TOM PETERS’
LESSONS IN LEADERSHIP
21 March 2000
(Day #81 of the New Millennium)

Microsoft = R.O.W.
Microsoft >
GM + Ford +
Boeing + Lockheed Martin +
Deere + Caterpillar + USX +
Weyerhaeuser + Union Pacific +
Kodak + Sears + Marriott +
Safeway + Kellogg
Source: Business Week data through 5-99

Microsoft = R.O.W. (II)
Microsoft >
GM + Ford Boeing + Lockheed
Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union
Pacific + Kodak + Sears + Marriott + Safeway + Kellogg
+ McDonald’s + Bank One +
General Mills + American Airlines
+ United Airlines + + Delta Air
Lines + US Airways +
Quaker Oats
Source: Yastrow Marketing (through 11-23-99)

No Wiggle Room!
Nicholas Negroponte

Just Say No …
“I don’t intend to be known as the ‘King of the
Tinkerers.’ ”
CEO, large financial services company
(New York, 5-99)

Jacques’ New New Ford
Ford + MSN CarPoint
Ford + Yahoo!
Ford + Oracle
Ford + HP/MCIWorldcom
Etc.
Etc.

Tony(White)-World
Perkin-Elmer to PE Corp./
Sell “core bus.”/ Dump NAME!
Now: PE Biosystems,
Celera Genomics (Craig Venter)
$1.5B (’95) to $24B

???????????????????
Warner Lambert
&
Pfizer

“Medicine looks likely to change more in the next
20 years than it has in the last 200.”
British Medical Journal (11-11-99)

“There is probably going to be more confusion in the business world in the next decade than there has been in any decade in history.”
Steve Case (2-00)

Paul Allaire

T.T.D.s
The next slide is the first of many
“T.T.D.” activities. I.e.: Things To Do.
These are by and large shorthand forms of training exercises I use.
Also: Most of these T.T.D. slides have accompanying Notes.
(See following Slide.)
Tom Peters

T.T.D./True or False:
“incrementalism”
VERSUS
“innovation”?

Notes Page
• This is a daunting issue. There is no “right answer.” But it merits constant, conscious debate. Consider the value of incremental change. [Kaizen, etc.] And discuss whether or not this thwarts “BIG” initiatives aimed at wholesale reinvention.
• Also: Consider … “Can we do both?” [I’m not sure.] P.S.: This crucial issue holds for Finance
Departments as much as Product Divisions. And it holds for the smallest and newest of businesses! THIS DEBATE IS WORTH LOTS OF
TIME! KEEP IT PRACTICAL!

Seminar Y2K
Brand
:

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]

Part I: Forces @ Work
Part II: Brand Inside
Part III: Brand Outside
Part IV: Brand Leadership

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

Kevin Kelly, Out of Control

Q:
What do you do when you are a big, dopey company and out of ideas?

A:
You merge with another big, dopey company that doesn’t have any ideas either.

R:
An incredibly big, incredibly dopey company
… going nowhere.

“When asked to name just one big merger that had lived up to expectations, Leon Cooperman, former cochairman of Goldman
Sachs’ Investment Policy Committee, answered: ‘I’m sure there are success stories out there, but at this moment I draw a blank.’ ”
Mark Sirower, The Synergy Trap

“Acquisitions are about buying market share.
Our challenge is to create markets.
There is a big difference.”
Peter Job, CEO, Reuters

“We chose not to do a discounted cash flow analysis of their future earnings. We wanted their talent and we wanted their intellectual property.”
Art Reidel, CEO, Pharsight

“Our ideal acquisition is a small startup that has a great technology product on the drawing board that is going to come out in six to twelve months.
We buy the engineers and the next generation product. …”
John Chambers, Cisco

Dept. Head I = Sports G.M.
Dept. Head II = V.C.

G.M.
= The Recruitment and
Development of Top Talent.
[Period!]
V.C.
= Bets on “Talent.” Bets on Projects. [Period!]

Silicon Valley Success Secrets
“Pursuit of risk”: 4 of 20 in V.C. portfolio go bust; 6 lose money; 6 do okay; 3 do well; 1 hits the jackpot
Source: The Economist

“R & D”
Intel’s venture fund:
275 investments, $3.5B
Source: Fast Company (12-99)

T.T.D.
What are the specifics of your [personal, unit]
“Forgetting Strategy”?

Notes Page
• Discuss the idea of “learning” versus
“forgetting.” I THINK THIS IS A LOT MORE
THAN A “SEMANTICS DEBATE.” Assuming you agree with me, what – very specific – steps are you taking to move beyond the Assumptions du
Jour?
• Hint: This holds for a 1999 dot.com startup as much as for an elderly company.

T.T.D.
Discuss the G.M./V.C.
“strategy” as it applies to your unit.

Notes Page
• What do “G.M.s” do? [Invite one to talk to your group.] Do you do what they do? If not, why not? How about a “G.M.
Strategy”?
• Repeat the above for the Life of a Venture
Capitalist.

T.T.D.
Evaluate your portfolio of projects [and people]: Are you placing enough interesting [long shot?] bets?

Notes Page
• Be brutally honest!
• Hint: This holds for you and me as individuals as well as for our unit.

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

The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M

The Wall Street Journal
03-13-00 (P. 1)

Paradox Redux
Atlanta: +113,600 = #1 metro area
Layoffs [major]: BellSouth,
Lockheed, Coca-Cola

Built to Last v. Built to Flip
“The problem with Built to Last is that it’s a romantic notion. Large companies are incapable of ongoing innovation, of ongoing flexibility.”
“Increasingly, successful businesses will be ephemeral. They will be built to yield something of value – and once that value has been exhausted, they will vanish.”
Fast Company (03-00)

Message from Seattle?
Source: Newsweek 12-99

“ALL OF THESE ‘CONVERSATIONS’
TODAY ABOUT ‘THE WEB’ WILL
APPEAR SO BLOODY DAMN SILLY AND
PEDESTRIAN TEN … FIVE? … THREE?
… YEARS FROM NOW.”
— Tom Peters (11-99)
P.S.:
Read Ray Kurzweil’s The Age of Spiritual Machines: When
Computers Exceed Human
Intelligence

“Researchers say they have found a way to mate human cells with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”
AP/AOL/02-00

from Digiscents*
*On sale 12-00 (AOL/03-03-00)

T.T.D.
How do you rate as a …

Notes Page
• So … what … exactly … are you doing to
DESTROY what you [and yours] are today? List every Project that aims to
ATTACK today’s “culture” and assumptions. Be specific!

vs.
* 540 vs. 8

And Now the Equivalent …

ERP, ECM, Web, Etc.
IT’S THE GIANT SUCKING
SOUND
OF SLACK BEING
EXTRACTED FROM
THE GLOBAL ECONOMY!

