Lessons in Leadership: Tom Peters SeminarM3 Rollercoaster Days: Learning to Rock

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Lessons in LeadershipTom Peters SeminarM3
Rollercoaster Days Learning to Rock
Roll!Sabre/21Feb2001
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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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Rollercoaster Days2001 Blood on retails
streets Montgomery Ward, Bradlees, Sears,
Penney. Layoffs/10K Chrysler 27K, Lucent,
WorldCom, GM, Dana. GE 80,000??? Inet
driven. Other Big Sara Lee, Ford, Caterpillar,
Motorola. Human genome map published. Human
cloning within 1 year. First space tourist in
training.
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The corporation as we know it, which is now 120
years old, is not likely to survive the next 25
years. Legally and financially, yes, but not
structurally and economically.Peter Drucker,
Business 2.0 (08.00)
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We are in a brawl with no rules.Paul Allaire
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S.A.V.
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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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ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out.Dee Hock
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The Gales of Creative Destruction29M -44M
73M4M 4M - 0M
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Brand InsideBrand Work The Professional
Service Firm Model The WOW Project
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White Collar Revolution!
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So what will be the Basic Building Block of the
New Org?
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Answer PSF!Professional Service
FirmDepartment Head to Managing Partner,
HR IS, etc. Inc.
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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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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersConsulting bus! (31,000
bods)
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P.S.F. SummaryH.V.A. Projects (100)Pioneer
ClientsWOW Work (see below)Hot Talent (see
below)Adventurous cultureProprietary Point
of View (Methodology)W.W.P.F. (100)/Outside
Clients (25) When Now!
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The Raw Material The WOW Project!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Brand InsideBrand You Distinct or Extinct
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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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Minimum New Work SurvivalSkillsKit2000MasteryRo
lodex Obsession (vert. to horiz.
loyalty)Finishing SkillsEntrepreneurial
InstinctCEO/Leader/BusinesspersonMistress of
ImprovSense of HumorIntense Appetite for
TechnologyGroveling Before the YoungEmbracing
MarketingPassion for Renewal
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Brand You, Big Time!I AM AN ARMY OF ONE
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Message Distinct or Extinct.
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Brand InsideBrand Talent The Great War for
Talent
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When land was the productive asset, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
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From 1, 2 or 3 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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We value engineers like professional athletes.
We value great people at 10 times an average
person in their function.Jerry Yang, Yahoo
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Diversity defines the health and wealth of
nations in a new century. Mighty is the mongrel.
The hybrid is hip. The impure, the mélange, the
adulterated, the blemished, the rough, the
black-and-blue, the mix-and-match these people
are inheriting the earth. Mixing is the new norm.
Mixing trumps isolation. It spawns creativity,
nourishes the human spirit, spurs economic
growth and empowers nations.G. Pascal
Zachary, The Global Me New Cosmopolitans and the
Competitive Edge
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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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Women and new-economy management
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The New Economy Shout goodbye to command and
control!Shout goodbye to hierarchy!Shout
goodbye to knowing ones place!
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Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
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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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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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H.R. to H.E.D. ???Human
Enablement Department
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Beware Lurking HR Types One size NEVER fits
all. One size fits one. Period.
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44 Players 44 Projects 44 different success
measures
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Insights from 80,000 managersPeople dont
change much.Dont waste time trying to put in
what was left out.Try to draw out what was left
in.That is hard enough.Source Marcus
Buckingham Curt Coffman, First, Break All the
Rules What the Worlds Greatest Managers Do
Differently
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Employee retention satisfaction
Overwhelmingly, based on their immediate
manager!Source Marcus Buckingham Curt
Coffman, First, Break All the Rules What the
Worlds Greatest Managers Do Differently
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MantraM3Talent Brand
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Whats your companys EVP?Employee Value
Proposition, per Ed Michaels et al., The War for
Talent
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EVP Challenge, professional growth, respect,
satisfaction, opportunity, reward EVP The
companys fingerprint B.P.Source Ed
Michaels et al., The War for Talent
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Message Talent rules! Women leaders rule! Talent
Brand. Become Talent Obsessed! Become EVP
Obsessed!
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Brand InsideBrand ActionGetting Started a
Personal Perspective
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Topic Boss-free Implementation of STM /Stuff
That MATTERS!
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Heart of the MatterF2F!Freak to Freak
or K2K Kook to Kook
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Worlds Biggest Waste Selling Up
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Epitaph from Hell Joe J. Jones 1942 2001
HE WOULDA DONE SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
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Brand InsideReprise THINK WEIRD The High
Standard Deviation Enterprise
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Saviors-in-WaitingDisgruntled CustomersFringe
CompetitorsRogue EmployeesEdge SuppliersWayne
Burkan, Wide Angle Vision Beat the Competition
by Focusing on Fringe Competitors, Lost
Customers, and Rogue Employees
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Button-down Org
H.S.D.E. .

