tom peters’ lessons in leadership grand rapids 02-23-00
TRANSCRIPT
![Page 1: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/1.jpg)
Tom Peters’ Lessons in Leadership
Grand Rapids
02-23-00
![Page 2: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/2.jpg)
Hen scratches @ 37,000 feet …
![Page 3: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/3.jpg)
Microsoft = R.O.W.
Microsoft > GM + Ford + Boeing + Lockheed Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union Pacific + Kodak + Sears + Marriott + Safeway + KelloggSource: Business Week data through 5-99
![Page 4: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/4.jpg)
Microsoft = R.O.W. (II)
Microsoft > GM + Ford Boeing + Lockheed
Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union Pacific + Kodak + Sears + Marriott + Safeway + Kellogg
+ McDonald’s + Bank One + General Mills + American Airlines + United Airlines + + Delta Air Lines + US Airways + Quaker OatsSource: Yastrow Marketing (through 11-23-99)
![Page 5: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/5.jpg)
No Wiggle Room!
“Incrementalism is innovation’s worst
enemy.” Nicholas Negroponte
![Page 6: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/6.jpg)
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)
![Page 7: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/7.jpg)
“It means nothing less than the total
reinvention of this company.”
![Page 8: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/8.jpg)
Jacques’ New New Ford
Ford + MicrosoftFord + Yahoo!Ford + Oracle
Ford + HPEtc.Etc.
![Page 9: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/9.jpg)
64/24
![Page 10: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/10.jpg)
Goal?
![Page 11: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/11.jpg)
“There’s going to be a fundamental change in the
global economy unlike anything we have had since
the cavemen began bartering.”
Arnold Baker, Chief Economist, Sandia National Laboratories
![Page 12: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/12.jpg)
“I genuinely believe we are living through the greatest intellectual moment in history.”
Matt Ridley, Genome
![Page 13: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/13.jpg)
“Medicine looks likely to change more in the next 20 years than it has in the last
200.”
British Medical Journal (11-11-99)
![Page 14: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/14.jpg)
???????????????????
Warner Lambert
&
Pfizer
![Page 15: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/15.jpg)
“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)
![Page 16: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/16.jpg)
“We are in a brawl with no rules!” Paul Allaire
![Page 17: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/17.jpg)
S.A.V.
![Page 18: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/18.jpg)
T.T.D.sThe next slide is the first of many
“T.T.D.” activities. I.e.: Things To Do. These are by and large shorthand forms of training exercises I use.
Also: Each of these T.T.D. slides has accompanying Notes.(See following slide.)
Tom Peters
![Page 19: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/19.jpg)
T.T.D./True or False:
“incrementalism”
VERSUS
“innovation”?
![Page 20: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/20.jpg)
Notes Page• This is a daunting issue. There is no “right
answer.” But it merits constant, conscious debate. Consider the value of incremental change. [Kaizen, etc.] And discuss whether or not this thwarts “BIG” initiatives aimed at wholesale reinvention. Also: Consider … “Can we do both?” [I’m not sure.] P.S.: This crucial issue holds for Finance Departments as much as Product Divisions. And it holds for the smallest and newest of businesses! THIS DEBATE IS WORTH LOTS OF TIME! KEEP IT PRACTICAL!
![Page 21: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/21.jpg)
Seminar Y2K
Brand Everything:Distinct or Extinct!
![Page 22: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/22.jpg)
Part I: Forces @ WorkPart II: Brand Inside
Part III: Brand OutsidePart IV: Brand Leadership
![Page 23: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/23.jpg)
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]
![Page 24: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/24.jpg)
Brand Defined
DistinctionExcellence
Emotional “Signature”Trustworthiness
ConsistencyShorthand
![Page 25: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/25.jpg)
Forces @ Work
The Destruction Imperative!
![Page 26: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/26.jpg)
Forget > Learn
“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”
Dee Hock
![Page 27: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/27.jpg)
“It is generally much easier to kill an
organization than change it
substantially.” Kevin Kelly, Out of Control
![Page 28: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/28.jpg)
Q: What do you do when you are a big,
dopey company and out of ideas?
![Page 29: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/29.jpg)
A: You merge with another big,
dopey company that doesn’t
have any ideas either.
![Page 30: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/30.jpg)
R: An incredibly big, incredibly dopey company
… going nowhere.
![Page 31: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/31.jpg)
“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
![Page 32: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/32.jpg)
“I feel betrayed. I bought stock in a company that was going to change the world. I didn’t buy a big, fat, stupid conglomerate. And now
I’ve got one.”Alan Towers, consultant, quoted in Business Week
[BW: “The irony is that AOL Time Warner is a vertically integrated conglomerate. Not exactly the sort of nimble
competitor that will thrive in cyberspace.”]
![Page 33: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/33.jpg)
“Talent” and a $2T enterprise??????
![Page 34: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/34.jpg)
“Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference.”
Peter Job, CEO, Reuters
![Page 35: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/35.jpg)
“We chose not to do a discounted cash flow analysis of their future earnings. We wanted their talent and we wanted their intellectual property.”
Art Reidel, CEO, Pharsight
![Page 36: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/36.jpg)
“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
![Page 37: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/37.jpg)
And …
Jorma OllilaJim Crow
![Page 38: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/38.jpg)
Dept. Head I = Sports G.M.
Dept. Head II = V.C.
![Page 39: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/39.jpg)
G.M. = The Recruitment and Development of Top Talent.
[Period!]
V.C. = Bets on “Talent.” Bets on Projects. [Period!]
![Page 40: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/40.jpg)
Silicon Valley Success Secrets
“Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6
do okay; 3 do well; 1 hits the jackpot
Source: The Economist
![Page 41: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/41.jpg)
“R & D”
Intel’s venture fund: 275 investments, $3.5B
Source: Fast Company (12-99)
![Page 42: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/42.jpg)
EcoNets/Internet Zaibatsus
“The model is about partial acquisitions and ownerships that then form a whole. Each part has to have value separately, be able to raise capital separately, and
motivate employees separately. Corporations of the past never had that.”
Flip Flipowski, Divine InterVentures (Red Herring)
![Page 43: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/43.jpg)
“The brick and mortars will die, no matter what. … So you have to take
your best employees and best businesses and spin them off and just own 40 percent of everything
that’s left. Do that and you survive.”
Flip Flipowski, Devine InterVentures (Red Herring)
![Page 44: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/44.jpg)
T.T.D.
What are the specifics of your [personal, unit]
“Forgetting Strategy”?
![Page 45: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/45.jpg)
Notes Page
• Discuss the idea of “learning” versus “forgetting.” I THINK THIS IS A LOT MORE THAN A “SEMANTICS DEBATE.” Assuming you agree with me, what – very specific – steps are you taking to move beyond the Assumptions du Jour? Hint: This holds for a 1999 dot.com startup as much as for an elderly company.
![Page 46: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/46.jpg)
T.T.D.
Discuss the G.M./V.C. “strategy” as it applies to
your unit.
![Page 47: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/47.jpg)
Notes Page
• What do “G.M.s” do? [Invite one to talk to your group.] Do you do what they do? If not, why not? How about a “G.M. Strategy”?
• Repeat the above for the Life of a Venture Capitalist.
![Page 48: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/48.jpg)
T.T.D.
Evaluate your portfolio of projects [and people]: Are
you placing enough interesting [long shot?]
bets?
![Page 49: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/49.jpg)
Notes Page
• Be brutally honest! Hint: This holds for you and me as individuals as well as for our unit.
![Page 50: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/50.jpg)
C.E.O. to
C.D.O.
![Page 51: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/51.jpg)
“It used to be that the big
ate the small. Now the fast eat the slow.”
Geoff Yang, IVP/Redpoint Ventures
![Page 52: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/52.jpg)
[E.g.: Craig Venter/Celera Genomics]
![Page 53: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/53.jpg)
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
![Page 54: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/54.jpg)
“ALL OF THESE ‘CONVERSATIONS’ TODAY ABOUT ‘THE WEB’ WILL APPEAR SO BLOODY DAMN SILLY AND PEDESTRIAN TEN … FIVE? … THREE? … YEARS FROM NOW.”
