delphi e.business summit2000 san diego 9 may 2000
TRANSCRIPT
Delphie.Business Summit2000
San Diego9 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!
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)
“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.
“We are in a
brawl with no rules.”
Paul Allaire
S.A.V.
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
“Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference.”
Peter Job, CEO, Reuters
“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
“R & D”
Intel’s venture fund: 275 investments, $3.5B
Source: Fast Company (12-99)
Net World!
Act now. Analyze later.
Avram Miller
“With the arrival of the Internet, corporate control has completely disappeared. Business today is
about all kinds of companies participating to make something happen. Nobody knows any more what the products will do and what the
markets will be. Markets define themselves. You have to be able to react to them organically….
“Control is an illusion. I don’t think that it ever existed, but now even the illusion is gone.”
Avram Miller
“Steve Ross had a wonderful philosophy: People get fired for
not making mistakes.”Bob Pittman
Brand Inside
Brand Org!
108 X 5vs.
8 X 1*
* 540 vs. 8
And Now the Equivalent …
White Collar Revolution!
The Pincer 5
“Destructive” entrepreneurs/ Global Competition
“White Collar Robots”
THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler]
Global Outsourcing [E.g.: India, Mexico]
Speed!!
“Assetless Company”
J.B.
RR on Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
The “&-!!+#$% 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
“We want to be the air traffic controllers
of electrons.”Bob Nardelli,
GE Power Systems
So does Enron![et al.]
Buzzsaw.com
Builders, Owners, Architects, Contractors, Suppliers
$3T industry
5,300 commercial bldg. projects’ specs on-line; +70 per day
And …
e-Builder [et al.]
These are …
L.A.D.T.I.R.S.*
*Life-and-death-total-industry-reinvention-struggles
Brand Inside
Brand Work!
Why are there no books on how to create
a “Cool, Rocking, WOW-producing
Finance Department”?
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’ ”
[I.e.: Welcome to the Y2K New Orleans Jazz and Real Cool Purchasing
Dudes Festival!]
“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)
Measures
–WOW!–Beauty!–Raving Fans!–Impact!
“Every project we take on starts with a question:
How can we do what’s never been done
before?”Stuart Hornery, CEO, Lend Lease
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
Brand Inside
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 …
Bill Parcels’ World/ Brand You World!
BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!
NY Post (9/99)
Brand Inside
Brand Talent!
Issue Y2K
The Great War for Talent!
There is no “talent shortage” …
if …
you are a GPTW*
*Great Place To Work
“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
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
Brand Outside
Context:
No “Commodities”!
“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
“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”Carly Fiorina
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”
“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
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
“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
Amen!
“The Age of the Never Satisfied
Customer”Regis McKenna
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!
$7B of $10BSave $500M (service and tech
support)
C.Sat e >> C.Sat HCustomer Engineer Chat Rooms ($1B?)
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.)
The Motley Fool Secret?
“Strangers helping strangers”“Fools’ Logic,” IW
Message …
COMMUNITY!/ COMMUNITY SERVICES!
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
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
B2B …
… the enormity emerges!
GM/Ford/DaimlerChrysler (02-27)
Auto parts supply “Co.”$240B (+$500B)
I.P.O.
Goal?
Drive profits to zero!*
*Remember AMR and “dynamic pricing.”
Paradox!?
Community Services/V.A.Waste Extraction
“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
“ … if they set up a completely independent organization and let that organization attack the
parent.”
Clayton Christensen, The Innovator’s Dilemma
“Even if executives of established businesses grasp the impact of new
technologies … they still face a massive competitive disadvantage precisely
because they are incumbents. … They do complex financial calculations and get
bogged down in internal political debates. Insurgents have no such
inhibitions.”
Philip Evans & Thomas Wurster, Blown to Bits
There are 2 Kinds of …
Defense*
vs.
Offense**
*Fend off upstarts.**Reinvent our marketspace!
Web Strategy: GE Power Systems
“Launch and Learn”(4 sites in 30 days)
He who has the quickest O.O.D.A. Loops* wins!
*Observe. Orient. Decide. Act. / Col. John Boyd
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
= Encompassing [albeit fluid] Vision
“The e-conomy is one of re-intermediation, where new
technologies make it possible to radically increase complexity and
efficiency with the introduction of new marketplaces. In these markets, value chains constantly reorganize as the
demands of the consumer and business change.”
Thomas Koulopoulos, Delphi Group
Brand Outside
Strategy 3:
Design Rules!
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
Aesthetic sensibility.
Grace.
Brand Outside
Strategy 4:
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 …
B2B-ing]
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 = 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
The “Network” is the Brand!
You are in the Brand Building business!
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: 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