dream of starting.starting.

*Join Toastmasters!*Join Toastmasters! You don’t need to try and match Ronald Reagan’s You don’t need to try and match Ronald Reagan’s speaking skills, but you do need to be able to “speak your piece” with speaking skills, but you do need to be able to “speak your piece” with comfort, confidence and authority. Organizations like Toastmasters can comfort, confidence and authority. Organizations like Toastmasters can help … enormously.help … enormously.

*Dress for success!*Dress for success! This one is old as the hills and I hate it!! But it’s true. This one is old as the hills and I hate it!! But it’s true. FIRST IMPRESSIONS DO MATTER. FIRST IMPRESSIONS DO MATTER. (A lot!!!)(A lot!!!)

*Follow the Gospel of “Experience Marketing” in all you do.*Follow the Gospel of “Experience Marketing” in all you do. The shrewdest The shrewdest marketers today tell us that selling a “product” or “service” is not enough in marketers today tell us that selling a “product” or “service” is not enough in a crowded marketplace for everything. Every interaction must be reframed a crowded marketplace for everything. Every interaction must be reframed as a … Seriously Cool Experience. That includes the “little” 15-minute as a … Seriously Cool Experience. That includes the “little” 15-minute presentation you are giving to your 4 peers tomorrow.presentation you are giving to your 4 peers tomorrow.

*Think of your resume as an Annual Report on Brand Me Inc.*Think of your resume as an Annual Report on Brand Me Inc. It’s not about It’s not about keeping your resume “updated.” It is about having a Super-cool Annual keeping your resume “updated.” It is about having a Super-cool Annual Report. (Tom Peters Inc 2004.) What are your “stunning” accomplishments Report. (Tom Peters Inc 2004.) What are your “stunning” accomplishments that you can add to that Report each 6 months, or at the most annually?that you can add to that Report each 6 months, or at the most annually?

*Build a Great Team … even if you are not boss.*Build a Great Team … even if you are not boss. Best roster wins, right? Best roster wins, right? So, work on your roster. Meet someone new at Church or your kid’s birthday So, work on your roster. Meet someone new at Church or your kid’s birthday party? Add them to your team (Team Tom); you never know when they might party? Add them to your team (Team Tom); you never know when they might be able to assist you or give you ideas or support for something you are be able to assist you or give you ideas or support for something you are working on.working on.

**She or he who has the Fattest & and Best-managed Rolodex wins.She or he who has the Fattest & and Best-managed Rolodex wins. Your Your Rolodex is your most cherished possession! Have you added 3 names to it Rolodex is your most cherished possession! Have you added 3 names to it in the last 2 weeks? Have you renewed acquaintance (email, lunch, gym in the last 2 weeks? Have you renewed acquaintance (email, lunch, gym date) with 3 people in your Rolodex in the last month? “MANAGE” YOUR date) with 3 people in your Rolodex in the last month? “MANAGE” YOUR ROLODEX!ROLODEX!

*Start your own business!*Start your own business! Sure that’s radical. But people are Sure that’s radical. But people are doing it—especially women—by the millions. Let the idea percolate. doing it—especially women—by the millions. Let the idea percolate. Chat about it, perhaps, with pals. Start a file folder or three on Chat about it, perhaps, with pals. Start a file folder or three on things you Truly Care About … that just might be the basis for Cool things you Truly Care About … that just might be the basis for Cool Self-employment.Self-employment.

*There’s nothing cooler than an Angry Customer!*There’s nothing cooler than an Angry Customer! The most loyal The most loyal customers are ones who had a problem with us … and then customers are ones who had a problem with us … and then marveled when we went the Extra Ten Miles to fix it! Business marveled when we went the Extra Ten Miles to fix it! Business opportunity No. 1 = Irate customers converted into fans. So … are opportunity No. 1 = Irate customers converted into fans. So … are you on the prowl for customer problems to fix?you on the prowl for customer problems to fix?

*All “marketing” is Relationship Marketing.*All “marketing” is Relationship Marketing. In business, profit is a In business, profit is a byproduct of “bringing ’em back.” Thus, systematic and intense byproduct of “bringing ’em back.” Thus, systematic and intense and repeated Follow-up and After-sales Service and Scintillating and repeated Follow-up and After-sales Service and Scintillating New Hooks are of the utmost importance. New Hooks are of the utmost importance.

*BRANDING ain’t just for Big Dudes.*BRANDING ain’t just for Big Dudes. This may well This may well be Business Mistake No. 1 … the idea that “branding” be Business Mistake No. 1 … the idea that “branding” is only for the likes of Coke and Sony and Nike. is only for the likes of Coke and Sony and Nike. Baloney! Branding applies as much for the one-person Baloney! Branding applies as much for the one-person accountancy run out of a spare bedroom as it does for accountancy run out of a spare bedroom as it does for Procter & Gamble.Procter & Gamble.

*Credibility!*Credibility! In the end … Character Matters Most. In the end … Character Matters Most. Does he/she give their word, and then stick to it … Does he/she give their word, and then stick to it … come hell & high water? Can you rely on Her/Him in a come hell & high water? Can you rely on Her/Him in a pinch? Does she/he … CARE?pinch? Does she/he … CARE?

*Grace.*Grace. Is it “a pleasure to do business with you”? Is Is it “a pleasure to do business with you”? Is it a pleasure to “be a member of your team”?it a pleasure to “be a member of your team”?

Brand You Tool #3: Brand You Tool #3: Presentation Presentation Excellence …Excellence … The PresX56The PresX56

Presentation ExcellencePresentation Excellence

1. Total commitment to the Problem/Project/Outcome1. Total commitment to the Problem/Project/Outcome2. A compelling “Story line”/“Plot”2. A compelling “Story line”/“Plot”3. Enough data to sink a tanker (98% in reserve)3. Enough data to sink a tanker (98% in reserve)4. Know the data from memory; ability to manipulate the 4. Know the data from memory; ability to manipulate the data in your headdata in your head5. Great Stories/Illustrations/Vignettes5. Great Stories/Illustrations/Vignettes6. Superb “political antennae” (you must “play the room” 6. Superb “political antennae” (you must “play the room” like a Virtuoso and be hyper-attentive to the likes of like a Virtuoso and be hyper-attentive to the likes of Body Language)Body Language)7. By hook or by crook … CONNECT7. By hook or by crook … CONNECT7A. CONNECT! CONNECT! CONNECT!7A. CONNECT! CONNECT! CONNECT!

