Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.
-
Upload
gabriel-hudson -
Category
Documents
-
view
221 -
download
0
Transcript of Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.
![Page 1: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/1.jpg)
Tom Peters Seminar2001
Rollercoaster Days: Learning to … Rock & Roll!
Phoenix 06.11.01
![Page 2: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/2.jpg)
More at … tompeters.comSlides from this seminar;
Master Presentation, for in-depth; annotated Special Presentations
[Women Rule!, Design!, etc.].“Cool Friends” (referenced in seminar).
Discussions re this stuff.Calendar of events.
Lavender text in this file is a link.
![Page 3: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/3.jpg)
“There will be more confusion in the business world in the next decade than in any decade in history.
And the current pace of change will only accelerate.”
Steve Case
![Page 4: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/4.jpg)
<1000A.D.: paradigm shift: 1000s of years1000: 100 years for paradigm shift
1800s: > prior 900 years1900s: 1st 20 years > 1800s
2000: 10 years for paradigm shift 21st century: 1000X tech change than 20th
century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture
in the fabric of human history”)
Ray Kurzweil, talk april2001
![Page 5: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/5.jpg)
“We are in a
brawl with no rules.”
Paul Allaire
![Page 6: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/6.jpg)
S.A.V.
![Page 7: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/7.jpg)
The Kotler Doctrine:
1965-1980: R.A.F.(Ready.Aim.Fire.)
1980-1995: R.F.A.(Ready.Fire!Aim.)
1995-????: F.F.F.(Fire!Fire!Fire!)
![Page 8: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/8.jpg)
John Roth’s “Rules” [Nortel]
1. Our strategies must be tied to leading-edge customers on the attack.
2. Time cannot be sacrificed for better quality, lower cost, or even better decisions.
3. It doesn’t matter whether you develop or acquire leading technology. Our job is to provide the technology
and products our customers need.4. Success is achieved by leading change,
not waiting for it.5. We are paranoid about our leadership – willing to cannibalize our own products to maintain our edge.
Source: Abridged from The Wall Street Journal (07.25.00)
![Page 9: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/9.jpg)
Read It Closely: “We don’t sell
insurance anymore. We sell speed.”
Peter Lewis, Progressive
![Page 10: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/10.jpg)
Structure
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
![Page 11: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/11.jpg)
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
![Page 12: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/12.jpg)
Forces @ Work I
The Destruction Imperative!
![Page 13: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/13.jpg)
Forget>“Learn”
“The problem is never how to get new, innovative
thoughts into your mind,
but how to get the old ones out.”
Dee Hock
![Page 14: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/14.jpg)
“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
![Page 15: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/15.jpg)
“Acquisitions are about buying market share.
Our challenge is to create markets. There is a big difference.”
Peter Job, CEO, Reuters
![Page 16: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/16.jpg)
“Our ideal acquisition is a small startup that has a great technology product on the drawing board that is going to come out in six to twelve months.
We buy the engineers and the next generation product. …”
John Chambers, Cisco
![Page 17: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/17.jpg)
Lessons from the Bees!
“Since merger mania is now the rage, what lessons can the bees teach us? A simple one: Merging is not in
nature. [Nature’s] process is the exact opposite: one of growth, fragmentation and dispersal. There is no
megalomania, no merging for merging’s sake. The point is that unlike corporations, which just get bigger, bee colonies know when the time has come to split up into
smaller colonies which can grow value faster. What the bees are telling us is that the corporate
world has got it all wrong.”David Lascelles, Co-director of The Centre for the
Study of Financial Innovation [UK]
![Page 18: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/18.jpg)
The [New] Ge Way
DYB.com
![Page 19: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/19.jpg)
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
![Page 20: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/20.jpg)
Forbes100 from 1917 to 1987: 39 members of the Class of ’17 were alive in ’87; 18 are in ’87 F100; the 18 F100 “survivors” underperformed the market by
20%; just 2 (2%), GE & Kodak, outperformed the market from 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
![Page 21: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/21.jpg)
“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
![Page 22: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/22.jpg)
Brand Inside
Brand Org: Lean, Linked,
Electronic & Malleable
![Page 23: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/23.jpg)
Headline: “Bank of America to Cut … 10,000 Jobs”
“Middle-level and senior managers are expected to be
the principal targets of the job cutbacks.”
Source: The New York Times (07.29.2000)
![Page 24: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/24.jpg)
White Collar
Revolution!
![Page 25: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/25.jpg)
108 X 5vs.
8 X 1** 540 vs. 8 (-98.5%)
![Page 26: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/26.jpg)
The Pincer 5
“Destructive” entrepreneurs/ Global Competition
“White Collar Robots”
THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler]
Global Outsourcing [E.g.: India, Mexico]
Speed!!
![Page 27: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/27.jpg)
“A bureaucrat is an expensive
microchip.”Dan Sullivan, consultant and
executive coach
![Page 28: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/28.jpg)
Automation+
75% of what we do: 40 “expert” decision rules!
![Page 29: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/29.jpg)
IBM’s Project Eliza!
![Page 30: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/30.jpg)
“Assetless Company”
John Bryan, CEO, on selling all Sara Lee’s manufacturing
![Page 31: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/31.jpg)
“Don’t own nothin’ if you can help it. If you can, rent your
shoes.”F.G.
![Page 32: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/32.jpg)
Brand Inside
Brand Work: The Professional Service
Firm Model & The WOW Project
![Page 33: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/33.jpg)
So what will be the Basic Building
Block of the New Org?
![Page 34: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/34.jpg)
Every job done in W.C.W. is
also done “outside”
…for profit!
![Page 35: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/35.jpg)
Answer: PSF![Professional Service Firm]
Department Head
to …
Managing Partner, HR [IS, etc.] Inc.
![Page 36: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/36.jpg)
“P.S.F.”: Summary
H.V.A. Projects (100%)Pioneer Clients
WOW Work (see below)Hot “Talent” (see below)“Adventurous” “Culture”
Proprietary Point of View (Methodology)W.W.P.F. (100%)/Outside Clients (25%++)
When: Now!
![Page 37: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/37.jpg)
11 September 2000
![Page 38: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/38.jpg)
09.11.2000: HP bids
$18,000,000,000for
PricewaterhouseCoopersConsulting business!
![Page 39: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/39.jpg)
[“These days, building the best server isn’t enough. That’s the
price of entry.”
Ann Livermore, Hewlett-Packard]
![Page 40: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/40.jpg)
HP … Sun … GE … IBM … UPS … UTC …
General Mills … Springs … Anheuser-Busch …
Carpet One … Etc. … Etc.
