tom peters’ lessons in leadership tampa 5 may 2000
Post on 22-Jan-2016
18 Views
Preview:
DESCRIPTION
TRANSCRIPT
TOM PETERS’ LESSONS IN LEADERSHIP
Tampa5 May 2000
Defeated Before The Starter’s Gun!
“Track 4: Managing Organization Change (Helping
Tired and Overworked Professionals with Today’s
Workplace Realities)”
You are the Rock Stars
of the B2B Age!
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)
1 Year = 1.5 Wal*Marts
03.27.99: $167B03.27.00: $555B
P.S.: Wal*Mart = #8 in 2000
“Researchers say they have found a way to mate human cells with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner
than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”
AP/AOL/02-00
No Wiggle Room!
“Incrementalism is innovation’s worst
enemy.” Nicholas Negroponte
Just Say No …
“I don’t intend to be known as the ‘King of the
Tinkerers.’ ”CEO, large financial services company
(New York, 5-99)
64/24
Goal?
Welcome to the Land of the True Believers!
“We have the ability to turn the economy upside down, to enhance lives, and to drive
civilization forward.”
Michael Saylor,MicroStrategy
“It means nothing less than the total
reinvention of this company.”
Jacques’ New New Ford
Ford + MSN CarPointFord + Yahoo!Ford + Oracle
Ford + HP/MCIWorldcomEtc.Etc.
“There is probably going to be more confusion in
the business world in the next decade than there has been in any decade
in history.”Steve Case (2-00)
“We are in a
brawl with no rules.”
Paul Allaire
S.A.V.
T.T.D.sThe next slide is the first of many
“T.T.D.” activities. I.e.: Things To Do. These are by and large shorthand forms of training exercises I use.
Also: Most of these T.T.D. slides have accompanying Notes.(See following slide.)
Tom Peters
T.T.D./True or False:
“incrementalism”
VERSUS
“innovation”?
Notes Page• This is a daunting issue. There is no “right answer.”
But it merits constant, conscious debate. Consider the value of incremental change. [Kaizen, etc.] And discuss whether or not this thwarts “BIG” initiatives aimed at wholesale reinvention.
• Also: Consider … “Can we do both?” [I’m not sure.] P.S.: This crucial issue holds for Finance Departments as much as Product Divisions. And it holds for the smallest and newest of businesses! THIS DEBATE IS WORTH LOTS OF TIME! KEEP IT PRACTICAL!
Seminar Y2K
Brand Everything:Distinct or Extinct!
Part I: Forces @ WorkPart II: Brand Inside
Part III: Brand OutsidePart IV: Brand Leadership
Forces @ Work
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
“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
“Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference.”
Peter Job, CEO, Reuters
“We chose not to do a discounted cash flow analysis of their future earnings. We wanted their talent and we wanted their intellectual property.”
Art Reidel, CEO, Pharsight
“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
Dept. Head I = Sports G.M.
Dept. Head II = V.C.
G.M. = The Recruitment and Development of Top Talent.
[Period!]
V.C. = Bets on “Talent.” Bets on Projects. [Period!]
Silicon Valley Success Secrets
“Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6
do okay; 3 do well; 1 hits the jackpot
Source: The Economist
“R & D”
Intel’s venture fund: 275 investments, $3.5B
Source: Fast Company (12-99)
Net World!
Act now. Analyze later.
Avram Miller
[TP to Fitness Chain Owner …
“Do 5 deals before you go home!”]
“Steve Ross had a wonderful philosophy: People get fired for
not making mistakes.”Bob Pittman
T.T.D.
Evaluate your portfolio of projects [and people]: Are
you placing enough interesting [long shot?]
bets?
Notes Page
• Be brutally honest!
• Hint: This holds for you and me as individuals as well as for our unit.
C.E.O. to
C.D.O.
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
Paradox Redux
Atlanta: +113,600 = #1 metro area
Layoffs [major]: BellSouth, Lockheed, Coca-Cola
T.T.D.
How do you rate as a …
C.D.O.?
Notes Page
• So … what … exactly … are you doing to DESTROY what you [and yours] are today? List every Project that aims to ATTACK today’s “culture” and assumptions. Be specific!
Brand Inside
PSF 1:Brand Org!
108 X 5vs.
8 X 1*
* 540 vs. 8
And Now the Equivalent …
White Collar Revolution!
ERP, ECM, Web, Etc.
IT’S THE GIANT SUCKING SOUND
OF SLACK BEING EXTRACTED FROM
THE GLOBAL ECONOMY!
“The coefficient of friction associated with the grunge
of business is amazing!”
Michael Schrage
Cemex and FDX!
Buzzsaw.com
Builders, Owners, Architects, Contractors, Suppliers
$4T industry
5,300 commercial bldg. projects’ specs on-line; +70 per day
The Pincer 5
“Destructive” entrepreneurs/ Global Competition
“White Collar Robots”
THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler]
Global Outsourcing [E.g.: India, Mexico]
Speed!!
T.T.D.
Discuss: Is my “90% in 10+ years” extreme?