8. Punch line/Plot Outline/WOW/Surprise8. Punch line/Plot Outline/WOW/Surprise in first in firstone to two minutesone to two minutes


9. Once you’ve “won” … stop pushing (don’t “rub it in”)9. Once you’ve “won” … stop pushing (don’t “rub it in”)10. Be “in command” but don’t “show off” (if you’re 10. Be “in command” but don’t “show off” (if you’re brilliant they’ll figure it out for themselves)brilliant they’ll figure it out for themselves)11. Pay attention to the Senior Person present, but not 11. Pay attention to the Senior Person present, but not too much (don’t look like/act like/be a “suck up”)too much (don’t look like/act like/be a “suck up”)12. Brief the hell out of your “champions” before the 12. Brief the hell out of your “champions” before the presentation; insist that they make changes/fine tune ... presentation; insist that they make changes/fine tune ... they must “own” the outcome before the fact!they must “own” the outcome before the fact!13. Don’t try to “score off” your detractors … be 13. Don’t try to “score off” your detractors … be especially courteous to them (even if/especially if they’re especially courteous to them (even if/especially if they’re jerks)jerks)14. Adjust as you go: LET THE GROUP ARRIVE AT 14. Adjust as you go: LET THE GROUP ARRIVE AT “YOUR” CONCLUSION! THEY MUST OWN IT (“I knew “YOUR” CONCLUSION! THEY MUST OWN IT (“I knew that”) IN THE END!that”) IN THE END!


15. No more than THREE key points! Come at them in several 15. No more than THREE key points! Come at them in several different ways.different ways.16. No more than ONE point per slide!16. No more than ONE point per slide!17. Slides: NO CLUTTER!!!!!!!!!!!!!!!!!!!!! (no wee print/ charts/graphs)17. Slides: NO CLUTTER!!!!!!!!!!!!!!!!!!!!! (no wee print/ charts/graphs)18. Slides: Good quotes from the field. (Remember you’re “telling a 18. Slides: Good quotes from the field. (Remember you’re “telling a story”)story”)19. Be aware of differing cognitive styles, especially M-F19. Be aware of differing cognitive styles, especially M-F20. There must be “surprise” … some key facts that are not 20. There must be “surprise” … some key facts that are not commonly known/are counter-intuitive (no reason to do the commonly known/are counter-intuitive (no reason to do the presentation in the first place if there are no Surprises)presentation in the first place if there are no Surprises)21. Summarize the argument/story from time to time21. Summarize the argument/story from time to time22. Include an Action Agenda that involves some small items that 22. Include an Action Agenda that involves some small items that will be started/accomplished in the next 72 HOURSwill be started/accomplished in the next 72 HOURS(this ices commitment/practicality)(this ices commitment/practicality)


23. If you don’t know something … ADMIT IT! (this is actually a good 23. If you don’t know something … ADMIT IT! (this is actually a good thing—as opposed to appearing as a “know it all”)thing—as opposed to appearing as a “know it all”)24. ASK FOR THE SALE! (Remember to be a “closer”)24. ASK FOR THE SALE! (Remember to be a “closer”)25. This 25. This is is War (a war for Hearts & Mind), but never forget that you War (a war for Hearts & Mind), but never forget that you are the Supplicant!are the Supplicant!26. Data are imperative, but also play to Emotion. 26. Data are imperative, but also play to Emotion. 27. Consider bringing along a “customer” (internal or perhaps 27. Consider bringing along a “customer” (internal or perhaps external) for supportexternal) for support28. Be precisely clear where/when you intend to prototype … and 28. Be precisely clear where/when you intend to prototype … and that the prototype guinea pig is lined up (better yet, do the first, at that the prototype guinea pig is lined up (better yet, do the first, at least partial, prototype before the presentation)least partial, prototype before the presentation)29. Compromise but don’t yield! (Lost battles are normal, no matter 29. Compromise but don’t yield! (Lost battles are normal, no matter how agonizing)how agonizing)30. Assume that you may be cut off at any moment, and be prepared 30. Assume that you may be cut off at any moment, and be prepared to give on the spot a compelling 30-second to one- minute (no to give on the spot a compelling 30-second to one- minute (no longer!) Brilliant Summary including Sales Pitchlonger!) Brilliant Summary including Sales Pitch


31. Follow the Law of Recency: Make sure that you have been in the 31. Follow the Law of Recency: Make sure that you have been in the field with the key “operating” players more recently than anyone in field with the key “operating” players more recently than anyone in the roomthe room32. Make it clear that you’ve done a Staggering Amount of 32. Make it clear that you’ve done a Staggering Amount of Homework, even though you are exhibiting but a tiny fraction … Homework, even though you are exhibiting but a tiny fraction … allude to the tons of research that are available if desired by allude to the tons of research that are available if desired by participants; offer deeper one-on-one briefings if desiredparticipants; offer deeper one-on-one briefings if desired33. SMILE! RELAX (to a point) (fake it if necessary) (“up tight” is 33. SMILE! RELAX (to a point) (fake it if necessary) (“up tight” is disastrous) (remember you are doing them a favor by sharing this disastrous) (remember you are doing them a favor by sharing this Compelling Opportunity!)Compelling Opportunity!)34. EYE CONTACT!!!!!!!34. EYE CONTACT!!!!!!!35. Be shrewd: Override some interruptions; be attentive to others 35. Be shrewd: Override some interruptions; be attentive to others (distraction is okay and normal … within limits!)(distraction is okay and normal … within limits!)36. Becoming an Excellent Presenter is as tough as becoming a 36. Becoming an Excellent Presenter is as tough as becoming a great baseball pitcher. THIS IS IMPORTANT … and Presentation great baseball pitcher. THIS IS IMPORTANT … and Presentation Excellence is never accidental! (Work your buns off!)Excellence is never accidental! (Work your buns off!)


