distinct or … extinct tom peters seminar2000 elink2000 commerce one las vegas 19 september 2000
TRANSCRIPT
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Distinct or … ExtinctTom Peters Seminar2000
eLink2000Commerce One
Las Vegas19 September 2000
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09.10.2000: “Would Mr. Peters mind if we edited out of the
handout the part about the eCommerce? It will
upset our people.”
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“The period 2000-2002 will bring the single greatest change in
worldwide economic and business conditions since we came down from the trees.”
David Schneider & Grady Means, MetaCapitalism
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“The corporation as we know it, which is now 120 years old, is
not likely to survive the next 25 years. Legally and
financially, yes, but not structurally and economically.”
Peter Drucker, Business 2.0 (08.00)
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Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
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Forces @ Work I
The Destruction Imperative!
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“It is generally much easier to kill an
organization than change it
substantially.” Kevin Kelly, Out of Control
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The [New] Ge Way
DYB.com
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The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
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Brand Inside
Brand Org: Lean, Linked,
Electronic & Malleable
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And Now the Equivalent …
White Collar Revolution!
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“A bureaucrat is an expensive
microchip.”Dan Sullivan, consultant and
executive coach
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“Assetless Company”
John Bryan, CEO, on selling all Sara Lee’s manufacturing
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Cisco, Dell =
Brand-owning companies who sell Customer
Satisfaction
Source: David Schneider & Grady Means, MetaCapitalism
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Brand Inside
Brand Work: The WOW Project
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The Raw Material …
The WOW Project!
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“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
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Brand Inside
Brand Talent: The Great War for Talent
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There is no “talent shortage” …
if …
you are a GPTW*
*Great Place To Work
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The Case
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“When land was the scarce resource, nations battled
over it. The same is happening now for talented people.”
Stan Davis & Christopher Meyer, futureWEALTH
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The Response
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Home Depot: 7 new growth initiatives ($20B to $100B in 5-7 years)
Arthur Blank: BEST PERSON IN THE WORLD TO HEAD EACH
INITIATIVEE.g.: COO of IKEA to head
international expansion
Ed Michaels, War for Talent (05.17.00)
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From “1, 2 or 3” [JW] to … “Best talent in each
industry segment to build best proprietary intangibles” [EM]
Source: Ed Michaels, War for Talent (05.17.00)
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“Top performing companies are two to four times more likely
than the rest to pay what it takes to prevent losing
top performers.”
Ed Michaels, War for Talent (05.17.00)
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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
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“This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s
the relentless rise of the quasi-adolescents who wield them.”
Michael Schrage
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“The challenge for IBM, AT&T and other mainstream companies is to
re-instill a sense of adventure in recruits.”
Burke Stinson, AT&T
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N.W.O.: Was-Is • Pine-paneled Office• Address: 1 Big Man Plaza• Secretary• Suit • Formal • Rank conscious• Pretense (“Failures are
for fools.”)• I love “Yes men”• Self-contained
• Seat 9B, UA233• Address: [email protected]• Typing: 60 WPM• Casual M-F• Approachable• We are a HOT Team • Screwing up is as normal
as breathing• I love Misfits!• I love partners
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Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
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Forces @ Work II
The Commodity Trap
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“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
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“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”Carly Fiorina
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Brand Outside
Strategy 1:
Lead the Customer!
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“Our strategies must be tied to leading edge
customers on the attack. If we focus on the defensive
customers, we will also become defensive.”
John Roth, CEO, Nortel
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Brand Outside
Strategy 2:Use E-Commerce to
Re-invent Everything!
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OVERVIEW
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Tomorrow Today: Cisco!
90% of $20B (=$50M/day)
75% mfg. outsourced; 50% of orders routed to supplier who ships direct
Gross margin:65%; Net margin: 28%
Savings in service and support from customer self-management: $550M
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Enron: $400B in annual on-line trading transactions. [50% total bus.] Much stimulated by the
Web per se.
Schwab: $25B per week in asset transactions [80% of trades]
[Transition to e.Schwab: Rev. fell, then quickly doubled]
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COMMUNITY!/ CUSTOMER CONTROL!
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Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
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Tomorrow Today: Cisco!