![Page 41: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/41.jpg)
“UPS wants to take over the sweet spot in the endless loop
of goods, information and capital that all the packages
[it moves] represent.”ecompany.com/06.01 (E.g., UPS Logistics
manages the logistics of 4.5M Ford vehicles, from 21 mfg. Sites to 6,000 NA dealers)
![Page 42: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/42.jpg)
Maybe one [or more] of your “PSFs” becomes the tail that wags the
dog called Market Cap????? [E.g.: engineering-
IS-logistics-customer service]
![Page 43: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/43.jpg)
eHR*/PCC***All HR on the Web
**Productivity Consulting Center
Source: E-HR:A Walk through a 21st Century HR Department, John Sullivan, IHRIM
![Page 44: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/44.jpg)
The Raw Material …
The WOW Project!
![Page 45: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/45.jpg)
“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
![Page 46: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/46.jpg)
“Every project we take on starts with a question:
How can we do what’s never been
done before?”Stuart Hornery, CEO, Lend Lease
![Page 47: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/47.jpg)
Your Current Project?
1. Another day’s work/Pays the rent.4. Of value.7. Pretty Damn Cool/Definitely subversive.
10. WE AIM TO CHANGE THE WORLD. (Insane!/Insanely Great!/WOW!)
![Page 48: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/48.jpg)
“Learn not to be careful.”
Photographer Diane Arbus to her students (Careful = The sidelines,
per Harriet Rubin in The Princessa)
![Page 49: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/49.jpg)
Brand Inside
Brand You: Distinct …
or Extinct
![Page 50: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/50.jpg)
“New Economy changes how
firms treat layoffs”
Headline, USA Today (03.19.2001)
![Page 51: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/51.jpg)
“If there is nothing very special about your work, no matter how hard you apply
yourself, you won’t get noticed, and that
increasingly means you won’t get paid much either.”
Michael Goldhaber, Wired
![Page 52: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/52.jpg)
Minimum New Work SurvivalSkillsKit2001
MasteryRolodex Obsession (vert. to horiz. “loyalty”)
Entrepreneurial InstinctCEO/Leader/Businessperson/Closer
Mistress of ImprovSense of Humor
Intense Appetite for TechnologyGroveling Before the Young
Embracing “Marketing”Passion for Renewal
![Page 53: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/53.jpg)
“You must realize that how you invest your human capital matters as much as how you
invest your financial capital. Its rate of return determines your future options. Take a job for what it teaches you, not for what it pays. Instead of a potential employer asking, ‘Where do you see yourself in 5 years?’
you’ll ask, ‘If I invest my mental assets with you for 5 years, how much will they
appreciate? How much will my portfolio of career options grow?’ ”
Stan Davis & Christopher Meyer, futureWEALTH
![Page 54: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/54.jpg)
Invent. Reinvent. Repeat.
Source: HP banner ad
![Page 55: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/55.jpg)
Brand Inside
Brand Talent: The Great War for Talent
![Page 56: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/56.jpg)
The Case
![Page 57: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/57.jpg)
“When land was the productive asset, nations
battled over it. The same is happening now for talented people.”
Stan Davis & Christopher Meyer, futureWEALTH
![Page 58: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/58.jpg)
The Talent Ten
![Page 59: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/59.jpg)
1. Obsession
P.O.T.* = All Consuming
*Pursuit of Talent
![Page 60: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/60.jpg)
33 Division Titles. 26 League Pennants. 14
World Series: Earl Weaver—0. Tom Kelly—0. Jim Leyland—0.
Walter Alston—1AB. Tony LaRussa—132 games, 6 seasons. Tommy
Lasorda—P,26 games. Sparky Anderson—1 season.
![Page 61: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/61.jpg)
From “1, 2 or you’re out” [JW] to …
“Best Talent in each industry segment to build
best proprietary intangibles” [EM]
Source: Ed Michaels, War for Talent (05.17.00)
![Page 62: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/62.jpg)
“We have transitioned from an asset-based strategy
to a talent-based strategy.”
Jeff Skilling, CEO, Enron
![Page 63: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/63.jpg)
2. Greatness
Only The Best!
![Page 64: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/64.jpg)
Home Depot: 7 new growth initiatives ($20B to $100B in 5-7 years)
Arthur Blank: BEST PERSON IN THE WORLD TO HEAD
EACH INITIATIVEE.g.: COO of IKEA to head
international expansion
Ed Michaels, War for Talent (05.17.00)
![Page 65: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/65.jpg)
3. Performance
Up or out!
![Page 66: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/66.jpg)
“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 (05.17.00)
![Page 67: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/67.jpg)
Message: Some people are better than other
people. Some people are a helluva lot better than other
people.
![Page 68: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/68.jpg)
4. Pay
Fork Over!
![Page 69: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/69.jpg)
“Top performing companies are two to four times more likely
than the rest to pay what it takes to prevent losing
top performers.”
Ed Michaels, War for Talent (05.17.00)
![Page 70: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/70.jpg)
So-so plant manager, $1M per year. Pay: $110,000 plus $60,000. Top plant manager,
$3-4M per year. Pay: $135,000 plus $90,000. Net:
$2-3M for $50K.
Source: Ed Michaels et al., The War for Talent, re Georgia-Pacific
![Page 71: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/71.jpg)
What gets measured gets done. What gets
paid for gets done more. What gets paid
a lot for gets done a lot more.
![Page 72: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/72.jpg)
5. Youth
Grovel Before the Young!
![Page 73: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/73.jpg)
“Talented people are less likely to wait their turn. We used to
view young people as trainees; now they are authorities. Arguably
this is the first time the older generation can – and must – leverage the younger generation very early in their careers.”
Ed Michaels, War for Talent (05.17.00)
![Page 74: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/74.jpg)
6. Diversity
Mess Rules!
![Page 75: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/75.jpg)
“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
![Page 76: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/76.jpg)
7. Women
Born to Lead!
![Page 77: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/77.jpg)
“AS LEADERS, WOMEN RULE: New Studies find that female managers
outshine their male counterparts in almost
every measure”Title, Special Report, Business Week, 11.20.00
![Page 78: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/78.jpg)
Women and new-economy
management …
![Page 79: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/79.jpg)
The New Economy …
Shout goodbye to “command and control”!
Shout goodbye to hierarchy!
Shout goodbye to “knowing one’s place”!
![Page 80: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/80.jpg)
Women’s Stuff = New Economy Match
Improv skillsRelationship-centric
Less “rank consciousness”Self determinedTrust sensitive
IntuitiveNatural “empowerment freaks” [less
threatened by strong people]Intrinsic [motivation] > Extrinsic
![Page 81: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/81.jpg)
“TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it
easier to meet new people? Who asks more questions in a conversation? Who is a better
listener? Who has more interest in communication skills? Who is more inclined to get involved?
Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is
better at keeping in touch with others?”
Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy &
Susan Kane-Benson
![Page 82: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/82.jpg)
“Investors are looking more and more for a relationship with their
financial advisers. They want someone they can trust, someone who listens. In my experience, in general, women may be better at these relationship-building skills
than are men.”
Hardwick Simmons, CEO, Prudential Securities
![Page 83: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/83.jpg)
“Boys are trained in a way that will make
them irrelevant.”