— Tom Peters (11-99)
P.S.: Read Ray Kurzweil’s The Age of Spiritual Machines: When Computers Exceed Human Intelligence
![Page 55: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/55.jpg)
BW: “human brain has only a short time left as the smartest thing on earth”/ “subjugate
humanity by 2050”
Health Forum Journal: “In one generation or less, every element of health care, every assumption, will be changed or gone.”
Dr. George Poste, SKB: 500 molecular targets in ’95 to 70,000 in ’99/ 35 compounds
per year to 2M
![Page 56: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/56.jpg)
Wired [Feb 2000]
“Cyborg 1.0: Kevin Warwick Outlines His Plan
to Become One with His Computer”
![Page 57: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/57.jpg)
“Capitalism and democracy are the two dominant forces of modern history; they unleash human
creativity and energy like nothing else. But they are also forces of destruction. They destroy old orders, hierarchy, tradition, communities, careers, stability
and peace of mind itself. The challenge of the West in the next century will be to find ways to channel the
sweeping power of these two - the last surviving big ideas - as they reorganize all human activity.
Otherwise, for much of the world, it may be too fast a ride.”
Newsweek 12-99
![Page 58: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/58.jpg)
T.T.D.
How do you rate as a …
C.D.O.?
![Page 59: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/59.jpg)
Notes Page
• So … what … exactly … are you doing to DESTROY what you [and yours] are today? List every Project that aims to ATTACK today’s “culture” and assumptions. Be specific!
![Page 60: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/60.jpg)
Message from Seattle?
Top 3 Americans > 48 poorest nations
Source: Newsweek 12-99
![Page 61: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/61.jpg)
[Visit India … every 24 months.]
![Page 62: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/62.jpg)
Brand Inside
PSF 1:Brand Org!
![Page 63: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/63.jpg)
108 X 5vs.
8 X 1*
* 540 vs. 8
![Page 64: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/64.jpg)
ERP, ECM, Web, Etc.
IT’S THE GIANT SUCKING SOUND
OF SLACK BEING EXTRACTED FROM
THE GLOBAL ECONOMY!
![Page 65: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/65.jpg)
White Collar Revolution(Finally!!)
90% … in 10 years!PSFs ….. All!
Brand Yous … All!WOW Projects … All!
![Page 66: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/66.jpg)
“The coefficient of friction associated with the grunge
of business is amazing!”
Michael Schrage
![Page 67: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/67.jpg)
Cemex and FDX!
![Page 68: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/68.jpg)
CCC InformationServices!
![Page 69: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/69.jpg)
Swissair
e>bookinge>ticket
e>check-ine>tracke>info
![Page 70: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/70.jpg)
Oracle and Ford!
![Page 71: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/71.jpg)
T.T.D.
Discuss: Is my “90% in 10+ years” extreme?
![Page 72: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/72.jpg)
Notes Page
• I admit that some say I’m over-the-top here. I honestly don’t think I am. Try and imagine your HR/Whatever Dept. fully automated with numerous tasks outsourced … to India or Ireland.
![Page 73: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/73.jpg)
“Assetless Company”
J.B.
![Page 74: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/74.jpg)
“Don’t own nothin’ if you can help it. If you can, rent your shoes.”
F.G.
![Page 75: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/75.jpg)
And …
50M @ $20,000 = $1T*
*Michael Dertuzos, MIT, on India’s “back office” outsourcing potential
[02-08-00/Delhi]
![Page 76: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/76.jpg)
RR on Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
![Page 77: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/77.jpg)
The “&-!!+#$% in the middle”*
Jim Clark on Healtheon
* ’twixt doctors, patients and providers; $250B in waste (?); source: Michael Lewis,
The New New Thing
![Page 78: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/78.jpg)
SoftWatch (MS)
“Manage relationships across the healthcare continuum”/ Amir Kishon
Establish e-relationships with customers/retain customers/collect data
Patients record info + receive feedback/ Online access to nurses
Community with others with MS
Etc.
Source: Start-Up
![Page 79: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/79.jpg)
Hewitt & HMO e-bids!
![Page 80: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/80.jpg)
“We want to be the air traffic controllers
of electrons.”Bob Nardelli,
GE Power Systems
![Page 81: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/81.jpg)
[And: Enron!]
![Page 82: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/82.jpg)
“UPS used to be a trucking company with technology.
Now it’s a technology company with trucks.”
Forbes (1-00), on UPS’s $11B spent on IS in the 90s; UPS was Forbes’ “Company of the
Year”
![Page 83: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/83.jpg)
T.T.D.
Does your vision involve a critical position in the
industry’s Spider’s Web?
![Page 84: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/84.jpg)
Notes Page
• Try to depict your industry … or your department … with all its interconnections. E.g.: What if every task you perform became a “for profit” task in which you became an “industry expert”? E.g.: As an HR Dept. in the utility industry, what if you started the premier dot.com industry Talent Bank?
![Page 85: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/85.jpg)
TRUST*
*Now … more than ever!
![Page 86: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/86.jpg)
[ 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]
![Page 87: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/87.jpg)
PSF 1.0
Professional Service Firm Conversion Kit /
Release 1.0
![Page 88: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/88.jpg)
Why are there no books on how to create
a “Cool, Rocking, WOW-producing
Finance Department”?
![Page 89: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/89.jpg)
Credo
“WORK WORTH
PAYING FOR”
![Page 90: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/90.jpg)
T.T.D.
!!!!!!!!!!!!!!!!!!!!
![Page 91: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/91.jpg)
Notes Page
• What is the “bottom line” – WORTH PAYING FOR – for every project your unit [or you] has going?
![Page 92: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/92.jpg)
PSF 1.0
Department Head
to …
Managing Partner, HR [IS, etc.] Inc.
![Page 93: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/93.jpg)
“support function” / “cost center” / “bureaucratic
drag”
or …
“Rock Stars of the ‘Age of Talent’ ”
![Page 94: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/94.jpg)
“Real” PSF …–Think Inc. (Mindset = Step No.1!)–Clients rule! / Engage Clients in deep
dialog/ “Join us in an Adventure” / Fire duds!
–Work = WOW Projects (100%!)–Embrace the Politics of
Implementation!–Practice serial monogamy! –Master “the economics”! (WWPF!)
![Page 95: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/95.jpg)
“Real” PSF …–WE HELP PEOPLE!–Co-habit with the Client!–Create a Culture of Urgency!–Love thy Support Staff!–You need a Methodology! / Obsess on R&D!–BECOME A “CONNOISSEUR
OF TALENT”!
![Page 96: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/96.jpg)
Real PSF …
WE OWN THIS PLACE!THIS IS COOL STUFF!WE ARE THE WORLD!
![Page 97: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/97.jpg)
The “7Ps” of PSF 1.0
Projects!Passion!
Provocation!Partnership!
Politics!Professionalism!
Performance!
![Page 98: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/98.jpg)
T.T.D.
Use the prior slide as a checklist relative to every activity [project] your unit
is working on.
![Page 99: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/99.jpg)
C.I.O. to
C.E.F.R.N.S.*
![Page 100: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/100.jpg)
*Chief Evangelist For
Really Neat Stuff
![Page 101: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/101.jpg)
T.T.D.
Compare: “Department Head” versus
“Managing Partner, Finance Inc.”
![Page 102: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/102.jpg)
Notes Page
• See our book, the Professional Service Firm50, re the differences between a traditional “Dept.” and a full-fledged “PSF.” Our “The Work Matters” manifesto – at tompeters.com – also covers this.
![Page 103: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/103.jpg)
Seminar Y2K
Message: Distinct … or
Extinct!
![Page 104: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/104.jpg)
Brand Inside
PSF 2:Brand Work!
![Page 105: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/105.jpg)
“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
![Page 106: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/106.jpg)
But Does It Matter ????
“On time, on budget … who cares?”
anon. seminar participant (4/99)
![Page 107: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/107.jpg)
“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)
![Page 108: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/108.jpg)
WOW Project Anatomy
I. Create!II. Sell!
III. Implement! IV. Exit!
![Page 109: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/109.jpg)
I. Create!
Reframe! THERE ARE NO “SMALL” PROJECTS!
Observe & Record!!Head for the trenches!
You gotta love it!
Measure: WOW!, Beauty, Raving Fans, Impact!
Build a no-baloney Business PlanCreate community. Now!
Obsess on … the End User. Now!