37. Practice … but don’t leave your game in the locker room.37. Practice … but don’t leave your game in the locker room.38. Seek tips on how various participants “play the [presentation] 38. Seek tips on how various participants “play the [presentation] game”game”39. A Presentation is an Act (FDR: “The President must be the 39. A Presentation is an Act (FDR: “The President must be the nation’s number one actor”)nation’s number one actor”)40. Remember, the presentation is about Change … RESISTANCE IS 40. Remember, the presentation is about Change … RESISTANCE IS NORMAL (in fact if there’s little resistance then your Project is hardly NORMAL (in fact if there’s little resistance then your Project is hardly a “game changer”)a “game changer”)41. Dress well. Don’t over-dress.41. Dress well. Don’t over-dress.42. Be early (obvious, but worth saying) 42. Be early (obvious, but worth saying) 43. GET THE A/V RIGHT/PERFECT.43. GET THE A/V RIGHT/PERFECT.44. Don’t bring a supporting horde … a couple of back-ups is 44. Don’t bring a supporting horde … a couple of back-ups is okay/enoughokay/enough45. No matter how good you are you’ll have crappy days … WEEP 45. No matter how good you are you’ll have crappy days … WEEP AND THEN GET BACK ON THE HORSEAND THEN GET BACK ON THE HORSE


46. Speak in “Plain English” … keep the jargon to a 46. Speak in “Plain English” … keep the jargon to a minimumminimum47. Make your Personal Commitment clear as a bell!47. Make your Personal Commitment clear as a bell!48. Emphasize “competitive advantage” and timeliness 48. Emphasize “competitive advantage” and timeliness (act now), without stooping to ridiculous war-like (act now), without stooping to ridiculous war-like language (“tear the heart out of the competition”) (in language (“tear the heart out of the competition”) (in audiences with heavy female component, if you are audiences with heavy female component, if you are male, avoid repetitive “football analogues”)male, avoid repetitive “football analogues”)49. Underscore the USP/Unique Selling Proposition49. Underscore the USP/Unique Selling Proposition50. Emphasize the Positive50. Emphasize the Positive51. Sell Novelty yet “fit” with “core values”51. Sell Novelty yet “fit” with “core values”52. Remember JFK’s immortal words: 52. Remember JFK’s immortal words: “The only reason “The only reason to give a speech is to change the world”to give a speech is to change the world”


53. Say what you have to say Clearly … and then Say It 53. Say what you have to say Clearly … and then Say It Again & Again from slightly different anglesAgain & Again from slightly different angles54. Make it clear that you are a Man/Woman of Action … 54. Make it clear that you are a Man/Woman of Action … and Execution Excellence is your First, Middle, and Last and Execution Excellence is your First, Middle, and Last Name!Name!55. Energy! Enthusiasm! (don’t know the answer to, “If 55. Energy! Enthusiasm! (don’t know the answer to, “If you ain’t got it how do you get it?”)you ain’t got it how do you get it?”)56. Enjoy it! This is a Hoot! THE ULTIMATE TURN ON! 56. Enjoy it! This is a Hoot! THE ULTIMATE TURN ON! Remember your Goal:Remember your Goal:

Change the world!Change the world!

Brand You Tool #4: Brand You Tool #4: Interviewing Interviewing

Excellence …Excellence … The The IntX31IntX31

Interviewing ExcellenceInterviewing Excellence

1. 1. INTERVIEWING IS AN “ART” WORTH MASTERING!INTERVIEWING IS AN “ART” WORTH MASTERING! (Think (Think Christiane Amanpour, Mike Wallace)Christiane Amanpour, Mike Wallace)2. Don’t overschedule—2 or 3 in-depth interviews are a solid day’s 2. Don’t overschedule—2 or 3 in-depth interviews are a solid day’s work. (More than that is lunacy and will lead to shallow results.)work. (More than that is lunacy and will lead to shallow results.)3. Save, if possible, the “Big Guy”/Gal until last—that is, until you 3. Save, if possible, the “Big Guy”/Gal until last—that is, until you know what the hell you’re doing!know what the hell you’re doing!4. Find a comfy/“safe”/neutral setting. THIS IS ALL IMPORTANT! 4. Find a comfy/“safe”/neutral setting. THIS IS ALL IMPORTANT! (Worst case: You on the other side of his/her desk.)(Worst case: You on the other side of his/her desk.)5. Start with a little bit (LITTLE) of local small talk. But get some tips 5. Start with a little bit (LITTLE) of local small talk. But get some tips on the interviewee ahead of time; he may be one of the “brusque on the interviewee ahead of time; he may be one of the “brusque ones” who considers any small talk a waste of his Imperial Time.ones” who considers any small talk a waste of his Imperial Time.6. DO YOUR DAMN HOME WORK! (On the interviewee, the subject 6. DO YOUR DAMN HOME WORK! (On the interviewee, the subject matter.)matter.)7. Concoct a … LONG LIST … of questions. (You’ll only use 10% of 7. Concoct a … LONG LIST … of questions. (You’ll only use 10% of it, but that’s okay.)it, but that’s okay.)


