Distinct or … ExtinctTom Peters Seminar2000
ASAE Annual Meeting and Exposition
Orlando Convention Center13 August 2000
Pentium III 800MHz: $42,893.00/#Hermes Scarf: $1,964.29
Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19
Source: Fortune (3.20.00)
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
Forces @ Work I
The Destruction Imperative!
Forget > Learn
“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”
Dee Hock
The [New] Ge Way
DYB.com
Brand Inside
Brand Org: Lean, Linked,
Electronic & Malleable
RR on “Assetless” [J.B.] Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
Cisco, Dell =
Brand-owning companies who sell Customer
Satisfaction
Source: David Schneider & Grady Means, MetaCapitalism
Brand Inside
Brand Work: The WOW Project
“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
Characteristics of the “Also Rans”
“minimize risk” “respect the chain of command” “support the boss” “make budget”
Source: Fortune on “most admired global corporations” (10/26/98)
Brand Inside
Brand Talent: The Great War for Talent
“When land was the scarce resource, nations battled
over it. The same is happening now for talented people.”
Stan Davis & Christopher Meyer, futureWEALTH
Winner Take All!
From “1, 2 or 3” [JW] to … “Best talent in each
industry segment to build best proprietary intangibles” [EM]
Source: Ed Michaels, War for Talent (05.17.00)
“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)
“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)
“This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s
the relentless rise of the quasi-adolescents who wield them.”
Michael Schrage
“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
Dudes With ’Tude“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
Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
Forces @ Work II
The Commodity Trap
“The ‘surplus society’ has a surplus of similar companies, employing similar
people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
Brand Outside
Strategy 1:
Lead the Customer!
“Our strategies must be tied to leading edge
customers on the attack. If we focus on the defensive
customers, we will also become defensive.”
John Roth, CEO, Nortel
“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
Brand Outside
Strategy 2:Use the Web/
E-Commerce to Re-invent Everything!
www.cyveillance.com
08.12.2000/0509AM:
2,337,711,647
www.cyveillance.com
08.13.2000/0506AM:
2,344,831,197
Or …
23hrs57min = 7,119,550
Tomorrow Today: Cisco!
87% of $20B*(Cisco Connection ONLINE)
Save $500M(service and tech support)
* = $48,000,000 per … DAY
COMMUNITY!/ COMMUNITY SERVICES!
Tomorrow Today: Cisco!
87% of $20B(Cisco Connection ONLINE)
Save $500M(service and tech support)
C.Sat e >> C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design ($1B “free” consulting)
Plasticsnet.com: $370B; sellers pay $5K to $8K for
“storefront”; 5% to 10% cut
Hook: community services (database, catalogs, forums,
industry job bank, etc.)
SoftWatch (MS)“Manage relationships across the
healthcare continuum”/ Amir Kishon
Establish e-relationships with customers/retain customers/collect data
Patients record info + receive feedback/ online access to nurses
Community with others with MS
Etc.Source: Start-Up
B2C Success
“Genuine brand strength”
“Build community”Source: Geoffrey Moore
Bruce Butterfield, CEO, The Forbes Group …
“self-forming groups”“catalyst for community”
“participant-determined world”
Source: Association Executive 4/00
Community …
Somewhat mediated, segmented chat rooms (must be “managed”/ seeded)User-friendly technical/ professional info
Industry “intelligence”Some very timely stuff/ attractors
Hotlinks by the gazillion (to professional and unrelated stuff)
Expert/ advisor opinions (info, chats, etc.)Opportunity for users to build
own Web page & create own communities
Some Lessons from AOL (Yahoo, etc.) …
Customized InfoCustomer Control
Utility (convenience, speed, control, insta-choice)
Self-created CommunityChat/Sociability!
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
There are 2 Kinds of …
Defense*
vs.
Offense**
*Fend off upstarts.**Reinvent our marketspace!
ACT NOW, ACT FAST,
KEEP ACTING
“It’s better to be first with less than last with more. Success on
the Web isn’t just about time to market, it’s also about
‘time to learning.’ ”
Jeff Levy, eHatchery
Web Fallout I (-)
“Associations have lost their information
franchise.”Bruce Butterfield, CEO, The Forbes Group
(Association Executive 4/00)
Web Fallout II (-)
TP: Associations are also losing their “community
franchise”!
Web Fallout III (+)
TP: All “the rules” are changing. Who will make the new rules-
frameworks? NEED SOLIDARITY-SUSTAINED PASSION-
EDUCATION-P.R.-BRAND STRENGTH IN D.C., THE W.T.O., THE MEDIA, ETC. …NOW MORE
THAN EVER!
Web Fallout IV (+)
ONLY INSPIRED, RISK-TAKING,
ENTREPRENEURIAL LEADERSHIP WILL
PREVAIL!
Brand Outside
Strategy 3: Fighting Back via
Systems Integration!
“Systems Integrators” Unite [And Conquer]
Cisco’s winning strategy
[USAToday 07.11]: “Become the ‘Go-to’ Systems
Provider”
“We want to be the air traffic
controllers of electrons.”
Bob Nardelli, GE Power Systems
Defense-Offense: Systems Integration/HVA
Delphi, DanaUnited Technologies,
Corning, GE, Sun, Carpet One, Bud …
[Anybody in their right mind!]
E.g. …
GE: boxes [transformers, etc.] to “air traffic controllers of electrons”
UTC/Otis + Carrier: boxes to “integrated building systems”;
P&W, etc.: boxes to major aircraft subsystems
Brand Outside
BRAND POWER!
Brand It! Now, More Than Ever!
“The increasing difficulty in differentiating between products and
the speed with which competitors take
up innovations will assist in the rise and rise of the brand.”
Gillian Law and Nick Grant, Management [New Zealand]
Brand Leadership
Passion Rules!
Brand Leadership!
“A key – perhaps the key – to leadership is the effective
communication of a story.”
Howard Gardner Leading Minds: An Anatomy of Leadership
Brand Leadership:ENTHUSIASM RULES!
“I am a dispenser of enthusiasm.”/ Ben
Zander
[ Message to NAPM: You are Re-invention Evangelists! ]
How sweet it is!
“If things seem under control, you’re just
not going fast enough.”
Mario Andretti
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