Excellence
2008: valueadded By Design
Tom Peters/for the Korea
Design Forum 2008
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The race
is on …
Auckland
taipei/vp
singapore
bangkok
flanders
amsterdam
barcelona
lisbon
dublin
buenos aires
sao paulo
london
milan
mexico d.f.
istanbul
dubai
oman
usa
stockholm
shanghai
Mauritius
johannesburg
bucharest
part one
56 Random
Thoughts on
Design
Tom Peters/for the Korea
Design Forum 2008
56 Random Thoughts on Design
**“Great things” are more valuable than
not-so-great things.
**“It” is everything.
**Everybody’s doin’ it.
**If “everybody’s doin’ it,” then how do we do it
differently-sustainably?
**Everybody will do “it” differently. (Sorta—
“design zealots” in Japan are about the same
as design zealots in Italy.)
**“It” works only if it is “a way of life.” (Apple,
BMW, Cirque du Soleil)
**Consider my term-of-choice: “Designmindedness.” (Design-mindedness is
an attitude.)
**“It” does not work if it is a “program.”
**It is not about recruiting a rock star
designer—this may be counterproductive,
at least at first.
**“Dreamers with deadlines”—creative &
loose … with deliverables.
**It’s already faddish.
**Don’t try to “engineer it”—there is an
essential “spontaneity” dimension. (SWA)
**In the case of goods, it starts with the
vendors and especially includes packaging
and delivery folks and parking lot
attendants—think Disney and gum and the
Orlando airport.
**In the long run, the “Mittelstand” will make
the difference!
**Acquiring design firms is tricky.
**There are no “exempts”—“it” applies as much,
albeit in a different way, in purchasing as in
marketing.
**IT IS NOT ABOUT MARKETING! (Except a
little bit.)
**The entire supply chain must be on board.
**As always, “MBWA” rules—embedding
something new in a culture is a “walk
around” affair.
**“It” is about the way every individual conducts
himself or herself. (E.g., hotel housekeeper)
**Aesthetics and usability are equally
important—with perhaps a slight edge to
usability.” (“ ‘It won a prize’ is the ultimate
criticism”—DN)
**There is a “bet the farm” element at play—
Dubai, Apple.
**There must be a far higher than normal dose
of autonomy—in the end this is about “valueadded through creativity.”
**“It” must show up in the schools by age 5.
**“It” becomes the chief organizing principal
for education.
**When it comes to aesthetics, you get most of
“it” from the genes you were dealt.
“Every child is
born an artist.
The trick is to
remain an
artist.” —Picasso
**Beware of engineers! (Said with affection—
I am one.)
**Beware of MBAs (Said with no affection,
even though I am one.)
**The education bit is less about aesthetics
and more about encouraging individualism—
to take a risk on design, you must have a
burning desire to do things differently.
(Schools—ours, yours, everyone’s—are
brilliant at suppressing creativity and
excessive shows of passion.)
**Capturing “best practice” only goes so far.
**“Six Sigma” can be a deadly enemy.
**In “design world”: Gender
differences are … enormous.
**Women buy stuff, hence women
must design stuff. (And be very
amply represented in
management ranks—for reasons
of profit, not social justice.)
**Think: Women!!!!!!!!!!!!
**If you are interested in selling
to Europe and the U.S. and
Japan (etc) then you must
explicitly (!!!) focus on the over
50 market (think “7/13”)
**If you are serious, the Chief Design Officer
(Chief Experience Officer”) must sit at the
same level as the CFO. So, too the Chief
People Officer!!!!
**“It” must be on every (literally) agenda; in
project reviews of every type it must hold its
own with, say, the budget discussion.
**You’ll never be able to explain it to the
analysts.
**Steve Jobs is lucky—as well as good.
**Steve Jobs is too abnormal to learn from.
**Design competitions at all levels of societybusiness must be very big deals.
**Buy art. (All businesses of all sizes.)
**In the public sector, it starts at the airport
for foreign visitors especially—an experience
that includes traffic, air quality, etc.