8. Prepare a … SHORT LIST … of questions you must get answered.8. Prepare a … SHORT LIST … of questions you must get answered.9. Begin by briefly reviewing your assignment—why you’re here.9. Begin by briefly reviewing your assignment—why you’re here.10. ALWAYS ASK FOR EXAMPLES! (When she says “Customer 10. ALWAYS ASK FOR EXAMPLES! (When she says “Customer Service is in good shape,” you ask for specifics—hard data, recent Service is in good shape,” you ask for specifics—hard data, recent Customer Service successes (and failures). And: PRECISELY WHO Customer Service successes (and failures). And: PRECISELY WHO YOU CAN FOLLOW UP WITH TO GET MORE DETAIL.YOU CAN FOLLOW UP WITH TO GET MORE DETAIL.11. STORIES! STORIES! STORIES! (You are in the “Story Collection 11. STORIES! STORIES! STORIES! (You are in the “Story Collection Business.)Business.)12. Dress well. DON’T OVERDRESS. (Look like they look, more or 12. Dress well. DON’T OVERDRESS. (Look like they look, more or less; perhaps a touch more formal—this is a Serious Affair you are less; perhaps a touch more formal—this is a Serious Affair you are engaging in.)engaging in.)13. Assume you’ll never get another chance to talk to this person.13. Assume you’ll never get another chance to talk to this person.14. Be personable, but more or less match the interviewee’s style. 14. Be personable, but more or less match the interviewee’s style. (THIS IS HARD WORK!)(THIS IS HARD WORK!)15. THINK … SMALL! “Please walk me in great detail through the 15. THINK … SMALL! “Please walk me in great detail through the [complaint resolution] process. Here, let’s diagram it.”[complaint resolution] process. Here, let’s diagram it.”


16. For God’s sake, get to the Front Line! (The devil is in the details, 16. For God’s sake, get to the Front Line! (The devil is in the details, and the details are to be found on the loading dock at 3a.m.) (YES … and the details are to be found on the loading dock at 3a.m.) (YES … 3A.M.)3A.M.)17. Don’t quit until you understand. THE INTERVIEWEE ALWAYS 17. Don’t quit until you understand. THE INTERVIEWEE ALWAYS TALKS IN SHORTHAND—using the jargon of the Corporate Culture. TALKS IN SHORTHAND—using the jargon of the Corporate Culture. You’ve got to crack the code. (THIS IS ABOUT THE HARDEST You’ve got to crack the code. (THIS IS ABOUT THE HARDEST THING TO DO, ESPECIALLY IF YOU ARE YOUNG AND UNCERTAIN: THING TO DO, ESPECIALLY IF YOU ARE YOUNG AND UNCERTAIN: Tell yourself you are here to ask “Dumb” Questions—this is not a Tell yourself you are here to ask “Dumb” Questions—this is not a job interview. Again, think Mike Wallace: “So did you in fact murder job interview. Again, think Mike Wallace: “So did you in fact murder Mrs. Smith?”)Mrs. Smith?”)18. Ignore generalizations! 18. Ignore generalizations! YOU ARE HERE IN SEARCH OF YOU ARE HERE IN SEARCH OF SPECIFICS!!!SPECIFICS!!!19. CONTEXT! “Get” the “corporate culture”—e.g. Shell is not 19. CONTEXT! “Get” the “corporate culture”—e.g. Shell is not ExxonMobil! Find out (from a set of interviewees) “Core Values” (in ExxonMobil! Find out (from a set of interviewees) “Core Values” (in

theory and in practice).theory and in practice).


20. Engage the Interviewee! GET HER TO DO SOME OF THE WORK! 20. Engage the Interviewee! GET HER TO DO SOME OF THE WORK! E.g., write out her view of the Ten Key Operative Core Values—or E.g., write out her view of the Ten Key Operative Core Values—or some such.some such.20A. ENGAGE! ENGAGE! ENGAGE!20A. ENGAGE! ENGAGE! ENGAGE!21. You must come across as “trustworthy.” 21. You must come across as “trustworthy.” YOU ARE A DUMBO YOU ARE A DUMBO HERE TO LEARN—NOT AN FBI AGENT IN DISGUISE. HERE TO LEARN—NOT AN FBI AGENT IN DISGUISE. 22. “Take me through yesterday.” Get past the theoretical crap. Give 22. “Take me through yesterday.” Get past the theoretical crap. Give me in excruciating detail an average day: YESTERDAY! (One me in excruciating detail an average day: YESTERDAY! (One hour/meeting at a time.)hour/meeting at a time.)23. “If you’re comfortable, let’s go over your Calendar for the last 23. “If you’re comfortable, let’s go over your Calendar for the last month, so I can understand the flow of things.” (Remember TP’s month, so I can understand the flow of things.” (Remember TP’s Rule #1: YOU = YOUR CALENDAR.)Rule #1: YOU = YOUR CALENDAR.)24. DON’T LET YOUR NOTES AGE!! Immediately after the interview 24. DON’T LET YOUR NOTES AGE!! Immediately after the interview set aside some time to do a “stream of consciousness” recap. And set aside some time to do a “stream of consciousness” recap. And to clean up the obscure scrawl on your notes.to clean up the obscure scrawl on your notes.


25. Ask the interview if you can get back to her by phone tomorrow to 25. Ask the interview if you can get back to her by phone tomorrow to fill in holes that your tin ear missed. NO MORE THAN TEN MINUTES.fill in holes that your tin ear missed. NO MORE THAN TEN MINUTES.26. LEARNING! Tag along with “great interviewers” in your 26. LEARNING! Tag along with “great interviewers” in your organization. (I made three PBS films with a Director who had been organization. (I made three PBS films with a Director who had been Mike Wallace’s director at Mike Wallace’s director at 60 Minutes60 Minutes—oh my God, how much I —oh my God, how much I learned—or, rather, how little I learned: He could drag stuff out of learned—or, rather, how little I learned: He could drag stuff out of people that you couldn’t believe. people that you couldn’t believe. (Secret: “I’m just a dumb old fart (Secret: “I’m just a dumb old fart trying to figure out what goes on here. HELP ME. PLEASE.”)trying to figure out what goes on here. HELP ME. PLEASE.”)27. “Work on” your Level of Dis-satisfaction: BE MAD AS HELL 27. “Work on” your Level of Dis-satisfaction: BE MAD AS HELL WHEN YOU SPENT 1.5 HOURS ON AN INTERVIEW WITHOUT WHEN YOU SPENT 1.5 HOURS ON AN INTERVIEW WITHOUT REVALATIONS!REVALATIONS!28. No, you’re not FBI—BUT YOU ARE HERE TO FERRET OUT THE28. No, you’re not FBI—BUT YOU ARE HERE TO FERRET OUT THE NON-OBVIOUS. So: Keep Digging! (Think Woodward & Bernstein.) NON-OBVIOUS. So: Keep Digging! (Think Woodward & Bernstein.)


