GMAC Home Services San Francisco 03.29.00

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GMAC Home ServicesSan Francisco03.29.00
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All Slides Available NOW at tompeters.com
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Hen scratches _at_ 37,000 feet
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Microsoft R.O.W.Microsoft gt GM
Ford Boeing Lockheed Martin Deere
Caterpillar USX Weyerhaeuser Union Pacific
Kodak Sears Marriott Safeway
KelloggSource Business Week data through 5-99
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Microsoft R.O.W. (II) Microsoft gt GM
Ford Boeing Lockheed Martin Deere
Caterpillar USX Weyerhaeuser Union Pacific
Kodak Sears Marriott Safeway Kellogg
McDonalds Bank One General Mills
American Airlines United Airlines Delta Air
Lines US Airways Quaker OatsSource
Yastrow Marketing (through 11-23-99)
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No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
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Just Say No I dont intend to be known as the
King of the Tinkerers. CEO, large financial
services company (New York, 5-99)
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64/24
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Goal?
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TP2000 A Broken RecordGE Power
SystemsAnheuser BuschFitLinxxYellow
FreightFidelityTime Inc.
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WebTotal ReinventionConsumer ControlSpeedTerro
r/OpportunityBrand Power/ Communication
Imperative
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There is probably going to be more confusion in
the business world in the next decade than there
has been in any decade in history.Steve Case
(2-00)
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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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Forces _at_ WorkThe 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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Steve Ross had a wonderful philosophy People
get fired for not making mistakes.Bob Pittman
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C.E.O. to C.D.O.
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Brand InsideBrand Org!
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And Now the Equivalent White Collar
Revolution!
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The coefficient of friction associated with the
grunge of business is amazing!Michael Schrage
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RR on Sara LeeThe most profitable businesses
in the future will act as knowledge brokers,
linking insights into whats available with
insights into the customers individual needs and
preferences.
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We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
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Brand InsideBrand Work!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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You really got to me. So many of our information
technology projects take on a life of their own,
and I know theyll never end up as more than
mediocre successes. CEO, F100 financial
services company (10-98)
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Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
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Brand InsideBrand You!
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Seminar Y2K/Brand InsideMessage 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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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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New Economy Advice from The Cluetrain
ManifestoRelax!Have a sense of humor!Find
your voice and use it!Tell the truth!Dont
panic!Enjoy yourself!Be Brave!Be curious!Play
more!Dream always!Listen up!Rap on!
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What Do I Do First?One Minute
Excellence!Thomas Watson
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Brand InsideBrand Talent!
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Issue Y2KThe Great War for Talent!
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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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Axiom Never hire anyone without an aberration
in their background. (Find the One Ton Cookie
Man!)
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The NAESP
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Attributes of Those Who Made the 10th Grade
History Book

• Committed!
• Determined to make a difference!
• Focused!
• Passionate!
• Irrational about their lifes project!
• Ahead of their time / Paradigm busters!
• Impatient! / Action Obsessed

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Attributes of Those Who Made the 10th Grade
History Book

• Made lots of people mad!
• Flouted the chain of command!
• Creative / Quirky / Peculiar! / Rebels! /
  Irreverent!
• Masters of improv / Thrive on chaos / Exploit
  chaos!

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Attributes of Those Who Made the 10th Grade
History Book

• Forgiveness gt Permission
• Bone honest!
• Flawed as the dickens!
• In touch with their followers aspirations
• Damn good at what they do!