Notes Page
• I admit that some say I’m over-the-top here. I honestly don’t think I am. Try and imagine your HR/Whatever Dept. fully automated with numerous tasks outsourced … to India or Ireland.
“Assetless Company”
J.B.
RR on Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
The “&-!!+#$% in the middle”*
Jim Clark on Healtheon/WebMD
* ’twixt docs, patients, insurers and providers; $275B of $400B in waste; source: Michael
Lewis, The New New Thing
[ Incidentally …
CEO Jeff ArnoldAge: 30
First Start-up: Age 24]
“We want to be the air traffic controllers
of electrons.”Bob Nardelli,
GE Power Systems
12/31/00 (per Newsweek 04.24.00)
75% of U.S. universities will have on-line offerings/ 5.8 million students
“Unbundling” profs’ jobs (star lecturer, facilitator)/ Repackage “content”
as multi-media “event”
AAUP is angry! (Good news!)
355 studies: Equal results! (and one teachers union study
that disagrees!)
So what will be the Basic Building Block of the
New Org Unit?
Why are there no books on how to create
a “Cool, Rocking, WOW-producing
Finance Department”?
PSF 1.0
Professional Service Firm Conversion Kit /
Release 1.0
PSF 1.0
Department Head
to …
Managing Partner, HR [IS, etc.] Inc.
“support function” / “cost center” / “bureaucratic
drag”
or …
“Rock Stars of the ‘Age of Talent’ ”
You are the Rock Stars
of the B2B Age!
NAPM: Not “Purchasing”!NAPM: Not “Supply Chain Mgt.”
NAPM = TE/IR!*
*Total Enterprise/Industry
Reinvention!
[I.e.: Welcome to the Y2K New Orleans Jazz and Real Cool Purchasing
Dudes Festival!]
Words matter!
The “7Ps” of PSF 1.0
Projects!Passion!
Provocation!Partnership!
Politics!Professionalism!
Performance!
C.I.O. to
C.E.F.R.N.S.*
*Chief Evangelist For
Really Neat Stuff
T.T.D.
Compare: “Department Head” versus
“Managing Partner, Finance Inc.”
Notes Page
• See our book, the Professional Service Firm50, re the differences between a traditional “Dept.” and a full-fledged “PSF.” Our “The Work Matters” manifesto – at tompeters.com – also covers this.
Seminar Y2K/Brand Inside
Message: Distinct … or
Extinct!
“How long does ‘culture change’
take?”
What Do I “Do” First?
One Minute Excellence!*
*Thomas Watson
Culture Change is not “Corporate.”Culture Change is not a “Program.”
Culture change does not take “Years.”Culture Change does not start “Today.”
Culture Change starts Right Now!Culture Change
Lives in the Moment!Culture Change is
Entirely in Your Hands!
Brand Inside
PSF 2:Brand Work!
“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
But Does It Matter ????
“On time, on budget … who cares?”
anon. seminar participant (4/99)
“You really got to me. So many of our information technology projects take on a life of their own, and I know they’ll never end up as more than ‘mediocre successes.’ ”
CEO, F100 financial services company (10-98)
WOW Project Anatomy
I. Create!II. Sell!
III. Implement! IV. Exit!
I. Create!
Reframe! THERE ARE NO “SMALL” PROJECTS!
Observe & Record!!Head for the trenches!
You gotta love it!
Measure: WOW!, Beauty, Raving Fans, Impact!
Build a no-baloney Business PlanCreate community. Now!
Obsess on … the End User. Now!
Reframers’ Rules:
Rule 1: Never accept an assignment as given!
Rule 2: You’re never so powerful as when you are “powerless”!Rule 3: Every “small” project contains the entire enterprise
DNA!
Measures
–WOW!–Beauty!–Raving Fans!–Impact!
E.g.: WOW Scale
1. … Dull as dishwater.
5. … Gets the job done.
7. … “Good work!”.
10. … A serious “Braggable”!
T.T.D.
MEASURE … NOW … P-L-E-A-S-E!
Notes Page• NO BALONEY: THIS IS MY #1 GOAL FOR THE WHOLE DAMN SEMINAR … THAT YOU [AND YOURS] WILL MEASURE EVERY PROJECT AGAINST MY FOUR KEY CRITERIA: WOW!, BEAUTY, RAVING FANS, IMPACT.
• [P-L-E-A-S-E.]
[Just Say “No” to …
S-t-r-e-t-c-h]
“Every project we take on starts with a question:
How can we do what’s never been done
before?”Stuart Hornery, CEO, Lend Lease
II. Sell!
Master “The Pitch”!Build Buzz. Consciously.
Network maniacally!Preach to the choir!
Forget your enemies. [Surround and marginalize!]Money kills!
SELL, SELL, SELL!
III. Implement!
- Live, eat, sleep … Quick Prototype!- Play!
- Keep on recruiting! (Sell!)- Obsess on the End User Community!
(Sell!)- Become a Milestone Maniac! / a Timeline Tyrant! / a List Freak! / find Ms. Last 2%!
- Appoint a Marketing Director!- Keep the WOW! front and center!
