Distinct or Extinct Tom Peters Seminar 2000 Sun

Distinct or … Extinct Tom Peters Seminar 2000 Sun Microsystems San Diego 10 August 2000

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, Meta. Capitalism

John Roth’s Dogma [Nortel] 1. Our strategies must be tied to leading-edge customers on the attack. 2. Time cannot be sacrificed for better quality, lower cost, or even better decisions. 3. It doesn’t matter whether you develop or acquire leading technology. Our job is to provide the technology and products our customers need. 4. Success is achieved by leading change, not waiting for it. 5. We are paranoid about our leadership – willing to cannibalize our own products to maintain our edge. Source: Abridged from The Wall Street Journal (07. 25. 00)

Brand Inside Brand Org: Lean, Linked, Electronic & Malleable

Headline: “Bank of America to Cut … 10, 000 Jobs” “Middle-level and senior managers are expected to be the principal targets of the job cutbacks. ” Source: The New York Times (07. 29. 2000)

90 in 10: The Pincer 5 “Destructive” entrepreneurs “White Collar Robots” THE INTERNET! [E. g. : GM + Ford + Daimler. Chrysler/Covisint] Global Outsourcing [E. g. : India, Ireland] Speed!!

Brand Inside Brand Work: The Professional Service Firm Model & The WOW Project

So what will be the Basic Building Block of the New Org?

New Orleans April 2000: Jazz Festival + NAPM

You are the … Rock Stars of the B 2 B Age!

Enter … The WOW Project!* *The Project 50

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

Brand Inside Brand You: Distinct … or Extinct

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

Minimum New Work Survival Skills. Kit 2000 Mastery Rolodex Obsession Finishing Skills Entrepreneurial Instinct Mistress of Improv Sense of Humor Internse Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

Women and new-economy management …

Women’s Stuff = New Economy Match Improv skills Relationship-centric Less “rank consciousness” Self determined Trust sensitive Intuitive Natural “empowerment freaks” [less threatened by strong people] Intrinsic [motivation] > Extrinsic

P. S. 1: “In a Web First, Women Are in the Majority”* Q 12000: 50. 4% to 49. 6%; “Women and men use the Web differently. Women are more pressed for time. For them, the Internet is really a productivity tool. … Men tend to spend more time on line just playing around. ” *Headline, USAToday, 08. 09, p. 1 A; Media Metrics/Jupiter Communications

P. S. 2: 9/27. 5/3. 6 > Germany “Hard to believe … Different criteria” “Every research study we’ve done indicates that women really care about the relationship with their vendor. ” Robin Sternbergh/ IBM

Brand Inside Brand Talent: The Great War for Talent

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

“The leaders of Great Groups love talent and know where to find it. They revel in the talent of others. ” Warren Bennis & Patricia Ward Biederman

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

Talent = Brand

Brand Inside Brand Action: Getting Started … a Personal Perspective

Topic: Boss-free Implementation of STM /Stuff That MATTERS!

I. THE IDEA Find a Fellow Freak Faraway “ 4 Fs”:

Heart of the Matter K 2 K!* *Kook to Kook

Recruit [a/a = 1] Friend [in the Boondocks] Skip [Flip off] the Hierarchy! Recruit [A]nother Friend! Do Some Cool Shit! Fast! Surround the Bastards [with WOW WINS/ results]!

World’s Biggest Waste … Selling “Up”

Epitaph from Hell … Joe T. Jones 1942 - 2000 HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!

II. THE NUGGET Do Something. Do Anything. Get Going. Now.

Small[ish] Pioneer Playmate Now > Big, Sluggish, Dopey

III. THE TOOL Prototyping Mania!

Culture of Prototyping “Effective prototyping may be the most valuable core competence an innovative organization can hope to have. ” Michael Schrage

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

Forces @ Work II The Commodity Trap

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

“We make over three new product announcements a day. Can you remember them? Our customers can’t!” Carly Fiorina

Brand Outside Strategy 1: Lead the Customer!

“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

Lucent Tanks! Cause(s): (1) Listening to BIGGEST, SLUGGISH customers. (2) Failing to exploit the Web internally or externally Source: Business Week (08. 07. 00)

“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

Brand Outside Strategy 2: Use E-Commerce to Re-invent Everything!

Web. World = Everything Web as a way to run your business’ innards Web as connector for your entire supply-demand chain Web as “spider’s web” which re-conceives the industry Web/B 2 B as ultimate wake-up call to “commodity producers” Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer data Web as an Encompassing Way of Life Web = Everything (P. D. to after-sales) Web forces you to focus on what you do best Web as entrée, at any size, to World’s Best at Everything as next door neighbor

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

Brand Outside Strategy 3: It’s the Experience!

“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

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

“Car designers need to create a story. Every car provides an opportunity to create an adventure. … “The Prowler makes you smile. Why? Because it’s focused. It has a plot, a reason for being, a passion. ” Freeman Thomas, co-designer VW Beetle; designer Audi TT

Hmmmm(? ): “Only” Words … Story Adventure Smile Focus Plot Passion

“This is the end of the pure product era. For instance, car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience. ” Carly Fiorina, HP @ Comdex ’ 99

“We want to be the air traffic controllers of electrons. ” Bob Nardelli, GE Power Systems

“Systems Integrators” Unite [And Conquer] Cisco’s winning strategy [USAToday 07. 11]: “Become the ‘Go-to’ Systems Provider”

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. ”

Defense-Offense: Systems Integration/HVA Delphi, Dana United Technologies Corning GE Etc. [Anybody in their right mind!]

E. g. … GE: boxes [transformers, etc. ] to “air traffic controllers of electrons” UTC/Otis + Carrier: boxes to “integrated building systems”; P&W, etc. : boxes to major aircraft subsystems

Hospitality World Translation: You are responsible, in my mind, for … THE TURNKEY TRAVEL EXPERIENCE … and I don’t discriminate among who provides what.

Hotel in Las Vegas MY STAY HAS BEEN LOUSY! YOUR PROBLEM: A GROTESQUE START. To wit: 1 hour, 7 minutes in an airport cab line @ 10: 30 P. M. (1: 30 A. M. EDT)

Brand Outside BRAND POWER!

Brand It! Now, More Than Ever! “The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand. ” Gillian Law and Nick Grant, Management [New Zealand]

Brand = You Must Care! “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about. ” Tom Chappell, Tom’s of Maine

Rules of “Radical Marketing” Love + Respect Your Customers! Hire only Passionate Missionaries! Create a Community of Customers! Celebrate Craziness! Be insanely True to the Brand! Sam Hill & Glenn Rifkin, Radical Marketing (e. g. , Harley, Virgin, The Dead, HBS, NBA)

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

Brand Leadership Passion Rules!

“Create a Cause, not a ‘business. ’ ” Gary Hamel, Fortune (06. 00), on reinventing a company (Exemplar #1: Charles Schwab)

Brand Leadership: ENTHUSIASM RULES! “I am a dispenser of enthusiasm. ”/ Ben Zander

Ann Richards’ Dogma Show up! Know your message! PUT YOURSELF AT RISK EVERY DAY!