tom peters seminarm3 rollercoaster days: learning to … rock & roll! raymond james las vegas /...
TRANSCRIPT
![Page 1: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/1.jpg)
Tom Peters SeminarM3
Rollercoaster Days: Learning to … Rock & Roll!
Raymond JamesLas Vegas/03.29.2001
![Page 2: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/2.jpg)
Everything has changed: E.g.: Profits & cash flow matter in valuing a stock! The I’net & B’tech revolutions haven’t nullified the business cycle. “Everyman” is not panicking. Nothing has changed: E.g.: 25 years of whitewater ahead!! There is a New Economy. The Internet will change EVERYTHING. There are many revolutions to come … hence many unforeseen winners & many unforeseen losers. Where’s the bottom: NOBODY HAS A CLUE. Duke has a good basketball team. Don’t short Krispy Kreme!
![Page 3: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/3.jpg)
“There will be more confusion in the the
business world in the next decade than in any decade in history. And the
current pace of change will only accelerate.”
Steve Case
![Page 4: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/4.jpg)
<1000A.D.: paradigm shift: 1000s of years1000: 100 years for paradigm shift
1800s: > prior 900 years1900s: 1st 20 years > 1800s
2000: 10 years for paradigm shift 21st century: 1000X tech change than 20th
century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture
in the fabric of human history”)
Ray Kurzweil, talk april2001
![Page 5: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/5.jpg)
BIG MESSAGE
#1:
![Page 6: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/6.jpg)
Confusion reigns. Acknowledge it. THRIVE ON IT.
![Page 7: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/7.jpg)
Structure
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
![Page 8: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/8.jpg)
Forces @ Work I
The Destruction Imperative!
![Page 9: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/9.jpg)
Forget>“Learn”
“The problem is never how to get new, innovative
thoughts into your mind,
but how to get the old ones out.”
Dee Hock
![Page 10: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/10.jpg)
The [New] Ge Way
DYB.com
![Page 11: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/11.jpg)
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
![Page 12: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/12.jpg)
Brand Inside
Brand You: Distinct …
or Extinct
![Page 13: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/13.jpg)
White Collar Revolution!
![Page 14: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/14.jpg)
2010 “Demographics”:
By 2010, full-time workers will be in the
minoritySource: MIT study (28August2000)
![Page 15: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/15.jpg)
“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
![Page 16: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/16.jpg)
Minimum New Work SurvivalSkillsKit2000
MasteryRolodex Obsession (vert. to horiz. “loyalty”)
Finishing SkillsEntrepreneurial Instinct
CEO/Leader/BusinesspersonMistress of Improv
Sense of HumorIntense Appetite for Technology
Groveling Before the YoungEmbracing “Marketing”
Passion for Renewal
![Page 17: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/17.jpg)
BIG MESSAGE
#2:
![Page 18: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/18.jpg)
Different or
Dead!
![Page 19: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/19.jpg)
Brand Inside
Brand Talent: The Great War for Talent
![Page 20: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/20.jpg)
“We have transitioned from an asset-based strategy
to a talent-based strategy.”
Jeff Skilling, COO, Enron
![Page 21: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/21.jpg)
From “1, 2 or you’re out” [JW] to …
“Best Talent in each industry segment to build
best proprietary intangibles” [EM]
Source: Ed Michaels, War for Talent (05.17.00)
![Page 22: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/22.jpg)
MantraM3
Talent = Brand
![Page 23: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/23.jpg)
“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
![Page 24: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/24.jpg)
Women and new-economy
management …
![Page 25: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/25.jpg)
The New Economy …
Shout goodbye to “command and control”!
Shout goodbye to hierarchy!
Shout goodbye to “knowing one’s place”!
![Page 26: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/26.jpg)
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
![Page 27: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/27.jpg)
“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
![Page 28: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/28.jpg)
“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
![Page 29: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/29.jpg)
“Boys are trained in a way that will make
them irrelevant.”
