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Transcript of Celebrate the Past
The California Governor’s Conference for Women:
Celebrate the Past, Create the Future
Long Beach12October2000 [Version: 02.02.01]
Welcome to the “Women’s Issues” presentation. The slides in this file
are heavily annotated.
Use Normal or Notes Page View to access the notes.
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
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: [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• 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”
44 Players = 44 Projects = 44 different success measures =
44 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 Nordstrom and Jonas Ridderstrale, 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
entrepreneurs 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”
$$$$$$$$$$$$“I’m in charge!”
Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
Message: Yet another mammoth – and VERY UNDER-
APPRECIATED - opportunity. At least … take a look!
12. Summary: A Golden Age of
Self-Determination
The Individual
“If there is nothing very special about your work, no matter how hard you apply
yourself, you won’t get noticed, and that
increasingly means you won’t get paid much either.”
Michael Goldhaber, Wired
“You are the storyteller of your own life, and you can create your own
legend or not.”Isabel Allende
Web World: POWER TO
THE PEOPLE
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
Women Get Respect … and
Take Charge
“Greater opportunity for
women is probably the most significant gain for human freedom in
the last century.”Andrew Sullivan, The New Republic
The Elderly Get Respect … and
Take Charge
Aging/“Elderly”
$$$$$$$$$$$$“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 Nordstrom and Jonas Ridderstrale,
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!]