![Page 110: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/110.jpg)
Reframers’ Rules:
Rule 1: Never accept an assignment as given!
Rule 2: You’re never so powerful as when you are “powerless”!Rule 3: Every “small” project contains the entire enterprise
DNA!
![Page 111: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/111.jpg)
T.T.D.
Examine that “small”/ “annoying” project you’re
working on. Can it be re-cast as a WOW/ Culture Change
Project? What are the hidden assumptions about customers/
suppliers/ employees?
![Page 112: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/112.jpg)
Notes Page
• I am adamant: Every project can be made into a “big deal” if your head is in the right place. So … now … COMPLETELY RE-INVENT THAT “SMALL” PROJECT YOU ARE WORKING ON! No bull! E.g.: What about a “Memorial Day Employee Picnic that signals a whole new attitude toward our staff”?
![Page 113: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/113.jpg)
Measures
–WOW!–Beauty!–Raving Fans!–Impact!
![Page 114: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/114.jpg)
T.T.D.
MEASURE … NOW … DAMN IT!
![Page 115: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/115.jpg)
Notes Page
• NO BALONEY: THIS IS MY #1 GOAL FOR THE WHOLE DAMN SEMINAR … THAT YOU [AND YOURS] WILL MEASURE EVERY PROJECT AGAINST MY FOUR KEY CRITERIA: WOW!, BEAUTY, RAVING FANS, IMPACT. [P-L-E-A-S-E.]
![Page 116: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/116.jpg)
E.g.: WOW Scale
1. … Dull as dishwater.
5. … Gets the job done.
7. … “Good work!”.
10. … A serious “Braggable”!
![Page 117: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/117.jpg)
Kaiser: 4.15.26
![Page 118: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/118.jpg)
Liberty Ship
2 years
240 days
9 days
4 hours, 15 minutes, 26 seconds
![Page 119: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/119.jpg)
[Just Say “No” to …
S-t-r-e-t-c-h]
![Page 120: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/120.jpg)
WOW Project “Acid Test”
Can you explain it - with zest -
to your 14-year-old?
![Page 121: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/121.jpg)
“Every project we take on starts with a question:
How can we do what’s never been done
before?”Stuart Hornery, CEO, Lend Lease
![Page 122: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/122.jpg)
II. Sell!
Master “The Pitch”!Build Buzz. Consciously.
Network maniacally!Preach to the choir!
Forget your enemies. [Surround and marginalize!]Money kills!
SELL, SELL, SELL!
![Page 123: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/123.jpg)
III. Implement!
- Live, eat, sleep … Quick Prototype!-Play!
- Keep on recruiting! (Sell!)- Obsess on the End User Community!
(Sell!)- Become a Milestone Maniac! / a Timeline Tyrant! / a List Freak! / find Ms. Last 2%!
- Appoint a Marketing Director!- Keep the WOW! front and center!
![Page 124: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/124.jpg)
Culture of Prototyping
“Effective prototyping may be the most valuable core
competence an innovative organization can hope to
have.”
Michael Schrage
![Page 125: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/125.jpg)
“Good prototypes have ‘charisma.’ They create narratives
… tell stories.”
Michael Schrage, Serious Play
![Page 126: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/126.jpg)
“I view models and prototypes as the
battleground for thoughts and behaviors.”
Michael Schrage
![Page 127: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/127.jpg)
Think about It!?
Innovation = Reaction to the Prototype
Michael Schrage
![Page 128: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/128.jpg)
Prototyping Logic/Magic
1. Start Doin’ Stuff!
2. “Doin’ Stuff” Launches a Rich Dialogue!*
* No “stuff” = No dialogue! [No baloney!]
![Page 129: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/129.jpg)
T.T.D./ Prototyper’s LawsDefine a small, practical test of something on a
page or less of text. Now.
Gather “found” materials … on the [very] cheap.
Find a/one partner-“customer” who’ll provide a test site.
Set a very tight deadline of about 5 days for the next concrete step.
Conduct the test! Debrief A.S.A.P.
Set the next test date. Now. [No more than 5 days hence.]
![Page 130: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/130.jpg)
Notes Page
• The idea is to establish a “rhythm of prototyping” that defines every project.
![Page 131: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/131.jpg)
T.T.D./ Secret No. 1: Go horizontal: Find a (one!) “line” ally in “the Boonies”
Secret No. 2: “Powerless” allies are Cool!
Secret No. 3: Passion Rules!Secret No. 4: Become a Prototyping
Maniac! Secret No. 5: Embrace Politics /
“Community Organizing”!
![Page 132: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/132.jpg)
Notes Page
• Main Idea: YOU ARE NOT “POWERLESS.” Seek out allies in strange places … and get going! DO NOT WASTE TIME “SELLING UP.”
![Page 133: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/133.jpg)
K2K
![Page 134: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/134.jpg)
Reference:
Rules for Radicals, Saul Alinsky
![Page 135: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/135.jpg)
TRUST*
*Now … more than ever!
![Page 136: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/136.jpg)
“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
![Page 137: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/137.jpg)
The Sweet Smell of …
“You can ‘smell’ caring [engagement, respect]
from a mile away!”
Seminar Participant, London (12/99)
![Page 138: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/138.jpg)
IV. Exit!
“Sell out!” / Embrace “The Suits”!Recruit a passionate Ms./Mr.
Follow-up!Seed your freaks into the
mainstream!Celebrate!
Exit!
![Page 139: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/139.jpg)
SOOOO … HOW MANY OF YOUR COLLEAGUES ARE
“BACK HOME” AT WORK ON NO-BALONEY …
WOW* PROJECTS!
* WOW = Will be remembered fondly/
bragged about 5+ years from now
![Page 140: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/140.jpg)
Epitaph from Hell …
Joe T. Jones
1942 - 2000
HE WOULDA DONE SOME
REALLY COOL STUFF
BUT …
HIS BOSS WOULDN’T LET HIM!
![Page 141: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/141.jpg)
T.T.D.: Now!– List all projects– Carefully describe a “WOW Outcome” for you
and the Client– Score (!) all projects on WOW, Beauty, Impact,
Raving Fan-hood– Pick one project with a high combined score– Draft a one-page New Description that
emphasizes WOW, Beauty, etc.– Circulate and edit … for three days – Reduce to 5 bullet points
![Page 142: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/142.jpg)
Notes Page
•DO IT! NOW!
![Page 143: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/143.jpg)
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)
![Page 144: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/144.jpg)
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
![Page 145: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/145.jpg)
1) Turn ignition key.2) Shift into drive.
3) Press foot firmly on the throat of mediocrity.
Source: Mercedes ad
![Page 146: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/146.jpg)
[We are not trying to “WOW you up.”
We think you are/have WOW.
We are trying to give you permission to be WOW.]
![Page 147: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/147.jpg)
Seminar Y2K
MESSAGE: THE WORK MATTERS!*
*Sorry, Scott!
![Page 148: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/148.jpg)
Seminar Y2K
Message: Distinct … or
Extinct!
![Page 149: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/149.jpg)
Brand Inside
PSF 3:Brand You!
![Page 150: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/150.jpg)
“The fundamental unit of the new economy is not the corporation, but the individual. Tasks aren’t assigned and controlled through a stable chain of command but are carried out autonomously by
independent contractors - e-lancers - who join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next assignment.”
Thomas Malone and Robert Laubacher
![Page 151: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/151.jpg)
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
![Page 152: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/152.jpg)
“If one quarter can’t make the journey, that’s the way it
has to be.”
Carly Fiorina (1-00/Forbes)
![Page 153: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/153.jpg)
Personal “Brand Equity” Eval– I am known for [2 to 3 things]– 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 include …
–My resume is discernibly different from last year’s at this time …
![Page 154: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/154.jpg)
T.T.D./Personal “Brand Equity” Eval– I am known for [2 to 3 things]– 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 include …
–My resume is discernibly different from last year’s at this time …
![Page 155: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/155.jpg)
Notes Page
• Work your tail off on this. THIS IS A VERY SERIOUS EXERCISE. We have chosen these categories very carefully.
![Page 156: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/156.jpg)
Ike’s World Book Page
And Yours?
![Page 157: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/157.jpg)
They “Get it”?!– stone mason– electrician– plumber– tiler– cabinet maker– contractor– blacksmith– well driller– blaster– sheep shearer– etc.