Phil Slater
![Page 30: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/30.jpg)
Okay, you think I’ve gone tooooo far.
How about this: DO ANY OF YOU SUFFER
FROM TOO MUCH TALENT?
![Page 31: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/31.jpg)
BIG MESSAGE
#3:
![Page 32: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/32.jpg)
Best talent wins! [Women =
Best Talent?]
![Page 33: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/33.jpg)
Brand InsideReprise
![Page 34: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/34.jpg)
N.W.O.: Was Is 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
• Seat 9B, UA233• Address: [email protected]• 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
![Page 35: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/35.jpg)
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
![Page 36: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/36.jpg)
Forces @ Work II
The Commodity Trap
![Page 37: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/37.jpg)
Quality Not Enough!
“While everything may be better, it is also increasingly the
same.”Paul Goldberger on retail, “The Sameness
of Things,” The New York Times
![Page 38: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/38.jpg)
What’s Special?
“Customers will try ‘low cost providers’ because the
Majors have not given them any clear reason not to.”
Leading Insurance Industry
Analyst (10-98)
![Page 39: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/39.jpg)
“The ‘surplus society’ has a surplus of
similar companies, employing
similar people, with similar educational backgrounds, working in
similar jobs, coming up with similar
ideas, producing similar things, with
similar prices and similar quality.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
![Page 40: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/40.jpg)
BIG MESSAGE
#4:
![Page 41: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/41.jpg)
One more Time: Different or
Dead!
![Page 42: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/42.jpg)
Brand Outside
Strategy 1:Use E-Commerce to
Re-invent Everything!
![Page 43: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/43.jpg)
Tomorrow Today: Cisco!
90% of $20B (=$50M/day)75% mfg. outsourced; 50% of orders routed to supplier who ships direct
Gross margin:65%; Net margin: 28%
Annual savings in service and support from customer
self-management: $550M
![Page 44: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/44.jpg)
Tomorrow Today: Cisco!
90% of $20B; save $550M
C.Sat e >> C.Sat H
Customer Engineer Chat Rooms/Collaborative
Design ($1B “free” consulting) (45,000 customer problems a week solved via
customer collaboration)
![Page 45: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/45.jpg)
Welcome to
D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as
a business go down and
perceived service goes up because customers are conducting it
themselves.” Ray Lane, Oracle
![Page 46: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/46.jpg)
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
![Page 47: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/47.jpg)
“Ebusiness is about rebuilding the organization from the
ground up. Most companies today are not built to exploit the Internet.
Their business processes, their approvals, their hierarchies, the
number of people they employ … all of that is wrong for running an
ebusiness.”
Ray Lane, Kleiner Perkins
![Page 48: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/48.jpg)
“There is no use trying,” said Alice. “One can’t believe impossible things.”
“I daresay you haven’t had much practice,” said the Queen. “When I was
your age, I always did it for half an hour a day. Why, sometimes I’ve
believed as many as six impossible things before breakfast.”
Lewis Carroll
![Page 49: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/49.jpg)
I’net …
… allows you to dream dreams you could never have imagined before!
![Page 50: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/50.jpg)
BIG MESSAGE
#5:
![Page 51: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/51.jpg)
Embrace the Web! [Or die.]
![Page 52: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/52.jpg)
Brand Outside
Strategy 1A: Embracing an e-Led Age
of Self-Determination
![Page 53: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/53.jpg)
“The Web enables total transparency. People with
access to relevant information are beginning to challenge any type of
authority. The stupid, loyal and humble customer, employee, patient
or citizen is dead.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
![Page 54: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/54.jpg)
The control revolution. The potentially monumental shift in
control from institutions to individuals made possible by new technology such as the Internet.