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Just Say No to Grout! Participant Dont
you need grout between the tiles?TP No!
med staff, NFL Special Teams,waiters, PFCs,
cymbals player, bit parts, waiters
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Talent Brand
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Brand OutsideBrand Inside
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Brand OutsideContextNo Commodities!
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In the Beginning The audit has become a
commodity.Big 5 audit partner to TP
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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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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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The 10X/10X Phenomenon10 Times Better/10
Times Less Different
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When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
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Pretzel Crumb-less-ness Plus The Ritz Carlton
Experience enlivens the senses, instills
well-being and fulfills even the unexpressed
wishes and needs of the guest.from the Ritz
Carlton Credo
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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
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Nirvana!- Nordstrom- Four Seasons- Adirondack
Guide Boat- OXO- Ziplocs- Magnificent Mile
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Why?Cool!/Surprising!Reliable!Friendly!/Comfor
table!Aesthetically pleasing!
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Consider What words and emotions do you use
to describe the things you love?
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Brand OutsideStrategy 1Use E-Commerce to
Re-invent the Business!
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35,000,000. ???
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Dells Web sales daily
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2X 100 days (Internet traffic)2X 9 months
(network capacity)Source Red Herring (1-00)
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I-24 to 1-28 BizRate.com Online Shopping Index
Consumer Goods52 Weeks 622Source The
Industry Standard/02-00
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Tomorrow Today Cisco!7B of 10BSave 500M
(service and tech support)C.Sat e gtgt C.Sat
HCustomer Engineer Chat Rooms (1B?)
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Message COMMUNITY!/ COMMUNITY SERVICES!
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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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Psych 101 Strongest Force on Earth?My need to
be in perceived control of my universe!
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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In the network economy, the Website becomes the
companys primary interface to the customer. The
user interface becomes the marketing materials,
store front, store interior, sales staff and
post-sales support all rolled into one.Jakob
Nielsen, Designing Web Usability
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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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Getting Right Down to Brass Tacks Bricks
Mortar?Clicks Mortar?All Clicks All the
time?
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1 ANY IDIOT WHO THINKS CONSUMERS ARE GOING TO
GIVE UP THE IN-STORE SHOPPING EXPERIENCE FOR THE
INTERNET IS JUST THAT. AN IDIOT.
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2 ANY IDIOT WHO THINKS WE ARE STILL GOING TO BE
HANGING OUT IN STORES 15 YEARS FROM NOW IS JUST
THAT. AN IDIOT.
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TP ANY IDIOT WHO THINKS THEY KNOW WHICH ONE OF
THE ABOVE TWO STATEMENTS IS TRUE IS JUST THAT.
AN IDIOT.
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Brand OutsideStrategy 2Women Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
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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 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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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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Yeow!1970 12000 50
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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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Women and Financial AdvisorsWomen want a
plan, to be listened to, to be taken seriously,
to read about it, to think about it.Women do
not want an in-your-face sales pitchSource
Kathleen Boyle, Wheat Boyle Butcher Singer
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Women and HealthcareWomen are more
dissatisfied, frustrated by the way they are
treated and spoken down to by physicians, seek
more information, are more pressed for time and
make 75 of health care decisions, control 2/3
of health care and constitute 2/3 of health
care employees.Source Patricia Braus,
Marketing Healthcare to Women
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How Many Gigs You Got, Man?Hard to believe
Different criteria Every research study weve
done indicates that women really care about the
relationship with their vendor. Robin
Sternbergh/ IBM
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Its Simple Women are more thoughtful and more
deliberate than men!
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Brand OutsideStrategy 3Its 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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Mantra Any good can be ing-edthe driving
experiencethe pumping experiencethe sitting
experiencethe reading experiencethe washing
experiencethe cooking experienceJoseph Pine
James Gilmore, The Experience Economy Work Is
Theatre Every Business a Stage
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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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To Do Carefully think through every aspect of
the experience of us.
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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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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 Distinction Passion Connection
Caring
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In the funky village, real competition no longer
revolves around marketshare. We are competing for
attention mindshare and heartshare.Kjell
Nordstrom and Jonas Ridderstrale, Funky Business
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Rules of Radical MarketingLove Respect Your
Customers!Hire only Passionate
Missionaries!Create a Community of
Customers!Celebrate Craziness!Be insanely True
to the Brand!Sam Hill Glenn Rifkin, Radical
Marketing (e.g., Harley, Virgin, The Dead, HBS,
NBA)
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Brand LeadershipLead Out Loud!
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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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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 you ask me what I have come to do in this
world, I who am an artist, I will reply, I am
here to live my life out loud.Emile Zola