![Page 158: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/158.jpg)
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!
![Page 159: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/159.jpg)
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!
![Page 160: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/160.jpg)
“Well-behaved women rarely make history.”
— Anita Borg, Institute for Women in Technology
![Page 161: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/161.jpg)
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
![Page 162: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/162.jpg)
“The Brand Called URL”/Nathan Shedroff, Vivid Studios
“24 X 7 storefront devoted exclusively to
The Brand Called You.”
![Page 163: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/163.jpg)
T.T.D./Soooo…
How’s your Web site?
![Page 164: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/164.jpg)
Notes Page
• So … how is it? MY 18-YEAR-OLD SON HAS ONE! It’s fly-phat.
![Page 165: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/165.jpg)
R.D.A.
Rate: 15%?, 25%?
Therefore: Formal “Investment
Strategy”/R.I.P.
![Page 166: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/166.jpg)
R.I.P.10 … Major job change [new area of
concentration]; major offsite educational investment; extensive
sabbatical [oddball learning experience of > 2 months];
exceptional community project [presidency of fundraising drive, run
for school board].
![Page 167: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/167.jpg)
R.I.P.
5 ... Extensive course work in oddball area of passionate interest; major off-
the-job activity [community involvement, learn to play the cello,
study Chinese].
1 … Company training, as directed.
![Page 168: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/168.jpg)
T.T.D./Your R.I.P.
IS IT … FORMAL? IS IT ... WOW!?
![Page 169: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/169.jpg)
Notes Page
• We think “R.I.P.s” are imperative! So … please take these two questions seriously and literally!
![Page 170: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/170.jpg)
T.T.D./R.I.P.
Use by yourself.Use with your mates.
Use [quantitatively?] as a measure of departmental/
P.S.F. renewal.
Use in formal eval process.
![Page 171: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/171.jpg)
Notes Page
• The whole idea is to make “R.I.P.s” a/the centerpiece – formally – of measuring unit “freshness.” E.g.: SCORE EVERYONE’S “R.I.P.” ON ITS BOLDNESS/WOW.
![Page 172: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/172.jpg)
“Temporary workers used to be at the low end of the workplace food chain. …”
The Wall Street Journal
![Page 173: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/173.jpg)
Training Y2K
Anytime, anywhere!
Whatever!
Concocted by the employee [“Training Account”]
![Page 174: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/174.jpg)
“When was the last time you asked, ‘What do I want to be?’ ” Sara Ann Friedman, Work Matters
![Page 175: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/175.jpg)
There comes a time in everyone’s
life when they realize they work for
a dead guy.FreeAgent.com [ad]
![Page 176: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/176.jpg)
“Everything can be taken from man but one thing: the last of human freedoms - to choose
one’s own attitude in any set of circumstances, to choose
one’s own way.”Victor Frankl, Auschwitz survivor
![Page 177: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/177.jpg)
Seminar Y2K
Message: Distinct … or
Extinct!
![Page 178: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/178.jpg)
T.T.D./Assignment
Construct a 1/8-page or 1/4-page ad for
Brand You … for the Yellow Pages
![Page 179: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/179.jpg)
Notes Page
•THIS IS A BIG DEAL. TAKE IT SERIOUSLY. [“Yellow Pages ads” are the centerpiece of our formal Brand You training programs.]
![Page 180: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/180.jpg)
[ T.T.D.: How About It?
Replace your current evaluation process with
Yellow Pages ads.]
![Page 181: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/181.jpg)
Notes Page
• NO BULL! Some of our Clients have gone this far. And report stunning results. If you can’t do this formally, try it informally.
![Page 182: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/182.jpg)
Bill Parcells’ World/ Brand You World!
BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!
NY Post (9/99)
![Page 183: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/183.jpg)
TRUST*
*Now … more than ever!
![Page 184: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/184.jpg)
Brand Inside
PSF 4:Brand Talent!
![Page 185: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/185.jpg)
Issue Y2K
The Great War for Talent!
![Page 186: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/186.jpg)
“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
![Page 187: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/187.jpg)
Alan Kay on PARC’s Bob Taylor
“He was a connoisseur of
talent.”
![Page 188: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/188.jpg)
T.T.D./ARE YOU?
![Page 189: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/189.jpg)
Notes Page
• There’s perhaps no more difficult “test”: AM I A NO-BALONEY CONNOISSEUR OF TALENT? Use a quantitative measure.
![Page 190: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/190.jpg)
A Connoisseur of Talent …
– Spends time on Talent!– Becomes a student of Talent! – Puts Talent “on the agenda”!– Practices D.I.Y.– Uses Plain English! (If you want “sunny” …
ask for “sunny”!)– Creates Workspaces that foster energy,
entrepreneurship and creativity!– Recruits from oddball places! /
Recruits Oddballs!
![Page 191: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/191.jpg)
“Recruiting college students is a job for marketing, not
HR.”Jeff Daniel, collegehire.com
![Page 192: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/192.jpg)
“Talent” and Work Space:A Grossly Neglected Connection!
“Imagine working for a company that not only understood that the best ten hours of your day
are spent at work - but did everything in its power to make them energizing, rewarding and
productive as possible. Imagine coming to work each day in a building that greeted every
person as a creative, entrepreneurial, exciting person.”
Rosemary Kirkby, Lend Lease,proposal for headquarters of MLC
![Page 193: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/193.jpg)
“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
![Page 194: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/194.jpg)
“The boundaries for acceptable weirdness have
dramatically expanded.”
Michael Schrage
![Page 195: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/195.jpg)
Axiom: Never hire anyone without an aberration in their
background. (Find the One Ton Cookie Man!)
![Page 196: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/196.jpg)
A Connoisseur of Talent …– Recruits M.I. (Gardner: Logical-mathematical,
linguistic, artistic, musical, bodily-kinesthetic, intrapersonal-self, interpersonal-others)
– Recruits arts!– Becomes de facto C.D.O. (Chief Diversity Officer)– Turns the pay scale upside down! / Pays Talent!– Rewards & Promotes all on Talent
Development Skills!– Spouts the Gospel of Renewal! (R.D.A./ R.I.P.)
![Page 197: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/197.jpg)
“Every school I visited was participating in the systematic suppression of creative genius.”
“From cradle to grave the pressure is on: BE NORMAL!”
Gordon MacKenzie
![Page 198: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/198.jpg)
“Where do good new ideas come from? ...
That’s simple! From differences. Creativity comes from unlikely juxtapositions. The best way to
maximize differences is to mix ages, cultures and disciplines.”
Nicholas Negroponte
![Page 199: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/199.jpg)
T.T.D.
Use the two Connoisseur of Talent slides as a guide for
creating a Formal Talent Development Plan
![Page 200: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/200.jpg)
Notes Page
• Literally use the items on the two slides as a formal check list to measure yourself [quantitatively] against.
![Page 201: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/201.jpg)
“Firms will not ‘manage the careers’ of their employees. They
will provide opportunities to enable the employee to develop
identity and adaptability and
thus be in charge of his or her own career.”
Tim Hall et al., “The New Protean Career Contract”
![Page 202: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/202.jpg)
H.R. to H.E.D. ???
HumanEnablement Department
![Page 203: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/203.jpg)
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
![Page 204: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/204.jpg)
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!
![Page 205: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/205.jpg)
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!
![Page 206: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/206.jpg)
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]
![Page 207: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/207.jpg)
TP’s Ideal Job:
Head of Housekeeping!
![Page 208: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/208.jpg)
“Conformity is the enemy of freedom
and the jailer of growth.”
J.F.K.
![Page 209: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/209.jpg)
Flair! Sparkle! Don’t call me
“Competent”!
![Page 210: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/210.jpg)
Yes!
Director of Bringing in the Really Cool People
![Page 211: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/211.jpg)
All You Need to Know?
Chief Evangelist For Really Neat Stuff
Director Of Bringing In The Really Cool People
![Page 212: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/212.jpg)
T.T.D.
STEAL THESE TWO JOB TITLES!
![Page 213: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/213.jpg)
Talent War Y2K!
–All out!/ Time consuming!–Never ending!/ Unwinnable!–Includes everybody!/ Everybody’s
game! (“We’re all in sales.”)–Expensive!–Cool!/ WOW!/ Fun!/ Creative!–Strategic!/ Core competence!
