Tom Peters’
Seminar Y2K
Leading Minds/IIR
Istanbul
01 June 2000
Biases
American
Californian
Silicon Valley Resident
[29 years]
An Age of Passion:
1 Year = 1.5 Wal*Marts
27.03.99: $167B
27.03.00: $555B
P.S.: Wal*Mart = #8 in 2000
Pentium III 800MHz: $42,893.00/#
Hermes Scarf: $1,964.29
Saving Private Ryan on DVD: $874.75
Mercedes-Benz: $18.98
Hot-rolled steel: $0.19
Source: Fortune (20.03.00)
“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
No Wiggle Room!
“Incrementalism is
innovation’s worst
enemy.”
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)
“It means nothing
less than the total
reinvention of
this company.”
Jacques’ New New Ford
Ford + MSN CarPoint
Ford + Yahoo!
Ford + Oracle
Ford + HP/MCIWorldcom
Etc.
Etc.
“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
“We are in a
brawl with no
rules.”
Paul Allaire
Forget > Learn
“The problem is never
how to get new,
innovative thoughts into
your mind, but how to get
old ones out.”
Dee Hock
“It is generally much
easier to kill an
organization than
change it
substantially.”
Kevin Kelly, Out of Control
Seminar Y2K
Brand Everything:
Distinct or Extinct!
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.
“Acquisitions are about
buying market share.
Our challenge is to
create markets. There
is a big difference.”
Peter Job, CEO, Reuters
“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
“Steve Ross had a
wonderful philosophy:
People get fired for
not making mistakes.”
Bob Pittman
“R & D”
Intel’s venture fund:
275 investments, $8B
Source: Fast Company , eCompany
Net World!
Act now. Analyze
later.
Avram Miller
C.E.O.
to
C.D.O.
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
Brand Inside
Brand Org!
108 X 5
vs.
8 X 1*
* 540 vs. 8
And Now the Equivalent …
White Collar
Revolution!
The Pincer 5
“Destructive” entrepreneurs/ Global
Competition
“White Collar Robots”
THE INTERNET!
[E.g.: GM + Ford + DaimlerChrysler]
Global Outsourcing
[E.g.: India, Mexico]
Speed!!
RR on “Assetless” [J.B.] Sara Lee
“The most profitable
businesses in the future will act
as knowledge brokers, linking
insights into what’s available
with insights into the
customer’s individual needs
and preferences.”
The “&-!!+#$% in the middle”*
Jim Clark on Healtheon/WebMD
* ’twixt docs, patients, insurers and providers;
$275B of $400B in waste; source: Michael Lewis,
The New New Thing
[ Incidentally …
CEO Jeff Arnold
Age: 30
First Start-up: Age 24]
“We want to be the
air traffic controllers
of electrons.”
Bob Nardelli,
GE Power Systems
Buzzsaw.com
Builders, Owners, Architects,
Contractors, Suppliers
$4T industry
5,300 commercial bldg. projects’
specs on-line; +70 per day
12/31/00 (per Newsweek 04.24.00)
75% of U.S. universities will have on-line
offerings/ 5.8 million students
“Unbundling” profs’ jobs (star lecturer,
facilitator)/ Repackage “content”
as multi-media “event”
AAUP is angry! (Good news!)
355 studies: Equal results!
(and one teachers union study
that disagrees!)
These are …
L.A.D.T.I.R.S.*
*Life-and-death-total-industry-reinventionstruggles
Brand Inside
Brand Work!
So what will be the Basic
Building Block of the
New Org Unit?
Why are there no
books on how to create
a “Cool, Rocking,
WOW-producing
Finance Department”?
“support function” / “cost
center” / “bureaucratic
drag”
or …
“Rock Stars of the ‘Age of
Talent’ ”
PSF 1.0
Department Head
to …
Managing Partner,
HR [IS, etc.] Inc.
PSF 1.0
Professional Service
Firm Conversion Kit /
Release 1.0
The “7Ps” of PSF 1.0
Projects!
Passion!
Provocation!
Partnership!
Politics!
Professionalism!
Performance!
“Reward excellent
failures. Punish
mediocre
successes.”
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)
“Every project we take
on starts with a question:
How can we do what’s
never been done
before?”
Stuart Hornery, CEO, Lend Lease
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
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
Epitaph from Hell …
Joe T. Jones
1942 - 2000
HE WOULDA DONE SOME
REALLY COOL STUFF
BUT …
HIS BOSS WOULDN’T LET HIM!
Characteristics of the “Also Rans”
“minimize risk”
“respect the chain of command”
“support the boss”
“make budget”
Source: Fortune on “most admired
global corporations” (26/10/98)
1) Turn ignition key.
2) Shift into drive.
3) Press foot firmly on the
throat of mediocrity.
Source: Mercedes ad
Brand Inside
Brand You!
“The fundamental unit of the new economy is not
the corporation, but the individual. Tasks aren’t
assigned and controlled through a stable chain of
command but are carried out autonomously by
independent contractors - e-lancers - who join
together in fluid and temporary networks to sell
goods and services. When the job is done, the
network dissolves and its members become
independent again, circulating through the
economy, seeking the next assignment.”