Culture of Prototyping
“Effective prototyping may be the most valuable core
competence an innovative organization can hope to
have.”
Michael Schrage
“I view models and prototypes as the
battleground for thoughts and behaviors.”
Michael Schrage
Think about It!?
Innovation = Reaction to the Prototype
Michael Schrage
T.T.D./ Prototyper’s LawsDefine a small, practical test of something on a
page or less of text. Now.
Gather “found” materials … on the [very] cheap.
Find a/one partner-“customer” who’ll provide a test site.
Set a very tight deadline of about 5 days for the next concrete step.
Conduct the test! Debrief A.S.A.P.
Set the next test date. Now. [No more than 5 days hence.]
Notes Page
• The idea is to establish a “rhythm of prototyping” that defines every project.
T.T.D./ Secret No. 1: Forget “selling up”! Go horizontal: Find a (one!) “line” ally in “the Boonies”!
Secret No. 2: “Powerless” allies are Cool!Secret No. 3: Become a Prototyping
Maniac! Secret No. 4: Embrace Politics /
“Community Organizing”! Secret No. 5: Passion Rules! Get your
story in shape!
Notes Page
• Main Idea: YOU ARE NOT “POWERLESS.” Seek out allies in strange places … and get going! DO NOT WASTE TIME “SELLING UP.”
• Attitude: You are the Gandhi/King of your “mission.”
• So: IDENTIFY THE FOLKS YOU WANT TO PLAY WITH RE THAT INCREDIBLY COOL IDEA YOU HAVE!
K2K!
Pause …
Implementation 101
“It was much later that I realized Dad’s secret. He gained respect by giving it. He talked and listened to the fourth-
grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college
president. He was seriously interested in who you were and what you had to
say.”
Sara Lawrence-Lightfoot, Respect
Paradox No. 1, Circa 2000
TRUST*
*Now … more than ever!
Mark McCormack: 5,000 miles for a 5
min. meeting.
ESP to TJP: DON’T FORGET YOUR
THANK YOU NOTES!
IV. Exit!
“Sell out!” / Embrace “The Suits”!Recruit a passionate Ms./Mr.
Follow-up!Seed your freaks into the
mainstream!Celebrate!
Exit!
SOOOO … HOW MANY OF YOUR COLLEAGUES ARE
“BACK HOME” AT WORK ON NO-BALONEY …
WOW* PROJECTS!
* WOW = Will be remembered fondly/
bragged about 5+ years from now
Epitaph from Hell …
Joe T. Jones
1942 - 2000
HE WOULDA DONE SOME
REALLY COOL STUFF
BUT …
HIS BOSS WOULDN’T LET HIM!
T.T.D.: Now!– List all projects– Carefully describe a “WOW Outcome” for you
and the Client– Score (!) all projects on WOW, Beauty, Impact,
Raving Fan-hood– Pick one project with a high combined score– Draft a one-page New Description that
emphasizes WOW, Beauty, etc.– Circulate and edit … for three days – Reduce to 5 bullet points
Notes Page
•DO IT! •NOW!
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
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)
[We are not trying to “WOW you up.”
We think you are/have WOW.
We are trying to give you permission to be WOW.]
Seminar Y2K/Brand Inside
Message: Distinct … or
Extinct!
Brand Inside
PSF 3:Brand You!
DISTINCT … OR EXTINCT!
“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
Personal “Brand Equity” Evaluation– I am known for [2 to 3 things]; next year at this time I’ll
also be known for [1 more thing].– My current Project is challenging me …– New things I’ve learned in the last 90 days include …– My public “recognition program”
consists of …– Additions to my Rolodex in the last 90 days include …
–My resume is discernibly different from last year’s at this time …
“You are the storyteller of your own life, and you
can create your own legend or not.”
Isabel Allende
Ike’s World Book Page
And Yours?
T.T.D./Assignment
Construct a 1/8-page or 1/4-page ad for
Brand You … for the Yellow Pages
Notes Page
•THIS IS A BIG DEAL. TAKE IT SERIOUSLY. [“Yellow Pages ads” are the centerpiece of our formal Brand You training programs.]
T.T.D./R.I.P.
Use by yourself.Use with your mates.
Use [quantitatively?] as a measure of departmental/
P.S.F. renewal.
Use in formal eval process.
Notes Page
• The whole idea is to make “R.I.P.s” a/the centerpiece – formally – of measuring unit “freshness.” E.g.: SCORE EVERYONE’S “R.I.P.” ON ITS BOLDNESS/WOW.
They “Get it”?!– stone mason– electrician– plumber– tiler– cabinet maker– contractor– blacksmith– well driller– blaster– sheep shearer– etc.
Icon Woman …
–Totally turned on by her work!–“It” matters / a WOW Project!–“It” is … COOL!–“It” is … BEAUTIFUL!–She is … in your face!–She is an … adventurer!–She is … CEO of her own life!
Icon Woman …
- She is … at least … a little funky!–Her curiosity is … insatiable!–She thinks screwups are …
as normal as breathing!–She hangs out with some …
seriously rad Dudes!–She is not God. She is not Bionic
Woman. She is … determined to make a damned difference!
“Well-behaved women rarely make history.”
Anita Borg, Institute for Women and Technology
Icon Woman Meets the Web …– submits resume on the Web– recruited on the Web– hired on the Web– trained on the Web– creates and conducts projects with
virtual teams on the Web– manages project and client
follow-up on the Web– manages career/reputation-building
on the Web
R.D.A.
Rate: 15%?, 25%?
Therefore: Formal “Investment
Strategy”/R.I.P.
R.I.P.10 … Major job change [new area of
concentration]; major offsite educational investment; extensive
sabbatical [oddball learning experience of > 2 months];
exceptional community project [presidency of fundraising drive, run
for school board].
R.I.P.
5 ... Extensive course work in oddball area of passionate interest; major off-
the-job activity [community involvement, learn to play the cello,
study Chinese].
1 … Company training, as directed.
T.T.D./Your R.I.P.
IS IT … FORMAL? IS IT ... WOW!?
Notes Page
• We think “R.I.P.s” are imperative! So … please take these two questions seriously and literally!
Women and new-economy
management …
Net N.E. Result …
Say goodbye to “command and control.”
Say goodbye to hierarchy.
Say goodbye to “knowing one’s place.”
Women’s Stuff = New Economy Match
Improv skillsRelationship-centric
Less “rank consciousness”Self determinedTrust sensitive
IntuitiveNatural “empowerment freaks” [less
threatened by strong people]Intrinsic [motivation] > Extrinsic
Seminar Y2K/Brand Inside
Message: Distinct … or
Extinct!
Bill Parcels’ World/ Brand You World!
BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!
NY Post (9/99)
When you love what you do, you’re alive.
jobs.com
Brand Inside
PSF 4:Brand Talent!
Issue Y2K
The Great War for Talent!
There is no “talent shortage” …
if …
you are a GPTW*
*Great Place To Work
Alan Kay on PARC’s Bob Taylor
“He was a connoisseur of
talent.”
A Connoisseur of Talent …
– Spends time on Talent!– Becomes a student of Talent! – Puts Talent “on the agenda”!– Practices D.I.Y.– Uses Plain English! (If you want “sunny” …
ask for “sunny”!)– Creates Workspaces that foster energy,
entrepreneurship and creativity!– Recruits from oddball places!/
Recruits Oddballs!
Axiom: Never hire anyone without an aberration in their
background. (Find the One Ton Cookie Man!)
A Connoisseur of Talent …– Recruits M.I. (Gardner: Logical-mathematical,
linguistic, artistic, musical, bodily-kinesthetic, intrapersonal-self, interpersonal-others)
– Recruits arts!– Becomes de facto C.D.O. (Chief Diversity Officer)– Turns the pay scale upside down!/ Pays Talent!– Rewards & Promotes all on Talent
Development Skills!– Spouts the Gospel of Renewal! (R.D.A./ R.I.P.)
The NAESP …
Attributes of Those Who “Made” the 10th Grade History Book
– Committed!
– Determined to make a difference!
– Focused!
– Passionate!
– Irrational about their life’s project!
– Ahead of their time / Paradigm busters!
– Impatient! / Action Obsessed
Attributes of Those Who “Made” the 10th Grade
History Book –Made lots of people mad!
–Flouted the chain of command!
–Creative / Quirky / Peculiar! / Rebels! / Irreverent!
–Masters of improv / Thrive on chaos / Exploit chaos!
Attributes of Those Who “Made” the 10th Grade History Book
–Forgiveness > Permission
–Bone honest!
–Flawed as the dickens!
– “In touch” with their followers’ aspirations
–Damn good at what they do!
“He grew his hair long, played guitar in a rock band, chased
girls, got into trouble. At age 17 he was flogged by his house
master, who described him as ‘the most difficult boy I’ve ever
had to deal with.’ ”
Solution?
Ritalin [“a chemical virtually identical to cocaine”/Reason
magazine]
Or …
Elect Him Prime Minister
Tony Blair*
*talk/May 2000
Just Say “No” to “Grout”!
Participant: “Don’t you need ‘grout’ between the tiles?”
TP: “No!” [med staff, NFL Special Teams,waiters,
PFCs, cymbals player, bit parts, waiters]
TP’s Ideal Job:
Head of Housekeeping!
“Conformity is the enemy of freedom
and the jailer of growth.”
J.F.K.
Yes!
Director of Bringing in the Really Cool People
All You Need to Know?
Chief Evangelist For Really Neat Stuff
Director Of Bringing In The Really Cool People
T.T.D.
STEAL THESE TWO JOB TITLES!
Talent = Brand
Brand Outside=
Brand Inside
Seminar Y2K/Brand Inside
Message: Distinct … or
Extinct!
Brand Outside
Context:
No “Commodities”!
In the Beginning …
“The audit has become a commodity.”
Big 5 audit partner to TP
Quality Not Enough!
“Quality as defined by few defects is becoming the price of entry for automotive marketers rather than
a competitive advantage.”
J.D. Power
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
What’s Special?
“Customers will try ‘low cost providers’ because the Majors have not given them any clear
reason not to.”
Leading Insurance Industry
Analyst (10-98)
“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”Carly Fiorina
“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
The “10X/10X Phenomenon”
10 Times Better/
10 Times Less Different
“When we did it ‘right’ it was still pretty
ordinary.”
Barry Gibbons on
“Nightmare No. 1”
Pretzel Crumb-less-ness Plus …
“The Ritz Carlton Experience enlivens the senses, instills
well-being and fulfills even the unexpressed wishes and needs of
the guest.”
from the Ritz Carlton Credo
“You do not merely want to be the best of the best. You
want to be considered the only ones who do
what you do.”
Jerry Garcia
Nirvana!
- Nordstrom- Four Seasons
- Adirondack Guide Boat- OXO
- Ziplocs
Why?
Cool!/Surprising!Reliable!
Friendly!/Comfortable!Aesthetically pleasing!
Consider …
What words and emotions do you use to
describe the things you love?
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Think Global!S4: Women Rule! (and the elderly)
S5: Design Rules! (too)
S6: It’s the Experience!Net: Glorious Age of the BRAND!
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Think Global!S4: Women Rule! (and the elderly)
S5: Design Rules! (too)
S6: It’s the Experience!Net: Glorious Age of the BRAND!
Brand Outside
Strategy 1:
Lead the Customer!
“The customer is a rear view mirror, not a guide to the future.”
George Colony, Forrester Research
“If you worship at the throne of the voice of the customer, you’ll get only
incremental advances.”Joseph Morone, President, Bentley College
Early Customer Rejection
Post-Its [12 years!]Chrysler Minivans
VCRsFax machines
FedExCNN
Heart-assist pumpsEtc.
Source: Fortune
Good = Bad/ 1 of 30,000
“We are crazy. We should do something when people say it is
‘crazy.’ If people say something is ‘good’, it
means someone else is already doing it.”
Hajime Mitarai, Canon
“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
Benchmarking, Perils of …
“The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before;
he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends
him on the spot.”
Mark Twain
“Lead” customers!
K2K redux!
Amen!
“The Age of the Never Satisfied
Customer”Regis McKenna
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!S3: Think Global!
S4: Women Rule! (and the elderly)
S5: Design Rules! (too)
S6: It’s the Experience!Net: Glorious Age of the BRAND!
Brand Outside
Strategy 2:
Use E-Commerce
to Re-invent the Business!
“In the network economy, the Website becomes the company’s primary interface to the customer.
The user interface becomes the marketing materials, store front,
store interior, sales staff and post-sales support all rolled into one.”
Jakob Nielsen, Designing Web Usability
Tomorrow Today: Cisco!
70%Save $500M (service and tech
support)
C.Sat e >> C.Sat HCustomer Engineer
Chat Rooms($1B?)
The Motley Fool Secret?
“Strangers helping strangers”“Fools’ Logic,” IW
Cherry PickingVertical Markets
Plasticsnet.com: $370B; sellers pay $5K to $8K for
“storefront”; 5% to 10% cut
Hook: community services (database, catalogs, forums,
industry job bank, etc.)
Message …
COMMUNITY!/ COMMUNITY SERVICES!
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
B2B
1999 – 2004: 50X
2004: $7.4Source: GartnerGroup (per Reuters 1-26-00)
T
GM/Ford/DaimlerChrysler (02-27)
Auto parts supply “Co.”$240B (+$500B)
I.P.O.
W.W. Grainger*
2X phone/fax
*$220B “MRO” market (per Business 2.0/02-00)
Goal?
Drive profits to zero!*
*Remember AMR and “dynamic pricing.”
[Jack on the Web’s “Naked Truth”
“You desperately want to have enough technology in your
product offering, so that you don’t end up being in a commodity
situation.”]
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
Shop in your Underwear
Source: SM’d logo for www.ae.comae = American Eagle Outfitters
Psych 101: Strongest Force on Earth?
My need to be in perceived control of
my universe!
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
T.T.D.: Message!
THE CUSTOMER IS IN CONTROL!
Notes Page
• Do you Joyfully “allow” the Customer to lead you around by the nose? Is this truly his/her site? Her/his “home”?
“Most companies would do more business on the Internet if they
fired their entire marketing department and replaced it with
people who could produce interactive content that actually made it easier for users to buy.”
Jakob Nielsen, Nielsen Norman Group
Red Herring (01/00)
75% of online shoppers don’t complete their
purchase!
T.T.D.: Message!
SIMPLICITY!
Notes Page
• READ JAKOB NIELSEN’S BOOK! Hold your site to the Exacting Nielsen Standard! [Be ruthless … on yourself.]
“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!
T.T.D.
Most important Y2K question: Are you &
yours “dealing with” the Web … or “embracing it”
as “central to our being”?
Notes Page
• SPEND A LOT OF TIME ON THIS
“TTD”!
Web Strategy: GE Power Systems
“Launch and Learn”(4 sites in 30 days)
Jargon Bath!
Bureaucracy free …Systemically integrated …
Internet intense …Knowledge based …
Time and location free …“Instantly” responsive …
Customer centric …Mass customization enabled.