29. Repeat: INTERVIEWING IS A CRUCIALLY IMPORTANT “ART.” 29. Repeat: INTERVIEWING IS A CRUCIALLY IMPORTANT “ART.” Study it! Work on it! It’s no different than golf or underwater basket-Study it! Work on it! It’s no different than golf or underwater basket-weaving. The more & harder you work, the better you get. weaving. The more & harder you work, the better you get. 30. Yes, we need “facts” (e.g., stories), but remember always: 30. Yes, we need “facts” (e.g., stories), but remember always: INTERVIEWS ARE PURE & SIMPLE ABOUT EMOTIONAL INTERVIEWS ARE PURE & SIMPLE ABOUT EMOTIONAL INTERACTION!INTERACTION!

31. Tom Wrap-up Note: FEW THINGS IN LIFE PISS ME OFF MORE 31. Tom Wrap-up Note: FEW THINGS IN LIFE PISS ME OFF MORE THAN GOING THROUGH SOMEONE’S INTERVIEW NOTES AND THAN GOING THROUGH SOMEONE’S INTERVIEW NOTES AND FINDING A DEARTH OF “SOLID EVIDENCE”—examples, stories, FINDING A DEARTH OF “SOLID EVIDENCE”—examples, stories, detailed process maps, etc. (I BLOODY HATE Generalizations!)detailed process maps, etc. (I BLOODY HATE Generalizations!) (Think doctor’s office: Come hell & high water they start with (Think doctor’s office: Come hell & high water they start with weight, blood pressure, pulse.)weight, blood pressure, pulse.)


BEDROCK.BEDROCK.TALENT.TALENT.

Hire Hire ververy y good good

people!people!

INVITE THEM INVITE THEM TO JOIN US IN TO JOIN US IN A JOURNEY TO A JOURNEY TO EXCELLENCE!EXCELLENCE!

EMPHASIZEMPHASIZE THE E THE “SOFT “SOFT

SKILLS.”SKILLS.”

A Few Lessons from the Arts

Each hired and developed and evaluated in unique waysEach hired and developed and evaluated in unique ways (23 contributors = 23 unique contributions = 23 pathways =

23 personalities = 23 sets of motivators)

Attitude/Enthusiasm/Energy paramountAttitude/Enthusiasm/Energy paramountRe-lent-less!Re-lent-less!

“Practice is cool”“Practice is cool” (G Leonard/Mastery)

Team Team and and individual individual Aspire to Aspire to EXCELLENCE EXCELLENCE = Obvious= Obvious

Ex-e-cu-tionEx-e-cu-tionTalent = Brand = DuhTalent = Brand = Duh“The Project” rules“The Project” rulesEmotional languageEmotional language

Bit players. No.Bit players. No.B.I.WB.I.W. (everything)

Delta events = Delta rostersDelta events = Delta rosters (incl leader/s)

Diversity Diversity = profit= profit

Build on Build on strengthsstrengths

SO YOU’RE A SO YOU’RE A “PEOPLE “PEOPLE

PERSON”? PERSON”? PROVE ITPROVE IT..

““Do” Do” TALENT!TALENT!

LIVE FOR LIVE FOR TALENT!TALENT!

Internal Internal “brand “brand

promise”!promise”!

Words Words Matter.Matter.

Brand Brand = =

Talent.Talent.

Re-imaRe-imaggineinePeoPeopple Power:le Power:

The Talent The Talent5050

The Talent50

1. People first!1. People first!2. Soft is Hard. 2. Soft is Hard. 3. FUNDAMENTAL PREMISE: We are in an3. FUNDAMENTAL PREMISE: We are in an Age of Talent/ Creativity/Intellectual- Age of Talent/ Creativity/Intellectual- capital Added. capital Added.4. Talent “excellence” in every part of 4. Talent “excellence” in every part of thethe organization. organization.5. P.O.T./Pursuit Of Talent = Obsession.5. P.O.T./Pursuit Of Talent = Obsession.6. HR sits at The Head Table.6. HR sits at The Head Table.7. HR is “cool.”7. HR is “cool.”

The Talent50

8. Re-name “HR.” (Talent Department, Center of 8. Re-name “HR.” (Talent Department, Center of

Talent Excellence) Talent Excellence)9. There’s an HR Strategy9. There’s an HR Strategy10. There is a FORMAL Recruitment Strategy.10. There is a FORMAL Recruitment Strategy.11. There is a FORMAL Leadership Development 11. There is a FORMAL Leadership Development Strategy. Strategy.12. There is a “world class” Leadership12. There is a “world class” Leadership Development Center. Development Center.13. There is a FORMAL-STRATEGIC HR Review13. There is a FORMAL-STRATEGIC HR Review Process. Process.14. The “Top100,” and every unit’s Top10, are14. The “Top100,” and every unit’s Top10, are consciously managed. consciously managed.

The Talent50

15. “People/Talent Reviews” are the FIRST reviews.16. HR Strategy = Business Strategy.17. Make it a Cause Worth Signing Up For..

18. Set Sky High Standards.19. Enlist everyone in Challenge Century21.20. Pursue the Best!21. Up or Out.22. Ensure that the Review Process has INTEGRITY.23. Pay!

The Talent50

24. Training I: Train! Train! Train!24. Training I: Train! Train! Train!25. TII: 100% “business people.”25. TII: 100% “business people.”26. TIII: 100% Leaders.26. TIII: 100% Leaders.27. TIV: Boss as Trainer-in-Chief.27. TIV: Boss as Trainer-in-Chief.28. Open Communication I: NO28. Open Communication I: NO BARRIERS. BARRIERS.29. Open Communication II: Share29. Open Communication II: Share Information. (ALL!) Information. (ALL!)30. Respect!30. Respect!31. INTEGRITY!31. INTEGRITY!32. Treat the Whole Individual.32. Treat the Whole Individual.