Phil Slater
![Page 84: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/84.jpg)
It’s Girls, Stupid!
1996: 8.4M women, 6.7M men in college (est: 9.2 to 6.9 in 2007); more women than men in
high-level math and science courses
More girls in student govt., honor societies; girls read more books, outperform boys in artistic and musical ability, study abroad in
higher numbers
Boys do rule: crime, alcohol, drugs, failure to do homework (4:1)
Source: The Atlantic Monthly (May2000)
![Page 85: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/85.jpg)
Okay, you think I’ve gone tooooo far.
How about this: DO ANY OF YOU SUFFER
FROM TOO MUCH TALENT?
![Page 86: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/86.jpg)
63 of 2,500 top earners in F500
8% Big 5 partners
14% partners at top 250 law firms
43% new med students; 26% med
faculty; 7% deans
Source: Susan Estrich, Sex and Power
![Page 87: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/87.jpg)
8. Weird
The Cracked Ones Let in the Light!
![Page 88: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/88.jpg)
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
![Page 89: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/89.jpg)
Axiom: Never hire anyone without an aberration in their
background!
![Page 90: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/90.jpg)
QCC/Quick Culture Change
Hire Weird
Promote Deep
Rule of Three (3 = Critical Mass)
![Page 91: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/91.jpg)
Enron
COO: Louise Kitchen, F, 29; created
EnronOnline as “Skunkworks”
![Page 92: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/92.jpg)
Nasser’s Triad*: The Internet Is the New Job 1
Brian Kelley, 40, head of global sales and service (GE appliances); first non-“car guy”
in the job
Karen Francis, 38, eBusiness czar (Olds brand boss)
Marv Adams, 43, CIO (Bank One’s IT infrastructure consolidator)
* All three are “direct reports”
![Page 93: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/93.jpg)
The Golden Triangle: (1) Creator-Inventor-
Visionary … (2) Talent Fanatic … (3) Inspired
Profit Mechanic.
![Page 94: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/94.jpg)
Project Team Golden Triangle
(1) Champion-Maniac. (2) Implementer-Pol. (3)
Schedule & Budgets Fanatic.
![Page 95: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/95.jpg)
9. Opportunity
Make It an Adventure!
![Page 96: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/96.jpg)
“Firms will not ‘manage the careers’ of their employees. They
will provide opportunities to enable the employee to develop
identity and adaptability and
thus be in charge of his or her own career.”
Tim Hall et al., “The New Protean Career Contract”
![Page 97: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/97.jpg)
“H.R.” to …
Human
Enablement
Department
![Page 98: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/98.jpg)
10. Leading Genius
We are all unique!
![Page 99: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/99.jpg)
Beware Lurking HR Types … One size
NEVER fits all. One size fits one. Period.
![Page 100: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/100.jpg)
48 Players = 48 Projects =
48 different success measures
![Page 101: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/101.jpg)
ObsessionGreatness
PerformancePay
Youth DiversityWomenWeird
OpportunityLeading Genius
![Page 102: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/102.jpg)
HR Folks: YOU – not
“marketing” - “OWN” THE “BRAND PROMISE”!
(If you wish.)
![Page 103: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/103.jpg)
MantraM3
Talent = Brand
![Page 104: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/104.jpg)
What’s your company’s …
EVP?Employee Value Proposition, per Ed Michaels et al., The War for Talent
![Page 105: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/105.jpg)
EVP = Challenge, professional growth, respect, satisfaction, opportunity, reward
Source: Ed Michaels et al., The War for Talent
![Page 106: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/106.jpg)
Goal of the Year No. 1*: Find-Develop-Mentor
ONE Extraordinary Person.
*CEO, large financial advisory firm, April 2001
![Page 107: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/107.jpg)
Brand Inside
Brand Action:Getting Started … a
Personal Perspective
![Page 108: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/108.jpg)
The following slide begins the “Boss-Free Implementation of
Stuff That Matters” Section. The slides in this section are heavily
annotated.
Use Normal or Notes Page View to access the notes.
![Page 109: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/109.jpg)
Topic: Boss-free
Implementation of STM /Stuff That
MATTERS!
![Page 110: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/110.jpg)
World’s Biggest Waste …
Selling “Up”
![Page 111: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/111.jpg)
THE IDEA: F4
Find a Fellow
Freak Faraway
![Page 112: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/112.jpg)
Heart of the Matter
F2F!/K2K!/1@T/R.F.A.*
*Freak to Freak/Kook to Kook/One at a Time/ Ready.Fire!Aim.
![Page 113: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/113.jpg)
THE NUGGET
Do Something. Do Anything.
Get Going.Now.
![Page 114: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/114.jpg)
Opportunity ALWAYS Knocks
VFCJ* “Strategy”
*Volunteer For Crappy Jobs
![Page 115: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/115.jpg)
Is It …
“The Oh-Hell-I-Wish-It-Were-Over Memorial Day picnic”
or
“The First Annual Seriously
Kewl Celebration of Our Incredible Staff”
![Page 116: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/116.jpg)
Is It …
Wrestle the damn Safety Manual into line with the ridiculous new OSHA Regs?
Or …
A stealth opportunity to address the War for Talent via … a thoroughgoing review
of how safety and environmental issues contribute to making this a
Great Place to Work?
![Page 117: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/117.jpg)
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!
![Page 118: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/118.jpg)
BOTTOM LINE
The Enemy!
![Page 119: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/119.jpg)
Joe J. Jones Joe J. Jones 1942 – 2001 1942 – 2001
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!
![Page 120: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/120.jpg)
Characteristics of the “Also rans”*
“Minimize risk”“Respect the chain of
command”“Support the boss”
“Make budget”
*Fortune, article on “Most Admired Global Corporations”
![Page 121: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/121.jpg)
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
![Page 122: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/122.jpg)
Brand InsideReprise:
THINK WEIRD: The High Standard
Deviation Enterprise
![Page 123: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/123.jpg)
“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
![Page 124: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/124.jpg)
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
![Page 125: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/125.jpg)
“Corporate consciousness is predictably centered around the
mainstream. The best customers, biggest competitors, and model
employees are almost invariably the focus of attention.”
Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors,
Lost Customers, and Rogue Employees
![Page 126: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/126.jpg)
“The highest performing companies have well-developed systems for killing ideas
their customers don’t want. As a result, these companies find it very difficult to invest adequate resources in disruptive
technologies—lower margin opportunities that their customers don’t want—until they
want them. And by then it’s too late.”
Clayton Christensen, The Innovator’s Dilemma
![Page 127: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/127.jpg)
Button-down Org H.S.D.E. .
