The California Governor’s Conference for Women:

Celebrate the Past, Create the Future

Long Beach12October2000 [Version: 02.02.01]

STATEMENT OF PHILOSOPHY: I am a businessperson. An analyst. A pragmatist. The enormous social good of increased women’s

power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders

about my fact-based conviction that women’s increasing power—leadership skills

and purchasing power—is the strongest and most dynamic force at work in the American

economy today. Dare I say it as a long-time Palo Altan … THIS IS EVEN BIGGER THAN THE

INTERNET!

Tom Peters

1.Celebrate the Past

“Greater opportunity for

women is probably the most significant gain for human freedom in

the last century.”Andrew Sullivan, The New Republic

SWOPSI’70Sally Helgesen’90

Boston’96Long Beach’00

The California Governor’s Conference for Women:

Celebrate the Past, Create the Future

Sally Helgesen, Female Advantage

Judy Rosener, America’s Competitive Secret

Deborah Tannen, You Just Don’t Understand

John Gray, Men Are from Mars, Women Are from Venus

Faith Popcorn, EVEolution

2. Create the Future

“Tomorrow belongs to women.”

Helen Fisher, The First Sex: The Natural Talents of Women and How They Are

Changing the World

3. And …What a Future!

NOW THAT’S B-I-G!

“The period 2000-2002 will bring the single greatest change in

worldwide economic and business conditions since we came down from the trees.”

David Schneider & Grady Means, MetaCapitalism

“The corporation as we know it, which is now 120 years old, is

not likely to survive the next 25 years. Legally and

financially, yes, but not structurally and economically.”

Peter Drucker, Business 2.0 (08.00)

“We are in a

brawl with no rules.”

Paul Allaire

Headline: “Bank of America to Cut … 10,000 Jobs”

“Middle-level and senior managers are expected to be

the principal targets of the job cutbacks.”

Source: The New York Times (07.29.2000)

And Now the Equivalent …

White Collar Revolution!

2010 “Demographics”:

By 2010, full-time workers will be in the

minoritySource: MIT study (28August2000)

New World of Work

< 1 in 10 F500#1: Manpower Inc.

Freelancers/I.C.: 16M-25MTemps: 3M (incl. CEOs & lawyers)

Microbusinesses: 12M-27MTotal: 31M-55M

Source: Daniel Pink, Free Agent Nation

Taylorism to Tailorism: “Free

Agency is the real new economy!”

Source: Daniel Pink, Free Agent Nation

“You are the storyteller of your own life, and you

can create your own legend or not.”

Isabel Allende

“When land was the productive asset, nations

battled over it. The same is happening now for talented people.”

Stan Davis & Christopher Meyer, futureWEALTH

Message: Everything is up for grabs. Chaos = Opportunity. Always has. This is the ideal

moment for the next Giant Step for women.

4. Still: The No.1 Untapped Source

of Leadership Talent

“It’s time for U.S. organizations to act. No other country in the

world has a comparable supply of professional women waiting

to be called into action.

This is America’s competitive secret.”

Judy B. Rosener, America’s Competitive Secret

“On average, women and men possess a number of different innate skills. And current trends suggest that many sectors of the twenty-

first-century economic community are going to need the natural

talents of women.”Helen Fisher, The First Sex: The Natural Talents of

Women and How They Are Changing the World

“American women possess leadership abilities that are particularly effective in today’s organizations, yet their abilities remain undervalued and underutilized. In the future, what will distinguish one

organization and one country from another will be its use of human

resources. Today human resource utilization is not only a matter of social

justice but a bottom-line issue.”

Judy Rosener, America’s Competitive Secret

Women and new-economy

management …

The New Economy …

Shout goodbye to “command and control”!

Shout goodbye to hierarchy!

Shout goodbye to “knowing one’s place”!

Women’s Stuff = New Economy Match

Improv skillsRelationship-centric

Less “rank consciousness”Self determinedTrust sensitive

IntuitiveNatural “empowerment freaks” [less

threatened by strong people]Intrinsic [motivation] > Extrinsic

Women’s Strengths: link [rather than rank] workers; favor interactive-collaborative

leadership style [empowerment > top-down decision making]; sustain fruitful collaborations;

comfortable with sharing information; see redistribution of power as victory, not surrender;

favor multi-dimensional feedback; value interpersonal & technical skills, group &

individual contributions equally; readily accept ambiguity; honor intuition as well as pure

“rationality”; inherently flexible; appreciate cultural diversity

Source: Judy B. Rosener, America’s Competitive Secret

“Women have many exceptional faculties bred in deep history: a talent with words; a

capacity to read non-verbal cues; emotional sensitivity; empathy; patience; an ability to do and think several things

simultaneously; a gift for networking and negotiating; an ability to take the long

view; and a gift for cooperating, reaching consensus and leading via egalitarian

teams.”