“The coefficient of friction associated with the grunge of business is amazing!”
Michael Schrage

Swissair e>booking e>ticket e>check-in e>track e>info

And …
*Michael Dertouzos, MIT, on India’s
“back office” outsourcing potential
[02-08-00/Delhi]

The Pincer 5
“Destructive” entrepreneurs/ Global
Competition
“White Collar Robots”
THE INTERNET!
[E.g.: GM + Ford + DaimlerChrysler]
Global Outsourcing
[E.g.: India, Mexico]
Speed!!

The Mother of All Predictions
The Internet
Destructive Competition
Speed
White Collar Robots
White Collar Outsourcing

T.T.D.

Notes Page
• I admit that some say I’m over-the-top here. I honestly don’t think I am. Try and imagine your HR/Whatever Dept. fully automated with numerous tasks outsourced … to India or Ireland.

J.B.

F.G.

RR on 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.”

The “&-!!+#$% in the middle”*
Jim Clark on Healtheon/WebMD
* ’twixt docs, patients and providers; $300B in waste (?); source: Michael Lewis,
The New New Thing

Hill Physicians Medical Group/
2,500 California docs
WAS: 200,000 claims per month
34 employees doing 150 per day
NOW: Healtheon/WebMD portal processes 3,500 claims in
45 minutes; 1/3 of claims via
Healtheon/WebMd now [after 1 year];
60% by year’s end

[ Incidentally …
CEO Jeff Arnold
Age: 30
First Start-up: Age 24]

SoftWatch (MS)
“Manage relationships across the healthcare continuum”/ Amir Kishon
Establish e-relationships with customers/retain customers/collect data
Patients record info + receive feedback/ Online access to nurses
Community with others with MS
Etc.
Source: Start-Up

Bob Nardelli,
GE Power Systems

T.T.D.

Notes Page
• Try to depict your industry … or your department … with all its interconnections. E.g.: What if every task you perform became a “for profit” task in which you became an “industry expert”?
E.g.: As an HR Dept. in the utility industry, what if you started the premier dot.com industry Talent Bank?

*Now … more than ever!

PSF 1.0
Department Head to …
Managing Partner,
HR [IS, etc.] Inc.

Credo

T.T.D.

Notes Page
• What is the “bottom line” – WORTH
PAYING FOR – for every project your unit
[or you] has going?

“support function” / “cost center” / “bureaucratic drag” or …
“Rock Stars of the ‘Age of
Talent’ ”

“Real” PSF …
– Think Inc. (Mindset = Step No.1!)
– Clients rule! / Engage Clients in deep dialog/ “Join us in an
Adventure” / Fire duds!
– Work = WOW Projects (100%!)
– Embrace the Politics of
Implementation!
– Practice serial monogamy!
– Master “the economics”! (WWPF!)

“Real” PSF …
– WE HELP PEOPLE!
– Co-habit with the Client!
– Create a Culture of Urgency!
– Love thy Support Staff!
– You need a Methodology! /
Obsess on R&D!
– BECOME A “CONNOISSEUR
OF TALENT”!

Real PSF …
WE OWN THIS PLACE!
THIS IS COOL STUFF!
WE ARE THE WORLD!

The “7Ps” of PSF 1.0
P rojects!
P assion!
P rovocation!
P artnership!
P olitics!
P rofessionalism!
P erformance!

T.T.D.
Use the prior slide as a checklist relative to every activity [project] your unit is working on.

C.I.O.
to
C.E.F.R.N.S.*

* C hief E vangelist F or
R eally N eat S tuff

T.T.D.

Notes Page
• See our book, the Professional Service
Firm50, re the differences between a traditional “Dept.” and a full-fledged
“PSF.” Our “The Work Matters” manifesto
– at tompeters.com – also covers this.

Seminar Y2K/Brand Inside
Message:
Distinct … or
Extinct!

Phil Daniels, Sydney exec

But Does It Matter ????
“On time, on budget … who cares?” anon. seminar participant (4/99)

“You really got to me.
So many of our information technology projects take on a life of their own, and I know they’ll never end up as more than ‘mediocre successes.’ ”
CEO, F100 financial services company (10-98)

WOW Project Anatomy
I. Create!
II. Sell!
III. Implement!
IV. Exit!

I. Create!
Reframe!
THERE ARE NO “SMALL” PROJECTS!
Observe & Record!!
Head for the trenches!
You gotta love it!
Measure: WOW!, Beauty, Raving Fans,
Impact!
Build a no-baloney Business Plan
Create community. Now!
Obsess on … the End User. Now!

Reframers’ Rules:
Rule 1: Never accept an assignment as given!
Rule 2: You’re never so powerful as when you are “powerless”!
Rule 3: Every “small” project contains the entire enterprise
DNA!

T.T.D.
Examine that “small”/
“annoying” project you’re working on. Can it be re-cast as a WOW/ Culture Change
Project? What are the hidden assumptions about customers/ suppliers/ employees?

Notes Page
• I am adamant: Every project can be made into a “big deal” if your head is in the right place. So … now … COMPLETELY RE-
INVENT THAT “SMALL” PROJECT YOU
ARE WORKING ON! No bull! E.g.: What about a “Memorial Day Employee Picnic that signals a whole new attitude toward our staff”?

Measures
– WOW!
– Beauty!
– Raving Fans!
– Impact!

T.T.D.
IS IT

Notes Page
• Think “beauty-in-a-business-processreengineeringproject.” Etc.
• NO BULL.
• Can you learn to use the word “beauty” between 9 and 5?