• Acquire for market share• Suck up to biggest customers• Pursue “strategic vendors”• Bigger is better• Accept assignments as given• Hire 4.0s from “top schools”• Promote when they’ve “paid
their dues”• Appoint a “prestigious” board
• Hang out with my pals• R.A.F.• Be “professional” at all
times/Honor thine elders
• Acquire for innovation• Partner with cool customers• Seek out pioneering vendors• Break it up … to refresh• Reframe all tasks to innovate• Hire “intriguing,” wherever• Promote tomorrow if the work
product is weird and WOW• Appoint an interesting,
headstrong board• Take a freak to lunch today• F.F.F.• Stay loose, stay cool/The hell
with thine elders
![Page 128: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/128.jpg)
“But don’t we need some
grout between the tiles?”
![Page 129: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/129.jpg)
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
![Page 130: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/130.jpg)
Forces @ Work II
The Commodity Trap
![Page 131: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/131.jpg)
Quality Not Enough!
“While everything may be better, it is also increasingly the
same.”Paul Goldberger on retail, “The Sameness
of Things,” The New York Times
![Page 132: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/132.jpg)
“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”Carly Fiorina
![Page 133: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/133.jpg)
“The ‘surplus society’ has a surplus of
similar companies, employing
similar people, with similar educational backgrounds, working in
similar jobs, coming up with similar
ideas, producing similar things, with
similar prices and similar quality.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
![Page 134: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/134.jpg)
“Companies have defined so much ‘best practice’
that they are now more or less identical.”
Jesper Kunde, A Unique Moment
![Page 135: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/135.jpg)
10X/10X
![Page 136: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/136.jpg)
Brand Outside
Strategy 1:Use E-Commerce to
Re-invent Everything!
![Page 137: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/137.jpg)
OVERVIEW
![Page 138: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/138.jpg)
Tomorrow Today: Cisco!
90% of $20B (=$50M/day)75% mfg. outsourced; 50% of orders routed to supplier who ships direct
Gross margin: 65%; Net margin: 28%
Annual savings in service and support from customer
self-management: $550M
![Page 139: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/139.jpg)
Enron eWorld: “Price a structured trade,” per John Arnold, 26: Early
1999: 30 times a day. Late 2000: 30 times per … minute.
Long-term gas contract. 1989: 9 months, 400+ deals. Late 90s:
2 weeks, 2 per week. Late 2000: 5 such deals per day
Source: www.ecompany.com (1/2001)
![Page 140: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/140.jpg)
COMMUNITY SERVICES!
![Page 141: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/141.jpg)
Tomorrow Today: Cisco!
90% of $20B; save $550M
C.Sat e >> C.Sat H
Customer Engineer Chat Rooms/Collaborative
Design ($1B “free” consulting) (45,000 customer problems a week solved via
customer collaboration)
![Page 142: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/142.jpg)
Webcor. Construction. Web site for each project. Instant info on
status to employees, subs, architects. Mgt costs cut by 2/3rds. Huge time shrinkage.
Source: Business Week (09.00)
![Page 143: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/143.jpg)
Welcome to
D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as
a business go down and
perceived service goes up because customers are conducting it
themselves.” Ray Lane, Oracle
![Page 144: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/144.jpg)
“The Age of the
Never Satisfied Customer”
Regis McKenna
![Page 145: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/145.jpg)
RADICAL STRATEGIES
REQUIRED
![Page 146: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/146.jpg)
“One cannot be tentative about this. Excuses like ‘channel
conflict’ or ‘marketing and sales aren’t ready’ cannot be allowed. Delay and you risk being cut out of your own market, perhaps not by traditional competitors but by companies you
never heard of 24 months ago.”
Jack Welch [07.00/Forbes.com]
![Page 147: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/147.jpg)
GE & the Web
Purchasing: 2000: $6B; 2001: $15B
Sales: 1999: $1B; 2000: $7B; 2001: $20B+
Source: Business 2.0 (05.01)
![Page 148: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/148.jpg)
WebWorld = Everything
Web as a way to run your business’ innardsWeb as connector for your entire supply-demand chain Web as “spider’s web” which re-conceives the industry
Web/B2B as ultimate wake-up call to “commodity producers”
Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer data
Web as an Encompassing Way of LifeWeb = Everything (P.D. to after-sales)
Web forces you to focus on what you do bestWeb as entrée, at any size, to World’s Best at Everything
as next door neighbor
![Page 149: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/149.jpg)
Message: eCommerce is not a technology play! It is a
relationship, partnership, organizational and
communications play, made possible by new
technologies.
![Page 150: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/150.jpg)
Message: There is no such thing as an effective B2B or
Internet-supply chain strategy in a low-trust,
bottlenecked-communication, six-layer
organization.
![Page 151: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/151.jpg)
“Ebusiness is about rebuilding the organization from the
ground up. Most companies today are not built to exploit the Internet.
Their business processes, their approvals, their hierarchies, the
number of people they employ … all of that is wrong for running an
ebusiness.”
Ray Lane, Kleiner Perkins
![Page 152: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/152.jpg)
A DREAMER’S MEDIUM!
![Page 153: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/153.jpg)
“There is no use trying,” said Alice. “One can’t believe impossible things.”
“I daresay you haven’t had much practice,” said the Queen. “When I was
your age, I always did it for half an hour a day. Why, sometimes I’ve
believed as many as six impossible things before breakfast.”
Lewis Carroll
![Page 154: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/154.jpg)
I’net …
… allows you to dream dreams
you could never have dreamed
before!
![Page 155: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/155.jpg)
Brand Outside
Strategy 1A:Healthcare et al.:
Embracing ane-Led Age of
Self-Determination
![Page 156: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/156.jpg)
“The Web enables total transparency. People with
access to relevant information are beginning to challenge any type of
authority. The stupid, loyal and humble customer, employee, patient
or citizen is dead.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
![Page 157: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/157.jpg)
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
![Page 158: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/158.jpg)
Impact #1(?):
Healthcare
![Page 159: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/159.jpg)
HealthCare2001
Consumerism X Demographics X
IS/Internet X Info Consolidators X Genetics & Devices
= YIKES!
![Page 160: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/160.jpg)
1. Consumerism (Patient-centric Healthcare)
![Page 161: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/161.jpg)
“We expect consumers to move into a position of dominance in the early
years of the new century.”
Dean Coddington, Elizabeth Fischer, Keith Moore & Richard Clarke, Beyond Managed Care
![Page 162: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/162.jpg)
Today’s Healthcare “Consumer”:
“skeptical and demanding”
Source: Ian Morrison, Healthcare in the New Millennium
![Page 163: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/163.jpg)
“Consumerism”: HMO backlash (e.g., plans with more choice). Alternative Medicine, Wellness & Prevention bias. Info availability (disease, health,
docs, support groups, outcomes). Boomers (“I’m in charge!” Discretionary $$$$ to spend:
cosmetic surgery, vision improvement, fertility,
etc.). Self-care (chronic disease). High expectations (genetics, etc.) …
![Page 164: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/164.jpg)
Consumer Imperatives
ChoiceControl (Self-care, Self-management)
Shared Medical Decision-makingCustomer Service
InformationBranding
Source: Institute for the Future
![Page 165: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/165.jpg)
DTC > Professionals
ClaritinPravachol
ZybanEvista
PropeciaPrilosecPrimera
Source: JAMA
![Page 166: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/166.jpg)
“Pick up any copy of Glamour or Men’s Health, and you’ll see pages of advertisements encouraging readers
to enlarge their breasts, retard baldness, correct their vision,
improve their smile, or relieve stress through herbs, massage therapy,
acupuncture – you name it.”Coddington, Fischer, Moore & Clarke,
Beyond Managed Care
![Page 167: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/167.jpg)
“Savior for the Sick”
vs.
