tom peters’ no less than excellence. ever. 2006 general agents conference...
TRANSCRIPT
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Tom Peters’
No Less Than Excellence. Ever.
2006 General Agents Conference
MassMutual/Orlando/17March2006/LONG
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Unglued.
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THREE BILLION NEW CAPITALISTS
—Clyde Prestowitz
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“WE ARE BEGINNING TO ACQUIRE … DIRECT AND DELIBERATE CONTROL … OVER THE EVOLUTION OF ALL LIFE FORMS …
ON THE PLANET.”Source: Juan Enriquez, As The Future Catches You
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New Economy?!
Sergey + Larry* > Harvard
*Page, not Summers
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New Economy?!
Genentech09, Amgen09
> Merck09 (70K-3/394B-5)
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“This is a dangerous world and it is going to become more
dangerous.”
“We may not be interested in chaos
but chaos is interested in us.”
Source: Robert Cooper, The Breaking of Nations: Order and Chaos in the Twenty-first Century
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Goodnight and Good
Luck.
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“There is no job that
is America’s God-given
right anymore.”
—Carly Fiorina/HP/January2004
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December 9, 2005: “Ogre to Slay? Outsource It to Chinese”
(New York Times, page 1—news section). The “factory”: Fuzhou, China. The workers: youngsters logging 12-hour shifts. Their clientele: youngsters from “Seoul to
San Francisco.” The “work”: The Chinese youngsters are playing the early levels of video games for their affluent “clients,” who want to avoid the pain and time associated with those
annoying first few levels.
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The General, Charles, and the Admiral.
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“If you don’t like change,
you’re going to like irrelevance even less.” —General Eric
Shinseki, Chief of Staff. U. S. Army
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“It is not the strongest of the
species that survives, nor the most intelligent, but the one most
responsive to change.” —Charles Darwin
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Nelson’s secret:
“[Other] admirals more frightened of losing than
anxious to win”
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And Me.
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“In Tom’s world, it’s always better to try a
swan dive and deliver a
colossal belly flop than to step timidly off the board while holding your nose.” —Fast Company
/October2003
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Not an Answer
.
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“Forbes100” from 1917 to 1987: 39 members of the Class of ’17 were alive
in ’87; 18 in ’87 F100; 18 F100 “survivors” underperformed the
market by 20%; just 2 (2%), GE &
Kodak, outperformed the market 1917 to 1987.
S&P 500 from 1957 to 1997: 74 members of the Class of ’57 were alive in ’97; 12 (2.4%) of 500 outperformed the market from 1957 to 1997.
Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market
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“I am often asked by would-be entrepreneurs seeking escape from life within huge corporate structures, ‘How do I build a small firm for myself?’ The
answer seems obvious: Buy a very large one and just wait.”
—Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics
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“TOO BIG TO GROW: Why Wall
Street has soured on many of corporate America’s
most admired and feared companies”
—headline, Newsweek, 0313.06
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Joined at the Hip. How?
MicrosoftCitigroup
GEWal*Mart
Intel
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Tragic.
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Franchise Lost!
TP: “How many of you [600] really
crave a new Chevy?”
NYC/IIR/061205
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All too Commo
n.
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This is not a “mature
category.”
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This is an “undistinguishe
d category.”
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“When we did it ‘right’ it was
still pretty ordinary.”
Barry Gibbons on “Nightmare No. 1”
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Fight ’til Death!
“I thought, ‘What a dreadful mission I have in life.’ I’d love to get six-thousand
restaurants up to spec, but when I do it’s
‘Ho-hum.’ It’s bugged me ever since. It’s one of the great paradoxes of
modern business. We all know distinction is key, and yet in the
last twenty years we have created a plethora of ho-hum
products and services. Just go fly in an airplane. It could be such an enlightening experience. Ho-hum. We swim in an ocean of ho-hum, and I’m going to fight it. I’m going
to die fighting it.” — Barry Gibbons
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Excellence: “It” Can
Be Done.
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Experience: “Rebel Lifestyle!”
“What we sell is the ability for a 43-year-old accountant to dress in
black leather, ride through small towns and have people be
afraid of him.”Harley exec, quoted in Results-Based Leadership
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Excellence: “It” Can
Be Done.
