Tom Peters’ Re-imagine Excellence: The Relentless Pursuit of Dramatic Difference !
Tom Peters’ Re-imagine 2005: Innovate! or Die! InnoDie.LONG.1110.2005.
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Transcript of Tom Peters’ Re-imagine 2005: Innovate! or Die! InnoDie.LONG.1110.2005.
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Tom Peters’ Re-imagine 2005:
Innovate!or
Die!InnoDie.LONG.1110.2005
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Slides at …
tompeters.com
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I. Altered ContextII. Innovation ImperativeIII. Value-added Ladder
IV. TalentV. Leadership
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I. Altered ContextII. Innovation ImperativeIII. Value-added Ladder
IV. TalentV. Leadership
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Re-set the gauges
to zero!
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26m
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“U.S. manufacturers and retailers are shifting their domestic warehouses and
distribution facilities to China as they seek to make supply
chains more efficient” —Headline, page 1, Financial Times, 11.07.2005
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“A Return to Quotas: Limits on Textiles Could Push China
Toward Making Upscale Goods” —Headline, NYT, 11.05
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43h
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“From Gunpowder to the Next Big Bang:
Modern China Is Set to Get Creative” —Headline, NYT, 11.05
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THREE BILLION NEW
CAPITALISTS —Clyde Prestowitz
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35/70
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“Income Confers No Immunity as Jobs
Migrate” —Headline/USA Today/February2004
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“There is no job that is America’s God-given
right anymore.” —Carly
Fiorina/HP/January2004
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600,000
350,000
70,000
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Sydney Morning Herald/ 25October2005
Quantas.Lay off thousands of mechanics.
Maintenance to China.
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“There is no job that is Australia’s God-given
right anymore.” —Tom
Peters/10.26.2005
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“One Singaporean worker costs as much as …
3 … in Malaysia
8 … in Thailand 13 … in China 18 … in India.”
Source: The Straits Times/08.18.03
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“Thaksinomics” (after Thaksin Shinawatra, PM)/
“Bangkok Fashion City”:
“managed asset reflation” (add to brand value of Thai
textiles by demonstrating flair and design excellence)
Source: The Straits Times/03.04.2004
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“Where Having Fun Is Now
O.K.” —headline NYT/04.24.05/an article about Singapore
“It’s still illegal to chew gum in Singapore, but having fun in the formerly staid city-state is now officially sanctioned.”
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Better By Design: A National Strategy
NZ = Design Excellence
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SingaporeIreland
New ZealandAustralia
The United States of AmericaThe United Arab Emirates
ChileIndia
MalaysiaThailandTaiwanKorea
The PhilippinesGermany
ItalyPortugal
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“This is a dangerous world and it is going to become more dangerous.”
“We may not be interested in chaos but
chaos is interested in us.”
Source: Robert Cooper, The Breaking of Nations: Order and Chaos in the Twenty-first Century
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H5N
1
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Period!
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“If you don’t like change, you’re going to like
irrelevance even less.” —General Eric Shinseki, Chief of Staff. U. S. Army
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“It is not the strongest of the species that
survives, nor the most intelligent, but the
one most responsive to change.” —Charles Darwin
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Everything You Need to Know about “Strategy”: Tom’s Baker’s Dozen Axioms
1. Do you have awesome Talent … everywhere? Do you push that Talent to pursue Audacious Quests?2. Is your Talent Pool loaded with wonderfully peculiar people who others wouldcall “problems”? And what about your Extended Community of customers, vendors et al?3. Is your Board of Directors as cool as your product offerings … and does it have50 percent (or at least one-third) Women Members?4. Long-term, it’s a “Top-line World”: Is creating a “culture” that cherishes above all things Innovation and Entrepreneurship your primary aim? Remember: Innovation … not Imitation!5. Are the Ultimate Rewards heaped upon those who exhibit an unswerving “Bias for Action,” to quote the co-authors of In Search of Excellence? 6. Do you routinely use hot, aspirational words-terms like “Excellence” and B.H.A.G. (Big Hairy Audacious Goal, per Jim Collins) and “Let’s make a dent in the Universe” (the Word according to Steve Jobs)? Is “Reward excellent failures, punish mediocre successes” your de facto or de jure motto?7. Do you subscribe to Jerry Garcia’s dictum: “We do not merely want to be the best of the best, we want to be the only ones who do what we do”?8. Do you elaborate on and enhance Jerry G’s dictum by adding, “We subscribe to ‘Best Sourcing’—and only want to associate with the ‘best of the best’.” 9. Do you embrace the new technologies with child-like enthusiasm and a revolutionary’s zeal?10. Do you “serve” and “satisfy” customers … or “go berserk” attempting to provide every customer with an “awesome experience” that does nothing less than transform the way she or he sees the world?11. Do you understand … to your very marrow … that the two biggest under-served markets are Women and Boomers-Geezers? And that to “take advantage” of these two Monster “Trends” (FACTS OF LIFE) requires fundamental re-alignment of the enterprise?12. Are your leaders accessible? Do they wear their passion on their sleeves? Does integrity ooze out of every pore of the enterprise? Is “We care” your implicit motto?13. Do you understand business mantra #1 of the ’00s: DON’T TRY TO COMPETEWITH WAL*MART ON PRICE OR CHINA ON COST? (And if you get this last idea, then see the 12 above!)
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13. Do you understand Business Mantra #1 of
the ’00s: DON’T TRY TO COMPETE WITH
WAL*MART ON PRICE OR CHINA ON COST?
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Innovateor
Die!!!
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Pathetic!
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“Forbes100” from 1917 to 1987: 39 members of the Class of ’17 were alive
in ’87; 18 in ’87 F100; 18 F100 “survivors” underperformed the market
by 20%; just 2 (2%), GE & Kodak, outperformed the market 1917 to 1987.
S&P 500 from 1957 to 1997: 74 members of the Class of ’57 were alive in ’97; 12 (2.4%) of 500 outperformed the market from 1957 to 1997.
Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market
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Never “Home Free” …
Sears, Macy’s — Wal*Mart, Target, CostCo
BankAmerica, Citigroup — Fidelity, Commerce Bank, Carlyle Group, Lending Tree, PayPal
IBM — Microsoft, Google, Infosys, Samsung
US Steel, Bethlehem — Nucor
???? — McDonald’s, Starbucks
GM, Ford — Honda, Hyundai, Tata
AT&T/Western Electric — Avaya, Cisco
???? — Sony, Nintendo, Nokia
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“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 very large one and just wait.”
—Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics
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I. Altered ContextII. Innovation ImperativeIII. Value-added Ladder
IV. TalentV. Leadership
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Brilliant!
