American Skandia
Leaders Council
Ojai/03.04.00
Only in Palo Alto …
CLASSIFIED AD:
WILL TRADE Domain name “thiswiredhouse.com” or “etake-
out.com” for Palo Alto living situation. [email protected]
Source: San Jose Merc (3-22-00)
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)
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?
“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.
TP2000: A Broken Record
GE Power SystemsAnheuser Busch
FitLinxxYellow Freight
FidelityTime Inc.
WebTotal ReinventionConsumer Control
SpeedTerror/
OpportunityBrand Power/
Communication Imperative
“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
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
“It is generally much easier to kill an
organization than change it
substantially.” Kevin Kelly, Out of Control
Q: What do you do when you are a big,
dopey company and out of ideas?
A: You merge with another big,
dopey company that doesn’t
have any ideas either.
R: An incredibly big, incredibly dopey company
… going nowhere.
“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
“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)
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
Brand Inside
Brand Org!
And Now the Equivalent …
White Collar Revolution!
108 X 5vs.
8 X 1*
* 540 vs. 8
“The coefficient of friction associated with the grunge
of business is amazing!”
Michael Schrage
And …
50M @ $20,000 = $1T*
*Michael Dertouzos, MIT, on India’s “back office” outsourcing potential
[02-08-00/Delhi]
The Pincer 5
“Destructive” entrepreneurs/ Global Competition
“White Collar Robots”
THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler]
Global Outsourcing [E.g.: India, Mexico]
Speed!!
“Assetless Company”
J.B.
RR on Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
The “&-!!+#$% in the middle”*
Jim Clark on Healtheon/WebMD
* ’twixt docs, patients and providers; $300B in waste (?); source: Michael Lewis,
The New New Thing
“We want to be the air traffic controllers
of electrons.”Bob Nardelli,
GE Power Systems
PSF 1.0
Professional Service Firm Conversion Kit /
Release 1.0
PSF 1.0
Department Head
to …
Managing Partner, HR [IS, etc.] Inc.
Why are there no books on how to create
a “Cool, Rocking, WOW-producing
Finance Department”?
C.I.O. to
C.E.F.R.N.S.*
*Chief Evangelist For
Really Neat Stuff
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
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)
Kaiser: 4.15.29
Liberty Ship
2 years
240 days
9 hours
4 days, 15 hours, 29 minutes
[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
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)
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
“If one quarter can’t make the journey, that’s the way it
has to be.”
Carly Fiorina (1-00/Forbes)
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 …
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
“Rules” … per the Cluetrain Manifesto
Relax!Have a sense of humor!
Find your voice and use it!Tell the truth!Don’t panic!
Enjoy yourself!Be Brave!
Be curious!Play more!
Dream always!Listen up!Rap on!
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
Alan Kay on PARC’s Bob Taylor
“He was a connoisseur of
talent.”
“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!
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]
Talent = Brand
Brand Outside=
Brand Inside
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”
Nirvana!
- Nordstrom- Ritz Carlton
- Adirondack Guide Boat- OXO
- Ziplocs- Magnificent Mile
Why?
Cool!/Surprising!Reliable!
Friendly!/Comfortable!Aesthetically pleasing!
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
“customer satisfaction” to “customer success”[e.g.: commissioning of plant,
not delivery of equipment]
Source: GE Power Systems
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
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
Amen!
“The Age of the Never Satisfied
Customer”Regis McKenna
Brand Outside
Strategy 2:
Use E-Commerce
to Re-invent the Business!
$35,000,000. = ???
Dell’s Web sales … daily
2X = 100 days (Internet traffic)
2X = 9 months (network capacity)
Source: Red Herring (1-00)
Tomorrow Today: Cisco!
$7B of $10BSave $500M (service and tech
support)
C.Sat e >> C.Sat HCustomer Engineer Chat Rooms ($1B?)
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.
B2B = No.1
CarStation (auto-body shops), ChemConnect (chemicals),
Collabria (commercial printing), DigitalThink (corporate training), E-Steel (steel), Medibuy (medical
supplies), Portera (knowledge workers), Etc., Etc., Etc., Etc.
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!
Patricia Seybold’s “Basics”:The E-Customer Bill of Rights
Don’t waste my time!Remember who I am!
Make it easy for me to order and procure service!
Customize your products and services for me!
Source: customers.com
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
“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
“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!
“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!
“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]
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
Getting Right Down to Brass Tacks …
Bricks & Mortar?
Clicks & Mortar?
All Clicks All the time?
#1: ANY IDIOT WHO THINKS CONSUMERS ARE GOING
TO GIVE UP THE IN-STORE SHOPPING
EXPERIENCE FOR THE INTERNET IS JUST THAT.
AN IDIOT.
#2: ANY IDIOT WHO THINKS WE ARE STILL GOING TO
BE HANGING OUT IN STORES 15 YEARS FROM
NOW IS JUST THAT. AN IDIOT.
TP: ANY IDIOT WHO THINKS THEY KNOW WHICH ONE
OF THE ABOVE TWO STATEMENTS IS TRUE IS
JUST THAT. AN IDIOT.
Brand Outside
Strategy 3:
Women Rule!
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Bank Account … 89%
Health Care … 75%Etc.
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)
$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)
Yeow!
1970 … 1%
2000 … 50%
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 $
$$$ [and constitute 2/3 of health care employees].
Source: Patricia Braus, Marketing Healthcare to Women
Women and Financial Advisors
Women want … a plan, to be listened to, to be taken seriously, to read about it, to think about it.
Women do not want … an in-your-face sales pitch
Source: Kathleen Boyle, Wheat Boyle Butcher Singer
Marketing to Women: Help Them Save Time!
80% … work86% … cook
58% … run errands with kids38% … take child to school
21% … go to the gym21% … take outside classes
How Many Gigs You Got, Man?
“Hard to believe … Different criteria”
“Every research study we’ve done indicates that women really care about the relationship with their
vendor.”
Robin Sternbergh/ IBM
Not!!
“Year of the Woman”
Enterprise Reinvention!
RecruitingHiring/Rewarding/ Promoting
Structure Processes
MeasurementStrategyCulture Vision
Leadership
THE BRAND ITSELF!
“What kind of car does Mommy want?”
“I didn’t know [company] were giving
company cars to secretaries.”
Source: UK financial services CEO, 12/99
Not a Morality Play!
“It is critical that we all understand that IBM is not marketing to women
entrepreneurs because it is the thing to do, or even the right thing to do.
We are marketing to women entrepreneurs because it is a huge
opportunity.”
Cherie Piebes
Speaking of Enormous
[Missed] [Huge] Opportunities ...
74/55
“At each stage of their lives, the needs and desires of the baby
boomers have become the dominant concerns of American business and popular culture. If you can anticipate
the movement of the baby-boom generation’s life-span migration, you
can see the future.”Ken Dychtwald, Age Wave
Aging/“Elderly”
2X growth rate$$$$$$$$$$$$
“I’m in charge!”“Experiences” vs. Products
Design revolution!
Good source: Ken Dychtwald, Age Wave
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 ON LINE 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
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
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.
“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
“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
Where’s the Corporate Shrink!
“Organizational Psychotherapy”/
WHO WE ARE!
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
“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
Brand Leadership
Lead Out Loud!
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
Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF AT RISK EVERY DAY!