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$798
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$415/SqFt/Wal*Mart$798/SqFt/Whole Foods
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4X: “At London Drugs, everyone cares
about everything.” —Wynne
Powell
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London Drugs
*Each major department a “category killer” (pharmacy, computers, photo-photo finishing, cosmetics)*“Service added”/ Experience (e.g., consultation booths for pharmaceutical Clients)*Brilliant, eye-popping design-merchandising*Price point: peanuts to super-premium*Massive training, very low staff t/o*Big-bet experimentation-innovation*Locales begging for LD*Financials to die for*IS/IT/SC pioneers (compared favorably to Wal*Mart’s supply- chain management; exquisite vendor-partner programs)*Effectively deflected Wal*Mart incursion*Philosophy: fun, enthusiasm, innovation, commitment, care, talent development
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No Excuses/Wegmans: #1*84%: Grocery stores “are all alike”
46%: additional spend if customers have an “emotional connection” to a grocery store rather than “are satisfied” (Gallup)
“Going to Wegmans is not just shopping, it’s an event.” —Christopher Hoyt, grocery consultant
“You cannot separate their strategy as a retailer from their strategy as an employer.” —Darrell Rigby, Bain & Co.
*100 Best Companies to Work for/Fortune
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7X. 730A-800P.
F12A.**’93-’03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p.a.
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Thesaurus of WOW!
“They” hate it if you call them “bankers.” “They” love it, on the other hand, when you ask to see their #s—stupendous. “They” are … Commerce Bank. These absurdly fast
growing, insanely profitable “retailers,” rewriting the rules of East Coast retail
banking, sent me a copy of their booklet, “Traditions.” It explicates their “Wow the Customer Philosophy.” At the end there’s “A
Collection of Commerce Lingo.” I won’t define (use your imagination), but simply offer a small sample: “Fans, Not Customers.” “Say YES … 1 to say YES, 2 to say
NO.” (A staffer has to get a supervisor’s approval to say “no” to anything.) “Recover!!! To Err Is Human; To Recover Is Devine.” “Leave ’Em Speechless.”
“Positive Behavior.” “Positive Language.” “Kill A Stupid Rule.” (Get cash rewards for exposing dumb internal rules “that impede our ability to WOW!”) Make the
‘WOW! Answer Guide’ Your Best Friend.” “Buzz Bee.” “CommerceWOW!Zone.” (A K-12 financial education program.) “Doctor WOW!” “Ten-Minute Principle.” (“Stores”
open 10 minutes before posted hours, stay open 10 minutes after posted hours—and the hours, such as open 7 days a week, are already incredibly generous & tradition-
shattering.) “Wall of WOW!” “WOW! Awards.” (The annual recognition ceremony—Radio City Music Hall, with the Rockettes, in
’05.) “WOW! Patrol.” “WOW! Spotlight.” “WOW Van.” “WOW Wiz.” (A service superstar.) Etc.
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>25/week
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1000/204/ 4** “Princes” & “Princesses” who said “Yes” to the Dream
(top agents, confident to operate without a safety net)
Source: Everybody Wins, Phil Harkins & Keith Hollihan
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RE/MAX: A “Life Success
Company”Source: Everybody Wins, Phil Harkins & Keith Hollihan
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Excellence: “It” Can
Be Done.
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Summary:
WallopWal*Mart16*
*Or: Why it’s so unbelievably easy to beat a GIANT Company
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The “Small Guys” Guide: Wallop Wal*Mart16
*Niche-aimed. (Never, ever “all things for all people,” a “mini-Wal*Mart.)
*Never attack the monsters head on! (Instead steal niche business and lukewarm customers.)
*“Dramatically Different”
(La Difference ... within our community, our industry regionally, etc … is as obvious as the end of one’s nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.)
*Compete on value/experience/intimacy, not price. (You ain’t gonna beat the behemoths on cost-price in 9.99 out of 10 cases.)
*Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)
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The “Small Guys” Guide: Wallop Wal*Mart16
*Hands-on, emotional leadership. (“We are a great & cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible Experiences!”)
*A community star! (“Sell” local-ness per se. Sell the hell out of it!)
*An incredible experience, from the first to last moment—and then in the follow-up! (“These guys are cool! They ‘get’ me! They love me!”)