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“A focus on cost-cutting and efficiency has helped many organizations weather the
downturn, but this approach will ultimately
render them obsolete. Only the constant pursuit of
innovation can ensure long-term success.” —Daniel
Muzyka, Dean, Sauder School of Business, Univ of British Columbia (FT/09.17.04)
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“Under his former boss, Jack Welch, the skills GE prized above all others were cost-cutting, efficiency and deal-making. What mattered was the continual
improvement of operations, and that mindset helped the $152 billion industrial and finance behemoth
become a marvel of earnings consistency. Immelt
hasn’t turned his back on the old ways. But in his GE, the new imperatives are
risk-taking, sophisticated marketing and, above all,
innovation.” —BW/032805
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Resist!
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“Consolidate or else! This
is it!” **Macy’s, Kmart, Xerox, IBM, Microsoft, TimeWarnerAOL …
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“Not a single company that qualified as having made a sustained transformation ignited its leap with a big
acquisition or merger. Moreover, comparison companies—those that failed to make a leap or, if they did, failed to sustain it—often tried to
make themselves great with a big acquisition or merger. They failed to grasp the simple truth that
while you can buy your way to growth, you cannot
buy your way to greatness.” —Jim Collins/Time/11.29.04
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“When asked to name just one big merger that had lived up to expectations, Leon Cooperman, former cochairman of Goldman Sachs’ Investment Policy
Committee, answered: I’m sure there are success
stories out there, but at this moment I draw a
blank.” —Mark Sirower, The Synergy Trap
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“Almost every personal friend I have in the world works on Wall Street. You can buy and
sell the same company six times and everybody
makes money, but I’m not sure we’re actually
innovating. … Our challenge is to
take nanotechnology into the future, to do personalized medicine …” —Jeff Immelt/Fast Company/07.05
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Sanford Weill, Citigroup’s Former
Leader, Frustrated As Empire Is Dismantled”
—Headline/NYT/07.21.05
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“Shremp is one of the
last dinosaurs of Germany Inc. He represents a strategy of acquiring assets and building empires that just didn’t work.” —Arndt Ellinghorst/analyst/
Dresdner Kleinwort Wasserstein
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“Mr Lampert should stick to investing, not
matchmaking.” —Gretchen Morgenson,
Page 1, New York Times Sunday Business, 1106.05, “The Sears Catalog of Problems” (TP: So why does this S***/the Same S*** keep
happening?)
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There’s “A” and then
there’s “A.”
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Resist?
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1103.2005/Headline/USA Today: “Time Warner Announces 80% Higher Earnings: Company Raises Stock Buyback Goal”
TP: When a so-so company’s stock is in the tank and shareholders are restless and unimpressed with short-term earnings boosts and when the
company has excess cash on hand and when the company has utterly no idea how to invest the excess cash in anything exciting that will offer a great return that will lift the share price it can buy back a big hunk of its stock which not only leads to a probable increase in share price but
also relieves the company of the crushing burden of having to worry about doing anything imaginative with the money and it also puts new
wealth in the hands of shareholders who following the precepts of portfolio theory can quit worrying for awhile about the hapless,
unimaginative leadership of the buyback company and instead invest their newfound wealth in a firm such as Google or Amgen which always is in need of cash to fund a long list of very cool ideas which probably will result in the creation of … can you believe it … actual underlying
and perhaps even sustainable value.
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Scale?
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“I don’t believe in economies
of scale. You don’t get better by
being bigger. You get worse.”
—Dick Kovacevich/Wells Fargo/Forbes08.04 (ROA: Wells, 1.7%; Citi, 1.5%; BofA, 1.3%; J.P. Morgan Chase, 0.9%)
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Scale?
“Microsoft’s Struggle With Scale” —Headline, FT, 09.2005
“Troubling Exits at Microsoft” —Cover Story, BW, 09.2005
“Too Big to Move Fast?” —Headline, BW, 09.2005
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Spinoffs perform better than IPOs … track record, profits … “freed from the confines of the parent …
more entrepreneurial, more nimble” —Jerry Knight/Washington Post/08.05
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Market Share, Anyone?
240 industries: Market-share
leader is ROA leader 29% of
the time
Source: Donald V. Potter, Wall Street Journal
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Market Share, Anyone?
— 240 industries; market-share leader is ROA leader 29% of the time
— Profit / ROA leaders: “aggressively weed out customers who generate low returns”
Source: Donald V. Potter, Wall Street Journal
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“Good management was the most powerful reason [leading firms] failed to stay atop their industries. Precisely because these firms
listened to their customers, invested aggressively in technologies that would provide their customers more
and better products of the sort they wanted, and because they carefully studied market trends and
systematically allocated investment capital to innovations that promised the best returns, they lost
their positions of leadership.”
Clayton Christensen, The Innovator’s Dilemma
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Focus!
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Scale’s Limitations: “All Strategy Is Local: True competitive advantages are
harder to find and maintain than people realize. The odds are best in tightly drawn markets, not big,
sprawling ones”
—Title/Bruce Greenwald & Judd Kahn/HBR09.05
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Different!**“Dramatic Difference” (DH), “Remarkable Point of view” (SG)
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“The ‘surplus society’ has a surplus of
similar companies, employing
similar people, with
similar educational backgrounds,
coming up with similar ideas,
producing similar things, with
similar prices and similar quality.”
Kjell Nordström and Jonas Ridderstråle, Funky Business
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Just Say “No” to …
Imitation!
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“Value innovation is about making the competition irrelevant by creating uncontested market space.
We argue that beating the competition within the confines of the existing industry is not the way to create
profitable growth.” —Chan Kim & Renée Mauborgne
(INSEAD), from Blue Ocean Strategy (The Times/London)
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“drive growth at a company famous for its discipline and
productivity, but rarely thought of as a hive of creativity” —Point
(Advertising Age)/09.05
“These days both Intel and Microsoft are scrambling to pay
the piper for years of design entropy” —WSJ/08.05
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“Acquisitions are about buying
market share. Our challenge is to
create markets. There is a big difference.”
Peter Job, CEO, Reuters
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“[Immelt] is now identifying technologies with GE will systematically set out to
build entirely new industries” —Strategy+Business, Fall 2005
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“To grow, companies need to break out of a
vicious cycle of competitive
benchmarking and imitation.”