Source: Introduction, The Control Revolution, Andrew Shapiro
![Page 55: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/55.jpg)
“I’m old enough to remember when you went into a bar in the summer,
they were watching a baseball game. Now,
they’re watching CNBC.”Byron Wien, Chief U.S. equity strategist,
Morgan Stanley Dean Witter
![Page 56: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/56.jpg)
“It may be the most far-reaching evolution of them all: the
metamorphosis of passive patient into consumer – and well-informed, assertive consumer at that. The
defining axiom of traditional medicine – ‘doctor’s orders’ - is being turned on its head. These days it’s the patients
who are armed, the doctors who must get wired to keep nimble.”
Richard Firstman, “Heal Thyself,” On Magazine (04.01)
![Page 57: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/57.jpg)
THE FUTURE: Patients Rule!
Control Over Aging! [M&F Cosmetic Surgery, Viagra] Targeted Therapies = High Expectations The Internet! [meds, expert consultation, info-
knowledge incl. outcome data & own recs, interaction with peers & docs, awareness that experts aren’t]
Alt Therapies! [more visits, some insurer recognition]Awareness [medicine as front-page news, ads]
Boomers! [#s, $$$, Ethos of self-control]Prevention/Wellness
HMO [no-choice] Revolt“Age of Talent” [Be nice, boss!]
Speed! [surgicenters, out-patient, self-admin regimens]
![Page 58: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/58.jpg)
Sooooo …
Is your strategy centered around customer-client empowerment & self-
determination? Hint: This means letting go
of traditional sources of power!
![Page 59: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/59.jpg)
Brand Outside
Strategy 2:
Women Rule!
![Page 60: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/60.jpg)
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Consumer Electronics … 51%
Cars … 60% (90%)All consumer purchases … 83%
Bank Account … 89%Health Care … 80%
![Page 61: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/61.jpg)
????
80+%
![Page 62: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/62.jpg)
Riding Lawnmowers
![Page 63: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/63.jpg)
$4.8T > Japan
9M/27.5M/$3.6T > Germany
![Page 64: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/64.jpg)
Read This Book …
EVEolution: The Eight Truths of Marketing to Women
Faith Popcorn & Lys Marigold
![Page 65: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/65.jpg)
“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.”
Faith Popcorn
![Page 66: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/66.jpg)
Mars & Venus!
One side of a cell phone conversation, Woods
Hole to Vineyard Haven ferry, March 23, 2001
![Page 67: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/67.jpg)
EVEolution: Truth No. 1
Connecting Your Female Consumers to Each
Other Connects Them to Your Brand
![Page 68: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/68.jpg)
“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
![Page 69: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/69.jpg)
“Women don’t buy
brands. They join them.”
Faith Popcorn, EVEolution
![Page 70: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/70.jpg)
“Honey, are you sure you have the kind of money it takes to be looking at a car like
this?”
![Page 71: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/71.jpg)
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
![Page 72: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/72.jpg)
“Women Beat Men at Art of Investing”
Source: Miami Herald, reporting on a study by Profs. Terrance O’dean 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)
![Page 73: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/73.jpg)
BIG MESSAGE
#6:
![Page 74: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/74.jpg)
(1)SHE is
your client! (2) She is
NOT he!
![Page 75: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/75.jpg)
Brand Outside
Strategy 3:
Welcome to “Old World”!
![Page 76: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/76.jpg)
“‘Age Power’ will rule the 21st century
“We are woefully unprepared.”
Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old
![Page 77: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/77.jpg)
Subject: Marketers & Stupidity
It’s 18-44, stupid!*
*18-24: XFL
![Page 78: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/78.jpg)
Subject: Marketers & Stupidity
Or is it: “18-44 is stupid,
stupid!”
![Page 79: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/79.jpg)
2000-2010 Stats
18-44: -1%
55+: +21%(55-64: +47%)
![Page 80: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/80.jpg)
[ Member Growth: 1987 – 1997
18 – 34: 26%35 – 49: 63%
50+: 118%Source: IHRSA]
![Page 81: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/81.jpg)
TP to IHRSA: Look this way! I am your ideal body
type!