*DESIGN DRIVEN! (“Design” is a premier weapon-in-pursuit-of-the sublime for small-ish enterprises, including the professional services.)
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The “Small Guys” Guide: Wallop Wal*Mart16
*Employer of choice. (A very cool, well-paid place to work/learning and growth experience in at least the short term … marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!)
*Sophisticated use of information technology. (Small-“ish” is no excuse for “small aims”/execution in IS/IT!)
*Web-power! (The Web can make very small very big … if the product-service is super-cool and one purposefully masters buzz/viral marketing.)
*Innovative! (Must keep renewing and expanding and revising and re-imagining “the promise” to employees, the customer, the community.)
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The “Small Guys” Guide: Wallop Wal*Mart16
*Brand-Lovemark* (*Kevin Roberts) Maniacs! (“Branding” is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regional-niche “lovemark.”)
*Focus on women-as-clients. (Most don’t. How stupid.)
*Excellence! (A small player … per
me … has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the right—one damn day and client experience at a time!—to beat the Big Guys in your chosen niche!)
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Excellence: “It” Can
Be Done.
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PSF!
Donnelly’s Weatherstrip
Service
Weymouth MA
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Excellence: Avoid …
Moderation.
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“To grow, companies need to break out of a
vicious cycle of competitive
benchmarking and imitation.” —W. Chan Kim & Renée Mauborgne,
“Think for Yourself —Stop Copying a Rival,” Financial Times
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“The ‘surplus society’ has a surplus of
similar companies, employing
similar people, with
similar educational backgrounds,
coming up with similar ideas,
producing similar things, with
similar prices and similar quality.”
Kjell Nordström and Jonas Ridderstråle, Funky Business
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“Get better” vs
“Get different”
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“You do not merely want
to be the best of the best. You want to be considered the
only ones who do what you do.” —
Jerry Garcia
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Excellence:
Up, Up, Up,
Up
the Value-added Ladder.
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Gaspworthy.
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“ ‘Disintermediation’ is overrated. Those who fear disintermediation should in fact be afraid of
irrelevance—disintermediation is just another way
of saying that … you’ve become
irrelevant to your customers.”
—John Battelle/Point/Advertising Age/07.05
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Answer: Professional Service Firm/PSF!
Department Head
to …
Managing
Partner, IS [HR, R&D, etc.] Inc.
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The “PSF35”: Thirty-Five
Professional Service Firm Marks of Excellence
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The PSF35: The Work & The Legacy
1. CRYSTAL CLEAR POINT OF VIEW (Every Practice Group: “If you can’t explain your position in eight words or less, you don’t have a position”—Seth Godin)2. DRAMATIC DIFFERENCE (“We are the only ones who do what we do”—Jerry Garcia)3. Stretch Is Routine (“Never bite off less than you can chew”—anon.)4. Eye-Appetite for Game-changer Projects (Excellence at Assembling “Best Team”—Fast) 5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change the World)6. Small “Uneconomic” Clients with Big Aims7. Life Is Too Short to Work with Jerks (Fire lousy clients)8. OBSESSED WITH LEGACY (Practice Group and Individual: “Dent the Universe”—Steve Jobs)9. Fire-on-the-spot Anyone Who Says, “Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ”10. Consistent with #9 above … DO NOT SHY AWAY FROM THE WORD (IDEA) “RADICAL”
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Point of
View!
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Gaspworthy!
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Excellence:
Up, Up, Up,
Up
the Value-added Ladder.
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Solve It.
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$55B
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And the “M” Stands for … ?
Gerstner’s IBM: “Systems Integrator of choice.”/BW (“Lou, help us turn ‘all this’ into that long-
promised ‘revolution.’ ” )
IBM Global Services* (*Integrated Systems
Services Corp.): $55B
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Planetary Rainmaker-in-Chief!
“Palmisano’s strategy is to expand tech’s borders by pushing
users—and entire industries—toward radically different business
models. The payoff for IBM would be access to an ocean of revenue—Palmisano estimates it at $500 billion a year—that technology companies have
never been able to touch.” —Fortune
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“Big Brown’s New Bag: UPS
Aims to Be the Traffic Manager for Corporate
America” —Headline/BW/2004
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Huge: Customer Satisfaction versus Customer
Success
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The Value-added Ladder/Stuff ‘n’ Things
Goods Raw Materials
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The Value-added Ladder/Stuff & Transactions
ServicesGoods
Raw Materials
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The Value-added Ladder/Opportunity-seeking
Gamechanging Solutions/
Business AdvantageServicesGoods
Raw Materials
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Trapper: <$20 per beaver pelt.