—W. Chan Kim & Renée Mauborgne, “Think for Yourself —Stop Copying a Rival,” Financial Times/08.11.03
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“The short road to ruin is to emulate the
methods of your adversary.” — Winston
Churchill
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“This is an essay about what it takes to create and sell something remarkable. It is a plea for originality, passion, guts and daring. You can’t be remarkable by following someone else who’s remarkable. One way to figure out a theory is to look at what’s working in the real world and determine what the successes have in common. But what could the Four Seasons and Motel 6 possibly have in common? Or Neiman-
Marcus and Wal*Mart? Or Nokia (bringing out new hardware every 30 days or so) and Nintendo (marketing the same Game Boy 14 years in a row)? It’s like trying to drive
looking in the rearview mirror. The thing that all these companies have in common is that they have nothing in common. They are
outliers. They’re on the fringes. Superfast or superslow. Very exclusive or very cheap. Extremely big or extremely small. The reason it’s so hard to follow the leader is this: The leader is the leader precisely because he did something remarkable. And that remarkable thing is now taken—so it’s no longer remarkable when you decide to
do it.” —Seth Godin, Fast Company/02.2003
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GH/TP:
“Get better” vs
“Get different”
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This is not a “mature
category.”
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This is an “undistinguishe
d category.”
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“When we did it ‘right’ it was still pretty ordinary.”
Barry Gibbons on “Nightmare No. 1”
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Choose!
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Duet … Whirlpool … “washing machine” to “fabric care system”
… white goods: “a sea of undifferentiated boxes” … $400 to $1,300 … “the Ferrari of washing machines” … consumer:
“They are our little mechanical buddies. They have personality. When they are
running efficiently, our lives are running efficiently. They are part of my family.” …
“machine as aesthetic showpiece” … “laundry room” to “family studio” / “designer laundry room” (complements Sub-Zero
refrigerator and home-theater center)
Source: New York Times Magazine/01.11.2004
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1997-2001
>$600: 10% to 18%$400-$600: 49% to 32%
<$400: 41% to 50%Source: Trading Up, Michael Silverstein & Neil Fiske
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“The ‘mass market’ is dead. Consumers look for either price or
quality. The middle is untenable.”
—Walter Robb/COO/Whole Foods/Investors Business Daily/06.20.05
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“Clients want either the best or
the least expensive; there is
no in between.” —from John Di Julius, Secret Service
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“Cheap” vs “Cool”: The Options
Cheap: Nowhere to go except “more cheap”! Problem: the inevitable “next Dell”/“next /Wal*Mart”
arrives with new biz model; meanwhile you drift toward more complexity/ sluggishness, especially if undertake
sizeable mergers.
Cool: From “Cool” (with resonable costs) to “Stay Cool”/“Better” vs “Different.” Continue/
Accelerate charge Up the VA Ladder. Tactics: (1) “Up the experience ladder,” (2) Gamechanger Innovation. If not: “Cool” drifts/staggers toward untenable “Middle.”
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Easy!
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FLASH:
Innovation is
easy!
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Innovation’s Saviors-in-Waiting
Disgruntled CustomersOff-the-Scope Competitors
Rogue EmployeesFringe Suppliers
Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees
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CUSTOMERS: “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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“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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COMPETITORS: “The best swordsman in the world doesn’t need to fear
the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a
sword in his hand before; he doesn’t do the thing he ought to do, and so the expert isn’t
prepared for him; he does the thing he ought not to do and often it catches the expert out and
ends him on the spot.”
Mark Twain
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“How do dominant companies lose their
position? Two-thirds of the time, they pick the wrong competitor to
worry about.” —Don Listwin, CEO,
Openwave Systems/WSJ/06.01.2004 (commenting on Nokia)
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Kodak …. FujiGM …. FordFord …. GM
IBM …. Siemens, FujitsuSears … Kmart
Xerox …. Kodak, IBM
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“Don’t benchmark,
futuremark!” Impetus: “The future is already here; it’s just
not evenly distributed”—William Gibson
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Employees: “Are there enough weird
people in the lab these days?”
V. Chmn., pharmaceutical house, to a lab director
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We become who we hang
out with!
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Measure “Strangeness”/Portfolio Quality
StaffConsultants
VendorsOut-sourcing Partners (#, Quality)
Innovation Alliance PartnersCustomers
Competitors (who we “benchmark” against)
Strategic Initiatives Product Portfolio (LineEx v. Leap)
IS/IT ProjectsHQ LocationLunch Mates
LanguageBoard
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Hard!
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“The Bottleneck is at the Top of the Bottle”“Where are you likely to find people with the least diversity of experience, the largest investment in the past, and the
greatest reverence for industry dogma?
At the top!”
— Gary Hamel/“Strategy or Revolution”/Harvard Business Review
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Bold!
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No Wiggle Room!
“Incrementalism is innovation’s worst enemy.”
Nicholas Negroponte
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Just Say No …
“I don’t intend to be known as the ‘King of
the Tinkerers.’ ”CEO, large financial services company
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“Beware of the tyranny of making Small
Changes to Small Things.
Rather, make Big Changes to Big
Things.” —Roger Enrico, former Chairman, PepsiCo
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“Wealth in this new regime flows directly from
innovation, not optimization. That is, wealth is not gained by perfecting
the known, but by imperfectly seizing the
unknown.” —Kevin Kelly, New Rules for the New Economy
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“Reward excellent failures. Punish mediocre
successes.”Phil Daniels, Sydney exec
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We all live in Dell-Wal*Mart-
eBay-Google World!
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“the FedEx Economy”
—headline/New York Times/10.08.05
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Power Tools for Power Solutions/
Strategies! —TP
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5% F500 have CIO on Board: “While some
of the world’s most admired companies—Tesco, Wal*Mart —are transforming the business landscape by including technology experts on their boards, the
vast majority are missing out on ways to boost productivity, competitiveness and shareholder value.”
Source: Burson-Marsteller
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Fast!
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“It is not the strongest of the species that
survives, nor the most intelligent, but the
one most responsive to change.” —Charles Darwin
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Read It Closely: “We don’t sell
insurance anymore. We sell speed.”
Peter Lewis, Progressive
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“Strategy meetings held once or
twice a year” to “Strategy meetings needed several times a
week”
Source: New York Times on Meg Whitman/eBay
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He who has the quickest O.O.D.A.
Loops* wins!*Observe. Orient. Decide. Act. /
Col. John Boyd
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“The most successful people
are those who are good at
plan B.” —James Yorke,
mathematician, on chaos theory in The New Scientist
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Furious! [ “Bias for action” ]
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TP/BW on BigCo sin #1: “too much talk,
too little do”
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“Ninety percent of what we call ‘management’ consists of making it difficult for people to
get things done.” – Peter Drucker
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“Execution is the job of the
business leader.” —Larry Bossidy & Ram Charan/
Execution: The Discipline of Getting Things Done
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“We have a ‘strategic’ plan. It’s called doing things.” — Herb Kelleher
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“I saw that leaders placed too much emphasis on what some call high-level strategy, on intellectualizing
and philosophizing, and not enough on implementation. People would
agree on a project or initiative, and then nothing would come of it.” —Larry
Bossidy & Ram Charan/Execution: The Discipline of Getting Things Done
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“Execution is a systematic process of rigorously discussing hows and whats, tenaciously
following through, and ensuring accountability.” —
Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done
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The Leader’s Seven Essential Behaviors
*Know your people and your business*Insist on realism*Set clear goals and priorities*Follow through*Reward the doers*Expand people’s capabilities*Know yourself
Source: Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done
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Action8/VPMR+/Peters on Bossidy*Knowledge/External Focus (Competitors/Customers)
*Realism/Truth-telling*Vision *Projects (Must add up to Vision) *Milestones*Commitment/Energy*RapidReview*Consequences (+/-)
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“Realism is the heart of execution.”
—Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done
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“The person who is a little less conceptual but is absolutely determined to succeed will usually find the
right people and get them together to achieve objectives. I’m not knocking education or looking for
dumb people. But if you have to choose between someone with a staggering IQ and an elite education who’s gliding along, and
someone with a lower IQ but who is absolutely determined to succeed, you’ll
always do better with the second person.” —Larry Bossidy
(Larry Bossidy & Ram Charan/Execution: The Discipline of Getting Things Done)
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A man approached JP Morgan, held up an envelope, and said, “Sir, in my hand I hold a guaranteed formula for success, which I
will gladly sell you for $25,000.”
“Sir,” JP Morgan replied, “I do not know what is in the envelope, however if you show me, and I like it, I give you my word as a
gentleman that I will pay you what you ask.”
The man agreed to the terms, and handed over the envelope.JP Morgan opened it, and extracted a single sheet of paper. He gave it one look, a mere glance, then handed the piece of
paper back to the gent.
And paid him the agreed-upon $25,000 …
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1. Every morning, write a list of the things that need to be done that day.
2. Do them. Source: Hugh MacLeod/tompeters.com/NPR
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Measurable!
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Innovation Index: How many of your Top 5 Strategic
Initiatives/Key Projects score 8 or higher (out of 10) on a
“Weirdness”/ “Profundity”/ “Wow”/ “Gasp-worthy”/ “Game-changer” Scale?
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Immelt on “Innovation
breakthroughs”: Pull out and fund ideas in each business that will
generate >$100M in revenue; find best people to lead (80
throughout GE)
Source: Fast Company/07.05
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“Strategic Thrust Overlay”*
SyscoMicrosoft (I’net, Search)
GE (6-Sigma, Workout, etc.)GSK (7 CEDDs)
Apple (Mac)Hyundai (et al.) (Electronics, etc.)
*Different from Skunkworks
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Personal!
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Step #1: Buy a Mirror!
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“The First step in a ‘dramatic’
‘organizational change program’ is obvious—
dramatic personal change!” —RG
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Summary/The SE22:
“Origins of Sustainable Entrepreneurship”
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35 years in the
baking …
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De-cent-ral-iz-
a-tion!!
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Ac-count-a-bil-ity!!
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SE22/Origins of Sustainable Entrepreneurship1. Genetically disposed to Innovations that upset apple carts (3M, Apple, FedEx,
Virgin, BMW, Sony, Nike, Schwab, Starbucks, Oracle, Sun, Fox, Stanford University, MIT)
2. Perpetually determined to outdo oneself, even to the detriment of today’s $$$ winners (Apple, Cirque du Soleil, Nokia, FedEx)
3. Treat History as the Enemy (GE)
4. Love the Great Leap/Enjoy the Hunt (Apple, Oracle, Intel, Nokia, Sony)
5. Use “Strategic Thrust Overlays” to Attack Monster Problems (Sysco, GSK, GE, Microsoft)
6. Establish a “Be on the COOL Team” Ethos. (Most PSFs, Microsoft)
7. Encourage Vigorous Dissent/Genetically “Noisy” (Intel, Apple, Microsoft, CitiGroup, PepsiCo)
8. “Culturally” as well as organizationally Decentralized (GE, J&J, Omnicom)
9. Multi-entrepreneurship/Many Independent-minded Stars (GE, PepsiCo)
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HP’s Big “Duh”!
Decentralize ($90B)
Undo “Matrix”Accountability
Source: “HP Says Goodbye To Drama”/BW/09.05/re Mark Hurd’s first 5 months
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DePuySpine/J&J*
70/350+
game-changers!*Still decentralized after all these years!
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SE22/Origins of Sustainable Entrepreneurship
10. Keep decentralizing—tireless in pursuit of wiping out Centralizing Tendencies (J&J, Virgin)
11. Scour the world for Ingenious Alliance Partners—especially exciting start-ups (Pfizer)
12. Acquire for Innovation, not Market Share (Cisco, GE)
13. Don’t overdo “pursuit of synergy” (GE, J&J, Time Warner)
14. Execution/Action Bias: Just do it … don’t obsess on how it “fits the business model.” (3M, J & J)
15. Find and Encourage and Promote Strong-willed/Hyper- smart/Independent people (GE, PepsiCo, Microsoft)
16. Support Internal Entrepreneurs/Intrapreneurs (3M, Microsoft)
17. Ferret out Talent … anywhere and everywhere/“No limits” approach to retaining top talent (Nike, Virgin, GE, PepsiCo)
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SE22/Origins of Sustainable Entrepreneurship
18. Unmistakable Results & Accountability focus from the get-go to the grave (GE, New York Yankees, PepsiCo)
19. Up or Out (GE, McKinsey, big consultancies and law firms
and ad agencies and movie studios in general)
20. Competitive to a fault! (GE, New York Yankees, News Corp/Fox, PepsiCo)
21. “Bi-polar” Top Team, with “Unglued” Innovator #1, powerful Control Freak #2 (Oracle, Virgin) (Watch out when #2 is missing: Enron)
22. Masters of Loose-Tight/Hard-nosed about a very few Core Values, Open-minded about everything else (Virgin)
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Ac-count-a-bil-ity!!
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De-cent-ral-iz-
a-tion!!
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“HOW THE COAST GUARD GETS IT RIGHT” —Headline, Time, 10.31.2005
*Autonomy*Flexibility
*“Perhaps the most important distinction ot the Coast Guard is that
it trusts itself”
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The key to “Sustained Entrepreneurship” is to
keep on [sustained] developin’ entrepreneurs [entrepreneurship].*
*internally or externally
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Summary:
WallopWal*Mart16*
*Or: Why it’s so unbelievably easy to beat a GIANT Company
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Just Say No…
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“Exceeds
expectations”
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Just Say Yes…
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$798
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$415/SqFt/Wal*Mart$798/SqFt/Whole Foods
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4X: “At London Drugs, everyone
cares about everything.” —Wynne
Powell
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No Excuses/Wegman’s: #1*84%: Grocery stores “are all alike”
46%: additional spend if customers have an “emotional connection” to a grocery store rather than “are satisfied” (Gallup)
“Going to Wegman’s is not just shopping, it’s an event.” —Christopher Hoyt, grocery consultant
“You cannot separate their strategy as a retailer from their strategy as an employer.” —Darrell Rigby, Bain & Co.