Helen Fisher, The First Sex

Women’s Natural Talents and the New World of Work

Interactive style of managementProclivity to share information

Need to strive for group consensusDesire to empower workers

Comfort with ambiguitySeek win-win solutions to thorny

problems

Source: Helen Fisher, The First Sex

“AS LEADERS, WOMEN RULE: New Studies find that female managers

outshine their male counterparts in almost

every measure”Title, Special Report, Business Week, 11.20.00

“TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it

easier to meet new people? Who asks more questions in a conversation? Who is a better

listener? Who has more interest in communication skills? Who is more inclined to get involved?

Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is

better at keeping in touch with others?”

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

Susan Kane-Benson

“Investors are looking more and more for a relationship with their

financial advisers. They want someone they can trust,

someone who listens. In my experience, in general, women may

be better at these relationship-building skills than are men.”

Hardwick Simmons, CEO, Prudential Securities

“Boys are trained in a way that will make

them irrelevant.”

Phil Slater

“ ‘Obeying the rules’ is

obeying their rules. [Women] can never be

powerful as long as they try to be in charge in the same

way men take charge.”Harriet Rubin,

The Princessa: Machiavelli for Women

It’s Girls, Stupid!

1996: 8.4M women, 6.7M men in college (est: 9.2 to 6.9 in 2007); more women than men in

high-level math and science courses

More girls in student govt., honor societies; girls read more books, outperform boys in artistic and musical ability, study abroad in

higher numbers

Boys do rule: crime, alcohol, drugs, failure to do homework (4:1)

Source: The Atlantic Monthly (May2000)

M-F GPAs: All: 2.92M vs. 3.07F; Arts: 3.08M, 3.13F; Bus: 2.79M,

2.96F; Science/Math: 2.98M, 3.18F;Eng/CompSci: 2.96M, 3.17F.

% Professional Degrees: F ’77: 19%; F ’94: 41% (45% Ph.D.s)

TP: When it comes to the New Economy … men & women are

NOT equal as managers.

WOMEN ARE … SIMPLY … BETTER!

Opportunity!

U.S. G.B. E.U. Ja.

M.Mgt. 41% 29% 18% 6%

T.Mgt. 4% 3% 2% <1%

Peak Partic. Age 45 22 27 19

% Coll. Stud. 52% 50% 48% 26%

Source: Judy Rosener, America’s Competitive Secret

63 of top 2,500 earners in F5008% Big 5 partners

14% partners at top 250 law firms7% movie directors

43% new med students; 26% med faculty; 7% deans

28% women VPs in line jobs

Source: Susan Estrich, Sex and Power

Top Management: the “rule of three”

Source: Judy Rosener, America’s Competitive Secret

“Would Congress [the Boardroom] be a different place if half the members

were women?”

From Sex and Power, Susan Estrich

Read This!

“Winning the Talent War for Women: Sometimes It

Takes a Revolution” Douglas McCracken, HBR [11-12/2000]

“Deloitte was doing a great job of hiring high-performing women; in fact, women often earned

higher performance ratings than men in their first years with the firm. Yet the percentage of women

decreased with step up the career ladder. … Most women weren’t leaving to raise families; they had weighed their options in Deloitte’s male-dominated culture and found them wanting.

Many, dissatisfied with a culture they perceived as endemic to professional service firms, switched

professions.”

Douglas McCracken, “Winning the Talent War for Women” [HBR]

“The process of assigning plum accounts was largely unexamined. …

Male partners made assumptions: ‘I wouldn’t put her on that kind of

company because it’s a tough manufacturing environment.’ ‘That

client is difficult to deal with.’ ‘Travel puts too much pressure on women.’ ”

Douglas McCracken, “Winning the Talent War for Women” [HBR]

Okay, you think I’ve gone tooooo far.

How about this: DO ANY OF YOU SUFFER

FROM TOO MUCH TALENT?

Message: Boldness is required. On the part of organizations … to exploit women’s leadership

skills, which so match new economy needs. On the part of women, to seize this singular

moment.

