The Power Is the Story Tom Peters/10.15.04/ for Better By Design

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The Power Is the StoryTom Peters/10.15.04/for
Better By Design
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Story Power!
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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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Leaders dont just make products and make
decisions. Leaders make meaning. John Seely
Brown
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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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The essence of American presidential leadership,
and the secret of presidential success, is
storytelling. Evan Cornog, The Power and the
Story How the Crafted Presidential Narrative Has
Determined Political Success from George
Washington to George W. Bush
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To win this race, Kerry needs to stop focusing
on Election Day and start thinking about his
would-be presidencys last day. What does he want
his legacy to be? When sixth-graders in the year
2108 read about the Kerry presidency, what does
he want the one or two sentences that accompany
his photo to say? Kenneth Baer/Washington
Post/092604
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Management has a lot to do with answers.
Leadership is a function of questions. And the
first question for a leader always is Who do we
intend to be? Not What are we going to do? but
Who do we intend to be? Max De Pree, Herman
Miller
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Business New Age of Stories!
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The last few decades have belonged to a certain
kind of person with a certain kind of
mindcomputer programmers who could crank code,
lawyers who could craft contracts, MBAs who could
crunch numbers. But the keys to the kingdom are
changing hands. The future belongs to a very
different kind of person with a very different
kind of mindcreators and empathizers, pattern
recognizers and meaning makers. These
peopleartists, inventors, designers,
storytellers, caregivers, consolers, big picture
thinkerswill now reap societys richest rewards
and share its greatest joys. Dan Pink, A Whole
New Mind
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The era of left brain dominanceand the
Information Age it engenderedIs giving way to a
new world in which right brain
qualitiesinventiveness, empathy, meaningwill
govern. Dan Pink, A Whole New Mind
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L-Directed Thinking sequential, literal,
functional, textual, analytictoR-Directed
Thinking simultaneous, metaphorical, aesthetic,
contextual, syntheticSource Dan Pink/A Whole
New Mind
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Agriculture Age (farmers)Industrial Age (factory
workers)Information Age (knowledge
workers)Conceptual Age (creators and
empathizers)Source Dan Pink, A Whole New Mind
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The MFA is the new MBA. Dan Pink, A Whole New
Mind
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Storie.
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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 Experience LadderExperiences
ServicesGoods Raw Materials
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Guinness as a brand is all about community. Its
about bringing people together and sharing
stories.Ralph Ardill, Imagination, in re
Guinness Storehouse
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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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Bob Lutz I see us as being in the art business.
Art, entertainment and mobile sculpture, which,
coincidentally, also happens to provide
transportation. Source NYT 10.19.01
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Car designers need to create a story. Every car
provides an opportunity to create an adventure.
The Prowler makes you smile. Why? Because its
focused. It has a plot, a reason for being, a
passion.Freeman Thomas, co-designer VW Beetle
designer Audi TT
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Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
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One companys answer CXOChief eXperience
Officer
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Most executives have no idea how to add value to
a market in the metaphysical world. But that is
what the market will cry out for in the future.
There is no lack of physical products to choose
between.Jesper Kunde, Unique Now ... or Never
on the excellence of Nokia, Nike, Lego, Virgin
et al.
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The sun is setting on the Information
Societyeven before we have fully adjusted to its
demands as individuals and as companies. We have
lived as hunters and as farmers, we have worked
in factories and now we live in an
information-based society whose icon is the
computer. We stand facing the fifth kind of
society the Dream Society. The Dream Society
is emerging this very instantthe shape of the
future is visible today. Right now is the time
for decisionsbefore the major portion of
consumer purchases are made for emotional,
nonmaterialistic reasons. Future products will
have to appeal to our hearts, not to our heads.
Now is the time to add emotional value to
products and services. Rolf Jensen/The Dream
SocietyHow the Coming Shift from Information to
Imagination Will Transform Your Business
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DREAM A dream is a complete moment in the life
of a client. Important experiences that tempt the
client to commit substantial resources. The
essence of the desires of the consumer. The
opportunity to help clients become what they want
to be. Gian Luigi Longinotti-Buitoni
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(Revised) Experience LadderDreams Come True
Awesome ExperiencesSolutionsServicesGoodsRaw
Materials
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Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
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In Denmark, eggs from free-range hens have
conquered over 50 percent of the market.
Consumers do not want hens to live their lives in
small, confining cages. They are willing to pay
15 percent to 20 percent more for the story about
animal ethics. This is classic Dream Society
logic. Both kind of eggs are similar in quality,
but consumers prefer eggs with the better story.
After we debated the issue and stockpiled 50
other examples, the conclusion became evident
Stories and tales speak directly to the heart
rather than the brain. After a century where
society was marked by science and rationalism,
the stories and values are returning to the
scene. Rolf Jensen/The Dream Society How the
Coming Shift from Information to Imagination Will
Transform Your Business
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Six Market Profiles1.
Adventures for Sale2. The Market for
Togetherness, Friendship and Love3. The
Market for Care4. The Who-Am-I Market5. The
Market for Peace of Mind6. The Market for
Convictions Rolf Jensen/The Dream Society
How the Coming Shift from Information to
Imagination Will Transform Your Business
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Market Power Story Power
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Brand Story
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Story gt Brand
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Living the Story.
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It is necessary for the President to be the
nations No. 1 actor.FDR
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You must be the change you wish to see in the
world.Gandhi
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My life is my message.Gandhi
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Spreading the Story I.
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Premise Ordering Systemic Change is a Stupid
Waste of Time!
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Demos! Heroes! Stories!
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Some people look for things that went wrong and
try to fix them. I look for things that went
right and try to build on them. Bob Stone/
Mr.Rego/ Lessons from an Uncivil Servant
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Find something small that you can turn around.
If youre on a 9-game losing streak, you need to
start with one great inning.Rudy
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MBSA!Managing By Story-ing Around/David
Armstrong
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REAL Org Change Demos Models (Model
Installations, ReGo Labs)/ Heroes (mostly
extant burned to reinvent govt)/ Stories
Storytellers (Props!)/ Chroniclers (Writers,
Videographers, Pamphleteers, Etc.)/ Cheerleaders
Recognition (PosgtgtNeg, Volume)/ New Language
(Hot/Emotional/WOW)/ Seekers (networking mania)/
Protectors/ Support Groups/ End RunsPull
Strategy (weird alliances, weird customers,
weird suppliers, weird alumnae-JKC)/ Field Real
People Focus (3 COs) (long way away)/ Speed
(O.O.D.A. Loopsact before the bad guys can
react)C.f., Bob Stone, Lessons from an Uncivil
Servant
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Spreading the Story II.
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Organizing Genius / Warren Bennis and Patricia
Ward BiedermanGroups become great only when
everyone in them, leaders and members alike, is
free to do his or her absolute best.The best
thing a leader can do for a Great Group is to
allow its members to discover their greatness.
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Yes!!!!!!!!!!!!!!!!!free to do his or her
absolute best allow its members to
discover their greatness.
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Quests!
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Q.E.D.
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You are the storyteller of your own life, and
you can create your own legend or not. Isabel
Allende