Tom Peters ReImagine Business Excellence in a Disruptive Age IHRSALondon02.Oct.2003

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Tom Peters Re-Imagine!Business Excellence
in a Disruptive AgeIHRSA/London/02.Oct.2003
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Slides at tompeters.com
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It is the foremost taskand responsibilityof
our generation to re-imagine our enterprises,
private and public. from the Foreword,
Re-imagine
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Tom Peters Re-Imagine!Business Excellence
in a Disruptive AgeIHRSA/London/02.Oct.2003
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1. All Bets Are Off.
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Uncertainty is the only thing to be sure of.
Anthony Muh,head of investment in Asia,
Citigroup Asset Management If you dont like
change, youre going to like irrelevance even
less. General Eric Shinseki, Chief of Staff,
U. S. Army
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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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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
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2. IS/ IT/ Web-power
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E-commerce is happening the way all the hype
said it would. Internet deployment is happening.
Broadband is happening. Everything we ever said
about the Internet is happening. And it is very,
very early. We cant even glimpse ITs potential
in changing the way people work and live. Andy
Grove (BusinessWeek/August 2003)
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eRevolution40,000,000 Americans (1 of 2
singles/40 of American adults) went to an online
matchmaking site last month (USNWR/09.29.03)
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Here We Go Again Except Its Real This
Time!Bank online 24.3M (10.2002) 2X
Y2000.Wells Fargo 1/3rd 3.3M 50 lower
attrition rate 50 higher growth in balances
than off-line more likely to cross-purchase
happier and stay with the bank much
longer.Source The Wall Street
Journal/10.21.2002
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3. The Heart of the Value Added Revolution The
Solutions Imperative.
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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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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 Nordström
and Jonas Ridderstråle, Funky Business
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Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, Unique now ... or never
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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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Gerstners IBM Systems Integrator of choice.
Global Services 35B. Pledge/99 Business
Partner Charter. 72 strategic partners, aim for
200. Drop many in-house programs/products.
(BW/12.01).
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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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Architecture is becoming a commodity. Winners
will be Turnkey Facilities Management
providers.SMPS Exec
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Keep In Mind Customer Satisfaction versus
Customer Success
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4. A World of Scintillating/ Awesome/ WOW
Experiences.
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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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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
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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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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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The Experience LadderExperiences
ServicesGoods Raw Materials
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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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Catalyst Canyon Ranch/Lenox MAs Ultra-prevent
Package
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15.07.03 264 (120)30.09.03 211 (95)Body fat
42 to 26Loss 46 fat 7 muscleLDL 155 to
56Exercise 76 days 32 2/day Lung capacity
81 to 119
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Lessons Deep Med Eval Knowledge/ Metabolic
Management Diet Exercise Home Team/
Feedback/ Support Gestalt
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5. It all adds up to THE BRAND.
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WHO ARE WE?
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WHATS OUR STORY?
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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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EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?
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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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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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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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6. Trends I Women Roar.
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?????????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
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91 women ADVERTISERS DONT UNDERSTAND US.
(58 ANNOYED.)Source Greenfield Online for
Arnolds Womens Insight Team (Martha Barletta,
Marketing to Women)
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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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When a woman is upset, she talks emotionally to
her friends but an upset man rebuilds a motor or
fixes a leaking tap.Barbara Allan Pease, Why
Men Dont Listen Women Cant Read Maps
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Women are more comfortable talking or thinking
about people and relationships, while men prefer
to contemplate things. research reported in the
New York Times (08.10.2003)
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SensesVision Men, focused Women,
peripheral.Hearing Womens discomfort level I/2
mens.Smell Women gtgt Men.Touch Most sensitive
man lt Least sensitive women.Source Martha
Barletta, Marketing to Women
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Editorial/Men Tables, rankings.Editorial/Women
Narratives that cohere.Redwood (UK)
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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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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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2.6 vs. 21
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1. Men and women are different.2. Very
different.3. VERY, VERY DIFFERENT.4. Women
Men have a-b-s-o-l-u-t-e-l-y nothing in
common.5. Women buy lotsa stuff.6. WOMEN BUY
A-L-L THE STUFF.7. Womens Market Opportunity
No. 1.8. Men are (STILL) in charge.9. MEN ARE
TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.10.
Womens Market Opportunity No. 1.
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7. Trends II Boomer Bonanza/ Godzilla Geezer.
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Subject Marketers StupidityIts 18-44,
stupid!
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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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507T wealth (70)/2T annual income50 all
discretionary spending79 own homes/40M credit
card users41 new cars/48 luxury cars610B
healthcare spending/74 prescription drugs5
of advertising targetsKen Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
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Read This! Carol Morgan Doran Levy,
Marketing to the Mindset of Boomers and Their
Elders
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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
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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
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8. Trends III Brand You Fitness.
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E.g. Jeff Immelt 75 of admin, back room,
finance digitalized in 3 years.Source BW
(01.28.02)
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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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Brand You FitnessSelf-management!Community!
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Wellness Currently 200B, 1T by 2008
(Source Zane Pilzer, The Next Trillion)
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9. Boss Job One The Talent Obsession.
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Model 25/8/53 Sports Franchise GM
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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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Talent!Tina Brown The first thing to do is to
hire enough talent that a critical mass of
excitement starts to grow.Source
Business2.0/12.2002-01.2003
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Top performing companies are two to four times
more likely than the rest to pay what it takes to
prevent losing top performers.Ed Michaels,
War for Talent (05.17.00)
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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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Brand Talent.
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10. Leadership for Excellence The Passion
Imperative!
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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 DePree, Herman
Miller
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G.H. Create a cause, not a business.
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Your Moment?!Obesity Epidemic!Wellness
Revolution!Gonzo Geezers!Brand You Fitness!
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Radical Web Strategy!From Satisfaction to
Solutions.Great Theater! (Experiences.)Scintil
lating Story! (Brand.)Women Roar
Rule!Godzilla Geezer!Talent Mania!A Cause to
Move the Masses!