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Design = Differentiator #1
Design Management Institute: Design-Based Leadership
in the 21st Century
Chatham MA 25October2000 [Version 01.22.01]
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THE BASE CASE: I am a design fanatic. Personally, though not “artistic,” I’m a cool-stuff guy. I love what
I love and I hate what I hate. [Openly.] But it goes [much] further, far beyond the personal. Design has
become a professional obsession. I - SIMPLY – BELIEVE THAT DESIGN PER SE IS
THE PRINCIPAL REASON FOR EMOTIONAL ATTACHMENT [or detachment] RELATIVE TO A
PRODUCT OR SERVICE OR EXPERIENCE. Design, as I see it, is arguably the #1 determinant of
whether a product-service-experience stands out … or doesn’t. Furthermore, it’s “one of those things” …
that damn few companies put – consistently – on the front burner.
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I. Welcome to the Age of
“Ohmygod!”
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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
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Um … Eduardo Kac and Alba, the glowing*
bunny rabbit!
*You can thank one selfless jellyfish and several French scientists!
Source: Rutland Herald (10.01.00)
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“In 25 years, you’ll probably be able to
get the sum total of all human knowledge on a
personal device.”Greg Blonder, VC [was Chief Technical
Adviser for Corporate Strategy @ AT&T] [Barron’s 11.13.2000]
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The [New] Ge Way
DYB.com
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“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)
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Message: Everybody’s scrambling. Nobody’s
“got it right.”
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II. The 3B Problem:Better
But Boring!
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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
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“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”
Carly Fiorina, CEO, Hewlett Packard
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“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
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Message: Find an edge. Or else.
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III. We Must Lead: Different
or Doomed!
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“If you worship at the throne of the voice of the customer, you’ll get only
incremental advances.”Joseph Morone, President,
Bentley College
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“These days, you can’t succeed as a company if you’re consumer led –
because in a world so full of so much constant change, consumers can’t
anticipate the next big thing.
Companies should be idea-led and consumer-
informed.”Doug Atkin, partner, Merkley Newman Harty
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“The good 10 percent of American product design comes
out of big-idea companies that don’t believe in talking to the
customer. They're run by passionate maniacs who make everybody’s life miserable until
they get what they want.”
Bran Ferren, Applied Minds/Wired 1-2001
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“Our strategies must be tied to leading edge
customers on the attack. If we focus on the defensive
customers, we will also become defensive.”
John Roth, CEO, Nortel
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“Future-defining customers may account for only 2% to 3% of your total, but they represent a crucial window on the
future.”Adrian Slywotzky, Mercer Consultants
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Message: You are paid to lead. So … lead!
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IV. Design: The No.1 Source of
Passionate Attachment!
(Or undying despair)
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Design “is” … WHAT &
WHY I LOVE. LOVE.
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I LOVE my ZYLISS Garlic Peeler!
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Design “is” … WHY I
GET MAD. MAD.
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Wanted: Dead [preferably] or Alive: THE DESIGNER OF MY RADIO SHACK
PHONE. Major Reward!
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Design is never neutral.
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Hypothesis: DESIGN is the principal difference between love and
hate.
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“We don’t have a good language to talk about this kind of thing. In most people’s
vocabularies, design means veneer. … But to me, nothing could be further from the
meaning of design. Design is the fundamental soul
of a man-made creation.”Steve Jobs
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Message: Engage your Client in an
examination- exploration of why we
care about stuff. Or don’t.
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Compare 10 order forms or data fields at a Web site.
Save great and awful junk mail.
Go on a <$10 shopping spree.
Pay attention to signage. (And instruction manuals.)
Start a notebook. NOW.
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V. Design is a Great Story!
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“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
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“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
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Hmmmm(?): “Only” Words …
StoryAdventure
Smile Focus
PlotPassion
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PlotWilliams Sonoma = 6 [was 10]
Crate & Barrel = 8Sharper Image = 9+
Smith & Hawken = 8+Garnet Hill = 9
L.L. Bean = 5 [was 9+]Land’s End = 7+
Colonial Williamsburg = ?