90% of $20B; save $550M
C.Sat e >> C.Sat H
Customer Engineer Chat Rooms/Collaborative
Design ($1B “free” consulting) (45,000 customer problems a week solved via
customer collaboration)
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Cisco’s Secret
Trust (Openness to partners!!!!!)
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RADICAL STRATEGIES
REQUIRED
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“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
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“One cannot be tentative about this. Excuses like ‘channel
conflict’ or ‘marketing and sales aren’t ready’ cannot be allowed. Delay and you risk being cut out of your own market, perhaps not by traditional competitors but by companies you
never heard of 24 months ago.”
Jack Welch [07.00/Forbes.com]
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REINVENT EVERYTHING
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Jargon Bath!
Bureaucracy free …Systemically integrated …
Internet intense …Knowledge based …
Time and location free …“Instantly” responsive …
Customer centric …Mass customization enabled.
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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
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Message: There is no such thing as an effective B2B or
Internet-supply chain strategy in a low-trust,
bottlenecked-communication, six-layer
organization.
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WebWorld = Everything
Web as a way to run your business’ innardsWeb as connector for your entire supply-demand chain Web as “spider’s web” which re-conceives the industry
Web/B2B as ultimate wake-up call to “commodity producers”
Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer data
Web as an Encompassing Way of LifeWeb = Everything (P.D. to after-sales)
Web forces you to focus on what you do bestWeb as entrée, at any size, to World’s Best at Everything
as next door neighbor
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“Supply Chain” 2000:
“When Joe Employee at Company X launches his browser, he’s taken to Company X’s personalized
home page. He can interact with the entire scope of Company X’s world – customers, other employees, distributors, suppliers, manufacturers, consultants. The browser – that is, the portal – resembles a My
Yahoo for Company X and hooks into every network associated with Company X. The real trick is that Joe
Employee, business partners and customers don’t have to be in the office. They can log on from their own cell phone, Palm Pilot, pager or home office
system.”
Red Herring (09.2000)
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“There is no use trying,” said Alice. “One can’t believe impossible things.”
“I daresay you haven’t had much practice,” said the Queen. “When I was
your age, I always did it for half an hour a day. Why, sometimes I’ve
believed as many as six impossible things before breakfast.”
Lewis Carroll
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The Web …
A DREAMER’S MEDIUM!
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I’net …
… allows you to dream dreams you could never have imagined before!
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“It” is real! It is “Life and Death”!Dream BIG!
Start Now! Study Hard! Play Hard! Play Fast! Go on Offense!
Hire great folks! (They ain’t cheap. They are young!)
Don’t cut corners on infrastructure!
Rem: “Age of the Never Satisfied Customer”!
We ain’t seen nothin’ yet!
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“Banking is
necessary. Banks are not.”
Dick Kovacevich, Norwest/ Wells
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Brand Outside
Strategy 3: Fighting Back via
Systems Integration!
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THE CASE
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GM/Ford/DaimlerChrysler (02-27)
Covisint$240B (+$500B)
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Solectron, IBM, Nortel, Matsushita, Seagate, Etc.
E2Open.com
$700B
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Goal?
Drive profits to zero!*
*Remember AMR and “dynamic pricing.”
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“Net Nips Real Estate Sales Fees”
Headline, p.1B, USAToday 07.05.00*
*Homebytes.com, eHomes.com, YourHomeDirect.com, etc.
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Message: “BOX” SELLERS LOSE!
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THE RESPONSE
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Message: Racing up the V.A. Ladder. Doing More & More … & More & More & More … for/with the Customer and the Supply-Demand Chain!
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09.11.2000: HP bids $18,000,000,000
for PricewaterhouseCoopers
IT consulting bus!
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“We want to be the air traffic
controllers of electrons.”
Bob Nardelli, GE Power Systems
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Part I: Brand InsidePart II: Brand Outside
Part III: Brand Leadership
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Brand Leadership
Passion Rules!
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Brand Leadership!
“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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Brand Leadership:ENTHUSIASM RULES!
“I am a dispenser of enthusiasm.”/ Ben
Zander
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“A leader is a dealer in hope.”
Napoleon
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“I’d rather regret the things I have done than the things I have not.”
Lucille Ball
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Message: eCommerce is not a technology play! It is a
relationship, partnership, organizational and
communications play, made possible by new
technologies.