#1 (of 14):
First Things
BEFORE First
Things:
Conrad Hilton’s
Commandment
CONRAD HILTON, at a gala celebrating
his career, was called to the podium and
“What were the
most important
lessons you learned
in your long and
distinguished
career?” His answer …
asked,
“Remember
to tuck the
shower curtain
inside the
bathtub.”
IS
“EXECUTION
STRATEGY.”
—Fred Malek
LONG
Tom Peters’
IMs to Dog Biscuits:
In Search of
Experience
Excellence.2015
Nissan North America
Customer Quality Summit
October 2015
(Slides at tompeters.com; also see our annotated 23-part Master Compendium at excellencenow.com)
Tom Peters’
IMs to Dog Biscuits:
In Search of
Experiences
That Rock
(& Are Remembered!)
Nissan North America/Customer Quality Summit/
October 2015
(Slides at tompeters.com; also see our annotated 23-part Master Compendium at excellencenow.com)
#2:
TGRs & the
“8/80” Fiasco:
Towards
“EXPERIENCES”
That Rock!
Customers describing their service
experience as “superior”:
8%
Companies describing
the service experience they provide as
“superior”:
80%
—Source: Bain & Company survey of 362 companies, reported in John DiJulius,
What's the Secret to Providing a World-class Customer Experience?
Conveyance: Kingfisher Air
Location: Approach to New Delhi
“May I clean
your glasses,
sir?”
Conveyance: Southwest Airlines
Location: Boarding flight to BWI,
Albany NY
“May I help
you down the
jetway?”
& Are Remembered
“Courtesies of a small and
trivial character are the ones
which strike deepest in the
grateful and appreciating
heart.” —Henry Clay
"Let's not forget that small
emotions are the great
captains of our lives." –—Van Gogh
<TGW
and …
>TGR
(Things Gone
WRONG-Things Gone RIGHT)
7X.
7:30A-8:00P. F12A.
7:30AM = 7:15AM.
8:00PM = 8:15PM.
(2,000,000)
Source: Vernon Hill, Fans, Not Customers
BEGINS
(and ENDS)
It
in the …
PARKING
LOT*
*Disney
CARL’S
STREETSWEEPER*
*Flowers on the showroom floor/Stanley Marcus;
mechanics’ uniforms; Will Milbury won’t show us a house; etc.
NOT “Consultantese”
“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
“At our core, we’re a coffee company, but the
opportunity we have to extend the brand is
beyond coffee. IT’S ENTERTAINMENT.”
—Howard Schultz
“When Pete Rozelle ran the NFL, it was a
football business and a good one. NOW IT’S
TRULY AN ENTERTAINMENT
BUSINESS.”
—Paul Much, Investment Advisor
Boston Globe: “Why did you [Berkshire Hathaway] buy
Jordan’s Furniture?”
Warren Buffett: “Jordan’s is spectacular.
IT’S ALL SHOWMANSHIP.”
C
*Chief e
O*
Xperience Officer
Will Milbury
won’t show
us a house!
Mr. Watson’s shirts
and ties* **
*Walsh year #1: 2-14
*
**Marvin and the pocket protector/SF loses the hats
LIST
Service > sales in “Age of ZMOT" (process of deduction)
Mechanics-as-gods (any idiot can fly a plane)
Mechanics' uniforms (Watson)
Great hours, especially service (Commerce)
)
Mechanics hired for SWA criteria (listening, caring, saying thank you,
being warm)
Clean innards
Clean serviced car (looks detailed)
Clean (street sweeper, parking lot) (Dairy farm: "You can eat off
floor")
After-service (after-sale) visible "white glove" team
Clean loaner (good loaner program/Susan)
AAA lookalike
Loaner at discount fee after big accident
the
Point out what you've done (Bob Wilson @ Elgin Box)
Recognition (for service, finance people > sales
recognition; Creech's "drive by")
Give buyer hotline with names; intro to those folk
Dealer's phone #
Do more stuff (United
Problem Solvers/BB’s Geek Squad)
No gobbeltygook re finance/K.I.S.S.