“Partner for Good Health”
Source: NPR/VPR 08.15.00
![Page 168: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/168.jpg)
“Online Medical Records Seen Empowering
Patients”
Source: Headline, Boston Globe, 07.31.2000, re 1K docs and 700K
patients @ CareGroup
![Page 169: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/169.jpg)
“Self-medication is the wave of the future, whether the [pharmaceutical] industry
likes it or not.”
Wall Street Journal (5-23)
![Page 170: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/170.jpg)
2. Demographics: The BOOMERS Reach 55!
![Page 171: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/171.jpg)
Boomer World
“From jogging to plastic surgery, from vegetarian diets
to Viagra, they are fighting to preserve their youth and
defy the effects of gravity.”M.W.C. Howgill, “Healthcare Consumerism, the
Information Revolution and Branding”
![Page 172: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/172.jpg)
3. The IS/Web REVOLUTION
![Page 173: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/173.jpg)
Info Revolution
Consumerism (research, consultation, B2C, etc.)
Clinical Info Systems (guidelines and outcome measurement, etc.)
100% Web-based (internal) SystemsElectronic Medical Records
Patient-physician email-consultationTelehealth-Remote Monitoring
(biosensors, home testing, etc.)
Telemedicine (consultation, invasive treatment, “global medical village,” etc.)
![Page 174: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/174.jpg)
“We’re in the Internet age, and the average
patient can’t email their doctor.”
Donald Berwick, Harvard Med School
![Page 175: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/175.jpg)
Henry Lowe, U. of Pitt. School of
Medicine: “Broadband, Internet-based,
‘multimedia’ electronic medical
records”
![Page 176: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/176.jpg)
Telemedicine …
Reduces days/1000 patients and physician visits for the chronically ill
Decreases costs of managing chronic disease
Expands service areas for providers
Reduces travel costs to and from medical ed seminars
Douglas Goldstein, e-Healthcare
![Page 177: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/177.jpg)
Telemedicine: E.g. …
HANC* [Home Assisted
Nursing Care]
*BP, ECG, pulse, temp
![Page 178: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/178.jpg)
“Without being disrespectful, I consider the U.S. healthcare
delivery system the largest cottage industry in the world. There are
virtually no performance measurements and no
standards. Trying to measure performance … is the next revolution in healthcare.”
Richard Huber, former CEO, Aetna
![Page 179: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/179.jpg)
“A healthcare delivery system characterized by idiosyncratic
and often ill-informed judgments must be restructured
according to evidence-based medical practice.”Demanding Medical Excellence: Doctors and
Accountability in the Information Age, Michael Millenson
![Page 180: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/180.jpg)
“As unsettling as the prevalence of inappropriate care is the enormous amount of
what can only be called ignorant care. A
surprising 85% of everyday medical treatments have never been scientifically
validated. … For instance, when family practitioners in Washington were queried about
treating a simple urinary tract infection, 82 physicians came up with an extraordinary 137
strategies.”
Demanding Medical Excellence: Doctors and Accountability in the Information Age, Michael Millenson
![Page 181: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/181.jpg)
“Quality of care is the problem, not managed care.”
Institute of Medicine (from Michael Millenson, Demanding Medical Excellence)
![Page 182: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/182.jpg)
CDC 1998: 90,000 killed and 2,000,000 injured
from nosocomial [hospital-caused] drug
errors & infections
![Page 183: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/183.jpg)
RAND (1998): 50%, appropriate preventive care. 60%,
recommended treatment, per medical studies, for chronic
conditions. 20%, chronic care treatment that is wrong.
30% acute care treatment that is wrong.
![Page 184: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/184.jpg)
“In a disturbing 1991 study, 110 nurses of varying experience levels took a written test of their ability to calculate medication doses. Eight
out of 10 made calculation mistakes at least 10% of the time,
while four out of 10 made mistakes 30 % of the time.”
Demanding Medical Excellence: Doctors and Accountability in the Information Age, Michael Millenson
![Page 185: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/185.jpg)
“In health care,
geography is destiny.”
Dartmouth Medical School 1996 report, from Demanding Medical Excellence: Doctors and
Accountability in the Information Age, Michael Millenson
![Page 186: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/186.jpg)
“Practice variation is not caused by ‘bad’ or ‘ignorant’ doctors. Rather, it is a natural
consequence of a system that systematically tracks neither its processes nor its outcomes,
preferring to presume that good facilities, good intentions and good training lead automatically
to good results. Providers remain more comfortable with the habits of a guild, where
each craftsman trusts his fellows, than with the demands of the information age.”
Michael Millenson, Demanding Medical Excellence
![Page 187: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/187.jpg)
“Patient by patient, problem by problem—drug reactions, hospital
caused infections—Salt Lake City’s LDS Hospital has attacked treatment-
caused injuries and deaths. One of the secrets of LDS’s success is a custom-
built clinical computer system that may serve as a national model for how
to save patient lives.”Demanding Medical Excellence: Doctors and Accountability
in the Information Age, Michael Millenson
![Page 188: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/188.jpg)
“With meticulous detail, historical accuracy, and an uncommon
understanding of the clinical field, Millenson documents our struggle
to reach accountability.”
Journal of the American Medical Association, on Demanding Medical
Excellence: Doctors and Accountability in the Information Age, Michael Millenson
![Page 189: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/189.jpg)
4. The “Consolidators”: Fat or Thin?
![Page 190: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/190.jpg)
WebMD (or heirs
& assigns)
![Page 191: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/191.jpg)
“Virtual health care webs force providers to focus on their areas of excellence and to
invest in areas where they can generate a sustainable
competitive advantage.”
Healthcare.com: Rx for Reform, David Friend, Watson Wyatt Worldwide
![Page 192: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/192.jpg)
“The future of hospitals is murky. A combination of technological advances,
managed care, and changes in Medicare reimbursement policy
means that the underlying demand for inpatient services
will continue to fall.”Institute for the Future
![Page 193: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/193.jpg)
“America has twice as many hospitals and physicians as
it needs.”Med Inc., Sandy Lutz, Woodrin Grossman
& John Bigalke
![Page 194: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/194.jpg)
5. Genetics & Devices
![Page 195: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/195.jpg)
Genetics & Devices
Pharmacogenomics (“mini”busters, rational drug design, personalized medicine,
gene therapy, vaccines--20% to 50% prescriptions not work)
Neural Stem Cells
Minimally invasive surgeryAdvanced imaging
![Page 196: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/196.jpg)
“Pharmacogenomics could
fundamentally change the nature of drug discovery and marketing,
rendering obsolete the pharmaceutical industry’s practice of spending vast amounts of time and
money to craft a single medicine with mass-market appeal.”