![Page 214: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/214.jpg)
Talent War Y2K!
–Basis of Brand!/ WHO WE ARE!
–Brand You within Brand Us!
–Encompassing!/ Cultural! (KEWLNESS: mine v. yours)
–Substantive!/ “The best Projects win!” [Cairo 12-99]
![Page 215: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/215.jpg)
Big Co.: The Saving Remnant
Toy Store*Resources
PeopleDistribution Channel(s)
* “Make your own McKinsey” (AP)
![Page 216: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/216.jpg)
Talent = Brand
![Page 217: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/217.jpg)
Brand Outside=
Brand Inside
![Page 218: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/218.jpg)
“Emotional values are replacing physical attributes as the fundamental market influence.”
“This book is concerned with self-worth and belief.”
“In the international market, it is no longer products that compete, it’s concepts.”
“Only with a strong spirit at its foundation can a company achieve strong market position.”
Jesper Kunde, Corporate Religion
![Page 219: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/219.jpg)
TRUST*
*Now … more than ever!
![Page 220: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/220.jpg)
T.T.D.
Construct a formal “Great War for Talent
Strategy” for your unit!
![Page 221: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/221.jpg)
Notes Page
• Key word: FORMAL!
![Page 222: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/222.jpg)
Seminar Y2K
Message: Distinct … or
Extinct!
![Page 223: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/223.jpg)
Brand Outside
Context:
No “Commodities”!
![Page 224: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/224.jpg)
In the Beginning …
“The audit has become a commodity.”
Big 5 audit partner to TP
![Page 225: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/225.jpg)
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
![Page 226: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/226.jpg)
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
![Page 227: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/227.jpg)
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)
![Page 228: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/228.jpg)
“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”Carly Fiorina
![Page 229: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/229.jpg)
“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 Nordstrom and Jonas Ridderstrale, Funky Business
![Page 230: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/230.jpg)
6 Sigma or “Jazzy Offerings”?
WSJ/2-9-00: Nokia extends market share lead [22.5% in
’98 to 26.9% in ’99] over Motorola [19.5% to 16.9%]
![Page 231: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/231.jpg)
The “10X/10X Phenomenon”
10 Times Better/
10 Times Less Different
![Page 232: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/232.jpg)
T.T.D.
Discuss: Is “10X/10X” rampant in your
industry?
![Page 233: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/233.jpg)
Notes Page
• Are you frustrated? That is, doing “much better work” … but not standing apart from the herd? Hint: This suggested analysis pertains to the internal Training Dept. as much as to the New Products gang. BE BRUTALLY HONEST CONCERNING THE DEGREE TO WHICH “WE REALLY STAND OUT” … OR DON’T!
![Page 234: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/234.jpg)
TP’s Campaign Y2K
Just say [shout]
“No!” to the “inevitable
commoditization” of anything.
![Page 235: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/235.jpg)
Aarrgh!
“Quality is conformance to requirements, not
goodness.”
Phil Crosby
![Page 236: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/236.jpg)
“When we did it ‘right’ it was still pretty
ordinary.”
Barry Gibbons on
“Nightmare No. 1”
![Page 237: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/237.jpg)
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
![Page 238: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/238.jpg)
“We want to create
waves of lust for our product.”
Andy Grove (on the Pentium Processor)
![Page 239: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/239.jpg)
“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
![Page 240: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/240.jpg)
What Jerry Should Have Said???
“You do not merely want to be the best of the best, you want to be considered in conformance with
requirements.”
![Page 241: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/241.jpg)
Lust Hierarchy
Satisfy … Conform to Requirements … Exceed
Expectations …Delight! … WOW! … Lust! …
ONLY ONES WHO DO WHAT WE DO!
![Page 242: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/242.jpg)
Nirvana!
- Nordstrom- Four Seasons
- Adirondack Guide Boat- OXO
- Ziplocs
![Page 243: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/243.jpg)
Why?
Cool!/Surprising!Reliable!
Friendly!/Comfortable!Aesthetically pleasing!
![Page 244: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/244.jpg)
T.T.D.
And your favorites?
Why? (Pay attention to the flavor of the words you use)
Translation to your/ “finance world,” etc.?
![Page 245: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/245.jpg)
Notes Page
• Think about the words you use to describe “stuff” you really LOVE. Do those terms apply to your unit’s products and services? If you talk about a “compelling” movie or novel or theatrical performance, why not a “compelling business process”?
![Page 246: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/246.jpg)
T.T.D.
What words do you & yours use to describe Customer
Contentment? [Way] beyond “satisfaction”?
[DO SUCH WORDS MATTER?]
![Page 247: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/247.jpg)
Notes Page
• PLEASE [REDUX]: PAY LOTS OF ATTENTION TO WORDS … AND THE EMOTIONAL “SIGNS” THEY CONNOTE. [TomWorld: What applies to a Detroit Red Wings “performance” ought to apply to a “Purchasing Dept. performance”!
![Page 248: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/248.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 249: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/249.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 250: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/250.jpg)
Brand Outside
Strategy 1:
Lead the Customer!
![Page 251: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/251.jpg)
“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
![Page 252: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/252.jpg)
Early Customer Rejection
Post-Its [12 years!]Chrysler Minivans
VCRsFax machines
FedExCNN
Heart-assist pumpsEtc.
Source: Fortune
![Page 253: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/253.jpg)
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 Mitari, Canon
![Page 254: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/254.jpg)
“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
![Page 255: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/255.jpg)
“Lead” customers!
K2K redux!
![Page 256: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/256.jpg)
T.T.D.: Do You K2K?
Are you working with [numerous] weird, far out customers? [As
opposed to “biggest” customers?]
![Page 257: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/257.jpg)
Notes Page
• Trust me! You will be as Cool as your Coolest Clients. Cool Clients co-invent the future with us. Soooo … WHAT’S YOUR COOL CLIENT PORTFOLIO LOOK LIKE? [Hint: “Biggest” are rarely “coolest.”]
![Page 258: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/258.jpg)
Benchmarking, Perils of …
“The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before;
he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends
him on the spot.”
Mark Twain
![Page 259: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/259.jpg)
Amen!
“The Age of the Never Satisfied
Customer”Regis McKenna
![Page 260: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/260.jpg)
T.T.D./Sooooo…
Are you pushing your customers? [Internal or
external.] ARE YOU ENGAGING THEM IN A
JOINT VENTURE-JOURNEY INTO TOMORROWLAND?
![Page 261: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/261.jpg)
Notes Page
• No bull: Evaluate EVERY Client Relationship. Is EVERY CP/Client Project a “test”? That is, an effort to explore Uncomfortable-But-Important-Stuff?
![Page 262: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/262.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 263: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/263.jpg)
Brand Outside
Strategy 2:Master
E-Commerce!
![Page 264: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/264.jpg)
$35,000,000. = ???
![Page 265: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/265.jpg)
Dell’s Web sales … daily
![Page 266: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/266.jpg)
350,000 = ?????
![Page 267: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/267.jpg)
New items going on sale at eBay …
daily (12-99)
![Page 268: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/268.jpg)
[AOL delivers more mail than
the USPS!
Source: Fortune 2-00]
![Page 269: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/269.jpg)
2X = 100 days (Internet traffic)
2X = 9 months (network capacity)
Source: Red Herring (1-00)
![Page 270: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/270.jpg)
Time to 50M Users
Radio … 38 years TV … 13 years PC … 16 years
Internet … 4 years
Source: Business 2.0 [01-00]
![Page 271: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/271.jpg)
T.T.D.: Study!!
Read: Business 2.0Red Herring
Wired
![Page 272: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/272.jpg)
Notes Page
• YOU MUST [M-U-S-T] BECOME AN AVID INTERNET STUDENT! PERIOD! SO … HOWYADOING?
![Page 273: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/273.jpg)
Tomorrow Today: Cisco!
$7B of $10BSave $500M (service and tech
support)
C.Sat e >> C.Sat HCustomer Engineer
Chat Rooms($1B?)
![Page 274: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/274.jpg)
And Larry?