Thomas Malone and Robert Laubacher
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
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 …
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
R.D.A.
Rate: 15%?, 25%?
Therefore: Formal “Investment
Strategy”/R.I.P.
Seminar Y2K/Brand Inside
Message:
Distinct … or
Extinct!
Brand Inside
Brand Talent!
“When land was the scarce
resource, nations battled
over it. The same is
happening now for
talented people.”
Stan Davis & Christopher Meyer,
futureWEALTH
Issue Y2K
The Great War
for Talent!
Alan Kay on
PARC’s Bob Taylor
“He was a
connoisseur of
talent.”
Talent war, Web-speed!
Every resume or employment
question that comes to Lucent via
the Web gets answered in 30
minutes or less. [24/7.]
Red Herring [06.00], on Lucent Director of
Recruitment Jim Baughman
“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
What Do We Do With Him?
“He grew his hair long, played
guitar in a rock band, chased
girls, got into trouble. At age 17
he was flogged by his house
master, who described him as
‘the most difficult boy I’ve ever
had to deal with.’ ”
Elect Him Prime Minister!
Tony Blair
“Conformity is the
enemy of freedom
and the jailer
of growth.”
J.F.K.
Talent = Brand
Brand Outside
Context:
No “Commodities”!
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
“We make over three new
product announcements a
day. Can you remember
them?
Our customers can’t!”
Carly Fiorina
“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
The “10X/10X
Phenomenon”
10 Times Better/
10 Times Less Different
“When we did it ‘right’
it was still pretty
ordinary.”
Barry Gibbons on
“Nightmare No. 1”
TP’s “Mega-marketing-trends”
Rapidly aging population!
Health fanaticism!
Environmental concerns!
Freaky independence!
Women rule!
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
Strategy 1:
Lead the Customer!
“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
“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
Amen!
“The Age of the
Never Satisfied
Customer”
Regis McKenna
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule! (and the elderly)
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
Strategy 2:
Use E-Commerce
to Re-invent the
Business!
????
$35,000,000.
Dell’s Web sales …
daily
2X = 100 days
(Internet traffic)
2X = 9 months
(network capacity)
Source: Red Herring (1-00)
Web World/05.00
1B pages/7B hotlinks/+1M per day
“For the first time in history, people
everywhere have access to the
thoughts, products and writings of
a large and growing percentage of
the earth’s population.”
The New Yorker/29.05.00
Tomorrow Today: Cisco!
90% of $14.4B
Save $500M (service and tech
support)
C.Sat e >> C.Sat H
Customer Engineer
Chat Rooms ($1B?)
B2B
1999 – 2004: 50X
2004: $7.4 T
Source: GartnerGroup
(per Reuters 26.01.00)
GM/Ford/DaimlerChrysler (02-27)
Covisint
$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.
Goal?
Drive profits to
zero!*
*Remember AMR and “dynamic pricing.”
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
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age
of Customer
Control”
The Supply Side …
The Age of the Choiceboard
The War of the Choiceboards
Source: Adrian Slywotzky,
HBR 1-2/2000 [<1%]
“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
“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
“ … if they set up a
completely independent
organization and let that
organization attack the
parent.”
Clayton Christensen,
The Innovator’s Dilemma
“Where does the Internet rank
in priority?
It’s No. 1, 2, 3,
and 4.”
Jack Welch
There are 2 Kinds of …
Defense*
vs.
Offense**
*Fend off upstarts.
**Reinvent our marketspace!
“Banking is
necessary. Banks
are not.”
Dick Kovacevich,
Norwest/ Wells
No Room for “Competent”* Sorts
Beer Wholesalers
Personal Trainers [FitLinxx]
Financial Planners
Car Dealers
* LVA, “M”VA … vs.
HVA [Web-enhanced]
Message: The
“distributor” is dead.
Long live the valueadded, knowledgeintensive “business
partner.”
Web Strategy: GE Power Systems
“Launch and Learn”
(4 sites in 30 days)
“It’s better to be first with less
than last with more. Success on
the Web isn’t just about
time to market, it’s also about
‘time to learning.’ ”
Jeff Levy, eHatchery
[He who has the quickest
O.O.D.A. Loops* wins!
*Observe. Orient. Decide. Act. /
Col. John Boyd]
Jargon Bath!
Bureaucracy free …
Systemically integrated …
Internet intense …
Knowledge based …
Time and location free …
“Instantly” responsive …
Customer centric …
Mass customization enabled.
Translation …
Bureaucracy free = Flat org, no B.S.
Systemically integrated = Whole supply chain
tightly wired/ friction free
Internet intense = Do it all via the Web
Knowledge based = Open access
Time and location free = Whenever, wherever
“Instantly” responsive = Speed demons
Customer centric = Customer calls the shots
Mass customization enabled = Every product
and service rapidly tailored to client
requirements
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
Strategy 3:
Think Global!
