Tom Peters’ Extreme Business! Re-imagining Century21 Enterprise Home Depot/Atlanta/12.17.2002

1. Tom Peters’ Extreme Business!Re-imagining Century21 EnterpriseHome Depot/Atlanta/12.17.2002

2. 1. The Destruction Imperative.

3. “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)

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

5. Forbes100 from 1917 to 1987: 39 members of the Class of ’17 were alive in ’87; 18 in ’87 F100; 18 F100 “survivors” underperformed the market by 20%; just 2 (2%), GE & Kodak, outperformed the market 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

6. “Mr. Foster and his McKinsey colleagues collected detailed performance data stretching back 40 years for 1,000 U.S. companies. They found that none of the long-term survivors managed to outperform the market. Worse, the longer companies had been in the database, the worse they did.”—Financial Times/11.28.2002

7. C.E.O.to C.D.O.

8. No Wiggle Room!“Incrementalism is innovation’s worst enemy.” Nicholas Negroponte

9. 2. IS/ IT/ Web … “On the Bus” or “Off the Bus.”

10. 100square feet

11. Impact No. 1/ Logistics & Distribution: Wal*Mart … Dell … Amazon.com … Autobytel.com … FedEx … UPS … Ryder … Cisco … Etc. … Etc. … Ad Infinitum.

12. Autobytel:$400.Wal*Mart:13%.Source: BW(05.13.2002)

13. “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

14. 3. The Heart of the Value Added Revolution: The “Solutions Imperative.”

15. Gerstner’s IBM: Systems Integrator of choice. Global Services: $35B.Pledge/’99: Business Partner Charter. 72 strategic partners, aim for 200. Drop many in-house programs/products. (BW/12.01).

16. E.g. …UTC/Otis + Carrier: boxes to “integrated building systems”

17. Leased AC: Units of “Coolth”

18. “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)

19. “No longer are we only an insurance provider. Today, we also offer our customers the products and services that help them achieve their dreams, whether it’s financial security, buying a car, paying for home repairs, or even taking a dream vacation.”—Martin Feinstein, CEO, Farmers Group

20. “Customer Satisfaction” to “Customer Success”“We’re getting better at [Six Sigma] every day. But we really need to think about the customer’s profitability. Are customers’ bottom lines really benefiting from what we provide them?”Bob Nardelli, GE Power Systems

21. Keep In Mind: Customer Satisfactionversus Customer Success

22. 4. A World of Scintillating/ Awesome/ WOW “Experiences.”

23. “Experiencesare as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

24. “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

25. “Club Med is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an entirely new ‘me.’ ”Source: Jean-Marie Dru, Disruption

26. 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

27. WHAT CAN BROWN DO FOR YOU?

28. The “Experience Ladder”Experiences ServicesGoods Raw Materials

29. 1940: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.001990: Party @ Chuck E. Cheese (experience economy) $100.00

30. Message:“Experience” is the “Last 80%”P.S.: “Experience” applies to allwork!

31. 1940: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.001990: Party @ Chuck E. Cheese (experienceeconomy) $100.00

32. Bob Lutz:“I see us as being in the art business. Art, entertainment and mobile sculpture, which, coincidentally, also happens to provide transportation.”Source: NYT 10.19.01

33. Extraction & Goods: Male dominanceServices & Experiences: Female dominance

34. “Women don’t buy brands. They join them.”EVEolution

35. The “Experience Ladder”Experiences ServicesGoods Raw Materials

36. Ladder PositionMeasureSolutions Success(Experiences)Services SatisfactionGoods Six-sigma

37. 5. Experiences+: Embracing the “Dream Business.”

38. DREAM: “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be.” —Gian Luigi Longinotti-Buitoni

39. Emotional Design that Interprets Dreams“Zero defects”: Only the starting point.Love at first sight.Design for the five senses.Develop to expand the Main Dream.Design so as to seduce through the peripheral senses.Source: Gian Luigi Longinotti-Buitoni

40. The marketing of Dreams (Dreamketing)Dreamketing: Touching the clients’ dreams.Dreamketing: The art of telling stories and entertaining.Dreamketing: Promote the dream, not the product.Dreamketing: Build the brand around the main dream.Dreamketing: Build the “buzz,” the “hype,” the “cult.”Source: Gian Luigi Longinotti-Buitoni

41. 6. The [Mostly Ignored] “Soul” of “Experiences”: Design Rules!

42. 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 Ohga

43. “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 fundamentalsoul of a man-made creation.”Steve Jobs

44. Design Transforms even the [Biggest] Corporations!TARGET… “the champion of America’s new design democracy” (Time) “Marketer of the Year 2000” (Advertising Age)

45. Design “is” … WHAT & WHY I LOVE. LOVE.

46. I LOVEmy ZYLISS Garlic Peeler!

47. Design “is” … WHY I GET MAD. MAD.

48. Wanted: THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!

49. Design is neverneutral.

50. Hypothesis:DESIGN is the principaldifference between love and hate!