E.g.: WOW Scale
1. … Dull as dishwater
.
5. … Gets the job done
.
7. … “Good work!”
.
10. … A serious “Braggable”!

T.T.D.

Notes Page
• NO BALONEY:
THIS IS MY #1
GOAL FOR THE
WHOLE DAMN
SEMINAR
… THAT YOU [AND
YOURS] WILL MEASURE EVERY PROJECT
AGAINST MY FOUR KEY CRITERIA: WOW!,
BEAUTY, RAVING FANS, IMPACT.
• [P-L-E-A-S-E.]

Liberty Ship
2 years
240 days
9 hours
4 days, 15 hours, 29 minutes

[ Just Say “No” to …

WOW Project “Acid Test”

“Every project we take on starts with a question:
How can we do what’s never been done before?”
Stuart Hornery, CEO, Lend Lease

II. Sell!
Master “The Pitch”!
Build Buzz. Consciously.
Network maniacally!
Preach to the choir!
Forget your enemies. [Surround and marginalize!]
Money kills!
SELL, SELL, SELL!

III. Implement!
Live, eat, sleep … Quick Prototype!
- Play!
- Keep on recruiting! (Sell!)
- Obsess on the End User Community!
(Sell!)
- Become a Milestone Maniac! / a Timeline
Tyrant! / a List Freak! / find Ms. Last 2%!
- Appoint a Marketing Director!
- Keep the WOW! front and center!

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

“You can’t be a serious innovator unless and until you are ready, willing and able to seriously play.
‘Serious play’ is not an oxymoron; it is the essence of innovation.”
Michael Schrage, Serious Play

“I view models and prototypes as the battleground for thoughts and behaviors.”
Michael Schrage

Think about It!?
Innovation = Reaction to the Prototype
Michael Schrage

T.T.D./ Prototyper’s Laws
Define a small, practical test of something on a page or less of text. Now.
Gather “found” materials … on the [very] cheap.
Find a/one partner“customer” who’ll provide a test site.
Set a very tight deadline of about 5 days for the next concrete step.
Conduct the test! Debrief A.S.A.P.
Set the next test date. Now. [No more than 5 days hence.]

Notes Page
• The idea is to establish a “rhythm of prototyping” that defines every project.

T.T.D./ Secret No. 1: Go horizontal: Find a (one!) “line” ally in “the Boonies”
Secret No. 2: “Powerless” allies are
Cool!
Secret No. 3: Passion Rules!
Secret No. 4: Become a Prototyping
Maniac!
Secret No. 5: Embrace Politics /
“Community Organizing”!

Notes Page
• Main Idea: YOU ARE NOT “POWERLESS.” Seek out allies in strange places … and get going! DO
NOT WASTE TIME “SELLING UP.”
• Attitude: You are the Gandhi/King of your
“mission.”
• So: IDENTIFY THE FOLKS YOU WANT TO PLAY
WITH RE THAT INCREDIBLY COOL IDEA YOU
HAVE!

IV. Exit!
“Sell out!” / Embrace “The Suits”!
Recruit a passionate Ms./Mr.
Follow-up!
Seed your freaks into the mainstream!
Celebrate!
Exit!

SOOOO … HOW MANY OF
YOUR COLLEAGUES ARE
“BACK HOME” AT WORK ON
NOBALONEY …
WOW* PROJECTS!
* WOW = Will be remembered fondly/ bragged about
5+ years from now

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

T.T.D.: Now!
– List all projects
– Carefully describe a “WOW Outcome” for you and the Client
– Score (!) all projects on WOW, Beauty,
Impact, Raving Fan-hood
– Pick one project with a high combined score
– Draft a one-page New Description that emphasizes WOW, Beauty, etc.
– Circulate and edit … for three days
– Reduce to 5 bullet points

Notes Page

The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.
Michelangelo

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)

[We are not trying to “WOW you up.”
We think you are/have WOW.
We are trying to give you permission to be WOW.]

*Sorry, Scott!

Seminar Y2K/Brand Inside
Message:
Distinct … or
Extinct!

1) Turn ignition key.
2) Shift into drive.
3) Press foot firmly on the throat of mediocrity.
Source: Mercedes ad

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

“If one quarter can’t make the journey, that’s the way it has to be.”
Carly Fiorina (1-00/Forbes)

Personal “Brand Equity” Evaluation
– I am known for [2 to 3 things]; next year at this time I’ll also be known for [1 more thing].
– My current Project is challenging me …
– New things I’ve learned in the last 90 days include …
– My public “recognition program” consists of …
– Additions to my Rolodex in the last 90 days include …
– My resume is discernibly different from last year’s at this time …

T.T.D./Personal “Brand Equity”
– I am known for [2 to 3 things]; next year at this time I’ll also be known for [1 more thing].
– My current Project is challenging me …
– New things I’ve learned in the last 90 days include …
– My public “recognition program” consists of …
– Additions to my Rolodex in the last 90 days include …
– My resume is discernibly different from last year’s at this time …

Notes Page
• Soooooo … perform a PBE evaluation.
VERY CAREFULLY! Do alone. With spouse or best pal. With an informal group of colleagues. As boss: Make this a regular, major exercise; perhaps include [or make centerpiece of] the formal HR evaluation scheme. My categories are not sacrosanct, merely suggestive. [Hint: This process is proven!]

They “Get it”?!
– stone mason
– electrician
– plumber
– tiler
– cabinet maker
– contractor
– blacksmith
– well driller
– blaster
– sheep shearer
– etc.

Icon Woman …
– Totally turned on by her work!
– “It” matters / a WOW Project!
– “It” is … COOL!
– “It” is … BEAUTIFUL!
– She is … in your face!
– She is an … adventurer!
– She is … CEO of her own life!

Icon Woman …
-
She is … at least … a little funky!
– Her curiosity is … insatiable!
– She thinks screwups are … as normal as breathing!
– She hangs out with some … seriously rad Dudes!
– She is not God. She is not Bionic
Woman. She is … determined to make a damned difference!

