Tom Peters

1
Tom Peters The Leadership20Creating a Legacy
of ExcellenceBoston Pizza/Honolulu/27March2003
2
Slides at tompeters.com
3
The Leadership Types.
4
1. Great Leaders on Snorting Steeds Are Important
but Great Talent Developers (Type I Leadership)
are the Bedrock of Organizations that Perform
Over the Long Haul.
5
Whoops Jack didnt have a vision!
6
2. But Then Again, There Are Times When This
Cult of Personality (Type II Leadership) Stuff
Actually Works!
7
A leader is a dealer in hope.Napoleon
(TPs writing room pics)
8
3. Find the Businesspeople! (Type III
Leadership)
9
I.P.M. (Inspired Profit Mechanic)
10
The Leadership Dance.
11
4. Leaders SHOW UP!
12
Rudy!
13
5. Leaders DO!
14
The Kotler Doctrine1965-1980
R.A.F.(Ready.Aim.Fire.)1980-1995
R.F.A.(Ready.Fire!Aim.)1995-????
F.F.F.(Fire!Fire!Fire!)
15
6. Leaders FOCUS!
16
To Dont List
17
Danger S.I.O. (Strategic Initiative Overload)
18
Its Relationships, Stupid.
19
7. Leaders Know Women Roar/ Women Rule.
20
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
21
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
22
If It Aint Broke Break It.
23
8. Leaders FORGET!
24
ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out.Dee Hock
25
When McDonalds first started exporting its
formula of quality, cleanliness and service, it
was something of a novelty. These days,
quality, cleanliness and service are a givenand
people are becoming more interested in what they
are eating. FT/12.21.2002
26
Nobody brags about going to McDonaldsSF
professional. Subway gt McDs (USA).
27
When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
28
9. Leaders HONOR THE FREAKS.
29
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
30
10. Leaders Make Mistakes and MAKE NO BONES
ABOUT IT!
31
Sams Secret 1!
32
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec (and, de
facto, Jack)
33
Create.
34
11. Leaders Make Their Mark / Leaders Do
Stuff That Matters
35
I never, ever thought of myself as a
businessman. I was interested in creating things
I would be proud of. Richard Branson
36
CEO Assignment2002 (Bermuda) Please leap
forward to 2007, 2012, or 2022, and write a
business history of Bermuda. What will have been
said about your company during your tenure?
37
Ah, kids What is your vision for the future?
What have you accomplished since your first
book? Close your eyes and imagine me
immediately doing something about what youve
just said. What would it be? Do you feel you
have an obligation to Make the world a better
place?
38
Trends.
39
12. Leaders Get the Big2 Trends
40
Trend I Women Roar.
41
?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91D.I.Y. (home projects)
80Consumer Electronics 51 Cars 60
(90)All consumer purchases 83 Bank Account
89Health Care 80
42
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
43
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.
44
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
45
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
46
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
47
Women dont buy brands. They join
them.EVEolution
48
Customer is King 4,440Customer is Queen
29Source Steve Farber/Google search/04.2002
49
Trends II Boomer Bonanza/ Godzilla Geezer.
50
Subject Marketers StupidityIts 18-44,
stupid!
51
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
52
2000-2010 Stats18-44 -155 21(55-64
47)
53
Marketers attempts at reaching those over 50
have been miserably unsuccessful. No markets
motivations and needs are so poorly understood.
Peter Francese, founding publisher, American
Demographics
54
Age Power will rule the 21st century, and we
are woefully unprepared.Ken Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
55
13. Leaders Know They Are Selling a TOTAL
EXPERIENCE.
56
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
57
Club Med is more than just a resort its a
means of rediscovering oneself, of inventing an
entirely new me. Source Jean-Marie Dru,
Disruption
58
Guinness as a brand is all about community. Its
about bringing people together and sharing
stories.Ralph Ardill, Imagination, in re
Guinness Storehouse
59
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
60
The Experience LadderExperiences
ServicesGoods Raw Materials
61
The marketing of Dreams (Dreamketing)Dreamketing
Touching the clients dreams.Dreamketing The
art of telling stories and entertaining.Dreamketi
ng Promote the dream, not the product.Dreamketin
g Build the brand around the main
dream.Dreamketing Build the buzz, the hype,
the cult.Source Gian Luigi Longinotti-Buitoni
62
First Step Hire a theater director ???
63
Experience Cirque du Soleil
64
DO YOU MEASURE UP?If not, why not?
65
14. Leaders Are Obsessed with BRAND POWER.
66
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
67
You do not merely want to be the best of the
best. You want to be considered the only ones who
do what you do.Jerry Garcia
68
Branding Is-Is Not TableTNT is not
TNT is TNT is notJuvenile
Contemporary Old-fashionedMindless
Meaningful ElitistPredictable
Suspenseful DullFrivolous
Exciting SlowSuperficial
Powerful Self-important
69
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 (Execs Dont Get It.)Source Jump
Start Your Business Brain, Doug Hall
70
Talent.
71
15. When It Comes to TALENT Leaders Always
Swing for the Fences!
72
Model 25/8/53 Sports Franchise GM48 500M
73
The leaders of Great Groups love talent and
know where to find it. They revel in the talent
of others.Warren Bennis Patricia Ward
Biederman, Organizing Genius
74
PARCs Bob Taylor Connoisseur of Talent
75
Les Sweaters to People
76
DD21M
77
Passion.
78
16. Leaders Know ENTHUSIASM BEGETS ENTHUSIASM!
79
BZ I am a Dispenser of Enthusiasm!
80
17. Leaders Are Optimists.
81
Half-full Cups Ronald Reagan radiated an
almost transcendent happiness.Lou Cannon,
George (08.2000)
82
18. Leaders Give RESPECT!
83

• It was much later that I realized Dads secret.
  He gained respect by giving it. He talked and
  listened to the fourth-grade kids in Spring
  Valley who shined shoes the same way he talked
  and listened to a bishop or a college president.
  He was seriously interested in who you were and
  what you had to say.
• Sara Lawrence-Lightfoot, Respect

84
19. Leaders Are The Brand
85
You must be the change you wish to see in the
world.Gandhi
86
G.H. Create a cause, not a business.
87
The End Game.
88
20. Leaders Listen to BIG MIKE.
89
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo