Tom Peters’ Tom Peters’

EXCELLENCE. EXCELLENCE. ALWAYS.ALWAYS.

Leadership.Leadership.21 April 200921 April 2009

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

that it is not a that it is not a messmess],], you need you need Microsoft fonts:Microsoft fonts:

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

andand “Verdana”“Verdana”

Slides at …

tompeters.comtompeters.com

Excellence:Excellence: The The

LeadershipLeadership5050

bedrock.bedrock.

11.. Leaders … Leaders …

serve.serve.

Organizations Organizations existexist to to serveserve..

Period.Period.

Leaders Leaders live live toto serveserve.. Period. Period.

The Basic The Basic MechanisMechanis

m.m.

22.. Leadership Is a Leadership Is a

…… Mutual Mutual Discovery Discovery Process.Process.

“Ninety percent of what we call ‘management’ consists of making it difficult for people to

get things done.” – Peter Drucker– Peter Drucker

Organizing GeniusOrganizing Genius / Warren Bennis / Warren Bennis and Patricia Ward Biederman and Patricia Ward Biederman

“Groups become great only when “Groups become great only when everyone in them, leaders and everyone in them, leaders and

members alike, members alike, is free to do his or is free to do his or her absolute besther absolute best.”.”

“The best thing a leader can do for a “The best thing a leader can do for a

Great Group is to Great Group is to allow its allow its members to discover their members to discover their

ggreatnessreatness.”.”

Leaders’ “Mt Everest Test”Leaders’ “Mt Everest Test”

“free to do his or her “free to do his or her absolute best” …absolute best” …

“allow its members “allow its members to discover their to discover their

greatness.”greatness.”

The The Leadership Leadership

Types.Types.

33.. Great Leaders on White Horses Are Great Leaders on White Horses Are

Important – butImportant – but Great Talent Great Talent DevelopersDevelopers (Type I (Type I

Leadership)Leadership) are the Bedrockare the Bedrock of Organizations that Perform Over of Organizations that Perform Over

the Long Haul.the Long Haul.

Whoops: Jack didn’t haveJack didn’t have

a vision! a vision!

44.. But There Are Times But There Are Times When the When the “visionary” “visionary”

“Type”“Type” (Type II (Type II Leadership)Leadership) Matters! Matters!

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

55.. Find the Find the “Businesspeople”!“Businesspeople”!

(Type III (Type III Leadership)Leadership)

I.P.M.I.P.M. (Inspired (Inspired

Profit Mechanic)Profit Mechanic)

66.. All Organizations All Organizations

Need … the Need … the Golden Golden Leadership Leadership Triangle.Triangle.

The The Golden Golden Leadership Leadership Triangle:Triangle:

(1) (1) Talent FanaticTalent Fanatic … … (2) (2) VisionaryVisionary … … (3) (3) Inspired ProfitInspired Profit Mechanic. Mechanic.

77.. Leadership Mantra Leadership Mantra

#1: #1: IT ALL IT ALL DEPENDS!DEPENDS!

Renaissance Men Renaissance Men are … are … a snare, a snare,

a myth, a myth, a delusion!a delusion!

88.. The Leader IsThe Leader Is Rarely/Rarely/Never the Never the Best Performer.Best Performer.

The The Leadership Leadership

Dance.Dance.

99. . Leaders …Leaders … SHOWSHOW UPUP!!

““A body can A body can pretend to pretend to

care, but they care, but they can’t pretend can’t pretend

to be there.”to be there.” — Texas — Texas

Bix BenderBix Bender

““It’s It’s alwaalwayyss showtime.”showtime.”

—David D’Alessandro, Career Warfare

1010.. Leaders …Leaders … LOVELOVE the the

MESSMESS!!

“If things seem If things seem under control, under control, you’re just not you’re just not

going fast going fast enough.”enough.” —Mario Andretti—Mario Andretti

11.11. Leaders Leaders

DODO!!

““We have a We have a ‘strategic’ ‘strategic’

plan. It’s called plan. It’s called doing things.”doing things.” — —

Herb KelleherHerb Kelleher

1212.. Leaders Leaders

ReRe-do-do..

Phil Phil CrosbyCrosby is an is an idiot!idiot!

““We made mistakes, of course. Most of them were We made mistakes, of course. Most of them were omissions we didn’t think of when we initially wrote the omissions we didn’t think of when we initially wrote the

software. software. We fixed them by doing it over and over, We fixed them by doing it over and over, again and again.again and again. We do the same today. While our We do the same today. While our competitors are still sucking their thumbs trying to competitors are still sucking their thumbs trying to

make the design perfect, we’re already on prototype make the design perfect, we’re already on prototype

versionversion ##55.. By the time our rivals areBy the time our rivals are

ready with wires and screws, we are on versionready with wires and screws, we are on version

##1010.. It gets back to It gets back to

planning versus actingplanning versus acting: : We act We act from day onefrom day one; ; others plan how others plan how toto planplan——for monthsfor months.”.” —Bloomberg by —Bloomberg by

BloombergBloomberg

1313.. BUTBUT … Leaders … Leaders

KnowKnow When to When to Wait.Wait.

Tex Schramm: Tex Schramm: The The

“too hard”“too hard” box!box!

1414.. Leaders Are … Leaders Are …

OptimistsOptimists..

Hackneyed but none the lessHackneyed but none the less

true: true: LEADERS LEADERS SEE CUPS AS SEE CUPS AS “HALF FULL.”“HALF FULL.”

Half-full Cups:Half-full Cups: “[Ronald “[Ronald Reagan] radiated an Reagan] radiated an

almost almost transcendent transcendent

happiness.” happiness.” —L ou Cannon —L ou Cannon

1515.. LeadersLeaders

FOCUSFOCUS!!

““Dennis, you need a … Dennis, you need a …

‘To-don’t ’‘To-don’t ’

List !”List !”

““I used to have a rule for myself that at any point in I used to have a rule for myself that at any point in time I wanted to have in mind time I wanted to have in mind — as it so happens, — as it so happens, also in writing, on a little card I carried around with also in writing, on a little card I carried around with me — the three big things I was trying to get done. me — the three big things I was trying to get done.

ThreeThree..

Not two. Not two. Not four. Not four. Not five.Not five.Not ten.Not ten.Three.”Three.”

— Richard Haass, — Richard Haass, The Power to PersuadeThe Power to Persuade

1616.. Leaders … Leaders … Send Send

V-E-R-YV-E-R-Y ClearClear SignalsSignals About About What’s Important!What’s Important!

““Really Important Really Important Stuff”:Stuff”: Roger’s Roger’s Rule of Three!Rule of Three!

DangerDanger: : S.I.O.S.I.O.

(Strategic Initiative Overload)(Strategic Initiative Overload)

If It Ain’t If It Ain’t Broke … Broke … Break It.Break It.

1717.. LeadersLeaders … …FORGETFORGET!/!/

Leaders …Leaders … DESTROYDESTROY!!

Forget>“Learn”Forget>“Learn”

“The problem is never how “The problem is never how to get new, innovative to get new, innovative

thoughts into your mind, thoughts into your mind,

but how to get the old ones out.” —Dee Hock—Dee Hock

“I am often asked by would-be entrepreneurs seeking escape from life within huge corporate structures, ‘How do I build a small firm for myself?’ The

answer seems obvious: Buy a Buy a very large one very large one and just waitand just wait.”.”

—Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics

1818.. BUTBUT … Leaders … Leaders Have to Deliver, So They Have to Deliver, So They Worry About “Throwing Worry About “Throwing the Baby Out with the the Baby Out with the

Bathwater.”Bathwater.”

““Damned If You Damned If You Do, Damned If You Do, Damned If You Don’t, Just Plain Don’t, Just Plain

DamnedDamned.”.”Subtitle in the chapter, “Own Up to the Great Paradox: Success Is Subtitle in the chapter, “Own Up to the Great Paradox: Success Is the Product of Deep Grooves/ Deep Grooves Destroy Adaptivity,” the Product of Deep Grooves/ Deep Grooves Destroy Adaptivity,”

Liberation ManagementLiberation Management (1992) (1992)

1919.. Leaders … Leaders …

HONORHONOR THETHE

USURPERSUSURPERS..

Saviors-in-WaitingSaviors-in-Waiting

DisDisggruntledruntled Customers CustomersUUppstartstart Competitors CompetitorsRoRoggueue Employees EmployeesFrinFringgee Suppliers Suppliers

Source: Wayne Burkan, Source: Wayne Burkan, Wide Angle VisionWide Angle Vision

2020.. Leaders Leaders Make Make [Lots of] [Lots of]

MistakesMistakes – and – and MAKE NO BONES MAKE NO BONES

ABOUT IT!ABOUT IT!

““Fail faster. Fail faster. Succeed Succeed sooner.”sooner.”

—David Kelley/IDEO—David Kelley/IDEO

2121.. Leaders Make … Leaders Make …

BIG BIG MISTAKES!MISTAKES!

““RewardReward excellent excellent

failures. failures. PunishPunish mediocre mediocre

successes.”successes.”—Phil Daniels—Phil Daniels

Create.Create.

2222.. Leaders Know that THERE’S Leaders Know that THERE’S

MORE TO LIFE THAN “LINE MORE TO LIFE THAN “LINE

EXTENSIONS.”EXTENSIONS.” Leaders Love to … Leaders Love to …

CREATE NEW CREATE NEW MARKETSMARKETS..

““Acquisitions are about Acquisitions are about

buying market share. buying market share. Our Our challenge is to challenge is to create markets.create markets. There is a big difference.”There is a big difference.”

—Peter Job, CEO, Reuters—Peter Job, CEO, Reuters

YESBANKYESBANK**

*Commerce Bank*Commerce Bank

2323.. Leaders … Leaders … Make Make Their MarkTheir Mark //

Leaders … Leaders … Do Stuff Do Stuff That MattersThat Matters

““I never, ever thought of I never, ever thought of

myself as a businessman.myself as a businessman.

I was interested in I was interested in creating things creating things

I would be I would be proud of.”proud of.” ——Richard BransonRichard Branson

2424.. Leaders Push Their Leaders Push Their

Organizations … Organizations … W-a-yW-a-y Up the Value- Up the Value-added Chain.added Chain.

$55B$55B

And the “M” Stands for … ?

Gerstner’s IBM: “Systems Integrator of choice.”/BW

(“Lou, help us turn ‘all this’ into that long-promised ‘revolution.’ ” )

IBM Global ServicesIBM Global Services* (*Integrated Systems

Services Corp.): $$55B55B

““Big Brown’s New Bag: UPSBig Brown’s New Bag: UPS

Aims to Be theAims to Be the Traffic Traffic Manager for Manager for CorCorpporate orate

AmericaAmerica”” —Headline/BW/2004

24%24%

““Every project we undertake starts with Every project we undertake starts with

the same question:the same question: ‘‘How can How can we do what has we do what has never been done never been done beforebefore?’”?’” —Stuart Hornery, Lend Lease—Stuart Hornery, Lend Lease

2525.. Leaders Push Past Leaders Push Past Service “Transactions” to Service “Transactions” to

… … Scintillating Scintillating Experiences.Experiences.

““Experiences Experiences are as distinct are as distinct

from services as from services as services are from services are from goods.”goods.” —Joe Pine & Jim Gilmore, The

Experience Economy: Work Is Theatre & Every Business a Stage

Experience: “Rebel Lifestyle!”

“What we sell is the “What we sell is the ability for a 43-year-old ability for a 43-year-old accountant to dress in accountant to dress in

black leather, ride black leather, ride through small towns and through small towns and

have people be afraidhave people be afraid of him.” of him.”

HarleyHarley exec, quoted in Results-Based Leadership

2626.. LeadersLeaders

LOVELOVE the the New Technology!New Technology!

Power ToolsPower Tools For Power For Power Strategies/Strategies/ARD 40KARD 40K

2727.. Needed? Needed? Type IV Type IV Leadership:Leadership: Technology Technology

Dreamer-True Dreamer-True BelieverBeliever

The Golden Leadership The Golden Leadership

Quadrangle:Quadrangle: (1) Talent (1) Talent Fanatic … (2) Visionary … Fanatic … (2) Visionary …

(3) Inspired Profit (3) Inspired Profit Mechanic … Mechanic …

(4) (4) Technology Dreamer-Technology Dreamer-True Believer.True Believer.

Talent.Talent.

2828.. Leaders … Leaders …

DO TALENT!DO TALENT!

Brand Brand = =

Talent.Talent.

2929.. When It Comes When It Comes

to to TALENTTALENT … … Leaders Always Go Leaders Always Go

Berserk!Berserk!

From “1, 2 or you’re out” [JW] From “1, 2 or you’re out” [JW] to …to …

““BestBest TalentTalent in in each industry segment to each industry segment to

build best proprietary build best proprietary intangibles”intangibles” [EM][EM]

Source: Ed Michaels, War for TalentSource: Ed Michaels, War for Talent

3030.. LeadersLeaders

ListenListen. . LeadersLeaders

ConsultConsult..

The “One line of code” The “One line of code” Theorem: Theorem: All we-“they”-All we-“they”-

me want is (1) to be me want is (1) to be consultedconsulted, (2) to be , (2) to be takentaken seriouslseriouslyy, (3) a tiny show, (3) a tiny show

of of aappppreciationreciation

PassionPassion..

3131.. Leaders …Leaders …

“Sell”“Sell”

PASSIONPASSION!!

Gary Hamel:Gary Hamel: “Create a “Create a ‘cause,’‘cause,’ not a not a ‘business.’ ”‘business.’ ”

3232.. Leaders Know:Leaders Know: ENTHUSIASMENTHUSIASM

BEGETS BEGETS ENTHUSIASMENTHUSIASM!!

BZBZ:: “I am a … “I am a … Dispenser of Dispenser of EnthusiasmEnthusiasm!”!”

““Nothing is so Nothing is so contagious as contagious as enthusiasm.”enthusiasm.”

—Samuel Taylor Coleridge—Samuel Taylor Coleridge

3333.. Leaders Are Leaders Are

…… in a in a HurryHurry

““We don’t sell insurance We don’t sell insurance

anymore.anymore. WeWe sell sell ssppeedeed.”.”

Peter Lewis, ProgressivePeter Lewis, Progressive

““Metabolic Metabolic Management”Management”

3434.. Leaders Leaders

Focus on theFocus on the

SOFT SOFT STUFF!STUFF!

““Hard” is Hard” is “soft.”“soft.”

“Soft” Is “Soft” Is “hard.”“hard.”

MessaMessaggee: Leadership is : Leadership is all about all about lovelove! ! [Passion, [Passion, Enthusiasms, Appetite for Life, Enthusiasms, Appetite for Life,

Engagement, Commitment, Great Engagement, Commitment, Great Causes & Determination to Make a Causes & Determination to Make a

Damn Difference, Shared Damn Difference, Shared Adventures, Bizarre Failures, Adventures, Bizarre Failures,

Growth, Insatiable Appetite for Growth, Insatiable Appetite for Change.]Change.]

The “Job” of The “Job” of Leading.Leading.

3535.. Leaders Know It’s Leaders Know It’s

ALL SALES ALL SALES ALL THE ALL THE

TIME.TIME.

If you don’t If you don’t

LOVE LOVE SALESSALES … find … find another life.another life. (Don’t pretend (Don’t pretend

you’re a “leader.”)you’re a “leader.”)

3636. . LeadersLeaders

LOVELOVE ““POLITICSPOLITICS.”.”

If you don’t If you don’t LOVELOVE POLITICSPOLITICS … …

find another life. find another life. (Don’t (Don’t

pretend you’re a “leader.”)pretend you’re a “leader.”)

All success is aAll success is aMatter of Matter of

implementation.implementation.All implementation isAll implementation isa matter of politics.a matter of politics.

3737.. But … Leaders Also But … Leaders Also

Break a Lot Break a Lot of China.of China.

Characteristics of the “Also rans”*Characteristics of the “Also rans”*

“Minimize risk”“Minimize risk”“Respect the chain of “Respect the chain of

command”command”“Support the boss”“Support the boss”

“Make budget”“Make budget”**FortuneFortune, “Most Admired Global Corporations”, “Most Admired Global Corporations”

3838.. Leaders Leaders

Give …Give … RESPECTRESPECT

!!

““It was much later that I realized Dad’s It was much later that I realized Dad’s secret. He gained respect by giving it. He secret. He gained respect by giving it. He

talked and listened to the fourth-grade kids talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same in Spring Valley who shined shoes the same way he talked and listened to a bishop or a way he talked and listened to a bishop or a

college president.college president. He was He was seriously interested seriously interested in who you were and in who you were and

what you had to saywhat you had to say.”.”Source: Sara Lawrence-Lightfoot, Source: Sara Lawrence-Lightfoot, RespectRespect

Amen!Amen!

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

manifest respect for manifest respect for the followers.”the followers.” — Jim O’Toole, — Jim O’Toole,

Leading ChangeLeading Change

3939.. Leaders Say Leaders Say

““Thank Thank You.”You.”

““The deepest human The deepest human

need is theneed is the need to need to be appreciated.”be appreciated.”

William JamesWilliam James

FFLLOOWWEERRPPOOWWEERRFFLLOOWWEERRPPOOWWEERR

4040.. Leaders Leaders Are … Are …

Curious.Curious.

The Three Most Important Letters …The Three Most Important Letters …

WHYWHY??

4141.. Leadership Is Leadership Is a … a …

Performance.Performance.

““It is necessary for the It is necessary for the President to be the President to be the

nation’snation’s No. 1 No. 1 actor.”actor.”

FDRFDR

4242.. Leaders … Leaders … AreAre The BrandThe Brand

““You must You must bebe

the change you the change you wish to see in the wish to see in the

world.”world.”GandhiGandhi

““It’s It’s alwaalwayyss showtime.”showtime.”

—David D’Alessandro, Career Warfare

4343.. Leaders … Leaders …

Have a Have a

GREATGREAT STORYSTORY!!

““A key – perhaps A key – perhaps thethe key – key – to leadership isto leadership is thethe effective effective

communicationcommunication of a story.” of a story.”

Howard GardnerHoward Gardner Leading Minds: An Anatomy of LeadershipLeading Minds: An Anatomy of Leadership

““Leaders don’t just make Leaders don’t just make products and make decisions. products and make decisions.

Leaders make Leaders make meaning.”meaning.”

– John Seely Brown– John Seely Brown

Leader Job 1Leader Job 1

Paint Paint Portraits of Portraits of

ExcellenceExcellence!!

Introspection.Introspection.

4444.. Leaders … Leaders …

Enjoy Enjoy Leading.Leading.

““Tom, you Tom, you left out one left out one

thing …”thing …”

4545.. LeadersLeaders

LAUGHLAUGH!!

4646.. Leaders … Leaders …

KNOW KNOW THEMSELVETHEMSELVE

S.S.

Individuals Individuals (would-be leaders)(would-be leaders) cannot engage in a cannot engage in a

liberating mutual discovery liberating mutual discovery process process unless they are unless they are comfortable with their comfortable with their own skin.own skin. (“Leaders” who are not (“Leaders” who are not

comfortable with themselves become petty comfortable with themselves become petty control freaks.)control freaks.)

Questions:Questions: What do others think of you? What do others think of you? [Are you sure?][Are you sure?] What What do you think of you? do you think of you? [Are you sure?][Are you sure?] What is your impact What is your impact

on others?on others? [Are you sure?][Are you sure?] What is your impact on What is your impact on others?others? [Are you sure?] [Are you sure?] What is your impact on others?What is your impact on others?

[Are you sure?][Are you sure?] What are the “little things” you (perhaps What are the “little things” you (perhaps unconsciously) do that cause people to shrivel—or blossom? unconsciously) do that cause people to shrivel—or blossom? [Are [Are you sure?]you sure?] What do you want? What do you want? [Are you sure?][Are you sure?] Are you aware Are you aware

of your changing moods? of your changing moods? [Are you sure?][Are you sure?] How fragile is your How fragile is your ego? ego? [Are you sure?][Are you sure?] Do you have a true confidant? Do you have a true confidant? [Are you [Are you sure?]sure?] Do you perform brief or not-so-brief self-assessments? Do Do you perform brief or not-so-brief self-assessments? Do you talk too much? you talk too much? [Are you sure?][Are you sure?] Do you know Do you know how how to listen? to listen? [Are you sure?][Are you sure?] DoDo you listen? you listen? [Are you sure?][Are you sure?] What is What is

your style of “hashing things out”? Are you perceived as (a) your style of “hashing things out”? Are you perceived as (a) arrogant, (b) abrasive (c) attentive, (d) genuinely interested in people, arrogant, (b) abrasive (c) attentive, (d) genuinely interested in people,

(e) etc? (e) etc? [Are you sure?][Are you sure?] Are you flexible? Have you changed Are you flexible? Have you changed your mind about anything your mind about anything important important in a while? Are you in a while? Are you

comfortable-uncomfortable with folks on the front line? comfortable-uncomfortable with folks on the front line? Do you Do you think you’re “in touch with the pulse of things around think you’re “in touch with the pulse of things around

here”?here”? [Are You Sure?][Are You Sure?] Are you too emotional/intuitive? Are Are you too emotional/intuitive? Are you too unemotional/rational? Do you spend much time with people you too unemotional/rational? Do you spend much time with people

who are new to you?who are new to you? [Do you think questions like this are [Do you think questions like this are “so much BS”?]“so much BS”?]

4747.. But … But …

Leaders Leaders havehave MENTORSMENTORS..

Upon having the Upon having the Leadership Mantle placed Leadership Mantle placed upon one’s head, he/she upon one’s head, he/she

shall shall nevernever hear hear

the unvarnished truth the unvarnished truth again!*again!* (*Therefore, she/he needs one faithful compatriot (*Therefore, she/he needs one faithful compatriot

to lay it on with no jelly.)to lay it on with no jelly.)

The End The End Game.Game.

4848.. Leaders Leaders are … are …

RELENTLESSRELENTLESS..

““Success seems to Success seems to be largely a be largely a

mattermatter

of of hanginghanging onon after others after others have let go.”have let go.” —William —William

Feather, authorFeather, author

4949..

Leaders Leaders ??????::

““Leadership is the Leadership is the PROCESSPROCESS of of

ENGAGINGENGAGING PEOPLEPEOPLE in in CREATINGCREATING a a

LEGACYLEGACY of of EXCELLENCEEXCELLENCE.”.”

““LEADERS NEED LEADERS NEED TOTO

BE THE ROCK OF BE THE ROCK OF GIBRALTAR ONGIBRALTAR ON

ROLLER BLADES.” ROLLER BLADES.”

5050.. Leaders Leaders Free Free the Lunatic the Lunatic

WithinWithin!!

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

Kevin Roberts’ CredoKevin 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. 10. Avoid moderationAvoid moderation!!

““You can’t behave You can’t behave in a calm, rational in a calm, rational manner. You’ve got manner. You’ve got to be out there on to be out there on the lunatic fringe.”the lunatic fringe.”

— Jack Welch— Jack Welch

5151.. LeadersLeadersRelentlessly Pursue Relentlessly Pursue

… …

ExcellenceExcellence

““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)

Excellence Is a Excellence Is a Universal Universal Striving.Striving.

If Not Excellence, If Not Excellence, What? What?