the reinvention imperative : a passion for passion ! tom peters/nu skin/ monte carlo/15june04

The Reinvention Imperative:

A Passion for Passion!

Tom Peters/Nu Skin/Monte Carlo/15June04

Purpose

Tell you about my biasesAcknowledge your extraordinary

successRemind you of the obvious

Renew your passionOffer a few suggestions about a couple of Giant Opportunities

Ask you to frankly and brutally use this time to assess “What’s next?”

Tell you about my biasesAcknowledge your extraordinary success

Remind you of the obviousRenew your passion

Offer a few suggestions about a couple of Giant Opportunities

Ask you to frankly and brutally use this time to assess “What’s next?” Do we bask in self-satisfaction or re-invent our corners

of the world?

“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

Tell you about my biasesAcknowledge your extraordinary success

Remind you of the obviousRenew your passion

Offer a few suggestions about a couple of Giant Opportunities

Ask you to frankly and brutally use this time to assess “What’s next?” Do we bask in self-satisfaction or re-invent our corners

of the world?

Re-imagine!

Do we bask in self-satisfaction or re-invent our corners of the world?T.I.B.*: In the end we are uniquely responsible for using our power

and resources to leave the world a better place than when we arrived.

*This I Believe

It is the foremost task—and responsibility—of our generation to

re-imagine our enterprises, private

and public. —from the back cover, Re-imagine!

“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

Tell you about my biasesAcknowledge your extraordinary

successRemind you of the obvious

Renew your passionOffer a few suggestions about a couple of Giant Opportunities

Ask you to frankly and brutally use this time to assess “What’s next?”

Tell you about my biasesAcknowledge your extraordinary

successRemind you of the obvious

Renew your passionOffer a few suggestions about a couple of Giant Opportunities

Ask you to frankly and brutally use this time to assess “What’s next?”

Setting the Scene

“Uncertainty is the only thing to be sure of.” —Anthony Muh,

head of investment in Asia, Citigroup Asset Management

“If you don’t like change, you’re going to like

irrelevance even less.” —General Eric Shinseki, Chief of Staff,

U. S. Army

A Bias for Action

The Kotler Doctrine:

1965-1980: R.A.F.(Ready.Aim.Fire.)

1980-1995: R.F.A.(Ready.Fire!Aim.)

1995-????: F.F.F.(Fire!Fire!Fire!)

“You can’t behave in a calm, rational

manner. You’ve got to be out there on the lunatic fringe.” — Jack Welch

“If things seem under control, you’re just not

going fast enough.”

Mario Andretti

Fail. Forward.

Fast.

Sam’s Secret #1!

Fail. Forward. Fast. –High-tech Exec

“Reward excellent

failures. Punish mediocre successes.”

Phil Daniels, Sydney exec (and, de facto, Jack)

I Don’t Know!

“Ninety percent of what we call ‘management’ consists of making it

difficult for people to get things done.” – P.D.

“I don’t know.”

Quests!

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.”

Doing Leadership

“It is no use saying ‘We are doing our best.’ You have got to succeed in doing

what is necessary.” —WSC

“To Don’t ” List

Best Talent Wins!

Age of AgricultureIndustrial Age

Age of Information IntensificationAge of Creation Intensification

Source: Murikami Teruyasu, Nomura Research Institute

“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

The Cracked Ones Let in the Light“Our business needs a massive

transfusion of talent, and talent, I believe, is most likely to be found among non-conformists, dissenters and rebels.”

David Ogilvy

Women Rule!

“AS LEADERS, WOMEN RULE: New Studies find that female managers

outshine their male counterparts in almost

every measure”Title, Special Report, BusinessWeek, 11.20.00

Women’s Strengths Match New Economy Imperatives: Link [rather than rank] workers;

favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power

as victory, not surrender; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure

“rationality”; inherently flexible; appreciate cultural diversity.

Source: Judy B. Rosener, America’s Competitive Secret: Women Managers

“TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it

easier to meet new people? Who asks more questions in a conversation? Who is a better

listener? Who has more interest in communication skills? Who is more inclined to get involved?

Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is

better at keeping in touch with others?”

Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson

“Investors are looking more and more for a relationship with their financial advisers. They want someone

they can trust, someone who listens. In my experience, in general,

women may be better at these relationship-building skills than are

men.”Hardwick Simmons, CEO, Prudential Securities

Opportunity! U.S. G.B. E.U. Ja. M.Mgt. 41% 29% 18% 6%

T.Mgt. 4% 3% 2% <1% Peak Partic. Age 45 22 27 19 % Coll. Stud. 52% 50% 48% 26%

Source: Judy Rosener, America’s Competitive Secret

Brand You: Distinct or

Extinct!