**You can do a lot for 2-cents!
**And don’t ignore with the subway map.
**Or the public toilets.
**Be merciless about urban trash—spend
yourself poor on this if necessary.
**Good design transforms healthcare facilities
(especially hospitals)—and abets healing.
**Good design in eldercare facilities extends
life and enhances quality of life.
**Small things are often (usually?)
more important than big things.
**“Design Is Free” is closer to the
truth than you would think.
**Throwing money at problems is
almost always a dumb thing to
do—Design Excellence included.
**Training in “service excellence”
is often a better “design
investment” than capital
spending.
**This ain’t limited to global enterprises.
**The overall quality of small firms equals
(exceeds?) the “value added” by big firms.
**Gandhi and Mandela and Churchill and JFK
and Reagan and Thatcher and Sarkozy and
Franklin and Washington set
the tone to an incredible degree—their
“personal style” was their “brand.” (“It”
starts with personal style of the tip-top
leadership team. Sorry to be politically
insensitive, but who would give a hoot
about Tibet if it weren’t for the look and
style of the Dalai Lama?) Boss: You’re either
on the “it” boat—or not.
part TWO
EXCELLENCE.
VALUE ADDED.
UP THE LADDER.
4 of 7.
Tom Peters for the
Korea Design Forum 2008
Up,
Up,
Up,
Up
the Value-added Ladder.
EXCELLENCE.
VALUE-ADDED
LADDER I, II, III.
The Value-added Ladder/ “BEDROCK”
Raw Materials*
*Farmers and Miners (“Degree”: Weightlifting)
The Value-added Ladder/ THINGS
Goods*
Raw Materials
*Engineers and Factory Workers (Degree: Engineering)
The Value-added Ladder/TRANSACTIONS
Services*
Goods
Raw Materials
*Clerks (Degree: Process Engineering)
EXCELLENCE.
VALUE-ADDED LADDER IV.
SOLVE IT.
IB :
$55B*
M
*Also HP-EDS
“THE GIANT STALKING BIG OIL: How
Schlumberger Is Rewriting the
Rules of the Energy Game.”: “IPM
[Integrat5ed Project
Management] strays from
[Schlumberger’s] traditional role
as a service provider and moves
deeper into areas once dominated
by the majors.”
Source: BusinessWeek cover story, January 2008
IBM
HP
Schlumberger
GE Energy
GE Infrastructure
UPS
MasterCard
etc.
etc.
etc.
“ ‘Results’ are
measured by the
success of all those
who have purchased
your product or
service” —Jan Gunnarsson & Olle Blohm, The
Welcoming Leader
Huge: Customer
Satisfaction
versus …
Customer
Success
“The business of selling is not just about matching viable
It’s
equally about managing the
change process the customer
will need to go through to
implement the solution and
achieve the value promised by
the solution. One of the key differentiators of
solutions to the customers that require them.
our position in the market is our attention to managing change
and making change stick in our customers’ organization.”*
(*E.g.: CRM failure rate/Gartner: 70%)
—Jeff Thull, The Prime Solution: Close the Value Gap,
Increase Margins, and Win the Complex Sale
The Value-added Ladder/TRANSFORMATION
Customer Success through
Implemented
Gamechanging Solutions*
Services
Goods
Raw Materials
*Subject-matter Professionals and
Organization Effectiveness Experts (Degree: MBA,
Organizational Psychology)
EXCELLENCE.
SOLVE IT.
NO OPTION.
PSF.
Are you …
“Rock
Stars of the
Age of
Talent”
Department Head
to …
Managing
Partner,
IS Inc.
[HR, R&D, etc.]
Are you the …
“Principal
Engine of
Value Added”
*E.g.: Your R&D budget as robust as the New Products team?