5. The Idea …Writ Even Larger!

“Diversity defines the health and wealth of nations in a new century. Mighty is the

mongrel. The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the

rough, the black-and-blue, the mix-and-match—these people are inheriting the earth. Mixing is the new norm. Mixing trumps

isolation. It spawns creativity, nourishes the human spirit, spurs economic growth

and empowers nations.”

G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge

“Capitalism and the conditions for creating wealth have changed in ways that play to the strengths of hybrid

individuals, organizations and nations. And those that wish to profit from changing economic conditions must view hybridity as their first and best option. This bold

claim warrants an explanation. The ability to apply knowledge to new situations is the most valued

currency in today’s economy. Highly creative people … are misfits on some level. They tend to question

accepted views and consider contradictory ones. This appreciation defines the mongrel mentality. Strangers

instinctively question things that natives take for granted. Many things strike them as odd or stupid. …”

G. Pascal Zachary, The Global Me

“Where do good new ideas come from? That’s simple! From

differences. Creativity comes from unlikely juxtapositions. The best way to maximize differences is to

mix ages, cultures and disciplines.”

Nicholas Negroponte

Study of 1,400 high-growth IPO companies: Those with women in top

management positions outperform those with men only. [Stock price,

stock price growth, earnings.]

Theresa Welbourne, U.Mich B.School: “I don’t think it’s the women per se. I

think it’s the diversity of the management team.”

Source: Wired News [12.06.2000]

Diversity Redux

M.I. (logical-mathematical, linguistic, spatial, musical, kinesthetic, interpersonal,

intrapersonal)

Arts (“A poet in every accounting department”)

“The Main crisis in school today is

irrelevance.”

Daniel Pink, Free Agent Nation

“Our education system is a second-rate, factory-style organization, pumping out

obsolete information in obsolete ways. [Schools] are simply not

connected to the future of the kids they’re responsible for.”

Alvin Toffler, Business 2.0 (09.00)

“Knowledge becomes obsolete incredibly fast. The continuing

professional education of adults is the No. 1

industry in the next 30 years … mostly on line.”

Peter Drucker,Business 2.0 (22August2000)

“At the ultimate stage, competition among nations will be competition among educational systems, for the most productive and richest countries will be those with the best education and training.”

Richard Rosecrance, The Rise of the Virtual State

Message: Diversity rules! Period! It exploits needs in the new

marketplace. Period.

6. Summary: The New World of

Work

New Economy: Was-Is • Pine-paneled Office• Address: 1 Big Man Plaza• Secretary• Suit • Formal • Rank conscious• Pretense (“Failures are for fools.”)• I love “Yes men”• Self-contained• White is the color of gold

• Seat 9B, UA233• Address: Anne@Corp.com• Typing: 60 WPM• Casual M-F• Approachable• We are a HOT Team • Screwing up is as normal

as breathing• I love Misfits!• I love partners• Rainbow rules!

Translation• Flexible• Fluid-Shape shifter• Fast [Net speed]• Informal-Peer oriented• Talent Obsessed• Alliance Mania• Entrepreneurial-Meritocratic• Intellectual Property Is All

“H.R.” to “H.E.D.” ???

Human Enablement Department

“Firms will not ‘manage the careers’ of their employees. They

will provide opportunities to enable the employee to develop

identity and adaptability and

thus be in charge of his or her own career.”

Tim Hall et al., “The New Protean Career Contract”

48 Players = 48 Projects = 48 different success measures =

48 different styles (of you)

One size NEVER fits all. One size fits one. Period.

Message: Winning tomorrow = More effective & individualistic use of talent. My bet: WOMEN LEADERS ARE BETTER AT

THIS.

7. The [New] Marketplace Imperative:

Creativity Wanted!

“The ‘surplus society’ has a surplus of

similar companies, employing

similar people, with similar educational backgrounds, working in

similar jobs, coming up with similar

ideas, producing similar things, with

similar prices and similar quality.”

Kjell Nordström and Jonas Ridderstråle, Funky Business

Message: “Special” is a survival must. Creativity rules.

8. Winning by Design

Design “is” … WHAT &

WHY I LOVE. LOVE.

Design “is” … WHY I

GET MAD. MAD.

Design is never neutral.

Hypothesis: DESIGN is the principal difference between love and

hate!

TARGET … “the champion of America’s new design democracy” (Time)

Message: Men cannot design for women’s needs.

Period.

Message: Design presents an enormous, and under-appreciated, economic

opportunity. Perhaps one that women are in general more

attuned to???