“Well-behaved women rarely make history.”
— Anita Borg,
Institute for Women and Technology

Icon Woman Meets the Web …
– submits resume on the Web
– recruited on the Web
– hired on the Web
– trained on the Web
– creates and conducts projects with virtual teams on the Web
– manages project and client follow-up on the Web
– manages career/reputation-building on the Web

“The Brand Called URL”/
Nathan Shedroff, Vivid Studios
“24 X 7 storefront devoted exclusively to
The Brand Called You.”

T.T.D./Soooo…

Notes Page
• So … how is it? MY 18-YEAR-OLD SON
HAS ONE! It’s fly-phat.

Rate: 15%?, 25%?
Therefore: Formal “Investment
Strategy”/

R.I.P.
10 … Major job change [new area of concentration]; major offsite educational investment; extensive sabbatical [oddball learning experience of > 2 months]; exceptional community project
[presidency of fundraising drive, run for school board].

R.I.P.
5 ...
Extensive course work in oddball area of passionate interest; major offthe-job activity [community involvement, learn to play the cello, study Chinese].
1 … Company training, as directed.

T.T.D./Your R.I.P.

Notes Page
• We think “R.I.P.s” are imperative! So … please take these two questions seriously and literally!

T.T.D./R.I.P.
Use by yourself.
Use with your mates.
Use [quantitatively?] as a measure of departmental/ P.S.F. renewal.
Use in formal eval process.

Notes Page
• The whole idea is to make “R.I.P.s” a/the centerpiece – formally – of measuring unit
“freshness.” E.g.: SCORE EVERYONE’S
“R.I.P.” ON ITS BOLDNESS/WOW.

Training Y2K
Anytime, anywhere!
Whatever!
Concocted by the employee
[“Training Account”]

* “How Pilots Fly the Plane Varies a Lot from Airline to Airline” (WSJ/031400);
PD on mbo

Tapping into Intrinsic Motivation
“If you, David Weinberger, want to make your customers happy, it’s more to demonstrate that you’re a capable dude – not because you’re concerned for your client’s mental state.” from The Cluetrain Manifesto

“The pursuit of working free is not the pursuit of freedom from responsibility or from the demands of bosses, companies or customers. It is about choosing to work in a way that is truly responsible to yourself – a way that is in synch with your own choices, values and concerns.”
Tim Gallwey,
The Inner Game of Work

“Everything can be taken from man but one thing: the last of human freedoms to choose one’s own attitude in any set of circumstances, to choose one’s own way.”
Victor Frankl, Auschwitz survivor

T.T.D./So….
HOW DO WE TURN THIS
INTO A PLACE WHERE
PEOPLE WANT TO FEEL
GREAT ABOUT THEIR OWN
PERFORMANCE?

Notes Page
• If our Cluetrain Manifesto pals are right, a lot of the “do or die for the customer” stuff is pure hooey. What we need is folks out to improve – daily! – on their Personal Bests. WHAT CAN WE
DO TO FOSTER THAT? Hint: this rings true to me as a seminar giver in 2000 and a waiter back in the 1960s. A “great night” had lots more to do with “satisfying me” than “serving the customer.”

H.R. to H.E.D. ???
H uman
E nablement
D epartment

“Firms will not ‘manage the careers’ of their employees. They will provide opportunities to enable the employee to develop identity and adaptability and thus be in charge of his or her own career.”
Tim Hall et al., “The New Protean Career Contract”

Seminar Y2K/Brand Inside
Message:
Distinct … or
Extinct!

jobs.com

American Beauty

T.T.D./Assignment
Construct a 1/8-page or
1/4-page ad for
Brand You … for the

Notes Page
. [“Yellow
Pages ads” are the centerpiece of our formal Brand You training programs.]

T.T.D.: How About It?
Replace your current evaluation process with
Yellow Pages ads.]

Notes Page
• NO BULL! Some of our Clients have gone this far. And report stunning results. If you can’t do this formally, try it informally.

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

Bill Parcells’ World/
Brand You World!
NY Post (9/99)

T.T.D./Cluetrain Manifesto
Relax!
Have a sense of humor!
Find your voice and use it!
Tell the truth!
Don’t panic!
Enjoy yourself!
Be Brave!
Be curious!
Play more!
Dream always!
Listen up!
Rap on!

Notes Page
• This is one tough standard to hold ourselves to! Perhaps start by putting this on a 5-inch x 7inch card … and referring to it several times a day.

GET IT?
The Character of the Web, per The Cluetrain Manifesto …
Hyperlinked
Decentralized
Hypertime
Open, direct access
Rich data
Broken [no one owns it or controls it]
Borderless

Read the Book!

Jack Welch/
GE Annual Report 2000

[ Words to Live By …
“Hierarchy is an organization with its face toward the CEO and its ass toward the customer.”
Kjell Nordstrom and Jonas Ridderstrale,
Funky Business]

Death to Towerism!

S.O.U.B.:
Stomp Out
Unnecessary Bullshit
S.C.H.S.:
Sacred Cow
HitSquad2000

Issue Y2K

Alan Kay on
PARC’s Bob Taylor

T.T.D./

Notes Page
• There’s perhaps no more difficult “test”:
AM I A NO-BALONEY CONNOISSEUR OF
TALENT? Use a quantitative measure.

A Connoisseur of Talent …
– Spends time on Talent!
– Becomes a student of Talent!
– Puts Talent “on the agenda”!
– Practices D.I.Y.
– Uses Plain English! (If you want “sunny” … ask for “sunny”!)
– Creates Workspaces that foster energy, entrepreneurship and creativity!
– Recruits from oddball places! /
Recruits Oddballs!

“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

A Connoisseur of Talent …
– Recruits M.I. (Gardner: Logical-mathematical, linguistic, artistic, musical, bodily-kinesthetic, intrapersonal-self, interpersonal-others)
– Recruits arts!
– Becomes de facto C.D.O. (Chief Diversity
Officer)
– Turns the pay scale upside down! / Pays Talent!
– Rewards & Promotes all on Talent
Development Skills!
– Spouts the Gospel of Renewal! (R.D.A./ R.I.P.)