Core Mechanism:
“Game-changing Solutions”
PSF
(Professional Service Firm “model”/The Organizing Principle)
+
Brand You
(“Distinct” or “Extinct”/The Talent)
+
Wow! Projects
(“Different” vs “Better”/The Work)
The “PSF35”:
Thirty-Five
Professional Service Firm
Marks of Excellence
The PSF35: The Work & The Legacy
1.
CRYSTAL CLEAR POINT OF VIEW
(E very Practice Group: “If you can’t explain your position in eight
words or less, you don’t have a position”—Seth Godin)
2. DRAMATIC DIFFERENCE (“We are the only ones who do what
we do”—Jerry Garcia)
3. Stretch Is Routine (“Never bite off less than you can chew”—anon.)
4. Eye-Appetite for Game-changer Projects (Excellence at Assembling
“Best Team”—Fast)
5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change
the World)
6. Small “Uneconomic” Clients with Big Aims
7. Life Is Too Short to Work with Jerks (Fire lousy clients)
8. OBSESSED WITH LEGACY (Practice Group and Individual: “Dent the
Universe”—Steve Jobs)
9. Fire-on-the-spot Anyone Who Says, “Law/Architecture/Consulting/
I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ”
10. Consistent with #9 above … DO NOT SHY AWAY FROM THE
WORD (IDEA) “RADICAL”
“Technology
Executive” (workin’ in a hospital)
HCare CIO:
Full-scale,
Accountable (life or death)
Member-Partner of XYZ
Hospital’s Senior
Or/to:
Healing-Services
Team
(who happens to be a techie)
Up,
Up,
Up,
Up
the Value-added Ladder.
EXCELLENCE.
VALUE-ADDED LADDER V.
EXPERIENCE IT.
“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
“Experiences
are as distinct
from services as
services are from
goods.”
—Joe Pine & Jim Gilmore, The
Experience Economy: Work Is Theatre & Every Business a
Stage
Q: “Why did you buy
Jordan’s Furniture?”
A: “Jordan’s is
It’s all
showmanship.”
spectacular.
Source: Warren Buffet interview/Boston Sunday Globe/12.05.04
Experience: “Rebel Lifestyle!”
“What we sell is the
ability for a 43year-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
The Value-added Ladder/ MEMORABLE CONNECTION
Spellbinding
Experiences*
Customer Success/Implemented
Gamechanging Solutions
Services
Goods
Raw Materials
*Theatrical Skills (Degree: Theater Arts)
Beyond the “Transaction”/ “Satisfaction” Mentality
“Good hotel”/ “Happy guest”/
“Exceeded Expectations”
vs.
“Great Vacation”/
“Great Conference”/
“Operation Personal
Renewal”
C
*Chief e
O*
Xperience Officer
Hire a
theater director,
as a consultant
or FTE!
First Step (?!):
“Most executives have
no idea how to add
value to a market in
the metaphysical
world. But that is what the
market will cry out for in the
future. There is no lack of
‘physical’ products to choose
between.” —Jesper Kunde, Unique Now ... or Never
Extraction & Goods:
Male dominance
Services &
Female
dominance
Experiences:
<TGW
vs.
>TGR
[Things Gone WRONG/Things Gone RIGHT]
3M’s Innovation
Crisis: How Six Sigma
Almost Smothered
Its Idea Culture
Source: Title/Cover Story, BW, 0611.07 (“What’s remarkable is
how fast a culture can be torn apart,” 3M lead scientist; “In
an innovation economy, [6 Sigma] is no longer a cure all”/BW)
“Perfection is achieved
only by institutions on the
point of collapse.”
— C. Northcote Parkinson
Up,
Up,
Up,
Up
the Value-added Ladder.
THE ESSENCDE
OF
EXPERIENCES:
BONUS #1
“Forget China,
India and the
Internet: Economic
Growth Is Driven
by
Women.”
