EXCELLENCE.

ALWAYS. tom peters.DSA.Boca Raton.060506

Slides* at …

tompeters.com

*Also: “long”

Bonus:

The Irreducible209/The Sales122

Life

“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

“This is the true joy of Life, the being used for a purpose recognized by yourself as a mighty one … the being a

force of Nature instead of a feverish, selfish little clod of

ailments and grievances complaining

that the world will not devote itself

to making you happy.” —GB Shaw/Man and Superman

“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.

Life

“If you don’t like change,

you’re going to like irrelevance even less.” —General Eric

Shinseki, Chief of Staff. U. S. Army

“The most successful

people are those who

are good at plan B.”

—James Yorke, mathematician, on chaos theory in The New Scientist

Sam’s Secret

#1!

EXCELLENCE.

P.P.E.E.R.R.E.

People.Product.

Execution.Enthusiasm.Relentless.Re-invent.Excellence.

EXCELLENCE. THE WORD.

Synonyms

PurityTranscendence

VirtueEleganceMajesty

Antonyms

Mediocrity

ExIn*: 1982-2002/Forbes.com

DJIA: $10,000 yields $85,000 EI: $10,000 yields $140,050

*Excellence Index /Basket of 32 publicly traded stocks

EXCELLENCE.

ALWAYS.

“Why in the world did you go to Siberia?”

The Peters Principles: Enthusiasm.

Emotion. Excellence. Energy. Excitement. Service. Growth.

Creativity. Imagination. Vitality. Joy. Surprise. Independence. Spirit. Community. Limitless human potential. Diversity. Profit. Innovation. Design.

Quality. Entrepreneurialism. Wow.

Business* ** (*at its best): An emotional, vital, innovative, joyful,

creative, entrepreneurial endeavor that elicits

maximum concerted human potential in the

wholehearted service of others.***

**Excellence. Always.***Employees, Customers, Suppliers, Communities, Owners, Temporary partners

Business: The Ultimate Creative

Endeavor.

Business: The Ultimate Personal

Development-Growth

Experience.

Business: The Ultimate

Transcendent Service

Opportunity.

EXCELLENCE.

WANTING.

This is not a “mature

category.”

This is an “undistinguishe

d category.”

EXCELLENCE!

ALWAYS!

$798

$415/SqFt/Wal*Mart$798/SqFt/Whole

Foods

7X. 730A-800P.

F12A.**’93-’03/10 yr annual return: CB: 29%; WM: 17%;

HD: 16%. Mkt Cap: 48% p.a.

“It’s simple, really, Tom. Hire for s,

and, above all, promote for s.”

—Starbucks middle manager/field

Donnelly’s Weatherstrip

Service

Weymouth MA

EXCELLENCE.

WANTING.

????????

6/44

P&G

EXCELLENCE.

FOUND.

“To be a leader in consumer

products, it’s critical to have

leaders who represent the population we

serve.” —Steve Reinemund/PepsiCo

“AS LEADERS, WOMEN

RULE: New Studies find that female

managers outshine their male counterparts in almost every measure.”—Title, Special Report/BusinessWeek

EXCELLENCE.

OPPORTUNITY.

“Women are the

majority market”

—Fara Warner/The Power of the Purse

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.

10. Women’s Market =

Opportunity No. 1.

2.6 vs. 21

EXCELLENCE.

OPPORTUNITY.

10.6

EXCELLENCE.

OPPORTUNITY.

“Forget China, India and the

Internet: Economic Growth Is Driven

by Women.” —Headline, Economist,

April 15, Leader, page 14

EXCELLENCE.

OPPORTUNITY.

2000-2010 Stats

18-44: -1%

55+: +21%(55-64: +47% )

44-65: “New Customer Majority” *

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

“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

EXCELLENCE.

OPPORTUNITY.

Fastest growing demographic:

Single-person Households (>50% in

London, Stockholm, etc)

Source: Richard Scase

EXCELLENCE.

OPPORTUNITY.

Women.Women business owners.

Boomers-Geezers.Single-adults (Urban)

EXCELLENCE.

OPPORTUNITY.