• Acquire for market share
• Suck up to biggest customers
• Pursue strategic vendors
• Bigger is better
• Accept assignments as given
• Hire 4.0s from top schools
• Promote when theyve paid their dues
• Appoint a prestigious board
• Hang out with my pals
• R.A.F.
• Be professional at all times/Honor thine elders

• Acquire for innovation
• Partner with cool customers
• Seek out pioneering vendors
• Break it up to refresh
• Reframe all tasks to innovate
• Hire intriguing, wherever
• Promote tomorrow if the work product is weird and
  WOW
• Appoint an interesting, headstrong board
• Take a freak to lunch today
• F.F.F.
• Stay loose, stay cool/The hell with thine elders

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N.W.O. Was Is
Is

• Pine-paneled Office
• Address 1 Big Man Plaza
• Secretary
• Suit
• Formal
• Rank conscious
• Pretense (Failures are
• for fools.)
• I love Yes men
• Self-contained

• Seat 9B, AA233
• Address Anne_at_Corp.com
• Typing 60 WPM
• Casual M-F
• Approachable
• We are a HOT Team
• Screwing up is as normal as breathing
• I love Misfits!
• I love partners

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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work IIThe Commodity Trap
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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, working in similar jobs,
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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Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, A Unique Moment
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Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
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OVERVIEW
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Tomorrow Today Cisco!90 of 20B
(50M/day)75 mfg. outsourced 50 of orders
routed to supplier who ships directGross
margin 65 Net margin 28Annual savings in
service and support from customer
self-management 550M
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Enron eWorld Price a structured trade, per
John Arnold, 26 Early 1999 30 times a day. Late
2000 30 times per minute.Long-term gas
contract. 1989 9 months, 400 deals. Late 90s
2 weeks, 2 per week. Late 2000 5 such deals per
daySource www.ecompany.com (1/2001)
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GM/Ford/DaimlerChrysler/Renault/Nissan/Oracle/Com
merceOneCovisint (02.2000)240B
(500B)90,000 Suppliers2-3,000/Car42 to
12-18 MonthsSource Business2.0 (02.2001)
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COMMUNITY SERVICES!/ CUSTOMER CONTROL!
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Tomorrow Today Cisco!90 of 20B save
550MC.Sat e gtgt C.Sat HCustomer 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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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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RADICAL STRATEGIES REQUIRED
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One cannot be tentative about this. Excuses like
channel conflict or marketing and sales arent
ready cannot be allowed. Delay and you risk
being cut out of your own market, perhaps not by
traditional competitors but by companies you
never heard of 24 months ago.Jack Welch
07.00/Forbes.com
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Ebusiness is about rebuilding the organization
from the ground up. Most companies today are not
built to exploit the Internet. Their business
processes, their approvals, their hierarchies,
the number of people they employ all of that is
wrong for running an ebusiness.Ray Lane,
Kleiner Perkins
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Brand OutsideStrategy 2Its 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 Theatre
Every Business a Stage
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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
thats not work or home. Its the place our
customers come for refuge.Nancy Orsolini,
District Manager
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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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The Experience LadderExperiences
ServicesGoods Raw Materials
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1940 Cake from flour, sugar (raw materials
economy) 1.00 1955 Cake from Cake
mix (goods economy) 2.00 1970
Bakery-made cake (service economy) 10.001985
Party _at_ Chuck E. Cheese (experience economy)
100.00
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Message Experience is the last 80.
Experience applies to all work!
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Brand OutsideStrategy 3Women Rule!
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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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????80
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Riding Lawnmowers
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48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
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Women 50(!!!) of Web users 6 of 10 new
users 83 of wired women are primary decision
makers for family healthcare, finances,
education.Source Business Week Jupiter
Communications
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4.8T gt Japan9M/27.5M/3.6T gt Germany
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Yeow!1970 12002 50
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OPPORTUNITY NO. 1!
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Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
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Mars Venus!Men 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.Faith Popcorn
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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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What If What if ExxonMobil or Shell dipped
into their credit card database to help commuting
women interview and make a choice of car pool
partners?What if American Express made a
concerted effort to connect up female
empty-nesters through on-line and off-line
programs, geared to help women re-enter the
workforce with todays skills?EVEolution
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Women dont buy brands. They join them.Faith
Popcorn, EVEolution
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THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
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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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Brand OutsideStrategy 4Welcome to Old World!
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Speaking of Enormous Missed Huge
Opportunities ...
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Subject Marketers StupidityIts 18-44,
stupid!18-24 XFL
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Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
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2000-2010 Stats18-44 -155 21(55-64
47)
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Aging/ElderlyIm in charge!
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Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
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Brand OutsideStrategy 5BRAND POWER!
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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 we work with
others. Companies will thrive on the basis of
their stories and myths. Companies will need to
understand that their products are less important
than their stories.Rolf Jensen, Copenhagen
Institute for Future Studies
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WHO ARE YOU these days ?TP to Client
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Brand Promise Exercise (1) Who Are WE? (1
page, 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) Big Enchilada Try em on a
skeptical Client!
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Message Branding is personal. Branding is
integrity. Branding is consistency. Branding is
fresh. Branding is what I care about and why it
matters. Branding is the answer to WHO ARE WE AND
WHY ARE WE HERE. Branding cant be faked.
Branding is a systemic, 24/7, all departments,
all hands affair.
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand LeadershipPassion Rules!
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Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
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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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Brand Leadership ENTHUSIASM RULES!Ben Zander
I am a dispenser of enthusiasm.
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Message Leadership is all about love! Passion,
Enthusiasms, Appetite for Life, Engagement,
Commitment, Great Causes Determination to Make
a Damn Difference, Shared Adventures, Bizarre
Failures, Growth, Insatiable Appetite for
Change. Otherwise, why bother? Just read
Dilbert. TPs final words CYNICISM SUCKS.