NEVER wait outside the finance office
Attitude in finance > Attitude in sales!!
Hire for attitude in finance!
(any idiot can add)
Museum of cool cars (T. Sturgess) (or electric trains, or bonsai)
Available for community events (field in back of dealership)
Specialty group you support BIG Time ( think women--Half the Sky)
Handwritten thank you notes (Campbell/30K/10 years)
Multi-lingual as appropriate (sales, finance, service)
“Cool stuff” (Zoe) (spontaneous)
Never too late to add features
Help with "stuff" (Susan's bad roof rack advice)
Cater to kids
Dog biscuits (Commerce)
Community service support (Body Shop)
Entertainment (Griffith's/ Nordstrom's pianos)
Annual thank you event for customers $$$$$$
Apologize for little things which more or less weren't your fault
Dealer on the frigging floor
Study psychology
Read Retail Superstars, Small Giants
Product-service-experience-lovemark
JUNGLE JIM’S INTERNATIONAL MARKET, FAIRFIELD, OH:
“An adventure in
‘shoppertainment,’ begins in the
parking lot and goes on to
1,600
cheeses and
1,400
varieties of hot sauce—not to mention 12,000 wines priced from
$8-$8,000
4,000
a bottle; all this is brought to you by
vendors. Customers from every corner of the globe.”
BRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MI, POP
5,000: 98,000-square-foot “shop” features
ornaments,
50,000
6,000
Christmas
trims, and anything else you can name
pertaining to Christmas. …”
*Basement Systems Inc.
(Larry Janesky/Seymour CT)
*Dry Basement Science
(100,000++ copies!)
*1990: $0; 2003: $13M;
2010:
$80,000,000
TGRs/
LBTs*
#3:
*Little
BIG Things****************
Big carts =
Source: Walmart
Las Vegas Casino/2X:
slightly
curved
“When Friedman
the right angle of an
entrance corridor to one property, he was
‘amazed at the magnitude of change in
pedestrian behavior’—the percentage who
one-third to
nearly two-thirds.”
entered increased from
—Natasha Dow Schull, Addiction By Design: Machine Gambling in Las Vegas
METHODOLOGY
(1) AMENABLE TO RAPID
EXPERIMENTATION/ FAILURE “FREE”
(NO BAD “PR,” NO $$)
(2) QUICK/INEXPENSIVE TO IMPLEMENT/
QUICK/INEXPENSIVE TO ROLL OUT
(3) HUGE (POTENTIAL) MULTIPLIER
(4) AN “ATTITUDE”/“CULTURE”
(WTTMSW/WHOEVER TRIES THE
MOST STUFF WINS)
(5) AN “ALL HANDS” GAME.
#4:
TGRs:
3 Minutes
THE PROBLEM IS
RARELY/NEVER THE
PROBLEM. THE
RESPONSE TO THE
PROBLEM INVARIABLY
ENDS UP BEING THE
REAL PROBLEM.
(OPPORTUNITY).
THERE ONCE
WAS A TIME WHEN A
Relationships
(of all varieties):
THREE-MINUTE
PHONE CALL WOULD
HAVE AVOIDED SETTING OFF THE
DOWNWARD SPIRAL THAT
RESULTED IN A COMPLETE
RUPTURE.*
*Divorce, loss of a BILLION $$$ aircraft sale, etc., etc.
Toro,
the lawn mower folks, reduced
the average cost of settling a
With a new and forthcoming policy on apologies …
$115,000 in
1991 to $35,000 in 2008—
claim from
and the company hasn’t been
to trial in the last 15 years!
Source: John Kador,
Effective Apology
10.23.2
18 …
#5:
TGRs: *
18
“The doctor
interrupts
after …*
*Source: Jerome Groopman, How Doctors Think
18 …
“The doctor
interrupts
after …*
*Source: Jerome Groopman, How Doctors Think
18 …
seconds!
Best Listeners Win …
“IF YOU DON’T
LISTEN, YOU
DON’T SELL
ANYTHING.”