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Great Design is “Cheeky”
CEO Richard Branson’s stated hurdle for any new Virgin product
or service: best quality, good
value, innovative, challenge existing alternatives, sense
of fun or cheekiness
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Message: “What’s the plot?” is a compelling
exercise!
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VI. Design Defined
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“I wish more money and time was spent on designing an exceptional product, and
less on trying to psychologically manipulate
perceptions through expensive advertising.” – Phil Kotler
Source: Design Council [UK]
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“Design is a way of demonstrating how beautiful
something can be. It has a very profound quality. Design is a
way of changing life and influencing the future.” – Sir
Ernest Hall, Dean Clough
Source: Design Council [UK]
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“It was a revelation to discover how design could change people’s behaviour. I learnt that simply by
altering the graphic content of an exhibit you could double
the number of people who visited it.”
– Gillian Thomas, The Science Museum
Source: Design Council [UK]
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“The future will fascinate. A place where experience
becomes more important than information, truth more
important than technology, and ideas the only global currency.”
- Ralph Ardill, Imagination
Source: Design Council [UK]
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“What’s imperative is the creation of a style that
becomes a culture linking you to the community. You
can only do that through good design.” – Anita Roddick
Source: Design Council [UK]
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“Outstandingly good design in service industries is not an optional extra. It is an
essential part of everything a company does, and what it stands for.” – Richard Dykes,
MD, Royal Mail “Design is one of the few tools that, for every $ you spend, you actually say something about your business. You
have it in your power to use design to further the wealth and prosperity of your
business.” – Raymond Turner, BAA
Source: Design Council [UK]
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“Designers are people who think with their hearts.” – James, age 10. “If there were no design there would be nothing to do,
and nothing would progress or get better. The world would fall apart.” – Anna,
age 11. “My favourite design is the Nike ‘tick’ because it makes me feel confident, even though I am not so good at sports.”
– Raoul, age 11.
Source: Design Council [UK]
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VII. Great Design
is Respectful
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User …
STOP BLAMING
YOURSELF! (Don
Norman/Design of Everyday Things)
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“Sometimes I have episodes of wild fury in rental cars. It’s not road
rage. It’s more like design rage.”
Susan Casey, www.ecompany.com
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Paradox [?][!]
Great Design = WOW! +
GRACE [usability writ large]
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“My favorite word is grace –
whether it’s amazing grace,
saving grace, grace under
fire, Grace Kelly. How we live contributes to beauty – whether it’s how we treat other people or
the environment.”
Celeste Cooper, designer
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“Lust for beauty and elegance underpins the most important discoveries in computational history.” “The beauty of a proof or a machine
lies in a happy marriage of simplicity and power.” “Beauty is the ultimate defense against
complexity.” “A good programmer can be at least a hundred times more productive than an
average one. The gap has little to do with technical or mathematical or engineering
training – and much to do with taste, good judgment, aesthetic gifts.”
David Gelernter, Machine Beauty: Elegance and the Heart of Technology
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Message: Usability
rules! “Grace” is a better word than
usability.
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Step No. 1:
NOTEBOOK POWER!
[Start recording the awesome & the awful]
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VIII. Design is not about Expensive
Lumps!
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The I.D. [International Design] Forty*
Airstream … Alfred A. Knopf … Apple Computer … Amazon.com …
Bloomberg … Caterpillar … CNN … Disney … FedEx … Gillette … IBM … Martha Stewart … New Balance …
Nickelodeon … Patagonia … The New York Yankees … 3M … Etc.
* List No. 1, 1999
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Lady Sensor, Mach3, and …
$70M on developing the OralB CrossAction toothbrush
23 patents, including 6 for the packaging
Source: www.ecompany.com [06.00]
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Design Transforms even the [Biggest] Corporations!