![Page 275: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/275.jpg)
Business 2.0: “20 Industries About To Be Fossilized by The Net” (3-99)
Travel Agents ($2B now, $30B in 2003); Apparel (1-21); Autos (4-213);
Home Electronics (1-21); Paper and Office Supplies (1-65); Food (<1-54); Utilities (7-170); Computing (20-400);
Newspapers ($5B of $19B classifieds)
![Page 276: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/276.jpg)
Cherry PickingVertical Markets
Plasticsnet.com: $370B; sellers pay $5K to $8K for
“storefront”; 5% to 10% cut
Hook: community services (database, catalogs, forums,
industry job bank, etc.)
![Page 277: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/277.jpg)
The Motley Fool Secret?
“Strangers helping strangers”“Fools’ Logic,” IW
![Page 278: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/278.jpg)
T.T.D.: Message!
COMMUNITY!/ COMMUNITY SERVICES!
![Page 279: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/279.jpg)
Notes Page
• Web Secret No.1: COMMUNITY – as in, User Community – RULES! So: How do your online Community Development Activities rate?
![Page 280: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/280.jpg)
B2B
1999 – 2004: 50X
2004: $7.4Source: GartnerGroup (per Reuters 1-26-00)
T
![Page 281: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/281.jpg)
W.W. Grainger*
2X phone/fax
*$220B “MRO” market (per Business 2.0/02-00)
![Page 282: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/282.jpg)
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
![Page 283: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/283.jpg)
Shop in your Underwear
Source: SM’d logo for www.ae.comae = American Eagle Outfitters
![Page 284: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/284.jpg)
“Autoweb. Take the Wheel.”- Advertising Age
![Page 285: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/285.jpg)
Psych 101: Strongest Force on Earth?
My need to be in perceived control of
my universe!
![Page 286: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/286.jpg)
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
![Page 287: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/287.jpg)
“IT enables total transparency. People with
access to relevant information are beginning to challenge any type of
authority. The stupid, loyal and humble customer, employee or citizen
is dead.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
![Page 288: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/288.jpg)
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
![Page 289: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/289.jpg)
“Welcome back, Tommy!”
![Page 290: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/290.jpg)
T.T.D.: Message!
THE CUSTOMER IS IN CONTROL!
![Page 291: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/291.jpg)
Notes Page
• Do you Joyfully “allow” the Customer to lead you around by the nose? Is this truly his/her site? Her/his “home”?
![Page 292: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/292.jpg)
“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
![Page 293: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/293.jpg)
“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
![Page 294: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/294.jpg)
Red Herring (01/00)
75% of online shoppers don’t complete their
purchase!
![Page 295: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/295.jpg)
Nielsen/Designing Web Usability
All Web projects are customer-interface projects! Simplicity rules!
Make it easy for customers to perform useful tasks!
Less “cool,” more useful!Speed rules!
![Page 296: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/296.jpg)
Nielsen/ Continued
Must work … on a small screen!Must work … w/o graphics loading!
“Scannability” rules! [Users pick out key words.]
Navigation page: No scrolling!Remember: 25% to 50%
“successful use”
![Page 297: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/297.jpg)
T.T.D.: Message!
SIMPLICITY!
![Page 298: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/298.jpg)
Notes Page
• READ JAKOB NIELSEN’S BOOK! Hold your site to the Exacting Nielsen Standard! [Be ruthless … on yourself.]
![Page 299: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/299.jpg)
T.T.D./Read This!
Jakob NielsenDesigning Web Usability:
The Practice of Simplicity*
*www.useit.com
![Page 300: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/300.jpg)
“The Net hasn’t lived up to its hype. It’s a distant, cold, alien,
threatening world called ‘cyberspace.’ The challenge is to
make the Net into something intimate, warm, friendly, useful,
personal.”Carly Fiorina, CEO, HP @ Comdex ’99
![Page 301: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/301.jpg)
T.T.D.: Message!
Friendliness!
![Page 302: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/302.jpg)
Notes Page
• Is our Site – including B2B sites – “a place called home”?
![Page 303: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/303.jpg)
“Even if executives of established businesses grasp the impact of new
technologies … they still face a massive competitive disadvantage precisely
because they are incumbents. … They do complex financial calculations and get
bogged down in internal political debates. Insurgents have no such
inhibitions.”
Philip Evans & Thomas Wurster, Blown to Bits
![Page 304: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/304.jpg)
“ … if they set up a completely independent organization and let that organization attack the
parent.”
Clayton Christensen, The Innovator’s Dilemma
![Page 305: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/305.jpg)
The Way “They” Talk!
“I have this chance for … changing the world.”
Marco Boerries, Sun, re StarOffice (Business 2.0, 2-00)
![Page 306: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/306.jpg)
“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
![Page 307: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/307.jpg)
Change … Or Die!
“Most of the brick and mortars look at the Internet as an add-on business … until they get a major scare. Then they either
change or die. … You have to put all your heart and soul in that direction, the way
Charles Schwab and Dell did.”
Flip Flipowski, Devine Interventures (Red Herring)
![Page 308: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/308.jpg)
There are 2 Kinds of …
Defense*
vs.
Offense**
*Fend off upstarts.**Reinvent our marketspace!
![Page 309: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/309.jpg)
T.T.D.
Most important Y2K question: Are you &
yours “dealing with” the Web … or “embracing it”
as “central to our being”?
![Page 310: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/310.jpg)
Notes Page
• SPEND A LOT OF TIME ON THIS
“TTD”!
![Page 311: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/311.jpg)
Web Strategy: GE Power Systems
“Launch and Learn”(4 sites in 30 days)
![Page 312: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/312.jpg)
Goodhome.com
![Page 313: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/313.jpg)
Ready.Fire!Aim.
Ross Perot, Wayne Calloway, Harry Quadracci, et al.
![Page 314: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/314.jpg)
[He who has the quickest O.O.D.A. Loops* wins!
*Observe. Orient. Decide. Act. / Col. John Boyd]
![Page 315: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/315.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 316: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/316.jpg)
Brand Outside
Strategy 3:
Women Rule!
![Page 317: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/317.jpg)
48% working wives > 50%80% checks
61% bills53% stock (mutual fund boom)
43% > $500K95% financial decisions/
29% single handed
![Page 318: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/318.jpg)
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Bank Account … 89%
Health Care … 75%Etc.
![Page 319: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/319.jpg)
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)
![Page 320: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/320.jpg)
$3.3T + $1.5T = $4.8T*
* Larger than Japan!
![Page 321: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/321.jpg)
Most Under-reported story!
9M*/20M+/$4T [> Germany]
* 400K in ’72; 132% since ’92;source: NFWBO, Cognetics
![Page 322: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/322.jpg)
New golfers … 37%Basketball … 13.5M
1 in 27 (’70) … 1 in 3 (’96)
![Page 323: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/323.jpg)
1874?
![Page 324: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/324.jpg)
1874 … Jock Strap1977 … Jogbra
1977 ... 25K
1996 … 42M
![Page 325: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/325.jpg)
Yeow!
1970 … 1%
2000 … 50%
![Page 326: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/326.jpg)
OPPORTUNITY
NO. 1!*
[* No shit!]
![Page 327: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/327.jpg)
T.T.D.: Measure!
How clear are you about your demographics … in
particular, share of women purchasers [for
you, for the industry]?
![Page 328: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/328.jpg)
Notes Page
• Are you getting an “unfair share” of women purchasing your service or product? IF NOT, WHY NOT? [Most of the other schmoes are, after all, asleep!]
![Page 329: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/329.jpg)
T.T.D.: Study!
Does anybody in your industry do “it” right?
Brilliantly?
[If so … how?]
![Page 330: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/330.jpg)
Notes Page
•STUDY!
[Damn it!]
![Page 331: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/331.jpg)
Carol Gilligan/ In a Different Voice
Men: Get away from authority, familyWomen: Connect
Men: Self-orientedWomen: Other-oriented
Men: RightsWomen: Responsibilities
![Page 332: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/332.jpg)
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.”
![Page 333: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/333.jpg)
“Men seem like loose cannons. Men always move faster through a store’s
aisles. Men spend less time looking. They usually don’t like asking where things are.
You’ll see a man move impatiently through a store to the section he wants,
pick something up, and then, almost abruptly he’s ready to buy. … For a
man, ignoring the price tag is almost a sign of virility.”
Paco Underhill, Why We Buy* [*Buy this book!]