*100 Best Companies to Work for/Fortune
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The “Small Guys” Guide: Wallop Wal*Mart16
*Niche-aimed. (Never, ever “all things for all people,” a “mini-Wal*Mart.)
*Never attack the monsters head on! (Instead steal niche business and lukewarm customers.)
*“Dramatically Different” (La
Difference ... within our community, our industry regionally, etc … is as obvious as the end of one’s nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.)
*Compete on value/experience/intimacy, not price. (You ain’t gonna beat the behemoths on cost-price in 9.99 out of 10 cases.)
*Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)
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PSF!
Donnelly’s Weatherstrip
Service
Weymouth MA
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The “Small Guys” Guide: Wallop Wal*Mart16
*Hands-on, emotional leadership. (“We are a great & cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible Experiences!”)
*A community star! (“Sell” local-ness per se. Sell the hell out of it!)
*An incredible experience, from the first to last moment—and then in the follow-up! (“These guys are cool! They ‘get’ me! They love me!”)
*DESIGN DRIVEN! (“Design” is a premier weapon-in-pursuit-of-the sublime for small-ish enterprises, including the professional services.)
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The “Small Guys” Guide: Wallop Wal*Mart16
*Employer of choice. (A very cool, well-paid place to work/learning and growth experience in at least the short term … marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!)
*Sophisticated use of information technology. (Small-“ish” is no excuse for “small aims”/execution in IS/IT!)
*Web-power! (The Web can make very small very big … if the product-service is super-cool and one purposefully masters buzz/viral marketing.)
*Innovative! (Must keep renewing and expanding and revising and re-imagining “the promise” to employees, the customer, the community.)
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The “Small Guys” Guide: Wallop Wal*Mart16
*Brand-Lovemark* (*Kevin Roberts) Maniacs! (“Branding” is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regional-niche “lovemark.”)
*Focus on women-as-clients. (Most don’t. How stupid.)
*Excellence! (A small player … per me …
has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the right—one damn day and client experience at a time!—to beat the Big Guys in your chosen niche!)
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7X. 730A-800P. F12A.*
*’93-’03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p.a.
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PM Helen Clark appoints Pete Hodgson to a
Cabinet-level job: Minister for
Lord of the Rings**c.f. “New Zealand: Better By Design”; “Airline to the Middle Earth”
Source: Joe Pine & Jim Gilmore, “The Experience Is the Marketing”
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“You do not merely want to be
the best of the best. You want to be
considered the only ones who do what
you do.”Jerry Garcia
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“Insanely Great”
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Gold Standard: Cirque du
Soleil!
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Just Say “No” to …
Imitation!
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“This is an essay about what it takes to create and sell something remarkable. It is a plea for originality, passion, guts and daring. You can’t be remarkable by following someone else who’s remarkable. One way to figure out a theory is to look at what’s working in the real world and determine what the successes have in common. But what could the Four Seasons and Motel 6 possibly have in common? Or Neiman-
Marcus and Wal*Mart? Or Nokia (bringing out new hardware every 30 days or so) and Nintendo (marketing the same Game Boy 14 years in a row)? It’s like trying to drive
looking in the rearview mirror. The thing that all these companies have in common is that they have nothing in common. They are
outliers. They’re on the fringes. Superfast or superslow. Very exclusive or very cheap. Extremely big or extremely small. The reason it’s so hard to follow the leader is this: The leader is the leader precisely because he did something remarkable. And that remarkable thing is now taken—so it’s no longer remarkable when you decide to
do it.” —Seth Godin, Fast Company/02.2003
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Great Companies … SET THE AGENDA.
(Period.)
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Walgreens vs London Drugs
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I. Altered ContextII. Innovation ImperativeIII. Value-added Ladder
IV. TalentV. Leadership
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Up, Up, Up, Up,Up the Value-added Ladder.
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Solve It!
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And the “M” Stands for … ?
Gerstner’s IBM: “Systems Integrator of
choice.” (BW)
IBM Global Services: $55B
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“Big Brown’s New Bag: UPS
Aims to Be the Traffic Manager for Corporate
America” —Headline/BW/07.19.2004
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“[Closing/selling Boeings 8,000-person facility in Wichita] was an
important decision in moving
forward with Boeing’s long-term strategy of
becoming a large-scale integrator.” —The Wichita Eagle/06.16.2005
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“Instant Infrastructure: GE Becomes a General
Store for Developing Countries” —headline/
NYT/07.16.05
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Bear In Mind: Customer Satisfaction
versus Customer
Success
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Experience It!
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2%/50%
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Experience: “Rebel Lifestyle!”
“What we sell is the ability for a 43-year-old accountant
to dress in black leather, ride through small towns
and have people be afraid of him.”
Harley exec, quoted in Results-Based Leadership
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2%/50%
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The “Experience Ladder”
Experiences Services
Goods Raw Materials
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Beyond the “Transaction”/ “Satisfaction” Mentality
“Good hotel”/ “Happy guest”/ “Exceeded
Expectations”vs.
“Fabulous Vacation!”/ “Incredible Conference!”/
“Operation Personal Renewal!”
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The “Experience Ladder”
Experiences
Gamechanging Solutions
ServicesGoods
Raw Materials
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Experience:
Bonus!
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Flower Power!
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Dream It!
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DREAM: “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The
essence of the desires of the consumer. The opportunity to help clients become what they want to be.” —Gian Luigi Longinotti-Buitoni
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Six Market Profiles
1. Adventures for Sale2. The Market for Togetherness, Friendship and Love3. The Market for Care4. The Who-Am-I Market5. The Market for Peace of Mind6. The Market for Convictions
Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
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Experience Ladder
Dreams Come True Awesome Experiences
Gamechanging SolutionsServicesGoods
Raw Materials
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Furniture vs. Dreams
“We do not sell ‘furniture’ at
Domain. We sell dreams. This is accomplished by addressing the half-formed needs
in our customers’ heads. By uncovering these needs, we, in essence, fill in the blanks. We
convert ‘needs’ into ‘dreams.’ Sales are the inevitable result.” — Judy George,
Domain Home Fashions
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Planetary Rainmaker-in-Chief!