The Talent50

33. Places of “grace.”33. Places of “grace.”34. MBWA: The “Rudy Rule.”34. MBWA: The “Rudy Rule.”35. Thank You!35. Thank You!36. Promote for “people skills.”36. Promote for “people skills.” (ALL ELSE IS SECONDARY.) (ALL ELSE IS SECONDARY.)37. Honor youth.37. Honor youth.38. Early leadership assignments.38. Early leadership assignments.39. Fast Tracking is the norm.39. Fast Tracking is the norm.40. Create a System of Mentoring.40. Create a System of Mentoring.

The Talent50

41. Diversity!41. Diversity!42. Diversity starts on the Board of42. Diversity starts on the Board of Directors. Directors.43. WOMEN RULE.43. WOMEN RULE.44. Weird Wins.44. Weird Wins.45. We are all unique. 45. We are all unique. 46. Bosses “win people over.”46. Bosses “win people over.”47. GOAL: Adventures of Mutual47. GOAL: Adventures of Mutual Discovery. Discovery.48. Foster Independence.48. Foster Independence.49. Enthusiasm!49. Enthusiasm!

50. Talent Talent = Brand.= Brand.


AWOL.AWOL. THE SCHOOLS THE SCHOOLS

FIASCO.FIASCO.MBA. MBA.

15 “Leading” Biz Schools

DesignDesign/Core: 00Design/Elective: 1

CreativitCreativityy/Core: 00Creativity/Elective: 4

InnovationInnovation/Core: 00Innovation/Elective: 6

Source: DMI/Summer 2002/Research by Thomas Lockwood

M.I.A.*: TalkTalk.. (Present.) ListenListen.. (Interview.) SellSell.. (Life = Sales.) DoDo.. (Execution-

Implementation.) Talent.Talent. (Recruit-Develop-Retain.) Project Management.Project Management. (Create. Solicit

support. Execution. Adoption-Client “Culture Change.”) Product.Product. (“It.”) Innovation.Innovation. (Design.

Creativity. “Buzz-building.” Politics.) Leadership.Leadership. (USMA, etc.) E.Q.E.Q. (Connect.) “Culture” “Culture”

Change.Change. (Lasting impact.) Diversity. (Cross-

cultural Effectiveness.) Career Creation.Career Creation. (Brand You life-lifestyle.) Wellness. (Life.)

*B.Schools (“M.I.A.” or at most “B.I.A.”—barely in action)

TP’TP’SS EDUCATION EDUCATION MANIFESTO MANIFESTO FOR THE 3FOR THE 3RDRD MILLENEUMMILLENEUM

Education3MEducation3M

Learning is a normal state.Learning is a normal state.Children are learnavores.Children are learnavores.

Prodigious feats of learning are common as dirt. Prodigious feats of learning are common as dirt. [Watch an H.S. QB studying game film.][Watch an H.S. QB studying game film.]

We learn at different rates.We learn at different rates.We learn in different ways.We learn in different ways.

Boys and girls learn [very] differently.Boys and girls learn [very] differently.In a class of 25, there are 25 different trajectories.In a class of 25, there are 25 different trajectories.

Learning in 40-minutes blocks is bullshitLearning in 40-minutes blocks is bullshit..Learning for tests is utterly insane.Learning for tests is utterly insane.

There are numerous rigorous evaluation schemes, There are numerous rigorous evaluation schemes, of which testing is but one—and abnormal, of which testing is but one—and abnormal,

by “real world” standards.by “real world” standards.


We learn most/fastest/most completely when We learn most/fastest/most completely when we are passionate about what we are we are passionate about what we are

learning and it matters to us. learning and it matters to us. [Salience rules!][Salience rules!] Think EBI/LBI: Education by Think EBI/LBI: Education by

Interest/Learning by Internship.Interest/Learning by Internship.Classrooms are abnormal places.Classrooms are abnormal places.

We need changes of pace. We need changes of pace. [e.g., Japanese recesses [e.g., Japanese recesses after each class.]after each class.]

International test scores are not correlated International test scores are not correlated with hours-per-year in class.with hours-per-year in class.

Big classes are slightly problematic. Big Big classes are slightly problematic. Big schools suck. Period.schools suck. Period.


“All this”—the right stuff—fits the NWW/New “All this”—the right stuff—fits the NWW/New World of Work hand-in-glove. World of Work hand-in-glove. [NWW = Age of Creativity.][NWW = Age of Creativity.]

U.S. schools circa 2001 are a vestige of the U.S. schools circa 2001 are a vestige of the Prussian-Fordist model, more interested in Prussian-Fordist model, more interested in shaping behavior than stoking the fires of shaping behavior than stoking the fires of

lifelong learning.lifelong learning.Cutting art-music budgets is truly dumb.Cutting art-music budgets is truly dumb.

Learning is a matter of Intensity of Engagement, Learning is a matter of Intensity of Engagement, not elapsed time. not elapsed time. [Aargh: 11 minutes on the Battle of [Aargh: 11 minutes on the Battle of

Gettysburg.]Gettysburg.]

Teachers need enough space-time-flexibility to Teachers need enough space-time-flexibility to get to know kids as individuals.get to know kids as individuals.

Scientific discovery processes and the teaching Scientific discovery processes and the teaching of science are utterly at odds. of science are utterly at odds. [Exploration vs. spoon-[Exploration vs. spoon-

feeding.]feeding.]


Our toughest “learning achievement”—Our toughest “learning achievement”—mastering our native language—does mastering our native language—does

not require schools, or even competent not require schools, or even competent parents. parents. [It does require a desperate need-to-know.][It does require a desperate need-to-know.]

Great teachers are great learners, not Great teachers are great learners, not imparters-of-knowledge.imparters-of-knowledge.