TARGET … “the champion of America’s new design democracy” (Time) “Marketer of the Year 2000”
(Advertising Age)
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Message: Design applies to (1) service
companies, (2) departmental affairs,
(3) 79-cent items.
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IX. Design is the Web!
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“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
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Shop in your Underwear
Source: SM’d logo for www.ae.comae = American Eagle Outfitters
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The MySimon “Model”
“MySimon renders obsolete the value-added role of the trained salesperson and
goes beyond the role of the typical e-retailer. Rather than selling the product, MySimon acts as a personal advisor to
guide the customer to a source for purchase. The company generates revenue from vendor slotting fees and advertising.”
Richard Wine & David Morrison, “Beyond the Exchange: The Future of B2B” (HBR, 11-12/2000)
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Psych 101: Strongest Force on Earth?
My need to be in perceived control of my universe!
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“Most companies would do more business on the Internet if they
fired their entire marketing department and replaced it with
people who could produce
interactive content that actually made it easier for
users to buy.”Jakob Nielsen, Nielsen Norman Group
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Red Herring (01/00)
75% of online shoppers don’t complete their
purchase!
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Nielsen/Designing Web Usability
All Web projects are customer-interface projects!
Simplicity rules!
Make it easy for customers to perform useful tasks!
Less “cool,” more useful!
Speed rules!
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SWA
Simple!!!!!!!!!!!! (customers call because the process is so easy they can’t
believe they’re done)
30% of revenues directly from SWA site (vs. 6% for others)
Source: Business Week (09.00)
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One Person’s Opinion [11.2000]
TP to reporter: “Service is MUCH better! Would you go
back to bank tellers and phone operators? Value that I place on a smile: 3 on a scale of 10. Value I place on fast “digital”
response: 11 on a scale of 10!!”
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Web = PURE DESIGN MEDIUM
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WEB = A DREAMER’S
MEDIUM!
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“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
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I’net …
… allows you to dream dreams you could never have imagined before!
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Message: The Web is the No. 1 entrée for designers into the
mainstream! Ever!
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X. Caution: Beware “Look Alike ‘Cool’ ”
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Message: All the “cool stuff” looks [exactly]
like all the other “cool stuff” in this, THE
BRIGHT NEW AGE OF DESIGN.
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“Against Smoothness”
(Harper’s Magazine 07.2000)
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“Our innate idiosyncrasies are actually more endearing to
others than our most glorious achievements.” – Veronique Vienne, The
Art of Imperfection. “Glorious imperfections” – Sam Phillips, Sun
Records, on identifying & presenting raw talent
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Message: Buy a new CAD package. Or a set
of pencils.
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XI. Design & Work: Piss on
Dilbert!
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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
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White Collar Revolution!
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So what will be the Basic Building
Block of the New Org?
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Answer: PSF![Professional Service Firm]
Department Head
to …
Managing Partner, HR [IS, etc.] Inc.
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Credo
“WORK WORTH
PAYING FOR”
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New OrleansApril 2000:
NAPM
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You are the … Rock Stars
of the B2B Age!
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“P.S.F.”: Summary
H.V.A. Projects (100%)Pioneer Clients
WOW Work (see below)Hot “Talent” (see below)“Adventurous” “culture”
Point of View (Methodology)W.W.P.F. (100%)
When: Now!
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Message: Prove your
worth! [E.g., get outside work.]
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The WOW Project!
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“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
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Measures
–WOW!–Beauty!–Raving Fans!–Impact!
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T.T.D./Things To Do: Now!– List all projects– Carefully describe a “WOW Outcome” for you
and the Client– Score (!) all projects on WOW, Beauty, Impact,
Raving Fan-hood– Pick one project with a high combined score– Draft a one-page New Description that
emphasizes WOW, Beauty, etc.– Circulate and edit … for three days – Reduce to 5 [scintillating] “bullet points”
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Message: Buy your top management a jillion copies of The
Project50. Teach “WOW.”