Translation …
Bureaucracy free = Flat org, no B.S.Systemically integrated = Whole supply chain
tightly wired/ friction freeInternet intense = Do it all via the Web
Knowledge based = Open accessTime and location free = Whenever, wherever
“Instantly” responsive = Speed demonsCustomer centric = Customer calls the shotsMass customization enabled = Every product
and service rapidly tailored to client requirements
“E-business is the final nail in the coffin
for bureaucracy at GE.”
Jack Welch/GE Annual Report 2000
[ Words to Live By …
“Hierarchy is an organization with its face
toward the CEO and its ass toward the customer.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business]
“PSF 5”: We Got One Right!
A BIAS FOR ACTION = No. 1
Web Strategy: GE Power Systems
“Launch and Learn”(4 sites in 30 days)
S.A.V.
Ready.Fire!Aim.
Ross Perot, Wayne Calloway, Harry Quadracci, et al.
Fail. Forward.
Fast.
High-tech exec
Net World!
Act now. Analyze later.
Avram Miller
“R & D”
Intel’s venture fund: 275 investments, $3.5B
Source: Fast Company (12-99)
[TP to Chain Owner …
“Do 5 deals before you go home!”]
He who has the quickest O.O.D.A. Loops* wins!
*Observe. Orient. Decide. Act. / Col. John Boyd
Culture of Prototyping
“Effective prototyping may be the most valuable core
competence an innovative organization can hope to
have.”
Michael Schrage
“I view models and prototypes as the
battleground for thoughts and behaviors.”
Michael Schrage
“You can’t be a serious innovator unless and until you are ready,
willing and able to seriously play. ‘Serious play’ is not an oxymoron;
it is the essence of innovation.”
Michael Schrage, Serious Play
ABfA [A Bias for Action]
RFA [Ready.Fire!Aim.]
SAV [Screw Around Vigorously]
FFF [Fail Forward Fast]
OODA [Observe.Orient.Decide.Act.]
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
C.E.O. to
C.D.O.
“Steve Ross had a wonderful philosophy: People get fired for
not making mistakes.”Bob Pittman
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Net: Glorious Age of the BRAND!
Brand Outside
Strategy 4:
Women Rule!
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Bank Account … 89%
Health Care … 75%Etc.
$3.3T + $1.5T = $4.8T*
* Larger than Japan!
Most Under-reported story!
9M*/28M(1 of 4)/$3.6T [> Germany]
* 400K in ’72; 132% since ’92
Sources: NFWBO, Cognetics, Business Wire (030600)
48% working wives > 50%80% checks
61% bills53% stock (mutual fund boom)
43% > $500K95% financial decisions/
29% single handed
Women … 49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare,
finances, education.
Source: Business Week (11-99)
New golfers … 37%Basketball … 13.5M
1 in 27 (’70) … 1 in 3 (’96)
1874?
1874 … Jock Strap1977 … Jogbra
1977 ... 25K
1996 … 42M
Yeow!
1970 … 1%
2000 … 50%
OPPORTUNITY
NO. 1!*
[* No shit!]
Carol Gilligan/ In a Different Voice
Men: Get away from authority, familyWomen: Connect
Men: Self-orientedWomen: Other-oriented
Men: RightsWomen: Responsibilities
FemaleThink/ Popcorn
“Men and women don’t think the same way, don’t communicate the same
way, don’t buy for the same reasons.
“He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go,
they make connections.”
Women and Healthcare
Women are … more dissatisfied, frustrated by the way they are treated
and spoken down to by physicians, seek more information, are more pressed for time … and make 75% of health care decisions and control 2/3 of health care $
$$$ [and constitute 2/3 of health care employees].
Source: Patricia Braus, Marketing Healthcare to Women
Women and Financial Advisors
Women want … a plan, to be listened to, to be taken seriously, to read about it, to think about it.
Women do not want … an in-your-face sales pitch
Source: Kathleen Boyle, Wheat Boyle Butcher Singer
E.g.: Quicken.com: gender-neutralTheStreet.com: male-ish (“aggressive,
we-tell-you-what-to-think”)MotleyFool.com: female-ish
(“inquisitive, open, supportive”)WFN and MsMoney.com: female (e.g.:
emphasize parenting and divorce issues)
Source: Red Herring, Kathleen Morris of WFN
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
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
[ It’s Simple …
Women are more thoughtful and more deliberate
than men!]
Q: Why do guys like pagers?
A1: Sense of importance [Pager Dude]
A2: Cubicle Slaves’ replacement for “real guys” tool belts
Q: Why do women like pagers?
A: Get the news A.S.A.P. if her child is in the Nurse’s Office
Q:Why do women hate pagers?
A: They find nothing romantic about wearing a Stetson wrench or Stanley hammer attached to their waist! [Note
the pager’s clip-on device … guys ]
Not!!
“Year of the Woman”
Enterprise Reinvention!
RecruitingHiring/Rewarding/ Promoting
Structure Processes
MeasurementStrategyCulture Vision
Leadership
THE BRAND ITSELF!
“What kind of car does Mommy want?”