Great teachers ask great questions—Great teachers ask great questions—that launch kids on lifelong quests.that launch kids on lifelong quests.

The world is not about “right” & The world is not about “right” & “wrong” answers; it is about the pursuit “wrong” answers; it is about the pursuit of increasingly sophisticated questionsof increasingly sophisticated questions

—just ask a ski instructor or —just ask a ski instructor or neurosurgeon.neurosurgeon.


Most schools spend most of their time Most schools spend most of their time setting up contexts in which kids learn setting up contexts in which kids learn not to like particular subjects. not to like particular subjects. [Evidence [Evidence

shows that such anti-learning sticks!]shows that such anti-learning sticks!]

Vigorous exploration is normal … until Vigorous exploration is normal … until you are incarcerated in a school.you are incarcerated in a school.

“Bite size” education-learning is neither “Bite size” education-learning is neither education nor learning.education nor learning.

Learning takes place rapidly on the Learning takes place rapidly on the cheerleading squad, the football team, cheerleading squad, the football team, the school newspaper, the drama club, the school newspaper, the drama club,

at the after-class job--just not in the at the after-class job--just not in the hyper-structured classroom.hyper-structured classroom.


The “school reform” “movement” is a giant step The “school reform” “movement” is a giant step … backwards … embracing the Prussian-Fordist … backwards … embracing the Prussian-Fordist

paradigm with renewed vigor—at exactly theparadigm with renewed vigor—at exactly the wrong time. wrong time.

There are large numbers of superb schools, There are large numbers of superb schools, superb principals, superb teachers; sadly, they superb principals, superb teachers; sadly, they not only fail to infect the not only fail to infect the [largely timid][largely timid] rest, but are rest, but are

ordinarily supplanted by wusses & wimps.ordinarily supplanted by wusses & wimps.Alas, the teaching profession does not Alas, the teaching profession does not

ordinarily attract “cool dudes & dudettes.”ordinarily attract “cool dudes & dudettes.”Schools of “education” should by and large Schools of “education” should by and large

have their charters revoked.have their charters revoked.


“Education” must “develop in youth the “Education” must “develop in youth the capabilities for engaging in intense capabilities for engaging in intense

concentrated involvement in an activity.” concentrated involvement in an activity.” [James Coleman, 1974.] [Hint: It doesn’t.] [Hint: [James Coleman, 1974.] [Hint: It doesn’t.] [Hint:

Understatement.]Understatement.]

Stability is dead; “education” must Stability is dead; “education” must therefore “educate” for an unknowable, therefore “educate” for an unknowable,

ambiguous, changing future; thence, ambiguous, changing future; thence, learning to learn & change is far more learning to learn & change is far more

important than mastery of a static body of important than mastery of a static body of “facts.” [Was the “War of the Roses” really “facts.” [Was the “War of the Roses” really

over roses? (1) I don’t remember. (2) Not over roses? (1) I don’t remember. (2) Not remembering has not been a handicap.]remembering has not been a handicap.]


I never took a speech course.I never took a speech course.Hemmingway couldn’t spell.Hemmingway couldn’t spell.

Etc.Etc.Etc.Etc.Etc.Etc.

To the NAESP* To the NAESP* ……

*National Association of Elementary School Principals*National Association of Elementary School Principals

Attributes of Those Who “Made” Attributes of Those Who “Made” the 10th Grade History Book the 10th Grade History Book

– Committed!Committed!

– Determined to make a difference!Determined to make a difference!

– Focused!Focused!

– Passionate! Passionate!

– Irrational about their life’s project!Irrational about their life’s project!

– Ahead of their time / Paradigm Ahead of their time / Paradigm busters!busters!

– Impatient! / Action ObsessedImpatient! / Action Obsessed

Attributes of Those Who “Made” the 10Attributes of Those Who “Made” the 10thth Grade History Grade History

BookBook

–Made lots of people mad!Made lots of people mad!

–Flouted the chain of Flouted the chain of command!command!

–Creative / Quirky / Peculiar! / Creative / Quirky / Peculiar! / Rebels! / Irreverent!Rebels! / Irreverent!

–Masters of improv / Thrive on Masters of improv / Thrive on chaos chaos / Exploit chaos!/ Exploit chaos!

Attributes of Those Who “Made” the 10th Grade History Book

–Bone honest!

–Flawed as the dickens!

– “In touch” with their followers’ aspirations

–Damn good at what they do!

Attributes of Those Who “Made” the 10Attributes of Those Who “Made” the 10thth Grade Grade History BookHistory Book

–Forgiveness > PermissionForgiveness > Permission

–Bone honest!Bone honest!

–Flawed as the dickens!Flawed as the dickens!

– “ “In touch” with their In touch” with their followers’ aspirations followers’ aspirations

–Damn good at what they do!Damn good at what they do!


BEDROCK.BEDROCK.TALENT TALENT PLUSPLUS..

HEALTH.HEALTH.

Quality!Quality!DSS!DSS!

Prevention!Prevention!Wellness!Wellness!

Chronic care! Chronic care!Elder care!Elder care!

Convenient care!Convenient care!Childhood obesity!Childhood obesity!

H5N1!H5N1!