—Carolyn Marland
*8 of 10 sales presentations fail
*50% failed sales
talking
“at” before
listening!
presentations …
—Susan Scott, “Let Silence Do the Heavy Lifting,” chapter title,
Fierce Conversations: Achieving Success at Work and in Life,
One Conversation at a Time
10 Essential Selling Principles Most Salespeople Get Wrong
1. Assuming the problem that the prospect communicates is
the real problem.
2. Thinking that your sales “presentation” will seal the deal.
3.
Talking too much.
4. Believing that you can sell anybody anything.
5. Overeducating the prospect when you should be selling.
6. Failing to remember that salespeople are decision-makers,
too.
7. Reading minds.
8. Working as an “unpaid consultant” to seal the deal.
9. Being your own worst enemy.
10. Keeping your fingers crossed that a prospect doesn’t
notice a problem.
Source: Forbes/0503.13
#6:
Spread Your
Wings
PS
UPS
U
to
UPS = United
Problem Solvers
I. LAN Installation Co.
II. Geek Squad.
(3% local market share)
(30% local market share with name change.)
III. Acquired by Best Buy.
IV. FLAGSHIP OF BEST BUY
WHOLESALE “SOLUTIONS”
STRATEGY MAKEOVER.
#7/TGRs:
Women BUY
(Everything)
!
Women BUY
(Everything)
!
$28,000,
000,000,
000.
W>
2X (C + I)*
*“Women now drive the global economy. Globally, they control about $20
trillion in consumer spending, and that figure could climb as high as
$28 TRILLION
in the next five
years. Their $13 trillion in total yearly earnings could reach $18 trillion in
the same period. In aggregate, women represent a growth market bigger than China and India combined—
more than twice as big in fact. Given those numbers, it would be foolish to ignore or underestimate the female
consumer.
And yet many companies do just that—even ones that are confidant that they have a winning strategy when
it comes to women. Consider Dell’s …”
Source: Michael Silverstein and Kate Sayre, “The Female Economy,” HBR
“Forget CHINA,
INDIA and the
INTERNET: Economic
Growth Is Driven by
WOMEN.”
Source: Headline, Economist
Women as Decision Makers/Various sources
Home Furnishings …
Vacations …
92%
94%
(Adventure Travel … 70%/ $55B travel equipment)
91%
D.I.Y.
… 80%
Consumer Electronics … 51%
Cars … 68% (influence 90%)
Houses …
(major “home projects”)
(66% home computers)
All consumer purchases …
Bank Account …
83% *
89%
67%
Small business loans/biz starts … 70%
Health Care … 80%
Household investment decisions …
*In the USA women hold >50% managerial positions including >50% purchasing officer positions;
hence women also make the majority of commercial purchasing decisions.
“Women are
THE majority
market”
—Fara Warner/The Power of the Purse
MOST
SIGNIFICANT
VARIABLE in EVERY
“The
sales situation is the
GENDER
of the buyer, and
more importantly, how the
salesperson communicates to
the buyer’s gender.”
—Jeffery Tobias Halter, Selling to Men, Selling to Women
Sales/After-sales Process
1.
2.
3.
4.
5.
Kick-off – Women
Research – Women
Purchase – Men
Ownership – Women
Word-of-mouth – Women
Source: Martha Barletta, Marketing to Women: How to Increase Your Share of the World’s Largest Market
Men: Individual perspective.
“Core unit is ‘me.’ ”
Pride in self-reliance.
Women: Group perspective.
“Core unit is ‘we.’”* Pride in
team accomplishment.
*Why the kindergarten teacher bought an F150!?
Source: Martha Barletta, Marketing to Women
Editorial/Men: Tables,
rankings.
Editorial/Women:
Narratives that
cohere.* **
*Editor-in-Chief, Redwood Publications (UK)
** High Point: “Imagine the lathe that could have turned
that [table] leg!” vs. “This will go well with grandma’s
sideboard.”
“Women don’t ‘buy’
They
‘join’ them.”
brands.
—Faith Popcorn, EVEolution
Purchasing Patterns
Harder to convince;
more loyal once convinced.
Women:
Men:
Snap decision; fickle.