—Headline,
Economist, April 15, 2006, Leader, page 14
“Women are
the majority
market”
—Fara Warner/The Power of the Purse
“Goldman Sachs in Tokyo has
developed an index of 115
companies poised to benefit from
women’s increased purchasing
power; over the past decade the
value of shares in Goldman’s
basket has risen by 96%, against
the Tokyo stockmarket’s rise
of 13%.” —Economist, April 15
The Perfect Answer
Jill and Jack buy
slacks in black…
“AS LEADERS,
WOMEN
RULE:
New Studies find that
female managers outshine their male
counterparts in almost every measure”
TITLE/ Special Report/ BusinessWeek
It’s gotta be
a majority …
10 UNASSAILABLE REASONS WOMEN RULE
Women make [all] the financial decisions.
Women control [all] the wealth.
Women [substantially] outlive men.
Women start most of the new businesses.
Women’s work force participation rates have
soared worldwide.
Women are closing in on “same pay for same job.”
Women are penetrating senior ranks rapidly
[even if the pace is slow for the corner
office per se].
Women’s leadership strengths are exceptionally
well aligned with new organizational
(more
or less)
(circa 0331.2007)
effectiveness
imperatives.
Women are better salespersons than men.
Women buy [almost] everything—commercial
as well as consumer goods.
Elizabeth Cady Stanton
So what exactly is the point of men?
THE ESSENCE OF
EXPERIENCES:
BONUS #2
!!!!!!!!!!!!!!!!!
“People turning 50
more
than half of
today have
their adult life
ahead of them.”
—Bill Novelli,
50+: Igniting a Revolution to Reinvent America
We are the Aussies & Kiwis & Americans & Canadians.
We are the Western Europeans & Japanese. We are the
fastest growing, the biggest, the wealthiest, the
boldest, the most (yes) ambitious, the most
experimental & exploratory, the most different, the
most indulgent, the most difficult & demanding, the
most service & experience obsessed, the most
vigorous, (the least vigorous,) the most health
conscious, the most female, the most profoundly
important commercial market in the history of the
we will be the
Center of your universe
for the next twenty-five
years. We have arrived!
world—and
THE ESSENCDE
OF
EXPERIENCES:
BONUS #3
“How to flush
$500,000 down
the toilet in one
easy lesson!!”
TP:
< CAPEX
> People!
#1/100
“Best Companies to
Work for”/2005
Wegmans
“People want to be part of
something larger than
themselves. They want to be
part of something they’re
really proud of, that they’ll
fight for, sacrifice for ,
trust.”
—Howard Schultz, Starbucks (IBD/09.05)
“We are a
‘Life Success’
Company.”
Dave Liniger, founder, RE/MAX
“The role of the Director is to
create a space where the actors
become
more than they’ve ever
been before, more than
they’ve dreamed of
being.”
and actresses can
—Robert Altman, Oscar acceptance speech
Organizations exist to serve. Period.
Leaders live to serve. Period.
Passionate servant leaders, determined to create a
legacy of earthshaking transformation in their domain
create/must necessarily create organizations which
no less than Cathedrals in
which the full and awesome
power of the Imagination and
Spirit and native
Entrepreneurial flair of
diverse individuals is
unleashed … In passionate pursuit of jointly
are …
perceived soaring purpose and personal and community
and client service Excellence.
Why in the
World did you
go to Siberia?
An
emotional, vital, innovative,
joyful, creative,
entrepreneurial endeavor
that elicits maximum
Enterprise* ** (*at its best):
concerted human
potential in the
wholehearted service of
others.**
**Employees, Customers, Suppliers, Communities, Owners, Temporary partners
Our Mission
To develop and manage talent;
to apply that talent,
throughout the world,
for the benefit of clients;
to do so in partnership;
to do so with profit.
WPP
Up,
Up,
Up,
Up
the Value-added Ladder.
EXCELLENCE.
SOUL I.
DESIGN.
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 Ohga
“Design is
treated like
a religion at
BMW.”