![Page 334: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/334.jpg)
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
![Page 335: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/335.jpg)
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
![Page 336: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/336.jpg)
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
![Page 337: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/337.jpg)
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
![Page 338: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/338.jpg)
T.T.D.
Do you [clearly] understand the
difference between men’s and women’s purchasing habits?
![Page 339: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/339.jpg)
Notes Page
• Again:
STUDY! [It
took me years to get a handle on “this stuff.”]
![Page 340: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/340.jpg)
Not!!
“Year of the Woman”
![Page 341: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/341.jpg)
Enterprise Reinvention!
RecruitingHiring/Rewarding/ Promoting
Structure Processes
MeasurementStrategyCulture Vision
Leadership
THE BRAND ITSELF!
![Page 342: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/342.jpg)
“What kind of car does Mommy want?”
![Page 343: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/343.jpg)
“I didn’t know [company] were giving
company cars to secretaries.”
Source: UK financial services CEO, 12/99
![Page 344: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/344.jpg)
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
![Page 345: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/345.jpg)
T.T.D.
DO YOU REALLY “GET IT”?
![Page 346: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/346.jpg)
Notes Page
• Spend a lot of time talking about this. THE POTENTIAL PAYOFF IS ENORMOUS … IF YOU ARE WILLING TO INVEST ACCORDINGLY.
![Page 347: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/347.jpg)
T.T.D.
DO YOU UNDERSTAND [“GET”]
THE ENORMITY OF THIS OPPORTUNITY?
![Page 348: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/348.jpg)
Notes Page
•Discuss … AT LENGTH!
![Page 349: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/349.jpg)
T.T.D.
What would it take to get you & yours to “Go For
It”?
First steps?
![Page 350: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/350.jpg)
Notes Page
• What could you do – in the next 30 days – to begin to test these ideas? Define 10 actions!
![Page 351: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/351.jpg)
Speaking of Enormous
[Missed] [Huge] Opportunities ...
![Page 352: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/352.jpg)
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
![Page 353: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/353.jpg)
Aging/“Elderly”
2X growth rate$$$$$$$$$$$$
“I’m in charge!”“Experiences” vs. Products
Design revolution!
Good source: Ken Dychtwald, Age Wave
![Page 354: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/354.jpg)
Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
![Page 355: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/355.jpg)
“Any student who combines an expertise in gerontology with, say, an M.B.A. or law degree will
have a license to print money.”
Newsweek
![Page 356: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/356.jpg)
T.T.D.
SOOOOO … WHERE ARE YOU ON THIS
ONE??? [REMEMBER: 74M!]
![Page 357: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/357.jpg)
Notes Page
• Listen up: THIS IS ANOTHER BIGGIE! Think about it. Discuss it. Collect data. [Become a “student.”] Experiment.
![Page 358: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/358.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 359: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/359.jpg)
Brand Outside
Strategy 4:
Design Rules!
![Page 360: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/360.jpg)
And Tommorow …
“Fifteen years ago companies competed on price. Now It’s
quality. Tomorrow it’s design.”Robert Hayes
![Page 361: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/361.jpg)
All Equal Except …
“At Sony we assume that all products of our competitors have basically the same
technology, price, performance and
features. Design is the only thing that differentiates one product
from another in the marketplace.”
Norio Ogha
![Page 362: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/362.jpg)
“Design is treated like a religion at BMW.”
Fortune (10/98)
![Page 363: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/363.jpg)
Drop-dead Charm!
“The new Beetle fails at most categories. The only
thing it doesn’t fail in is drop-dead charm.”
Jerry Hirshberg, Nissan Design International
![Page 364: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/364.jpg)
Object of Desire!
“Every now and then, a design comes along that radically changes the way we think about a particular object. Case in
point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a
sculpture, an object of desire, something that you look at.”
Katherine McCoy, Michael McCoy, Illinois Institute of Technology
![Page 365: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/365.jpg)
Design as Soul
“We don’t have a good language to talk about this kind of thing. In most people’s
vocabularies, design means veneer. … But to me, nothing could be further from the
meaning of design. Design is the fundamental soul of a
man-made creation.”Steve Jobs
![Page 366: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/366.jpg)
Check Out the Language:
“Tomorrow it’s design …”“Design is the only thing …”
“Design is … religion ...”“Drop-dead charm …”“Object of desire …”
“Fundamental soul …”
![Page 367: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/367.jpg)
T.T.D.
Where do you stand on design?
[1 = Who, me? 10 = Preoccupation.]
Where do you stand on design-as-soul?
![Page 368: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/368.jpg)
Notes Page
• I’m at a bit of a loss here. I DON’T KNOW HOW TO “MAKE YOU” “GET” THIS. I think it is of the Utmost Importance. I want you – at least – to become “aware” of the Power of Great Design. And … I do [fervently] believe that Great-Design-Is-Soul.
![Page 369: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/369.jpg)
The I.D. [International Design] Forty*
Airstream … Alfred A. Knopf … Apple Computer … Amazon.com …
Bloomberg … Caterpillar … CNN … Disney … FedEx … Gillette … IBM … Martha Stewart … New Balance …
Nickelodeon … Patagonia … The New York Yankees … 3M … Etc.
* List No. 1, 1999
![Page 370: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/370.jpg)
Unconventional [Design] Messages
Not about ... “Lumpy Objects”!
Not about ... $79,000 objects
![Page 371: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/371.jpg)
One-sixth Second per Item!
“During the 30 minutes you spend on an average trip to the supermarket,
about 30,000 products vie to win your attention and ultimately to make you
believe in their promise.”
Thomas Hine, The Total Package
![Page 372: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/372.jpg)
[ Design Moments!
Shopping cart =
2X heavy items
Source: Wall Street Journal (11-24-99) ]
![Page 373: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/373.jpg)
T.T.D./Message:Services are Not Intangible!
You “give off” hundreds of design cues … daily!
YOU ARE A DESIGNER!
![Page 374: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/374.jpg)
Notes Page
• List 100 [!] “design cues” that you give off! [Okay, start with 25.]
![Page 375: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/375.jpg)
Graceful language!
![Page 376: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/376.jpg)
Susan Sargent Designs:
PLEASE COMPLAIN!Thanks for your order!
We dearly want everything to go p-e-r-f-e-c-t-l-y!
If the order was late. Or wrong.Or if any of the goods are damaged in the
slightest.Or if you’re just having a lousy day and
want to unload on someone …
Call our Customer Care Hotline!
![Page 377: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/377.jpg)
T.T.D./“Beauty Contest!”
1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim
form.2. Rate it on a 1 to 10 scale
(1 = Awful; 10 = Scintillating) on three dimensions: Beauty, Grace, Clarity.
3. Repeat … every 15 days.
![Page 378: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/378.jpg)
Notes Page
• DO THIS! USE MY TERMS! [Beauty … Grace … Clarity.] Be quantitative. [PLEASE.]
![Page 379: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/379.jpg)
WEB Words: TP
NO CLUTTER!
![Page 380: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/380.jpg)
“When you click on Yahoo! today you get the same
simple, nearly graphics-free home page you would have seen had you clicked three
years ago.”Fortune, on Zod Nazem,
Yahoo! CTO
![Page 381: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/381.jpg)
No Clutter! CNNSI.com developed an increasingly common
problem. In the midst of adding material, its design went bad. CNNSI became so packed with links, new sections and graphics that it actually became hard to find something as basic as the
score of last night’s ballgame. Then it got worse. The team tried to make new graphic elements
eye-catching enough to stand out from the site’s clutter. But the surfers ignored them, thinking
they were ads.”Business Week [9-99]
![Page 382: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/382.jpg)
T.T.D.: Campaign Y2K!
Plain, energetic, sparkling English!
![Page 383: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/383.jpg)
Notes Page
• Spend … a lot … of time talking about this. MAKE IT YOUR EVERYDAY STANDARD FOR …
EVERYTHING … THAT
EMERGES FROM YOU/YOUR UNIT.
![Page 384: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/384.jpg)
T.T.D./Design “Awareness”!
STEP No. 1: NOTEBOOK![Start recording the awesome
and the awful.]
![Page 385: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/385.jpg)
Notes Page
• THIS IS MY “SECRET.” I am not “artistic.” But … I did teach myself to be … CONSTANTLY AWARE. The Key: My [simple] notebook! [I’VE NOW BEEN “RECORDING” FOR ALMOST TEN YEARS!]