“Palmisano’s strategy is to expand tech’s borders by pushing users—and entire
industries—toward radically different business models. The payoff
for IBM would be access to an ocean of revenue—Palmisano estimates it at $500 billion a year—that technology companies
have never been able to touch.” —Fortune
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“By making the Global Delivery Model both legitimate and mainstream, we have brought the battle to our territory. That is, after all, the purpose of strategy. We have
become the leaders, and incumbents [IBM, Accenture] are followers, forever playing catch-up. … However, creating a new business innovation is not enough for rules to be changed. The innovation must impact clients, competitors, investors, and society. We have seen all this in spades. Clients have embraced the model and are demanding
it in even greater measure. The acuteness of their circumstance, coupled with the capability and value of our solution, has made the choice not a choice. Competitors have been dragged kicking and screaming to replicate what we do. They face trauma
and disruption, but the game has changed forever. Investors have grasped that this is not a passing
fancy, but a potential restructuring of the way the world operates and how value will be created in the future.”—Narayana Murthy, chairman’s letter, Infosys Annual Report 2003
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IBM, UPS …
Dream Merchants!
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Design It!
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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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All Equal Except …
“At Sony we assume that all products of our competitors have basically the same
technology, price, performance and
features. Design is the only thing that differentiates
one product from another in the marketplace.”
Norio Ohga
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“With its carefully conceived mix of colors and
textures, aromas and music, Starbucks is more indicative of our era than the iMac. It is to the Age of
Aesthetics what McDonald’s was to the Age of Convenience or Ford was to the Age of Mass
Production—the touchstone success story, the exemplar of the aesthetic imperative. … ‘Every
Starbucks store is carefully designed to enhance the quality of everything the customers see, touch, hear, smell or
taste,’ writes CEO Howard Schultz.” —Virginia Postrel, The Substance of Style: How the Rise of Aesthetic Value Is Remaking
Commerce, Culture and Consciousness
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Marketing “Magic”*
The “Missing 95%”: The Unconscious!
*E.g. ZMET/Zaltman Metaphor Evaluation Technique
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“SAMSUNG DESIGN: THE KOREAN GIANT MAKES SOME OF THE COOLEST
GADGETS ON EARTH. NOW IT’S REINVENTING ITSELF TO GET EVEN COOLER.”
—Cover/BusinessWeek/11.29.2004
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Samsung By Design
* 5 IDEA in 2004 (Industrial Design Excellence Awards)/1st Asian company to win more than top European or American company
* 1993/LA: Chmn … Why are our products lost, while Sony’s are out front?
* Design staff/470 (120 in last 12 months); design budget 20% to 30% p.a.; Design Centers in London, LA, SF, Tokyo* Designers often dictate to engineers, not vice versa
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“ ‘Design’ at Apple/Starbucks/BMW is a ‘state of
mind’ [“culture”—TP] , not a ‘program.’ ”
—Tom Kelley/IDEO
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Better By Design
The Design49Tom Peters/Auckland/30March2005
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Better By Design: Tom’s Design49
1. There are only 2 rules.2. Rule #1: You can’t beat Wal*Mart on price or China on cost.3. Rule #2: See Rule #1.4. Econ Survival = Innovate and Sprint Up the Value-addedChain … OR DIE!
5. DESIGN (WRIT LARGE) (“DESIGN MINDFULNESS”) IS THE “SOUL”/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE.6. Design as Soul-Core Competence #1 is a “cultural imperative,” not a “programmatic” or “process” or“throw $$$ at it” issue!7. CDEs (Culturally Design-driven Enterprises) use Design-Experiences-Dream Merchantry-Lovemarks as the LeadDog(s) in the Olympian Innovation-“Strategy”-ValueProposition Struggle. 8. “Dream Merchant” makes as much sense for IBM or GE or UPS as for Starbucks!
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Share it!
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“THE POWER OF US: Mass Collaboration on
THE INTERNET Is Shaking Up Business”
—Cover/BusinessWeek/06.20.05
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“The nearly 1 billion people online worldwide—along with their shared knowledge, social contacts, online reputations, computing power, and
more—are rapidly becoming a collective force of unprecedented power. For the first time in human history, mass cooperation across
time and space is suddenly economical.” —BW/06.20.05
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“Blogging made my year!” —TP
Portal!Conversations!Collaboration!
New value!
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Love It!
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“Brands have run out of
juice. They’re dead.” —Kevin Roberts/Saatchi &
Saatchi
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Kevin Roberts:
Lovemarks!
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Brand …………………………………………………. LovemarkRecognized by consumers ………………. Loved by PeopleGeneric ………………………………………………… PersonalPresents a narrative ………………….. Creates a Love storyThe promise of quality ……………… A touch of SensualitySymbolic ………………………………………………….. IconicDefined ………………………………………………….. InfusedStatement ………………………………………………….. StoryDefined attributes ……………………... Wrapped in MysteryValues ………………………………………………………. SpiritProfessional …………………………... Passionately CreativeAdvertising agency ………………………….. Ideas company
Source: Kevin Roberts, Lovemarks
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“When we were working through the
essentials of a Lovemark,
Mystery was always at the top of the list.” —Lovemarks: The Future Beyond Brands, Kevin
Roberts
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Tattoo Brand: What % of users would tattoo the brand name on
their body?
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Top 10 “Tattoo Brands”*
Harley .… 18.9%Disney .... 14.8
Coke …. 7.7Google .... 6.6Pepsi .... 6.1Rolex …. 5.6Nike …. 4.6
Adidas …. 3.1Absolut …. 2.6
Nintendo …. 1.5
*BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom
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Lovemark Dreams Come True
Awesome ExperiencesGamechanging Solutions
ServicesGoods
Raw Materials
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Versus …
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“Exceeds
expectations”
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Lead It: New “C-
Levels”
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One company’s answer:
CXO*
*Chief eXperience Officer
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CFO*
*Chief Festivals Officer
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CCO*
*Chief Conversations Officer
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CSO*
*Chief Seduction Officer
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CL O*
*Chief LoveMark Officer
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CDM*
*Chief Dream Merchant
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CPI**Chief Portal Impresario
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CWO*
*Chief WOW Officer
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CRO*
*Chief Revenue Officer
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Sell It I!
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Just Say No.
Male
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“Women are the majority market” —Fara Warner/
The Power of the Purse
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USA/F.Stats: Short ‘n (Very) Sweet
>50% of stock ownership, $13T total wealth (2X in 15 years)
>$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg)
50% biz travel
57% BA degrees (2002); = ed & social strata, no wage gap
60% Internet users; >50% primary users of electronic equipment
WimBiz: Employees > F500; 10M+: 33% all US Biz
60% work; 46M (divorced, widowed, never married)
Source: Fara Warner, The Power of the Purse
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?????????
Home Furnishings … 94%Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)
Houses … 91%D.I.Y. (major “home projects”) … 80%
Consumer Electronics … 51% (66% home computers)
Cars … 68% (90%)All consumer purchases … 83%
Bank Account … 89%Household investment decisions … 67%Small business loans/biz starts … 70%
Health Care … 80%
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1970-1998
Men’s median income: +0.6%
Women’s median income: + 63%
Source: Martha Barletta, Marketing to Women
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Business Purchasing Power
Purchasing mgrs. & agents: 51%HR: >>50%
Admin officers: >50%
Source: Martha Barletta, Marketing to Women
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91% women: ADVERTISERS DON’T
UNDERSTAND US. (58% “ANNOYED.”)
Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)
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Thanks, Marti
Barletta!
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The Perfect Answer
Jill and Jack buy slacks in black…
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FemaleThink/ Popcorn & Marigold
“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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EVEolution: Truth No. 1
Connecting Your Female Consumers to Each Other Connects Them to Your Brand
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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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“Women don’t buy
brands. They join them.”
EVEolution
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2.6 vs. 21
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1. Men and women are different.2. Very different.3. VERY, VERY DIFFERENT.4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common.5. Women buy lotsa stuff.6. WOMEN BUY A-L-L THE STUFF.7. Women’s Market = Opportunity No. 1.8. Men are (STILL) in charge.9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.10. Women’s Market = Opportunity No. 1.
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Women poker players: More cautious. More patient. More disciplined. Bluff
with more attention to the odds. More notes [on-line]. Learn more and
improve faster. Less emotional, less ego. Know more about men than men
do about them; more effective at exploiting men’s attitudes.
Source: “Ante Up, Ladies: As poker mania grips the nation, more women are mastering the game, applying their own life lessons
to poker and the lessons of poker to life,” Time, 11.05
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“Women come out better on almost every count as
investors … They are less likely to hold a losing investment too long, and
less likely to wait too long to sell a winner; they’re also less likely to put too much money into a single investment or
to buy a reputedly hot stock without doing sufficient research.” —The Merrill report: “When It Comes to Investing, Gender A strong Influence on
Behavior.”/Atlantic
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Good Thinking, Guys!
“Kodak Sharpens Digital Focus On Its Best
Customers:
Women” —Page 1 Headline/WSJ/0705
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Cases!
McDonald’s (“mom-centered” to “majority consumer”; not via kids)
Home Depot (“Do it Herself”)
P&G (more than “house cleaner”)
DeBeers (“right-hand rings”/$4B)
AXA FinancialKodak (women = “emotional centers of the household”)
Nike (more than jock endorsements; new def sports; majority consumer)
AvonBratz (young girls want “friends,” not a blond sterotype)
Source: Fara Warner/The Power of the Purse
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“In Dove Ads,
Normal Is the New Beautiful”
—Headline, Advertising Age
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Enterprise Reinvention!
RecruitingHiring/Rewarding/Promoting
Structure Processes
MeasurementStrategyCulture Vision
Leadership
THE BRAND/STORY ITSELF!
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Sell It II!
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Just Say No. 18-44
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2000-2010 Stats
18-44: -1%
55+: +21%(55-64: +47%)
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44-65: “New Customer Majority” *
*45% larger than 18-43; 60% larger by 2010Source: Ageless Marketing, David Wolfe & Robert Snyder
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“The New Customer Majority is the only adult market with
realistic prospects for significant sales growth in dozens of product lines for thousands of companies.”
—David Wolfe & Robert Snyder, Ageless Marketing
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“Households headed by someone 40 or older enjoy 91% ($9.7T) of our population’s
net worth. … The mature market is the dominant market in the U.S. economy, making the majority
of expenditures in virtually every category.” —Carol Morgan & Doran Levy,
Marketing to the Mindset of Boomers and Their Elders
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Possession Experiences /“Desires for things”/Young adulthood/to 38
Catered Experiences/ “Desires to be served by others”/Middle adulthood
Being Experiences/ “Desires for transcending
experiences”/Late adulthood
Source: David Wolfe and Robert Snyder/Ageless Marketing
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“Marketers attempts at reaching those over 50 have
been miserably unsuccessful. No market’s motivations and needs are so poorly understood.”—Peter
Francese, founding publisher, American Demographics
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No: “Target Marketing”
Yes: “Target
Innovation” & “Target Delivery Systems”
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Sell It:
Just Say No…
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18-44-Male
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“Baby-boomer Women: The
Sweetest of Sweet Spots for
Marketers” —David Wolfe and
Robert Snyder, Ageless Marketing
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I. Altered ContextII. Innovation ImperativeIII. Value-added Ladder
IV. TalentV. Leadership
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Staff It!
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“The Creative
Age is a wide-open
game.”
—Richard Florida, The Rise of the Creative Class
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Welcome to…
Talent Time!
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Brand = Talent.
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“Leaders
‘do’ people.” —Anon.
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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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PARC’s Bob Taylor:
“Connoisseur of Talent”
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“The” Secret: Jack didn’t have a “vision”!
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Les Wexner (Jack+) : From sweaters to …
people!
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Hire for attitude. Train
for skills.
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Q: “If it were your $50K [life’s savings] and my $50K, what sort of Waiters would we look for?”
A:
“Enthusiasts!”
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Hire very good
people!
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“We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia-
Pacific changed 20 of his 40 box plant managers to put more talented, higher paid
managers in charge. He increased
profitability from $25 million to $80 million in 2 years.”
Ed Michaels, War for Talent
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Did We Say “Talent Matters”?
“The top software developers are more productive than average software
developers not by a factor of 10X or 100X, or even 1,000X,
but 10,000X.”
—Nathan Myhrvold, former Chief Scientist, Microsoft
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What’s your company’s …
EVP?Employee Value Proposition, per Ed
Michaels et al., The War for Talent;
IBP/Internal Brand Promise per TP
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Weird!
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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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Why Do I love Freaks?
(1) Because when Anything Interesting happens … it was a freak who did it. (Period.) (2) Freaks are fun. (Freaks are also a pain.) (Freaks are never boring.) (3) We need freaks. Especially in freaky times. (Hint: These are freaky times, for you & me & the CIA & the Army & Avon.) (4) A critical mass of freaks-in-our-midst automatically make us-who-are-not-so-freaky at least somewhat more freaky. (Which is a Good Thing in freaky times—see immediately above.) (5) Freaks are the only (ONLY) ones who succeed—as in, make it into the history books. (6) Freaks keep us from falling into ruts. (If we listen to them.) (We seldom listen to them.) (Which is why most of us—and our organizations—are in ruts. Make that chasms.)
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EVP = Challenge, professional growth, respect, satisfaction, opportunity, reward
Source: Ed Michaels et al., The War for Talent
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RE/MAX: A “Life Success
Company”Source: Everybody Wins, Phil Harkins & Keith Hollihan
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No Excuses!
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Wegman’s: #1100 Best Companies to Work for
84%: Grocery stores “are all alike”46%: additional spend if customers have an “emotional
connection” to a grocery store rather than “are satisfied” (Gallup)
“Going to Wegman’s is not just shopping, it’s an event.” —Christopher Hoyt, grocery consultant
“You cannot separate their strategy as a retailer from their strategy as an employer.” —Darrell Rigby, Bain & Co.