Sexy Cures vs Quality/Safety Sexy Cures vs Quality/Safety

Surgeons vs Surgeons vs Family Practice Physicians/CIOsFamily Practice Physicians/CIOs

Fixing vs PreventingFixing vs Preventing

Healthcare vs HealthHealthcare vs Health

Tom/$53K vs 1,000 AfricansTom/$53K vs 1,000 Africans

[Stanford?] vs Griffin/Planetree[Stanford?] vs Griffin/Planetree

SF Internist vsSF Internist vs Tom/Canyon Ranch Tom/Canyon Ranch

PLANETREE/PLANETREE/PLANETREE PLANETREE ALLIANCE: A ALLIANCE: A DIFFERENT DIFFERENT

MODELMODEL

The 9 Planetree Practices

1.1. The Importance of Human InteractionThe Importance of Human Interaction2. Informing and Empowering Diverse Populations: Consumer Informing and Empowering Diverse Populations: Consumer Health Libraries and Patient Information Health Libraries and Patient Information3. Healing Partnerships: The importance of Including Friends Healing Partnerships: The importance of Including Friends and Family and Family4. Nutrition: The Nurturing Aspect of Food Nutrition: The Nurturing Aspect of Food5. Spirituality: Inner Resources for Healing Spirituality: Inner Resources for Healing6.6. Human Touch: The Essentials of Communicating Human Touch: The Essentials of Communicating Caring Through Massage Caring Through Massage7.7. Healing Arts: Nutrition for the Soul Healing Arts: Nutrition for the Soul8.8. Integrating Complementary and Alternative Practices Integrating Complementary and Alternative Practices into Conventional Care into Conventional Care9.9. Healing Environments: Architecture and Design Conducive Healing Environments: Architecture and Design Conducive to Health to Health

Source: Putting Patients First, Susan Frampton, Laura Gilpin, Patrick Charmel


BEDROCK.BEDROCK.LEADERSHIP.LEADERSHIP.

L23. 7Es. L23. 7Es. 9Ps. 12Ps.9Ps. 12Ps.


THE LEADERSHIP23.THE LEADERSHIP23.

Leadership23/ML

1. Enthusiasm. Energy. Exuberance.1. Enthusiasm. Energy. Exuberance.2. Action. Execution.2. Action. Execution.3. Tempo. Metabolism.3. Tempo. Metabolism.4. Relentless.4. Relentless.5. Master of Plan B.5. Master of Plan B.6. Accountability.6. Accountability.7. Meritocracy.7. Meritocracy.8. Leaders “do” people. Mentor. (“Success8. Leaders “do” people. Mentor. (“Success creation business.”)creation business.”)9. Women. Diversity.9. Women. Diversity.10. Integrity. Credibility. Humanity. Grace.10. Integrity. Credibility. Humanity. Grace.11. Realism.11. Realism.12. Cause. Adventures. Quests.12. Cause. Adventures. Quests.

Leadership23/ML

13. Legacy.13. Legacy.14. Best story wins.14. Best story wins.15. On the edge. (“Wildest chimera of a15. On the edge. (“Wildest chimera of a moonstruck mind.”)moonstruck mind.”)16. “Reward excellent failures. Punish 16. “Reward excellent failures. Punish mediocre successes.”mediocre successes.”17. Different > Better. (“Only ones who do17. Different > Better. (“Only ones who do what we do.”)what we do.”)18. MBWA. Customer MBWA.18. MBWA. Customer MBWA.19. Laughs.19. Laughs.20. Repot. Curiosity. Why?20. Repot. Curiosity. Why?21. You = Calendar. “To Don’t.” Two.21. You = Calendar. “To Don’t.” Two.22. Excellence. Always.22. Excellence. Always.23. Nelsonian! (“Other admirals more afraid23. Nelsonian! (“Other admirals more afraid of losing than anxious to win.”)of losing than anxious to win.”)

The The “7E“7Ess””

Exuberance! Exuberance! Energy!Energy!

Empathy!Empathy!Engagement!Engagement!

Empowerment!Empowerment!Execution!Execution!

Excellence!Excellence!

EXCELLENCE.EXCELLENCE. BEDROCK.BEDROCK.

LEADERSHIP.LEADERSHIP.“9 P“9 Pss.”.”

PURPOSEPURPOSE..PASSIONPASSION..PotentialPotential..PresencePresence..PersonalPersonal..

PERSISTENCEPERSISTENCE..PEOPLEPEOPLE. . PotentPotent..

PositivePositive..

EXCELLENCE.EXCELLENCE. BEDROCK.BEDROCK.

LEADERSHIP.LEADERSHIP.“12 P“12 Pss.”.”

Tom Peters/04.18.2007Tom Peters/04.18.2007


pissed offpissed off. . PlayfulPlayful..

PERSISTENCEPERSISTENCE..PEOPLEPEOPLE. . PeculiarPeculiar..PotentPotent..

PositivePositive..



PERSISTENCEPERSISTENCE..PEOPLEPEOPLE. . PeculiarPeculiar..

PotentPotent..PositivePositive..

The greatest dangerThe greatest dangerfor most of usfor most of us

is not that our aim isis not that our aim istoo hightoo high

and we miss it,and we miss it,but that it isbut that it is

too lowtoo lowand we reach it.and we reach it.

Michelangelo

Kevin 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!!

The Re-imaThe Re-imaggineer’s Credo … or, Pitineer’s Credo … or, Pityy the Poor Brown the Poor Brown**

Technicolor TimesTechnicolor Times demand … demand …Technicolor Leaders and BoardsTechnicolor Leaders and Boards who recruit … who recruit …

Technicolor PeopleTechnicolor People who are then sent on … who are then sent on …Technicolor QuestsTechnicolor Quests to execute … to execute …

Technicolor (WOW!) ProjectsTechnicolor (WOW!) Projects in partnership with … in partnership with …Technicolor CustomersTechnicolor Customers and … and …

Technicolor SuppliersTechnicolor Suppliers all in pursuit of … all in pursuit of …Technicolor Goals and AspirationsTechnicolor Goals and Aspirations fit for … fit for …

TechTechninicolcoloror Times. Times.

*WSC*WSC




PositivePositive..

Leadership’s Leadership’s

1313thth “P”: “P”: PromotionPromotion




PositivePositive..

““Excellence can be obtained if you:Excellence can be obtained if you: ... care more than others think is wise; ... care more than others think is wise; ... risk more than others think is safe; ... risk more than others think is safe; ... dream more than others think ... dream more than others think is practical;is practical; ... expect more than others think ... expect more than others think is possible.”is possible.”

Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)



aCCEPT NO LESS THAN aCCEPT NO LESS THAN EXCELLENCE/PURSUE EXCELLENCE/PURSUE Wow!Wow!

enjoy It While It Lastsenjoy It While It Lasts


End.End.PART PART ONEONE..

part seven

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