Tom Peters

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Tom Peters 2002 We Are In A Brawl With No
Rules!Farmers/01.11.2002
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Customers will try low cost providers
because the Majors have not given them any clear
reason not to.Leading Insurance Industry
Analyst
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SWA gt American Continental Delta Northwest
United USAirways.Source Boston Globe
(12.22.2001)
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Getting Beyond Lip Service!No longer are we
only an insurance provider. Today, we also
offer our customers the products and services
that help them achieve their dreams, whether its
financial security, buying a car, paying for home
repairs, or even taking a dream vacation.Martin
Feinstein, CEO, Farmers Group
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TP2002 GE Industrial Systems. Farmers. Message
I Same-same kills. Go way up the VA Chain. (Or
else.) Transformation or bust Full-service/
solutions provider. Great rep but NOBODY
OWNS THE SPACE. Message II All dogs must learn
lotsa new tricks. (Bad news Everybodys
after the same space. Mr. Darwin is on the prowl!)
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Diversity Marketing Communities of Interest
Bank of America relationship specialized
acquisitions Farmers Agency Dashboard
HelpPoint licensed financial planners etc.
etc. etc.
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A Brawl With No Rules.
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All Slides Available at tompeters.comNote
Lavender text in this file is a link.
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There will be more confusion in the business
world in the next decade than in any decade in
history. And the current pace of change will only
accelerate.Steve Case
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1 day 2001 Years trade in 1949, years FEX in
1979, years global calls in 1984. Source
Charles Handy, The Elephant and the Flea
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lt1000A.D. paradigm shift 1000s of years1000
100 years for paradigm shift1800s gt prior 900
years1900s 1st 20 years gt 1800s2000 10 years
for paradigm shift 21st century 1000X tech
change than 20th century (the Singularity, a
merger between humans and computers that is so
rapid and profound it represents a rupture in the
fabric of human history)Ray Kurzweil
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TP/12.01 7 Rules for Leading/THRIVING
in a Recession1. Its ALREADY too late.2.
Show up tell the truthCREDIBILITY rules.3.
Kill with KINDNESS.4. Sharp pencils are
imperativebut dont forget that the CUSTOMER
our TALENT RISKY INVESTMENTS are still
our long-term Bread Butter. 5. Everythings
different, everythings the sameits the NEW
ECONOMY, more than ever, stupid!6. Use the
trauma to mount the bold initiatives you
should have long before mounted Flux
OPPORTUNITY.7. Were in a War of Organizational
Modelsfrom retail to the Pentagon. IDEAS
MATTER MOST.
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New Org I A White Collar Revolution.
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108 X 5vs. 8 X 1 540 vs. 8 (-98.5)
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Unless mankind redesigns itself by changing our
DNA through altering our genetic makeup,
computer-generated robots will take over the
world. Stephen Hawking, in the German magazine
Focus
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IBMs Project eLiza!
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New Org II IS/IT On the Bus or Off the Bus.
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Cisco!90 of 20B (50M/day)Annual savings
in service and support from customer
self-management 550M (P.S. C.Sat e gtgt C.Sat h)
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Secret Cisco Community!Customer Engineer
Chat Rooms/Collaborative Design (1B free
consulting) (45,000 customer problems a week
solved via customer collaboration)
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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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Reuters (12.11.01) Teens and young adults are
flocking to the Web for health-related
information as much as they are downloading music
and playing games online and more often than
shopping online, according to a national survey
from the Kaiser Family Foundation.
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One in Four Internet Users Seek Religious
InformationReuters (12.24.2001) (God trumps
money, sex.)
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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Amen!The Age of the Never Satisfied
CustomerRegis McKenna
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One Persons OpinionTP to reporter Service
is MUCH better! Would you go back to bank
tellers and phone operators? Value that I place
on a smile 3 on a scale of 10. Value I place
on fast accurate digital response 11 on a
scale of 10!!
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CRM has, almost universally, failed to live up
to expectations. Butler Group (UK)
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CGEY (Paul Cole) Pleasant Transaction vs.
Systemic Opportunity. Better job of what we do
today vs. Re-think overall enterprise strategy.