Source: WSJ
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WDCP*: $150 to remove
“problem beaver”; $750-$1,000 for flood-control
piping … so that beavers can stay.
* “Wildlife Damage-control Professional”
Source: WSJ
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Excellence:
Up, Up, Up,
Up
the Value-added Ladder.
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Experience it.
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“Experiences are as distinct
from services as services are from
goods.” —Joe Pine & Jim Gilmore, The Experience Economy:
Work Is Theatre & Every Business a Stage
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“Club Med is more than just a
‘resort’; it’s a means of rediscovering
oneself, of inventing an entirely new ‘me.’
” —Jean-Marie Dru, Disruption
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“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
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The Value-added Ladder/Memorable Connection
Scintillating Experiences
Gamechanging Solutions/Business Advantage
ServicesGoods
Raw Materials
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Beyond the “Transaction”/ “Satisfaction” Mentality
“Good hotel”/ “Happy guest”/ “Exceeded
Expectations”vs.
“Great Vacation!”/ “Great Conference!”/ “Operation Personal
Renewal!”
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Warren Goes Shopping …
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Q: “Why did you buy Jordan’s Furniture?”
A: “Jordan’s is spectacular. It’s all
showmanship.”
Source: Warren Buffet interview/Boston Sunday Globe/12.05.2004
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Excellence:
Up, Up, Up,
Up
the Value-added Ladder.
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Dream it.
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DREAM: “A dream is a complete moment in the life
of a client. Important experiences that tempt the client to commit substantial resources. The essence of
the desires of the consumer. The opportunity to help
clients become what they want to be.”
—Gian Luigi Longinotti-Buitoni
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The Value-added Ladder/Emotion
Dreams Come True
Scintillating Experiences Gamechanging Solutions/
Business AdvantageServicesGoods
Raw Materials
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“The Ritz-Carlton experience enlivens the senses, instills
well-being, and fulfills even the unexpressed wishes and needs of
our guests.” — from the Ritz-Carlton Credo
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Furniture vs. Dreams
“We do not sell ‘furniture’ at
Domain. We sell dreams. This is
accomplished by addressing the half-formed needs in our
customers’ heads. By uncovering these needs, we, in essence, fill in the blanks. We convert ‘needs’ into ‘dreams.’
Sales are the inevitable result.” — Judy George, Domain Home Fashions
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Six Market Profiles
1. Adventures for Sale2. The Market for Togetherness, Friendship and Love3. The Market for Care4. The Who-Am-I Market5. The Market for Peace of Mind6. The Market for Convictions
Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
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Six Market Profiles
1. Adventures for Sale/IBM-UPS2. The Market for Togetherness, Friendship and Love/IBM-UPS3. The Market for Care/IBM-UPS4. The Who-Am-I Market/IBM-UPS5. The Market for Peace of Mind/IBM-UPS6. The Market for Convictions/IBM-UPS
Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
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IBM, UPS …
Dream Merchants
!
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“The sun is setting on the Information Society—even before we have fully adjusted to its demands as
individuals and as companies. We have lived as hunters and as farmers, we have worked in factories and now we
live in an information-based society whose icon is the
computer. We stand facing the fifth kind of
society: the Dream Society. … Future products will have to
appeal to our hearts, not to our heads. Now is the time to add emotional value to products and services.” —Rolf Jensen/The Dream Society:How the Coming Shift from Information to
Imagination Will Transform Your Business
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Excellence:
Up, Up, Up,
Up
the Value-added Ladder.
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Love it!
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“Brands have run out
of juice. They’re
dead.” —Kevin Roberts/Saatchi &
Saatchi
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Kevin Roberts:
Lovemarks!
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Tattoo Brand: What % of users would tattoo the brand name on their
body?