![Page 386: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/386.jpg)
Huge Opportunities [That Damn Few Are Pursuing!]
Women!The rapidly aging population!
Design!
![Page 387: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/387.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 388: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/388.jpg)
Brand Outside
Strategy 5:
It’s the Experience!
![Page 389: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/389.jpg)
“Experiences are as distinct from services as services are from
goods.”Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theater & Every Business a Stage
![Page 390: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/390.jpg)
“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
![Page 391: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/391.jpg)
Safe, On Time and …
“We defined personality as a market niche. We seek to
amuse, to surprise, to entertain.”
Herb Kelleher, Main Man, LUV Airlines
![Page 392: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/392.jpg)
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
![Page 393: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/393.jpg)
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 Theater & Every Business a Stage
![Page 394: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/394.jpg)
“What’s the plot?”
Freeman Thomas, designer
![Page 395: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/395.jpg)
T.T.D.
WHAT’S THE [your] PLOT?
![Page 396: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/396.jpg)
Notes Page
• WHAT IS YOUR STORY? [Be specific!] Message: This applies to every [Finance] project!
![Page 397: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/397.jpg)
“Cars are not simply to get you from place to place. They ought to
be entertainment. We are sort of in the entertainment
business.”
J Mays, Ford
![Page 398: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/398.jpg)
“This is the end of the pure product era. For instance, car
makers are beginning to understand that the car is a
platform for delivering services that drive the customer
experience.”Carly Fiorina, HP @ Comdex ’99
![Page 399: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/399.jpg)
T.T.D.
Carefully examine/think through every aspect of “the experience of us.”*
*This holds for the Finance Dept. as well as the corporation’s “products”
![Page 400: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/400.jpg)
Notes Page
• This demands a lot of care! THINK OF YOURSELF AS A DRAMATIST, A DIRECTOR. THINK ABOUT “THE WAY WE COME ACROSS.” Be … ridiculously … specific! [God is in the Details.]
![Page 401: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/401.jpg)
Context: “No” to “inevitable commoditization”
S1: Lead the Customer!S2: Master E-Commerce!
S3: Women Rule! (and the elderly)
S4: Design Rules! (too)
S5: It’s the Experience!Bottom Line: Glorious Age of the
BRAND!
![Page 402: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/402.jpg)
[ “Take Home Value”Road Warriors: Cast Off Your Blands/
Free Your Taste Buds
Tabasco Sauce Dijon Mustard
Balsamic Vinegar ]
![Page 403: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/403.jpg)
Brand Outside
BRAND POWER!
![Page 404: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/404.jpg)
T.T.D.
How do you [& yours] define
“brand”?
![Page 405: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/405.jpg)
Notes Page
• It sounds Elementary. It’s not! DISCUSS:
WHAT IS A BRAND [THAT MATTERS]?
![Page 406: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/406.jpg)
Brand Defined
DistinctionExcellence
Emotional “Signature”Trustworthiness
ConsistencyShorthand
![Page 407: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/407.jpg)
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]
![Page 408: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/408.jpg)
“What Matters to Online Buyers”*
#1: Product brand
#2: Retailer brand
*Source: Business 2.0
![Page 409: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/409.jpg)
No Room for Brands?
NikeSaturnCNN
America OnlineCharles Schwab
StarbucksThe Gap
IntelEtc.
![Page 410: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/410.jpg)
T.T.D.
HAVE YOU GENUINELY EXAMINED THE ENORMITY
OF “BRAND POWER”?
ARE YOU A NO-BALONEY STUDENT OF BRANDING?
![Page 411: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/411.jpg)
Notes Page
•As usual: STUDENT-HOOD MATTERS!
![Page 412: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/412.jpg)
Brand = Trust!
“Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.”
The Economist
![Page 413: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/413.jpg)
“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
![Page 414: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/414.jpg)
“Salt is salt is salt. Right? Not when it
comes in a blue box with a picture of a little girl carrying an umbrella. Morton International continues to dominate the U.S. salt market even though it charges more for a product that is demonstrably
the same as many other products on the shelf.”
Tom Asaker, Humanfactor Marketing
![Page 415: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/415.jpg)
T.T.D./Calling the Corporate Shrink!
“Organizational Psychotherapy”/
WHO WE ARE!
![Page 416: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/416.jpg)
Notes Page
• This is The Big Enchilada:
SPEND – lotsa – TIME ON IT!
![Page 417: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/417.jpg)
“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
![Page 418: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/418.jpg)
“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and
diversity, choices become increasingly informed by belief. [Consumers] want to
know who is behind the products that they buy. They want to know the
company. They want to know what you think.”
Jesper Kunde, Corporate Religion
![Page 419: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/419.jpg)
Scott Bedbury/ Nike, Starbucks
“A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an
emotional connecting point that transcends the product.
“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that
connects with something very deep - a fundamental appreciation of mythology. Stories
create the emotional context people need to locate themselves in a larger experience.”
![Page 420: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/420.jpg)
Brand = Special = Passion =
Connection = Caring*
* (Way) beyond “market research”
![Page 421: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/421.jpg)
“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 one 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
![Page 422: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/422.jpg)
“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
![Page 423: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/423.jpg)
T.T.D./Assignment Y2K
Write an essay on “Who we are.”*
* Jesper Kunde, Corporate Religion
![Page 424: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/424.jpg)
Notes Page
•DO IT! 500 words. [And
then: 10 words.]
![Page 425: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/425.jpg)
“How can I know what I think till I see what I say”*
Exercise : Write copy for a bookmark! (Etc.)
*Graham Wallas, The Art of Thought
![Page 426: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/426.jpg)
The Ten Rules of Radical Marketing
CEO must “own” the marketing function!Hyper-lean Mktg. Dept. (No filters!)
CEO hangs out with customers!Love + Respect your customers!
Just Say No … to market research!Hire only passionate missionaries!
Create a Community of users-customers!Emphasize one-to-one marketing tools!
Celebrate craziness!Be insanely True to the Brand!
Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)
![Page 427: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/427.jpg)
T.T.D./Message Bran[d]son:
Live the Brand!*
*How? [Be specific! As of … NOW!]
![Page 428: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/428.jpg)
Notes Page
• YOU ARE THE BRAND! How – exactly – has that been expressed by your actions … TODAY?
[IN THE LAST 45 MINUTES?]
![Page 429: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/429.jpg)
Brand Leadership
Lead Out Loud!
![Page 430: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/430.jpg)
ENTHUSIASM RULES!
“I am a dispenser of enthusiasm”/ Ben
Zander
![Page 431: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/431.jpg)
“If you want to be persuasive, you have to generate a high level of energy. It’s energy that makes you visible, that gives you
presence. I call it ‘performance energy,’ and it’s the basis of dynamic leadership.
There is nothing artificial about it. Performance energy is an authentic part of who you are. You
just have to access it.”
Martha Burgess, Theater Techniques for Business People
![Page 432: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/432.jpg)
“Leadership is a performance. You have to be
conscious of your behavior, because everybody else is.”
Carly Fiorina
![Page 433: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/433.jpg)
T.T.D.
Evaluate yourself [unsparingly] as an
[enthusiastic] “performing artist”!*
*In today’s dealings. [Use outside assistance?]
![Page 434: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/434.jpg)
Notes Page
• You don’t have to be Bill Cosby. You do have to understand that … ALL LEADERS
ARE ON-STAGE … ALL THE
TIME! [And: “Leader” does NOT mean “boss.” It means anyone trying to “Get Cool Stuff Done.”]
![Page 435: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/435.jpg)
T.T.D./Follow Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF AT RISK!
![Page 436: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/436.jpg)
Notes Page
•
Sooooooo …… ???
![Page 437: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/437.jpg)
“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.”Emile Zola
![Page 438: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/438.jpg)
“I’d rather regret the things I have done than the things I have not.”
Lucille Ball
![Page 439: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/439.jpg)
How sweet it is!
![Page 440: Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00](https://reader038.vdocuments.us/reader038/viewer/2022110320/56649cca5503460f949928af/html5/thumbnails/440.jpg)
“If things seem under control, you’re just
not going fast enough.”
Mario Andretti