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Women!
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“AS LEADERS, WOMEN RULE: New Studies find that female managers
outshine their male counterparts in almost
every measure”Title, Special Report, Business Week
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????????
8/500
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Our Mission
To develop and manage talent;to apply that talent,
throughout the world, for the benefit of clients;to do so in partnership;
to do so with profit.
WPP
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“Omnicom very simply is about talent. It’s about
the acquisition of talent, providing the
atmosphere so talent is attracted to it.” —John Wren
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“ ‘Design’ at Apple/Starbucks/BMW is a ‘state of
mind’ [“culture”—TP] , not a ‘program.’ ”
—Tom Kelley/IDEO
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Pathetic from the
Start (to finish)!
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“My wife and I went to a [kindergarten] parent-teacher conference and were informed that our budding
refrigerator artist, Christopher, would be receiving a grade of Unsatisfactory in art. We were shocked. How could any child—let alone our child—receive a poor
grade in art at such a young age? His teacher informed us that he had refused to color within the lines, which was a
state requirement for demonstrating ‘grade-level motor
skills.’ ” —Jordan Ayan, AHA!
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15 “Leading” Biz Schools
Design/Core: 0Design/Elective: 1
Creativity/Core: 0Creativity/Elective: 4
Innovation/Core: 0Innovation/Elective: 6
Source: DMI/Summer 2002Research by Thomas Lockwood
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I. Altered ContextII. Innovation ImperativeIII. Value-added Ladder
IV. TalentV. Leadership
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Lead It …
Loud!
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Ouch!
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“The Bottleneck is at the Top of the Bottle”“Where are you likely to find people with the least diversity of experience, the largest investment in the past, and the
greatest reverence for industry dogma?
At the top!”
— Gary Hamel/“Strategy or Revolution”/Harvard Business Review
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Create a
Cause!
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G.H.: “Create a ‘cause,’ not a ‘business.’ ”
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“People want to be part of something larger than
themselves. They want to be part of something
they’re really proud of, that they’ll fight for, sacrifice for , trust.” —Howard Schultz, Starbucks
(IBD/09.05)
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Think
Legacy!
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“Management has a lot to do with answers. Leadership is a function of
questions. And the first question
for a leader always is: ‘Who do we intend to be?’ Not ‘What are we going to do?’ but ‘Who do we intend to be?’”
—Max De Pree, Herman Miller
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Find ‘em!
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“The” Secret: Jack didn’t have a “vision”!
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Les Wexner (Jack+) : From sweaters to …
people!
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Respect ‘em!
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Amen!
“What creates trust, in the end, is the leader’s manifest
respect for the followers.” — Jim O’Toole, Leading
Change
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“Don’t belittle!” —OD
Consultant
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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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“We behaved as if we were guests in their house. We
treated them not as a defeated people, but as
allies. Our success became their success.” —“How One Soldier Brought
Democracy to Iraq: The Mayor of Ar Rutbah” (MAJ James Gavrilis/USA Special Forces
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“We were friendly and respectful whenever we met a Bedouin or farmer, often sharing
tea with them in the middle of the open desert. Our behavior sent the clearest
message: We cared more about the people of Ar Rutbah than did the Fedayeen. … After all,
we had done everything possible to limit damage
to civilian infrastructure and private property. … We treated enemy wounded
and distributed contraband food. I stopped our final assult to institute a day-long
cease-fire as a gesture to the people of
the city.” — “How One Soldier Brought Democracy to Iraq: The
Mayor of Ar Rutbah” (MAJ James Gavrilis/USA Special Forces
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Make It a Grand
Adventure!
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Quests!
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Organizing Genius / Warren Bennis and Patricia Ward Biederman
“Groups become great only when everyone in them, leaders and
members alike, is free to do his or her absolute best.”
“The best thing a leader can do for a
Great Group is to allow its members to discover their
greatness.”
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Yes!!!!!!!!!!!!!!!!!
“free to do his or her absolute best” …
“allow its members to discover their
greatness.”
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"If your actions inspire others to dream more, learn more, do more
and become more, you are a leader." —John Quincy Adams
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Get It! (Without
Which There Is Nothing)
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“What creates trust, in the end, is
the leader’s manifest respect
for the followers.” —
Jim O’Toole, Leading Change
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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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“The deepest human need
is the need to be appreciated.”
William James
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Trumpet an Exhilarating
Story!
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“Leaders don’t just make products and make decisions.
Leaders make meaning.”
– John Seely Brown
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“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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Live Your
Story!
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MBWA
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“The first and greatest imperative of command
is to be present in person. Those who
impose risk must be seen to share it.”
—John Keegan, The Mask of Command
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“You must be the change you wish to see in the world.”
Gandhi
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“The First step in a ‘dramatic’ ‘organizational
change program’ is obvious—dramatic personal
change!” —LH
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Try It!
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Sam’s
Secret #1!
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“Fail faster. Succeed sooner.”
David Kelley/IDEO
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Dispense
Enthusiasm!
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“Nothing is so contagious as enthusiasm.”
—Samuel Taylor Coleridge
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BZ: “I am a … Dispenser of Enthusiasm!”
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“A man without a smiling face
must not open a shop.” —Chinese Proverb*
*Courtesy Tom Morris, The Art of Achievement
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Radiate
Passion!
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“To change minds , leaders make particular use
of two tools: the stories that they tell and
the lives that they lead.” —Howard Gardner, Changing Minds
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“Tell me, what is it you plan to do
with your one wild and precious
life?” —Mary Oliver
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Insist on Excellence
as the Norm!
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Excellence
!
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Leader Job 1
Paint Portraits of
Excellence!
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Keep It
Simple!
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Sir Richard’s Rules:
Follow your passions.Keep it simple.
Get the best people to help you.
Re-create yourself.Play.
Source: Fortune on Branson/10.03
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Kevin Roberts’ Credo
1. Ready. Fire! Aim.2. If it ain’t broke ... Break it!3. Hire crazies.4. Ask dumb questions.5. Pursue failure.6. Lead, follow ... or get out of the way!7. Spread confusion.8. Ditch your office.9. Read odd stuff.
10. Avoid moderation!
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Stay Hungry. Stay Foolish.
Steve Jobs
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Avoid … Moderation!
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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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Nelson’s secret: “[Other] admirals more frightened of losing than
anxious to win”
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Free the
Lunatic Within …
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“You can’t behave in a calm, rational
manner. You’ve got to be out there on
the lunatic fringe.” —
Jack Welch
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Forward,
March!
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“In classical times when Cicero had finished
speaking, the people said, ‘How well he spoke,’ but when Demosthenes had
finished speaking, they said,
‘Let us march.’” —
Adlai Stevenson
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Let us
march!
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!