9. Creating Great Experiences

“Experiences are as distinct from services as services are from

goods.”Joseph Pine & James Gilmore, The

Experience Economy: Work Is Theatre & Every Business a Stage

“The [Starbucks] Fix” Is on …

“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is

that place that’s not work or home. It’s the place our

customers come for refuge.”Nancy Orsolini, District Manager

“Car designers need to create a story. Every car provides an

opportunity to create an adventure. …“The Prowler makes you smile. Why? Because it’s focused. It has a plot, a

reason for being, a passion.”

Freeman Thomas, co-designer VW Beetle; designer Audi TT

Hmmmm(?): “Only” Words …

StoryAdventure

Smile Focus

PlotPassion

Extraction & Goods: Male dominance

Services & Experiences: Female

dominance

Message: Creating incredible “experiences” presents another

enormous opportunity in the New Economy. And, again,

there is every reason to believe that women have something special-different-important to

contribute.

10. And:

OPPORTUNITY

NO. 1!

?????????

Home Furnishings … 94%Vacations … 92%

Houses … 91%Consumer Electronics … 51%

Cars … 60% (90%) All Consumer Purchases … 83%

Bank Account … 89%Health Care … 80%

????

80+%

Riding Lawnmowers

48% working wives > 50%80% checks

61% bills53% stock (mutual fund boom)

43% > $500K95% financial decisions/

29% single handed

Women … 50+%(!!!) of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family

healthcare, finances, education.

Source: Business Week; Jupiter Communications

$4.8T > Japan [= #1]

9/27.5/$3.6T > Germany

Yeow!

1970 … 1%

2002 … 50%

Carol Gilligan/ In a Different Voice

Men: Get away from authority, familyWomen: Connect

Men: Self-orientedWomen: Other-oriented

Men: RightsWomen: Responsibilities

FemaleThink/ Popcorn

“Men and women don’t think the same way, don’t communicate the same

way, don’t buy for the same reasons.”

“He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go,

they make connections.”

[“Men seem like loose cannons. Men always move faster through a store’s

aisles. Men spend less time looking. They usually don’t like asking where things are.

You’ll see a man move impatiently through a store to the section he wants,

pick something up, and then, almost abruptly he’s ready to buy. … For a

man, ignoring the price tag is almost a sign of virility.”

Paco Underhill, Why We Buy* (*Buy this book!)]

Women and Healthcare

Women are … more dissatisfied, frustrated by the way they are treated

and spoken down to by physicians, seek more information, are more pressed for time … and make 75% of health care

decisions and control 2/3 of health care $$$$ [and constitute 2/3 of health care

employees].

Source: Patricia Braus, Marketing Healthcare to Women

Women and Financial Advisors

Women want … a plan, to be listened to, to be taken seriously, to read about it, to think about it.

Women do not want … an in-your-face sales pitch

Source: Kathleen Boyle, Wheat Boyle Butcher Singer

“Women Beat Men at Art of Investing”

Source: Miami Herald, reporting on a study by Profs. Terrance Odean and Brad Barber, UC Davis (Cause: Guys are “in and out” of

stocks more often; women choose carefully and hold on for the long term)

JBQ: Stop Treating Women Investors Like Idiots!

“Why all this focus on women and our lack of investment guts? A far greater problem, it seems to

me, is trigger-happy speculation, mostly by men. The kind of guys whose family savings went south

with the dot-coms. Imagine a list of their money mistakes: Shoot from the hip. Overtrade their

accounts. Believe they’re smarter than the market. Think with their mouse rather than their brain.

Praise their own genius when stocks go up. Hide their mistakes from their wives.”

Source: Newsweek 01.08.01

Marketing to Women: Help Them Save Time!

80% … work86% … cook

58% … run errands with kids38% … take child to school

21% … go to the gym21% … take outside classes

E.g.: Genetically Altered Food

Would eat: M, 71%; F, 50%

Give to children: M, 59%; F,37%

Pay more for non-altered: M, 35%; F, 47%

Source: www.pulse.org & USA Today

Read This Book …

EVEolution: The Eight Truths of Marketing to Women

Faith Popcorn & Lys Marigold

EVEolution: Truth No. 1

Connecting Your Female Consumers to Each

Other Connects Them to Your Brand

“The ‘Connection Proclivity’ in women starts early. When asked,

‘How was school today?’ a girl usually tells her mother every

detail of what happened, while a boy might grunt, ‘Fine.’ ”

EVEolution

[“The Hollywood scripts that men write tend to be direct and

linear, while women’s compositions have many

conflicts, many climaxes, and many endings.”