“Every school I visited was participating in the systematic suppression of creative genius.”
“From cradle to grave the pressure is on: BE NORMAL !”
Gordon MacKenzie

“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

T.T.D.
Use the two Connoisseur of
Talent slides as a guide for creating a Formal Talent
Development Plan

Notes Page
• Literally use the items on the two slides as a formal check list to measure yourself
[quantitatively] against.

The
…

Attributes of Those Who “Made” the 10th
Grade History Book
– Committed!
– Determined to make a difference!
– Focused!
– Passionate!
– Irrational about their life’s project!
– Ahead of their time / Paradigm busters!
– Impatient! / Action Obsessed

Attributes of Those Who “Made” the 10 th Grade
History Book
– Made lots of people mad!
– Flouted the chain of command!
– Creative / Quirky / Peculiar! / Rebels! /
Irreverent!
– Masters of improv / Thrive on chaos
/ Exploit chaos!

Attributes of Those Who “Made” the 10 th Grade
History Book
– Forgiveness > Permission
– Bone honest!
– Flawed as the dickens!
– “In touch” with their followers’ aspirations
– Damn good at what they do!

Just Say “No” to “Grout”!
Participant : “Don’t you need
‘grout’ between the tiles?”
TP:
[med staff,
NFL Special Teams,waiters,
PFCs, cymbals player, bit parts, waiters]

TP’s Ideal Job:
Head of Housekeeping!

J.F.K.

“The boundaries for acceptable weirdness have dramatically expanded.”
Michael Schrage

Yes!
Director of Bringing in the Really Cool People

All You Need to Know?
Chief Evangelist For Really
Neat Stuff
Director Of Bringing In The
Really Cool People

T.T.D.

T.T.D.

Notes Page
• Key word: FORMAL!

Seminar Y2K/Brand Inside
Message:
Distinct … or
Extinct!

No

In the Beginning …
“The audit has become a commodity.”
Big 5 audit partner to TP

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

Quality Not Enough!
“While everything may be better, it is also increasingly the same.”
Paul Goldberger on retail, “The Sameness of Things,” The New York Times

What’s Special?
“Customers will try ‘low cost providers’ because the Majors have not given them any clear reason not to.”
Leading Insurance Industry
Analyst (10-98)

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

6 Sigma or
“Jazzy Offerings”?
WSJ/2-9-00: Nokia extends market share lead [22.5% in
’98 to 26.9% in ’99] over
Motorola [19.5% to 16.9%]

“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

Driver: In Search of Excelllence (’82) to The Circle of Innovation (’97)
A proliferation of
[good/niche] products and
[good/niche] competitors
Changing tastes and preferences challenge the leaders [from GM to
P&G to Pfizer to Nations Bank to
IBM to HP to Coca Cola]

[ E.g. …
Rapidly aging population!
Health fanaticism!
Environmental concerns!
Freaky independence!
Women rule! ]

10 Times Better/
10 Times Less Different

TP’s Campaign Y2K

Barry Gibbons on

Pretzel Crumb-lessness Plus …
“The Ritz Carlton Experience enlivens the senses, instills well-being and fulfills even the unexpressed wishes and needs of the guest.” from the Ritz Carlton Credo

“We want to create
for our product.”
Andy Grove (on the Pentium
Processor)

“You do not merely want to be the best of the best. You want to be considered the only ones who do what you do.”
Jerry Garcia

Lust Hierarchy
Satisfy … Conform to
Requirements … Exceed
Expectations …
Delight! … WOW! … Lust! …
ONLY ONES WHO DO WHAT
WE DO!

Aarrgh!
“Quality is conformance to requirements, not goodness.”
Phil Crosby

What Jerry Should
Have Said???
“You do not merely want to be the best of the best, you want to be considered in conformance with requirements.”

Nirvana!
- Nordstrom
- Four Seasons
- Adirondack Guide Boat
- OXO
- Ziplocs

Why?
Cool!/Surprising!
Reliable!
Friendly!/Comfortable!
Aesthetically pleasing!

T.T.D.
And your favorites?
Why?
(Pay attention to the flavor of the words you use)
Translation to your/
“finance world,” etc.?

Notes Page
• Think about the words you use to describe “stuff” you really LOVE. Do those terms apply to your unit’s products and services? If you talk about a
“compelling” movie or novel or theatrical performance, why not a “compelling business process”?

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

1

“The customer is a rear view mirror , not a guide to the future.”
George Colony, Forrester Research
“If you worship at the throne of the voice of the customer, you’ll get only incremental advances .”
Joseph Morone, President, Bentley College

Early Customer Rejection
Post-Its [12 years!]
Chrysler Minivans
VCRs
Fax machines
FedEx
CNN
Heart-assist pumps
Etc.
Source: Fortune

Good = Bad/ 1 of 30,000
“We are crazy. We should do something when people say it is
‘crazy.’ If people say something is ‘good’, it means someone else is already doing it.”
Hajime Mitarai, Canon

“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

T.T.D.: Do You K2K?

Notes Page
• Trust me! You will be as Cool as your
Coolest Clients. Cool Clients co-invent the future with us. Soooo … WHAT’S YOUR
COOL CLIENT PORTFOLIO LOOK LIKE?
[Hint: “Biggest” are rarely “coolest.”]

Benchmarking, Perils of …
“The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends him on the spot.”
Mark Twain

Amen!
Regis McKenna

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

2

Dell’s Web sales … daily

2X = 100 days
(Internet traffic)
2X = 9 months
(network capacity)
Source: Red Herring (1-00)

I-24 to 1-28: BizRate.com Online
Shopping Index [Consumer Goods]
Source: The Industry Standard/02-00

Source: Fortune 2-00]

T.T.D.:
Read:

Notes Page
• YOU MUST [M-U-S-T] BECOME AN AVID
INTERNET STUDENT! PERIOD! SO …
HOWYADOING?

Tomorrow Today: Cisco!
$7B of $10B
Save $500M
(service and tech support)
C.Sat
>> C.Sat H
Customer Engineer
Chat Rooms
($1B?)

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

T.T.D.: Message!