The Industry Standard (05.28.01)
![Page 197: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/197.jpg)
“There is no question in my mind that the future of heart
surgery is in robotics.”
Dr. Robert Michler, OSU Med Center, upon the FDA’s approval of robotic partial-
bypass surgery
![Page 198: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/198.jpg)
Is your strategy centered around customer-client-
patient-citizen empowerment & self-
determination? Hint: This means letting go of
traditional sources of power!
![Page 199: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/199.jpg)
Brand Outside
Strategy 2A:
Women Rule!
![Page 200: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/200.jpg)
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Consumer Electronics … 51%
Cars … 60% (90%)All consumer purchases … 83%
Bank Account … 89%Health Care … 80%
![Page 201: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/201.jpg)
????
80%
![Page 202: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/202.jpg)
Riding Lawnmowers
![Page 203: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/203.jpg)
2/3rds working women/50+% working wives > 50%
80% checks61% bills
53% stock (mutual fund boom)
43% > $500K95% financial decisions/
29% single handed
![Page 204: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/204.jpg)
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
![Page 205: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/205.jpg)
Internet User, F
41$63,000 HHI64% work FT54% moms
6 hours/week online
Source: NetSmart Research
![Page 206: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/206.jpg)
$4.8T > Japan
9M/27.5M/$3.6T > Germany
![Page 207: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/207.jpg)
New golfers … 37%Basketball … 13.5M
1 in 27 (’70) … 1 in 3 (’96)
![Page 208: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/208.jpg)
1874?
![Page 209: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/209.jpg)
1874 … Jock Strap1977 … Jogbra
1977 ... 25K
1996 … 42M
![Page 210: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/210.jpg)
Yeow!
1970 … 1%
2002 … 50%
![Page 211: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/211.jpg)
OPPORTUNITY
NO. 1!*[* No shit!]
![Page 212: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/212.jpg)
Carol Gilligan/ In a Different Voice
Men: Get away from authority, familyWomen: Connect
Men: Self-orientedWomen: Other-oriented
Men: RightsWomen: Responsibilities
![Page 213: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/213.jpg)
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.”
![Page 214: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/214.jpg)
“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!)
![Page 215: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/215.jpg)
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
![Page 216: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/216.jpg)
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
![Page 217: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/217.jpg)
“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)
![Page 218: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/218.jpg)
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
![Page 219: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/219.jpg)
How Many Gigs You Got, Man?
“Hard to believe … Different criteria”
“Every research study we’ve done indicates that women really care about the relationship with their
vendor.”
Robin Sternbergh/ IBM
![Page 220: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/220.jpg)
Read This Book …
EVEolution: The Eight Truths of Marketing to Women
Faith Popcorn & Lys Marigold
![Page 221: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/221.jpg)
EVEolution: Truth No. 1
Connecting Your Female Consumers to Each
Other Connects Them to Your Brand
![Page 222: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/222.jpg)
“The ‘Connection Proclivity’ in women starts early. When asked,
‘How was school today?’ a girl usually tells her mother every
detail of what happened, while a boy might grunt, ‘Fine.’ ”
EVEolution
![Page 223: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/223.jpg)
“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
![Page 224: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/224.jpg)
[“I only really understand myself, what I’m really thinking and feeling, when I’ve talked it over with my circle of female
friends. When days go by without that connection, I feel
like a radio playing in an empty room.”
Anna Quindlen]
![Page 225: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/225.jpg)
What If …
“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
![Page 226: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/226.jpg)
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
![Page 227: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/227.jpg)
“Women don’t buy
brands. They join them.”
Faith Popcorn, EVEolution
![Page 228: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/228.jpg)
Not!!
“Year of the Woman”
![Page 229: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/229.jpg)
Enterprise Reinvention!
RecruitingHiring/Rewarding/Promoting
Structure Processes
MeasurementStrategyCulture Vision
Leadership
THE BRAND ITSELF!
![Page 230: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/230.jpg)
“Honey, are you sure you have
the kind of money it takes to
be looking at a car like this?”
![Page 231: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/231.jpg)
THIS JUST MIGHT BE THE BIGGEST
“THING” IN THIS SEMINAR.
[PLEASE: THINK ABOUT IT!]
![Page 232: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/232.jpg)
Psssst! Wanna see my “porn” collection?
![Page 233: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/233.jpg)
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!”
![Page 234: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/234.jpg)
STATEMENT OF PHILOSOPHY: I am a businessperson. An analyst. A pragmatist. The enormous social good of increased women’s
power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders
about my fact-based conviction that women’s increasing power – leadership skills
and purchasing power – is the strongest and most dynamic force at work in the American
economy today. Dare I say it as a long-time Palo Altan … THIS IS EVEN BIGGER THAN THE
INTERNET!
Tom Peters
![Page 235: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/235.jpg)
“If we are single, they say we couldn’t catch a man. If we are
married, they say we are neglecting him. If we are divorced,
they say we couldn’t keep him. If we are widowed, they say we
killed him.”
Kathleen Brown, on the joys of female political candidacy
![Page 236: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/236.jpg)
Ad from Furniture /Today (04.01):“MEET WITH THE EXPERTS!: How
Retailing’s Most Successful Stay that Way”
Presenting Experts: M = 16;
F = ??(272?)
![Page 237: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/237.jpg)
0
![Page 238: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/238.jpg)
Message: WHAT AN [overlooked] OPPORTUNITY!
![Page 239: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/239.jpg)
Brand Outside
Strategy 2B:
Welcome to “Old World”!
![Page 240: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/240.jpg)
“ ‘Age Power’ will rule the 21st century, and we are woefully
unprepared.”Ken Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
![Page 241: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/241.jpg)
Subject: Marketers & Stupidity
“It’s 18-44, stupid!”
![Page 242: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/242.jpg)
Subject: Marketers & Stupidity
Or is it: “18-44 is stupid,
stupid!”