Helen Fisher, The First Sex: The Natural Talents of Women and How They Are

Changing the World]

“Women speak and hear a language of connection and intimacy, and men

speak and hear a language of status and independence. Men communicate to obtain information,establish their

status, and show independence. Women communicate to create

relationships, encourage interaction, and exchange feelings.”

Judy Rosener, America’s Competitive Secret

Men & women on ambiguous problem [no answer]: MEN:

quickly arrive at “right answer” WOMEN: longer time, multiple

options in “if, then” form

Source: Judy Rosener,

America’s Competitive Secret

Weight Watchers International “Model”

“What if ExxonMobil or Shell dipped into their credit card database to help commuting women

interview and make a choice of car pool partners?”

“What if American Express made a concerted effort to connect up female empty-nesters

through on-line and off-line programs, geared to help women re-enter the workforce with today’s

skills?”

EVEolution

“Women don’t buy

brands. They join them.”

Faith Popcorn, EVEolution

The New New Jiffy Lube

“In the male mold, Jiffy Lube was going all out to deliver quick, efficient service. But, in the

female mold, women were being turned off by the ‘let’s get it fixed fast, no conversation

required’ experience.”

New JL: “Control over her environment. Comfort in the service setting. Trust that her car

is being serviced properly. Respect for her intelligence and ability.”

EVEolution

Not!!

“Year of the Woman”

Enterprise Reinvention!

RecruitingHiring/Rewarding/Promoting

Structure Processes

MeasurementStrategyCulture Vision

Leadership

THE BRAND ITSELF!

Message S. Estrich: Re-invent the Culture!

“Ask for everything.”

Harriet Rubin

, The Princessa: Machiavelli for Women

“Honey, are you sure you have the kind of

money it takes to be looking at a car

like this?”

“What kind of car does

Mommy want?”

“I didn’t know [company] were giving company

cars to secretaries.”Source: UK financial services CEO,

12/99

“Excuse me, doctor, but it’s my neck that’s

in pain!”

THIS JUST MIGHT BE THE BIGGEST “THING” IN THIS

SEMINAR. [PLEASE: THINK ABOUT IT!]

Not a Morality Play!

“It is critical that we all understand that IBM is not marketing to women because it is the thing to do, or even

the right thing to do. We are marketing to women entrepreneurs because it is a huge opportunity.”

Cherie Piebes

Psssst! Wanna see my “porn”

collection?

27 March 2000: email to TP from Shelley Rae Norbeck

“I make 1/3rd more money than my husband does. I have as much financial

‘pull’ in the relationship as he does. I’d say this is also true of most of my women

friends. Someone should wake up, smell the coffee and kiss our asses long enough

to sell us something! We have money to

spend and nobody wants it!”

“If we are single, they say we couldn’t catch a man. If we are

married, they say we are neglecting him. If we are divorced,

they say we couldn’t keep him. If we are widowed, they say we

killed him.”

Kathleen Brown, on the joys of female political candidacy

Message: Yes! Damn it! Opportunity #1! Problem:

Exploiting this opportunity demands wholesale re-

alignment of the enterprise, from leadership approaches to the basic nature of the brand

promise.

11. Speaking of Enormous

[Missed] [Huge] Opportunities ...

Subject: Marketers & Stupidity

It’s 18-44, stupid!

Subject: Marketers & Stupidity

Or is it: 18-44 is stupid, stupid!

2000-2010 Stats

18-44: -1%55+: +21%

(55-64: +47%)

Aging/“Elderly”

$$$$$$$$$$$$“I’m in charge!”

Priorities: Aging/“Elderly”

Experiences … Convenience … Comfort

… Access … Respect!

Message: Yet another mammoth—and VERY UNDER-

APPRECIATED—opportunity. At least … take a look!

12. Summary: A Golden Age of

Self-Determination

The Individual

“If there is nothing very special about your work, no matter how hard you apply

yourself, you won’t get noticed, and that

increasingly means you won’t get paid much either.”

Michael Goldhaber, Wired

“You are the storyteller of your own life, and you can create your own

legend or not.”Isabel Allende

Web World: POWER TO

THE PEOPLE

Anne Busquet/ American Express

Not: “Age of the Internet”

Is: “Age of the Customer”

Women Get Respect … and

Take Charge

“Greater opportunity for

women is probably the most significant gain for human freedom in

the last century.”Andrew Sullivan, The New Republic

The Elderly Get Respect … and

Take Charge

Aging/“Elderly”

$$$$$$$$$$$$“I’m in charge!”