“Income Confers No Immunity as Jobs Migrate” —Headline/USA Today/02.04

“There is no job that is America’s God-given right

anymore.” —Carly Fiorina/ HP/ 01.08.2004

“One Singaporean worker costs as much as …

3 … in Malaysia 8 … in Thailand 13 … in China 18 … in India.”

Source: The Straits Times/08.18.03

“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

Assignment

Construct a 1/8-page or 1/4-page ad for

Brand You … for the Yellow Pages

The Rule of Positioning

“If you can’t describe your position in eight

words or less, you don’t have a position.”

— Jay Levinson and Seth GodinGet What You Deserve!

“You are the storyteller of your own

life, and you can create

your own legend or not.”—Isabel Allende

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

Educate for a Creative Society!

“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!

Ye gads: “Thomas Stanley has not only found no correlation between success in school and an

ability to accumulate wealth, he’s actually found a negative correlation. ‘It seems that school-

related evaluations are poor predictors of economic success,’ Stanley concluded. What did predict success was a willingness to take risks.

Yet the success-failure standards of most schools penalized risk takers. Most educational

systems reward those who play it safe. As a result, those who do well in school find it hard to

take risks later on.”Richard Farson & Ralph Keyes, Whoever Makes the Most Mistakes Wins

Make Dreams Come True!

A Sea of Sameness

“While everything may

be better, it is also increasingly the same.”

Paul Goldberger on retail, “The Sameness of Things,” The New York Times

“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

From Products and Services to Scintillating Experiences

The “Experience Ladder”

Experiences Services

Goods Raw Materials

“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

“Club Med is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an

entirely new ‘me.’ ”Source: Jean-Marie Dru, Disruption

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

Duet … Whirlpool … “washing machine” to “fabric care system” … white goods: “a sea of

undifferentiated boxes” … $400 to $1,300 … “the Ferrari of washing machines” …

consumer: “They are our little mechanical buddies. They have personality. When they are

running efficiently, our lives are running efficiently. They are part of my family.” …

“machine as aesthetic showpiece” … “laundry room” to “family studio” / “designer laundry

room” (complements Sub-Zero refrigerator and home-theater center)

Source: New York Times Magazine/01.11.2004

1997-2001

>$600: 10% to 18%$400-$600: 49% to 32%

<$400: 41% to 50%

Source: Trading Up, Michael Silverstein & Neil Fiske

“Clients want either the best or

the least expensive; there

is no in between.” —John Dijulius, Secret

Service

The “Experience Ladder”

Experiences Services

Goods Raw Materials

Extraction & Goods: Male dominance

Services & Experiences: Female

dominance

Dream Marketing

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

The Marketing of Dreams (Dreamketing)Dreamketing: Touching the clients’ dreams.

Dreamketing: The art of telling stories and entertaining.

Dreamketing: Promote the dream, not the product.

Dreamketing: Build the brand around the main dream.

Dreamketing: Build the “buzz,” the “hype,” the “cult.”Source: Gian Luigi Longinotti-Buitoni

(Revised) Experience Ladder

Dreams Come True Awesome Experiences

ServicesGoods

Raw Materials

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

Safe, On-time and ...

“We defined personality as a market niche. We seek to

amaze, surprise, entertain.”— Herb Kelleher, SWA / LUV

“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

“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. … The

Dream Society is emerging this very instant—the shape of the future is visible today. Right now is the time for decisions—

before the major portion of consumer purchases are made for emotional, nonmaterialistic reasons. 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

“In Denmark, eggs from free-range hens have conquered over 50 percent of the market. Consumers do not want hens to live their lives in small, confining cages. They are willing to pay 15 percent to 20 percent more for the story about animal ethics. This is classic Dream Society logic. Both kind of eggs are similar in

quality, but consumers prefer eggs with the better story. After we debated the issue and stockpiled 50

other examples, the conclusion became evident: Stories and tales speak directly to the heart rather than the brain. After a century where society was marked by

science and rationalism, the stories and values are returning to the scene.” —Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

Six Dream 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

Extraction & Goods: Male dominance

Services, Experiences & Dreams: Female

dominance

Trends Worth Trillion$$$: Pursue

the “BIG 2” Underserved Markets

Women!

?????????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%

91% women: ADVERTISERS DON’T

UNDERSTAND US. (58% “ANNOYED.”)

Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)

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.”

Read This Book …

EVEolution: The Eight Truths of Marketing to Women

Faith Popcorn & Lys Marigold

“Women don’t buy

brands. They join them.”

EVEolution

2.6 vs. 21

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.