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WebWorld Everything Web as a way to run your
businesss innardsWeb as connector for your
entire supply-demand chain Web as spiders web
which re-conceives the industryWeb/B2B as
ultimate wake-up call to commodity
producersWeb as the scourge of slack,
inefficiency, sloth, bureaucracy, poor customer
dataWeb as an Encompassing Way of LifeWeb
Everything (P.D. to after-sales)Web forces you
to focus on what you do bestWeb as entrée, at
any size, to Worlds Best at Everything as next
door neighbor
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New Org III The SOLUTIONS IMPERATIVE.
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Animating Force The Sameness 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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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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Customers will try low cost providers
because the Majors have not given them any clear
reason not to.Leading Insurance Industry
Analyst
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The Big Day!
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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersconsulting business!
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These days, building the best server isnt
enough. Thats the price of entry.Ann
Livermore, Hewlett-Packard
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UPS wants to take over the sweet spot in the
endless loop of goods, information and capital
that all the packages it moves
represent.ecompany.com/06.01 (E.g., UPS
Logistics manages the logistics of 4.5M Ford
vehicles, from 21 mfg. sites to 6,000 NA dealers)
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Customer Satisfaction to Customer
SuccessWere getting better at Six Sigma
every day. But we really need to think about the
customers profitability. Are customers bottom
lines really benefiting from what we provide
them?Bob Nardelli, GE Power Systems
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New Springs Sheets Towels to
TurnkeyCollections.Flexible sourcing.Packaging
.Merchandising.Promotion.Systems Site mgt.
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Omnicom 57 (of 6B) from marketing services
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Who was the number one employer of architecture
school grads in the U.S. last year?
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We are a real estate facilities consulting
organization, not just an interior design
firm.Jean Bellas, founder, SPACE (from SMPS
Marketer)
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VISIONS OF A BRAND-NAME OFFICE EMPIRE. Sam Zell
is not a man plagued by self doubt. Mr. Zell
controls public companies that own nearly 700
office buildings in the United States. Now Mr.
Zell says he will transform the real estate
market by turning those REITs into national
brands. Mr. Zell believes clients will start
to view those offices as something more than a
commodity chosen chiefly by price and location.
New York Times (12.16.2001)
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Bottom Line The Solutions Imperative
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Getting Beyond Lip Service!No longer are we
only an insurance provider. Today, we also offer
our customers the products and services that help
them achieve their dreams, whether its financial
security, buying a car, paying for home repairs,
or even taking a dream vacation.Martin
Feinstein, CEO, Farmers Group
47
TP2002 GE Industrial Systems. Farmers. Message
I Same-same kills. Go way up the VA Chain. (Or
else.) Transformation or bust Full-service/
solutions provider. Great rep but NOBODY
OWNS THE SPACE. Message II All dogs must learn
lotsa new tricks. (Bad news Everybodys
after the same space. Mr. Darwin is on the prowl!)
48
Re-inventing the Individual.
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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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My ancestors were printers in Amsterdam from
1510 or so until 1750 and during that entire
time they didnt have to learn anything
new.Peter Drucker, Business 2.0 (08.22.00)
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26.3
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3 Weeks in MayTraining Prep 187Work
41(Other 17)
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1 vs. 367
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Divas do it. Violinists do it. Sprinters do it.
Golfers do it. Pilots do it. Soldiers do it.
Surgeons do it. Cops do it. Astronauts do it. Why
dont businesspeople do it very much?
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Invent. Reinvent. Repeat.Source HP banner ad
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Brand Talent
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Model 24/7 Sports Franchise GM25/8/53
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From 1, 2 or youre out JW to Best
Talent in each industry segment to build best
proprietary intangibles EMSource Ed
Michaels, War for Talent (05.17.00)
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Message Some people are better than other
people. Some people are a helluva lot better than
other people.
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AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special Report,
Business Week, 11.20.00
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Womens Strengths Match New Economy Imperatives
Link rather than rank workers favor
interactive-collaborative leadership style
empowerment beats top-down decision making
sustain fruitful collaborations comfortable with
sharing information see redistribution of power
as victory, not surrender favor
multi-dimensional feedback value technical
interpersonal skills, individual group
contributions equally readily accept ambiguity
honor intuition as well as pure rationality
inherently flexible appreciate cultural
diversitySource Judy B. Rosener, Americas
Competitive Secret
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TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch
with others?Source Selling Is a Womans Game
15 Powerful Reasons Why Women Can Outsell Men,
Nicki Joy Susan Kane-Benson
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Investors are looking more and more for a
relationship with their financial advisers. They
want someone they can trust, someone who listens.
