Are You Weird Enough to Win? Tom Peters The NAB Radio Show New Orleans/09.06.2001

1. Are You WeirdEnough to Win?Tom PetersThe NAB Radio ShowNew Orleans/09.06.2001

2. “We are entering an era of no limits, with nothing to brake the cascade of human intelligence unleashed by the Information Age. The Web essentially allows all the brains on earth to communicate and share insights in real time, around the globe, all the time.”Jeffrey Young, Cisco Unauthorized

3. “In 25 years, you’ll probably be able to get the sum total of all human knowledge on a personal device.”Greg Blonder, VC [was Chief Technical Adviser for Corporate Strategy @ AT&T] [Barron’s 11.13.2000]

4. <1000A.D.: paradigm shift: 1000s of years1000: 100 years for paradigm shift1800s: > prior 900 years1900s: 1st 20 years > 1800s2000: 10 years for paradigm shift21st century: 1000X tech change than 20th century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture in the fabric of human history”)Ray Kurzweil, talk april2001

5. Part I: Brand InsidePart II: Brand OutsidePart III: Brand Leadership

6. Forces @ Work IThe Destruction Imperative!

7. “The corporation as we know it, which is now 120 years old, isnot likely to survive the next 25 years.Legally and financially, yes, but not structurally and economically.”Peter Drucker, Business 2.0 (08.00)

8. “Good management was the most powerful reason [leading firms] failed to stay atop their industries. Precisely because these firms listened to their customers, invested aggressively in technologies that would provide their customers more and better products of the sort they wanted, and because they carefully studied market trends and systematically allocated investment capital to innovations that promised the best returns, they lost their positions of leadership.”Clayton Christensen, The Innovator’s Dilemma

9. “Acquisitions are about buying market share. Our challenge is to create markets. There is a big difference.” Peter Job, CEO, Reuters

10. The [New] Ge WayDYB.com

11. The Gales of Creative Destruction+29M = -44M + 73M+4M = +4M - 0M

12. Brand InsideBrand Org:Lean, Linked, Internet-driven, Virtual

13. White Collar Revolution!

14. 108 X 5vs. 8 X 1= 540 vs. 8(-98.5%)

15. IBM’s Project eLiza!

16. Brand InsideRedefining the Work Itself: The WOW Project

17. “Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec

18. “Learn not to be careful.”Photographer Diane Arbus to her students (Careful = The sidelines, per Harriet Rubin in The Princessa)

19. The greatest dangerfor most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo

20. Characteristics of the “Also rans”*“Minimize risk”“Respect the chain of command”“Support the boss”“Make budget”*Fortune, article on “Most Admired Global Corporations”

21. Forbes100 from 1917 to 1987: 39 members of the Class of ’17 were alive in ’87; 18 are in ’87 F100; the 18 F100 “survivors” underperformed the market by 20%; just 2 (2%), GE & Kodak, outperformed the market from 1917 to 1987.S&P 500 from 1957 to 1997: 74 members of the Class of ’57 were alive in ’97; 12 (2.4%) of 500 outperformed the market from 1957 to 1997.Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market

22. Message*: Are all CEOs bozos? Was Darwin a genius, or what? So,Boss Man, whadda you say about “risk taking” now?*And “all that” (2 of 100; 12 of 500) was in relatively placid times.

23. Brand InsideBrand Talent: The Great War for Talent

24. From “1, 2 or you’re out” [JW] to …“BestTalent in each industry segment to build best proprietary intangibles”[EM]Source: Ed Michaels, War for Talent (05.17.00)

25. “We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia-Pacificchanged 20 of his 40 box plant managers to put more talented, higher paid managers in charge.He increased profitability from $25 million to $80 million in 2 years.”Ed Michaels, War for Talent (05.17.00)

26. Message: Some people are better than other people.Some people are a helluva lot better than other people.

27. “AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure”Title, Special Report, Business Week, 11.20.00

28. Women’s Stuff =New Economy MatchImprov skillsRelationship-centricLess “rank consciousness”Self determinedTrust sensitive IntuitiveNatural “empowerment freaks” [less threatened by strong people]Intrinsic [motivation] > Extrinsic

29. “TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer ‘to do’ list? Who enjoys a recap to the day’s events? Who is better at keeping in touch with others?”Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson

30. “Boys are trained in a way that will make them irrelevant.”Phil Slater

31. The Cracked Ones Let in the Light“Our business needs a massive transfusion of talent, and talent, I believe, is most likely to be found among non-conformists, dissenters and rebels.”David Ogilvy

32. “Are thereenoughweirdpeoplein the lab these days?”V. Chmn., pharmaceutical house, to a lab director (06.01)

33. And:Dr. LauraLarry KingPaul HarveyImusHoward SternPat RobertsonGarrison KeillorJohn Edwards

34. MantraM3Talent = Brand

35. Part I: Brand InsidePart II: Brand OutsidePart III: Brand Leadership

36. Forces @ Work IIThe Sameness Trap

37. “The ‘surplus society’ has a surplus of similar companies, employing similarpeople, with similar educational backgrounds, working in similar jobs, coming up with similarideas, producing similar things, with similarprices and similarquality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business

38. “Companies have defined so much ‘best practice’ that they are now more or less identical.”Jesper Kunde, A Unique Moment

39. Brand OutsideStrategy 1:Use E-Commerce toRe-inventEverything!

40. “Ebusiness is about rebuilding the organization from the ground up. Most companies today are not built to exploit the Internet. Their business processes, their approvals, their hierarchies, the number of people they employ … all of that is wrong for running an ebusiness.”Ray Lane, Kleiner Perkins

41. “The concept of being always on, always connected, is very powerful. … Companies are going to need to reach consumers across all the different transmission media and devices – across wireless, on cell phones, into cars, onto airplanes, into cabs, into the home and TV set. … It’s not just the message – now you’ve got a connection, what do you do with that?”Marc Andreessen [Mosaic, Netscape, Loudcloud]

42. “The Age of theNeverSatisfied Customer”Regis McKenna

43. Brand OutsideDemographics/Strategy 2A:Women Rule!

44. $4.8T > Japan9M/27.5M/$3.6T > Germany

45. ?????????Home Furnishings … 94%Vacations … 92%Houses … 91%Consumer Electronics … 51% Cars … 60% (90%)Allconsumerpurchases … 83%Bank Account … 89%Health Care … 80%

46. Women …50+% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.Source: Business Week; Jupiter Communications

47. Read This Book …EVEolution: The Eight Truths of Marketing to WomenFaith Popcorn & Lys Marigold

48. 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.”

49. EVEolution: Truth No. 1Connecting Your Female Consumers to Each Other Connects Them to Your Brand

50. “The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ”EVEolution