“I didn’t know [company] were giving
company cars to secretaries.”
Source: UK financial services CEO, 12/99
March 2000, re Women’s Influence on Home Purchases …
“But then she comes back to papa for
permission, right?”
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!”
e-Response [esponce?] to ACE Presentation [04.07.00] …
“… contract home builders! When is this industry going to wake up and realize that women not only
decide which house to buy, but also buy and pay for the
house ourselves?”B.Bosch/Toronto
Not a Morality Play!
“It is critical that we all understand that IBM is not marketing to women
entrepreneurs because it is the thing to do, or even the right thing to do.
We are marketing to women entrepreneurs because it is a huge
opportunity.”
Cherie Piebes
Wanna see my “porn”
collection?
T.T.D.
DO YOU UNDERSTAND [“GET”]
THE ENORMITY OF THIS OPPORTUNITY?
Notes Page
•Discuss … AT LENGTH!
“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
Speaking of Enormous
[Missed] [Huge] Opportunities ...
74/55
“At each stage of their lives, the needs and desires of the baby
boomers have become the dominant concerns of American business and popular culture. If you can anticipate
the movement of the baby-boom generation’s life-span migration, you
can see the future.”Ken Dychtwald, Age Wave
Aging/“Elderly”
2X growth rate$$$$$$$$$$$$
“I’m in charge!”
Good source: Ken Dychtwald, Age Wave
Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Net: Glorious Age of the BRAND!
Brand Outside
Strategy 5:
Design Rules!
And Tomorrow …
“Fifteen years ago companies competed on price. Now It’s
quality. Tomorrow it’s design.”Robert Hayes
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
“Design is treated like a religion at BMW.”
Fortune (10/98)
Drop-dead Charm!
“The new Beetle fails at most categories. The only
thing it doesn’t fail in is drop-dead charm.”
Jerry Hirshberg, Nissan Design International
Object of Desire!
“Every now and then, a design comes along that radically changes the way we think about a particular object. Case in
point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a
sculpture, an object of desire, something that you look at.”
Katherine McCoy, Michael McCoy, Illinois Institute of Technology
Design as Soul
“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
Check Out the Language:
“Tomorrow it’s design …”“Design is the only thing …”
“Design is … religion ...”“Drop-dead charm …”“Object of desire …”
“Fundamental soul …”
T.T.D.
Where do you stand on design? [1 = Who, me? 10 = Preoccupation.]
Where do you stand on design-as-soul ?
Notes Page
• I’m at a bit of a loss here. I DON’T KNOW HOW TO “MAKE YOU” “GET” THIS. I think it is of the Utmost Importance. I want you – at least – to become “aware” of the Power of Great Design. And … I do [fervently] believe that Great-Design-Is-Soul.
Think Back …
New Beetle, iMac = Radical, “Bet the
Company”
Right?
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
Unconventional [Design] Messages
Not about ... “Lumpy Objects”!
Not about ... $79,000 objects
One-sixth Second per Item!
“During the 30 minutes you spend on an average trip to the supermarket,
about 30,000 products vie to win your attention and ultimately to make you
believe in their promise.”
Thomas Hine, The Total Package
“Car designers need to create a story. Every car provides an
opportunity to create an adventure. …“The Prowler makes you smile. Why? Because it’s focused. It has a plot, a
reason for being, a passion.”
Freeman Thomas, co-designer VW Beetle; designer Audi TT
Hmmmm(?): “Only” Words …
StoryAdventure
Smile FocusPlot
Passion
T.T.D./Message:Services are Not Intangible!
You “give off” hundreds of design cues … daily!
YOU ARE A DESIGNER!
Notes Page
• List 100 [!] “design cues” that you give off! [Okay, start with 25.]
Graceful language!
T.T.D./“Beauty Contest!”
1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim
form.2. Rate it on a 1 to 10 scale
(1 = Awful; 10 = Scintillating) on three dimensions: Beauty, Grace, Clarity.
3. Repeat … every 15 days.
Notes Page
• DO THIS! USE MY TERMS! [Beauty … Grace … Clarity.] Be quantitative. [PLEASE.]
Design =
SIMPLICITY … HONESTY … ACCESSIBILITY …
ENJOYMENTJonathan Ive (iMac)
Design =
“There are three basic principles behind any well-
designed product: truth, humanity, and
simplicity.”Sohrab Vossoughi,
Ziba Design
Words (Again!)
Drop-dead Charm … Object of Desire … Truth … Humanity … Simplicity … Focus … Honesty … Accessibility … Enjoyment
… Story … Adventure … Plot … Passion
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Net: Glorious Age of the BRAND!
Brand Outside
Strategy 6:
It’s the Experience!
“Experiences are as distinct from services as services are from
goods.”Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theatre & Every Business a Stage
“The [Starbucks] Fix” Is on …
“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is
that place that’s not work or home. It’s the place our
customers come for refuge.”Nancy Orsolini, District Manager
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
Mantra: “Any good can be ing-ed”
the driving experiencethe pumping experience
the sitting experiencethe reading experiencethe washing experiencethe cooking experience
Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
Think …
Supply Chain-ingB2B-ing
“What’s the plot?”