Notes Page
• Web Secret No.1: COMMUNITY – as in,
User Community – RULES! So: How do your online Community Development
Activities rate?

1999 – 2004:
2004: $7.4
Source: GartnerGroup
(per Reuters 1-26-00)

GM/Ford/DaimlerChrysler (02-27)
Auto parts supply “Co.”
$240B (+$500B)
I.P.O.

B2B = No.1
CarStation (auto-body shops),
ChemConnect (chemicals),
Collabria (commercial printing),
DigitalThink (corporate training),
E-Steel (steel), Medibuy (medical supplies), Portera (knowledge workers), Etc., Etc., Etc., Etc.

Consumer [Health Care] Sovereignty!*
E.g.:
“Empowered consumers influenced by medical advertising and educated by information on the Internet are driving demand for new vision correction options.”
Start Up (10-99)
* “Take your White Coat and … ”

W.W. Grainger*
*$220B “MRO” market (per Business 2.0/02-00)

Welcome to
D.I.Y. Nation!
“Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.”
Ray Lane, Oracle

Source: SM’d logo for www.ae.com
ae = American Eagle Outfitters

Psych 101:
Strongest Force on Earth?

Anne Busquet/ American Express
Not : “Age of the Internet”
Is:

“IT enables total transparency.
People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee or citizen is dead.”
Kjell Nordstrom and Jonas Ridderstrale,
Funky Business

Patricia Seybold’s “Basics”:
The E-Customer Bill of Rights
Don’t waste my time!
Remember who I am!
Make it easy for me to order and procure service!
Customize your products and services for me!
Source: customers.com

T.T.D.: Message!

Notes Page
• Do you Joyfully “allow” the Customer to lead you around by the nose? Is this truly his/her site? Her/his “home”?

“Welcome back, Tommy!”

[ Cases: Customers.com
American Airlines
National Semiconductor
Hertz
Amazon.com
Babson College
National Science Foundation
Bell Atlantic
Wells Fargo
Cisco Systems
Dell
Etc.]

“In the network economy, the
Website becomes the company’s primary interface to the customer.
The user interface becomes the marketing materials, store front, store interior, sales staff and postsales support all rolled into one.”
Jakob Nielsen,
Designing Web Usability

Read This. No: INGEST This!
Jakob Nielsen
Designing Web Usability:
The Practice of Simplicity*
*www.useit.com

“Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”
Jakob Nielsen, Nielsen Norman Group

Red Herring (01/00)

T.T.D.: Message!

Notes Page
• READ JAKOB NIELSEN’S BOOK! Hold your site to the Exacting Nielsen
Standard! [Be ruthless … on yourself.]

“The Net hasn’t lived up to its hype. It’s a distant, cold, alien, threatening world called
‘cyberspace.’ The challenge is to make the Net into something intimate, warm, friendly, useful, personal.”
Carly Fiorina, CEO, HP @ Comdex ’99

T.T.D.: Message!

Notes Page
• Is our Site – including B2B sites – “a place called home”?

“Even if executives of established businesses grasp the impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.”
Philip Evans & Thomas Wurster,
Blown to Bits

“Where does the Internet rank in priority?
Jack Welch

Change … Or Die!
“Most of the brick and mortars look at the
Internet as an addon business … until they get a major scare. Then they either change or die. … You have to put all your heart and soul in that direction, the way
Charles Schwab and Dell did.”
Flip Filipowski, divine interVentures (Red
Herring)

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

The Way “They” Talk!
“I have this chance for … changing the world.”
Marco Boerries, Sun, re StarOffice
(Business 2.0, 2-00)

T.T.D.
Most important Y2K
question: Are you & yours “dealing with” the
Web … or “embracing it” as “central to our being”?

Notes Page
• SPEND A
OF TIME ON THIS
“TTD”!

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

3

?????????
Home Furnishings … 94%
Vacations … 92%
Houses … 91%
Bank Account … 89%
Health Care … 75%
Etc.

48% working wives > 50%
80% checks
61% bills
53% stock (mutual fund boom)
43% > $500K
95% financial decisions/
29% single handed

Women … 49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education.
Source: Business Week (11-99)

$3.3T + $1.5T = $4.8T*
* Larger than Japan!

Most Under-reported story!
T
* 400K in ’72
Sources: NFWBO, Cognetics, Business Wire (03.06.00)

New golfers … 37%
Basketball … 13.5M
1 in 27 (’70) … 1 in 3 (’96)

1874 … Jock Strap
1977 … Jogbra
1977 ... 25K
1996 … 42 M

Yeow!
1970 … 1%
50%

[* No shit!]

T.T.D.: Study!
Does anybody in your industry do “it” right?
Brilliantly?
[If so … how?]

Notes Page
[Damn it!]

Carol Gilligan/ In a Different Voice
Men: Get away from authority, family
Women: Connect
Men: Self-oriented
Women: Other-oriented
Men: Rights
Women: Responsibilities

FemaleThink/ Popcorn
“Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.
“He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”

Women and Financial Advisors
Women want … a plan, to be listened to, to be taken seriously , to read about it, to think about it.
Women do not want … an in-your-face sales pitch
Source: Kathleen Boyle, Wheat Boyle Butcher Singer

Women and Healthcare
Women are … more dissatisfied, frustrated by the way they are treated and spoken down to by physicians, seek more information, are more pressed for time … and make 75% of health care decisions and control 2/3 of health care
$$$$ [and constitute 2/3 of health care employees].
Source: Patricia Braus, Marketing Healthcare to Women

Marketing to Women: Help Them
Save Time!
80% … work
86% … cook
58% … run errands with kids
38% … take child to school
21% … go to the gym
21% … take outside classes

How Many Gigs You Got, Man?
“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

T.T.D.

Notes Page
• Again:
• [It took me years to get a handle on “this stuff.”]

Not!!

Enterprise Reinvention!
Recruiting
Hiring/Rewarding/ Promoting
Structure
Processes
Measurement
Strategy
Culture
Vision
Leadership
THE BRAND ITSELF!

And Now …

“What kind of car does
Mommy want?”