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XII. Get Over It Designers: ALL YOU NEED IS
ONE!
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Topic: Boss-free
Implementation of STM /Stuff That
MATTERS!
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“This is all I ‘know’ in the
world!”Tom Peters
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I. THE IDEA
“4Fs”: Find a
Fellow Freak
Faraway
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World’s Biggest Waste …
Selling “Up”
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Recruit [a/a = 1] Friend [in the Boondocks]
Skip [Flip off] the Hierarchy!Recruit [A]nother Friend!Do Some Cool Shit! Fast!
Surround the Bastards [with WOW WINS/ results]!
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Heart of the Matter
F2F!*
*Freak to Freak … or K2K [Kook to Kook]
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“Lead” customers!
K2K redux!
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Alliance Skills!
Let the [Freak-Pioneer] Customer Pay Part, Own
[Part], and Lead Us - Push Us!
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Great + risky design is always [??] a product of
engaging the Client – from the start – in a
journey to the unknown.
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Create a Personal University of Weird!*
*AP to TP: “Make your own McKinsey.”
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II. THE NUGGET
Do Something. Do Anything.
Get Going.Now.
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Opportunity ALWAYS Knocks
VFCJ* “Strategy”
*Volunteer For Crappy Jobs
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Reframers’ Rules:
Rule 1: Never accept an assignment as given! (Please.)
Rule 2: You’re never so powerful as when you are “powerless”!
Rule 3: Every “small” project contains the entire
enterprise DNA!
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III. THE SOFT STUFF
Show Up!Connect!
Infect!
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Message: It’s Community
Organizing, stupid!
See: Saul Alinsky’s Rules for Radicals
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“It was much later that I realized Dad’s secret. He gained respect by giving it. He
talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a
bishop or a college president. He was seriously interested in who you were and what you had to say.”
Sara Lawrence-Lightfoot, Respect
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P.S. …
Mark McCormack: 5,000 miles for a 5
min. meeting.
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IV. BOTTOM LINE
The Enemy!
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Epitaph from Hell … Epitaph from Hell …
Joe T. Jones Joe T. Jones
1942 - 20001942 - 2000
HE WOULDA DONE SOME HE WOULDA DONE SOME
REALLY COOL STUFF REALLY COOL STUFF
BUT …BUT …
HIS BOSS WOULDN’T LET HIM! HIS BOSS WOULDN’T LET HIM!
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“Death is only one of many ways to lose your life.”
Alvah Simon, North to the Night
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Characteristics of the “Also rans”*
“Minimize risk”“Respect the chain of
command”“Support the boss”
“Make budget”
*Fortune, article on “Most Admired Global Corporations”
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The greatest dangerfor most of us
is not that our aim istoo high
and we miss it,but that it is
too lowand we reach it.
Michelangelo
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Message: Find one freak.
Forget selling “up.” Quit bitching about
powerlessness.
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XIII. Design & the Individual: Self-design!
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Design is … THE CONSIDERED
PRESENTATION OF …
Me.
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2010 “Demographics”:
By 2010, full-time workers will be in the
minoritySource: MIT study (28August2000)
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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
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“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
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“You are the storyteller of your own
life, and you can create your own legend or not.”
Isabel Allende
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“When was the last time you asked,
‘What do I want to be?’ ” Sara Ann Friedman, Work Matters
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“I am an American, Chicago born, and go at things as I have taught myself, free-style, and will make the record in my own way.”
Saul Bellow, The Adventures of Augie March
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“The time seems appropriate to rethink the
notions of self and identity in this rapidly
changing age …”
Tara Lemmey, Project LENS, past president Electronic Frontier Foundation
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“My work is a series of projects. My life is a series
of moves. What can I connect to? My community.”