—Fortune
“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
Design is
the fundamental
soul of a man-made
creation.”
the meaning of design.
—Steve Jobs
“You know a
design is good
when you want
to lick it.”
—Steve Jobs
Source: Design: Intelligence Made Visible,
Stephen Bayley & Terence Conran
“With its carefully conceived mix of colors and textures,
Starbucks
aromas and music,
is more
indicative of our era than the iMac. It is to the Age of
Aesthetics what McDonald’s was to the Age of
Convenience or Ford was to the Age of Mass
Production—the touchstone success story, the exemplar
‘Every
Starbucks store is carefully designed
to enhance the quality of everything
the customers see, touch, hear, smell
or taste,’ writes CEO Howard Schultz.”
of … the aesthetic imperative. …
-—Virginia Postrel, The Substance of Style: How the Rise of Aesthetic
Value Is Remaking Commerce, Culture and Consciousness
“Having spent a century or more focused on other
goals—solving manufacturing problems, lowering costs,
making goods and services widely available, increasing
convenience, saving energy—we are increasingly
engaged in making our world special. More people in
more aspects of life are drawing pleasure and meaning
from the way their persons, places and things look and
Whenever we have the
chance, we’re adding
sensory, emotional
appeal to ordinary
function.” — Virginia Postrel, The Substance
feel.
of Style: How the Rise of Aesthetic Value Is Remaking
Commerce, Culture, and Consciousness
O*
C
*Chief
Design
Officer
“Business people
don’t need to
‘understand
designers better.’
Businesspeople
need to be
designers.” —Roger Martin,
Dean, Rotman Management School,
University of Toronto
Message:
Men
cannot
design
for women’s needs.
Period.
“Perhaps the macho
look can be interesting
… if you want to fight
dinosaurs. But now to
survive you need
intelligence, not power and
aggression. Modern
intelligence means intuition—
it’s female.”
Source: Philippe Starck, Harvard Design Magazine
Bottom Line.
Design “is” …
WHAT & WHY I
LOVE.
LOVE.
All Time
No.1
(TP)
Ziplocs
Design “is” …
WHY I GET MAD.
MAD.
THE
DESIGNER OF MY
KRUPPS/ CUISINART
COFFEE-MAKER.
Major Reward!
Wanted:
Design is …
never
neutral.
Hypothesis:
DESIGN is
the principal
difference
between love
and hate!*
*Not “like” and “dislike”
Better By Design
The Design49
Tom Peters
Auckland/30March2005
Better By Design: Tom’s Design49
1. There are only 2 rules.
2. Rule #1: You can’t beat Wal*Mart on price or China on cost.
3. Rule #2: See Rule #1.
4. Econ Survival = Innovate and Sprint Up the Value-added
Chain … OR DIE!
5. DESIGN (WRIT LARGE) (“DESIGN MINDFULNESS”) IS THE
“SOUL”/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE.
6. Design as Soul-Core Competence #1 is a “cultural imperative,” not
a “programmatic” or “process” or
“throw $$$ at it” issue!
7. CDEs (Culturally Design-driven Enterprises) use DesignExperiences-Dream Merchantry-Lovemarks as the Lead
Dog(s) in the OlympianInnovation-“Strategy”-Value
Proposition Struggle.
8. “Dream Merchant” makes as much sense for IBM or GE or UPS as
for Starbucks!
The Value-added Ladder/ MEMORABLE CONNECTION
Spellbinding Experiences
via
“Soul” Through Design*
Customer Success/
Implemented Gamechanging Solutions
Services
Goods
Raw Materials
*
*Blending Beauty, Usability, Theatricality (Degree: MFA/
Master of Fine Arts, “D-school,” Cultural Anthropology)
EXCELLENCE.
SYSTEMS.
DESIGN.
K.I.S.S.
Lisbon/New Biz:
Weeks
to …
Minutes
(!!!!)
90K in U.S.A. ICUs on any
given day; 178 steps/day
in ICU.
