TRAINING/HR: Own the BRAND ! (Damn it!) Tom Peters/06.18.01

1. TRAINING/HR:Own the BRAND!(Damn it!)Tom Peters/06.18.01

2. 1. ARE YOU AT THE HEART OF THE BRANDPROMISE? 100% OF THE TIME?

3. MantraM3Talent = Brand

4. What’s your company’s … EVP?Employee Value Proposition, per Ed Michaels et al., The War for Talent

5. EVP = Challenge, professional growth, respect, satisfaction, opportunity, rewardSource: Ed Michaels et al., The War for Talent

6. “Most companies tend to equate branding with the company’s marketing. Design a new marketing campaign and, voila, you’re on course. They are wrong. The task is much bigger. It is about fulfilling our potential … not about a new logo, no matter how clever. WHAT IS MY MISSION IN LIFE?WHAT DO I WANT TO CONVEY TO PEOPLE?HOW DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE WORLD IS ACTUALLY UNIQUE? The brand has to give of itself, the company has to give of itself, the management has to give of itself. To put it bluntly, it is a matter of whether—or not—you want to be … UNIQUE … NOW.”Jesper Kunde, A Unique Moment

7. “We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual—the language of emotion—will affect everything from our purchasing decisions to how we work with others.Companies will thrive on the basis of their stories and myths.Companies will need to understand that their products are less important than their stories.”Rolf Jensen, Copenhagen Institute for Future Studies

8. Edgartown MA: A&P Fun in the Sun StoreDO THE EMPLOYEES BUY THIS ACT?

9. HRColleagues:YOU—not “marketing”—“OWN” THE “BRAND PROMISE”!(If you wish.)

10. Titles!Manager HRIS to Manager Human Capital Assets or Manager Employee Marketing**IHRIM.link (2-3.2001)

11. “WHO ARE WE?”

12. WHAT’S OUR STORY?

13. “ WHY DOES IT MATTER TO THE CLIENT?”

14. “EXACTLY HOW DO I PASSIONATELYCONVEY THAT DIFFERENCE TO THE CLIENT ”

15. Message: REAL Branding is personal. REAL Branding is integrity. REAL Branding is consistency& freshness. REAL Branding is the answer to WHO ARE WE? WHY ARE WE HERE? REAL Branding is why I/you/we [all] get out of bed in the morning. REAL Branding can’t be faked. REAL Branding is a systemic, 24/7, all departments, all hands affair.

16. 2. Consider: You Could Be Source#1 of Market Cap Enhancement.

17. 11 September 2000

18. 09.11.2000: HP bids $18,000,000,000for PricewaterhouseCoopersConsulting business!

19. [“These days, building the best server isn’t enough. That’s the price of entry.”Ann Livermore, Hewlett-Packard]

20. HP … Sun … GE … IBM … UPS … UTC … General Mills … Springs … Anheuser-Busch … Carpet One … Etc. … Etc.

21. “UPS wants to take over the sweet spot in the endless loop of goods, information and capital that all the packages [it moves] represent.”ecompany.com/06.01 (E.g., UPS Logistics manages the logistics of 4.5M Ford vehicles, from 21 mfg. Sites to 6,000 NA dealers)

22. “ ‘Architecture’ is becoming a commodity. Winners will be ‘Turnkey Facilities Management’ providers.”SMPS Exec

23. “Department Head”to …Managing Partner, HRInc.

24. eHR*/PCC***All HR on the Web**Productivity Consulting CenterSource: E-HR: A Walk through a 21st Century HR Department, John Sullivan, IHRIM

25. Heroic HR*B2E [Bus. To Employee] like B2CHCAM [Hum. Cap. Asset Mgt.] MindsetBrand HREmployee Portal [not HR Portal]/Common Employee Home PageLdr. for Knowledge Mgt. & Workgroup CollaborationWeb-based HR TransactionsEtc.*Marc Miller, IHRIM.link (6-7.2001)

26. “P.S.F.”: SummaryH.V.A. Projects (100%)Pioneer ClientsWOW Work (see below)Hot “Talent” (see below)“Adventurous” “Culture”Proprietary Point of View (Methodology)W.W.P.F. (100%)/Outside Clients (25%++) When: Now!

27. Maybe one [or more] of your “PSFs” becomes the tail that wags the dog called Market Cap?????[E.g.: HR-IS-Customer Service]

28. 3. Become Member #1 of the TDFT/TalentDevelopmentFanaticsTeam.

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

30. “We have transitioned from an asset-based strategy to a talent-based strategy.”Jeff Skilling, CEO, Enron

31. 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)

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

33. Model 24/7: Sports Franchise GM

34. 33 Division Titles. 26 League Pennants. 14 World Series: Earl Weaver—0. Tom Kelly—0. Jim Leyland—0. Walter Alston—1AB. Tony LaRussa—132 games, 6 seasons. Tommy Lasorda—P, 26 games. Sparky Anderson—1 season.

35. “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)

36. What gets measured gets done. What gets paid for gets done more.What gets paid a lot for gets done a lot more.

37. “Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities.Arguably this is the first time the older generation can—and must—leverage the younger generation very early in their careers.”Ed Michaels, War for Talent (05.17.00)

38. EnronCOO: Louise Kitchen, F, 29; created EnronOnline as “Skunkworks”

39. “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

40. Women’s Strengths: Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment > top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value interpersonal & technical skills, group & individual contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversitySource: Judy B. Rosener, America’s Competitive Secret

41. The New Economy …Shout goodbye to “command and control”!Shout goodbye to hierarchy!Shout goodbye to “knowing one’s place”!

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

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

44. 4. Diversity PAYS. BIGTIME.

45. “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

46. 5. Training/HR [Writ Large] Is a/the PrimaryTalentAttractant.

47. “New Economy changes how firms treat layoffs”Headline, USA Today (03.19.2001)

48. New World of Work< 1 in 10 F500#1: Manpower Inc.Freelancers/I.C.: 16M-25MTemps: 3M (incl. CEOs & lawyers)Microbusinesses: 12M-27MTotal: 31M-55MSource: Daniel Pink, Free Agent Nation

49. “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

50. “You are the storyteller of your own life, and you can create your own legend or not.”Isabel Allende