Boomers & Geezers

2000-2010 Stats

18-44: -1%55+: +21%

(55-64: +47%)

44-65: “New Consumer Majority” *

*45% larger than 18-43; 60% larger by 2010Source: Ageless Marketing, David Wolfe & Robert Snyder

“The New Consumer 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

“SIXTY IS THE NEW THIRTY”

—Cover/AARP/11.03

“Households headed by someone 40 or older enjoy 91% ($9.7T) of

our population’s net worth. … The mature market is the dominant

market in the U.S. economy, making the majority of

expenditures in virtually every category.” —Carol Morgan & Doran Levy, Marketing to

the Mindset of Boomers and Their Elders

“Focused on assessing the marketplace based on lifetime

value (LTV), marketers may dismiss the mature market as

headed to its grave. The reality is that at 60 a person in the U.S. may enjoy 20 or 30 years of life.” —Carol

Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

“Women 65 and older spent $14.7 billion on apparel in 1999, almost as much as that spent by 25- to 34-year-

olds. While spending by the older women increased by 12% from the previous year, that of the younger group increased by only 0.1%. But

who in the fashion industry is currently pursuing this market?” —Carol

Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

“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

Possession Experiences /“Desires for things”/Young adulthood/to 38

Catered Experiences/ “Desires to be served by others”/Middle adulthood

Being Experiences/“Desires for transcending experiences”/Late

adulthood

Source: David Wolfe and Robert Snyder/Ageless Marketing

“The baby-boom generation is the

first wellness generation.” —Paul Zane Pilzer/The Wellness Revolution: The Next Trillion Dollar Industry

Wellness = $$$$$$$$

Currently $200B, $1T by 2013 (Source: Paul Zane Pilzer,

The Wellness Revolution: The Next Trillion Dollar Industry)

The Vision Thing

G.H.: “Create a ‘cause,’ not a ‘business.’ ”

Leaders Are “Dealers in

Hope”

“A leader is a dealer in hope.”

Napoleon (+TP’s writing room pics)

BZ: “I am a … Dispenser of Enthusiasm!”

Hackneyed but none the less

true: LEADERS SEE CUPS AS “HALF

FULL.”

Half-full Cups: “[Ronald Reagan] radiated an almost transcendent

happiness.”Lou Cannon, George (08.2000)

“I’m not sure about his politics, but that’s not what made him great. He inspired people. He made us all feel better about ourselves.” —bystander,

California, during RR funeral

You Must Care!

“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

“The deepest human need is the need to be appreciated.”

William James

“The two most powerful things

in existence: a kind word and a thoughtful gesture.”

Ken Langone, CEO, Invemed Associates [from Ronna Lichtenberg, It’s Not Business, It’s Personal]

“We look for ...

“... listening, caring, smiling, saying ‘Thank

you,’ being warm.”— Colleen Barrett, President, Southwest Airlines

“Ph.D. in leadership. Short course: Make a short list of all

things done to you that you abhorred. Don’t do them to

others. Ever. Make another list of things done to you that you

loved. Do them to others. Always.”

— Dee Hock

Parting Words

“Sir Richard’s Rules:

“Follow your passions.“Keep it simple.

“Get the best people to help you.Re-create yourself.

“Play.”

Source: Fortune/10.03

“It’s no longer enough to be a ‘change agent.’ You

must be a change insurgent—provoking,

prodding, warning everyone in sight that

complacency is death.” —Bob Reich

HTSH

HTSH: Engage!Commit! Engage! Try! Fail! Get up! Try again!

Fail again! Try again! But never, ever stop moving on! Progress for humanity is

engendered by those who join and savor the fray by giving one hundred percent of

themselves to their dreams! Not by those timid souls who remain glued to the sidelines, stifled by tradition, and fearful of losing face or giving

offense to the reigning authorities.

Key words: Commit! Engage! Try! Fail! Persist!

HTSH: You Must Care

Make the time each day to offer an expression of appreciation to just one of your fellow human

beings. It is the accumulation of such “small” kindnesses and acts of recognition that add up to a life worth having been lived. In short … you

must care. You must wear your passion and compassion on your sleeve, and attend

assiduously to the moment. It will not come ‘round again.

Key word: Care

Tell you about my biasesAcknowledge your extraordinary

successRemind you of the obvious

Renew your passionOffer a few suggestions about a couple of Giant Opportunities

Ask you to frankly and brutally use this time to assess “What’s next?”

“If you ask me what I have come to do in

this world, I who am an artist, I will reply: I am here to live my life out loud.” — Émile Zola

“Life is not a journey to the grave with the intention of arriving safely in a pretty and well-preserved body—

but rather a skid in broadside, thoroughly used

up, totally worn out, and loudly proclaiming, ‘Wow,

what a ride!’ ” —anon.

“You must be the change you

wish to see in the world.”

Gandhi