Source: Martha Barletta, Marketing to Women
2.6
vs.
Service = #1++
differentiator for
women
Clean rules!* **
*TV controller in hotel rooms
**Loaners, $700 job************
#8:
WOMEN RULE
!
“Research
suggests that to
succeed, start by
promoting women.”
[by McKinsey & Co.]
—Nicholas Kristof, “Twitter, Women, and Power,” NYTimes
“In my experience,
women make much
better executives
than men.”
—Kip Tindell, CEO, Container Store
“AS
LEADERS,
WOMEN
RULE:
New Studies find that
female managers outshine their male
counterparts in almost every measure”
TITLE/ Special Report/ BusinessWeek
“Women are rated higher in fully
12 of the 16 competencies that
go into outstanding leadership. And
two of the traits where women
outscored men to the highest
degree — taking initiative and
driving for results — have long
been thought of as particularly
male strengths.”
—Harvard Business Review/2014
For One (BIG) Thing …
“McKinsey & Company found that the
international companies with more
women on their corporate boards far
outperformed the average company in
return on equity and other measures.
Operating profit was …
56%
higher.”
Source: Nicholas Kristof, “Twitter, Women, and Power,” NYTimes, 1024.13
Women Age 22-30 Earn 8% More
Than Male Counterparts …
Atlanta … 21%
New York … 17%
Miami … 14%
Memphis … 19%
Etc.
Source: Martha Barletta/TrendSight Group/0517.11
50% women in sales,
2017
25% women mechanics,
2017
40% women managers
(HP, IBM, Dupont, Lockheed, GM)
LIST
Women buy, women recommend, women 80% cars,
$28,000,000,000
Women in leadership roles (12/16, 56%)
Women relationships
Women context
Women (guy signs check)
50% women in sales,
25 % women mechanics by 2017
40% women managers (HP, IBM, Dupont, Lockheed, GM)
"Women friendly" mega program, goal of ___ by 1/1/17
Sell context to women, not features.
Spotless but not sterile (Carl and Stanley) (esp appeals to
women)
Training on working with women (TPs' crappy stories bonanza-car dealers, docs, bankers)
Cater to kids
Work on waits/useful stuff, not magazines—e.g., guide to
local services you recommend and have vetted;
attractive, woman-friendly waiting area
Millennials/women >> men (ed, $$$)
#9/TGRs:
the
We
(old farts like me)
Got
$$$$$$
1/65/8/20
USA
1 BOOMER
AGE 65
8 SECONDS
20 YEARS
turns
Every
For the next
>50@50
50@50: “PEOPLE
TURNING 50 TODAY HAVE
MORE THAN
HALF OF THEIR
ADULT LIFE AHEAD OF
THEM.”
—Bill Novelli, 50+: IGNITING A REVOLUTION TO REINVENT AMERICA
USA
>50: 109,000,000
Next 10 years:
>50: +19,000,000
18-49: +6,000,000
Average # of cars purchased per
(USA) household, “lifetime”:
13
Average # of cars bought per household
after the “head of household” reaches
age 50:
7
Source: Marti Barletta, PrimeTime Women
“In 2009, households headed by
adults ages 65 and older ... had
47 times
as much
net wealth as the typical
household headed by someone
under 35 years of age. In 1984,
this had been a less lopsided
10-to-1 ratio.”
Source: Pew Research/10.11
“NEW
CUSTOMER
MAJORITY”
44-65:
Source: Ageless Marketing, David Wolfe & Robert Snyder
“Marketers’ attempts at reaching
those over 50 have been miserably
No market’s
motivations and
needs are so
poorly understood.”
unsuccessful.
—Peter Francese, founding publisher, American Demographics
“Baby-boomer
Women: The
Sweetest of
Sweet Spots for
Marketers”
—David Wolfe and Robert Snyder, Ageless Marketing
>50
>50% spending
10% marketing
budgets
“Fifty-four years of age
has been the highest cutoff
point for any marketing
initiative I’ve ever been
involved in. Which is pretty
weird when you consider age
50 is right about when people
who have worked all their
lives start to have some
money to spend.”