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Top 10 “Tattoo Brands”*
Harley .… 18.9%Disney .... 14.8
Coke …. 7.7Google .... 6.6Pepsi .... 6.1Rolex …. 5.6Nike …. 4.6
Adidas …. 3.1Absolut …. 2.6
Nintendo …. 1.5
*BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom
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Top 10 “Tattoo Brands”*
Harley .… 18.9%Disney .... 14.8
Coke …. 7.7Google .... 6.6Pepsi .... 6.1Rolex …. 5.6
Your name here … ??Nike …. 4.6
Adidas …. 3.1Absolut …. 2.6
Nintendo …. 1.5
*BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom
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Up, Up, Up,
Up
the Value-added Ladder.
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Lovemark Dreams Come True
Awesome ExperiencesGamechanging Solutions
ServicesGoods
Raw Materials
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Lead It: New
“C-Levels”
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One company’s answer:
CXO*
*Chief eXperience Officer
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CDM*
*Chief Dream Merchant
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CL O*
*Chief LoveMark Officer
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CWO*
*Chief WOW Officer
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Sell It.
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Just Say No.
Male
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“Women are the
majority market”
—Fara Warner/The Power of the Purse
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?????????
Home Furnishings … 94%Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment)
Houses … 91%D.I.Y. (major “home projects”) … 80%
Consumer Electronics … 51% (66% home computers)
Cars … 68% (90%)All consumer purchases … 83%
Bank Account … 89%Household investment decisions … 67%Small business loans/biz starts … 70%
Health Care … 80%
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Commercial Purchasing Power
Purchasing mgrs. & agents: 51%HR: >>50%
Admin officers: >50%
Source: Martha Barletta, Marketing to Women
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Thanks, Marti
Barletta!
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The Perfect Answer
Jill and Jack buy slacks in black…
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1. Men and women are different.2. Very different.3. VERY, VERY DIFFERENT.4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common.5. Women buy lotsa stuff.
6. WOMEN BUY A-L-L THE STUFF.7. Women’s Market = Opportunity No. 1.8. Men are (STILL) in charge.9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.10. Women’s Market = Opportunity No. 1.
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10. Women’s Market =
Opportunity No. 1.
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“Women come out better on almost every count as
investors … They are less likely to hold a losing investment too long, and
less likely to wait too long to sell a winner; they’re also less likely to put too much money into a single investment or
to buy a reputedly hot stock without doing sufficient research.” —The Merrill report:
“When It Comes to Investing, Gender A Strong Influence on Behavior.”/Atlantic
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Women poker players: More cautious. More patient. More disciplined. Bluff
with more attention to the odds. More notes [on-line]. Learn more and
improve faster. Less emotional, less ego. Know more about men than men
do about them; more effective at exploiting men’s attitudes.
Source: “Ante Up, Ladies: As poker mania grips the nation, more women are mastering the game, applying their own life lessons to poker and the lessons of poker to life,” Time, 11.05
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Read This Book …
EVEolution: The Eight
Truths of Marketing
to WomenFaith Popcorn & Lys Marigold
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EVEolution: Truth No. 1
Connecting Your Female Consumers to Each Other Connects Them to Your Brand
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“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
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“Women don’t buy
brands. They join them.”
EVEolution
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2.6 vs. 21
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Purchasing Patterns
Women: Harder to convince; more loyal once convinced.
Men: Snap decision; fickle.
Source: Martha Barletta, Marketing to Women
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Why?
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Good Thinking, Guys!
“Kodak Sharpens Digital Focus
On Its Best Customers:
Women”
—Page 1 Headline/WSJ/0705
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2005
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Cases!
McDonald’s (“mom-centered” to “majority consumer”; not via kids)
Home Depot (“Do it Herself”)
P&G (more than “house cleaner”)
DeBeers (“right-hand rings”/$4B)
AXA FinancialKodak (women = “emotional centers of the household”)
Nike (more than jock endorsements; new def sports; majority consumer)
AvonBratz (young girls want “friends,” not a blond sterotype)
Source: Fara Warner/The Power of the Purse
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Sell It.