50%
stays result
in “serious complication”
Source: Atul Gawande, “The Checklist” (New Yorker, 1210.07)
**Peter Pronovost, Johns Hopkins,
2001
**Checklist, line infections
**1/3rd at least one error when he started
**Nurses/permission to stop procedure
if doc, other not following checklist
**In 1 year, 10-day line-infection rate:
11% to …
0%
Source: Atul Gawande, “The Checklist” (New Yorker, 1210.07)
First Steps: “Beauty Contest”!
1. Select one form/document:
invoice, airbill, sick leave policy,
customer returns claim form.
2. Rate the selected doc on a scale of
1 to 10 [1 = Bureaucratica
Obscuranta/Sucks; 10 = Work of
Art] on four dimensions:
Beauty. Grace.
Clarity. Simplicity.
3. Re-invent!
4. Repeat, with a new selection,
every 15 working days.
Beauty
Grace
Clarity
Simplicity
The Value-added Ladder/
MEMORABLE CONNECTION
COURTESY THE “ENTIRE SUPPLY CHAIN”
Work as Art*
Customer Success/
Implemented Gamechanging Solutions
Services
Goods
Raw Materials
*Artists and Process Engineers working in tandem
EXCELLENCE.
VALUE-ADDED LADDER VI.
DREAM IT.
Furniture vs. Dreams
“We do not sell ‘furniture’ at
Domain.
We sell
dreams. This is accomplished
by addressing the half-formed needs
in our customers’ heads. By
uncovering these needs, we, in
essence, fill in the blanks. We
convert ‘needs’ into
‘dreams.’ Sales are the
inevitable result.” — Judy George, Domain
Home Fashions
“The sun is setting on the Information Society—even
before we have fully adjusted to its demands as
individuals and as companies. We have lived as hunters
and as farmers, we have worked in factories and now we
live in an information-based society whose icon is the
We stand facing the
fifth kind of society: the
Dream Society. … Future products will
computer.
have to appeal to our hearts, not to our heads. Now is the
time to add emotional value to products and services.”
Rolf Jensen/The Dream Society:How the Coming Shift from
Information to Imagination Will Transform Your Business
The Marketing of Dreams (Dreamketing)
Dreamketing: Touching the clients’
dreams.
Dreamketing: The art of telling stories
and entertaining.
Dreamketing: Promote the dream,
not the product.
Dreamketing: Build the brand around
the main dream.
Dreamketing: Build the “buzz,” the
“hype,” the “cult.”
Source: Gian Luigi Longinotti-Buitoni
Up,
Up,
Up,
Up
the Value-added Ladder.
The Value-added Ladder/ EMOTION
Dreams Come True*
Design-driven Spellbinding
Experiences
Customer Success/Implemented
Gamechanging Solutions
Services
Goods
Raw Materials
*Psychologists (Degree: Psychology)
C
*Chief Dream Merchant
The Dream Manager
—Matthew Kelly
“An organization can only become the-best-version-ofitself to the extent that the people who drive that
organization are striving to become better-versions-ofthemselves.” “A company’s purpose is to become thebest-version-of-itself. The question is: What is an
employee’s purpose? Most would say, ‘to help the
company achieve its purpose’—but they would be wrong.
That is certainly part of the employee’s role, but an
employee’s primary purpose is to become the-bestversion-of-himself or –herself. … When a company
forgets that it exists to serve customers, it quickly goes
Our employees are our
first customers, and our most
important customers.”
out of business.
EXCELLENCE.
SOUL II.
THE STORY.
“Storytelling
is the core
of culture.”
—Branded Nation: The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
“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
C
O*
*Chief Storytelling Officer
“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 to how
Companies
will thrive on the basis
of their stories and
myths. Companies will need to understand that
we work with others.
their products are less important than their stories.”