—Martha Barletta, PrimeTime Women
“One particularly puzzling category of youthobsession is the highly coveted target of men
18-34, and it’s always referred to as ‘highly
coveted category.’ Marketers have been
distracted by men age 18-34 because they are
getting harder to reach. So what? Who wants to
reach them? Beyond fast food and beer, they
don’t buy much of anything. … The theory is that
if you ‘get them while they’re young, they’re
WHAT
NONSENSE!”
yours for life.’
—Martha Barletta, PrimeTime Women
“The New Customer
Majority is the …
ONLY … adult market
with realistic prospects
for significant sales
growth in dozens of
product lines for
thousands of companies.”
—David Wolfe & Robert Snyder, Ageless Marketing
55+ > 55Forrester Research: “[Age 55-plus] are
more active in online finance,
shopping and entertainment than
those under 55.”
USA 1996-2007
Highest rate
entrepreneurial activity
(firms founded):
Ages 55-64
Lowest rate: Ages 20-34
Source: Dane Stangler, Kauffman Foundation (Economist)
LIST
Old Is Gold
Remind everyone
(50 is half)
(1/65/8/20, 109M, 7/13, 47X)
Do not treat me as an old fart (but sell me old
fart features)
Emphasize certain features
(comfort, parking software,
reliability, your service excellence)
Pitch reliability to oldies,
Home calls for service rather than
loaner
"Staying put" services
Social Business/
Customer Engagement/
Customer Control/
“Brand Ambassadors”/
“Brand Assassins”/
Social Epidemiologists/
Etc./Etc. …
#10/TGRs:
“The customer is in complete
control of communication.”
“What used to be ‘word of mouth’ is now
You are either
creating brand ambassadors
or brand terrorists doing
brand assassination.”
‘word of mouse.’
Source: John DiJulius, The Customer Service Revolution: Overthrow
Conventional Business, Inspire Employees, and Change the World
“It
takes 20 years to
build a reputation
and five minutes to
ruin it. Also, the Internet and
Welcome to the Age of Social Media:
technology have made customers more
demanding., and they expect information,
answers, products, responses, and
resolutions sooner than ASAP.” —John DiJulius,
The Customer Service Revolution
“I would rather engage in a
Twitter conversation with a
single customer than see our
company attempt to attract the
attention of millions in a coveted
Super Bowl commercial.
Why? Because having
people discuss your brand directly with you, actually connecting one-to-one, is far
more valuable—not to mention far cheaper!. …
“Consumers want to discuss what they like, the companies they support, and the
organizations and leaders they resent. They want a community. They want to be heard.
“[I]f we engage employees, customers, and prospective customers in meaningful
dialogue about their lives, challenges, interests, and concerns, we can build a
community of trust, loyalty, and—possibly over time—help them become advocates and
champions for the brand.”
—Peter Aceto, CEO,
Tangerine (from the Foreword to A World Gone Social:
How Companies Must Adapt to Survive, by Ted Coine & Mark Babbit)
“Amy Howell
[social marketer extraordinaire,
ignites
epidemics. In a good way,
of course. Epidemics of
excitement. Epidemics of
business connections.
Epidemics of influence.”
founder of Howell Marketing]
—Mark Schaeffer, ROI/Return on Influence: The Revolutionary
Power of Klout, Social Scoring, and Influence Marketing
“When Virgin America opened its
Toronto route, it asked Klout to find a small
group of influencers to receive a free flight in hopes
that they’d effectively spread the word. … After the
initial 120 participants and an additional 144
engaged influencers had been accrued,
the word-of-mouth power kicked in as those highly
social individuals generated more than 4,600 tweets
That led to more
than 7.4 million impressions and
coverage in top blogs and news
outlets such as the LA Times and
CNN.”
about the new route.
