Distinct or Extinct Tom Peters Seminar2000 Highlights Reel Washington Speakers Bureau 06.07.00Ye Old

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Distinct or ExtinctTom Peters
Seminar2000Highlights ReelWashington Speakers
Bureau06.07.00/Ye Olde Town Alexandria
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No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
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Theres 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
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We are in a brawl with no rules.Paul Allaire
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work IThe Destruction Imperative!
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Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
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It is generally much easier to kill an
organization than change it substantially.
Kevin Kelly, Out of Control
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C.E.O. to C.D.O.
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It used to be that the big ate the small. Now
the fast eat the slow.Geoff Yang, IVP/
(Institutional Venture Partners)
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Change the rules before somebody else
does.Ralph Seferian, VP, Oracle
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Brand InsideBrand Org Lean, Mean, Linked
Electronic
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And Now the Equivalent White Collar
Revolution!
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These are L.A.D.T.I.R.S.Life-and-death-to
tal-industry-reinvention-struggles
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Brand InsideBrand Work!
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So what will be the Basic Building Block of the
New Org Unit?
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Why are there no books on how to create a Cool,
Rocking, WOW-producing Finance Department?
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NAPM Redux Welcome to the Y2K New Orleans Jazz
and Real Cool Purchasing Dudes Festival!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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1) Turn ignition key.2) Shift into drive.3)
Press foot firmly on the throat of
mediocrity.Source Mercedes ad
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Brand InsideBrand You Distinct or Extinct
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DISTINCT OR EXTINCT!If there is
nothing very special about your work, no matter
how hard you apply yourself, you wont get
noticed and that increasingly means you wont get
paid much, either. Michael Goldhaber,
Wired
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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!

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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!

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

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You must realize that how you invest your human
capital matters as much as how you invest your
financial capital. Its rate of return determines
your future options. Take a job for what it
teaches you, not for what it pays. Instead of a
potential employer asking, Where do you see
yourself in 5 years? youll ask, If I invest my
mental assets with you for 5 years, how much will
they appreciate? How much will my portfolio of
career options grow? Stan Davis Christopher
Meyer, futureWEALTH
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Brand InsideBrand Talent The Great War for
Talent
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Issue Y2KThe Great War for Talent!
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When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
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There is no talent shortage if you are
a GPTWGreat Place To Work
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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
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Whoever is the most impertinent has the best
chance.W.A. Mozart
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Talent Brand
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Forces _at_ Work IIThe Commodity Trap
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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
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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
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We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
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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
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Brand OutsideStrategy 1Lead the Customer!
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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
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Amen!The Age of the Never Satisfied
CustomerRegis McKenna
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Brand OutsideStrategy 2Use E-Commerce to
Re-invent the Business!
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Tomorrow Today Cisco!90 of 14.4B(Cisco
Connection ONLINE)Save 500M(service and tech
support)C.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting)
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B2B1999 2004 50X2004 7.4Source
GartnerGroup (per Reuters 1-26-00)
T
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GM/Ford/DaimlerChrysler (02-27)Covisint240B
(500B)I.P.O.
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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
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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There are 2 Kinds of Defensevs.Offense
Fend off upstarts.Reinvent our marketspace!
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Brand OutsideStrategy 3Think Global!
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Rule 1If it is truly good then its good
enough for THE WORLD.
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Rule 2 Theres no such thing as too small to
be global.GET A LIFE.
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Brand OutsideStrategy 4Women Rule!
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3.3T 1.5T 4.8T Larger than Japan!
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Most Under-reported story!9M/28M(1 of 4)/3.6T
gt Germany 400K in 72 132 since
92Sources NFWBO, Cognetics, Business Wire
(030600)
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
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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)
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OPPORTUNITY NO. 1! No shit!
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Not!!Year of the Woman
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Enterprise Reinvention!RecruitingHiring/Rewardi
ng/ PromotingStructure ProcessesMeasurementStr
ategyCulture VisionLeadershipTHE BRAND ITSELF!
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27 March 2000 email to TP from Shelley Rae
Norbeck I make 1/3rd more money than my
husband does. I have as much financial pull in
the relationship as he does. Id say this is also
true of most of my women friends. Someone should
wake up, smell the coffee and kiss our asses long
enough to sell us something! We have money to
spend and nobody wants it!
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THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
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Brand OutsideStrategy 5Design Rules!
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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
Ogha
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Design as SoulWe dont have a good language to
talk about this kind of thing. In most peoples
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
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Brand OutsideStrategy 6Its the Experience!
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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
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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
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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 _at_ Comdex 99
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Medicine looks likely to change more in the
next 20 years than it has in the last
200.British Medical Journal (11-11-99)
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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. Id
like your expert help. P.S. THE VIAGRA,
ETC. I ORDERED ONLINE IS GREAT.
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Patient-centric Health CareWellness (Fix to
prevent.)Partnership (Tour guide
model.)RESPECT! (Mutual.)WOMEN RULE!Not
HMO-centric, Employer-centric, Insurer-centric,
Doc-centric
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Brand OutsideBRAND POWER!
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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
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Consumers dont 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
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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, Toms of
Maine
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Brand LeadershipPassion Rules!
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Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
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The challenge for IBM, ATT and other mainstream
companies is to re-instill a sense of adventure
in recruits.Burke Stinson, ATT
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Leadership is a performance. You have to be
conscious of your behavior, because everybody
else is. Carly Fiorina
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Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm/ Ben Zander
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Ann Richards DogmaShow up!Know your
message!PUT YOURSELF AT RISK EVERY DAY!
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If things seem under control, youre just not
going fast enough.Mario Andretti