—Rolf Jensen, Copenhagen Institute for Future Studies
The Value-added Ladder/ EMOTION
Dreams Come
True/Best Story Wins*
Design-driven Spellbinding Experiences
Customer Success/Implemented
Gamechanging Solutions
Services
Goods
Raw Materials
*Anthropology (Degree: Anthropology)
EXCELLENCE.
VALUE-ADDED LADDER VII.
ALL YOU NEED IS LOVE.
“Brands have
run out of
juice. They’re
dead.”
—Kevin Roberts/Saatchi & Saatchi
“Brands Are Out of Juice”
1. Brands are worn out from overuse.
2. Brands are no longer mysterious.
3. Brands can’t understand the new consumer.
4. Brands struggle with good old-fashioned
competition.
5. Brands have been captured by formula.
6. Brands have been smothered by creeping
conservatism.
Source: Lovemarks: The Future Beyond Brands, Kevin Roberts
Kevin Roberts:
Lovemarks!
Brand …………………………………………………. Lovemark
Recognized by consumers ………………. Loved by People
Generic ………………………………………………… Personal
Presents a narrative ………………….. Creates a Love story
The promise of quality ……………… A touch of Sensuality
Symbolic ………………………………………………….. Iconic
Defined ………………………………………………….. Infused
Statement ………………………………………………….. Story
Defined attributes…..… Wrapped in Mystery
Values ………………………………………………………. Spirit
Professional …………………………... Passionately Creative
Advertising agency ………………………….. Ideas company
Source: Kevin Roberts, Lovemarks
Up,
Up,
Up,
Up
the Value-added Ladder.
The Value-added Ladder/ ECSTASY
Lovemark*
Dreams Come True/
Best Story Wins
Spellbinding Experiences/
“Soul” Through Design
Customer Success/Implemented
Gamechanging Solutions
Services
Goods
Raw Materials
*Passion (Degree: ????)
C
O*
*Chief Lovemark Officer
Up,
Up,
Up,
Up
the Value-added Ladder.
Ladder.2008: 4 of 7!
Lovemark
Dreams Come True
Spellbinding Experiences
Gamechanging Solutions
Services
Goods
Raw Materials
New (4 of 7) Value-added “Ladder”:
Plays to Women’s Inherent Strengths!
Lovemark/F
Dreams Come True/F
Spellbinding Experiences/F
Gamechanging Solutions/F
Services/F-M
Goods/M
Raw Materials/M
Note #1:
Men: Reductionist/
Things
Women: Holistic/
Relationships
“One thing is certain: Women’s rise to power, which is
linked to the increase in wealth per capita, is happening
in all domains and at all levels of society. Women are no
longer content to provide efficient labor or to be
consumers with rising budgets and more autonomy to
spend. … This is just the beginning. The phenomenon
will only grow as girls prove to be more successful than
For a number of
observers, we have already
entered ‘the age of
‘womenomics,’ the economy as
thought out and practiced
by a woman.” —Aude Zieseniss de Thuin, Financial
boys in the school system.
Times, 10.03.2006
Note #2: The
composition
of work groups engaged
in the “4 of 7” “new
steps” on the Ladder
must “look like” the
global market we serve!
EXCELLENCE.
DOES MATTER
MATTER?
“What Isn’t
Matter Is
What
Matters”
—section title, Branded Nation: The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
VA “Teaching Moment”
“Andy pointed to
a molding,
about halfway
up the wall …”
The Boot … and
Timberland
The Tomato/
Farmer … and
Campbell’s
Ladder.2008: 4 of 7!
Lovemark
Dreams Come True
Spellbinding Experiences
Gamechanging Solutions
Services
Goods
Raw Materials
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
“Excellence can be obtained if you:
... care more than others think
is wise;
... risk more than others think
is safe;
... dream more than others think
is practical;
... expect more than others think
is possible.”
Source: Anon. (Posted @ tompeters.com by
K.Sriram, November 27, 2006 1:17 AM)
EXCELLENC
ALWAYS.
THE “VALUEADDED
LADDER.”