—Mark Schaeffer, ROI/Return on Influence: The Revolutionary
Power of Klout, Social Scoring, and Influence Marketing
Going “Social”: Location and Size Independent
“Today, despite the fact that we’re just a little swimming
pool company in Virginia, we have the most trafficked
swimming pool website in the world. Five years ago, if
you’d asked me and my business partners what we do, the
answer would have been simple, ‘We build in-ground
‘We
are the best teachers
… in the world … on the
fiberglass swimming pools.’ Now we say,
subject of fiberglass swimming pools,
and we also happen to build them.’”
—Jay Baer, Youtility: Why Smart Marketing Is About Help, Not Hype
ZMOT
: ZERO Moment Of Truth/Google*
“You know what a ‘moment of truth’ is. It’s when a prospective customer
decides either to take the next step in the purchase funnel, or to exit and
seek other options. … But what is a ‘zero moment of truth’? Many behaviors
can serve as a zero moment of truth, but what binds them together is that
the purchase is being researched and considered before the prospect even
enters the classic sales funnel … In its research, Google found that
84%
of shoppers said the new mental
model, ZMOT, shapes their decisions. …”
—Jay Baer, Youtility: Why Smart Marketing Is About Help, Not Hype
*See www.zeromomentoftruth.com for ZMOT in booklength format
Q: Who needs a
“Social Media Guru”?
!
A: E-V-E-R-Y-B-O-D-Y
Ask for customer reviews
Social media guru
Respond to electronic feedback with dispatch
(IMs)
IM when car ready
IMs when service problem during fix
Electronic instant service feedback; follow-up
10 days later (Kevin)
Tweets by service folk
Think "influencers"
Great website--start with ease of use!!
Great blog (VA swimming pool company)
(value, not sales pitch; mechanics post)
Train customers in electronics
Defend against hacking
Service++ =
Only sustainable
differentiator*
*In the “Age of ZMOT”
#11:
People**
“What employees experience, Customers will. The best marketing is
YOUR
CUSTOMERS
WILL NEVER BE
ANY HAPPIER
THAN YOUR
EMPLOYEES.”
happy, engaged employees.
—John DiJulius,
The Customer Service Revolution: Overthrow Conventional
Business, Inspire Employees, and Change the World
“You have to treat
your employees
like customers.”
—Herb Kelleher, upon being asked his “secret to success”
“If you want staff to
give great service, give
great service to staff.”
—Ari Weinzweig, Zingerman’s, in Small Giants:
Companies That Choose to Be Great Instead of Big, Bo Burlingham
“The
4 most
important
words in any
organization are …
THE FOUR MOST IMPORTANT WORDS IN ANY ORGANIZATION
“WHAT
DO YOU
THINK?”
ARE …
Source: courtesy Dave Wheeler, posted at tompeters.com
“The deepest human need
is the need to be
appreciated.”
—William James
“Employees who don't feel
significant rarely make
significant contributions.”
—Mark Sanborn
“It may sound radical, unconventional, and
bordering on being a crazy business idea.
However— as ridiculous as it sounds—joy is the
core belief of our workplace.
Joy
is the reason my company,
Menlo Innovations, a customer software design
and development firm in Ann Arbor, exists. It
defines what we do and how we do it. It is the
single shared belief of our entire team.”
