Tom Peters Seminar2000 Distinct or … Extinct OLA San Diego 04Novem ber2000

1. Tom Peters Seminar2000Distinct or … ExtinctOLASan Diego04November2000

2. When MikeCharles gets lonely, who does he talk to …

3. Mike Charles. Stanford history prof.Whirlpool fridge.Out of 2% milk.Tap keypad on door. Webvan.com delivers in hours. Next, he sends his washer an email …Source: Business Week (09.00)

4. Um … Eduardo Kac and Alba, the glowing* bunny rabbit!*You can thank one selfless jellyfish and several French scientists!Source: Rutland Herald (10.01.00)

5. NOW THAT’S B-I-G!“The period 2000-2002 will bring the single greatest change in worldwide economic and business conditions since we came down from the trees.”David Schneider & Grady Means, MetaCapitalism

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

7. “It used to be that the big ate the small. Now the fast eat the slow.”Geoff Yang, IVP/ (Institutional Venture Partners)

8. Progressive“We don’t sell insurance anymore.We sell speed.”– Peter LewisDigital cameras, wireless Net links, etc.:SOME CLAIMS PAID WITHIN 20 MINUTES!Source: Business Week (09.00)

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

10. Forces @ Work IThe Destruction Imperative!

11. 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

12. Paradox ReduxAtlanta: +113,600 = #1 metro areaLayoffs [major]: BellSouth, Lockheed, Coca-Cola

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

14. White Collar Revolution!

15. 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.”

16. Advance ParadigmData on 165,000,000 prescriptions per year; docs and insurers have access to recordsReduces med errors; saves $2.88 per scrip [prescribing errors]; docs save $14,000 per year in review timeRev in ’99: $2B; $477M in ’98Source: Business Week (09.00)

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

18. Brand InsideBrand Work: The WOW Project

19. The Raw Material … The WOW Project!

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

21. Brand InsideBrand You: Distinct … or Extinct

22. 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

23. Invent. Reinvent. Repeat.Source: HP banner ad

24. Brand InsideBrand Talent: The Great War for Talent

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

26. “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)

27. “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)

28. “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

29. 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

30. Women: Born to Lead!Women and new-economy management …

31. “On average, women and men possess a number of different innate skills. And current trends suggest that many sectors of the twenty-first-century economic community are going to need the natural talents of women.Helen Fisher, The First Sex: The Natural Talents of Women and How They are Changing the World

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

33. “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

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

35. Mantra2000Talent = Brand

36. Pine-paneled Office Address: 1 Big Man Plaza Secretary Suit Formal Rank conscious Pretense (“Failures are for fools.”) I love “Yes men” Self-contained Seat 9B, UA233 Address: Rick@Corp.com Typing: 60 WPM Casual M-F Approachable We are a HOT Team Screwing up is as normal as breathing I love Misfits! I love partners N.W.O.: Was-Is

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

38. Forces @ Work IIThe Commodity Trap

39. 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

40. “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

41. The “10X/10X Phenomenon”10 Times Better/10 Times Less Different

42. “When we did it ‘right’ it was still pretty ordinary.”Barry Gibbons on “Nightmare No. 1”

43. Brand OutsideThe Death Knell for Ordinary: Pursuing Difference!

44. My [Sorry] ExperienceI have no acute problems.I view the “glasses thing” as an annoyance of getting old.I have not been educated; I am now stunned at my options.A little thing [frame defect] can ruin the entire experience.Your [collective] sales and education effort has been underwhelming.As I prepared for this seminar, I became very annoyed!I am a [classic?] missed opportunity.

45. Brand OutsideStrategy 1:Lead the Customer!

46. “If you worship at the throne of the voice of the customer, you’ll get only incremental advances.”Joseph Morone, President, Bentley College

47. “These days, you can’t succeed as a company if you’re consumer led – because in a world so full of so much constant change, consumers can’t anticipate the next big thing. Companies should be idea-led and consumer-informed.”Doug Atkin, partner, Merkley Newman Harty

48. “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

49. Nypro!

50. Brand OutsideStrategy 2:Use E-Commerce toRe-inventEverything!