Childhood Obesity > Terrorism

Quality!Prevention!Wellness!

Chronic care!Childhood obesity!

H5N1!

Wash your hands.Apply #50 sunscreen.

Banish (TOTALLY) high fructose corn syrup.Exercise “30-7.”

Breathe.Stockpile for H5N1.* (*not Tamiflu!)

Women.Women business owners.

Boomers-Geezers.Single-adults (Urban)

Health-Wellness-Chronic Care

EXCELLENCE.

VALUE ADDED.

$55B

The [Only?] Answer

PSF (Professional Service Firm “model”/The Organizing Principle)

+

Brand You(“Distinct” or “Extinct”/The Talent)

+

Wow! Projects (“Different” vs “Better”/The Work)

I. LAN Installation Co. (3%)

II. Geek Squad. (30%.)

III. Acquired by BestBuy.

IV. Flagship of BestBuy Wholesale “Solutions” Strategy Makeover.

EXCELLENCE.

EXPERIENCE IT.

“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

“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

CXO**Chief eXperience Officer

EXCELLENCE.

DREAM IT.

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

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

CDM*

*Chief Dream Merchant

EXCELLENCE.

LOVE IT.

“Brands have run out

of juice. They’re

dead.” —Kevin Roberts/Saatchi &

Saatchi

Kevin Roberts:

Lovemarks!

CL O*

*Chief Lovemark Officer

EXCELLENCE. THE STORY.

“Storytelling

is the core of culture.”

—Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell

CSTO*

*Chief Storytelling Officer

EXCELLENCE.

PASSION.

“Nothing is so contagious as enthusiasm.”

—Samuel Taylor Coleridge

EXCELLENCE.

SALES.

. “Everyone lives by selling

something.”

– Robert Louis Stevenson

SellSellSell

“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

“It’s always showtime.”

—David D’Alessandro, Career Warfare

EXCELLENCE. LET.

US. MARCH.

“In classical times when Cicero had finished

speaking, the people said, ‘How well he spoke,’ but when Demosthenes had finished speaking,

they said, ‘Let us march.’” —Adlai Stevenson

Let us march

.

EXCELLENCE.

BEDROCK.

Brand =

Talent.

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.”

Leadership’s Mt Everest/Mt Excellence

“free to do his or her absolute best” …

“allow its members to discover their

greatness.”

EXCELLENCE. INDIVIDUAL.

“There is no job that

is America’s God-given

right anymore.”

—Carly Fiorina/HP/January2004

PSF (Professional Service Firm “model”/The Organizing Principle)

+

Brand You(“Distinct” or “Extinct”/The Talent)

+

Wow! Projects (“Different” vs “Better”/The Work)

“You are the storyteller of your own life, and you can create your own legend or

not.” —Isabel Allende

12January2006

Happy 300 th, Brand You!

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

EXCELLENCE.

ACTION.

“We have a ‘strategic plan.’ It’s

called doing things.” — Herb Kelleher

“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

“Execution is the job of

the business leader.” —Larry Bossidy & Ram

Charan/ Execution: The Discipline of Getting Things Done

6:15A.M.

????????

Work Hard > Work Smart

EXCELLENCE.

BEDROCK.

25

EXCELLENCE.

STRETCH.

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

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!

EXCELLENCE.

D.S.A.

Stream of Consciousness

Product! Content! Low t/o! Stop churn! Women! Boomers! Boomer women! Women

buy!/Women lead! M-F: Nothing in common! WBOs! Singles! Health! Diversity = $$$$$! International expansion is HARD WORK [not “low

hanging fruit”]! EXCELLENCE! ALWAYS! Lifetime employment = D.O.A. “Brand You” = Life! “Brand You” and Direct Sales = Marriage

made in heaven! BY + PSF [Professional Services Firm] + Wow project = Winning [Only?] formula! V.A.!!!!

TP [2,500 in 28] motto: Sell! Sell! Sell! LET US MARCH! [Of course it works!] Bad Rep = [Somewhat]

deserved! Best STORY wins! Best EXPERIENCE wins! “Lovemark” or bust!

EXCELLENCE.

ALWAYS.