Joy, Inc.:
How We Built a Workplace People Love
—Richard Sheridan,
1996-2014/12 companies every year for 16 years/
341,567 new jobs/jobs +172%:
Publix
Whole Foods
Wegmans
Nordstrom
Cisco Systems
Marriott
REI
Goldman Sachs
Four Seasons
SAS Institute
W.L. Gore
TDIndustries
Source: Fortune/ “The 100 Best Companies to Work For”/0315.15
““Profits
& Growth Through Putting People First” Business Book Club
Nice Companies Finish First: Why Cutthroat Management Is Over—and Collaboration Is In, by
Peter Shankman with Karen Kelly
Uncontainable: How Passion, Commitment, and Conscious Capitalism Built a Business Where Everyone Thrives,
by Kip Tindell, CEO Container Store
Conscious Capitalism: Liberating the Heroic Spirit of Business, by John Mackey, CEO Whole
Foods, and Raj Sisodia
Firms of Endearment: How World-Class Companies Profit from Passion and Purpose, by Raj
Sisodia, Jag Sheth, and David Wolfe
The Good Jobs Strategy: How the Smartest Companies Invest in Employees to Lower Costs
and Boost Profits, by Zeynep Ton, MIT
Joy, Inc.: How We Built a Workplace People Love, by Richard Sheridan,
CEO Menlo Innovations
Employees First, Customers Second: Turning Conventional Management Upside Down, by
Vineet Nayar, CEO, HCL Technologies
Patients Come Second: Leading Change By Changing the Way You Lead by Paul Spiegelman &
Britt Berrett
The Customer Comes Second: Put Your People First and Watch ’Em Kick Butt,
by Hal Rosenbluth, former CEO, Rosenbluth International
It’s Your Ship: Management Techniques from the Best Damn Ship in the Navy,
by Mike Abrashoff, former commander, USS Benfold
Turn This Ship Around; How to Create Leadership at Every Level,
by L. David Marquet, former commander, SSN Santa Fe
Small Giants: Companies That Choose to Be Great Instead of Big, by Bo Burlingham
Hidden Champions: Success Strategies of Unknown World Market Leaders, by Hermann Simon
Retail Superstars: Inside the 25 Best Independent Stores in America,
by George Whalin
Joy at Work: A Revolutionary Approach to Fun on the Job, by Dennis Bakke, former CEO, AES
Corporation
The Dream Manager, by Matthew Kelly
The Soft Edge: Where Great Companies Find Lasting Success, by Rich Karlgaard, publisher,
Forbes
Delivering Happiness: A Path to Profits, by Tony Hsieh, Zappos
Camellia: A Very Different Company
Fans, Not Customers: How to Create Growth Companies in a No Growth World, by Vernon Hill
Like a Virgin: Secrets They Won’t Teach You at Business School, by Richard Branson
Training =
Investment
#12:
#1
3-star
generals worry
In the Army,
about training. In most
businesses, it's a “hohum” mid-level staff
function.
What is the
#1
reason to go
berserk over
training?
What is the best reason to go
bananas over training?
GREED.
(It pays off.)
(Also: Training should be an official part of
the
R&D budget and a capital expense.)
“G-E-N-I-U-S”
Getting more and more cantankerous (short tempered!)
about this:
Job #1 (& #2 & #3)
is to abet peoples' personal
growth. All other good things
flow there from.
My idea of a gen-u-ine "genius“
If you work your
heart out to help people grow,
they'll work their hearts
out to give customers a
great experience.
"breakthrough" idea:
#13:
Hiring
the most
important aspect of
business and yet remains
woefully
misunderstood.”*
“In short, hiring is
*Why not on the list “10 Best Companies
to Work For in Indianapolis”?
Source: Wall Street Journal, 10.29.08, review of
Who: The A Method
for Hiring, Geoff Smart and Randy Street
“We look for ...
listening, caring,
smiling, saying
‘Thank you,’ being
warm.”
— Colleen Barrett, former President, Southwest Airlines
LIST
Bad times? Do a “Container Store/
2X)
Hire for smiles a la Starbucks/SWA (mechanics and
finance, too)
Hire/train for listening
Hire for
"We" like Mayo Clinic
We are a team ( boot non-team players) (Stanford
swimming coach)
"Best place to work“
by 2017
#14:
AVOID
MODERATION
!
Kevin Roberts’ Credo
1. Ready. Fire! Aim.
2.
3.
4.
5.
6.
7.
8.
9.
If it ain’t broke ... Break it!
Hire crazies.
Ask dumb questions.
Pursue failure.
Lead, follow ... or get out of the way!
Spread confusion.
Ditch your office.
Read odd stuff.
10.
AVOID MODERATION!
Retail Superstars:
Inside the 25 Best
Independent Stores
in America
—by George Whalin
“BE THE BEST.
IT’S THE ONLY
MARKET THAT’S
NOT CROWDED.”
From: Retail Superstars: Inside the 25 Best
Independent Stores in America, George Whalin
The Value-added Ladder
Lovemark
Spellbinding Experiences
Services
Goods
Raw Materials
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