“Such a critical mass of older women with a tradition

of rebellion and independence and a way of

making a living has not occurred before in

history.”Gerda Lerner, historian

Our Biggest Industry: The Patient Gets

Respect … and Takes Charge

“Savior for the Sick”

vs.

“Partner for Good Health”

Source: NPR/VPR 08.15.00

1965: “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.”

YES, NURSE. ME GOOD PUPPY DOG.

1995: “HMO will take care of you.”

BULLSHIT.

2005: “I will take care of me. I’d like your expert help.”

The Poor Get Respect

Grameen Bank/Bangladesh

“It’s not people who aren’t credit-worthy. It’s banks that aren’t people worthy.”

$2.3B to 2.3M [typical 1st loan: $15.]

98% recovery rate [94% of loans to women!]

1/3rd out of poverty; 1/3rd up to non-poverty threshold

Muhammad Yunus, Banker to the Poor

“The Grameen loan is not simply cash. It

becomes a kind of ticket to self-discovery and

self-exploration.”

Muhammad Yunus

Message: The individual will take command from the

organization. Women should play a commanding role in

architecting this re-orientation.

13. Brands & Leadership &

Women

Brand It! Now, More Than Ever!

“The increasing difficulty in differentiating between products and

the speed with which competitors take

up innovations will assist in the rise and rise of the brand.”

Gillian Law and Nick Grant, Management [New Zealand]

“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion.

Imagination, myth, ritual—the language of emotion—will affect everything from our purchasing decisions

to how we work with others. Companies will thrive on the basis of their stories and

myths. Companies will need to understand that their products are less important than their stories.”

Rolf Jensen, Copenhagen Institute for Future Studies

“Young people entering the labor market already have two televisions, the latest mobile phone, a car and a wardrobe full of

clothes. No matter how important material values may be, there is more to life—the employee of the future is seeking meaning and value. I am convinced that this change in attitudes will be the strongest driving force in the markets of the future. Moving from the physical to

the metaphysical world entails moving from the product-oriented economy to a new Value Economy. The most

important thing a company offers will be the Value your products convey to the customer. People will seek out brands that fulfill new and growing needs. We will demand

the unique, because, on the physical level, we can have anything we want. This, for most companies, will demand a

dramatic change in thinking..”

Jesper Kunde, A Unique Moment

“You can’t survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now.

What do you want? What do you want to tell the world in the future? What does your company have that will

enrich the world? You must believe in that ‘it’ strongly enough to become unique at

what you do.”

Jesper Kunde, A Unique Moment

“Most companies tend to equate branding with the company’s marketing. Design a new marketing

campaign and, voila, you’re on course. They are wrong. The task is much bigger. It is about fulfilling our potential … not about a new logo, no matter how

clever. WHAT IS MY MISSION IN LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW DO

I MAKE SURE THAT WHAT I HAVE TO OFFER THE WORLD IS ACTUALLY UNIQUE? The brand has to give of itself, the company has to give of itself, the management has to give of itself. To

put it bluntly, it is a matter of whether—or not—you want to be … UNIQUE … NOW.”

Jesper Kunde, A Unique Moment

“Most executives have no idea how to add value to a market in the metaphysical

world. But that is what the market will cry out for in the future. There is no lack of ‘physical’ products to

choose between.”

Jesper Kunde, A Unique Moment [on the excellence of Nokia, Nike, Lego, Virgin et al.]

Brand Leadership!

“A key—perhaps the key—to leadership is the effective

communication of a story.”

Howard Gardner Leading Minds: An Anatomy of Leadership

“Create a ‘cause,’ not a ‘business.’ ”

Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1:

Charles Schwab)

Brand = You Must Care!

“Success means never letting the competition

define you. Instead you have to define yourself based on a point of view you care deeply

about.” Tom Chappell, Tom’s of Maine

“WHO ARE YOU [these days] ?”

TP to Client

“In the funky village, real competition no longer revolves

around marketshare. We are competing for attention—

mindshare and heartshare.”Kjell Nordström and Jonas Ridderstråle,

Funky Business

Brand = Special = Passion = Plot =

Compelling Mythology = Cause = Connection = Heart = Integrity &

Trust

“Leadership is a performance. You have to be

conscious of your behavior, because everybody else is.”

Carly Fiorina

Brand Leadership:ENTHUSIASM RULES!

“I am a dispenser of enthusiasm.”/ Ben

Zander

Celebrate the past! [For about 10 minutes.] Seize the amazing moment … and create an amazing future. [With women in

the front-driver’s seat of the spaceship!]