“I didn’t know
[company] were giving company cars to secretaries.”
Source: UK financial services CEO,
12/99

Not a Morality Play!
“It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do.
We are marketing to women entrepreneurs because it is a huge opportunity.”
Cherie Piebes

T.T.D.
What would it take to get you & yours to “Go For
It”?
First steps?

Notes Page
• What could you do – in the next 30 days – to begin to test these ideas? Define 10 actions!

74/55
“At each stage of their lives, the needs and desires of the baby boomers have become the dominant concerns of American business and popular culture. If you can anticipate the movement of the baby-boom generation’s life-span migration, you can see the future.”
Ken Dychtwald, Age Wave

Aging/“Elderly”
2X growth rate
$$$$$$$$$$$$
“I’m in charge!”
“Experiences” vs. Products
Design revolution!
Good source: Ken Dychtwald,
Age Wave

Self Control Redux!
“There is already telling evidence that these new sex drugs may well do for medicine what porn did for the
Internet: constitute the killer app that reshapes the industry in an age of patient choice and turbo consumerism.”
Jack Hitt, “The Second Sexual Revolution,” The
New York Times Magazine (2-20-00)

Priorities: Aging/“Elderly”
Experiences …
Convenience … Comfort
… Access …

“Any student who combines an expertise in gerontology with, say, an
M.B.A. or law degree will have a license to print money.”
Newsweek

T.T.D.

Notes Page
• Listen up:
Think about it. Discuss it. Collect data. [Become a “student.”]
Experiment.

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

4

And Tomorrow …
“Fifteen years ago companies competed on price. Now It’s quality.
Robert Hayes

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

“Design is treated like a religion at BMW.”
Fortune (10/98)

Drop-dead Charm!
fails at most categories. The only thing it doesn’t fail in is dropdead charm.”
Jerry Hirshberg, Nissan Design
International

Object of Desire!
“Every now and then, a design comes along that radically changes the way we think about a particular object. Case in point: the iMac.
Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.”
Katherine McCoy, Michael McCoy, Illinois Institute of
Technology

Design as Soul
“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 fundamental soul of a manmade creation.”
Steve Jobs

Check Out the Language:
“Tomorrow it’s design …”
“Design is the only thing …”
“Design is … religion ...”
“Drop-dead charm …”
“Object of desire …”
“Fundamental soul …”

T.T.D.
Where do you stand on design?
[1 = Who, me? 10 =
Preoccupation.]
Where do you stand on
design-as-soul?

Notes Page
• I’m at a bit of a loss here. I DON’T KNOW
HOW TO “MAKE YOU” “GET” THIS. I think it is of the Utmost Importance. I want you
– at least – to become “aware” of the
Power of Great Design. And … I do
[fervently] believe that Great-Design-Is-
Soul.

The I.D. [International Design] Forty*
Airstream … Alfred A. Knopf … Apple
Computer … Amazon.com
…
Bloomberg … Caterpillar … CNN …
Disney … FedEx … Gillette … IBM …
Martha Stewart … New Balance …
Nickelodeon … Patagonia … The New
York Yankees … 3M … Etc.
* List No. 1, 1999

Unconventional
[Design] Messages
Not about ... “Lumpy Objects”!
Not about ... $79,000 objects

One-sixth Second per Item!
“During the 30 minutes you spend on an average trip to the supermarket, about 30,000 products vie to win your attention and ultimately to make you believe in their promise.”
Thomas Hine, The Total Package

[ Design Moments!
Shopping cart =
2X heavy items
Source: Wall Street Journal (11-24-99) ]

“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

T.T.D./Message:
Services are Not Intangible!
You “give off” hundreds of design cues … daily!
YOU ARE A DESIGNER!

Notes Page
• List 100 [!] “design cues” that you give off! [Okay, start with 25.]

Graceful language!

Susan Sargent Designs:
PLEASE COMPLAIN!
Thanks for your order!
We dearly want everything to go p-e-r-f-e-c-t-l-y!
If the order was late. Or wrong.
Or if any of the goods are damaged in the slightest.
Or if you’re just having a lousy day and want to unload on someone …
Call our Customer Care Hotline!

T.T.D./“Beauty Contest!”
1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim form.
2. Rate it on a 1 to 10 scale
(1 = Awful; 10 = Scintillating) on three dimensions: Beauty, Grace, Clarity .
3. Repeat … every 15 days.

Notes Page
• DO THIS! USE MY TERMS! [Beauty …
Grace … Clarity.] Be quantitative.
[PLEASE.]

Design =
SIMPLICITY … HONESTY
… ACCESSIBILITY …
ENJOYMENT
Jonathan Ive (iMac)

Design =
“There are three basic principles behind any welldesigned product: truth, humanity, and simplicity.”
Sohrab Vossoughi,
Ziba Design

Words (Again!)
Dropdead Charm … Object of
Desire … Truth … Humanity …
Simplicity … Focus … Honesty
… Accessibility … Enjoyment
… Story … Adventure … Plot …
Passion

T.T.D.: Campaign Y2K!

Notes Page
• Spend … a lot … of time talking about this. MAKE IT YOUR EVERYDAY
STANDARD FOR …
… THAT
EMERGES FROM YOU/YOUR UNIT.

T.T.D./Design “Awareness”!
[Start recording the awesome and the awful.]

Notes Page
• THIS IS MY “SECRET.” I am not “artistic.”
But … I did teach myself to be …
CONSTANTLY AWARE. The Key: My
[simple] notebook! [I’VE NOW BEEN
“RECORDING” FOR ALMOST TEN
YEARS!]

T.T.D./
Opportunities
[That Damn Few Are Pursuing!]
Women!
The rapidly aging population!
Design!

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

5

Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theatre &
Every Business a Stage

“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

Safe, On Time and …
“We defined personality as a market niche. We seek to amuse, to surprise, to entertain.”
Herb Kelleher, Main Man,
LUV Airlines

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

Mantra: “Any good can be ing
ed” the driv ing experience the pump ing experience the sitt ing experience the read ing experience the wash ing experience the cook ing experience
Joseph Pine & James Gilmore, The Experience
Economy: Work Is Theatre & Every Business a Stage

“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

Freeman Thomas, designer

T.T.D.
[your]

Notes Page
• WHAT IS YOUR STORY? [Be specific!]
Message: This applies to every [Finance] project!