Rule #1
There’s no such
thing as “too small to
be global.”
Rule #2
If “it” is [truly] good
… then it’s good
enough for …
THE WORLD.
Rule # 3
When?
Now.
Rule #4
Hang out …
vigorously!
Rule #5
Latch onto a
[modest-sized]
partner … who
loves/ “gets” you!
Rule #6
Tailor!! [But don’t give
away the store.]
Rule #7
Quality Guru Phil Crosby
[“Do it right the first time!”]
notwithstanding, you’ll
not [likely] “get it right the
first time”!
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
Strategy 4:
Women Rule!
?????????
Home Furnishings … 94%
Vacations … 92%
Houses … 91%
Bank Account … 89%
Health Care … 75%
Etc.
$3.3T + $1.5T = $4.8T*
* Larger than Japan!
Most Under-reported story!
9M*/28M(1 of 4)/$3.6T
[> Germany]
* 400K in ’72; 132% since ’92
Sources: NFWBO, Cognetics, Business Wire (06.03.00)
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)
Yeow!
1970 … 1%
2000 … 50%
OPPORTUNITY
NO. 1!
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 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
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
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
[ It’s Simple …
Women are more
thoughtful and
more deliberate
than men!]
Not!!
“Year of the
Woman”
Enterprise Reinvention!
Recruiting
Hiring/Rewarding/ Promoting
Structure
Processes
Measurement
Strategy
Culture
Vision
Leadership
THE BRAND ITSELF!
“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
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
Strategy 5:
Design Rules!
“Sometimes I have
episodes of wild fury in
rental cars. It’s not road
rage. It’s more like design
rage.”
Susan Casey, www.ecompany.com
And Tomorrow …
“Fifteen years ago companies
competed on price. Now It’s
quality. Tomorrow
design.”
Robert Hayes
it’s
All Equal Except …
“At Sony we assume that all products of
our competitors have basically the same
technology, price, performance and
Design is the only thing
that differentiates one product
from another in the
marketplace.”
features.
Norio Ogha
“Design is treated like a
religion at BMW.”
Fortune (10/98)
Drop-dead Charm!
“The new Beetle fails at
most categories. The only
thing it doesn’t fail in is
drop-dead charm.”
Jerry Hirshberg, Nissan Design
International
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
man-made creation.”
Steve Jobs
Unconventional
[Design] Messages
Not about ... “Lumpy Objects”!
Not about ... $79,000 objects
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
Clarity!
Simplicity!
Functionality!
Focus!
Beauty!
Surprise!
Quirkiness!
Humane-ness!
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
Strategy 6:
It’s the Experience!
“Experiences are as
distinct from services
as services are from
goods.”
Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theater &
Every Business a Stage
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
“What’s the plot?”
Freeman Thomas, designer
“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
Marketing Aesthetics
“managing aesthetics experiences”
… “aesthetics strategy” … “marketing
of sensory experiences that
contribute to the organization’s or
brand’s identity” … “mapping
strategic vision to sensory stimuli”
Source: Marketing Aesthetics, Bernd Schmitt &
Alexander Simonson
Look + Feel + Taste + Touch
+ Sound + Smell + Texture +
Color + Typeface + Etc. =
EXPERIENCE*
* Bernd Schmitt & Alexander Simonson,
Marketing Aesthetics
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Outside
BRAND POWER!
Brand Defined
Distinction
Excellence
Emotional “Signature”
Trustworthiness
Consistency
Shorthand
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]
No Room for Brands?
Nike
Saturn
CNN
America Online
Charles Schwab
Starbucks
The Gap
Intel
Etc.
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
“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
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
Brand = Special =
Passion =
Connection =
Caring*
* (Way) beyond “market research”
“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
Companies will
thrive on the basis of their stories and
myths. Companies will need to understand that
to how we work with others.
their products are less important than their stories.”
Rolf Jensen, Copenhagen Institute for Future Studies
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)
Context: “No” to “inevitable
commoditization”
S1: Lead the Customer!
S2: Master E-Commerce!
S3: Think Global!
S4: Women Rule!
S5: Design Rules! (too)
S6: It’s the Experience!
Net: Glorious Age of the BRAND!
Brand Leadership
Passion Rules!
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!
“I am a dispenser of
enthusiasm”/ Ben
Zander
“I don’t care how old
you are. I focus on
energy level.”
David Beirne, VC/Headhunter,
on Dotcom recruiting
Talent “War,” Marketplace “War”
“The successful company has to
create an environment that imbues
its employees with a sense of
passion.”
Joe Nocera, eCompany, on David Pottruck
“The challenge for IBM, AT&T and
other mainstream companies is to
re-instill a sense of adventure in
recruits.”
Burke Stinson, AT&T
[Message to
NAPM: You are
Re-invention
Evangelists!]
Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF
AT RISK EVERY DAY!
(Personal) Accountability?!
WHERE WERE YOU DURING
THE GREAT ENTERPRISE
REVOLUTION
OF Y2K?
“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
“If things seem under
control, you’re just
not going
fast enough.”
Mario Andretti