![Page 82: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/82.jpg)
Aging/“Elderly”
$$$$$$$$$$$$“I’m in charge!”
![Page 83: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/83.jpg)
50+
$7T wealth (70%)/$2T annual income50% all discretionary spending
79% own homes40M credit card users
41% new cars/48% luxury/5M auto loans$610B healthcare spending
74% prescription drugs
5% of advertising targets
Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old
![Page 84: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/84.jpg)
Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
![Page 85: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/85.jpg)
BIG MESSAGE
#7:
![Page 86: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/86.jpg)
SHE is
getting older.
![Page 87: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/87.jpg)
[Trends #1, #2 – or #2 & #1,#3:
Women, Aging,
Greening]
![Page 88: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/88.jpg)
Protect the environment: 52%Develop more energy: 36%
Equal: 6%No opinion or Other: 6%:
Source: Gallup 3-5 March 2001
![Page 89: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/89.jpg)
Brand Outside
Strategy 4:
BRAND POWER!
![Page 90: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/90.jpg)
“WHO ARE YOU [these days] ?”
TP to Client
![Page 91: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/91.jpg)
“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
![Page 92: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/92.jpg)
“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
![Page 93: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/93.jpg)
“Brand Promise” Exercise: (1) Who Are WE? (1 page, then 25 words.) (2) List
three ways in which we are UNIQUE … to our Clients. (3) Who are THEY (competitors)? (ID, 25 words.)
(4) List 3 distinct “us”/“them” differences. (5) Try “results” on your teammates. (6) Try ’em on a friendly Client. (7) Big Enchilada:
Try ’em on a skeptical Client!
![Page 94: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/94.jpg)
“Create a Cause, not a ‘business.’
”Gary Hamel, Fortune (06.00)
![Page 95: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/95.jpg)
“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
![Page 96: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/96.jpg)
“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
![Page 97: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/97.jpg)
Experience: “Rebel Lifestyle!”
“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride
through small towns and have people be afraid of him.”Harley exec, quoted in Results-based
Leadership
![Page 98: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/98.jpg)
Message: REAL Branding is personal. REAL Branding is integrity. REAL
Branding is consistency & freshness. REAL Branding is the answer to WHO
ARE WE? WHY ARE WE HERE? REAL Branding is why I/you/we [all] get out of bed in the morning. REAL Branding can’t be faked. REAL Branding is a systemic, 24/7, all departments,
all hands affair.
![Page 99: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/99.jpg)
“WHO ARE WE?”
![Page 100: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/100.jpg)
“WHO AM I ?”
![Page 101: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/101.jpg)
“EXACTLY HOW AM I/
ARE WE DIFFERENT?”
![Page 102: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/102.jpg)
“HOW DO I CONVEY THAT
DIFFERENCE TO THE CLIENT ”
![Page 103: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/103.jpg)
“You must be the change you
wish to see in the world.”
Gandhi
![Page 104: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/104.jpg)
Brand Leadership: ENTHUSIASM RULES!
Ben Zander: “I am a dispenser of
enthusiasm.”
![Page 105: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/105.jpg)
TP’s ultimate accolade:
“Charles is an
enthusiast!”
![Page 106: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/106.jpg)
“A leader is a dealer in hope.”
Napoleon
![Page 107: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/107.jpg)
“ WHY DOES IT MATTER TO
THE CLIENT?”
![Page 108: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/108.jpg)
“Let’s make a dent in the universe.”
Steve Jobs
![Page 109: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/109.jpg)
BIG MESSAGE
#8:
![Page 110: Tom Peters SeminarM3 Rollercoaster Days: Learning to … Rock & Roll! Raymond James Las Vegas / 03.29.2001](https://reader031.vdocument.in/reader031/viewer/2022032612/56649ef35503460f94c06858/html5/thumbnails/110.jpg)
Who ARE you? What’s
your CAUSE?