![Page 243: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/243.jpg)
2000-2010 Stats
18-44: -1%
55+: +21%(55-64: +47%)
![Page 244: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/244.jpg)
[ Member Growth: 1987 – 1997
18 – 34: 26%35 – 49: 63%
50+: 118%Source: IHRSA]
![Page 245: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/245.jpg)
50+
$7T wealth (70%)/$2T annual income50% all discretionary spending
79% own homes/40M credit card users41% new cars/48% luxury
$610B healthcare spending/74% prescription drugs
5% of advertising targetsKen Dychtwald, Age Power: How the 21st
Century Will Be Ruled by the New Old
![Page 246: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/246.jpg)
“NOT ACTING THEIR AGE: As Baby Boomers
Zoom into Retirement, Will America Ever Be the
Same?”USN&WR Cover/06.01
![Page 247: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/247.jpg)
Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
![Page 248: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/248.jpg)
“If you’re 35 years old and younger, you’re still acquiring possessions. If you’re
between 35 and 50, you’re buying services. And if you’re over 60, you’re buying experiences. Much of our marketing
culture is Gen X, and they’re focusing on themselves and Gen Y, and not doing a
particularly great job of focusing on boomers and seniors.”
Paco Underhill, Business Week OnLine, 01.04.01
![Page 249: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/249.jpg)
Message: WHAT AN [overlooked] OPPORTUNITY!
![Page 250: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/250.jpg)
Brand Outside
Strategy 2C:
Welcome to “Green World”!
![Page 251: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/251.jpg)
And #3: GREEN?????: 50% to 36%: Protect Environment >
Economic Growth.
58% to 34%: Protect Plants & Animals > Preserve Private
Property Rights.
![Page 252: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/252.jpg)
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
![Page 253: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/253.jpg)
Message: WHAT AN [overlooked] OPPORTUNITY!
![Page 254: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/254.jpg)
No: “Target Marketing”
Yes: “Target
Innovation” & “Target Delivery Systems”
![Page 255: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/255.jpg)
Brand Outside
Strategy 3A:
Design Matters!
![Page 256: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/256.jpg)
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
![Page 257: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/257.jpg)
“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
![Page 258: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/258.jpg)
Unconventional [Design] Messages
Not about ... “Lumpy Objects”!
Not about ... $79,000 objects
![Page 259: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/259.jpg)
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
![Page 260: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/260.jpg)
Unconventional [Design] Messages
Not about ... “Lumpy Objects”!
Not about ... $79,000 objects
![Page 261: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/261.jpg)
Design Transforms even the [Biggest] Corporations!
TARGET … “the champion of America’s new design democracy” (Time) “Marketer of the Year 2000”
(Advertising Age)
![Page 262: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/262.jpg)
Design “is” … WHAT & WHY I LOVE.
LOVE.
![Page 263: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/263.jpg)
I LOVE my ZYLISS Garlic Peeler!
![Page 264: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/264.jpg)
Design “is” … WHY I
GET MAD. MAD.
![Page 265: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/265.jpg)
Wanted: Dead [preferably] or Alive: THE DESIGNER OF MY RADIO SHACK
PHONE. Major Reward!
![Page 266: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/266.jpg)
Design is never neutral.
![Page 267: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/267.jpg)
Hypothesis: DESIGN is the principal difference
between love and hate!
![Page 268: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/268.jpg)
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.
![Page 269: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/269.jpg)
Internal “Services” are Not Intangible: You “give off”
hundreds of design cues … daily!
YOU ARE A DESIGNER!
![Page 270: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/270.jpg)
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 four dimensions: Beauty, Grace, Clarity, Simplicity
• Re-invent!• Repeat, with a new selection, every 15
working days.
![Page 271: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/271.jpg)
Radical
Simplicity!
![Page 272: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/272.jpg)
“Revenues on the Web
are determined almost completely
by usability.”Jakob Nielsen (The Economist 04.28.01)
![Page 273: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/273.jpg)
SWA
Simple!!!!!!!!!!!! (customers call because the process is so easy they can’t
believe they’re done)
30% of revenues directly from site (vs. 6% for others)
Source: Business Week (09.00)
![Page 274: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/274.jpg)
Message: Design is the wellspring of
branding. Great design takes guts and is “soul
deep.”
![Page 275: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/275.jpg)
Design Rules! [Literally]
Palm Beach County’s U.C.B.* [*Utterly Confusing Ballot]
![Page 276: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/276.jpg)
Brand Outside
Strategy 3B:
It’s the Experience!
![Page 277: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/277.jpg)
“Experiences are as distinct from services as services are from
goods.”Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theatre & Every Business a Stage
![Page 278: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/278.jpg)
“The [Starbucks] Fix” Is on …
“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is
that place that’s not work or home. It’s the place our
customers come for refuge.”Nancy Orsolini, District Manager
![Page 279: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/279.jpg)
Experience: “Rebel Lifestyle!”
“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride
through small towns and have people be afraid of him.”Harley exec, quoted in Results-Based
Leadership
![Page 280: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/280.jpg)
“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
![Page 281: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/281.jpg)
Hmmmm(?): “Only” Words …
StoryAdventure
Smile Focus
PlotPassion
![Page 282: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/282.jpg)
Plot
Williams Sonoma = 5 [was 10]Crate & Barrel = 8
Sharper Image = 9+Smith & Hawken = 8+
Garnet Hill = 9L.L. Bean = 4 [was 9+]
Colonial Williamsburg = ?
![Page 283: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/283.jpg)
The “Experience Ladder”
Experiences Services
Goods Raw Materials
![Page 284: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/284.jpg)
1940: Cake from flour, sugar (raw materials economy): $1.00
1955: Cake from Cake mix (goods economy): $2.00
1970: Bakery-made cake (service economy): $10.00
1990: Party @ Chuck E. Cheese (experience economy) $100.00
![Page 285: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/285.jpg)
Message: “Experience” is the
“Last 80%”“Experience” applies to
all work!
![Page 286: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/286.jpg)
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, A Unique Moment
![Page 287: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/287.jpg)
First Step (?!): Hire a theater director, as
a consultant or FTE!
![Page 288: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/288.jpg)
HP Revisited
PWC Consultants lead Business Re-invention Process (“Experience
Economy”)
Fabulous Customer Service (“Service Economy”)
Terrific Servers (“Goods Economy”)
![Page 289: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/289.jpg)
Brand Outside
Strategy 4:
BRAND POWER!
![Page 290: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/290.jpg)
“WHO ARE YOU [these days] ?”
TP to Client
![Page 291: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/291.jpg)
“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion.
Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions
to how we work with others. Companies will thrive on the basis of their stories and myths. Companies will need to understand
that their products are less important than their stories.”
Rolf Jensen, Copenhagen Institute for Future Studies
![Page 292: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/292.jpg)
“In the funky village, real competition no longer revolves
around marketshare. We are competing for attention –
mindshare and heartshare.”Kjell Nordstrom and Jonas Ridderstrale,
Funky Business
![Page 293: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/293.jpg)
“Most companies tend to equate branding with the company’s marketing. Design a new marketing
campaign and, voila, you’re on course. They are wrong. The task is much bigger. It is about fulfilling our potential … not about a new logo, no matter how
clever. WHAT IS MY MISSION IN LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW DO
I MAKE SURE THAT WHAT I HAVE TO OFFER THE WORLD IS ACTUALLY UNIQUE? The brand has to give of itself, the company has to give of itself, the management has to give of itself. To
put it bluntly, it is a matter of whether – or not – you want to be … UNIQUE … NOW.”