In my experience, in general, women may be better
at these relationship-building skills than are
men.Hardwick Simmons, CEO, Prudential
Securities
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The Cracked Ones Let in the LightOur 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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MantraM3Talent Brand
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Speaking of Women.
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Women the Marketspace.
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?????????Home Furnishings 94Vacations
92Houses 91Consumer Electronics 51 Cars
60 (90)All consumer purchases 83 Bank
Account 89Health Care 80
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2/3rds working women/50 working wives gt
5080 checks61 bills53 stock (mutual fund
boom)43 gt 500K95 financial decisions/ 29
single handed
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4.8T gt Japan9M/27.5M/3.6T gt Germany
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OPPORTUNITY NO. 1!
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Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
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FemaleThink/ PopcornMen and women dont think
the same way, dont communicate the same way,
dont buy for the same reasons.He simply
wants the transaction to take place. Shes
interested in creating a relationship. Every
place women go, they make connections.
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Read This Barbara Allan Peases Why Men Dont
Listen Women Cant Read Maps
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It is obvious to a woman when another woman is
upset, while a man generally has to physically
witness tears or a temper tantrum or be slapped
in the face before he even has a clue that
anything is going on. Like most female mammals,
women are equipped with far more finely tuned
sensory skills than men. Barbara Allan
Pease, Why Men Dont Listen Women Cant Read
Maps
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Resting State 30, 90 A woman knows her
childrens friends, hopes, dreams, romances,
secret fears, what they are thinking, how they
are feeling. Men are vaguely aware of some short
people also living in the house.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
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As a hunter, a man needed vision that would
allow him to zero in on targets in the distance
whereas a woman needed eyes to allow a wide arc
of vision so that she could monitor any predators
sneaking up on the nest. This is why modern men
can find their way effortlessly to a distant pub,
but can never find things in fridges, cupboards
or drawers.Barbara Allan Pease, Why Men
Dont Listen Women Cant Read Maps
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Female hearing advantage contributes
significantly to what is called womens
intuition and is one of the reasons why a woman
can read between the lines of what people say.
Men, however, shouldnt despair. They are
excellent at imitating animal sounds.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
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Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
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EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
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The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
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Women dont buy brands. They join
them.EVEolution
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Honey, are you sure you have the kind of money
it takes to be looking at a car like this?
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STATEMENT OF PHILOSOPHY I am a businessperson.
An analyst. A pragmatist. The enormous social
good of increased womens power is clear to me
but it is not my bailiwick. My game is
haranguing business leaders about my fact-based
conviction that womens increasing power
leadership skills and purchasing power is the
strongest and most dynamic force at work in the
American economy today. Dare I say it as a
long-time Palo Alto resident THIS IS EVEN
BIGGER THAN THE INTERNET!Tom Peters
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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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It all adds up to THE BRAND.
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WHO ARE YOU these days ?TP to Client
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Brand Promise Exercise (1) Who Are WE?
(poem/novella/song, then 25 words.) (2) List
three ways in which we are UNIQUE to our
Clients. (3) Who are THEY (competitors)? (ID, 25
words.) (4) List 3 distinct us/them
differences. (5) Try results on your
teammates. (6) Try em on a friendly Client. (7)
Try em on a skeptical Client!
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The Heart of Branding
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WHO ARE WE?
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EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?
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1st Law Mktg Physics OVERT BENEFIT (Focus 1 or
2 gt 3 or 4/One Great Thing. Source 1
Personal Passion)2ND Law REAL REASON TO
BELIEVE (Stand Deliver!)3RD Law DRAMATIC
DIFFERENCE Source Jump Start Your Business
Brain, Doug Hall
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WHY DOES IT MATTER TO THE CLIENT?
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EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DRAMATIC DIFFERENCE TO THE CLIENT
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No longer are we only an insurance provider.
Today, we also offer our customers the products
and services that help them achieve their dreams,
whether its financial security, buying a car,
paying for home repairs, or even taking a dream
vacation.Martin Feinstein, CEO, Farmers Group
96
TP2002 GE Industrial Systems. Farmers. Message
I Same-same kills. Go way up the VA Chain. (Or
else.) Transformation or bust Full-service/
solutions provider. Great rep but NOBODY
OWNS THE SPACE. Message II All dogs must learn
lotsa new tricks. (Bad news Everybodys
after the same space. Mr. Darwin is on the prowl!)
97
Thank You!