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Part I: Brand Inside Part II : Brand Outside Part III : Brand Leadership

Distinct or … Extinct Tom Peters Seminar2000 ASAE Annual Meeting and Exposition Orlando Convention Center 13 August 2000. Pentium III 800MHz: $42,893.00/# Hermes Scarf: $1,964.29 Saving Private Ryan on DVD: $874.75 Mercedes-Benz: $18.98 Hot-rolled steel: $0.19 Source: Fortune (3.20.00).

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Part I: Brand Inside Part II : Brand Outside Part III : Brand Leadership

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  1. Distinct or … ExtinctTom Peters Seminar2000ASAE Annual Meeting and ExpositionOrlando Convention Center13 August 2000

  2. Pentium III 800MHz: $42,893.00/#Hermes Scarf: $1,964.29Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19Source: Fortune (3.20.00)

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

  4. Forces @ Work IThe Destruction Imperative!

  5. Forget > Learn“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”Dee Hock

  6. The [New] Ge WayDYB.com

  7. Brand InsideBrand Org:Lean, Linked, Electronic & Malleable

  8. RR on “Assetless” [J.B.] 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.”

  9. Cisco, Dell =Brand-owning companies who sell Customer SatisfactionSource: David Schneider & Grady Means, MetaCapitalism

  10. Brand InsideBrand Work: The WOW Project

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

  12. 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)

  13. Brand InsideBrand Talent: The Great War for Talent

  14. “When land was the scarce resource, nations battled over it. The same is happening now for talented people.”Stan Davis & Christopher Meyer, futureWEALTH

  15. Winner Take All!From “1, 2 or 3” [JW] to …“Best talent in each industry segment to build best proprietary intangibles”[EM]Source: Ed Michaels, War for Talent (05.17.00)

  16. “We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia Pacific changed 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)

  17. “Top performing companies are two to four times more likely than the rest to pay what it takes to prevent losing top performers.”Ed Michaels, War for Talent (05.17.00)

  18. “This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s the relentless rise of the quasi-adolescents who wield them.”Michael Schrage

  19. “Diversity defines the health and wealth of nations in a new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match – these people are inheriting the earth. Mixing is the new norm. Mixing trumps isolation. It spawns creativity, nourishes the human spirit, spurs economic growth and empowers nations.”G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge

  20. Dudes With ’Tude“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

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

  22. Forces @ Work IIThe Commodity Trap

  23. “The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similarideas, producing similar things, with similarprices and similar quality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business

  24. Brand OutsideStrategy 1:Lead the Customer!

  25. “Our strategies must be tied to leading edge customers on the attack. If we focus on the defensive customers, we will also become defensive.”John Roth, CEO, Nortel

  26. “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

  27. Brand OutsideStrategy 2:Use the Web/E-Commerce toRe-inventEverything!

  28. www.cyveillance.com08.12.2000/0509AM:2,337,711,647

  29. www.cyveillance.com08.13.2000/0506AM:2,344,831,197

  30. Or …23hrs57min = 7,119,550

  31. Tomorrow Today: Cisco!87% of $20B*(Cisco Connection ONLINE)Save $500M(service and tech support)* = $48,000,000 per … DAY

  32. COMMUNITY!/ COMMUNITY SERVICES!

  33. Tomorrow Today: Cisco!87% of $20B(Cisco Connection ONLINE)Save $500M(service and tech support)C.Sat e >> C.Sat HCustomer Engineer Chat Rooms/CollaborativeDesign ($1B “free” consulting)

  34. Plasticsnet.com: $370B; sellers pay $5K to $8K for “storefront”; 5% to 10% cut Hook: community services (database, catalogs, forums, industry job bank, etc.)

  35. SoftWatch (MS)“Manage relationships across the healthcare continuum”/ Amir KishonEstablish e-relationships with customers/retain customers/collect dataPatients record info + receive feedback/ online access to nursesCommunity with others with MSEtc.Source: Start-Up

  36. B2C Success“Genuine brand strength”“Build community”Source: Geoffrey Moore

  37. Bruce Butterfield, CEO, The Forbes Group …“self-forming groups”“catalyst for community”“participant-determined world”Source: Association Executive 4/00

  38. Community …Somewhat mediated, segmented chat rooms (must be “managed”/ seeded)User-friendly technical/ professional infoIndustry “intelligence”Some very timely stuff/ attractorsHotlinks by the gazillion (to professional and unrelated stuff)Expert/ advisor opinions (info, chats, etc.)Opportunity for users to build own Web page & create own communities

  39. Some Lessons from AOL (Yahoo, etc.) …Customized InfoCustomer ControlUtility (convenience, speed, control, insta-choice)Self-created CommunityChat/Sociability!

  40. Anne Busquet/ American ExpressNot: “Age of the Internet”Is: “Age of Customer Control”

  41. “Where does the Internet rank in priority? It’s No. 1, 2, 3, and 4.”Jack Welch

  42. There are 2 Kinds of …Defense*vs.Offense***Fend off upstarts.**Reinvent our marketspace!

  43. ACT NOW, ACT FAST, KEEP ACTING

  44. “It’s better to be first with less than last with more. Success on the Web isn’t just about time to market, it’s also about‘time to learning.’ ”Jeff Levy, eHatchery

  45. Web Fallout I (-)“Associations have lost their information franchise.”Bruce Butterfield, CEO, The Forbes Group (Association Executive 4/00)

  46. Web Fallout II (-) TP: Associations are also losing their “community franchise”!

  47. Web Fallout III (+) TP: All “the rules” are changing. Who will make the new rules-frameworks? NEED SOLIDARITY-SUSTAINED PASSION-EDUCATION-P.R.-BRAND STRENGTH IN D.C., THE W.T.O., THE MEDIA, ETC. …NOW MORE THAN EVER!

  48. Web Fallout IV (+)ONLY INSPIRED, RISK-TAKING, ENTREPRENEURIAL LEADERSHIP WILL PREVAIL!

  49. Brand OutsideStrategy 3:Fighting Back viaSystemsIntegration!

  50. “Systems Integrators” Unite[And Conquer]Cisco’s winning strategy [USAToday 07.11]: “Become the ‘Go-to’ Systems Provider”

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