Jesper Kunde, A Unique Moment
![Page 294: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/294.jpg)
Scott Bedbury/ Nike, Starbucks
“A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an
emotional connecting point that transcends the product.
“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that
connects with something very deep - a fundamental appreciation of mythology.
Stories create the emotional context people need to locate themselves in a larger experience.”
![Page 295: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/295.jpg)
“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.]
![Page 296: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/296.jpg)
Jesper Kunde’s Challenge: All business processes
should be aligned with the
Brand Promise. Think … Brand Driven Systems!
![Page 297: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/297.jpg)
Remember!
Talent = Brand*
* And don’t forget Hal R.
![Page 298: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/298.jpg)
Edgartown MA: A&P Fun in the Sun Store
![Page 299: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/299.jpg)
“Brand Promise” Exercise: (1) Who Are WE? (poem/novella/song, then 25
words.) (2) List three ways in which we are UNIQUE … to our Clients.
(3) Who are THEY (competitors)? (ID, 25 words.)
(4) List 3 distinct “us”/”them” differences. (5) Try “results” on your teammates. (6) Try ’em on a friendly Client. (7) Big Enchilada:
Try ’em on a skeptical Client!
![Page 300: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/300.jpg)
1st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or 4/“One Great Thing.”
Source #1: Personal Passion)
2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!)
3RD Law: DRAMATIC DIFFERENCE (Execs Don’t Get It: See the next slide.)
Source: Jump Start Your Business Brain, Doug Hall
![Page 301: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/301.jpg)
2 Questions
“How likely are you to purchase this new product or service?” (95%
to 100% weighting by execs)
“How unique is this new product or service?” (0% to 5%*)
*No exceptions in 20 years – Doug Hall, Jump Start Your Business Brain
![Page 302: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/302.jpg)
“WHO ARE WE?”
![Page 303: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/303.jpg)
WHAT’S OUR
STORY?
![Page 304: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/304.jpg)
“EXACTLY HOW ARE WE DRAMATICLY DIFFERENT?”
![Page 305: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/305.jpg)
“ WHY DOES IT MATTER TO
THE CLIENT?”
![Page 306: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/306.jpg)
“EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DIFFERENCE TO THE CLIENT ”
![Page 307: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/307.jpg)
Message: REAL Branding is personal. REAL Branding is integrity. REAL
Branding is consistency & freshness. REAL Branding is the answer to WHO
ARE WE? WHY ARE WE HERE? REAL Branding is why I/you/we [all] get out of bed in the morning. REAL Branding can’t be faked. REAL Branding is a systemic, 24/7, all departments,
all hands affair.
![Page 308: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/308.jpg)
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
![Page 309: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/309.jpg)
#49
![Page 310: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/310.jpg)
I. Personal Stuff …
![Page 311: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/311.jpg)
Indefatigable
“indefatigable” … “courage” … “love the
thrill of the hunt” … “must not have just a desire to win, but a need to win” … “enjoy doing things they don’t
know how to do” … “seek out discomfort zones in order to gain new experiences”
… “willing to piss people off” … “LEADERS NEED TO BE THE ROCK OF
GIBRALTAR ON ROLLER BLADES”
![Page 312: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/312.jpg)
Dare to Care!
“LEADERS CARE!” … “The true definition of leadership
is service.” … “genuinely care” … “Leaders CARE!” … “Leadership is service.” …
“LEADERS SERVE.”
![Page 313: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/313.jpg)
Real!
“Leaders are living individuals whom employees can smell, feel,
touch their presence” [the elevator test] … “Leaders love their work. Their passion is infectious.” … “If you love what you do, it shows.
You can’t fake love and succeed.”
![Page 314: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/314.jpg)
II. Tactics …
![Page 315: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/315.jpg)
“Leaders have a kid alive in them.” … “Leadership
is the PROCESS of ENGAGING PEOPLE in
CREATING a LEGACY of EXCELLENCE.” …
![Page 316: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/316.jpg)
“Hire smart – go bonkers – have grace
– make mistakes – love technology –
start all over again.”
![Page 317: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/317.jpg)
“I don’t know.”
Karl Weick
![Page 318: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/318.jpg)
“The leader who says ‘I don’t know’ essentially says that the group is facing a new ballgame
where the old tools of logic may be its undoing rather than its salvation. To drop these tools is
not to give up on finding a workable answer. It is only to give up on one means of answering that is ill-suited to the unstable, the unknowable, the
unpredictable. To drop the heavy tools of rationality is to gain access to lightness in the
form of intuitions, feelings, stories, experience, active listening, shared humanity, awareness in
the moment, capability for fascination, awe, novel words and empathy.” - Karl Weick
![Page 319: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/319.jpg)
BossMessage2001: YOU CAN’T KEEP UP!
YOU DON’T HAVE THE ANSWERS!
![Page 320: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/320.jpg)
Priority #1
![Page 321: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/321.jpg)
“To Don’t ” List
![Page 322: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/322.jpg)
Brand Leadership
Passion Rules!
![Page 323: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/323.jpg)
Message: Leadership is all about love! [Passion, Enthusiasms, Appetite for Life,
Engagement, Commitment, Great Causes & Determination to Make a
Damn Difference, Shared Adventures, Bizarre Failures, Growth, Insatiable
Appetite for Change.] [Otherwise, why bother? Just read Dilbert. TP’s final words: CYNICISM SUCKS.]
![Page 324: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/324.jpg)
“You must be the change you
wish to see in the world.”
Gandhi
![Page 325: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/325.jpg)
“A key – perhaps the key – to leadership is the effective
communication of a story.”
Howard Gardner Leading Minds: An Anatomy of Leadership
![Page 326: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/326.jpg)
“Stories of identity – narratives that help individuals think about
and feel who they are, where they come from, and where they
are headed – constitute the single most powerful weapon
in the leader’s arsenal.”Howard Gardner, Leading Minds: An
Anatomy of Leadership
![Page 327: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/327.jpg)
“Create a Cause, not a ‘business.’
”Gary Hamel, Fortune (06.00), on re-inventing a
company (Exemplar #1: Charles Schwab)
![Page 329: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/329.jpg)
“I’d rather regret the things I have
done than the things I have not.”
Lucille Ball
![Page 330: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/330.jpg)
“If you ask me what I have come to do in
this world, I who am an artist, I will reply, I
am here to live my life out loud.”
Emile Zola
![Page 331: Tom Peters Seminar2001 Rollercoaster Days: Learning to … Rock & Roll! Phoenix 06.11.01.](https://reader030.fdocuments.us/reader030/viewer/2022012922/56649ea75503460f94baae02/html5/thumbnails/331.jpg)
“Let’s make a dent in the universe.”
Steve Jobs