Freeman Thomas, designer
T.T.D.
WHAT’S THE [your] PLOT?
Notes Page
• WHAT IS YOUR STORY? [Be specific!] Message: This applies to every [Finance] project!
“This is the end of the pure product era. For instance, car
makers are beginning to understand that the car is a
platform for delivering services that drive the customer
experience.”Carly Fiorina, HP @ Comdex ’99
And Now For A Nod To 1/7th of Our Economy!
“Medicine looks likely to change more in the next 20 years than it has in
the last 200.”
British Medical Journal (11-11-99)
Health Care Tsunami
Prevention/Wellness/FitnessProactive Engineering/Gene
“stuff”[Blockbuster-Bazooka to Specific-Sniper’s Rifle]
Holistic/Homeopathic/Non-traditionalPatient-centric/Web-led
No waste [Healtheon/WebMD et al.]Etc.
TP 03.26.00: AMA Riff
Are You Fighting Yesterday’s War?Docs don’t know it all.
There are a lotta bad docs. There are a lotta bad medical decisions.
“Hospitals” kill far too many people. (Bad decisions, bad execution.)
Systemic waste is stratospheric. (Still.)
Patients are getting (much) smarter.Patients have had it with HMOs. (And Docs with the
“white-coat syndrome.”) You are not smarter than I am. (I am your partner.)
You are not busier than I am. (!!!!!)Patients want more data. (And can readily get it.)
Boomers will control their lives. Period. Medicine is about to be overwhelmed with a tsunami!
1965: “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.”
YES, NURSE. ME GOOD PUPPY DOG.
1995: “HMO will take care of you.”
BULLSHIT.
2005: “I will take care of me. I’d like your expert help.”
P.S.: THE VIAGRA [ETC.] I ORDERED ONLINE IS GREAT.
Patient-centric* Health Care
Wellness (Fix to prevent.)
Partnership (“Tour guide” model.)
RESPECT! (Mutual.)
WOMEN RULE!
*Not: HMO-centric, Employer-centric, Insurer-centric, Doc-centric
AMA: Push “Patient
Partnership” Model????
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Net: Glorious Age of the BRAND!
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]
No Room for Brands?
NikeSaturnCNN
America OnlineCharles Schwab
StarbucksThe Gap
IntelEtc.
Brand = Trust!
“Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.”
The Economist
T.T.D.
HAVE YOU GENUINELY EXAMINED THE ENORMITY
OF “BRAND POWER”?
ARE YOU A NO-BALONEY STUDENT OF BRANDING?
Notes Page
•As usual: STUDENT-HOOD MATTERS!
What Can [Can’t] Be Branded?“Branding is not a problem if you have the right mentality. You go to your team and
you pin up a $200 Swiss Army Watch. Competing in the ridiculously crowded
sub-$200 watch market, they made it into a brand name, named after the most
irrelevant and useless thing in history [the Swiss Army]. And you say, ‘Gang, if they
can do it, we can do it.’ ”
Barry Gibbons
“Salt is salt is salt. Right? Not when it
comes in a blue box with a picture of a little girl carrying an umbrella. Morton International continues to dominate the U.S. salt market even though it charges more for a product that is demonstrably
the same as many other products on the shelf.”
Tom Asaker, Humanfactor Marketing
“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and
diversity, choices become increasingly informed by belief. [Consumers] want to
know who is behind the products that they buy. They want to know the
company. They want to know what you think.”
Jesper Kunde, Corporate Religion
“Corporate Religion is a completely new way of thinking about companies. Today, the product is still the main communication
highway in the company. When companies make the shift to selling solutions, brands and attitudes … communicating the company’s
attitudes and values becomes the decisive parameter for success. It
demands that you find out who you are as a company.”
Jesper Kunde, Corporate Religion
[Does Phil Knight have a brain?]
T.T.D./“Brand Management”/
Calling the Corporate Shrink!
“Organizational Psychotherapy”/
WHO WE ARE!
Notes Page
• This is The Big Enchilada:
SPEND – lotsa – TIME ON IT!
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.”
Brand = You Must Care!
“Success means never letting the competition define you. Instead you have to define
yourself based on a point of view you care deeply about.”
Tom Chappell, Tom’s of Maine
“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
The stock must have a great story!
The company must have a product that changes the
way the world works!
Source: Technology Investor 05.00
“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
Rules of “Radical Marketing”
Love + Respect Your Customers!Hire only Passionate Missionaries!Create a Community of Customers!
Celebrate Craziness!Be insanely True to the Brand!
Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Net: Glorious Age of the BRAND!
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
“Leadership is a performance. You have to be
conscious of your behavior, because everybody else is.”
Carly Fiorina
Brand Leadership:ENTHUSIASM RULES!
“I am a dispenser of enthusiasm.”/ Ben
Zander
[Message to NAPM: You are Re-invention Evangelists!]
Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF AT RISK EVERY DAY!
“I’d rather regret the things I have done than the things I have not.”
Lucille Ball
“If things seem under control, you’re just
not going fast enough.”
Mario Andretti
top related