Carnegie Mellon student [Fast Company]
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“I don’t think there’s anything worse than being
ordinary.”American Beauty
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THE I work for a company called
Me STREET JOURNAL
Adventures in Capitalism
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THE rise up and flee your cubicle STREET JOURNAL
Adventures in Capitalism
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Some people enjoy the corporate life.
Then again, some people enjoy nipple clamps.
Source: Ad tag line, FreeAgent.com
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Message: This is an impact issue. Designers: Attach
yourself to HR. Enhance the value of the
Talent Pool by helping others with designing …
“Brand You.”
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XIV. Design & The All-Out WAR FOR TALENT!
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“When land was the productive resource, nations battled over it. The same is
happening now for talented people.”
Stan Davis & Christopher Meyer, futureWEALTH
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“Seller’s Market”: Tomorrow’s Headline*
“Molecular biologists are up 3 points, economists
down 1/4, in moderate trading”
*futureWEALTH, Stan Davis and
Christopher Meyer
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“The leaders of Great Groups love talent and know where to find it. They revel in
the talent of others.”Warren Bennis & Patricia Ward Biederman,
Organizing Genius
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“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
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The Cracked Ones Let in the Light
“Our business needs a massive transfusion of talent, and talent, I believe, is most likely to be found
among non-conformists, dissenters and rebels.”
David Ogilvy
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Message: Design - writ large, as the Mother of Passion – dramatically affects the all important “Great Place to Work”
value proposition.
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XV. Design & The All-Out WAR
FOR TALENT: WOMEN RULE!
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Women and new-economy
management …
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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
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“AS LEADERS, WOMEN RULE: New Studies find that female managers
outshine their male counterparts on almost
every measure”Title, Special Report, Business Week, 11.20.00
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“Tomorrow belongs to women.”
Helen Fisher, The First Sex: The Natural Talents of Women and How They Are
Changing the World
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S. Estrich, Sex & Power:
The Magic Number 3! [Partners, Tenured Profs, Directors]
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“Would Congress [the Boardroom] be a different place if half the members
were women?”
From Sex and Power, Susan Estrich
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Message: Put women in charge! Watch the newly
important “new economy” stuff rise
to the top of the strategic agenda!
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XVI. Design: WEIRD Wins!
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Jane Jacobs: Exuberant Variety vs. the Great Blight of
Dullness. F.A. Hayek: Spontaneous
Discovery. Joseph
Schumpeter: the Gales of Creative Destruction.
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Saviors-in-Waiting
Disgruntled CustomersFringe CompetitorsRogue Employees
Edge SuppliersWayne Burkan, Wide Angle Vision: Beat the
Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue
Employees
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“Enormous sums of money are invested to reduce cycle time, improve quality,
reengineer … Much of this money is simply wasted. The waste is due to companies’
inability to develop wide-angle vision and tap into the … power of the edge.”
Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe
Competitors, Lost Customers, and Rogue Employees
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Fighter Pilots … Snipers … Secret Service Agents:
“Splatter Vision” [don’t become too focused]
Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors,
Lost Customers, and Rogue Employees
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Message: (1) Make sure you’re hangin’ with Cool
Dudes. (2) Designers ought to stick their noses [and
every other body part] into everyone’s business!
“Design sensibility” rules … everything!
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XVII. Design: The Most
Beautiful Systems Win!
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Design + Beauty is Fred S.’s “mediocre” thesis and Herb K.’s
napkin.
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Progressive
“We don’t sell insurance anymore.
We sell speed.” – Peter Lewis
Digital cameras, wireless Net links,
etc.: SOME CLAIMS PAID WITHIN 20 MINUTES!
Source: Business Week (09.00)
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Great design = One-page
business plan (Jim Horan)
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First Steps: “Beauty Contest”!
• Select one form/document: invoice, air bill, sick leave policy, customer returns-claim form
• Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/ Sucks; 10 = Work of Art] on three dimensions: Beauty, Grace, Clarity
• Re-invent!• Repeat, with a new selection, every 15
working days.