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Just Say No. 18-44
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2000-2010 Stats
18-44: -1%
55+: +21%(55-64: +47%)
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B78/60
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44-65: “New Customer Majority” *
*45% larger than 18-43; 60% larger by 2010Source: Ageless Marketing, David Wolfe & Robert Snyder
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“The New Customer Majority is the only adult
market with realistic prospects for significant
sales growth in dozens of product lines for thousands of companies.” —David Wolfe & Robert Snyder,
Ageless Marketing
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“Baby-boomer Women: The Sweetest of
Sweet Spots for Marketers” —David Wolfe and
Robert Snyder, Ageless Marketing
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“Sixty Is the New Thirty”
—Cover/AARP
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“Marketers attempts at reaching those over 50 have been miserably
unsuccessful. No market’s motivations and needs
are so poorly understood.” —Peter Francese, founding
publisher, American Demographics
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Talent Time.
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“The Creative Age is a
wide-open game.”
—Richard Florida, The Rise of the Creative Class
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Brand =
Talent.
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Les Wexner: From sweaters to …
people!
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PARC’s Bob Taylor:
“Connoisseur
of Talent”
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“Leaders
‘do’ people.”
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Hire very good
people!
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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
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“We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia-
Pacific changed 20 of his 40 box plant managers to put more talented, higher paid
managers in charge. He
increased profitability from $25 million to $80
million in 2 years.” —Ed Michaels, War for Talent
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Did We Say “Talent Matters”?
“The top software developers are more productive than average software
developers not by a factor of 10X or 100X, or even 1,000X,
but
10,000X.”
—Nathan Myhrvold, former Chief Scientist, Microsoft
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DD$21M
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A review of Jack and Suzy Welch’s Winning claims there are but two key differentiators that set GE “culture” apart from the herd:
First: Separating financial forecasting and performance measurement. Performance measurement based, as it usually is, on budgeting leads to an epidemic of gaming the system. GE’s performance measurement is divorced from budgeting—and instead reflects how you do relative to your past performance and relative to competitors’ performance; ie it’s about how you actually do in the context of what happened in the real world, not as compared to a gamed-abstract plan developed last year.
Second: Putting HR on a par with finance and marketing.
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Our Mission
To develop and manage talent;
to apply that talent,throughout the world,
for the benefit of clients;to do so in partnership;
to do so with profit.WPP
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Pathetic from the
Start. (to
finish.)
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“My wife and I went to a [kindergarten] parent-teacher conference and were informed that our budding refrigerator artist, Christopher, would
be receiving a grade of Unsatisfactory in art. We were shocked. How could any child—let alone
our child—receive a poor grade in art at such a
young age? His teacher informed us that he had refused to
color within the lines, which was a state requirement for demonstrating ‘grade-level
motor skills.’ ” —Jordan Ayan, AHA!
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15 “Leading” Biz Schools
Design/Core: 0Design/Elective: 1
Creativity/Core: 0Creativity/Elective: 4
Innovation/Core: 0Innovation/Elective: 6
Source: DMI/Summer 2002Research by Thomas Lockwood
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Lead It …Loud.
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Ouch!
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“The Bottleneck is at
the Top of the Bottle”
“Where are you likely to find people with the least diversity of experience, the largest investment in the past, and the greatest
reverence for industry dogma?
At the top!”
— Gary Hamel/“Strategy or Revolution”/Harvard Business Review
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Create a Cause!
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G.H.: “Create a ‘cause,’ not a ‘business.’
”
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“People want to be part of something larger
than themselves. They want to be part of
something they’re really proud of, that they’ll
fight for, sacrifice for , trust.” —Howard Schultz, Starbucks (IBD/09.05)
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“Management has a lot to do with answers. Leadership is a function of questions. And the
first question for a leader always
is: ‘Who do we intend to be?’ Not ‘What are we going to do?’
but ‘Who do we intend to be?’” —Max De Pree, Herman Miller
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Ah, kids: “What is your vision for the future?” “What have you accomplished since your first book?” “Close your eyes and imagine me immediately doing something about what
you’ve just said. What would it be?” “Do you feel you have an obligation to ‘Make the world a
better place’?”
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Find ’em!
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“The leaders of Great Groups love talent and
know where to find it. They revel in
the talent of others.” —Warren
Bennis & Patricia Ward Biederman, Organizing Genius
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“The” Secret: Jack didn’t have a
“vision”!
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Make It a Grand
Adventure!
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Quests!
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Organizing Genius / Warren Bennis and Patricia Ward Biederman
“Groups become great only when everyone in them, leaders and
members alike, is free to do his or her absolute best.”