T.T.D.
Carefully examine/think through every aspect of
“the experience of us.”*
*This holds for the Finance Dept. as well as the corporation’s “products”

Notes Page
• This demands a lot of care! THINK OF
YOURSELF AS A DRAMATIST, A
DIRECTOR. THINK ABOUT “THE WAY WE
COME ACROSS.” Be … ridiculously … specific! [God is in the Details.]

[ “Take Home Value”
Road Warriors: Cast Off Your Blands/
Free Your Taste Buds
Tabasco Sauce
Dijon Mustard
Balsamic Vinegar ]

Are You Fighting Yesterday’s War?
Docs don’t know it all.
There are a lotta bad docs.
There are a lotta bad medical decisions.
“Hospitals” kill far too many people.
(Bad decisions, bad execution.)
Systemic waste is stratospheric. (Still.)
Patients are getting (much) smarter.
Patients have had it with HMOs. (And Docs with the
“white-coat syndrome.”)
You are not smarter than I am. (I am your partner.)
You are not busier than I am. (!!!!!)
Patients want more data.
(And can readily get it.)
Boomers will control their lives. Period.
Medicine is about to be overwhelmed with a tsunami!

“Is it good medicine?”
* “Answer” for Slicing Docs = Slice!

1965 : “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.”
YES, NURSE.
ME GOOD PUPPY DOG.
1995 : “HMO will take care of you.”
BULLSHIT.
2005 : “I will take care of me. I’d like your expert help.”
P.S.: THE VIAGRA [ETC.] I ORDERED
ON LINE IS GREAT.

Dr. Peabody
Dr. Bill[ingsly]
Dr. Hahn
Dick Bartlett
Rich Lanzerotti
Mark Novotny

Patient-centric* Health Care
Wellness
(Fix to prevent.)
Partnership (“Tour guide” model.)
RESPECT!
(Mutual.)
WOMEN RULE!
*Not: HMO-centric, Employer-centric,
Insurer-centric, Doc-centric

Context : “No” to “inevitable commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Women Rule!
(and the elderly)
S4: Design Rules!
(too)
S5 : It’s the Experience!
Bottom Line: Glorious Age of the
BRAND!

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]

“What Matters to Online Buyers”*
#1: Product brand
#2: Retailer brand
*Source: Business 2.0

T.T.D.

Notes Page
• It sounds Elementary. It’s not! DISCUSS:
[THAT MATTERS]?

Brand Defined
Distinction
Excellence
Emotional “Signature”
Trustworthiness
Consistency
Shorthand

No Room for Brands?
Nike
Saturn
CNN
America Online
Charles Schwab
Starbucks
The Gap
Intel
Etc.

T.T.D.
HAVE YOU GENUINELY
EXAMINED THE ENORMITY
OF “BRAND POWER”?
ARE YOU A NO-BALONEY
STUDENT OF BRANDING?

Notes Page
• As usual:

Brand = Trust!
“Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.”
The Economist

“Branding is not a problem if you have the right mentality. You go to your team and you pin up a $200 Swiss Army Watch.
Competing in the ridiculously crowded sub-$200 watch market, they made it into a brand name, named after the most irrelevant and useless thing in history [the
Swiss Army]. And you say, ‘Gang, if they can do it, we can do it.’ ”
Barry Gibbons

“Salt is salt is salt. Right? Not when it comes in a blue box with a picture of a little girl carrying an umbrella. Morton
International continues to dominate the
U.S. salt market even though it charges more for a product that is demonstrably the same as many other products on the shelf.”
Tom Asaker, Humanfactor Marketing

T.T.D./Calling the
Corporate Shrink!
“Organizational
Psychotherapy”/

Notes Page
• This is The Big Enchilada:
– lotsa –

Scott Bedbury/ Nike, Starbucks
“A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.
“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”

* (Way) beyond “market research”

T.T.D./Assignment Y2K
* Jesper Kunde, Corporate Religion

Notes Page
• DO IT!
• [And then:

“How can I know what I think till I see what I say”*
Exercise : Write copy for a bookmark! (Etc.)
*Graham Wallas, The Art of Thought

Rules of Radical Marketing
Love + Respect Your Customers!
Just Say No … to Market Research!
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)

“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. [Consumers] want to know who is behind the products that they buy. They want to know the company. They want to know what you think.”
Jesper Kunde, Corporate Religion

“Corporate Religion is a completely new way of thinking about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … communicating the company’s attitudes and values becomes the decisive parameter for success. It demands that you find out who you are as a company.”
Jesper Kunde, Corporate Religion

Brand Leadership!
“A key – perhaps the key – to leadership is the effective communication of a story.”
Howard Gardner
Leading Minds: An Anatomy of Leadership

“Leadership is a performance.
You have to be conscious of your behavior, because everybody else is.”
Carly Fiorina

Brand Leadership:
ENTHUSIASM RULES!

T.T.D.
Evaluate yourself
[unsparingly] as an enthusiastic
“performing artist”/
“story teller”!*
*In today’s dealings. [Use outside assistance?]

Notes Page
• You don’t have to be Bill Cosby. You do have to understand that … ALL LEADERS
ARE
… ALL THE
TIME! [And: “Leader” does NOT mean
“boss.” It means anyone trying to “Get
Cool Stuff Done.”]

Melvin Zais

T.T.D.
Melvin Zais

Paradox No. 1, Circa 2000
*Now … more than ever!

“There’s going to be a fundamental change in the global economy unlike anything we have had since the cavemen began bartering.”
Arnold Baker, chief economist,
Sandia National Laboratories

Paul Allaire

Ann Richards’ Dogma
Show up!
Know your message!

T.T.D./Follow Ann Richards’ Dogma
Show up!
Know your message!

Notes Page
• Sooooooo ……
???

“If you ask me what I have come to do in this world, I who am an artist, I will reply, I am here to live my life out loud.”
Emile Zola

“I’d rather regret the things I have done than the things I have not.”
Lucille Ball

Mario Andretti