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Message: “Systems business” is
design business.
Inject yourself!
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Design Rules! [Literally]
Palm Beach County’s U.C.B.* [*Utterly Confusing Ballot]
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XVIII. Design &
Marketing to Women: Opportunity
No.1 ??!!
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?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Consumer Electronics … 51%
Cars … 60% (90%) All Consumer Purchases … 83%
Bank Account … 89%Health Care … 80%
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????
80+%
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Riding Lawnmowers
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48% working wives > 50%80% checks
61% bills53% stock (mutual fund boom)
43% > $500K95% financial decisions/
29% single handed
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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
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$4.8T > Japan [= #1]
9/27.5/$3.6T > Germany
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Yeow!
1970 … 1%
2002 … 50%
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Carol Gilligan/ In a Different Voice
Men: Get away from authority, familyWomen: Connect
Men: Self-orientedWomen: Other-oriented
Men: RightsWomen: Responsibilities
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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.”
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[“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!)]
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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
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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
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“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)
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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
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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
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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
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Read This Book …
EVEolution: The Eight Truths of Marketing to Women
Faith Popcorn & Lys Marigold
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EVEolution: Truth No. 1
Connecting Your Female Consumers to Each
Other Connects Them to Your Brand
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“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
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[“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]
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“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
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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
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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
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“Women don’t buy
brands. They join them.”
Faith Popcorn, EVEolution
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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
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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
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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!”
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Message: Men cannot design for women’s needs.
Period.
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XIX. Design & the Aging:
Opportunity No. 1A ??!!
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Subject: Marketers & Stupidity
It’s 18-44, stupid!
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Subject: Marketers & Stupidity
Or is it: 18-44 is stupid, stupid!
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2000-2010 Stats
18-44: -1%55+: +21%
(55-64: +47%)
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Aging/“Elderly”
$$$$$$$$$$$$“I’m in charge!”
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Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
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Message: Youwanna be relevant? This is a [VERY] Big
Deal. Listen up.
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XX. Design = Cornerstone of the Age of the
Brand
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“WHO ARE YOU [these days] ?”
TP to Client
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“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
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“Products from the major competing companies around the world will
become increasingly similar. Inevitably this means that the whole
of a company’s personality, its identity will become the most
significant factor in making a choice between one company and its
products and another.”
Wally Olins, Corporate Identity
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“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
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“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.]
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“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
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Client: “We’re not like Nike! We sell paper clips , 9mm bolts, who can be bothered?”
JK: “The whole world can be bothered if you brand
them well. Nike does not actually sell shoes. Nike sells the experience of using Nikes, the feeling of being a winner. And they
condense the message into just three words:
Just Do It! It is a question of being the only one, of offering the market
something unique.”
Source: Jesper Kunde, The Unique Moment
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“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, The Unique Moment
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“Customers will follow the brand
into new product categories … as long as the brand lives up to
its values. That’s why I think value positions will separate the
winners from the losers.”Jesper Kunde, The Unique Moment
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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
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Message: THIS IS THE BIG ENCHILADA. Case logic: (1) Brand
is it. (2) Brand = Emotional reaction. (3) Design is THE KEY
to emotional reaction. (4) Designers are “the key” to the
strategic success of the enterprise. [If they’d only flick the chip off
their collective shoulders.]
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XXI. Design & Leadership: Passion &
Technicolor Rule!
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Brand Leadership!
“A key – perhaps the key – to leadership is the effective
communication of a story.”
Howard Gardner Leading Minds: An Anatomy of Leadership
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“Create a Cause, not a ‘business.’ ”Gary Hamel, Fortune (06.00), on re-
inventing a company to survive in the ’00s (Exemplar #1: Charles Schwab)
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“I am a dispenser of enthusiasm.”
Benjamin Zander
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Message: Designers – appropriately considered –
are the script writers for The Compelling Story called
Our Company Matters Because …