“The best thing a leader can do for a
Great Group is to allow its members to discover their
greatness.”
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Yes!!!!!!!!!!!!!!!!!
“free to do his or her absolute best” …
“allow its members to discover their
greatness.”
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“The role of the Director is to create a
space where the actor or actress can become more than they’ve ever been before, more than
they’ve dreamed of being.” —Robert Altman, Oscar
acceptance
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“ If your actions inspire others to
dream more, learn more, do more, and
become more, you are a leader." —John Quincy Adams
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Trumpet an Exhilarating
Story!
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“Leaders don’t just make products and make
decisions. Leaders make
meaning.” – John Seely Brown
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“A key – perhaps the key – to leadership is
the effective communication
of a story.”—Howard Gardner/Leading Minds:
An Anatomy of Leadership
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Live Your
Story!
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MBWA
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“You must
be the
change you wish to see in the
world.”Gandhi
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You = Your calendar*
*Calendars NEVER lie!!
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“Only Connect”
“I’m always stopping by our stores— at least 25 a week. I’m
also in other places: Home Depot,
Whole Foods, Crate & Barrel. … I try to be
a sponge to pick up as much as I can. …” —Howard Schultz
“I called 60 CEOs in the first week of the year] to wish them happy New Year. …” —Hank Paulson, CEO,
Goldman Sachs
Source: Fortune, “Secrets of Greatness,” 0320
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Try It!
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Sam’s
Secret #1!
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“Reward excellent failures.
Punish mediocre
successes.”Phil Daniels, Sydney exec
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Insist on
Speed!
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“We don’t sell
insurance anymore.
We sell speed.”
Peter Lewis, Progressive
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Demand Action!
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“This is so simple it sounds stupid, but it is amazing how few oil people really
understand that you only find oil if you drill wells. You may
think you’re finding it when you’re drawing maps and
studying logs, but you have to drill.”
Source: The Hunters, by John Masters, Canadian O & G wildcatter
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“We have a ‘strategic plan.’ It’s
called doing things.” — Herb Kelleher
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“Execution is the job of
the business leader.” —Larry Bossidy & Ram
Charan/ Execution: The Discipline of Getting Things Done
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“Execution is a
systematic process of rigorously
discussing hows and whats, tenaciously following through, and
ensuring accountability.” —Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done
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Cut the Crap!
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“Realism is the heart of execution.”
—Larry Bossidy & Ram Charan/Execution: The Discipline of Getting Things Done
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“GE has set a standard of candor.
… There is no puffery. … There isn’t an ounce of
denial in the place.” —
Kevin Sharer, CEO Amgen, on the “GE mystique” (Fortune)
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Dispense Enthusiasm!
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“Nothing is so contagious as enthusiasm.”
—Samuel Taylor Coleridge
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“Most important,
he upped the energy level at Motorola.” —Fortune on Ed Zander/08.05
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“A man without a smiling face must
not open a shop.” —Chinese Proverb*
*Courtesy Tom Morris, The Art of Achievement
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Excellence. Always.
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Leader Job No.1
Paint Portraits of
Excellence!
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RadiatePassion!
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“The eloquent man is he who is no
beautiful speaker, but who is inwardly
and desperately drunk with a certain
belief.” —Ralph Waldo Emerson
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“Never apologize for showing
feeling. When you do so, you
apologize for the truth.” —Disraeli
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Keep It Simple!
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Sir Richard’s Rules:
Follow your passions.Keep it simple.
Get the best people to help you.
Re-create yourself.Play.
Source: Fortune on Branson
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Avoid … Moderation!
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Kevin Roberts’ Credo
1. Ready. Fire! Aim.2. If it ain’t broke ... Break it!3. Hire crazies.4. Ask dumb questions.5. Pursue failure.6. Lead, follow ... or get out of the way!7. Spread confusion.8. Ditch your office.9. Read odd stuff.
10. Avoid moderation!
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“You do not merely want
to be the best of the best. You want to be considered the
only ones who do what you do.” —
Jerry Garcia
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Free the Lunatic Within!
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The greatest dangerfor most of us
is not that our aim istoo high
and we miss it,but that it is
too lowand we reach it.
Michelangelo
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“You can’t behave in a calm, rational manner. You’ve got to be out there on
the lunatic fringe.” — Jack Welch
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!